Past Times has signed up Changing Rooms presenter Laurence Llewelyn-Bowen to help reposition itself as a destination for homewares.
The 87-store chain, owned by Retail Variations and known for historical and unusual gifts, wants to increase awareness of its home furnishings and accessories offer.
The range, called The Laurence Collection, comprises a selection chosen by the man himself from the retailer's homewares offer. The collection will hit shops this week, with a second range planned for spring.
'This endorsement complements the work we have already undertaken to redesign our store interiors, catalogue and Web site, following an extensive research project earlier in the year,' said Past Times marketing director Jim McDowell.
Llewelyn-Bowen's range will be promoted with posters in shop windows and throughout stores, as well as featuring in the Past Times catalogue and online.
'Our tie-up with Laurence also broadens the appeal of the Past Times brand, giving it a relevance to a wider customer base,' said McDowell.