Skyline Design Expands Luxury Outdoor Options
Builds brand through celebrity designer partnership
Cinde W Ingram -- Casual Living, 5/1/2013 2:00:00 AM
Skyline design North America will present luxury outdoor furnishings from its licensing partnership with celebrity designer Dann Foley at the Hospitality Design Expo, set for May 15-17.
"Skyline Design has expanded its showcase to three times as large as previous years so buyers can see a much wider presentation of our new contract collections," said Judy Calzadilla, vice president of Skyline Design. Those collections were "inspired and designed to achieve a balanced lifestyle between indoor and outdoor living."
Its expanded exhibition should make an impression at HD Expo, which is expected to attract more than 7,000 attendees including architects, designers and contract buyers to the Mandalay Bay Resort and Convention Center in Las Vegas. Buyers are likely to be aware of Skyline Design as well as the Dann Foley Lifestyle Collection, an international brand of furnishings and lifestyle goods for residential, commercial and hospitality use.
While the focus of Skyline Design's lineup will be its in stock warehouse program, Foley said there will be something for everyone. "I have invoked the best of ‘Old Hollywood' style and given it a 21st century perspective," Foley said. "I have taken full advantage of Skyline's industry-leading materials and details to create a line of outdoor furnishings and accessories to enliven every patio, terrace, deck, lanai and balcony."
"My new outdoor furnishings for Skyline Design speak of a quality of life, of a conscious choice to live well, today," Foley added. His designs include a variety of new seating, dining and occasional collections.
"Bringing Dann Foley to the Skyline Design family is a perfect mesh with his vision for outdoor designs and the uniqueness of what Skyline brings to the outdoor world," Calzadilla said.
The globally recognized brand started in Valencia, Spain, to supply a growing need for commercial quality outdoor products for the European market.
"The demand for indoor furniture had been slowing down in the early 2000s and the demand for quality outdoor furniture was rising," Calzadilla said. "Since day one, Skyline Design became known for the unique products that consumers first noticed in resorts around the world. The ‘wow' factor had them start on a quest to find these amazingly different pieces for their own homes. They contacted retailers and designers in an attempt to buy our items. As a new brand to the North American market, starting back in 2007, retailers have been successful with Skyline Design as one of their premium lineups, with the help of both our in-stock warehouse program and our mixable 20-ft . or 40-ft . container program."
Skyline Design's North American headquarters maintains stock of its entire lineup in its Miami-based distribution center. Skyline Design has in stallations in many commercial properties including Hilton, Marriott and St. Regis. The family-owned manufacturer has received worldwide accolades for its superior quality and exceptional customer service.
The number of employees now exceeds 1,000, including the Skyline Design factory and its distributors. The average size of the various production facilities and warehouses is 500,000 square feet overseas, and 120,000 square feet on the East Coast.
Skyline Design's products showcase classic and contemporary styles in premium resin wicker fibers. Finely craft ed aluminum frames with Batyline textiline sling allow collections to be used without use of cushions. If desired, Skyline's high quality outdoor cushions feature Sunbrella fabric with mesh bottoms, developed for fast drying.
When asked what sets the brand apart from its competitors, Calzadilla drew attention to the Skyline Design catalog. "Amazing photography and presentation are what make us unique when comparing us to other contemporary options on the market. When you first see the coffee table sized catalog and begin browsing the pages, you can see yourself in a luxurious Oceanside villa in Bali, halfway across the world. You can see the high quality and complexity of the products. The materials used for our woven outdoor products are not generic fibers. Rather we use top of the line brands of woven fibers like Viro, Rehau and Ecolene. This assures the retailer and the end consumer that their furniture will endure for years to come in any setting or environment where they are placed."
Since its introduction with medium-end price points across the board, Skyline Design evolved as a new brand for the North American market. "That, combined with the ‘wow' factor pieces and excellent pr oduct presentations, worked perfectly to build an entirely new lineup of customers across the country," Calzadilla said. "We found retailers who had end consumers who didn't want to spend big bucks on big names in outdoor, but they still wanted to buy something different for their backyard. Skyline filled that void: It was in stock, it looked amazing on the retail floor and it wasn't considered expensive."
Skyline Design was able to cater to interior designers and hospitality clients who wanted to spend a little less on a quality product but still retain the quality and commercial craft smanship that their clients and projects deserved.
"The challenges as a new brand, breaking ground into a cluttered casual furniture industry with brands that have been around for 10-20 years or more was tough, but the product did the talking, and when the end consumer goes into a retail store asking specifically for a Skyline Design piece that they saw in Las Vegas or in Mexico or in Dubai, the retailer has no choice but to setup an account with Skyline Design and make that customer happy," she said. "Having a worldwide presence with Skyline Design helps dramatically when it is seen in Harrods of London, or at furniture shows in Milan, Paris, Madrid, Las Vegas, Dubai, Singapore, Thailand, Cologne, Chicago and New York, among the top cities around the world."
Skyline Design North America recently launched its third major catalog lineup for the 2013 season. Products were unveiled last fall in its permanent showroom at the International Casual Furniture & Accessories Market in Chicago and in InterHall at the High Point Market in October.
|The Melrose drum table with drawer appears in Arabica fi nish,
top. JB Chocolate and Canvas colors suit this bench from the
The growing company has adapted a flexible approach to help its independent specialty dealers and distributors. "We allow them to offer their medium- to higher-end customers the ability to special order collections in various fiber options, sizes and specific customer fabric colors," Calzadilla said. "Our quick ship warehouse program helps them turn a sale into a delivery in a matter of days, not weeks."
Looking ahead, Skyline Design expects to see growth in regions across North America where contemporary outdoor furniture isn't something the store owner expects to have on their sales floor, Calzadilla said.
"Our long-term view is continued growth worldwide and increased brand awareness for Skyline Design," she said. "Our 10-year anniversary will be a big event for us here in North America and we want to create something special for our retail and designer partners who have helped us grow and supply them with unique masterpieces for their special customers."
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