Freemans is making significant strides in its menswear offerings, announcing a major expansion through a mix of existing and new third-party brands. The retailer is not only increasing its selection from established names like Adidas, The North Face, Lyle & Scott, Under Armour, Joe Browns, and Superdry, but is also introducing a series of fresh brands to its collection.
Following the recent addition of Napapijri last month, Freemans continues to broaden its menswear portfolio with the introduction of Ted Baker this month. In July, iconic brand Lacoste will join the mix, bringing its famous polo shirts, alongside a range of sweats, shirts, and tees.
Other notable brands joining the Freemans lineup this summer include Farah, Casual Friday, Original Penguin, and US Polo Association, with Selected Homme and Only & Sons slated for a launch in the autumn.
Freemans has also responded to growing customer demand by tripling its offering from the popular Threadbare brand, known for delivering fashionable pieces at affordable prices. Additionally, the retailer has expanded its highly sought-after “packs” promotion with Danish brand Jack & Jones, further catering to customer preferences.
With a marked rise in demand for outdoor clothing — up by 21% since the pandemic — Freemans has significantly expanded its outdoor category. Already available are Norwegian brand Helly Hansen, along with Mountain Warehouse’s lightweight outerwear and TOG24’s technical clothing and footwear.
The retailer is also embracing the resurgence of formalwear, adding new styles, ranges, and colors from the Skopes tailoring collection. This month, Harry Brown debuts with a fresh take on pastel-colored suits, perfect for summer weddings, races, or parties.
To support the expanded menswear selection, Freemans is launching a new marketing campaign titled ‘Style for Every Moment’ this week.
Susie Calvert, Chief Merchandising Officer at Freemans, shared, “While our womenswear typically garners the most attention, our menswear range is now stronger than ever, thanks to our broader offerings, diverse styles, and premium-quality brands. Our goal is to make menswear accessible to everyone in the UK, offering well-known labels through Freemans.com at competitive prices.”
She continued, “Whether you’re gearing up for a day at the races, a night out, or a weekend hike, we have exactly what you need, with flexible payment options to suit all budgets.”
Looking to the future, Freemans is committed to further expanding its menswear portfolio, actively seeking partnerships with even more third-party brands. “If you’re looking to be part of an exciting and growing business, we’d love to hear from you,” Calvert added.
Freemans strengthened its menswear team last year with the recruitment of Martin Roberts as Buying Manager from N Brown Group, where he managed the Jacamo brand from its inception.
The retailer’s focus on expanding both its womenswear and menswear offerings, especially for the 40+ demographic, helped Freemans.com report a 13% increase in sales for the last quarter of 2024. Analysts predict that the expanded menswear range will further drive sales, even in the face of challenging retail conditions.
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