Freemans boosted by “cracker of a Christmas”
The Freeman digital department store has reported having a “cracker of a Christmas” as it benefits from the effectiveness of its ongoing transformation programme.
Sales in the eight weeks to 31 December rose by 23% after customer numbers exceeded a million and were up 65% on two years ago.
In the run-up to Christmas, Freemans ran its Find The One Campaign featuring Janette Manrara and Aljaz Skorjanec, which was supported by digital and social activity to boost sales.
The retailer said its designer range collaboration with Julien Macdonald was a standout success. In addition, the Bon Prix fashion range dominated its top 50 bestsellers with value knitwear being particularly popular. Other top sellers included electric blankets, thermal underwear and air fryers where demand surged by over 400%.
Ann Steer, chief executive of Freemans, said: “We are delighted with our performance in the run up to and including Christmas. Not only have we delivered healthy sales numbers, but the transformation of the business continues at pace in our ambition to be the digital department store of choice.
“The wider economic outlook and rising inflation coupled with a cost conscious customer means that as a business communicating value alongside exclusive reasons to shop with Freemans.com are more important than ever before.”
