Myleene Klass is set to be the face of Freemans’ holiday shop, which launched officially today, 14 March, featuring the exclusive Lascana range (sourced from the retailer’s parent company, The Otto Group).
Freemans adopted a shift in strategy last year to reach new audiences, specifically the 40+ female shopper. The aim was to position itself as a ‘style ally’ to this consumer group, which, according to research conducted by the retailer, still didn’t feel communicated to in an authentic, informative, and relatable way.
Sophie Ellis Bextor was the first signing in Autumn 2024.
Susie Calvert, chief merchandising officer, Freemans, said: “It’s great to work with Myleene to showcase the very best we have to offer around holidays and the warmer months to come. Our customers are always looking for age appropriate and relatable fashion inspiration and Myleene does exactly that and more – a welcome ray of sunshine – to help celebrate what we think is our best offer to date.”
Freemans Holiday Shop offers up to 6000 SKUs its largest ever to date. As well as Freemans exclusives including Lascana and value offer Bonprix, complemented by third party brands including Accessorize, Fantasie, Freya, Miraclesuit, Pour Moi, Birkenstock, Linzi, Monsoon, AX Paris to name a few.
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