Margaritaville teams up with Schou to create Buffett-inspired outdoor line
By Cinde W. Ingram -- Furniture Today, January 25, 2010
Wasting away in Margaritaville will look better than ever soon.
Schou USA has partnered with Margaritaville Enterprises to create outdoor furnishings for the laid-back lifestyle, whether coastal, lakeside, poolside or backyard.
The Margaritaville lifestyle inspired by songwriter Jimmy Buffett already appears in a variety of successful businesses — restaurants, footwear, apparel, beer, liquors and frozen concoction makers.
“The Margaritaville lifestyle encourages relaxation and putting the fun back in outdoor living,” said John Cohlan, CEO of Margaritaville Enterprises. “The growth of the outdoor living industry has definitely been beneficial for us as a company and consumers have responded positively to our various businesses.”
Bruce Masden knew Margaritaville Enterprises had successfully extended its brand to other categories, but was fascinated with the concept of a Margaritaville-branded outdoor furniture collection.
“A collection of outdoor furniture and related accessories is the most obvious and creative way to share the Margaritaville lifestyle with the world,” Masden said. When he joined Schou USA as vice president of sales in March 2009, Masden realized he was with a company that could help bring his idea to fruition.
“Bruce originally developed the idea for this partnership and was passionate about it from the very beginning,” Cohlan said. “We at Margaritaville admire people who have passion for what we do. Bruce kept in touch with us over the years and once he began working with Schou USA, we knew the right people were in the mix and the timing was perfect.”
Design and development is underway now while Schou works with retailers to develop products that fit their specific needs. Products will debut for the 2011 season.
“We think the industry is ready for innovative, fun products and together Schou and Margaritaville can make that happen,” said Christopher J. Curran, president, Schou USA. “The Margaritaville brand is incredibly inclusive and invites everyone to kick back, relax and have a great time. There isn't any part of the Margaritaville flagship brand and enterprise that doesn't cater to the enjoyment of the outdoors.”
Curran foresees a strong future for this partnership. “We have the desire to help Margaritaville Enterprises grow its brand beyond their core or traditional markets and introduce it to consumers all over the world,” he said. “In the U.S., there is an opportunity for every major retailer to work with us to develop the right products that will allow their customers to experience the Margaritaville brand.”
Cohlan also has high expectations for the venture. “We admired Schou USA from the beginning for their passion and determination to put this partnership together,” he said. “This is a category that lends itself to innovation and we think Schou will raise the bar in terms of product functionality and performance.”
Those products will include outdoor furniture and related accessories, beach furniture, shade products such as umbrellas and pavilions, dining and deep seating sets, and outdoor products for the tailgating and entertaining markets. “Anyone who enjoys living and entertaining outdoors will connect with this collection,” Masden said.
“We hope that the products we create will complement the Margaritaville-branded products that are already in the marketplace, such as the Margaritaville Tailgater Grill or the Margaritaville Frozen Concoction Maker,” Curran said. “We think that our products will enhance those and continue to help consumers create a Margaritaville-style escape in their own backyards.”
“The designs possibilities are endless for this collection, which will be good news for retailers and consumers alike,” Masden said.
Both Curran and Masden say they see no barriers or limitations because of customer demographics.
“This means there is an opportunity for Schou to customize and create products up and down the pricing structure in good taste and with outstanding design,” Curran said.
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