Casual furniture market sets records, trends

Pool & Spa News, Oct 15, 2004 by Shabnam Mogharabi

Increased booth and floor space helped the 31st annual International Casual Furniture & Accessories Market grow approximately 20 percent this year, organizers said.

The trade show, which was held Sept. 18-22 at The Merchandise Mart in Chicago, drew more than 7,000 people, in addition, the program boasted more than 300 exhibitors, a first in its history.

"It's great for the pool and spa retailers because the Casual Market offers what they need in addition to the pool or spa," said Whitney Gillespie, the show's director of sales. "We have the coolers, the space heaters, the grills, the furnishings.... It's all about the outdoor room and creating that lifestyle."

Gillespie said this year's trends included brightly colored products such as white wicker chairs with fuchsia Fabric and cast-iron furniture with purple, tangerine orange and lime green accessories. Intricate and elaborate outdoor lighting was a popular item throughout the more than 300,000 square feet of permanent and temporary show space.

"There's a broad spectrum of merchandise here," said Carrie Peace, marketing director of Windward Design Group, a Sarasota, Fla.-based manufacturer and retail store operator. "The show look bigger this year [and] there are some nice displays."

Popular seminars included "Designing Out: The Home Lifestyle Report," during which Garden Design magazine presented the results of a consumer survey it had conducted. The study concluded that working in conjunction with interior designers, landscape architects, garden designers and real estate agents can help retailers capitalize on the outdoor room lifestyle.

Show highlights included the Design Excellence Awards presentation and the Apollo Awards Banquet. Lifetime achievement awards were presented to Marie Schirmer of Schirmer's Patio, Pool & Spa in Falls Church, Va., and the late James F. Baker of Tropitone, based in Irvine, Calif.

"It's gone really well," said Charles McGee, an eight-year attendee who was representing Pinehurst Umbrellas of West End, N.C. "We picked up several new accounts. The first few days were [really] crowded. We'll be back next year."