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Freemans hires MullenLowe for digital-first strategy


Bradford’s Freemans has turned to MullenLowe as it continues its transformation into a “modern, pureplay retailer.”

The metamorphosis of the home shopping company into a digital department store began 2 years ago and has seen the company more than double its sales and triple its customer base.

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

“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.”

The first in a series of campaigns is set to launch later in the year.

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

MullenLowe won the work following a competitive pitch and will work alongside incumbent media agency, iProspect.

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