Freemans reports double-digit growth as focus on 40+ customer pays off
Freemans.com has reported double-digit growth for the first half of 2025, driven by its continued focus on the 40+ customer and expansion across key categories.
For the 25 weeks ending 27 June 2025, total sales were up by 12% year-on-year, as the digital department store continued to reap the benefits of its transformation strategy.
Ann Steer, Chief Executive Officer at 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."
Fashion sales were up by 6%, supported by a standout performance from Lascana, which saw sales rise by 21% following the appointment of Myleene Klass MBE as a brand ambassador. Freemans’ research found that women aged 40+ often feel overlooked by high street retailers - a gap the brand continues to fill with inclusive, confidence-boosting collections.
Womenswear rose by 3% across the period, while menswear jumped by 16%. This followed the introduction of new brands such as Ted Baker, French Connection, Farah and Original Penguin. Lacoste is set to join in August.
Health & Beauty also saw strong gains, up by 38%, driven by new brand additions such as IT Cosmetics, Nip + Fab, Percy & Reed and Ariana Grande, alongside strong sales of L’Oréal fragrances. Two sell-out beauty boxes, launched in March and May, helped sustain momentum.
Home & Living remains one of Freemans’ strongest growth drivers, up by 29% thanks to an expanded product range and accessible payment options.
Steer added: "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."
