The integrated communications agency has been briefed to help Freemans “deliver the next stage of the brand’s evolution as it reinvents itself as a modern, pure-play retailer”.

MullenLowe will work with Freemans’ marketing team to continue modernising the brand. The agency’s debut work is planned for later this year and will appear across “all of the digital multi-category retailer’s touchpoints”. There is no incumbent on the account and MullenLowe will work alongside media agency iProspect.

Richard Cristofoli, Freemans’ chief customer officer, added: “To say we have been on quite a journey over the last few years is something of an understatement.

“In that time, we have completely reimagined what Freemans stands for today, introduced amazing designer exclusives from the likes of Julien Macdonald, Abigail Aherne and TV stylist Mark Heyes as well as delivering a growth performance we are all incredibly proud of. It is clear to see that both new and existing customers are loving the change.

“However, now is not the time to stand still and we are delighted to partner with MullenLowe to help us on the next part of our journey and to firmly underpin our ambition to be the UK’s digital department store of choice.”

Freemans has been making efforts to modernise its brand and boost customer numbers and sales. Two years ago it overhauled its business, with measures including a new brand ID, improved online customer experience the introduction of better-known third-party brands across home and fashion, including designer ranges.

The business has since more than doubled its sales and tripled its customer base, while its most recent trading update reported a 65% year-on-year boost to customer numbers (to more than one million) and a 23% growth in Christmas sales.