Freemans, the UK online department store owned by the Otto Group, reported a notable 5% increase in sales during the final eight weeks of last year. Despite the challenges faced by the fashion sector during the pre-Christmas period, Freemans experienced a particularly encouraging 4% growth in partywear sales. The positive performance extended to other categories, with Christmas decorations rising by 29% and home & electricals increasing by 14%
The company attributed its success to a strong contribution from Freemans’ ‘Unlock’ initiative, which allowed customers from legacy trading brands within its group portfolio to seamlessly shop on Freemans.com. The specific Freemans website performance saw a remarkable 17% increase.
Freemans had a successful Black Friday/Cyber Week, outperforming the wider market with an 8% growth. The decision to discontinue its paper catalogue coincided with the launch of a new campaign, resulting in a significant 23% increase in site visits.
Over 60% of the products featured in Freemans’ Made You Look Christmas TV ad sold out, indicating strong consumer engagement. Additionally, the end-of-season sale concluded two weeks earlier than the previous year, allowing the store to launch new-season full-price items sooner.
CEO Ann Steer expressed delight in the strong growth during a challenging quarter, emphasizing the encouraging Black Friday and Christmas sales. The decision to drop the catalogue, while a significant change for a brand rooted in traditional catalog shopping, proved to be the right move as customers responded positively to the digital-first approach. The company now focuses on the new season with a commitment to full-price offerings rather than discounting clearance items.
