Expanding into garden furniture is a natural evolution for the interior furniture retailer, but to be successful there is more to it than placing a few bistro sets in the window.
Product needs to be carefully selected so it feels like an extension to existing indoor range; the operational implications need to be considered; and it needs to be correctly styled in store. With careful alignment, garden furniture can bring a substantial, and very welcome economic boost at a quieter time in the interior industry calendar.
Over the past few years since COVID, the UK outdoor living market has shifted away from cheap summer purchases to make use of the garden for a few weekends a year toward a “Buy Once, Buy Well” mentality. The average buyer now sees outdoor living products as a long-term home investment to make the outdoor environment and additional room in their home. This “outdoor room” aesthetic is at the centre of successful sales, and should be reflected in both the product selection and in-store merchandising.
Product Selection
- Aesthetic & Pricing Alignment. If the store specialises in mid to high-end upholstery then small, lower value bistro sets are unlikely to be a best seller.
- Zero-Friction Durability. The average UK buyer is tired of “shed-shuffling” bringing furniture and cushions in and out of the shed or garage every time a grey cloud appears. They want:
- Quick-Dry Technology: cushions that allow water to drain through them rather than soaking it up like a sponge.
- Rust-Proof Frames: powder coated aluminium allows furniture to remain outside all year round even in the damp UK winter.
- UV Stabilised Materials: to ensure that they cope with direct sunlight and colours stay fresher for longer.
- Wood Alternatives: instead of hardwood table tops which need regular maintenance, buyers are seeking polywood, wood-effect aluminium or moving to stone-effect sprayed glass or premium sintered stone alternatives.
- Storage Solutions: bespoke covers and matching cushion boxes are deal-makers
- The Outdoor Living Room Aesthetic: the indoor furniture retailer is perfectly placed to create this vision. Product selection is key:
- Rising, dual-height tables can be a “hero” product for homeowners who don’t have the space for two sets.
- Deep seating is increasingly popular as the consumer wants to emulate the living room outdoors.
- Neutral palettes: these are colours like anthracite, “greige” and organic weave colours that still look fresh even on a cloudy day.
- Textures: twisted weaves and ropes offer a tactile interest.
- Modular versatility: offering outdoor seating that can be rearranged for a party or a solo nap is a huge selling point.
Operational Considerations
- Mastering Seasonality: garden furniture is notoriously seasonal which can be a “feast or famine” trap for indoor retailers. Here are some tips for avoiding pitfalls:
- Order well in advance. Garden furniture is usually ordered in the summer/early autumn before. This ensure the best price and choice.
- Start early. Begin marketing in late winter/early Spring and get displays in place well before Easter.
- Keep margins flexible. Begin with a higher margin which can be reduced as the season goes on or in the event of a wet summer. Aim to sell out.
- Staff Training: indoor staff are used to talking about fabrics, fillings and timbers; they need a new vocabulary for the outdoors: they must be experts on the science of weather-durable materials and selling maintenance items like covers and cushion boxes as a value-add.
- Logistics: delivery fleets need to be able to cope with the “Big Box Challenge” that garden furniture presents. However, the personal delivery service that many retailers offer can be a real differentiator for consumers against the DIY stores and garden centres.
In-Store Merchandising
Once product has been selected to echo indoor collections then these can be styled incorporating textiles, fire pits and shade solutions. Zoning can be a useful tool to create a balanced outdoor collection:
- The Alfresco Dining Zone
- The Deep Lounge Zone
- The “Nook” Pieces
Papaya Trading is a unique interior and exterior furniture wholesaler. Their garden ranges are sold under the “Sunnii Lifestyle” brand and encompass a wide range of rattan and aluminium collections which cover all price points and styles. They offer product to the retailer in both container and small wholesale quantities.
“At the heart of Papaya’s garden furniture offering are our production capabilities,” says Graham Crombie, Managing Director. “We have access to an extensive manufacturing base and have a comprehensive technical team with the ability to produce not only our own core ranges, but also a wide variety of bespoke collections for larger retailers. This enables our customers to protect margin through own-brand labels, as well as developing their own brand quality with their consumers.”
