Digital department store Freemans has rolled out new technology to help it scale its dropship capabilities and expand its range of third-party bands.

The technology designed to accelerate supplier onboarding and unlock new product categories for the brand, which targets customers aged 40 and over.

The move forms part of the retailer’s wider digital transformation journey which has seen it shift from a legacy catalogue business to a digital pureplay over the past five years.

Freemans said that the new tool, implemented in partnership with e-commerce tech firm Mirakl, will deliver more products to customers across the UK.

Since implementing the technology Freemans said it already has over 70 new third-party brands onboarded, including French Connection, Blue Vanilla, Roman Originals, Tog 24 and Mountain Warehouse.

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

Susie Calvert, chief merchandising officer at Freemans said that the new technology rollout represents a “further milestone” in the company’s digital transformation.

She added that the move will accelerate the expansion of its product and brand offering across key categories while “preserving the premium customer experience that our million customers have expected through the years.”

Earlier this week, John Lewis announced plans to broaden its fashion offering this autumn by introducing 100 additional menswear and womenswear labels.

The move designed to lift clothing sales as the partnership presses on with a wide-ranging turnaround.

The department store chain already carries roughly 650 brands but plans to weave in fresh names across price points, from luxury heritage house Mulberry, which is supplying an exclusive range of 25 bags and accessories, to Japanese outdoor specialist Snowpeak and Newcastle designer Nigel Cabourn’s parkas. New premium labels Akyn, By Malene Birger and Iro will also arrive on shop floors and online.

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