The 40's war years, the 50's post-war boom years and into the 60's
- a social revolution
1940's
During World War II the Clapham offices were bombed and 23 members of staff were killed. All of the company documents were destroyed, however after the war there was a period of rapid expansion. By 1948 the catalogue had expanded to 1,000 full colour pages.
1940
Further bombing causes severe damage to the building and almost total destruction of the company’s records. Staff and Agent loyalty allows Freemans to survive these setbacks and continue trading.
1943
War shortages meant that no household items were available, only clothing. Coupon rates are introduced for the first time as a way to pay for Freemans clothes.
1945
Clothing coupons become the only way to pay for Freemans clothes. The number of staff working for Freemans drops to less than 300.
Freemans catalogue cover 1943
1950's
By the mid-fifties the post-war boom was at its height and
Freemans was growing faster then ever. New office and warehouse space was acquired as up to 7,000 parcels were being despatched ever day.
Freemans also expands rapidly with the post-war consumer boom, with many customers choosing to buy on credit. Freemans is now competing with the leading department stores of the day, selling a wide range of consumer goods in its full-colour, 1,000-plus page catalogue.
Freemans catalogue cover from the 1950's
1960's
Based in London, Freemans was at the forefront of the sixties fashion revolution. Carnaby street, mini skirts, flower power and all this decades fashion was reflected in the catalogues.
1963
Freemans becomes a Public Company, and installs its first computer.
1966
Freemans expands world-wide with its new International Division, which eventually wins the Queen’s Award for Export Achievement in 1995.
1969
Freemans opens it's automated Distribution Centre at Peterborough, and is the first company to post goods in plastic packaging. It is also the first UK company to generate heat from waste packaging.
Freemans catalogue cover from 1962
Freemans of London 1910's, 1920's 1930's
Freemans catalogue 1970's
Go to
Freemans Catalogue at
catalogue connection to view the highlights from the current Freemans catalogue, this site also reviews all the home shopping mail order catalouge websites available in the UK.
