Digital department store Freemans.com announced today (29 May 2025) that it has become the very first UK retailer to sign up to the Plain Numbers initiative – aimed at helping to ensure that all customer communication is as clear as it can possibly be.
The new three-year contract is designed to support Freeman’s current training for in-house colleagues.
Statistics show that around half of UK adults have the numeracy skills of a primary school leaver.
Stuart Daniels, Freemans chief credit officer, said: “Freemans is known for its great customer service and so we are proud to be partnering with Plain Numbers to make it even easier for our customers to understand all we offer – and for our colleagues to continue to provide the best-in-class customer support.”
Despite the UK retail sector being worth almost £112bn annually, Freemans is the first retailer to commit to the scheme. A number of blue-chip brands in the financial and utilities sectors already partner with Plain Numbers including Citizens Advice, Nationwide, Legal & General and Aviva.
Mike Ellicock, Chief Executive from Plain Numbers said: “We are delighted that Freemans.com has become the first retailer to work with us. We know that clear communication matters to a lot of businesses, but if they’re not thinking about the numbers, they’re missing a powerful opportunity to connect with customers. Getting numbers right means staying compliant and showing that you are doing the right thing for your customers. We hope many more retailers follow Freemans’ lead.”
The move aligns with Freemans’ recent positioning as an ally to 40+ shoppers, offering inclusive styles, outstanding customer service support and brand transparency. The development saw sales surge by 13% year-on-year with shopper numbers for 2025 at a record high.
