Consumer push for Baby Closet

Online clothing retailer The Baby Closet is mounting a consumer media relations push to mark its launch.

The business aims to carve out a niche providing quality clothing to babies in their first six months and is also set to launch a range for premature babies. It has appointed Reality PR for the campaign.

Reality co-founder Andy Brown said the retailer had done some advertising in local press, but now that the site is up and running PR will form most of the marketing push.

PR will focus on building brand awareness and look for product-focused features in press and TV.

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