Kilpatrick PR wins Ted Baker brief for fragrance brands

Fashion brand Ted Baker has hired Kilpatrick PR to handle consumer PR for its Ted Baker Fragrance line.

The brief sees the fashion and beauty specialist agency assume responsibility for the promotion of Skinwear, Ted Baker Woman, Bodywear, Endurance for Men and Endurance for Women, as well as two further brands set to launch later this year.

The agency started work this week preparing for the press launch later this month of the two as yet undisclosed brands, ahead of consumer launches in September.

The Ted Baker line is manufactured under licence by KMI, a fashion company established in 1993, which signed an exclusive licensing deal with Ted Baker plc to manufacture and sell branded fragrances.

In June KMI reported a 57 per cent increase in sales for the first five months of the year, taking £6.1m.

Agency founder Carri Kilpatrick heads Kilpatrick PR's work on the account, reporting to Janno Williams-Roberts, who oversees the Ted Baker brands for KMI Limited.

A Kilpatrick PR spokesperson said the agency's work would focus on promoting all of the Ted Baker fragrances to upmarket titles to achieve 'drip down' coverage in other titles. The agency will also undertake some retail PR work.

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