ALAB Group

What ALAB Group does

ALAB Group is a strategic public relations and marketing agency headquartered in New York City, founded in 2012 by Ashley Orfus. The firm operates as a "laboratory" of brand storytelling, providing integrated communications services across six core practice areas: brand development, sensory experiences and events, audience/public engagement, creative concepting, corporate and leadership impact, and media amplification. Its service portfolio spans PR strategy, brand launches, rebranding, influencer partnerships, crisis communication, media training, thought leadership positioning, and award strategy, with named engagements supporting clients such as Juicy Marbles (U.S. launch, 12.2B impressions), The Weston (luxury hospitality launch), Subset (rebranding and menswear expansion), and Barsys (smart home product launches), cumulatively generating over 777 press placements.

The company makes money exclusively through professional services—quote-based, project-driven engagements tailored to individual client needs rather than productized SaaS or subscription offerings. Pricing is not publicly disclosed. Go-to-market is sales-led and direct: ALAB acquires clients through website inquiries, professional network referrals, and case study demonstrations, maintaining an intentionally concentrated portfolio to enable deep partnership with selective, category-defining brands. Distribution is direct only, with no resellers or third-party channels.

Underlying "technology" is minimal in the traditional sense: ALAB has codified a proprietary hexagonal methodology framework (Analyze 120°, Innovate 240°, Implement 360°, Multi-sensory 480°, Selective Focus 600°, Elevate 720°) and maintains marketing presence through its website, LinkedIn, and Instagram, but it does not operate a software platform, API, or proprietary product. The firm has 1–10 employees and is privately held. In a notable 2026 move, ALAB deployed $500,000 as a seed investor in Hyperstacks, a Philippine fintech infrastructure company, signaling a strategic expansion from pure services into venture investment.

Name

ALAB Group

Legal name

ALAB Group

Website

https://alabgroup.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

ALAB Group is a strategic PR and marketing agency headquartered in New York City, founded in 2012. It serves selective, category-defining brands with integrated communications, brand launches, influencer partnerships, and media amplification across industries.

Ownership category

akta.pro rank

Product category

Public Relations Services

NAICS

Public Relations Agencies (54182)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Brand Activations & Experiential Campaign Design (MPAAAGAA), Brand Campaign & Integrated Communications Agencies (MPAAAAAC), Activation/Experiential Creative Agencies (MPAAAAAO)

Keywords

• Public relations services
• Strategic marketing agency
• Brand development
• Media amplification
• Crisis communication

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. PR and Marketing Services: ALAB Group generates revenue through providing integrated communications, PR strategy, and marketing services to selected clients. The agency engages in comprehensive brand development, media amplification, and campaign execution work.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

ALAB Group is a strategic PR and marketing agency founded in 2012 in New York City that delivers integrated brand communications, media strategy, and marketing services to a selected client portfolio. The firm provides brand development, sensory experiences, audience and public engagement, creative concepting, corporate and leadership impact, and media amplification services through a proprietary "laboratory" methodology. Its work is tailored to innovative brands and category creators, with client engagements spanning food and beverage, technology, hospitality, and consumer products.

Product overview

ALAB Group is a strategic PR and marketing agency headquartered in New York City that operates as a laboratory of ideas—bold, daring, and built for discovery. The agency offers a comprehensive suite of service categories including Brand Development (Brand Whispering & PR Therapy, Brandstorming, Brand Personality Creation), Sensory Experiences (Retail & Brand Activation PR, Product & Service Launches, Event Conceptualization & Production, Interactive Press Tours & Editorial Immersion), Audience/Public Engagement (Brand Community Creation, Brand Partnerships, Storytelling Kits & Influencer Unveilings, Affiliate Marketing), Creative Concepting (Advertorial, UGC Original, Campaign Development), Corporate & Leadership Impact (Crisis Communication, Media Training, Corporate & Internal Communications, Thought Leadership, Award Strategy & Submission), and Media Amplification (Press Strategy & Public Narrative, Multi-channel Media Mapping). Rather than a software product platform, ALAB delivers human-driven strategic communications services designed to elevate brands across industries through integrated PR and marketing strategies.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Development Strategic service to define brand identity, positioning, and narrative for innovative and category-creating companies across consumer, food and beverage, technology, and hospitality sectors.
• Sensory Experiences
• Audience and Public Engagement
• Creative Concepting
• Corporate and Leadership Impact
• Media Amplification

Quantifiable outcome

• Over $57 billion in combined media impressions across featured client campaigns
• +1 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Allison+Partners: Mid-to-large global PR and integrated communications firm with strong consumer, lifestyle, and tech practices — competes for the same mid-market brand engagements ALAB targets, with deeper geographic reach.
• Weber Shandwick: One of the largest global PR and integrated communications networks, with a full suite of PR, influencer, and brand strategy services directly overlapping ALAB's offerings, especially for consumer and lifestyle brands.
• Edelman: Global communications and PR giant offering the same integrated PR/brand/marketing services as ALAB, but at vastly greater scale with global offices — the dominant incumbent competing for larger enterprise clients in ALAB's verticals.

Direct peers

• SourceCode Communications: NYC boutique PR and marketing agency focused on consumer and tech brands, with a similar concentrated-portfolio model and founder-led positioning that competes directly for ALAB's pipeline.
• BerlinRosen: NYC-based strategic communications and PR firm with comparable client mix across consumer, hospitality, and tech categories; competes for the same category-creator and launch-driven engagements ALAB pursues.
• 5W Public Relations: NYC-headquartered full-service PR agency of similar size and vintage, serving consumer, lifestyle, and tech brands with integrated communications — a direct head-to-head competitor for ALAB's client base.
• Walker Sands: Integrated B2B and consumer PR/marketing agency with comparable service scope (PR, influencer, brand activations) and overlapping client verticals such as tech and consumer products.
• Rubenstein Public Relations: NYC-based strategic communications firm offering media relations, brand development, and influencer work for consumer, lifestyle, and real-estate clients — directly comparable in scale and service mix.

Emerging players

• Hot Paper Lantern: Smaller NYC PR and digital marketing agency with similar consumer/lifestyle focus; competes for emerging brand budgets and shares the boutique, founder-led positioning ALAB uses to differentiate.
• Channel V Media: NYC-headquartered integrated PR and marketing agency serving consumer tech and lifestyle brands, with overlapping launch and brand-amplification capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/alab-group
• Instagraminstagram.com/alabgroup
• Xx.com/ALABGROUP
• Facebookfacebook.com/alabgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ALAB Group