What do the brands Crocs, Michelin and Sleep Number have in common? They all focus on one product — shoes, tires and beds, in this case — and are well-known names among consumers.
In the casual world, Pasticallo is aiming to become the name known for automated smart umbrellas. And it has been on a mission to expand its presence in specialty retail.
One of their first moves was to hire casual industry veteran Mike Freidrichsen to lead its sales team as vice president of sales. He said the company is not an umbrella company but rather a technology company.
“They do a lot of outdoor security cameras, tablets and smart watches, and they just happen to have this idea for an umbrella,” he said. “When I talk to dealers and they say they already have an umbrella line, I explain that no one else has this.”
The umbrella is motorized, lighted and crank-free. It can be solar-powered or powered by batteries and is controlled by a remote or the Pasticallo app. It also features multicolor LEDs, Bluetooth speakers and a detachable power bank.
Powered by a dual motor, the umbrellas allow users to open and close with the touch of a button. The included umbrella base also features 360-degree rotation so users can change the orientation and position of the canopy without having to manually lift anything. It also has a unique wind sensor.
“When it gets too windy, the umbrella will crank itself down automatically, and customers don’t have to rush outside when they hear that there’s a storm coming,” Freidrichsen said. “This is like the Tesla of umbrellas. I’ve had dealers say that this is the first product that they put on their floor that generates an easy sale. There’s not really anything in our industry that’s cool to talk about. We haven’t had that in a long time. Consumers are getting younger, and they’re embracing technology.”
The company has two models, Paramount and Pinnacle. Both combine high-tech features and luxury aesthetics, with the Pinnacle featuring advanced automation and smart connectivity.
While the product is designed for hospitality use, with contract-grade, thick aluminum and Sunbrella fabrics, Friedrichsen said the company is focusing on giving specialty retailers something different to put on their floor.
When the company shows at the Casual Market this July, it will be ready to do business, and Friedrichsen said buyers are anxious to see what’s out there.
“I think everybody’s relatively comfortable and knows how much they’re going to spend on their product for next year,” he said. “The economy is unpredictable so we will have to see what happens on July 9 with the tariff situation.”
