Freemans continues to head in the right direction during its ongoing “comprehensive transformational journey” with newly published half-year results for the fashion/lifestyle digital pureplay announcing “a remarkable result delivered by remarkable Freemans colleagues”.
That’s according to CEO Ann Steer, who has guided the business to deliver “strong trading of +12%” in the 25 weeks to 27 June compared to the same period last year.
Steer added: “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.”
And that 12% figure underscores a series of across-the-board gains: Total Fashion +6%; Womenswear +3%; Menswear (backed by a newly announced focus within the half with the addition of brands such as Ted Baker, French Connection, Farah, Original Penguin and Only & Sons, Lacoste) +16%; Lascana fashion/swimwear +21%; Health & Beauty +38%; and Total Home & Living +29%.
And all this was achieved “against a challenging market backdrop,” she noted, adding: “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.”
Big celeb names look to have come through for Freemans, with the Myleene Klass ‘effect’ for holiday/swimwear and Sophie Ellis Bextor’s repeated support delivering success in the women’s fashion category.
They’ve help build on Freemans’ positioning as a ‘style ally’ for its target group after its research found women aged 40+ “felt ignored by mainstream high street retailers,” it noted.
And in the tail-end of the trading statement, Freemans added: “There are plans for further new brand launches in AW 25”. So watch this space…
