|
Gensun Casual Living has grown dramatically in recent years by offering high-quality products and services that customers appreciate.
Written By Sharon Sanders
Photography By Bridget Montgomery
 |
Jan Trinkley, executive vice president,
Gensun Casual Living |
Over the past six years, Gensun Casual Living has worked to carve a deep niche for itself as a top maker of cast-aluminum products. Patio & Hearth Products Report spent some time with Jan Trinkley, executive vice president, to find out how this growing company, based in Ontario, California, is faring in today’s economy, as well as what it’s planning to do to secure its place on its dealers’ showroom floors and in the minds of consumers.
P&HPR: What are your thoughts on the state of our industry right now?
A: Since the Chicago International Casual Furniture & Accessories Market™ in September, I’m feeling very optimistic. It was great show for us. After talking to dealers, I realized that they all went to market feeling that they were in the same boat, and now it’s time to be positive and buy smart. I believe the industry is starting to see encouraging signs in the economic sector in retail and a rise in consumer confidence. I think dealers and manufacturers are cautiously positive.
P&HPR: What is the latest news from Gensun Casual Living?
A: Our industry is a fashion industry, and when times are difficult or uncertain, it’s all the more reason to come out with exciting new things. Dealers are going to need to head into 2010 with some beautiful products on their floors to generate excitement for consumers who are ready to buy.
We’ve decided to introduce three new collections, including a brand-new table collection, and we have taken one of our top sellers, San Marino, and redesigned it with a higher back to make it more comfortable. We’ve expanded our fabric selection to over 300 choices, and we are offering contrasting welts on cushions with no upcharge to the customer. Our goal is to give dealers options to make furniture beautiful and customizable for the consumer so they can differentiate themselves, especially from the mass merchants.
P&HPR: Tell me about your new production facility in China. How does it affect your business?
A: We are excited to say that our new 500,000– square-foot factory in Tianjin, China, has been up and running since the end of October. It features a state-of-the-art powder-coat paint system, has computer numerical control capability, and has numerous types of new machinery and equipment. The factory was built to marry our foundry, which was completed about a year and a half ago.
Between the foundry and our factory, we are able to create molds and to cut, bend, weld, finish, paint, package, and ship all of our own products. We are able to make cushions at our factory as well, which is one thing that is unique about Gensun. Dealers can buy container-direct product that includes frames and cushions made from Glen Raven fabrics.
 |
Gensun Casual Living is a fully vertical company that controls its own product design, quality, and delivery (pictured: the Regency collection). |
 |
Gensun Casual Living’s Corona dining collection |
The new factory also makes it possible for Gensun to offer better delivery time than ever before. Our Quick Ship program allows us to take certain collections and give dealers a choice of cushions, and we can ship any order in three weeks. In a seasonal industry like ours, I know it is really going to make customers happy. The new factory is also going to give us the capacity we need to grow and take us well into the future.
P&HPR: After six years in the outdoor-furniture industry, how has your business evolved?
A: Since the company started in 2003, we have always known that our success would depend on our ability to create a fully vertical company so we could control our own design, quality, and delivery. We are now at that point, with the completion of our factory and foundry in China. Gensun has beautiful designs with exceptional quality, and I believe we are on our way to becoming one of the best manufacturers of cast aluminum in the industry.
P&HPR: Is there anything that you know now that you didn’t know as a new manufacturer?
A: There are always things. If you quit learning, then you quit growing. The market will always be changing, and we know we have to change right along with it. The whole outdoor-room concept has evolved to the point that consumers want indoor-looking product for their outdoor spaces.
If you are going to be a manufacturer that supplies products to specialty retailers, you have to give them the opportunity to give consumers what they want. We’ve concentrated on that fact and are constantly offering more beautiful designs, more beautiful frame finishes, and more beautiful fabrics.
P&HPR: What has been your biggest partnership success with retailers over the past year?
A: The fact that we are vertical and able to create product from the ground up really benefits our dealers because we can give them a great product at a great price. I like to tell our dealers that because we don’t have a middleman, we are very lean and very clean. You know what you get from us today is the same thing you will get from us tomorrow, and we give them choice. They can buy truckload direct or purchase smaller quantities out of our warehouse. We have something that suits every size of dealer.
P&HPR: How is Gensun planning to partner with specialty retailers to help them stabilize and grow their businesses?
A: The best thing we’ve done, especially given the state of the economy, is to introduce a program that doesn’t require dealers to make big early buys. The Gensun Advantage program offers the same discounts as early buys, but the discounts are determined by number of floor slots, instead of by the overall quantity of products they buy. This program dramatically reduces the pressure on dealers to acquire inventory they may be stuck with and have to put on sale, which ultimately reduces their margins.
P&HPR: Once the economy rebounds, what lasting changes do you think retailers and/or manufacturers can expect to see in the industry?
A: I don’t think we are ever going to go back to the days of huge early buys. Sure, dealers will still work with manufacturers to purchase some inventory, but nothing at the levels of several years ago. The reality is that just as retailers are faced with tough decisions during tough times, manufacturers are also faced with the same issues when it comes to making product. Fortunately, Gensun is a very well financed company, and we have always been able to produce inventory instead of relying on early buys. We plan to take full advantage of this fact, going forward.
P&HPR: What can retailers expect to see from Gensun Casual Living in the future?
A: More of the same: We are going to continue providing beautiful product, high quality, quick delivery, and exceptional service to our dealers. We are also going to follow through on our plans to become the best supplier of cast aluminum in the industry. Sure, it’s a lot to live up to, but we’re set up for the challenge.
PHPR November/December 2009
|
