Sharps Bedrooms
Making the UK’s leading fitted furniture brand
more memorable
Services
Strategy | Branding | Advertising | Content | Digital | Brochure | Production
Introduction
The fitted furniture category isn’t an easy one to lead. Trust us, we know. We’ve been helping Sharps do exactly that for over 15 years. But leadership doesn’t last forever without reinvention. When competitors began copying what Sharps pioneered, and price and promotion became the category’s default levers, the only way to stay ahead was to make the brand more welcoming, more relevant, and more distinctive.
This is the story of how we did it.
The Background - A brand in need of a makeover
We’ve all got a room at home that needs a refresh. When you first redecorated, it felt perfect. But years later, it looks dated — and worse, the neighbours copied you.
That was Sharps. For over a decade, the Beautifully Organised platform and its aspirational bedroom sets had delivered strong commercial growth and effective DR-led campaigns. But by 2025, it was showing its age.
Consumer perceptions were slipping. Competitors had mimicked the glossy look Sharps pioneered. And with the business expanding beyond bedrooms into whole-home furniture, the brand no longer reflected its own ambition.
Sharps needed a makeover.
The Challenge - Our beautifully organised to barely noticed
The Beautifully Organised positioning, centred on perfection and pride, had lost its relevance.
Competitors had eroded distinctiveness by copying the polished roomset look.
Younger and modern audiences weren’t connecting emotionally with the brand
The business needed a brand idea big enough to move beyond bedrooms.
The question was: what truth could take Sharps forward?
The Strategy - From Perfection to pleasure
The breakthrough came from our Motivation Gap research. Why do people really invest in fitted furniture?
Not to create a picture-perfect show home. Not to live in a flawless magazine spread.
They do it because home is the centre of life. It’s where we host friends. Where we relax after long days. Where we juggle work and family. Where kids grow, memories happen, and real life unfolds.
In short: people improve their homes to make them more enjoyable to live in.
Perfection, we realised, was not the aspiration. It was unattainable, and in truth, a little joyless. The real driver was pleasure — the warmth, comfort, and pride of living in a home that feels like yours.
This gave us our breakthrough: move Sharps from perfection to pleasure.
The Platform - Welcome Home
From that insight, we built the new brand platform: Welcome Home.
Welcome Home celebrates the joy of coming home. It shifts Sharps from polished sets to lived-in warmth, from sterile perfection to personal connection.
Less perfection, more personality: Homes that feel lived in, not staged.
Less about sets, more about people: Spaces defined by life, not symmetry.
Beyond bedrooms: Reflecting Sharps’ whole-home ambition.
Launched in Summer 2025, Welcome Home gave Sharps a refreshed creative approach that was warm, joyful, and real. Advertising and content focused on the emotional payoff of home, rather than the flawless surfaces of the past.
This wasn’t just a new campaign — it was a strategic repositioning that breathed new life into the brand.
Content - Capturing the joy of home
To bring Welcome Home to life, we transformed a real house into a Sharps home for a multi-week shoot. We cast real families, capturing spontaneous, authentic moments: the chaos of kids at play, the intimacy of a quiet morning coffee, the laughter of friends around a table.
The art direction leaned into natural light, tactile textures, and subtle imperfection. The spaces felt aspirational yet attainable, just like the brand.
Just as our visuals capture the authentic, lived-in reality of a home, our voice is built to create the feeling of “Welcome home” in every single piece of communication. We write as if we’re inviting people into spaces where real life unfolds, the joyful and perfectly imperfect.
Advertising - Re-launching Sharps to the nation
We reintroduced Sharps with an integrated campaign across TV, OOH, and digital.
TV: Told the story of homes filled with warmth, not polish.
OOH: Showcased inviting, personality-driven spaces.
Digital & Social: Built on the narrative with real stories and moments.
It was advertising designed not just to show furniture, but to celebrate the feeling of home.
Owned Communications - Making the brand felt everywhere
The platform carried through the full Sharps experience:
A brochure that felt more like a lifestyle magazine than a catalogue.
A website reimagined with a friendlier, warmer tone.
In-store updates that brought the Welcome Home personality to life
Results - A more distinctive and memorable Sharps
Though recently launched, Welcome Home is already shifting perceptions:
System1 Testing: TV creative scored in the top 17% of Home & Garden ads, driven by emotional intensity and strong Spike ratings.
Early signs show uplift in memorability, distinctiveness, and relevance. And importantly for a business you’ve loved working with for 15 years, internally the brand makeover has created renewed excitement and belief in Sharps.
Conclusion - Key Take-outs for Marketers
Category leadership requires reinvention: What makes you distinctive today can quickly become wallpaper tomorrow.
Follow the culture, not the category: Consumers weren’t chasing perfection anymore — they wanted homes that felt enjoyable, sociable, and personal.
Anchor in a human truth: Moving from perfection to pleasure unlocked a richer, more emotional brand story.
Emotion drives effectiveness: By tapping into joy, Sharps created advertising that tested in the top tier of the category.
Make it systemic: A transformation isn’t just an ad — it’s brochure, website, in-store, and beyond.
Partnership matters: 15 years of collaboration gave us the trust to take a bold leap together.
If your brand is in need of a make-over contact get in touch below.