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Freemans relaunches as ‘digital department store’ with first TV campaign

Tom Shearsmith
09 September 2020

Home shopping retailer Freemans has rebranded and relaunched, repositioning itself as a “vibrant digital department store”.

Freemans, owned by home shopping giant Otto, will launch its new website and app today, with a social media and prime-time television advertising campaign to follow.

With the new launch, Freemans has also added new brands, including Quiz, Radley, Dorothy Perkins and Miss Selfridge.

The retailer currently stocks a variety of product categories including fashion, beauty, home and garden furniture, Christmas decorations, toys and technology.

An exclusive partnership with fashion designer Julien Macdonald will also launch later this year, with a Spring 2021 collection.

In a statement, Chief Customer Officer Richard Cristofoli said: "We think there's never been a better time for launching a vibrant digital department store backed by new product offer and a refreshed credit proposition."

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