Freemans scraps catalogue and rebrands as a “digital department store”

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Freemans Richard Cristofoli
Freemans' relaunch includes a digital-first move away from paper, including the catalogue
// Freemans to rebrand its offering and transform into a “vibrant digital department store”
// Freemans CCO Richard Cristofoli said the new branding will put product at “the heart of the proposition”

Freemans has relaunched its offering with a new marketing campaign in an effort to reposition as a “vibrant digital department store”.

The online retailer, owned by Otto, has relaunched the new offering across its website and app, and will be promoted on social media as well as in a TV campaign for the first time.

Freemans chief customer officer Richard Cristofoli said the new branding will put product at “the heart of the proposition”.

The marketing campaign uses the strapline #BeMoreFree which will put a focus on Freemans’ status as “a leading multi-category digital destination with a breadth of new choice”.

The retailer has added third-party brands to its site for the first time, including Joules, Radley, Seasalt and Villeroy & Boch.

Cristofoli was previously managing director for beauty, marketing and digital at Debenhams before joining Freemans earlier this year.

“We’re incredibly excited about relaunching Freemans into the market at pace – 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,” he said.

Moreover, Freemans’ relaunch includes a digital-first move away from paper, including the catalogue.

The retailer signed a deal with Mail Metro Media through which MailOnline and MetroOnline will create exclusive editorial content for the business.

“The reality is people carry the largest catalogue in the world in their pocket. It’s not about removing all paper but refocusing it on inspirational, magazine-like content and then letting the m-site and app do the catalogue and content role,” Cristofoli said.

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