Freemans unveils Holiday Shop early with Myleene Klass as its star

Earlier this week, Freemans told us how it had a successful Christmas season after launching its festive marketing very early. And it looks like it wants to repeat the feat with its Holiday season.

The e-tailer has unveiled its sunshine season shop and marketing plan even though the UK weather is still very chilly. Its Holiday Shop has just launched and, importantly, should be able to make the most of Britons planning Easter getaways.

And while Sophie Ellis-Bextor was (and will be) the star of its recent/forthcoming AW and Christmas campaigns, for Holiday, Myleene Klass — broadcaster, musician and campaigner for women and children — is the latest well-known name to work with the digital department store.

The 46-year-old is the face of Freemans’ Holiday Shop that includes the exclusive Lascana range (sourced from parent company The Otto Group). It has just launched online. 

Lascana offers a comprehensive and inclusive range (sizes 6 to 28) and the wider Holiday Shop offers up to 6,000 SKUs, the largest to date for the e-tailer. As well as Freemans exclusives including the aforementioned Lascana and value offer Bonprix, third-party brands include Accessorize, Fantasie, Freya, Miraclesuit, Pour Moi, Birkenstock, Linzi, Monsoon, and AX Paris, among others.

Freemans last year announced a shift in strategy to reach new audiences targeting the 40+ female shopper. The aim was to positioning its self as a ‘style ally’, to a consumer group who research constantly showed feel neglected.

Ellis-Bextor was the first signing based on the new strategy and Freemans said Klass’s signing “signals the continuation of this strategy, using age appropriate, relatable celebrities to help inspire, inform and educate as to the digital department store’s offer”.

It believes Holiday Shop “presents a large opportunity for Freemans” with its new star helping to “showcase the retailer’s difference”.

The Freemans team and Klass flew to one of the UK’s most popular holiday destinations, Majorca, for a shoot that covered various locations including the beach, a holiday villa and a pool. She wore a selection of swimwear, vest tops, printed palazzo pants, animal print dresses, shirtdresses and jumpsuits, all from the Freemans exclusive Lascana range.

CEO Ann Steer said: “The evolution of the brand continues at pace. It’s essential that we develop ways to stay front of mind with customers old and new. Myleene helps to continue that momentum and it’s great to have her on board.”