ATLANTA — At this week’s Casual Market Atlanta, Lloyd Flanders launched a new 13-collection offering created to address a market the line previously had not served. Lloyd Flanders’ Lifestyles is a container-direct program aimed at the medium price point.
The line offers pricing such as sofas for $1,599 and dining sets for $2,999, considerably less than Lloyd Flanders’ higher-end domestically manufactured product.
“We’ve always been on the premium price point, but now we have a mass market midprice point,” said John Pinion, director of sales, Lloyd Flanders. “But what makes it special is we’ve taken some of the best techniques we have from the high end and applied it to the midprice product. So you have better quality and value.”
With tariffs forcing many in the middle range to raise prices, Pinion said Lloyd Flanders saw an opportunity to offer that customer a quality alternative with a streamlined pricing program for containers.
“We have a door-to-door price, so there’s no guesswork on tariffs for the customer,” Pinion said. “If they want to do FOB (free on board) and figure it out themselves, they’re welcome to have that price. But we also have the door-to-door land price option, and the reception on that has been really good because it’s easy.”
Pinion said that allows the customer to order and price out furniture rather than waiting for the freight bill and tariff bill to figure out what their price will be.
Lifestyles includes a wide range of product styles, from Lloyd Flanders’ signature woven looks to mixed-material aesthetics and contemporary aluminum groups. Pinion said one of the most popular groups has a large, round chat table with six generous lounge chairs, which retails for $4,500.
“What’s happening is when you eat outside, you don’t just eat and dash—you sit back, have a conversation, drink some wine, play a game,” he said. “We lowered the table to make it chat height so you’re not looking up over the table to speak to people.”
Pinion said with the product range, price points and container capacity, Lifestyles has opened up an entirely new customer base for the venerable casual furnishings brand.
“We’ve really expanded our dealer network overnight,” he said. “We can be in Top 100s and volume patio stores that we were not getting.”
