unnamed-6JD Sports in Bury has appointed PR agency Capitalize to launch its new value menswear retailer OPEN.

The London-based agency has been briefed to manage communications around the retail store, create a brand concept and design the OPEN look.

The first OPEN store launched in Stevenage on August 30 and another nine will open nationwide by the end of December, and more are planned for next year.

It is the latest of several projects that Capitalize and JD Group have worked on together. Previous work includes PR and creative activity for BANK Fashion, as well as brand campaigns for shoe retailer size? across the UK and Europe.

Speaking to Gorkhana, Peter Kellett, creative director at Capitalize explained their ‘no fuss’ approach to menswear.

“It was a dream brief. It’s wonderful to be able to extend the considerable amount of work we already do for JD PLC through to the creation and communication of a new brand concept.

“Our strategy was epitomised by the £5 tee shirt. It is amazing quality at a price that you can’t ignore and that’s what OPEN stands for and that’s the brand we have created.”