UK cycle and motor accessories retailer Halfords has appointed Mother to handle its account worth £10m or so.
Halfords Group Commercial Director Paul McClenaghan says: “We have started on a journey to reposition Halfords as a provider of expert help and services. Working with Mother is another important step towards this transformation. Our aim in the agency pitch process was to find a partner who can bring our new proposition alive for customers. We are impressed by Mother’s inspirational ideas for this next important step in the evolution of Halfords brand.” Halfords was formerly handle by DLKW/Lowe.
Cycling, Halfords’ core business, is indeed booming in the UK but private equity-owned Halfords has failed to profit from this as much as it should have, partly as a result of under-investment in its stores (often the case with indebted private equity owners). Bikes have become a designer choice these days, often costing £1000 and upwards, but the rather utilitarian Halfords has been bypassed. Hence the emphasis on services, with cars being the main target.
Mother, which started life as one of a number of creative boutiques in London, has grown into a much more mainstream agency over the last few years with a New York operation and some big accounts including fellow retailer IKEA.
One of the first things Mother needs to look at is Halfords’ logo (above) which, with its collapsing ‘o’, is truly horrible.