Register to get free articles
Want unlimited access? View Plans
Already have an account? Sign in
Online department store Freemans has revealed its partnership with pop star Sophie Ellis-Bextor helped boost its sales 13% during the 13 weeks to 20 December 2024.
It comes as its total fashion sales were up +5% and home and living category +18% over the same period. Meanwhile its Christmas sales, in the five weeks to 24 December 2024, also performed well recording positive like-for-likes of +12%.
This follows the digital department store’s earliest launch of Christmas, ahead of other retailers. It’s TV ad starring Ellis-Bextor airing on the 26 October with featured products “selling out in days”.
The move was prompted by the retailer’s own research that showed 36% of consumers had already started their Christmas shopping in October.
Within the 14 weeks Freemans also delivered its strongest Cyber Week (Black Friday and Cyber Monday) with sales up 25% and 28% respectively year-on-year which resulted in a +17% positive gap to the wider market.
Freemans also revealed new customer numbers over the 14-week period were up +18% and visits to Freemans.com up +10%.
Ann Steer, CEO, Freemans said: “A great set of results, set against a challenging market backdrop, 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.”
