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Luxury Retail PR

Sloane Street Website Launch

Cadogan Estates

To drive awareness of the launch of Sloane Street’s dedicated website and to create engaging content to drive targeted site traffic, APR developed a creative partnership with Harper’s Bazaar to position the site as an international lifestyle portal to the street and its iconic retailers.

The partnership with Harper’s Bazaar, the internationally recognised publication with an established fashion-focused HNW audience, provided creative and engaging Sloane Street fashion content curated by Retail Development Director, Jo Glynn-Smith, driving traffic to the site from the title’s targeted audience.

APR launched the Sloane Street website to key press across property, retail and fashion media with an exclusive event hosted at the much anticipated newly opened Harvey Nichols’ Fifth Floor Roof Terrace, generating highly targeted print and online coverage with an overall OTS of 86,013,921. 

Claudia Sebire Celebrates 25 Years

Claudia Sebire

To celebrate 25 years of success in the fashion world, Claudia Sebire, the luxury Chelsea boutique, partnered with German label Strenesse to create the limited edition ‘Claudia’ cavallino skin handbag. APR initiated and implemented a media relations PR strategy to generate editorial coverage around the launch and liaised with the industry’s leading opinion formers, gifting several with the handbag. The activity resulted in quality product placement coverage and news pieces throughout long lead, regional and online media.

New Brands at Kilver Court Designer Village Drives Media Interest

Kilver Court Designer Village

Regular updates are provided to the media about new brand outlets and pop ups at Kilver Court Designer Village to ensure quality coverage delivery.

Kilver Court Designer Village Launch

Kilver Court Designer Village

The official launch of Kilver Court Designer Village, the designer discount shopping, dining and leisure destination in Shepton Mallet, Somerset where Mulberry’s roots began, was planned to co-incide with the 40th Anniversary of Mulberry, the first iconic British designer brand that Roger Saul founded.  A schedule of interviews with BBC News, key national newspapers and influential fashion titles were set up for Roger Saul to tell the story of his latest venture.

Animal Ark on Sloane Street

Cadogan Estates

Sloane Street partnered with Elephant Family and Habitat for Humanity by unveiling a pair of life-size floral Asian elephants on Sloane Street to launch the charities’ ‘Animal Ark’ initiative during Chelsea Flower Show 2013. The life-sized elephants drew admiring crowds as well as generating coverage for Sloane Street within broadcast, print and online media.

Quintessentially British Christmas Shopping on Sloane Street

Cadogan Estates

Positioning Sloane Street as one of the world’s most exclusive shopping streets, APR created this Christmas campaign to express Sloane Street’s quintessentially British personality whilst generating coverage to drive footfall and ultimately sales during the key retail period. Taking place on a series of Thursdays in December, APR arranged for elegantly dressed British butlers to be stationed on Sloane Street, welcoming Christmas shoppers, while chauffeur-driven Rolls Royce Phantoms were made available to transport guests of the Berkeley Hotel to and from the street’s luxury stores. Leading fashion illustrator David Downton was commissioned to create a striking campaign image, which was featured in much of the extensive media coverage achieved.

Ray Ward’s 50th Anniversary & The Launch of Ray Ward Guns

Ray Ward

The creation of an in-store event to celebrate the 50th anniversary of Ray Ward and to present the first ever pair of Ray Ward guns. Invitations were extended to existing Ray Ward clients and high net worth contacts of APR Communications as well as a selection of regional, national and specialist media titles. 4 pieces of social coverage and 15+ news pieces on the arrival of the guns were generated.

Fitriani Winter Collection Lunch


APR organised a consumer event to celebrate the launch of the Fitriani Autumn/ Winter 2011 Collection. The luxurious gowns were showcased at a three-course lunch where guests, including Mary Fellowes and Amber Nuttall, were treated to Bellinis and an Italian feast.  Owner Fitriani Hay and Sairah Hicks, Fitriani’s Head of Design, hosted the event. APR organised for photography of the event to be featured as an exclusive on

Fitriani Celebrity Dressing


Part of the brand strategy for Fitriani 2011 included a focus on celebrity dressing. APR Communications initiated relationships on behalf of the brand with top stylists and secured dressing opportunities with celebrities including Helen Mirren (Oscars 2011), Michelle Dockery, Jessica Chastain, Susannah Fielding, Jessica Brown-Findlay, Kimberley Walsh etc

Launching a new concept to market


APR was tasked with launching a completely new concept in design retail – Discover & Deliver, a lifestyle e-commerce website that sources beautiful furniture, tableware and accessories for the style-conscious deriving inspiration from the world’s best designed hotels and restaurants.  APR devised a briefing format at Belgraves Hotel for interior editors to experience the concept both on and off line.  APR’s highly targeted campaign secured in excess of ten media briefings with senior editors from top tier publications such as Monocle, House & Garden, Vanity Fair to secure feature length coverage.

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