The pureplay retailer, which scrapped its catalogue in 2023, delivered a gross sales improve of 13% for the 14 weeks to twenty December 2024, with trend gross sales up 5% and residential rising 18%.
Within the 5 weeks to 24 December, gross sales rose 12% on a like-for-like foundation.
This follows the retailer’s TV advert staring singer Sophie Ellis-Bextor airing on 26 October “with featured merchandise promoting out in days”, it mentioned.
The transfer to launch its Christmas marketing campaign early was prompted by its personal analysis that confirmed 36% of shoppers had began their Christmas buying in October.
The corporate introduced it has prolonged the contract with Ellis-Bextor for 2025, together with an autumn/winter 25 assortment.
Waiting for the SS25 season, Freemans highlighted two key trend tendencies: simple dressing, which options minimalist merchandise comparable to easy co-ords and wide-leg trousers, in addition to trendy bohemia, which displays a gentler tackle bohemian aesthetics together with poet attire and romantic ruffles.
Ann Steer, CEO of Freemans, mentioned: “An incredible set of outcomes, set towards a difficult market again drop, exhibits actual momentum as we proceed to remodel the enterprise – which this yr is celebrating 120 years.
“We’re additionally delighted to have Sophie for one more yr and excited to see what a devoted assortment appears to be like like for AW25.”
