54-55 Outdoor Dining.qxp_Grid 21/01/2019 16:32 Page 54
Market focus
The hot summer of 2018 inspired al fresco dining in gardens, terraces, balconies parks and beaches across the UK. PH basks in sunny memories while asking several experts about this year’s developments for the outdoor dining market.
Inset: Eddingtons’ Marlborough hamper. The company is launching three new ranges of melamine plus premium hampers and up market wine coolers for summer 2019.
Blue sky dining Sunny dispositions Last summer was the joint hottest on record in the UK, with a scorching sixweek spell from the end of June when daytime temperatures soared up to 30C in many parts of the country. The Met Office has predicted that this summer could also reach record-breaking temperatures, with the possibility of an El Nino effect as well as the continued influence of global warning. Stark warnings aside, the hot house effect saw sun-worshipping Brits flock to outdoor spaces and reinforced the trend for the garden to be ‘used’ as an extra room. Outdoor furnishings have become more varied, from luxury loungers to elemental firepits, and expectations of well-designed outdoor dining products have also grown. Roger Murphy, Eddingtons’ managing
director acknowledges that the company’s acquisition of Epicurean in 2015 prompted its development of the outdoor category, recognising the trend for “enhancing the outdoor living experience with compelling ranges and products.” Roger reports: “Epicurean took us into hampers and barware and melamine and drinkware, providing the chance to flesh out this category with existing Eddingtons’ products under the Epicurean brand name, which we knew had resonance with both customers and consumers alike. Key to the range is “gorgeous melamine outdoor dining
ranges that users simply cannot believe is not ceramic until they drop them and discover their robust credentials,” notes Roger. He concludes: “Undoubtedly 2018 and our long and lovely summer helped to boost sales through all channels, but especially garden centres. If there is an underlying trend in this category, it's that the consumer is viewing outdoor entertainment as distinct and important enough to warrant different products being used. Dragging the kitchen crockery and glasses outside for a barbecue has been overtaken by a desire to offer a dedicated outdoor solution with specific products and accessories required to complete the experience.”
Going tropical “The summer of 2018 will be fondly remembered as the long hot one where we all spent week after week making the very most of alfresco living, enjoying warm evenings dining on the patio and barbecuing to the max,” acknowledges David Atkinson, sales director of Navigate. He continues: “With sales of outdoor dining products so strong last year and momentum for the growing appetite for eating outdoors, Navigate will be launching two new collections under its 'Summerhouse' brand. Echoing the lush tropical rainforests of south east Asia, ‘Java’ brings together a range of premium outdoor living products centred around a lush tropical print and accented with mango wood bowls and serve ware for the ultimate tropical dinner party or picnic’. 'Paradise' brings together a range of exotic birds across a selection of dining options and picnic bags using bright and zingy colours and surface prints.” Inset: Navigate embraces tropical themes for this summer. PROGRESSIVE
54
HOUSEWARES