Freemans’ strategy to target 40+ women pays off as sales boom

Digital department store Freemans has today announced that sales for the final quarter of 2024, including Christmas, were up by 13%.

During the five-week lead-up to Christmas, Freemans saw a sales increase of 12%, while Black Friday boosted sales by 25%, and Cyber Monday boosted them even further by 28%.

The pureplay retailer, who has been on a transformational journey over the last few years that included ditching its catalogue in 2023, said its total fashion sales were up by 5%.

Ann Steer, CEO, Freemans said: “A great set of results, set against a challenging market backdrop, 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.

During the quarter, Freemans updated its strategy, targeting women over 40. Who better to enlist than British icon Sophie Ellis-Bextor?

It intended to reach new audiences while demonstrating its fashion credentials. 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. After seeing the success of Sophie and the Style Squad, the retailer is continuing this strategy into the new year.