Apricity – the new Outdoor brand by Agio – is designed exclusively for Specialty
(MERCHANDISE MART, CHICAGO – July 17, 2018) Agio, the industry leader in outdoor furniture, has introduced Apricity, a new brand innovation in outdoor living for Spring 2019. Scores of retailers, buyers and industry executives in town for the ICFA Preview Show attended the brand’s unveiling party held in Agio’s showroom on the 16th floor of the Merchandise Mart and came away buzzing with excitement!
“Years ago, specialty retailers showed consumers that outdoor furniture choices were no longer limited to dining sets and chaise lounges,” said Mike Gaylord, Vice President of Agio, USA. “Today, those retailers should once again prepare to take their product offerings to the next level. Quite simply, Apricity is Outdoor. Elevated.”
Three years in the making, the new brand is separate and distinct from Agio. “Apricity is designed, crafted and dedicated exclusively for specialty retailers,” Gaylord said. “We’re bringing elevated quality, craftsmanship and trendsetting looks coupled with increased warranties to the industry.”
“The relationships we’ve forged with our specialty customers has led us to this point,” Gaylord explained. “We recognized the need to create a dedicated nameplate that meets the needs of those retailers and will appeal to their customers. Apricity is that brand.”
Apricity – which the dictionary defines as “the warmth of the Sun” – will also feature a wide variety of entertaining options, including dining, deep-seating groups and outdoor fire pit chat groups. “The Agio brand will continue to be reserved for larger retailers such as ‘dot-com’ retailers, club stores, and any large regional or national retailers,” Gaylord said.
The Apricity brand will be promoted through the traditional Outdoor Industry trade media and shown in Chicago and Las Vegas markets. Eventually digital and social marketing to consumers will augment the communications conducted by specialty retailers leading up to the Spring 2019 season.
Although the Apricity brand is launching to retailers in July, consumers will see the new collections hit the showroom floors this coming spring. For retailers looking to stay ahead of the outdoor buying cycle, Apricity is set to introduce its new 2020 collection at the upcoming January 2019 Las Vegas Market.