Freedom Launches Curated Assortment Expansion Strategy Powered by Mirakl

- August 21, 2023

Online Only offers shoppers thousands of new products from dozens of high-quality, trusted third-party Australia vendors

Freedom, the iconic Australian homewares and furniture brand, today announced the launch of Online Only, powered by the Mirakl Dropship Platform. With the new offering, Freedom is adding a curated selection of products from leading third-party vendors alongside its existing collection, expanding its online assortment to customers across Australia, creating a new sales channel for local Australian vendors to reach Freedom’s devoted customer base. 

Expanded assortment strategies like marketplace and dropship are taking off across Australia. According to a 2023 Mirakl survey, Australian shoppers conducted a third of their online shopping through marketplace and dropship platforms last year, and a majority of Australian consumers wish that more of their favourite retailers had online marketplaces. As a result, sales on marketplace and dropship platforms run by omnichannel retailers grew at six times the rate of overall eCommerce last year, and the number of businesses that began selling on marketplaces increased by 31% over 2021. 

Through Online Only, Freedom is building on this momentum, partnering with dozens of vendors to bring a large scale of choice with a focus on high-quality, design-forward homewares and furniture from Australian artisans. By the end of 2023, Freedom will have +20,000+ products from +50 Australian vendors available online, strengthening offers in Freedom’s core categories like Upholstery, Living room furniture and Rugs, while also bringing new adjacent categories including  Kitchenware, Office and a significantly larger Wall Art range to Freedom customers. 

“Freedom’s Online Only product assortment is a natural extension of everything that Freedom represents, and we are thrilled to bring this assortment expansion strategy to life,” said Gary Pitchford, Merchandise Director - Freedom. “With our new Mirakl-powered dropship platform, we’re giving Freedom customers even more ways to express their individuality and sense of style in their home, while also providing our vendor partners the opportunity to grow with Freedom.” 

Powered by the Mirakl Dropship Platform, Freedom’s Online Only category is seamlessly integrated into Freedom’s omnichannel experience. Freedom’s highly selective and curated vendor selection process ensures that every added product meets Freedom quality standards.

“The data is clear: ANZ consumers want greater choice and selection from their favourite brands, but they don’t want to compromise on quality, design or customer experience,” said Tzipi Avioz, General Manager, APAC and Global Delivery, Mirakl. “With the combination of their exceptional omnichannel offering and the speed, flexibility and efficiency of the Mirakl Dropship Platform, Freedom is giving its customers and vendors the experience that they’re demanding. This is what leadership looks like in the digital-first eCommerce era.” 

Through Mirakl’s flexible supplier connection methods, third-party vendors can seamlessly onboard and integrate their product catalogues, resulting in accelerated speed to market and bringing new products online faster. Vendors work with Freedom’s product and design teams to ensure top-quality product presentation and a high level of curation, with standards maintained by Mirakl’s AI-powered catalogue management. Every vendor has access to sales and performance data through Freedom’s “You Grow, We Both Grow” strategy, empowering them to refine their product strategy and optimise sales on the Freedom platform. 

Australian vendors interested in participating in Online Only by Freedom can learn more by contacting Angus Whyte, Head of Dropship - Freedom via email

About Freedom

For over 40 years Freedom has helped Australians and New Zealanders create a space they love coming home to. Launched in Sydney in 1981, Freedom focused on in-house furniture and homewares design while defining a locally-honed aesthetic. Now available online and in more than 60+ stores, Freedom is a true Australian retail pioneer with design an intrinsic part of the DNA. Making beautiful things for the home available to everyone, Freedom continues to champion local design and craftsmanship - creating cohesive collections for the unique antipodean lifestyle. Find more here: 

About Mirakl

Mirakl is a global SaaS technology company that enables businesses to revolutionise the way they sell online. Mirakl’s industry-leading suite of products accelerates profitable, sustainable eCommerce growth through solutions in marketplace, dropship, supplier sourcing ecosystem, supplier catalogue management and pay-out, personalization, and retail media.  More than 400 of the world’s most trusted brands across retail and B2B industries choose Mirakl’s award-winning technology, including Airbus, Decathlon, Galeries Lafayette, Kroger, Leroy Merlin, Macy’s, Maisons du Monde, MediaMarkt, Sonepar, Toyota Material Handling and Yves Rocher. For more information: