Shady Lady® Featured in Garden Center Magazine
Grafton, WI (3/25/2007)
The following article, entitled "Lighten up" by Sarah Martinez, appeared in the January 2007 edition of Garden Center magazine.
Harsh mercury-vapor lights just won’t cut it in today’s outdoor rooms. Consumers are hunting for lighting options that enhance the ambiance of decks and complement high-quality furniture and accessories. Designers are responding to demand with lamps that are just as much at home indoors as outdoors.
"I think what’s happening in the outdoor marketplace is the outdoor room is exploding," said Susie Morter, president and founder of Shady Lady – a supplier of outdoor lighting and accessories. "Everyone wants decks and porches to look like living rooms. Table and floor lamps really make it like a living room. Otherwise, you basically have outdoor lighting on the house, which doesn’t give the ambiance."
Stylish illumination
Fixtures need to do more than shed light; they’ve got to look good doing it. Beautiful finishes coupled with durable construction will catch consumers’ eyes. For buyers, the tricky part is wading through the hundreds of different styles
Anne Caulfield, owner and designer of Starlight Lanterns, advises retailers to stock both classic and more contemporary looks to appeal to a broader audience.
"I think that people are typically more traditional inside are feeling more freedom to be contemporary outside," she said. "It’s an opportunity to get a little wild."
Morter said buyers can take a cue from casual furniture offerings. Retailers often have a better feel for what furniture styles sell well in their area. Lighting that complements the look – and can be included in a package deal- will move quicker.
"Basically, pick out the upholstery and then look at the lamp line," she said. "We specifically have different styles for different categories. You’re going to find the type of lamp that fits your style."
Morter also points out that universal-type styling is available for retailers who don’t want to commit to a certain look.
Enlightened displays
Both Caulfield and Morter said outdoor accent lighting is best displayed in a vignette, preferably with casual furniture or dining sets. But that strategy also has its pitfalls.
"While a vignette is very important in showing customers how to use outdoor products, it’s important for the store to have a large grouping of products to demonstrate the item is for sale," Caulfield said. "If there is a large display the item can avoid falling into a trap of being considered a store fixture or background prop."
Morter recommends setting up a demonstration display to show the product’s weather resistance. At trade shows, elaborate displays that continually drench lamps prove products will stand up to wear and tear. Retailers can do this on a smaller scale with a plugged-in lamp and watering can. A little sprinkle is usually enough to convince hesitant customers.
Although outdoor lamps are becoming more common, retailers could still encounter resistance from customers. Consumers want assurance that lamps are safe and made to last. Morter notes that "we’ve been taught to keep this type of lighting indoors." And old habits are hard to break.
Morter said the best way to push barriers aside is sales training. Make sure your staff is well-versed in different product components: machine washable lampshades, sturdy resin or aluminum construction, etc.
Outdoor accent lighting should continue to ride a wave of popularity, according to Caulfield.
"The trend is there and the sales are really increasing," she said.
And based on the orders Caulfield’s company has fulfilled, the desire for stylish outdoor lamps won’t be exclusive to temperate climates.
"I’m very surprised how many people in the Midwest and Northeast are embracing outdoor lifestyles," Caulfield said. "It might appeal to people in colder climates because they only have a small window to appreciate outdoor living."
Contact:
Molly Currey
Shady Lady, Public Relations
tel: (312) 498-5312
email: molly.morter@sbcglobal.net
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