________________________________________________________________________________________________________________ icon led interiors brand, while staying firmly rooted in the North East, which is a key part of our identity.
“ The transition wasn’ t a leap into the unknown,” he adds.“ Products under the icon name were already the most recognized and best loved within our portfolio, sold extensively through our DTC channels and major homewares retailers across the UK and Europe. With over 80,000 followers on social media, the brand identity was already resonating strongly with consumers. In many ways, we had already become icon; the rebrand simply brought the business and its public-facing identity into alignment.”
Relevant and creative icon’ s recent Greggs collaboration was an important milestone in demonstrating the company’ s new direction, ambition, and creative confidence. The limited-edition range combines comfort with personality, from XL Steak Bake bean bags to the Greggs logo gaming recliner and Bakeinspired cushions. Showcasing icon’ s ability to align product, design, PR, retail, and social media, this collaboration not only featured on BBC Breakfast but also marked the company’ s first step into physical retail, with selected pieces debuting in Fenwick Newcastle. retail-merchandiser. com 63