16-17_19_PH Outdoor living 3pgs.qxp_Grid 28/05/2021 15:32 Page 16
Food for thought
Inset: Beautiful picnics with Royal Doulton’s Pacific collection. Below right: Divertimenti’s windows are filled with inspiration for outdoor living.
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This summer is destined for garden parties, with outdoor socialising known to be safer and families and friends eager to reunite. However, aside from the pandemic’s influence, the trend to embrace our gardens as extra living ‘rooms’ has been gathering momentum. PH asks suppliers and retailers how the rise of outdoor living is influencing product development, marketing and publicity, sales and displays.
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ince May 17 up to 30 people have been allowed to get together outside for garden gatherings and picnics. Moreover, consumers are now grabbing opportunities for leisure and socialising in the great outdoors as (due to Covid travel restrictions) most people will remain in the UK this summer. However, this is not merely a post pandemic phenomenon. In recent years, we have been embracing outdoor spaces as our antidote to all-consuming technology. So, will garden party culture – and a love for cooking and eating in the fresh air - be perpetuated far beyond summer 2021?
Outdoor enthusiasts “I think outdoor living is here to stay,” states Jason Somers, general manager at Divertimenti in London. The retailer has been building up its outdoor product
offering over two or three years, in line with Jason’s own enthusiasm for the sector. “Everything we sell is used by members of staff, so we are passionate and informed about all of our products,” he confirms. In Jason’s view, outdoor living is a lifestyle shift that has been happening over several years. Of course, the pandemic has acted as a catalyst; consumers have had been cooking at home, and many have had cash to invest in their living space, including gardens. Moreover, Jason admits that - despite Divertimenti’s location in London, where local customers are unlikely to have much garden area - demand for outdoor living has soared in recent months, spurred on by ‘the rule of six,’ which came into force at the end of March, and subsequent easing of restrictions outdoors. “People have been decking out their PROGRESSIVE
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HOUSEWARES
balconies for outdoor cooking and dining and we’ve been supplying hotels with picnic hampers so that they can provide a bespoke offering for their guests. Investing in an outdoor space is a natural progression from kitting out an indoor kitchen and many customers have put a lot of money into buying outdoor ovens, al fresco tableware and accessories. Now they are keen for people to come round so they can show off their new gear.” However, outdoor living is not just about entertaining, as Jason highlights: “Customers show us how they’re cooking an everyday meal for two people on their Lotus Grill.” Hence the team at Divertimenti is enjoying sharing recipes, such as sourdough pizzas and other ideas for different ways for cooking outside. Outdoor ovens such as the Big Green
