Outdoor Living Direct

What Outdoor Living Direct does

Outdoor Living Direct is an Australian family-owned and operated retailer specialising in outdoor furniture, self-described as the country's largest online retailer of outdoor products. The business was founded in 2010 by John Strahan and operates from Cheltenham, Victoria, with a second showroom in Hoppers Crossing. The company runs a direct-to-consumer e-commerce storefront serving mainland Australia and Tasmania alongside two large physical showrooms totalling approximately 1,700 sqm, and a dedicated Trade Program for commercial and hospitality buyers.

The product portfolio is broad and category-driven, anchored by Outdoor Lounges, Outdoor Dining, and Balcony & Bar furniture, and extended through Daybeds, Umbrellas, Outdoor Homewares (pergolas, cushions, beanbags, fire pits, outdoor fans, refrigeration), Furniture Protection (custom and ready-made covers, cleaners), and a dedicated BBQs, Pizza Ovens, and Heating range featuring brands such as Napoleon, Crossray, Buschbeck, Heatstrip, and Le Feu. A separate Commercial Furniture collection targets cafes, restaurants, and hospitality venues. Products are specified for Australian conditions, including UV-resistant Sunbrella fabrics and quick-drying foam cushions, with pricing spanning roughly $39 for individual accessories to $7,899 for premium outdoor kitchen setups.

The business model is straightforward retail: one-time product sales, pay-as-you-go billing, with mid-year mega sale events offering up to 40%+ discounts and interest-free financing available for eligible purchases. Customers are segmented into residential homeowners (primary), commercial hospitality businesses, and trade professionals served through the Trade Program, supplemented by design consultations. The company is bootstrapped, privately held, and operates with a reported headcount of 1-10 employees, indicating a lean operation likely reliant on wholesale supply and third-party logistics rather than in-house manufacturing or proprietary technology.

Name

Outdoor Living Direct

Legal name

Outdoor Living Direct

Website

https://outdoorlivingdirect.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Outdoor Furniture Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110), Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage) (CRAIAAAJ)

akta.pro secondary industries

Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas) (CRAIAIAF), Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)

Keywords

• Outdoor furniture retail
• Patio dining sets
• Garden lounge furniture
• Outdoor BBQ heating
• Balcony outdoor furniture

Headquarters

HQ city

Cheltenham

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Product Sales: One-time product sales of outdoor furniture, dining sets, lounges, umbrellas, BBQs, heating, and accessories. Customers pay upfront for products with various price points ranging from budget to premium items. The company also offers interest-free financing options for eligible purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Outdoor Living Direct is Australia's largest online retailer of outdoor furniture and outdoor living products. The company sells weather-resistant outdoor lounges, dining sets, balcony furniture, daybeds, umbrellas, BBQs, pizza ovens, outdoor heaters, and homewares through an e-commerce platform with Australia-wide delivery and two physical showrooms in Melbourne. The business also operates a Trade Program for commercial customers and offers Design Consultations as an additional service.

Product overview

Outdoor Living Direct is an Australian-owned e-commerce retailer offering a comprehensive range of outdoor furniture and accessories. The product portfolio centres on three main categories: Outdoor Lounges (including corner/modular lounges, occasional lounges, wicker, timber, aluminium, steel, and resin sets), Outdoor Dining (dining sets, bench sets, extendable tables, and chairs in various materials from 2-12 seaters), and Balcony & Bar furniture. Supporting categories include Daybeds, Umbrellas (centre pole and cantilever), Outdoor Homewares (pergolas, cushions, beanbags, fire pits, outdoor fans), Furniture Protection (covers and cleaners), and BBQs/Pizza Ovens/Heating. The company also offers a Commercial range for hospitality venues. Key services include a Trade Program for bulk orders and Design Consultations for styling advice. The business operates showrooms in Cheltenham and Hoppers Crossing, Victoria, with Australia-wide delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Outdoor Lounges Complete range of outdoor lounge furniture for residential customers, including corner lounge sets, modular lounges, occasional lounge sets, wicker, timber, aluminium, steel, and resin lounge sets. Also includes lounge dining sets, adjustable height tables, reclining sets, armchairs, footstools, and coffee tables. Available in multiple materials and configurations to suit Australian outdoor entertaining needs.
• Outdoor Dining Outdoor dining furniture collections including complete dining sets, table and bench sets, and extendable dining sets. Available in wicker, timber, concrete, aluminium, steel, and resin materials. Configurations range from 2-seater to 12-seater to accommodate different household sizes and entertaining needs.
• Balcony & Bar Furniture Compact outdoor furniture designed for smaller balcony spaces and bar areas. Range includes balcony and patio sets, bars, hanging chairs, garden swing chairs, balcony tables, bar stools, bench seats, and side tables, optimized for compact outdoor spaces.
• Daybeds Outdoor relaxation furniture including outdoor day beds, sunlounges, and sunlounge sets designed for poolside use, sunbathing, and outdoor relaxation.
• Umbrellas Outdoor shade solutions including centre pole market umbrellas, side pole cantilever umbrellas, umbrella bases, beach umbrellas and chairs, umbrella covers, and replacement canopies. Designed to provide shade across outdoor entertaining areas.
• Outdoor Homewares Outdoor accessories and decor including aluminium pergolas, outdoor scatter cushions, outdoor beanbags, inflatable pool lounges, privacy screens, Balinese wooden bead shades, aluminium wall art, fire pits, pod chair cushions, bench cushions, chair pads, outdoor fans, and outdoor refrigeration.
• Furniture Protection Products for protecting and maintaining outdoor furniture including custom-made furniture covers (made to order), ready-made furniture covers, and cleaners and protectors formulated for various materials including timber and wicker.
• BBQs, Pizza Ovens & Heating Outdoor cooking and heating appliances including natural gas, LPG, charcoal, and electric barbecues, Buschbeck outdoor fireplaces and pizza ovens, Coleman barbecues and accessories, Napoleon barbecues and accessories, Crossray barbecues and accessories, Heatstrip outdoor heaters, and Le Feu pizza ovens. Premium BBQ outdoor kitchens can reach up to $7,899.
• Commercial Furniture Outdoor furniture designed specifically for commercial and hospitality use including commercial chairs, tables, stools, chair packages, bistro and dining sets, and bar sets for cafes, restaurants, and hospitality venues requiring durability for high-traffic commercial environments.
• Trade Program A dedicated program for trade professionals and commercial customers offering preferential pricing and service for bulk orders of outdoor furniture. Targeted at designers, architects, property developers, cafes, restaurants, and hospitality businesses seeking volume-based pricing and dedicated support.
• Design Consultations Professional styling consultations to help customers plan their outdoor spaces and select appropriate outdoor furniture. Service is offered to residential customers planning outdoor entertaining areas as well as trade clients working on design projects.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves1 record

Expansion highlights6 records

Broad incumbents

• Harvey Norman: Major Australian and global big-box retailer with a substantial outdoor furniture and home furnishings category. Comparable because it competes for the same Australian consumer furniture dollars through large-format showrooms plus an online store, often at overlapping price points.
• Amazon Australia: Australia's largest general online marketplace, with rapidly growing furniture and outdoor categories. Comparable as the most significant online competitive threat aggregating many of the same third-party brands Outdoor Living Direct carries.
• Wayfair: Global online home goods giant with a deep outdoor furniture assortment. Comparable as a broad-line e-commerce competitor shaping pricing and delivery expectations for online furniture shoppers in markets where Outdoor Living Direct's supplier brands are also sold.
• IKEA: Global furniture giant with a substantial outdoor and patio range and Australian store presence. Comparable because it competes directly on outdoor dining and lounge furniture price points and increasingly on e-commerce delivery in Australia.
• Bunnings Warehouse: Australia's largest home improvement and outdoor living retailer (Wesfarmers-owned). Comparable as the dominant broad-line competitor carrying outdoor furniture, BBQs, and outdoor accessories across an extensive national store footprint, directly overlapping Outdoor Living Direct's product mix.

Direct peers

• BBQ Galore: Australian specialty retailer of BBQs, outdoor kitchens, and outdoor entertaining equipment. Highly comparable because both retailers focus on the Australian outdoor lifestyle category, operate showrooms alongside e-commerce, and serve overlapping residential and trade customers.
• Zanui: Australian online-first furniture and homewares retailer offering indoor and outdoor ranges. Comparable because it competes for the same Australian online furniture shopper with a similar direct-to-consumer e-commerce model and broad product catalog.
• Temple & Webster: Leading ASX-listed Australian pure-play online furniture and homewares retailer. Comparable as a direct competitor in the Australian online home and outdoor furniture market, with overlapping customer demographics and similar digital-first go-to-market approach.
• Freedom Furniture: Large Australian furniture retailer with dedicated outdoor ranges and a strong omnichannel presence. Comparable because it serves the same Australian household furniture buyer across indoor and outdoor categories with both showrooms and e-commerce.
• Adairs: ASX-listed Australian specialty home furnishings retailer expanding into outdoor categories. Comparable because it competes for Australian home styling and outdoor living dollars with a multi-channel model and complementary product positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCUdGrEKlImoQJnvUcGTGv0w
• Facebookfacebook.com/outdoor-living-direct-121377311243718
• Instagraminstagram.com/outdoorlivingdirect
• Pinterestpinterest.com/outdrlvngdir
• Xx.com/outdrlvngdirect
• LinkedInlinkedin.com/company/outdoor-living-direct

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Outdoor Living Direct