Hardware retailer Mitre 10 has appointed Enthral as its new communication agency, responsible for leading Mitre 10's public relations and influencer strategy.

The agency will manage all aspects of public relations for Mitre 10's key campaign periods, as well as the procurement of brand ambassadors and influencer partners. Mitre 10, part of the Metcash group, is one of the largest players in the Australian home improvement and hardware industry. The company boasts a local retail network of over 300 Mitre 10 and True Value Hardware stores across Australia.

The appointment comes on the heels of successful projects in the earned media and content space last year, with Mitre 10 joining fellow Metcash brand IGA on Enthral's client roster.

"Enthral has already proven to be a trusted partner in our business. Together, our goal is to show Australians that Mitre 10 is a customer-first hardware destination, ensuring our customers get the job done right, first time. Our local family stores are committed to helping customers with their DIY and trade needs, making us the preferred choice for hardware," said Mitre 10 Marketing Manager, Kath Carroll.

Enthral's Founder and Managing Director, Cameron Smith, said: "Some of my earliest memories are going into the local Mitre 10 with my Dad as a child and buying tools for our farm. The store is still there as a part of Mitre 10's extensive retail network and they are brimming with stories, tips and renovation tricks and we can’t wait to share them with the nation."