Melbourne-based sustainable and reusable drinkware brand, made by Fressko, experienced a landmark sales season driven by its Green Friday promotion in 2024 and is now looking to take the brand to new heights in 2025.
As the brand celebrates its 10th anniversary, made by Fressko managing director, Sean Atme and co-founder, Lucas Ciancarelli, reflected on the journey so far, including the challenges they have faced creating a sustainable brand in today’s market, and their vision for the future.
“Lucas and I have been best friends since childhood, first meeting at school in year five, when my family relocated to Melbourne from Singapore,” Sean told Retailbiz.
“The brand started with a simple gesture, wanting to create a better tea flask for my mum and grandma. It was around the time that concerns were emerging about the dangers of plastics and I saw my mum using inferior products. I saw an opportunity to do something for her, but also others. Plus, glass provided purity of taste and a nicer experience all over.
“10 years in, we now have a range sold globally that spans from glass infusers to sports drink bottles, and reusable coffee cups and accessories.”
One of the biggest challenges Sean and Lucas faced while building their brand was staying true to their vision of creating something unique, rather than opting for off-the-shelf products.
“This meant we needed to find product designers, quality manufacturers, and of course money to fund it all. We also had other jobs while building the brand, so made by Fressko started out as just a side project,” the pair said.
Another key challenge has been maintaining a high standard of eco-luxe in a country where the cost of doing business is extremely high.
“Sustainable materials through-the-line from packaging to packing remain expensive. As an example, Fressko choose to utilise paper packing tape in its Melbourne warehouse even though it costs up to three times as much as less-environmentally friendly plastic packing tape,” the pair said.
Compounding this challenge, eco-conscious startups often face limited Australian government support, with minimal funding, tax incentives for businesses or cost incentives for consumers, or policy initiatives specifically aimed at helping businesses committed to sustainability thrive in a competitive market.
“It is unfortunate because from everything we see globally, Australia is leading the way in many areas of environmental progress, but much of the world lags behind. This has been a challenge for Fressko in overseas markets, so balancing connecting to these needs without compromising on Fressko’s core eco-values remains an ongoing but essential focus.”
Sean and Lucas hope for Fressko to be a household name and a brand at the forefront of consumers’ minds when considering premium portability, reliability and timeless design. “We want our products to become second nature for users, making people check ‘phone, wallet, keys, Fressko?’ before they leave the house.”
In a crowded market, Fressko will continue standing by its values of style, quality, and innovation. Every Fressko product is engineered to deliver trust through performance and is built to last.
“Fressko pushes premium portable living further by stripping back the unnecessary and refining what matters most; simple, stylish and sustainable everyday essentials that outlast trends and exceed expectations. In 2025, we will continue to improve and expand on our existing ranges, as well as introduce all-new products that extend Fressko’s reach to new audiences and usage occasions,” the pair said.