A breath of fresh air for the leader in outdoor furnishings

Naterial is the specialist garden furniture brand of the Adeo Group, a world leader in home improvement – it can be found at Leroy Merlin.
Naterial’s aim is to grow beyond these walls: the brand now has 10 stores worldwide and 3 e-commerce sites, specializing in the sale of garden furniture, sun protection and BBQs.

After these operational deployments, Naterial now needs to position itself as a brand in its own right, with a coherent discourse and activations both in-store and online, to move from a furniture retailer to a fully recognizable brand.

In the collective imagination, the “home” and its comforts are often superior to outdoor spaces. Terraces, balconies, gardens, etc. are generally furnished in a utilitarian and efficient manner. Yet aesthetics, comfort and quality are not incompatible with functionality and fair pricing.

But Naterial is changing this by turning outdoor spaces into rooms to be designed, created and furnished according to your desires.

Gardens, terraces, balconies… become natural extensions of the home. They are living spaces in their own right, which can be fitted out, decorated and so on. You can now be at home outside. And above all: you can design your exterior with a competent partner, and with the same high standards as the other rooms in the house. And that’s the role Naterial has to play: as an outdoor architect in tune with its customers’ projects.

We completely revalue the outdoors, making it the place where we feel comfortable and at ease, and from which we never want to leave. These spaces become rooms in our image: we imagine them, we design them, we make them real with Naterial, our outdoor architect.

This communication territory has been encapsulated in a brand signature “Bienvenue dehors” / “Welcome outside”. It represents the desire to live at home at one with the desire to live outside.

Breaking down taboos, showing that outdoor furniture must meet the same high standards as indoor furniture.

Make the connection with style, materials, all the differences that make Naterial so strong and that are all “good reasons” to live outdoors.

Using expressions and situations usually reserved for indoors, Naterial’s creative identity is embodied in a way that makes it stand out from the crowd.

This is achieved by playing on text/visual discrepancies to show that outdoor living spaces, whatever their surface area, are true extensions of indoor comfort.

Make living moments credible through testimonials, a personal, authentic approach to outdoor spaces.

Give the impression of having succeeded in capturing real living spaces: the right reason must come from the sincerity of the inhabitants and the places they have designed with Naterial.

Finding our own definitions of outdoor comfort to unite our targets.

And they’re all here at Naterial. Whatever your taste, style, desires or budget, you’ll find a good reason to live outdoors.

With materials designed to last, furniture that stands the test of your daily life and your uses, Naterial does everything to prove that your terraces, gardens and balconies have nothing to envy from the comfort of your home.

– launch event

– urban advertising and signage

– social media: sponsored posts and influence

– press relations

– display

– New collection” themed billboards

– social media: sponsored posts and competitions

– themed events

– press relations

– press insertions

– themed display

– New collection” themed billboards

– extensive emailing

– events / benefits for top customers

– social media: sponsored posts

– press: themed inserts

– themed display

– local radio

– brand content vidéo

– social media brand content

– social media: sponsored posts

– brand content emailing

– themed display

– themed events

Outdoors are completely upgraded. They become the place where you feel comfortable and at ease, and from which you never want to leave.
These spaces become rooms in our image: we imagine them, we design them, we make them real with Naterial, our outdoor architect.