The Accrington-headquartered online value retailer now operates as Studio Retail. 

As reported by the Lancashire Business Review, the rebranding project sees the end of the Express Gifts brand. The move comes with a new identity for the entire business, including the trading brand Studio.co.uk, which marks the start of what Studio describes as an ambitious communications relaunch.

The move comes after continuous record sales for the retailer – revenue for Q3 increased by 13.7%, with online sales increasing by 25%. Studio says the project is part of its mission of becoming the nation’s leading multi-range digital value retailer and is the result of 12 months of research and planning.

The new brand will be supported by a multi-channel campaign throughout the year, including the sponsorship of the fashion segment on ITV’s This Morning, as well as doubling its TV ad spend.

Studio is also expanding its online marketing channels with significant increased investment in areas such as video content, programmatic, social media and influencer marketing.

Managing director Paul Kendrick said: “2018 was a big year for us, seeing record performance for our Studio.co.uk offering. We have come a long way from our traditional catalogue heritage, with a bright future ahead and our new brand recognises not only what we have become, but what we want to be.”

Studio Retail, owned by Findel, offers an online personal shopping service to around 1.5m customers a year and stocks more than 63,000 products ranging from toys and electrical to household and gifts.

It offers free personalisation on 3,000 products and employs more than 1,400 workers.