Freemans has teamed up with software firm Mirakl to help modernise and scale its dropship capabilities.

The move comes as the online retailer has been moving from a legacy catalogue business to a digital pureplay over the last five years, with a strategy of targeting the 40+ UK consumer group. 

The brand’s digital department store ambitions require a mix of own bought goods, some designed in-house and others sourced through its parent company Otto. 

To complement this, Freemans is taking on a curation of well known third party retail brands.

The partnership enables it to replatform parts of its dropship strategy to Mirakl’s solution to accelerate supplier onboarding, empower merchandising teams, and unlock new product categories. This will help it to deliver more products to more UK customers. 

The collaboration is already paying dividends with over 70 new third party brands onboarded, according to the company, including French Connection, Blue Vanilla, and Mountain Warehouse.

Freemans chief merchandising officer Susie Calvert said: “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.” 

In April, Freemans unveiled plans to launch an expansion of its menswear range as it sought to offer the same quality and choice of clothing to men as women.

Launched for the spring and summer, the group expanded its existing selection including Superdry, North Face, and Joe Browns, and brought in a host of new third-party brands.

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