Freemans enjoys sales boost thanks to Sophie Ellis Baxtor

Freemans reported a 13% sales increase during its last quarter of 2024 as its strategy to target the 40-plus female shopper with a Sophie Ellis-Bextor campaign paid off.
The online department store, which launched its Christmas campaign with the Murder on the Dancefloor singer at the end of October, said it had extended its contract with Ellis-Bextor for 2025 to include its autumn winter collection.
It comes as fashion sales rose 5% in the 14 weeks to 20 December, while home and living surged 18