By Retail Insider
Boulder, Colorado-based apparel brand Fresh Produce has announced the selection of Zenergy Communications as its first-ever Canadian marketing agency as it continues efforts to bolster its ecommerce and physical retail sales throughout North America. Toronto-based Zenergy will offer the womenswear brand support in the areas of social media strategy, public relations, media relations, marketing and creative design work.
Fresh Produce, which was launched by wife-husband combo Mare and Thomas Vernon, has been exploring innovative retail concepts this summer as it seeks to continue to grow and develop in new markets. In conjunction with retail matchmaking service pop-up go – a brainchild of Zenergy Communications – the colourful brand launched its first pop-up shop in East Hampton, New York earlier this summer. The activation has been open at 66 Newtown Lane in the Hamptons since June and will run until mid-September. Now, it looks to continue to innovate alongside Zenergy, who has a wide expanse of clientele across many different industries.
“We’ve had a really successful run in the last few years and continued to develop a wonderful and vibrant community that follows and actively participates in our brand initiatives,” said Cindy Keizman, Chief Merchanding and Operations Officer with Fresh Produce. “Now, with forward-thinking concepts like our Hamptons pop-up, and through partnerships with marketing experts like Zenergy, we’re looking expand to new markets and add more individuals to that community.”
Fresh Produce operates 16 brick-and-mortar stores throughout the United States and is sold in over 400 additional retail locations throughout the country. The brand is known for celebrating inclusivity and women from every walk of life with its product lines, which are all available in a bevy of different sizes and fits. The brand’s message of body positivity and its willingness to try new and exciting retail concepts and solutions made the new partnership a no-brainer for Zenergy.
“It’s clear in today’s retail environment that brands need to stand for something in order to be successful,” said Linda Farha, Founder and President of Zenergy Communications. “Fresh Produce has supported positive and inclusive values for decades, which made it that much more exciting to be selected as its new agency of record. We are highly cognisant of the shifting retail landscape and are thrilled to help Fresh Produce tackle those types of challenges head on as we embark on this new journey together,” she added.
It’s no secret that the rise of digitally-native brands like Amazon and big ecommerce players has posed a threat to retailers in the digital age. However, pioneering retail concepts like pop-up shops have been increasingly utilized by companies looking to test new markets and connect with new customers. The East Hampton pop-up shop and the recruitment of Zenergy are just two steps in what could be a transformative year for Fresh Produce as it continues to look for ways to reach new audiences.
“We have a strong presence in the United States, but we’re always looking to grow,” said Keizman. “You never know,” she continued, “through our work with Zenergy we may even get a chance to test the Canadian market.”