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24 years at Harvey Norman Group

Seasoned Retailer – Interiors & Technology

Restored Irish HN Business to profitability

Two other major HN Turnarounds

Extensive International Experience

Expertise in Brand & Marketing

“People-centric” Leadership Style

Brick-&-Mortar Advocate

Blaine Callard is an accomplished retail executive and Chief Executive Officer of freedom, one of Greenlit Brands’ flagship retail businesses. He has held this position since 2018 and in this role is responsible for all aspects of freedom’s strategy, operations, performance, and growth.

Blaine has over 20 years’ experience across a range of operational and strategic roles at the Harvey Norman Group, including as CEO of Harvey Norman (Ireland). In this role, he was responsible for getting that business to return to profitability while strengthening its gross operating margins and reinvigorating its brand in Ireland. Blaine is a people-oriented CEO, whose experience, knowledge and leadership capabilities are crucial in evolving the freedom brand and growth in key markets across new retail platforms in Australia and New Zealand.