Indochino begins five-year promotion with Postmedia
Vancouver-based apparel company Indochino has begun a promotional initiative in collaboration with Postmedia of Toronto. Over a five-year period, Postmedia will promote Indochino made-to-measure suits and shirts through print, digital and native advertising. According to the company, Postmedia will provide approximately $40 million in advertising inventory during the promotion. As part of the agreement, Postmedia will receive part of the chain's Canadian revenues as well as an option to purchase stock in the company.
"We're proud to be symbiotically aligned with Canada's largest newspaper company, which provides credible sources of news via its digital and print network to two in three adults," said Drew Green, CEO of Indochino. "As part of our 2016-2020 plan, we've boldly sought out strategic alliances to help us achieve our business goals and this mutually beneficial partnership will no doubt have a profound impact on our growth in Canada. We're boosting our marketing activity to the equivalent of Postmedia's largest advertisers, whilst at the same time lowering one of our largest expenses. Both sides have a vested interest in making the partnership work, which optimizes the chance of success and greatly reduces risk.It's a winning formula and one that I hope will pave the way for similar ventures in other markets."