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AVB helps Ulster Weavers launch their new brand

We’ve been working with Ulster Weavers, the 140-year-old textile manufacturer from Northern Ireland, to reposition its business as a contemporary homeware brand targeting the millennial audience.

Ulster Weavers has its roots in Northern Ireland’s famous linen industry, having been founded in 1880, and today is renowned for its vibrant textiles, with products including tea towels, aprons, and oven mitts.

The company, which has customers in 50 countries, has introduced new contemporary kitchen textile and homeware collections that are inspired by the places and culture of Northern Ireland as part of its major brand relaunch.

Alongside Gillian McLean, Managing Director; Annie David, Head of Innovation, and the wider Ulster Weavers’ team, we carried out a global audience and market research programme with the aim of mapping the macro trends impacting the Homewares Categories. The process allowed us to glean knowledge that ultimately helped inform the new brand vision of bringing inspiration and craftsmanship to every home in the world.

From this we went on to develop their new brand strategy, the creation of an evolved brand identity, typography, guidelines and a raft of design work, including sales tools, catalogues and digital content.

The brand relaunch is allied to a pledge by Ulster Weavers to grow sustainably, with a commitment to align its strategy with UN Sustainable Development Goals 9, 11,12 and 14 and to make approximately three quarters of its new retail products in Northern Ireland.

Gillian McLean, Managing Director of Ulster Weavers explained;

“The roots that ground us are a powerful combination for a brand in today’s marketplace – from our linen heritage and provenance to our local craftsmanship, textiles specialism, and quality of design and product. In a highly competitive category, we now need to retell our story, connect with a new and burgeoning audience and deliver on our purpose to enrich homes and lives everywhere.

“Our commitment to operating sustainably for the benefit of our customers’ businesses and our consumers’ lives is a key part of our strategy and makes business sense. Producing locally, responsibly, and sustainably not only supports the social and economic welfare of our local community but also protects the environment for future generations,” she added.

The new collections will also include a range of new home furnishing items in contemporary designs which will be unveiled at Spring Fair in Birmingham in February 2022.