Freemans puts menswear in the spotlight with major category expansion

Fashion Network

24-04-2025

With its expansion in menswear described as 'huge', Freemans' introduction of 'All Things to all Men' is rather an apt title for the digital department store's spring/summer full frontal assault on the category.
This not only includes expanding existing selections (Superdry, North Face, Joe Browns, Helly Hansen, Jack & Jones, Lyle & Scott, Under Armour and Adidas, to name a few), but also bringing in 'a raft of sought-after new third-party brands'.
And it comes with 'four key changes… to provide customers with its best-ever menswear offering making it simple to shop for the latest looks from anywhere in the UK'.
It begins with the online store focusing on 'big-name brands', headed by the recent launch of Italian label Napapijri. This includes the brand's star Rainforest overhead jacket alongside graphic tees, sweatshirts and shorts.
Then there's this month's introduction of Ted Baker, 'enhancing the smart casual range' with its signature polos and shirts.
Following in July will be Lacoste, featuring its polo shirts, sweats, shirts and tees. This will be swiftly followed by Farah, Casual Friday, Original Penguin and US Polo Association, while Selected Homme and Only & Sons will launch in the autumn.
Freemans will also add to its existing brands 'to meet increased customer demand' with the Threadbare range more than tripling in size 'to provide customers with accessible, fashionable options at competitive price points', with sales of linen fabrics, summer knits, and shirts 'already rising as the weather warms up'. And for 'customer-favourite' Jack & Jones, the label has expanded its 'sell-out value-based 'packs' promotion'.
Meanwhile, Freemans says that with formalwear 'moving firmly back into fashion', it's also upgrading a number of key ranges including additional styes and colours in the Skopes brand. Harry Brown also launches this month, with its pastel-coloured suits, 'perfect for summer weddings, races or parties'.
Finally, with the group noting outdoor clothing demand 'has risen 21% post-lockdown', it has also significantly expanded the category 'with shoppers now buying year-round rather than seasonally'. This includes Norwegian brand Helly Hansen, Mountain Warehouse and TOG24.
And to promote the changes, Freemans has launches a marketing campaign this week under the banner of 'Style for Every Moment; everyday (casualwear); every event (occasion) and every move (sports)'.
Susie Calvert, chief merchandising officer, said: 'While traditionally it's womenswear that tends to draw the most attention, our menswear offering -- thanks to the extended ranges, style options and quality -- is now stronger than ever. Our mission is to democratise menswear, bringing premium, well-known labels to everyone in the UK via Freemans.com.'
She added: 'And this is only the beginning – we are actively looking to expand our menswear portfolio by partnering with even more third-party brands.'