Freemans sees new customer numbers surge amid push to attract new generation

Digital department store Freemans has reported a rise in new customer numbers during the fourth quarter, covering the key Christmas period.

Following its transition from a catalogue-led business to a pureplay digital retailer, Freemans delivered a 9% increase in sales for the 12 weeks to 2 January 2026, reflecting the sixth consecutive year of festive sales growth.

New customer numbers lifted 9% over the same period, supported by a 10% rise in website visits. The company said the growth reflects continued momentum in attracting shoppers who had not previously engaged with the brand.

Freemans attributed its performance to a three-part strategy focused on developing its pureplay offer, targeting women aged 40 and over with affordable fashion-led products, and partnering with established consumer brands across its categories.

The retailer said this approach has helped broaden its customer base, alongside "strong" customer service, flexible payment options and home delivery.

Fashion sales rose by 3% during the quarter, with particularly strong performance in Freemans’ UK-designed own-buy ranges, which were up 43% year-on-year.

During the four weeks to Christmas, Freemans delivered sales growth of 12%. Festive trading was supported by the retailer’s first online-only Christmas advertising campaign, designed to drive immediate online purchasing.

Ann Steer, CEO at Freemans said: "The so-called ‘Golden Quarter’ has shone very brightly for Freemans. We have seen exceptional growth across every department, even against a background of decreased consumer spending, with the momentum we have created clearly continuing.

"The results are testament to everyone in the business who has been willing to adapt, think and act in an agile way and focus relentlessly on giving our customers old and new their very best shopping experience.

"Our brand partnerships continue apace with more big names to be unveiled for 2026 and we will continue to listen, act and deliver for all our customers through this new year and beyond."