Freedom Tree

Overview Freedom Tree calls itself India’s Happiest Home Store, and it has earned the name. Founded in Mumbai in 2010 by designer Latika Khosla, and descended from Takete Maluma, the 1995 shop that introduced India to contemporary home design, Freedom Tree is a design and colour studio that became a design house: bold printed fabrics, handcrafted solid-wood furniture, hand-painted ceramics, lighting, wallpaper, gifting and, more recently, breezy printed clothing for women and men, all designed in its Mahalaxmi studio and made in India. Seven design stores in Mumbai, Pune, Goa, Bengaluru and Hyderabad sit alongside an online store that ships to the world. Huettun Labs worked with Freedom Tree’s team on the 2026 evolution of freedomtree.in in two phases: a navigation rebuild launched in May 2026, then a full storefront rebuild launched in October 2026. The scope covered brand consultancy for the digital experience, UI/UX design and theme development across navigation, login, collection, product and checkout experiences.

The challenge Freedom Tree’s catalogue is as wide as a department store and as particular as a studio. A visitor might want a teak day bed with a choice of mattress and finish, three metres of upholstery fabric, a hand-painted Mombaye platter, a printed shirt or a same-day gift under Rs. 2,000. The store had to make that breadth navigable on a phone, carry a joyful, colour-saturated brand without slowing down, serve shoppers in India and abroad in their own currency, let Indian customers sign in with a mobile number rather than a password, and support the design services, trade program and seven physical stores that make Freedom Tree more than a website.

Brand consultancy (Huettun Labs) “Good Design Everyday.” We worked with Freedom Tree’s identity, its saturated prints, hand-drawn accents and optimistic voice, to define how it behaves in a dense retail interface: colour in the imagery and campaign tiles, calm black-and-white in the chrome around them. The happiest home store. “India’s Happiest Home Store” and “The work of many heads, hearts, and hands” set as the homepage’s brand statements, with the studio’s “joy, no pretense, and dollops of relevance” voice carried into category and product copy. Design from India as a promise. “Original design from India”, “Designed & Made in India” and “Responsibly made” surfaced as filters, badges and section titles, so provenance is a browsing cue, not a footnote. Collections as seasons. A naming and merchandising rhythm for drops, Freedom Folk (festive), Confluence (autumn winter), Nest (home), Sands (menswear), Postcards and Phases (clothing), that gives the blog, the menu and the homepage a shared calendar. Omnichannel voice. Store pages that describe each space in its neighbourhood, from a post-industrial mill compound to a Portuguese villa in Goa, and a design-services offer that turns the stores into studios.

UI and UX design (Huettun Labs) Mega navigation. A new header with six worlds, New, Furniture, Home, Clothing, Gifting and Sale, each opening a multi-column mega menu with sub-categories (Seating, Beds, Tables, Storage, Shop by Room), featured collections, Design Inspiration articles and quick links such as Ready to Ship and Free Design Service, with a drill-down version for mobile. Homepage. A rotating announcement bar for the festive edit, gifting and same-day delivery, campaign sliders, a same-day delivery module with gift shortcuts by budget, the brand statement, “original design from India”, category tiles, lookbook content and a newsletter popup. Currency and locale. A currency picker covering INR and 15 international currencies from USD and GBP to AED and QAR, so a buyer in Dubai or London sees prices in their own money. OTP login. Sign-in with a mobile number and one-time password, alongside social login, so Indian customers never need a password. Collection pages for a wide catalogue. Intro copy and room shortcuts, then filters by Category, Product, Colour, Style, Collection, Material and Size with live counts, plus toggles for Same day delivery, Ready to dispatch, Sale and Responsibly made. Furniture product pages. A configurator for mattress and wood-finish options with price deltas, a measurement guide in centimetres and inches, a wood-finish guide with swatches and a furniture care guide, “GST and pan-India shipping included”, stock and dispatch timelines (in stock in 1 to 2 weeks, made to order in 4 to 6), zoom, wishlist, Notify Me and recently viewed. Fashion and home product pages. Size and fabric details, Loox photo reviews, EMI and pay-later messaging and WhatsApp help. Side cart and checkout. A slide-out cart with order notes and a fast checkout with cash on delivery, EMI and pay-later options. Services and stores. Free design services for homes, a Creative Professionals program with resources for architects and interior designers, corporate gifting, a seven-store locator with maps, hours and phone numbers, furniture delivery and textile care guides, and a Journal and Freewheeling blog.

Website development (Huettun Labs) Platform. Shopify, a deep customisation of the Impulse theme with a custom mega-navigation module, OTP login module, side cart, search and header scripts, so the merchandising team can run campaigns and seasons from the theme editor. Checkout and payments. GoKwik one-click checkout, Cashfree, Simpl pay-later, Capital Float EMI and cash on delivery, with Shop Pay and PayPal for international buyers. Retention and marketing. WebEngage journeys, Mailchimp newsletter, BestPush back-in-stock alerts, a wishlist app, Loox reviews and WhatsApp conversational support. Merchandising tools. Boost filters and search, PageFly landing pages for campaigns and blog features, and Shopify Markets multi-currency. Analytics and experimentation. Google Tag Manager, Google Ads conversion tracking, Meta pixel, Hotjar and Microsoft Clarity. Agent-ready commerce. An agentic discovery sitemap, agents.md policy and Universal Commerce Protocol (UCP) endpoint so AI shopping assistants can discover and buy from the catalogue. Performance and security. Shopify’s global edge with Cloudflare, lazy loading on long collection pages, HSTS, a content security policy and clickjacking protection. SEO foundations. Keyword-led titles and meta descriptions on home, collections and products, canonical URLs, Open Graph metadata, HomeGoodsStore, WebSite SearchAction, BreadcrumbList and ProductGroup structured data, and real-time product, collection, page, blog and article sitemaps across thousands of SKUs.

Results A single storefront that carries furniture, furnishing, dining, decor, clothing and gifting without feeling like six websites. Same-day delivery, 16 currencies, OTP login and pay-later options that meet Indian and international shoppers where they are. Furniture configurators, measurement and finish guides that answer the questions a showroom salesperson would, online. A content and campaign system, from the festive edit to the autumn winter collection, that the team runs from the theme editor and PageFly.

Services delivered by Huettun Labs Brand consultancy · Digital brand expression · Content and merchandising strategy · UI/UX design · Navigation and information architecture · Shopify theme development · Product configurator UX · App integration · Multi-currency · Technical SEO

Technology Shopify · Impulse (custom) · Shopify Markets · GoKwik · Cashfree · Simpl · Capital Float · Shop Pay · PayPal · WebEngage · Mailchimp · Loox · Boost · PageFly · BestPush · Google Tag Manager · Hotjar · Microsoft Clarity · Cloudflare · Universal Commerce Protocol