Freemans sales boosted by Sophie Ellis-Bextor campaign
Freemans saw its sales rise by 13% in its final quarter of 2024 after trade was boosted by a TV ad starring Sophie Ellis-Bextor.
The digital department store also performed well in the five weeks to Christmas when sales climbed by 12%.
Subscribe to TRBAcross the 14 week period to 20 December, new customer numbers rose by 18% as website visits increased by 10%.
In a further boost, fashion sales grew by 5% while sales in the home and living category climbed by 18%.
The success of the ad campaign has led the retailer to extend Ellis-Bextor’s contract for another year to include its autumn/winter collection.
Freemans has been working to transform its business over the last few years which has included ditching its printed catalogue in 2023,
Ann Steer, chief executive of Freemans 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.
“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.”
