Retailers Achieve Success with Hanging Furniture from Outback Chair

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Gift Boutique, Hardware Store, and Pool & Spa Dealer Attract Customers and Boost Sales with the Remarkably Relaxing Furniture from Outback Chair Company

Can retailers win customers and increase sales by diversifying their merchandise with hanging furniture? Dealers for Outback Chair Company, Inc., manufacturer of the most complete line of remarkably relaxing hanging furniture, are achieving success with this distinctive category of casual furniture.

Silly Willie’s ( is a boutique for “pampered pets and people, too” in New Smyrna Beach, Fla. Just three blocks from the ocean, the 800-square foot store is located on Flagler Avenue, an upscale tourist destination lined with shops and restaurants. Jeannie and George Adams opened Silly Willie’s in 2003 to fulfill their dream of owning a retail store. “After 30 years as a trauma nurse, I was ready for something more fun and lighthearted,” said Jeannie Adams. “But, of course, succeeding as an independent retailer has its own challenges.” Silly Willie’s diversified its product line with hanging furniture from Outback Chair Company in 2004.

The Adams were looking for a unique product for the “pampered people” element of their store and met Jack Bass, founder and president of Outback Chair, at America’s Mart in Atlanta, Ga. “When we tried the Air Chair at the show, we knew we had found the right product,” recalled Adams. “No other store in our area offers any product like it.” In addition to the Air Chair, they now carry Outback’s Charleston Cushion Chair, Poly Cord Rope Chair and Poly Cord Hammock.

Silly Willie’s displays the hanging furniture outside in a grassy area next to the store. Outback Chair Company offers a wood display system from which to hang its chairs. The Adams painted it turquoise and white to match their store and added a lattice across the top on which they grow ivy for shade. “We have a sign out front inviting people to try the chairs, and our customers just love the experience of relaxing in the Air Chairs and Cushion Chairs,” said Adams. “The display is attractive and increases our foot traffic, and hanging furniture has been a good seller, particularly to people who own time-shares and condos.”

Located in an upper-income residential area of Virginia Beach, Va., Cape Henry General Merchandise has served its neighborhood for a quarter century. The hardware store had enjoyed success selling Adirondack-style wood furniture and sought a different, unique product to complement this merchandise in 1998.

“We always keep our eye open for new and different products to give our customers another reason to shop in our store,” said Salli Curles, store manager, Cape Henry General Merchandise. “We first met with Outback Chair Company eight years ago, and we were impressed with the quality of their products.” Believing that hanging furniture would be a good category to expand its casual furniture offerings, Cape Henry placed its first order with Outback in 1998. “We have the furniture on Outback’s merchandising display on the store’s porch so that our customers can try it out,” said Curles. “Hanging furniture has been a success for us, with strong sales in the spring and summer months, and our experience doing business with Outback has been very good.”

Today, they sell a range of Outback Chair products, including Air Chairs, Charleston Rope Chairs, Poly Cord Rope Chairs, and Basket Weave Loungers. Cape Henry also offers Outback’s Oval Frame that enables its hanging furniture to sway gently above the ground on a deck, next to a pool or in a garden.

Started in Hilary Berczyk’s garage in 1974, Valley Pools & Spas ( is a family-owned business that offers in-ground swimming pools, spas, saunas, gazebos, barbecue grills and outdoor living accessories. Today, the company is a nationally recognized and award-winning leader in the pool and spa industry. Their four stores are located in Burnsville and Andover, Minn. in the Twin Cities suburbs, Brainerd, Minn. in Minnesota’s northern lakes region and Hudson, Wisc. “Valley Pools & Spas conducts extensive research on all the products we carry, and we hand-pick only the finest-quality products at affordable prices,” said Cheryl Berczyk, communications and marketing director, Valley Pools & Spas. “We are committed to carrying products only from ethical and reliable manufacturers who stand behind their craftsmanship.”

In 2005, Valley Pools & Spas decided to replace the hanging furniture it had been selling with merchandise from Outback Chair Company. “Outback’s designs and the strength and quality of their hanging furniture offer better value for the price,” explained Berczyk. They sell three styles of hanging chairs (the Charleston Cushion Chair, Outback Recliner and Outback Lounger) and display them on Outback’s optional C-frame.

“Our customers are excited about this line and enjoy trying them when they come into our stores,” said Berczyk. “They seem able to envision Outback’s hanging chairs out in their backyards by their pools or in their screened porches overlooking their pools.”

And Valley Pools & Spas enjoys doing business with Outback Chair Company. “I have especially appreciated the professional attitude and prompt service from everyone I talk to at Outback Chair,” said Berczyk.

In summary, for diverse retailers – including gift boutiques, hardware stores and pool and spa dealers – hanging furniture is a winning category. And Outback Chair Company supports their success.

About Outback Chair Company, Inc.

When selecting casual furniture, discerning consumers seek exceptional value: imaginatively designed, well-made furniture that provides genuine comfort at a sensible price. For these consumers, and the retailers who serve them, Outback Chair Company manufactures and distributes the most complete line of remarkably relaxing hanging furniture. Suspended from the ceiling of a porch or swaying gently from a frame out back on a patio, by the pool or in the garden, Outback’s hanging furniture – including chairs, loungers, recliners and hammocks – offers lofty comfort that raises relaxation to serene heights. Founded in 1997, Outback Chair Company ( is headquartered in San Diego, Calif.

Note to editors: Outback Chair will exhibit its furniture at the Hearth, Patio & Barbecue Expo, Salt Palace Convention Center (booth #2236), Salt Lake City, Utah, March 9 - 11, 2006. Editorial appointments are available upon request.

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