Following a three-way pitch, The Behaviours Agency has been appointed to launch Mobalpa in the UK as part of a world-wide expansion programme.

Mobalpa was established in the French Alps in 1907 as a cabinetmaker and is now the most recognised kitchen manufacturer in France. It has stores in 38 countries worldwide, but so far distribution in the UK has been limited with sales solely through small independent retailers.

The Behaviours Agency has been appointed to launch a pilot store for Mobalpa in the UK, which includes developing the brand and positioning to run across all communication and in-store activity. The store, based in Warrington, will launch in June 2012, and if successful, provide a blueprint for expansion across the UK.

Sue Benson, managing director at The Behaviours Agency says: “We were approached by Mobalpa because of our expertise in kitchen retail, so it is fantastic to be recognised for the work that we have done in this area so far.
“In other parts of Europe, Mobalpa is renowned for exceptional quality and the latest contemporary designs. It’s great to be working with them right at the beginning of their journey here as we help to shape their brand for the UK market.”

Cyril Raberin, Export Manager at Mobalpa adds: “We know there is an appetite for our kitchen concepts in the UK through our success with our independent retailers. We are now ready to become more visible and grow our position. The Behaviours Agency team has shown a creative and fresh approach to marketing our brand, which will help us to engage with UK consumers.”