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Freemans adds value brand Bonprix and launches multi-million TV ad campaign

Tom Shearsmith
30 April 2021

Freemans, the digital department store, has announced the introduction of value brand Bonprix to its online portfolio, with the intention of underpinning its value credentials.

The German fashion value brand is owned by Freemans Grattan Holding’s parent company Otto and includes 5,000 pieces covering all wardrobe essentials from lingerie to outerwear.

A multi-million marketing campaign has been commissioned to support the introduction of the brand, including a primetime TV advertising campaign starring Strictly Come Dancing dancer Karen Hauer.

The advert sees Hauer take to the great British seaside against a backdrop of pastel coloured beach huts and a fairground carousel surrounded by male and female dancers of all different shapes and sizes, celebrating the brands inclusive credentials with a product offering ranging from a size six to 32.

The advert will air from tomorrow and will be supported with digital marketing, printed adverts, social adverts and PR arrangements.


Richard Cristofoli, Chief Customer Officer, Freemans, said: “We wanted to create a moment in time that celebrates great value fashion and that’s linked to the anticipation of Summer. The ad campaign does exactly that, full of energy and fun with a cheeky homage to Kylie, featuring fabulous product at amazing prices all centred around Karen Hauer - who embodies the spirit and energy of the brand”.

Speaking about Bonprix, he added: “The introduction of Bonprix is a further illustration of the evolution of Freemans. We believe that right now there is a huge opportunity for a digitally-based great value fashion brand we feel it perfectly complements the wider Freemans offer.”

The introduction of Bonprix follows a complete re-imagination of the 116-year-old Freemans brand late last year, which saw an entire re-invigoration of every single customer touch point including range hierarchy and the addition of over twenty new third-party brands.

It also included the introduction of the exclusive Julien MacDonald range which has regularly featured in the retailer’s top ten sellers.

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