Rebrand project in the pipeline for leisure retailers Blacks and Millets
April 6, 2012 by Gareth
Outdoor and leisure supplies retailers Blacks and Millets could soon undergo a rebranding exercise following the company’s buyout by JD Sports.
The Blacks Leisure Group, which was home to retailers Millets and Blacks who are well-known for their camping gear, were bought out by sportswear giant JD Sports in January 2012. The buyout cost £20 million and helped to save the firm from going into administration.
The buyout has seen a review of both the Millets and the Blacks brand take place, with findings reporting that the Millets brand should do more to highlight its strong British roots and Blacks should be more appealing to families. The rebrand will see instore point of sale being rebranded to feature images that better convey these brand sensibilities, as opposed to the masculine images that are currently used in store. A review of all communications and promotional literature is taking place, with a major part to play for design of POS and POS printing.
Bolton and the Bury area are home to a number of people employed by the JD Sports head office, which is located in Bury itself. JD Sports are known to work with a number of creative and production agencies to carry out tasks like POS printing and the rebrand could be positive news for the local economy if the company chooses to source their design or use a printing company from within the region.
Julia Reynolds, the group head for Blacks Leisure Group, recently commented on the planned changes, saying she was ready to get going with the rebrand.