The Acquisition Brings a 21-Person Team and Established Luxury Communications Expertise Into Lede’s Expanding International Network
The Lede Company has acquired London-based communications agency Aisle 8, appointing its founder, Lauren Winslade, as President of Brand in London. The acquisition expands Lede’s international operations and strengthens its presence in the British luxury, fashion and lifestyle sectors.
Winslade will bring Aisle 8’s 21-person team into Lede, with the agency’s operations fully integrated into the company’s existing London business. Matthew Avento will continue to oversee Lede’s talent and strategic communications divisions in the city.
Founded in 2014, Aisle 8 has developed a client portfolio spanning fashion, beauty, lifestyle and luxury consumer brands, including Merit, Ferrari, Wonderskin, Bicester Village, Jo Loves and Ruggable. Its services include brand development, media relations, influencer and talent partnerships, social strategy and strategic counsel.
The acquisition gives Lede an established team with strong relationships across British media and a particular understanding of the luxury consumer market.
“We are so excited to add Lauren, a brilliant brand builder, and her incredible Aisle 8 team to The Lede Company London,” said Christine Su, Co-Chief Executive Officer of The Lede Company. “With a rare instinct for turning brands into cultural movements, Lauren has built one of London’s most respected communications agencies. The team’s deep relationships across UK media and their expertise in everyday luxury will both help us better serve our clients and further expand our presence internationally.”
Founded in 2018 by Amanda Silverman, Christine Su, Meredith O’Sullivan and Sarah Rothman, Lede has built a communications and marketing business spanning entertainment, fashion, beauty, sports, wellness and technology. Its operations include talent representation, brand strategy, public relations, partnerships and large-scale events.
The company opened its London office in 2022 and has continued expanding internationally through acquisitions, including Paris-based Olivier Bourgis Communication and Marketing and Ritual Projects. It also owns Element Brand Group, a U.S. brand partnerships and marketing agency.
The addition of Aisle 8 builds on that strategy, bringing greater depth to Lede’s London operations while expanding the resources available to clients seeking communications support across international markets.
Winslade brings more than two decades of experience across communications agencies, international fashion businesses and luxury retail.
She began her career at Aurelia PR, working with brands including Versace, Salvatore Ferragamo and Cîroc Vodka, before moving to Ketchum and later Hill & Knowlton, where she led fashion and beauty communications strategies for clients including Intel and P&G.
In 2007, she joined fashion e-commerce business my-wardrobe.com, establishing its global public relations operation across the UK, United States, Australia, Scandinavia and the Middle East.
She was subsequently recruited by Harrods in 2012 as Head of PR and Communications, leading a 20-person team responsible for the luxury retailer’s communications and developing omnichannel presence.
Winslade founded Aisle 8 in 2014, establishing an independent agency focused on combining traditional media relationships with digital communications and commercially driven brand strategy.
“When I launched Aisle 8 in 2014, I saw a gap in the market for an agency built on relationships, commercial focus and a digital-first approach to communications,” said Winslade. “A decade on, joining Lede brings the scale, talent, expertise, and ambition to take that vision even further.”
The acquisition also brings together complementary areas of expertise. While Aisle 8 has concentrated on consumer brands and luxury communications, Lede has developed an extensive presence in entertainment and talent representation.
Its talent and music divisions represent more than 250 figures across entertainment, including Rihanna, Pharrell Williams, Sabrina Carpenter, Emma Stone, Idris Elba and Reese Witherspoon.
Those relationships provide opportunities for brands seeking to connect with entertainment and popular culture, an increasingly important component of communications strategies across fashion, beauty and luxury.
The transaction comes amid broader consolidation in the communications industry, as independent agencies join larger organizations to expand their geographic reach and offer clients access to a wider range of services.
For Lede, the acquisition establishes a larger brand communications operation in London, supported by Aisle 8’s existing client relationships and local expertise. For Winslade and her team, it provides access to a global network with capabilities extending into talent, entertainment and international brand partnerships.
“More than an acquisition, this is an opportunity to build something bigger for our clients and our people, and I’m thrilled to be starting this next chapter together,” Winslade said.
With Winslade leading its London brand division and Avento continuing to oversee talent and strategic communications, Lede is positioning its British operations to play a larger role in the company’s international growth.