From his start as a sales rep with Samsonite Furniture to his most recent role as senior vice president of sales and marketing at Lloyd Flanders, Bryan Echols needs no introduction in the casual furnishings industry.
With word that Echols has joined Jensen Outdoor as its new vice president of sales, we caught up with the industry executive to learn more about his journey in the outdoor industry and how it has led him to this new opportunity.
Casual News Now: How did you get your start in the industry?
Bryan Echols: I started as a rep for Samsonite Furniture in 1992, when they were in their largest growth phase. I was the rep for Georgia, Alabama, Mississippi and the Florida Panhandle. I started fresh and never looked back. Later on, I added Ohio and western Pennsylvania and started to represent other lines as well.
CNN: What are some of the biggest changes you’ve seen in the outdoor industry?
BE: When I first came to the industry, outdoor furniture was very streamlined. There were good competitors, but there weren’t many options when it came to design. We maybe had 25 fabrics and four finishes when I was at Samsonite. But when I joined Lloyd Flanders in 2019, we had 20 frame finishes and 700 fabrics, so that alone is one of the biggest changes. There has also been much more thought put into the outdoor room today compared to when I was a rep. The outdoor industry tried to promote the outdoor room as a concept for decades, and I think it finally grabbed hold in the last 10 to 15 years. People have started to elevate their outdoor areas. You’re seeing improved lighting, large outdoor structures and landscape artists who are doing amazing things with outdoor areas. That’s just given credence to how much everybody’s paying attention to outdoor and, honestly, how important it is to the way we live, entertain and relax.
We recently gathered at an ASID event during Atlanta Market where 23 showrooms participated. It was amazing to me how many of the designers were blown away by the level of product that was out there, what they can do with it and also how versatile the materials are while still withstanding the elements. That’s a big credit to all of our manufacturers that have continued to seek ways to push the envelope of design and creativity. It’s inspired a lot more people to be adventurous outside with what they can do
CNN: Do you think consumers are still surprised when they find out that products today can be kept outdoors all season?
BE: Yes, I believe so. And it’s even more important for our dealers to communicate that. Retailers need to educate consumers and match the customers’ expectations for what they want. A lot of dealers are good at this, but they need to do more. I have heard repeated stories, especially from our design clients, about customers who were extremely disappointed by “disposable” furniture that only lasts a few years. And sometimes the people who experience that become the best customers for retailers because they have gone through the bad experience and can come to a retailer for a better one. That’s where I think a lot of our stores are doing a good job. They’re good at educating the customers and offering a service, whether it be design, delivery or maintenance. There are all kinds of ways specialty stores can offer great service for customers with the help of manufacturers they’re partnered with. That’s where a lot of them are thriving, but that’s also what we need more of throughout the industry.
CNN: What made you want to go to the manufacturing side of the business in 2019 after having been a rep for over 20 years?
BE: Early on in my career I fell in love with the industry and the people who were in it. To see an entire industry of people so dedicated to actually serving their customers is amazing, and the connection that was between all the different aspects of our industry was very attractive. I’ve enjoyed talking to my fellow reps over the years, whether they be from the companies I worked with or others, and I have been fortunate in my career also to be on several rep councils, where I learned about manufacturing processes. One of the reasons I wanted to get into manufacturing was to learn more about how the products are sourced and made. I’ve been fortunate enough to travel overseas and see how many different types of outdoor products have been made. And I’ve always been fascinated by how a product is built.
I also I have a very strong desire to make sure our industry continues to thrive as changes continue to come. I think that’s one of the ways we do that is by working together. Continuing my education on the manufacturing side of things was definitely something that was going to be helpful to me in doing that.
CNN: With no shortage of outdoor manufacturers in the industry, what attracted you to Jensen Outdoor?
BE: I was familiar with the company, and I’ve known the president, Eric Parsons, for probably 30 years. The culture he’s built at Jensen and the changes that he made to product design made me want to also be a part of that team. A lot of the things they laid out about the future sounded very appealing to me. Lloyd Flanders has always been a home for me. It’s always been like an extended family. So one thing that made me excited about Jensen is that I had that same feeling as well. It’s a very close-knit organization, and it’s very dedicated to its consumers and dealers. I want to be part of any legacy so I can leave something if my children ever get into this business, or even my grandkids. I’m second generation in the industry, and I hope there’s definitely a third or a fourth.
