A group of independent outdoor furniture retailers has launched a collaborative advertising initiative designed to elevate the quality and effectiveness of marketing across the category. The group is now actively seeking additional retail partners to join the effort.

The initiative brings together retailers from non-competing markets to share the cost of producing high-quality commercial content. By pooling resources, participants are able to execute elevated broadcast and digital campaigns while maintaining their individual brand identity. The first round of creative production has now been completed, with participating retailers beginning to deploy the commercials across broadcast and digital channels in their respective markets.

The concept was sparked by a post from Brad Schweig of Sunnyland Outdoor Living in the Outdoor Furniture Independent Retailers Group on Facebook. The idea quickly gained traction as other retailers expressed similar challenges around the cost and complexity of producing high-quality video content.

“Independent retailers have been at a disadvantage in producing high-quality advertising,” said Schweig. Unlike traditional co-op programs, the structure does not rely on standardized messaging. Instead, it centers around shared creative frameworks that can be adapted locally—balancing efficiency with flexibility. The result is a more polished, consistent level of advertising across markets, while still reflecting the personality, geography, and customer base of each retailer.

“I thoroughly enjoyed the process of creating these spots,” said David Jacobs of Jacobs Custom Living. “A store in Florida wanted palm trees and a pool, while I’m in the Pacific Northwest and wanted evergreens and a lake. What we created was a beautiful lifestyle spot that works wherever your business is located.”

The group is specifically seeking independent outdoor furniture retailers in non-overlapping markets who are interested in improving the quality and impact of their advertising while benefiting from shared resources.

Retailers interested in learning more about the initiative or exploring participation are encouraged to reach out to any of the participating retailers, including Casual Living Outfitters, Florida Backyard, Jacobs Custom Living, Mountain Home Center, Outdoor Decor Store, and Sunnyland Outdoor Living, or visit https://linnihanfoy.com/furniture-collective/.