Case study: RfM Transform and Peter Reed International

By RfM Transform

21 Jun 2024

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It has been a privilege to guide Peter Reed International, a maker of luxury linens, through its expansion strategy. Their commitment to maintaining high-quality and traditional craftsmanship made our work with them both exciting and rewarding. Seeing their success unfold in new markets is a testament to the robustness of the strategic insights we provided but also to their vision and commitment to enhancing and protecting this historic brand.

With a royal warrant from Queen Elizabeth II awarded in 2008, Peter Reed International has collaborated with a long line of well-respected designers including Giles Deacon and Sally Conran. Their Egyptian cotton linens are stitched by hand in Lancashire using the same meticulous techniques as when they first opened 160 years ago. Peter Reed International's expertise is so highly regarded that the producers of the television and film series Downton Abbey sought their advice on luxury bed linen.

Reimagining Legacy: The Peter Reed International Approach in partnership with RfM Transform

  • Preserving Heritage, Envisioning Growth:
    Peter Reed International, steeped in over 160 years of British textile mastery, sought to expand its reach to luxury designers and clients on a global stage. The challenge? Getting noticed in their target markets.
  • Luxury Redefined, Owning the Craft Narrative:
    In a crowded luxury linens market, Peter Reed International needed to amplify its distinct voice. The solution? Leaning into the rich tapestry of their heritage, emphasising the meticulous craftsmanship and unparalleled quality that defines true British luxury.
  • A Touch of Modern, Building Brand Advocacy:
    To cultivate deeper customer relationships and elevate brand awareness in the digital age, Peter Reed International embarked on a journey to streamline its marketing strategy. This involved leveraging technology to create a more engaging experience for their discerning clientele and favourite designers.

Strategic Growth Initiatives by RfM Transform

RfM Transform provided tailored growth advice to guide Peter Reed International in creating and delivering their expansion strategy:

  • Bespoke as Standard
    Peter Reed International's exceptional service became the cornerstone of a product launch at a well-known and prestigious London store, offering bespoke luxury linens as a standard feature.
  • New York Market Expansion
    We provided strategic advice to help Peter Reed International establish a foothold in New York’s luxury retail market. This included insights on organising an exclusive launch event to connect with key industry contacts, brands, and well-known designers.
  • Miami, Dubai, Shanghai Luxury Market Roll Out
    For each targeted market, we offered strategic advice on crafting marketing materials that reflected Peter Reed International’s commitment to quality and craftsmanship, engaged local ambassadors, and aligned with regional luxury trends.

"Peter Reed International had previously worked with a select group of customers, which was inconsistent with their new approach of exploring new luxury markets and expanding their reach. Our strategic advice focused on broadening this reach through a highly targeted approach, engaging luxury department stores and top interior designers to increase brand visibility in crucial markets. This direction has helped define their voice and enhanced their digital strategy to better manage customer relationships and build brand awareness." - Tony Backhouse, MD RfM Transform

The Impact

  • Enhanced Brand Strategy: RfM Transform's strategic advice helped Peter Reed International refine its marketing approach in key luxury markets which is now starting to bear fruit.
  • Effective Market Penetration: Our guidance allowed Peter Reed International to confidently prepare to enter and expand in targeted regions.
  • Growth Support: With RfM Transform’s support, Peter Reed International successfully aligned its strategy for effective market growth.

"Working with RfM Transform is helping us to strategically position our brand in key global markets without compromising the values that define us. Their expertise was crucial in defining priorities for international expansion and in helping us maintain our brand's heritage while expanding its reach." - Sean Clayton, MD of Peter Reed International

It has been a privilege to guide Peter Reed International through its expansion strategy. Their commitment to maintaining high-quality and traditional craftsmanship made our work with them both exciting and rewarding. Seeing their success unfold in new markets is a testament to the robustness of the strategic insights we provided but also to their vision and commitment to enhancing and protecting this historic brand.

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Working with a growth transformation specialist gives you:

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