Daily News
From Home Furnishing Business
Barrette Outdoor Living Rebrands to The Outside Company
November 2,
2021 by Laurie Northington in Business Strategy, Industry 
Barrette Outdoor Living, Inc., has announced the consolidation of several of its individual brands and rebranded as The Outside Company. under the Barrette Outdoor Living umbrella. This includes
DuraLife, Xpanse Greater Outdoors and RDI are now under the Barrette Outdoor Living umbrella. This move is intended to leverage the full power of the American manufacturer's brand to create more value and brand equity for the overall business.
Barrette Outdoor Living worked closely with Raleigh, N.C.-based agency wmHarper to develop The Outside Company brand. wmHarper is well-known for their brand transformation work that provides companies with the insights, strategy and creative needed to align business strategies and generate customer demand.
The idea behind the new branding is to emphasize getting outside — encouraging people to express their 'outside side' by bringing inside activities to outdoor spaces. "Now more than ever, homeowners are taking their inside routines out — to cook, entertain, exercise, work — making the outside, the new inside," said Lori Miller, vice president of marketing at Barrette Outdoor Living. "This campaign offers compelling inspiration that helps people realize the best room no longer has to be in the house."
The comprehensive campaign, which will debut the first week of November and run until the end of the year, encompasses traditional print and television outlets in addition to outdoor OLA/OLV advertising and social media. Ads will run on HGTV, DIY Network, Outdoor Channel, ESPN and local sports networks in select markets.
Earlier this year, Barrette Outdoor Living updated the company's logo, brand guidelines and its website. Product packaging, marketing literature, social media accounts and other customer facing touch points have also been updated, further solidifying a full transition that places the Barrette Outdoor Living brand in the forefront.
"Our customers can be assured that any Barrette Outdoor Living products they purchase — whether it be our fencing, railing, decking or decorative accents — are ingeniously designed and meticulously engineered to hold up to family, life and nature," said Jean desAutels, CEO of Barrette Outdoor Living. "We provide a complete range of solutions our customers seek to make their outdoor vision come to life."