Freemans sees 'huge expansion' of menswear offer through third-party brands

Online department store Freemans is ramping up its menswear offer for SS25, following the success of expanding its womenswear ranges.

Not only is it increasing its selection from the likes of existing third-party brands, including Adidas, The North Face, Lyle & Scott, Under Armour, Joe Browns and Superdry, it is also bringing in a raft of additional brands.

While last month saw the launch of Napapijri, and this month sees the introduction of Ted Baker, July will see Lacoste join the Freemans menswear roster with its iconic polo shirts alongside sweats, shirts and tees.

Other brands joining the fold this summer include Farah, Casual Friday, Original Penguin and US Polo Association, while Selected Homme and Only & Sons will launch in the autumn.

Freemans has also tripled its offer from the popular Threadbare brand, following an increase in customer demand for fashionable options at competitive prices, and it has expanded its sell-out ‘packs’ promotion from "customer favourite" Danish brand, Jack & Jones.

On another front, with sales of outdoor clothes rising 21% since the pandemic, Freemans has significantly expanded its offer in the outdoor category, having already launched Norwegian brand Helly Hansen, alongside Mountain Warehouse – with its lightweight outerwear pieces – and TOG24, with its technical clothing and footwear.

Additionally, with formalwear making moves once again in menswear, Freemans is adding more ranges, styles and colour options from tailoring brand Skopes, while Harry Brown launches this month offering customers a modern twist of pastel-coloured suits described as "perfect for summer weddings, the races or parties".

To hammer home the message of its expanded menswear lines, a new Freemans marketing campaign launches this week under the banner of ‘Style for Every Moment’.

Susie Calvert, Chief Merchandising Officer at Freemans, said: "While traditionally its womenswear that tends to draw the most attention, our menswear offering - thanks to the extended ranges, style options and quality - is now stronger than ever.  Our mission is to democratise menswear, bringing premium, well known labels to everyone in the UK via Freemans.com.

"Whether you’re planning a day at the races, a night out with friends or a weekend hike, we’ve got exactly what you need at a price point that makes sense, with flexible payment options to match.

"And this is only the beginning. We are actively looking to expand our menswear portfolio by partnering with even more third-party brands.  If you are looking to be part of a growing, exciting business, then we would love to hear from you."

Freemans strengthened its menswear team last year, recruiting Martin Roberts as Buying Manager from N Brown Group, where he had looked after the Jacamo brand from its inception through to 2024.

Expanding the womenswear range and focussing on a 40+ customer saw Freemans.com report a 13% sales increase in the last quarter of 2024, and analysts expect the enhanced menswear range to further uplift sales despite challenging retail conditions.