Bed Threads x MHPR

Background

MHPR worked with now-iconic homewares brand Bed Threads from its early days in 2018 through to 2024, supporting its transformation from a fast-growing startup into a globally recognised name in interiors and lifestyle. From 2022 to 2024, MHPR founder Meg Hutchinson held the role of Global PR & Partnerships Manager, leading the development, implementation and integration of PR strategies across Australia, the US and the UK.

Strategy

The brief was to elevate brand positioning, increase visibility in key markets, and drive commercial outcomes through earned media, influencer marketing, affiliate strategy and brand partnerships.

Results

(in just the final year)

• 173 influencer collaborations across Australia, the US, Europe and UK

• 516 media mentions secured globally through strategic relationship management

• Affiliate marketing programs successfully launched and scaled across all 3 markets

• High-impact partnerships negotiated and executed with media brands including Spotify, Mamamia, Shameless, The Daily Aus, Girlboss and Fashion Journal

• Oversight and coordination of 3 external PR agencies across international markets

Impact

Working cross-functionally with the digital marketing, e-commerce, social media, editorial, content, operations and finance teams, MHPR ensured PR was fully integrated with broader business objectives, contributing to brand growth, commercial performance and category leadership.

This case study reflects MHPR’s strength in embedding within a business to deliver both strategic direction and hands-on execution, particularly for brands scaling globally.