Creative communications agency Brandnation has been appointed to handle the PR for retailer Outdoor and Cycle Concepts (O&CC) – the group behind British retail brands Cotswold Outdoor, Runners Need and Snow + Rock. 

An integrated brief spans PR, influencer marketing, creative campaigns and corporate communications across the group’s three businesses. The account will be led by Joe Murgatroyd, partner and creative director at Brandnation. 

The appointment comes at a time when O&CC is set to embark on a period of modernisation throughout the business “a focus within the brief which Brandnation will support in navigating”, the agency said. 

O&CC marketing director Lucy Sutton said: “Brandnation was able to demonstrate a dynamic mix of energy, creativity and expertise that will help elevate our brands to new heights in 2025. 

“[The aim is] to reach audiences in new ways through integrated creative storytelling – narrating the stories that will inspire people to enjoy their time outdoors to the full.” 

The account win builds on the agency’s experience in the active outdoor sector that includes Columbia Sportswear, Merrell and Kathmandu.

In November, Brandnation announced new owners with its founder and managing director Mary Killingworth selling her majority stake in the business to an Employee Ownership Trust (EOT).

Primark is pushing ahead with growth in homewares, teaming up with digital retailer Pinterest on new collections inspired by the platform’s biggest trends for spring.

Having identified three key trends from the search data of Pinterest’s 12 million users, Primark has introduced ranges called Cosy Cottage, Minamaluxe, and Dainty Décor.  

Launching in 100 Primark stores, the pair are also bringing the collaboration to life across more than 70 store windows. The ranges will be available to purchase in stores throughout March.

And to widen Primark’s digital ambitions, the ranges are also available to purchase via Pinterest using Click & Collect to offer customers “an immersive seamless shopping experience”.

To style the new collection before buying, shoppers open Pinterest Collages, an interactive tool to pull together their vision, allowing users to curate mood boards from the Primark range.

The pair are also offering a first-ever Collage masterclass tour, designed to help those “reimagine their dream space”, with in-store dates across the UK that will include flagship stores in London, Belfast, Liverpool, and Glasgow this month.

Heather Clark, head of retail at Pinterest UK, said: “Inspiration has a new home. “We’ve seen searches rise for pastel palettes, an understated luxury aesthetic and darling furnishings and with new ways to shop Primark’s trend-certified home range, it’s now even easier to bring this inspiration to life.”

The retailer’s head of design Sinead McDonagh added: “Pinterest is where so many of us go for home inspiration, but sometimes turning those saved Pins into reality isn’t always easy, especially on a budget.

“That’s why at Primark Home, we’re committed to making trend-led interiors affordable and effortless. Whether you prefer a minimalist vibe or playful patterns, here’s how to bring the latest trends into your space without breaking the bank.”

In January, Primark announced it was expanding the ‘lifestyle’ aspect of its retail offer, opening its first-ever standalone ‘Primark Home’ store in Northern Ireland on 6 March. The Donegall Place, Belfast, store will span span around 8,700 sq ft across one level, with the predominantly fashion retailer saying the “exciting new venture marks a significant milestone for Primark as the brand continues to expand its homeware and lifestyle offering”.