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

CLIENT

YEAR

SCOPE

Beyond Retro

2022–

Communications and media relations

Events

Influencers


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.

Beyond retro opening helsinki

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.

Beyond retro opening mellakka helsinki

Highlights

  1. In its opening week, Beyond Retro set an all-time sales record in its new location.
  2. The Beyond Retro store opening generated a total of 15 media hits in Finland, with a potential reach of 19.5 million for online stories and 1.6 million for print stories.
  3. In addition to numerous TikTok videos and Instagram pictures, 150 Instagram Stories were published on social media, which attracted 218 450 potential views.
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