UK’s leading online department store Freemans.com expands to offer UK’s most exciting menswear range.
It is fast becoming firmly established as the leading digital department store destination for womenswear in the UK – but now Freemans.com is undertaking a huge expansion of its menswear range to offer the same quality and choice for chaps it announced today (24 April 2025).
Launching for Spring Summer 25, Freemans is not only expanding its existing selection including Superdry, North Face, Joe Browns, Helly Hansen, Jack & Jones, Lyle & Scott, Under Armour and Adidas, to name a few, but also bringing in raft of sought-after new third-party brands.
The retailer is introducing four key changes set to provide customers with its best-ever menswear offering making it simple to shop for the latest looks from anywhere in the UK.
Firstly, the online store is focusing firmly on big-name brands. March saw the launch of Italian hipster labelNapapijri, renowned for its cult classic Rainforest overhead jacket. The brand also offers a cool collection of graphic tees, sweatshirts and shorts. In April, fashion favourite Ted Baker lands, enhancing the smart casual range with its signature stylish polos and shirts.
July will see the introduction of the word-famous Lacoste label, featuring its iconic polo shirts, alongside sweats, shirts and tees. Other new brands added to the menswear range this summer include Farah, Casual Friday, Original Penguin and US Polo Association, while Selected Homme and Only & Sons will launch in the autumn.
Freemans.com will also see a major expansion of existing brands to meet increased customer demand. The popular Threadbare range has more than tripled 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. For the customer-favourite Jack & Jones label, Freemans has expanded the sell-out ‘packs’ promotion, offering outstanding value for shoppers.
Thirdly, with formalwear moving firmly back into fashion, Freemans.com is upgrading a number of key ranges including additional styes and colours in the celebrated Skopes brand. Harry Brown launches in April, providing customers with a modern twist of pastel-coloured suits, perfect for summer weddings, races or parties.
Finally, with sales of outdoor clothes rising 21 per cent post-lockdown, Freemans has made a significant expansion of the outdoor category, with shoppers now buying year-round rather than seasonally. Sought-after Norwegian brand Helly Hansen has already launched, alongside Mountain Warehouse which is winning fans for is lightweight outerwear pieces, plus TOG24, which offers excellent value in technical clothing and footwear.
A marketing campaign launches this week, under the banner of Style for Every Moment; everyday (casualwear); every event (occasion) and every move (sports).
Susie Calvert, Chief Merchandising Officer, Freemans.com said: “While traditionally its 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.”
“Whether you’re planning a day at the races, a night out with friends or a weekend hike, we’ve got exactly what you need at a price point that makes sense, with flexible payment options to match.”
“And this is only the beginning – we are actively looking to expand our menswear portfolio by partnering with even more third-party brands. If you are looking to be part of a growing, exciting business, then we would love to hear from you”, added Susie
Freemans strengthened its menswear team last year recruiting Martin Roberts as buying manager from N Brown Group plc where he had looked after the Jacamo brand from its inception through to 2024.
Expanding the womenswear range and focussing on a 40+ customer saw Freemans.com report a 13 per cent sales increase in the last quarter of 2024 and analysts expect the enhanced menswear range to further uplift sales, despite challenging retail conditions.