Specialty Retailers Now Have Their Moment
in the Sun
Friday, July 6, 2018
Agio, the industry leader in outdoor furniture, introduces Apricity for Spring 2019, a new brand innovation in outdoor living. Scores of retailers, buyers, and industry executives coming to the ICFA Preview Show are already buzzing with excitement before the brand’s unveiling party set for Agio’s 16th floor showroom at the Merchandise Mart on Tuesday, July 17.
“Years ago, specialty retailers showed consumers that outdoor furniture choices were no longer limited to dining sets and chaise lounges,” said Mike Gaylord, vice president of Agio, USA. “Today, those retailers should once again prepare to take their product offerings to the next level. Quite simply, Apricity Is Outdoor. Elevated.”
Three years in the making, the new brand is separate and distinct from Agio. “Apricity is designed, crafted, and dedicated exclusively for specialty retailers,” Gaylord said. “We’re bringing elevated quality, craftsmanship, and trendsetting looks coupled with increased warranties to the industry.
“The relationships we’ve forged with our specialty customers has led us to this point,” Gaylord explained. “We recognized the need to create a dedicated nameplate that meets the needs of those retailers and will appeal to their customers. Apricity is that brand.”
|Mason Bar Dining set.|
Apricity – which the dictionary defines as “the warmth of the sun – will also feature a wide variety of entertaining options, including dining, deep-seating groups, and outdoor fire pit chat groups. “The Agio brand will continue to be reserved for larger retailers such as ‘dot-com’ retailers, club stores, and any large regional or national retailers,” Gaylord said.
The Apricity brand will be promoted through the traditional Outdoor Industry trade media and shown in Chicago and Las Vegas markets. Eventually digital and social marketing to consumers will augment the communications conducted by specialty retailers leading up to the Spring 2019 season.
Although the Apricity brand is launching to retailers in July, consumers will see the new collections hit the showroom floors this coming spring. For retailers looking to stay ahead of the outdoor buying cycle, Apricity is set to introduce its new 2020 collection at the upcoming January 2019 Las Vegas Market.
The name Apricity means “the warmth of the Sun;” Agio derives from the Italian word for “leisure.” The new brand is designed and crafted exclusively for specialty retailers from the makers of Agio, but is separate and distinct from Agio. The three brand qualities are high quality, trendsetting looks, and warranties unparalleled in the industry. In Chicago, the Agio Showroom (MM #1628) will showcase the Apricity brand.