Diana Marszalek 22 Sep 2022 // 10:31PM GMT
NEW YORK — Bare Necessities, one of the US’s largest online lingerie retailers, has hired DeVries Global for PR support amid a larger rebrand.
DeVries won the business in a competitive review. Michele Marie PR was the incumbent agency.
As US communications agency of record, DeVries is charged with helping shape Bare Necessities' new positioning, leading brand and product communications and supporting brand launches, including the company’s new Bare product line.
The first major assignment is supporting Bare Necessities’ rebrand, which includes a new visual identity and website led by creative agency Code and Theory. The new branding includes the tagline “Bare it All” and will include a “Live Intimately” campaign. Leitzes&Co, also a creative agency, led talent partnerships.
“Bare Necessities delivers the best in fit with more than 80 brands in unrivalled sizes and offers hyper-personalized fittings with more than 20 female bra fit experts who respond to more than 1,000 client inquiries per day,” said CMO Bernadette Fitzpatrick. “Intimacy is in our DNA, yet the intimate apparel category as a whole has had a narrow, sexualized view of intimacy. Our work with our agency partners Devries Global, Code and Theory and Leitzes&Co supports our mission to change the narrative, redefine intimacy, and transform how intimate apparel can play a role in fostering real intimacy.”
New Jersey-based Bare Necessities was launched in 1998 and was bought 20 years later by Walmart as part of its e-commerce expansion. Two years later, Walmart sold the business to Israeli textile firm Delta Galil Industries.