Freemans eyes 120 more brands for marketplace offer after sales double

Digital department store Freemans.com has ambitions to add at least another 120 brands to its marketplace in 2027, after sales of its third-party offering doubled year-on-year. 

The expansion would take the retailer’s marketplace from 150 brands to almost 300, widening the online stores' assortment alongside its own-bought fashion, footwear, beauty and home ranges.

The marketplace is already outperforming the wider market, according to Freemans, having grown 100% year-on-year, following its soft launch in Autumn 2025.

“We are moving at pace to deliver the very best digital department store offer in the UK," said Ann Steer, CEO of Freemans.com.

"A blend of exclusive own-bought ranges, complemented by an edited third-party marketplace offer, underpins this ambition, coupled with a single-minded focus on shoppers over 40. It is paying dividends as we grow ahead of the market.”

AW26 brands will add more than 22,000 products

Moda in Pelle, Draper Tools, Startrite Footwear and Time Products are among the brands scheduled to join for AW26, while the Baird Group will introduce Ted Baker (for which it owns the master license for men's formalwear), as well as the Antique Rogue and Limehaus brands. 

The planned additions will bring more than 22,000 third-party products to Freemans.com.

Earlier this year, Freemans had already announced that it was expanding its Marketplace assortment with labels including Kurt Geiger, Carvela and Dune London. Other additions spanned value fashion, lingerie and beauty, including M&Co, Ann Summers, Rimmel and Elemis.

The third-party strategy sits alongside continued investment in Freemans’ own-buy offer. During the 12 weeks to 2 January 2026, the retailer delivered a 9% rise in sales, while its UK-designed own-buy ranges grew 43% year on year. New customer numbers increased 9% and website visits rose 10% during the period.