North American intimates brand Evelyn & Bobbie has appointed lingerie, swim and loungewear multi-channel sales agency APM to support the brand’s UK/Ireland launch while guiding its distribution and buyer relations.

Marking a “significant milestone” in the brand’s ongoing global expansion efforts, APM will be its “trusted partner to navigate the complexities of the UK/Ireland retail landscape” and play a pivotal role in introducing the brand to customers outside of the US market. The brand is also planning to launch a UK/Ireland-specific website this spring.

The agency will leverage its extensive network to establish key partnerships with prominent UK/Ireland retailers, we’re told, “facilitating seamless integration of Evelyn & Bobbie products into these markets”.

The strategic move “aligns with Evelyn & Bobbie’s commitment to providing revolutionary bra and underwear designs to an international audience as the brand continues to redefine the bra industry and offer inclusive products to its customers”, E&B said.

Evelyn & Bobbie, which makes ergonomically-efficient wire-free bras, operates over 100 standalone stores across North America and is stocked in over 300 stores in the US. It also claims six fully issued US utility patents for it specialist bra technology.