FREEMANS, the Bradford-based digital department store, announced what it called a cracker of a Christmas with sales in the eight weeks up to December 22 up by 23 per cent.

At the same time, the firm celebrated customer numbers exceeding one million - up 65 per cent from two years ago when the retailer relaunched at the start of a digital brand transformation.

The numbers show Freemans growing ahead of the market while delivering its transformation from legacy catalogue retailer into modern digital pureplay.

An image from Freemans' 'Find The One' advertising campaign from Christmas 2022 (Image: Freemans)

Its Christmas presence with its Find The One Campaign, featuring Strictly Come Dancing favourites Janette Manrara and Aljaz Skorjanec, complemented with digital and socials (owned and earned) helped to also deliver Freemans highest brand awareness highest ever a continuing trend over the last six months.

In October, Freemans also launched ‘Freemans Ways to Save’ designed to help customers ‘feeling the pinch’ with curated product and content including ‘smart swap’ energy-saving electricals.

Ann Steer, Freemans CEO, said: “We are delighted with our performance in the run-up to and including Christmas. “Not only have we delivered healthy sales numbers, but the transformation of the business continues at pace in our ambition to be the digital department store of choice.”