Freemans, a Bradford-based online retailer, has reported a 12 per cent rise in sales.

The digital department store saw the growth in the first half of 2025, marking another successful period in its ongoing transformation.

The retailer has focused its strategy on customers aged 40 and over, aiming to serve a segment it believes is underserved by the high street.

Ann Steer, chief executive officer of Freemans, said: “We are seeing a clear momentum gathering, further evidence that the transformational work is paying dividends.

“A clear strategy of targeting the 40+ customer group will remain our focus.

“A remarkable result delivered by remarkable Freemans colleagues. All this is set against a challenging market backdrop. Now is not the time to rest on our laurels.

“Showcasing a relatable point of difference and giving customers a reason to shop has never been more important and this is what we will continue to do.”

In the fashion segment, Freemans named Myleene Klass MBE as the face of its exclusive Lascana Holiday Shop and swimwear range during the period.

This partnership supports Freemans’ positioning as a “style ally” for women over 40.

Lascana sales rose 21 per cent year-on-year.

Womenswear also performed well, with like-for-like growth of three per cent.

Sophie Ellis Bextor returned in a retro-inspired advert filmed in Brighton, showcasing Freemans’ summer collections.

The home and living category delivered standout results, growing 29 per cent on a like-for-like basis.

The company credited this to an expanded product offering and flexible payment options.

New brands introduced in this period included Shark and Ninja, Hisence, Karcher, Stanlet, Weber, Prestige, Circulon, Green Pan, Beauty Works, Eleanor Bowmer, and The Fine Bedding Company.

Freemans also renewed its focus on menswear, adding brands such as Ted Baker, French Connection, and Farah, with menswear sales rising 16 per cent.

In health and beauty, the retailer reported a 38 per cent increase in sales.

Laura Geller was one of the biggest success stories for Spring-Summer.

New brand launches during the period included IT Cosmetics, Nip + Fab, and Ariana Grande.

The company also launched two beauty boxes—a Birthday Box in March and a poolside edition in May, both of which sold out.

Freemans plans to launch additional brands in autumn and winter 2025.

The company’s strong performance comes amid a challenging retail environment, but Freemans believes its focused strategy and customer-centric approach are driving sustainable growth.