Outdoor decor still in, as trend keeps garden sales up - Lawn & Garden

DSN Retailing Today, Sept 9, 2002 by Debbie Howell

A desire by consumers to build a tranquil retreat in the backyard for outdoor living and entertaining continues to buoy lawn and garden department sales, despite the tough economy and unpredictable weather. With sales of lawn, garden and outdoor living products growing an estimated 13.4% last year to $41.3 billion, the segment remains a standout performer.

Even though sales of live goods, gardening tools and accessories can be impacted by weather, garden decor and furnishings have become popular yearround. The outdoor living room, as some have called it, translates into a booming market for grills, patio sets, outdoor lighting and decorative accents. The latest on the outdoor decor front could be seen at the recent National Hardware Show, where products trended upscale rather than functional in look.

Stylish copper fire pits, colorful glass and metal wind chimes, hand-painted patio sets and upscale grills were among the myriad examples at the show, held Aug. 11 to 13 in Chicago.

"People more and more look to their homes as a source of respite and a place to find tranquility and peace," said Bob Barta, vp of marketing for Henri Studio, one of the largest manufacturers of garden decor, ponds and fountains.

Henri Studio, which makes both polyresin and cast stone fountains, unveiled several classical architectural designs this year, such as ones with a pineapple or sphere center. Barta estimated the market for outdoor water features growing 10% to 20% annually. More ornate fountains also were shown, including Henri's most popular design featuring a peasant boy and girl.

Last year's fascination with gazing globes, whirling sprinklers and copper bugs as garden decor has now expanded into elaborate and colorful accents. Examples included iridescent colored glass with metal wind chimes and garden stakes in the shapes of balloons, flowers, bugs and galaxies from Russco III. Color-changing fiber-optic accent lighting also has emerged, such as Russco's new gazing globe powered by solar energy and a butterfly light strand.

"The trend is now a combination of media, such as iridescent glass with muted colors or media," said Rich Harral, president and ceo of Russco III.

Fairies, bugs, toads, angels and playing children were popular themes in garden statuary. Sales have tripled each year for GSI Home-Styles, according to senior vp John Parella. Among its lines are Flower Fairies, based on the work of author Cicely Mary Barker, and Toad Hollow. New for 2003 will be a licensed line featuring angels called Children of the Inner Light.

As for garden lighting, upscale metallic finishes and lantern styles were predominant, along with lighted statuary, such as lighthouses, animals and steppingstones. Solar-powered lighting may be the biggest news, however, with improved technology resulting in an explosion of new products.

"Solar is becoming more and more popular as an energy-savings option. The technology has improved to where the lights are brighter and last longer," said Deirdre Freedman, a representative of the International Development Corporation.

A series of coach streetlights featuring bright white solar-powered bulbs debuted under the company's Sun-Glow brand this year for $199 to $399.

Intermatic, a producer of mass retail garden lighting known for its low-voltage Malibu brand, also has jumped on the solar trend. New styles in pewter and antique copper are overtaking the traditional black pagoda shapes, said Allen Severance, regional sales manager. In addition, energy-saving LED lighting is being used more, such as in color-changing pool float lights.

Another garden decor segment that continues to grow is bird feeding and housing. Birdbaths, houses and feeders have become more decorative, often tying in with other garden accents. "There's a trend away from opening price points," said Andrew Frowine, vp of sales for Cedar Works, a division of Central Garden & Pet. Popular now are combination plastic and metal feeders and squirrel-proof products, he added. Frowine estimated sales growth in the industry at 5% to 8% annually.

This upscale trend has moved into patio furniture and accessories. Resin sales have been fiat as consumers trade up to now-affordable aluminum and wrought-iron sets, many of which now have colorful accents. Gracious Living expanded into resin banquet tables and earth-tone hues that mimic wood or sandstone. Berkeley, meanwhile, debuted several patio sets composed of a granite-resin mixture that featured hand-painted accents or mosaic insets.

Grills, patio heaters, coolers and fireplace pits remain strong sellers, adding more bells and whistles for outdoor entertaining. Many upscale grills now come with multiple burners, frying surfaces and sink connections to cook a complete meal. Portability and ease of installation are other driving factors. Char-Broil's new Thermos Grill2Go Fire & Ice, a portable gas grill that includes a cooler in its base, grabbed a lot of attention, as did Igloo's Max Cold line of coolers that features extra insulation to keep food cold for up to five days. Weber unveiled the Weber Chill, a portable indoor/outdoor refrigerator.