The push for livable outdoor spaces might be a product of an HGTV-enlighted audience, but the concept isn’t new, particularly in this region. Drury’s Furniture, a Fountain-based store now in it’s 93rd year of business, is capturing the momentum, offering an array of options for those wanting to enhance all of their living spaces.
“I think people in our area have been waiting for the rest of the country to catch up on outdoor living,” jokes Katelin Ehler, Drury’s Sales & Marketing Specialist. “I remember eating lunches and dinners outside at a picnic table in the summer as a child. I’m sure other people do, too. Now, the furniture and design world is finally embracing the idea.”
“The upper-Midwest really values our warm weather, so we try soak in as much as we can when it’s here,” she adds. “Making comfortable outdoor spaces really makes sense, when you think about it in those terms. Why shouldn’t your deck or patio be as loved as your living room?”
This isn’t first time the store has offered outdoor options, having partnered with a manufacturer’s small sampling previously to show the occasional outdoor sofa or chair alongside existing indoor-wicker selections. Even so, interior designers on staff repeatedly fielded client struggles to find well-made, quality furniture in the area and for Drury’s, the change provides an opportunity to better serve those customers.
“In order to stay relevant, you really have to be willing to change,” says Ehler. “Outdoor furniture is just another example of that. Customers really want to be able to find everything in one place and we want to be the best resource for our customers, so it was a natural transition.”
Last winter, the store used existing industry connections to pull together a small display for spring 2017, not expecting much in the way of sales. “We put the furniture on the floor thinking that we’d be building for upcoming years,” adds Ehler. “Our hope was, people that were already in the store would see it and make a mental note for whenever they were ready to buy outdoor. To our surprise, we sold several special orders right away.” The first foray into outdoor lines also resulted in a closer understanding of what customers were after. Dining tables and chairs were popular, but the majority of sales came down to outdoor chairs and sofas. Fire tables, plumbed for a propane fire pit in their center, were also a big hit.
This year, the store has changed and expanded the assortment of offerings, including variations on fire tables. It’s resulted in a dedicated showroom space for the furniture. Looking at the options in person, its clear these aren’t your grandma’s porch pieces. Products have taken advantage of changing technologies, such as synthetics for weight and durability, moisture-wicking, and fast-draining, easy to clean cushions making for extended season wear without sacrificing a pleasing aesthetic.
Drury’s is focusing on three lines for 2018. Braxton-Culler specializes in outdoor wicker looks and recently did an overhaul of their styles. Homecrest, a Minnesota-based company, features quality metal furniture so well made, staff has seen vintage Homecrest sets for sale. The third company, Breezesta, was just added this year. Incredibly “green,” all its products are made from 100% recycled milk jugs. Known for its Adirondack style, the company has expanded selections and their tête-à-tête, with counter-height chairs and connecting table, has been Drury’s best selling item.
According to Ehler, it’s the quality, selection, and customer service that are driving the outdoor sales. “There are boatloads, literally, of imported outdoor furniture that are all exactly the same. Not everyone wants to have the same thing as their neighbor,” she says. “Furniture is something that you get what you pay for. Nothing we sell is “disposable.” We really pride ourselves in searching out the best quality at reasonable prices, so the customer can feel confident in their purchases. If you’re going to buy something, why not pick out exactly what you want? Everyone has different taste, so why should all their furniture look the same?” she asks.
“Also, Mother Nature is hard on things, so it’s really important that outdoor furniture be serviceable. To be able to replace cushions on a sofa will save a person money in the long run. Life happens, especially when your furniture is outside. We get that,” adds Ehler. “We’re here to do whatever we can for our customers. Maybe you can replace the sling or get the manufacturer to make a new arm. Most big box stores aren’t willing to do that type of work. We do it every day.”
With the slow retreat of winter, customers have been eager to get a jump on a set for their deck, patio, or porch. Several promotions are in place with manufacturers.
“It’s really important that customers come in to see, touch, and feel the products. We do try to make things easy as possible for them. It’s pretty common that someone will stop in, take a look at things, take a few samples with them, and order once they’ve gone home. We’re always willing to put in a little extra work, so our customers don’t have to.”
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