Wall Street Journal: Backyard Farming Gets Fancy
What would posesses a person to buy a $1,200 chicken coop, or a $45 white-enamel pail? Outdoorsy activities are getting a high-end makeover and consumers are flocking to the trend. WSJ’s Anne-Marie Chaker and Terrain Brand President Wendy McDevitt join Lunch Break with details.
High-End ‘Homesteaders’ Want Pricey, Stylish Tools; The $1,300 Chicken Coop
By Anne Marie Chaker
Wall Street Journal
Jan 30, 2013
Can chicken feed, canning jars and garden hoses feel chic?
Absolutely, say retailers cashing in on the “modern homesteader” craze. As more urban and suburban homeowners take up backyard farming, items like chicken coops, beehives, gardening tools and pickling and canning supplies are getting more stylish and pricey.
A $58 garden hose, anyone? Or a $258 bronze-and-lime-wood spade? Such are the offerings at Terrain, Urban Outfitters Inc.’s fledgling retail concept that caters to the older, higher-income consumers adopting a well-appointed homesteader lifestyle. Last April, Williams-Sonoma launched its Agrarian line, which features a $1,300 chicken coop and a $500 beehive.
“We’ve definitely seen the shift,” says Rob Ludlow, owner of BackYardChickens.com, an online community of about 170,000 chicken enthusiasts. “People wanting to be self-sufficient and eating locally grown food is synonymous with people who are affluent.”