Gabrielle Shaw to handle Virginware PR for expansion

Virgin's lingerie and swimwear brand, Virginware, has hired Gabrielle Shaw Communications to handle its PR in the UK, continental Europe and US.

The agency will handle all Virginware's trade, consumer and event PR.

GSC's remit covers PR for the label's outlets in Belfast and Manchester, along with PR for the group's planned expansion in the US and Europe, including the opening of a flagship store in London.

GSC won the brief after a seven-way pitch, which began late last year after the demise of its incumbent agency Kable PR in November (PRWeek, 14 December 2001).

GSC reports to Virginware CEO Steve Richards. The account team is headed by GSC account director Samantha Durchslag and account manager Prue Willsher.

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