The In-Store Innovator : How Cubitts builds brand loyalty with a design-focused newspaper

How Cubitts builds brand loyalty with a design-focused newspaper

Tabloid newspapers by cubitts on a blue background

About Cubitts

Cubitts is a modern spectacle and sunglasses brand based in London, with a focus on quality materials, craftsmanship and design.

The challenge

Every year, the Cubitts team produces a variety of small passion projects that celebrate their "love of good design and innovative materials". They were sharing this work on their website and on social media, but felt the projects they’d poured so much time and creativity into were getting lost in the noise online.

"A newspaper gives us a physical manifestation of our brand, allowing us to tell our story away from the tyranny of likes and follows."
— Liz Moffatt, Marketing and Communications Manager
Color headshot photo of Liz Moffat
Open tabloid featuring modernist architecture shown on a blue background

What they did

Cubitts chose a tabloid newspaper to give these projects a tangible home that their customers could keep and read on their own time.

The goal was to "share beautiful, interesting content that [customers] will enjoy, allowing us to build brand loyalty organically," says Liz Moffat, Marketing and Communications Manager at Cubitts.

Printed quarterly, the newspaper is available at the brand's retail shops around London.

What happened next

Cubitts uses their newspaper to tell their story "away from the tyranny of likes and follows." When they release a new issue, customers will visit the store just to pick it up. It's also helped build their brand within their industry:

"Since we published our first issue, we've been contacted numerous times by other brands, artists and interesting people asking to work with us or to appear in our newspaper," says Liz.

Cubitts says that working with Newspaper Club "simplifies the ordering, printing and delivery process and supplies us with a premium product with very little admin on our end" — allowing them to focus on their next creative project.

"Since we published our first issue, we've been contacted numerous times by other brands, artists and interesting people asking to work with us or to appear in our newspaper."
Cartoon image of three colourful newspapers

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