HHIQ_2Q_17_Complete-low

FEATURE
EMERGING CATEGORIES
H
omeowners are looking at their
dwellings differently these days.
Whether it’s in response to the dollar’s
value, or the desire to make a political
statement, many Canadians are choosing not
to travel abroad and sticking closer to home.
And with the money they would be
spending on trips, they’re instead investing
in making their homes a place of comfort
and safety, and reflective of their individual
personalities.
STYLISH ALL SUMMER LONG
When winters are as long and harsh as they
can be in Canada, it’s natural that summer
becomes a highly anticipated season. One
trend retailers have picked up on in recent
years is that Canadians are eager to make
the most of their longer days by effectively
living outside during the summer months.
Valérie Brien, BMR’s director of purchasing
for hardware, says the company started
to focus on outdoor living and seasonal
back in 2012, and launched its first seasonal
catalogue the following year. “People want
to make the summer last as long as they can
and they want to spend their time outside,”
says Brien. “We see changes in the sales;
we’re seeing increases in sales of sectionals
and seating sets because people want to sit
outside, comfortably.”
At Home Depot Canada, Megan
Schroeder, divisional merchant for patio,
has noticed the same thing. She says the
trend right now is to turn the patio space
into an outside living room, complete with
garden décor items like carpeting, lanterns,
and string lights to give it that homey feel.
And she adds shoppers are not looking to
sacrifice style, either.
“We’re looking for items that are ontrend
and fashionable,” says Schroeder.
“Years ago there used to be a lot of brown
patio furniture out there, but the ’70s had
their time. Now, we’re seeing a lot of things
are grey and much more like what you’d put
inside your home as opposed to just outside
for a short season.”
BMR’s director of purchasing says consumers are
turning their patios into outdoor living rooms.
Other major retailers have been responding
to the demand for stylish outdoor furniture
and accessories. Canadian Tire for
its part has been releasing more trendy
outdoor items under its Canvas brand,
promoting all the accessories to make an
outdoor space a “stylish retreat,” such as
lanterns, throw pillows, and planters.
Of course, there are many households—
especially in urban areas—that may not
have space for large sectionals and dining
tables. With the growing number of
apartments and condo-dwellers, there’s
Home Depot buyer Megan Schroeder says
shoppers are looking for patio furniture
that’s comfortable and stylish.
also a market for smaller-sized patio items
that can fit on a balcony. At Home Depot,
Schroeder says they carry small, bistro-size
tables as well as half-size umbrellas.
MAKING THE MOST OF THE SEASON
Brien and Schroeder agree that while style
is a huge factor in what shoppers are looking
for from their outdoor living products
right now, there’s another consideration
that often trumps all else: price.
“What dealers and consumers are looking
for in this category is always quality,
www.hardlines.ca Hardlines Home Improvement Quarterly SECOND QUARTER / 2017 25