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Treasure Garden's new division, Shademaker, is creating a buzz among players in the hospitality industry.
By
Cheryl Dangel Cullen
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The Sola 3.0m is one of three styles in Shademaker’s Sidepost collection. |
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Shademaker’s Liberty 3.0m square umbrella, shown here at Bistango Restaurant in Irvine, California, is designed for both residential and commercial settings. It offers wind resistance and low maintenance. |
Since 1984, Baldwin Park, California-based Treasure Garden has made shade umbrellas its business. The company knows everything there is to know about umbrellas and the shade business—so much so that it manufactures for some of the finest brands in the world, including Shademakers of New Zealand, which it has worked for during the past several years.
“We needed a contract/hospitality line, and since we were already manufacturing the styles for several years, we completed the deal to own the rights to manufacture, market, and sell the Shademaker brand throughout most of the world. We will start with the Americas and expand from there,” Jeff B. Dorough, vice president, sales and marketing, explains.
“It is a fairly well-known product, which has been sold exclusively through a distributor for the past several years,” Dorough adds, citing the Wynn Resort, Las Vegas, Nevada; various Ritz–Carlton locations; Bistango Restaurant, Irvine, California; The Peninsula Hotel, Beverly Hills, California; and the Hilton Waterfront Resort, Huntington Beach, California, as some prestigious properties that love Shademaker’s sophisticated, architectural design.
A Stand-alone Company
Since the acquisition, Treasure Garden has established the Shademaker brand as a division and officially launched the brand to the market in September 2009 at the HD Boutique (Miami, Florida) and Chicago International Casual Furniture & Accessories Market™ trade shows.
“The response has been very good. We are excited. Customers are excited. We have many quotes out and look forward to a great 2010. We have taken the brand and set up our own sales team, Web site, catalog, and sales tools. We have selected a professional team to call on the contract/hospitality players,” Dorough says.
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| Jeff B. Dorough |
A Stand-up Product
According to Dorough, what sets Shademaker apart from its competition is its design, which boasts a strong marine/yacht influence. He says, “It is a very seamless product. Most aluminum is powder coated in various colors, which is just a surface coat. We do a matte silver anodized finish, which is an expensive commercial finish. The color actually penetrates the metal, providing an extremely durable and luxurious look. The product itself has contemporary lines and is very elegant and sophisticated. We use the finest Delrin® parts from DuPont™, and feature awning-grade fabrics from Sunbrella® and O’bravia™.”
Dorough continues, “We are the direct manufacturer of the product; we are not a distributor. Customers can purchase small quantities, like special or custom orders, from California, or they can purchase for large international or domestic projects from our overseas factory. This is one of the finest products in its class, and it will be very competitively priced and the absolute best value in the marketplace.”
Many Choices
The line consists of six original styles in square, octagon, and rectangle shapes. “We have three Sidepost styles and two Centerpost styles, and one very unique style called the Fiji—which hangs from any existing beam. Our largest Sidepost style is a 16.5-foot/5-meter octagon. The largest Centerpost style is an 18.5-foot/5.6-meter octagon. These styles are gigantic,” Dorough says.
“Regardless of the size, the one feature everyone loves is our small-footprint design. It is the way it mounts to the ground, concrete, or wooden deck. There is no big base to stumble on or get in your way, especially in commercial environments. All you see is this small metal faceplate with four bolts holding it securely down; now, you can rotate the entire umbrella up to 360 degrees, to shade your desired area,” he adds.
Trade Shows
In addition to implementing aggressive marketing campaigns for Shademaker, Treasure Garden will be exhibiting the brand at the following trade shows in 2010:
- INSPIREDESIGN Show—space #C310, February 1–3, Las Vegas—World Market Center®, in conjunction with the winter Las Vegas Market®;
- HD EXPO—space #643, May 19–21, Las Vegas—Sands Convention Center;
- HD Boutique—space #E2611, September 13–14, Miami—Miami Convention Center; and
- Chicago International Casual Furniture & Accessories Market—space #1655, September 21–24, Chicago—Merchandise Mart.
Marketing Strategies
Online marketing will also play an important role for Shademaker. “We have signed up for annual banner-ad campaigns with asid.org and hdexpo.com,” Dorough says. “Designers and architects are inclined to use the Internet to gain knowledge, as well as to specify products. One must be present online. The retail market will be very challenging in 2010 and 2011. I want to put my products in front of the designers and architects who are looking for luxury shade products.”
In the coming year, Treasure Garden will implement aggressive sales-and-marketing efforts to establish the Shademaker brand as the premier architectural shade line.
“We know the shade business. We know how to market. Our goal is to become the leading brand of umbrellas and shade products in the contract/hospitality industry,” Dorough says.
PHPR January/February 2010
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