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No more ‘vanilla’: Freedom CEO reveals major turnaround plans

Freedom is now looking to capture a younger, more style-savvy customer. Image: supplied
‘Nesting’ and ‘WFH’ may be two of the biggest trends of 2020, but for Freedom CEO Blaine Callard, this year has marked a long-term behavioural change in how consumers view their homes and interiors. It’s come just in time as the 39-year-old furniture retailer unveils its rebrand this week, marking its return to Australian style and design.   “Freedom has been one of those warm, safe Aussie brands reflecting back how we live, but in a non-inspiring way. We want to say, ‘Th