The two toy stores, which were recently acquired by Waterstone's founder Tim Waterstone and Nigel Robertson, are looking to capitalise on the brands' high-street retail presence, as well as tapping into what is regarded as enormous potential in the direct sales market.
Tim Patten, manging partner of Proximity, will be seconded two days a week to Chelsea Stores as marketing director to help implement the marketing plan and communications strategy. Proximity London will be able to provide strategic consultancy, data planning and a fully integrated creative service.
The Early Learning Centre and Daisy & Tom have more than 200 branches in the UK and sales of approximately 拢200m.
Chris Thomas, CEO of Proximity, said: "This is an opportunity for Proximity to be in on the ground floor of what is going to be a tremendously exciting retail opportunity. Tim will be in the unusual position of being both poacher and game keeper at the same time. This will deliver a unique partnership and allow us to provide not only strategic input but also create a fully integrated approach."
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