Freemans launches new casual womenswear range

Online clothing retailer Freemans has launched a new 40-piece range called ‘Freestyle’ offering casual daywear for women.

The range has been designed in-house and will be exclusive to the online retailer to “fill a casual daywear market opportunity,” a growing segment that it has identified due to “a shift in how we dress due to changing work patterns”.

The ‘Freestyle’ line includes womenswear and footwear with “an ethos of easy going fashion designed to live and love life in,” including denim, T-shirts, linens, shackets, shorts, dresses, blouses, skirts, sweats, shirts, sandals and trainers.

The debut collection is available now, with prices ranging from 19 to 59 pounds in sizes from 10 to 24, with a second drop following in May.

Linda Quinn, chief merchandising officer at Freemans, said in a statement: “Freestyle fills a casual daywear opportunity within our product offering. The team has more than met the brief of both comfort and style and overlayed with amazing attention to detail and finishing touches that will bring a smile to whoever wears Freestyle.

“It further strengthens the range of our exclusive product offering that now includes Star by Julien Macdonald, Love Mark Heyes, Lascana and Kaleidoscope all underpinned by amazing value from Bon Prix.”

‘Freestyle’ will feature in the retailer’s spring TV campaign fronted by dancer Karen Hauer alongside collections with fellow dancers Janette Manrara for Star by Julien Macdonald and Ola Jordan for Love Mark Heyes.

Freemans announced in February that it had “a cracker of a Christmas” with sales in the eight weeks to December 31, 2022, up by 23 percent. At the same time, it celebrated customer numbers exceeding 1 million up 65 percent from two years ago when the retailer relaunched at the start of a digital brand transformation.