Freemans boosts beauty offering with former Debenhams team members

The digital department store is calling for emerging beauty brands to join its virtual shelves alongside the likes of Elizabeth Arden, Revlon, Moschino and Pur Cosmetics

PUR is among the expanded range of beauty brands available at Freemans (via Instagram @freemans)

Digital department store Freemans is bolstering its beauty credentials with the launch of a new beauty offer, allowing customers to shop thousands of cosmetics, skin care, fragrance and hair care products.

Joining the UK-based company's fashion and home care ranges, a variety of premium and mass beauty brands are now available via the website, including the likes of Elizabeth Arden, Moschino, SVR, Pur Cosmetics, Revlon and James Read, with plans to bring on more brands throughout the autumn and winter seasons.

Linda Quinn, Chief Merchandise Officer at Freemans, said: “We are hugely excited to be able to launch and strengthen our beauty proposition at Freemans, focused on creating an exciting destination for customers that are craving somewhere new to shop beauty.

“Freemans will give customers access to a fantastic selection of both established and emerging brands."

To spearhead its new beauty strategy, Freemans has recruited former employees of collapsed department store Debenhams, including its new Chief Customer Officer Richard Cristofoli – previously Debenhams' Managing Director, Beauty, Marketing and Digital – under whose tenure Debenhams is said to have brought on board and sold premium beauty brands than any other retailer in the UK, while former Debenhams manager Michelle Fox will lead Freemans' newly expanded division as Beauty Buyer.

In an effort to fill its virtual shelves with an even greater array of brands, Freemans has also launched its Beauty Call initiative, urging emerging beauty brands to get in touch.

Cristofoli added: “The Beauty Call initiative we’re launching today is a simple way for brands to contact the beauty team directly.

“We appreciate the challenges of setting up a new brand and have a range of payment terms that are designed to nurture and support these emerging brands.”

Beauty brands interested in being stocked at Freemans can get in touch by emailing beautycall@fgh-uk.com for a chance to pitch their products to the buying team.

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