The U.S. Market for Outdoor and Casual Furniture, Grills and Accessories

• Scope and Methodology
• Market Parameters
• Report Methodology
• Figure 1-1: U.S. Retail Sales of Outdoor and Casual Furniture and Accessories, 1999-2008 (in millions of dollars)
• The Market
• Outdoor/Casual Furniture Market at Nearly $8 Billion in 2008
• Metal at 42% of Market
• Barbecue Grill Sales Up 7% in 2003
• Mass Outlets Rebound to 57% of Market
• Figure 1-2: Share of U.S. Retail Sales of Outdoor and Casual Furniture by Category, 2003 (percent)
• Most Purchasing Among High-Income Households
• New and Old Homes Focus on “Outdoor Room”
• Waiting for the Promised Rebound
• The Marketers
• Hundreds of Marketers
• Marketers Compete in Multiple Materials and Segments
• Leaders in Outdoor Furniture and Accessories
• Manufacturers Cultivate Foreign Ties
• Market Follows Shifts in Economic Trends
• Marketing and Retail Dynamics
• Innovation and Diversification—Still Keys to Success
• Quality and Durability Critical in Today’s Economy
• Segmentation by Consumer Group
• Targeting Younger Consumers Through Price and Style
• Appealing to Condo and Apartment Dwellers
• Tapping into the Juvenile Furniture Market
• Targeting the Environmentally Concerned
• Working with Retailers
• New Colors and Textures for Furniture and Grills
• $18 Million Spent on National Consumer Advertising
• Intensive Trade Activity
• Mass-Market Outlets Dominate Market
• Specialty Outlets Feel Pressure from Economy, Imports
• The Consumer
• Recent Purchasers of Lawn/Porch Furniture
• Income Also Top Indicator for Outdoor Grill Purchasing
• Trends & Opportunities
• Slow Economy a Potential Plus

Chapter 2: The Products

• Product Overview
• Scope of Report
• Furniture, Grill, and Accessory Categories
• Products Not Covered
• Three Types of Furniture Products
• Seating Products: Five Forms
• Chairs
• Three Alternative Seating Options
• Chair Styles
• Love Seats and Settees
• Other Seating Products: Benches, Stools, and Ottomans
• Cushions
• Four Main Types of Textiles
• Tables: Several Styles
• Table Styles
• Umbrellas: Components and Variations
• Umbrella Shade Sizes and Styles
• Four Major Product Materials: Metal, Plastic, Wicker/Rattan, Wood
• Metal: Two Major Segments
• Aluminum
• Steel and Iron
• Plastic: Two Major Segments
• Resin
• Polyvinyl Chloride
• Four Plastic Molding Processes
• Wicker/Rattan
• Rattan: A Material and a Type of Furniture
• Wicker: Furniture Made from Rattan and Other Materials
• Wood
• Barbecue Grills
• Gas
• Charcoal
• Electric
• Accessories
• Other Outdoor Appliances and Accessories
• The Outdoor Kitchen
• Year-Round Rooms
• Two Distribution Classes: Mass and Specialty

Chapter 3: The Market

• Market Size and Composition
• Manufacturers’ Shipments of All Furniture at $70 Billion
• Table 3-1: Furniture and Related Products: Value of U.S. Manufacturers’ Shipments, Inventories, and New Orders, 1997-2002 (in millions of dollars)
• Figure 3-1: U.S. Retail Sales of Outdoor and Casual Furniture and Accessories, 1999-2003 (in millions of dollars)
• Outdoor Furniture Shipments Slip in 2002
• NAICS Data Indicate Declines for Metal and Wood Outdoor Furniture
• Table 3-2: Metal Porch, Lawn, Outdoor, and Casual Furniture: Value of U.S. Manufacturers’ Shipments, 1997-2001 (in thousands of dollars)
• Table 3-3: Wooden Outdoor, Unpainted, and Ready-to-Assemble Furniture: Value of U.S. Manufacturers’ Shipments, 1997-2001 (in thousands of dollars)
• Retail Sales Difficult to Quantify
• Outdoor Furniture and Accessories Market Approaches $6 Billion in 2003
• Table 3-4: U.S. Retail Sales of Outdoor and Casual Furniture and Accessories, 1999-2003 (in millions of dollars)
• Retail Outdoor/Casual Furniture Market at $3.2 Billion in 2003
• Table 3-5: U.S. Retail Sales of Outdoor and Casual Furniture, 1999-2003 (in millions of dollars)
• Metal and Plastic Categories Exceed $1 Billion
• Table 3-6: U.S. Retail Sales of Outdoor and Casual Furniture by Category, 2003 (in millions of dollars)
• Metal at 42% of Market
• Figure 3-2: Share of U.S. Retail Sales of Outdoor and Casual Furniture by Category, 2003 (percent)
• Seating Products at Three-Fifths of Market
• Barbecue Grill Shipments at 15.2 Million
• Table 3-7: U.S. Barbecue and Grill Unit Shipments, 1998-2002 (units)
• Grill Sales Up 7% in 2003, Gas Grill Dominate Category
• Table 3-8: Retail Sales of Barbecue Grills and Accessories, 1999-2003 (in millions of dollars)
• Sales Strongest in Spring and Summer
• Mass Outlets Rebound to Claim 57% of Market
• Figure 3-3: Share of U.S. Outdoor and Casual Furniture Market by Retail Outlet Type, 2003 (percent)
• Outdoor Furniture Taps an Older Demographic Than Grills
• Table 3-9a: Indices for Household Purchase of Lawn/Porch Furniture or Outdoor Grill in Last 12 Months: By Age Bracket, 2003 (U.S. adults)
• Table 3-9b: Indices for Household Purchasing of Lawn/Porch Furniture or Outdoor Grill in Last 12 Months: By Age Bracket, 2003 (U.S. adults)
• Non-Hispanic Whites Largest Consumers
• Table 3-10: Indices for Household Purchasing of Lawn/Porch Furniture or Outdoor Grill in Last 12 Months: By Race/Ethnicity, 2003 (U.S. adults)
• Outdoor Furniture Biggest in Northeast, Grills in Midwest
• Table 3-11: Indices for Household Purchasing of Lawn/Porch Furniture or Outdoor Grill in Last 12 Months: By Region, 2003 (U.S. adults)
• Most Purchasing Among High-Income Households
• Table 3-12a: Indices for Household Purchasing of Lawn/Porch Furniture or Outdoor Grill in Last 12 Months: By Household Income Bracket, 2003 (U.S. adults)
• Table 3-12b: Indices for Household Purchasing of Lawn/Porch Furniture or Outdoor Grill in Last 12 Months: By Household Income Bracket, 2003 (U.S. adults)
• Purchasing Directly Related to Household Size
• Table 3-13: Indices for Household Purchasing of Lawn/Porch Furniture or Outdoor Grill in Last 12 Months: By Household Size, 2003 (U.S. adults)
• Factors to Market Growth
• Recession, War, Unemployment Stifle Growth
• Housing Start Trends
• Table 3-14: U.S. New Privately Owned Housing Starts, 1991-2002 (in thousands)
• Home Sales Hit Record Levels
• New and Old Homes Focus on “Outdoor Room”
• Decks and Patios Growing Larger. More Complete
• Americans Staying Close to Home
• At-Home Vacations, Outdoor Entertaining Drive Sales
• Focusing on New Markets
• Blurring of Indoors and Out
• Products Appeal to Wide Range of Budgets
• Aluminum Continues to Drive Metal Category
• New Plastic Formulations Grab Attention
• Wicker/Rattan Gaining from Home Decorating Trends
• Mixed-Media Offers Value, Quality, Novelty
• Cross-Competition Dampens Wood Furniture Sales
• High-Tech Designs, Health Concerns Drive Umbrella Sales
• Grills Hot at Retail
• Hybrid and Electric Models Attract New Grillers
• Attention to Style Draws New Grillers
• Promoting Year-Round Sales
• Romancing the Outdoor Life
• Expanding Distribution
• Low-Cost Imports Squeeze Domestic Manufacturers
• Market at the Mercy of the Elements
• Figure 3-4: Projected U.S. Retail Sales of Outdoor and Casual Furniture and Accessories, 2003-2008 (in millions of dollars)
• Projected Market Growth
• Sales to Reach $8 Billion by 2008
• Table 3-15: Projected U.S. Retail Sales of Outdoor and Casual Furniture and Accessories, 2003-2008 (in millions of dollars)

Chapter 4: The Marketers

• Marketer Overview
• Hundreds of Marketers
• Four Groups of Marketers
• Diverse Companies Compete
• Regional and Niche Marketers a Vital Force
• Marketers Compete in Multiple Materials and Segments
• Leading Mass Marketers
• Leading Specialty Casual Furniture and Accessories Marketers
• Leading Specialty Retailers and Direct Marketers
• Table 4-1: Selected U.S. Marketers of Outdoor and Casual Furniture and Accessories
• The Competitive Situation
• Leaders in Outdoor Furniture and Accessories
• Table 4-2: Estimated Sales for Leading U.S Outdoor and Casual Furniture and Accessories Marketers, 2001/2002 (in millions of dollars)
• Top Barbecue Grill and Accessory Marketers
• Mass Historically a Commodity Market
• Leading Marketers Wield Production-Through-Marketing Control
• Imports Challenge Marketers at All Levels
• Manufacturers Cultivate Foreign Ties
• Capital Investment Requirements Deter Market Entry
• Competition Fierce in a Changing Industry
• Mergers and Acquisitions Frenzy Slows Down
• Shifting Attitudes, Demographics Prompt New Growth
• Synergy Between Mass and Class
• Market Follows Shifts in Economic Trends
• Technology Boosts Durability in Furniture…
• …And Perpetual Sales in Barbecue Grills
• Private Label and Partnerships
• Few Specialty Marketers Thriving in Current Economy
• Mass-Oriented Companies Moving into Specialty Arena
• Material Categories and Market Segments Increasingly Fluid
• Greater Expectations in Furniture Form and Function
• Increased Competition at High End for Grills
• Emphasizing Year-Round Use, Inside and Out
• Branding Not Yet a Major Force in Furniture…
• …But Often Critical in Grills
• Trade Promotions/Shows Adapt to Changing Times
• Waiting for the Promised Rebound
• Competitive Profile: Barlow Tyrie Limited/Barlow Tyrie, Inc.
• Company Overview
• History of Barlow Tyrie
• Ensuring a Teak Supply
• Commercial Projects Include Central Park Zoo
• New Lines Highlight Contemporary Styles, Mixed Media
• Barlow Tyrie Expands Online Services
• Competitive Profile: Char-Broil, Inc.
• (W.C. Bradley Home Leisure Group)
• Company Overview
• Char-Broil No Stranger to Accolades
• A Grill for Every Home
• New Electric Grill Right on Target
• Grill2Go Runs Hot and Cold
• Charcoal/Gas Combos the Wave of the Future
• Competitive Profile: The Coleman Company
• (American Household, Inc.)
• Company Overview
• History of Coleman
• Recent Entry to Grill Game
• Coleman, Lowe’s Ink Licensing Deal
• Wave of New Grills for 2003
• Coleman Completes the Outdoor Room
• Competitive Profile: Ethan Allen, Inc.
• Company Overview
• Company History
• CEO Honored for Vision, Innovation
• Recent Activity Focuses on Changing Lifestyles
• Company Capitalizes on the Internet
• Ethan Allen Reinvents Itself Again
• Competitive Profile: Fiskars Corp./Syroco, Inc.
• Company Overview
• Syroco Leads in Lawn & Garden Group
• Leading Outdoor and Casual Furniture Products
• Comfort Is Key…
• …But Consumers Want Style, Too
• Competitive Profile:
• Flanders Industries, Inc./Lloyd Flanders Industries, Inc.
• Company Overview
• Company History
• A Master in Resin Wicker
• Other Segments Keep on Growing, But Wicker Still King
• Lloyd Looks at Mixed Media
• Competitive Profile: Furniture Brands International/
• Lane Furniture Industries (Laneventure)
• Company Overview
• Key Product Lines
• Company Aims to Fill the Outdoor Room
• Creating the World of Outdoor Living
• Competitive Profile: Grosfillex, Inc.
• Company Overview
• Casual Furniture Focus for Outdoor Products
• Products Focus on Comfort and Safety
• Competitive Profile: Homecrest Industries, Inc.
• Company Overview
• Manufacturing Woes Under Control
• Action and Strength are Key
• Major Makeover to Celebrate Anniversary
• Website Offers “Design a Deck”
• Competitive Profile: Kingsley-Bate Ltd.
• Company Overview
• Environmental Efforts
• Comfort the Focus of New Products
• Markets and Projects
• Competitive Profile: Meadowcraft, Inc.
• Company Overview
• Meadowcraft Emerges From Bankruptcy
• Furniture Sold Through Dealers
• Benefits of Wrought Iron
• Finishes Boast Technological Advancements
• Cushions and Fabrics Constructed with Quality
• Competitive Profile: Telescope Casual Furniture, Inc.
• Company Overview and History
• Torch Passed to Next Generation
• Variety of Furniture Products Offered
• New Products Focus on Technological Innovation
• Competitive Profile: Trivest, Inc./WinsLoew Furniture, Inc.
• (Brown Jordan Co., Inc./Casual Living Worldwide)
• Company Overview
• Brown Jordan a Major Force in Specialty Sector
• CLW a Leading Private-Label Supplier
• Brown Jordan Prevails in Dispute with Former Officer
• BJI Scores Tommy Bahama Deal
• Competitive Profile: Tropitone Furniture Co., Inc./
• The Veneman Collection
• Company Overview
• Company History
• Products Sold Exclusively Through Dealers
• Expansive Product Lines Include Aluminum, Teak
• Company Wins Design Awards
• New Products for 2004
• Veneman Collection Targets High End of Market
• Basta Sole Shade Innovates in Umbrellas
• Competitive Profile: Weber-Stephen Products Co.
• Company Overview
• Website a Helping Hand for Grillers
• More Help Through Hotline, Partnerships
• From Classic Kettle to Weber Q
• Emphasis on Ease of Setup, Use

Chapter 5: Marketing and Retail Dynamics

• Marketing Trends
• Innovation and Diversification—Still Keys to Success
• Quality and Durability Critical in Today’s Economy
• High-Cost Luxury Never Out of Style
• Mass-Oriented Marketers Target First-Time Buyers
• Specialty Marketers Cater to Other Tastes, Lifestyles
• Segmentation by Consumer Group
• Targeting Younger Consumers Through Price and Style
• Appealing to Condo and Apartment Dwellers
• Tapping into the Juvenile Furniture Market
• Targeting the Environmentally Concerned
• Segmentation Based on Lifestyle Positioning
• Breaking Down Barriers Between Inside and Out
• Trade Helps Marketers Spread the Word
• Offering Full Product Lines to Increase Add-On Sales
• Grill Popularity Drives Year-Round Use of Outdoor Room
• Expanding Distribution a Cautious Endeavor
• Working with Retailers
• Specialty Marketers Prefer Exclusivity
• Ethnographic Research Offers Hope for New Products
• New Product Trends
• Styles Aim to Capture Mood and Sense of Place
• Playing Off Environmental Awareness
• Careful Attention to Quality Frame Construction and Detail
• Deep Seating Plays to Outdoor Entertainers
• Grills Get a Facelift
• New Colors and Textures for Furniture and Grills
• Mixed-Media a Hot Trend in Furniture
• Products Offer Resistance to the Weather
• Seating Fabrics from Floral to High-Tech
• Sling Seating Still a Winner
• Cast Aluminum a Best-Seller
• Wicker Still Making Steady Gains
• Increasing Diversity of Wood Styles
• Hybrids Take the Outside In, and Vice Versa
• Larger Dining Tables a Must-Have
• Reaching Out to Apartment Dwellers
• Umbrellas Go High-Tech
• Accessories Are In
• Gas Grills Still on Top, Combo Models Rising
• New Cooking Surfaces and Methods
• Heating Devices an Emerging Segment
• Refrigerators, Coolers Essential Grill Companions
• New Products Represent Wide Range of Activity
• Table 5-1: The U.S. Outdoor and Casual Furniture Market: Selected Product Introductions, 2002 - Winter 2003
• Advertising and Promotion
• Methodology for Estimates of Consumer Advertising Expenditures
• $18 Million Spent on National Consumer Advertising
• Five Companies Account for Measured Advertising Expenditures
• Table 5-2: Marketer Shares of National Consumer Advertising for Outdoor and Casual Furniture, 2002 (percent)
• Consumer Advertising Positions Products Comfortably
• Catalogs Bring the Message Home
• Internet Presence More Important
• Consumer Promotions Not the Norm
• Intensive Trade Advertising
• Trade Shows Important for Showcasing Wares
• Growing Number of Marketers Offer In-Store Display Assistance
• Co-op Advertising
• AFMA Launches Industry-Wide Campaign
• Retail Trends
• Most Sales Are Direct
• Wholesalers Used by Smaller Marketers and Retailers
• Direct to Consumers
• Two Types of Major Outlets
• Table 5-3: Share of U.S. Outdoor and Casual Furniture Market: By Retail Outlet Type, 2001 vs. 2003 (percent)
• Mass-Market Outlets Dominate Market
• Specialty Outlets Feel Pressure from Economy, Imports
• Alternative Outlets Well Positioned to Increase in Sales
• The Role of the Internet
• Retail Focus: Mass-Market Outlets
• Winners and Losers
• Retailers Emphasize Value-Pricing and One-Stop Shopping
• Location and Display Are Often Haphazard
• Displays Grow More Sophisticated
• But Floor Space Still Scarce
• Product Assortment and Imports
• Margins Heading Lower
• Supermarkets Struggling to Compete with Leaders
• Mass-Merchants More Female Friendly
• Prices Depend on Material and Product
• Resin Pricing
• Other Material Pricing Structures
• Grill and Accessory Prices
• Casual Furniture Still a Seasonal Business
• Retailers Optimistic About Outdoor and Casual Furniture
• Rainy Spring Dampens Some Enthusiasm
• Retailer Advertising and Promotion
• Retail Focus: Specialty Outlets
• Specialty Outlets Garner One-Third of Sales
• Specialty Stores Offer Wide Product Assortment
• Pressure from Cheap Imports and Mass-Market Retailers
• Patio and Pool Stores Benefit from Increased Demand
• Barbecue Specialists Emerge
• General Household Furniture Stores Slower to Rally
• Average Space Allotted Varies on Store’s Emphasis
• Product Assortment Often Limited
• Brown Jordan Among Popular Brands Carried
• Margins Low for Specialty Resin, Improving for Other Products
• Location and Display a Function of Selling
• Select In-Store Offerings, But Limitless Custom-Order Opportunities
• Other Merchandising Strategies Based on Price, Season
• Pricing Depends on Outlet, Material, and Product
• Seasonal Business Depends on Location and Store’s Focus
• Specialty Retailers Focused on Service and Quality
• Advertising and Promotion Activity Is Common

Chapter 6: The Consumer

• Consumer Overview:
• Recent Purchasers of Lawn/Porch Furniture
• The Simmons Survey System
• 9% of Adults Are Recent Purchasers
• Income Is Top Indicator for Lawn/Porch Furniture Purchasing
• The Kid Factor
• The Regional Factor
• Table 6-1: Demographic Characteristics Favoring Household Purchase of Lawn/Porch Furniture in Last 12 Months, 2003 (U.S. adults)
• Table 6-2: Top Consumer Indices for Household Purchasing of Lawn/Porch Furniture in Last 12 Months: By Expenditure Level, 2003 (U.S. adults)
• Consumer Focus: Recent Purchasers of Lawn/Porch
• Furniture by Expenditure Level
• Largest Block Spend $50-$149
• Northeastern Skew for Heavier Spenders
• Figure 6-1: Number of Adults Reporting Household Purchasing of Lawn/Porch Furniture in Last 12 Months: By Expenditure Level, 2003 (in thousands)
• Table 6-3: Demographic Characteristics Favoring Household Purchase of Lawn/Porch Furniture in Last 12 Months by Expenditure Level: $1,000 or More, 2003 (U.S. adults)
• Table 6-4: Demographic Characteristics Favoring Household Purchase of Lawn/Porch Furniture in Last 12 Months by Expenditure Level: $500-$999, 2003 (U.S. adults)
• Table 6-5: Demographic Characteristics Favoring Household Purchase of Lawn/Porch Furniture in Last 12 Months by Expenditure Level: $250-$499, 2003 (U.S. adults)
• Table 6-6: Demographic Characteristics Favoring Household Purchase of Lawn/Porch Furniture in Last 12 Months by Expenditure Level: $150-$249, 2003 (U.S. adults)
• Table 6-7: Demographic Characteristics Favoring Household Purchase of Lawn/Porch Furniture in Last 12 Months by Expenditure Level: $50-$149, 2003 (U.S. adults)
• Table 6-8: Demographic Characteristics Favoring Household Purchase of Lawn/Porch Furniture in Last 12 Months by Expenditure Level: Under $50, 2003 (U.S. adults)
• Table 6-9: Top Consumer Indices for Household Purchasing of Lawn/Porch Furniture in Last 12 Months: By Expenditure Level, 2003 (U.S. adults)
• Consumer Focus: Recent Purchasers of Outdoor Grills
• Income Is Top Indicator for Outdoor Grill Purchasing
• Income and Kids Are Top Factors
• Table 6-10: Demographic Characteristics Favoring Household Purchase of Outdoor Grill in Last 12 Months (U.S. adults)

Chapter 7: Looking Ahead

• Trends & Opportunities
• Slow Economy a Potential Plus
• Bigger Pieces for Bigger People
• Fewer Flowery Fabrics
• Mixed Media Keeps Prices Low, Boosts Resin Reputation
• Grills Continue Beyond Basic Black Box
• Technology Still Critical
• Style to Become a Major Factor
• Masculine Fabrics, Feminine Grills?
• Outdoor Appliances Poised for Growth
• Mergers, Partnerships Cross the Line
• Appendix: Addresses of Selected Marketers