Swyft Home, the furniture design start-up, has appointed London creative shop 20something as it’s lead creative partner to drive brand growth in the UK, following a competitive pitch. As the brand’s first ATL creative partner, 20something will be responsible for all elements of brand strategy, including all platform and above the line executions, social and press activity, as well as creating the brand’s first TV work.
Having launched in January 2020, with a promise of premium, stylish, quality sofas, delivered within 24 hours, Swyft has experienced phenomenal growth, reaching no.1 in direct-to-consumer brands* in less than 12 months. 20something has enjoyed a similar growth since its launch in 2019, now counting OVO, FIFA, Itsu and HSBC among its clients. The creative shop was founded to provide a solution to "over-complicated" processes for producing creative ideas, campaigns and products for clients. This progressive approach to creating businesses and brands that are effectively built to adapt and solve problems quickly, is well aligned with the forward-thinking nature of Swyft’s business model.
The self-assembly, sofa-in-a-box concept is relatively new to the UK but is set to take a big bite out of the £8.5bn UK sofa market. Research has shown that around 17m UK adults fit a key demographic, with 31% finding the ‘sofa in a box’ concept appealing. When shown the Swyft offer specifically, this number doubled to 60%. With sales continuing to soar in 2021, Swyft’s is setting its sights on ambitious growth in the UK.
Chief marketing officer, Geoff Bull: “There really is no excuse for long days spent traipsing around retail parks or months waiting for your sofa to arrive anymore. Swyft prides itself on no-compromise design and manufacturing and we can deliver within 24 hours of ordering. Having dramatically surpassed all of our expectations in year one, 2021 is now all about pushing to the next level. With 20something as part of the team, we’re excited about our ATL debut and bringing our offering to a much wider audience.”
Swyft appointed 20something after seeing the creative shop’s vision for the brand, along with the 20something team’s way of working, which was seen to be aligned with the brand’s own ambitious and disruptive values.
Andrew Barnard, managing partner at 20something said: “Most creative folk will recognise how exciting it is to be working with a genuinely fantastic product, a client team hell-bent on turning an industry on its head and to be facing into a category arms-race. Along with the Swyft team, we’ll be pulling out all of the stops to ensure the phenomenal growth experienced since launch, continues this year and long into the future.”
20something combine strategy and writing, with a production partner, much earlier than the typical creative process, and over the last two years has built a company that is designed to adapt and flex around new and evolving client demands, market opportunities and brand needs, to relieve the pressure on marketers and provide a cost-effective option that doesn’t compromise on creative output.
Work will go into production immediately, with the first creative work set to launch later this summer. Swyft will also be working with start-up Bicycle London to handle all media.