The U.S. Outdoor and Casual Furniture Market

Mar 1, 2002
267 Pages - Pub ID: LA691379
Attention: There is an updated edition available for this report.
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  1. Executive Summary
    Scope and Methodology
    • Market Parameters
    • Report Methodology

    The Market
    • Five Product Categories
    • Three Types of Products
    • Data on Manufacturers' Shipments
    • Retail Market Reaches $3 Billion in 2001
    • Table 1-1: U.S. Retail Sales of Outdoor and Casual Furniture, 1997-2006 (dollars)
    • Metal and Plastic Categories Exceed $1 Billion
    • The Role of the Economy
    • Housing Start Trends
    • More Time at Home
    • Sales to Reach $4 Billion by 2006

    The Marketers
    • Hundreds of Marketers
    • Leading Mass Marketers
    • Leading Specialty Casual Furniture Marketers
    • WinsLoew Corners 25%-30% of Casual Furniture Industry
    • Mass Marketers Use Mergers and Acquisitions to Strengthen Positions
    • Influx of Imports Intensifies

    Marketing Dynamics
    • 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
    • Styles for a Spectrum of Tastes
    • Playing Off Environmental Awareness
    • $6 Million Spent on National Consumer Advertising

    Retail Dynamics
    • Mass-Market Share at 53%
    • The Internet as Catalyst
    • Wal-Mart Improves Outdoor and Casual Furniture Department

    The Consumer
    • 8% of U.S. Households Purchase Lawn/Porch Furniture
    • Larger and Affluent Households Are Prime Consumers
    • 3% of U.S. Households Add Outdoor Decks/Porches/Patios
    • Higher Rates for Households with Kids
    • 12.5% of Five-or-More Person Households Are Recent Purchasers
    • Age 35-44 Bracket Are the Big Spenders
    • Figure 1-1: Top Demographics by Index for Expenditures of $500 or More on Lawn/Porch Furniture in Last 12 Months, 2001 (index): 7 Classifications
  2. The market
    Product Overview
    • Scope of Report
    • Five Product Categories
    • Products Not Covered
    • Three Types of 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
    • Three Plastic Molding Processes
    • Wicker/Rattan
    • Rattan: A Material and a Type of Furniture
    • Wicker: Furniture Made from Rattan and Other Materials
    • Wood
    • Two Distribution Classes: Mass and Specialty
    • Figure 2-1: U.S. Retail Sales of Outdoor and Casual Furniture, 1997-2001 (dollars)

    Market Size and Composition
    • Data on Manufacturers' Shipments
    • Table 2-1: Furniture and Related Products: Value of U.S. Manufacturers' Shipments, Inventories, and New Orders, 1995-2000 (dollars)
    • Table 2-2: Metal Porch, Lawn, Outdoor, and Casual Furniture: Value of U.S. Manufacturers' Shipments, 1997-1999 (dollars)
    • Retail Sales Difficult to Quantify
    • Retail Market Reaches $3 Billion in 2001
    • Table 2-3: U.S. Retail Sales of Outdoor and Casual Furniture, 1997-2001 (dollars)
    • Metal and Plastic Categories Exceed $1 Billion
    • Table 2-4: U.S. Retail Sales of Outdoor and Casual Furniture by Category, 2001 (dollars): 5 Categories
    • Metal at 43% of Market
    • Figure 2-2: Share of U.S. Retail Sales of Outdoor and Casual Furniture by Category, 2001 (percent): 5 Categories
    • Seating Products at Three-Fifths of the Market
    • Sales Strongest In Spring and Summer
    • Mass Outlets at 53% of Market
    • Figure 2-3: Share of U.S. Outdoor and Casual Furniture Market by Retail Outlet Type, 2001 (percent): Mass Market, Specialty, Other
    • Midwest the Prime Region
    • Table 2-5: U.S. Household Expenditures on Lawn/Porch Furniture in Last 12 Months: Consumer Indices by Region, 2001 (index): 7 Classifications

    Factors to Market Growth
    • The Role of the Economy
    • Current Economy Poses Challenges
    • Housing Start Trends
    • Table 2-6: U.S. New Privately Owned Housing Starts, 1991-2001 (number)
    • Housing Resales Recoup in January 2002
    • Home Renovations Emphasize Outdoor Spaces
    • More Time at Home
    • Blurring of Indoors and Out
    • Product Innovations and Accessories Add Appeal
    • Durability and Style Represent Added Value
    • Products Appeal to Wide Range of Budgets
    • Aluminum Options Spur Metal Category
    • Upgraded Resin Appeals to Buyers
    • Wicker/Rattan Gaining from Home Decorating Trends
    • Traditional Wicker Facing Competition from Resin Wicker-Weave
    • Cross-Competition Dampens Wood Furniture Sales
    • Umbrella Sales Benefit from Sun Concerns, Design Advances
    • Promoting Year-Round Sales
    • Romancing the Outdoor Life
    • Expanding Distribution
    • Imports, Industry Consolidation Pressure Players
    • Weather Influences Sales
    • Figure 2-4: Projected U.S. Retail Sales of Outdoor and Casual Furniture, 2001-2006 (dollars)

    Projected Market Growth
    • Sales to Reach $4 Billion by 2006
    • Table 2-7: Projected U.S. Retail Sales of Outdoor and Casual Furniture, 2001-2006 (dollars)
  3. The Marketers
    Marketer Overview
    • Hundreds of Marketers
    • Four Types of Marketers
    • Diverse Companies Compete
    • Regional and Niche Marketers a Vital Force
    • Most Major Players Compete with Products in More Than One Material Segment
    • Leading Mass Marketers
    • Leading Specialty Casual Furniture Marketers
    • Leading Specialty Retailers and Direct Marketers
    • Table 3-1: Selected U.S. Marketers of Outdoor and Casual Furniture

    The Competitive Situation
    • WinsLoew Corners 25%-30% of Casual Furniture Industry
    • Table 3-2: Estimated Sales for Leading U.S Outdoor and Casual Furniture Marketers, 2000/2001 (dollars): 10 Marketers
    • Mass Historically a Commodity Market
    • Leading Marketers Wield Production-Through-Marketing Control
    • Capital Investment Requirements Deter Market Entry
    • Competition Fierce in a Changing Industry
    • Recession's Effects on Furniture Industry
    • Mass Marketers Use Mergers and Acquisitions to Strengthen Positions
    • Influx of Imports Intensifies
    • Changing Consumer Attitudes Boost Market
    • Market Follows Shifts in Economic Trends
    • Technological Advancements Give Old Products New Appeal
    • Private Label and Partnerships
    • 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
    • Fresh Looks in Demand
    • Price and Durability More Important Than Brand Recognition
    • Product Depth and Selection Snare Market Share
    • Combining Appeals Is New Market Impetus
    • Emphasizing Year-Round Use, Inside and Out
    • Price Competition Between the Classes
    • Synergy Between Mass and Class
    • Branding as a Strategy
    • Trade Promotions/Trade Shows Imperative
    • New Demands May Force Another Shake-Out
    • Price/Value Still at Heart of Competition

    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 Products Bring the Inside Out

    Competitive Profile: Bemis Manufacturing Co., Inc.
    • Company Overview
    • Resin Produced in State-of-the-Art Facilities
    • Products Straddle the Classes

    Competitive Profile: Ethan Allen, Inc.
    • Company Overview
    • Company History
    • Recent Activity Focuses on Changing Lifestyles
    • New for 2001
    • Company Capitalizes on the Internet

    Competitive Profile: Fiskars Corp./Syroco, Inc.
    • Company Overview
    • Syroco Leads in Lawn & Garden Group
    • Leading Outdoor and Casual Furniture Products
    • Comfort Is Key

    Competitive Profile: Flanders Industries, Inc.,/ Lloyd Flanders Industries, Inc.
    • Company Overview
    • History of the Company
    • A Master in Resin Wicker
    • Company Enters Metal Segment, But Keeps Focus on Wicker
    • Future Products to Include Glen Raven Fabrics

    Competitive Profile: Furniture Brands International/ Lane Furniture Industries (Lane Venture)
    • Company Overview
    • Key Product Lines
    • Company Developing an Interactive Website

    Competitive Profile: Grosfillex, Inc.
    • Company Overview
    • Casual Furniture Focus of Outdoor Products
    • Products Focus on Comfort and Safety
    • Resin Consumers: The Case of Anaheim, California

    Competitive Profile: Homecrest Industries, Inc.
    • Company Overview
    • Products Focus on Action
    • New Lines Offer Comfort and Color
    • 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
    • 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
    • Variety of Furniture Products Offered
    • New Products Focus on Technological Innovation
    • Two New Product Lines Launched in 2000
    • Existing Product Lines Expanded

    Competitive Profile: Trivest, Inc./WinsLoew Furniture, Inc. (Brown Jordan Co., Inc./Casual Living Worldwide)
    • Company Overview
    • History of WinsLoew
    • WinsLoew Acquires Brown Jordan International
    • Brown Jordan a Major Force in Specialty Sector
    • CLW a Leading Private-Label Supplier

    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
    • Tropitone Acquires The Veneman Collection
  4. Marketing Dynamics
    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
    • Targeting Younger Consumers Through Price and Style
    • Appealing to Condo and Apartment Dwellers
    • Tapping into the Juvenile Furniture Market
    • Targeting the Environmentally Concerned
    • Appealing to Specialty Niches
    • Segmentation Based on Lifestyle Positioning
    • Promoting "Casual" for Inside and Out
    • Trade Helps Marketers Spread the Word
    • Offering Full Product Lines to Increase Add-On Sales
    • Positioning Products for Year-Round Use
    • Expanding Distribution a Cautious Endeavor
    • Working with Retailers to Meet Their Needs
    • Specialty Marketers Prefer Exclusivity
    • Targeting the Interior Design Industry

    New Product Trends
    • Styles for a Spectrum of Tastes
    • Playing Off Environmental Awareness
    • Careful Attention to Frame Construction and Detail
    • Seating Products Take Shape
    • Overstuffed Is In
    • Expanding the Color Palette: Thinking Beyond Green
    • Mixing and Matching Component Materials
    • Products Offer Resistance to the Weather
    • An Expanding Array of Seating Fabrics
    • Reinforced Sling Seating Continues Its Popularity
    • Hybrids Take the Outside In, and Vice Versa
    • Convenience-Oriented Products Often Boast Multiple Uses
    • Larger Dining Tables a Must-Have
    • Downsizing Tables and Chairs for Apartment Appeal
    • Cast Aluminum a Growing Segment
    • Wicker Still Making Steady Gains
    • Many Wood Styles Draw on the Past
    • The New Generation of Umbrellas
    • Accessories Are In
    • New Products Represent Wide Array of Companies But Small Portion of Activity
    • Table 4-1: The U.S. Outdoor and Casual Furniture Market: Selected Product Introductions, 2000 - Winter 2001

    Advertising and Promotion
    • Methodology for Estimates of Consumer Advertising Expenditures
    • $6 Million Spent on National Consumer Advertising
    • Five Companies Account for Measured Expenditures
    • Table 4-2: Marketer Shares of National Consumer Advertising for Outdoor and Casual Furniture, 2000 (percent): 5 Marketers, Other
    • Consumer Advertising Positions Products Comfortably
    • Catalogs Bring the Message Home
    • Consumer Promotions Not the Norm
    • Role of Trade Advertising
    • Trade Shows Important for Showcasing Wares
    • Growing Number of Marketers Offer In-Store Display Assistance
    • Co-op Advertising
    • Samples of Advertising
  5. Retail Dynamics
    Distribution and Retail
    • Most Sales Are Direct
    • Wholesalers Used by Smaller Marketers and Retailers
    • Direct to Consumers
    • Two Major Types of Outlets
    • Table 5-1: Share of U.S. Outdoor and Casual Furniture Market: By Retail Outlet Type, 1997 vs. 2001 (percent): Mass Market, Specialty, Other
    • Mass-Market Outlets Slipping in Share
    • Specialty Outlets Gain as Consumers Trade Up
    • Alternative Outlets Well Positioned to Increase in Sales
    • The Internet as Catalyst

    Retail Focus: Mass-Market Outlets
    • Winners and Losers
    • From HomeBase to House2Home
    • Retailers Emphasize Value-Pricing and One-Stop Shopping
    • Location and Display Are Often Haphazard
    • New Displays, More Space
    • Space Allotments Vary by Store
    • Product Assortment and Imports
    • Margins Tend to Be Low
    • Wal-Mart Improves Outdoor and Casual Furniture Department
    • Wal-Mart Targets the Target Crowd
    • Target, Kmart Take Aim at Outdoor Furniture
    • Prices Depend on Material and Product
    • Resin Pricing
    • Other Material Pricing Structures
    • Casual Furniture Is Still a Seasonal Business
    • Retailers Optimistic About Outdoor and Casual Furniture …
    • ... Yet Still Cautious About Extending the Selling Season
    • Many Retailers Advertise and Promote Products

    Retail Focus: Specialty Outlets
    • Specialty Outlet Percentage of Sales
    • Specialty Stores Offer Wide Product Assortment
    • Patio and Pool Stores Benefit from Increased Demand
    • 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; Improve 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
  6. The Consumer
    Consumer Overview
    • The Simmons Survey System
    • 8% of U.S. Households Purchase Lawn/Porch Furniture
    • Larger and Affluent Households Are Prime Consumers
    • 3% of U.S. Households Add Outdoor Decks/Porches/Patios
    • Table 6-1: Overview of Household Purchasing of Lawn/Porch Furniture: Expenditures in Last 12 Months, 2001 (percent and number): 7 Classifications
    • Table 6-2: Prime Demographics for Purchasing of Lawn/Porch Furniture in Last 12 Months, 2001 (index): 37 Classifications
    • Table 6-3: Prime Demographics for Addition of Outdoor Deck/Porch/Patio in Last 12 Months, 2001 (index): 28 Classifications

    Consumer Demographics
    • Higher Rates for Households with Kids
    • 12.5% of Five-or-More Person Households Are Recent Purchasers
    • 10% of Married Persons Are Recent Purchasers
    • Strong Skew to Homeowners
    • Upscale Skew by Household Income
    • Flatter Pattern by Employment Income
    • Purchasing Index of 138 for Professionals
    • Full-Time Homemakers Are Below-Average as Purchasers
    • College Background a Dividing Line
    • 55-64 the Top Bracket by Age
    • No Significant Gender Gap
    • Purchasing Index of 117 for Hispanics
    • The Midwest as the Prime Territory
    • Table 6-4: Purchasing of Lawn/Porch Furniture in Last 12 Months: By Presence of Children in Household, 2001 (percent and index): 6 Classifications
    • Table 6-5: Purchasing of Lawn/Porch Furniture in Last 12 Months: By Size of Household, 2001 (percent and index): 4 Classifications
    • Table 6-6: Purchasing of Lawn/Porch Furniture in Last 12 Months: By Marital Status, 2001 (percent and index): 3 Classifications
    • Table 6-7: Purchasing of Lawn/Porch Furniture in Last 12 Months: By Type or Kind of Residence, 2001 (percent and index): 5 Classifications
    • Table 6-8: Purchasing of Lawn/Porch Furniture in Last 12 Months: By Household and Individual Income, 2001 (percent and index): 20 Classifications
    • Table 6-9: Purchasing of Lawn/Porch Furniture in Last 12 Months: By Occupation, 2001 (percent and index): 9 Classifications
    • Table 6-10: Purchasing of Lawn/Porch Furniture in Last 12 Months: By Employment Status, 2001 (percent and index): 4 Classifications
    • Table 6-11: Purchasing of Lawn/Porch Furniture in Last 12 Months: By Educational Attainment, 2001 (percent and index): 6 Classifications
    • Table 6-12: Purchasing of Lawn/Porch Furniture in Last 12 Months: By Age of Householder, 2001 (percent and index): 7 Classifications
    • Table 6-13: Purchasing of Lawn/Porch Furniture in Last 12 Months: By Gender, 2001 (percent and index): Female, Male
    • Table 6-14: Purchasing of Lawn/Porch Furniture in Last 12 Months: By Race/Ethnicity, 2001 (percent and index): 4 Classifications
    • Table 6-15: Purchasing of Lawn/Porch Furniture in Last 12 Months: By Region, 2001 (percent and index): 4 Classifications

    Consumer Focus: Demographics by Expenditure Bracket
    • Age 35-44 Bracket Are the Big Spenders
    • Flatter Demographics for Mid-Level Spending
    • Children Are the Key at Under $100 Spending Levels
    • Table 6-16: Prime Household Demographics for Purchasing of Lawn/Porch Furniture in Last 12 Months by Expenditure Bracket: $500 or More vs. $250-$499, 2001 (index): 28 Classifications
    • Table 6-17: Prime Household Demographics for Purchasing of Lawn/Porch Furniture in Last 12 Months by Expenditure Bracket: $150-$249 vs. $100-$149, 2001 (index): 16 Classifications
    • Table 6-18: Prime Household Demographics for Purchasing of Lawn/Porch Furniture in Last 12 Months by Expenditure Bracket: $50-$99 vs. Under $50, 2001 (index): 37 Classifications

    Appendix I: examples of consumer and trade advertising
    Appendix II: addresses of selected marketers
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