Numerous permanent outdoor showrooms in AmericasMart were made available to buyers during the first Atlanta Market of 2023, and the soft launch helped prepare for the launch of the Casual Market in July.
“This is our soft opening, and we’re getting all of the kinks worked out,” said John Pinion IV, the national sales manager for Lloyd Flanders. “Everyone is putting their best foot forward and setting up attractive showrooms in unison.”
Noting that the casual buying season has become more “fluid than ever” since the pandemic, According to Pinion, Lloyd Flanders’ lead times and product availability are on par with or even better than they were before COVID. He added that the company continues to tell a “premier experience” story that includes looks, quality and comfort.
“People have projects in mind for both the inside and the outside now that everyone is aware of what they like and don’t like. Customers choose us because of our aesthetics and adaptability.”
More to Come
New furniture groups, a new swatch board, and a new color scheme will all be introduced at the Atlanta Market in July, according to Bryan Echols, senior vice president of sales and marketing.
“We went up 25% on our space in this new showroom, and it allows us to let the collection breathe,” Echols said. “We’ll put up artwork, build spaces in front, and use color as much as possible throughout the event.”
Since the pandemic, there has been an increase in interest in the outdoor category, and according to Echols, this trend is likely to continue soon.
“During the pandemic, the concept of coming together and creating a space for these gatherings really took off. We are still enjoying our outdoor spaces and have a better understanding of each other’s neighbors than before.”
Mark Osborne, director of residential sales at Mamagreen, reported that his team is encountering an increase in designer-driven business from customers seeking medium- to high-end outdoor furnishings.
“Mamagreen is a fairly young brand in the U.S.,” Osborne noted. “About 90% of our materials are reclaimed and our foundation is made of teak. We’re aware of the importance of reducing our carbon footprint, and this is getting a lot of attention.”
Osborne continued by saying that he anticipates continued success for the casual category in 2023.
“During the pandemic, people were nesting and living comprehensively outdoors,” Osborne said. “Dining tables and seating groups will remain popular because heating lamps and firepits have made outdoor living more accessible all year long.”
Happy With Atlanta
The Telescope team at AmericasMart was operating normally for buyers, according to Henry Vanderminden IV, president of Telescope Casual.
“We were 100% ready,” Vanderminden said. “We didn’t launch slowly with this.”
Vanderminden said that while the Casual Market enjoyed a long history in Chicago, he believes the new location for the renowned annual event for the outdoor category offers opportunities. He also mentioned that both his father and grandfather were involved with ICFA from the organization’s beginnings.
“Since the airport is convenient, I believe we’ll attract more local customers here. The United States offers over 150 direct flights. and 75 or so international flights into At July Market, we anticipate seeing fresh faces from Atlanta.”
Like many of his competitors, Vanderminden is optimistic about the future demand for outdoor furniture.
“Consumers have embraced the concept of the outdoor room,” he said. “Without being constrained by walls or requiring building permits, they discovered a nice way to enlarge and define their homes. Both in residential and commercial settings, there is still unmet demand for the goods and the category.”
Residential and commercial buyers are included on Bambrella’s list of clients, according to Chief Operating Officer Cameron O’Connor. As an “upper-scale product at a moderate price,” the Atlanta buyers responded to the Bambrella line during market because it has a distinctive value proposition.
“The quality of visitors to our showroom has been excellent,” O’Connor said. “We have spoken with a number of buyers who are at market sourcing for specific projects that they are working on.”
Jensen Outdoor’s use of ipe wood from Brazil and Bolivia in the company’s outdoor products is one hallmark of the line, and President Eric Parsons said that the material is “FSC-certified and part of our DNA” along with a comfort story that lauds sitting “in” instead of “on” furniture.
“Affluent consumers want their outdoor living spaces to be an extension of who they are,” he said. “They want to be comfortable outside if they are comfortable inside.”
Parsons said he believes the casual industry’s new home will be a good one for the company and that the Jensen Outdoor team is already geared up to introduce the line to new customers in Atlanta.
“IMC is in the tradeshow business, and they market to get people into the buildings,” Parsons concluded. “I believe that by participating in this market, we will gain access to new clients, and we are eager to share our experiences.”
