Gear’s relationship with Brabantia, a renowned Dutch–born, global brand with timeless, sustainable kitchen and home products, began in 2019 as the company prepared to launch in the U.S. Starting with expert positioning, Gear developed a multi-tiered, aggressive media relations strategy to create nationwide awareness and excitement for the brand. In the first year, Gear hosted interviews and virtual desksides with organizational guru and interior designer, Jeffrey Philip, who shared his tips, tricks, and expertise. Twenty editors attended the visits, including Good Housekeeping, Real Simple, House Beautiful and more, with many calling in samples, resulting in increased brand awareness and numerous national media placements in top-tier outlets.

 

Throughout the year, Gear strategically leveraged angles such as back-to-school, spring cleaning, wedding season and gift guides to create a continuous stream of media placements. To cap off the PR push, Gear partnered with a high-end baking brand on a creative mailer introducing new kitchen-related products. Top-tier editors opted in, requesting samples, and ultimately covering the products. In just one year, U.S. brand awareness for Brabantia grew tremendously, with 76 national placements and 3,676,087,281 impressions in Good Housekeeping, The Food Network, Wall Street Journal, Apartment Therapy, Real Simple, and many other outlets. In addition, the sales team incorporated Gear’s PR outcomes into their buyer presentations, ultimately placing the products into major retailers across the country.