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Freemans Christmas ad campaign heads online as its fashion season begins strongly

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October 20, 2025

Digital department store Freemans has launched its first online-only Christmas advert to help customers track down outfits used in the Christmas commercial as the retailer says its key AW25 season has begun strongly with fashion sales up in double digits. 

Singer/model Sophie Ellis-Bextor again stars as the ‘Face of Freemans’ with the 30-second ad running across major digital channels including YouTube, Instagram, leading shopping sites and Freemans own website.

The choice to launch the mini film online comes after “tens of thousands of fans” streamed last year’s ad digitally, “stopping at several points throughout the commercial to view outfits, then immediately order them” on its website. 

Ann Steer, CEO from Freemans.com, said: “Every outfit featured in the 2024 Freemans festive ad was a sell-out. This year we’ve made our Christmas commercial sleeker and simpler, with a few seconds more between each outfit for fashion fans to view the yuletide looks and put in their order.”

The 2025 Xmas ad sees Ellis-Bextor return to snow-dusted Sleigh Street with her signature retro red Freemans delivery van piled with Christmas gifts. She plays a glamourous Santa role, hand-delivering this year’s “must-have” gifts to the road’s residents. 

The feelgood festive campaign also sees her swap outfits for each house she delivers to – “with a crucial few seconds for viewers to pause the online ad and track down each seasonal style on the Freemans.com website”.

Her highlighted looks include a matching berry-red coat, skirt and pussybow blouse combination, a bestselling set of tartan pyjamas, a black sequin minidress, plus a plum faux-leather skirt and matching glitter detail cardigan.

The ad’s tagline ‘Find it at Freemans’ “emphasises the ease of ordering from the online department store, reassuring customers they’ll find all they need, including Sophie’s latest looks”. 

The soundtrack to the 30-second ad is Ellis-Bextor’s signature ‘Freedom of the Night’ track, which peaked at No2 in the UK singles chart after being featured in Freemans’ 2024 Christmas commercial.

Key audiences include stylish women over 40 aiming to both look their best throughout the festive season, plus busy households who prefer the convenience of buying gifts online for friends and family.

Fresh figures from Freemans show the retailer has already begun the key AW25 season strongly, with net sales up 14%. Fashion sales alone have risen by 13% before the party season has even begun, while home & living is also up 14%. 

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Hermes billionaires’ family office quietly starts new offshoot

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December 9, 2025

A three-year-old family office backed by Europe’s wealthiest clan is quietly laying the groundwork for acquiring additional assets outside their luxury behemoth, Hermes International SCA. 

An Hermes store in Arizona, US – Hermès

Krefeld, named after the town in Germany where ancestor Thierry Hermes was born, has created a separate company called Breithorn Holding that can oversee fund and asset management, according to a filing. Charles-Henri Chaliac, 49, who heads the family office, will also serve as the new firm’s chief executive officer. 

The move signals the growing ambitions of the family office created in 2022 by descendants from different branches of the sprawling dynasty. In the aftermath of fighting off a 2010 takeover attempt by LVMH founder and rival Bernard Arnault, the heirs pooled their separate investment vehicles into what has emerged as Krefeld. Reflecting the clan’s penchant for discretion, the family office has remained secretive about operations, management, and strategy since then.

Krefeld has so far made few investment announcements, one of the first being in French insurer Albingia. The family office also took a minority stake in closely held Anjac Health & Beauty alongside KKR & Co., Les Echos reported. A spokesperson for Hermes didn’t respond to requests for comment about Krefeld. 

The more than 100 heirs to the Hermes fortune have a combined net worth of $186 billion, according to the Bloomberg Billionaires Index, making them the richest family in Europe. With a stake of around 67% in the listed company, they have pocketed €5.1 billion ($5.9 billion) in dividends for the past four record-breaking years, giving Krefeld firepower for investments.  

With Krefeld, the Hermes descendants joined other ultra-wealthy French clans with family offices including Francoise Bettencourt Meyers, the billionaire L’Oreal heiress, who has Tethys; the Wertheimer brothers behind Chanel, with Mousse Partners; and Arnault, who invests through closely held Agache among other vehicles. 

There are few public details about Krefeld and its new offshoot, Breithorn, which are based at the same address in central Paris.

Krefeld has raised its maximum authorised capital to €1 billion and its statutes stipulate that shareholders can only be descendants of Emile Maurice Hermes, who expanded the Parisian harness workshop started in 1837 by his grandfather, Thierry, into leather goods and baggage lines. Today, Hermes is best known for pricey handbags, silk scarves, and high-end fashion, having reported €15 billion in sales last year.  

Krefeld, which is charged with investing the personal wealth of its Hermes backers, is chaired by Matthieu Dumas and the board populated by heirs with surnames including Bauer, de Seynes, Guerrand, and Mommeja. Chaliac joined last year from Belgian private equity firm Cobepa, while Claire Zeng moved to Krefeld in 2024 from Morgan Stanley, according to a LinkedIn post. 



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Frasers Group buys Swindon Designer Outlet

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December 9, 2025

Frasers Group has made yet another property acquisition, announcing on Tuesday that it has bought Swindon Designer Outlet.

Swindon Designer Outlet – Photo: McArthurGlen

The company said the move marks “a meaningful step towards achieving the group’s vision of building the planet’s most admired and compelling brand ecosystem”.

It added that through acquisitions of “strategic physical retail locations like Swindon, Frasers Group supports key brand partners’ outlet strategies — including Nike, Adidas, Boss — and aims to serve consumers across the UK with the best value and product offerings”.

It didn’t share the price it paid but reports a few months ago suggested it was in talks to buy the property for around £275 million.

Swindon Designer Outlet opened in 1997 and covers 250,000 sq ft. It attracts over 3 million visitors annually with outlet centres at all price levels among the most buoyant shopping destinations in the UK. The centre has been owned by LaSalle Investment Management since 2022 and has been managed by outlet-specialist McArthurGlen Group.

The news comes just a month after we learned that Frasers had acquired Braehead Shopping Centre in Glasgow and also comes in the wake of a flurry of property deals by the acquisitive retail giant.

The company has also acquired shopping centres such as Princesshay, Overgate, Fremlin Walk, Frenchgate, Junction 32 Outlet Park and more.

CEO Michael Murray said: “Physical retail is central to our Elevation Strategy and investing in Swindon — one of the UK’s top five outlets by footfall — strengthens our position as both retailer and landlord. This acquisition reinforces our property strategy and unlocks new opportunities for our brands and our partners.”

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Chanel opens major festive Covent Garden installation

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December 9, 2025

London’s Covent Garden always has a high-profile installation during the festive period with recent activations from Jo Malone, Max mara and Marc Jacobs. And this year’s big name is Chanel.

Chanel

For the first time, Chanel has designed “an enchanted and immersive installation” in Covent Garden, North Piazza. The light installation highlights the brand’s first flagship boutique presence in Covent Garden which opened over 10 years ago. 

Within the installation, we’re told visitors can experience an “enchanted, festive moment influenced by the constellations and emblematic symbols of Chanel: the lion, wheat, camellia, comet, and pearls”. 

All of this is “reimagined in a starry sky with an illuminated Nº5 bottle encased in a helix that will create a magical atmosphere in the piazza”.

It’s open until 28 December, excluding Christmas Day, and attractions will also include live music performances every hour starting at 2:00pm until 6:30pm on Thursdays, Fridays, and Saturdays.

Covent Garden is a key destination for both UK and international shoppers during the festive period with its giant Christmas tree, its street entertainers and its historic architecture giving the Piazza extra allure at this time of year in particular. 

And with its large weighting of beauty boutiques, it’s also a major destination for beauty shoppers.

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