Freemans, the digital department store, today (3 March 2023) announced the introduction of a new range called Freestyle.
Designed in-house and exclusive to the retailer, Freestyle, will fill a casual daywear market opportunity, the retailer has identified, that continues to grow and was borne from a shift in how we dress due to changing work patterns.
The Freestyle collection spans 40 pieces and is priced from £19 to £59 in sizes from 10 to 24. There will be an initial drop this week followed by a second in May
Covering both womenswear and footwear with an ethos of easy going fashion designed to live and love life in. Freestyle offers denims, tees, linens, shackets, shorts, dresses, blouses, skirts, sweats, shirts, sandals and trainers.
Commenting, Linda Quinn, chief merchandising officer, Freemans said: “Freestyle fills a casual daywear opportunity within our product offering. The team has more than met the brief of both comfort and style and overlayed with amazing attention to detail and finishing touches that will bring a smile to whoever wears Freestyle.
“It further strengthens the range of our exclusive product offering that now includes STAR by Julien Macdonald, Love Mark Heyes, Lascana and Kaleidoscope all underpinned by amazing value from Bon Prix.”
Freestyle will feature within the retailer’s Spring TV campaign that also includes Janette Manrara for STAR by Julien Macdonald and Ola Jordan for tellie stylist Love Mark Heyes collection which airs 4 March 2023.
Freemans recently announced (3 February 2023) what it called ‘a cracker of a Christmas’ with sales in the eight weeks to 31 December 22 up +23%.
At the same time, it celebrated customer numbers exceeding 1m up 65% from two years ago when the retailer relaunched at the start of a digital brand transformation.
These results placed Freemans’ growth ahead of the market whilst delivering its transformation from legacy catalogue retailer into modern digital pureplay.
