As part of a wider European retail group, Freemans sources products centrally and then adapts them for the UK catalogue. Each product moves through a detailed enrichment and validation process before it appears online.
Naturally, those processes had evolved over time. They were effective, but they also carried the complexity that comes with scale, legacy systems and changing customer expectations. Freemans knew that simplifying and accelerating this workflow would support both speed and accuracy.
The business wanted a clearer, more flexible platform that respected the existing landscape while opening the door to future innovation.
Arreoblue was invited to participate in a competitive RFP process, supported by Microsoft. Freemans were looking for a partner who understood the realities of retail operations and could help modernise their platform in a purposeful, low-disruption way.
The Arreoblue approach was collaborative and straightforward, focusing on the areas with the most immediate value, building something the team can use from day one and laying foundations that support long-term growth rather than short-term fixes.
Working closely with Freemans’ internal teams, we deployed a Microsoft Fabric solution to create a modern, composable data platform, with product onboarding as the first use case. The work centred on:
No overengineering. No unnecessary reinvention. Simply a platform built to support the pace and ambition of a modern retail business.
Product onboarding time moved from 30 days to 2. It is a significant step, but it is only part of the story. The real achievement is how decisively Freemans leaned into change. Their teams embraced new ways of working, challenged long-standing assumptions and collaborated closely throughout the build. That willingness made speed possible.
The new platform strengthens accuracy, efficiency and decision-making across the product lifecycle. It gives Freemans the responsiveness today’s retail landscape demands and positions them strongly for the future. This is a business that knows where it wants to go and is putting the right foundations in place to get there.
“We are not here to build once and walk away. Freemans trusted us to create something solid they could use again and again. It shows how a focused project can unlock momentum across an entire organisation.” -Stephen Crisp, CEO, Arreoblue
Freemans are now shaping a broader technology roadmap, and the pace of their ambition is clear. The new platform is already becoming the backbone for upcoming initiatives across logistics, CRM, financials and more. Their teams are exploring how data, automation and AI can support richer customer experiences and smarter operational decisions.
What stands out is Freeman’s commitment to thoughtful, sustained innovation. They are modernising with purpose, not noise, and investing in capabilities that will support growth for years to come. Arreoblue remains a partner on that journey, supporting a business that is moving confidently, steadily and with a clear vision for what comes next.
