If you’re in the patio business in Dallas, then it’s highly likely that you know Waymon Rose.
Rose was a road man for years across a multistate region, until it made more sense to move his samples from a display case to a showroom.
More than 65 years on, Rose’s granddaughter Janie Reeves is now sole owner of Rose Casual, a to-the-trade 4,500-square-foot showroom in the Dallas Market Center, where she, sales associate Linzy Hildreth and designer Liz Villarreal work closely with patio retailers and designers to deliver the best the outdoor furnishings segment can offer.
“We are excited to now be in our female-owned and -operated era,” says Reeves. “The last several years it has been me and Linzy working together full-time through all the changes within the business and challenges the industry has presented. We recently added a new member to our work family who is an established interior designer, and our future is bright! “
Given that it is a to-the-trade showroom that works with designers and retailers instead of strictly business-to-consumer, the point of view is slightly different than it would be for a business-to-consumer retailer.
When asked, for example, which was going to be the most important consideration for 2024, whether it would be merchandising, product assortment or lead times, Reeves says that it would be product assortment.
“Our designers thrive on having the option to customize designs and being able to source for any style,” Reeves says. “We’ve been fortunate to not see a big slowdown in business, but with most outdoor furniture being made overseas, there can be challenges with production and lead time for special-ordered product.”
To get the word out, Rose Casual takes advantage of the design-related events in the community, many of which are hosted within the Dallas Market Center, as well as posting regularly on social media.
To determine who to carry — and thus, who to recommend — Reeves says the showroom does its homework.
“We attend the casual market a few times a year to ‘sit and see,’” she says. “Our focus is to ensure the product is good quality, the manufacturer fits our niche and we educate ourselves on new product developments.”
To set themselves apart from the competition, Rose Casual puts in the work.
“We focus on being a highly curated and boutique experience where designers have access to more unique items and can rely on the Rose Casual team to receive excellent customer care,” says Reeves.
That extends down to online sales.
“If one of our designers finds a product online for less than what they were quoted, we will price match if necessary,” says Reeves. “But typically, the product they are seeing is a stocked option versus a customized order.”
Any advice for a struggling casual retailer today?
“Educate yourself as much as possible on your products,” she says. “The more you know, the more confidence you will have while selling.”
