The brand partnership and sampling division of St Ives Group-owned agency Edit has rebranded as Relish, becoming a standalone business within the group and spearheaded by co-directors Natalie Betts and Jonny Hall.
The move comes as the agency, which will remain based at Edit’s Bath head office, has picked up exclusive contracts to sample products through online orders for fashion retailer NBrown, which owns the Jacamo, Simply Be and JD Williams brands, and high street retailers Oliver Bonas and Lakeland.
The new contracts will increase the agency’s monthly exclusive inventory for online customer orders by 40%, enabling it to despatch over 4 million product samples for its clients each month.
Relish specialises in creating and implementing third-party sampling campaigns for major brands including those that sit under Unilever, L’Oreal and Procter & Gamble. Its fashion clients also include ASOS (pictured), Missguided, Very, Figleaves and Littlewoods.
Betts said: “We are very proud to be able to stand on our own as an agency while still having the support of the Edit family and the wider St Ives Group. We’re also delighted to welcome NBrown, Oliver Bonas and Lakeland on board – adding to our portfolio of prestigious lifestyle retailers.
“Our clients come to us because they want to capitalise on that special moment a well-known retailer interacts with their consumers. Future growth will now be focused on developing our luxe fashion portfolio, as well as non-fashion sectors, to further enhance our proposition for FMCG brands.”
Edit chief executive Damian Coverdale added: “The Relish team has gone from strength to strength, so it was entirely fitting to create a distinct brand to enable it to capitalise on its market-leading position within the brand partnership space.”
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