Paolo Marchetti Interiors

Paolo Marchetti Interiors is a retailer of bespoke fitted furniture with stores in London. It is owned by the large Russian retail conglomerate, Mr Doors.

Paolo Marchetti Website:

Our Brief


When they decided to open their Paolo Marchetti Interiors stores in London in 2011, Mr Doors contracted Apparatus for 2 years to manage the launch and train their Russian team to understand the UK retail marketplace. They outsourced all of their marketing to us. This included everything from identity and store design, through to market research, website development, digital marketing, press launches, promotional gifts, advertising, brochure production and copywriting. Working with their team in Moscow, we helped them to identify and understand the UK consumer, targeting the appropriate demographic for their offer. We also worked with them to physically launch the retail spaces to customers and the UK press. After 2 years, they felt confident enough to manage their marketing from Moscow, although we still remain on hand for strategic advice and consultancy when they need us.

Skills Involved


  • Marketing Strategy
  • Retail Strategy
  • Corporate Identity
  • Branding
  • Visual Merchandising
  • Window Design
  • Customer Relationship Marketing
  • Direct Marketing
  • Web Design
  • Web Development
  • SEO
  • Digital Marketing
  • Copywriting
  • Brochure Production
  • Photography