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Caluco reports steady growth

Says smaller, flexible players can thrive in a recession

Grace Dining Set
Grace Dining Set

Caluco Outdoor Patio Collection is turning adversity into opportunity, earning steady revenue growth despite the severe economic downturn.

“Because of our size we’re fast and adaptable. We have low overhead and we can give customers plenty of one-on-one attention,” said Caluco’s CEO Aaron Gochman, who founded the company in 2004. “We’re finding that in this economy, dealers are much more receptive to new vendors who can offer better pricing and more flexibility.”

The San Fernando, Calif.-based company manufactures a diverse range of upscale patio furniture and accessories, ranging from classic styles in cast aluminum to ultra-modern collections blending resin wicker with stainless steel. “We’ve found our niche offering the luxury look at accessible price points,” Gochman said.

In a year when many manufacturers are struggling to stay afloat, Caluco has gained more than 40 new clients, a mix of retailers, design professionals and hospitality buyers. A new Web site at, a new sales outreach program and e-mail marketing are helping build long-term relationships.

The company positions itself as “a flexible partner” and uses the tag-line “Together, we’re better.” For Gochman, that means working on the customer’s terms, not requiring large commitments or full container purchases.

“The bottom line is that we love what we do and we work harder than most people to win new customers and keep them happy,” Gochman said. “Right now, being a small firm and a relative newcomer on the outdoor furniture scene is turning into a great advantage.”

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