Follow us


Freemans unveils volley of Home and Fashion ad campaigns for AW21 and Christmas

Jeremy Lim
01 October 2021

Freemans has announced a hat-trick of TV adverts for AW 21, including a first ‘outing’ for its home offer featuring exclusive collections from designers Abigail Ahern, Henry Holland and Julien Macdonald.

The home advert airs from next week and is complemented by a wealth of third-party brands that are available on It sees a return to the screens of Strictly – It Takes Two presenter and dancer Janette Manrara, wearing AW21 Star by Julien Macdonald – with the new strap line - Find Your Style.

The new "find your…" theme also extends to the home advert under the Find Your Space sign off.  It brings together exclusive new homewares collections from Abigail Ahern and Henry Holland as well as the second season home offering from Julien Macdonald.

The hat trick is completed with an advert from Freeman’s "boutique" womenswear brand The creative is firmly rooted to appeal to the over 45 customer who according to the brand’s own research continues to feel largely ignored or not catered for by the High Street or on-line equivalents.

The narrative of the advert shows how the retailer’s collections understand this customer and provides a day to night solution, brought together with the strapline "Different by Design", and features the voice over talent of TV favourite Lisa Snowdon.

The multi-million pound move heralds the most confident and comprehensive marketing execution to date from Freemans with its new multichannel campaigns reaching women over 35 several times from mid-September through to mid-November. At the same time, Freemans "brought forward Christmas" with relevant products available three weeks earlier to meet customer demand.

Richard Cristofoli, Freemans’ Chief Customer Officer said: “Over the course of the pandemic we have had chance to reflect on customers’ needs and wants. This has included a complete re-imagining of the Freemans and Kaleidoscope brands, delivered at pace and across every customer touch point.  It also covered a reinvigorated product portfolio and offering, both from a third party brand and exclusive own bought perspective across fashion and home.

“These three campaigns represent our most confident positioning with strong and honest creative that we thinks allows us to stand out from the crowd.  It continues to help us to achieve our objective of becoming the on-line department store of choice for and the go-to-boutique retailer for women over 45 through .”

Free NewsletterVISIT