Earlier this year, two venerable outdoor brands joined forces when Berlin Gardens acquired Windward Outdoor. In the months since, the two companies have begun to meld their operations to offer customers a wider range of product and designs.
“Bringing Berlin Gardens and Windward together means a greater variety of products and convenience for dealers and end customers,” said Shawn Miller, president, Berlin Gardens. “It ultimately allows us to reach more consumers and inspire them to ‘Take Life Outdoors.'”
Miller said the two companies’ product offerings present a complementary array of items, materials and design styles that make it simple for dealers to diversify their assortment.
“As far as furniture, we have Berlin Gardens’ more classic portfolio with the majority being HDPE/poly material, whereas Windward offers stylish and contemporary aluminum and MGP pieces,” he said. “We are becoming a one-stop shop for our dealers by offering not only both brands of furniture, but also Berlin Gardens Structures and Agora Outdoor Cabinetry.”
That diversification of product has long been the goal of Ohio-based Berlin Gardens, according to owner Sam Yoder. He said the company saw Pennsylvania-based Windward as a natural fit for their business evolution and knew the acquisition would enhance Berlin Gardens’ value to dealers and consumers.
“It has been ownership’s long-term goal to diversify Berlin Gardens to further develop and strengthen the company for future generations,” Yoder said. “Windward came with a rich history and philosophy that closely aligned with a faith-based approach to business. David Peace, the previous owner, operated with similar values and had long-standing partnerships with customers. The acquisition aligned with our vision and mission and allows us to make positive impacts in new communities.”
With an acquisition that brings two well-known brands together operating separately under one corporate umbrella, making the most of synergies while also showcasing what makes each distinctive has been a major focus.
“We are doing this by highlighting the differences between the two brands, but also how those differences can fit together,” said Regan Wilcox, director of marketing, Berlin Gardens. “Berlin Gardens and Windward both have their own voice and history, but that is ultimately what ties them together. We have seen it with our color palettes, logos, audiences, values and key attributes. Both Berlin Gardens and Windward are stronger together — we are building a solution for complete outdoor living that points to quality, commitment and innovation.”
Berlin Gardens’ marketing team recently grew with the addition of Renate Keares as the company’s vice president of marketing. Keares formerly was vice president of sales and marketing for Casual Living Unlimited, maker of now-defunct Breezesta poly brand. Adding Keares to the team was a strategic move as the company aspires to increase brand equity, prepare the company to scale and grow sales in both new and existing channels.
Heading into Casual Market Atlanta, Berlin Gardens and Windward will continue that push to make the most of their differences while playing up their commonalities. The two will operate separate showrooms — Berlin Gardens in Building 1, 5-D1 and Windward in Building 1, 7-632.
“Behind the scenes, both companies have been working hard to showcase our individual strengths while also collaborating on co-branded initiatives,” Peace said. “The goal has been to highlight that while we remain distinct brands; there’s an undeniable strength and synergy when Berlin Gardens and Windward come together under one umbrella. Partnering with the Berlin Gardens team has been both fun and energizing — our brands integrate almost effortlessly. It feels like we’ve only just scratched the surface of what’s possible, and the potential ahead is incredibly exciting.”
Todd Braun, president of Windward Outdoor, said that he believes market attendees will get a sense of the new energy and opportunity brought on by the joining of the two companies.
“My hope is that visitors recognize the powerful breadth of capability Berlin Gardens and Windward represent under one umbrella,” Braun said. “From the craftsmanship of Amish-made poly to the modern adaptability of aluminum, our product lines span the full range of outdoor living. Together, we demonstrate how two distinct brands can unite to offer customers unparalleled choice and design flexibility to complete any outdoor setting they are buying for.”
