Virgin lingerie label set to stage consumer PR pitch

Virgin's lingerie label Virginware is on the hunt for a consumer PR

firm to handle all its external communications.

The underwear and swim-wear firm, which launched its first range in

September, is to stage a pitch in January following the demise of its

incumbent consumer agency Kable PR, which closed last month (PRWeek, 23


Virginware CEO Steve Richards said they will predominantly look for

consumer PR support for their London, Belfast and Manchester outlets,

but hinted the remit could extend overseas.

Virginware has operations in Sweden, Greece and Finland, with a store

opening in the Middle East at the end of February and plans for an

opening in Asia in the pipeline.

'As our business develops, some of our PR needs change and with the

international plans, the remit may change by January,' said


He added that the agency they are seeking needs to be creative and

experienced in the consumer and fashion media.

Until an agency is appointed, former Kable consultant Debbie Donne will

work for Virginware on a freelance basis, handling existing PR projects,

such as The Clothes Show in Birmingham.

The now defunct Kable, which was part of The Point Organisation, was

originally hired by Virginware to handle its launch earlier this year.

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