Freemans launches value proposition with Europe's Bon Prix, customers top 1m

By

Nigel TAYLOR

Published
Apr 13, 2023

UK digital department store Freemans has launched a new value initiative in conjunction with European brand Bon Prix. Called ‘Freemans Everyday Value’, it builds on the retailer’s “highly successful” AW22 'Ways to Save’ activity.

The move sees Freemans bringing together over 3,000 everyday essential items at low entry price points, across fashion and home. The curated collection includes its own brand product offer but is led by its exclusive partnership with Bon Prix.

Customers will see fashion basics across every category including denim, footwear, accessories, lingerie, swimwear, dresses and tops.

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“Everything is designed to help families on a budget due to the on-going challenges that many face due the cost-of living-crisis”, said Freemans. “This covers basics that everyone needs, whatever the summer brings and made all that easier to find and to shop [on our website].

The activity is also replicated across home in areas a such as bedding, kitchen accessories, entry price point electricals and garden accessories and furniture.

Everyday Value will also form an ‘always on’ focus across the retailer’s own channels and customer communications.

Richard Cristofoli, Chief Customer Officer, Freemans, said: “With the well documented pressures on the customer spend, celebrating value and making it even easier to shop has never been more important and that’s why we launched Everyday Value.

“We know from last season’s Ways to Save initiative, it’s something that shoppers welcome and respond well to- this curated collection is led more by fashion as we head into summer, versus Ways To Save that was more focused on smart swaps in the home.”

Meanwhile, Freeman’s said it is also celebrating customer numbers now exceed 1 million, up 65% from two years ago “when the retailer relaunched at the start of a digital brand transformation.

This comes after the retailer’s Christmas trading update on 23 February showed sales in the eight weeks to 31 December 22 jumped 23%.

It added: “The numbers shared placed Freemans growing ahead of the market whilst delivering its transformation from legacy catalogue retailer into modern digital pureplay”.