Freemans choose Mirakl to scale its dropship strategy 70 new third-party brands on-boarded already
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Figure 1 Sophie Ellis-Bextor who fronted Freemans.com summer campaign
Paris/London – August 19, 2025 – Freemans.com, the digital department store, announced today a new partnership with Mirakl, the leading provider of eCommerce software solutions, to help modernise and scale its dropship capabilities.
Freemans.com has been on a transformational journey over the last five years moving from a legacy catalogue business to a digital pureplay with a clear and single-minded strategy of targeting the 40+ UK consumer group. A strategy that seems to be paying dividends with Freemans reporting at the start of this year that final quarter 2024 sales were up +13%.
Its digital department store ambitions require a mix of own-bought products, some designed in-house and others sourced via its parent Otto. To complement this the Freemans team is onboarding a curation of well-known third- party retail brands.
The partnership allows Freemans to replatform elements of its dropship strategy to Mirakl’s market-leading solution in order to accelerate supplier onboarding, empower merchandising teams, and unlock new product categories.
This will help deliver more products to more customers across the UK. Although it’s ‘early days’, the collaboration is already paying dividends with over 70 new third-party brands onboarded, including French Connection, Blue Vanilla, Roman Originals, Tog 24, Mountain Warehouse, Einhell, MenKind and Panda.
“This partnership with Mirakl represents a further milestone in our digital transformation. Thanks to their proven technology, we can now accelerate the expansion of our product and brand offering across key categories while preserving the premium customer experience that our million customers have expected through the years.” said Susie Calvert, Chief Merchandising Officer at Freemans.
Mirakl’s user-friendly and scalable solution strengthens Freemans’ dropship capabilities, enabling the retailer to expand its assortment efficiently while maintaining full control over pricing and brand experience.
“This partnership with Freemans highlights the power of simplified dropship operations. With Mirakl’s streamlined supplier onboarding and intuitive management tools, retailers can now scale their partner network without operational complexity. We're excited to enable Freemans to expand its dropship capabilities.” said Simon Dyer, RVP EMEA North, and VP PreSales EMEA at Mirakl.
This collaboration signals further operational efficiencies and potential growth for Freemans. As the company continues to evolve, Mirakl’s expertise will help unlock new opportunities and further strengthen Freemans' position as a leading UK retailer.
About Freemans
Freemans.com has been serving shoppers in the UK for over 120 years. In recent years it has undergone a rigorous transformation from a heritage catalogue retailer to a digital pureplay. Its ambition to be the country’s favourite digital department store is moving at pace offering a variety of products across fashion, home, menswear, electronics and health and beauty.
About Mirakl
Mirakl is the leading provider of e-Commerce software solutions. Mirakl's suite of solutions provides enterprises with a transformative way to drive significant growth and efficiency in their online business.
Since 2012, Mirakl has been pioneering the platform economy, empowering retail and b2b enterprises with the most advanced, secure and scalable technology to digitize and expand product assortment through marketplace and dropship, improve efficiency in supplier catalog management and payments, personalize shopping experiences, and boost profits through retail media.
Mirakl is trusted by Macy’s, Saks, Henry Schein, The Knot, 1800-Flowers, Best Buy, Lowe's, Ulta and 450+ industry-leading businesses worldwide. For more information: www.mirakl.com.
Press Contacts
Freemans
Ed Watson - +44 (0)7852 575 456 - ed@weareprew.uk
Mirakl
Louise Mélis - +33(0)7 72 50 29 50 - louise.melis@mirakl.com