GREENSBORO, NC—Raleigh-based French/West/Vaughan has been retained to develop and execute strategic public relations initiatives surrounding the new Wrangler Home brand. FWV has handled public relations for Wrangler jeans for almost ten years, during which time Wrangler has become the number one jeans brand in the country.
“They know the Wrangler brand as well as we do,” said George Weldon, director of licensing for the Wrangler brand. “Between their experience with our brand and their creative thinking, there is nobody better to deliver our message and help make Wrangler Home a success.”
Hamlin Marketing Group, based in Martinsville, Va., will be instrumental in helping Weldon develop overall marketing initiatives, execute media buys and strategy, and coordinate licensee partnerships.
Wrangler Home will launch in October 2004 with a line of upholstered furniture and case goods. Additional licensing agreements expect to be signed for bed and bath, lighting, accessories, paint and other products in time for the launch.