Freemans' Own-Brand Womenswear Sales Jump 21% on Autumn Edit

Freemans reports a 21% year-on-year sales jump in its own-bought and in-house-designed womenswear, driven by its 'All Things Autumn' campaign. The digital department store attributed the gain to what it calls its strongest own-brand womenswear collection to date.

The Together range delivered the standout number: 270% year-on-year growth, following its expansion into knitwear. Together and Freemans 365 are the two own-brand labels behind the increase. Both sit at the centre of Freemans' strategy to own more of its product margin rather than rely solely on third-party marketplace brands.

What sits inside the 2,500-product edit?

'All Things Autumn' spans more than 2,500 products. Freemans describes the edit as "designed, selected and curated for midlife women by women of the same age" — the team behind it are all aged 40 or over. The ranges centre on seasonal colour groups — rich burgundy, chocolate brown, deep olive, 'fig' and 'aubergine' — which the retailer says are "grouped to make outfit building clear and simple".

Fabric direction leans toward "premium-feel" autumn materials: leather, suede, PU, fluffy knits and corduroy, in mix-and-match pieces with new shades and seasonal silhouettes. Price points stay accessible. Hero pieces include the Burgundy Sky Yarn Cardigan at £28, the Together Zipped Olive Shearling Coat at £85 and the Together Zip Detail Denim Dress at £75.

The edit builds on two prior category moves: expansion of Freemans' core knitwear and outerwear ranges, and the relaunch of the Freemans 365 denim collection with modernised silhouettes. While own brand anchors the edit, Freemans positions it as complementary to its growing third-party marketplace offer.

What did merchandising leadership say?

Susie Calvert, Chief Merchandising Officer at Freemans, tied the range directly to erratic autumn weather. She said: "We had an unseasonably mild and changeable start to autumn, followed by stormy, wet weather. Dressing for the season has been tricky, so we wanted to make looking good easier for our customers."

Calvert added that discipline governed the buy: "Every piece in 'All Things Autumn' is intentional and had to earn its place." She also framed the commercial argument: "By designing for real women and putting the customer first throughout product development, we've created an affordable collection that flatters her shape and helps her feel confident and feminine."

Beyond product, Freemans supports the edit with autumn styling content across social media, including seasonal layering tips and "rainy day outfits" — content designed to drive conversion rather than pure brand awareness.

How does this fit the rebrand?

The collection launch follows a major rebrand and website overhaul unveiled last month, as Freemans doubles down on what it calls the "£92 billion 40+ market". That repositioning is backed by a multi-million-pound marketing campaign led by broadcasters Zoe Ball, Kate Thornton, Gaby Roslin and Nicki Chapman.

The presenters deliver pre-recorded host endorsements across national networks including Greatest Hits Radio and Magic Radio, rather than reading standard advertising scripts. The media plan extends to targeted advertorials in high-circulation women's titles and video placements across YouTube, Discovery, Channel 5, Pluto TV, Samsung Ads and Freemans' own channels. A new strapline anchors the launch: 'Shopping is your department. And Freemans is your department store'.

Is the growth rate a confirmed result?

The 21% and 270% figures are retailer-reported sales claims covering the campaign period, not audited results, and Freemans has not disclosed absolute revenue, unit volumes or margin data for either own-brand label. What is confirmed is the structural direction: deeper own-brand penetration, category expansion into knitwear and outerwear, and a marketing budget concentrated on the 40+ demographic.

Calvert said: "We're confident this is our best-ever autumn range." Whether the 21% lift holds beyond the campaign window — and whether own-brand growth cannibalises or complements the marketplace offer — will show in Freemans' next trading update.