ROCKFORD, Ill. — Consumer demand for year-round usable outdoor spaces has buoyed sales in outdoor furnishings for several years, and although challenging economic conditions have slowed growth in recent months, increased post-pandemic emphasis on health and wellness via exterior spaces could potentially propel the category to new heights.
According to a National Assn. of Home Builders study, 78% of respondents reported that a patio was one of their Top 10 most wanted features in a new home. Additionally, in its 2022 Outdoor Living Trends 2022 report, Fixr.com suggests that creating year-round usable spaces of all types remains a top priority for many consumers, and the growth potential suggested is not lost on Jessica Salisbury, CEO for Village Green Home and Garden, a 2023 ICFA Apollo award retailer winner.
“Our industry has evolved so much over the last decade, really,” Salisbury said. “It is an exciting category to be involved in because I don’t believe it is oversaturated, yet. Industry partners continue to improve each year in manufacturing and their array of offerings, and it is our job as independent brick-and-mortar stores to show our customers everything there is to offer.”
Salisbury believes that physical store locations offer advantages that retailers sometimes overlook. As the most recent CEO of a company founded in 1965 and locally owned and operated for more than 50 years, she represents new leadership for a legacy business and is committed to offering potential outdoor customers a reason to buy.
“If you are not showing it, you are not selling it,” said Salisbury, noting the importance of showcasing a diverse product line. “There is so much more to offer than what people see on dot-com sites. The quality, design and durability of solution-dyed acrylic fabrics along with premium manufacturing in outdoor fire, seating and dining are improving each year. It is really exciting to see.”
Noting that 2023 has been a slower year overall for many retailers, Salisbury said that Village Green’s buyers are laser focused heading into 2024.
“After several years of high demand in nearly every category we sell, we have seen foot traffic slow down as well as sales overall,” she explained. “Numbers are up over 2019, and I suspect that they will be similar in 2024. Our buyers are strategizing on filling in where there are holes and ordering light due to a higher inventory. Reducing inventory, maintaining strong margins and increasing foot traffic are our goals for next year.”
Some of the current brands featured at Village Green include Lloyd Flanders, Castelle, Polywood, OW Lee, Treasure Garden and Winston, and one category that continues to grow each year is polymer/recycled furniture, according to Salisbury.
She explained that the store’s customers love the durability and low maintenance that are hallmarks of the furniture, adding that sales in accessory categories including umbrellas, rugs and artwork continue to increase each year as well. Lounge furniture is selling more than dining sets at present, and Salisbury said her strategy for the coming year revolves around meeting several ongoing challenges while maintaining and enhancing Village Green’s legacy.
“Challenges for 2024 include the rising costs of running a business,” Salisbury said. “We plan to tighten the belt on overall spending. We are focusing not only on the inventory but on overhead expenses and renegotiating contracts, etc. Another challenge is labor; does anyone want to work? We are hiring.
“As for strengths, many would say the size of our campus is a strength. It has pros and cons, but if you build it, they will come. We are an outdoor destination center for our clients, and customers drive for several hours to visit our store and shop for indoor and outdoor furniture and garden plants and accessories. Having the size allows us to offer our customers so much.”
And while product, strategy and size are important factors in the current and future success of Village Green, Salisbury is quick to point out what she feels is the company’s No. 1 advantage.
“Our incredible team strives to provide excellent customer service,” she said. “We want all of our customers to feel at home, relaxed and special when they come to shop with us. Innovation and change are imperative to our success, and we are constantly resetting, changing seasons, creating new ideas and events for our customers.”