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Tommy Bahama: New Designs and Enhanced Presence at Casual Market Chicago

Tommy Bahama: New Designs and Enhanced Presence at Casual Market Chicago

CHICAGO - Lexington Home Brands will be unveiling 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.

“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.”
Patio & Hearth Product Reports (P&HPR) sat down with Phil Haney to learn more about Tommy Bahama’s recent decision to display at Casual Market, as well as the thinking behind the company’s 12 new lifestyle collections.

Why did you decide to open a showroom at Casual Market Chicago?
Phil Haney: We’re excited to be showing in Chicago this year. The Market draws key outdoor specialty retailers – many of whom do not attend High Point Markets where we have our primary showroom. With twelve current lifestyle collections and five new collections being introduced in September, the space required to properly present the line is significant. We’re delighted that a large showroom space has become available and that we’ll have the opportunity to showcase our line to a dedicated outdoor audience, which is the key differentiator for the Chicago Casual Market.

Describe this showroom space in terms of size, location, design, etc. Will this be a permanent showroom?
Phil Haney: We will be showing in the former Summer Classics space - Suite 1556. It’s a 10,000 square foot showroom, ideally located on the 15th floor, with natural light and an open floor plan. The diversity of our assortment requires a showroom layout that allows us to convey the unique styling aesthetic of each collection. For the September Casual Market we will be showing our five new introductions along with a curated selection of current best-sellers.

What are your five new outdoor collections?
Phil Haney: Key Largo – 3920 - Drawing inspiration from the relaxed Bohemian vibe of the Florida Keys, the Key Largo collection features intricate designs in aluminum that emulate the look of woven natural hemp.

St Tropez – 3925 - Making a dramatic design statement, St Tropez boasts clean contemporary lines crafted in aluminum with a custom finish that translates as teak, but never weathers. Dining and occasional tops feature an eye-catching radial slat design in cast aluminum that imparts a strong architectural sense to the collection.

Los Altos Valley View – 3930 - The Los Altos collection offers a global view of casual transitional design, blending elements of Southwest styling with natural Mactan stone and woven patterns that emulate natural banana leaf. Dining and occasional items feature thick aluminum tops with intricate cut patterns and softened edges.

Harbor Isle - 3935 - Offering a modern approach to relaxed traditional styling, Harbor Isle features classic turnings on bases and table legs, thick cast aluminum tops with intricate interwoven patterns, and the sophistication of a rich walnut finish. Designs are generous in scale, addressing the requirements of today’s larger outdoor living spaces. 

South Beach - 3940 - Named for a destination known for cutting edge style, South Beach makes an intrepid contemporary design statement, blending natural Indonesian teak with dark graphite-finished aluminum. Silhouettes are sleek and linear.

How do these collections differ from what is currently available in the marketplace?
Phil Haney: There are a number of fine manufacturers at the upper-end who offer great styling, but the designs and styling are often fairly consistent across their assortment. Tommy Bahama Outdoor Living offers what we believe is the most diverse range of styling in the industry, paired with a brand name that has virtually universal consumer recognition. From a competitive perspective, we offer unlimited upholstery customization including COM capability, with three week shipping on custom orders, and immediate availability on non-custom items, with no minimums.

Are you expecting most customers to take advantage of customization or will your stocking program result in greater numbers of these purchases?
Phil Haney: A key advantage of our program is the fact that we inventory all products in NC for immediate shipment on dining and occasional items, with three week shipping on custom upholstery, including COM. The vast majority of our deep seating business is custom, because the styling and seating comfort are significant points of differentiation for us. Our fabric line also offers an assortment of high-style, sophisticated textiles that lend themselves to special order business.

What styles and trends are currently resonating with consumers and does this vary in different geographic regions of the country and Canada?
Phil Haney: Interestingly, styling preferences vary greatly depending upon the geography, which is one reason we place such an emphasis on styling diversity. While there is a general trend towards transitional design, casual coastal and refined island style remains extremely important. Of equal importance is the influence of fashion, color and hand in performance fabrics. Thus the emphasis on custom upholstery. The overall look is equal parts frame design and fabric application. We have over 260 patterns in our upholstery line, and still enjoy a great business in COM.

Have you been impacted by tariffs? If so, what steps have you taken to maintain profitability while protecting consumers?
Phil Haney: Like most manufacturers, a significant amount of production is based in China, which means the 25% tariff is an issue. In an effort to support our dealers, the company has mitigated the impact by absorbing half of that amount, and will adjust pricing by 12.5% on items impacted, with the anticipation of a resolution on trade issues in the near future. This adjustment is being applied as a surcharge on the invoice, which will allow us to remove it when trade issues are resolved.

www.patioliving.com/TommyBahama

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