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Freemans reports bumper Christmas with Bon Prix value fashion range boosting sales

Tom Bottomley
03 February 2023

“Digital department store” Freemans has today announced sales were up 23% in the eight weeks to 31 December 2022, with Christmas trading boosted by thrifty customers buying into value lines such as its Bon Prix fashion range.

The growth was “ahead of the market” with customer numbers exceeding one million and up 65% since Freemans relaunched its website two years ago.

Its ‘Freemans Ways to Save’ initiative, which launched last October to help customers feeling the pinch as the cost-of-living crisis deepened, has “played a larger part in customer purchasing consideration”, with the Bon Prix fashion range dominating its 50 best sellers and value knitwear being a key success story.

Thermal underwear, electric blankets and air fryers have dominated Google searches, and the retailer has seen demand for those types of products rocket by over 400%.

Freemans CEO, Ann Steer, said: “We are delighted with our performance in the run up to and including Christmas. Not only have we delivered healthy sales numbers, but the transformation of the business continues at pace in our ambition to be the digital department store of choice.

“I would like to take the opportunity to thank all of my Freemans colleagues for their part in this evolving journey, especially against the well documented cost of living crisis back-drop.

“The wider economic outlook and rising inflation coupled with a cost conscious customer means that, as a business communicating value, exclusive reasons to shop with are more important than ever before.

“Spring Summer 2023 sees the launch of our strongest range of exclusive collections across fashion and home and the latest phase of our ‘Ways to Save’ initiative, complemented with our free delivery and returns promise alongside a flexible variety of ways to pay.”

Freemans’ ‘Find The One’ Christmas campaign, starring professional dancers Janette Manrara and Aljaz Skorjanec of BBC’s ‘Strictly Come Dancing’ fame, helped to deliver Freemans “highest ever brand awareness”.

Additionally, its exclusive designer range collaborations are continuing to hit the right notes with customers, with its Julien Macdonald collaboration being “a standout success” as people celebrated Christmas by dressing up and socialising properly for the first time since the COVID-19 outbreak.

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