PR, social and events agency, LUYA, has been appointed PR partner for international homewares brand, Søstrene Grene as ambitious plans to grow in the UK get underway.
It’s the Scandinavian-inspired brand’s first appointment of a UK agency to manage national consumer and business PR, as well as individual store launches.
Søstrene Grene opened its first UK store in 2016 and was met with huge demand for its affordable home accessories. After years of testing the market, the brand has ambitious growth plans to open 50 UK stores over the next three to four years.
With existing stores across England, Scotland and Northern Ireland, Søstrene Grene recently opened the doors to its thirteenth British store, and by end of 2023, the brand expects to have over 20 UK stores.
The win comes following the agency’s five-year-success of launching seven of the UK stores to date in Chester, Altrincham, Manchester, Derby, Cheltenham, Wandsworth and High Wycombe, with Sheffield launching this month.
LUYA is working across all elements of Søstrene Grene, including creating engaging launch events for each new store and introducing the brand on a national scale to UK consumer and trade press. LUYA will support the internal marketing teams to drive brand awareness regionally and nationally through media relations and creative content creation, as well as a series of events and activations.
Head of communication and PR, Malene Lund Jørgensen, from Søstrene Grene said: “We’re extremely happy to be working with LUYA on our national PR activities in the UK. Our local partners in the UK already have great experience with LUYA in terms of local PR around our UK stores. Now, we’re excited to see how this collaboration can help further build the Søstrene Grene brand across the entire UK.”
The appointment comes after a strong start to year for the North West-based agency, with a series of high-profile launch events, including the much-anticipated rooftop restaurant, Climat in Manchester. Following a wide-reaching PR campaign, the wine-led venue has received critical acclaim including a glowing review just three weeks post opening by The Guardian and Observer’s Jay Rayner.
LUYA is also celebrating its fifth year in business, marked by a whole new look and feel to its website and social media channels.
Managing director of LUYA, Laura Fearnall, said: “With strong experience in the lifestyle sector, we’re extremely proud to be working with Søstrene Grene on this project. A long time in the making, we’re excited to be more widely introducing the UK to the brand that has such a strong following in Europe. We have some really exciting plans up our sleeve, with many of them well underway.
“This is a competitive sector for agencies so it is an honour to be working with the team at Søstrene Grene. A decision, which I hope, is testament to the hard work, creative approach and results of Team LUYA.”
