LONDON--UK fashion retailer Bonmarche has called in Grayling for crisis PR support after hundreds of workers died in the collapse of a Bangladesh building used by one of its suppliers.

The building collapsed two days ago, killing 292 people, according to reports. Of the four garment factories occupying much of the building, the largest is New Wave Style, which supplies UK retailers Primark, Matalan and Bonmarche.

Bonmarche already has an existing relationship in place with fashion PR specialist SCPR, which is owned by Grayling parent company Huntsworth.

Earlier today, Grayling CEO Alison Clarke told the Holmes Report, the firm's crisis and issues unit stepped in to oversee Bonmarche's PR response to events in Bangladesh.

The building collapse has sparked protests in Bangladesh, where a £13bn garment industry accounts for 79 percent of the country's export earnings. A string of recent accidents have led NGOs to blame Western clothing retailers for pressuring down costs, claiming that this forces Bangladesh garment factories to "cut corners" on safety standards

Clarke said that Grayling's Washington DC team, which includes specific NGO expertise, is supporting the firm's London office on the assignment.

In addition to NGO engagement, she said that Grayling is providing media relations and digital monitoring support.

Fashion chain Bonmarche was bought by private equity firm Sun European Partners last year.