How Retail Companies Use Press Releases: Tips & Examples
Your store just signed a major brand partnership. You're expanding into three new cities. Your holiday collection launches next week. Big retail news deserves attention, but getting noticed in this competitive industry takes skill. Retail press releases remain one of the most effective ways to share your story – here’s how to write one that stands out.
Why Do Retail Companies Use Press Releases?
Retail companies use press releases to share important news with customers, investors, the media and influential bloggers who can amplify their message. From announcing seasonal collections to reporting quarterly earnings, press releases help retailers build their brand, engage with influencers, improve customer experiences and stay connected with key audiences.
Press releases are a direct line of communication that lets you control your message while reaching people through trusted media channels. Here's how retail press releases can benefit your business:
Increase brand visibility by getting your news in front of shoppers through channels they trust.
Drive foot traffic and online sales by announcing new products, store openings and special promotions.
Build investor confidence by sharing growth metrics, expansion plans and corporate updates.
Boost credibility through media coverage in respected retail and business publications.
Connect with local communities by highlighting store events and charitable initiatives.
Stand out from competitors by showcasing what makes your retail brand unique.
What Should a Retail Press Release Include?
No matter how retail companies use press releases, they all have a few things in common. They should follow AP style guidelines and speak directly to consumers while also appealing to journalists, investors and industry analysts.
Attention-Grabbing Headlines
The retail space is crowded with news about store openings, product launches and special promotions. Craft headlines that highlight what makes your news different and provide clear value for readers. For example, instead of "Main Street Boutique Opens Downtown," write "Main Street Boutique Brings Sustainable Fashion to Seattle's Pike Place Market." The specific details help readers immediately understand the value and relevance of your news.
Strong Lead Paragraph
Hook readers from the start by leading with your most compelling retail news. Whether you're launching an exclusive product line or expanding to new locations, put the most newsworthy elements first. Your opening paragraph should answer key customer questions about pricing, availability and store locations. By front-loading these essential details, you'll grab attention and keep readers engaged.
Product and Service Details
Retail press releases should paint a clear picture of what you're offering by including specific features, materials, size ranges, color options, price points and any available discounts. Journalists rely on these concrete details to craft compelling stories, while customers use them to make informed shopping decisions.
Visual Assets
Including multimedia brings retail press releases to life and increases your chances of media coverage. Clear, high-resolution visuals like professional product photography, store shots and lifestyle images help journalists visualize your story and are easily shareable on social media to build excitement. Journalists look for ready-to-use visuals, so include a variety of images and videos with detailed captions. You can use an online newsroom to house your multimedia assets.
Location Information
Make the path to purchase clear by providing all the details customers need to find your store. Beyond basic address and hours, include map links, parking options, public transit access and nearby landmarks or cross-streets. When customers can easily find and buy from you, retail press release coverage translates more effectively into sales.
How Do You Write an Effective Retail Press Release?
An effective retail press release builds credibility with media contacts while inspiring shoppers to take action. By combining newsworthy information with compelling retail storytelling, your release can drive real business results. Use these retail press release tips to get started.
Target Your Audience
Success starts with understanding exactly who needs to hear your retail news and tailoring your retail press release to their interests. Local store openings require different messaging than national product launches or investor updates. Consider the specific interests and needs of each audience segment and partner with a distribution service that lets you reach the precise geographic areas and demographics that will be interested in your news.
Highlight Competitive Advantages
Standing out in the retail industry requires more than just announcing what's new. You need a clear strategy to highlight what sets your brand apart. Dedicate space in your release to explaining the unique benefits that make your business unique. Maybe you're bringing new product categories to an underserved market, offering seasonal discounts, or improving your supply chain to increase delivery speed and product availability. Use analytics to validate how various advantages appeal to your target audience.
Include Customer Benefits
Leading with clear customer benefits transforms your retail press release from a simple announcement into a compelling story. Walk readers through exactly how your news improves their lives. A new mobile app might save time with instant checkout, while expanded store hours could make shopping more convenient for working parents. Concrete examples are more powerful than vague promises.
Add Local Context
Ground your retail news in the communities you serve by connecting it to local trends, needs and events. Tie your store opening announcement to neighborhood growth patterns or upcoming community celebrations. Reference local shopping districts and other businesses in the area to show you understand the landscape. And be sure to distribute your local press release to the right journalists and channels.
Top Retail Press Release Examples
To truly understand how retail companies use press releases, it’s often best to look at some real-life examples. Here are some of our favorite retail press releases.
Product Launch
Smashbox Cosmetics' collaboration announcement is a great example of a product launch press release. The headline captures attention by naming both brands, while the lead paragraph hooks readers with specific launch timing and product details. Strong quotes from leaders at both companies add authenticity and multimedia assets make the release visually engaging.
Example: Smashbox Cosmetics Launches Limited-Edition Collaboration With Fashion Brand ILKA
New Clothing Line
Victoria's Secret's VSX relaunch demonstrates how to build buzz around a product line. The release leads with the exciting return of a popular brand, then name-drops multiple celebrity endorsements to add authority. This retail press release example also provides plenty of product details, including pricing, sizing and availability dates.
Example: Victoria's Secret's VSX is Back, An All-New Collection Where Performance Meets Fashion
Store Opening
This announcement for Yellow Rose by Kendra Scott shows how to elevate a store opening into a compelling brand story. Instead of just announcing locations, the release connects the expansion to the brand's Texas heritage. The detailed product category expansion information gives the media multiple angles to cover. Specific store details and grand opening dates make it easy for local outlets to share the news.
Example: Yellow Rose by Kendra Scott Announces Retail and Category Expansion
International Expansion
This retail press release example about Cheez-It's UK launch shows the brand’s effective international strategy. The release leads with clear market entry details before sharing product information and availability. It also includes a short history of the brand and consumer poll statistics, giving journalists everything they need to promote the story.
Example: Kellanova's Cheez-It Brand Arrives in the UK & Ireland to Delight European Tastebuds
Acquisition
Acquisitions are important news in any industry. With its straightforward headline and up-front summary of the deal's value proposition and benefits, this retail press release serves both business media and investors. Executive quotes explain the strategic fit between the companies and are easy for journalists to use in their stories. And don’t forget your disclaimers for financial press releases.
Example: Flowers Foods, Inc. to Acquire Simple Mills
Choosing the Right Distribution Partner for Retail Press Releases
Getting your press release in front of the right audience requires strategic distribution through trusted channels. The scope of your distribution should match your news: Tight local targeting works best for store openings, while business expansions may need multi-state reach.
PR Newswire can get your retail press releases in front of newspapers, TV stations and radio outlets, plus search engines, retail and business websites, industry publications and more. We have connections with thousands of media contacts and syndication outlets who trust our content. Start sending press releases with us today and see how we can increase your brand visibility and credibility.
FAQs About Retail Press Releases
How can retail companies maximize the impact of press releases?
Start by identifying the right audience and distribution channels for your retail news. Include compelling visuals like product photos and store images that media outlets can use in their coverage. Finally, distribute the release through established channels like PR Newswire to increase visibility across both traditional and digital media.
How do you write a press release for a retail store opening?
A store opening press release should begin with a headline that highlights the location and any unique offerings that will interest local shoppers and media. Include key details like the opening date, store hours, directions, parking details and what makes your store different from others in the area.
What are some examples of retail press releases?
Retail companies regularly send press releases about new store openings, seasonal product launches, special sales events, and updates to their shopping experience. They also announce partnerships with brands or designers, sustainability initiatives and community involvement programs.
With the right retail press release tips, anyone can create an engaging story. To boost your chances of getting your story covered, use captivating headlines, incorporate multimedia elements, include data points, and craft persuasive calls to action. For more in-depth advice, download our Definitive Guide to Writing an Engaging Press Release.