Meadowcraft’s
2008 product
lines integrate
functionality with
high style.
By Kimberly Rodgers
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| Kimberly Burns, product designer, Meadowcraft |
Kimberly Burns, product designer, Meadowcraft (Birmingham, Ala), is excited about the 2008 season. As part of a company that is the world leader in the design, manufacturing, marketing and distribution of casual, outdoor wrought-iron furniture, she is enthusiastic about the introduction of two new product lines.
“We're very proud of our Athens collection,” Burns says. “For deep seating, our customers will appreciate our oversized chairs, with generous high backs and upholstered side cushions.” Burns says that the designers of the Athens group focused on combining function with a highly refined look. The results are an oversized crescent sofa and love seat that wrap around an oval coffee table. Cushioned chairs, an end table and an optional ottoman cushion complete the deep seating option.
For some homeowners, there has been a subtle shift in the way that they use their outdoor decks and patios. Once their children are grown, couples and singles enjoy their backyard space for cozy get-togethers, rather than family meals. The Athens collection most definitely reflects that trend.
Burns says, “Our goal was to make a sofa that aids homeowners in having warm, easy conversation with family and friends.” While the Athens group is designed for the practical needs of customers who now use their outdoor spaces in new ways, style was not compromised. The line is comfortable, inviting and elegant. “We wanted to create a look that simulates an indoor, refined appearance that translates to your patio,” Burns says.
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| Leather sling chair from the Durango collection |
For those who still want the option of enjoying family meals and large parties in their outdoor spaces, the Athens group also includes dining, bar and chat options, like most of Meadowcraft's vast collection of products.
Another introduction for 2008 is a line called Durango. “The idea came to us from a trip to Phoenix,” Burns says. “We saw leather sling chairs around an old firepit, which was breathtaking.” This rustic Southwestern look inspired Meadowcraft designers. Burns explains, “We translated what we saw and created Durango.” The group includes a chat chair and matching ottoman in hammered-steel frames with leather sling seats that center around a firepit. Both leather pieces have decorative nailhead detailing. “This group is unique and very comfortable,” Burns says.
Burns says that wrought iron always has been, and will continue to be, the heart of Meadowcraft, and the primary material that the company works with to create its frames. “There are so many possibilities within wrought iron that we have yet to explore,” she adds.
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| Coventry Cuddle chair |
In looking toward the future and new trends, Burns believes that the line between indoor and outdoor spaces is fading. “Customers demand the same comfort and style on their patios that they expect from their inside living spaces,” Burns says. “If they could take a giant leather sofa and put it on the patio, I think they would.”
Meadowcraft continually studies and explores how people actually use their patios and what they like to do outside. The company seeks input from independent retailers on what the consumer desires in outdoor furniture and asks questions such as, “Do people still like to eat dinner outside, or would they rather sit around a firepit?” Burns notes.
She continues, “We're challenging ourselves to find different ways to approach how the patio is used. It's not all about traditional dining sets anymore. We're also going to focus on cuddle chairs, counter-height dining or large dining tables that can seat the whole family, plus the neighbors. We want to offer really interesting groups that set a specialty retailer apart, and we continue to focus on combining functionality with style to meet consumer demand.”
In staying competitive with the big-box retailers, Burns believes that independent specialty dealers can use their strengths if they can focus more on what they can do that the mass retailers can't do. “Independents can truly merchandise their stores and create the dream, with design and products, so that the customer would be inspired to buy,” she says.
Meadowcraft has maintained an ongoing sustainability and green-manufacturing program that has significantly reduced the company's impact on natural resources. As a result of its efforts in 2007, over 70 percent of material purchases were of recycled material; over 90 percent of steel and over 80 percent of corrugated paper came from postconsumer-use goods.
In addition, as a direct result of supplier relationships combined with internal recycling programs, over 60,000 trees, more than 14 million gallons of water and over 20 million kilowatt-hours of energy were saved. A current initiative is saving an additional 46 million cubic feet of natural gas.
“Our green initiative is to continue doing what we have been doing for years,” Burns says. “As a company, we were green before it was cool to be green, yet we continue to strive to improve our standards and reduce our environmental footprint.”
PHPR March/April 2008
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