In the bedding industry, the “sleep store of the future” is a hot topic that many love to speculate on.
However, that’s a topic that’s not discussed enough in the casual business. So what does the outdoor store of the future look like?
To start, it likely wouldn’t solely sell outdoor furniture, and it wouldn’t be focused on the furniture aspect as much as the lifestyle. That’s why a lifestyle store is a more appropriate term for how these stores will evolve, and if you look within the industry at some of the top retail players, it’s already happening.
Let’s take just three retailers as an example:
- Watson’s is a multicategory retailer in Ohio that sells everything from indoor and outdoor furniture to pools, spas, fireplaces, foosball tables and so much more. That massive selection is part of the store’s strategy of providing everything a customer could want for their outdoor areas — and indoor areas, as the company added furniture in 2018 and has always sold “fun” indoor pieces like game tables.
- Village Green Home & Garden in Rockford, Illinois, a several-time winner of the ICFA Apollo Award for retail excellence — and for good reason — this retailer does has another specialty in addition to casual furniture, and that’s plants. Through this, the store not only hits on the biophilia trend happening in the design world but also expands what the store stands for beyond the patio and into the full backyard. Plants are not an easy product category to add or do well, but the store has found success partnering them with outdoor furniture to promote the outdoor lifestyle.
- Casual Furniture World is a three-store retailer based in Winston-Salem, North Carolina, and like Village Green, the company has set itself up to be an outdoor living company. From hammocks to outdoor lighting, pillows and bird feeders, the company is broadening the meaning of outdoor living with accessories that extend the life of an outdoor space. Merchandised masterfully, the stores have successfully incorporated the idea that patio furniture is indeed casual, and can be used indoors and out.
Honestly, this list could go on and on, as there are many great retailers doing big things in this industry. And I encourage everyone to read our retail profiles to see what some of the best sellers in the industry are doing right. Here are a few you may have missed:
- Customer experience is key for Southeastern Kentucky Pool & Patio
- For diverse Marx Fireplaces and Lighting in Illinois, word of mouth is the best marketing
- Outdoor retailers must always be willing to adapt, Fowler Brothers president says
But to the point of this article, the casual furniture store of the future looks different in that outdoor is no longer a category that stands on its own. It has moved from the patio to magnificently decorated outdoor spaces that sometimes have multiple areas for dining, seating, lounging and more.
Retailers should move forward with this in mind and think about how they can add categories — whether it is holiday products during the off-season or additional products that help expand the outdoor space — which ultimately is a good thing for everyone because it keeps people buying and helps retailers get into new categories that make them more money.
