Full-service agency Spinach has been appointed to manage the media strategy, buying and data capabilities for retailer Baby Bunting.

Established in Melbourne as a family-owned business in 1979, Baby Bunting is now Australia’s largest specialty baby retailer offering the widest range of products and services to support new and expectant parents. Baby Bunting employs more than 1,250 people across 53 stores throughout Australia. The business listed on the Australian Stock Exchange in October 2015 and has a market capitalisation in excess of $400 million.

Baby Bunting’s general manager of marketing Sue Dawson said: “Spinach’s ability to combine ideas, strategy, insights and data to maximise opportunities and deliver results is first class. We’re very much looking forward to working with Ben and the team.”

Spinach general manager and media director Ben Willee said: “We’re delighted to be working with Baby Bunting. The business is a clear market leader with a great range of products and excellent service. They have a very engaged audience whose needs are regularly changing which is a great opportunity to embrace data and technology.”

The appointment follows the recent expansion of Spinach’s relationship with Jalna Dairy with the brand opting to utilise Spinach’s unique full-service offering