Melbourne-based sustainable drinkware brand made by Fressko has increased its Amazon Australia sales by more than 71% in the past quarter through its partnership with global ecommerce and marketplace accelerator Pattern.
Founded in Melbourne in 2014 by childhood friends Sean Atme and Lucas Ciancarelli, made by Fressko has grown from a reusable coffee cup start-up into a global drinkware brand, offering a range of coffee cups, water bottles, tumblers and accessories. As the business expanded, ecommerce became an increasingly important part of its growth strategy, helping the brand reach new customers and expand into international markets.
However, as Amazon Australia became a more significant sales channel, managing the growing complexity of the marketplace was placing increasing pressure on made by Fressko’s existing ecommerce team.
To support its continued growth, made by Fressko partnered with Pattern through a buy-sell model, under which Pattern purchases inventory directly from the brand and manages its Amazon marketplace 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 the partnership began, made by Fressko’s Amazon in-stock rate has increased from 63% to 91%, helping to more than double its Buy Box win rate from 42% to 97%.
Pattern has also optimised made by Fressko’s Amazon advertising and product content, using data and technology to identify where advertising investment can deliver the greatest impact. This has been supported by improvements to product imagery, Brand Store and A+ Content, keywords and search engine optimisation.
As a result, made by Fressko has achieved an average return on advertising spend (ROAS) of approximately 8.2x, while keeping advertising costs relatively steady despite growing sales.
“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 while keeping costs relatively steady demonstrates the value of making every advertising dollar work harder.”
Beyond sales growth, the partnership has also streamlined made by Fressko’s Amazon operations. Under the buy-sell model, Pattern manages inventory requirements and places purchase orders directly with the brand, reducing the Amazon-specific administration and fulfilment tasks previously handled by 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.”
Following the success of the partnership in Australia, made by Fressko is now exploring opportunities to expand its work with Pattern into other international 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.
