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Furniture Homewares Interiors Addict Shopping Styling

Ten things we’re loving at Freedom for every budget

A stalwart of the Australian furniture scene, Freedom celebrated its 40 year anniversary last year – in an industry that can be brutal, where businesses come and go, 40 years is quite a feat. From a vintage inspired print to stylish stoneware, and a couple of mid-century inspired pieces, here’s what we’re currently loving at Freedom.

Larsson buffet: Crafted from solid oak, this mid-century inspired buffet features three drawers, three doors and ample storage space inside. $1,399.

Larsson buffet

Eton leather sofa: Upholstered in butter soft, semi-aniline black or tan leather, this timeless sofa is available as a two or three-seater. It’s a constant in the Freedom range, and for good reason. $2,799.

Albanie floor rug (160cm x 230cm): Handmade from jute and wool, this rug is super hardwearing making it perfect for high-traffic areas. Neutral in colour, and featuring an Art Deco inspired design, it would complement virtually any space. $499.

Tierra tableware: This dishwasher-safe stoneware tabletop range exudes seriously cool earthy vibes courtesy of its uneven edges and speckled finish. From $9.95.

Tierra plate

Dome table lamp: Available in brushed brass or chrome, this designer-inspired graphic lamp is perfect for a bedside, living room or hallway. $249.

Dome table lamp

Afternoon Shadows framed photograph: Giant blooms and peachy, rust coloured hues: what’s not to love? $199.

Afternoon shadows print

Keys shelving unit: This top-selling shelving unit is perfect for storing your favourite books, plants and household ephemera. We love its clean lines. $1,699.

Modernist shelf

Klara cushion: This two-toned, colour blocked cushion is a fabulous autumnal update for the lounge room. $49.95.

Klara cushion

Wanda floor lamp: From the pleated vase to the brushed brass detailing, this floor lamp is giving us stylish but strong 80’s vibes. Jen loved this too at the recent Freedom media previews. $299.

Wanda floor lamp

NOUVEAUX Travaux L’Ocean Print: It’s the lovely vintage-inspired nature of this artful print that caught our eye. The coral and colour combo are the icing on the cake. $229.

Freedom print
Categories
Design Dining Furniture Outdoor & Exteriors Shopping Styling

Embrace the sun with Freedom’s new outdoor furniture range

Welcome the sunshine this summer by merging your indoor and outdoor spaces to enjoy alfresco living, extending your home while embracing the warmer weather. To help create this outdoor oasis check out Freedom’s new contemporary outdoor furniture and homewares collection.

The furniture, décor and tableware draw inspiration from seaside scapes across the globe – from the Mediterranean to Australia’s own back yard.

Below are the highlights including dining and lounge settings, coffee tables, ottomans, cushions, rugs and stylish tablewares that would look as much at home indoors as they do out.

Outdoor furniture

Longlands – Designed for comfort and calm, the Longlands 3 seat sofa embraces curves for softer looking spaces, giving a more relaxed feel. The white and grey contrast beautifully while the rope detail adds texture and interest. $1,799.

Palm Cove – Durable, stylish and so comfortable, elevate your outdoor area to feel like you’re holidaying at home with the Palm Cove 4 piece outdoor sofa package with coffee table in natural. $2,999.

Cannes – Perfect the art of entertaining and create an instant alfresco dining area with the Cannes 3 piece dining package. Pair the functional and stylish bench seating with matching cushions to take your outdoor dining to the next level. $2,999.

If space is an issue, check out the Cannes round outdoor dining table for $1,049. Pair the table with the supportive and stylish Rope outdoor dining chairs at $429 each.

Linea – If you’re after a multifunctional piece that is is space-conscious try the Linea 4 piece outdoor package. Perfect for balconies or small courtyards, this fabulous bench has three stools that can be stored underneath. $679.

Décor

Odelia – In a first for Freedom, the Odelia beach towels are available in three colours – green, blue and yellow. $54.95 each.

Laboheme – Add a decorative touch to your outdoor and alfresco areas with the Laboheme outdoor ottoman available in yellow and mid-green. Its water repellent surface and UV fade-resistant fabric mean it’s low maintenance year-round. $329.

Allaperto – Carefully hand braided by skilled artisans, the Allarperto outdoor rug in buff is mould and UV-resistant making it the perfect weather-friendly option for your alfresco or backyard. $549.

Tableware

In moody tones of dark grey, the Elvira serving range will give your outdoor table setting a bold look while meeting all your entertaining needs. Prices start from $10.95.

Make a statement with the Alyssum glassware range. Featuring a tortoiseshell design, the collection is sure to wow your guests. Prices start from $7.95.

Freedom’s new outdoor range is available now

Categories
Design Furniture Homewares

40 years of Freedom furniture: a look back

From beanbags to designer sofas, the story of Freedom has reflected Australia’s own coming of age in furniture and homeware design. This year, the iconic Australian brand is celebrating its 40th anniversary.

Freedom was an Australian retail pioneer, bringing design in-house well before other Australian furniture retailers. What started as one store selling outdoor and pine furniture in the colourful early 1980s, is now a household name. In 2021, Freedom has come full circle, once again designing and curating in-house to create beautiful products for our unique Australian lifestyle.


Freedom first opened its doors in 1981 in Sydney, and within a year, sales boomed. This success allowed Freedom to open its first Melbourne store in 1984, followed quickly by a new logo and a new look, resulting in sophisticated and stylish catalogues winning the brand a bunch of advertising awards.

Freedom’s progressive approach saw it develop its own in-house design capability in 1987 as well as forming arguably one of the first visual merchandising departments in Australia, challenging the stronghold European and American styles and fashions had on the Australian industry.

Visual merchandising became integral to Freedom’s philosophy, and as such the ‘casual living’ theme was born.

The late 90s were a time of expansion for Freedom – the company went public in
1996 and launched Freedom Kitchens. The following year, Freedom launched its first homewares store and by 1998, it had a store in every state.

In 1999, internationally recognised designer Ken Cato designed Freedom’s new logo
and freedom.com.au went live, bringing the furniture retailer into the digital age. The early 2000s saw Freedom achieve a record of $400million in sales, with 80 stores, while in 2003, it began its hugely successful partnership with TV juggernaut The Block, which continues to this day.

2004 saw Freedom return to private ownership. It continued to lead the industry in 2006, launching new branding and embracing digital and social media as the core brand strategy, joining Facebook and Instagram in 2011.


In 2020, Freedom announced another rebrand, including the current crisp logo, renewing a focus on design creating a new, dedicated design and creative team to
spearhead the transformation. In many ways returning to where it all began – designing and curating beautiful products inspired by our relaxed and contemporary Australian lifestyle.

A lot has happened in 40 years for this Australian retail success story.

For more on Freedom

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Homewares Shopping

Freedom launches limited edition series by ceramicist Stephanie Phillips

Furniture and homewares retailer Freedom is working with Australian designers and artists on a series of unique collaborations, kicking off with Sydney-based ceramicist Stephanie Phillips. 

The three-piece limited edition collection, which is exclusive to Freedom, consists of a vase, lamp, and candle and will be available at select Freedom stores and online until stocks last.

“Freedom is committed to designing and creating beautiful products for our unique Australian lifestyle,” says Kate Hopwood, head of design. “As part of this, we love to support independent artists and designers such as Stephanie, who also happens to be one of our very own talented Freedom team mates.”

Stephanie’s work has been featured in Vogue Living and on The Design Files, she has hosted solo exhibitions and it was her selection in the 2019 Paris Design Week that saw every piece of her collection bought by fashion designer Jacquemus to display in his chic Parisian restaurant, Oursin. 

“I was so excited when Kate asked me to collaborate,” says Stephanie. “I went straight into the studio for nearly four weeks straight, just sketching, making prototypes and going back and refining them.”

From a young age, Stephanie developed an affinity with the Australian bush which has largely influenced the forms and colours of her work. Drawing on her love of plants, she creates curved vessels to house a modern take on Ikebana using driftwood and bromeliads. 

The Galina Lamp

The Galina Lamp is an earthy polyresin base paired with a natural Raffia shade that when combined are a match made in textural heaven. The glow of a lightbulb peeps through the knotted palm leaf features and light bounces off the playful curved details of the base, reminding the owner of the designer’s intent to create a moment and a mood.

The Stephanie Phillips Candle

The Stephanie Phillips Candle has a tactile finish and the Paulo Santo scented soy wax will provide 40 hours of burning time. Once burnt through, the vessel can be used to house the cutest of succulents or whatever you like!

The Obelia Vase

The largest in the collection, the Obelia Vase is not the kind of piece that stays in the cupboard until filled with flowers. A piece of décor in its own right, this ceramic vessel was designed by Steph to hold its own on your mantle or house your favourite garden blooms.

For more information and to shop online

For more on Stephanie

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Competitions Design Furniture Homewares Interviews

Win a rattan buffet from Freedom’s new range

Sponsored by Freedom

There’s a new look at Freedom and I like it. A lot! There’s also a new energy to the recently refreshed furniture and homewares brand, which is soon to celebrate its 40th anniversary. And lucky us, we have a beautiful buffet to give way to one lucky reader. But more on that later…

Freedom’s new range on display at Sydney’s La Porte Space last week

I was recently lucky enough to get a preview of the forthcoming Autumn/Winter 2021 range. Much of the furniture’s already in stores, with homewares to follow from next month. I was struck by the beautiful muted earthy colour palette, textures, high quality and curves in all the right places! The collection feels timeless and like it would work in so many different styles of homes, and all very well together.

It certainly feels like a departure from the “old” Freedom; altogether classier, more unique and definitely covetable! Put me down for one of those tan leather lounge chairs! The towels and bed linen coming soon, as well as lighting, are real highlights. And the sofa range, in leather and fabric, looks a lot more expensive than it is (with some of it, alongside some dining tables and chairs, now made here in Australia).

Head of Homewares Christie Maartensz explained some of the key differences for the new Freedom, with new in-house designers working in collaboration with product development buyers.

Head of Homewares Christie Maartensz

“We can now develop unique products that carry the Freedom handwriting, following the same integrity end to end. We are designing and buying products from around the world; developing new techniques, fabrications and materials with makers, weavers and suppliers. We develop collections, not standalone pieces.”

She said this will make shopping and pulling together a look much easier for customers as the homewares and furniture complement each other, as well as being designed and curated specifically for the Australian lifestyle. It’s hoped customers will embrace a timeless, versatile look and pieces that last for years, rather than buying too much into trends and ‘fast homewares’.

“We want products that are easy to decorate with, can be versatile, living in multiple rooms and will have longevity in quality, design and colour. We have really considered how we live and how these collections need to work in our homes.”

Christie, who has more than 20 years’ experience in homewares, especially textiles, adds: “We hope to see customers engaging with our products in stores, feeling confident in pulling stories together as we have developed products to be part of families.” And while the quality has been elevated, the affordable price point remains, with Freedom proud to own their mid-range niche; neither bargain basement disposable pieces nor expensive designer.

With 15 categories in homewares, Christie says it’s hard to pick a favourite from her babies, but some things she can’t wait to take home are the Boca linacel bed linen range (“it’s all about textures and layering with heavier matelassé coverlets to complete the bed”) and the new Speckle Turkish cotton marl towels. “I’m equally excited about  the Nesst coffee table and boucle Jervis sofa – beautiful!”

Christie adds: “There is a lot of great talent at Freedom and I am very grateful to be a part of the rebrand. We have an opportunity to really elevate a beautiful heritage brand and own the footprint; to be the one stop solution in furniture and homewares.”

SHOP WHAT’S NEW AT FREEDOM

Competition

For your chance of winning the beautiful whitewashed timber and rattan Callum buffet worth $1,699, please complete the form below by 5pm Sydney time on 11 March 2021. Open to Australian residents only. The winner will be announced within 7 days of the competition closing and the prize is not transferable.

The Callum buffet could be yours!

SHOP WHAT’S NEW AT FREEDOM

Photography: Lisa Rutledge

Categories
Furniture Homewares Shopping

Freedom rebrands to focus on Australian design

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

“Much of the furniture sold in Australia is not designed here, and consequently doesn’t reflect the way we live,” says Freedom CEO Blaine Callard of the inspiration behind the decision to put Australian design at the forefront of the brand’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

“Freedom’s success has always been built on design, quality and how Australians live. Now we’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 don’t have to be expensive. That’s democratisation of design,” 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 Freedom’s product range will be brand new by Autumn Winter 2021.

Freedom

“I’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 Australians’ relaxed and contemporary way life,” 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.

Shop online

Categories
Bedrooms Kids Rooms

Freedom launch cute and classy kids’ range mums love

Freedom have created a beautiful kids bedroom range and I was excited to host the launch event last week and see it for myself. The crowd of mummy bloggers who attended all loved the collections and I don’t think I was the only one thinking that a few pieces would be great for grownups too!

Star of the show is the Hideout bed (above), which at $999 for a king single made of solid oak, is great value. You can choose between the canopy cover shown or another tulle version, to complete the look ($250 each). It’s part of the Luca the Lion story, which features cushions, soft toys, throws, linen and more.

In fact, with the creation of these different ‘stories’ including Ella and Elephant, Dream Cloud and Lady Llama, Freedom have made it really easy for you  walk in store and pick up everything you need to pull together a stylish and playful kids room.

I love the classic and not too kiddy vibe of the collections, meaning you can incorporate the style of the rest of your home into your kids’ rooms. It also means that the look you create will last several years. And by investing in quality big ticket items like beds, you can then easily change things up with new homewares and linen if you want to. The Bobbie bed above ($799) in king single would work just as well as a first ‘big girl bed’ as it would in a teenager’s bedroom.

As a mum of boys I loved that there were as many options for boys as girls, as well as plenty of great unisex pieces.

The beds deserve particular mention as they’re not only great value, but several incorporate that much-needed storage. The upholstered Andi bed (below) comes with drawers or a gas lift and in a choice of colours.

The Poppy bed (shown in timber, third image down) also comes with an optional trundle for sleepovers.

As for the pieces I’d be stealing for myself, I love the handmade Banda basket, the pineapple basket, the polka dot throw and the Story quilt cover set.

The wall hangings are also great and a safe choice, for little people’s walls with no chance of injury if they happen to fall off!

The new Freedom Kids range is in stores and online now.

Shop online.

Categories
Furniture

Freedom and Bay Leather furniture starting at $9 in Graysonline auction, now live

This post is sponsored by Graysonline

Yes, you read that right. Lounges, beds, outdoor furniture and more, all starting at $9. There are almost 800 pieces for sale, from vases to lounges, worth almost $900,000, so plenty of chances to bid on a bargain. You could even have your furniture in time for Christmas if you’re entertaining or need more seats and beds.

The Freedom Cornerstone Dining Table

Graysonline.com is holding an auction for Big Brand Outlet, which incorporates Freedom Furniture, Bay Leather Republic and other furniture suppliers. It’s live now and waiting for your bids!

Everything from lounges and beds to bedside tables, dining tables, dining chairs, lounges, coffee tables, side tables and ottomans will start at just $9 with bidders determining how much they are prepared to pay. This is your chance to pick up a SERIOUS bargain. Customers can expect to save up to 70-to-80% off RRP.

Bay Leather Belgravia Lounges

Freedom Stanton Dining Table

Freedom Skater rocking chair

There’s also a range of outdoor rattan furniture from Sitro and, from De STIJL, Spielberg lounge suites, high quality mattresses and beds for pick up from NSW only.

When: Now until 21 December 2012.

Where: http://www.graysonline.com/BBOEvent

How does it work?

Never taken part in an online auction before? Here are some tips. And remember there’s a 30-day return warranty for faulty products (not change of mind). You can find answers to frequently asked questions here.

Do they deliver? Items can be picked up from warehouses in Sydney, Brisbane, Melbourne and Perth. The majority of furniture items will be from Freedom and Bay Leather Republic, but there will also be other furniture suppliers including Sitro and De Stijl. Freedom and Bay Leather Republic stock will only be available in Sydney and Melbourne, but other brands will be available in Brisbane and Perth. If you can’t resist a bargain interstate, and need a courier to pick it up, Grays recommend MeeMeep.

So what are you waiting for? Visit the auction here. Happy bidding! I’ll be trying to get myself a new dining table…

Categories
Interviews

Jason Grant, living his dream

Jason Grant left his prestigious role as style director for Real Living magazine last year and hasn’t stopped working since. It’s a good job he loves his work so much it feels like play.

One of the most positive and passionate people I’ve interviewed, while he may insist he’s been given a lot of ‘lucky breaks’ there’s no doubt people warm to his infectious enthusiasm and his natural talent for what he does speaks for itself.

He just spent eight weeks styling the new Freedom catalogue and the results are divine. No doubt Jason’s work has something to do with the fact I want to buy almost everything in it! “Working on Freedom’s summer catalogue was a great experience,” he said. “It was one of the biggest jobs I have worked on and the end result is very pleasing.”

There’s plenty of other commercial work too. He styled a home organisation catalogue for Officeworks and will launch his own range for the stationary store next month. He released his first range of paint colours (“a very exciting collaboration”) with Murobond earlier this year. “I love working with them as they believe in me and understand me creatively. The ability to transform a room or a furniture piece with paint cannot be underestimated. I love to paint (everything)!” A second range of colours will be released later this year.

While Jason still does plenty of work on Real Living, going freelance has opened the doors to more variety. “It’s a magazine I’m very proud to work on but being a freelance stylist means I can work across multiple titles and have even more variety of work.”

He has a passion for his work which you just couldn’t fake. “I do work very hard and don’t really switch off. Work is play. I guess it comes down to the fact that I don’t really suffer from a case of the daily grind.

“Yes, I do love my life. I work every day with amazing people creating beautiful images for publications. I guess I’m living my dream.”

The generosity and faith of other creative people who spotted his talent gave Jason his start in the interior styling industry. “I guess I’m very lucky making contacts with people in the industry early on that believed in me. Glen Proebstel and Karen McCartney (of Inside Out) are two people that gave me a chance. Starting out working in a small capacity for Inside Out magazine, my career grew, eventually taking a big leap moving to Sydney to be the style director at Real Living.

“I guess it’s a combination of enthusiasm, hard work and lucky breaks. I believe you can’t buy style. You either have it or you don’t. In life I believe you should live what you love and love what you live. I like to make a list and make it happen, to dream big.”

Jason is quick to heap praise on other interior stylists and the list of people who inspire him is long! “I believe people fall into leaders or followers, innovators or imitators,” he says. “I’m very lucky that I get to work with so many amazing, talented people. The people who inspire me are confident and have their own point of view. They are kind, creative and happy to share. Most of all they are passionate about what they do.”

He adds: “I’m inspired by likeminded, creative, hard working people such as stylists Sibella Court, Lara Hutton, Megan Morton, Kirsten Bookallil and Glen Proebstel, photographers Paul Barbera, James Geer, Prue Ruscoe and Felix Forest and fashion designers Lisa Gorman, Fleur Wood and jac + jack.

“Internationally I love Else Crawford and Abigail Ahern, Jonathan Adler, Tom Ford, Marc Jacobs, Todd Selby and Martha Stewart.”

Jason also respects people who are experts in their chosen field like green crusader Liane Rossler (formerly of Dinosaur Designs), “super cool florist” Simone Gooch, modern day man Greg Hatton and “walking 20th Century furniture encyclopedia” Dean Angelucci.

So how does Australian interior design compare to the rest of the world? “Australian style is unique and exciting and defined by the beautiful light we have here. We have world class designers in all categories, be it fashion, art, architecture or interior design. I think Australian style is relaxed and unpretentious and in tune with nature.”

Last but not least, most successful interior stylists seem to be women or gay men. Can straight men style? “Hmmm… I’m struggling!” he jokes. “But I can say that (Australian artist) David Bromley has one of the most beautiful homes in this country and his personal style is very impressive.”

In part 2 tomorrow, more stunning photos of his work and Jason’s must-read guide to the best shops and websites. Read his blog here. See my top picks from Freedom’s new range here.

Portrait by Murray Harris