Overview
Freemans is a UK "digital department store" selling fashion, footwear, beauty, home, garden, gifts, gadgets and power tools at freemans.com. It focuses on UK shoppers over 40 and has grown its range by adding third-party brands through its Market Place. For a brand that wants to reach that audience in the UK, Freemans is a curated online channel.
Who is behind Freemans
Freemans is based in Bradford and is part of Freemans Grattan Holdings, which belongs to the German Otto Group. It started as a catalogue retailer and, over the past five years, has transformed into a digital pure player with a single-minded focus on UK consumers aged over 40. Freemans reported that its sales in the last quarter of 2024 were up 13%.
The Freemans Market Place
In August 2025 Freemans partnered with Mirakl to scale its dropship and third-party offer, alongside its own-bought ranges, some of which are designed in-house or sourced through Otto. Brand partners ship directly from their own fulfilment centres, so Freemans does not hold the stock, while Freemans keeps control over pricing and the brand experience. More than 70 brands joined in the first months, including French Connection, Mountain Warehouse, Tog 24, Einhell and MenKind. After a soft launch in autumn 2025 and an official launch in 2026, Freemans reported 100% growth in its Market Place and aims to add around 120 new brands, including Ted Baker, Moda in Pelle and Draper Tools, adding more than 22,000 products.
How selling on Freemans works
- Curated brands. Freemans selects well-known brands that suit its over-40 customers.
- Dropship. The brand ships orders directly to the customer.
- A Mirakl connection, directly or through a multichannel tool.
- UK delivery, returns and compliance for each category.
Why Freemans matters for brands
Freemans gives brands access to a clearly defined, loyal UK audience that many younger-focused platforms don't target, with a fast-growing and still selective marketplace.
How eBrands looks at Freemans
eBrands works with brands on marketplaces across Europe and North America. If you want to see how Freemans could sit alongside the channels you already use in the UK, we are happy to talk it through.
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