Freemans is dropping its print catalogue after 118 years as its online sales grow.
While each catalogue features a few thousand products, its website hosts 55,000 items for customers.
Today, Freemans pulls in more than 30m unique visitors to its website per year.
The move is set to save 650 tonnes of paper, making it the equivalent of 11,000 trees.
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The news coincides with the retailer revealing its sales had risen 13% year on year, for the six months to 30 June 2023.
Its customer base also soared 34% and grew ahead of the market by 16%.
Freemans said its positive sales figures were driven by their digital transformation which began three years ago, which included two trialling catalogue reductions.
The news comes as the business launches a complete overhaul of its website’s look, feel, and the way it communicates to shoppers via a new brand initiative called Made You Look.
The campaign aims to grow and retain the brand’s existing customer base as well as attract new shoppers.