Freemans enlists new advertising agency to boost digital retail

Digital department store, Freemans, has signed the communications agency, MullenLowe, to deliver the next stage of the brand’s evolution as it reinvents itself as "a modern, pureplay retailer".

The transition into a modernised retailer started over two years ago and has since seen Freemans more than double its sales and triple its customer base.

In February, Freemans revealed that sales were up 23% in the eight weeks to 31 December 2022. The growth was “ahead of the market” with customer numbers exceeding one million and up 65% since the relaunch two years prior.

Tom Knox, Executive Partner at MullenLowe, commented: "We are really looking forward to helping Freemans on the next stage of its digital transformation as a vibrant online department store."

MullenLowe will work alongside Freemans’ incumbent media agency, iProspect. The first in a series of 360-degree campaigns is set to launch later this year. Customers can expect to engage with advertising across multi-category digital realms.

Richard Cristofoli, Chief Customer Officer at Freemans, added: "To say we have been on quite a journey over the last few years is something of an understatement.

"In that time, we have completely reimagined what Freemans stands for today, introduced amazing designer exclusives from the likes of Julien Macdonald, Abigail Aherne and TV stylist Mark Heyes as well as delivering a growth performance we are all incredibly proud of. It is clear to see that both new and existing customers are loving the change.

"However, now is not the time to stand still and we are delighted to partner with MullenLowe to help us on the next part of our journey and to firmly underpin our ambition to be the UK’s digital department store of choice."