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The universal appeal of teak outdoor furniture has contributed greatly to the steady growth of Three Birds Casual.
Written By Sharon Sanders
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Tad Varga, co-owner,
Three Birds Casual |
Tad Varga, co-owner of Three Birds Casual, is the first to admit that he has a bias toward teak furniture. He loves the way it feels when he's relaxing on it on a Sunday afternoon, appreciates the natural beauty it exudes when it ages to a soft gray, and is amazed at the fact that it blends beautifully in any outdoor setting.
“It's furniture that will always be relevant,” he says. As one of the three birds of Three Birds Casual (the other two are his wife, Kim, and his brother-in-law, Victor Lewis), Varga's passion is to nurture a new generation of teak lovers with his company's modern take on classic teak designs.
Varga became interested in importing furniture 11 years ago, when he and his wife were on vacation in Hong Kong, visiting his brother-in-law. They bought some unique furniture for their homes and decided to purchase a few extra pieces to sell in the United States. “What began as a hobby has become my business and my life,” Varga says.
They started out importing containers of furniture from Hong Kong, but eventually decided that they could create furniture that was better looking, of higher quality, and more durable if they made it themselves. Today, Three Birds Casual designs and produces all of its own teak products, from classic garden benches to modern deep seating groups.
Its customers are specialty retailers, hotels, resorts, and restaurants in the United States, Mexico, Canada, and the Caribbean. The company has outfitted many high-profile commercial properties, including Disney Studios in California and one of the Disney resorts.
Three Birds Casual creates its designs and coordinates all of its manufacturing from its office in Indonesia. Sales, marketing, warehousing, and distribution are all handled through the company's main office in Columbia City, Ind. Varga's brother-in-law moved to Indonesia five years ago to oversee the manufacturing operation.
He has a quality-control team that examines every piece of furniture before it is shipped to ensure that it meets the company's high standards. “Our business is very personal to us, and we know it has potential to be greater than it already is today,” Varga says.
Three Birds Casual has two permanent showrooms, in Chicago and Atlanta, where it showcases its products for designers, architects, and specialty retailers. Over the years, Varga has developed a very strong relationship with the design community, which has not only helped the business grow exponentially in size and reputation, but has had a huge influence on its designs as well.
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| To cater to consumers' outdoor lifestyles, Three Birds Casual offers its Monterey dining collection, which features the Chelsea extension table; it expands to a dramatic 115 inches. |
“Teak is a material that has timeless appeal,” Varga says. “It can be found in hotels, restaurants, and homes almost anywhere in the world.” He explains that consumers have many choices for outdoor furniture today, but there is something about teak that will always be appealing.
One reason is the fact that it's maintenance free, and the older it gets, the better it looks. “Many people don't have the time to take care of their furniture, and teak is perfect for that consumer,” Varga says.
While new teak has a golden color, it develops the much-desired silvery-gray patina as it weathers outdoors. Varga says that there is an emerging trend today toward buying preweathered teak, which looks old before its time. Another reason for teak's staying power is its design. Teak's clean lines, classic look, and natural comfort are undeniable.
Three Birds Casual prides itself on offering designs that are the perfect mix of classic and contemporary styling. Last year, the company launched a group called Ciera that combines classic teak with modern all-weather wicker, and it is attracting a whole new customer base. “We've seen a lot of interest from designers,” Varga says. “The new design, combined with comfortable Sunbrella® cushions, is practically irresistible.”
In addition to its design and easy maintenance, teak is also fully sustainable. It is a natural hardwood product that typically has no lacquers, stains, or polyurethane finishes, which means that it's kind to the environment. “Sustainable products have become more important in the furniture industry over the past few years,” Varga says. “We are proud to say that we were green before it was cool to be green.”
All of Three Birds Casual's products are made of 100-percent grade-A plantation teak harvested in Indonesia. Varga warns retailers to be wary of outdoor teak that is stained because it may not be the best quality. “Stains are sometimes used to cover up blemishes,” he says. He also cautions retailers to be on the lookout for the term teak-like, which means that the product may be a hardwood, but is not true teak.
Varga is excited about what the future holds for the popularity of teak and other outdoor furniture. “The younger generation is starting to see its value and looking past the high price tag,” he says. This generation's members have grown up watching HGTV and reading design magazines, so they have been (and continue to be) exposed to high-style outdoor furniture that's more contemporary.
“Today's younger consumers are growing up in the era of the outdoor room,” Varga says. “They want to create an outdoor-entertaining atmosphere, and they expect furniture to look, feel, and last like indoor furniture because that's what they know.” Varga sees endless opportunities for retailers to attract these new consumers. He encourages retailers to stay in tune with new furniture designs and styles, to stock up on the latest outdoor fabrics, and to offer design services to help consumers pull together their outdoor spaces.
“We've been offering design services to our dealers for a number of years—helping them lay out their stores, from wall colors to furniture vignettes—and it's really paid off,” Varga says. “Anything that sets you apart as a style expert is going to go a long way.”
PHPR May/June 2009
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