Freedom’s ambitions for Australian-made range

In response to growing consumer demand and in honour of its commitment to nurturing local makers and manufacturers, Australian furniture and homewares retailer, Freedom, is looking forward to expanding its popular Australian-made offering.

“Freedom firmly believes in the future of local production,” says the company’s Merchandise Director, Gary Pitchford.

“So not only are we increasing our range, we have set ourselves an ambitious target to double our Australian-made sales in the next 12 months.”

The retailer is working with leading creative talent and manufacturers to produce a growing range of custom collections that are designed in-house and hand-made by local artisans.

This idea was born from CEO Blaine Callard’s decision when he joined the company in mid-2019 to put Australian design at the forefront of the company’s transformation.

Freedom’s Head of Design, Kate Hopwood, explains: “Freedom is renowned for its unique Australian design aesthetic and our current transformation is about really getting back to those roots.”

“Not only designing and curating but also now locally manufacturing beautiful, high quality, affordable products that pay tribute to our relaxed and contemporary way of life.”

There is no disputing the far-reaching benefits – to consumers, manufacturers, and the national economy – of a commitment by retailers to supporting and nurturing the Australian-made industry.

Local manufacturing means local job creation, which in turn energises the economy.

Likewise, the company recognises that building and nurturing relationships with local suppliers and manufacturers is an effective way to minimise the impact of volatile shipping cost rises.

Australian-made makes good business sense.

Freedom already partners with a number of local businesses to produce its existing homegrown offering.

The Claremont dining table, for example, showcases the natural beauty of Australian timber.

From hard-wearing Victorian ash to the wormy chestnut, the timber features aesthetic gum pockets and veins from exposure to fire and other unique local climates.

The majestic Hyams dining range, which is available in seven unique styles, is handcrafted in Victoria of Tasmanian Oak veneer and Victorian ash.

And local favourite, the Avoca dining chair range, includes multiple fabric options from one of the world’s leading textile wholesalers and a proudly family-owned Australian company for over 50 years.

More recently, not to be outdone by its iconic furniture collection and in a bold move to capitalise on Australia’s booming $750 million local mattress trade, Freedom is also now manufacturing a range of signature mattresses under Australian skies.

Spurred on by increasing consumer preference for supporting – and buying – local, according to Freedom, the best is yet to come.

“Freedom is excited for the future and ensuring that our incredible design possibilities lead to more real job opportunities,” says Ms Hopwood.

“We can expect more collaborations with local artisans as part of our continued focus on homegrown Australian talent.”