Case study: RfM Transform and Peter Reed International

By RfM Transform

21 Jun 2024

HR Trends from RfM Transform (22)-min.png.png

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.

Small Businesses Can Transform the World!

You’ve got ambitions to grow your business. Now you need a solid plan to make it happen.

Working with a growth transformation specialist gives you:

  • A clearer picture of your business as a whole
  • A better understanding of what works and what doesn’t
  • A strategy baseline to measure success
  • A growth plan with clear steps and priorities

Ready to take your business to the next level? Get in touch for more. 

Latest news

1

Roundhouse secures approval for new £15m office and industrial scheme in Preston Momentum

Roundhouse secures approval for new £15m office and industrial scheme in Preston

25 Jul 2025

2

Homebuilder's high-performing sales advisers clinch awards Ben Garland and Julia Lorente

Homebuilder's high-performing sales advisers clinch awards

24 Jul 2025

3

Work is set to start on Multiversity project Multiversity Blackpool

Work is set to start on Multiversity project

24 Jul 2025

4

BAE Systems welcomes MOU between Republic of Turkiye and UK for purchase of Typhoon aircraft Typhoon production Warton

BAE Systems welcomes MOU between Republic of Turkiye and UK for purchase of Typhoon aircraft

23 Jul 2025

5

Assystem to double UK jobs to deliver Sizewell C EDF Assystem

Assystem to double UK jobs to deliver Sizewell C

22 Jul 2025

Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
Lancashire Built Environment Conference 2025
BEC 315 X 315 Px
Networking
25 Sep 2025

Lancashire Built Environment Conference 2025

Blackpool Football Club, Blackpool, FY1 6HX

08:30 - 13:00

CMI Level 5 Management and Leadership Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Management and Leadership Course

Preston Campus, Preston , PR1 2HE

09:00 - 17:00

CMI Level 5 Project Management Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Project Management Course

Preston Campus, Preston, PR1 2HE

08:00 - 17:00

Preston Tech Connection: Buzz Word Bingo. Challenging Todays's Buzzwords In Tech
July PTC banner long updated.png.png
LBV Hub Networking
29 Jul 2025 - 29 Jul 2025

Preston Tech Connection: Buzz Word Bingo. Challenging Todays's Buzzwords In Tech

Society1, Coworking Space, Preston, PR1 3LT

18:00 - 19:30

Preston Freelancer Meet-Up: July
Longer July Banner.jpg.jpg
LBV Hub Networking
31 Jul 2025 - 31 Jul 2025

Preston Freelancer Meet-Up: July

Society1, Coworking Space, Preston, PR1 3LT

10:00 - 11:30

Advantage: AI – A Workshop for Business Leaders – August 14th
Navy--Event Tile.png.png
LBV Hub Seminars
14 Aug 2025 - 14 Aug 2025

Advantage: AI – A Workshop for Business Leaders – August 14th

Door4 Office, Burnley Wharf, Burnley, BB11 1JG

09:00 - 12:00

The Business Network Central & East Lancashire
LBV Header (24).png.png
LBV Hub Networking
21 Aug 2025 - 21 Aug 2025

The Business Network Central & East Lancashire

Mytton Fold, Langho, BB6 8AB

11:30 - 14:15

Morecambe Bay Walk
Walk.jpg.jpg
LBV Hub Awards
30 Aug 2025 - 30 Aug 2025

Morecambe Bay Walk

Arnside, CARNFORTH, LA5

09:30 - 14:00

Longridge Soap Box Derby
Screenshot 2025-06-10 090035.png.png
LBV Hub Fundraisers
14 Sep 2025 - 14 Sep 2025

Longridge Soap Box Derby

Berry Lane, Longridge, PR3 3WH

10:00 - 16:30

Cumbria Business Expo 2025
https---cdn.evbuc.com-images-880461633-4862066883-1-original.20241022-110415.jpeg.jpg
LBV Hub Exhibitions
19 Sep 2025 - 19 Sep 2025

Cumbria Business Expo 2025

Carlisle Racecourse, Carlisle, CA2 4TS

09:00 - 15:00

Help to grow management course
Help to grow - barriers to growth.png.png
LBV Hub Seminars
26 Sep 2025 - 16 Dec 2025

Help to grow management course

Preston Campus , Preston , PR1 2HE

09:00 - 15:00

RISE - Lancashire's unique leadership programme for women
thumbnail_Emma Weston Illustration WENDY BOWERS RISE Illustrstion.jpg.jpg
LBV Hub Seminars
22 Oct 2025 - 18 Mar 2026

RISE - Lancashire's unique leadership programme for women

East Lancashire Chamber of Commerce, Clayton le Moors, BB5 5JR

09:30 - 15:30

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV 123 Online Graphic
Subscribe now

Weekly news bulletin