Daily Front Row

2009 April 8

Krupp Group's Fashion Expansion

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(NEW YORK) In the 11 years following the 1998 inception of Krupp Group, a boutique public relations firm, founder Cindy Krupp has cultivated an agency focused on the passionate growth of an exclusive crop of clients, most notably in the jewelry and accessory categories. Now, Krupp Group is undergoing a rapid expansion into fashion territory thanks to the addition of new vice president Sidney Prawatyotin, who founded Public PR and has since brought his clients United Bamboo, Lela Rose, Rachel Comey, Jeffrey Monteiro and CARDIGAN into the Krupp fold. 

"Sidney and I have a very similar business philosophy," says Krupp, who oversaw the PR department of Barneys New York before launching her agency. "We both want to represent brands that we feel passionately about and serve as an integral part of their growth. I only want to represent designers that genuinely excite me."

Accordingly, Krupp Group has expanded its office space and built a 1,300 square-foot showroom, where editors will be able to peruse wares of clients such as Pedro Garcia, Inhabit, Irene Neuwirth, Philip Crangi, Nicholas Varney Jewels, Sharon Khazzam, Corum, Gryson and Casadei. Krupp will also be able to better serve celebrity stylists, as the firm is increasingly pursuing the field of celebrity dressing both in New York and Los Angeles, where the firm operated a suite for the 2009 Academy Awards. Krupp Group also plans to extend services to fashion shows, beginning officially with the Spring 2010 collections shown in New York in September. Krupp Group will handle front-of-house while working with several other production partners. "Every brand needs good PR during these challenging times," says Krupp. "Brand awareness will help these companies survive and even thrive."
ASHLEY BAKER