Freemans enjoys sales boost thanks to Sophie Ellis Baxtor
Freemans reported a 13% sales increase during its last quarter of 2024 as its strategy to target the 40-plus female shopper with a Sophie Ellis-Bextor campaign paid off.
Freemans reported a 13% sales increase during its last quarter of 2024 as its strategy to target the 40-plus female shopper with a Sophie Ellis-Bextor campaign paid off.
The online department store, which launched its Christmas campaign with the Murder on the Dancefloor singer at the end of October, said it had extended its contract with Ellis-Bextor for 2025 to include its autumn winter collection.
It comes as fashion sales rose 5% in the 14 weeks to 20 December, while home and living surged 18%.
Freemans said it delivered its strongest Cyber Week performance, with sales up 25% on Black Friday and 28% on Cyber Monday year on year.
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In the five weeks to 24 December, sales for the etailer were also up 12% year on year.
Freemans chief executive 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.
“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.”
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