Edit’s brand sampling arm rebrands as Relish

The brand partnership and sampling division of multi-service marketing agency Edit has rebranded as Relish – becoming a standalone agency within the St Ives Group.

The agency, which will remain based within Edit’s Bath head office, also announced it has won exclusive contracts to sample products through online orders for fashion retailer NBrown – the group which owns Jacamo, Simply Be and JD Williams – 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 4m 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.

Natalie Betts, co-director of Relish alongside Jonny Hall, 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. We placed over 5 million samples in 2017 alone, so we are looking forward to totting up this year’s total!”

Edit’s CEO Damian Coverdale said: “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.”

Relish’s fashion portfolio also includes ASOS, Missguided, Very, Figleaves and Littlewoods.

For the past two years, Relish has led the brand partnership work behind the much-loved ASOS Luxury Advent Calendar, working with high-end skincare brands to place product samples behind each window. Last year, high demand resulted in all calendars selling out prior to November’s ‘cyber weekend’.

Source: St Ives Group

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