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Freemans to rebrand as ‘modern, pureplay retailer’ with help from MullenLowe

Freemans ambassador Karen Hauer

Digital department store Freemans has appointed MullenLowe to deliver the next stage of its rebrand as a modern, pureplay retailer.

MullenLowe will be working together with the retailer’s team on the next steps of its journey to the digital department store of choice, following a transition which kicked off over two years ago.

As part of the joint venture, the first in a series of 360-degree campaigns is set to launch later this year.

The move will also translate into customer-facing and operational comms across all of the digital multi-category retailer’s touchpoints.

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“To say we have been on quite a journey over the last few years is something of an understatement,” Freeman’s chief customer officer Richard Cristofoli said

“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”

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

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