The Mint Partners launches a showroom for luxury lifestyle customers

The Mint Partners has launched a new contemporary studio-style showroom to meet the aesthetic and functional needs of its growing clientele of luxury brands.

The Showroom serves as a brand showcase for a mix of leading fashion and luxury lifestyle clients, creating a bespoke experience for product launches and exclusive presentations.

Over the past few months, MINT has expanded its fashion credentials, welcoming new brands to The Showroom, including French luxury house Celine, international designer eyewear retailer Sunglass Hut, luxury shoe designer Roger Vivier and the eponymous French lingerie brand Simone Pérèle.

The showroom is complemented by a sound experience from Danish consumer electronics and design icon Bang & Olufsen – showcasing its latest range of premium quality speakers, headphones and audio accessories. .

The Showroom area also hosts tastings of new products and rare grape varieties for MINT range of premium beverage customers.

In response to the growth of the luxury fashion portfolio, MINT has appointed a luxury fashion specialist. Anna Tysoe joins the agency after working for five years for various luxury fashion brands, including Chanel, Christian Dior Couture and Zimmerman. Anna starts on July 4 as Senior Account Manager.

The Mint Partners brings a business-driven approach to fashion, offering an integrated insight-based approach to communications, including earned, owned and paid channels. Complemented by an authoritative influencer approach, MINT offers a strategic, multi-level approach to engaging with celebrities and high-net-worth VIPs, as well as trend predictions to uncover emerging influencers and content creators to align and develop brands.

Genevieve Taubman Campbell, Founder and Managing Director, said: “Fashion is a serious business and has done well via online options and BNPL throughout the pandemic disruption of the past two years. Australia’s fashion and textile industry contributes over $27.7 billion a year to the Australian economy, employing 489,000 workers. The majority of them – 77% – are women. Globally, fashion is a $3 trillion industry.

MINT has previously been engaged as an information and outreach specialist for Australian Fashion Week and has worked on projects for world-renowned brands such as Louis Vuitton and Chanel. MINT was also the first agency in Australia to represent athleisure brand Lululemon and ASOS – one of the largest online fashion marketplaces.

See also: Mint Partners team grows with new senior hires and internal promotions

Last month, The Mint Partners added two new senior recruits to their team, Melissa diving and Megan Osborneas well as a series of internal promotions.

Taubman said, “Along with new hires, MINT continues to grow its current team and celebrated a series of strategic internal promotions with Amber Harfordassuming the role of group account director upon her return from maternity leave, Emma Healy was promoted to the newly created position of Director of Strategy and Talent, Nicole Craig assumes the new elevated role of Director of Special Projects while Bree Nicholls was named account manager.

The new hires and internal changes come as the brand and communications agency successfully kicks off 2022 with an increased client portfolio and an expansion of current client service.



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