Freemans, the digital department store, announced today (31 May 2024) that it had completed its full review and media account re-pitch worth £25m and had appointed London-based independent agency the7stars.
The process started back in January this year (2024) and saw incumbents iProspect defend the business, which it had held for five years, alongside a shortlist that included Havas Market, the7stars and T&Pm.
Freemans has been on an aggressive transformation journey to a digital pureplay and announced in Autumn 2023 that it dropped its paper catalogue after 118 years as well as a launching a new look and feel (Autumn 2023) under the guise of Made You Look, with the help of Mullen Lowe. The move saw customer visits to its website increase by +23%.
Richard Cristofoli, chief customer officer, Freemans, said: “Freemans is a very different business than it was the last time the account was pitched. We’ve made massive in-roads on our digital transformation journey, while adding customer numbers and growing ahead of the market. Something that has been delivered with enthusiasm and passion by everyone in the business.”
“It is that same passion for the business and the Freemans’ brand from the team at the7stars that was very evident throughout the process alongside shared values of openness, flexibility, and transparency.
“To continue to grow the business in a fiercely competitive market, the7stars clearly demonstrated a fully integrated, digital first approach that can add value- including practical applications of AI technology to drive performance. At the same time as congratulating them, I would also like to take the opportunity to thank everyone who participated in the pitch and to thank iProspect for their support over the last five years” added Richard.
Nick Maddison, Managing Partner, the7stars, said: “Freemans is a brilliant British online department store with a unique heritage and an impressive track record of digital transformation. It is an exciting and challenging brief, and it is a privilege to be on board helping to drive their next phase of growth with the power of our independent thinking “
The How to Buy a Gorilla Company and Slik Media lead the media review.
“The whole process was run for us brilliantly by David Meikle at HTBAG”, said Richard.
Clearly not a business to stand still Freemans announced earlier this year that industry stalwart Susie Calvert had joined as chief merchandising officer.
Its latest seasonal campaign ‘Destination Summer’ is also running now and is all about positioning Freemans.com as the ‘go to’ for customer’s needs whether at home or abroad throughout the season. It also showcases the breadth of the offer across its expanding range of big-name familiar brands- including the recently added Sosandar, White Stuff, Little Mistress, Gola and ColorWOW all backed by Freemans’ exclusive collections- including the bonprix value fashion brand.
