Sometimes, the best way to figure out product-market fit is to go on Craigslist.
That’s what outdoor furniture brand Yardbird did in 2016 when it first launched. Co-founder Jay Dillon had spent some time in Hong Kong learning about outdoor furniture manufacturing. He brought back some items to Minneapolis and marketed them on Craigslist. “We sold about $100,000 within two weeks,” he said on the Modern Retail Podcast.
Over the years, Yardbird has outgrown its scrappy online marketplace roots. The company has its own website, as well as seven showrooms around the country in cities like Minneapolis, Denver and Washington DC. More are slated to open this year, and Dillon said business has been consistently doubling year-over-year.
But 2021 is certainly an interesting year -- especially after a pandemic. The outdoor furniture category saw a big boost, and many new competitors entered into the mix. Before 2020, many of Yardbird’s competitors were what Dillon described as “middlemen.” These were large furniture showrooms operating out of big cities like Chicago that sold most of their goods to big businesses like “ski shops in Colorado that are looking to offset their seasonality.” He added, “almost none of these guys are sourcing direct from factory.”
But now new brands are emerging that, like Yardbird, take great pains to have connections with where the furniture is manufactured. “We view that it’s just largely great for the consumer,” said Dillon.
Things are beginning to return to normal, and that could mean the outdoor furniture sales bonanza may begin to temper. Dillon, however, is optimistic because many people have changed the way they lived. Millennials are “moving to suburbs, and increasingly wanting to be outdoors,” he said.
As long as that continues, that means more business for him.