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In Pictures: Freemans launches new 40-piece Freestyle range

Tom Shearsmith
03 March 2023

“Digital department store” Freemans today announced the introduction of a new range womenswear called Freestyle.

Designed in-house and exclusive to the retailer, Freestyle will fill a casual daywear market opportunity that the retailer has identified, borne "from a shift in how we dress" due to changing work patterns.

Linda Quinn, Chief Merchandising Officer, Freemans, said: “Freestyle fills a casual daywear opportunity within our product offering. The team has more than met the brief of both comfort and style and overlayed with amazing attention to detail and finishing touches that will bring a smile to whoever wears Freestyle.

“It further strengthens the range of our exclusive product offering that now includes STAR by Julien Macdonald, Love Mark Heyes, Lascana and Kaleidoscope all underpinned by amazing value from Bon Prix.”

The Freestyle collection spans 40 pieces and is priced from £19 to £59 in sizes from 10 to 24. The range will see an initial drop this week followed by a second in May.

Freestyle will feature within the retailer’s Spring TV campaign, which also includes Janette Manrara for STAR by Julien Macdonald, and Ola Jordan for tellie stylist Love Mark Heyes collection. The advert is set to air from 4 March 2023.

Each will introduce a different Freemans exclusive fashion brand that celebrates the diversity of its unique product offering within a campaign launching across all channels simultaneously on 4 March 2023- supported by the strapline of Freemans Be More Free.

Freemans also recently announced a ‘cracker of a Christmas’, with sales in the eight weeks to 31 December 2022 up +23%. At the same time, it celebrated customer numbers exceeding 1m up 65% from two years ago when the retailer relaunched at the start of a digital brand transformation.

The ‘Freemans Ways to Save’ initiative, which launched last October to help customers feeling the pinch as the cost-of-living crisis deepened, “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.

Listen to TheIndustry.fashion's podcast with Mark Heyes, Fashion Designer at Freemans.


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