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Premium print magazine for independent retailer Jarrolds

Premium magazine for Jarrolds department store

Client: Jarrolds department store
Sector: Luxury | Retail

Jarrolds department store is Norwich’s flagship independent store and twice winner of the UK’s Independent Department Store of the Year. Firmly rooted in the city since 1770, the company’s history is interwoven with East Anglia and the flagship store occupies a beautiful building in the centre of the city. With four floors of retail on offer including an extraordinary food hall, personal shopping services alongside some of the best luxury fashion brands, a choice of restaurants and even a spa, Jarrolds is a luxury retailer with a local heart.

In 2023, Jarrolds underwent a rebrand, bringing in a new logo design. They wanted to bring in this fresh look and feel to brand new printed magazine, distributed in store to loyalty club members and customers, in local stores, restaurants and hotels and posted to key home addresses in the city and surrounding area. The purpose was to showcase the range of offers available in store to loyalty club members, as well as promote the club itself to those who may not already be part of it. Jarrolds wanted to remind customers past and present of its historic nature and position as a retail and leisure destination in the city.

The remit

  • Design
  • Editorial
  • Art Direction
  • Photography
  • Advertising
Ginger cat in Jarrolds Magazine
Jarrolds Norfolk map illustration
Jarrolds The science of skincare
Jarrolds feature
Jarrolds spread

Dialogue got under the skin of new branding, understanding the new, modern lifestyle approach while honouring the historic connection, and set about bringing the rebrand to life with Jarrolds Magazine. Our approach matches Jarrolds’ company ethos of supporting local brands, so we commission local photographers, illustrators and writers to tell our stories.

Dialogue plans, commissions, writes and designs the premium magazine, which launched in 2023. It is printed on beautiful, high-quality, matt finish paper stock to reflect the premium brand and mimic the feeling of being in store.

Content covers all areas, from furniture design to top beauty buys, to local food and drink. Content pillars align with the floors of the building, so the journey of the customer through the store is reflected in the journey of the reader through the magazine. Content also ventures beyond the store, fortifying the connection the Norfolk area and Jarrolds at its heart.

What makes Jarrolds unique is its highly experienced staff and the bespoke customer service on offer, so Dialogue includes features that place the people centre stage, with the beauty experts, home store managers and food experts interviewed and highlighted.

Jarrolds Magazine also includes local advertisers to help support the project. Each is carefully chosen to align with the premium nature of the store. Branded content is also used to provide added value to advertisers, with great effect.

Jarrolds Magazine has been a great success, winning an International Content Marketing Association award for Best Consumer product, and continues to go from strength to strength, proving to be an important marketing asset for a beloved premium retailer.

Client's thoughts

The magazine has proved to be an essential tool for publicising and cementing our rebrand in the minds of our consumers... Jarrolds magazine ensures we stay culturally relevant to consumers of today in the context of our East Anglian setting.”

Stephanie Crowe, Head of Brand Marketing
Jarrolds

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Proud to be a winner of industry awards, recognised as content marketing experts in print and digital media.

Medium Content Marketing Agency of the Year 2023
Medium Content Marketing Agency of the Year 2022
ALF Sales & Marketing Award Winner 2023
Classic and Sports Car Club Awards
Content Marketing Award Silver
Content Marketing Award Gold
MemberWise Recognised Supplier 2024
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