Harvey Jones prepares first TV campaign to support store expansion

The upmarket kitchen retailer is launching a campaign on Sky channels using the broadcaster’s AdSmart technology, which allows the advertiser to target specific demographics using postcode data.

Harvey Jones hopes to serve 400,000 TV spots in a trial of the service and is targeting households based on lifestyle data it has mapped out based on its last 2,000 kitchen installations.

The retailer has increased its ad budget by 15% in 2015 to support the television campaign, which is due to launch in February.

Harvey Jones chairman Geoff Brady, a former director at Kingfisher, said: “We want to get geared up for future growth, we have now opened 31 stores and we want to double that over the next four or five years.”

The retailer opens its 31^st store in Milton Keynes this weekend - the first time the retailer has opened a store in a shopping centre.

The Milton Keynes branch is also the first store in the estate that will trade seven days a week and in the evenings.

Brady said the 1960s shopping centre would not typically suit the premium nature of the retailer, but said its location next to John Lewis helped swing the decision.

In order to support the growth, Harvey Jones has expanded its executive board from five to eight.

New directors include Matt Hazelden, who has been promoted from national sales manager to sales director, Kim Ross who has been promoted from financial controller to finance director, and James Hadingham will join the board as production director.

Harvey Jones, which is owned by YFM Equity Partners, expects to report sales of £17.5m for the year ended December 31, up from £15.5m last year.