Freemans.com has announced that its third-party Market Place ecommerce offer is delivering strong momentum, with growth of 100% and performance outpacing the wider market, since its ‘official’ launch earlier this year, following a softer launch in Autumn 2025.
The third-party offer complements Freemans’ own-bought ranges, widening choice for customers across clothing, footwear, beauty, gifts, gadgets, power tools, home and garden.
Freemans, which brought the curtain down on its long-running printed catalogue to go fully digital after 118 years in September 2023, has now announced an ambition to add an additional 120 brands to the Market Place’s 150 brands next year, building on a fast-expanding roster of new and established names and swelling partners to nearly 300.
Big-name brands that are set to join the digital department store in AW26 include Moda in Pelle, Draper Tools, Startrite Footwear, The Baird Group’s Ted Baker, Antique Rogue and Limehouse as well as Time Products.
The “digital department store” will be hosting a breakfast briefing for interested potential brand partners, alongside Pentagon, the marketplace solutions provider, on 17 September 2026, with several top-name UK retail brands also confirmed as attendees.
Hosted by Freemans chief merchandising officer, Susie Calvert and Steve Harrison, head of marketplace, both will talk through the digital department store’s market-beating growth strategy and the opportunity for famous-name third-party retail brands to partner with the retailer.
Attendees will also hear from We Are Pentagon and Warehow on how brands can overcome the practical challenges of launching on a new marketplace — from onboarding and store management through to fulfilment and returns.
Ann Steer, CEO, Freemans.com, said, “We are moving at pace to deliver the very best digital department store offer in the UK. A blend of exclusive own-bought ranges, complemented by an edited third-party marketplace offer, underpins this ambition, coupled with a single-minded focus on shoppers over 40. It is paying dividends as we grow ahead of the market.
“The breakfast is a chance to hear from Susie and Steve about where we have been and where we are going. We’ve already been astounded by the response and look forward to sharing and celebrating the opportunity that Freemans.com delivers both today and beyond.”
Earlier this year Freemans announced that among the latest brands to sign up, designer shoe labels including Kurt Geiger and Carvela, plus high-street favourite Dune Footwear, had come on board.
Incorporating the new brands will add more than 22,000 third-party products to the overall Freemans.com site.
Freemans.com is still on the lookout for even more new partners, especially in key strategic categories such as menswear, home, electricals and beauty/wellbeing.
