We’re excited to introduce you to the always interesting and insightful Joey Farese. We hope you’ll enjoy our conversation with Joey below.
Hi Joey, thanks for joining us today. What do you think Corporate America gets wrong in your industry? Any stories or anecdotes that illustrate why this matters?
We operate a small business among an industry of corporate giants. The problem with being a corporate giant in our industry is that when you scale, you lose touch with the customer. Every outdoor living space is unique and every customers’ needs change from person to person. One of our most popular items is a fire table that is similar to our top competitors fire table but slightly smaller. We developed this table after years of feedback. We kept getting calls from people who loved the design but the size was just too big for their space. So ultimately, we listened and designed a smaller fire table. It’s hard to productively use this kind of feedback when you grow to a certain size. As the owner of American Patio Designs, I see every email that comes in and answer every call. it’s only though this personal experience that i am able to truly hear the wants and needs of every customer.
Joey, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Before founding American Patio Designs, I ran a DJ business in Los Angeles, catering to bars, clubs, and private events. When COVID struck in 2019, LA went into full lockdown, making social gatherings illegal. This was a severe setback for the event industry, especially for DJs. I realized that with everyone stuck at home, there might be a profitable opportunity in providing them with something to sit on. After extensive research, I concluded that patio furniture was the ideal venture, as people were spending more time outdoors to reduce the risk of COVID transmission. That was nearly five years ago, and I haven’t looked back since.
Let’s talk about resilience next – do you have a story you can share with us?
Reflecting on the journey of starting this business, one of the most valuable lessons I’ve learned is the significant impact of supply chain disruptions. Back in 2020, we faced a material shortage that revealed just how much these issues can slow down operations. There are many stages between the material supplier and the end user, and updates often get overly optimistic as they pass through each stage. As a retailer, I was usually the last to know the true status, which often led to customers being disappointed with longer-than-expected wait times.
If I encounter similar supply chain challenges again, I now have the experience to communicate more accurately and transparently about potential delays to customers. Honesty is my priority, and I’d rather lose a sale due to a long lead time than disappoint a customer with unrealistic expectations. Fortunately, those challenging times are behind us, and we now consistently maintain a lead time of 2-4 weeks, with some items ready to ship the next business day.
Any fun sales or marketing stories?
We primarily sell to customers looking to put Adirondack chairs or other poly furniture in their home patio. However, in 2022 we started marketing to other busiensses – primarily bars and restaurants. Eventually, we connected with Grand Isle Marina. They are a large public marina with a bar and restaurant. That was our first huge order. We sold them Adirondack chairs, swivel chairs, tall table and chairs sets, and a lot more.
Contact Info:
- Website: https://americanpatiodesigns.com/
- Facebook: https://www.facebook.com/search/top?q=American%20Patio%20Designs%20
