On February 3rd and 4th, Berlin Gardens hosted its annual Dealer Seminar, welcoming 388 attendees, including valued furniture, structure, and cabinet dealers, trusted vendors, key speakers, and employees, for a two-day event focused on connection, education, and growth.

A tradition spanning more than 18 years, the Berlin Gardens Dealer Seminar is a cornerstone event for the company. The seminar provides attendees with insight into upcoming business news and initiatives, hands-on training opportunities, and proven strategies designed to strengthen their businesses.

This year marked the first Dealer Seminar featuring Berlin Gardens’ recently acquired sister company, Windward Outdoor LLC. Berlin Gardens and Windward Outdoor are highly complementary brands, each bringing distinct strengths in materials, design, and market reach. Berlin Gardens is known for its premium poly lumber collections and comfort-driven residential seating and dining, while Windward Outdoor adds aluminum and sling offerings with strong appeal in coastal, contemporary, and commercial environments.

As part of its continued investment in dealer support, Berlin Gardens also introduced several new sales representatives, allowing dealers to put names to faces. Aaron Wyatt, Stephen Sutherland, and Sean Varley will serve the New England states; Anthony De Feo will serve Missouri, Kansas, and Nebraska; and Will Carpenter will lead the expansion of Berlin Gardens’ e-commerce presence.

Attendees were also given a first look at new 2027 product prototypes, with feedback and input encouraged prior to final production. Additional initiatives presented included a new 3D cabinet configurator and quoting system for Agora dealers, as well as a free hyper-local social media platform designed to simplify marketing efforts while driving foot traffic to retail partners.

A highlight of the event was the recognition of Berlin Gardens’ Top 20 dealers, celebrating their outstanding performance and partnership. Dealer attendees were also rewarded throughout the seminar with a variety of raffle and door prizes, adding excitement and appreciation to the two-day experience.

How did dealers react to this year’s Seminar? 
Scott and Emily Underwood with Over the Fence in Sequim, WA, a dealer for 12 years expressed: “We’ve been Berlin Gardens Furniture dealers for years and have been consistently impressed with their quality - both as a company and with their products. This year we decided to make the trip out from Washington State to attend the Dealer Seminar for the first time. We were blown away by the factory tour, information provided in the breakout sessions, and the feeling of family and camaraderie we found in the Berlin Gardens team and our fellow dealers. We left feeling refreshed and so totally inspired, we are bringing aboard Structures and Agora, with the full support of Berlin Gardens backing our efforts.”

First-time attendee Stephanie Alston, owner of Half Moon Flowers, made her decision at Seminar to convert her garden store to focus on furniture because “Manufacturing doesn’t get any better than this. I’m more excited and confident than ever that Berlin Garden’s care, quality, comfort, and craftmanship, and beauty will be a great success in our community, enabling more to Take Life Outdoors.”

Seminar concluded with keynote speakers who energized attendees and reinforced momentum heading into the upcoming selling season. Planning is already underway for next year’s Dealer Seminar as Berlin Gardens continues to invest in innovation, partnership, and long-term dealer success.

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