Last week, KateCo. PR partnered up with celebrated Australian clothing and accessories label, ELK, to support them on the opening of their first regional store, in Barwon Heads, Victoria.
ELK is a family-owned business, and this new store marked a significant milestone for its co-founders, Marnie Goding and Adam Koniaras, who have been longtime residents in the Bellarine region.
The Hitchcock Avenue shop really reflects the brands dedication to exceptional customer service and sustainably conscious fashion, thanks to its welcoming, comfortable, and conducive to exploration space, paired with warm ambient lighting and natural hues. The Barwon Heads location is the brand’s 8th ELK store and the first outside of metropolitan Melbourne, with additional stores set to open in Geelong in September, and Mornington in October. This expansion reflects the brands dedication to bringing conscious fashion and inclusive styling expertise via bricks and mortar, to their dedicated regional audience.
Headed up by Hannah O'Loughlin our Surf Coast local, along with Madeleine Beck who has a holiday house in a neighbouring town, the duo rolled out two event launches across 3 weeks - the first with a focus on community and the second with local media and tastemakers.
A new approach for the team, and not how we normally manage RSVP's, the community guestlist was executed via a local Facebook group, as well as a dedicated approach to nearby businesses and community centres, which allowed for genuine connection with locals and resulted in a fantastic turnout with many happy customers choosing to shop, using the exclusive discount offered. Our media and talent approach for the second event was targeted and lead to secured editorial across the Bellarine, Surf Coast and Geelong region, as well as fantastic social coverage on the night and following day.
