For 4 Seasons Outdoor (4SO), supplier of premium outdoor furniture, 2024 was a year full of highlights as well as challenges. Despite the disappointing weather, the company continued to invest in product innovation, brand experience and customer focus. At the same time, preparations for 2025 and even 2026 are already in full swing, making the company look ahead to the new year with confidence.
Innovations in 2024
"2024 was a year full of highlights," says Cees Wevers, responsible for marketing at 4SO, among other things. This year, the company presented a completely revamped collection at spoga+gafa, the trade fair in Cologne. "The reactions were laudatory, especially from our home market the Netherlands. That's a boost for our entire team." Although sales in Germany and Belgium were slightly behind, satisfaction prevailed. "The pre-sales went well, and that gives confidence heading into next year."
The focus on brand experience was central to 4SO this year. This included introducing a new logo, simpler and more recognisable, and rolling out the innovative shop-in-shop concept. This concept offers consumers the chance to fully experience the brand both online and in the physical shops. "By offering a diverse and innovative range and presenting it in an innovative way, we think we stand out better to our customers," Cees explains.
In addition to business successes, 2024 also saw internal milestones. Employee Jeroen Denecke celebrated his 25th anniversary, a special achievement that was festively celebrated with the entire team. The year ended with a big Christmas party in style, complete with the theme 'The Great Gatsby'.
Year of challenges
Like the rest of the garden furniture industry, 4SO faced adverse weather conditions. "Weather plays a big role in our industry. This year was not a fantastic summer, and we see that reflected in the figures," says Cees. Nevertheless, 4SO managed to make the most of the year with smart strategies. "Our new collection has been very successful, and old stocks have largely been phased out. That's a great result."
Another challenge facing the industry is the customer journey. According to Cees, there is a major opportunity for improvement here: "The success of a specialty shop these days lies in how well the whole customer journey is right. From social media to the shopping experience, everything has to fit together. There are still too many retailers who keep working in the same way for too long."
Outlook for 2025
With its sights set on 2025, 4SO remains ambitious. One important step is its participation in Maison&Objet, the prestigious interior design fair in Paris. "After all the preparations, we hope to get a positive response from the market here too," Cees says. At the same time, the team is already working on the 2026 collection. "Around 80% of the designs are already on paper, and the first samples will be made in Indonesia in the coming months."
The company continues to closely monitor external factors, such as container rates and production planning. "An early sunny spring, low transport costs and smooth deliveries can make all the difference," says Cees. "I have a very good feeling about 2025. In any case, we have done everything we can to make it a great success. Now only the factors that are beyond our control need to be right, such as a long, beautiful summer and favourable economic outlook. Either way, we look forward to seeing together what 2025 will bring us."
More information:
4 Seasons Outdoor (4SO)
Hadrianussingel 29
6642 AH Beuningen
024 677 9879
[email protected]
www.4seasonsoutdoor.nl