Dormitory

Calico has just finished a complete brand relaunch for a luxury British bedlinen manufacturer, Dormitory.

This substantial project involved a brand refresh including a new logo, colour palette and corporate identity, as well as great new eCommerce enabled website.

After more than a decade supplying exclusive fashion and home retailers, as well as furnishing some of the world’s most luxurious hotels, Dormitory wanted to capitalise on their growing online reputation by selling direct. “Since Dormitory started our clients have come from the world of luxury lifestyle brands, hoteliers, royal residences and international interior designers but we have often been asked to produce a collection available to anyone, who values quality, traditional craftsmanship combined with design, durability and value,” says Dormitory’s Co-founders, Sue and Cathy, who first met as buyers on the shop floor at Liberty of London.

Business launches are usually focussed on developing a great product or service – and rightly so. However it’s crucial not to forget one very important task: marketing. So Calico began by analysing Dormitory’s marketing position and producing a report. This was critical to help them understand:

• Where they stood against their competitors.

• The full range of online marketing opportunities for their business.

• Ways they can leapfrog and gain an advantage over competitors.