Now that customers want their backyards to resemble stylish outdoor rooms, the element of design plays a critical role for specialty retailers. Not only do casual furniture retailers need to offer fashion-forward designs that appeal to sophisticated customers, they also need to transform their showrooms into beautiful galleries featuring inspiring vignettes. Pride Family Brands (Ft. Lauderdale, Florida) constantly monitors trends in home furnishings as well as additional design resources for inspiration. The company also seeks information and listens to suggestions provided by its retail partners and sales representatives. Consumer input is also considered in the product development process.
Pride works hard to help retailers develop beautiful displays that wow customers. According to Rory Rehmert, VP, Sales and Marketing, when a Pride Family Brands’ product or collection arrives at the retailer, tremendous focus has been placed on each and every detail of the design. A key component of how a collection will perform is how the products are displayed at the retail level. “Our sales team monitors presentation and provides ideas and suggestions,” says Rehmert. He adds that a great new trend in the industry is that “less is more.” This means it is better to show slightly less product, but do it in a way that is more pleasing to the consumer’s eye. “Upper-end consumers like the products to be shown as they will look in their own environments,” he says.
Pride recently introduced a powerful computer-based tool for retailers to use in helping customers design their outdoor spaces. “This becomes the final step of the buying process,” says Rehmert. “Our online design software allows the consumer to experiment with fabrics and finishes to design a one-of-a-kind outdoor living area.” A room planning function is also available to view the overall outdoor space design. The tools allow the retailer to offer many of the services of a designer.
Pride’s design-focused services guarantees that consumers will end up with pieces and collections that are compatible with their taste and outdoor space requirements. It’s almost as if the customer had used a professional decorator to assist them with the product selection.