Freedom revamps brand after wholesale management changes
Freedom is revamping its branding and advertising following sweeping management changes at the 30-year old mid-market furniture retailer.
The company appointed head of marketing Jenny Gulliver from Qantas, where she was group general manager of marketing, last June. Managing director Tim Schaafsma started in November and head of retail Marc Olding, started two weeks ago.
Gulliver explained: “There’s a new team in place, and we needed to ensure that the brand is still relevant and is still working.”
Best of luck resurrecting this brand.
A decade or two ago it was best in category. All elements of the retail paradigm were in alignment. The brand and its execution at retail, brand and brand essence were without doubt way in front of its oppositions.
But today it has been reduced to an also ran.
Can the new team bring back the magic?
All the best