Canadian footwear brand Shumaker, which began manufacturing and distributing shoes in 1948 but only recently started to open retail locations, has chosen Charming Media as its public relations agency of record.
It’s the first PR agency for Shumaker (pronounced shoemaker), which launched its retail concept last August with its first store in Peterborough, Ont. The retailer has since opened an additional seven stores in Ontario and plans to open more in the province in the short-term.
Charming Media was selected following “an internal bid process,” says Ishan Singh, director of operations for Mississauga, Ont.-based Shumaker. The retailer was “charmed with their enthusiasm and excitement about the journey we are on and the impact we can make,” Singh says.
The agency will help Shumaker get the word out by handling media relations, product placement, blogger outreach and influencer programs.
“We want to get media into the stores because they’re such a beautiful concept – the way they’re designed and laid out,” says Valerie Stachurski, president of Charming Media in Toronto. “Once people are in the store, they actually can experience how beautiful they are.” The stores feature contemporary designs with white interiors and red accents.
Shumaker designs shoes for other retailers and distributes to more than 1,600 points of sale across Canada. The shoes are designed in Canada and made abroad.
Its own branded designs, which range from lower-end to higher-end, can be bought in-store and at Shumaker’s website. The stores also carry other designer brands.
“Any brand that is Canadian and is expanding, we’re very happy to be onboard with that, especially retail brands,” Stachurski says. “We want to be a strong partner as retail brands are expanding and looking to expand.”
Charming Media’s other clients include Reef, Turkish Airlines and Oxford Properties.
