PASSION FOR FREEDOM

When Val O’Neill started with Freedom 24 years ago, she never imagined that one day she would own the New Plymouth furniture and homeware store.

Back then, the store was known as Freedom@Levene, and she worked four days a week in the wallpaper section for franchise owners Bruce and Tanya Major.

“I never, ever thought I would do it,” says Val, now in her third year of owning the store on Molesworth St. “I’ve just got a passion for Freedom. I just love it.”

During her years with Freedom, she has worked in nearly every role – from wallpaper and curtains to regional manager for stores in Palmerston North, Taupō, Rotorua and New Plymouth.

“They gave me the opportunities to grow… to get where I am today.”

When the chance came to buy the New Plymouth store, she was hesitant. “I ummed and aahed, and I thought, I can do this. Let’s give it a go,” she says.

Former owner Paul Trewavas made it possible. “He made it doable for me.”

She also pays tribute to husband Michael O’Neill, who has been very supportive.

While Freedom is a national brand, the New Plymouth store is proudly local – owned and operated by someone who knows every aspect of the business. “Some people don’t realise that we’re locally owned,” says Val. “They think it’s just a big corporate.”

That personal ownership flows through to how the store runs and is embraced by her all-important team, which includes Pauline Malcolm, Michele Birkett, Jenny Laing, Dee Batchelor, Brenda Bradley, Helen Hobbs, and student assistants Mila Kohlhase and Tama James.

Pauline is Val’s “number one support”, while Jenny is known for her curtain and blind expertise – and her infectious laugh. “We have fun,” says Pauline. “We have a really good time.”

“We support each other,” adds Michele, in sales. “And we have some beautiful customers.” “They make your day when you can have a laugh,” says Jenny.

Team culture is at the core of the store’s success. “I can be away and trust my staff to be on their top game,” says Val.

“I think what makes us unique from anybody else is we treat everyone like family who walks in the door,” says Pauline. “And the rapport that every team member has with their customers is unique.”

Customers return often, furnishing their homes piece by piece with help from the Freedom team.

“It’s really great,” says Michele. “They want some help with some ideas… what rug, what couch, lamp, picture – the whole thing.”

The store offers everything from sofas, beds and bookcases to lamps, dinnerware and seasonal homewares. Custom-made curtains and blinds are sewn locally by Nella Stewart and Dawn Clayton.

Renee Laing, Jenny’s daughter, also plays a role behind the scenes, often coming in after hours to rework displays. “She’s like a little god fairy,” says Pauline. “She fluffs and tidies cushions, resets tables – we always know when Renee’s been.”

Val is also offering work experience to a couple of Te Kura students interested in interior decorating. She’s prepared colour packs for the students, and they’ll soon be styling room sets and learning how to talk to customers about their needs.

Freedom has also hosted community events, including the launch of Mood magazine’s 13th issue in May this year and an Airbnb styling evening last year. At both, there were drinks, nibbles and discounts for people buying on the night. During the Airbnb event, attendees were shown how to dress a bed with flair.

“I really want to get into a few more of those and do at least six a year,” says Val, who encourages people to approach her about holding an event in the store.

Always focused on people, Freedom New Plymouth consistently ranks in the top 10 for customer service across the country. “Our scores are always great. They’re always in the tens – like ten out of ten,” she says.

Freedom New Plymouth has also been repeatedly recognised in the annual Taranaki Top Shop Awards, which celebrate customer service excellence and are run by the Taranaki Chamber of Commerce.

In 2018, the store won its category, and in 2021, it was highly commended. It’s a finalist again this year.

Along with the Absolutely Everything on Sale annual offering, the store also has the myFREEDOM loyalty programme, which offers a $50 voucher for every $1500 spent. There are also trade accounts available.

Business has been tough in the past 12 months, but Val says teamwork has helped the business get through. “The support from my team is just out the gate,” she says.

They opened a pop-up clearance store in Hāwera, tried new advertising and worked with BDO to map out business goals. “To avoid layoffs, I reduced everyone’s hours. It was either everyone do that, or one person completely loses – or two people lose –their job,” she says.

“We’re in it together,” says Val. “It’s our shop.”

(06) 758 1755