Oxwhite picks PR partner as it eyes aggressive growth

Lifestyle e-commerce brand Oxwhite has appointed Citrine One as its public relations agency. The appointment was made following a pitch between three agencies early July, in which Citrine One pitched for an integrated PR approach which combines media relations, product placements and thought leadership opportunities.

According to Oxwhite founder, CK Chang (pictured) given the brand was looking to launch about 50 more products in the next six months, it was looking for an agency that is able to strategise and execute a PR plan effectively to support his vision at every stage of the brand’s growth. He said that Citrine One was selected based on the team’s creativity in providing practical solutions that can possibly optimise its brand’s visibility.

Chang added that the company was also exploring the idea of launching its first concept store which would leverage on artificial intelligence to create a seamless online to offline experience.  “Oxwhite has grown significantly since we first started in 2018. From selling just non-iron Supima cotton white shirts made to fit the Asian physiques, we have now expanded our product offerings to premium quality every day lifestyle essentials such as bags, towels, plant-derived detergents and many more,” Chang added.

Citrine One’s managing partner, Cynthia Lee said that Oxwhite is a very inspirational brand. Its user base has grown to surpass 80,000 and has a cult following of over 21,000 people within the span of two years. “We are indeed humbled and honoured to be working with such a fast-growing premium lifestyle brand and are proud to be a part of Oxwhite’s brand vision.

“We are looking forward to form a lasting relationship with the brand as its mission of expanding beyond Malaysia aligns with our own business model of growing globally,” she said adding that Citrine One had launched its international business outfit aimed at supporting cross-border business activities, starting with Southeast Asia region and Australia in June this year and has the capability to provide multi-tier strategic communications services in multiple territories through its network of professional partners and affiliates.

Meanwhile, in June this year, Oxwhite also hired former Shopee Malaysia's marketing lead Rachel Tan where she will be leading the company's business growth and all marketing opportunities.  In a previous statement to A+M, Chang said with Tan's expertise in Shopee and Nuffnang, she will be able to help the company grow in areas that it has yet to explore. "As a brand, Oxwhite aims to improve its offerings to become the e-retailer of choice for Asians who want to look good and feel good affordably," Chang said.