Bradford-based digital department store Freemans has unveiled a new brand platform targeting women over 40, backed by a multi-million-pound campaign featuring Zoe Ball, Kate Thornton, Gaby Roslin and Nicki Chapman.
The retailer is drawing on its 121-year heritage for the overhaul, bringing back its handwritten “F” signature for the first time since the 1950s and introducing the line: “Shopping is your department. And Freemans is your department store.”
The launch follows a six-year transformation from catalogue retailer to digital-only business. Freemans says it has delivered six consecutive years of growth ahead of the wider market and now serves more than one million active UK customers.
Its renewed focus is on female shoppers over 40, a group the retailer says spends £92bn annually in the UK and directly steers 93% of household purchasing decisions. The platform draws inspiration from the brand’s former “Catalogue Ladies”, who took orders and payments from friends, family and neighbours while earning commission.
Freemans is also emphasising the connection between its customers and leadership team, saying its key buying, merchandising, beauty, home, creative and marketing functions are headed by women in the same age group.
Ann Steer, chief executive at Freemans, said: “While much of the retail sector is focused on attracting the next generation of shoppers, we’ve remained steadfast in our commitment to a customer we know exceptionally well: women over 40, one of the most influential consumer groups in the UK.
“The modern 40+ female shopper has significant purchasing power, yet she is often underserved or portrayed through outdated stereotypes. Too often she’s labelled with terms like ‘Queenager’ or ‘Midster’, when the reality is that she’s confident, discerning and highly informed.
“I am one of these women, and I know she doesn’t need to be told who she is or how to shop. We’ve built relationships with this customer for more than 60 years and continue to learn from her every day. Today’s shopper researches carefully, compares options and understands value. She makes considered decisions and expects brands to respect her knowledge and experience.
“Our business strategy is anchored in a simple truth: ‘Shopping is your department. And Freemans is your department store’, with a single-minded focus on this woman. So serious is this commitment that all key business functions across buying, merchandising, beauty, home, creative and marketing are headed up by women of exactly the same age as the customer we serve.
“Six years of consecutive market-beating growth and crossing the million-customer mark proves all this is working. This new brand platform, which is not only customer-facing but attitudinal, percolates through our whole business and will be what sets us apart and will be the foundation of continued growth.”
The Q4 launch campaign will run across connected TV, digital video, print and national radio. Ball, Thornton, Roslin and Chapman will deliver pre-recorded host endorsements across networks including Greatest Hits Radio and Magic Radio, rather than standard advertising script reads.
Radio activity will be weighted towards evening and weekend hours, aiming to reach customers browsing on a second device.
The campaign also includes advertorials in women’s titles and video activity across YouTube, Discovery, Channel 5, Pluto TV and Samsung Ads, supported by Freemans’ own channels.
On its website, the retailer has replaced its mango-coloured logo with a palette of greens, plums and fluorescent highlights used for deals and sales.
Freemans says the redesign uses colour psychology to make browsing more comfortable, with green backgrounds, plum text and selective fluorescent accents to guide customers towards updates, offers and checkout areas. The visual overhaul also introduces a more editorial style of photography, with models reflecting the target audience’s age profile showcasing own-brand and third-party ranges.
