Melbourne-based sustainable drinkware brand made by Fressko has achieved more than 71% sales growth on Amazon Australia in the past quarter, supported by its partnership with global ecommerce and marketplace accelerator Pattern.
Established in Melbourne in 2014 by childhood friends Sean Atme and Lucas Ciancarelli, made by Fressko has evolved from a reusable coffee cup start-up into an international drinkware brand, with a product range spanning coffee cups, water bottles, tumblers and accessories. Ecommerce has played an important role in this expansion, enabling the business to reach more customers and grow its presence in Australia and overseas.
As Amazon Australia became an increasingly valuable sales channel, however, the demands of managing the marketplace were placing greater pressure on the brand’s internal ecommerce team.
To address these challenges and support further growth, made by Fressko partnered with Pattern under a buy-sell arrangement, which sees Pattern purchase inventory directly from the brand and take responsibility for managing its Amazon sales.
“As a growing brand with an expanding Australian and international presence, partnering with Pattern gives us the opportunity to accelerate our growth by leveraging their expertise, resources and capabilities,” said Damien Zumbo, International Sales Manager at made by Fressko.
“Working with Pattern has taken that pressure off our team and given us access to the technology, expertise and insights to grow the channel.”
Since commencing the partnership, made by Fressko has improved its Amazon in-stock rate from 63% to 91%, helping lift its Buy Box win rate from 42% to 97%.
Pattern has also strengthened the brand’s Amazon advertising and product content, drawing on its proprietary data and technology to identify opportunities for more effective advertising investment. Alongside this, improvements have been made to product imagery, Brand Store and A+ Content, keywords and search engine optimisation.
These initiatives have helped made by Fressko achieve an average return on advertising spend (ROAS) of approximately 8.2x, with advertising costs remaining relatively stable as sales have increased.
“Strong marketplace advertising isn’t about spending more, it’s about spending strategically,” said Merline McGregor, Managing Director at Pattern Australia.
“For made by Fressko, we’ve used Pattern’s proprietary data and technology to identify where advertising can drive additional sales and where the brand is already performing well organically, continually adjusting investment accordingly. Achieving a strong return on advertising spend without significantly increasing costs shows the value of a more targeted approach.”
The partnership has also delivered operational benefits for made by Fressko, reducing the time and resources required to manage its Amazon channel. Through the buy-sell model, Pattern determines inventory requirements and places purchase orders directly with the brand, simplifying replenishment and reducing the administrative and fulfilment workload for its internal team.
“The partnership with Pattern has freed up a lot of our team’s time and streamlined the process,” said Zumbo.
“Previously, managing Amazon replenishment could delay other customer orders by a day or two. Now, our warehouse team spends less time on Amazon-specific labelling, packing and stock planning, so they can focus on getting orders for our other sales channels out the door that day.”
With the Australian partnership delivering positive results, made by Fressko is now considering opportunities to extend its relationship with Pattern into additional Amazon markets, including Singapore and Malaysia.
“Australia is our testbed and the results have given us the confidence to start looking at what comes next,” said Zumbo.
“The plan is to slowly grow country by country with Pattern. Having a partner with the technology, knowledge and marketplace expertise to help us scale gives us confidence as we look at opportunities in new markets,” he concluded.
