Restoration taps Sitrick

CORTE MADERA, CA: Restoration Hardware has hired Sitrick and Company to handle media relations efforts for its potential acquisition by Sears or Catterton Partners, according to the agency.

CORTE MADERA, CA: Restoration Hardware has hired Sitrick and Company to handle media relations efforts for its potential acquisition by Sears or Catterton Partners, according to the agency.

PR efforts will target traditional and new-media outlets that cover mergers and acquisitions, including The Wall Street Journal, the Associated Press, Reuters, thedeal.com, and regional titles based where the bidding companies are located.

Additional outreach will communicate the benefits of the merger for all of the involved parties. IR efforts will also be part of the outreach.

The biggest challenge facing the effort is ensuring reporters cover the potential deal accurately.

"The goal is to have fair and balanced coverage of this episode," said Lance Ignon, a partner at Sitrick. "I think so far that has been the case.

"I know it sounds simplistic, but that's the goal," he added.

The home-furnishing chain announced a merger with Catterton last month, but it agreed to consider competing proposals for a 35-day period, ending on December 13.

Sears made a bid for the company on November 26 at $6.75 per share.

Restoration is currently considering the offer.

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