Floorcoverings retail chain Carpetright has revealed its rebranding operation is in full swing as it prepares to launch a new TV sponsorship campaign to support the move.

Last month Carpetright confirmed its plans to invest £10m in a major store overhaul, refurbishing 100 stores with its new branding, following a successful trial period in selective locations. The proposed plans should take a year to complete, while suggesting that it will achieve investment payback within 18 months of completion.

Since the announcement, the company, which has 435 outlets nationwide – reducing its portfolio by 25 over the last year, has begun to phase in its new branding and said it would target its ‘highest turnover’ stores, as well as its ‘smaller High Street stores’ and sites where it is at a ‘competitive disadvantage’.

To boost the process, Carpetright has agreed a TV sponsorship package across UKTV’s lifestyle and entertainment channels. Starting next month, the company will sponsor specific programmes – including DIY SOS and Homes Under the Hammer, to drive recognition of the new brand.

Furthermore, Carpetright has taken the rebrand procedure in-store by completing redesigning its staff uniform, which was selected by colleagues themselves and will be made effective from 1 September 2016.

Although the focus has been primarily in the UK, with its new store format generating a like-for-like sales growth of 9.1%, Carpetright revealed that it is on a ‘similar journey’ within its Netherlands market. Last month the business refurbished its store in Utrecht, which has shown early signs of positive encouragement.

A statement from CEO Wilf Walsh said: “We have faced increased competition from a new specialist on a number of our UK sites. We are convinced that we can retain our market share in these locations by focusing on doing the right things outlined.

“We are embarking on a complete turnaround of the Carpetright business. We have not rushed into the changes, as we want to carry the majority of our staff with us and there is much to do. We need to ensure that we can execute the change successfully within our resource capacity and that we can carry out the customer promise effectively so that we become a recommended retailer more consistently.”

Carpetright also confirmed earlier this month that it plans to close 26 Storeys Carpets outlets, while launching a ‘Clearance’ sub-brand (see related).