IMA-HOME has won an international 4-way pitch to work with US performance lifestyle brand, Rhone.
Rhone is a relatively new brand, founded in 2014 by brothers Nate & Ben Checketts, It currently has an ecommerce operation and 15 retail stores in North America.
The appointment is described as a “pivotal moment” in its growth story, as it is the first significant agency relationship the brand has invested in.
“We view IMA-HOME as a true partner as we enter a new phase in our business,” said the Checketts.
“2024 will be a crucial year for us as we introduce our first women’s line, and we believe IMA-HOME and their expertise in brand marketing and real-world activations will help guide us in bridging the gap from being a men’s brand to a brand for everyone.”
IMA-HOME, which has its headquarters in Leeds, was up against agencies in New York and California.
One of the key reasons behind the win was that it has 8 offices around the world – including New York, Manchester and London.
IMA-HOME explained that the “cross-Atlantic collaboration” meant they can “optimise productivity” by working over an 18-hour day, plus its Manhattan team can provide “local cultural context and insights, which are coupled with the capabilities of over 300 global experts in the UK.”
“The Rhone win is an important step in IMA-HOME’s US integrated growth strategy, as it’s a real marriage of brand consultancy, integrated and retail experiences. We’ve shown we can seamlessly blend our teams to provide a significant point of difference for global clients, both in terms of wider agency service and from an authentic cross-geography point of view,” said Mike Silver, US Managing Director at IMA-HOME.
“Working directly with Nate, Ben and the rest of the senior team gives us a great opportunity to make a tangible difference on their rapidly growing business. We can really help to amplify their thinking and help make their vision a reality – from expanding into new markets, to making a real-world difference with community and mental fitness focus. We’re excited for what’s in store for 2024 and beyond.”
The initial focus was to evaluate and enhance the current brand, which has traditionally catered to a male audience. This will set the groundwork for an expansion into the womenswear market during the summer.
