“The soil needs to be fertile for change”: Inside Freedom’s transformation

When Freedom CEO Blaine Callard joined the business several years ago, he had a major task on his hands to transform the furniture chain from being “the old brand your mum shopped at” into a stylish new retail destination. “Back in the ‘90s, Freedom was the go-to furniture store for design, but over time, my view is that it had become vanilla and tired as the customer base aged,” he told Inside Retail. Callard has actually turned around several businesses during his career. Prior to le

This content is for IR Pro subscribers only.

Subscribe now to unlock an all-access pass.

IR Pro - monthly

$5 +GST for the first 30 days. (Auto renews at $28+GST per month.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now
MOST POPULAR

IR Pro - annual

$312 +GST per year. (Auto renews annually.)
  • Unlimited news access
  • Exclusive members only masterclasses (live and on-demand)
  • Weekly careers advice
  • Weekly and quarterly digital magazines delivered to your inbox
Subscribe now