Tommy Bahama Coming to the Chicago Casual Market

Tommy Bahama Coming to the Chicago Casual Market

HIGH POINT, NC – Lexington Home Brands announced today that they will unveil five new lifestyle collections for their Tommy Bahama Outdoor Living brand at the Casual Market in Chicago, September 10-13, 2019. The presentation will take place in a 10,000 square foot showroom on the 15th floor, formerly occupied by Summer Classics. The brand will not participate in the ICFA Preview Show in July due to the buildout under way in the new showroom.

“We are extremely excited about the opportunity to participate in the Casual Market,” said Phil Haney, president and CEO of Lexington Home Brands. “We have been trying to secure a significant showroom space on the main floors for several years, but with 12 lifestyle collections in our current assortment, the space needed for our presentation has not been available. The former Summer Classics space will not only accommodate the scale of our new introductions, but is ideally located on the 15th floor. We recognize that many outdoor retailers do not attend the High Point Market, and with Chicago being the primary venue for the category, it is important for us to present the line at the Casual Market. We look forward to doing that in September.”

For the Casual Market, the company will introduce five entirely new lifestyle collections, making it the largest market launch since the inception of the brand. Styling is remarkably diverse – from coastal casual to sleek contemporary. The assortment includes small and large-scale dining, bistro, deep seating and occasional. As with all items in the Tommy Bahama assortment, inventory will be stocked in North Carolina for immediate shipment, with custom upholstery averaging three weeks.

“We are seeing two major trends in the marketplace – both of which are having a significant impact on retailers in the category,” said Haney. “The first is a strategic move by big-box and online retailers like Target, Home Depot and Wayfair to upgrade and expand their assortments. This is having the effect of commoditizing the “good” and “better” segments of the market, creating a competitive challenge for many outdoor specialty retailers. The second is an accelerating trend by upscale consumers to invest as much, if not more, in their outdoor spaces as they do their indoor décor. In so doing, they exhibit a very critical eye towards distinctive design, scale, customization and exceptional quality. The consequence of these trends appears to be an accelerating divergence in the market, where the “good” and “better” segments will experience extreme sales and margin pressure, while retailers in the “best” category will have the opportunity to capture superior margin on larger orders. We believe the ability for outdoor retailers to differentiate themselves, in the face of this bifurcation, has never been more critical. The Tommy Bahama program is designed to do exactly that.”

The company highlights four points of differentiation with the Tommy Bahama Outdoor Living brand - style diversity, customization, inventory support, and broad consumer recognition.
• Style Diversity: Many high-end brands offer a great product, but an extremely consistent look across their assortment. The Tommy Bahama portfolio takes the opposite approach – featuring the most wide-ranging styling diversity in the industry, with scaling that accommodates larger outdoor living spaces. Both are fundamental to addressing the aspirations of upscale consumers.
• Customization: Deep seating is upholstered in Lexington’s North Carolina upholstery manufacturing facility, using the same artisans who tailor their indoor frames. Plush cushioning on outdoor seating is indistinguishable from that of their finest indoor pieces. The 260 fabrics in the line include sophisticated patterns and textures that offer a designer look, and the company encourages COM orders.
• Inventory Support: All Tommy Bahama Outdoor Living products are stocked in Lexington’s distribution complex in North Carolina, effectively mitigating inventory risk for retailers. This is unique in the high-end segment. Dining and occasional items are available for immediate shipment. Custom deep seating averages about three weeks.
• Brand Recognition: Tommy Bahama is the most recognized consumer brand in the outdoor category by a wide margin, enjoying universal awareness and an unmatched reputation for style and quality.
“At the upcoming Casual Market we look forward to unveiling five exceptional collections,” concluded Haney. It represents a great opportunity for us to host our current customers as well as new outdoor specialty retailers who have not yet seen the line. We believe Chicago offers a unique opportunity to showcase our brand to a dedicated audience. We also believe that the Tommy Bahama Outdoor Living brand will afford retailers a strong competitive advantage in their markets, backed by a vendor-partner whose resources, support and commitment are the most substantial in the industry.”