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Huddersfield Fine Worsteds

SFC Stage 1

About Huddersfield Fine Worsteds

Innovation and Tradition
Based in West Yorkshire, Huddersfield Fine Worsteds is an internationally renowned fabric manufacturer supplying the world’s biggest design houses and most prestigious tailors with superior and selectively sourced fabrics.

Combining innovation and tradition in its designs and methods, Huddersfield Fine Worsteds is the epitome of British elegance with global appeal.

HFW is part of New York’s HMS International group. With mills and offices around the world, the group now produce over five million meters of cloth each year.

Shift’s challenge

This project was all about uniting the opposing values of innovation and tradition. Prior to working through the Shift Full Circle Stage 01 process, the company confessed to having no marketing plan at all.

However, its brand architecture may have been confused but its reputation was excellent. As a direct consequence of the acquisition of companies, the current brand structure lacked cohesion. It left staff and customers confused.

But with heritage, history and expertise a plenty the Shift challenge was to package this in a way that would deliver a format for the future. We also saw huge scope for Huddersfield Fine Worsteds to take advantage of the growing desire for UK manufactured and designed fabrics.

Shift’s objective

The core aim was to bringing clarity to the company’s unique offer, enable specific targeting and to create a format that would enable opportunities to be identified and exploited quickly and successfully. The key to this was the introduction of the brand architecture. 

The need to change the brand architecture was a result of the Shift Full Circle workshops forming the lightbulb moment. Following analysis, we recommended creating a single unified brand architecture headed by the master brand - Huddersfield Fine Worsteds.

The clarity of this architecture ensures each brand has a clear defined purpose.

Throughout Huddersfield Fine Worsteds, it is evident the company has a passion for fabrics, but this passion was not reaching the wider audience through the current marketing and communication.

The Shift Full Circle process harnessed this passion & used it aid the development of the new brand identity and marketing communication activity.


Shift delivered

  • SFC Brand Platform & brand book
  • Cms Ecommerce Website
  • Brand identity
  • Marketing campaigns
  • Direct marketing
  • Infographics video
  • Retail POS concept
  • Product packaging & promotion