From December, Freedom Furniture's $1 million-plus investment will see the store fully revamped with an additional 600 square metres of floor space.
This refreshed concept store will incorporate a new shopper experience with a home layout, open plan kitchen and design studio with a focus on the brand’s wide range of furniture customisation that will be rolled out in Australasia.
Managing Director, Deb Ridling, says the investment in the Newmarket store underpins Freedom’s commitment to bricks and mortar retail, alongside growth in e-commerce.
And with several other players in the channel dipping their toes into housewares and bedding, the move by Freedom seems indicative of an ongoing trend.
“While digital continues to grow exponentially, furniture and homewares is still a very tactile shopping experience for our customers and we know that people are looking for an experience, not just a product,” Ridling says.
Freedom’s revamp coincides with the massive $790 million redevelopment of 277 Westfield Newmarket just down the road.