Barrette Outdoor Living consolidated several of its individual brands under the Barrette Outdoor Living umbrella, including DuraLife, Xpanse Greater Outdoors, and RDI. The consolidation is intended to leverage the “full power” of the manufacturer’s brand to create “more value and brand equity for the overall business,” according to Barrette Outdoor Living.
In addition to the brand consolidation, Barrette is launching a new brand campaign and tagline, The Outside Company. Barrette said the campaign “empowers homeowners to bring their outdoor spaces to life” and to encourage them to “step outside and live their best life.” Barrette Outdoor Living worked closely with wmHarper to develop The Outside Company brand.
“Now more than ever, homeowners are taking their inside routines out – to cook, entertain, exercise, work – making the outside, the new inside,” Lori Miller, vice president of marketing at Barrette Outdoor Living, said in a prepared statement. “This campaign offers compelling inspiration that helps people realize the best room no longer has to be in the house.”
The campaign will run through the end of 2021 and ecompassses traditional print and television outletters. Ads will run on HGTV, DIY Network, Outdoor Channel, ESPN, and local sports networks in select markets.
The branding and marketing effort follows an update to the Barrette Outdoor Living logo, brand guidelines, and website from earlier in the calendar year. Product packaging, marketing literature, social media accounts, and other customer-facing touch points have been update to mark a full transition for the Barrette Outdoor Living brand.
“Our customers can be assured that any Barrette Outdoor Living products they purchase – whether it be our fencing, railing, decking or decorative accents – are ingeniously designed and meticulously engineered to hold up to family, life, and nature,” Jean DesAutels, CEO of Barrette Outdoor Living, said. “We provide a complete range of solutions our customers seek to make their outdoor vision come to life.”
Barrette Outdoor Living produces vinyl, aluminum, steel, and composite fencing and railing, composite decking, and other outdoor products through specialty retailers, home centers, and lumberyards.
