Australian sustainable drinkware brand made by Fressko has recorded more than 71% growth in Amazon Australia sales over the past quarter following 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 began as a reusable coffee cup business and has since expanded into a global drinkware brand offering coffee cups, water bottles, tumblers and accessories. As the brand’s presence grew across Australia and international markets, ecommerce became an important channel for reaching new customers and supporting sales growth.
With Amazon Australia becoming a larger part of its business, made by Fressko was looking for a more efficient way to manage the channel without adding further pressure to its ecommerce and warehouse teams.
The brand partnered with Pattern to support its Amazon growth through a buy-sell model, with Pattern purchasing inventory directly from made by Fressko and managing sales through the marketplace.
“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.”
The partnership has delivered improvements across several key areas of made by Fressko’s Amazon business. Its in-stock rate has increased from 63% to 91%, while its Buy Box win rate has more than doubled, rising from 42% to 97%.
Pattern has also worked to improve the brand’s advertising efficiency and product visibility on Amazon. Using its proprietary technology and marketplace insights, Pattern has refined advertising investment and optimised product images, Brand Store and A+ Content, keywords and search engine optimisation.
This approach has helped made by Fressko achieve an average return on advertising spend (ROAS) of approximately 8.2x, without a significant increase in advertising costs as sales have grown.
“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. The results demonstrate how brands can generate stronger returns by focusing advertising investment where it will have the greatest impact.”
In addition to improving marketplace performance, the partnership has reduced the operational demands of managing Amazon. Pattern now handles inventory planning and purchasing for the channel, allowing made by Fressko to spend less time on Amazon-specific administration, stock preparation and fulfilment.
“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 results achieved in Australia, made by Fressko is exploring the potential to expand the partnership into other Amazon markets, with Singapore and Malaysia among the opportunities being considered.
“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.
