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“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