King Living (King) is an Australian family-owned premium furniture brand that has been at the forefront of furniture design since 1977. From the very beginning we have been on a journey to ‘put King on the UK map’ by supporting its UK launch, accelerating its growth and further expansion into the UK market.
There are obvious market challenges as the brand launched during a tough cost of living crisis with consumer spending behaviours decelerating. This meant our positioning and strategy had to be carefully planned to connect with the right type of audience and the segment of the market who are still showing active spending behaviours. Our ultimate objective was to ensure King is perceived as an aspirational and quality brand and drive new customers into store.