One of the fastest growing men’s formalwear retailers in the UK, Suit Direct has appointed, without pitch, Leeds-based brand and creative consultancy, Propaganda.

Home to fantastic formalwear brands, including Ted Baker, Ben Sherman, Marc Darcy and Racing Green, and owned by Baird Group Ltd, Suit Direct has over 40 of its own stores across the UK High Street and outlet centres, plus a global ecommerce platform. As part of the partnership, Propaganda will be supporting Baird Group in developing an omnichannel brand strategy designed to position Suit Direct for continued aggressive growth.

It is well documented that the impact of the Covid-19 pandemic has accelerated the permanent structural shift to online by 3-5 years. As such, the last 18 months has been challenging for many retailers, those who emerged as winners were already digitally enabled, reacted swiftly, and pivoted to address challenges and opportunities. As a result, Suit Direct has experienced significant online growth over the last 18 months and is now placed to see that growth continue at its current rate.

Mark Cotter, CEO, Baird Group said: “The pandemic has played a key role in advancing the need for next-level omnichannel retailing. We believe that Propaganda, their track record, and their ability to challenge will support us in driving our brand to the next level.”

Julian Kynaston, Founder, Propaganda added: “We’re excited to be working with Baird Group to create a leading brand of distinction in Suit Direct, and to firmly establish the brand in the hearts and minds of the target consumer. We intend to fully harness their incredible ambition to capitalise on the opportunity for growth.”