Tommy Bahama Outdoor Living Launches 5 New Collections at Casual Market Chicago

September 10, 2019  by Laurie Northington in Business Strategy, Industry   

The presentation will take place in Suite 1556 – a 10,000 square foot showroom on the 15^th  floor, formerly occupied by Summer Classics.

“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 looking for a significant showroom 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 accommodate the scale of our new introductions and is ideally located on the 15^th 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 that opportunity.”

As the largest market launch since the inception of the brand, the styling is diverse – from classic to casual-coastal to contemporary. The assortment includes small and large-scale dining, bistro, deep seating, occasional and accent items. 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 observing two major trends in the marketplace – both of which are having a significant impact on dealers 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 a trend by upscale consumers to invest as much, if not more per square foot in their outdoor spaces as they do their indoor décor. In so doing, they exhibit a 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 margins 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,” added Haney.

The five collections being introduced, totaling over 100 pieces, offer designs that span a range of lifestyles. Each collection includes dining, bistro, deep seating and occasional tables.

South Beach: Named for a destination known for cutting edge style, South Beach makes a contemporary statement, blending natural, sustainably-sourced Indonesian teak with dark graphite-finished aluminum. The lines of the silhouettes are sleek and linear, with an interesting play on angles. Cushioning on deep seating items is extra plush, while chairs and bar stools feature channeled contemporary sling. Occasional tables are accented with slate-gray stone inserts.

Key Largo: Drawing inspiration from the casual Bohemian vibe of the Florida Keys, the Key Largo collection features intricate designs in aluminum that emulate the look of natural woven hemp. The artisan finish is designed to look like natural teak. Tops are cast from composite concrete with a sunburst pattern that radiates from the center point.

St Tropez: 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 a radial slat design in cast aluminum. Deep seating designs incorporate woven lanyard cording that accentuates the linear motif while offering comfort. Select occasional items feature cultured stone tops in an ivory finish.

Los Altos Valley View: This 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 pieces feature thick aluminum tops with intricate patterns and softened edges. Occasional tables showcase a special etched aluminum that translates as wood grain. The custom finish is dry-brushed with layered color to convey a rich, aged patina. Deep seating designs, including a sectional, feature synthetic banana leaf in a distinctive braided pattern.

Harbor Isle: Showcasing relaxed new traditional styling, Harbor Isle features classic turnings on bases and table legs, thick cast aluminum tops with intricate interwoven patterns a rich walnut finish. Designs are generous in scale, addressing the requirements of today’s larger outdoor spaces. Deep seating silhouettes have clean lines, blending a custom basket weave pattern with the dark walnut finish on aluminum.

“We believe Chicago offers a unique opportunity to showcase our brand to a dedicated outdoor audience,” concluded Haney. “We also believe that the Tommy Bahama program offers retailers and designers a strong competitive advantage in their markets, backed by a vendor-partner whose resources, support and commitment are the most significant in the industry.”