RANGE REVIEW: OUTDOOR LIVING


THE FIFTH ROOM STRATEGY: COMMITMENT TO QUALITY DRIVES INNOVATIVE, SUSTAINABLE PRODUCT DESIGN


Udi Sagi, Outdoor Managing Director at Keter – world leading manufacturer of resin-based household and garden consumer products – predicts that the future of outdoor products relies on long-lasting product design.


L


ooking at consumer trends across Europe, Udi Sagi, Keter’s Outdoor Managing Director has seen an


important shift: consumers are looking for long lasting products that have sustainability at the core. “People are more conscious about


the products they buy,” says Sagi. “It’s no longer solely about convenience and finding a place to store items. Users now demand better quality and they want to ensure their outdoor furniture and


storage is a long term investment – for themselves and the environment.” Looking forward and observing


the trends currently occurring, Keter has outlined what is influencing consumer activity. Retailers must offer trustworthy products that also have clear sustainability credentials, convenience and style to catch the eyes of consumers.


Local trends with a global impact Keter is uniquely placed to meet consumer demands with product innovations that look towards the future while taking in the trends which are occurring across different markets around the globe. This enables design teams to construct a product portfolio that will offer the right solution for consumers in different areas of the world. Sagi comments: “Through collaboration and being integrated with different global markets, you can ensure that the same product can be sold globally.


“The main key behind offering such innovation is a strong strategy, one that hones in on consumer understanding, market trends and streamlined operations. Being ahead of the game and preparing for what will be needed in the next two to three years has allowed us at Keter to truly put innovation first. We always start with the consumer and work back from understanding their needs as a market-centric approach.” This includes predicting trends


26 DIY WEEK JUNE 2022 associated with processes and


logistics too. “For example, we began noticing the increase in home deliveries, so we were vastly prepared and created our Parcel Box to provide homeowners a safe and secure storage box for deliveries when they aren’t home.” Product material is also important. Keter was


aware of


consumers’ pull toward traditional wood sheds and opted to achieve a similar look with resin. With consumers taking more of an interest in materials and its quality, resin is an ideal solution to ensure outdoor furniture and storage remain durable and maintenance- free year after year, whilst fitting in to the natural environment. “The outdoor environment is tough and products need to be long lasting so they can stand strong in gardens for years – whether that is in hot or cold climates. Not only is resin perfect for visually matching the traditional outdoor space materials, such as wood, it is ideal for consumers scattered around Europe, where the weather fluctuates around the year,” Sagi explains.


Gardens are changing Consumers are now dedicating more time and money to making their outdoor space an area to


relax and host – putting the same thought and effort into designing their gardens as they would their indoor living space.


furniture


This means that garden and


storage are no


longer solely about convenience – it has to be visually appealing and long-lasting. “European consumer trends show that our gardens


and


outdoor space are much more personal to us now than ever before – we are in an era where the


indoors is going outdoors


and is seen as a ‘fifth room’. It is important to not only offer durable products that will last in all four seasons but also offer items that visually match the rest of the outdoor space and design to complement interior trends”, explains Sagi.


“It also means products must be less high-maintenance. Gone are the days when people want to spend time reapplying preservation treatment to maintain wooden sheds.” But consumers are still seeking


products that offer the premium finish that materials such as timber does, which is why Keter offers high-quality resin products that look like wood – allowing their products to remain stylish yet affordable.


Sustainability at the core Consumers are also much more environmentally conscious now than ever before; this is impacting the decision behind which products they want to purchase. Products that don’t cause detriment to the environment or can be recycled and reused are favourable. This also means that products that are likely to last decades are preferred, pushing premium quality to the forefront. People usually opt for wood for


products like sheds, however, a lot of the wood on the global market is unfortunately unsustainable due to harvested trees not being replaced. Only 8% of the planet’s forests are adequately protected from destruction.


“Resin often gets a bad reputation, when in fact it can be more environmentally friendly than other commonly used materials; it doesn’t contribute to deforestation. “Resin can also be reused and is


100% recyclable at the end of the products’ life. We want our consumers to be happy with the product they purchase and more often than not they remain in the hands of our buyers for many years. “But, our products are still our


responsibility even once it is out of our hands, which is why in Israel we offer to collect our resin-based range at end of life, so we can reuse the material. This is a movement we aim to extend to our European market eventually in order to further push our pledge towards sustainability and meet our five sustainability goals we are working towards by 2025,” Sagi concludes. With consumers


looking for


trustworthy brands, Keter offers high quality products to help promote repeat customers. And as consumers become more conscious


about


the impact they are having on the environment, while simultaneously designing outdoor spaces with style and longevity in mind, it is no surprise that exterior design is becoming more well-thought-out with the shift toward premium products rising. Keter is well-placed to meet the needs of the new consumer.


www.diyweek.net


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