Freemans.com, the digital department store, announced today (9 October 2025 ) its trading update for the for the first half of 2025 (25 Weeks 4 Jan to 27 June 2025).
First Half 2025
The pureplay retailer, who has been on a comprehensive transformational journey over the last few years and reported strong trading of +12% when compared to the same period last year.
Ann Steer, Chief Executive Officer, Freemans said: “We are seeing a clear momentum gathering, further evidence that the transformational work is paying dividends. A clear strategy of targeting the 40+ customer group will remain our focus. A remarkable result delivered by remarkable Freemans colleagues.”
“All this is set against a challenging market backdrop. Now is not the time to rest on our laurels. Showcasing a relatable point of difference and giving customers a reason to shop has never been more important and this is what we will continue to do,” added Ann.
Fashion
Within the half Freemans announced it had signed campaigner, broadcaster, and musician Myleene Klass, (47) MBE as its newest ambassador, to be the face of its exclusive Lascana Holiday Shop and swimwear range.
It builds on Freemans’ positioning as a ‘style ally’ for this group after its research found women aged 40+ felt ignored by mainstream high street retailers.
Lascana, is designed specifically for customers to feel both comfortable and attractive. The new collections included swimwear, nightwear, fashion, lingerie and accessories with a focus on quality, cut, support and fit.
Lascana sales as a result increased +21% year on year.
Sophie Ellis Bextor made a return in a retro-inspired 30 second ad filmed entirely in Brighton with the resort’s famed funfair; beach huts and pebble beach being used as backdrops to showcase the store’s latest summer collections.
Womenswear growing across the half with +3% like for likes delivered.
Home & Living
Home continues to grow with like for likes of +29%. This has resulted from a broader department store offer, with more well-known brands, across different home sectors complimented by Freemans accessible payment options. New third-party brands introduced include: Shark and Ninja, Hisence, Karcher, Stanley, Weber, Prestige, Circulon, Green Pan, Beauty Works, Eleanor Bowmer and The Fine Bedding Company.
Menswear
In April Freemans announced a renewed focus on menswear that came from the foundation of four strategic changes in relation to the offer. This included a focus on new big-name brands, that included the likes of Ted Baker, French Connection, Farah, Original Penguin and Only & Sons, to name a few. Lacoste will also be listed from August 25.
It’s existing third-party ranges skus increased to accommodate growing demand. Threadbare, for example, its offer was more than tripled. Formalwear was a new area of focus as was outdoor clothing. The strategic focus, contributed to strong sales of +16%
Health & Beauty
An ambition to deliver well known health & beauty brands to lean into the retailer’s objective of being the digital department store of choice, paid dividends with sales of +38% over the period.
Within the mix Laura Geller was one of our biggest success stories for Spring Summer.
The first half saw well known beauty brands added including IT Cosmetics, Nip + Fab, Bellamianta, Percy and Reed and most recently, Ariana Grande. L’Oreal Fragrance brands we listed in AW24 including Mugler, Viktor & Rolf, Diesel, Ralph Lauren had a strong SS season.
Two sell-out beauty boxes were also launched. A Birthday Box in March followed by a poolside option in May ready for the holiday season.
There are plans for further new brand launches in AW 25.
