Around 2017, the outdoor category gradually started to shrink at the Las Vegas Market. There used to be at least 25 pure outdoor exhibitors on the 13th-15th floors of Building C, and today there are less than 10 across three buildings.
But those that show in Vegas told Casual News Now that they were extremely pleased with the traffic. Some were even surprised how busy the market was in terms of foot traffic, and others didn’t expect to write as much business as they did by the time I saw them on Monday.
After speaking with a few of the exhibitors, there’s a clear opportunity for certain outdoor companies to take advantage of the Las Vegas Market, and for retailers and designers to shop them.
- Designers are a growing channel for the outdoor industry and have been for a while. Not every outdoor company is a fit for designers, but those who create high-end, high-style products are the ones they are looking for. Designers will consistently need more options, and the West Coast and Midwest need outdoor furniture. They can offer as much business as a midsize retailer if your product speaks to their needs.
One outdoor exhibitor told us that a single designer had 50 projects going and came to them for outdoor furnishings. If you’re a designer or retailer with a large contract order, finding some pure outdoor exhibitors makes your job even easier.
The excitement from exhibitors at the show indicated that there is a reason for those with the right products to consider joining the Vegas market. Bernhardt recently joined the market and has a sizable space with outdoor furnishings spread throughout. One of the nice things about the industry is that no one is too competitive — everyone wants everyone to win — and there’s enough business to go around. - The strategy around the showroom placement seems to have had a great effect on the success of the current exhibitors. While the three-floor setup in Building C worked with nearly 30 exhibitors, when the numbers fell it became a scattered scene. Now, many outdoor exhibitors show on the first floors of Buildings A and B — central locations with tons of passing foot traffic. Every single one I’ve spoken with has been satisfied with not only the turnout, but also the amount of business written.
- The Vegas market is much easier to navigate than the High Point Market. Unlike other residential-focused markets, the Las Vegas Market offers an opportunity to meet with commercial accounts and provide product for large projects. These companies often buy in large quantities. One exhibitor we spoke with off the record reported a massive order from a reputable hotel chain. For a manufacturer, a few large commercial accounts can be a game-changer.
- January is early in the production schedule for many manufacturers, so why not take advantage of an early market and show prototypes? Get retailers and designers’ opinions on new product. This not only offers them a sneak peek into what’s coming, but it helps them become part of the process and creates loyalty. There’s plenty of time to go back and make changes before the big Casual Market, and you know you’re giving retailers what they are looking for.
Coming off of a successful winter Atlanta market and into another one in Vegas weeks later, exhibitors I spoke with feel that the industry has nearly reset itself and will start to return to normal this year. Retailers and designers are ready to see what’s new, and manufacturers have big plans in store for the Casual Market in July.
