Kent-based agency Hamilton PR has been appointed to handle the launch of Alworths, a chain of high-street stores managed by former Woolworths head of stores and concessions Andy Latham.
The first store will open on 5 November at the former Woolworths site in Didcot, Oxfordshire.
There are plans to open four more stores before Christmas and a total of 22 within the next 12 months.
Alworths will be a general retailer, stocking a mix of branded toys, sweets, pick 'n' mix, homeware, stationery, and seasonal and garden products.
Former Woolworths' head of PR Laura Swann joined Hamilton PR in 2007 (PRWeek, 20 June 2007). The agency launched the brand to the national consumer and business media, targeting local media at store level.
Separately, John Doe is to relaunch the defunct music shop Zavvi as an online retailer. The agency, which was founded in April by Shine Communication's former creative director Rana Reeves, will handle all media relations.