Hot Men in Linen (HMiL), a new Singapore-based lifestyle company has acquired the retail and distribution rights to Pudu in Southeast Asia. Globally, Pudu has a presence in Australia, India and the Maldives.
Pudu is a travel-inspired fashion and accessories label for men and offers linen and cotton apparel. Its arrival in Singapore is aimed to bridge a gap in the local menswear and boys wear market.
Pudu is launching its first standalone boutique at Orchard gateway at the end of April and the online store will follow. To support the launch of the store in April, Pudu has launched a PR and influencer marketing campaign with PR Communications which will be followed by an advertising campaign later in the year.
In addition, Group FMG who is building the Pudu Singapore website will be supporting the brand through an SEO/SEM campaign. In the works are also plans to bolster its online presence through a targeted social media campaign. There will be several below the line activities through direct mailers and email marketing that will be rolled out seasonally throughout the year.
“Without the big marketing budgets of larger brands, we are cognisant of the great benefit of word-of-mouth and relationships with influencers and fashion leaders in the region. As such, the main focus of our marketing efforts will be in that area for the next 12 months,” said a spokesperson from the brand.
“We are also looking at co-branded events and properties with brands, personalities and causes that are aligned with Pudu’s personality and values.”
While the brand will advertise in the near future it is currently evaluating which media partners offer us a more creative way to engage with their readers or consumers beyond traditional advertising.