Freemans has unveiled a new brand platform and digital customer experience as it sharpens its focus on women aged over 40.
The home-shopping retailer has revived its “F” brand device, introduced a new colour palette and refreshed its website and user interface. The work will be supported by a multi-million-pound advertising campaign during the fourth quarter, fronted by Zoe Ball, Kate Thornton, Gaby Roslin and Nicki Chapman.
Freemans said it has one million active UK customers and offers a curated range from around 400 third-party brands. It also reported six consecutive years of growth, although no financial figures were disclosed with the announcement.
The retailer said the changes were informed by research conducted through its NOON community of ABC1 women aged 45 to 60. Freemans chief executive Ann Steer said the business wanted to make its brand “more contemporary and relevant” while retaining its heritage.
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