flannel

flannel is a public relations consultancy based in Brighton, United Kingdom, that focuses exclusively on B2B communications for digital technology and ecommerce companies. Founded in 2005, the agency has built a reputation for straightforward, results-driven PR that prioritises editorial substance over marketing spin. With a team of ex-business journalists, flannel understands what trade press, business publications, and industry media actually want from a story, and it leverages that insight to place clients in front of the right audiences.

Specialist B2B PR for Digital Technology and Ecommerce

flannel’s core expertise lies in the intersection of digital technology, ecommerce, and B2B communications. The agency works with companies across the full lifecycle of a business—from early-stage startups seeking visibility, through growth-phase firms scaling their market presence, to established businesses planning exit strategies. This lifecycle approach means flannel tailors its PR strategies to the specific commercial goals of each client, whether that’s building brand awareness, generating leads, or positioning the company for acquisition. The agency’s deep knowledge of ecommerce technology, digital innovation, and industry sectors such as information technology and media & publishing allows it to craft narratives that resonate with trade press, business publications, and investor-focused outlets.

Services and Capabilities

flannel’s service offering is built around its founding team’s editorial background. The agency excels at media relations, press campaign development, and strategic storytelling that cuts through noise. Key services include:

• Targeted media campaigns for B2B audiences
• Trade press and business publication pitching
• Growth PR for startups and scale-ups
• Exit strategy communications and M&A announcements
• Social media amplification and content creation
• Research-driven PR projects and thought leadership
• Awards submissions and industry recognition strategy
• Customer engagement and case study development
• Consulting on editorial positioning and messaging

Each campaign is underpinned by strong editorial skills—flannel’s team writes like journalists, not marketers, which means press releases, op-eds, and bylined articles are more likely to get published. The agency also maintains close relationships with key editors and reporters covering ecommerce, digital innovation, and B2B technology, ensuring clients’ news reaches the right people.

Methodology and Approach

flannel’s approach is defined by its no-nonsense, results-oriented philosophy. The agency avoids jargon and fluff—as its name suggests—and focuses on delivering measurable outcomes. Work begins with a deep understanding of the client’s business, industry, and target audience. flannel then identifies the most impactful stories, angles, and media outlets, and executes press campaigns that generate consistent coverage. The agency’s editorial background means it can spot news value where others might miss it, and it knows how to frame complex digital technology stories for trade press and business readers. flannel also emphasises long-term relationship building, both with clients and with journalists, ensuring that PR efforts are sustainable and aligned with business growth stages.

Location and Client Base

Headquartered in Brighton, United Kingdom, flannel operates nationally and internationally, working with clients past and present including Adobe, OneStock, Bazaarvoice, Internet World, and Social Life. The Brighton location gives the agency access to a vibrant digital and creative community, while its focus on ecommerce and digital technology means it serves clients across the UK and beyond. flannel is particularly well-suited for B2B technology companies, ecommerce platforms, and digital innovators that need clear, credible PR that speaks to trade press, investors, and business decision-makers. For startups looking to build credibility, growth-stage firms aiming to scale their media presence, or companies planning an exit, flannel offers a proven, editorial-led approach that delivers tangible results without the flannel.