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About Freedom AU

Freedom AU, founded in 1981 in Sydney, is one of Australia's most iconic and beloved furniture and homewares retail chains. Over the past four decades, Freedom has established itself as a leader in the industry, known for its commitment to design, quality, and customer experience. Owned and operated by Greenlit Brands, Freedom has expanded its presence to over 60 stores across Australia and New Zealand, as well as a robust online platform. The brand's mission is to empower Australians to create beautiful and functional homes that reflect their unique lifestyle, making high-quality design accessible to everyone.

Standout Features

Freedom AU stands out in the market for several key reasons:

1. Curated Product Assortment: Freedom recently launched "Online Only," a curated assortment expansion strategy powered by the Mirakl Dropship Platform. This initiative allows Freedom to offer thousands of new products from dozens of high-quality, trusted third-party Australian vendors, significantly expanding its online product range. By the end of 2023, Freedom aims to have over 20,000 products from more than 50 Australian vendors available online, focusing on categories such as Upholstery, Living Room Furniture, Rugs, Kitchenware, Office, and Wall Art.

2. Design and Quality: Freedom is renowned for its in-house design capability, which was established in 1987. This focus on design ensures that all products meet high standards of quality and aesthetics, aligning with the unique Australian lifestyle. The brand's commitment to local design and craftsmanship has been a cornerstone of its success.

3. Omnichannel Experience: Freedom seamlessly integrates its online and offline channels, providing customers with a cohesive shopping experience. The brand's use of the Mirakl Dropship Platform enables efficient and flexible supplier connections, ensuring that new products are brought to market quickly and that vendors can refine their product strategies based on performance data.

4. Rebranding and Modernization: In 2020, Freedom underwent a significant rebranding, updating its logo and brand identity for the first time since 2006. This rebranding aimed to make the brand more contemporary and bold, reflecting its focus on championing Australian products and design. The new branding includes fresh photography, TV and radio commercials, and a revamped website, all designed to celebrate Australian heritage and style.

FAQs

1. What is Freedom AU's history?

Freedom AU was founded in 1981 in Sydney by Warren Higgs. It has since expanded to become one of Australia's leading furniture and homewares retailers, with over 60 stores across Australia and New Zealand. The brand has undergone several significant milestones, including going public in 1996 and being taken private in 2003.

2. What is the "Online Only" initiative?

The "Online Only" initiative is Freedom's curated assortment expansion strategy powered by the Mirakl Dropship Platform. This allows Freedom to offer thousands of new products from dozens of high-quality, trusted third-party Australian vendors, significantly expanding its online product range.

3. How does Freedom AU ensure product quality?

Freedom ensures product quality through its highly selective and curated vendor selection process. Every added product must meet Freedom's quality standards, and vendors work closely with Freedom's product and design teams to ensure top-quality product presentation. Mirakl's AI-powered catalogue management also helps maintain these standards.

4. What is Freedom AU's approach to customer service?

Freedom AU is known for its excellent customer service. The brand offers a highly engaged retail team and a seamless omnichannel experience, ensuring that customers have a positive shopping experience whether they are shopping online or in-store. Customer feedback consistently highlights the helpful and knowledgeable staff.

5. How does Freedom AU engage with its customers through promotions?

Freedom AU engages its customers through seasonal promotions, sales, and partnerships. The brand also keeps customers informed about the latest deals through email newsletters and its website. Additionally, Freedom's collaborations with popular shows like "The Block" help to keep the brand exciting and relevant.