Line Knitwear selects NKPR for North American PR strategy

Toronto shop to support brand as it continues to expand in the U.S.

Line runwayCanadian luxury knitwear label Line Knitwear, which is expanding its presence in the U.S., has chosen NKPR as its public relations agency.

“I think one of the reasons they chose us was because of our office in New York City, said Natasha Koifman, president of NKPR, which has 30 employees in its Toronto office and three in New York. “At the same time, we’re Canadian and so familiar with the brand.”

NKPR will be creating a North American PR strategy for the brand, which includes a media relations strategy for Line’s 15th anniversary, a retail strategy aimed at elevating the brand’s profile in the global fashion community, an influencer program, strategic partnerships, event management and consumer engagement, Koifman said. Four NKPR staffers will be working on the account.

Line’s latest collection is available through such luxury retailers as Holt Renfrew, TNT, Bergdorf Goodman, Saks Fifth Avenue, Neiman Marcus and Intermix. The brand has recently partnered with the New York fashion showroom Findings, and has developed a celebrity following that includes Oprah Winfrey and Jennifer Garner.

Line is focused on elevating its brand “and finding the right strategic partners who can continue to drive the brand forward,” John Muscat, president and co-founder of Line, said in a statement. “We’re confident that NKPR’s forward-thinking approach will help us take the business to the next level.”

Koifman said the fact Line is in the U.S. market “really primes them for success. It’s a great story to tell. It’s great for other designers in Canada to learn about – to show that there are so many possibilities and opportunities of doing well in a market that’s a challenge to break through.”


Add a comment

You must be to comment.

Brands Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs