LPP, the owner of, among others, Cropp, also became owner of House through the acquisition of Artman. Both Cropp and House are the two main clothing brands appropriated for young people.
CPC prepared a repositioning strategy for both the brands, for them to become complementary of each other in the LPP portfolio, as well as, to satisfy the widest possible group of young consumers. Thereby, the positioning of both brands was based on “spreading” them apart, in order to satisfy varying areas of needs associated with a clothing brand.