Printemps, the heritage French luxury retailer, has appointed independent New York-based Milk Agency as its U.S. agency of record for Printemps America. Milk will handle all advertising, social media and paid media for the brand, which is opening its first U.S. location in Manhattan in spring 2025 at One Wall Street.
“We’ve envisioned a new retail experience and sought a creative agency with strategic insight and an innovative mindset to bring all our initiatives to life,” said Laura Lendrum, CEO, Printemps America in a statement. “Milk Agency perfectly understood how to harmonize heritage with evolution, collaborating with us to craft a one-of-a-kind strategy that stays true to Printemps’ DNA while captivating the dynamic New York market.”
The appointment of Milk Agency as AOR supports Printemps’ stateside expansion and its focus on creating a premium experience for consumers. The agency’s first work for Printemps looks to launch in Q3 2024 and will include creative ads running online and in local formats, aligning with influencers who are already familiar with the brand.
Milk will also handle social media promotions and paid media placements across fashion and retail outlets, including print, out-of-home, video, digital, social and mobile for Printemps U.S.
“Printemps’ entrance into the U.S. marketplace and the way they have changed the game in their category created an immediate synergy and we are very excited about this partnership,” said Angela Wei, president, Milk Agency in a statement. “Like us, they are all about thinking and making and using strategic approaches to reach the ultimate goal. Together, we will change the way global consumers view the shopping experience and bring Printemps’ vision to life with a truly spectacular and groundbreaking launch next year.”
Printemps was founded in 1865 and has seen growth in the French market, which is why it made the choice to expand into the U.S. In its new location, it is hoping to be part of a renaissance in the Financial District in Manhattan, just as it transformed Boulevard Haussmann in Paris over 150 years ago.
Printemps is the latest win for Milk Agency and joins a roster of clients across several industries, including AI, internet services, fashion and beauty. Earlier this year, the agency launched the first-ever brand campaign for search AI company Elastic.