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Made by Fressko says its sales on Amazon Australia grew by more than 71% in the past quarter through a partnership with Pattern. The Melbourne drinkware brand says the arrangement also improved product availability and Buy Box performance on the marketplace.
Founded in Melbourne in 2014 by childhood friends Sean Atme and Lucas Ciancarelli, the company has grown from a reusable coffee cup start-up into a broader drinkware brand selling coffee cups, water bottles, tumblers and accessories. As eCommerce became a larger part of the business, Amazon Australia also became a more important sales channel.
That growth put pressure on the brand's eCommerce team, which was managing the rising complexity of selling on the marketplace. Made by Fressko then partnered with Pattern under a buy-sell model, in which Pattern buys inventory directly from the brand and manages sales on Amazon.
The partnership has shifted several key retail metrics on the platform. Its in-stock rate on Amazon rose from 63% to 91%, while its Buy Box win rate more than doubled from 42% to 97%.
Operational shift
The arrangement also changed how the brand manages fulfilment and stock planning for Amazon orders. Under the buy-sell model, Pattern determines inventory requirements and places purchase orders with Made by Fressko, reducing the Amazon-specific administration previously handled in-house.
"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."
Zumbo said the impact was also felt in warehouse operations as Amazon volumes increased.
"The partnership with Pattern has freed up a lot of our team's time and streamlined the process," he said.
"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."
Advertising returns
Pattern says it also revised the brand's advertising and product content on Amazon. The work included changes to product images, brand store material, A+ content, keywords and search optimisation, alongside shifts in how advertising spend was allocated.
Those changes helped Made by Fressko achieve an average return on advertising spend of about 8.2x, while advertising costs remained relatively steady as sales 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 investment while avoiding increases in advertising costs clearly demonstrates the impact of making a brand's spend work harder."
International scope
Made by Fressko says Amazon Australia is the first market it is exploring with Pattern under the partnership. The brand is also considering whether to extend the arrangement to other international Amazon markets, including Singapore and Malaysia.
Zumbo said the Australian operation had become an early benchmark for that wider assessment.
"Australia is our testbed and the results have given us the confidence to start looking at what comes next," he said.
"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."