Roxy.com Seeks Shop

Three-year-old Roxy.com is seeking an agency of record for its $10-15 million ad account.
The Hopkinton, Mass.-based online retailer of home electronics has hired Boston consulting firm Pile and Co. to oversee the search, said Pile official Rick Hooker.
Pile executives held meetings with Roxy management late last week to whittle down initial agency submissions, said Hooker. It is believed that more than a dozen shops–mainly midsized players in New York and Boston–submitted materials.
A list of contenders is expected this week, Hooker said. Finalists will be chosen next month following capabilities presentations and a winner will be announced shortly thereafter.
Roxy, which has done virtually no self-promotion to date, is seeking to establish a strong brand identity in the increasingly crowded e-commerce arena, Hooker said.
Roxy founder and chairman Keith Clougherty and chief executive officer Michael Jeans, who joined this spring from Nashua Photo, will have final say on agency selection. John Marchand, director of marketing, is also a key decision maker in review process.
Roxy is 40 percent owned by the Fingerhut Cos. unit of Federated Department Stores. Roxy last month entered into a deal with Federated’s Macy’s division, linking that store’s e-commerce site with Roxy.com.
There has been speculation that a public offering for Roxy is imminent. The privately held company expects sales this year of around $25 million, up from about $5 million a year ago, a Roxy representative said.
Cambridge SoundWorks, Newton, Mass., two weeks ago tapped Mullen, Wenham, Mass., to handle its hifi.com site, which may compete to some extent with Roxy.com.