Freemans.com has officially launched its marketplace offer as the online retailer looks to expand its range with more than 200 additional brands.

The move will add more than 18,000 third-party products to the site, spanning fashion, footwear, beauty, gifts, gadgets, bedding, power tools and garden products.

Freemans said the marketplace would complement its own bought ranges and form a core part of its wider sales strategy, rather than operating as a standalone add-on.

The retailer, which already sells around 500 brands, has been trialling the marketplace concept since last year. Former N Brown executive Steve Harrison joined the business as head of marketplace to support the rollout.

New brand additions include designer footwear labels Kurt Geiger and Carvela, alongside high street footwear retailer Dune.

Men’s Big & Tall brand Bad Rhino, which offers sizes from L to 8XL, is also joining the platform this month.

Freemans has also signed a marketplace partnership with Ann Summers, bringing the retailer’s lingerie and women’s sexual health products to its customer base.

Other new additions include Star by Julien Macdonald, Yours and M&Co, which Freemans said would target the growing cost-conscious and fashion-conscious 40-plus market.

The retailer is also expanding into home, gifting and garden categories, with German power tools and garden brand Einhell launching in February, alongside MenKind and bedding brand Panda.

Freemans chief merchandising officer Susie Calvert said: “The modern shopper wants speed, convenience but most of all, to buy everything from a single, trusted hub.

“This gives them peace of mind that they’re dealing with an established name, not an unknown internet site, and a single point of contact for their customer service and delivery.

“Our marketplace offering is already incredibly popular and adding over 200 new brands means we can give shoppers even more of what they want.

“Curation has also been central to the brands we are offering. As such, we’re constantly listening to customer feedback to assess which brands to bring on board next.”

Freemans chief executive Ann Steer said the marketplace was central to the retailer’s growth strategy.

“For Freemans, marketplace isn’t an add-on offering but part of our core sales strategy,” she said.

“From logging on to purchase to delivery, the experience is seamless, with shoppers expecting, and receiving, that Freemans customer service magic.

“An amazing offering complemented by our in-house designed collections across home and fashion is central to the momentum continuing on our growth story and gives yet another reason for customers to shop with us.”

The launch follows a period of growth for Freemans, which recently reported strong festive trading and said it had achieved six consecutive years of growth over the period.

The retailer said it was continuing to look for new marketplace partners, particularly across strategic categories including menswear, home, electricals and beauty and wellbeing.

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