Freemans sets off on new course with Julien Macdonald deal


Home shopping specialist Freemans Grattan Holdings has signed an exclusive collaboration with designer Julien Macdonald as it kicks off a new strategy.

The three-year tie-up, encompassing womenswear, accessories and home lines, is the first such deal Freemans has struck as it seeks to carve out a distinct space for itself through exclusive partnerships with designers, influencers and brands.

For the first time, Freemans will also make the Julien Macdonald ranges available internationally by selling them on sites in Germany run by the retailer’s parent, home shopping giant Otto Group. Edited collections will also be sold on Freemans’ Curvissa and Kaleidoscope sites.

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