Beyond Retro’s plan to conquer Finland breaks all-time sales record

Beyond Retro, a vintage fashion brand familiar from the UK and Sweden, opened its first Finnish store in Helsinki. Mellakka’s task was to get the word out in a way that would get noticed. We opened the store with a spectacular media event and an influencer event that led to an all-time sales record for the Beyond Retro.

Vintage fashion brand Beyond Retro opened its first Finnish store in Helsinki’s Forum Shopping Centre in early November 2022.Beyond Retro’s core values include community and celebrating the uniqueness of each area. The aim was to build a community around the brand in Finland as well.

Mellakka prepared a strategic PR campaign to introduce the brand to Finnish consumers and suppliers. Mellakka planned and executed two events to coincide with the opening: an informative breakfast event for the media and a fabulous evening party of 100 people for influencers.

In addition, Mellakka was responsible for Beyond Retro’s media relations and outreach activities, as well as various contacts with influencers and partners.

The news threshold was crossed in both national and local media, both through the opening of the new store and the increased popularity of second-hand clothing. The opening party was also a huge success, which was seen and heard phenomenally on social media. In fact, Beyond Retro set an all-time sales record in the new location during its opening week.

The collaboration with Beyond Retro will continue with media work and influencer partnerships.