Founded in 1981, Freedom is one of Australia's most iconic interiors brands, offering furniture and homewares across more than 60 stores in Australia and New Zealand. For over 45 years, Freedom has helped customers create beautiful, functional spaces with design at its core.
To meet evolving consumer expectations for broader choice and online convenience, Freedom launched its Dropship program — a curated, brand-led model that expands its assortment without the risks of holding inventory. This strategy strengthens Freedom's market position by offering an endless-aisle experience, improving margins and accelerating digital growth.
35K+
New products added to online and in-store catalogs
+19%
Year-on-year growth in online sales
+5.5%
Uplift in average online order value
100+
Suppliers onboarded
Why Freedom launched a dropship platform
Freedom launched its dropship platform to strengthen its competitive position against pure-play online retailers by expanding product range without the capital risk of holding additional inventory. Prior to adopting this strategy, Freedom faced several key challenges, including:
- A limited online assortment compared to digital-first competitors.
- Physical warehouse capacity restricting product expansion.
- Growing consumer demand for broader choice and faster availability.
- The need to scale while preserving Freedom's brand quality and design DNA.
- A focus on supporting Australian brands and businesses.
Why Freedom chose Mirakl
To effectively execute their dropship strategy, Freedom needed a technology partner that could help them bridge the gap between their online and in-store retail experiences, scale vendor curation within established standards, and allow them to expand product assortment while maintaining brand integrity. Wanting to capitalize on the opportunity in front of them, they also needed a partner that could help them quickly integrate a new technology with the least amount of risk.
Freedom selected Mirakl Dropship Platform to drive seamless omnichannel integration while scaling its assortment. With Mirakl, Freedom was able to begin leveraging its national store network, and empowered in-store sales consultants to sell dropship products alongside showroom merchandise.
This strategic shift gives Freedom customers the flexibility to shop both online and in-store, blending the convenience of digital shopping with the personalized expertise of a brick-and-mortar experience.
"Through dropship and our omnichannel strategy, we're connecting digital and physical retail like never before. Mirakl's platform enables us to scale our assortment by 35,000 additional products while preserving full control over our brand integrity and curated experience. Their solution empowers us to deliver greater choice and convenience without compromising the Freedom brand our customers know and trust." — Paula Mitchell, Digital General Manager, Freedom
Bridging digital and physical retail
Freedom made its expanded dropship catalogue available to in-store sales consultants through the existing POS system, enabling customers to explore a broader range of products during their showroom experience. This hybrid approach lets customers receive tailored design advice by integrating both in-store and extended catalogue items while enjoying a consistent brand journey across all touchpoints.
"Our sales consultants can now confidently tell customers 'yes, we have that' instead of losing sales due to limited in-store selection. The ability to sell any product from our expanded catalogue regardless of channel has been transformative for both our team and our customers." — Quentin Williams, Head of Dropship, Freedom
Strategic vendor curation
Freedom maintains a rigorous vendor-selection process to ensure every dropship product aligns with the brand's design standards and customer expectations. Merchandising and design teams collaborate on every product approval, ensuring a curated and cohesive assortment. Freedom also partners with select Australian brands and businesses to expand its offering while reinforcing its interiors-led identity. Mirakl allows Freedom to execute this process at scale, without compromise.
Technology integration
The Mirakl Dropship Platform enabled Freedom to rapidly integrate an expanded product range into its existing eCommerce ecosystem. The platform accelerated vendor onboarding with flexible supplier connection methods and ensured catalog consistency through AI-powered product management — delivering scalable, high-quality results.
Expanding with brand integrity
Every product introduced through Freedom's dropship program is curated to uphold the brand's commitment to quality, design aesthetic and customer trust. The dropship platform, powered by Mirakl's comprehensive dropship solution, allows Freedom to deepen its presence in emerging and complementary categories while ensuring every addition aligns with its interiors-led brand vision.
Mirakl's advanced curation tools and quality-control features enable Freedom to maintain strict oversight of their expanded catalog, seamlessly integrating new products that meet their exacting standards.
The platform's sophisticated seller management capabilities ensure that only partners who share Freedom's commitment to excellence join their ecosystem. This strategic expansion reinforces Freedom's position as a leading interiors specialist in furniture homewares.
Key benefits and outcomes
By implementing Mirakl's dropship solution in 2023, Freedom pioneered a truly seamless omnichannel model that combines digital convenience with in-store expertise. Through Mirakl, Freedom redefined its customer experience, delivering a more personalized and engaging journey across every touchpoint.
1. Expanded product range
Freedom successfully scaled a curated assortment by 35,000 products across in-store and online ranges.
2. Improved stock availability
Leveraging Mirakl's dropship solution, Freedom maintained 92% stock availability across its dropship furniture categories and began offering pre-order options to their customers as well.
3. Boosted online sales
Freedom achieved more than 19% growth in online sales year-over-year, demonstrating the success of the expanded assortment and omnichannel strategy.
"Mirakl's platform has revolutionized our merchandising strategy. We can now test new categories and respond to trends in real time, without the traditional inventory risks." — Paula Mitchell, Digital General Manager, Freedom
