Garden Variety

Gardens, terraces, patios, and other outdoor plots continue to entrance American consumers seeking to extend the boundaries of their living spaces. To outfit and decorate these “new found lands,” shoppers are looking for top-of-the-line grills, outdoor furniture, fireplaces, decorative accessories, and a host of other products once considered more suitable for the great indoors. According to Unity Marketing, Stevens, Pennsylvania, in the space of one year (2003 to 2004) the outdoor living market grew from $60.1 billion to $62.5 billion at retail.

Meanwhile, interior decor trends have gone from casual chic to a more modern elegance. And as the new outdoor living spaces are extensions of indoor rooms, “garden” decor has followed the cue, reflecting a new sense of domestic sophistication. Outdoors as indoors, it's all about simple elegance and creating stylish, inviting spaces.

Homeowners tend to prefer products that will make a lasting impression on their homes; in garden decor, they're looking to create a lived-in space, rather than the perfectly manicured garden. At the same time, they want quality items that reflect the trend toward refined elegance. Classically inspired items will be big sellers, as shoppers indulge in a few quality accessories rather than a wide range of less expensive pieces that end up creating clutter.

The rising interest in containers — such as urns and planters, as well as fountains and statuary — also reflects the clean, uncluttered ethic of the modern garden. “Gardens have gone from showplaces to being lived in,” says Susan McCoy, president of the Garden Media Group in Chadds Ford, Pennsylvania.

“People don't want anything too ornate,” agrees Peter Cilio, creative director at Campania International in Quakertown, Pennsylvania. “There will always be an interest in classic European styles, but now it has to be simplified. Contemporary pieces are also popular.” Zen-inspired products that evoke a chic, understated sophistication are another category that remains popular.

One of the new trends for 2006 is to remove pots from the patio and place them throughout the garden or yard, mixing pieces from a number of different media. For instance, a glazed pot in one corner with a cast stone urn in the opposite end creates a dynamic arrangement that adds life to the space.

There are few rules. It's mostly about eclecticism, but matching is out while coordinating is in. Get your customers started by offering a wide selection in a variety of media, arranged in your own displays, showing how the process works. And don't limit your container color selections to stone and muted tones.

“There's a big interest in color right now,” notes Susan McCoy. “Our Lipstick Colors collection of pots comes in a variety of shades, including yellow, orange, blue, and green. People are even displaying them without plants.”

Water elements are another growing category in outdoor spaces. “Fountains are booming, and they're taking on a sleeker look,” says McCoy. “Some people are even turning containers into mini water gardens.”

Garden statuary is also still popular. A cast stone frog or tortoise in an outdoor space might show a sense of whimsy while a bust in the Greek or Italian style would reveal another aspect of one's personality. “Statuary is a great way to show your style,” McCoy notes. “As a piece of art, it lets you put a unique signature on your garden.”

Whatever choices are made, it's no longer sufficient to furnish today's outdoor living spaces with the old picnic table and a red-checkered cloth. Outdoor spaces have become as important as family rooms and living rooms, and today's consumers want to furnish and decorate them with as much care as they do their indoor spaces.

You can serve those desires with good product, a wide selection, and innovative displays. To market your outdoor merchandise and decor products organize an in-store “picnic” or some other promotion. It can be done on your own or with a neighboring restaurant or food store. That's the kind of shopping experience today's consumers expect from the independent specialty retailer.