Freedom Hobart finds new home as The Living Room changes tack
Tasmania’s furniture scene is about to undergo a massive change, with a major player set to debut new plans, while a homegrown furniture king changes strategy with his successful business.
Launceston
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Top furniture brand Freedom has finally decided on a new home to replace its ailing Brisbane St, Hobart location.
It comes as homegrown furniture boss Phil Russell reveals he and his wife’s successful outfit The Living Room would be handing over its Elizabeth St tenancy to make way for Freedom’s move, but would be expanding its Launceston store and moving further into the online space as part of the changes.
Freedom has had a limited presence in Hobart of late, as its owners seek to exit the fading Brisbane St site following the building’s acquisition by the University of Tasmania.
However, that’s set to change, with the announcement The Living Room, which opened on Elizabeth St in December 2019, is set to hand the keys over to Freedom on December 1.
“If they hadn’t have taken our site over, they wouldn’t be in our state. Our market needs Freedom, our state needs Freedom. If we didn’t have them, our customer base would go to Melbourne,” Mr Russell said.
Mr Russell, who founded The Living Room approximately 20 years ago, opening his York St, Launceston showroom in 2006, said Hobart remained an important market for his business but the decision was made due to lifestyle and workload considerations.
“This also allows us to now focus on launching our brand new superstore in (York St) early next year along with our upcoming website so that we can continue to supply statewide our exclusive collection/s,” he said.
The Launceston expansion will see The Living Room take over the neighbouring Ishka homewares store, which closed about a year ago.
Mr Russell said he hoped the Launceston expansion would be open by the end of February next year, with the e-store to follow in March/April.
The Russells originally expanded into Hobart following the closure of Forty Winks, which was owned by Mr Russell’s “mentor,” the iconic, late Mort Douglas.
It was Launceston institution Mort Douglas Furniture where Mr Russell got his start in the industry. He and his wife now own Tasmania’s largest independent furniture retail.
Mr Russell said his business was set apart by the fact they own a timber factory to customise stock and had the exclusive licence to sell top Danish brand Sketch in-store.
The Living Room will continue to deliver statewide, Mr Russell said.
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