The Garden Team consortium is expanding its outdoor segment strategy with the launch of Outside Home, a new outdoor furniture brand aimed at increasingly integrating indoor and outdoor spaces.

The project was created in collaboration with Viridea, which will serve as one of its primary development and distribution channels. However, it is part of a broader vision for the Garden Team network, aimed at strengthening the offerings of independent garden centers within higher-value categories.

A RAPIDLY GROWING MARKET

The debut of Outside Home comes at a time of significant expansion for the sector. According to Research and Markets data — The European Outdoor Furniture Market 2024 — the European outdoor furniture industry has seen a 30% increase compared to 2018. This trend reflects a shift in consumer habits, with people increasingly viewing gardens and terraces as true domestic living spaces.

The new Outside Home line debuts with 270 items and is organized into several categories:

• Architectural structures such as pergolas;
• Living and dining solutions (aluminum tables and seating with minimalist lines);
• Leisure and comfort items (armchairs, sun loungers, and furnishing accessories).

The goal is to provide a comprehensive range that blends interior design aesthetics with weather resistance.

STRATEGY AND DEVELOPMENT IN GARDEN CENTERS

As part of this strategy, the Viridea chain is strengthening its outdoor assortment by introducing over 350 new items to its garden furniture department in 2026, featuring the new brand alongside well-established labels.

“In an Italian furniture market worth over €52 billion, the outdoor sector now plays a strategic role,” comments Luca Bertazzi, Garden Furniture Sales Manager at Viridea. “For our collection, we have selected materials and color palettes that mirror the world of interior design. Garden furniture is increasingly experienced as a natural extension of the home, and we want customers to perceive the same quality and comfort they find in their living rooms, combined with the technical durability required for the outdoors.”

The Outside Home philosophy is rooted in the idea of blurring the lines between indoor and outdoor environments, transforming gardens, terraces, and patios into living spaces to be enjoyed year-round. This positioning reflects the evolving role of garden centers, which are increasingly focusing on hybrid categories that merge decoration, furniture, and lifestyle.