Planet-conscious PR agency partners with recycled cashmere company

Dec Connolly Editor

Email business@thebusinessjournal.co.uk

A Yorkshire-based, purpose-driven PR agency has been appointed to handle the PR for the second-hand cashmere brand, Nearly New Cashmere Co.

LIT Communication is supporting Nearly New Cashmere Co with a tailor-made digital PR strategy and media relations to help grow the digital presence of its eCommerce store. They’ll also be raising awareness on a local and regional level for the fashion company’s physical retail store in Masham, Yorkshire Dales and their busy schedule of pop-up events.

Established in 2018 and based in West Yorkshire, LIT Communication is a conscious copywriting and PR agency specialising in ethical communications, public relations management and strategy. The agency is a remote-first, 4-day working week business that supports clients from all over the globe to drive organic business growth and brand awareness.

Nearly New Cashmere Co was founded in 2015 by Alison Orr after she decided to pursue her passion for second-hand buying and selling. Now, the sustainable fashion retailer has a growing team and continuously finds innovative new ways to restore and recycle discarded 100% cashmere that would otherwise face a future in landfill – transforming them into high-quality, unique cashmere pieces. The company is on a mission to be the go-to destination for luxurious, sustainable cashmere clothing and accessories at affordable prices. 

Sophie Marsden, Director of LIT Communication, explains: “We’ve recently started to focus on working with climate-conscious and sustainable companies and are delighted that Alison and the team at Nearly New Cashmere Co have chosen us to manage their PR. 

“While we don’t exclusively work with eco-friendly businesses, we are being much more selective about the types of clients that we work with. The opportunity to work with people like Alison and her team, whose values closely align with ours, is fantastic. We can’t wait to communicate the brand’s story and raise awareness of the positive impact that second-hand fashion can have on the planet.

“Our values must align with that of our clients, and we would rather grow slowly without compromising on that. I’m not afraid of turning down briefs from companies that aren’t a good fit for us.”

Nearly New Cashmere Founder and Co-Director Ali Orr commented: “PR is a significant investment for our small business marketing budget. So, we needed to choose a team that could help us multiply our output and maximise every penny spent on marketing. It was clear from their pitch that this would be the case with LIT Communication. Like us, LIT Communication is a small but ambitious team, so it was an easy value-led decision.”

“We have ambitious plans to grow the business. We have a strong returning customer base but plan to make big strides at increasing the top of our funnel in the next 1-2 cashmere seasons. With the cost of paid ads increasing, we plan to achieve this with an email and SMS-based loyalty programme and PR.”

The new client win follows a successful first nine months of the year for LIT Communication after securing new PR contracts with Systemise Fulfilment, Bobble Digital, and That Works Agency.