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2squared agency opens first London showroom

Manchester-based footwear and clothing distributor 2squared has opened its first London showroom, as it bolsters its head office team as part of a wider expansion.

The agency said the new 1,500 sq ft London showroom, located at 16-18 Heneage Street near Brick Lane, will be a base for international growth as it looks to introduce a raft of brands across Europe. It will be the company’s second permanent space in the UK, as it continues to operate a showroom in Manchester.

The London debut is part of an aggressive expansion plan by new owners JD Sports Fashion, which bought the agency from the brink of administration in 2017. This includes investment in marketing and digital infrastructure, led by new head of marketing Andrew Wright, who was previously at Henri Lloyd.

Wright has recruited five new team members, bringing the in-house team to a total of nine to cover marketing, ecommerce and creative. 2squared has also appointed London based communications agency Brandnation to handle trade and consumer PR, whilst Leeds based digital agency Rushh has been appointed to manage the new website, ecommerce and SEO requirements.

In addition to the appointments, 2squared has also undergone a rebrand, which it said is “a new visual identity for 2squared agency to better present a contemporary and premium representation to the trade.”

Wright said of the rebrand: “By structuring and strengthening our B2C marketing team the agency is geared up to grow our portfolio of brands and we wanted a stronger B2B identity to underpin this agency proposition.”

2squared said its growth plan includes bringing on board new, long term brand licences as well as creating and developing its own brands. The agency said it aims to grow and consolidate its position as one of the foremost respected footwear and clothing distributors in the UK.

2squared was established in 2006 by two JD Sports senior managers, Neil Corrie and Martyn Harrison. It has since grown into a business with a turnover of more than £10m, in partnership with brands including Champion, Diadora, Android Homme, Creative Recreation and Marshall Artist.

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