Casual Outdoor Furniture Market

Published by: Packaged Facts

Published: Jan. 1, 1996 - 239 Pages

Table of Contents

1. The Products
   
   Scope of Report
   
   • Five Product Categories
     
   • Products Not Covered
     
   
   Product Types and Forms
   
   • Three Types of Product
     
   • Seating Products: Five Forms
     
   • Chairs
     
   • Love Seats and Settees
     
   • Other Seating Products: Benches, Stools, and Ottomans
     
   • Cushions
     
   • Tables
     
   • Umbrellas
     
   
   Product Materials
   
   • Four Major Types: Metal, Plastic, Rattan/Wicker, Wood
     
   • Metal: Two Major Segments
     
   • Plastic: Two Major Segments
     
   • Rattan/Wicker
     
   • Wood
     
   • Two Distribution Classes: Mass and Specialty
     
2. The Market
   
   • [Graphic] U.S. Manufacturers' Shipments of Casual Outdoor
     Furniture by Material, 1991-1995 (dollars): Metal, Reed/Rattan,
     Wood, Plastic
     
   
   U.S. Manufacturer Shipments
   
   • Introductory Note
     
   • Manufacturers' Shipments Estimated to Top $1 Billion in 1995
     
   • Metal Experiences Gains
     
   • Reed/Rattan Increases by 18%
     
   • Wood's Growth Rate Even Slower
     
   • Plastic Growing at a Brisk Pace
     [Table] U.S. Manufacturers' Shipments of Casual Outdoor
     Furniture by Material, 1991-1995 (dollars): Metal, Reed/Rattan,
     Wood, Plastic
     
   • Historical Perspective: U.S. Manufacturers' Shipments
     from 1972-1992
     
   • [Table] U.S. Manufacturers' Shipments of Casual
     Outdoor Furniture, 1977-1992 (dollars)
     
   • Imports May Negatively Affect Domestic Production
     
   • [Graphic] Estimated U.S. Retail Sales and Growth of Casual
     Outdoor Furniture by Category, 1991-1995 (dollars):
     Metal, Plastic, Wicker/Rattan, Wood, Umbrellas
     
   
   Market Size and Growth
   
   • Retail Sales Difficult to Quantify
     
   • Methodology Used to Determine Market Size
     
   • Retail Market Reaches $1.4 Billion in 1995
     
   • An Impressive Growth Rate
     
   • Gradual Refocus of Market Between 1991 and 1995
     
   • Metal Gains at Healthy Pace
     
   • Plastic Casual Outdoor Furniture Increases 10.7% in 1995
     
   • Wicker/Rattan Experiencing Slower Growth
     
   • Wood a Slow Performer
     
   • Umbrellas Are Stellar Performers
     
   • [Table] Estimated U.S. Retail Sales and Growth of Casual
     Outdoor Furniture by Category, 1991-1995 (dollars):
     Metal, Plastic, Wicker/Rattan, Wood, Umbrellas
     
   
   Market Composition
   
   • Share of U.S. Manufacturers' Sales by Material: Metal Gains
     
   • at Expense of Other Categories
     
   • [Table] Share of U.S. Manufacturers' Shipments of Casual
     Outdoor Furniture by Material, 1991-1995 (percent):
     Metal, Reed/Rattan, Wood, Plastic
     
   • Share of U.S. Manufacturers' Sales by Material Segment:
     
   • Tubular Aluminum the Largest
     
   • Share of Manufacturers' Sales by Product Form:
     
   • Seating Products Lead
     
   • Share of Retail Sales by Category: Metal Leads But Losing Share
     
   • [Table] Share of U.S. Casual Outdoor Furniture Sales
     by Category, 1991-1995 (percent): Metal, Plastic,
     Wicker/Rattan, Wood, Umbrellas
     
   • Share of Retail Sales by Distribution Outlet: Mass-Market
     
   • versus Specialty
     
   • [Graphic] Estimated Share of Retail Sales by Outlet Type, 1995
     (percent): Mass-Market, Specialty, Other
     
   • Share of Plastic Furniture Sales by Retail Outlet
     
   • Average Annual Expenditures
     
   • Sales by Region
     
   • [Table] Regionality of Purchase of Lawn and Porch Furniture, 1994
     (percent and index): Northeast, South, Midwest, West
     
   • Sales by Season
     
   
   Factors in Market Growth
   
   • The Primary Factor: Americans Spending More Time at Home
     
   • U.S. Economy Is Second Major Factor
     
   • Household Spending on Furniture: Casual Outdoor
     
   • Furniture Pegged as Area with Most Growth Potential
     
   • Increase in Housing Starts Fosters Outdoor Furniture Purchases
     
   • [Table] U.S. Private Housing Starts, 1988-1994 (units)
     Housing Resales Have a Similar Effect
     
   • Staying in the Same Home and Adding On
     
   • Housing Starts a Major Force When Tied to Gardening,
     
   • and Gardening a Boon for Outdoor Furniture
     
   • Continued Growth in Sunbelt Population Favorable
     
   • for Outdoor Living
     
   • Number of Households Increasing
     
   • More Householders Age 35-44
     
   • Aging Americans Also a Plus as Key Spending Groups Expand
     
   • Today's Sophisticated Aging Baby Boomers Interested
     
   • in Investment Outdoor Furniture
     
   • Eclectic Home Decorating Schemes Include
     
   • Casual Outdoor Furniture
     
   • "Afterlife" Adds Value to Outdoor Furniture Used Indoors
     
   • Innovations Make for More Attractive, Durable
     
   • and Comfortable Products
     
   • Marketers Aggressively Promoting the Category
     
   • Mining the Casual Segment of Furniture Sales
     
   • Product Versatility and Durability Represent Added Value
     
   • The Ubiquitous Tubular Aluminum Chair
     
   • Sustains Metal's Growth
     
   • Low- to Mid-Priced Resin Bringing in Consumers
     
   • Resin Products Migrating to New Indoor Settings
     
   • But Rising Resin Costs May Eventually Pinch Consumers' Purses
     
   • Wicker/Rattan Gaining from Home Decorating Trends
     
   • Traditional Wicker Facing Competition from Resin
     
   • Wicker-Weave
     
   • Environmental Concerns May Affect Wood Furniture Sales
     
   • Wood Furniture Experiencing Competition from
     
   • Home Building Endeavors...
     
   • ...And from Other Products
     
   • Umbrella Sales Benefit from Skin Cancer Concerns
     
   • Advances in Umbrella Style and Construction
     
   • Retailers Placing Greater Emphasis on
     
   • Presentation and Promotion
     
   • Weather Influences Sales
     
   • [Graphic] Projected U.S. Retail Sales of Casual Outdoor
     Furniture by Category, 1996-2000 (dollars):
     Metal, Plastic, Wicker/Rattan, Wood, Umbrellas
     
   
   Projected Market Growth
   
   • Sales to Reach $2.1 Billion by 2000
     
   • Metal Products to Experience Healthy Growth
     
   • Plastic Furniture to Outpace Other Material Categories
     
   • Wicker/Rattan Will Post Slower Growth Rate
     
   • Wood Will Experience Slower Growth
     
   • [Table] Projected U.S. Retail Sales of Casual Outdoor
     Furniture by Category, 1996-2000 (dollars):
     Metal, Plastic, Wicker/Rattan, Wood, Umbrellas
     
   • Umbrellas Will Increase by 46%
     
3. The Marketers
   
   Industry Structure
   
   • Hundreds of Marketers
     
   • Four Types of Marketers
     
   • Diverse Companies Make Up the Mix
     
   • Regional and Niche Marketers a Vital Force
     
   • Most Major Players Offer a Range of Products in More
     
   • Than One Material Segment
     
   • Leading Mass Marketers
     
   • Leading Specialty Causal Furniture Marketers
     
   • Leading Specialty Retailers and Direct Marketers
     
   • [Chart] Selected Marketers of Casual Outdoor Furniture
     
   
   Competitive Situation
   
   • Market Competitive and Concentrated, with 20 Companies
     
   • Heading the Helm
     
   • Mass Historically a Commodity Market
     
   • Leading Specialty Marketers Exercise Control
     
   • High Capital Investment Requirements Make It Difficult
     
   • For Small Players to Enter Field
     
   • Industry Undergoing Transformation
     
   • Changing Consumer Attitudes Boost Market in the 1980s
     
   • Technological Advancements Give Old Products New Appeal
     
   • Influx of Imports Intensifies
     
   • Companies in Related Industries Entering the Field
     
   • Private Labels Enter the Fray
     
   • Recession's Effects on Furniture Industry
     
   • Mass Marketers Use Mergers and Acquisitions
     
   • to Strengthen Positions
     
   • Situation for Specialty Marketers Is Lean and Mean
     
   • But Several Specialty Marketers Are Thriving
     
   • Mass-Oriented Companies Moving into Specialty Arena
     
   • More Mass in Class May Cut into Specialty Sales
     
   • Cross-Category Competition on the Rise
     
   • A Need for Fresh Looks...
     
   • ...But Market Not Ruled by Fashion Trends
     
   • Product Depth and Selection Ensures Market Share
     
   • Combining Appeals Is New Market Impetus
     
   • Emphasizing Year-Round Use Inside and Out Benefits
     
   • Specialty Marketers
     
   • Price Competition Between the Classes
     
   • Some Synergy Between Mass and Class
     
   • Branding as a Strategy
     
   • Trade Promotions Imperative
     
   • Trade Shows an Emerging Battleground
     
   • New Demands May Force a Shake-Out
     
   • Price/Value Still at Heart of Competition in 1990s
     
   
   Competitive Profiles:
   Mass-Market Casual Outdoor Furniture Marketers
   
   • Sunbeam-Oster Company, Inc.
     
   • Syroco, Inc.
     
   • Grosfillex, Inc.
     
   • Resin Partners, Inc./US Leisure (The Keter Group)
     
   • Allibert, Inc. (USA)
     
   • Bemis Manufacturing Company, Inc.
     
   • Barlow Tyrie, Inc.
     
   
   Competitive Profiles:
   Specialty Casual Outdoor Furniture Marketers
   
   • Brown Jordan Company, Inc.
     
   • Lineal Group, Inc.
     
   • WinsLoew Furniture, Inc./Winston Furniture Company
     
   • Lloyd/Flanders Industries, Inc.
     
   • Telescope Casual Furniture, Inc.
     
   • Tropitone Furniture Company, Inc.
     
   • The Veneman Collection
     
   • Kingsley-Bate, Ltd.
     
   • Crown Leisure Products, Inc.
     
   • Lane Venture (Lane Company, Inc.)
     
   • Cane and Reed Imports, Inc.
     
   
   Marketing Trends
   
   • Innovation and Diversification Are Name of the Game
     
   • Marketers Emphasizing Quality, Fashion, and Durability
     
   • Mass-Oriented Marketers Target First-Time Buyers
     
   • Catering to Specific Consumer Tastes Is Key Appeal
     
   • in Specialty Market
     
   • Segmentation by Consumer Group
     
   • Segmentation Based on Lifestyle Positioning
     
   • Promoting "Casual" for Inside and Out
     
   • Offering Full Product Lines to Increase Add-On Sales
     
   • Positioning Products for Year-Round Use
     
   • Wooing the Contract Market
     
   • Expanding Distribution a Cautious Endeavor
     
   • Working with Retailers
     
   • Targeting the Interior Design Industry
     
   • Specialty Marketers Prefer Exclusivity
     
   • Resin Marketers Incorporating ASTM Safety Standards
     
   
   New Product Trends
   
   • A Plethora of Styles for a Spectrum of Tastes
     
   • Playing Off Environmental Awareness
     
   • Careful Attention to Frame Construction...
     
   • ...And Frame Detail
     
   • State-of-the-Art Frame Finishes
     
   • Expanding the Color Palette
     
   • Mixing and Matching Component Materials
     
   • An Expanding Array of Seating Fabrics
     
   • The Upholstered Look
     
   • Wider Seats
     
   • Sling Seating Is Back and Stronger Than Ever
     
   • Convenience-Oriented Products
     
   • Novelty Seating Products
     
   • Larger Dining Tables Gaining in Popularity
     
   • Downsizing Tables and Chairs
     
   • All-Weather Wicker versus Natural Wicker
     
   • Cast Aluminum a Growing Segment
     
   • Many Wood Styles Remain Faithful to Predecessors
     
   • The New Generation of Umbrellas: Cinzano-Sized
     
   • Look-alikes Reign Supreme
     
   • Accessories Are In
     
   • New Products Represent Wide Array of Companies
     
   • But Small Portion of Activity
     
   • [Chart] Selected New Product Introductions, 1994-1995
     
   
   Consumer Advertising and Promotions
   
   • Less Than $1 Million Devoted to Consumer Advertising
     
   • Many Furniture Marketers Do Not Break Out Casual
     
   • Outdoor Furniture Expenditures
     
   • Promotional Expenditures Unmeasured
     
   • Six Companies Account for Measured Expenditures
     
   • [Table] Share of Casual Outdoor Furniture
     Advertising by Company, 1994 (percent)
     
   • Ladd Furniture and Sunbeam-Oster Account for
     
   • Over Two-Thirds of Total Spending
     
   • Syratech Ranks a Distant Third
     
   • Wicker Works, Woodard, and Ficks Reed Spend Far Less
     
   • [Table] Measured Advertising Expenditures for
     
   • Casual Outdoor Furniture, 1993-1994 (dollars)
     
   • Nearly Nine-Tenths of Spending Goes to Magazines
     
   • Consumer Advertising Positioning: The Best Seat
     
   • Outside the House
     
   • Consumer Promotions
     
   • Examples of Consumer Advertising
     
   
   Trade Advertising and Promotion
   
   • Trade Advertising
     
   • Trade Shows Important for Showcasing Wares
     
   • Growing Number of Marketers Offer In-Store
     
   • Display Assistance
     
   • Co-op Advertising Used by Some Marketers
     
   • Examples of Trade Advertising
     
4. Distribution And Retail
   
   Distribution
   
   • Most Sales Are Direct
     
   • Wholesalers Used by Smaller Marketers and Retailers
     
   • Direct to Consumers
     
   
   Retail Outlets
   
   • Two Types of Outlets
     
   • Mass-Market Outlets
     
   • Specialty Outlets
     
   • Alternative Outlets
     
   
   At The Retail Level: Mass-Market Outlets
   
   • Chain Discounters and Mass Merchandisers the Leading Outlets
     
   • Leading Mass-Market Outlets
     
   • Retailers Emphasize Value-Pricing and One-Stop Shopping
     
   • Location and Display
     
   • Average Space Allotted
     
   • Assortment
     
   • Brands Carried
     
   • Margins
     
   • Discounters Enlarge and Improve Casual Outdoor
     
   • Furniture Departments
     
   • Target Takes Aim at Outdoor Furniture
     
   • Sears Takes an Aggressive Approach to Merchandising
     
   • Price Varies, Depending on Material and Product
     
   • Still a Seasonal Business
     
   • Retailers Optimistic about Casual Outdoor Furniture...
     
   • ...But Still Cautious about Extending the Selling Season
     
   • Advertising and Promotion
     
   • Examples of Promotions
     
   
   At The Retail Level: Specialty Outlets
   
   • Specialty Outlets Claim Over Two-Fifths of Sales
     
   • Specialty Casual Furniture Stores Offer Wide Product
     
   • Assortment and Customized Service
     
   • Patio and Pool Stores Reap Benefits of Increased Interest
     
   • in Casual Outdoor Furniture
     
   • Leading Specialty Casual Outdoor Furniture Retailers
     
   • General Household Furniture Stores Slower to Rally
     
   • Average Space Allotted
     
   • Assortment
     
   • Brands Carried
     
   • Margins
     
   • Location and Display a Function of Selling
     
   • Main Strategies: Select In-Store Offerings But Limitless
     
   • Custom-Order Opportunities
     
   • Other Merchandising Strategies
     
   • Pricing Depends on Outlet, Material, and Product
     
   • Resin Pricing
     
   • Other Material Pricing Structures
     
   • Seasonal Business Depends on Location and Store's Focus
     
   • Specialty Retailers Focused on Service and Quality
     
   • Advertising and Promotion
     
   • Examples of Promotions
     
5. The Consumer
   
   The Consumer
   
   • One in Twenty Adults Purchases Lawn and Porch Furniture
     
   • Women Purchasers Outnumber Men
     
   • Income, Occupation, and Education Are Important
     
   • Markers for Purchase
     
   • Household Income the Driving Force
     
   • Index Data Supports Income Skew
     
   • [Table] Purchase of Lawn and Porch Furniture by Household
     Income, 1994 (percent and index): U.S. Adults and
     Product Purchasers
     
   • Purchasing Skews to Professionals
     
   • Purchase of Lawn and Porch Furniture by Occupation, 1994
     
   • (percent and index): U.S. Adults and Product Purchasers
     
   • Purchasing Skews to College Graduates
     
   • [Table] Purchase of Lawn and Porch Furniture by Level
     of Education, 1994 (percent and index): U.S. Adults and
     Product Purchasers
     
   • Children in Household Also Signifies Likelihood of Purchase
     
   • Region and Age of Principal Shopper Also Significant
     
   • Markers for Purchase
     
   • Approximately Two-Thirds of Purchasers Spend $149 or Less
     
   • [Table] Purchase of Lawn and Porch Furniture by Amount Spent,
     1994 (percent and index): U.S. Adults and Product Purchasers
     
   • Likelihood of Purchase Among Adults Who Spend $50 or More
     
   • [Chart] Demographic Characteristics Favoring Purchase of
     Lawn and Porch Furniture in Last 12 Months, 1994:
     
   • All Purchasers, Those Spending $50 or More
     
   • "Resisters" to Purchase
     
   
   Appendix I: Examples Of Consumer And Trade
   Advertising And Promotions
   
   
   Appendix Ii: Addresses Of Selected Marketers
   

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