TK Maxx store at Castlepoint wikimedia commons/Dorsetdude

European retailer TK Maxx chose the Australian advertising agency, 303 MullenLowe, to launch the retail giant’s international brands in Australia. 303 MullenLowe won the creative and media account for TK Maxx and is all set to unveil the campaign for the retail store.

Fully integrated model

Tess Buenan, TK Maxx head of marketing said that 303 MullenLowe’s fully integrated model can allow it to build a strong singular partnership with the agency. “We were impressed with 303 MullenLowe throughout the pitch process…It is really exciting to bring this much-loved brand to Australia – it’s going to be a big year,” AdNews reported Buenan as saying. TK Maxx is a retailer offering big brands at small prices, with over 500 stores located in six European countries. The retail giant has stores located in Ireland, Austria, Germany, the Netherlands, Poland, and the UK.

303 MullenLowe managing partner Tony Dunseath said it is the company’s privilege to launch TK Maxx’s brands in the Australian market.“Launching any brand in a new market is always a privilege, but it’s not every day you get to do it for such a significant international brand,” Dunseath said. He added that the multidisciplinary approach of the company has been present in its business from creative to media.

303MullenLowe ECD Richard Morgan also said that the ad agency will be ready to bring advertising mix that should extend TK Maxx’s journey to Australia. “Globally, TK Maxx has a strong heritage of producing creative campaigns that set a really high benchmark,” Morgan said.

TK Maxx to launch 35 stores

TK Maxx and 303 are set to work together for the whole year as the European retail company will launch 35 stores across the east coast from late April or early May. The TJX Companies Inc, TK Maxx’s parent company, also has a worldwide presence in offering off-price apparels and home fashions in the US, with a total of 3,800 stores in nine countries. TJX also owns Marshalls, Winners, HomeGoods, HomeSense and Sierra Trading Post.

In Australia, the clothing retailing market is among the most cautious industries in the country. A market research from IBISWorld revealed that Australia’s clothing retailing has an expected annual growth of only 3.9 percent until 2017 due to bricks-and-mortar retailers’ expansion of their online sales channels and the consumer’s cautious spending. A separate market research from Korda Mentha cited that technology and innovative competition will continue to drive the trend of Australia’s clothing retailing industry.