Patio and Hearth Products Report - Nov/Dec 2011 by Peninsula Media

H EARTH & H OME T ECHNOLOGIES

B IG G REEN E GG

M ALLIN C ASUAL F URNITURE

w w w. p a t i o a n d h e a r t h p r o d u c t s r e p o r t . c o m

M ONESSEN H EARTH S YSTEMS

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contents

NOVEMBER/DECEMBER 2011 • VOLUME 6, NUMBER 6

54 28

features 8

GUEST EDITORIAL – ACCELERATING GROWTH

By Sharon Sanders

A bestselling author and business strategist provides tips on how specialty retailers in the casual-furniture, hearth, and barbecue/grill industries can strengthen their businesses.

A San Diego retailer finds that it makes financial sense to close its main showroom during the winter months and focus on Internet sales. 34

By Cherise Forno

By Cheryl Dangel Bartolini

Offering a variety of luxury shade systems and pavilions, Caravita is now globally recognized as a leader in the shade-products industry.

MARKETING MANEUVERS – TIES THAT BIND

By Sharon Sanders

This third-generation retailer in Florida has built its strength on customer service.

Specialty patio-furniture stores see the value of offering Solair’s stylish retractable awnings to their customers.

ZUO OUTDOOR FOCUSES ON FUN

MY TURN – CREATIVITY TO BURN

By Kimberly Rodgers

By Greg Thompson

Zuo Outdoor’s cutting-edge designs are geared toward the contemporary outdoor market.

Handcrafted fireplace doors from Ironhaus have a huge following among customers looking for distinctive, high-end designs.

HEARTH RETAILER PROFILE – THE HEARTH EXPERTS 40

The owners of this 33–year-old hearth shop credit the HPBA for helping their business grow over the years.

PRODUCT INNOVATION – FIRE AS ART By Cheryl Dangel Bartolini

Firepits from Hearth Products Controls are helping consumers transform their backyards into mini resorts.

BLACK & STONE’S ETHANOL PRODUCTS GAIN GROUND By Sharon Sanders

Australia’s Black & Stone expands its business in the United States as consumers seek planet-friendly hearth products. 28

AS I SEE IT – SHADE LOVERS REJOICE

By Kimberly Rodgers

By Sharon Sanders

CARAVITA’S SHOWSTOPPING SHADE PRODUCTS

SPOTLIGHT – STOVES: MARKET OUTLOOK Our annual assessment of the stove market features interviews with executives of top stove manufacturers.

SHOWROOM SHOWCASE – A NOVEL APPROACH

By Daniel Burrus

LAST WORD – DODGING THE RECESSION By Cheryl Dangel Bartolini

Sound business strategies and superior customer service have contributed to Outdoor Lifestyle’s double-digit growth.

departments 6

OUTDOOR GRILLING RETAILER PROFILE – ADDING BARBECUE

MONEYBALL Publisher’s Viewpoint and Editor’s Message

By Kimberly Rodgers

The largest Fireside Hearth & Home store in St. Louis experiences increased sales after including outdoorkitchen and barbecue products. 30

Edited by Kris Kyes

PRODUCT PROFILES

By Cherise Forno

PRODUCT PROFILES DIRECTORY

Wood Stone’s wood-fired and gas-fired stone-hearth ovens are popular with outdoor-cooking fans.

AD INDEX

WHAT’S COOKING AT WOOD STONE

52 ON THE COVER

INDUSTRY NEWS

Vermont Castings, a brand of Monessen Hearth Systems

Patio & Hearth Products Report November/December 2011

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moneyball The movie “Moneyball,” starring Brad Pitt, is based on the Michael Lewis book of the same name (W.W. Norton, 2003). It tells the inspiring and unconventional true story of how William (Billy) Beane III, general manager of the Oakland Athletics, successfully built a 2002 MLB® team that was mainly composed of noname baseball players who were not AllStar types. Using a premise in baseball that previously had been neither employed nor considered by most professional baseball teams, Beane built his team around players who would never hit 50 home runs in a season; who would never win the Cy Young Award for best pitcher; and who relied on a walk, as often as a hit, to get on base. This unconventional approach to the nation’s great pastime has its ardent supporters and its harsh critics, but at the end of the day, more professional baseball teams have implemented parts of the Beane approach than have not, and they continue to use his unique approach, even today. For specialty retailers and dealers in the patio, hearth, barbecue/grill, outdoor-furniture, outdoor-kitchen, and outdoor-liv-

from the editor

I recently had the unfortunate task of putting my sweet,

loving 15–year-old yellow Labrador retriever to sleep. If you’re a pet lover and have experienced this firsthand, you know that it’s emotionally grueling. Katy was a constant fixture in our household, celebrating with my family during good times and providing emotional support during hard times. After removing her dog bed, toys, and food from the house, I needed something to cheer me up; I usually don’t resort to retail therapy when feeling blue, but I had to get out of the house. I remembered that a friend had raved about a new chain store in a nearby mall: Charming Charlie (based in Houston, Texas), a women’s accessories boutique that has been expanding rapidly throughout the country. When I walked into the store, it was just what I needed. This retailer clearly understands how to wow customers and 6

Publisher’s Viewpoint

ing industry, implementing the Beane approach to your showroom and product mix is a good strategy for increasing sales. If we consider large-ticket items such as indoor and outdoor fireplaces, outdoor dining sets, outdoor deep seating collections, and outdoor kitchens to be the equivalents of future National Baseball Hall of Fame members Albert Pujols and Derek Jeter, then accessories for the patio, hearth, and barbecue/grill industry are the equivalents of the Oakland Athletics roster built by Beane. It might not be as thrilling to sell accessory items as it is to outfit an outdoor-living area with a dining set, a deep seating collection, and an outdoor kitchen—or to sell a fireplace for a living room or family room—but the revenue from selling accessory items does add up, and the customer base for accessory items easily exceeds the customer base of those who are willing to part with $15,000 to $20,000 or more. If you are a retailer who sells hearth products, then fireplace accessories, fireplace tools, fireplace logs, and fireglass are just some of the accessory items that should be featured in your showroom and make up your product mix. Firepits and

fire tables also fall into this category of items sold at lower price points that should gain access to your floor space and be included in your product offerings. If you are a retailer of patio and outdoor-living products, then shade products, outdoor rugs, patio heaters, hammocks, covers for outdoor furniture, cushions, and outdoor-furniture cleaners should be a part of your showroom. For retailers who sell barbecues/grills and outdoor-kitchen units, the accessory market is endless, from cooking utensils, tools, and outdoor-cooking apparel to spices, sauces, and rubs. One of the best aspects of the accessory-products market is that it allows you to go back to existing customers and sell them additional items after you have already sold them big-ticket products. In addition, advertising or otherwise promoting accessory items has the added potential to bring a larger customer base into the store than advertising and promoting bigticket items (which won’t necessarily be in everyone’s budget) can bring. While not everyone might be in the market for a new outdoor dining set, outdoor kitchen, or fireplace, the customer base for accessory items makes up a far

has one of the most colorful displays of merchandise in the fashion industry. Affordable accessories are organized by color family, making shopping for the perfect purse, shoes, or necklace a no-brainer for women who are short on time and money. It was a fun and friendly shopping experience, and I left the store feeling much better than I had when I entered. This made me think about other stores that have succeeded in making shopping a rewarding experience, rather than simply the process required to buy something. The Apple Store probably has the best understanding of this concept. Its customers don’t go to their stores just to buy iPods and iPads; they go there to explore new digital products that will enhance their lifestyles. From its inception, The Disney Store understood the importance of making shopping fun, but several years ago, it found itself in a rut. As a result, it was redesigned and reformulated to deliver what it describes as the best 30 minutes of a child’s day. The goal of The Disney Store’s top management was to showcase merchandise in an experience that was both intuitive and magical—and it succeeded, as the chain has seen double-digit increases in traffic and sales in its newly

redesigned stores. In an online survey cosponsored by the Wharton School of the University of Pennsylvania, over 1,000 shoppers in the United States and Canada were asked what contributed to a great shopping experience. The respondents mentioned 28 elements needed for a wow experience, such as helpful and knowledgeable salespeople, novel products displayed in a fun environment, the ability to expedite the shopping process, and a system for helping to resolve and compensate for problems. With retail competition at an all-time high, retailers in the outdoor-living and hearth industries must find new ways to attract customers and inspire high levels of customer loyalty. I concur with Tony’s thoughts (in the Publisher’s Viewpoint above) that one way to do this is to offer a wide range of accessory items that will attract a larger pool of potential customers. As consumers continue to cut back on vacations and restaurant outings to cocoon in their homes, hearth accessories and outdoor decor will continue to have wide appeal. That’s why Urban Outfitters is expanding its home-products brand, Terrain. Online customers can purchase a wide assortment of indoor and outdoor furni-

Patio & Hearth Products Report November/December 2011

larger pool of potential customers—and we’ve all heard about customers who come in to shop for new outdoor cushions and end up leaving with a whole new outdoor collection. Training your sales staff in upselling is paramount in selling accessory items. Most salespeople will go after the low-hanging fruit, selling customers only what they are interested in or came to the store to find. Showing customers accessory items that will enhance big-ticket items turns your sales force into salespeople, as opposed to order takers. While most retailers can’t survive by selling just accessory items, focusing attention on accessory items, in retail, is akin to getting on base with a walk for a baseball player. It might not be as exciting as hitting one out of the park, but once you’re on base, you have the chance to score. TONY RAMOS PUBLISHER TRAMOS@PENINSULA-MEDIA.COM

ture and accessory items online from the Terrain website, or they can visit the brickand-mortar store in Glen Mills, Pennsylvania. Plans are underway to open a second Terrain in tony Westport, Connecticut. Fashion designer Donna Karan has also entered the home-products market in New York and California with her Urban Zen boutiques, which sell handcrafted furniture, housewares, and accessories—many of them designed for outdoor rooms. In today’s challenging economic environment, retailers in all segments of the marketplace need to deliver a wow experience if they want to increase sales. Consumers are looking for new and exciting options for shopping, whether those involve online commerce or in-store shopping. With the right strategies in place, retailers in the patio, hearth, and barbecue/grill industries can grow their businesses, even in this sluggish economy. The reality is that there will always be shoppers—whether they’re looking for jewelry to cheer them up, new gas inserts that will warm their family rooms, or outdoor-furniture sets that will bring them years of enjoyment. CAROL DAUS EDITOR CAROL@PENINSULA-MEDIA.COM

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EDITORIAL

Accelerating Growth by DANIEL BURRUS

PUBLISHER Tony Ramos tramos@peninsula-media.com EDITOR Carol Daus

recent Forbes magazine article listed some of the most profitable businesses in the United States, and it was surprising that many of them are restaurants. In fact, two of the restaurants noted had four-year growth rates of over 120%. The four-year growth rate is important because it includes the recession, meaning that these restaurants are growing even during hard economic times. How are businesses that provide a nonessential service (dining out) doing well at a time when people are being more conservative in their spending? Rather than competing with other restaurants, they are redefining their competitive positions, anticipating trends, and finding new and growing niches. Specialty retailers in the casual-furniture, hearth, and barbecue/grill industries can learn a lot from these restaurants and can apply the successful strategies that they are using to their own businesses. STOPPING PRICE-BASED COMPETITION There are many ways to compete, yet many (and, perhaps, most) companies tend to compete on price. The more you compete on price, however, the lower your margins, meaning that you need high volumes to make up for the decreased margins. If your intent is to be a competitor on price, that’s fine; just realize that you have many more options. The restaurant chain Buffalo Wild Wings® (Minneapolis, Minnesota) decided to compete in areas other than price and is experiencing a 121% growth rate because of it. If you go to the chain’s website (www.buffalowildwings.com), you’ll see a very atypical site, complete with avatars and animated graphics. It even challenges visitors to play some computer games. It’s fun, and it sells the experience of patronizing the chain’s restaurants to the company’s targeted demographic. The chain realized that people flock to places that deliver an experience, so that’s its competitive advan8

tage—not price. In addition to competing on price, you can also compete on time, reputation, values, technology, image, experience, service, design, innovation, quality, information, knowledge, consultative value, loyalty, and process. To get away from competing on price, ask yourself, “Do I have a strategy for every one of those different ways of competing?” Many companies compete in only one or two areas (and have a detailed strategy for each), but few compete in all areas. Therefore, to gain an advantage, detail how you are different in each area so you can go beyond competing and accelerate growth. ANTICIPATING TRENDS No matter how long you’ve been in business, you need to get outside your shell, look around, and check out what’s changing in your industry. You don’t want simply to react to changes, as that keeps you behind the curve. Instead, you want to anticipate the changes that are coming and to be in front of them. After all, the ones who are best at anticipating are the ones who are growing the most. The Chipotle Mexican Grill chain (Denver, Colorado) anticipated a key trend and is now experiencing a growth rate of 123%. Chipotle saw what the popular fastfood Mexican-food chains (such as Taco Bell) were doing and realized that their menu options were not attracting the health-conscious baby-boomer market. Instead of being just another fast-food joint, Chipotle decided to cater to the underserved baby-boomer niche by offering fast (yet healthy) Mexican fare. Therefore, consider how you can differentiate yourself by catering to an underserved niche. How do you find that niche? Look at the hard trends going on around you. Based on what you know about your marketplace, what trends can you see growing? PLAYING TO THE DEMOGRAPHICS Take note of your most loyal customers and then determine the characteristics of that demographic. For example, if you primarily have younger customers, speed, effi-

Patio & Hearth Products Report November/December 2011

ciency, trendiness, and wireless connectivity are key things that matter to them. Perhaps this crowd would prefer to get information about products using QR codes or via text. To attract more of this younger crowd, consider using socialmedia tools. For example, Kogi™ Korean BBQ-ToGo trucks are traveling Los Angeles, California, landmarks that serve Korean–Mexican fusion tacos and other dishes. Kogi has rapidly grown to need five food trucks and plans to add more. It attributes its success to the fact that it has 70,000 followers on Twitter, and it tweets to let followers know where each truck is during the day. If you have an older clientele of baby boomers, then you have different characteristics to consider. As people age, their eyesight becomes a problem, so they need bigger fonts on marketing materials. Comfort is key for aging baby boomers, so your furniture must be soft and inviting. Relationships are more important to this crowd, so you need highly trained staff members who can give extra attention. These are just a few examples of how looking at your demographic and then catering to its needs can increase your customer base. SHAPING YOUR FUTURE One thing is certain: Competition in the specialty-products business will intensify. Take a lesson from another industry and do what these successful restaurants have done: Stand out by innovating, by anticipating, and by serving your market’s present and future needs. When you follow this proven strategy, you’ll have the upper hand that leads to long-term profits.

carol@peninsula-media.com ART DIRECTOR Cass Estes cass@peninsula-media.com ASSOCIATE EDITOR Kris Kyes kris@peninsula-media.com STAFF WRITERS Cheryl Dangel Bartolini Cherise Forno Kimberly Rodgers Sharon Sanders Greg Thompson SOCIAL-MEDIA EDITOR Amanda Daus CIRCULATION DIRECTOR Paul Piwowar BUSINESS MANAGER Susan Razetto CEO & PRESIDENT Tony Ramos

Corporate Office Peninsula Media 21250 Hawthorne Blvd., Suite 700 Torrance, CA 90503 (310) 792-7448 Fax (310) 792-7449 www.patioandhearthproductsreport.com

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Daniel Burrus, technology forecaster and business strategist, is the founder and CEO of

(310) 968-3962/Cell tramos@peninsula-media.com

Burrus Research Associates, Inc. (Hartland, Wisconsin), a research and consulting company that monitors global advances in technolo-

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{industry}

by KRIS KYES

Big Green Egg Launches Publishing Division In addition to expanding its creative-services departments to include graphic design, interactive communications, and video-centric Web content, Big Green Egg Company recently launched its publishing division and unveiled the inaugural edition of Big Green Egg LIFEStyle magazine. “We wanted to showcase the many award-winning chefs around the world who use the Big Green Egg in their culinary kitchens and restaurants, as well as backyard fans who are in search of the perfect steak or brisket, and our new publication does that and more. We have included a complete product catalog within the magazine, so now, our consumers can learn about

Lennox Hearth Products Adds Product Manager to Fireplace Systems Team Michael A. Roark has joined Lennox Hearth Products (LHP) as fireplace systems product manager. Prior to working in his new role at LHP, Michael A. Roark Roark worked as a consultant for ACS, a Xerox company, focusing on change management and developing operational-excellence processes. Roark also enjoyed an 11-year career with Harley Davidson, where he managed a $36 million business unit. In this position, he was assigned increasingly responsible roles overseeing all phases of the product life cycle, including product development, cost analysis, product justification, strategic growth development, and the management of cross-functional process teams. Amy Grella, director of product development for LHP, says, “Michael brings a wealth of skills and experience to our team. This opportunity will allow him to drive new fireplace-product development projects and to collaborate on the creation of product roadmaps for the future.”

the Egg and see how the various EGGcessories contribute to the amazing results that the Big Green Egg is known for,” Jodi Burson, marketing manager, explains. Among the chefs and personalities profiled in the inaugural edition are Daniel Clifford (of Midsummer House, with two Michelin stars, in Cambridge, England); Lee Ann Whippen (of Chicago q in Illinois and winner of Food Network’s “Throwdown! With Bobby Flay”); Sergio Herman (Oud Sluis, with three Michelin stars, in Sluis, Netherlands); and Dr. BBQ, Ray Lampe, author of The NFL Gameday Cookbook (Chronicle Books, 2008).

The new Big Green Egg LIFEStyle magazine

Hearth & Home Technologies Joins Legislators to Raise Awareness of Pellet Heat At an event in Colville, Washington, in September 2011, legislators (including U.S. Representative Cathy McMorris Rodgers, R–WA) affirmed their support for bringing pellet heat into the forefront of government-supported renewable energies, in the state of Washington and beyond. Pellet heat, also referred to as densified biomass, is not currently recognized by state or federal governments as a renewable energy source in the United States. Meanwhile, other renewable sources, such as wind and solar power, have been classified as renewable and receive government support, including tax incentives. Dan Henry, vice president and chief technical officer at Hearth & Home Technologies®, producer of pellet and wood hearth products, says, “Largely due to misconceptions about emissions and technology, pellet heat does not receive state or federal government sup-

port. Residential heat accounts for one third of U.S. energy consumption. Western Europe, China, Japan, and Korea have all embraced pellet heat/densified biomass as renewable energy, and we export our biomass to them.” Dan Henry, vice president and chief technical officer at Hearth & Home Technologies, and U.S. Representative He continues, Cathy McMorris Rodgers (R–WA) examine a handful of “Meanwhile, the U.S. Forest wood pellets at the Hearth & Home Technologies Service and U.S. manufacturing plant in Colville, Washington. Department of Agriculture have identified that 460 million tons have with regard to achieving energy of sustainable biomass are available independence for the country. They each year in the United States, which discussed the need to embrace pellet would be enough to heat every U.S. heat to create jobs, stimulate the home. We need to join the rest of the economy, reduce carbon emissions industrialized world by classifying pel- from fossil fuels, and improve air let heat as renewable energy.” quality in noncompliant airsheds. At the Colville event, biomassThe event was organized by the industry leaders and dignitaries disNorthwest Hearth, Patio & Barbecue cussed the important contributions Association and hosted by Hearth & that pellet heat/densified biomass will Home Technologies.

Gensun Recognizes Sales Representatives of the Year Judy and Ed Hamer were selected as Gensun’s 2011 sales representatives of the year for their outstanding sales and service. Jan Trinkley, vice president of sales and marketing for Gensun, says, “This is the second time, and also two years in a row, that they have won this award. Judy and Ed exemplify what an excellent sales representative should be—strong ethics and relationships with their customers, along with excellent follow-up, training, care, and communication. Their numbers are pretty good, too, with a sales increase of over 90% in 2011.”

Patio & Hearth Products Report November/December 2011

Poly-Wood Names Hertel and Tusing to Corporate Management Team

Z-Line Designs Appoints Senior VP for New Casual-furniture Division

Poly-Wood, Inc., a leading developer and manufacturer of high-performance, eco-friendly casual outdoor furniture, recently named Doug Doug Hertel Hertel as the company’s marketing manager and Becky Tusing as its director of administration. The expansion of the manageBecky Tusing ment team is a result of significant growth being experienced by the Syracuse, Indiana, manufacturer. Chad Yordy, director of sales and marketing, says, “With Doug’s years of experience, he is a valuable addition to our marketing team. As marketing manager, Doug will focus on further promoting the Poly-Wood brand and our premium position within the casual industry.” Hertel brings to his position over 18 years of marketing and advertising experience. Prior to joining PolyWood, he was the owner of an Indiana advertising and design agency. He reports to and assists Poly-Wood’s director of sales and marketing. As the recently named director of administration, Tusing reports to the president of Poly-Wood, Doug Rassi. She oversees all activities and personnel within the company’s accounting, human-resources, reception, customer-service and warranty, information-technology, and inventory-management departments. A graduate of Indiana University, Tusing is a licensed CPA with over 30 years of experience in manufacturing and public accounting. “The additions of Becky and Doug will increase our ability to serve our customers and capitalize on the growth that is being experienced,” Rassi says. “We evaluated a lot of applicants for these important positions and are happy to have individuals of the caliber of Becky and Doug to help in driving Poly-Wood to the next level.”

Z-Line Designs, a leading manufacturer of contemporary home-office and home-entertainment products, has named Mark Gorr as senior vice president of its newly established casual-furniture division. Gorr has held several executive management positions in the

casual industry. For the past nine years, he has served as vice president of consumer sales and product-line management for Tropitone Furniture. Prior to that, Gorr held executive positions at Brown Jordan International, Veneman Collections, Modus Furniture International, and GMS Imports. Z-Line Designs unveiled its new brand at the Chicago International Casual Furniture & Accessories Market™. “To be part of creating, building,

and launching a furniture division from the very beginning is an opportunity that many executives don’t even have a chance to be involved with in their careers, and was one I could not say no to,” Gorr says. “I look forward to the challenge of introducing Z-Line Designs to the casual-furniture industry and of quickly positioning it as a brand known in the industry as a leader in design, with a strong reputation for comfort and reliability.”

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November/December 2011 Patio & Hearth Products Report

{industry}

Event Recognizes Glen Raven’s Solar Project in North Carolina

From left: John H. Brennen III, executive vice president, Merchandise Mart; Oliver Ma, president/CEO, Treasure Garden; Margaret Chang, COO, Treasure Garden; Jeff Dorough, vice president of marketing and sales, Treasure Garden; and Whitney Gillespie, director of leasing and sales, Merchandise Mart

Treasure Garden Holds Ribbon-cutting Ceremony for New Showroom Treasure Garden held a ribbon-cutting ceremony during the Chicago International Casual Furniture & Accessories Market™ to showcase its new permanent showroom in the Merchandise Mart. Treasure Garden’s expanded showroom (number 1655) now covers over 10,000 square feet of products, new fabric trends, and merchandising ideas, with more focus on the Shademaker line of architectural shade products. With over 25,000 choices available, Treasure Garden is the number-one name in shade coverings. For more information, email info@treasuregarden.com or visit www.treasuregarden.com or shademakerusa.com.

Napoleon Unveils Its 9600 Series Furnace Napoleon Fireplaces & Grills recently launched its 9600 series two-stage furnace for use in upflow, downflow, and horizontal applications. David Napoleon’s 9600 series two-stage, variable-speed, Coulson, national advertis- highly efficient gas furnace ing manager, says, “Napoleon’s variable-speed, energy window, allowing a unique view of efficient, electronically commutated the flame in operation—a first in the blower motor operates on low fire industry. It is the shortest furnace on for greater efficiency and comfort the market with an AFUE rating of for most of the heating season. The more than 96%, at a height of 32 furnace will automatically switch to 7/8 inches, and it is offered in two the second stage, producing more cabinet widths (17.5 and 22.5 inchheat only when required.” es). Napoleon’s 9600 series furnace The Napoleon 9600 series furcomes standard with multiple nace comes complete with the intake/venting, gas-pipe, and electripatented SureView burner-system cal-connection options.

The completion of a solar array atop Glen Raven’s Sunbrella® Yarn Manufacturing Center in Norlina, North Carolina, was recognized during a special event at the plant on October 10, 2011. The new 500-kilowatt solar array is the largest operating under Progress Energy’s SunSense® commercial solar photovoltaic (PV) program, generating electric power roughly equivalent to the annual electricity use of 47 typical houses. Speakers during the special event included Allen E. Gant Jr., president and CEO of Glen Raven; Robert F. Caldwell, vice president of efficiency and innovative technology for Progress Energy; Erik Lensch, president of Argand Energy Solutions; John Gant, manager of sustainable development for

Ernst & Young Names Regency Fireplace Products CEO Pacific Entrepreneur of the Year Robert Little, founder and CEO of Regency Fireplace Products, was recently named the 2011 Pacific Ernst & Young Entrepreneur of the Year® winner. Ron Voyer, Pacific director of Entrepreneur of the Year, says, “Great entrepreneurial leaders have the drive and tenacity to generate successful ideas in the face of many obstacles. While other companies were pulling back during the financial downturn, Robert honed his vision and continued investing time and money in research and development.” While Voyer says that true entrepreneurs are architects of their own visions, he underlines the importance of pairing that outlook with the right kind of innovation. As Voyer notes, Little—with his keen sense of design and strong sense of consumer awareness—continues to take Regency Fireplace Products to new heights of market leadership. From the introduction of the first natural-gas fire-

Glen Raven Custom Fabrics; and Todd Wemyss, manager of the Norlina plant. “The Norlina solar project is part of a much larger sustainability initiative that is affecting everything we do, from product design and manufacturing through recycling and customer service,” Gant says. “The successful completion of this project is a reflection of the talent and dedication of our associates and the invaluable contributions from our partners, Progress Energy and Argand Energy Solutions.” This $3 million project was made possible by Progress Energy’s SunSense commercial solar PV program, designed to encourage the development of renewable energy by offering a premium price for solar power developed on commercial rooftops.

place to the complete modernization of the industry’s distribution model, Little’s innovations have irrevocably changed the face of hearth manufacturing. The Ernst & Young Entrepreneur of the Year Award recognizes the spirit and contribution of entrepreneurs around the world. The Canadian program is in its 18th year of honoring the country’s most impressive entrepreneurs from all areas of business. Award winners are chosen based on a number of factors, including their vision, leadership, financial performance, and social responsibility.

Mr. Bar-B-Q to Celebrate Its 40th Anniversary Mr. Bar-B-Q®, the world’s expert in designing innovative, premier barbecue accessories and outdoor-lifestyle tools, is gearing up for a sizzling 2012 as it marks the company’s 40th anniversary. Mr. Bar-B-Q plans to celebrate all year with contests and product giveaways, including a Search for Mr. or Mrs. Bar-B-Q contest and a 40 Giveaways for 40 Years Facebook sweepstakes. Mr. Bar-B-Q,

2012 International Pool/Spa/Patio Expo Moves to the Big Easy After four back-to-back shows in Las Vegas, Nevada, the 2012 International Pool/Spa/Patio (IPSP) Expo is moving to the Big Easy. The 2012 Expo will take place November 6–8 at the Ernest N. Morial Convention Center in New Orleans, 12

Louisiana. To continue to build the show and meet the needs of the industry, extensive research was conducted in order to choose the best possible location for the event. Attendees and exhibitors both had an overwhelmingly positive response to

Patio & Hearth Products Report November/December 2011

moving the event to New Orleans. Lindsay Roberts, director of the IPSP Expo, says, “Las Vegas is definitely one of the top destinations for trade shows and is still the top-ranked city, among our entire audience, for a West Coast location; however, we feel

it is critical to rotate the event geographically, and New Orleans was the top choice for the Southern region. New Orleans is more centrally located, to pull attendees from the South, the Midwest, the Northeast, and the Mid-Atlantic states.”

founded 1972, has remained a familyowned, privately held business for the past four decades and offers everything but the grill, enhancing precious moments spent with family and friends. Marc Zemel, CEO of Mr. Bar-B-Q, says, “Forty years is a huge milestone and

one we’re proud to celebrate all year long. I look forward to continuing the success and tradition my father started 40 years ago and to applauding all we have accomplished. The entire barbecue community has helped us reach this important moment.”

Great American Woodies Publishes New Catalog and Adds New Design Great American Woodies, a division of Richey Industries, has released a new 32-page catalog featuring its Southern Cypress, Cottage Classics, Western Red Cedar, and Lifestyle collections The new catalog from Great American Woodies of casual furniture. The catalog is organized by product category and dried cypress and are stained and sanded to includes sections on seating, swings/Acreate a distressed look in various soft pasframes, and tables and table groupings. All tel colors. Western red cedar is a kiln-dried, products are made in the United States and select-grade wood that is oil stained for carry a limited lifetime warranty. added luster. Created from recycled The Southern Cypress line is made of a polyresin, the durable Lifestyle collection is distinctive and durable wood that offers available in four colors. trouble-free beauty for years. Cottage Great American Woodies has also Classics pieces are constructed from kilnintroduced a new design into all four of

;

its casual-furniture collections. The new Chesapeake design features a soft arch at the top of gliders, swings, and chairs, as well as curved arms that provide a modern (yet classic) look. The Chesapeake design is now part of the Southern Cypress, Western Red Cedar, Cottage Classics, and Lifestyle collections. All four collections feature the Chesapeake design in gliders, swings, and dining chairs. The full-color brochure features lifestyle photography that dramatizes end-use possibilities. As Richey Smith, president, notes, “This catalog positions Great American Woodies as the only U.S. manufacturer that offers a broad line of both wood and plastic-resin outdoor furniture in the industry.” The new full-line catalog can be viewed at www.richeyind.com/catalogs.html.

Couristan Launches New Pulse Area-rug Program Offering dealers a dynamic sales tool that highlights its expansive arearug assortment, Couristan’s new Pulse area-rug program includes a library of glossy, four-color brochures that com-

municate the essence of the Couristan brand with crisp product imagery and highly stylish room scenes. Housed in a sturdy three-ring binder with graphics on the front cover, spine, and back, the first set of Pulse brochures focuses on four popular lifestyle trends—“The Good Life,” “Casual Surroundings,” “Home Retreat,” and “Without Walls.” Categorized according to construction, pile fiber, price, and pattern, the 2011 Pulse area-rug brochure package features all 39 area-rug collections in Couristan’s running line. A fifth Pulse brochure will be available in early 2012 showcasing a special 85th-anniversary assortment, which will include classic power-loomed wool designs in Couristan’s signature style. Larry Mahurter, Couristan’s vice president of advertising/marketing, says, “Couristan’s broad product assortment has evolved significantly over the past several years and now mirrors a variety of current and classic lifestyle trends that consumers identify with strongly. We felt it was essential to create a fresh, easy-to-browse collateral program that acts as a tangible, inspirational reference guide to the abstract idea of these important design categories.”

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November/December 2011 Patio & Hearth Products Report

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Forshaw Mourns the Loss of Its Chair of the Board Joseph Forshaw III, chair of the board emeritus of Forshaw of St. Louis, Inc., died on November 5, 2011, at the age of 89. Forshaw headed Forshaw of St. Louis from 1946 until 1981. The business, founded by Forshaw’s immigrant grandfather in 1871, is one of the oldest continuously family-owned businesses in the St. Louis area. In 1957, Forshaw moved the business headquarters into larger space in Frontenac, Missouri (a suburb of St. Louis), and together with his brotherin-law, L. Frederic DuBois, expanded it into a diversified retail and wholesale concern specializing in fireplace products and casual furniture. Since his retirement in 1981, the business has continued to be owned and operated by Forshaw’s sons, Joseph Forshaw IV and Rick Forshaw. Well known in his industry throughout the United States, Forshaw was a founding member of the Fireplace Institute, which was a precursor to the Hearth, Patio & Barbecue Association. From 1981 to 1983, he headed Capital Export Group, a St. Louis importer of wood-burning stoves from Ireland. Forshaw was born and lived his entire life in the St. Louis area, except for the years of his service during World War II. He graduated from St. Louis University High School and Washington University, at both of which he was active in campus political groups and captain of the debate teams. He was attending law school at Washington University at the time of the attack on Pearl Harbor in 1941. Forshaw immediately enlisted in the U.S. Navy; following officer training and diesel-engineering studies in Chicago, Illinois, at GM Technical College and Northwestern University, he was commissioned as a lieutenant. Over the course of the war, he served in both the Atlantic and Pacific theaters as the chief engineering officer on LST transport ships, which were designed for transoceanic movement

and amphibious landings of troops, heavy machinery, trucks, and tanks. He participated in the liberation of the Philippines as group engineering officer for a flotilla of 36 ships.

Woolrich Holds Ninth Annual Summit for Brand Partners Executives from Woolrich and their home-furnishings brand partners met for the ninth annual Brand Partners Summit during the October High Point Market. Sessions included a corporate business overview, strategic planning, and ongoing branding initiatives. The group also shared ideas for growth and reviewed new products and style directions planned for the coming year. Attendees included executives from Woolrich Home, as well as licensees JLA Home, Shadow Mountain, Whitecraft, Picture Source, Mohawk Home, Rowe Pottery Works, and PM&J. Other participants included licensing and marketing executives from Woolrich and The Media Matters, agency for the Home division. The meeting was held in the JLA Home showroom that debuted earlier this year as the new bedding-ensemble licensee for Woolrich. Nick Brayton, director of domestic licensing, says, “Having our brand partners come together to exchange ideas is invaluable. It not only enhances the brand’s collaborative nature, but they leave with tools to develop, promote, and sell Woolrich furnishings successfully. By sharing our unique perspectives on the marketplace, we all come away with a better understanding of how to meet consumers’ evolving needs.”

M&G DuraVent Announces Key Management Changes M&G DuraVent has appointed Victor Lambert to the position of senior vice president, enterprise resource planning. Prior to this position, Lambert held positions in DuraVent’s finance department and acquisitions;

Follow us on Twitter: @patiohearth Stay on top of the latest news and newproduct introductions/collections in the patio, hearth, barbecue/ grill, outdoorkitchen, and outdoor-living industry.

Patio & Hearth Products Report November/December 2011

Watkins Millionth Spa Auction Winner Announced Watkins Manufacturing has earned its reputation—34 years in the making—as the global leader in the hot-tub industry. In September 2011, the company proudly The staff of Watkins Manufacturing presents a announced the significant check for $34,400 to the National Fallen Firefighters Foundation. milestone of producing its 1,000,000th spa. To mark the occasion, online auction among HotSpring retailWatkins recognized its employees’ sigers worldwide for the right to own the nificant and ongoing commitment to millionth tub. excellence with celebrations at its manuThe company also pledged to match facturing plants in California and 100% of the dealer’s winning bid, douMexico. bling the charitable donation. As a On behalf of employees and spa result of the competitive bidding that retailers across the Watkins family of took place during the exciting week of brands, the company also pledged to the auction, Bruno Woodtli, owner of make a donation to an important chari- Hewoo AG, a HotSpring dealership in ty, the National Fallen Firefighters Switzerland, won the millionth spa with Foundation. Noting that the millionth a final bid of $17,200. As planned, ® commemorative spa was a HotSpring Watkins Manufacturing is matching the spa, and to broaden the reach of the winning bid, providing a total donation corporate donation, Watkins held an of $34,400.

most recently, he served as general manager of DuraVent’s Vacaville, California, manufacturing plant. Ritch Blackstead has joined M&G DuraVent as the new plant manager for the Vacaville plant. Blackstead has 15 years of experience in the hearth industry, serving most recently as a plant manager for Selkirk. M&G DuraVent has maintained and grown its market share, despite a weak economy and a lagging housing industry. Todd Lampey has led sales efforts to achieve these results and has been promoted to vice president of distribution sales. Lampey will focus sales efforts on hearth, HVAC, and plumbing distribution, in addition to retail markets. To focus sales management in the growing OEM and commercial markets, Tim Rothgeb has been hired as M&G DuraVent’s vice president of commercial and OEM sales. Rothgeb has worked in the HVAC/hearth industry his entire career, beginning in the engineering department of Lennox International and later serving as its international marketing manager. Since 1999, Rothgeb has served in varying sales and marketing roles at Selkirk, and he will also manage marketing efforts within M&G DuraVent. M&G DuraVent is a member of the M&G Group, one of 13 companies in the privately held consortium. M&G companies develop, manufacture, and market flue and ventilation systems.

Suncoast Furniture Announces Successful Emergence From Bankruptcy Suncoast Aluminum Furniture Inc., a privately owned and operated manufacturer of high-quality outdoor furniture, recently emerged from bankruptcy, reducing its debt and securing the working capital support to continue to serve its customers. On December 3, 2010, Suncoast filed a voluntary petition for reorganization under Chapter 11 of the U.S. Bankruptcy Code in the United States Bankruptcy Court for the Middle District of Florida in order to consummate a balance-sheet restructuring while providing significant recoveries to its suppliers and vendors. On October 20, 2011, Suncoast received confirmation of its plan of reorganization from the court. Rajiv Varshney, president of Suncoast, says, “We are pleased to have emerged from bankruptcy less than 12 months after filing. The great support of our strong workforce, customers, and vendor community was a critical aspect to finalizing a plan that allows Suncoast to provide the best outcome possible to all parties and maintain our solid reputation for quality, going forward.” In connection with its restructuring, the company refinanced its secured debt, providing Suncoast with a significantly improved balance sheet and working capital to operate.

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Stove manufacturers continue to wait out the economic downturn, hoping that a cold winter will spur sales.

stoves: market outlook by CHERYL DANGEL BARTOLINI

tove manufacturers are guardedly optimistic about the economic forecast for the market, amid fears of a double-dip recession. This stands in stark contrast to last year’s predictions, made when many manufacturers thought that the worst of the economic downturn had ended. Michael Lewis, product manager for Lennox Hearth Products (Nashville, Tennessee), says, “The lack of consumer confidence in this recession is taking a toll on our industry, as well as others. With dollars tight, folks are trying to postpone large expenses, so in many cases, they are repairing what they have, instead of buying a new unit. That said, early-season sales have been encouraging and we are hopeful of a strong retail season.” Roger Gripton, vice president of sales for Napoleon Fireplaces (Wolf Steel Ltd.), Barrie, Ontario, says, “Our first quarter of 2011 was pretty much what we had predicted, but the second quarter started to slip. I think a positive attitude toward an economic upturn in the first quarter got everyone feeling that things were getting better.” He continues, “Distributors and dealers alike began, slowly and carefully, to restock their inventories. There was certainly a surge in sales and consumer confidence, but as the year continued to progress, the threat of heading back into a recession was looming on everyone’s mind. I’m confident we will see another upswing as customers continue to buy and stock wood stoves.” Alyce Wittus, vice president of Wittus Inc. (Pound Ridge, New York), says, “The hearth-industry marketplace had been steadily dropping and has somewhat leveled off, these past two years. Our contemporary market has grown somewhat, but due to the economy and general conservative attitude, people are planning, but not spending yet.” For 2011, Monessen Hearth Systems Company (MHSC), Paris, Kentucky, 16

Patio & Hearth Products Report November/December 2011

Above, left: The Accentra pellet stove by Harman does not use a thermostat (as other pellet stoves do); instead, a tiny sensing probe sends information to the stove’s microprocessor. Above, right: Monessen Hearth Systems Company has added Flex-Burn technology to products from its Vermont Castings brand, allowing either catalytic or noncatalytic burning. Center, left: Lennox Hearth Products is building on the reputation of its Country collection steel stoves and inserts with the introduction of the Grandview™. Center, right: Quadra-Fire’s 5700 Step Top is the brand’s largest freestanding wood stove. Page 16, bottom: True North wood stoves from Pacific Energy Fireplace Products were designed with value (and the serious wood burner) in mind. Page 16, top: The Wittus Twinfire uses a unique double-chamber combustion system for this effective, 93% efficient, environmentally friendly wood-burning stove.

expects good numbers, according to Jess Baldwin, vice president, marketing, merchandising, and product development. He says, “Based on our sales and early indications from our distributors, the demand for stoves will be up for the 2011 season.” Gripton says, “We had forecast a marginal increase in wood-stove sales for 2011. So far, the year has not shaped up quite as planned, but we still have the cold weather ahead of us.” He adds, “With the continued increase in the cost of maintaining a home, the search for an alternative means of home heating is a natural inquiry a homeowner will pursue. Whether you own a wood lot or purchase your firewood, a wood-burning appliance helps you on the road to controlling your costs related to energy consumption and to becoming less reliant on the utility company.” Wittus says, “Many of the manufacturers are also playing it close to the vest and are not developing new products, for a couple of reasons. One, of course, is the current state of the economy and the significant costs of development. The future

regulations from the EPA also are somewhat tenuous and not confirmed, for certain, as to the timing. This leads to inaction at this time.” Naturally, this uncertainty is having an impact on how manufacturers approach the market. Rob Sidoroff, sales manager for Town & Country/Pacific Energy Fireplace Products (Duncan, British Columbia), says, “Industrywide, I believe many of us are cautiously optimistic. Everyone is running lean and mean.” Uncertainty is also changing how manufacturers design the new products that they do have in development. “The current economic environment is affecting the consumer’s decision, with more focus on value and energy savings,” Baldwin notes. DESIGN PREFERENCES During the past several years, the trend in fireplaces has favored sleek, contemporary designs. For stoves, however, some industry analysts see design trends moving toward traditional styles or the transitional middle ground. Karen Smeltz, brand manager for the

Harman brand within Hearth & Home Technologies (Lakeville, Minnesota), says, “Based on what we have seen in the market, stoves have taken a recent lean toward furniture-styled designs and accents that complement the rooms in which they reside.” Baldwin says, “Stove-design aesthetics are changing from what has been a traditional style to one that is more transitional or contemporary.” Gripton disagrees. He says, “Traditional-looking wood stoves (either with a pedestal base or with legs) still seem to be the most popular woodburning products. While there are some very attractive, tall, sleek, European styles on the market, sales for these modernlooking units remain very limited. Cast iron, on the other hand, continues to be a sought-after appearance.” Napoleon Fireplaces, he says, introduced a new medium-sized cast-iron wood stove, the 1400C, last summer (in both metallic black and porcelain majolica brown); both have done well, according to Gripton. He says, “The sales leaders are still our traditional painted black stoves, with black, gold, or satin-chrome

doors—in fact, the basic all-black model is, by far, the most popular.” Lewis argues, “Although traditional styling in both steel and cast-iron stoves remains predominant in North America, we are starting to see more European styles and contemporary looks in the marketplace.” Despite what Lewis sees as an emerging trend, he says that Lennox Hearth Products has opted to extend its Country™ collection of steel stoves and inserts by launching an arguably traditional stove in its new Grandview™—which bridges the two design styles. “The Grandview is a current interpretation of classic styling using softer lines, subtle curves, and an expansive view of the fire. We feel this transitional interpretation will be in step with emerging customers looking for products to fit their home decor and lifestyle,” Lewis says. There are those who beg to differ. Sideroff says, “Consumers are embracing the clean, modern lines of European stoves but still desire the longer-burning, cleaner-burning North American EPAapproved stoves. The melding of the two has proven popular.”

November/December 2011 Patio & Hearth Products Report

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Wittus says, “The terms we often hear are contemporary and green. People seem to be spending more time at home, and they are, therefore, interested in creating more comfortable and attractive surroundings, as well as providing more efficient/effective utilities to lower costs.” A FOCUS ON EFFICIENCY To that end, manufacturers are homing in on efficiency. “Saving the consumer money, while providing impressive heat, has been—and will continue to be—the central theme for stove technology and design,” Smeltz says. Lewis reports, “We’ve spent a lot of time in research and development working not only on clean-burning stoves (as we all must meet EPA guidelines that soon will mirror the more stringent Washington levels of 4.5 grams per hour), but on more efficient stoves as well. A key element of our newest stove—the Grandview—is an intricate cast-iron heat exchanger that has 32% more surface area than a standard stove and improves overall efficiency.” Lennox Hearth Products provided a preview of the Grandview wood stove at HPBExpo in March, and orders in the first week exceeded expectations for the season. It is the first of an all-new platform for the Country collection stove and insert lines that will be rolled out over the next couple of years. Napoleon Fireplaces recently made news by adding wood-burning furnaces to its product offerings. These, along with the company’s combination furnaces (which use wood and oil, wood and electricity, or even all three fuels) have been well received by consumers. Napoleon Heating & Cooling’s wood furnaces—whether add-on or combination—are available in three sizes: the small, stand-alone, EPA-certified HMF100, which emits 3.6 grams per hour; the medium-sized HMF150, which meets the CSA B415.1-10 standard and emits 3.4 grams per hour; and the soonto-be-introduced HMF200. “Just this year, we introduced a line of highly efficient gas furnaces designed and built in Barrie—in fact, the only gas furnace in North America that’s made in Canada and designed for our Canadian winters,” Gripton says. “This now allows us to offer a truly all-fuel combination wood/electric/oil/gas furnace.” He adds, “Our current lineup of EPA stoves and inserts incorporates remarkably clean burning and proven EPA technology. While we may not have changed the firebox configuration (the heart of the 18

stove), the aesthetics have changed substantially, over the years. Cast-iron models in various painted and porcelain finishes have been introduced, and we’ve modified door styles and added decorative features to enhance the overall appearance.” The first wood stove from Napoleon Fireplaces, introduced 30 years ago, was called Timberwolf. A couple of years ago, the company resurrected that brand as the Timberwolf line of wood and pellet stoves and inserts. They incorporate a series of side-toside secondary air tubes, rather than the company’s original front-to-back secondary air introduction. Today, the Timberwolf line, which was developed as Above: Timberwolf wood and pellet stoves and inserts from Napoleon Fireplaces were developed as a less expensive, entry-level line. Left: The Alderlea T4 Classic ebony wood stove from Pacific Energy Fireplace Products offers historical styling with up-to-the-minute features.

the new Cosmo stoves are clad in soapstone, which absorbs the heat and distributes it over a longer period of time. We also have Biofire ethanol fireplaces, which are clean burning.”

an entry-level wood stove that would still maintain the quality and performance features associated with Napoleon Fireplaces, is very successful, Gripton reports. MHSC has introduced Flex-Burn technology for its Vermont Castings brand; this technology allows consumers to burn in either catalytic or noncatalytic modes, depending on their heating needs and lifestyles. Pacific Energy Fireplace Products has continued to expand its line of Alderlea cast-iron stoves, with two new porcelainenamel models (an insert and a stove) introduced this year. “We’ve also made several cosmetic improvements to our Fusion wood stoves, and our value-priced

Patio & Hearth Products Report November/December 2011

True North stoves have exceeded everyone’s of expectations,” Sidoroff says. Wittus, which is committed to offering the finest selection of European contemporary fireplaces, stoves, and accessories, continues to look for award-winning design, state-of-the-art technology, and environmental responsibility. One of its products is the Twinfire, which is a 93% efficient wood-burning stove. The Flatfire is a direct-vent gas fireplace that hangs on the wall and is easy to install. Wittus says, “We offer the Klassic and the Heckla, which are cookstoves with an oven baking area. Our new pellet stoves are the most efficient on the market and can duct heat to multiple rooms. Some of

YEAR-END PREDICTIONS Looking into 2012, manufacturers are seeing some bright spots. “Our stove early-buy orders were strong, and we remain hopeful that there will be a solid retail market this year,” Lewis says. “Last year, the industry had the tailwind of the federal tax credit of up to $1,500; that’s been replaced with a $300 program. It remains to be seen whether this lesser tax credit helps close sales.” Wittus says, “We have great products that we are proud of and an enthusiastic and hard-working team. Alternative fuel sources for heating—and being green— are more and more important, and we will have to address these issues collectively. Our focus is on providing the right solutions for living environments.” Whether sales are up or down, Sidoroff says, stoves are good for a rocky economy. After 33 years, Pacific Energy Fireplace Products “is still very much in growth mode,” he reports. “Traditionally, people have always returned to wood burning during times of economic uncertainty. Wood sends a good message, it is environmentally friendly, and of all the renewable resources, it is, by far, the most affordable.” Gripton agrees, saying, “The demand for wood-burning appliances isn’t going to go away anytime soon.”

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marketing M A N E U V E R S

ties that bind

Family helps make Sunshine Furniture a thriving retailer in south Florida. by KIMBERLY RODGERS

photography by MIKE ZIMMERMAN

Located in Vero Beach, in the heart of Florida’s highend and beautiful Treasure Coast (stretching from Sebastian Inlet to North Palm Beach), is Sunshine Furniture, one of the largest specialty-furniture retailers in the area. With help from her father, owner Gail Williams started the business 20 years ago, when she purchased Sunshine Patio Land. Since the previous owners had operated that 2,000–square-foot, mom-and-pop business for 20 years, it was an easy transition. Williams says, “They had a large customer base, and I still have people come in who bought things from them 25 years ago.” Over the years, Williams transformed Sunshine Furniture into a retail powerhouse that now boasts a 35,000–square-foot showroom with two warehouses. Just a few of the top casual-furniture and accessory manufacturers that the retailer carries are California Outdoor Concepts, Ebel, Winston, Pride Family Brands, Hanamint, Tropitone, Telescope Casual, Erwin and Sons, Chicago Wicker, Pelican Reef, Whitecraft, Casual Creations, Classic Rattan, and Brown Jordan. Indoor lines (for almost every room of the house) 20

include Braxton Culler, Capris Furniture, Carolina Mattress Guild, and Four Seasons. Since its beginning, Sunshine Furniture has also carried Lloyd/Flanders, and it is now one of the largest single stores in the nation to represent the renowned brand. Williams has built her success on many components; chief among them is a strong customer-service ethic, which has set Sunshine Furniture apart from the competition and steered customers away from big-box merchants. Sunshine Furniture’s customer-service philosophy can best be described by the advice that someone gave Williams long ago: Don’t worry about your competition; worry about your customers. By upholding that simple strategy, Sunshine Furniture has grown steadily, over the years. It is easy to understand why Sunshine Furniture has been voted into Casual Living’s top 100 casual retailers in the country for the past two years. “We have a very educated sales staff, and we work on that all the time,” Williams says. All four sales associates have design backgrounds (and one 20-year employee is a member of the American Society of Interior Designers). Each associate is able to prepare

Patio & Hearth Products Report November/December 2011

computer-generated plans of customers’ spaces (as visual aids) and to provide on-site consultations. In addition to the sales associates, there are three fulltime and three part-time delivery employees. Having two large on-site warehouses and a couple of semi-trailer trucks, making quick delivery possible, is an important element of customer service. “We run two trucks all the time so we can deliver an order in two hours or the next day. It is a huge plus,” Williams says. “We will also hold inventory for up to six months for customers, if they are not ready for it yet.” In this family-run business, Williams’ son, George, who started working in the warehouse when he was 12 years old, joined the company full-time about eight years ago, after graduating from college. He oversees Top left: Sunshine Furniture fills the indoor- and outdoorfurniture needs of South Florida homeowners. Top right (from left): Gail Williams, George Williams, and Gwen Black Bottom right: Expert merchandising helps keep Sunshine Furniture’s vast showroom warm and inviting.

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marketing M A N E U V E R S customer service, warehousing, freight, and delivery schedules, and he has helped propel the company to even higher ground, Williams says. “George has taken customer service to a level that is, unbelievably, almost perfect,” she says. “In all these areas, George does a better job that I could ever have done. It’s amazing, how well he does—so I don’t have to think about it. People love him; they don’t even ask for me anymore.” Williams works with customers, but says, “My time is usually taken up just making sure the showroom looks good, buying, and working on the books.” Offering products made in the United States, such as lines from Classic Rattan (made in Kentucky), Lloyd/Flanders (made in Michigan), and Casual Creations (made in Florida) is also an important element for Williams. All of the indoor upholstered products that Sunshine Furniture carries—including those from Four Seasons, Capris Furniture, and Braxton Culler—are made

in the United States. “U.S.-made products have been number one on our list for over 15 years,” she says. “We tell all of our customers how many U.S.-made products we have, and they like that.” Though the Sunshine Furniture showroom is vast, Williams makes walking the floor a warm and inviting experience for shoppers through her expert merchandising. “Most people wander the showroom floor for at least 30 minutes, looking at all we have. They always comment on how great everything is,” she says. The floor is set up in open vignettes, with every detail coordinated—from lamps, wall art, accessories, and rugs to plants and window treatments. “We stockpile pictures and lamps, so when we sell off the floor, we can easily replace them to keep the showroom looking fresh,” Williams says. Since most of the showroom walls are covered in slatwall, she adds, “It is easy to keep the background looking good.”

To send its message, Sunshine Furniture advertises on radio, in the local newspaper, and in various local design and real-estate publications. “We have a local newspaper, Vero Beach 32963, and everybody reads it because it hits issues major newspapers won’t. We get enormous business from it, and I am putting money back into the local economy,” Williams says. Much of the advertising features Lloyd/Flanders, since the manufacturer accounts for about 20% of total sales. Referrals are also a very important element for attracting new business. Sunshine Furniture has remained strong, despite the dismal economy of the past few years. One reason is that since owners of vacation homes are Sunshine Furniture’s primary demographic, the steep drop in Florida’s housing prices has led to an increase in second-home purchases. “We are seeing lots of baby boomers and younger people coming in every day,”

Williams says. “Most of them want products with a better look and longer wear than you can get from a big-box store.” Williams notes, however, that the decline in housing prices is not the only reason that her company has remained strong. “We treat people the way we would want to be treated, and that is why they come back. We are truthfully seeing children and grandchildren of our original customers, from over 20 years ago,” she says. Williams has also forged long and deep relationships with the manufacturers supplying the lines that she carries. “We have developed good working relationships with our suppliers, which also helped us to weather the storm,” she says. In its first 20 years, Sunshine Furniture has prospered, and the next two decades look equally bright. “George has already taken Sunshine Furniture through the next step, into the future. He has organized the entire operation at a level that I never could have,” Williams says.

Zuo Outdoor Focuses on Fun by KIMBERLY RODGERS

resh, funky, fun, and functional might be the best words to describe outdoor casual furniture from Zuo Outdoor— part of manufacturer Zuo Modern (San Leandro, California). The cutting-edge designs of the more than 250 pieces in Zuo Outdoor’s collection are geared toward the contemporary urban market, with architecturally inspired pieces featuring modern, minimalist lines. Zuo Outdoor also suits the space constraints of city dwellers—whose outdoor-living areas are often limited—with a number of versatile pieces geared toward maximizing the square footage of rooms of any size. Many pieces from Zuo Outdoor, such as the Tarfia, are designed to save space; the chairs actually fit under the table. Jon Usvathongkul, vice president of marketing, says, “It looks like one piece, but you can pull the chairs out and use them only when you need them.” There are also a number of items in Zuo Outdoor’s vast collection that fit larger spaces with equal flair and style. The Hampton, one of the company’s most popular sellers, is a unique outdoor piece. A comfortable bed or lounge for two, with adjustable courtship seating, the Hampton also features two separate drink stands. In 2012, Zuo Outdoor will present Copacabana, a collection designed for funky versatility: This unique modular seating group can be used for lounging beside the pool or relaxing in the water. Copacabana features cushions with covers made from completely waterproof and UV-resistant polyester fiber, filled with 100% pure polystyrene beads, that sit on an epoxycoated aluminum frame. “It is like having a bean bag on top of a frame, and it gives you the capability of actually detaching and throwing the sofa top in the swimming pool, allowing you

to sit on the cushions and float,” Usvathongkul says. All pieces from Zuo Outdoor include highquality features, such as UV-treated synthetic Designed to save space, the Tarfia from Zuo Outdoor features chairs that fit under the table. weaves that will not crack or fade, reinforced interior aluminum-tube frames, fade- and water-resistant the bar and the dining room. The company’s Accents line feafabrics and cushions, and clear tempered-glass tabletops. tures many Asian-influenced accessories (along with light“Our quality is very good, compared with our competi- ing, which was recently introduced as part of the category). tors’,” Usvathongkul says. Currently, Usvathongkul says, “The Outdoor line is our “For example, we offer an acrylic chair, the Anime, that is fastest-growing segment. It accounts for about 30% of our manufactured using a single mold that eliminates any bubbles business, and it is continuing to grow.” or glue. It is a strong single piece. Our competitors do a similar In 2010, Zuo Modern opened its 120,000–square-foot chair in the same style; however, they use glue, and while it’s headquarters and warehouse facility in San Leandro. The site offered at a lower price, it has a greater chance of breaking,” he enables the company to keep greater amounts of inventory in says. In addition to featuring high-quality products in a fresh stock for quick shipments throughout the Western United and exciting design aesthetic, Usvathongkul notes, Zuo States, using state-of-the-art technology (with bar codes and Outdoor pieces are sold at an attractive mid-range price point computer-generated packing lists) for faster, more accurate (for the contemporary market in outdoor furniture). shipping. An additional warehouse and office location in Zuo Modern was founded in 2007 by Luis Ruesga and Miami, Florida, covers the Eastern half of the country. Steve Poon, who originally began manufacturing office furni- International facilities include sites in Brazil, Canada, Mexico, ture. In only a few years, the Zuo brand has evolved to Hong Kong, and China. include Zuo Modern Furniture, Zuo Outdoor, and Zuo Zuo Modern is well positioned to meets its goal of providAccents. Today, Zuo products are popular worldwide, and the ing all the indoor and outdoor furniture and accessories needcompany is known for chic designs, excellent service, and ed by its customers, both in the residential market and in the far-reaching distribution. commercial/hospitality arena. “Our mission is to become the The indoor-furniture segment carries pieces for almost one-stop shop for the design needs of any consumer or every household area, from the office and the bedroom to designer,” Usvathongkul says.

Patio & Hearth Products Report November/December 2011

Circle Reader Service No. 23

hearth R E TA I L E R

the hearth

experts The owners of this Texas store give the HPBA credit for helping them operate a successful business for more than 30 years. by SHARON SANDERS

photography by MONICA BARTELS

t’s not uncommon for someone to drive 200 miles across Texas, to Amarillo, to visit The Fireplace Center and Patio Shop, one of the area’s most respected hearth retailers. The 33–year-old business is committed to the more than 250,000 residents of Amarillo and the surrounding area in a way that makes them feel like family members. For the store’s owners, brothers Randy and John Dryden, knowing their customers (and their business) is what makes the store tick and keeps people coming back for more. The store was founded, as an ornamental iron shop, in the early 1970s. In 1979, Randy and John (who had recently graduated from college) were getting ready to settle into their respective careers when their father, Bob, spotted the store for sale in Amarillo. Randy Dryden recalls, “He wanted to keep us in the area, so he recommended that we give retailing a try.” The brothers had roots in the hardware and heavy-equipment industries, so they decided that it would be interesting to narrow their focus to one category: hearth products. To the Dryden brothers, everything about the shop was attractive, including the fact that it is located

on a major highway that offers great visibility to passersby (many of whom come in just to check out the store). It is also situated in the heart of a seriously hearthreliant area. “Most of the people in our market, which spans 200 miles in every direction, live in rural, agricultural communities—so they use hearth products as a source of heat,” Dryden says. He adds that the competition will carry fireplaces, stoves, or gas logs, but there are not many other full-time hearth shops that are totally committed to the fireplace industry. He says, “When people come into our store, they know we’ll be able to help them find the right product, even if they don’t know, themselves, what they want.” The store carries a wide range of products—including stoves, fireplaces, gas logs, gas inserts, and fireplace accessories—at a broad range of price points, and it even

Patio & Hearth Products Report November/December 2011

Above: Randy Dryden Top: The Fireplace Center and Patio Shop provides its rural customers with some of the most energy-efficient hearth appliances on the market.

offers firewood for sale. In 1985, the Dryden brothers diversified their business when they purchased a local patio shop and brought both operations under one roof, as The Fireplace Center and Patio Shop. Dryden says, “It rounded out our business because we needed the security of having something to fill in the gaps during the summer months.” Today, the shop (on its 2.5acre site) boasts a 7,000–square-foot showroom floor that is merchandised all year with all of its products. Over the years, the Dryden brothers have made their business evolve—adding decorative gas fireplaces and other hearth products— but they haven’t strayed far from

their core business: customers who rely on fireplaces and stoves for energy. “It’s normal for the rural communities we serve to lose electricity for up to two weeks after a major storm or a blizzard. People have no choice but to be energy self-reliant,” Dryden explains. The brothers are always looking for ways to offer more or better heating options for customers. They have recently started encouraging them to take a look at new, more efficient heating products (including gas inserts), which are the next step for someone wanting to gain more efficiency and heat from a conventional fireplace. “Customers look to us to know our products and to give them advice. That’s why we are here,” he adds. HPBA LOYALISTS The Dryden brothers have been

Circle Reader Service No. 25

hearth R E TA I L E R

Black & Stone’s Ethanol Products

VioFlame ethanol fire table (model VFFTM-43R)

Gain Ground by SHARON SANDERS

Black & Stone™ knows a good opportunity when it sees one. As the world is going green and the U.S. government offers more incentives for people to use nonpetroleum fuels, the company has moved to expand its range of eco-friendly ethanol hearth products. In 2012, Black & Stone USA Inc. will launch a lineup of stylish outdoor fire tables, firepits, and fireplaces aimed at specialty outdoor-living retailers. The Australian company introduced its ethanol products to the U.S. hearth market in 2007, after they were a big hit with consumers in Australia. According to Graham Brake, the company’s president, ethanol is a biofuel that is just now starting to gain some traction because of its visibility as a vehicle fuel—and the fact that it’s being used in more products. The modern ethanol industry is several decades old, but a great increase in the number of U.S. ethanol plants has been seen over the past four to six years. Ethanol, which is derived from plants and plant waste, is one of the cleanest-burning fuels available today. In its purest form, it is 100% alcohol, with 92% of the

VioFlame convection fireplace (model VFC2000R)

result of burning ethanol being water vapor (the balance is carbon dioxide). The byproducts of ethanol are very similar to those created when someone is breathing in a room. Aesthetically, an ethanol fire is very pleasing to the eye. “The lovely thing about an ethanol fireplace is that it burns with a big, yellow, dancing flame that is similar to that of a wood fire,” Brake says, adding that there is no smoke and no mess. Black & Stone has been able to fill a niche in the U.S. hearth market that holds tremendous potential. According to Brake, there are only a few companies that manufacture and sell ethanol fireplaces

through many ups and downs with their business, over the years, and they credit the Hearth, Patio & Barbecue Association (HPBA) with helping them stay in touch with the industry. They have been involved with the HPBA— attending trade shows and taking advantage of its educational opportunities—since it was founded, in 1980. “I can’t say enough about how it has helped me, as a small-business owner,” Dryden explains. He was president of the HPBA’s South Central region (Mississippi, Louisiana, Arkansas, Texas, and Oklahoma) for several years. This year, he took his involvement one step further by becoming a part of the national HPBA board of directors, as the representative for the South Central region. His position requires 26

(and most of those make high-end products), so the company’s mission is to create an affordable range of ethanol products for every type of consumer. The U.S. operation, led by Tom Owen, is headquartered in Atlantic Beach, Florida, and its products are sold to specialty retailers nationwide.

INDOOR BEAUTY AND OUTDOOR AMBIENCE Style and function best describe Black & Stone’s lineup of VioFlame™ occasional fireplaces. The decorative series includes sleek wall-mounted and built-in models that add just the right ambience to any room, and its convection fireplaces provide up to

him to be the liaison between both boards, attending all the national and local meetings. “Every region has so much to contribute to the organization’s big picture, and I am thrilled to be able to bring our insights and issues to the national table,” he says. So far, the biggest thing that Dryden has learned during his time on the national board is what goes on behind the scenes in the hearth industry, especially in its dealings with the EPA and the U.S. Department of Energy. “We are not a very big industry and are constantly working to make our needs and concerns known to these regulatory bodies,” Dryden says, adding that it has been a real eye opener for him. “What happens with these agencies affects what hearth products can be made, how

Patio & Hearth Products Report November/December 2011

14,000 Btu to heat a den or living room with ease. VioFlame portable fireplaces have great flexibility and ease of use. “Customers can walk into a dealer at 4 p.m. on a Saturday, buy a fireplace, and have a fire burning in the living room the same evening,” Brake explains. One of the company’s most popular products, to date, has been its Ezy Flame ethanol firegrate, which gives consumers the ability to convert any wood fireplace to ethanol easily. Black & Stone debuted its outdoor ethanol product series at the 2011 Chicago International Casual Furniture & Accessories Market™; it includes a range of firepits, fire tables, and decorative fireplaces, as well as an ethanol-conversion kit for firepits. “We are thrilled about our new outdoor line because firepits and fire tables are really big at the moment. It’s nice to give people an alternative fuel source with the convenience of ethanol,” Brake explains.

people can use their products, and how we deal with our customers,” he says. He adds that the single biggest benefit that the HPBA has brought him and his business over the years, without a doubt, has been knowledge. “The knowledge I have gained through classes, seminars, and certifications, I would have had a hard time finding anywhere else,” he says, noting that the organization is great at communication with its members as well. “The HPBA gives one more confidence as a business owner,” he says. He is a huge proponent of HPBExpo, which he attends faithfully every year. “There is no way I could see the beauty of a burning fireplace or touch the steel on a new stove if I just relied on catalogs or websites,” he says,

The ethanol firepits and fire tables are the ultimate in flexibility because they can be moved anywhere in an outdoor space, as they are not tethered in place by a gas line or weighed down by a propane tank. “If you’re relaxing by the pool and it starts to rain, they can be moved quickly under a shelter. If it’s windy on the front porch, they can be taken to the back deck,” Brake adds. The ethanol burners hold up to a gallon of fuel, which can burn brightly for up to four hours. Black & Stone is excited to be providing outdoor-living retailers with new, innovative products that they can sell to their customers. The company plans to continue building awareness of its products and educating people on the benefits of ethanol. “We think ethanol is one of the promising alternative fuels of the future that will only become more sought after by consumers,” Brake says, “and we want to be a part of that future.”

explaining that the trip is worth the time and money. He adds, “You don’t have to bring the whole family. Just send one person from your shop who can share everything that he or she has learned.” As the new year approaches, The Fireplace Center and Patio Shop will continue to focus on serving the territory that has come to rely on it for its products, product knowledge, and service. There will be many more days when the Dryden brothers or their team members travel hundreds of miles to see a customer. “It’s really not a big deal to us. I’ve been in this area my whole life, and people in every little hidden community are our friends,” Dryden says. “We just want to make sure they have what they need when they need it.”

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Circle Reader Service No. 27

outdoor G R I L L I N G The biggest Fireside Hearth & Home store in greater St. Louis beefs up its bottom line by including barbecue products and classes. by KIMBERLY RODGERS photography by STEVE SMITH STUDIOS

adding barbecue

en Moss is a busy man. In addition to serving as a city-council member for the town of Arnold, Missouri, he also runs day-to-day operations of Arnold Stove & Fireplace Center—one of the largest hearth showrooms in greater St. Louis—and is its co-owner. “You could say I am a glutton for punishment,” Moss says. Ray and Marge Moss, along with their sons, Norm and Ron, opened a small shop 25 years ago in Arnold, selling wood stoves. The boys came to the store to help, after working their day jobs as electricians, and a single space in a strip mall grew to cover three stores. The brothers eventually left their jobs to join the business full-time, and the family moved operations to a

new location across town, converting an existing house into a new store. In 2007, a redevelopment of the area and a partnership with Fireside Hearth & Home prompted another major remodeling and expansion. Today, Arnold Stove & Fireplace Center features a 6,000–square-foot showroom with a 4,000–squarefoot-warehouse and approximately 3,000 square feet of outdoor patio space. Ken Moss, Norm’s son, grew up in the family business, coming to the store after school (beginning when he was seven years old). “I remember sitting at an old computer, typing invoices, because my grandparents didn’t want to touch a computer,” he says. He worked at Arnold Stove & Fireplace Center through high school

and then left to join the Air Force, returning eight years ago. Moss had the opportunity to purchase his father’s half of the business this year, after Norm decided to retire to pursue other ventures. Ron is still a co-owner. HEARTHS AND MORE As the biggest Fireside Hearth & Home dealer in the St. Louis area, Arnold Stove & Fireplace Center features nearly 60 burning displays (and another 20 nonburning displays) from every brand in the Hearth & Home Technologies family, including Heat & Glo, QuadraFire, Heatilator, Harman, and Heatilator Eco-Choice. The store is a showcase, and it is a destination for anyone who wants to install or update any type of hearth product. “We want people to come to our store and get the full experience of what we do,” Moss says. In fact, callers are encouraged to visit the store first, even before an employee goes out to prepare an estimate, since almost every product that Arnold Stove & Fireplace Center sells is on display. “It is much easier, and more of a benefit for customers, to show them what we have, rather than trying to explain it to them,” Moss says. In addition to hearth products, the company also offers grills from Napoleon; ceramic cookers from Big

Top: Sales of grills and outdoor-living products are increasing for Arnold Stove & Fireplace Center. Left: Arnold Stove & Fireplace Center has been a family-run business for 25 years; from left: Ken, Ron, and Steve Moss.

Patio & Hearth Products Report November/December 2011

Circle Reader Service No. 29

outdoor G R I L L I N G What’s Cooking at

Wood Stone by CHERISE FORNO

ith a recent expansion and new product offerings, Wood Stone (Bellingham, Washington) continues to maintain its reputation for producing high-quality, U.S.-made stone-hearth ovens and specialty cooking equipment. Wood Stone offers both wood-fired and gas-fired stone-hearth ovens, in many sizes and styles, for indoor and outdoor kitchen installations. The Bistro Home oven line and the Mountain Home oven line are designed for the home market and offer customers a variety of design and function options. Wood Stone ovens are delivered fully assembled and ready to use. Bistro Home ovens are equipped with preheating timers, so users can program their ovens to turn themselves on and be ready to cook at their convenience. In addition to offering wood- and gas-fired ovens, Wood Stone sells ovens that can use either fuel. “This is a very popular option because gasfired ovens offer convenience without compromised flavor profiles,” according to Tamra Nelson, marketing director of Wood Stone. “It’s great to have the option to do both. All of our ovens offer a combo fuel source, with the exception of one model, the Bistro Home 3030, which doesn’t burn wood due to its compact footprint.”

Unique customization options are also available for stone-hearth ovens. Wood Stone offers facade extensions, custom finishes for stucco or color application, and a version that is prepared for other finishing materials (such as stone or tile). For almost 22 years, Wood Stone has been providing its customers with sophisticated and individualized cooking equipment. Wood Stone has performed more than 9,000 installations worldwide, including many for commercial food operations such as California Pizza Kitchen, Wolfgang Puck restaurants, and Whole Foods Market. After noticing a need for a more powerful wood-fired oven of higher quality, Keith Carpenter set out to build an oven designed to meet the demands of a modern U.S. kitchen. He teamed up with Harry Hegarty, an experienced builder of large-scale, high-temperature ceramic incinerators; together, they founded Wood Stone in 1990. Ever since, Wood Stone has been making huge strides in stone-hearth cooking. In 1995, Wood Stone introduced gas-fueled and gasassisted stone-hearth ovens designed to meet many commercial and residential needs. “Wood Stone gas-fired ovens are carefully designed to be responsive to the demanding

Green Egg; and firepits, pergolas, and casual furniture from The Outdoor GreatRoom Company. Since the store’s remodeling, Moss says, this segment of the business has grown immensely. “We used to be thought of solely as a fireplace store, but now we are also able to focus on the barbecue and outdoor-room side, which is increasing,” he says. An area of about 1,000 square feet in the showroom is devoted to nonhearth products. “With the new store, we can do it the right way and show every size of cooker from Big Green Egg and every grill that Napoleon offers, along with all the accessories they make,” Moss says. Many different types of sauces, rubs, and marinades are also displayed, as well as various woods used for smoking food. “We are getting into selling the fun stuff, and it’s a good mix. We will always be a fireplace store, but during the slow seasonal times on the hearth side, the barbecue business picks up,” he adds. A few years ago, through the company’s involvement in a charity fundraising event, Moss met Timothy Grandinetti, a certified executive chef. “Tim is an amazing chef, and he agreed to come out this year and do cooking classes for us,” Moss says. The “Grillin’ & Chillin’” summer series, held on Wednesday evenings, not only sold out, but also created a buzz throughout the community— while increasing sales of outdoor-room products. 30

needs of high-production cooking lines,” Nelson says. “Now, customers know they can get wood-fired flavor from a gas-fired oven.” Other features of Wood Stone ovens include high-dome ceilings for more efficient fuel use, superior insulating materials, and a larger heat reservoir. “Unlike the traditional imported ovens, they use modern materials formulat- Wood Stone’s Bistro series ovens are perfect for preparing an ed specifically for the appli- endless variety of dishes. cation of stone-hearth cooking,” Nelson explains. “This ceramic is cast in The recent company expansion included molds to make very strong, monolithic floors other improvements and added social-media and domes. The results are handcrafted ovens connections. “We are excited to be offering that are more reliable and predictable than extended support materials to our customers, ovens made with clay tiles or bricks.” including our new website (www.woodstone In order to stay on top of technological home.com) and recipe library,” Nelson says. advances and design trends, Wood Stone conKurt Eickmeyer, president, stresses that tinually expands its capacity to offer cuttingWood Stone will continue its commitment to edge stone-hearth products. The company manufacturing the best possible stone-hearth expanded its manufacturing capabilities in ovens while providing superior customer serv2007 by constructing an additional ice. “We continue to strive to build the best 57,500–square-foot manufacturing facility. stone-hearth and specialty cooking equipment Wood Stone also invested in new robotic in the world, provide the best customer servfabrication equipment to stay competitive with ice, and create the best work/play environforeign imports. A new research/development ment for our employees,” Eickmeyer says. laboratory was added, as well as an integrated He concludes, “When you take pride in metal-fabrication system for production. “This what you do, treat your customers and also allowed us to expand our product line to coworkers with respect, and support the serve the food-service industry better and crecommunity in which you live and work, everyate more opportunities in our community,” thing else is much easier. We believe this is Nelson says. our formula for continued success.”

“The classes brought all kinds of people to our outdoor patio, and since we are located next to a highway, drivers saw something going on, and it got people talking about us,” Moss says. To cover costs, there was a charge of $25 per person; nonalcoholic beverages were provided. “Couples made it a date night and enjoyed three courses of food while learning some new grilling techniques,” Moss adds. FOCUS ON SERVICE “We try to focus on our knowledge and make it easy for our customers with a turnkey operation, from the sale to the installation and service of every product we sell,” Moss says; 18 employees provide a depth of experience (from working years in the hearth industry) that brings an immeasurable benefit to customers. Ken’s brother, Steve Moss, is also an integral part of the business, devoting much of his time to previewing homes, prior to product installations, to make sure that the process will go as smoothly as possible. All hearth, patio, and barbecue installations are completed by Arnold Stove & Fireplace Center’s own employees, who are members of the local union of sheet-metal workers. “Having in-house installers is a little more expensive than subcontracting, but I can guarantee that our customers are getting qualified individuals installing products

Patio & Hearth Products Report November/December 2011

in their home. Nine times out of 10, that means something to them,” Moss says. A free five-year protection plan, above and beyond the manufacturer’s warranty, also comes with all hearth installations. “We do this to ensure that a fireplace is installed properly and safely, so if anything comes up in the first five years, we cover it,” Moss says. Training is another key element in providing exceptional customer service. “We do a lot of our own in-house employee education, and Fireside Hearth & Home also provides a lot of fabulous training,” Moss says. About a year ago, Arnold Stove & Fireplace Center also began offering chimney cleanings and inspections performed by an employee who is a licensed chimney sweep (certified by the Chimney Safety Institute of America). “It’s a good fit for our business,” Moss says. During the economic downturn, some adjustments were made to keep sales moving. “The public price shops and wants more for less, so we tried hard to explain the differences between us and the competition and we also stepped up our service before and after the sale. Now, we are busier than ever,” Moss says. He adds, “I want people to want what they are buying from us. We are not the cheapest guy out there, but everything we sell is a high-quality product.”

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SMART-HEATING BROMICHEATING.COM Circle Reader Service No. 31

showroom S H O W C A S E

a novel approach Closing its main showroom during the winter makes good business sense for this innovative California retailer. by SHARON SANDERS

an Diego Patio has proven that there is more than one way to do business and make a profit in today’s marketplace. The first-time brick-and-mortar retailer, based in the Sorrento Valley neighborhood of San Diego, California, jumped into the local outdoor-living scene with an unconventional approach that includes closing down its main showroom during the winter months and selling its own line of outdoor furniture. In just one year, it has created a comfortable niche for itself that has the area wanting more. Seven years ago, San Diego Patio’s owner, Ben Harvey, and his partner began importing Balinese furniture and selling it online. They started expanding into other markets—outdoor furniture being one of them—and launched a website (www.patioproductions.com). That business has done well for several years, offering a range of products that include outdoor wicker, cast aluminum, teak, sling, and commercial furniture. As Internet price wars increased and Harvey’s profits eroded, however, he began to look for ways to set his products apart. Three years ago, he developed 32

Patio & Hearth Products Report November/December 2011

Top left: San Diego Patio offers its own brand of affordable, stylish furniture, Harmonia Living. Top right: The San Diego Patio team Bottom left: This Harmonia Living sectional reflects the casual California lifestyle. Bottom right: The simple, warehouse feel of San Diego Patio’s showroom positions the company in consumers’ minds as a retailer that offers value.

a furniture line, called Harmonia Living, that is a modern mixture of outdoor wicker, teak, and a variety of metals. By creating and importing his own furniture, Harvey has been able to get better pricing for each piece, and he can control the selling price online. “I’m able to offer the same quality product that I always have, but I can offer it for a couple hundred dollars less than my competitors, and I get higher

margins,” he explains. Consumers have fallen in love with the Harmonia Living line—its quality, price, and style. At the end of 2010 Harvey decided that it was time to introduce Harmonia Living to San Diego by opening a retail store. “It seemed a shame to hide our beautiful products in our warehouse when we could be showing them off in a showroom to local customers,” he says.

In February 2011, San Diego Patio opened its doors in San Diego’s Pacific Beach neighborhood. Harvey says, “I was new to the brick-and-mortar retail world and didn’t really know the rules, so I made up ones that made sense for us.” San Diego Patio was a breath of fresh air in the local patio market—which, according to Harvey, needed an infusion of the right products at the right price. People either had to spend more than

$30,000 on a custom patio set, or they had to settle for something generic from a big-box retailer. San Diego Patio came into the market with furniture that satisfied those looking for the middle ground. “Our designs are created to cut costs without compromising quality and style. We work backward when we dream up a new collection. We determine the price point first and then figure out the most cost-effective way to achieve the look we want,” Harvey explains. The shop’s airy showroom (with 25foot ceilings and a warehouse feel) is filled with affordable furniture from Harmonia Living and trusted furniture brands that Harvey has been selling online for years—and the cushions and throw pillows are customizable. One wall of the shop is lined with cushion samples in an endless number of color combinations.

November/December 2011 Patio & Hearth Products Report

showroom S H O W C A S E

Caravita’s

Showstopping Shade Products by CHERISE FORNO

aravita, a manufacturer of exclusive luxury shades and pavilions, continues to expand its products and its global customer base by maintaining a commitment to quality and product customization. Michael Caravita, CEO, has been in the sunshade business since 1987, when he began working as a wholesaler for patio and market umbrellas. In 1993, he began to manufacture exclusive sunshades, first releasing the Riviera to the market. “Already, this principal shade product was not only perfect for home use, but was commercial grade, and excellent for the restaurant terraces and piazzas of Europe,” Caravita says. “My vision was and is simple—provide better products to fulfill the wishes and imaginations of the most discerning clients.” Caravita, which started as a company headquartered in Germany, is

now globally recognized as a superior shade solution. It offers seven sunshade systems that offer diverse design and function. Caravita also expanded its offices to Charleston, South Carolina, in 2009, to have a strong influence in the United States. Caravita notes that the philosophy behind his products sets the company apart from other manufacturers. Caravita umbrellas use high-quality, weather-resistant materials in an effort to maximize the luxury and durability of the products. “Caravita umbrellas are made to last, and therefore, aluminum and stainless steel are the main components for our constructions, which are engineered to withstand high winds and daily commercial use,” Caravita explains. “At the same time, our ingenious and simple mechanisms ensure comfort and easy handling of each umbrella.”

Harvey has found that customers prefer to pick fabrics that they can actually see on a cushion, instead of choosing from a fabric-swatch book. “They like the fact that they can put a cushion on a frame in the showroom and see it before they place an order,” he says. Harvey points out that he intentionally designed the showroom in an open, warehouse style because it makes people feel that they are getting good deals. “A showroom that is fully decorated, with lots of accessories, makes people think the products are going to be expensive,” he explains. He adds that San Diego Patio uses merchandised vignettes, but they are uncluttered, with an emphasis on the furniture. He says, “The way the economy is today, people are looking for cues that they are getting a good deal. We focus on giving customers a good value, above anything else.” As a fledgling brick-and-mortar retailer, Harvey was challenged to find the best way to advertise the new store; this, he discovered, was very different from advertising his online operation. He says, “It was trial and error in every sense. We tried some things that didn’t bring us one customer (like ads in glossy home magazines), and 34

Caravita’s Supremo telescopic patio umbrella opens effortlessly, with a simple easy-lift handle for comfortable opening and closing.

In an effort to meet the needs and desires of the company’s customers, Caravita says, he continually strives to maximize the range of options available in Caravita sunshades. Customers can design their own shades by choosing the size, shape, color, and style of the canopy. The selection available includes 200 colored finishes for Caravita frames, as well as a variety of hightech fabrics. “Solution-dyed acrylic (from Sattler or Dickson, in more than 100 colors) is available, but we also offer specialty fabrics like Sattler Firemaster, PVC, or Sattler Reflect for the demanding customer—and many more customized options to bring colorful elegance to any garden, terrace, or outdoor situation,” he says. Caravita’s goal is to help cus-

tomers create shade solutions that are just right for their residences or businesses. Customers can begin by choosing acrylic fabrics with diverse and exquisite designs, combining this choice with a shade form, and completing the shade with technologically advanced accessories to create a practical and versatile shade product. The company recently released the Supremo, which uses advanced technology to allow for a uniquely balanced system (and easy opening and closing) for umbrellas reaching 20 feet in diameter. Features such as powder-coated aluminum hubs and swivel pedals also set Caravita apart as a luxury shade producer. The Supremo was highlighted at the Chicago International Casual

others that worked quite well, which we will hit hard next year.” He adds that word of mouth has been some of the store’s best advertising. STAYING FLEXIBLE When Harvey opened San Diego Patio, he knew that flexibility was a must, so he approached his new venture with that in mind—starting with the decision to sign a short-term lease. “In today’s economy, it’s hard to make long-term business decisions. The idea of signing a three- or four-year lease was not appealing for a lot of reasons, including the fact that we plan on growing quickly,” he says. One reason that his online business has been so successful, he adds, is the fact that it is nimble enough to make changes quickly. San Diego Patio, after a very profitable first season, closed for the winter in the middle of October. The entire inventory was moved to a small showroom inside its Sorrento Valley warehouse, five miles down the road. Harvey says, “We explained to customers that we’re able to offer them better pricing because they aren’t paying for our overhead for 12 months of the year. Their

Patio & Hearth Products Report November/December 2011

Furniture & Accessories Market™ in September 2011, and Caravita reports that it was well received. “Both the Supremo and Belvedere collections received an excellent response to their easy-to-open operation and sleek, high-gloss finish,” Caravita says. During the next year, Caravita adds, the company plans to introduce more sizes and types of pavilions to the market. He also reports that there will be more additions and advances made to the umbrella line, including largerdiameter umbrellas and another cantilevered umbrella in larger sizes, by the 2013 season. This increase in product offerings will continue to support one of Caravita’s slogans: Relaxing— reminiscing—enjoying life; you deserve it.

experience doesn’t change during the winter; they’re just purchasing from a different location.” Harvey plans to reopen the retail showroom next March, in a new, larger location—because the store has already outgrown its space, as he predicted. He admits that from a convenience standpoint, it was challenging to pack everything and move it to the warehouse showroom, but he is certain that the benefits far outweigh the negatives. “I’m confident we will start where we left off next spring, in our new location. We are growing so quickly that this is the only way that we can operate. We are not backpedaling; we are pedaling forward,” he says. Once the economy improves, he plans to open a store that will stay open all year (or work out an arrangement with another business that would lease the space during the winter months). Harvey adds, “We have good amount of experience online, but as a brick-and-mortar retailer, we are young and learning. We’re using that fact to our advantage. I’ve always dreamed of a store that was fresh and exciting, with furniture that people would feel good spending their money on; I think we are well on our way.”

Circle Reader Service No. 35

as i S E E I T Solair’s stylish retractable awnings are the perfect sun blockers for outdoor rooms. by SHARON SANDERS

ove over, market umbrellas: The nextgeneration shade solution—the retractable awning—is making its way into specialty patio stores across the United States. Solair® Shade Solutions by Tri Vantage® is a product line from Glen Raven, Inc., Glen Raven, North Carolina, (maker of Sunbrella® fabrics) that is quickly gaining popularity among retailers looking for fresh, interesting products to offer their customers. Patio & Hearth Products Report sat down with Rett Haigler, Solair spokesperson, to find

shade lovers rejoice out more about the Solair brand and why people are so excited about this new offering.

How did Solair make its way into the specialty patio channel? Haigler: Solair, made by The Astrup Company (a

nationwide distributor of awning and marine components for canvas fabricators), has been a trusted brand in the traditional awning channel for over 30 years. In 2007, Glen Raven acquired The Astrup Company, along with its number-one competitor, John Boyle & Company, to form its Tri Vantage division. Through its efforts to offer innovative fabrics to the traditional awning channel, Glen Raven has been a major participant in the awning category for

Left: Rett Haigler Right: Solair retractable awnings (a product of Glen Raven, Inc.) have made their way into the specialty patio channel. They feature weatherproof Sunbrella® fabrics and create shade in a way that a traditional umbrella cannot.

more than 50 years. The addition of Solair to Tri Vantage’s portfolio was a nice fit for the company, in many ways. In fall 2010, Tri Vantage debuted Solair retractable awnings in the specialty patio channel for the first time, and the response from retailers has been even better than we had hoped. The patio channel is ideal for the retractable-awning product, and we expect continued success for retailers who take on the Solair program.

flexibility to be retracted if a homeowner wants sun. Solair awnings can be ordered in different sizes to cover almost any outdoor area. They are also relatively easy to install (with just a few brackets positioned on one’s home), and they easily outlast the life of an umbrella.

Why use an awning instead of an umbrella?

In the past, some retractable awnings were called unattractive and outdated. How do you respond to that?

Haigler: We see retractable awnings as the next level

Haigler: Many people I talk to are initially skeptical

of shade solutions for homeowners who have a need for shade beyond what today’s market and cantilever umbrellas offer. There is no denying that umbrellas serve a great purpose when it comes to covering contained areas, but they have size limitations and a pole or base that can be awkward, in many situations. A retractable awning is like a super umbrella that provides outstanding UV protection for one’s family and outdoor furnishings. It is designed to shade large areas with the touch of a button, and it offers the

about retractable awnings because they conjure up images of corny commercials—or Grandma’s striped awning that looked like a circus tent. We know that today’s outdoor-living areas are all about style, and our products are designed with that in mind. Our awning frames are streamlined and contemporary, and they blend with the trim on one’s home. The same designers who design Sunbrella furniture fabric also design the awning fabrics for Solair, which means our awnings feature the latest in stripes, solids, and tex-

Patio & Hearth Products Report November/December 2011

tures that perfectly complement any outdoor furniture.

If retractable awnings are the perfect fit for the patio channel, why are retailers just now starting to show interest? Haigler: Retractable awnings

have been sold by some patio retailers in the past, but they typically had to deal with third-party

in hundreds of Sunbrella fabrics and can be custom fabricated in almost any size for homeowners who have specific requirements. It is available in six projections, from 10 feet to 26 feet. Frame colors include white, desert sand, mocha, and brown. Both models come with some luxury options. They include a wind sensor that retracts the awning when it detects movement from wind or vibrations; a remote control that makes it

front. It is the perfect product, in today’s uncertain economy.

How is Solair partnering with retailers? Haigler: One of the questions

we always get is, “How do customers install their awnings?” This is actually something patio stores have the capacity to do for their customers—or customers can do it themselves. For 2012, we will offer installation training to interested retailers in three ways: first, we can send someone to the retailer’s location; second, retailers can come to one of our three satellite training locations (in New Jersey, Georgia, and California); or third, they can participate in our new online

training. We want every Solair dealer to be successful quickly, so we go above and beyond to make things simple.

that retractable awnings will attract new customers who may not have known where to purchase them in the past.

What do you predict What does the future for awnings in the hold for Solair? Haigler: While I can’t say for specialty patio sure, trust that we are dedicated channel? Haigler: I think specialty patio

stores are the perfect place to introduce retractable awnings. People will see that they are stylish and durable, and that they provide shade on a patio in a way an umbrella never could. I think patio retailers will be extremely successful because they have a loyal customer base that trusts them to offer products that enrich the outdoor-living experience—not to mention the fact

to this channel; I think patio stores are a key to the future for retractable awnings in the United States. If retailers embrace this product and make it their own, they will do well, but the key is that they have to commit, just as they do when they bring in any new product. If they have confidence in the product, so will customers. We are doing everything we can to make it easy for retailers to make that commitment.

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vendors, which made awnings complicated to order, ship, and install. With the Solair program, we’ve taken out the middleman, making it just as easy for a customer to select, purchase, and install a retractable awning as it would be to purchase any other product from a patio retailer.

What products is Solair offering for 2012? Haigler: Solair is excited to offer

two models that are exclusive to the patio channel. The first model is the PS2000, which is perfect for the customer who needs a standard awning that can be shipped quickly. It comes in two frame colors (white and latte) and in three stock widths: 11 feet 9 inches, 15 feet 6 inches, and 19 feet 3 inches wide, with a projection (length) of 10 feet 2 inches. Customers can choose from 14 Quick Ship Sunbrella fabrics, and it can be delivered in as little as a week. The second model is the PS5000. This awning is available

V E N T I N G

possible to adjust an awning from up to 65 feet away; and a sun sensor that automatically extends an awning, based on the sun’s intensity.

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Haigler: Awnings comple-

ment everything a patio store sells. It is a shade choice that can be an easy upsell from an umbrella. The learning curve for retailers isn’t any different from when cantilever umbrellas came onto the scene as an alternative to market umbrellas. We’ve made it easy for retailers to make a profit because we don’t ask them to carry inventory. All of the product is stocked in our warehouse in Atlanta, Georgia, and we ship orders directly to retailers for their customers. Retailers appreciate the fact that they don’t have to invest money up

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Circle Reader Service No. 37

November/December 2011 Patio & Hearth Products Report

TURN

Customers (including celebrity chef Rick Bayless) are wowed by handcrafted fireplace doors from Ironhaus.

creativity to burn

s the founder of Ironhaus Inc., Tim Campbell is not willing to sacrifice creativity on the altar of expediency. Customers who buy his fireplace doors understand this philosophy, and they readily embrace the individuality that emerges from each piece. In an era when the definition of handmade is all too loose, Campbell takes time to ensure that each piece meets his standards. “A dealer who is not familiar with high-end products might say, ‘Can’t you just use a laser to cut out your pieces?’ No, that is production manufacturing,” Campbell says. “We don’t use light steel, and we handcraft everything. Customers want individually made pieces that are not production made. Customers are looking for something unique and handcrafted—something that speaks to their unique personalities.” Campbell admits that dealers don’t always immediately see a home for Ironhaus doors on the showroom floor. Reluctance often stems from a belief that the designs are too far toward the high end of the market. The attitude is common, due largely to a historical focus on heat efficiency over design. Campbell believes that the two can coexist, and that the market is, indeed, heading that way. “Yes, we focus on efficiency because that’s where the industry has been, but in the past decade, fireplaces have been increasingly

Patio & Hearth Products Report November/December 2011

embraced from a high-design standpoint,” he says. “A lot of dealers have been fireplace guys for so long that they don’t realize there is a big design market out there. When dealers tell me, ‘My customers don’t want doors,’ what I hear is, ‘My customers don’t want the doors that they have been shown, so far.’” Campbell often puts his theory to the test by convincing dealers to put a door on display—a move that takes up a bit of space, but costs nothing. Six months to a year later, the reaction is almost always the same, with dealers reporting massive interest. In regions that skew toward middle to upper-middle incomes and above, that interest translates into concrete sales. “Some people think we’re only a luxury product, but that’s really not true,” Campbell says. “We appeal to anybody who really wants something nice and is willing to spend a little bit more money for it. Dealers have the impression that nobody wants doors, but there is a market. It’s just that they didn’t have anything to show.” BEYOND RUSTIC Campbell has worked hard to overcome the perception that Ironhaus designs are only

by GREG THOMPSON

suited to the rustic mountain cabin. Contemporary crossover designs, with slightly cleaner lines, form a distinctly nonrustic look that Campbell says could stylishly enliven a modern dwelling.

Top left: At first, designs from Ironhaus founder Tim Campbell were mostly inspired by nature, but these days, the Montana artist is interested in blending designs. Top right: Customers with middle to upper-middle incomes are willing to pay for handcrafted Ironhaus doors made of top-quality steel.

Using the company’s trademark nontraditional finishes, the contemporary crossovers blend high-quality textures with clean, contemporary lines. “Designers and homeowners find this fusion design very attractive,” Campbell says. “We’ve been getting a lot of interest in this. Fireplace manufacturers are also discovering our products. Monessen Hearth Systems Company, for example, is using four Ironhaus doors for its newest gas direct-vent fireplace.” Whether describing rustic or hybrid designs, Campbell tends to use the word doors to encompass fireplace accessory lines such as faces, screens, and operational doors—with and without glass. “We do an express screen that is magnetized and that goes on a direct-vent fireplace,” Campbell says. “That does not have any hinges on it, and we’re finding a lot of popularity with it, especially in light of so much concern about people getting burned by glass on direct-vent fireplaces. Dealers are saying, ‘Wow, we can put a screen on the front of a fireplace, and we don’t have to worry about liability when we sell our gas fireplaces.’” MONTANA MADE Ironhaus is home to a 15,000–squarefoot production space that sits on five acres in Hamilton, Montana (a communi-

ty of about 4,400 people situated 47 miles south of Missoula, in a valley surrounded by vast national forests). Campbell owns the production building and prides himself on a custom fabrication shop that is spotless and meticulously organized. It might not look like the typical blacksmith’s shop, but the old-school ethic of craftsmanship is alive and well. It can be hard to find employees in this sparsely populated area, but with home only a mile away, Campbell would not have it any other way. Vendors (mostly from Missoula) deliver steel every other day, and the company’s talented employees are kept busy with a steady stream of orders that come in from all of the 48 contiguous states. Ironhaus is known to hearth professionals outside the big-box realm. A presence at national trade shows has fueled awareness, and company officials plan to continue a focused marketing plan in important regions around the country. Beyond his sales and administrative duties, Campbell is an artist, and he does most of the new Ironhaus designs. Fresh creations keep the juices flowing, and the entire process generates a momentum of its own. “It started out that a lot of my designs were inspired by nature,” Campbell says; he grew up in the mountains, near a picturesque river. “These

days, I am evolving. I’m really interested, now, in all kinds of design and how to blend designs. There’s a misconception, in the fireplace industry, that blacksmith items have to be rustic, and I don’t believe that has to be true,” he adds. Having worked in the hearth industry for four decades, Campbell has managed to survive in times both lean and prosperous, primarily due to his tenacious belief in high-quality products (combined with a willingness to change strategy, when necessary). “With new-home sales down and more people remodeling, we have the perfect type of product for that,” Campbell says. “People are retrofitting or putting new faces on hearths and fixing up what they have. We are going to benefit a lot more, in the next few years, from retrofitting fireplaces than from new construction. As a company, we are continuing to grow, despite the still-uncertain economy.” MARKETING IN 2011 While social media such as Twitter and Facebook will undoubtedly become more important in the years to come, Ironhaus has focused most of its Internet energies on maintaining a vibrant website (www.ironhaus.com). Because many Ironhaus customers are 40 to 70 years old, Campbell reasons that buyers are

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likely to be computer literate, but probably not overly concerned with social networking. A bit of television publicity fell into Campbell’s lap when Rick Bayless (a celebrity chef, author, and television presenter) expressed his admiration for Ironhaus. “We built a fireplace for him and went to Chicago, Illinois, to visit him,” Campbell says. “Bayless will be cooking in our fireplace on PBS this season, and our doors will be visible.” Bayless is a frequent Twitter user, and he has made kind references to Ironhaus—even posting photos of the company’s handiwork. Ironhaus built the foundational steel box for the hearth, complete with telescoping doors that open and fold back into the fireplace. Campbell and his wife, Suzette, visited Bayless at one of the chef ’s Chicago restaurants, cementing the business relationship and establishing a great friendship. “He said, ‘Tim, I love the fireplace, and we are going to be cooking in it all this season,’” Campbell reports. “The whole experience was fun and rewarding. It’s another example of how we are able to share our passion for quality, and it’s something we are proud to do with customers throughout the United States.”

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Circle Reader Service No. 39

November/December 2011 Patio & Hearth Products Report

product I N N O VAT I O N

fire as ART

The fully customizable SportPit, new this fall, is a lightweight, match-lit aluminum standard firepit (with manual flame adjustment) that can be connected to an RV or a small LP tank.

The latest offerings from Hearth Products Controls turn backyards into mini resorts. by CHERYL DANGEL BARTOLINI

or perhaps 1.5 million years, fire has been controlled and used for cooking, warmth, and light. Today, while we still use fire for those same necessities, we are now taking it to new, aesthetic extremes. Fire as art as been a trend among fireplace manufacturers, and that trend has stepped outdoors into the firepit arena as well. In fact, Hearth Products Controls (HPC), Dayton, Ohio, is always experimenting with new fire features. One area that HPC is focusing on is a new product that involves water. Greg Steck, owner and president, says, “We’ve done true fire in water, where gas is actually burning on the surface of the water, which is very high end. What we’re looking now at how we can tie fire and water together at an affordable price.” Steck can’t disclose many details yet, but he plans to develop a selfcontained unit (with a water tank underneath it) that would recirculate the water, instead of spewing it into a pool, as many systems do. He says, “We have certified firepit inserts of up to 400,000 Btu, and we can couple those with the water aspect and sell it as a complete package to our dealers—so their customers can get the soothing benefits of fire and water.” It is hard for Steck to contain his enthusiasm when talking about new outdoor products. “There is just so much you can do. Indoor applications are somewhat limited, but out40

door applications are wide open,” he says. “So many people are just staying put and want to bring the resort to their backyards. In addition, new homes are being built with outdoor kitchens and outdoor rooms, where the niches for firepits are coming in,” he adds. When Dan Maddox founded The Maddox Company in 1975, his vision was focused primarily on indoor components. The company grew, based on its core products—

The TK torch from Hearth Products Controls can be lit with a handheld remote or the flip of a switch.

joined the company in 2005 as president) purchased HPC. Steck will not change the philosophy on which Maddox founded the company. “HPC still Linear inserts from Hearth Products Controls are made operates with the same of stainless steel and are as narrow as 8 inches, so principles that Dan they can be dropped into tables and counters easily. instilled in everybody: gas log kits including safety pilots, high-quality products and great cusremotes, and other indoor compotomer service—from our large disnents for the hearth industry. tributors to the smallest dealer to Growth continued, and in 2001, the end user who has simple how-to HPC was spun off as a division of questions,” he explains. “We try to The Maddox Company. take care of everyone.” HPC grew, too, in both sales and That said, Steck wants to move size, from a small structure in the soon—both into a much larger Maddox backyard to where it is facility (in a suburb of Dayton) today: in a 12,000–square-foot and into new markets. Six years facility that’s bursting at the seams, ago, when Steck joined the compawith 22 associates and 17 sales repny, HPC had just started manufacresentatives throughout the United turing outdoor fire products; sales States and Canada, and with sales of indoor products dominated consistently at record levels. HPC’s sales. Maddox retired in 2010 at the He says, “Through time, the outage of 83, and Steck (who had door fire rings expanded into

Patio & Hearth Products Report November/December 2011

numerous other outdoor products, including firepit insert kits—from simple match-lit units to what we do today: the electronic-ignition firepit kits, which represent the majority of our sales.” Consequently, business has been inverted, with outdoor products representing 70% of HPC’s sales today. Steck says, “We still have good indoor sales, but our focus has been on the outdoor products, from a marketing standpoint.” When HPC focuses on newproduct development, it gives its two-person research/development team product feedback gleaned from customers by sales representatives, as well as ideas from employees. “We rely on everybody here at the company to help us with research and development,” Steck says, adding that frequently, new products come from custom fire features that the company develops for particular users. Steck adds, “Doing a custom job helps us learn broader concepts, gain knowledge, and gain new ideas that develop into our standard products.” Among HPC’s best-selling products is the TK torch, a robust, commercial-grade tiki torch with remote electronic ignition. Introduced last year, the TK torch is taking off in sales. It features a remote starter (with automatic restarting) and uses LP or natural gas. “We’re seeing dealers purchase two to three TK torches as a package with a firepit, and they can all be fired up with the

by dealers and end users, that invites them to answer five questions that will help narrow down their product options. There is also a dealer-locator feature that drives traffic to a dealer’s brick-and-mortar location. HPC is turning its attention to social marketing and has posted productdemonstration videos on YouTube that are also accessible from the company’s website. Look for HPC to do more with social marketing in coming months: So

far, it has paid off tremendously in increased business. Thanks to the Internet, HPC is now expanding globally, with dealers and distributors in South Africa, Australia, the United Arab Emirates (Dubai), and Saudi Arabia. “They found us using the Internet,” Steck says. “Primarily, they just want simple fire features. Some of these areas are about six to eight years behind the United States in product development, and we’re helping them

SO BEAUTIFUL,

find what they need. We’re positioning ourselves very well.” Looking to the future, Steck suggests that HPC might turn up in unexpected areas. “I believe in diversification, as much as possible,” he says, hinting that the company plans to expand its product line into other industries. He adds, “In the meantime, HPC will continue to provide the best all-around experience for our customers, both in products and in customer service.”

SO STYLISH,

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flip of a switch or a remote control,” Steck says. Also hot in the backyard are HPC’s linear firepit inserts with electronic ignition. These streamlined inserts use remote electronic ignition; these units—some only 8 inches wide—can be dropped into a tabletop or countertop. They come in lengths of 24, 48, 60, 72, and 96 inches. New this fall is the SportPit, a portable gas firepit that is lightweight and easy to use. The idea arose from Steck’s own observations as an automotive racing enthusiast. “I always saw guys camping in RVs, gathering wood for a fire or pulling out a small gas firepit that was not of the same quality as the rest of their equipment,” he says. To bring the portable firepit up to par with other high-end equipment used by avid sports fans, HPC developed the SportPit. It was in research/development for a full two years to ensure that everything was absolutely perfect before its launch. SportPits are fully customizable; their aluminum shells are powder coated in high-heat, high-gloss colors of black, red, blue, or green. To personalize them for individual tastes, HPC will apply vinyl wraps to the units: RV colors, team colors, or any theme the user desires (such as camouflage). Steck says, “We are very excited about it. Portable firepits are everywhere, but none will be as desirable as this one.” Steck knows, he says, that HPC is in a crowded market, so it is the company’s strong emphasis on unique products (such as the SportPit) and on quality, reliability, and service that set it apart from competitors. “We strive to improve customer service in all aspects, from helping a customer choose a product to how it is installed to how we stand behind it 100% through the warranty—and we do have one of the longer warranties in the industry,” he says. Much of HPC’s differentiation from the competition comes down to its people and to the personal touch that the company offers. “A lot of competitors think it is petty, but when you call here, you always talk to someone (during normal working hours). There is no recording,” Steck says. “I know that may sound small, but many of our customers really appreciate that—especially the people out in the field installing our products. We have technicians here to answer questions quickly.” To get answers out even more quickly, in June 2011, HPC rolled out its newly redesigned website (www.HPCfire.com). The site features a firepit selector, for use

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Circle Reader Service No. 41

November/December 2011 Patio & Hearth Products Report

last

WORD

dodging the recession

A bad economy has not prevented Outdoor Lifestyle from enjoying double-digit growth.

utdoor Lifestyle, Inc., is running in the black, at a time when many businesses are struggling—and seeing much more red than black ink on their balance sheets. Based in Stanley, North Carolina, Outdoor Lifestyle is, in a word, streamlined. The company uses only the best materials, offers generous warranties, and delivers products quickly, yet it manages to keep costs low and turn a profit. If they offered customers these benefits, many companies would find themselves forced to raise prices or lay off employees during economic downturns, but that’s where Outdoor Lifestyle is different. The company

Patio & Hearth Products Report November/December 2011

has given its customers the best of everything and has remained profitable. Fred Ilse, president, says, “We have seen positive growth every year since we started Outdoor Lifestyle in the United States.” Ilse reports that the company saw a decrease in growth in 2009 (due to the economic slowdown), but that didn’t last long. “Since then, we have had two years of doubledigit percentage increases,” he adds. SPECIAL ORDERS Ilse’s successful business formula might have to do with the fact that as a U.S.-based manufacturer, Outdoor Lifestyle has developed a niche in the special-order market. “We do not hold any finished-goods inventory in our warehouse, except for goods ordered and waiting to be shipped,” he says. Outdoor Lifestyle’s main inventory consists of furniture components. “With our just-intime manufacturing system, we convert these parts into finished furniture in a matter of days. The advantage of this is that we do not have to hold a lot of finished goods in our 16 stock finishes, and this reduces our warehousing costs,” Ilse explains. Furthermore, the company does not keep money tied up in expensive finished inventory; as a result, it does not run the risk of warehousing any product that might become

by CHERYL DANGEL BARTOLINI

redundant, according to Ilse. He says, “An additional benefit for our contract customers is that we are able to offer custom finishes when required. The bottom line is that we try to keep our costs as low as possible, provide quick service, and deliver excellent value for money.” This has been the way that business has been done at Outdoor Lifestyle since its inception. The company was founded in Cape Town, South Africa, in the late 1970s. The U.S. sales office and warehouse opened in Charlotte, North Carolina, in 1994. “My brother, Hans, and I took over the U.S. and South African companies in 1995,” Ilse recalls; he relocated from South Africa to the United States in 1996, when he opened the company’s first factory, in Gastonia, North Carolina. Just four years later, the company had already outgrown that facility and moved into its present

Top left: Outdoor Lifestyle’s Fred Ilse, president, and Virginia Hamilton, vice president and business-development manager Top right: The Ballantyne collection offers both dining and lounging selections, with specially tailored, comfortable pillows and cushions. Left: Outdoor Lifestyle’s Torbay dining collection is available in a full spectrum of finishes, from rich, warm hues and satin textures to dramatic solid colors.

headquarters in Stanley, from which it supplies dealers in the United States, Canada, and the Caribbean. The South African factory supplies customers in Europe, the Middle East, and Australia. FOCUSING ON QUALITY “The most important thing is that we are very conscious of the quality of our products and the service we provide to both our retail and our contract customers,” Ilse explains. “For a product to be used in the contract market, it must be able to stand up to a tremendous amount of wear and tear—and often, some abuse.” He is quick to add that the company does not differentiate between product lines to determine which products can (and cannot) be used in any particular market. “This past year, in order to confirm the durability of our products, we had some of our top-selling chairs successfully subjected to the rigors of American National Standards Institute/Business and Institutional Furniture Manufacturers Association testing,” Ilse says. Some parts come from the company’s factory in South Africa, some come from China, and the rest are made in the United States. All the parts are welded, powder coated, finished, and packed as

completed furniture in the United States. As a founding member of the Sustainable Furnishings Council, Outdoor Lifestyle is also continually working to makes its products as green as possible. Each cast product is manufactured in premium A356 aluminum, and “that’s without any exceptions,” Ilse clarifies. Extrusions use a minimum wall thickness of 1/8 inch; the powder-coating processes and materials “are also the best available in the United States,” he adds. By not cutting corners to save money at any stage of the manufacturing process, Outdoor Lifestyle is able to keep down its total costs. Ilse says, “We have found that using superior materials pays handsomely in the long run, which shows in our very low return rate of less than 0.05%.” Because Outdoor Lifestyle only uses premium materials and processes, it can be generous in its warranty. Ilse says, “Unlike some manufacturers, we do not exclude warranty coverage in coastal areas. In addition, we specifically cover freezing damage to any of our castings, which (as far we are aware) no other manufacturer offers. This is a big sales feature for dealers, as our furniture does not have to be stored indoors in winter.” All these attributes are great for dealers and customers, but they make one won-

der how Outdoor Lifestyle can retain its employees and stay profitable in tough times. The company’s flexible manufacturing process is the reason, Ilse says. “We can scale our production up or down without any employee changes. When the recession struck, we were very proud of the fact that we did not have to lay off a single employee, although we did call short time, when needed. Most of our factory employees are cross-trained in various job functions, so we can move them around as needed,” he explains. When dealers ask for advice on how to weather the economy, Ilse tells them to be confident in the products that they sell and to focus on selling quality and value. “As things have gotten tougher in the retail stores, many dealers have come to the realization that there are substantial costs involved in replacing defective products. We encourage dealers to sit down and calculate the costs involved with warranty issues—both direct costs and indirect costs,” he says. “This recession has shown which dealers know what they are doing and how to compete successfully against the mass merchants,” he continues. “Whatever has been done, thus far, has worked—and should continue to give positive results until we get out of this extended recession. When the economy

turns for the better, everybody should thrive in this industry, including Outdoor Lifestyle and all its dedicated dealers and associates. A manufacturer’s success is totally dependent on the success of its retailers.” CUSTOMER SERVICE Despite everyone’s best intentions, sometimes, things can go wrong. When that happens, Outdoor Lifestyle is there with strong customer service. “We strive to meet our customers’ needs, whether through our standard line of products or through special requests,” Ilse says. “Outdoor Lifestyle prides itself on the level of our customer service. It is the core of any business, and our customerservice department is consistently available to offer assistance to our dealers.” In the end, all these considerations are paying off not just in dividends, but in customer loyalty as well. Ilse says, “Our customers understand that our quality and value, as well as our company longevity, are what set Outdoor Lifestyle above other manufacturers. We have loyal and very dedicated employees, customers, sales representatives, and suppliers who all appreciate our company’s efforts to be fair in all our business dealings and understand that we are all part of the same team.”

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Del Mar The Del Mar, another timeless firepit from the Signature series of California Outdoor Concepts, is truly an elegant creation. The base is streamlined, and curved metal rises to meet the granite in either dining or chat heights. The Del Mar provides the ultimate choices in versatility, with over 36 different color combinations and a firepit that changes easily to a cooler table for your drinks. Replace either of these with the complementary granite insert, which also has a 2-inch umbrella hole, and you could be instantly sitting outside in the shade. Value and beauty are its best attributes. Contact: www.californiaoutdoorconcepts.com. Circle Reader Service No. 101

Eon Classic Dining Set The Eon classic dining set truly delivers the look of natural wood without the hassles of annual maintenance. Beautifully designed and generously proportioned, this classic dining set is the perfect addition to any outdoor-living space. The set includes a 42x72-inch table that comfortably seats six and is available in teak and espresso. Contact: www.eonoutdoor.com. Circle Reader Service No. 102

Conquest Firepit With Tradition Chairs As an industry pioneer in the development of outdoor fire options, Agio® continues to design and develop exciting new collections for your customers who wish to add the warmth and beauty of fire to their outdoor rooms. The circular beauty of the Conquest firepit is enhanced by Tradition deep seating chairs for a look that will endure for years and continue to perform on your showroom floor. For more information on becoming an Agio retailer, visit the company’s website. Contact: www.agio-usa.com. Circle Reader Service No. 103

Harman TL 2.0 and 2.6 Harman™ unveils the latest wood-heating powerhouses in the TL line. The TL 2.0 and 2.6 are compact versions of the TL300 and complete the industry’s only top-loading steel stove line. These new units feature Harman FireDome Plus combustion technology to achieve impressive burn rates and advanced heating control. Optional cooking grills, blowers, and accent trim provide a custom look for every buyer. Deliver efficient, eco-friendly performance and reduced energy bills all year long. Offer distinctive, powerful, and responsible wood heating—in two new sizes. Contact: www.HarmanStoves.com. Circle Reader Service No. 104

Patio & Hearth Products Report November/December 2011

EcoShield Deck Tiles

New HPS10IC Kick out just the right amount of heat for your home with unprecedented ease, thanks to the new HPS10IC Castle pellet stove. The unique, exclusive smart controller of the HPS10IC gives you the ability to control the heat in your home in a manner that rivals furnace thermostats—all from the palm of your hand. Three different operational modes give you the power to heat your home from the palm of your hand. Contact: www.castlestoves.com. Circle Reader Service No. 105

Suitable for installation on decks, patios, or any level surface, EcoShield™ composite deck tiles provide an easy way to enhance outdoor spaces. An interlocking grid base means that each tile simply snaps into place, with no special tools or skills required. EcoShield deck tiles have a 20-year warranty and are available in multiple colors and patterns. They contain 95% total recycled content; are resistant to rot, moisture, and insects; and can help contribute toward green-building ratings. Contact: (866) 729-2378 or www.moistureshield.com. Circle Reader Service No. 108

Tungsten Smart-Heat by Bromic Heating The Tungsten Smart-Heat™ gas range, manufactured by Bromic Heating, offers unmatched features in the commercial outdoor-heating market. The Tungsten Smart-Heat gas range offers wind and water resistance, electronic ignition, easy-pivot directional heat, and options for wall and ceiling mounting. The Tungsten Smart-Heat gas range is truly a smart heating solution. The Tungsten Smart-Heat gas range is available in 300- and 500-burner models; both are available in propane or natural-gas versions. Contact: www.bromicheating.com. Circle Reader Service No. 106

Creative Concepts by Capel Capel’s Creative Concepts program is a means of creating a truly personal area rug. Customers can choose from nine indoor–outdoor base carpets, from 120 woven indoor–outdoor border fabrics, and from a wide range of shapes and sizes. A 5x8-foot single-border rug may retail for $399. Contact: www.capelrugs.com. Circle Reader Service No. 109

Grill Mat

Modern Home Products Corp. is now offering a grill mat made of 100% recycled materials. Made in the United States, this sturdy mat protects patios and decks, is vented to help prevent mold and mildew, and is approved as meeting the UL 94 HB flammability standard. The mat is relatively maintenance free and can be easily cleaned with soap and water. Available in two sizes, 42x30 inches and 60x30 inches, the mat also comes with a limited lifetime warranty. Contact: www.modernhomeproducts.com. Circle Reader Service No. 107

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PRODUCT

Stellar Hearth’s Wide-view Fireplace

The Elegance Series: El Paseo

Stellar Hearth’s wide-view gas direct-vent fireplace by Big Woods Hearth Products takes design and technology to greater heights. The fireplace features a reverse-trapezoid firebox (being wider in the back means a greater viewing area from any point in the room); a floating firebox design (allowing convection air to strip heat off all sides of the firebox, providing AFUE-rated efficiency); LED sconce fronts (to illuminate the walls around the hearth); and Moonbeam™ accent lights inside the firebox, on the contemporary version. The combination offers a spectacular look that your customers will admire and that your competitors can’t match. Contact: (952) 224-4072 or www.stellarhearth.com. Circle Reader Service No. 110

California Outdoor Concepts unveils yet another breathtaking series of firepit tables, the Elegance series. Californians worship their climate and are devoted to the outdoors. At every opportunity, they can be found strolling along the boulevards of Beverly Hills and Palm Desert, stopping to relax and converse over drinks alfresco. Now, the allure of these iconic places can be enjoyed at home with the Elegance series. El Paseo is reminiscent of the organic shapes of the Midcentury Modern vibe prevalent in Palm Desert. Elevate the pedigree of your backyard with this uniquely shaped firepit table by California Outdoor Concepts. Contact: www.californiaoutdoorconcepts.com. Circle Reader Service No. 113

Reflections Conversation Table

The conversation table from Leisure Lawns is a perfect visiting table for your deck or patio. It’s an ideal size for sharing snacks and talking. The soft styling fits well with most of the company’s seating styles. These pieces of furniture are handmade, handcut, and screwed together with the highest-quality products. For more information, contact Colonial Road Woodworks. Contact: (717) 354-8998 or www.lancastercountyshowcase.com. Circle Reader Service No. 111

A Better Way to Carry Pellet Bags The ergonomic Backsaver Easy-Haul apron is a simple and effective way to carry any bulky load. Now with a choice of merchandising tags for pellet or firewood applications, this innovative carrier is better for your body and better at getting the task done. Constructed from superdurable army duck nylon, the Backsaver is weatherproof and washable, and it won’t rot or mildew. Carry more in a single load—and keep your clothing clean. It’s quality made in the United States. Contact: (828) 894-8383 Ext. 228, mikewhitt@condar.com, or www.condar.com. Circle Reader Service No. 112

Patio & Hearth Products Report November/December 2011

Reflections is a unique stackable sectional. Contemporary in design, it is available with a smooth fabric sock or a pleated sock cover over the aluminum frame; combined with a comfortable cushion, this allows you to create a truly unique look. Reflections is easily stored and stacked when not in use. Using any of the Sunbrella® stock canvas or Dupione fabrics for the sock and stock fabrics from Casual Creations for the cushion, you can create your own look and style. Able to be set up in any configuration using the company’s 45-degree tables, Reflections is good for residential and commercial applications and is 100% made in the United States. Contact: (866) 355-8523 or www.casualcreations.com. Circle Reader Service No. 114

Creekvine Designs Constructed with the same high-quality materials and craftsmanship as the company’s other products, Creekvine Designs’ new pergola measures 104x47x 95.5 inches and provides 84.5-inch clearance (headroom); other sizes are available. It is made from Western red cedar and uses standard zinc-plated screws, washers, bolts, and nuts, providing protection from corrosion and rust. A pub table and stools are sold separately. Contact: (800) 913-1741 or www.creekvinedesigns.com. Circle Reader Service No. 115

Introducing the EcoDamper System The EcoDamper System by ENERVEX is the first completely automated draft and damper mechanism designed for use with gas fireplaces. The system quietly manages draft and prevents excess heat from escaping through the chimney when the fireplace is not in use. The EcoDamper System automatically closes the flue when the fireplace is turned off, which helps to keep energy costs down and the home in compliance with conservation codes. Contact: (800) 255-2923 or www.chimneyfans.com. Circle Reader Service No. 116

Empyre Elite The Empyre Elite indoor wood boiler delivers all the comfort and convenience of conventional wood furnaces, while protecting the environment and reducing fuel requirements by half. The EPA has given the Empyre Elite phase 2 qualification because of its high-efficiency gasification technology. Due to its efficiency, durability, and low cost, the Empyre Elite won the coveted 2011 Vesta Award for central heating systems. Contact: (888) 933-4440 or www.profab.org. Circle Reader Service No. 119

Spring by Sunbrella Five Seasons by Couristan

Glen Raven Custom Fabrics introduces the Sunbrella® Spring collection, one of the newest offerings in Sunbrella furniture fabrics. The Spring collection evokes feelings of a warm spring day; the pattern Violetta, with its brush-stroke watercolor floral, anchors this group of soft blues and refreshing greens. Fabrics shown (from left) are Spectrum Mist, Dupione Deep Sea, Flow Spring, Canvas Parrot, Violetta Baltic, and Foster Surfside. Contact: www.sunbrella.com. Circle Reader Service No. 120

California chic meets classic inspiration in Couristan’s new Five Seasons Delray and Acadia designs. Power-loomed of 100% Courtron™ polypropylene, these functional floor fashions are UV stabilized and are mold and mildew resistant. Great for protecting wooden decks from the wear and tear of heavy foot traffic, or for protecting bare feet from sun-scorched tiling, Five Seasons area rugs offer simple solutions for enjoyable outdoor living. The collection is easy to care for, with fuss-free maintenance as effortless as a quick spray of the hose on a sunny day. From lazy summer days through brisk fall evenings, Five Seasons area rugs are timeless, year-round treasures for any favorite gathering place. Contact: (201) 585-8500 or www.couristan.com. Circle Reader Service No. 117

Broilmaster H4X The Deluxe H4X grill series, the latest addition to the Broilmaster line, melds features from the long-running P4 grills and the H3X grills, launched last year. Every Broilmaster gas grill features a 0.25-inch–thick aluminum casting for exceptional heat distribution. The H4X adds two single-level stainless-steel cooking grids, a warming rack, and a stainless-steel H-style burner—with dual controls—rated at 36,000 Btu. The result is a slightly smaller,

competitively priced grill with premium performance. Available as an LP or natural-gas model on a black cart and as a natural-gas model on a black patio post or in-ground post, the H4X packages include the mounting, grill head, and one shelf. In addition to being sold in the packages, the H4X grill heads are offered à la carte to fit Broilmaster’s stainless-steel carts and posts. Contact: www.broilmaster.com. Circle Reader Service No. 118

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Edgewater Square Gathering-height Table If you have customers embracing the trend of entertaining outdoors in a grand style, Agio® has collections that will meet your needs. The Edgewater square gathering-height table features a beautifully large tabletop at which eight can dine comfortably. For retailer options that are bigger and better, choose Agio for looks that your customers will take home to enjoy season after season. For more information on becoming an Agio retailer, visit the company’s website. Contact: www.agio-usa.com. Circle Reader Service No. 121

Stuff-A-Burger Press This inventive burger press creates a delicious stuffed burger, with tender and tasty toppings stuffed inside. The press holds an impressive 3/4 pound of ground meat and can be filled with an infinite variety of flavor combinations. It is dishwasher safe. Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com. Circle Reader Service No. 122

Nitro FiberBuilt Umbrellas introduces Nitro, its newest Designer series umbrella. This distinctive diamond-shaped umbrella features a one-piece, 1.5-inch–diameter aluminum pole and 0.5-inch–diameter flexible fiberglass ribs of varying lengths to create the unique diamond shape, and it is available in four stylish finishes. The vented canopy can be specified in any of Sunbrella’s marine or furniture-grade fabrics or the customer’s own material. Contact: (866) 667-8668 or www.fiberbuiltumbrellas.com. Circle Reader Service No. 123

Relax in Style The Relax dining group is as uncommonly beautiful as it is comfortable, featuring a distinctive braided weave and handsome cast legs and feet. The collection offers two sizes of woven-top tables—48-inch round or 84-inch rectangular—with tempered beveled glass. Both armchairs and high-back armless chairs feature Leisureluxe™ custom cushions, available in over 200 performance fabrics. The Relax collection is available in either savannah (as shown) or tobacco finishes. Contact: (770) 579-0414 or www.erwinandsons.com. Circle Reader Service No. 124

Luxe by Sunbrella

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Patio & Hearth Products Report November/December 2011

New this month from Glen Raven Custom Fabrics is the Sunbrella® Luxe collection of furniture fabrics. The Luxe collection, grounded by navy (today’s new neutral), combines traditional styling with of-the-moment color, for a look that’s sure to please. Fabrics shown (from top) are Worcester Fandango, Canvas Ginkgo, Steeplechase Malibu, Canvas Hot Pink, Tab Twilight, and Luxe Indigo. Contact: www.sunbrella.com. Circle Reader Service No. 125

ENERVEX ADC100 Fan Control

Paradise Tabletops Paradise tabletops from Gensun are absolutely stunning. They offer the beauty and natural look of stone, but eliminate all the maintenance, since they are manufactured using high-quality cast aluminum. Available in two colors and many sizes, Paradise tabletops will enhance any outdoor seating collection. Contact: www.gensuncasual.com. Circle Reader Service No. 126

Deep Dish Pizza Stone The Big Green Egg deep dish baking stone turns your EGG into a firebrick oven and is ideally suited for making Chicago-style pizzas, pies, quiches, and other baked items. The baking stone distributes heat for even baking and browning, and the ceramics pull moisture from the surface of the dough for brick-oven crustiness. The baking stone retains heat, so foods remain warm. Contact: Jodi@biggreenegg.com or www.biggreenegg.com. Circle Reader Service No. 127

The new ENERVEX ADC100 fan control is an easy, convenient, and safe control for gas fireplaces. With a single touch of a button, it starts the chimney fan and then opens the fireplace damper before it lights the fireplace. It controls the speed of the fan to maintain proper draft in the chimney. The control comes with an external proven draft switch that ensures safe operation of the fireplace. The control can be used with the ENERVEX chimney-fan system and is typically used to control the draft of a gas-fired fireplace, furnace, or stove. The proven draft switch ensures that the pressure in the chimney is maintained at or above the internal setting of the switch. The ADC100 operates a chimney fan at a set speed to create and maintain proper draft at the outlet of a heating appliance. Contact: (800) 255 2923 or www.chimneyfans.com. Circle Reader Service No. 129

Fan Back Swing and Glider The Fan Back swing and glider is a great choice for outdoor relaxation. It is ideal for those beautiful summer evenings when you are in need of relaxation. It has a less sloped back than the Adirondack, making it easier to get out of it. The fan back adds a touch of elegance. Leisure Lawns believes in a quality level that is not readily available in today’s world of furniture. For more information, contact Colonial Road Woodworks. Contact: (717) 354-8998 or www.lancastercountyshowcase.com. Circle Reader Service No. 130

Bromic Heating Revolutionizes the Outdoor Heating Market The Platinum Smart-Heat™ gas range, manufactured by Bromic Heating, links innovation and aesthetics to bring the market a heater that redefines the world of outdoor commercial heating. Brushed stainless steel and a ceramic medium make Platinum Smart-Heat™ gas models suitable for the most discerning outdoor environments. By protecting the tiles behind its translucent ceramic medium, effective heat is guaranteed in winds of up to 12 mph. The Platinum Smart-Heat gas range is available in 300 and 500-burner models, and both are available in propane or natural-gas versions. The Platinum Smart-Heat range is an essential element for every outdoor area. Contact: www.bromicheating.com. Circle Reader Service No. 128 Circle Reader Service No. 49

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Maddalena Collection New to the Alfresco Home Everwoven™ all-weather wicker collection is the Maddalena collection. It features the company’s Everwoven™ wicker color, chestnut. This beautiful collection features a stunning sectional seating group, as well as stylish wicker and glass-topped coffee and side tables. The Maddalena collection offers a sleek and sophisticated style that will add the wow factor to any patio setting. Contact: (610) 705-8808 or www.alfrescohome.com. Circle Reader Service No. 131

Serene Collection Sparkler Autumn Pumpkin Outdoor Rug Like a trio of Independence Day fireworks glimpsed from above, this jubilant design is a celebration of celebration itself. Handhooked in the traditional Eastern manner from synthetic DuraCord® yarns, this all-weather outdoor rug from Sawgrass Mills® by Hatteras Outdoors won’t rot, mold, mildew, fade, or stain, yet has the sought-after softness of cotton. An exceptional complement to a back deck or beach-house floor, it comes in either 5x8-foot or 8x10-foot sizes and is also available in garnet, pesto, and ocean aqua color palettes. Contact: (252) 758-0641 or www.thehammocksource.com. Circle Reader Service No. 132

Koverton, supplier of contemporary outdoor woven and aluminum furniture, introduces the Serene collection. Serene is crafted of fully welded extruded-aluminum frames, powder coated to a custom finish. The design elements are refined and not overpowering; they feature Midcentury Modern details using clean lines, sparse extrusions, tapered leg detail, and a tailored upholstery finish. Contact: (626) 855-1650 or www.koverton.com. Circle Reader Service No. 135

Ravenna Direct-vent Gas Insert Contemporary Face Lotus Café Chair The Lotus café chair, from Gensun Casual Living, is a contemporary reinterpretation of traditional floral furnishings. Inspired by modern stylized floral patterns and jewelry designs, Lotus pares down floral detailing to a clear, flowing design that stands apart in a me-too marketplace. Its proportions and stacking make it at home in residential and hospitality settings. Contact: www.gensuncasual.com. Circle Reader Service No. 133

Texan All Seasons Grill The ever-expansive, ever-changing possibilities lend the Texan All Seasons™ grill the ideal characteristics for use at large parties or informal gatherings: unique styling and the ultimate grilling power. Two grilling surfaces with independent heat controls allow for searing steaks on one side while gently grilling vegetables on the other. When the need arises to use a flat surface, simply change out one of the grates with the optional griddle. This grill uses 240-volt power and has a three-year product-replacement warranty; it is made in the United States. Contact (860) 664-4906 or www.kenyonappliances.com. Circle Reader Service No. 134

Patio & Hearth Products Report November/December 2011

The steel-constructed contemporary face from Lennox Hearth Products is the ideal decor option for homeowners who want to give the Ravenna™ direct-vent gas insert a more modern look and feel. By eliminating the grilles, clean lines keep the focus on the dancing flames and glowing embers. The sleek design and minimalist presentation, available in black and mink, are also pleasantly versatile and easily integrated with a variety of today’s style trends. Contact: www.lennox.com. Circle Reader Service No. 136

St. Tropez Club Chair and Ottoman Kingsley-Bate’s St. Tropez teak sling collection is expanding to include a stacking club chair and ottoman. Designed with a solid-teak frame, aluminum hardware, and durable Phifertex® fabric, this set is ideal for comfort and ease—and is convenient where storage space is at a premium. It is available in cilantro, sand, black, and blue fabrics. Contact: (703) 361-7000 or www.kingsleybate.com. Circle Reader Service No. 137

Nonstick Chile Pepper Rack and Corer Set

Hitzer 30-95 EZ-Flo Hopper Stove The Hitzer 30-95 EZ-Flo hopper stove is an outstandingly efficient and convenient heating source. With a 30-pound hopper, this stove has extended long burns and produces over 60,000 Btu of evenly warm temperatures. The advanced technology of a removable hopper is an added convenience of this top-choice stove. Like all Hitzer stoves, the 30-95 is thermostatically controlled, and it provides heating without electricity. With heating capabilities of up to 2,000 square feet, the EZ-Flo meets your heating needs, as well as providing beauty and charm for one’s home. The full-view firebox window allows easy viewing that creates cozy, warm relaxation. With a stove color to match your home, the Hitzer 30-95 will decorate your home, produce cost-efficient heat, and create a warm and soothing environment. Contact: (260) 589-8536 or www.hitzer.com. Circle Reader Service No. 138

Grilled jalapeño poppers are a big hit. Charcoal Companion’s chile pepper rack and corer set holds 18 peppers upright so fillings stay put during cooking. The set includes the indispensable pepper corer that stems the pepper and removes the seeds with a simple twist of the wrist. The rack features a nonstick finish for easy cleanup. Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com. Circle Reader Service No. 140

Seville Dining Turn your patio into the best part of your home. The classic Seville collection by Mallin Casual Furniture offers a luxurious deep seating experience. The beautiful and durable pieces provide class, warmth, and a new level of comfort to patio dining. With its classic motifs and timeless design, it will look great in any space. Contact: www.mallinfurniture.com. Circle Reader Service No. 139

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Cohesion Surround With the introduction of the Cohesion surround for the Synergy wall-mount fireplace, Dimplex is making the contemporary fireplace available to a wider audience through North American furniture retailers. While fireplaces with a dramatic wide aspect ratio have long been popular in Europe and among the design conscious in North America, actually owning one has been the privilege of the few who could afford a custom installation. The Cohesion surround solves that limitation with captivating style. The surround attaches easily to the 50-inch–wide Synergy firebox, allowing the assembly to be mounted quickly on any available wall. Contact: (800) 668-6663 or www.dimplex.com. Circle Reader Service No. 141

Prestige Series The Napoleon® Prestige series is proud to announce new additions: the Prestige 500 and the Prestige PRO500 series. With an 11% larger cooking area to feed more than the company’s traditional 450 series grills, dual-level, stainless-steel individual sear plates allow for advanced, even heat distribution and channel drippings more effectively. They feature four main straight bottom burners with crossover lighting; JETFIRE™ ignition that lights each burner independently; straight side shelves, for a more streamlined look; and a superior, reinforced cart design. i-GLOW™ backlit control knobs are now featured on all PRO500 models, along with rear and side burner knobs that are more easily identified by their smaller size and are located on the front panel of the grill. Built-in models are also available (BIP500 and BIPRO500RB). Contact: www.napoleongrills.com. Circle Reader Service No. 142

All-weather Wicker Roman Arc Crafted of weather-tough, natural-looking, brown-toned synthetic wicker atop a powder-coated steel frame fitted with stainless-steel hardware, the sleek Hatteras Hammocks® all-weather wicker Roman Arc® is intricately built and woven for a long life of outdoor leisure. The main curve of this stylish 15-foot hammock stand recalls classic Roman archways or the body of some bygone sailing ship. The hammock and pillow are sold separately. Contact: (252) 758-0641 or www.thehammocksource.com. Circle Reader Service No. 143

Patio & Hearth Products Report November/December 2011

Ballantyne Collection Debuts in 2011 Cast in A356 aluminum, Ballantyne by Outdoor Lifestyle blends Georgian elegance with sensuous French curves to create a visual sensation. This collection offers choices in dining tables (54 inch and 100 inch); a 54-inch coffee table; armchairs (cast seat and luxury seat); a dining swivel rocker; and lounge selections (armchair, settee, and swivel). Each comes with the company’s industry-leading 15-year limited warranty on furniture frames and a five-year limited warranty on paint finishes in residential use. Contact: (800) 294-4758, virginiah@olfurniture.com, or www.olfurniture.com. Circle Reader Service No. 144

Cypress Aluminum Firepit The new Cypress aluminum chat-height firepit by OW Lee continues in OW Lee’s tradition of high-quality, reliable firepits and adds the element of lightweight, easy-care aluminum. Like all OW Lee firepits, the Cypress offers a beautiful fireside ambience using propane (and comes with a natural-gas converter). The new LeeStone table and hearth tops by OW Lee are domestically produced using GFRC. The strength and resilience of LeeStone offer the highest performance for outdoor use, and LeeStone is virtually maintenance free. LeeStone’s elegance and style provide a practical alternative to natural-stone tops. Contact: (800) 776-9533 or www.owlee.com. Circle Reader Service No. 145

St. James Park Bench This beautifully proportioned, traditional park bench features the look and feel of real teak without the hassles of annual maintenance. Made from an engineered polymer, this bench is 100% recyclable and built to last a lifetime. Contact: www.eonoutdoor.com. Circle Reader Service No. 146

Bella-Dura For 2012, Bella-Dura® is excited to announce design collaborations with the two exciting sisters from Hable Construction. This first-ever designer collection from Bella-Dura’s casual line showcases fresh new patterns by Hable Construction. These patterns have Hable’s signature hand-drawn, detailed (yet simple) design esthetic in fresh, clean colors. Shown here are patterns Sellos, Asters, and Super 8. Contact: www.bella-dura.com. Circle Reader Service No. 150

Contemporary Chateau Fireplace With its four large main burners and subtle glass-droplet–covered accent burner, the bold new 42-inch Contemporary Chateau fireplace from Empire Comfort Systems creates the perfect mood for any setting. The rich black porcelain liner reflects the flames and accent lighting. The liner extends beyond the interior, helping to conceal the window frame while creating the illusion of a massive open fireplace. Glass droplets—available in aqua blue, glacier ice, and sangria luster—cover the accent burner. The advanced remote system controls the accent burner, the dimmer lighting beneath the accent burner, and the variable-height rear flame burner. Concealed mechanicals and a complete lack of exposed sheet metal allow for a true clean-face fireplace. Available in 36-inch models (with three main burners and a 1,150–square-inch window) and 42-inch models (with four main burners and a 1,600–square-inch window), these Contemporary Chateau fireplaces make a great artistic statement. Choose LP or natural gas. Contact: www.empirecomfort.com. Circle Reader Service No. 147

Hitzer 82 Furnace

Fire Magic Aurora Gas/Charcoal Combo Grill If you can’t decide which you love more—the flavor of foods cooked over hardwood charcoal or the convenience of grilling with gas—the decision has never been easier with Fire Magic’s new (dual-head) Combo grill for built-in applications. The charcoal unit’s highlights include an independent burner that acts as a charcoal igniter to speed up the cooking process, eliminating the need for lighter fluid. Each grill features its own separate hood, allowing the use of one grill or both at the same time. With a 50-inch total width, the dual-fuel Combo grill’s gas unit measures 24x18 inches and the charcoal side of the dynamic duo measures 22x18 inches (model A830i). Contact: (800) 332-3973 or www.rhpeterson.com. Circle Reader Service No. 151

The exceptional design of this wood- and coal-burning furnace offers heating capabilities of up to 3,000 square feet and produces up to 100,000 Btu. Developed to meet customers’ varying needs, the furnace has multiple available options. The 82 furnace may be used with an optional 980-cfm distribution blower and an air-filter housing system to hold standard furnace filters. The latest feature for savings and energy efficiency is an optional water coil for heating domestic hot water. It is also available in a smaller version, the model 55 furnace, for heating up to 2,000 square feet. This stove can be used as a very cost-efficient primary or backup source of heat with amazing heat outputs. Relax and enjoy the qualities of this Hitzer furnace. Contact: (260) 589-8536 or www.hitzer.com. Circle Reader Service No. 148

Messina Entertain your guests in elegance and style with the new Messina collection by Mallin Casual Furniture. This cast collection has an intricate woven design, which gives the patio set a look of elegance, while the deep seated cushions offer added comfort for relaxation. Barstools, a chaise, and ottomans are also available with this collection. Contact: www.mallinfurniture.com. Circle Reader Service No. 149

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November/December 2011 Patio & Hearth Products Report

PRODUCT

Heat & Glo Cosmo 32 Homeowners who seek a contemporary fireplace need look no further than the casual (yet sophisticated) Heat & Glo® Cosmo 32 fireplace. Featuring the smallest contemporary linear design on the market, the Cosmo 32 brings style to more spaces. Instead of fiber logs, it features shimmering glass or ceramic stone media for a contemporary, updated style. The black glass refractory liner reflects a ribbon of flames across the length of the firebox. With two sleek fronts and five color options, the Cosmo 32 will perfectly accent any modern space. Contact: heatnglo.com. Circle Reader Service No. 152

Flush-mount Application

MLW Stone, L.L.C., Introduces StacKIT Natural Stacked-stone Fireplace Kits This new product has the look and workmanship of authentic, natural stacked stone. Integrated with today’s innovative technology, it reduces significantly the cost of installation. Most natural stacked-stone fireplaces are cut and installed in individual pieces—but

StacKIT

surrounds are prefabricated into panels that are cut to standard fireplace-kit sizes and can be installed in minutes, just as you would install a marble or granite surround. These kits are stocked in MLW’s three standard sizes and include a header, two legs, a riser, and a three-piece hearth; 6x24-inch interlocking panels, complete with corner pieces, are also available to accommodate raised hearths and wall applications. The product is available in two colors: Carden gold and multicolor. Contact: (800) 477-7665 Ext. 127 or www.mlwstone.com. Circle Reader Service No. 155

For a lower-profile, seamless look, Infratech’s W and WD series heaters can be recessed with an optional flush-mount frame kit. This supports the heater within a small pocket in the ceiling. Contact: www.infratech-usa.com. Circle Reader Service No. 153

Leeward Deep Seat Cushion Swivel Rocker The Leeward deep seat cushion swivel hidden rocker is constructed of Telescope Casual’s marine-grade polymer (MGP), which consists of recyclable HDPE and contains up to 30% recycled resin. The new, sturdy swivel base provides a smooth swivel action; the rocker is perfect for lounging near a conversation table or firepit. In addition to swiveling, the bucket moves independently, so you can rock at your own pace. The rocker is available in five MGP colors and an array of cushion fabrics. Contact: www.telescopecasual.com. Circle Reader Service No. 154

Patio & Hearth Products Report November/December 2011

New Monessen Harmony Direct-vent Gas Insert With five different framing choices and a variety of interior options (from traditional to contemporary), the Harmony insert is in perfect tune with your customers’ style. In addition, a steady-state efficiency of 88% makes this insert ideal for customers who want to update their existing fireplaces and save on fuel costs. With the exclusive Total Signature Command™ system, fireplace controls are right at their fingertips for ultimate convenience. Contact: www.monessenhearth.com. Circle Reader Service No. 156

Regency Liberty Insert Series The Regency Liberty™ gas insert series combines the authenticity of a real wood fire with a seamless, clean-face design that provides a maximum view of bold flames and ember-bed detail. Available in two sizes, it’s designed to fit the majority of fireplace openings. With efficiencies of 84%, the Liberty L390E and L540E are the ideal solution for those who plan to retrofit an old, drafty fireplace. Contact: www.regency-fire.com. Circle Reader Service No. 157

Monterey Chat Set Create a delightful seating nook in any outdoor haven with the Monterey chat set, exclusively by NorthCape. New for 2011, the Monterey chat set features an elegant curved arm; a lightweight aluminum frame; and durable, UV-protected polyethylene woven resin. For more information on the Monterey chat set, seating group, and accessories, visit the company online. Contact: www.northcapeoutdoor.com. Circle Reader Service No. 160

Windsor

Patio Renaissance is pleased to present Windsor, a luxurious (but affordable) deep seating collection. This weather-resistant line is available in a sofa, a club chair, an ottoman, a coffee table, and side tables. Contact: (866) 690-5673 or www.patiorenaissance.com. Circle Reader Service No. 158

Big Pig and Little Pig Cabinet Smokers Stone Age Manufacturing introduces the Big Pig™ and Little Pig™, a pair of refractory-concrete and steel masonry cabinet smokers. The Big Pig, at 7 feet tall, offers plenty of cooking area, while the Little Pig offers similar features in a scaled-down, 5-foot–tall package. Both feature a unique venting system for complete temperature control and thick insulating walls for maximum thermal efficiency, and both will accept any masonry-compatible finish, allowing seamless blending into any outdoor design. Contact: www.stoneagemanufacturing.com. Circle Reader Service No. 159

Double-wall Stovepipe Selkirk announces a double-wall stovepipe with professional features, offered exclusively to the hearth market. Model DCC double-wall stovepipe is UL/cUL listed as a connector pipe between a wood stove and chimney. The smooth lines of the black outer wall allow for slip connectors and easy installation. Selkirk received favorable feedback on this product line at HPBExpo in Reno, Nevada. Since that time, Selkirk has gone back and listed DCC for 6-inch clearance on all diameters and in all installation configurations—giving DCC the closest clearance of all stovepipes on the market. Selkirk has also gained the cUL S-641 listing for sales of DCC in Canada. DCC double-wall stovepipe is now in stock at the company’s Turners Falls, Massachusetts, and Prescott, Ontario, distribution centers, so place orders now for combined shipment with your existing orders for chimney and venting products. Contact: (800) 443-6341 (United States), (888) SELKIRK/735-5475 (Canada), or www.selkirkcorp.com. Circle Reader Service No. 161

Complements Collection by Outdoor Lifestyle Introducing the Complements collection: It’s an eclectic family providing consumers creative flair and real value. With inviting armchairs (the Coral armchair), solid Moda side chairs and armchairs (Moda meets or exceeds ANSI/BIFMA X5.1-2002 requirements), and the detailed Terrace 48-inch round dining table, there’s something for everyone. Outdoor Lifestyle’s unmatched 15-year limited warranty on frames is accompanied by a five-year limited warranty on paint finishes in residential use. Contact: (800) 294-4758, virginiah@olfurniture.com, or www.olfurniture.com. Circle Reader Service No. 162

November/December 2011 Patio & Hearth Products Report

PRODUCT

UltimateONE UltimateONE offers the latest technologies in factory-built chimney design, providing superior performance, durability, and safety. UltimateONE’s inner liner and outer casting are constructed of all-welded 304 stainless steel for superior strength and corrosion resistance. Engineered with a web coupler design using an inch of Superwool insulation that makes contact at the seam, UltimateONE allows for pipe expansion and eliminates cold-air infiltration. Because UltimateONE is locked together with a latch-type locking band, no-tool installations are quick, solid, and secure every time. Contact: (800) 433-6341 (United States), (888) 735-5475 (Canada), or www.selkirkcorp.com. Circle Reader Service No. 163

Naples Patio Renaissance is pleased to present Naples, a luxurious (but affordable) deep seating collection. This weather-resistant line is available in a sofa, a club chair, an ottoman, a swivel rocker, a coffee table, and side tables. Contact: (866) 690-5673 or www.patiorenaissance.com. Circle Reader Service No. 166

New SL-series Slimline Electric Heaters With crisp modern styling, brushed stainless-steel trim with an optional dark contrasting housing, and narrow profiles, Infratech’s new SL-series Slimline single-element electric heaters virtually disappear into the surrounding decor. These heaters feature a durable anodized-aluminum housing with an architectural finish that is capable of withstanding years of outdoor use. Contact: www.infratech-usa.com. Circle Reader Service No. 164

Empyre Pro Series The Empyre Pro series high-efficiency gasification wood boiler gives considerable cost savings (versus conventional furnaces) and lessens environmental impact greatly. Because of its highly efficient technology, the EPA has given the Empyre Pro series phase 2 qualification. The Empyre Pro series burns cordwood, a renewable resource that is easily accessible. It also comes in two sizes to meet your specific heating requirements, and it maintains burn times comparable to those of conventional outdoor furnaces. Contact: (888) 933-4440 or www.profab.org. Circle Reader Service No. 165

Patio & Hearth Products Report November/December 2011

Plazmafire The Plazmafire™ features a unique contemporary design, with the convenience and simplicity of installing it by mounting it on a wall. The exclusive topaz CRYSTALINE™ ember bed sparkles with flame reflections, adding an exquisite glow to the firebox. The design of the Plazmafire can be transformed with the options of a rectangular surround (available in a variety of finishes) or a stunning convex surround available in a luxurious brushed–stainless-steel finish. A unique black slate brick panel inside the firebox complements the contemporary design and creates a beautiful backdrop for the flames. Contact: (800) 461-5581 or www.napoleonfireplaces.com. Circle Reader Service No. 167

Fireplace Utensils and Holder Smart and sensibly styled, these fireplace utensils and holders are designed in Italy by Studio Barazzuol/Malisan and Ferrari and imported by Wittus. Meant to be admired as art (as well as working tools), the Giove utensil holder is the perfect complement to the Stilus utensil set. Stainless-steel bodies and leather-trim handles combine to make a unique set of tools fit for every fire. The leather colors available are black, gray, dark brown, tobacco, red, and green. Contact: (914) 764-5679 or www.wittus.com. Circle Reader Service No. 168

Valor Lift Freestanding Fireplace With River-rock Fire Showcasing concrete, casting, and steel finishes of the finest quality, the Lift combines Valor radiant heat with contemporary design. Available in both river-rock and log fire beds, the Lift is part of the proven Portrait series engine. Contact: www.valorfireplaces.com. Circle Reader Service No. 169

New Phoenix Outdoor Modular Collection Terra introduces Phoenix, a new outdoor modular deep seating collection that is style setting and earth friendly. This collection allows multiple configurations to furnish any outdoor area, no matter how large. Phoenix maintains the quality, style, and function of great contemporary designs that are devoid of superficial elements and are in harmony with nature and people. This outdoor collection is specially engineered with extruded-aluminum frames and carefully molded antimicrobial QuickDryFoam, and it is available in over 200 Sunbrella fabrics for durability and easy cleaning. Contact: (626) 912-8523 or www.terrafurniture.com. Circle Reader Service No. 172

Mezzo Pizza Oven

Tamarack Collection by OW Lee The new Tamarack collection by OW Lee embodies outdoor luxury with an organic (yet refined) appeal. The 100% aluminum frame allows this collection to be enjoyed year-round and in any climate, whether at the family lake house or a desert vacation retreat. The large-scale deep seating pieces feature plush, deeply set cushions, making the Tamarack collection comfortable and stylish. Contact: (800) 776-9533 or www.owlee.com. Circle Reader Service No. 170

Sterling The new Sterling by Twin-Star International features infrared technology and has an LED display. The Sterling maintains a soft, moist, safe heat (warming up to 1,000 square feet) without reducing oxygen or humidity. Its full-length, open center shelf is perfect for media components and storage. The mantel doors come with adjustable hinges and are available in three interchangeable designs: wood, glass, and speaker grill. Contact: twinstarhome.com. Circle Reader Service No. 171

Stone Age Manufacturing introduces the Mezzo™ wood-fired pizza oven, the perfect complement for the company’s cabinet component system kitchen islands—offering 810 square inches of cooking area, an arched-roof design echoing the traditional ovens of the Old World, and plenty of thermal mass for optimum cooking performance. Constructed of reinforced refractory concrete, the Mezzo offers simple assembly and will provide years of trouble-free cooking enjoyment. Contact: www.stoneagemanufacturing.com. Circle Reader Service No. 173

Thelin Providence Pellet Insert Thelin Hearth Products is proud to introduce the 2011 Vesta Award–winning Thelin Providence pellet insert. The 45,800 Btu-per-hour Providence pellet insert is available in two styles, the Providence (with curved side panels and a smooth surround) and the traditionally styled Providence Signature (with furniture detailing). Both face styles simply bolt to the insert’s engine, to reduce SKUs. Surface finishes include painted and powder-coated colors and a variety of attractive stone and tile panel options. The Providence uses at least six times less power than ordinary pellet stoves and can run for over two days with one 90 ampere-per-hour deep cycle battery with no inverter—making it ideal for off-the-grid and solar applications. Operating costs, at $0.15 per kilowatt hour, can be less than $4 per month. Contact: (530) 273-1976, sales@thelinco.com, or www.thelinco.com. Circle Reader Service No. 174

November/December 2011 Patio & Hearth Products Report

PRODUCT

URComfort System by Tropitone

PelletDécor

The adjustable URComfort™ system by Tropitone® allows you to find the most comfortable position without getting out of the seat. There is an adjustable tension knob on each side of the seat that allows you to restrict or encourage movement. Whether you want less movement, sitting at a table, or more movement, with your feet on an ottoman, the URComfort system can be easily adjusted to your satisfaction. URComfort designs include cushions, traditional single-layer slings, double-layer duplex slings, and elegant new padded slings. Contact: www.tropitone.com. Circle Reader Service No. 175

The PelletDécor is the exciting new furniture-quality storage and dispensing system for anyone using heating pellets in the home. The PelletDécor adds style and elegance to any room, eliminating the daily chore of struggling with unmanageable pellet bags or unsightly containers. While taking up less than 4 square feet of floor space, the PelletDécor holds 250 pounds of heating pellets. Contact: www.pelletcan.com. Circle Reader Service No. 178

Stylish Pellet Holders Designed exclusively by Apros of Italy and imported by Wittus, these steel bins for storing pellets make it easy to keep a pellet stove brightly burning. Cleverly integrated elements of industrial materials and color produce a product that is fashionable and functional. The accented color handles and refined bodywork add style when the bin is placed next to a stove or stationed conveniently nearby. The available metal color accents are orange, gray, white, green, and tan. Contact: (914) 764-5679 or www.wittus.com. Circle Reader Service No. 176

Valor L1 Linear With Murano-glass Fire and Enamel Black Liner

Grandview 230 Wood-burning Stove

A highly effective radiant and convective heater, the L1 raises decorative widescreen fireplace standards. Showcasing leading-edge design, high-quality finishes, and high efficiency, the L1 series combines Valor’s proven performance with the latest in linear design. Contact: www.valorfireplaces.com. Circle Reader Service No. 177

Eminently elegant, with an array of versatile design options, the latest EPA-certified entry from the Country® collection from Lennox Hearth Products raises the standard for home heating. Expansive ceramic glass gives unobstructed views of the fire, while the advanced refractory system and innovative heat exchanger combine to deliver the perfect amount of radiant heat. Easy operation and one-touch control make product interaction a breeze. Contact: www.lennox.com. Circle Reader Service No. 179

Acapulco Collection Combining comfort and unique style, the Acapulco collection provides the ambience needed for hours of luxurious entertaining and relaxation. This arrangement brings exceptional character and charm into any outdoor setting. Contact: (925) 743-4000 or www.z-linedesigns.com. Circle Reader Service No. 180

Patio & Hearth Products Report November/December 2011

New Vermont Castings Victory Direct-vent Gas Insert Vermont Castings’ iconic style reaches inspiring heights with the Victory insert, featuring six decorative faces and seven rich colors. From contemporary style to handcrafted details, there’s a look for every customer. Two new brick liners and a black porcelain liner offer stylish options on the inside, and with features like rear-burner shutdown, the exclusive Total Signature Command™ system, and increased efficiency, the Victory insert delivers a winning combination, every time. Contact: www.vermontcastings.com. Circle Reader Service No. 181

New Hargrove Firepit Offers Outdoor Ambience Hargrove introduces the new 36-inch Rattan firepit. This beautifully textured resin tabletop firepit features a 24-inch–diameter stainless-steel drop-in burner. Multiple media options—such as fireglass, firebeads, or lava rock—and a log set can be used to complete the desired look. Removable side panels allow for a 20-pound propane tank to be concealed underneath the unit. All of this comes with a great price point for a tabletop firepit. Contact: (800) 725-4166, www.hargrovegaslogs.com, or markh@e-hargrove.com. Circle Reader Service No. 184

Fire Magic Cut & Clean Combo Installed in a grill-island countertop, this cleverly designed accessory lets you slice and dice on a Fire Magic bamboo cutting board, then sweep debris right into a trash receptacle below. A stainless-steel–handled lid tops both the trash chute and the custom cutting board for sanitary purposes, keeping insects and odors at bay. The Cut & Clean Combo works in conjunction with the Fire Magic trash container—or for independent use, with a basic plastic trash can found at any home-improvement store. Contact: (800) 332-3973 or www.rhpeterson.com. Circle Reader Service No. 185

Grand Meridian Fire Ring FMI Products’ newest addition to complement Grand Meridian modular masonry fireplaces, the Grand Meridian fire ring, features a 48-inch opening with a separate burner pan. It is available with a piezo ignition system; it has a manually adjustable 90,000-Btu flame in a lava-rock ember bed. This totally modular system assembles easily. Contact: (866) 328-4537 or www.fmiproducts.com. Circle Reader Service No. 182

SCHOTT ROBAX With SCHOTT ROBAX®, Stellar Hearth Products was able to create a beautiful new design for its mirror glass-ceramic fireplaces. Stellar uses the mirror-coated glass-ceramic panels to reflect the flames from multiple angles. This technology can be found in Stellar direct-vent gas fireplaces and gas log sets for both masonry and zero-clearance wood-burning fireplaces. Contact: (941) 831-2200 or www.schottrobax.com. Circle Reader Service No. 183

Taste the Potential Achieve old-fashioned, smoky flavor and smoking-hot profits with the WoodMaster Whole Hog pellet grill. The 1,380–square-inch cooking surface and an optional 1,000–square-inch second rack provide balanced heat to keep up with hungry guests. It’s easy to envision the sales potential—and even easier when you get a bite of the tasty, wood-fired results. Contact: www.WoodMasterPelletGrills.com Circle Reader Service No. 186

November/December 2011 Patio & Hearth Products Report

PRODUCT

Miami Collection Grand in scale and richly detailed, the Miami collection captures a sophisticated look rarely seen in outdoor furniture. Woven by hand of ultrawide all-weather wicker that is then wrapped around a sturdy aluminum frame, the Miami has superior durability against the elements, while providing style and appeal. Contact: (925) 743-4000 or www.z-linedesigns.com. Circle Reader Service No. 187

GeoBella This unique line of high-end performance outdoor-cushion fabrics is made of 100% olefin yarns recycled from postindustrial waste, which lends itself to repeat recyclability. GeoBella’s beautiful, earth-friendly fabrics feature a soft, touchable texture that recreates the comfort of indoor furniture, yet has the stability, strength, and durability needed for outdoor-cushion applications. The fabrics do not absorb water and dry quickly, making them resistant to mold and mildew growth. Contact: (800) 221-5497 or www.phifer.com. Circle Reader Service No. 189

Plantation MAX Cantilever by TUUCI

Napoleon’s Infrared Series Direct-vent Gas Inserts Napoleon’s new IR series direct-vent gas inserts feature Napoleon’s advanced infrared technology and flame modulation. The new XIR gas inserts offer a modulating dual-burner system that results in a firebox filled with a stunning triple flame pattern. A multitude of designer options are available to create the exact statement you have been looking for; style, comfort, and efficiency—the IR series has it all. Contact: (800) 461-5581 or www.napoleonfireplaces.com. Circle Reader Service No. 188

TUUCI’s Plantation MAX cantilever creates a cool retreat with warm ambience. Its exclusive Aluma-TEAK state-of-the-art hardwood finish is combined with TUUCI’s durable Armor-Wall Aluminum™ construction, making a parasol guaranteed to endure for generations. Featuring classic European tailoring, the Plantation MAX cantilever provides 144 square feet of uninterrupted shade and ambience. Contact: www.tuuci.com. Circle Reader Service No. 190

New Space-saving Island Design Bull Outdoor’s Little Q island is the perfect solution for space-challenged backyards. The Little Q island has a very little footprint of 5.25x4.75 feet. It holds Bull Outdoor’s best-selling Angus 30-inch, five-burner grill and refrigerator. Families will love the fact that it seats four adults, with room to spare. Contact: (800) 521-2855 or www.bullbbq.com. Circle Reader Service No. 191

Patio & Hearth Products Report November/December 2011

The new products your customers want from you are here.

HPBExpo 2012. For great business ideas and an incomparable sense of community, HPBExpo is the event for you. Come to: Q Find new ideas to build your business Q Test the new models Q Check out the latest designs Q Network with the pros developing the innovations Q Hear from others how they’re growing profits Q Attend the Vesta Awards, honoring new products Q Learn in educational seminars led by industry insiders Q And enjoy the camaraderie at this year’s can’t-miss Tailgate & Cook-off and Honky Tonkin’ Nashville Style Party

"EVERY YEAR THERE’S SOMETHING NEW ESPECIALLY SINCE THE VESTA AWARDS DEBUTED—AND IT’S IMPORTANT FOR US TO BE AWARE OF THOSE INNOVATIONS. HPBEXPO IS OUR BEST OPPORTUNITY TO SEE ALL THAT TECHNOLOGY AT ONE TIME."

ANAHEIM PATIO & FIRESIDE, INC.

HPBExpo 2012 | Georgia World Congress Center | Atlanta, Georgia Exposition: March 1 – 3 | Education: February 29 – March 3

Innovations & Ideas for Indoor-Outdoor Living

2012

www.hpbexpo.com Circle Reader Service No. 61

ad Advertiser

product profiles D I R E C T O RY

INDEX Phone

Website

Page

Agio ............................................(888) 997-7623 ..........www.agio-usa.com ............................5 Big Green Egg ..............................(770) 938-9394 ..........www.biggreenegg.com ....................47 Bromic Heating ..............................+61 (2) 9748-3900......www.bromicheating.com....................31 California Outdoor Concepts ............(877) 274-6773 ..........www.californiaoutdoorconcepts.com ....35 The Companion Group....................(800) 521-0505 ..........www.companion-group.com ..............29 Empire Comfort Systems ..................(800) 851-3153 ..........www.empirecomfort.com....................27 ENERVEX ......................................(800) 255-2923 ..........www.chimneyfans.com ......................37 Eon ..............................................(866) DIAL-EON ............www.eonoutdoor.com........................51 Gensun Casual Living ......................(866) 964-4468 ..........www.gensuncasual.com ......................9 Glen Raven/Sunbrella ....................(336) 221-2211 ..........www.sunbrella.com ..........................41 The HammockSource ......................(800) 334-1078 ..........www.thehammocksource.com ............49 Hearth & Home Technologies............(800) 669-4328 ..........www.hearthnhome.com ....................64 Hearth, Patio & Barbecue Association....(703) 522-0086 ..........www.hpbexpo.com ..........................61 Hitzer............................................(260) 589-8536 ..........www.hitzer.com ................................48 Infratech ........................................(800) 421-9455 ..........www.infratech-usa.com ......................11 Lennox Hearth Products ....................(800) 9-LENNOX ..........www.lennox.com ................................3 Mallin Casual Furniture ....................(800) 251-6537 ..........www.mallinfurniture.com ....................19 Miles Industries ..............................(800) 468-2567 ..........www.valorfireplaces.com ..................23 MLW Stone ..................................(800) 477-7665 ..........www.mlwstone.com ..........................53 Monessen Hearth Systems ................(800) 867-0454 ..........www.monessenhearth.com ................25 Napoleon Products ........................(800) 461-5581 ..........www.napoleonproducts.com ................7 OW Lee........................................(800) 776-9533 ..........www.owlee.com ..............................15 Patio Renaissance ..........................(866) 690-5673 ..........www.patiorenaissance.com ................21 Pro-Fab..........................................(888) 933-4440 ..........www.profab.org ..............................43 RH Peterson Company ....................(800) 332-0240 ..........www.rhpeterson.com ........................13 Selkirk Corp. ..................................(800) 992-8368 ..........www.selkirkcorp.com ........................63 Stone Age Manufacturing ................(877) 371-8861 ..........www.stoneagemanufacturing.com........39 Wittus ..........................................(914) 764-5679 ..........www.wittus.com................................45 Z-Line Designs ................................(925) 743-4000 ..........www.z-linedesigns.com ........................2

Company

Page

Advanced Environmental Recycling Technologies..................................45 Agio ......................................................................................44, 48 Alfresco Home ..............................................................................50 Ardisam........................................................................................45 Bella-Dura ....................................................................................53 Big Green Egg ..............................................................................49 Big Woods Hearth Products ............................................................46 Bromic Heating........................................................................45, 49 Bull Outdoor..................................................................................60 California Outdoor Concepts ....................................................44, 46 Capel Rugs ..................................................................................45 Casual Creations ..........................................................................46 Colonial Road Woodworks........................................................46, 49 The Companion Group ............................................................48, 51 Condar ........................................................................................46 Couristan ......................................................................................47 Creekvine Designs..........................................................................46 Dimplex........................................................................................52 Empire Comfort Systems ............................................................47, 53 ENERVEX ................................................................................47, 49 Eon ......................................................................................44, 52 Erwin and Sons ............................................................................48 FiberBuilt Umbrellas ........................................................................48 FMI Products ................................................................................59 Gensun Casual Living ..............................................................49, 50 Glen Raven/Sunbrella ..............................................................47, 48 The HammockSource ................................................................50, 52 Hargrove ......................................................................................59 Hearth & Home Technologies ....................................................44, 54 Hitzer ....................................................................................51, 53 Infratech ................................................................................54, 56 Kenyon Appliances ........................................................................50 Kingsley-Bate ................................................................................51 Koverton ......................................................................................50 Lennox Hearth Products ............................................................50, 58 Mallin Casual Furniture..............................................................51, 53 Miles Industries ........................................................................57, 58 MLW Stone ..................................................................................54 Modern Home Products ..................................................................45 Monessen Hearth Systems ........................................................54, 59 Napoleon Products ............................................................52, 56, 60 NorthCape International ..................................................................55 Outdoor Lifestyle ......................................................................52, 55 OW Lee ................................................................................52, 57 Patio Renaissance ....................................................................55, 56 PelletCan ......................................................................................58 Phifer ..........................................................................................60 Pro-Fab ..................................................................................47, 56 Regency ......................................................................................55 RH Peterson Company ..............................................................53, 59 SCHOTT ROBAX ..........................................................................59 Selkirk Corp. ..........................................................................55, 56 Stone Age Manufacturing ..........................................................55, 57 Telescope Casual ..........................................................................54 Terra Furniture ................................................................................57 Thelin Hearth Products ....................................................................57 Tropitone ......................................................................................58 TUUCI..........................................................................................60 Twin-Star International......................................................................57 Wittus ....................................................................................56, 58 WoodMaster ................................................................................59 Z-Line Designs ........................................................................58, 60

Patio & Hearth Products Report (ISSN 1939-6929) is published bimonthly by Peninsula Media, 21250 Hawthorne Blvd., Suite 700, Torrance, CA 90503. US Postage Paid at Lebanon Junction, KY 40150. November/December 2011, Vol 6, No 6 ÂŠ 2011 Peninsula Media. All rights reserved. No part of this publication may be reproduced in any form without written permission from the publisher. POSTMASTER: Send address changes to Peninsula Media, 21250 Hawthorne Blvd., Suite 700, Torrance, CA 90503-5514, patioandhearth@halldata.com, phone: (847) 763-9261. While the publishers have made every effort to ensure the accuracy of the materials presented in Patio & Hearth Products Report, they are not responsible for the correctness of the information and/or opinions expressed.

Patio & Hearth Products Report November/December 2011

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