Digital division retailer Freemans has at present introduced that gross sales for the ultimate quarter of 2024, together with Christmas, have been up by 13%.
Throughout the five-week lead-up to Christmas, Freemans noticed a gross sales enhance of 12%, whereas Black Friday boosted gross sales by 25%, and Cyber Monday boosted them even additional by 28%.
The pureplay retailer, who has been on a transformational journey over the previous couple of years that included ditching its catalogue in 2023, mentioned its complete style gross sales have been up by 5%.
Ann Steer, CEO, Freemans mentioned: “A fantastic set of outcomes, set towards a difficult market backdrop, reveals actual momentum as we proceed to remodel the enterprise – which this yr is celebrating 120 years. A thanks to prospects each outdated and new who shopped with us over the quarter, in addition to to our colleagues who’ve labored extraordinarily laborious to ship these outcomes.
“We’re additionally delighted to have Sophie for one more yr and excited to see what a devoted assortment appears like for AW25.
Throughout the quarter, Freemans up to date its technique, focusing on ladies over 40. Who higher to enlist than British icon Sophie Ellis-Bextor?
It supposed to achieve new audiences whereas demonstrating its style credentials. Sophie was joined by a ‘newly launched’ Freemans’ Fashion Squad throughout social and digital channels. The Squad, a set of age-appropriate influencers, supplied model suggestions and recommendation. After seeing the success of Sophie and the Fashion Squad, the retailer is constant this technique into the brand new yr.
