This is the first time the brand has appointed a PR agency as it looks to launch in the UK and grow into other markets.
Shine has been appointed on an ongoing retainer. It will be responsible for the brand’s launch as well as delivering an annual programme to target bloggers, key influencers and media.
Peter Janes, founder and CEO of Shopa, said: "Shine’s contacts in fashion and lifestyle media coupled with its approach to influencer relations will help us launch the brand to the right people in the right way."
Shine MD Lawrence Collis said: "We’re implementing a strategy that puts influencers and bloggers at the heart of our campaign in order to drive sign-ups and, ultimately, sales."