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Reitmans hires Narrative PR

Montreal-based women's clothing retailer Reitmans has hired Narrative PR of Toronto to conduct the launch of a new product line. This is the first time Narrative has worked for Reitmans. The chain is preparing to release a new line of t-shirts in collaboration with supermodel Eve Salvail. The four shirts will go on sale nationally for a limited time on May 8, with proceeds going to the Canadian Breast Cancer Foundation. The assignment includes a media tour with Salvail and a media event for fashion editors.

"We knew that the launch of the collection had an opportunity to make a big splash and raise awareness for a great cause," said Marianne Demange Thornton, manager of content and communication at Reitmans. "That's why we knew that Narrative would be the perfect fit. Narrative brings a creativity and sense of style to every aspect of their business, and we are confident they will deliver a memorable, hip and innovative launch campaign."

Narrative is also working for Reitmans on the launch of its Summer 2014 and Hyba Activewear product lines.

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