Freemans launches ‘Everyday Value’ to help cash-strapped families

Bradford-based digital department store Freemans has today launched a new ‘Everyday Value’ initiative to help families through the cost-of-living crisis, offering over 3,000 items at entry price points across fashion and home for SS23.

Building on AW22’s ‘Ways to Save’, the newly curated collection – which goes under the strapline of ‘everyday essentials at prices you’ll love’ -  includes Freemans’ own brand offer, but is also led by an exclusive partnership with one of Europe’s leading value fashion brands, Bon Prix – with a bodyline tunic priced at £10 and stretch Capri jeans at £18.

Customers will see fashion basics across every category in the Everyday Value product mix, including denim, footwear, accessories, lingerie, swimwear, dresses and tops. Homeware includes bedding, kitchen accessories, entry price point electricals and garden accessories and furniture in time for spring/summer.

Richard Cristofoli, Chief Customer Officer at Freemans, said: “With the well documented pressures on the customer spend, celebrating value and making it even easier to shop has never been more important and that’s why we launched Everyday Value.

“We know from last season’s Ways to Save initiative, it’s something that shoppers welcome and respond well to. This curated collection is led more by fashion as we head into summer, versus Ways to Save that was more focused on smart swaps in the home.

“Our comprehensive selection of ways to pay supports the offer and we stand apart from our competitors with our free delivery and returns promise.”

Freemans recent Christmas trading update in February 2023 showed sales in the eight weeks to 31 December 2022 up 23%. Customer numbers exceeded one million, up 65% from two years ago when the retailer relaunched at the start of its “digital brand transformation” – from one-time catalogue retailer into modern digital pureplay.