“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.”