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Sandra Halliday Published
March 11, 2025
On the day that Boohoo Group said it was changing its name to Debenhams Group to reflect the success of its digital department store, it may have been hard to think about any other e-department stores in the UK. But Freemans made it easier with a release that talked about soaring sales.
In fact, the Otto Group-owned retailer said that its new strategy targeting the female 40+ age group really delivered in Q4. And it thinks its ambassador Sophie Ellis-Bextor was a big part of that.
More of her later. First, let’s look at the numbers. Sales rose 13% in the 14 Weeks to 20 December and like-for-like sales were up 12% in the five weeks to 24 December. Black Friday was up 25% and Cyber Monday jumped 28%.
The 14 weeks also saw total fashion sales up 5% and the home and living category up 18%. Plus there was an 18% uplift in new customers and website visits rose 10%.
This all followed the retailer’s earliest-ever launch of its Christmas marketing, ahead of its rivals. Its TV ad staring Ellis-Bextor first aired on 26 October with featured products selling out in days, we’re told. The move was prompted by Freemans’ own research that showed 36% of consumers had already started their Christmas shopping in October.
It’s no surprise that the company also said it has extended Ellis-Bextor’s contract for this year, and this time it includes an AW25 collection.
Freemans CEO Ann Steer 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.”
She’s overseen the aforementioned change in strategy that saw Ellis-Bextor fronting the brand from AW24. The aim was to reach new audiences within its focus group of female shoppers aged 40 and over.
And its ads demonstrated its fashion credentials, positioning it as a ‘style ally’ to a consumer group who, according to research conducted by the retailer, “still didn’t feel communicated to in an authentic, informative and relatable way”.
The singer was joined by a Freemans Style Squad across social and digital channels. The Squad was made up of “a collection of age-appropriate influencers [who] offered style tips and advice”.
Meanwhile looking to this year, the company said it’s backing two key opposing fashion trends for its core customer — ‘Easy Dressing’ and ‘Modern Bohemia’.
Easy dressing “leans into a pared-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”.
Modern Bohemia meanwhile “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”.