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Homeform £20m ad business is up for review | Print |  Email to a friend
Tuesday, 29 May 2007
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Homeform, the holding company owned by US venture capitalists, Sun European Partners (SEP), is understood to be reviewing its £20m advertising account, currently held by Manchester agency BCMB.

 

The four main brands under the Homeform umbrella are the fitted kitchen operations Moben and Kitchens Direct, Sharps (bedrooms) and Dolphin (Showers).

The media business, held by Brilliant, is believed to be unaffected by the review.

BCMB’s connections with Moben and Kitchens Direct go back over 20 years when there were mutual equity interests in the companies, but the relationship has endured numerous changes of ownership.

Homeform, has annual sales of more than £200 million. On 5 April this year, the company was acquired by SEP, for an undisclosed sum. The company’s HQ is now divided between Manchester and Wolverhampton.

SEP is a division of Sun Capital Partners. Sun Capital has investments in over 145 companies world wide with combined sales in excess of £17 billion (US$33 billion). Other brands in Sun’s portfolio include Lee Cooper, Playtex and Wonderbra.

http://www.homeform.co.uk/
http://www.suneuropeanpartners.com/
http://www.bcmb.co.uk/index1.html

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  Comments (1)
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 1 By Nimrod, on 29-05-2007 12:14
The BCMB website makes no bones about the fact that the agency is owned by Homeform. It says it on the company history page. 
The debate about whether BCMB was really an agency or a service department for Moben and co was over years ago as anybody who has walked through the Kitchens Direct reception to get admittance to theagency will well know. 
So what's happening here then? Either the daddy company is voting to shut BCMB (and push its costs up exponentially) or, far more likely Morton and co are going on a free scoop for new ideas by getting a load of agencies, lured by the accounts 20 million price tag, to pitch. Copyright your ideas. 
Now will anyone accept a wager of ten shiny english pound coins that this account will still be BCMBing in 6 months time?

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