O.W. Lee launches new material grounded in its core design DNA at Casual

ATLANTA — One famous outdoor brand at the just-concluded July Casual Market in Atlanta showed a willingness to make a foray into new materials, telling and selling a new story to buyers without straying from the core elements of its design language.

O.W.Lee, a Texas-based manufacturer that has been in business since 1947, incorporated poly lumber into its line for the first time in its nearly 80-year history.

Source: https://www.furnituretoday.com/

A new direction

“Our new Harbour collection has been very well-received. This is our first foray into using poly lumber, and it‘s a new mixed-material direction for us,”said Leisa Rogers McCollister, vice president of marketing.“We‘re combining poly lumber and aluminum. We‘re able to source both materials here because we are all American-made.”

For specialty retailers — the main bread-and-butter customer, the ability to offer shoppers something they cannot find everywhere remains an important differentiator. That same flexibility also appeals to designers seeking finishes and fabrics tailored to the needs of individual projects.

“We‘re made to order, so we have 13 finishes that can go on any of our frames and 130 stock fabrics that can go on any of our cushions,”McCollister explained.“You really can make something that is unique to you. Designers love that.”

Even as Harbour introduces a new material to the assortment, O.W. Lee continues to lean on the metalworking and comfort stories that have long defined the company.

More options for color and comfort

Beyond its exploration of new materials, O.W. Lee used its showroom presentation to demonstrate how color and comfort are shaping product decisions across its assortment.

“I think people are wanting to take a few more risks with color, instead of just safer neutral palettes,”McCollister said.“They‘re also looking for comfort. That‘s what we‘re hearing people want right now.”

That approach was visible in a rich blue finish shown on the Tetra collection. O.W. Lee developed the color to offer visual impact without becoming overly bright, giving retailers a finish that stands out while remaining approachable.