Quality, colour and class: Outdoors on Parade still styling SA homes after 42 years
When Annie Lovejoy first began displaying outdoor furniture in the back of a single-fronted cottage at 51 The Parade, Norwood, she had no idea it would evolve into one of South Australia’s most beloved lifestyle destinations.
What started as a creative way to fill a vacant rental space has become a thriving business that now includes a carefully curated range of homewares, an interior design service, an in-store cafe and even a commercial kitchen where top chefs host immersive cooking classes with matched wines.
The constant evolution of Outdoors On Parade hasn’t gone unnoticed.
In 2017, the business was awarded the Global Innovation Award for Best Homewares Store in Australia, a testament to Lovejoy’s eye for quality and her commitment to creating a unique shopping experience.
You might like
Lovejoy’s roots on The Parade run deep.
“My parents started a real estate business here when I was five, so I grew up in Norwood,” she recalled.
Over the years, she’s watched the area transform — from a hub of traditional butcher shops and cafes filled with groups of Italian and Greek men, to a modern shopping and lifestyle precinct.
“I love having a business on The Parade because it’s so accessible, there are so many great businesses and the atmosphere is fantastic,” she said.
“It’s still a wonderful place and it has everything you could need — a football oval, a cinema, shops, apartments — all in one place.”
Despite all the change around her, Outdoors On Parade has remained a constant presence, known for its quality, style and personal touch.
Lovejoy attributes that longevity to a simple philosophy: “We only sell stock that we love — there’s nothing here that I wouldn’t have in my own home.”
That passion has carried through generations. Her two children grew up surrounded by products from the store, and now her daughter Sophie’s brand, Sant & Abel, a colourful range of men and women’s pyjamas, is one of Outdoors On Parade’s most popular ranges.
“In fact,” says Lovejoy, “we have thousands of items in the store, but she’s one of our biggest stockists. It’s a range that’s close to my heart.”
For anyone with a love of beautiful things — and a taste for quality — Outdoors On Parade remains a standout destination, shaped by decades of vision, family values and a deep connection to the local community.
“I feel very lucky to have been here for this amount of time and to be able to come in here each day and see the staff and meet customers,” Lovejoy said. “It’s such a privilege to be surrounded by such beautiful things and to help customers put them in their homes.
“And the local community is a wonderful support. They come in almost daily for coffees, we know them by name, and we enjoy that sense of community – it’s something else.”
