The commercial arm of the National Gallery in London, National Gallery Global Limited, has appointed The PHA Group to oversee consumer-facing merchandise and trade licensing public relations activity. The appointment of The PHA Group is to raise awareness and positioning of the merchandise in the Gallery Shops and online, and to continue to develop the retail outlets as preferred shopping and gifting destinations. The full merchandise range includes National Gallery books and related art books, prints and custom prints, homewares, collectables, clothing and accessories, stationery and children’s products, for both Gallery exhibitions and the permanent collection. Activity from the Gallery global licensing programme will also be promoted to the licensing trade.

The PHA Group will deliver an awareness-raising PR brief, including regular press office activity, overseeing publicity for all news announcements as well as supporting media engagement at events.