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Freedom rebrands to focus on Australian design

By Amy Collins-Walker โ€ข Leave a Comment

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Of the many things that COVID-19 has taught us, the value of locally designed and made product would have to be right up there. With international supply issues a serious issue, and local jobs in the spotlight, it makes sense that businesses are responding. And in interesting news for Aussie homemakers, Freedom is the latest to do so. With a fresh new logo and head of design, things are certainly changing for the business that has been trading in Australia since 1981.

Freedom Jervis sofa

โ€œMuch of the furniture sold in Australia is not designed here, and consequently doesnโ€™t reflect the way we live,โ€ says Freedom CEO Blaine Callard of the inspiration behind the decision to put Australian design at the forefront of the brandโ€™s new transformation. Key to the new range will be a focus on our unique way of life (we use spaces very differently to other parts of the world) and penchant for natural materials.

Freedom lighting

โ€œFreedomโ€™s success has always been built on design, quality and how Australians live. Now weโ€™re updating the brand with a fresher, bolder and more youthful approach. We want to inspire Australians with a contemporary, stylish, affordable range that complements Australian homes, proving that beautiful surroundings donโ€™t have to be expensive. Thatโ€™s democratisation of design,โ€ says Blaine.

Freedom planters

Heading up the transformation, which has been 12 months in the making, is designer Kate Hopwood who is best known for her role at Kmart where she oversaw the transformation of its homewares offering. And in great news for consumers, over 75 percent of Freedomโ€™s product range will be brand new by Autumn Winter 2021.

Freedom

โ€œIโ€™m so thrilled to be designing for such an iconic Australian brand. For years, Freedom has been renowned for its unique Australian design aesthetic. Our transformation is going back to our roots; to designing and curating beautiful, great quality, affordable products for Australiansโ€™ relaxed and contemporary way life,โ€ says Kate.

Freedom dinnerware

Known for being a reliable sofa source, the rebrand will result in a range of Australian designed and made sofas hitting shop floors as well as a locally made dining range using Australian timbers. The new homewares line-up will be locally designed but sourced both locally and overseas.

Freedom chair

The new collection will begin hitting stores this month, with fresh product dropping monthly.

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Kids wall art: Australian made options for all ages
By Angela Reynolds When it comes to styling bedrooms, the furniture, the floor coverings, the window furnishings, the lighting, the linen, the dรฉcor, and the storage solutions, are all key…

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October 16, 2020

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A house with wallpaper in EVERY room? It's a hard A house with wallpaper in EVERY room? It's a hard yes from us!

Take the tour with @grafico_walls founder @damian_corney and @becdouros 

#wallpapergoals #wallpaperdesign #wallpapermural #wallpapertrends #wallpaperaesthetic #graficowallcoverings #grafico #interiorsaddict #theinteriorsaddict #jenbishop #heartyourhome
Swipe for after! What a fab, yet sympathetic, mak Swipe for after!

What a fab, yet sympathetic, makeover of this untouched (but not in a good way!) 50s house by @sellinghousesaus See all the rooms on the blog now via link in bio.

Great use of small space and working with the retro feel of the home while still modernising it.

Bravo @wendymooreedit ๐Ÿ‘

#sellinghouses #sellinghousesaustralia #50shouse #50shome #beforeandafterbathroom #retrorenovation #lifestylechannel #foxtel #smallbathroomdesign #showeroverbath

@andrewtwinter
There's nothing like ticking off little jobs! We f There's nothing like ticking off little jobs! We finally knocked out our 60s brown tile back step and replaced it with a smaller grey one made from @trexcompany Island Mist decking to match our deck (that went in 4.5 years ago) and now painted brick exterior. Making the step smaller allowed us to add in an additional manhole under the back door too to allow easier access under the house at the back. And we made a cover for that too (final slide) using Trex. I say "we" but I really mean our handyman ๐Ÿ˜‰ One plank was enough for both jobs. Why we didn't do this ages ago I do not know but it's done now! ๐Ÿ˜ Installed with @trexrainescape to ensure it stays dry and lasts!

Disclosure: Plank of Trex decking was gifted. I paid for the handyman.

#backstep #doorstep #deck #decking #deckdesign #deckideas #compositedecking #trex #trexdecking #greydecking

Mat from @doormatau
Me and @fantasticfurniture go WAY back! When I fir Me and @fantasticfurniture go WAY back! When I first came to Australia in my 20s, it's where I headed to buy everything I needed for my first apartment at an incredible price! And I've loved watching the range get more and more impressive over the years as my knowledge of furniture has increased. I had no idea how extensive their Aussie Made sofa range was though. I'd love you to check out the options via link in bio as I think you'll be impressed! I think we have a renewed appreciation for Aussie Made and supporting local manufacturing and jobs and this is a great success story. We love a bit of high low decorating, and turns out Fantastic Furniture is a great place to find your family lounge, a special accent chair, an extra ottoman for occasional seating and so much more. 

#fantasticfurniture #aussiemade #australianfurniture #FindyourFantastic #FantasticFamily #affordablehomewares #affordablefurniture #custommadesofa #custommadelounges #australianhomes #interiorsblog #interiorsaccount #interiorsaddict #theinteriorsdaddict #jenbishop #heartyourhome
Please don't show my boys this room or they'll wan Please don't show my boys this room or they'll want one like it!

How gorgeous is this Brisbane kids' bedroom?! 

@brittwhitestudio worked closely with the boys (aged 7 and 9) to understand their needs with a bespoke bunk bed solution crafted by BRC Cabinets, featuring ample storage as well as an under-stair hidey-hole, a useful reading nook for books and a built-in charger for electronics. Local craftsmen Emmettโ€™s Ropes designed and hand-tied the ropework on the top bunk and the supporting pillar beneath.

Head over to the blog via link in bio to see and read more!

#bunkroom #bunkbed #bunkbedsforkids #bunkbeds #bespokebunkbeds #custommadebunkbeds #sharedbedroom #sharedbedroomforkids #boysroominspo #boysroomdecor #junglebedroom #kidsroomstyle #kidsroomstyling #childrensrooms #theinteriorsaddict #interiorsblog #interiorsaccount #interiorsaddict #jenbishop #heartyourhome #brittwhitestudio #highriseliving #apartmentlifestyle #penthouses #apartmentlivingwithkids #newsteadbrisbane 

Pix by @joebrosnan.photo
Comment your fave: 1, 2 or 3? Just 3 of the kitch Comment your fave: 1, 2 or 3?

Just 3 of the kitchens in the @duluxaus Colour Awards 2023 shortlist which will give you some serious inspiration!

Loads more gorgeous residential rooms to see on the blog this morning via link in bio.

Projects by @studio__bright @kaiko_design and Georgie Shepherd Interior Design. Pix by @arorygardiner @fiona_susanto and @christophermorrisphoto 

#duluxcolour #duluxpaint #duluxaus #duluxcolourawards #duluxcolourawards2023 #moodykitchen #allwhitekitchen #designerkitchen #sagekitchen #boldkitchen #colourfulkitchen #colouredkitchen #theinteriorsaddict #interiorsaddict #jenbishop #heartyourhome #interiorsblog #interiorsaccount
We're a bit obsessed with Cara Standen's balcony m We're a bit obsessed with Cara Standen's balcony makeover using @kmartaus stone tiles!

Nineties townhouse in Lennox Head or villa in Greece? You decide! All up it cost $2000 including all materials and she did the work herself.

Read all about it via link in bio now.

Love your work @twin_palms_lennox

#kmartaustralia #kmartdiy #kmarthack #kmarthome #modernmediterranean #balconymakeover #balconyideas #diybalcony #budgetdiy #interiorsaddict #theinteriorsaddict #jenbishop #heartyourhome
Wallpaper in every single room! What do you recko Wallpaper in every single room!

What do you reckon? You'd think it would be overkill but it isn't because so many of the designs are subtle yet still impactful.

Head over to the blog to see how @grafico_walls transformed this blank canvas Melbourne townhouse with their products, which you've probably seen on The Block over the years. And read how Damian Corney has grown this Melbourne business with wife Adele and a growing team. There's also a look inside the very cool Motley Hotel which has used a whopping 4km of their wallpaper throughout!

You can also watch a video tour with Bec Douros as the house featured on Open Homes Australia over the weekend.

Via link in bio now.

#wallpapergoals #wallpaperdesign #australianwallart #australianwallpaper #wallmurals #wallpapermural #wallpapermurals #wallpapereddoor #digitalwallpaper #digitallyprintedwallpaper #customwallpaper #wallpaperaesthetic #wallpapertrends #wallpaperaustralia #grafico #graficowallcoverings #melbournebusiness #melbournesmallbusiness #openhomesaustralia #theblock #becdouros
Kids and fluffy chickens. Does it get any cuter?! Kids and fluffy chickens. Does it get any cuter?! 

Braved the rain second morning in a row to feed the animals at @edenfarmescape because life's too short to worry about a bit of mud and drizzle!

Feeling relaxed ๐Ÿฅฐ
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Amy Collins-Walker

About Amy Collins-Walker

Amy is our regular feature writer, an experienced journalist and interior stylist living in Perth, Western Australia. Find out more about her styling work at http://www.amycollinswalker.com/

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