While some manufacturers still release new products and updates at certain times of the year, like at the Casual Market, Frankford Umbrella is one company that keeps things moving all year long.
The company saw an 11% increase in sales from 2023 to 2024. Laura Dudley, national sales manager, says this is a good sign not only for the manufacturer, but also for the industry as a whole.
“Despite a tough year, this increase translates well for Frankford and for our clients for 2025,” she says. “Our goal is to make them money. That’s what we’re here for. I’m hearing such positive things from everyone in the industry, and everyone is feeling optimistic. It’s a big change in tone from a year ago.”
Products are at the center of the company’s introductions, although it has also released new front-end and back-end technology to help retailers succeed.
On the product side, the company listens to its retail customers and uses their feedback to create new lines. It released its first resort-style cabana for 2025 called the Marella, a 10-by-10 unit that can be customized for resorts or high-end customers.
“It’s been well received so far,” says Dudley. “We wanted to make it easy to use for anyone in any climate, so the fabric on the sides can be taken off quickly for those in areas that have high winds or hurricanes. They can also be permanently mounted.”
Also for those in places with high winds, the company introduced a 100-pound umbrella base in powder-coated steel with four wheels. Each of those wheels can individually lock, and Dudley says the wheels glide so anyone can push it around with ease.
Frankford also expanded its market umbrella line by adding a second rectangle option. Dudley says this used to be a popular size and that it’s starting to trend again as customers buy bigger tables for outdoor gatherings. The new size measures 8 1/2 by 11 and can be mounted inside a dining table umbrella stand.
The company has also significantly invested in technology with its Shade Designer platform that is accessible through Frankford’s website. It can be used by the general public to customize umbrella designs, but there’s also a back-end tool that retailers can use.
“It’s a nice tool for them to have, especially salespeople, because they don’t have to keep taking time to reach out to us to find out what’s in stock,” Dudley says. “It’s all done on the fly for them in this program that they can just use on their iPhone, on their tablet or their computer. They can actually use this program with their customer right there in front of them and never fear about them seeing the MSRP.”
As this has taken shape, Dudley says the company is making enhancements to that program that are going to debut this year and next. Examples of these updates will include adding in balances, more fringe options and the ability for a customer to have fabric on the underneath of their umbrella and another fabric on the top of the umbrella.
“There’s going to be anywhere between eight to 12 balance options, depending on timing,” she says. “We’re going to do eight balances for July of this year, and then we’re going to add additional ones later. We’re seeing this trend in this custom business. It’s a nice way for our clients. It makes our clients more money, and it keeps that end user satisfied.”
Dudley explains that the company is also planning to debut a new training program for its retail customers. Available via website and app, Shade Pro will help train retailers in everything Frankford.
“This is going to be an excellent tool for our retailers, especially when they have a new salesperson that needs to be onboarded,” Dudley says. “This is going to make that process so much easier.”
Finally, the company is working on the Shade Pro rewards program, a sales performance incentive fund program that Dudley describes as a monetary “thank you” to the salespeople during select months of the year.
Between these three tools, retailers can check Frankford stock at any time, see open orders, see when an order is expected to ship and much more.
“We are trying to get as many tools into the hands of our clients as we can to make selling Frankford as easy as possible, because we understand that the easier it is for that salesperson, the easier it is for them to make that sale. We want to do everything we can to aid our customers in their sale. One of the things Frankford does really well is recognize that we wouldn’t be here if we didn’t have our customers. We always want to make sure that we’re doing everything we can to listen to them and help them.”
