Digital department store Freemans has completed its full review and media account re-pitch worth £25 million and has appointed London-based independent agency the7stars.

The news follows a process that began in January and saw the existing holder of the account, iProspect, pitching to retain it after a five-year run against a shortlist including Havas Market, T&Pm, and the eventual winner.

Richard Cristofoli, chief customer officer, said: “Freemans is a very different business than it was the last time the account was pitched. We’ve made massive inroads on our digital transformation journey, while adding customer numbers and growing ahead of the market. Something that has been delivered with enthusiasm and passion by everyone in the business.”

“It is that same passion for the business and the Freemans’ brand from the team at the7stars that was very evident throughout the process alongside shared values of openness, flexibility, and transparency.

“To continue to grow the business in a fiercely competitive market, the7stars clearly demonstrated a fully integrated, digital-first approach that can add value- including practical applications of AI technology to drive performance. At the same time as congratulating them, I would also like to thank iProspect for their support over the last five years.”

It comes as the company continues its transformation journey to a digital pureplay that has included it ending production of its physical catalogue and launching a new look and feel last autumn.

The tagline for this is Made You Look and the change has seen customer visits to its website increase by 23%.

And its latest seasonal campaign, ‘Destination Summer’, is also running now. It’s part of a drive to position the webstore “as the ‘go-to’ for customer’s needs whether at home or abroad throughout the season”.