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The Pico Arm Chair from several different views.

Sitting Pretty
GCI Outdoor Delves into Tailgate Market with Pico Arm Chair
April 29, 2008

Few companies know more about sitting than GCI Outdoor. Launched in 1996, GCI first made a name for itself with the Everywhere Chair, which was designed specifically for sloping terrains. Next came the Quik-E-Seat, another in GCI’s series of portable, easy-to-use chairs. Today, the company offers 11 different chair models.

Given GCI’s expertise, it should come as no surprise that the company is making a big push in the tailgate industry. “We look at the market as a lifestyle shift,” says GCI co-owner Jeff Polke. “We see a whole slew of products centered around eating, drinking and sitting.”

GCI’s Top-Shelf table

GCI is off to a good start with the Pico Arm Chair. “Tailgaters have requirements,” says Polke. “They put a premium on space. Their furniture has to be compact and comfortable.”

The Pico Arm Chair fits the bill perfectly. It folds to the size of a laptop, has three different storage pockets and provides the ultimate in director-chair comfort. “The Pico really signifies our commitment to quality,” says Polke.

The same is true of the portable Top-Shelf table. At six pounds, it’s lightweight and simple to carry. At the same time, it features a steel frame and aluminum tabletop, making it extremely durable.

Pricing is the biggest concern for GCI. The company has always targeted mid- to upper-tier price points. According to Polke, that won’t change. “We don’t want to be known as the cheapest,” he says.

With GCI’s introduction to the tailgate industry, the company has considered delving into the licensed marketplace. But Polke feels that move can wait. “It’s hard to justify,” he says. “We can accomplish the same thing with custom colors. We already have requests for the Bengals, Browns and Steelers. We’re interested in the idea of licensing, but we’re still figuring out the costs.”

 

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