Freemans news and archive

Freemans.com reports continued Christmas growth

British digital department store Freemans.com has reported strong Christmas trading in 2025, defying a wider retail slump in the UK, as sales rose across home and fashion, as well as significant customer growth. For the four weeks to Christmas 2025, Freemans reports that sales rose 12 percent, boosted by the launch of its first online-only...

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Business

Freemans to scale dropship capabilities with Mirakl

British digital department store Freemans is partnering with e-commerce software solutions provider Mirakl to scale and modernise its dropship strategy, as it continues its transformational journey from a legacy catalogue business to a digital pureplay. Over the past five years, Freemans has been focused on targeting the 40+ UK consumer group, a...

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Freemans strategy to target 40-plus females drives sales growth

British online department store Freemans has reported a sales increase of 13 percent for the last quarter of 2024, as its new strategy to target women over forty pays off. The pureplay retailer, which scrapped its catalogue in 2023 as part of its transformational journey, saw its total fashion sales grow by 5 percent for the 14 weeks to December...

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Freemans names new chief commercial officer

Freemans, the British digital department store, has appointed former N Brown executive Paul Horsfield to the newly created role of chief commercial officer. Horsfield has more than 25 years of experience in home shopping retail and pure play businesses and was previously director of group transformation at N Brown Group. He was also the...

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Fashion

Watch: From hero gnomes to stylish goats, all the festive fashion films to know for 2024

It’s that time of the year, again. Brands and retailers across the globe have begun unveiling their always highly anticipated festive campaigns. This season, trends seem to revolve around flipping the script on the stress usually associated with the season; incorporating well-known (animated) figures into the storyline; and proposing new...

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Fashion

Freemans reinvents itself with new campaign starring Sophie Ellis-Bextor

British digital department store Freemans is undergoing a brand refresh driven by a new campaign starring Sophie Ellis-Bextor. The retailer unveiled the ‘Murder on the Dancefloor’ singer as the face of its autumn/winter 2024 project, which is ringing in a renewed strategy for the upcoming season. With this, Freemans has set out to appeal to a...

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Freemans names new chief merchandising officer

Digital department store Freemans has appointed Susie Calvert as its new chief merchandising officer, replacing Linda Quinn, who retired in autumn 2023. Calvert has more than 30 years of experience in the UK and global retail sector, and previously worked as a trading director at Debenhams and contributed to the launch of start-up,...

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Freemans reports “strong” Christmas performance

Digital fashion and homeware department store Freemans, which axed its iconic paper catalogue after 118 years last year, has reported continued growth over the Christmas period. In the eight weeks to December 31, 2023, Freemans reports “strong” growth with sales up 5 percent, compared to the same period last year. The online retailer, which has...

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Freemans axes catalogue after 118 years

Freemans, which calls itself a digital department store, has scrapped its paper catalogue after 118 years as it “moves with the times”. In a statement, Freemans said it would be purely a digital-only business moving forward, as online sales and customer numbers grow, as part of its transformation into a digital pureplay business. Since launching...

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Retail

Freemans to expand third-party offering with new ‘Brand Studio’

Online department store Freemans is looking to onboard more fashion, beauty and home third-party brands with the launch of a new ‘Brand Studio’ programme. The Bradford-based online retailer said it is open to pitches from both up-and-coming brands and established big-brand names, irrespective of size, to join the UK’s ‘fastest growing’ digital...

Fashion |Beauty

Freemans unveils first-ever beauty box as category sales up 33 percent

Digital department store Freemans has launched its first-ever beauty box after reporting that beauty sales have “soared” 33 percent in the first five months of the year. The limited-edition ‘The Beauty Box by Freemans – Summer Edition’ features a selection of seven full-size products and various travel and sample sizes across skincare, haircare...

Fashion

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...