Freemans reports 270% growth for Together range during All Things Autumn campaign

Freemans has said its All Things Autumn campaign has been a success, with the seasonal edit built around what the retailer calls its “strongest own-brand womenswear collection to date.”

The collection covers more than 2,500 products and was designed, chosen and curated for midlife women by a team of the same age, gathering the new season’s key pieces into a single edit that is easy to shop.

The retailer’s bought and in-house designed collections, Together and Freemans 365, have been at the heart of the campaign, and sales have risen 21% year on year. Together’s move into knitwear has helped it achieve 270% year-on-year growth.

The ranges are organised around the season’s main colours, such as fig, aubergine, deep olive, bitter chocolate and rich burgundy, so that putting outfits together is straightforward.

Autumn fabrics with a premium feel are also a focus, from leather, suede and PU to fluffy knits and corduroy. Pieces can be mixed and matched in new shades and bold seasonal shapes, and sizing is kept consistent across fabric types to help customers find the right fit.

The edit is designed to help busy women aged 40 and over pick affordable, on-trend autumn outfits. Everyone on the Freemans.com team behind it is also 40 or older, which the retailer says gives them direct insight into its target customer.

Freemans chief merchandising officer Susie Calvert said: “We had an unseasonably mild and changeable start to autumn, followed by stormy, wet weather. Dressing for the season has been tricky, so we wanted to make looking good easier for our customers.

“Every piece in All Things Autumn is intentional and had to earn its place. Each one elevates an everyday wardrobe into something special for the season.”

The collection also includes fashion-forward items that push design boundaries while staying true to the Freemans heritage. Social media has carried autumn styling tips, including seasonal layering and rainy-day outfits.

The launch comes after Freemans broadened its core outerwear and knitwear ranges and relaunched its Freemans 365 denim collection with a range of modern silhouettes.

Alongside the own-brand ranges, the edit sits with the digital department store’s growing marketplace of well-known third-party brands.

Calvert added: “We’re confident this is our best-ever autumn range.” She said the range was built for real women with the customer prioritised at every stage, giving an affordable collection that helps shoppers feel confident and feminine.