Everybody loves a little validation now and again, but it’s especially sweet when its widespread and unequivocal. Such is the case at Outside in Style. Since its rebranding last year, the retailer has seen an increase in sales, traffic and compliments.

“Consumers have really embraced our new look, so that was really validating after going through such a big change,” owner Karen Galindo said.

What hasn’t changed is the retailer’s focus on service, something Galindo believes will prove to be a critical differentiation for the industry as a whole in the next few years. 

“The traditional ‘I’m a sales clerk behind the counter’ will be a death blow for retailers who don’t figure out a way to engage customers,” she said. “In specialty, that’s an opportunity [whereas] it is cumbersome for chains to do because of the number of people that they have to engage.”

To that end, she believes that manufacturers and retailers can’t think of themselves as just manufacturers and retailers.  

“We all are sources of education and entertainment for our consumers and I think we need to embrace that,” Galindo said.

 Going to market, Galindo hopes to hear ideas from the manufacturers that will drive growth for everyone via aggressive product development, programs and advertising. Incorporating social media will be key, she believes, for suppliers and retailers alike.

A frequent nominee and past Apollo Award winner, Outside in Style has three locations. Galindo sees expansion on the horizon, particularly given the strong response to the new brand, but not within the next year. With the outdoor furniture industry on the cusp of a major growth mode, her immediate focus is on engaging customers — something she believes is vital for specialty as a whole.

“We all need to make that a priority,” she said.