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– Modernising a premium furnishing brand

Frontgate is a premium American home and outdoor furnishing brand.

Frontgate is part of the popular home shopping network HSNi, with 25 years of heritage and a loyal following of wealthy customers. Founded upon a traditional catalogue business model and facing tough competition, our challenge was to help Frontgate maintain its premium position, extend its reach through sub-brand Porta Forma, instigate new working methods and, as a consequence, become more effective online and in retail.

“BrandCap has been a true partner for brand building initiatives across a number of our companies. They have a distinctive ability to balance the emotion and creativity of brand with the hard realities of business that I have not found with any other partner. Their ability to engage with the team – across the entire organization – not only leads to greater effectiveness but creates an early start of activation.”

Jeff Kuster, President at Cornerstone (subsidiary of HSNi)

What we delivered:

  • Brand strategy
  • Consumer insights and foresight
  • Experience blueprint
  • Market sizing