Womenswear retailer Warehouse is outsourcing its PR in a bid to build a greater presence in the consumer press and among industry opinion formers.
The Aurora Fashions retailer has appointed London-based agency IPR to help drive awareness of the Warehouse brand.
As a result, the two person in-house press team will be halved. Warehouse brand director Paula Stewart said the person affected by the move would be redeployed within the business.
“It has been over 10 years since Warehouse worked with an external PR agency and we just felt now is the right time to look at new ideas and make sure we were in touch with lots of key decision makers,” said Stewart.
IPR will begin working with Warehouse from next week but the official launch of the partnership will conincide with the unveiling of the retailer’s autumn 13 collection in April.
It is hoped that the agency will boost Warehouse’s presence by targeting “all” the major glossies and fashion blogging community. The team is also planning to deploy more celebrity seeding of key items.
“IPR has great connections and can take the Warehouse brand to the next level,” Stewart said.