RANGE REVIEW: OUTDOOR LIVING
Offer real choice and meet the needs of the many At Ikea, Marcos thinks it is important to appeal to the many different types of customers and cater to their needs – whether their garden be big, small, traditional or modern. He explains: “We want people to personalise and improve their outdoor space, regardless of how big or small it is. Our mission is to meet the needs of the many, including those with urban living spaces, to offer the opportunity to personlise outdoor spaces to their own tastes. It is important to create a space that is personal and, by using products, such as hanging planters, it is possible to maximise the use of smaller spaces, such as balconies and front gardens.” He continues: “We are very focused on sustainable living at an affordable price for the many. Outdoor acacia products have proven to be popular and are made using sustainably-sourced wood. We have also seen an increase in people seeking lower-maintenance furniture, with our SJÄLLAND range being well received.”
“We have increasingly become a visual society, with the huge popularity of Instagram and Snapchat. Interior design has extended to exterior design, and this can apply to all types of gardens, which can create an area that makes the most of your outdoor space.”
Ikea sales leader for outdoor furniture, Marcos Tredjor
Marcos adds there has been an increase in demand for rattan furniture amongst Ikea’s customer base. He believes customers are keen on the sustainable element of this line, as well as the aesthetic and low-maintenance elements. For Smart Garden Products, Jonathan has seen that “open- plan living is becoming more popular,” where many homes are now dividing up the internal space to create discreet living and entertaining areas.
Jonathan says: “This can take the form of different flooring materials, screens, low walls etc. This “zoning“
can relate to the garden too, where different areas can serve different functions – retailers can certainly take advantage of this trend and inspire their customers with screening, edging and lighting ideas to differentiate their own individual outdoor spaces.”
“These days, with so many lines of communication to reach consumers, there are many trends which can be drawn on – the trick is to choose which one you want to promote and then build your story around it. Trends come from many sources; for example big events like the Rio Olympics have influenced big
tropical prints and plants, through to home interiors and back into the garden. However, we find that a wide range of designs and styles works best – it’s all about choice for the consumer.” The desire for outdoor entertaining isn’t confined to summer and hot weather either and retailers should look to extending their offer all year round, Marcus from Houzz UK says: “One of the most interesting trends from the report is the investment homeowners are making in lighting and heating provisions.
This shows that consumers
aren’t just looking to open up their gardens during the warmer weather but are looking at the garden as an extension of the home and want to use it as a place to relax and entertain, even during the colder spells.
He continues: “Over a quarter of homeowners have invested in a fire pit, while more than one in ten have purchased a patio heater. Items such as these are allowing homeowners to entertain outside beyond the peak summer months.”
www.diyweek.net
20 JULY 2018 DIY WEEK 27
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