We Don’t Just Sell Furniture, We Create Experiences That Enhance Outdoor Living: Jiake Liu of Outer

Jiake Liu, co-founder, is the CEO of Outer, a company reshaping outdoor furniture with a focus on durability, sustainability, and style. Bringing together a keen eye for design and a commitment to environmental responsibility, Jiake has driven Outer to create products that enhance the outdoor experience for families while being mindful of the planet. His leadership emphasizes quality, innovation, and the belief that outdoor living spaces should be as functional and inviting as indoor ones. Under his guidance, Outer has quickly gained a reputation for combining aesthetic appeal with practical, eco-friendly solutions that resonate with modern consumers.

In a recent interview with SME Business Review, Mr. Liu shared insights into his journey as co-founder and CEO of Outer, discussing his vision for sustainable outdoor furniture and the importance of creating products that elevate outdoor living while respecting the environment. Here’s what he had to say. 

Interview Excerpts

Jiake, can you share what inspired you to co-found Outer?

I co-founded Outer with a vision to transform outdoor spaces and make them more accessible to everyone. My background in product design ignited a passion for creating high-quality, stylish outdoor furniture that could withstand the elements while enhancing the overall experience of being outside. I wanted to develop products that not only look good but also make people feel good about their environment.

How has your leadership impacted the company culture at Outer?

I believe that fostering a collaborative and inclusive environment is crucial for innovation. By encouraging open dialogue and actively seeking input from my team, I’ve created a culture where everyone feels empowered to share their ideas. This collaborative spirit drives creativity and leads to better product development, which ultimately benefits our customers.

Sustainability is a core value for Outer. How do you incorporate that into your business practices?

Sustainability is at the heart of everything we do. From the materials we choose to the manufacturing processes we employ, I prioritize eco-friendly practices. For example, we source sustainable materials and work with manufacturers who share our commitment to environmental responsibility. Additionally, I have pushed for a circular economy model where our products can be recycled or repurposed, reducing our overall carbon footprint.

Could you explain how technology plays a role in Outer’s customer experience?

Technology is essential in enhancing our customer experience. We have invested in tools that allow customers to visualize our furniture in their outdoor spaces through augmented reality. This helps them make informed decisions and feel confident about their purchases. By integrating technology into our design and sales processes, we can provide a more seamless and engaging experience.

What do you believe sets Outer apart from other outdoor furniture brands?

What truly sets Outer apart is our unwavering commitment to quality, sustainability, and customer engagement. We don’t just sell furniture; we create experiences that enhance outdoor living. Our focus on durable, stylish designs combined with our dedication to responsible practices allows us to build strong connections with our customers and establish loyalty.

How do you gather and implement customer feedback into your product development?

I see customer feedback as a vital component of our growth. We actively listen to our customers and encourage them to share their thoughts about our products. This feedback directly influences our design decisions and helps us refine our offerings. By being responsive to our customers’ needs, we can create products that resonate with them and improve overall satisfaction.

What are some challenges you have faced while scaling Outer, and how have you addressed them?

Scaling a business always comes with its challenges, particularly in maintaining quality and craftsmanship. To address this, I have implemented rigorous quality control processes that ensure every piece of furniture meets our high standards. It’s essential to balance growth while preserving the quality and integrity that our brand is known for.

What role does adaptability play in your leadership style?

Adaptability is crucial in today’s fast-changing market. I encourage my team to embrace change and experiment with new ideas. By creating an environment where creativity is celebrated, we can stay ahead of trends and continually evolve to meet customer demands. I firmly believe that being open to innovation is key to long-term success.

Jiake, what are your thoughts on the future of Outer in the coming years?

I envision Outer continuing to lead the outdoor furniture market by further prioritizing sustainability and innovation. We plan to expand our product line while maintaining the quality and design standards that define us. As consumer preferences evolve, I am committed to refining our offerings and ensuring we remain relevant and responsive to our customers’ needs.

Beyond business, what personal values guide your decisions as a leader?

I am guided by values such as authenticity, responsibility, and a passion for the outdoors. I believe that businesses should positively impact society, and I strive to ensure that Outer engages in meaningful philanthropic efforts. By supporting environmental organizations and local charities, I hope to reinforce our commitment to social responsibility and contribute to the community.

What advice would you give to aspiring entrepreneurs in the furniture industry?

My advice would be to prioritize quality and sustainability from the beginning. Understand your customers and engage with them authentically. Building a strong team and fostering a culture of collaboration can lead to innovative ideas that set your brand apart. Finally, be adaptable and open to change, as the market is always evolving.

How do you balance your work and personal life as a CEO?

Balancing work and personal life is essential, especially in a demanding role like mine. I prioritize time management and make a conscious effort to disconnect from work when I can. Spending time outdoors and with family helps me recharge and gain perspective. I believe that maintaining a healthy balance allows me to be a more effective leader.

Jiake Liu, Co-Founder & CEO, Outer

“My background in product design ignited a passion for creating high-quality, stylish outdoor furniture that could withstand the elements while enhancing the overall experience of being outside.”