Bira receives national recognition

Bira (British Independent Retailers Association) has been shortlisted in the best association website category of The Association Excellence Awards 2017.

Organised by the Global Conference Network, the awards celebrate best practice and excellence in all aspects of trade and professional associations.

More than 300 guests attended the awards ceremony, held at the Hurlingham Club in London on March 31.

The best association website category was won by the Recruitment & Employment Confederation (REC). It has two separate memberships: the REC website ( which represents recruitment businesses and the IRP website ( which represents individuals working in recruitment.

The other finalists alongside bira were the British Medical Association, Community Pharmacy Scotland, Scottish Federation of Housing Associations and Society for Endocrinology.

Birmingham-based bira branded and relaunched last October with a mobile-first strategy.

Commenting on the website, bira head of marketing, PR & events Sarah Arnesen said: “The site’s refreshed and simplified look, combined with enhanced content and improved search functionality, allows independent retailers to better interact with bira online.

“The new website contains everything about independent retailing today, and tomorrow. It is a hub of practical resources, advice and inspiration, with the latest thinking, best ideas, opinions, interviews and case studies, drawn from across our retail world. All in one place, easy to find, easy to navigate and easy to share.”

The association worked with creative agency Certain to develop the website and a wider integrated campaign. Certain managing director Phil Dean said: “This work is underpinned by some great insights from members. They wanted retail expertise, delivered in a clear and simple way, by people they could trust. Both the brand and the campaign reflect this need.”

He added that a countrywide photo shoot and video interviews with members “grounded the brand identity in authentic experience”.

Bira has supported independent retailers for 117 years. It works with 6,500 independent retail businesses of all sizes to help their businesses thrive.

By joining bira, independent retailers receive access to a wealth of business benefits, from free legal advice to preferential card rates, business banking to specialist insurance, tax accountants to music.

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