Freemans.com has announced a new partnership with Mirakl to help modernise and scale its dropship capabilities, as part of its transformation from a legacy catalogue business to a digital pureplay with a strategy of targeting the 40+ UK consumer group.
Freemans digital department store ambitions require a mix of own bought product, some designed in-house, and others sourced via its parent Otto. To complement this, the Freemans team is onboarding a curation of third party retail brands.
The partnership with Mirakl allows Freemans to replatform elements of its dropship strategy to accelerate supplier onboarding, empower merchandising teams, and unlock new product categories.
This will help deliver more products to more customers across the UK. Although it’s ‘early days’ the collaboration is already paying dividends with over 70 new third-party brands onboarded, including French Connection, Blue Vanilla, Roman Originals, Tog 24, Mountain Warehouse, Einhell, MenKind and Panda.
“This partnership with Mirakl represents a further milestone in our digital transformation. Thanks to their proven technology, we can now accelerate the expansion of our product and brand offering across key categories while preserving the premium customer experience that our million customers have expected through the years.” said Susie Calvert, Chief Merchandising Officer at Freemans.
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