History of our Business
We’re glad you’re here! Taking the time to learn about the history of our business before making a purchase can make your experience even more meaningful.
Hobby
Dan’s Outdoor Furniture has a rich history that dates back to 1984, when Dan first began crafting picnic tables by hand. What started in the garage of his parents hobby farm on Country Road V in Spencer, Wisconsin, quickly grew beyond a simple hobby. Within a short span of less than three years, what began as a hobby had developed into a full-time business, and Dan soon realized that his parents’ garage was no longer large enough to accommodate the growing demand.
As the business expanded, so did the variety of products offered. By the end of the third year, Dan’s inventory had grown far beyond picnic tables to include lawn swings, gliders, and a complete line of high-quality patio furniture designed to enhance every outdoor space. One particular product, the hexagon picnic table, quickly became a customer favorite. Its unique design and durability resonated with buyers, and by the fifth year of operation, over 110 hexagon picnic tables had been sold in a single year, solidifying its position as the company’s top-selling item.
The Purchase of Land
In 1989, a major milestone in the history of Dan’s Outdoor Furniture took place with the purchase of land at our current location on Highway 13, nestled conveniently between Spencer and Marshfield, Wisconsin. This new site marked the beginning of a more permanent home for the business. A dedicated shop was constructed this same year, providing much-needed space for production and storage that far exceeded the limitations of our previous facilities.
By the following year, 1990, the company expanded further with the construction of a 5,000-square-foot warehouse. At that time, all of our products were crafted from Pressure Treated Pine as well as Western Red Cedar, known for its natural beauty and long-lasting qualities. For several years, both types of wood were a core part of our offerings. However, in 1994, after careful consideration and listening to customer feedback, we made the strategic decision to discontinue the use of Pressure Treated Pine and focus exclusively on Western Red Cedar. This decision allowed us to elevate the quality, aesthetics, and longevity of our products, helping to distinguish Dan’s Outdoor Furniture as a premium provider of handcrafted outdoor solutions.
As the years progressed, our reputation for quality craftsmanship and durable outdoor furniture led to the creation of a growing dealer network. By steadily building relationships throughout the Midwest, our products began appearing in homes and outdoor spaces far beyond Wisconsin, bringing the beauty and reliability of our furniture to families across multiple states.
The Need for Expansion
By 2007, the growth of the business and increasing customer demand necessitated another major expansion. A built a brand-new shop and office building, adding an additional 3,500 square feet to our operations. This new space was thoughtfully designed to improve efficiency, workflow, and comfort. Notably, the building was heated using an innovative outdoor wood boiler system: water is heated through the furnace and then circulated through the floors, providing an eco-friendly and energy-efficient heating solution. To maximize sustainability, all of our wood scrap from production is now used to fuel this furnace, reducing waste and further embracing environmentally responsible practices.
The new office space provided the team with much-needed room to handle administrative operations, customer service, and design work, while the expanded shop offered ample room for storing lumber and materials through every stage of production, from raw stock to finished furniture. Over the following years, we continued to invest in advanced woodworking equipment, including a dust collection system, wide-belt sander, joiner, and other sanding tools, all designed to ensure our products maintain the highest standards of craftsmanship.
During the challenging years of the Great Recession, when many businesses were forced to cut back, we instead used the time to innovate. This period of retooling led to the creation of a new line of patio furniture, now known as the Ozark Collection. Featuring contoured seats and higher backs for exceptional comfort, this line quickly became a customer favorite and has since become our best-selling collection, demonstrating that thoughtful design and quality materials can thrive even in difficult economic times.
Selling Online
Dan’s Outdoor Furniture was an early adopter of the internet as a tool to reach customers. In the initial days of the web, we launched our first website, DansOutdoorFurniture.com, which allowed us to expand our reach far beyond our local area. In 1998, we sold our very first picnic table online to a customer in California, a moment that marked the beginning of a new era for our business.
Over the next few years, our online presence grew steadily. Within just four years, online sales accounted for 42% of our annual revenue, showing the tremendous potential of e-commerce in connecting directly with customers across the country. Today, online sales have become the lifeblood of our business. In the most recent year, our online sales surpassed all previous records, accounting for an astonishing 92% of our total annual revenue. Our products have now been shipped to all 50 U.S. states, as well as international destinations including Canada and Italy, allowing families around the world to experience the quality, comfort, and beauty of Dan’s Outdoor Furniture.
The Second Generation and the Future of Our Family Business
At Dan’s Outdoor Furniture, our business is truly a family affair. Every member of our family contributes in some way, creating the kind of genuine “family business” that values teamwork, shared responsibility, and pride in craftsmanship. From an early age, our children are given age-appropriate tasks—starting with simple jobs like sweeping the shop floor. These early experiences are more than just chores; they are opportunities to learn important lessons about responsibility, the value of hard work, and the satisfaction that comes from contributing to something meaningful.
As the children grow, their responsibilities increase. They gradually take on more complex tasks and learn the full spectrum of what it takes to operate a thriving family business. In this way, we are not only teaching them practical skills but also instilling values that will guide them for the rest of their lives: understanding how to leverage their God-given talents, the importance of earning money through honest work, and the wisdom to manage and spend it responsibly. This hands-on approach ensures that the next generation is prepared to carry the business forward while upholding the same standards of quality, integrity, and care that have defined Dan’s Outdoor Furniture from the very beginning.
From our humble beginnings in a small garage on State Highway 13 to our current status as a trusted name in handcrafted outdoor furniture, our company has always been committed to quality craftsmanship, meticulous attention to detail, and providing products that help customers create comfortable, stylish, and inviting outdoor spaces. Every piece we create reflects the dedication, passion, and hard work that Dan himself poured into the business when he first started—values that remain at the heart of everything we do today.
We sincerely thank you for taking the time to read about the history of our business. It is our hope that, when you choose to purchase from Dan’s Outdoor Furniture, you not only receive a beautifully crafted product but also become part of a story that spans generations. Each table, chair, glider, or piece of patio furniture is built to last, designed to enhance your outdoor living space, and intended to be enjoyed for many, many years by your family—just as our own family has enjoyed building it.
Sincerely,
Dan and Rhonda Anderson Family
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