The launch release describes the rationale for setting up the division - called, inventively, Caboodledoos - in startling terms, stating that it had an aim to 'revolutionise the party and hospitality scene in the north'.
But is Leeds ready for Whiteley's sparkle? Deborah de Vittoris, founder of the city's 'glamour, fashion and events' market leader Hairy Lemon, claims she welcomes the competition.
'So many people have tried and failed to do events in Leeds. May the best man win,' she says, undaunted by Caboodledoos' added resource of its parent's PR division.
'My events are so good they generate their own PR, I don't need a "PR division",' de Vittoris adds.