Freemans ditch catalogue in rebranding
By Rob Freeman | 10th September 2020
Freemans has ditched its long-standing catalogue as it looks to turn itself into a "vibrant digital department store".
The clothing retailer, which has been owned by parent company Otto UK, has printed the catalogue since it was founded in Bradford in 1905.
But it has moved the business fully online as part of a new branding.
Chief customer officer Richard Cristofoli said: "We're incredibly excited about relaunching Freemans into the market at pace - we think there's never been a better time for launching a vibrant digital department store backed by new product offer and a refreshed credit proposition.
"The reality is people carry the largest catalogue in the world in their pocket.
"It's not about removing all paper but refocusing it on inspirational, magazine-like content and then letting the m-site and app do the catalogue and content role."
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