Spotlight – Out is In

InOutis

Withtheonsetofspringandapostpandemic future coming into focus, the patio remains a desirable refuge for homeowners who have discovered the beauty of their backyards. Manufacturers in this issue’s Spotlight are crafting gorgeous furniture for those outdoor spaces. Pretty enough for the living room, but sturdy enough for outdoor spaces, these collections are made for customers seeking real value.

“Customers are wanting to style their outside rooms with eclectic, special pieces much like they would their indoor space,” says Leisa McCollister, vice president of marketing, OW Lee. “People are less into the ‘matchy-matchy’ sets.”

After years of what Jess Flanders calls “monochromatic Scandinavian-inspired minimalism,” the vice president of marketing at Lloyd Flanders Inc., contends that color and pattern are now taking over. “Deep blues, rich greens, and warm earth tones are all popular as homeowners create their own style,” she says. “Stripes are a perennial favorite for outdoor fabrics, as are easy florals and botanical patterns. Another trend is the ‘new traditional’ design style with consumers mixing and matching classic pieces with bolder or more modern items to create a comfortable, custom look.”

“In general, we see a trend toward lighter colors over darker colors,” adds Brian Blakeney, vice president of sales & marketing, Kingsley Bate. “Subdued natural colors are still the most popular.” Check out the baker’s dozen of companies for delectable ideas to heat up sales in the warm summer months to come.

TROPITONEFURNITURE RecentproductlaunchesatTropitoneFurniture (Irvine, California) have garnered considerable momentum, primarily thanks to two complete collections of dining and deep seating, as well as a new range of fire pits. Well received in markets across the country, the collections have managed to extend the value proposition with new price points that target a wide demographic.

“The largest shift we have seen is from dining to deep seating,” says Frank Verna, senior vice president of consumer sales. “We are also seeing shifts to grays and blues, and it is getting even lighter every year. We constantly look for ways to improve the ownership experience of our product in sling, padded, and cushion as well as our tables and fire pits. The cornerstones of the Tropitone value prop are quality and comfort, and these will always remain.”

Tropitone works strictly through resellers in multiple segments of the consumer channel so the demographic profile varies. Verna describes typical Tropitone consumers as those who are looking for the most comfortable and durable furniture they can find. The consistent quality comes through via employees who Verna describes as emotionally attached to the brand. “We are all heavily invested in the success of Tropitone,” he says, “because we care.”

For Tropitone and many others, the global pandemic has led to what Verna characterizes as tremendous demand, and Verna foresees more “digital engagement and transactions” in the future, again partially due to the pandemic.

Consumers of the future are looking to digital tools, but many are also environmentally conscious and willing to look for manufacturers who feel likewise. “I think it’s important to many consumers,” Verna says. “We have a ‘Green Living’ page on our website, which lays out our commitment to sustaining and improving the environment.”

NORTHCAPE TomMurray,presidentofNorthCape(Romeoville, Illinois), keeps a keen eye on style trends primarily

From chat sets to lounge chairs and sectionals, the latest outdoor furniture offerings are in high demand. BY GREG THOMPSON

The Addison Collection from Agio

Modern Adirondack from C.R. Plastic Products

Harper Collection from Winston Furniture byspendingalotoftimeinthe field.While2020posedalotof challengestothatstrategy,the dealerbaseandfloorsalespeople producedawealthoffeedback aboutcolors,styles,andprice points.“Thecloserwearetoend users,” Murray says, “the more successful our product development.”

With the data coming in, NorthCape responded with thicker resin weaves, charcoal weaves, mixed media, and poly lumber/tangent. Top sellers boasted a combination of styles and mixed media with comfort and value. “The materials and styles have evolved and continue to change,” Murray says. “Styles 15- to 20-plus years ago were more traditional, but now are more transitional and contemporary. More materials like HDPE extrusions in planks or weaves, natural woods, extruded and cast aluminum—are mixed to create some really cool looks.”

Those NorthCape “cool looks” are typically targeted at households with $100K+ in annual income, usually landing in the suburbs where outdoor spaces tend to be more expansive. Buyers are looking for well-made items, with Murray contending that, “Customers typically buy our products planning to use them—a lot—not just for decoration, so comfort and durability is key.”

Like many of his colleagues, Murrayisoptimistic,declaringthat 2021 already “looks strong” thanks to economic stimulus, home entertaining, e-commerce, and new technology—all helping to increase sales. Getting production back to normal will continue to be the real challenge. “2021 will be about getting product,” Murray says. “Some flexibility by dealers and users will help maximize the opportunity for all.”

KINGSLEYBATE KingsleyBate(Manassas,Virginia) introduced several new collections this year with some offerings in teak or wicker, but most falling under the mixed media category. Prime examples are items in the Lucia seating collection, made from a blend of teak and weather-friendly rope. The company’s Spencer seating group has teak frames inlaid with all-weather wicker.

According to Brian Blakeney, vice president of sales & marketing, both of these innovative groups are priced at “very good” value for maximum customer appeal. Lucia and Spencer follow the growing trend toward high style in the outdoors. “Consumers design their outdoor spaces with the same intentionality as the interiors of their homes,” Blakeney says. “They demand outdoor furniture that is beautiful, comfortable, and durable. They are purchasing fewer furniture groups in matching sets, and instead designing with a mix of items and materials that create a more sophisticated, layered space.”

Inspiteofwhatheseesashigherinflation,Blakeneyhasconsiderableoptimism,particularlyin thenearterm.“It’swellknown thatthepandemichascaused consumerstoforgonormalvacationsandspendmoreontheir homes,especiallyonhomefurnishings,”hesays.“Oncethesupplychainsstabilize—mostnotably thelimitedsupplyofshipping containersfromAsia—therewill beevenmoreopportunity.Idon’t seethischangingin2021unless economic or geopolitical issues push us off course.”

Thanks to dealers relaying customer preferences, Blakeney’s design team has heard requests for counter-height or balcony-height seating. Kingsley Bate responded this year with a new counterheight table and more counter stool options. These days, those design preferences frequently come with certain ethical considerations that more and more customers want to see.

For example, Blakeney says, “Most consumers prefer to buy products that are made with sustainability in mind, and for some consumers, this is their primary consideration. We take this matter very seriously and work hard to ensure that our teak wood is procured from responsible, sustainable sources.”

CASTELLEFURNITURE COMPANY CastelleFurnitureCompany(St. Augustine, Florida) offers 23 full collections covering a wide selection of designs and styles. Top sellers for 2021 are: Berkeley,

Mia XL Sofa with tray + Ottoman with Chaise Cushion + Bellino from Ebel

Grand Terrace Deep Seating from Gensun

Monterey,ParkPlace,AntlerHill, and Villa Bianca. The top five designs run the gamut from traditional to contemporary, and Rory Rehmert, senior vice president of sales, boasts that they are all high quality and highly customizable.

“We have an internal design and development team that has worked together for a number of years,” Rehmert says. “Castelle brings to marketdesignsthatarenotcommon. Designs must be unique with details, which may be subtle, coming together to create a look that our targeted consumer seeks. Our furniture is built to high standards with seamless welds, unique finish treatments, and above all, eye appeal and comfort.”

With a target demographic of “high-end consumers seeking highquality luxury,” Castelle has cultivated striking designs featuring still-popular earth tones with grays and blues trending. On dominant trends, Rehmert explains: “Transitional designs are also trending now, and we continue to see strength in contemporary. The seating aspect of the business continues to trend well, combined with the element of fire providing year-round sales. Dining has trended up over the past 12 months as consumers are spending more time eating at home.”

Customers who make the jump to Castelle are buying what Rehmert characterizes as “high-quality, built-toorder” products and a highly customizable process that includes more than 20 hand-applied finish treatments. “Fabrics used are 100% acrylic and cover a broad spectrum of color and design,” Rehmert adds. “Consumers also have the option to use any fabric they would like from a whole host of suppliers. Cushions can be customized with various foams, buttons, welts, or no-welt to provide the desired look.”

EBELINC. Eveninthemidstofthepandemic, with trade shows canceled in 2020, Ebel Inc. (Jacksonville, Florida) launched three new collections for the 2021 season. The first is called Canton, a "padded" group with opencell padding under the weave.

“There is no ‘cushion’ per se, but you still get a wonderful luxurious sit,” says Mark Bottemiller, national sales manager. “The padded or cushion-less trend is gaining a lot of traction. The Smoke and Hickory color, with richly textured weaves and hand-finished paint, really finishes the collection beautifully.”

The second collection is called Antibes, and it uses the same aluminum frame as Canton. Antibes is a traditional aluminum/wicker combination with a full cushion and a full selection of traditional deep seating, including a four-seat sofa and dining.

The final offering is called Mia, named for the late Mia Nault, who was a customer service rep at Ebel for 10 years and was tragically killed last spring. “The group was made even more special when Mia (the person) was acknowledged by the industry when she received the first ‘Unsung Hero Award’ at a virtual awards ceremony last fall,” Bottemiller says. “Mia (the collection) has new light gray weave, called Fog, made from 50% recycled ocean plastic—not just postconsumer recycled, but specifically ocean plastic.”

Feedback from the dealer base indicates that this strong nod to environmental concerns has resonated with customers and has indeed helped to close the sale. “People love the fact that the collection is elegant, beautiful, and made with recycled material,” Bottemiller says. “We also have some fun pieces in Mia like our XL sofa, and an ottoman that can be attached to a chair/sofa to create a sectional chaise.”

As for the long-term outlook of the industry, Bottemiller agrees that 2021 will remain hot, but he adds, “The real wildcard is going to be 2022 and 2023. The frenzy of 2020 and 2021 will almost certainly not continue once the world reopens, but to what extent will the market remain strong? How much has our idea of ‘home’ changed?...I don't see a cliff coming, but I do see a more ‘normal’ season next year.”

SUMMERCLASSICSAND GABBY Asaneasyadditiontoexistingfurniture collections, Cast Stone Tables continue to perform well for Summer Classics and Gabby (Pelham, Alabama). The tables give what Chris Hutchens, creative director, calls a sense of style and personalization— offering consumers the design freedom to create a specific look for their outdoor spaces.

On another side of the design spectrum, the Italia Collection features a “very primitive” design, but with a functional twist. “The way we made this collection is by adding an element of comfort,” Hutchens says. “The knife edge cushions offer a thinner profile than most of our plush out-

The Visions Collection from Lloyd Flanders, featuring loveseat, lounge chairs, end tables, and cocktail table in Matte White

doorcushions,whilenottakingawayfromthesimplicityofthecollection.”

Overthelastdecade,socialmediahasplayeda majorroleinhelpingconsumersvisualizethepotentialintheiroutdoorlivingspaces.Hutchensaimsto providethepiecesofthatpuzzle,by“doingeverythingwecantoensuretheuseofauthentic,real materialsinournewdesigns,whilekeepingfunctionallyandcomforttop-of-mindforourfurniture.” Educatingcustomersontheimportanceofdurability,style,andcomfortisaprimemotivatorwhenit comes time to invest in high-end furniture.

Making the indoor/outdoor connection also resonates, and it’s a concept that Hutchens encourages. “Being innovative with materials like outdoor rugs, performance fabrics, and throw pillows is evolving to align with the luxury people expect from indoor furnishings,” he says. “We take pride in staying ahead of industry trends and remaining abreast of the most innovative products out there. People want storage, comfort, beautiful pieces, outdoor rugs, and performance pillows that are durable and can withstand the elements.”

Hutchens agrees with colleagues who point out that pandemic-related sheltering-in-place pushed outdoor spaces to the forefront. That thinking may diminish, but it won’t go away. “We want more outdoor in our day-to-day life,” he says. “People have taken this opportunity to heart and prioritized that part of outdoor living.”

APRICITYBYAGIO Moderndesignsandcleanlinescontinuetofarewell atApricitybyAgio(VirginiaBeach,Virginia),butthe strongestperformersfeaturedesignsthatcombine mixedmaterialssuchasaluminumwithwovenpanels. ToddWingrove,vicepresidentofsales,describes theseasacrossbetweentransitionalandmodern.

Thethemeoftransitionappliestonewhome construction and the growing desire to extend the indoor space outdoors. Larger seating groups with fire pits are generally the focal point of these spaces, and the Agio design team has made it easy for buyers to visualize the possibilities with 3D models in specific settings. Baby boomers are the mainstay demographic, followed by a fast-growing segment of millennials buying their first homes. “Ourfocusisonbuilding a quality product that will have good reviews and satisfied customers,” Wingrove says. “Our best success has been to focus on the middle price points vs. low cost products with limited life span.” Gray tones and everpopular earth tones remain trendy on base cloths. Agio spices it up with pops of color in the accent pillows, which can be easily updated without changing the furniture. The looks are resonating across the country, and Wingrove believes the “future of the outdoor industry continues to look very promising with demand at unprecedented levels.” He attributes the demand to people choosing to upgrade the outdoor space in an effort to enjoy their time at home— and this applies to new homes and existing homes.

With demand at an “all-time high,” Wingrove estimates that sales will remain hot for the foreseeable future and dealers should push hard while it lasts. “There has not been a seasonal lag, which you typically experience between seasons,” he says. “The surge started last summer, has not slowed, and there is no sign it will let up in the near future.”

GENSUN BestsellersatGensun(RanchoCucamonga, California) remain the company’s legacy collections,

Seaside teak chair with suspension seating and NorthCape’s popular cushion seat size complemented with Sunbrella Cast Horizon fabric cushions

Monterra sectional/ deep seating from OW Lee

specifically Grand Terrace, Florence, and Bel Air. As a mainstay for many dealers across the country, Gray Dobbins, director of sales, notes that these top sellers continue to do well because they “speak to the beauty and timeless design that only cast aluminum can provide.”

An additional advantage is that they are complete collections, allowing dealers to carry a diverse array of cushioned dining, deep seating, sling, padded sling, and woven dining—all complementing each other. Dobbins is counting on recent releases of Echelon (a transitional slingandpaddedslinggroup)and Treviso, a transitional cast and woven collection, to build on the momentum.

Members of the “established homeowner” demographic have embraced Gensun. Usually in their late 30s and older, they have typically owned outdoor furniture before and are looking to get more for their dollar in comfort and longevity. “The Pandemic has raised awareness of the importance of the outdoor space and consumers are buying quality because they are using the furniture more than ever,” Dobbins says. “Our niche in the market is design, quality, and above all, customer service.”

Gensun is known primarily as a “premium” product company that is willing to special order non-warehoused products. With trends “allover the place,” Dobbins believes this flexibility is crucial to the company’s success. “While transitional is the key phase in today’s lexicon, traditional styles are making a resurgence,” he says. “I see it in our sales. Newer transitional-styled products and traditional groups are both growing in popularity for Gensun.”

Dobbins believes in transparency with partner dealers and reveals inventory numbers with the dealer base “so that dealers may see on a semiweekly basis what we have.” Dealers may also buy products in the fall and winter, and pay for them in the spring and summer.

C.R.PLASTIC PRODUCTS Foragrowingnumberof consumers,sustainabilityhas transcendedmere“funfact” statusandinsteadhasbeen placed at or near the top of the list when making buying decisions. Meaghan Robinson, director of sales & marketing at C.R. Plastic Products (Stratford, Ontario), calls it nothing less than a “huge trend toward consumers wanting to purchase products that are sustainable, good for the environment, and North American made.”

In short, people want to know where their products are made and how (and with what) they are fashioned. “With the prevalence and urgency of climate-related issues, sustainable products and companies are top of mind for consumers,” Robinson says. “Sustainability is at the core of who we are and what we do at C.R. Plastics. We are committed to manufacturing the highest quality, sustainable outdoor furniture and continuing to keep millions of pounds of plastic out of North American landfills.”

C.R. Plastic Products lives that environmental ethos with its best-selling flagship Adirondack Chairs. “They are the ultimate in comfort and have a unique fit and finish that is made possible by our vertically integrated manufacturing process,” Robinson says. “They have a timeless design and boast our 25-year limited warranty like all of our outdoor products. We also have a new Modern Adirondack and Glider that launched this year.”

One of C.R. Plastic’s newest product lines is the Tofino Collection, a deep seating offering that has received positive reviews from customers. Described as simple, sleek, and contemporary, the collection is entirely modular so customers can customize the set depending on the outdoor space. “What I love about it is the versatility both in design and functionality,” Robinson says. “Depending on the frame and color combination, it can look coastal and waterfront ready while at the same time it can take on a simple, traditional look just by changing up the frame and fabric colors.”

LLOYDFLANDERSINC. TheVisionsCollectionfromLloyd Flanders Inc. (Menominee, Michigan) is new for 2021, but early results are promising, with Jess Flanders, vice president of marketing, already calling itahotseller.Visionscombinescontemporarydesignwiththedeepcomfortthatconsumersarecraving. Additionalnewofferingsin2021are: TheFairviewCollection,TheEssence Collection,TheElevationCollection, and new padded loom options for the Reflections Collection.

According to Flanders, Reflections remains the company’s top-selling loom group. “Its timeless styling and iconic comfort make it a perennial favorite of consumers and designers,” she says. “With 20 finish options, three back cushion options, and now the choice of having a cushion or padded loom tight seat, Reflections is also one of our most versatile groups.” In the highly competitive furniture category, Lloyd Flanders features the added benefit of multiple frame colors. Jess Flanders explains the rationale: “Too many consumers comment that it is hard to differentiate between the offerings that are on the market today, and we seek to help our dealers stand out from the crowd through 20 frame color options and more than 700 fabric selections. We’re also proud to be the only domestic manufacturer of outdoor wicker in the industry.”

For Lloyd Flanders, options aboundfordealersandcustomers alike, with plenty of demand in the offing to fuel what should be solid sales to round out the year. “The outdoor living industry will continue to thrive as homeowners embrace their outdoor spaces as an essential part of daily life, and not just an occasional place for entertaining or downtime,” Flanders says. “We'll continue to see a push toward functionality—furniture that not only looks good, but is also comfortable and durable as outdoor spaces become a mainstay of daily life. Furniture that is versatile will be big; think chat groups that serve as lounge seating or casual dining.”

WINSTONFURNITURE COMPANY TheHarperCollectionisthenewest offering from the Winston Furniture Company (Haleyville, Alabama). Evoking elements of watercraft, the collection features ultra-durable poly

Italia Collection from Summer Classics

Wexler MGP Sling Porch Rocker from Telescope Casual

Pisani is seeing a lot of customers who are interested in large 8- to 10-person dining sets or chat/conversation cushions with fire tables or coffee tables. “The traditional four-person dining table is less popular these days,” he says. “As for colors, we have noticed a variety of gray tones are in high demand.” Pisani predicts a continued focus on outdoor areas over the next several years, and expects a migration of people leaving the city to buy homes will only increase demand. To deal with this demand, Telescope relies on Sunbrella which provides “a lot of exclusive fabrics.” “We have a very attractive early buy/stock program offering customers large discount incentives and dating payment terms into the spring and summer,” Pisani adds. “As an American manufacturer, we offer fast deliveries and three-week lead times on made-to-order items. All our customer service, warranty, parts, and sales offices are in the same building, so we pride ourselves on our level of customer resinplanks. service quality.” Accordingto WesleyCampbell, OWLEE vicepresidentof Lastyear,OWLee(Comfort,Texas)releasedanew marketing,the collectioncalledAvana,aswellasasmallergroup itemsareinspired dubbedUrbanScale.Familiartopsellersarestillthe byteakboatdeck- MonterraCollectionandthecompany’svenerable ingandall-weath- firepits.“Monterraisabout12yearsoldnow,and eraluminum has becomeoursignaturechair,”saysLeisa framesformainte- McCollister,vicepresidentofmarketing.“Itisan nance-freeseating extremelycomfortablechair,andtimeless.Firepits that is ready to continue to do well. We got in the fire pit game early withstand the and were able to get a lot of market share.” harshest outdoor Other product offerings have taken shape in conditions. recent years, quickly gathering momentum. At the

“Matching beginning of the 2010s, for example, modern, clean planked tables line styles were still something of a niche market. complete the look The Berkeley McCollister acknowledges that, “Now it’s what and are available in a variety of sizes Collection from Castelle Furniture everybody wants.” Specialty retail stores and residential and comand heights,” Campbell says. “This collection is avail- fortable furniture made with original details, cus- mercial designers rely on OW Lee to cater primariable in multiple finishes and plank colors via our tomizable finishes, and resort-grade materials.” ly to baby boomers, but the Gen X and millennials Special Order program, plus we stock it in one finish are also emerging as important demographics. All and plank color in our Quick Ship program. We TELESCOPECASUALFURNITURE demographics appreciate what McCollister calls the added the popular Palazzo Collection to our Quick Best-sellingcollectionsatTelescopeCasual “full package of style, quality, value, and customer Ship program for 2021 and has also sold very well.” Furniture (Granville, New York) include Wexler service.” That service extends to dealer businesses

Founded more than 45 years ago, Winston has sling and cushion and Belle Isle sling and cushion that appreciate OW Lee’s family-owned ethos. a rich history of producing high quality products offerings. “Both are made from HDPE or mixed OW Lee’s nimble culture extends to style and at affordable price points. Several finish and fab- media,” says Matt Pisani, national sales manager, color, allowing designers to respond to color and ric options are available via the Special Order “which is unique to the outdoor market.” design trends. McCollister declares that brown is program and Campbell stocks “a number of high- With outdoor spaces increasingly becoming coming back, but adds, “The undertones are more velocity items in our popular Quick Ship pro- extensions of the indoor space, Telescope Casual is yellow than red this time, it seems. Beige is huge, gram shipping from our facility in Haleyville. We capitalizing on the trend with more refined designs and cooler-tone grays are declining. Consumers really have something for everyone and the flexi- and multiple options (frame color and fabrics) to today are most interested in a more laid-back, bility of this approach has been very popular with allow homeowners to customize their outdoor space. modern, eclectic look.” our dealers.” “We are always trying to design with functionali- McCollister believes customer enthusiasm will

Winston launched an all-new curated fabric ty in mind,” Pisani says. “We make furniture out of continue, at least in the foreseeable future. “More book to support Special Order programs that both aluminum and HDPE. Most companies are than ever, people see their home as a sanctuary,” she includes fabrics and slings from Bella Dura, one or the other, and our ability to marry the two says. “The backyard even more so. Orders have not Outdura, Phifertex, Sunbrella, and Textilene. materials makes us stand out. We are also one of the slowed down since the reopening of retail last spring. The high-tech fabrics feed the growing trend few 100% American manufactured companies, At some point, supply will catch up and demand will toward outdoor styles with an indoor feel, mainly which allows us to offer made-to-order furniture and wane, but I think it’s a long time off. We are all due to what Campbell describes as “ultra-com- fast lead times.” extremely lucky to be in this industry.”

Muirlands Cushion from Tropitone