Freemans expands menswear range to offer ‘same quality and choice for chaps’

Freemans is launching an expansion of its menswear range in a bid to offer the same quality and choice of clothing to men as women.

Launching for the spring and summer, the online retailer, which saw a 13% sales boost over its last quarter, is expanding its existing selection including Superdry, North Face, and Joe Browns, and bringing in a host of new third-party brands.

Freemans is rolling out four key changes set to provide shoppers with its best-ever menswear offering.

The retailer is focusing on its big-name brands, following the launch of Italian hipster label Napapijri in March. Ted Baker is also set to land at the company this month, as it seeks to enhance its smart casual range.

In July, it will introduce Lacoste to its collection, while other new brands added to its menswear range this summer include Farah, Casual Friday, Original Penguin and US Polo Association. Selected Homme and Only & Sons are set to launch in the autumn.

The company’s website will also see a major expansion of its existing brands as it seeks to meet increased customer demand.

The website is upgrading a number of its key ranges, including additional styles and colours in its Skopes brand as formalwear moves back into fashion. Additionally, its Harry Brown range is set to launch this month.

Lastly, Freemans has expanded its outdoor category, following sales of outdoor clothes rising 21% post-lockdown. It has launched its Norwegian brand Helly Hansen, alongside Mountain Warehouse, as well as TOG24.

A marketing campaign is set to launch this week, under the banner of style for every moment; everyday (casualwear); every event (occasion) and every move (sports).

Freemans chief merchandising officer Susie Calvert said: “While traditionally its womenswear that tends to draw the most attention, our menswear offering – thanks to the extended ranges, style options and quality is now stronger than ever.

“Our mission is to democratise menswear, bringing premium, well-known labels to everyone in the UK via Freemans.com.”

“Whether you’re planning a day at the races, a night out with friends or a weekend hike, we’ve got exactly what you need at a price point that makes sense, with flexible payment options to match.

“And this is only the beginning – we are actively looking to expand our menswear portfolio by partnering with even more third-party brands.”

In February, Freemans appointed former N Brown director Paul Horsfield as its new chief commercial officer, under a newly created position.

The exec is responsible for leading the company’s marketing and sales, including media, ecommerce, customer relations, creative and data.

In March 2024, the brand also unveiled its first customer credit offer in 13 years, Flexi3, which it promoted across all its owned channels as well as above the line, social, digital and TV.

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