SOPHIE SENDS Q4 SALES SOARING AT FREEMANS

• Sales up +13% (14 Weeks to 20 Dec 2024)
• Five weeks to 24 December 2024 +12%
• Black Friday +25%
• Cyber Monday +28%
• New Customer Numbers +18% (14 Weeks to Dec 2024)
• Website visits +10% (14 Weeks to Dec 2024)
• Sophie Contract Extended for another year to include AW Collection

Freemans.com, the digital department store, announced today (11 March 2025) its trading update for the final quarter of 2024 including Christmas. At the same time, it shared that the contract with singer Sophie Ellis-Bextor had been extended for 2025. This time including and AW25 collection.

AW 24
The pureplay retailer, who has been on a comprehensive transformational journey over the last few years, that included ditching its catalogue in 2023, shared sales figures of +13% for the 14 weeks to 20 December 2024. With total fashion up +5% and home and living category +18% over the same period.

Christmas
Christmas (five weeks to 24 December 2024 Freemans also performed well recording positive like for likes of +12%. 

This follows the digital department store’s earliest launch of Christmas, ahead of other retailers. It’s TV ad staring singer Sophie Ellis-Bextor airing on the 26 October with featured products selling out in days.

The move was prompted by the retailer’s own research that showed 36% of consumers had already started their Christmas shopping in October.

Cyber Week
Within the 14 weeks Freemans also delivered its strongest Cyber Week (Black Friday and Cyber Monday) with sales up 25% and 28% respectively year on year which resulted in a +17% positive gap to the wider market*.

Customer Growth
New customer numbers over the 14-week period were up +18% and visits to Freemans.com
+10%.

Ann Steer, CEO, Freemans said: “A great set of results, set against a challenging market back drop, shows real momentum as we continue to transform the business - which this year is celebrating 120 years. A thank you to customers both old and new who shopped with us over the quarter as well as to our colleagues who have worked extremely hard to deliver these results.”

“We are also delighted to have Sophie for another year and excited to see what a dedicated collection looks like for AW25,” added Ann.

A Change in Strategy Delivers
AW24 saw a change in direction that enlisted the help of singer Sophie Ellis-Bextor as part of a renewed strategy that was designed to drive consideration for Freemans.com and celebrate its unique proposition which curates a whole host of major international brands, complemented by exclusive in-house designed and parent company Otto sourced ranges.

Its intention was to reach new audiences with Freemans targeting the 40+ female shopper, demonstrating its fashion credentials, with the aim of positioning its self as a ‘style ally’, to a consumer group, who research conducted by the retailer, still didn’t feel communicated to in an authentic, informative and relatable way.

Sophie was joined by a ‘newly launched’ Freemans' Style Squad across social and digital channels. The Squad, a collection of age-appropriate influencers offered style tips and advice.

Fashion Trends for 2025 Spring Summer
Looking forward to the new SS25 season Freemans’ in- house design team shares an insight into what customers will be wearing with a focus on two key opposing fashion trends - ‘Easy Dressing’ and ‘Modern Bohemia’. 

Easy dressing leans into a paired back, minimalist approach, combining utilitarian elements with quiet luxury. Think tailored pieces, simple co-ords, wide leg trousers, crisp boyfriend shirts, slogan tees and effortlessly chic staples designed for comfort and versatility.

On the flip side Modern Bohemia draws inspiration from the romantic designs showcased at Fashion Weeks This trend embraces a gentler, more commercial take on bohemian aesthetics. Here we see feminine poet blouses, poet dresses, romantic ruffles, laces, tiered hems and soft volume maxi dresses.

The season's colour palette creates balance with Summer Darks (midnight blues, decadent browns, rich burgundies, and midnight plum), Timeless Neutrals (soft beiges, taupes, off-whites, and greys) for quiet luxury, and bold pops of Statement Reds, Aquatic Blues, and Glowing Greens, adding energy and freshness to both trends. These colours complement the key styles, offering a dynamic and versatile range.

*) Gap to Market +17% BRC figures