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Sandra Halliday Published
January 30, 2025
Freemans has bucked the trend of the UK market with the online department store on Tuesday saying the Otto Group-owned UK e-tailer’s sales rose 5% in the final eight weeks of last year.
Within that, partywear sales rose 4%, Christmas decorations were up 29% (as it identified a new ‘tree in every room’ customer trend for the first time) and home & electricals rose 14%.
That partywear figure is particularly encouraging given how bleak the pre-Christmas period was for many of its fashion sector peers and how partywear specialist Quiz earlier reported a tough Christmas season.
The company also said its specific Freemans website performance was up 17% due to a “strong contribution from Freemans’ ‘Unlock’ initiative”. For the first time customer accounts from old legacy trading brands, within its group portfolio, were “opened up” so these customers could also shop seamlessly on Freemans.com as well.
And it had an encouraging Black Friday/Cyber Week, up 8% and outperforming the wider market.
The recent news that it was axeing its paper catalogue came at the same time as it launched its new campaign and led to site visits increasing by 23%, it added.
Freemans also said that over 60% of the products featured within its Made You Look Christmas TV ad sold out, including perfumes, bedding, and soft furnishings.
Another sign of its strength is the fact that the end of season sale finished two weeks earlier than last year so it was able to launch new-season full-price pieces earlier too.
CEO Ann Steer said: “The last quarter was one of the toughest I can recall, with continued pressures on the customer’s purse. As such I am delighted with the strong growth that we have delivered over Black Friday and Christmas. Sales were so encouraging that it allowed us to come out of sale earlier than last year and start the new season focussing on full price rather than discounting clearance.
“Our announcement to drop the catalogue, something that in the past has been central to both our business and firmly embedded within the nation’s shopping habits for over a century, was very clearly the right thing to do with customers old and new responding well to our digital-first approach.”