Outdoor Living grows at Dallas Market Center
Casual Living Staff -- Casual Living, January 7, 2011
Fabric selections were the focus at a recent market inside the Outdoor Living showroom in Dallas.
Outdoor Living, formerly on the 6th floor of the World Trade Center, will now be located in the International Floral & Gift Center on the first floor, adjacent to registration.
The premier first floor location allows more room to grow the outdoor product category. In addition, the new location allows interior design professionals easy access with parking directly outside the building.
"Now, more than ever, outside spaces are treated as additional living area," said Cindy Morris, COO, Dallas Market Center. "Outdoor Living addresses these needs and will offer even more products than ever before. The new location makes sense as we create greater visibility for exhibitors and deliver the most complete and easy-toshop marketplace."
The growing list of Outdoor Living exhibitors committed to the new location include Antonini Outdoor, Crestwood Garden Collection, Hansen Casual, Jackson Pottery, Pottery Land, Ratana Home & Floral, Red Carpet Studios, Seasonal Living Trading, Skyline Design, Telescope Casual Furniture, Texoma Marketing, Unique Stone and Upper Deck.
"Outdoor Living's new space will offer a prime location and even more room for a growing category," said Henry Vanderminden, president, Telescope Casual Furniture. "We look forward to January and expanding our business at Dallas Market Center."
Everything about the new Outdoor Living showroom - from the way the space is designed and the way product is merchandised to the color palette - will be fresh, updated and contemporary. A graphic and organic approach to design and décor is planned. Exterior windows will display vinyl cutouts of design elements from the Outdoor Living logo.
"The new contemporary direction for the Outdoor Living showroom and the relocation to the International Trade Plaza is our response to the continuing consumer demand for fully appointed exterior living environments," Morris said. "This new destination will create an exciting new synergy with other International Trade Plaza showrooms that offer complementary home and garden accessory products."
Wooden canopies, reminiscent of a pergola, will jut out from each entrance. Large concrete circular floors, with an oversized Outdoor Living logo painted into them, will mirror the shape of the canopies above.
The Outdoor Living showroom's ground floor location is ideal for companies that carry heavy, oversized products such as marble and stone statuary, large fountains and other architectural elements. There is potential for expanding the showroom in the future, so there's lots of flexibility when it comes to exhibitor booth sizes and configurations. Also, as an open-daily showroom, the ground floor location is convenient for the designers and architects that shop Dallas Market Center daily and may buy merchandise off the floor.
The grand re-opening of Outdoor Living in January will include mini-seminars four times a day, refreshment hospitalities, parties and prize giveaways. A ribbon cutting ceremony is planned for 9 a.m. on Thursday, Jan. 20, and a Super Bowl tailgate party from 5-7 p.m. Friday, Jan. 21. Educational clinic topics include: Designing the Perfect Outdoor Room, Modern Eclecticism in Outdoor Spaces, The Meditation Garden and Tabletop Decorating for Outdoor Entertaining.
Robin Avni, a leading authority on marketing to women, will present the program Beyond the Back Door. This session will cover key lifestyle trends and up-tothe- minute insights about the female outdoor living consumer. Women drive more than 85% of lifestyle-related purchasing and are the fastest growing global market. Attendees will gain a deeper understanding on how to successfully capture their share of the lucrative outdoor living market as Americans expand their homes beyond the back door.
Avni is founder and principal of lifestyle topics, insights & trends, an independent consultancy specializing in consumer insights, cultural trend analysis and market research for the home and lifestyle marketplace with a focus on lifestyle and life stage implications. She has worked with a variety of Fortune 1000 companies, including Moen, Pella, Lowe's Companies, Newell Rubbermaid, Comcast Cable and Scripps Networks. She was an Internet pioneer as a group manager for design and user research at Microsoft Corporation.
The U.S. outdoor furniture/accessories and grill business is a $6 billion industry with recent research showing demand for the product increasing 3.9% annually through 2013. As outdoor living spaces gain popularity with both builders and DIY consumers, the outdoor category continues to drive interest with interior designers and furniture retailers as well as garden centers, gift stores and others.
Dallas Market organizers are excited about this move because of the synergy between the outdoor category and permanent floral showrooms nearby, many of whom carry garden accent lines.
Confirmed exhibitors to date:
Crestwood Garden Collection
Dar Lee Corporation
Innova Hearth & Home
Rakar Fine Art
Ratana Home & Floral
Red Carpet Studios
Somerset Outdoor Living
Telescope Casual Furniture
• Accent Furniture
• Artificial rocks
• Bistro sets
• Flags & accessories
• Garden and patio accessories
• Outdoor furniture (cast metal, resin, tubular aluminum, wicker/woven/rattan, wood, wrought iron)
• Garden art
• Garden sculpture
• Gazing globes
• Outdoor Lighting
• Door mats
• Watering cans
• Wind chimes
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