Outdoor Elegance Has Insider’s Edge on Design and Style

June 23, 2009
Share this story:
From left, a designer with Tom Kay of Outdoor Elegance and Carlos Alfaro, Export Manager for Grupo Ketal.

From left, Keith Stibler, U.S. Sales Manager; Tom Kay, General Manager, Outdoor Elegance; and Carlos Alfaro, Export Manager, Grupo Kettal.

Outdoor Elegance, a high-end outdoor living and patio design center, attracted many of the Southland’s top designers to its 13,000-square-foot La Verne showroom where they met Tuesday evening with industry representatives of the world’s leading outdoor furniture manufacturers.

The invitation-only event was the brainchild of Outdoor Elegance owner Doug Sanicola, whose vision is to make Outdoor Elegance the Southland’s No. 1 resource for designers, landscape architects and other outdoor décor experts.

“Many of us serve the same clientele, so it was natural for us to pull together many of our partners in offering a seamless design and shopping experience for our customers, “Sanicola said.

Along with Outdoor Elegance, the group comprises Bang & Olufsen, Pacific Outdoor Living, ALNO, Felikian Carpets and Flooring, and the Pasadena Chapter of the American Society of Interior Designers.

Part of Outdoor Elegance’s upper-tier showroom is specifically allocated for ASID designers and their customers to meet for overall design consultation and referrals. On Tuesday, the evening was part celebration and unveiling of this new collaboration.

The lavish affair, in true California style, shuttled many designers and industry-insiders from Pasadena in air-conditioned luxury cruisers to Outdoor Elegance. There they were greeted by the Outdoor Elegance staff and many outdoor furniture reps, showcasing their companies’ latest lines and designs.0043

Carlos Alfaro, Export Manager for Grupo Kettal, flew in from Barcelona, Kettal’s European headquarters. Kettal’s stylish outdoor furniture is featured at many of the world’s classiest resorts, including the Mondrian in Miami and the Bellagio and Venetian in Las Vegas. While 60% is sold commercially, 40% is purchased by residents seeking a higher degree of style, design, comfort and quality for their backyards. Grupo Kettal, which comprises Kettal, Evolutif, Triconfort and Hugonet, distributes throughout 60 countries.

“Spain is famous for its love of the outdoors, and you see that passion for outdoor living in our products,” said Alfaro. “We’re known for innovation and always trying to bring something fresh and exciting to the industry.”

In addition to Kettal, other names on the guest list included: Bob Snyder, Jensen Leisure and Treasure Garden; Terri Rogers, O.W. Lee; Joyce Gremmer, Tropitone; Dean Smith, Hanamint and Gloster; Brenda Pereyda, Mallin; Larry Cossid of Design Specialties; Chris Passalacqua of Lynx Grills; Mike Askey of Viking Professional Grills; Joe Pannell of Twin Eagles Grills; John Benner of Kettal; and Steve Tobia, publisher of “The Magazine,” a luxury lifestyle publication serving the Foothill communities.

“This was a phenomenal gathering,” said Tom Kay, Outdoor Elegance’s general manager. “Anytime, you can bring cutting-edge designers and manufacturers together, you’re going to spark innovation. That’s one major role we see Outdoor Elegance playing – providing designers and customers a place to meet in a space as beautiful as the one they’re trying to create.”










Leave a Reply