Schou USA and Margaritaville Enterprises, Inc. announed that they have formed a partnership for the design and marketing of a new collection of outdoor furniture and accessories based on the internationally popular Margaritaville lifestyle.
Colorful, high-energy pieces will include beach furniture, umbrellas, pavilions, dining and deep seating sets and a wide range of accessories for outdoor entertaining. The Schou collection will be the most extensive line of Margaritaville®-branded products developed to date, targeting a core consumer following numbered in the millions worldwide.
“Our partnership is focused on creating outdoor furniture and accessories that will invite people to kick back, relax and immerse themselves in a lifestyle that relishes good friends and good times,” said Chris Curran, president of Schou USA. “We will create products truly unlike anything on the market today.”
The idea for the partnership originated with Bruce Masden, vice president of sales for Schou USA. Masden had long recognized the value of the Margaritaville brand and the niche available for a line of outdoor furnishings to make the brand come to life.
“I’ve followed the growth of Margaritaville Enterprises for several years and became convinced that an outdoor collection based on this brand would be a tremendous opportunity for just the right partners,” Masden said. “I kept the idea in the back of my mind and, when I joined Schou in March 2009, I realized that I was with a company that could help bring this opportunity to fruition.”
The Margaritaville lifestyle is inspired by the life, writings and songs of Jimmy Buffett whose iconic ballad, “Margaritaville,” remains a timeless classic. The Margaritaville Enterprises brand portfolio currently includes hotels, radio, cafés, beer, food, spirits, apparel, shoes, the Margaritaville Tailgater Grill and the Margaritaville Frozen Concoction™ Maker. Millions of loyal Margaritaville lifestyle fans around the world, combined with double-digit growth in the outdoor living market over the past several years, have helped to drive the success of Margaritaville Enterprises.
“Schou’s passion for quality and innovation and their understanding of the Margaritaville brand make them the ideal partner to collaborate with us on the design and marketing of an outdoor furniture collection,” said John Cohlan, CEO of Margaritaville Enterprises, Inc. “The casual living category is eager for innovation, and Schou will raise the bar on product design, quality, functionality and creativity.”
Product development and design are currently underway, with Schou working with retailers to tailor specific offerings. Schou is also partnering with Margaritaville Enterprises to grow its brand globally by reaching beyond current core product offerings and traditional markets.
“The possibilities for this collection are endless,” Curran said. “There is an opportunity for virtually every major retailer to work with us on products that capture the authentic Margaritaville experience in a way that will resonate with today’s value-conscious consumers.”
About Schou: Schou USA manufactures finely crafted furniture and accessories with modern simplicity and unique design, enhancing the outdoor living experience. Schou USA, while independent, has both American and Danish ownership and is a sister company to Jørgen Schou Holding of Denmark, which has been adding value to the home experience worldwide since 1912. Schou Company A/S and its parent Trade Wind A/S are some of Scandinavia’s largest wholesalers, with showrooms and logistics located throughout Europe and now complementing the US division’s growing presence. Schou USA’s brand portfolio includes the Margaritaville® Outdoor and Jamie Oliver® licensed collections. www.schouusa.com.