Digital department store retailer Freemans is returning to its London roots by taking over some of the capital’s best-known shopping destinations with a new hard-to-miss digital advertising campaign.

Fittingly, the retailer was originally launched from a terrace house in London’s Clapham in 1905 and went on to pioneer home shopping throughout London and the Home Counties, it noted.

Today, the now-Bradford-based brand is celebrating its London links with a new advertising campaign featuring Notting Hill native and brand ambassador Sophie Ellis-Bextor.

Billboards showcasing the brand’s colourful campaign will be on display at both top shopping and tourist spots, including Oxford Circus station, Bond Street underground, High St Kensington station and Waterloo station.

There will also be giant digital ads on display at the Westfield malls in Shepherd’s Bush and Stratford, plus the Wandsworth roundabout and Putney Tower, near to retail destination Battersea Power Station. 

The ads will also run on bus sides throughout Greater London, with the campaign reaching an estimated 21 million people in total.

Richard Cristofoli, chief customer officer, said: “Freemans was created in London and has always reflected the capital’s trendsetting styles and fashions. Our new AW collection and our new brand ambassador, Sophie Ellis-Bextor gave us the confidence to bring Freeman’s fashionable but value-friendly brands to a new metropolitan audience and we’re excited to see just how much Londoners love it.”

He added: “London may be the world’s most exciting shopping destination, but [our target] 40+ women in the capital have told us they still don’t feel seen, appreciated, or catered for. By placing our ads next to conventional shopping streets, we can show women that Freemans.com is their ‘style ally’ and we definitely have what they are looking for – and more.”