Work | Aurea Agency

The design furniture industry is shifting towards circularity and Mjuk is leading the way. Making buying and selling design furniture effortless through their market place, Mjuk is reshaping the home furnishing experience, while decreasing furniture waste – a huge problem in the industry.
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To support Mjuk's media visibility and create awareness for their offering, a PR strategy was developed to build impactful media relationships and visibility in Finland and Nordics. Aurea Agency helped positioning Mjuk as a leader in circular furniture sales by crafting compelling press campaigns, creating informative and engaging newsletters tailored for journalists and a personal outreach of key industry contacts.
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Aurea Agency's PR efforts increased Mjuk's media visibility among Finnish and Swedish lifestyle & design media, generating media mentions and creating long-lived relationships. As a result, Mjuk secured high-profile features in publications such as Glorian Koti, Deko, Anna, Koti ja Keittiö, Avotakka and Bo Living, Iltalehti Sisustus and Taloussanomat.
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The business: A Nordic brand established to fundamentally change how bags are designed and produced to establish future business resilience in a rapidly shifting fashion industry.

We identified the most creative and innovative opportunities to establish future business resilience.
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We benchmarked against upcoming legislation and identified strategies based on market analysis and in-depth interviews with material innovation companies and consumers. We then developed a product roadmap and innovation pipeline to provide practical and tangible solutions aligned with the founder’s vision.
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The insights revealed that the highest investment potential lies in material innovation-driven strategies featuring bold, timeless designs, mindful sourcing of materials, and extended product lifecycles.
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