MERRIMACK, NH: Specialty retailer Brookstone has hired Blue Wolf Communications for PR, social media, and event marketing.
The agency started working on the account on August 1. Brookstone did not issue an RFP for its PR business, and the company was not working with an agency immediately prior to bringing on Blue Wolf.
In 2012, Brookstone selected Airfoil Public Relations as its agency partner.
Brookstone has tasked Blue Wolf with launching several holiday initiatives, as well as introducing products and holding events in the fall and winter. The agency will also unveil a few "high-profile spokespeople" for the brand, it said in a statement.
Representatives from Brookstone and Blue Wolf were not immediately available for comment.
In April, Brookstone filed for Chapter 11 bankruptcy protection after a slew of layoffs and store closings. The chain reported a loss of $18 million in the 13 weeks ending September 28, 2013, compared with a loss of $12 million in the same period in 2012.
Brookstone offered to sell the business to several bidders. In early June, Sailing Innovation US won an auction with a bid of $174 million. The Chinese company is planning to keep all Brookstone stores open.
Founded in 1965, the chain has about 290 stores across the country and in Puerto Rico, according to its website.