NEW YORK — Nursery furniture company Nurture& has awarded its PR business to Diffusion following a competitive pitch.

As agency of record, Diffusion will support the direct-to-consumer brand’s furniture line, with a focus on media relations and product sampling. With an eye on boosting brand awareness, the firm will target consumer media focused on lifestyle, parenting, decor and e-commerce.

Diffusion is the first agency of record for Nurture&, which was launched last year. Starting with its signature glider, the company has since added other nursery pieces to its product line and plans to grow its inventory further this year.

“We launched Nurture& with the desire to change the perception of nursery furniture, by ensuring that parents don’t need to sacrifice style or quality for a fairly priced nursery staple — and our positive customer response has reaffirmed the once-present market gap that we’re on track to fill,” said co-founder Emily Motayed Lancaster. “As we continue to see huge demand for our products, Diffusion’s expertise in DTC brands, paired with its understanding of the home decor space, makes the agency a go-to counselor and PR partner as we enter our next stage of accelerated growth.”