Our Business
Complementary market positions
Home Furniture Group, through Amart and Freedom operate across multiple segments of the market. Amart serves the middle-market, while Freedom occupies a design-led position within the category. This complementary positioning maximises market coverage while preserving clear, differentiated brand roles.
Market coverage and scale
Supported by an established store network, expanding digital channels and strong supplier relationships, the portfolio represents a substantial retail presence across Australia and New Zealand. This platform provides scale and diversification, supporting continued growth across multiple customer segments within the furniture and homewares market.
Our vision is to “transform the homes of everyday Australians”.
Amart is one of Australia’s most established furniture retailers, building on a heritage that began in Brisbane in 1970. Today the business operates a national network of more than 60 stores supported by digital sales channels, serving households across Australia with contemporary furniture designed for everyday living.
The brand’s operating model centres on large-scale sourcing, disciplined product development and efficient retail operations. This structure enables Amart to deliver furniture that combines durability, functionality and strong value.
Over more than half a century in the market, the brand has built a loyal customer base spanning multiple life stages, from first-home buyers to growing families. Supported by an experienced leadership team and a culture grounded in teamwork, operational discipline and customer value, Amart remains a trusted retail destination for households across Australia.
Our vision is to “help Australians create a home they love coming home to”.
Freedom is a design-led furniture and homewares retailer founded in Sydney in 1981 operating across Australia and New Zealand. The brand is recognised for contemporary furniture collections and curated homewares that combine design, quality and versatility for modern homes.
Freedom operates a network of more than 60 stores across both countries supported by digital channels, offering furniture, décor and home accessories that allow customers to create considered living environments.
Over more than four decades, Freedom has built a loyal customer following and a strong reputation for contemporary design. Supported by a culture that values creativity, collaboration and retail excellence, the brand continues to invest in product development and retail capability.
