Patio & Hearth Product Report November/December 2013

PAT I O R E N A I S S A N C E

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CALIFORNIA OUTDOOR CONCEPTS

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Circle Reader Service No. 2

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V I E N TO

2010 | 2012 | 2013

Circle Reader Service No. 3

Manufacturer of the Year

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contents November/December 2013

| Volume 8, Number 6

features 8

Guest Editorial – HPBA Gears Up for HPBExpo

By Jim Hussong

The Hearth, Patio & Barbecue Association’s chair discusses why 2014’s HPBExpo is a must-attend event for retailers and manufacturers.

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Product Spotlight – Sought-after Stoves

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By Cheryl Dangel Bartolini

Clean-burning, sleek stoves are a hot commodity this winter.

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Marketing Maneuvers – Seasonless Sales

By Cheryl Dangel Bartolini

New Hampshire’s Seasonal Specialty Stores finds success by marketing its outdoor offerings all year long.

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Hearth Retailer Profile – Fireplaces and More

By Sharon Sanders

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Bromwell’s is more than a hearth store: It’s an appealing home-furnishings boutique.

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Outdoor Grilling – Braving the Odds

By Cheryl Dangel Bartolini

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Combining a home-delivery propane service with grill sales creates a lucrative business for this Florida entrepreneur.

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Showroom Showcase – Shopping Locally

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By Sharon Sanders

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South Sea Rattan has prospered by successfully blurring the line between its stylish furniture offerings in indoor and outdoor wicker.

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Corporate Profile – A Grand Arrival

By Jesse Burkhart

Insight – Proper Pricing

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Patio & Hearth Products Report November/December 2013

Insight – Retro Reigns

By Cherise Forno

Elmira Stove Works is known for its vintage designs for modern home appliances.

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Last Word – Dream Kitchens

By Greg Thompson

Galaxy Outdoor’s modular customized kitchens are growing in popularity throughout the United States.

in every issue 6

Duck Publisher’s Viewpoint and Editor’s Message

By Cherise Forno

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Industry News – Edited by Kris Kyes

Summerset Professional Grills attracts fans by offering a wide range of products and prices— to meet each customer’s needs and budget.

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What’s New: 6 Hot Products to Sell Now

Insight – Customizable Furniture

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Product Profiles

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Product Profiles Directory

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Ad Index

By Cherise Forno

Parker James distinguishes itself by extending innovative customization options to retailers and their customers.

On the Cover | Miles Industries, www.valorfireplaces.com

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By Cheryl Dangel Bartolini

Alfresco Home’s new permanent showroom at the Merchandise Mart has boosted the company’s nationwide brand.

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Product Innovation – Good Times Ahead With new-home construction and retail spending on the upswing, Hearth & Home Technologies is responding to the needs of consumers and dealers.

Casual Image’s spectacular merchandise displays and spotless service set it apart from ordinary mass retailers and big-box stores.

As I See It – Wicker Wonders

By Sharon Sanders

Ratana Home and Floral has responded to pent-up consumer demand by offering an exciting array of sophisticated designs.

By Sharon Sanders

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My Turn – Catch-up Consumption

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Follow us on Twitter: @patiohearth www.Facebook.com/PatioHearthProductsReport

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DUCK On October 29, 2013, I had the privilege of appearing on Hallmark

Channel’s “Home & Family” program.

Hosted by celebrities Mark Steines and Cristina Ferrare, this two-hour, familyoriented television show is geared around celebrity interviews; in addition, it provides unique, innovative ideas from industry experts about everything from cooking, beauty secrets, nutrition, and weddings to travel, home improvement, education, and health care, as well as numerous other general-interest topics.

As publisher of Patio & Hearth Products Report, I was invited to appear on the show for a segment about outdoor living. Always looking for an opportunity to talk about and promote outdoor living—and also wanting to see whether Hollywood would be the next step in my career (trust me, I’m keeping my day job)—I jumped at the opportunity to be on the show.

During my segment, I spoke with Steines and Ferrare about the growth and popularity of outdoor living; the improvements in outdoor-living products and collections that have con-

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PUBLISHER’S VIEWPOINT tributed to the success of this market segment; how to enhance your outdoorliving space without breaking the bank; and products, such as fire tables, that help extend the outdoor-living season (while bringing a welcome ambience and warmth to any patio, backyard, or outdoor-living setting). Through the generosity and assistance of the manufacturer, the segment featured a 42-inch chat-height fire table from OW Lee (Ontario, California).

From the show’s hosts to its producers and crew (and many of the other experts who appeared on that day’s show), everyone loved the fire table.

Many people commented on how realistic the flame looked, how inviting it was to sit around a fire table, and how much they liked the chat-height version of a fire table/firepit. A few experts even commented that they were seriously going to look into buying fire tables for their homes.

I was also approached by producers who had seen copies of P&HPR, and they shared with me how much they enjoyed looking at the photos in the

Tony Ramos and Al Robertson

Justin Ramos

magazine—and in particular, Product Profiles (our new-products section).

The depth, breadth, beauty, and quality of the products featured in P&HPR impressed them greatly. The comments and responses (before, during, and after the taping) to the topic of my segment, as well as to our publication, are yet another reminder that people really do love the concept of outdoor living.

Many consumers are enamored of outdoor-living products, and they want to enhance and improve their outdoorliving areas. Sometimes, all of us in the industry need to be reminded that the products and collections that we manufacture, sell, and promote are highly desired by the general public.

On the show that I was part of, the celebrity guest was Al Robertson, the eldest son of Phil Robertson (patriarch

of the Duck Commander Inc. and “Duck Dynasty” family). If first impressions count, you won’t find nicer people than Al Robertson and his wife, who also attended the taping of the show.

My younger son, Justin, is the number-one fan of “Duck Dynasty.”

Robertson was kind enough to give me an autographed photo for Justin. When I got home—and for at least six hours afterward—I was the world’s best dad.

Robertson shared with me that his younger brother, Willie, CEO of Duck Commander, has a large firepit in his backyard and that he loves to cook over it. I didn’t bother to ask what he likes to cook over his firepit. I assume that it’s duck.

TONY RAMOS PUBLISHER TRAMOS@PENINSULA-MEDIA.COM

FROM THE EDITOR Every retailer understands the importance of publicity.

“There is only one thing in the world worse than being talked about, and that is not being talked about,” as Oscar Wilde

(1854–1900) wrote in “The Picture of Dorian Gray.” In today’s retail environment, with a dizzying array of sales channels clamoring to be heard, it’s hard to cut through the noise to get your word out—yet the cost of hiring advertising agencies and placing targeted ads (in either digital or print media) can be exorbitant. Fortunately, there are many affordable ways 6

for retailers to generate publicity about their products and services.

Tony’s October 29 appearance on the Hallmark Channel’s “Home & Family” program made me think about the value of good old-fashioned publicity. In this segment, Tony not only helped promote the concept of outdoor living, but described specific products that are popular with consumers.

For those of you located in cities with local television shows, newspapers, and magazines that report on home and living topics, consider approaching producers and editors to let them know that you are an authority on outdoor living, grilling, or fireplace design.

Media outlets are always searching for news on industry and product trends, and your expertise makes you the perfect spokesperson. A specialty hearth dealer can provide information on preparing a fireplace

Patio & Hearth Products Report November/December 2013

for the winter season or incorporating a contemporary, energy-efficient gas insert into a home-remodeling project. A grill retailer can showcase new pizza ovens, which are gaining popularity throughout the country. An outdoor-furniture store’s owner can offer specific details on how to transform an outdoor space into a fully functional outdoor room.

In addition to using traditional media, brick-and-mortar stores can connect with customers inexpensively through online sources. Most specialty retailers have begun to use social media, but it’s critical to maintain an interactive, updated site, whether it involves Facebook, Twitter, or your own website. Being active on socialmedia sites will increase awareness of your store and will prove to customers that you run a business that’s in step with the times.

To increase the number of

followers of your Facebook or Twitter account, consider conducting a contest. For example, offer a $50 store gift card as the raffle prize for participants who like you on Facebook—or you could ask a question about a product on your website or blog.

The first person to answer wins.

On Facebook, you can also use the Notes app to create a special, limited-time Family and Friends promotion in which users of a specified code will receive a discount. This message can then be sent to all the store’s Facebook friends (with a request that they pass along the deal to their own friends). It should also be shared on Twitter, Pinterest, Foursquare, and anywhere else that you have a social presence.

As Twitter continues to gain popularity with younger consumers, use it to share photos (via TwitPic), host contests, promote in-store events, advertise sales, and retweet cus-

tomers’ endorsements of your products and services. Ask satisfied customers to write reviews on sites such as Yelp, Insider Pages, and Citysearch— or star in your own YouTube series, with videos that also can be posted on your website and on social-media sites.

Partner with local designers and other home experts to host educational seminars in your store. This is a cost-effective way to market to the community and build relationships with referral sources. Sponsor local youth sports teams, maintain an interactive blog on your website, or create an online newsletter with updates on new products.

Don’t feel bad about dropping your expensive telephonedirectory or newspaper advertising. Some of the most effective publicity strategies are well within your budget.

CAROL DAUS EDITOR CDAUSWRITE@SOCAL.RR.COM

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guest editorial

PUBLISHER Tony Ramos tramos@peninsula-media.com

HPBA GEARS UP FOR HPBEXPO

EDITOR Carol Daus

by JIM HUSSONG

I

t’s incredible that we are approaching the end of the year, and holiday celebrations will soon be dominating our calendars. I hope that we’ll all have time to relax, spend some quality time with our friends and families, and be thankful for the good fortune we’ve had this year.

It seems that the economy is bounc-

ing back and that the housing market is on the mend—good news for the manufacturers, distributors, dealers, and retailers in our industry. As we all know in business, though, we can never rest on our laurels. We always need to look ahead and see what’s on the horizon.

For that reason, while the year is winding down, activities at the Hearth, Patio & Barbecue Association (HPBA) keep moving at a rapid pace.

While we all can agree that the HPBA provides its members with some extremely valuable benefits, it is HPBExpo that really gets our industry motivated and excited about new business opportunities that lie ahead.

Our Expo Committee and staff are working diligently to ensure the success of HPBExpo in 2014. As HPBA chair, it is my goal to solidify the foundation that keeps our show—and association—strong.

HPBExpo is the primary trade show for the hearth and barbecue industries. This annual event features the newest technologies (as well as the latest products) for indoor and outdoor living, and it provides the forum where buyers and sellers can do business face to face. Since the HPBA sponsors and manages the show, it invests the show’s profits back into industry programs for members.

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cdauswrite@socal.rr.com

HPBExpo is the meeting and buying place for companies—both new and old—and it also generates a level of public-relations exposure that many companies couldn’t buy. An attendee favorite is the HPBExpo Tailgate & Big Green Egg Celebrity Chef Cook-off Competition in our outdoor burn area: what a fun way to see old friends (and make new ones).

HPBExpo brings North America’s specialty retailers management knowhow, technical expertise, and networking opportunities that many can’t find in their communities. The educational workshops developed by the Hearth, Patio & Barbecue Education Foundation (HPBEF) bring incomparable value to HPBExpo attendance. The HPBEF’s certification program, the National Fireplace Institute® (NFI), certifies installers on the safe and proper installation of wood, gas, and pellet products. The NFI’s courses and exams are also offered at HPBExpo.

The 2014 show will take place in Salt Lake City, Utah, on March 5–8.

While we are all pressed for time and resources, this is the place to sharpen your competitive edge and gain a fresh, new perspective on your business. I urge you to attend.

In other HPBA news, to help serve our members better, the HPBA is beginning to implement a new sections model. For 2013, the first three sections (now up and running) are barbecue, wood and pellet appliances/accessories, and gas appliances/accessories.

By moving to the section model, we hope to identify and offer more tailored benefits for all members. Under this structure, each section is responsible for initiating and funding new programs that would directly affect its segment of the industry. Keep in mind that these special projects/programs would not replace the current activities that the HPBA already performs for its members.

For example, promotional activities concerning barbecue (the May Is National Barbecue Month campaign, the Fall/Thanksgiving campaign, social-media use, and more) would remain the same. These HPBA pro-

Patio & Hearth Products Report November/December 2013

grams would continue just as they have in the past.

New funding would be collected in the form of assessments. The assessments would be collected only for new, unique, special programs that the sections might want to undertake.

They could involve, for example, government affairs, promotion, market research, or codes/standards. No assessments would be collected unless the section votes in favor of a new project.

For example, the barbecue section could decide that there is a great new opportunity for the industry that could be used to its best advantage in a new promotional campaign: a television spot, a radio ad, or similar media exposure. Section members would introduce the idea and then work with HPBA staff to develop the idea and create a proposal (which would include an action plan and a budget).

The section would then vote on whether to initiate and fund the program. Assuming that the proposal has been accepted, is consistent with the HPBA’s mission and policies, and is fair to members, the section and HPBA staff would be responsible for the execution and overall success of the program.

This approach ensures that those members who are directly affected by a project have a direct say in creating and running the program. Until now, the final decisions were made by some members of the affected industry, but not all. I am happy with this new format, and I am certain that it will help the HPBA serve the individual needs of its members better.

All of our industry segments have specialized needs, and the HPBA is committed to serving its members in a way that’s suited for their success.

Just as your holiday table offers an array of delicious dishes to please every palate, the HPBA’s menu of benefits will keep you full—and focused on the year ahead.

ART DIRECTOR Cassandra Estes cassestes1968@gmail.com ASSOCIATE EDITOR Kris Kyes kris@peninsula-media.com STAFF WRITERS Cheryl Dangel Bartolini Jesse Burkhart Cherise Forno Kimberly Rodgers Sharon Sanders Greg Thompson SOCIAL-MEDIA EDITOR Greg Thompson 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

Tony Ramos Peninsula Media 21250 Hawthorne Blvd., Suite 700 Torrance, CA 90503 (310) 792-7448 (310) 792-7449/Fax (310) 968-3962/Cell tramos@peninsula-media.com

SUBSCRIPTION INQUIRIES: Patio & Hearth Products Report PO Box 2190 Skokie, IL 60076-7890 Subscribe online: www.peninsula-media.com/subscribe.html

Jim Hussong is chair of the Hearth, Patio & Barbecue Association and is president of Kozy Heat (Lakefield, Minnesota).

Email: patioandhearth@halldata.com Phone: (847) 763-9261

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NEWS

INDUSTRY

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by KRIS KYES

Innovative Hearth Products Launches Envy Direct-vent Gas Fireplace Innovative Hearth Products (IHP), manufacturer of FMI Products and Lennox Hearth Products, officially launched the new Envy™ direct-vent gas fireplace in the retail marketplace in September 2013. Envy incorporates new and enhanced fireplace technologies; improved design aesthetics, including a new log-set style; flame and glow presentation; increased energy efficiency; reduced emissions; enhanced safety features; and a fully developed line of accessories.

The new Envy fireplace, part of a

family of six units, offers dealers in the high-end specialty hearth retail market a versatile selection of product inventory with two style configurations: traditional and contemporary. Both styles are available with a wide range of accessories and design options.

The traditional Envy fireplace offers two realistic brick fireplace liners— champagne and merlot—or the option of a sleek, porcelain interior, for a transitional look. The contemporary style comes with a standard porcelain interior and five glass-media options: rain,

sky, midnight, cloud, and sunset. Each configuration can be customized to match any home’s decor.

Glenn Thomson, vice president of sales and marketing for IHP, says, “The development and launch of Envy further increase our ability to provide dealers and retailers in the hearth retail market with technologically advanced and artistically designed fireplace options to upgrade their inventories.

The introduction of Envy will fill a void in our product portfolio, offering both form and function in a whole

Hearth Industry Mourns the Loss of Dan Shimek Outdoor GreatRoom Company™

founder and hearth-industry veteran Dan Shimek passed away on October 11, 2013, in his Apple Valley, Minnesota, home at the age of 65. His enthusiasm for life and dedication to friends and family will

the Shimek brothers merged their company with Heatilator® to form Hearth & Home Technologies™ (HHT), the largest

Kay and Dan Shimek

Dan Shimek

be missed by all. In 1975, Dan and Ron Shimek had an inspiration for indoor wood and gas fireplaces that changed an industry and became the foundation of Heat & Glo® Fireplaces. Starting out small (in a garage) and building the company, from the ground up, into a $600 million business, Dan and Ron Shimek became successful entrepreneurs and visionaries in the hearth industry.

Brothers Steve and Gerry Shimek joined them soon after, and in 1996,

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manufacturer of hearth products in North America, with Dan Shimek as president of the company. Together, Dan and Ron Shimek held more than 30 patents.

In 2002, Shimek retired from HHT, but not long after, he started Fire Stone Home Products. Fire Stone originally started out as a business focused on grills and evolved into an outdoor-living company. The company changed its name in 2008, becoming The Outdoor GreatRoom Company and focusing on providing high-end gas firepits, outdoor fireplaces, grills, pergolas, furniture, and more. In 2012, the company began a division for indoor electric fireplaces

Patio & Hearth Products Report November/December 2013

(to provide products for every season of the year) called GreatCo. Shimek recently celebrated the 10th anniversary of The Outdoor GreatRoom Company. After 10 years of hard work and countless challenges, 2013 had been a year of growth and success. Shimek could be proud of his legacy. There is no doubt that Shimek’s extraordinary vision and passion for the hearth industry will be a model for future entrepreneurs. His advances and creativity in the hearth industry will not be forgotten. The Outdoor GreatRoom Company will continue Shimek’s vision of providing innovative, high-quality products while treating everyone with dignity and respect.

Shimek was preceded in death by his parents, George and Laura Shimek, and by his brother, Ron Shimek. Survivors include his wife, Kay; his children, Jessica Shimek, Danielle Dhaliwal, Kent Shimek, and Richelle Shimek; and his siblings, Sue DeFore, Rosemary Moore, Carol Lenhart, Steve Shimek, and Gerald Shimek. Donations can be made in Shimek’s name at www.justgive.org/danshimek.

The Envy™ direct-vent gas fireplace

new way.”

One of Envy’s advanced features is IHP’s coveted and exclusive FullFlame™ burner technology.

FullFlame delivers a strong fire presentation at both high and low settings, thus emitting more or less heat (as desired) and enabling Envy to be enjoyed all year.

Performance-textile Manufacturer BellaDura Receives Legacy Leader Award Bella-Dura has been named a Legacy Leader by the Cradle to

Cradle Products Innovation Institute.

The Legacy Leader Award is given to companies for developing products that meet specific sustainability standards. One of only six brands being honored, Bella-Dura was introduced in 2002, after three years of teaming, testing, and planning with technical and design experts.

Irwin Gasner, president of Wearbest Sil-Tex Mills (the parent company of Bella-Dura), says, “We are thrilled and honored to be receiving this award. When we set out to create Bella-Dura, our intention was to develop a high-performance fabric that was highly sustainable, and this award reflects the high level of our success.”

Bella-Dura, as its name implies, is beautiful, durable, and sustainable.

Woven with a proprietary fiber that is 100% solution dyed, Bella-Dura has more inherent attributes than any other indoor/outdoor textile in the marketplace today: Its tolerance exceeds 50,000 double rubs, it exhibits more than 1,500 lightfast hours, it has stain and microbial resistance, it is bleach cleanable, and it is recyclable. In fact, Bella-Dura is the only textile on

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the market with fibers (synthetic or natural) that begin as a byproduct (postindustrial waste) and end as a 100% recyclable material.

Bestowed upon Bella-Dura were both the first-ever 2008 Earth Minded Award from the American Society of Interior Designers and a C2C Silver certification from McDonough Braungart Design Chemistry. Each time, Bella-Dura was the first and only environmentally friendly indoor/outdoor textile to earn these awards.

Patio Renaissance Hires Mike Gorr as Vice President of U.S. Operations Patio Renaissance recently added Mark Gorr to its management team.

As vice president of U.S. operations,

Mark Gorr with Albert Lord (seated)

Gorr will oversee the production and distribution of both domestic operations (in Rancho Cucamonga, California, and Charlotte, North Carolina). Gorr has extensive knowledge and experience in the casual-furniture industry with previous tenure at Z-Line Designs and Tropitone Furniture.

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in terms of growth and support. Jodi Burson, formerly marketing manager, has been promoted to director of brand enhancement, overseeing marketing, promotions, publishing, and advertising.

According to Ardy Arani, managing director/CEO, “These strategic moves are important to align departments and resources more effectively with the services and support we provide to our distributor network, to maximize operational efficiencies, and to communicate more clearly areas of key responsibilities. As the company has grown, we have developed extensive programs requiring both strategic oversight and tactical support, and with this team in place, I am confident that we have positioned ourselves to maintain the highest levels of quality and support across the entire Big Green EGGsperience.”

West will continue to oversee the company’s present customer-relations areas, with an expanded focus on distributor-support solutions; customer satisfaction; and related support functions for distributors, dealers, and end users. Stone will provide resources and support to grow new and existing business opportunities for the Big Green Egg brand across the distributor network, domestically and internationally.

Burson will oversee all key areas of brand positioning across a variety of media and communications platforms. These moves follow another recent staff addition, with John Meadows joining the company as product and procurement manager—with responsibility for product and inventory optimization, logistical efficiencies, and ongoing product development.

The Big Green Egg Reorganizes Key Staff Positions

TUUCI Recognized as One of Nation’s Top Job Creators

The Big Green Egg Company has

For the second year in a row, Inc.

announced several promotions and expanded staff positions as it looks ahead to 2014 and the continued growth of the Big Green Egg brand.

The sales department has been restructured, resulting in the creation of two new positions.

Lou West, formerly sales manager, will assume a new role as distributorservices manager; Jerry Stone, formerly assistant sales manager, will assume a new role as business-development manager. Each will be responsible for key areas of the distribution network,

magazine has recognized TUUCI (Miami, Florida) as one of the nation’s top job creators, ranking the maker of innovative shade structures among the leading manufacturing companies in the magazine’s Hire Power Awards. The competition was created to celebrate privately held companies in the forefront of U.S. job creation. From 2008 to 2013, TUUCI nearly doubled in size, creating 97 new jobs and growing from 102 total employees to 199 today.

Eric Schurenberg, Inc. editor-in-

Patio & Hearth Products Report Appears on the Hallmark Channel Tony Ramos, publisher of Patio & Hearth Products Report,

recently appeared on the Hallmark Channel’s “Home & Family” to discuss recent outdoor-living trends and new products From left: Mark Steines, Cristina Ferrare, and Tony Ramos in the marketplace. The show’s cohosts, Cristina Ferrare and Mark played for viewers on the set. The Steines, were particularly impressed Emmy-nominated “Home & Family” with OW Lee’s Santorini 42-inch show airs each weekday morning chat-height fire table, which was dis- throughout the United States.

Phifer Introduces Native Escape Collection A perfect mix of warm earth tones and patterns with a tribal flair, Phifer’s Designed

Fabrics Native Escape collection brings Native American design to interior and exterior living spaces. The new Native Escape collection was inspired by traditional Native American designs and by patterns such as diamonds and geometric motifs.

Grounded by a rustic color palette, this furniture-fabric compilation incorporates modern The Native Escape collection updates through scale and unexpected colors.

Spiced reds and browns paired with new, warm golden browns—and unexpected color combinations of sunbaked yellow gold and warm gray—round out the fabric ensemble in various stripes, solids, and textures.

Phifer Welcomes Two New Designers to Its Fabric-design Team Phifer Inc., textile designer and manufacturer, is proud From left: Carol Harkey, Monica Thornton, and

to announce and welcome Raymond Neuse Raymond Neuse and Monica Thornton as its new textile designers. Neuse rejoins the Phifer design team, bringing the company more than 18 years of experience in the textile industry and more than 20 years as a freelance artist. He has used his skill and expertise to design a variety of different types of fabrics, from indoor/outdoor and home-decor to novelty and flooring. Neuse possesses a keen artistic eye, and his education includes a Bachelor of Fine Arts degree in painting from the Memphis College of Art, art studies at a consortium in New York, and attendance at the Governor’s School for the Arts.

With more than 23 years of experience, Thornton brings with her a vast, indepth knowledge of the textile industry, as both a designer and a customer.

Thornton’s resume includes experience in textile design, as a consultant in outdoor-furniture development, as a design manager for an outdoor-furniture company, and as creative director with a replacement-cushion company. Thornton holds a Bachelor of Fine Arts degree in interior design from the University of West Georgia.

November/December 2013 Patio & Hearth Products Report

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INDUSTRY NEWS chief, says, “This achievement is an amazing feat, given that much of the job growth came during the heart of the recession. It isn’t just the big guys that are creating jobs, but innovative entrepreneurial companies such as TUUCI.” TUUCI was founded in 1998 by

Dougan Clarke, who has redefined the shade category with distinctively designed parasols and shade structures made from marine-grade components.

The company’s leading-edge creations have garnered a loyal customer base among upscale resorts and hotels, while

TUUCI also provides parasols for the nation’s leading quick-service restaurants.

Summer Classics President and CEO Receives Entrepreneurship Award William Bew White III, president and

OW Lee Announces Sales Representative of the Year Award for 2013 OW Lee presented Gary and Rhonda Deane (of GR

Deane and Associates) with the Sales Representative of the Year Award for 2013.

This special presentation was made during a sales meeting/dinner at the Chicago International Casual Furniture & Accessories Market™.

From left: Gary Deane, Terri Lee Rogers, and Rhonda The Deanes have been Deane, at OW Lee’s annual sales meeting/dinner selling OW Lee’s products since 2005 in Arizona and New Mexico, and they added Utah and Colorado to their territory in 2009.

Over the years, they have successfully grown the territory—and this year, they enjoyed double-digit growth. Gary Deane was also the recipient of the ICFA Sales Representative of the Year Award in 2011.

The experience and reputation of the Deanes have been a contributing factor to OW Lee’s growth in the Southwest territory. The Sales Representative of the Year Award is presented each year in recognition of outstanding performance in achievement of sales goals, excellence in customer service, and comprehensive support of the management team in sales/marketing strategies.

OW Lee Receives ICFA’s Manufacturer of the Year Award OW Lee, manufacturer of high-end outdoor furniture,

firepits, and accessories, was honored with the From left: Chris Goff, Beverly Lee, Terri Lee Manufacturer of the Year Rogers, and Bob Lee (all from OW Lee) at the Apollo Award for 2013 at the Apollo Awards Chicago International Casual Furniture & Accessories ™ Market in September. One manufacturer was honored in each of eight categories. Manufacturers were then judged on design and quality of products, merchandising, customer service, ethics, communications, and trade relations.

Terri Lee Rogers, president of OW Lee, says, “We are very honored to be named Manufacturer of the Year. All of our employees work really hard to deliver the best, so this award means a lot to each and every one of us.” This is OW Lee’s second year in a row of winning this prestigious award; the company also received the Manufacturer of the Year Award in 2010 and 2012.

OW Lee was founded in 1947 in Pasadena, California, and is a premier manufacturer of fine wrought-iron and wrought-aluminum outdoor furniture and firepits. OW Lee manufactures heirloom-quality products in Ontario, California, and it is one of the few remaining companies in the outdoor-furniture industry that still manufactures its products in the United States.

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CEO of Summer Classics, recently received the Allan J. McDonald International Entrepreneur Award for 2013. The award was presented to White by the Society of International Business Fellows (SIBF) at a ceremony held on October 15 in Toronto, Ontario. Created by the SIBF class of 1987, this award serves to commemorate Allan J. McDonald, who both supported the organization and made major accomplishments in the field of international entrepreneurship.

An organization for global business leaders, SIBF both educates and connects those who are involved in the international business world. In addition, SIBF provides networking and mentoring opportunities to its members, who are active in business in more than 60 countries. Membership in SIBF covers all of the main sectors of business, as well as the nonprofit, government, and education sectors.

White has been in the indoor- and outdoor-furniture business for more than 30 years. He was a sales representative; from there, he has started and helped operate four separate companies, all of which have been successful: Summer Classics, Summer Classics Contract, Parker James, and Gabby.

Summer Classics has grown to be one of the largest companies in the industry.

Napoleon’s Logistics Center Opens in December By the end of 2013, construction on Napoleon’s new state-of-the-art logis-

tics center in Barrie, Ontario, will have

Napoleon’s new logistics center in Barrie, Ontario, is scheduled to open by the end of 2013

been completed, and the facility will be occupied. The 260,000–square-foot project is located adjacent to Napoleon’s corporate offices and manufacturing

facilities. With this additional space, the company now has a total of more than 1.4 million square feet worldwide. The logistics center is a major accomplishment for Napoleon, since it establishes centralization of all finished-goods warehousing and distribution—while freeing manufacturing space in the company’s three Barrie locations.

NorthCape International Relocates Corporate Headquarters and Warehouse Outdoor-furniture and accessories manufacturer NorthCape

International has relocated its corporate headquarters and warehouse from Bedford Park, Illinois, to a larger facility in Alsip, Illinois. Tom Murray, president, says, “This move will increase efficiency for all aspects of the business and position NorthCape well for continued growth and improved service.”

The new Alsip facility is approximately 50% larger than the previous headquarters location in Bedford Park.

Office space has tripled, and manufacturing space has doubled.

A leader in the outdoor furniture industry, NorthCape is dedicated to providing customers with high-quality, stylish, comfortable furniture at an affordable price. NorthCape’s five distribution centers help to minimize freight rates and shipping times for dealers, and two domestic cushion-manufacturing facilities facilitate speedy delivery of quick-ship and made-to-order cushions.

NorthCape International Unveils Redesigned Website NorthCape International recently redesigned its corporate website,

with a focus on improving the user experience and providing better resources for dealers. “We’ve invested in developing a corporate website that is not just pretty to look at, but is also easy to use, and that provides easy access to the resources that our dealers ask for most frequently,” Tom Murray, president, explains.

The new website, found at www.northcapeoutdoors.com, includes these site enhancements: optimized layouts for desktop computers, tablets, and mobile devices; usability and organizational improvements; higher-quality imagery; easier site maintenance; and dealer-locator information. The site has been configured to allow users to access

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GENSUN CASUAL LIVING

OUTDOOR KITCHENS Groundbreaking Innovation, Without Having to Break Any Ground.

Simple assembly, multiple configurations and numerous finish options for countertops and cabinets make Gensun Outdoor Kitchens the easiest and most affordable option for those who want the very best in outdoor living.

Visit Us Online At: www.GensunCasual.com

Bringing Outdoor Rooms to Life

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INDUSTRY NEWS the information that they seek in as few clicks as possible. By streamlining the site map, NorthCape hopes to increase the site’s functionality.

The quality and size of the images appearing on the website (and available to NorthCape dealers) have increased dramatically, compared with the resources available on the previous website. Dealers, especially, will be happy that images of collections and individual pieces are available (in the Dealer Tools section) in high resolution.

Jerry Montini Named NorthCape’s Representative of the Year NorthCape International has chosen Jerry Montini

as its Sales Representative of the Year.

Montini is an independent manufacturer’s Jerry Montini representative who has been representing NorthCape for almost 10 years, and he was recognized for his outstanding performance in achievement of sales goals, excellence in customer service, and supporting NorthCape’s sales/marketing strategies. Montini’s territory includes Delaware, Maryland’s Eastern Shore, Virginia, and Southern New Jersey.

When Montini was 20, he opened

a casual-furniture store and became one of NorthCape’s original dealers.

After selling his business, Montini became a sales representative for NorthCape. “I’ve witnessed the growth of NorthCape’s resin-wicker line, from the original Darby collection to well over a dozen full collections, many of which are offered in multiple finishes,” Montini says. “I’m proud to be a part of a company that has experienced such amazing growth, and I attribute that growth to NorthCape’s dedication to listening and responding to our customers.”

Kim Golson, NorthCape’s sales and marketing manager, says, “Jerry has worked hard to grow his territory into one of the highest-volume territories in the country for NorthCape. He has consistently used the tools we make available to our representatives to help them succeed—and strives, every day, to do the right thing for his dealers.

Not only does he go above and beyond for his dealers, but Jerry is always willing to help any dealer, in any territory.”

las that fit the architectural style, decor, and owners’ personal taste of outdoorliving environments.

Chris Carmicle, president of Brown Jordan Company, says, “Our partnership with Backyard America represents an ideal opportunity for Brown Jordan and our customers. Through the years, Brown Jordan has continued to explore new ways to create functional and inspiring outdoor settings. Brown Jordan Structures allows us to provide customers with another innovative element to enhance outdoor environments with the highest-quality pergolas on the market and reflects Brown Jordan’s commitment to invest in building a more comprehensive offering.”

Brown Jordan Signs

The Equinox by Brown Jordan Fires

Licensing Agreement Brown Jordan Teams Up With EcoSmart Fire With Backyard America Brown Jordan has joined forces with Brown Jordan has entered into a licensing agreement with Backyard America to develop and market a collection of high-quality, stylish shade structures. The Brown Jordan Structures collection will include a breadth of exclusive designs to meet the needs of today’s consumers, architects, designers, and builders who seek pergo-

EcoSmart Fire, the industry leader in

bioethanol-fueled fireplaces, in a strategic licensing partnership to create Brown Jordan Fires. This partnership pairs EcoSmart Fire’s innovative and clean-burning fire design solutions with Brown Jordan’s timeless collection of casual furniture to create a lasting line of products to complement existing and

Treasure Garden Receives Manufacturer Leadership Award From ICFA (and the 10th time, overall) for manufacturing excellence. recent Chicago Margaret Chang, International Casual COO, says, “Treasure Furniture & Garden is honored to be Accessories Market™ recognized once again by as the recipient of the the outdoor retail mem2013 Manufacturer bership within ICFA for Leadership Award in leadership in manufacthe Shade Products turing. The desire to procategory. Presented by vide products and servicthe International es of the highest quality Casual Furnishings is what motivates our Association (ICFA), From left: Oliver Ma and Margaret entire organization. The Chang of Treasure Garden, with this distinguished support (and return award from the out- Joe Logan from the International business) of our retail door industry recog- Casual Furnishings Association partners is the ultimate nized Treasure reward.”

Garden for the fourth consecutive year In acknowledging Treasure Treasure Garden (Baldwin Park, California) was honored during the

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Patio & Hearth Products Report November/December 2013

Garden with a 2013 Manufacturer Leadership Award, ICFA recognized the company’s quality of manufactured shade products, design, and customer-service excellence.

This achievement was accomplished as Treasure Garden posted significant sales growth.

Jeff B. Dorough, vice president, sales and marketing, says, “In 2013, the sales of products from Treasure Garden saw continued growth. Our professional and dedicated sales and manufacturing team, new introductions, marketing aids, and the expansion of market categories (including the addition of showrooms in Atlanta and High Point) all contributed to this positive growth.”

Twin-Star International Expands Sales Staff Twin-Star International, manufacturer of highquality furniture, thermoelectric

wine coolers, and electric heaters, has added two Shauna Thompson new members to its sales team.

Ron Heidt is now the national director of sales and new construction, reporting to Chris Harley, Ron Heidt vice president of Luxe Bath Works. Shauna Thompson is the new national senior account manager, handling mass Canadian accounts and reporting to Peter Ormond, director of Canadian business.

“As our sales continue to increase and our market share continues to grow, it was imperative that we fill these two key positions with highly qualified and experienced personnel,” Robert Cohen, president and CEO of Twin-Star International, explains. “Both Ron and Shauna come to us with many years of business-development experience working with high profile accounts, focused on customer relationship building and management.” future collections. Designed to inspire the outdoor lifestyle, the elegant style and forward-thinking design of Brown Jordan Fires will focus on the high-end outdoor marketplace.

Alexander Eburne, EcoSmart Fire’s North American CEO, says, “It was important that we partnered with a company that embraces outdoor living as an experience and whose products reflect that philosophy through design integrity and innovation. After all, anyone who has enjoyed an outdoor fire understands the comfort, warmth, and camaraderie that an open flame can evoke. Brown Jordan’s iconic line of leisure furnishings is a staple of outdoor living in its own right, and it is

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our hope that Brown Jordan Fires will be the catalyst that inspires family, friends, and neighbors to gather around for generations to come.”

Brown Jordan Announces Alliance With Renowned Designer Michael Smith Brown Jordan recently debuted its design partnership with prominent designer Michael S. Smith of Los

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certified as meeting international environmental standards. The charcoal (sold in 20-pound bags) is free of chemical additives and debris; it burns cleanly and at high temperatures, does not spark, and emits less smoke.

As Anthony Cilio, executive vice president, explains, once porous oak barrels have completed their work holding fine European wine or cognac, they are dried naturally, locking in

their flavors and aromas (without any additives). “The barrels are then shredded to make the fantastic flavored chips,” he says. The three flavors in the Fornetto line are muscatel (perfect for poultry and desserts); cognac (to pair with seafood, meats, or vegetables); and red wine (especially complementary to pork and other meats).

Joseph Cilio, founder and CEO, says, “The beauty of Fornetto lump

charcoal and chips is that while they are compatible with Fornetto ovens, the marketplace has a broad collection of charcoal-fueled grills and smokers that also can use these highquality, highly flavored Fornetto products.” The charcoal and chips will be available in December 2013.

For additional information, contact Patti Geltman at (610) 705-8808 or pg@alfrescohome.com.

Angeles, California. Known for a refined aesthetic that blends European classicism and U.S. modernism, Smith has won accolades for interiors and home furnishings alike, earning the

Michael Smith

praise of his high-profile clients, as well as numerous industry awards.

“Michael’s first collections for Brown Jordan will provide a clear vision of our continued commitment to crafting the world’s finest furniture,” Chris Carmicle, president of Brown Jordan Company, explains. “Our collaboration with Michael reinforces our history of producing sophisticated design at the top of the line of the casual-furnishings market.

Brown Jordan has always been an expression of luxury, and our alliance with Michael reflects Brown Jordan’s strategic commitment of continued investment in the highest-end products as we build a more comprehensive product offering and broaden distribution across all markets.”

Alfresco Home Introduces Fornetto Lump Charcoal and Smoking Chips As the exclusive North American distributor of the Fornetto™ wood-fired

dual-purpose oven and smoker, Alfresco Home is proud to introduce Fornetto premium hardwood lump charcoal and Fornetto European smoking chips. The company recently added high-quality tools, ceramic cookware, and melamine dinnerware to the Fornetto line as well.

The high-quality lump charcoal is made in Paraguay, from quebracho hardwood, using traditional methods

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Sought-after Stoves New stove models, cleaner burning and streamlined, are expected to sell well this season.

by CHERYL DANGEL BARTOLINI

Baldwin seconds that thought. He says, “Direct-vent gas stoves are showing strong growth, and it is a trend that’s expected to continue.”

Chris Neufeld, vice president of Blaze King Industries Inc. (Walla Walla, Washington) agrees. “Gas products are flying out the door due to the nationwide low natural-gas prices,” he says.

Peter Dircks, vice president of strategic marketing for Hearth & Home Technologies (Lakeville, Minnesota) joins Baldwin, Bauer, and Neufeld in predicting strong sales for gas stoves. He says, “With natural-gas prices low, there is a shift to gas inserts, stoves, and fireplaces where consumers have that fuel-option choice—so as usual, the biomass market continues to be greatly affected by natural-gas prices.”

He adds, “The other element is the EPA’s revised New Source Performance Standards (NSPS), which are currently in the final-review and public-comment phase. The new NSPS may require the industry to meet specific emission levels— and possibly, to use new testing methods—so there is a bit of uncertainty for the industry, as this regulatory process evolves.”

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t appears that stoves are finally heating up, after emerging from a few years of sluggish sales.

Michael Lewis, product manager for Innovative Hearth Products (formerly FMI/Lennox), Nashville, Tennessee, says, “From speaking with our dealers, I get the general impression that business is looking up for stoves.”

Martin Miles, product director for Miles 2 Industries Ltd. (North Vancouver, British Columbia), says, “The stove marketplace has seen steady sales, but little growth, both in the United States and in Canada, over the past few years. We do see a growth uptick, however, for 2013.” Jess Baldwin, senior vice president of sales and customer service for Vermont Castings Group (Paris, Kentucky), adds, “The market is showing signs of improvement, as consumer confidence returns.”

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fiting from the rebound. Nick Bauer is vice president of product development for Empire Comfort Systems (Belleville, Illinois), which makes gas stoves. He suggests that sales of gas stoves are picking up, saying, “Much of the stove market has traditionally been geared toward wood, but consumers are beginning to see the advantages of a gas stove—in convenience, cleanliness, and efficiency. With more areas of the country placing limits on burning wood, a gas stove makes a logical alternative.”

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WOOD-BURNING MODELS If gas sales are up, does that mean that wood sales have taken a hit?

David Guest is national sales manager for Hi Flame America (Fair Lawn, New Jersey), which makes cast-iron wood-burning stoves. He says, “Wood-stove business has been down for the past several years.”

The downward trend, Guest says, isn’t due to gas. He suggests that electric heat is taking much of the market. “There’s a lot of uncertainty in the wood-stove business. A lot of suppliers are in a very bad financial situation, but we will be a good, strong player,” Guest says of Hi Flame, which has a presence in Europe, but is relatively new to the U.S. market.

Is the wood-stove market down for the count? Manufacturers say no.

For example, if the U.S. wood-stove market is dwindling, why would a company such as Hi Flame set up shop in the United States?

“Current suppliers aren’t hitting the price-point needs of the market,” Guest explains. “In Europe, we gained market share by coming in with a lower-priced product, and

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gas logs and wanting to gain some heat from burning their fireplaces. This is the category between higher-end logs and upper-end inserts.”

Alyce Wittus, owner of Wittus— Fire by Design (Pound Ridge, New York), believes that one trend boosting sales of wood stoves is their practicality. She says, “Wood-burning stoves have come into favor due to the

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6 we’re coming into the United States with the same attractive stove. There is a demand for high-quality woodburning stoves, but at a lower price point. We’ve only been in the market for three years now, and we’re introducing a whole line of stoves to address that need.”

Lewis sees his point. “I have seen an increase in lower-cost, entry-level wood-stove options emerging over the past couple of years. My sense is that the increase of this product category can be attributed to a stressed economic climate. There are many consumers moving away from vented

increase in seasonal storms and power outages. People are interested in upgrading their old stoves and fireplaces to energy-efficient models.

Many people with open hearths are looking for fireplace inserts.”

Terry Hicks, national sales director–Canada, hearth, for Napoleon Fireplaces (Barrie, Ontario), says, “Naturally, the sales of wood-stove products are very much affected by the combination of cold weather and current competitive home-heating costs. The interest in purchasing an EPA-efficient wood stove increases alongside the rise in utility-based

home heating fuels such as furnace oil, electricity, and natural gas or propane.”

Dean Lehman is general manager of Hitzer (Verne, Indiana), which manufactures coal stoves.

He says, “We’ve had some tough years.

The past two have been down slightly, but people are finding out what coal will do. It is a lot easier for a coal stove to heat a whole house, and you don’t have to tend it as often.”

Lehman acknowledges that he is always finding a negative perception of coal. “When many people think of coal, they think of bituminous coal, or soft coal. That’s the kind we grew up with burning, when black smoke comes out of the chimney.

We concentrate on anthracite coal, which is very clean burning. You can look at a top of a chimney and you won’t know there’s an appliance with a fire attached to that chimney,” he states. “Coal is the most abundant fuel in the United States, and it isn’t going away any time soon.” Lehman adds that sales also are coming from wood and pellet stoves.

WHAT’S SELLING As for what’s selling, Neufeld says that for wood stoves, the buzzword seems to be hybrid. Baldwin says,

“The emerging technology in wood stoves is a hybrid combustion system combining tube technology with a catalyst.”

Neufeld remembers, “Back in 1983, long before the EPA enforced emissions standards, Blaze King made a catalytic wood stove that also had four secondary air tubes. We just knew it was a way to get clean emissions from a wood stove. We have also learned that you can build very clean-burning catalytic appliances that will perform, long term, in the field—without using secondary air tubes. We have several projects in the works, so I think the very definition of what a hybrid wood stove is will continue to expand.”

Hicks suggests that there is a desire for more modern/contemporary designs to be incorporated into the appearance of all wood-burning appliances. “There is still demand for traditional-looking stoves, which have been available as reliable and efficient heat sources for many years—cast-iron or steel fabricated black-finished boxes with glass doors.

Of today’s buyers, though, a certain segment is seeking a new look,” he says. Baldwin adds, “Early indications are that consumers are choosing products with high aesthetic appeal and greater efficiencies.”

“It seems that the recession has taken its toll, but homeowners are making the improvements that matter most,” Wittus notes. “The home has become a focal point, and improvements that make the space comfortable and energy efficient are important factors, in times like these.”

Consumers want four key things

1. Vermont Castings Group’s Radiance direct-vent gas stove in biscuit enamel 2. The Harman Accentra pellet stove in the majolica brown porcelain finish 3. Blaze King’s Torino II insert 7843 4. The Cosmo 1500 stove by Wittus 5. Hi Flame America’s HF-577IU7 Highlander extra-large wood-burning insert 6. Napoleon’s S4 wood-burning stove

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4 in wood or pellet stoves. These are “performance, primarily in heating efficiency; low emissions, from an environmental-impact perspective; ease of use, which includes both ease of operation and ease of maintenance; and high-quality aesthetics and options—everything from more contemporary or transitional looks to expanded color options and choices,” Dircks says.

1. The Grandview 300 stove by Innovative Hearth Products 2. The Heritage direct-vent stove from Empire Comfort Systems 3. The Madrona stove from Valor Fireplaces 4. Napoleon’s EPI3 wood-burning insert

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He does not mention price.

Lewis says, “Consumers, while always price conscious, are shifting their focus to overall product value and performance, and away from price alone.”

DESIGN AND TECHNOLOGY Aesthetic factors still top consumers’ list of must-have stove attributes. Bauer reports that the movement here is swinging back toward traditional designs. “While there are some modern stoves, many consumers seem to prefer the traditional look, when it comes to stoves: a cast-iron exterior (in porcelain or a flat color) plus a nice log set,” he says. “The innovations have been inside—getting the flames and logs right, as well as improving overall efficiency.”

Miles says, “The 3D nature of

Patio & Hearth Products Report November/December 2013

stoves gives them a more furniturelike character than fireplaces or inserts have. As with current trends in furniture, we see manufacturers introducing cleaner and simpler lines in their cast and steel fabricated stoves to serve the growing popularity of contemporary design and home decor. There remains, however, a strong market for traditional styling in stoves.”

Jack Cohen, president of Hudson River Stove Works (Hudson, New York) sees a shift toward more contemporary models. “Even in the traditionally styled product, everyone can see the shift toward cleaner lines and more understated designs. Look at the trend away from webbed glass to clean glass,” he says.

Hicks says, “I guess European design, as a catch-all phrase, covers it best. What has been popular in Europe (for quite some time now) has a much more modern appeal than what has been selling in North America for years.”

Naturally, designing stoves with higher efficiency levels is always a priority among manufacturers. “In 2015, new regulations will come into place for more efficiency; we’ve addressed that, with our current line, and we meet 2015 standards,” Guest says. “Designing more efficient stoves is what is driving many manufacturers, this season. It

is not so much about design and aesthetics, for us, but about efficiency standards.”

Wittus notes that design and technology work together in the creation of contemporary stoves.

She says, “A stove like the doublechambered Wittus Twinfire is designed to be 93% efficient and has a supermodern appearance. It was originally designed by two German engineers to burn refuse in third-world countries. The stove/fireplace industry has raised the bar, when it comes to meeting standards. Modern stoves are designed to be highly efficient and airtight, resulting in longer burn times and higher heat output.”

Dircks says, “We are focused on market needs, so our design and technology directions run hand in hand with consumers’ desires. We are pushing forward with innovative new technologies—focused on both heating performance and ease of operation and maintenance—for stove consumers.”

Neufeld predicts the that market will see significant advances in technology, depending on the final new standards set by the EPA. “Recently, manufacturers have begun to introduce very nicelooking catalytic appliances, and I think this will continue,” he says.

“Based on privately funded studies, 10 or more years of clean emissions can be expected from a single combustor, in today’s better-engineered catalytic appliances.”

He continues, “It is critical to those companies that never abandoned (but—more important— refined) catalytic technology that new catalytic products coming to market embody the engineering that equals dependable, predictable performance. We have seen this duplicating of our proven designs in some of these new-to-market

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3 products. None of us can afford another round of hastily designed wood stoves, both catalytic and noncatalytic alike.

Although we do not manufacture pellet appliances, I would suspect some great innovations are right around the corner.”

Improvements to efficiency are constantly taking place, Lewis reports. “More than two years ago, Innovative Hearth Products introduced our exclusive TFT™ (or thermal fin technology) heatexchanger system for wood stoves.

By increasing the overall surface area of the top of the stove with a series of uniquely shaped cast-iron fins, we are able to pull more heat out of the firebox using the same amount of wood,” he says.

1. Hitzer’s 50-93 E-Z Flo anthracite-burning, gravity-fed hopper stove 2. The Chatham insert from Hudson River Stone Works 3. The Grandview stove from Innovative Hearth Products

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2 WHAT’S NEW At Blaze King, the summer “has been slower than we had hoped, but with our new-product introductions earlier this year, we have seen some growth,” Neufeld says. Currently, Blaze King is shipping its first cast-iron–bodied wood stove, the Ashford. Based on its Sirocco 30 design, this stove takes on an entirely new appearance and guarantees user satisfaction.

“We also began a promotion, in March 2012, where we are providing a 10-year 100% warranty on catalytic combustors in our stoves. Federal law mandates a three-year warranty, and many manufacturers then add some prorated additional coverage. Our 10year 100% warranty promotion will continue into the future and has been extremely well received,” Neufeld says.

In addition, Blaze King recently upgraded its research/development department and has been conducting extensive cordwood testing in advance of possible new EPA requirements. “Although new standards and test methods may be years off, we always need to stay ahead of the coming wave of regulations,” Neufeld explains.

“As a result of the EPA review of the NSPS and projected new standards, many manufacturers are unveiling catalytic appliances, and in doing so, they have added credibility to the entire catalytic-stove market,” he continues. “This has provided a solid surge of new dealers to our doorstep. Many of our competitors have excellent reputations for their products, and their

Patio & Hearth Products Report November/December 2013

recent involvement in catalytic wood stoves has proven to be a tangible benefit for Blaze King.”

Empire Comfort Systems has been in a state of continual improvement. It redesigned its stoves to ship assembled, a couple of years ago, with the primary goal of simplifying installation for dealers. Last year, the company updated its direct-vent stoves to include the Slope Glaze burner, which provides a more dynamic flame. Empire Comfort Systems also updated all of its stoves (direct vent and vent free) in 2012 to include state-of-the-art intermittent-pilot ignition systems.

More innovations are likely to be on the horizon.

Hearth & Home Technologies has focused, throughout 2013, on enhancing its current products and developing breakthrough technologies (for both the near future and the longer term). The company released a new finish and color option for the Harman Accentra pellet stove—majolica brown porcelain—and is nearing release of new blue and black options. In addition, there are many other new stove products that are expected to be released before 2014 and into the year’s first quarter.

“We are excited for 2013 and 2014,” Dircks says. “We have a very strong new-product pipeline—across all of our brands and price points—and as leaders in the industry, we will continue that leadership with exciting new products and technologies.”

In fact, a few of the company’s stove-product prototypes were fea-

tured at HPBExpo 2013, with the Harman Absolute pellet stove winning one of the company’s four Vesta Awards. “We are very excited to be bringing these to market soon. In addition, we are very proud of our brands’ offering of beautiful aesthetics and fit, feel, and finish—and we are continuing this with new-product designs, improvements, and new color options,” he says.

Hi Flame is rolling out an entire new line to distributors and dealers. A key item is the HF905U Shetland, a small cast-iron stove that has a heating capacity of 900 to 1,200 square feet. “It is made for the budget-conscious buyer who wants to heat a smaller area,” Guest says.

The HF-737U Stallion is similar in style to what people are used to in a medium-sized or large stove. Guest says, “It will hit the market at a price 30% below that of its competition. It has weight, the efficiency that allows it to qualify for a rebate, and a lower price, so it becomes a good value for the consumer.”

A third new product is an upright European-styled stove called the Hispano. “It is more of a niche product, and it will be hot because it follows European trends,” Guest predicts. All three products will be available this fall.

“Last, we are designing a new stove insert that fits into the fireplace box that will be a universal insert. It will be the hottest thing, and it will be out in 2015,” Guest says.

Hitzer is riding the success of its coal-burning stoker furnace, the

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1 Energy Master II, model 710, which has been on the market for two years now. “It works along the lines of a pellet stove,” Lehman explains. “The thermostat holds it really close to the temperature you set. This is the stove that is going after the pellet-stove market. You can start it up in the fall, set the temperature, and as long as you keep coal in the hopper and the ashes out from underneath, you don’t have to turn it off until spring.”

Hudson River Stove Works has just introduced a new castiron–clad pellet stove. “We are very proud of the design, and we think it fits in well with both traditional and modern decor,” Cohen says.

“We specifically tried to do a traditional product, while using modern design influences. We went through a few test models and drawings to get it just right.”

In addition, the company plans to continue expanding its pellet offering. “Our next project will be a smaller contemporary pellet model, possibility in both steel and contemporary cast iron,” Cohen adds.

He predicts a modest increase in sales as the company continues to build its brand. “We built our business from the ground up, in the recession we are just coming out of; we are scaled for good profitability, even with modest sales. We can ramp up production rapidly to meet forecasts, but

1. The Heritage vent-free stove from Empire Comfort Systems 2. Blaze King’s Ashford 30 stove in black enamel

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2 overall, we see steady continued growth,” he says.

Innovative Hearth Products released the newest addition to its Grandview series in August. The Grandview 300 wood stove has a 3–cubic-foot firebox and is equipped with the company’s exclusive TFT to increase heating performance.

“We are dedicated to the stove category, as a company, and we continue to put our focus on innovating new products that will push the limits of performance,” Lewis says. “We have more than 30 years of experience in producing highquality stoves, and we continue to be excited about bringing new ideas and products to the market.”

Miles Industries has introduced two contemporary-inspired models (mixing cast iron and glassfiber–reinforced concrete) in recent years. They are unique, in terms of both style and construction. “The design is intended to showcase the fire—more like a freestanding fireplace than a stove,” Miles says.

Napoleon Fireplaces is introducing a line of wood stoves. Its S series includes three models, as well as two new cast-iron woodburning inserts that offer a contemporary look.

Vermont Castings Group is currently market testing new enamel colors for the 2014 model year.

The company has plans for all new models to be launched later in 2014. Baldwin says, “Vermont Castings Group is committed to providing our distributors and dealers with premium-quality product—with high feature content—for many years to come. We

Patio & Hearth Products Report November/December 2013

are a leader in clean-burning technology, and as the industry moves into the next phase of EPA regulation, Vermont Castings Group is committed to remaining in the forefront of innovative design and clean-burning technology.”

Wittus has a new line of Bodart & Gonay fireplaces from Belgium.

The Phenix Green series comes in four models: 75, 85, 95, and 120. It can burn with the door opened or closed; with the door closed, it uses 100% outside air, making it passive-house qualified. Other new stoves include the Cosmo 1500, which comes with the option of four heat-memory soapstone inserts; these can be placed in the top of the stove for improved convection and heat management.

LOOKING AHEAD The outlook for the stove industry is undeniably uncertain, but many experts agree that it is much brighter than it has been. Baldwin says, “Early indications are that the market will grow by 3% to 5% this year. Of course, weather plays a significant role in the timing and outlook for stove sales.”

Hicks predicts, “With higher home-heating costs today, we are anticipating a brighter forecast for wood-appliance sales this winter season. The recent cooler summer we experienced will also contribute to a potential growth in sales.”

Wittus says, “Stoves and fireplaces have become increasingly important to homeowners since the onset of early seasonal storms.

Consumers are looking for ways to cut down on the use of fossil fuels— oil, natural gas, and coal—and to replace them with more efficient fuel

sources, such as wood and pellets.”

Miles is optimistic; he says, “We think that the outlook for stoves is positive, considering the increasing drive for stove changeouts. There are literally millions of older-generation wood-burning stoves, and many of them can be replaced with efficient, clean-burning gas stoves.”

Bauer adds, “Stoves are rarely included in new construction, so their sales were not affected by the housing market’s ups and downs.

We like having them in dealers’ showrooms because it gives us one more opportunity for a sale.”

Neufeld says, “I doubt that any of us, in this industry, can accurately predict the future in heating products. Throw into the mix all the new regulations facing manufacturers of wood, pellet, and gas products, and any guess is as good as the next.”

He continues, “We have seen a trend toward options—and increasingly, the ability to spend a bit more for the next model up, in performance rankings. I was in a showroom recently, and about 40 stoves were sold in two days. The dealer sells stoves ranging in price from $1,000 to $4,500. More than 35 of the stoves sold were in the $2,000-to$3,000 price range. I think many consumers are still watching their dollar expenditures very closely.”

That being said, he adds, factors affecting sales of stoves come down to one point: efficiency. Neufeld says, “The most frequently asked question I heard, on my recent 13day road trip, was ‘What’s the most efficient stove you sell?’ I heard this from customers shopping for wood, pellet, and gas products alike.”

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EFFICIENT . RADIANT . DISTINCT

THE ORIGINAL

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For more information regarding Valor and dealer network opportunities please contact Paul Miles (Director of Sales) at pmiles@valorfireplaces.com - or visit www.valorfireplaces.com.

Circle Reader Service No. 23

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MARKETING MANEUVERS

seasonless sales A New Hampshire retailer prospers by promoting all products year round.

by CHERYL DANGEL BARTOLINI

photography by MARK WILSON

T

he name—Seasonal Specialty Stores—is a misnomer on two counts. First, despite the plural name, Seasonal Specialty Stores (Amherst, New Hampshire) is a single, independent store owned by the husband–wife team of Dennis DiPaolo and Jeanne Larssen. Second, it isn’t exactly seasonal. All product lines are on display year round, and sales are made in every department, every month.

Back in the 1980s, DiPaolo and Larssen worked for the original parent company of the 14-store chain of the same name. In late 1989, they purchased the Nashua, New Hampshire store and made it independent, moving to a 10,000–square-foot building in Merrimack, New Hampshire.

There are three other stores with the same name still in existence (in Attleboro, Foxborough, and Natick, Massachusetts), but only the Amherst store is owned by DiPaolo and Larssen.

“Then, we completely changed the focus, moving away from heavy sale advertising toward better brands and much better service,” Larssen says. That service level was achieved by putting much more money into payroll and benefits. “We have 35 employees now. They are the ones interacting with the customers, much more than we are. There is no way to treat customers as VIPs unless you have first treated your staff members as VIPs,” she explains.

Pools, spas, and related supplies represent 70% of the store’s busi-

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From left: Ann Auker (assistant furniture buyer), Jeanne Larssen, and Dennis DiPaolo

ness; patio furniture and grills are responsible for about 25%; and billiards equipment, bars, and barstools account for the balance. In 1999, the couple built and moved into a new 32,000–square-foot building in Amherst that has an additional 15,000 square feet of outdoor displays; this ensured that they would-

Patio & Hearth Products Report November/December 2013

n’t ever outgrow the location and be forced to relocate again.

Having a larger building has reduced most of the biggest challenges in seasonal product changes.

“We don’t have to rip the entire place apart four times a year, as we did in the last two stores,” DiPaolo says. “Though we do make major

changes for spring patio, winter pool supplies, and an expanded billiards/bar department in the fall, the changes are pretty smooth.” Moreover, all departments are represented throughout the year, and it pays off; every seasonal department accounts for sales all year, even when the products are not in season.

Actually, the couple finds the seasonal product changes to be the best part of working in this type of store.

“Just when you start to get bored with the patio department, the billiards/bar department gets busy,” Larssen says. “Four months later, you start to get tired of pool tables,

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Circle Reader Service No. 25

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MARKETING MANEUVERS

and you can’t wait for more interest in patio products.”

As a percentage of sales, the company’s advertising budget is less than 30% of what it was when the store was a part of the chain and DiPaolo was vice president of marketing.

Each department receives its own strategy and budget, which can vary from less than 1% up to 15%.

In dollars, that percentage still covers a good amount of promotion.

“We advertise 52 weeks a year,” DiPaolo says. “We are still a retailer, and people like to see sale advertising.”

In its advertising, the store never completely ignores a product department during its off-season.

DiPaolo says, “There will still be a few small grill or patio ads in winter (and billiards or game ads in summer). At those times, we don’t have lots of customers looking, but we also don’t have any competitors sharing the media, either.”

Top left and right: Patio furniture and grills represent 25% of the store’s business Bottom: Deep seating collections are popular with customers of Seasonal Specialty Stores

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DiPaolo and Larssen say that they are working through the changes in the advertising world.

Their print-advertising budget has been reduced by 40%. The money saved is going into Web maintenance and search-engine optimization (SEO).

You can see the investment in the website (seasonalstores.com), which is quite substantial—with well over 100 pages. A sizable print-advertising program is designed primarily to drive people to the website. In 1999, after its first year with a website, the store experienced a really high click rate nationally “because there was no competition. That’s not so today,” DiPaolo says. He is currently working with an SEO company to raise the store’s website closer to the top of search results.

Direct mail also is a key component of the advertising program.

The store mails packages that include a coupon and a brochure about the store to new homeowners.

The company proactively collects the address of every legal pool buyer—for miles around—by visiting town halls, over the winter, and copying the building-permit list for pools. “Those people are more than pool owners,” DiPaolo explains.

Patio & Hearth Products Report November/December 2013

“They are patio owners and outdoor entertainers. They can become our best customers because they will be here four times a year. They come to depend on us, so they are not shopping anywhere else for patio furniture, grills, firepits, or anything else we carry.”

The store mails newsletters twice a year that feature products, news, and (most important) its team members. “People love learning more about our employees,” Larssen says. “They congratulate Mia on her new baby, Tod on getting married, Pat on teaching a seminar at a national trade show, and Stephanie on graduating from college. Our customers seem to want to be part of our family.”

From April to October, the store’s events calendar is filled; almost every weekend, shoppers will be offered birthday cakes, anniversary cakes, or pastries in the store’s coffee shop. Sometimes, the event will be a customer-appreciation day, with free logo-marked gifts. It could also be an open house, with gifts, door prizes, and guided tours of the nonpublic (backstage) areas of the building. “Everyone wants to go upstairs to see the naked hot-tub mannequins in the display window,” Larssen says.

There is a fairly complex marketing rotation in place, with certain promotions scheduled every week, two weeks, and four weeks—for every department. “No one under 60 reads newspapers anymore. No one under 30 listens to radio, and no one who can afford our products watches television without fast-forwarding through the commercials,” DiPaolo states. “Every promotion that is anywhere in print is on the Promotions page of our website. We

have been paying people, through our seasonal rewards program, to allow us to email advertising to them. Advertising and marketing are becoming much more complicated and are changing very rapidly.”

The store is also represented on Facebook, where new posts appear every few days. It also manages a weekly blog and a Twitter feed.

Patio furniture is posted on Pinterest constantly.

DiPaolo tells the old story of the marketing executive at Coca-Cola who noted that half of the company’s advertising worked—but he didn’t know which half. “Really, we can ask every customer what brought him or her in,” he says, “and we absolutely ask everyone who buys something big—but customers never actually tell you why they buy (except for coupons).”

To what, then, do DiPaolo and Larssen owe their success? Larssen says, “Be smarter and work harder than your competition. Our model was to create an ethical company that treats our coworkers and customers with respect. As coworkers, we get (and keep) people who also believe in ethics and respect. They are smart people who want to learn and grow as professionals—people you would want to go to work with, every day.”

DiPaolo adds, “With enough money, any company could come into our market and outspend us on advertising,” DiPaolo adds. “It could have lower prices. It could lie, but it will have to take years to develop the staff and reputation to beat ours. It’s not likely that anyone could even hire our staff away (it’s been tried before).

Ultimately, we market by not marketing.”

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Circle Reader Service No. 27

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HEARTH RETAILER

fireplaces and more Inspired designs and new product offerings transformed this longtime hearth store into a one-of-a-kind boutique. by SHARON SANDERS photography by BARRY TEAGUE

I

n the heart of downtown Cincinnati, Ohio, overlooking the Ohio River, is Bromwell’s— the city’s oldest retail establishment, founded in 1819. Once a supply house for local settlers, the store has a long-standing reputation that is legendary in the area.

Jeff McClorey, real-estate developer turned hearth-store owner, purchased the business eight years ago and has skillfully revitalized it, creating a modern hearth business with a fresh look and personality.

“I remember the name Bromwell’s from when I was a child (growing up in the area). I think everyone had a fireplace—or at least a few products in his or her home—from the store,” McClorey recalls. The rich history of Bromwell’s includes manufacturing and selling stamped-metal and wire goods for the home, such as fly swatters, flour sifters, chestnut roasters, and popcorn makers (some of which are still made today). It was constantly reinventing itself and its products to satisfy the changing marketplace, eventually including stoves and fireplaces

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in its stock.

In 2004, McClorey came into the picture. As a real-estate developer, he had purchased two historic buildings, one of which had Bromwell’s as a tenant, in burgeoning downtown Cincinnati. The family that owned the business was the second owner in 188 years and was actively trying to sell it. McClorey was only interested in the real-estate opportunity, not the store.

The owner, Gary Gerwe, was planning to close it down if he couldn’t quickly find a buyer. “I knew it was the oldest business in the area—with a great reputation.

My wife and I looked at the value of the brand and thought it was something to consider, even if we changed it completely from a fire-

Patio & Hearth Products Report November/December 2013

place shop into a coffee shop or a tavern,” McClorey remembers.

After much thought, McClorey decided to buy the business and keep it as a fireplace shop if Gerwe would agree to stay around for three years to show him the ropes. “I had never been in retail before, much less sold fireplaces. I found out quickly that it’s not the easiest business to understand, but I was up for the challenge,” McClorey says.

A NEW BEGINNING In 2005, after McClorey had bought Bromwell’s, he quickly learned that although it had a stellar reputation, it was ready for a new life. At the time, the business did not embrace any of the new hearth technology (namely, directvent fireplaces) that he knew would

Top right: Jeff McClorey Top left: Bromwell's is legendary in the area for its products and service

be the future of the industry.

For the next few months, McClorey traveled, coast to coast, visiting fireplace shops—some of which were considered the best in the industry—to gather inspiration. During his travels, he remembers that from a consumer perspective, he was confused.

“What I saw in showrooms were walls of fireplaces (often stacked three high) that were indistinguishable to someone who knew nothing about hearth products. I compare it to looking at a wall of

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Circle Reader Service No. 29

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HEARTH RETAILER

televisions that are of different sizes and prices, yet they all look the same,” he explains. What he came away with was the desire to take an entirely different approach to retailing fireplaces, drawing on his exposure to design-trade markets (such as High Point Market in North Carolina and the AmericasMart® in Atlanta, Georgia).

He says, “Those showrooms present products in an entirely different manner than what I had seen in any hearth store I had visited.”

Instead of displaying fireplaces like commodities, he decided that he was going to sell best-in-class fireplaces and showcase them in designer-level vignettes.

The first fireplace vendor that he approached was Town & Country, one of the pioneers of clean-faced direct-vent fireplaces. “I found those to be appealing, from both consumer and designer perspectives. I knew that was the caliber of product I wanted to carry,” McClorey explains.

It was at that point that his vision began to take shape. He went on to renovate the second floor of the store’s showroom completely, creating a one-of-a-kind designer showplace exclusively featuring luxury hearth products from vendors that include Town & Country, Mendota Hearth, Montigo, Valor, Eiklor Flames, and TEC. Along with luxury fireplaces, he

Top left: The store's fine-art gallery (featuring work from local artists) has been a great sales/marketing venture Top right: Designer-level vignettes set Bromwell’s apart as a high-end specialty retailer

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added fine indoor furnishings to the business. “I know it’s unorthodox for a hearth store to sell indoor furniture instead of patio furniture, but it really works for us,” McClorey says, adding that in Cincinnati, people who live in (or are moving into) the city focus on decorating and updating the insides of their homes, as outdoor space is scarce.

McClorey says that he originally filled the showroom’s vignettes with indoor furniture—not to sell it, but for decor purposes and to make a place for customers to sit while they were discussing the fireplaces. As it ended up, the units that sold best were the ones with the most comfortable furniture groupings. He says, “People began asking to purchase the furniture along with the fireplaces, so it made sense to make it one of our offerings.”

The third component that makes the new Bromwell’s distinctive is its fine-art gallery (which occupies a central part of the showroom). The gallery has become a very successful venture—not only from a sales perspective, but from a marketing standpoint as well.

“I’m an art and museum junkie. I thought it would be the perfect fit for my hearth shop, not only because I love the arts, but because what goes better above a fireplace than a beautiful painting or interesting photograph?” McClorey says.

The store puts on four to five gallery shows per year, typically bringing in more than 100 people (many of whom aren’t necessarily in the market for a fireplace).

“People who go to art openings are typically people who have plenty of discretionary income, go to cocktail parties, and socialize in the right

Patio & Hearth Products Report November/December 2013

circles of friends,” McClorey explains. “They come in to enjoy and buy our art, and they appreciate how Bromwell’s has been transformed. It is those people who will be the first to direct their friends to the store for a fireplace.”

SPARKING INTEREST McClorey is a big believer in the influence of marketing. “I probably market more than my budget warrants, but I think it’s essential in good times and bad,” he says. With eight years of retailing under his belt, McClorey feels that he has managed to fine-tune the store’s marketing strategy.

He explains that the best advertising dollars that he’s ever spent have paid for time on local broadcast news. He says, “The problem with television is that people fastforward through the commercials.

With a news program, people always watch it live, so it’s the perfect place to advertise.” The same is true of sports and of Sundaymorning political shows. “Our commercials give people (many of whom haven’t shopped at Bromwell’s for years) a glimpse of our transformed showroom. At the very least, it makes them want to stop by and see what we’ve done,” McClorey adds.

About 15% to 20% of the store’s monthly budget is allocated for advertising on public radio. There are two affiliates in the area: one plays classical music and the other is NPR, both of which target typical Bromwell’s customer: college-educated, high-income individuals and their families. “Advertising on these stations also shows people that we are philanthropic, doing something

for the community by helping keep public radio on the air—and this, in turn, generates significant goodwill, in my community, while simultaneously garnering valuable brand promotion,” McClorey says.

McClorey is also a big user of social media and is a hardcore guerilla marketer. The store was recently named Cincinnati Magazine’s top boutique retailer in the city. “Honors like that don’t just happen. Of course, we have a great store, but I actively engage with writers, go places to meet them, give them good quotes, and invite them to events,” McClorey says.

The store has made a huge effort to embrace the interior-designer and architect communities. It hosts lunch-and-learn events to educate them about direct-vent technology and other fireplace topics.

McClorey says, “The lunch-andlearn sessions have really paid off because we have been able to develop personal connections. Architects now specify fireplaces by Bromwell’s in their jobs. We have also become a resource for advice related to fireplaces and installation.” He adds that some of the store’s best referrals come from designers and architects.

Bromwell’s has managed to propel itself to the top of its market after some tough years. McClorey reports that 2012 was its most profitable year, to date. He adds that the most rewarding part of the store’s success is the fact that he’s been able to help the business flourish. He says, “I am honored to be a custodian of the Bromwell’s name. I feel that I’ve been blessed with this great company—with a great reputation—and I want to carry it on to the next generation.”

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Circle Reader Service No. 31

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OUTDOOR GRILLING

braving the odds Dogged determination and hard work pay off for All American Grill Store.

by CHERYL DANGEL BARTOLINI photography by TRACEY CHOULAT

T

odd Knowles is living his dream: For 10 years, Knowles sold construction supplies. Then, he worked for 10 years at Publix Super Markets Inc., where he gained knowledge of retailing. In February 2011, though, he made the life-altering decision to stop working for other people. With a partner (and a $50,000 investment), Knowles founded his own business, Tank Swap Taxi, in Jacksonville, Florida.

It took a lot of guts for Knowles to quit his job to start a propanecylinder exchange and grilling-supply business specializing in home delivery. The Tank Swap Taxi concept relies on an automated website (www.tankswaptaxi.com) where customers can sign up for home delivery, pay online, and have grilling fuel (propane tanks, lump charcoal, and pellets); flavor boosters (sauces, rubs, seasonings, and wood chips); and even mosquito-control supplies delivered to their doors.

“It was scary, but fun. I mean, I have a wife and three children— but I believe in myself. I know that I can do anything I put my mind to,” Knowles says. That mindset (combined with tenacity, perseverance, and a lot of hard work) paid off handsomely. From meager beginnings, the fledgling venture has grown—in less than three years—into a business bringing in

Top: Todd Knowles Bottom: The Kamado Joe brand has been a strong seller for All American Grill Store

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more than $1 million.

Every day, Knowles would drive several miles to a remote location, where he would fill the propane tanks for the day’s deliveries. By July 2011, he had decided to purchase a 1,200-squarefoot house on half an acre of land that was zoned for commercial use.

He put in a 1,000-gallon tank and a pumping station, giving him a home base for the business and cutting down on his travel time. Business was good, and after a short period, Knowles decided to turn the house into a store where customers could buy propane; “I thought we could carry some grills,” Knowles says of what he refers to as a cozy,

Patio & Hearth Products Report November/December 2013

home-based business.

He called his store All American Grill Store. “I wanted people to know that you can still buy products that are made in the United States,” Knowles says, citing various U.S.-made products

(including grilling equipment from AOG, Fire Magic, and Primo). He adds, “I knew there were a lot of products still made in the United States, and we had to support those companies.”

The grills sold, and he brought

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Circle Reader Service No. 33

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OUTDOOR GRILLING Knowles adds, and the market is wildly busy. He says, “I can’t even get to everything.

It got busy in October 2012, and it hasn’t stopped. There are about 50 new agents getting into real estate every week, so I think my timing was great. Things are really rolling again—and I hope that I can benefit from the good times.”

Today, not all of the products that Knowles sells are made in the United States. “You can’t corner yourself like that,” he says. in more. He quickly became a Kamado Joe dealer, and shortly after that, he became a Green Mountain pellet-grill distributor.

Soon, he brought in consumable products such as premium barbecue sauces and spices, which he gets from sources in Texas, Louisiana, Alabama, and North Carolina.

The business kept evolving, and in 2012, Knowles got his license to sell gas logs and gas fireboxes. In 2013, he started building outdoor kitchens and outdoor fireplaces, as well as firepits—all of which are now a big part of the business.

Nearly every dollar that he makes goes back into the company, and growth has been phenomenal. In 2011, the company had $250,000 in sales; for 2012, that figure was $600,000. For 2013, Knowles expects sales to top $1 million. His secret: “I don’t quit. I never give up; giving up is not an option,” he says.

Knowles probably chose the worst time ever to start the business—in the midst of a roughed-up economic climate—but he has no regrets. Despite the odds, he worked 80 hours a week. “The first year, I’d go out and deliver tanks for six to seven hours a

In addition to selling high-quality products from Alturi™ (top), Kamado Joe (middle), and other respected companies, All American Grill Store operates a successful propane home-delivery service (bottom)

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day and then stand outdoors, from 3:30 until 7 p.m., in the busy areas of town. I did it all,” he says.

That hasn’t changed. Even now, with seven full-time employees, Knowles is still in the trenches— every day. He says, “I help build the kitchens and dig the trenches to install the gas lines.”

Things are only looking up,

Patio & Hearth Products Report November/December 2013

“You do have to have an open mind.

I also sell products from Summerset Professional Grills (which are a big part of the grill package for my outdoor kitchens) and from Kamado Joe, which has been a very successful grill for us. These are not made in the United States, but my ultimate goal—when someone comes in and asks if he or she can buy a product

made in the United States—is to say, ‘Yes, you can. It is available. You can’t find it in many retail stores because they push the cheaper products.’”

Knowles estimates that he spends about $35,000 annually on advertising for the business, but he won’t say where. He explains, “That’s a trade secret. We have certain marketing that has really worked for us. I spend a lot of money in marketing to find out what does and what doesn’t work.”

He will say that he dabbles in social media, but he adds that this area needs improvement. Cooking demonstrations are another area where he wants to improve. He does enjoy getting involved in cooking competitions in his area, however. He says, “You’ll have 25 to 75 teams, and you’ll have to cook ribs, pork, and chicken.”

Knowles has taken a first-place trophy for his ribs and has placed third for his chicken and pork.

That’s not bad for a for a grill master who began by just exchanging propane tanks.

As for his future plans, he will add another service truck by the end of the year, and by early 2014, he plans to add a bulk gas truck to his lineup so that he can target

commercial customers (such as restaurants). “I’m very optimistic. I believe that I can double my business next year,” Knowles says.

Will he be able to cut back his hours? He hopes so: He says, “I work about 70 hours a week now, and I used to work 80 hours—so I’m hoping to get down to 60 hours.”

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Circle Reader Service No. 35

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SHOWROOM SHOWCASE

shopping locally

Loyal customers of Casual Image appreciate the store’s distinctive product offerings and exceptional service.

“

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P

eople want to support local businesses,” according to Karen Heroux of Casual Image (Marietta, Georgia). “It’s essential for our communities that people shop locally and support all kinds of independent retailers. Our challenge is to make our businesses somewhere people want to shop.

We have to set ourselves apart from the retail chains.” At Casual Image, the Skeean family has worked hard—for nearly three decades— to create a dynamic outdoor-living destination that is all about its customers.

Dorothy and Ron Skeean, Heroux’s parents, started the business 27 years ago, and since day one,

by SHARON SANDERS Photography by WILL J PHOTOGRAPHY

it has been a little bit different.

Casual Image is set apart by the fact that it was built not only on the premise of selling, but also on the ideas of storytelling, education, and entertaining.

“My dad is a brilliant businessman. He has built something that we are all proud to be a part of and have a passion for,” Heroux explains; she works at the store alongside her parents, her husband (Paul Heroux), her brother (Ron Skeean Jr.), her sister (Dottie Miller), and her brotherin-law (Clark Miller).

The store started out selling patio furniture exclusively, but it has grown into a full-service outdoor-living store. Casual Image was remod-

Patio & Hearth Products Report November/December 2013

eled, in 2009, into an impressive complex made up of three buildings (with two 20-foot stone towers).

There is a special atmosphere that customers feel when they approach the store. The front windows are always meticulously dressed with the newest and most eye-catching products. When people walk through the courtyard on any given weekend, they will catch the aroma of barbecue, as Clark Miller faithfully grills food for shoppers.

An impressive 6,000–square-foot outdoor space showcases myriad outdoor-living products, including furniture from Lane Venture, OW Lee, Summer Classics, Tropitone, Meadowcraft, Woodard, and

Winston. Its landscaped gardens feature outdoor kitchens, pizza ovens, firepits, fireplaces, and fountains.

Heroux explains that setting the scene for customers is the key to the entire selling experience. Many people have little idea that the backyard can become the best spot in the home for entertaining and relaxation.

THE PRODUCTS “Southerners are all about friends and family. That’s exactly what we are creating: spaces that someone can invite his or her family and friends to for meal sharing, storytelling, and time together,” Heroux says. She adds that Georgia has many subdivisions where all the

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houses are the same (with similar floor plans), so it’s the outside spaces that set them apart.

Casual Image is a suburban store with a mix of customers and tastes. The younger customers (in their 30s and 40s) are interested in looks that are clean and transitional—bordering on contemporary.

The more mature customers are seeking traditional looks (but often, with clean lines). “You will see everything here. All of our family members do the buying, so we carry a variety of looks. The common thread is that the products are inviting and comfortable,” Heroux explains.

Deep seating groups are a top choice because people like to relax; so are hammocks, which bring back memories of growing up and going to a beach or lake. Heroux says, “We also want people to shop at our store because they know that they will

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find something interesting that can make their outdoor spaces more functional and fun.”

Two years ago, the store successfully brought in Solair® retractable awnings. “Solair is a shade solution for people who want more sun protection than an umbrella can provide. An awning can cool down a deck or patio, as well as preventing the sun from superheating the inside of someone’s home,” Heroux adds.

Other recent additions include waterproof, wireless OutCast speakers by Soundcast Systems and misting systems that help to eliminate mosquitos and other biting insects.

The store’s fire products (firepits, fireplaces, fire bowls, and fire tables) are a big hit with customers because they help to extend the outdoor-living season. Heroux says, “We offer merchandise that can easily appeal to every customer who walks through our doors.”

THE EXPERIENCE Casual Image is constantly coming up with ways to create a special experience for customers when they visit the store, whether that means making sure that everyone is greeted and offered bottled water; keeping kids entertained while parents shop (with crayons, toys, and iPads); or streaming sporting events on the store’s televisions for browsing customers to enjoy.

One of the store’s big successes has been its presentation of Thursday-night cooking classes taught by well-known chefs. “Our introductory class is for people who have recently purchased a Big Green Egg or who may be interested in buying one.

Attendees are able to see the Big Green Egg in action, as well as getting some cooking and recipe tips,” Heroux says.

She adds that this is also the

Top left: Karen Heroux Top right: Casual Image stays in tune with the latest casual-furniture trends, such as the use of outdoor sectionals Bottom left: The store's Outdoor Lifestyles division helps customers customize their outdoor-entertaining areas Bottom right: Casual Image offers customers products and services that allow them to create the perfect outdoor ambience

perfect opportunity to introduce the range of EGGcessories, from custom tables down to the seasonings that were promoted at a particular cooking class. The store offers competition cooking classes that focus on how to make contest-style brisket and butts, as well as specialty classes on mak-

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SHOWROOM SHOWCASE

Left: Casual Image's expansive storefront reflects the store's upscale image Right: Fire products (such as fire tables) are big sellers

ing pizza, cookies, and even a Thanksgiving meal (complete with a turkey) using the EGG. Depending on the session, demonstrations might include appetizers prepared using other grills that the store carries (including models from Viking, PGS, Saber Grills, and

Solaire Infrared Grilling Systems).

The class fee is $45, which covers the cost of appetizers, drinks, and all the food that the chef prepares.

“The classes are well attended because it’s a good time for everyone.

Nobody leaves hungry, and everybody leaves with his or her questions answered,” Heroux adds.

THE FUTURE The business evolved into a true one-stop shop with the addition of its Outdoor Lifestyles division, which was created by the elder Ron Skeean several years ago. It was born in response to

the fact that there weren’t many reliable local contractors who had expertise in building outdoor spaces with kitchens, fireplaces, or other entertaining areas. “My dad is a structural-steel engineer by trade, so people would ask him to draw up plans—and would then want him to build them out, too,” Heroux explains.

Outdoor Lifestyles offers several predetermined buildout packages (as well as semicustom and custom options), making it easy for people to customize their spaces to fit their visions and budgets. “This part of our business has so much potential because

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it helps tie everything together,” Heroux says.

“People love my dad (and working with him) because he is so meticulous about every detail in every project—which is the very reason that the store is still going strong, after so many years.”

The whole Skeean family is enthusiastic and committed to the business, whether that means rolling up their sleeves to unload a delivery truck or helping a customer choose fabric for a new outdoor sofa. The family values every single employee and cherishes its customers.

Heroux adds, “Every product we sell is a want—not a need—so we have to help customers picture themselves, their friends, and their families leading lives in their outdoor spaces. We want our customers to thank us for helping to make their families’ lives a little bit better. One will never get that from a big-box retailer.”

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As I See It

WICKER WONDERS South Sea Rattan’s sophisticated wicker designs are all the rage among discerning customers and designers. by SHARON SANDERS

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amily-owned South Sea Rattan Collections (Greensboro, North Carolina) is a respected name in fine woven furniture. Founded by husband and wife Jacob and Esther Kuo in 1984, the company has managed to blur the line expertly between its stylish indoor- and outdoor-wicker products. Patio & Hearth Products Report spent some time with Joyce Kuo, marketing director (and daughter-inlaw of the founders), to find out what makes the company tick and to get her thoughts on some of the latest industry trends.

How has South Sea Rattan made a name for itself in the industry?

Kuo: The brand was built on the premise of providing exceptional value, which means offering products at an affordable price point—without compromising on quality or design. We pride ourselves on the fact that we are able to create the products that consumers want while (at the same time) pushing the limits, when it comes to design. The company is also known for being flexible and nimble because it must meet the needs of its broad spectrum of customers; they include national retailers, custom shops, residential and commercial designers, and hospitality customers.

What has been the company’s biggest success, over the past few years?

Kuo: South Sea Rattan started as an indoor wicker/rattan casual-furnishings company, and it’s not surprising that our outdoor products have 40

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really become our largest line of business.

Outdoor living is not the niche industry that it once was, so our growth has been very organic— because it has been fueled by consumer demand.

What does a casual-furniture manufacturer need to do to stay relevant, in today’s marketplace?

Kuo: Listening is the key to keeping one’s finger on the pulse of the market. There is a lot to be learned simply by listening. What are your customers saying? What is your sales force saying?

It helps us make informed decisions and adjust—not just our products, but our business practices—as necessary.

Outdoor wicker is a consumer favorite right now. What makes it so appealing?

Kuo: One can talk all day about the durability, construction, and design of outdoor wicker, but in the end, it distills down to one word: comfort. The idea of outdoor wicker brings to mind the leisurely enjoyment of the outdoors, whether that means summer evenings on the porch, weekend barbecue parties, lounging outside with a drink by the pool, or enjoying morning coffee on one’s deck.

Nothing beats sinking into a comfortable wicker chair because it has a subtle give that one doesn’t get with a wooden chair or a stone bench. The new generation of wicker has modern lines and silhouettes that appeal to the young, style-savvy customer—or to the traditional-wicker enthusiast, because it still has the

long-standing sentiment of comfort. It inherently delivers that indoors-coming-outside feeling that everyone is trying to create.

How does South Sea Rattan offer comfort?

Kuo: Seating is so important to the overall comfort factor of a piece of furniture, which means that special attention must be paid to cushions.

With this in mind, we offer (in addition to our high-end standard outdoor cushions) our premium Luxterior spring cushions, which are basically indoor cushions made for the outdoors. Each cushion contains actual steel springs that are encased in weather barriers, making it possible to have indoor-cushion comfort outside—without having to worry about the materials breaking down or rusting.

When we initially launched Luxterior, dealers couldn’t believe that a spring cushion could withstand the elements. They have really begun to catch on; we have proven that they are a truly weather-resistant product.

What are the latest trends in outdoor-wicker furniture?

Kuo: Universally, the most popular finish/weave is anything in the dark-brown fam-

Top left: Joyce Kuo Top middle: Saint Tropez seating

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Top right: Pillow Talk toss pillows Bottom right: PDQ (Patio Done Quick) performance fabrics

How is South Sea Rattan partnering with its dealers?

ily, such as espresso or tobacco. While we see an emerging interest in the weathered look and in grayish driftwood finishes, those still don’t touch the popularity of the darker tones. The overall design aesthetic for wicker favors clean, sharp lines and thick weaves—because they lay flatter and create a clean plane.

In terms of styles, outdoor sectionals have really taken off because people like the versatility that they offer. With sectional pieces, it’s easy to create a multitude of configurations, depending on the outdoor space and what kind of seating is needed (whether for a large party or a small, intimate gathering). We have expanded our offerings to encompass a large number of collections with sectional pieces that include blocks, wedges, and curves. The modular sectional pieces feature curved love seats and pieshaped tables that fit together to create a semicircle chat setting.

Kuo: We are doing everything we can to equip our dealers. Our new and improved PDQ (for Patio Done Quick) program is something that is designed to help boost sales.

Today’s consumers want immediate gratification, but on the flip side, they don’t want to sacrifice quality or choices.

We’ve always had some type of quick-ship program, but we realized we had to expand it to offer more options (colors, fabrics, and frames), while still offering a quick turnaround. The foundation of

PDQ is 10–10–10, which means that we offer 10 top-selling Sunbrella®/Outdura performance fabrics (including both neutrals and color variations); 10 frames that speak to the different styles and designs that are retailing well; and a 10-day shipping promise, which gives customers the instant gratification that they crave.

What does the future hold for South Sea Rattan?

Kuo: I’m happy to say that the future looks bright—not just for us, but for the economy. We always strive to stay ahead of our competition, but at the end of the day, all of us in the furniture industry are family, in some shape or form. With the economy on the rise again, we are all rooting for each other—because as this industry rises, we will rise with it. Things are looking up, and we will continue to work hard for our customers and our dealers.

What are you most excited about for the upcoming season?

Kuo: I’m really excited about our new Pillow Talk program. Pillow Talk makes it supereasy for customers to change the look of any space with precoordinated designer accent pillows. The program features 25 different pillow collections (in a spectrum of color families) with high-end design details such as fringe, braided cord, and mitering, and they are all made with outdoor performance fabrics.

There are three different sizes in each collection. The appeal of this program is that we’ve done the hard work for the customer: coordinating the different fabrics and looks, putting them together in sets. Depending on a piece of furniture’s body fabric or frame, there is a Pillow Talk pillow that will go well with it—and the pillows aren’t sold only to go with furniture. Designers can incorporate them into any design project, and retailers can offer them separately in their stores’ outdooraccent or gift areas. I know dealers are going to fall in love with Pillow Talk.

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my turn

CATCH-UP CONSUMPTION Ratana Home and Floral is busy, as pent-up demand for home products boosts sales.

by SHARON SANDERS

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ith the gradual rebound of the housing market, the economy is looking stronger than it has in years. Manufacturers and retailers are energized to get business rolling again, at profitable levels. Winnie Ng and Lawrence Wong, sales managers at Ratana Home and Floral (Vancouver, British Columbia), have seen a renewed excitement among their customers, and they anticipate that 2014 is going to be a growth year. always been centered on building partnerships with its dealers.

“In many of the retail stores we sell to, we have been doing business with several generations,” Ng explains. The company, she adds, worked with parents, in many businesses, and is now working with their children.

The philosophy of building longtime partnerships has been key to the company’s growth. Ng says, “It is the cornerstone of everything we do. By listening to our dealers, we can determine what products to make and what kind of customer service we need to provide.

As the potential for sales increases, Ratana— like many other casual-furniture manufacturers—is taking a hard look at its operations to ensure that it is prepared to provide the products and support that dealers need to flourish. “It’s a crucial time for us to be ready for our customers,” Wong says.

For 33 years, Ratana has been manufacturing and selling indoor and outdoor rattan/wicker and floral products to retailers across the United States and Canada. The company’s focus has

Top: Havana Club seating (in espresso country) Left: Winnie Ng and Lawrence Wong Bottom: The Hillsboro sectional (in taupe)

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This way of doing business has helped us make it through the down economy, and it is going to help us thrive in a rebounding economy.”

TRACKING TRENDS In today’s HGTV era, homeowners are seeing endless possibilities for their outdoor spaces. As a result, they want a wider selection of products, and they are looking—more than ever before—at the style (and function) of casual furniture and accessories. Dealers rely on manufacturers to stay in touch with trends and to create products that reflect what is going on in the fashion world, in home design, and in design technology.

According to Ng, the use of sectionals is one of the trends that is picking up momentum.

People are looking at their backyards as another room in their homes, so they are regularly hosting bigger outdoor parties—and they need the seating to go with that.

“With sectionals, people can be more creative with layouts, and they can customize their spaces to fit any gathering,” Ng says.

Ratana has offered sectionals for the past few years (with much success). This year, the company brought a fresh twist to its sectionals: Adding a curved corner piece makes it possible to seat more people than the traditional L-shaped sectional can hold—because there is a full extra seat in the corner. The Portfino, Park Lane, and Princeville collections all offer the optional curved corner. “The response

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has been great. It is a very functional piece that makes a lot of sense,” Ng adds.

Also new for Ratana is its Havana Club collection, which features a high-back chair. “It’s design and comfort rolled into one. With the higher back, you sink into the seat more, and that’s what we are going for with this collection,” Ng says. The coordinating end tables are available with stone, aluminum, and glass tops.

The company is innovating in its designs—with a modern edge—by incorporating different materials as well. Its Park Lane collection features a flat, sleek aluminum frame, and the Hillsboro group is a mixture of aluminum and woven resin. “We think we have put together a fresh look and a good package for our retail stores. There is something different and interesting about each collection,” Wong explains.

MEETING EXPECTATIONS Customers’ expectations are going up, and retailers are feeling this on every front. “Manufacturers are working to fine-tune (or even reinvent) their operations so they can deliver products more quickly and efficiently and can set themselves apart, and Ratana is no exception,” Wong says.

The company has put in place a comprehensive direct-import program (focused on timely delivery), in addition to maintaining warehouses abroad and in the United States. “We are able to get products to our customers more quickly than ever before because we stock

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products all year round, and we have strategically located our warehouses so customers are never too far away,” Wong explains.

Ratana is proud of its track record, in particular, when it comes to meeting delivery expectations. The company puts a tremendous emphasis on lead times and on its orders, whether they are placed before or during the busy time of the year.

“We are very serious about delivering on our promises. Follow-through is extremely important to retailers because they have to have answers for their customers, and their reputations are on the line,” Wong explains. Park Lane dining and sectional (in taupe) Ratana is very diligent about keeping dealers in the loop concerning the status of their orders. Wong adds, “Once an order is placed, accessories, so retailers can offer more choices to dealers want to know what’s going on—every step of their customers.” way. Communication is our priority.”

Wong adds that his conversations with dealers have been lighthearted, and that everyone seems to have A BRIGHT FUTURE come through the recession in a better position (and For 2013, Wong and Ng report, the July ICFA stronger, in many ways). “There is less looking back and ™ Preview Show and September Chicago more looking forward,” he says.

International Casual Furniture & Accessories Ratana’s plan for the future is to continue raising its ™ Market were pretty lively for Ratana (and for profile as a major player in its category. Wong says, “We manufacturers in general). “We introduced more are committed to this industry and to our customers. new collections, this past year, than we have historiNow that the economy is heading in the right direction, cally,” Ng says. “We have also extended our lines we are on track to continue enhancing our brand and beyond basic seating groups to include dining and strengthening our partnerships with our dealers.”

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product innovation

GOOD TIMES AHEAD With home construction and remodeling on the upswing, Hearth & Home Technologies listens to its consumers.

by CHERYL DANGEL BARTOLINI

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ales are good, the market is up, and Hearth & Home Technologies (HHT), Lakeville, Minnesota, likes what it sees.

Mark Buri, director of dealer marketing for HHT, says, “The big news is that the market is strong. New construction is very strong, and we’re starting to see life in retail. This is great for us—and our customers.”

Business might be good, but that’s no reason for HHT to sit back and rest. Some companies might be cocky enough to think that if sales are good, they need not fix what isn’t broken, but that’s not HHT’s approach to business.

In fact, in the current upturn, the company is energized and is putting itself through a selfimprovement course of sorts. HHT has developed a three-pronged approach to how it will do business, going forward; it is focusing on developing products that consumers want, connecting with buyers, and giving dealers’ sales staffs the tools that they need to help consumers make educated purchases.

Consumer feedback is mandatory. “We continue to use consumer and customer feedback to develop better products and extend the boundaries of our industry’s reach,” Buri says.

What do buyers want? HHT can tell you: All indications from feedback are that modern is the way to go. “Modern style is an area that continues to see growth. This broad category continues to push our product-development team to create

The Heat & Glo REVO fireplace Four myhht Sales Toolbox iPad apps from Hearth & Home Technologies

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new, innovative offerings,” Buri says.

HHT is putting that feedback into practice.

In the summer of 2013, the company released the Heat & Glo REVO series, which consists of fireplaces that you can literally hang on the wall.

The series offers a range of styles (from transitional to modern), with models that can be installed in many different rooms of the house.

Installation is as easy as it could possibly be— and that ease is key to HHT’s product development. Product improvement is another focus.

Buri says, “We also continue to improve our products in order to simplify the user experience—through controls, maintenance, and installation, across all product lines.” HHT is augmenting its core wood and pellet platforms, and Buri promises more enhancements to come (some of which were previewed at the 2013 HPBExpo, where prototypes were shown).

In addition, HHT revamped its electric offering under the SimpliFire™ brand in early 2013. “This line is designed to tap into the largest—and fastest-growing—category in the hearth industry by offering a wide selection of styles, an easy and enjoyable user experience, and flexible installation capabilities,” Buri explains.

In addition, HHT continues to expand its outdoor offering within the Outdoor Lifestyles brand, which is available to all HHT customers.

The brand has been a hit in the industry. The Twilight Modern fireplace won the Best in Outdoor Living Award at the 2013 NAHB International Builders’ Show®, as well as being named among the top 101 new products by Professional Builder magazine. The Carolina outdoor gas fireplace also was designated as one of the top 101 new products by Professional Remodeler magazine.

“Overall, at HHT, we’re perpetually focused on innovation within our industry-leading brands,” Buri says, pointing to two areas that are getting attention. First, he cites making the consumer’s experience better through improvements in interface design. The company’s Heat & Glo IntelliFire control series won the 2013 Vesta Award in the Hearth/Barbecue Components & Controls category, and its Harman® Absolute stove won in the Pellet Products category.

Second, “We’re constantly looking at improving heating efficiencies and emissions to lead and redefine the industry,” Buri adds. One example of this is the Heat & Glo Energy Pro. “This is literally the world’s most beautiful furnace—and the world’s most efficient gas fireplace,” Buri says.

The Energy Pro won the 2013 Vesta Award in the Central Heating Systems category, in addition to taking home the Daniel J. Melcon Bestin-Show Award for Hearth Products.

Newly introduced products are almost too numerous to mention. Buri says, “We’ve released many new products, across all brands and categories, in the past year—ranging from the Heat & Glo TRUE gas fireplace to the Quadra-Fire Voyageur Grand wood insert to the Heat & Glo LUX modern gas fireplace.”

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Within the past few months, HHT has released two products with which Buri is especially pleased: the Heat & Glo REVO series and the Harman Accentra 52i pellet insert. The REVO is an ultrathin direct-vent gas fireplace measuring only 7 inches deep. This makes zero-footprint installation possible in virtually any room, with no chase required. In addition to being the thinnest AFUE-rated fireplace ever made, it’s tested to the same standards as a furnace, providing impressive heat of up to 24,000 Btu. The Harman Accentra 52i pellet insert is the latest (upgraded) edition of the best-selling Accentra insert.

Here, Harman PelletPro™ and exhaust-sensing probe (or ESP) technology deliver 85% efficiency and a 10,000 Btu increase in output, while still providing powerful, even heat—within a single degree of the set temperature.

The design has been re-engineered for easier cleanup. In fact, the company promises that in comparison with any other pellet appliance, the Accentra insert trims as much as 50% from the required cleaning time.

MAKING CONNECTIONS Business theory holds that you can’t sell these products without connecting with your market. HHT now has “an intense focus on the consumer and a persistent focus on our valued customers,” Buri says.

He adds, “A large area of focus, over the past year, has been on developing a live pipeline between HHT and our customers. We call this the You Talk, We Listen customer-feedback portal.”

Buri says, “It has helped to create major enhancements and has eliminated a great number of customer pain points across our organization. The You Talk, We

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Listen portal helps us to find and eliminate pain points quickly, throughout the entire value chain—from product enhancements to new pricing tools to better forms of communication.”

He continues, “This consistent touch point has allowed us to capture and implement ideas that have made us a better business partner and have made it easier to sell the best brands and products in the industry.”

The feedback that the company receives is used in product development and has spurred innovation.

It has “pushed us to develop and deliver innovative and successful products that suit the ever-changing consumer landscape. It has also pushed us to develop industry-leading websites and showroom tools—to deliver the right information to help consumers make the best decisions for their needs,” Buri says.

HONING SALES TOOLS The third prong in the company’s overall marketing strategy is giving dealers’ salespeople the tools that they need to help consumers make educated purchases. In short, that means outfitting salespeople with iPads that enable them to have a virtual product expert, of sorts, in their pockets.

In early 2013, HHT released the myhht Sales Toolbox iPad/iPhone apps. Four apps—one each for Heat & Glo, Heatilator, Quadra-Fire, and Harman— deliver the right information to help consumers make decisions on the showroom floor. Buri says, “They’re designed to be a salesperson’s best friends.”

Salespeople can quickly access materials to show to the consumer—and might hand the iPad to the con-

sumer during that process. Salespeople have access to photos, product videos, technology videos, and other materials that the consumer might find beneficial during the buying process.

Buri reports that the myhht Sales Toolbox apps have had early success with customers across the country. He says, “We’ve received overwhelming feedback from customers stating that the apps have served as quick and easy sources of product/technology information that has truly aided in the sales process on the showroom floor.”

In addition, HHT has received strong feedback from customers on the one-minute technology videos that the company produced over the past year. “The videos have allowed salespeople to show consumers how our industry-leading technologies differentiate the products they are selling. For consumers who want to understand the inner workings of the products they are buying, these videos have served as invaluable tools,” he says.

Buri is confident that designing the right products (based on consumer feedback), connecting with the consumer, and giving dealers’ salespeople the tools that they need to help consumers make educated purchases will deliver big dividends. He says, “As always, we are committed to leading the industry with the best brands, products, and programs to help our customers’ businesses remain successful.”

Buri concludes, “We remain focused on developing technologies that meet changing consumer needs and lead the industry into the future. Above all, customers should expect the best experience possible—with the right products and tools to help them meet consumers’ needs.”

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CP corporate profile

A GRAND ARRIVAL After 10 years, Alfresco Home takes its place among its peers at the Merchandise Mart.

by JESSE BURKHART

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tarting when he was nine years old, spending weekends at his parents’ outdoor-living retail store (just outside Philadelphia, Pennsylvania), Joseph Cilio was preparing to run a company of his own.

Almost 10 years ago, as a man who grew up in the industry himself, he founded Alfresco Home (Pottstown, Pennsylvania) a company that manufactures outdoor furniture. Joseph and his brother, Anthony, have guided the company to a number of recent milestones that have solidified the company’s place among its contemporaries.

This year, Alfresco Home planted its flag at the Merchandise Mart, the host site for the Chicago International Casual Furniture & Accessories Market™, by leasing a 2,200–square-foot permanent showroom on the 16th floor. As a permanent presence at the venue that serves as the industry’s central gathering place, the new showroom, Joseph believes, will bolster his company’s nationwide brand.

Left: The Belvedere collection Right: From left, Kevin Nigro, Joseph Cilio, and Anthony Cilio

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Joseph, president and CEO of Alfresco Home, says, “We’re really glad to be upstairs, with a lot of wonderful manufacturers. We’re honored to be up there, frankly, and we’re really excited for our customers. While many of them have come to our main-headquarters showroom in Philadelphia, a lot of customers attend Casual Market and the ICFA Preview Show™ and can see a broader spectrum of what we do. We look forward to picking up a lot of business with dealers across the country.

We’re ready to be there.”

He describes Alfresco Home (which has 19 full-time employees and 24 sales representatives who serve the United States and Canada) as a full outdoor-living company. It operates in three categories—outdoor furniture, garden decor, and (more recently) outdoor cooking—and it manufactures about 95% of its products in Asia.

Its furniture options include collections in cast and extruded aluminum and in all-weather wicker, in addition to marble-mosaic tabletops. Although aluminum anchors Alfresco Home’s product portfolio, the company is building momentum in its woven lines. “The whole woven category, for us, has been a tremendous part of our business, and we’re starting to see very solid traction. It has

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evolved, and it has really started to come into its own, overall,” Joseph says.

Anthony Cilio, executive vice president of product development for Alfresco Home, spearheads the company’s 2014 product launch, which includes three new cast collections and four new woven collections. “In woven collections, we’re looking toward a more transitional, more contemporary kind of look—with softer, lighter colors, as far as the palette is concerned,” he says. “For example, the Bainbridge collection is a transitional line that we introduced in a lighter color of wicker, and it has gotten a strong response.”

In cast aluminum, the Parioli and St. Lucia collections were introduced at the ICFA Preview Show in July 2013; both received a “very strong positive reaction,” Anthony says.

Alfresco Home also offers an expansive line of garden decor, including glazed and terracotta pottery, fiberstone planters, fountains, and garden furniture (such as bistro sets), giving retailers options that could translate into addon sales.

In January 2013, Alfresco Home expanded into the outdoor-cooking category, acquiring the North American distribution rights to the Fornetto, a two-in-one oven and smoker made continued on page 69

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insight

Proper Pricing Summerset Professional Grills offers barbecue products for every budget.

by CHERISE FORNO

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ith almost 20 years of experience manufacturing reliable products, Summerset Professional Grills (Costa Mesa, California) continues to provide customers with exceptionally well-built, budget-friendly products using unparalleled customer-service practices. In the midst of a strengthening national economy and growing demand for complete outdoor kitchens, Summerset has expanded its collection of stainless-steel grills by adding barbecue islands, firepits, outdoor fireplaces, appliances, and outdoor-kitchen accessories.

Jeff Straubel, president, says that a stronger economy has contributed to robust sales this year, and he hopes that this improved economy isn’t a temporary condition. “It’s been a good year for us,” Straubel says.

Summerset offers three series of professional stainless-steel grills—in different price ranges and styles—to meet each customer’s needs and budget. These series include low-end, midrange, and luxury products.

Top: A fully appointed island, featuring Summerset’s built-in oven Middle: The TRLD 44-inch stainless-steel gas grill Bottom: The Oahu island

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“I think offering a variety of products with different price points is advantageous, in the current marketplace,” Straubel says.

The Premier, Sizzler, and TR series are also backed by customer-friendly warranties, including a lifetime warranty on burners. Straubel says that this diverse offering is beneficial because Summerset can give customers affordable options without sacrificing performance. He also stresses that the midrange category is an area where he sees the most potential for growth (because of the demand for highquality grills in this price range).

In addition to stainless-steel grills, Summerset offers appliances, accessories, and outdoor-kitchen islands to help customers create the ultimate outdoor-living experience.

Summerset’s newest product, the

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oven, is versatile, convenient, and increasingly popular.

Constructed entirely of stainless steel, the oven is available as a freestanding or built-in all-purpose unit; it is ideal for cooking/baking a variety of foods, including pizza, cookies, vegetable dishes, and meat. A pizza stone is included with the oven to make baking restaurant-quality pizza easy and convenient.

Straubel says that Summerset will constantly offer new products, as well as improving on the current products that it manufactures. This year, Summerset added to its strong reputation for performance by being listed in the Inc. magazine 500 (at number 162) as one of the fastest-growing private companies in the nation.

According to Straubel, Summerset has evolved to meet customer demand, through the years, because it is committed to delivering high-quality prod-

ucts to satisfy its customers.

“We keep adding more and more products, and we listen to our customers,” he says. “Our service is what outperforms our competition’s service.” Straubel explains that the company’s strong support staff, which provides superior, personalized customer service, helps set Summerset apart from its competitors. Most of Summerset’s selling is conducted through distributors, with the rest of its products sold through dealers.

Straubel says that the company’s first priority is to have dealers and users who are satisfied with the products and the results of their purchases. One of the company’s overall objectives for 2014 is to become known as the company with the best service in the industry.

Summerset’s outdoor-kitchen products are offered nationwide and throughout Canada. In the years ahead, Straubel predicts, there will be growth in specific areas of both countries. “People will start refining products in the warmer climates,” he says.

Straubel notes that parts of the West Coast, Midwest, and Northwest have not yet taken full advantage of many outdoor-kitchen products, so expansion in these regions is likely. “The entire industry is stepping up; that’s what we’re a part of,” he says.

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Customizable Furniture The flexible, affordable product line from Parker James lets customers create one-of-a-kind designs that reflect their personal styles.

by CHERISE FORNO

P

arker James (Atlanta, Georgia), a Summer Classics company, continues to build its reputation as a leading designer and manufacturer of casual furnishings (throughout North America) by continually adding innovative customization options for retailers. By using the same high-quality materials and manufacturing practices as Summer Classics (Montevallo, Alabama), Parker James is able to offer timeless, durable furniture at an affordable price.

Harold Hudson, president of Parker James, says, “You’re getting a Summer Classics product that you can take and customize any way you want. Summer Classics is known for its quality.”

In the past decade, the everevolving style and increasingly personalized furnishings of Parker James have made it a place for specialty retailers, catalogs, and design professionals to find the highestquality outdoor furniture available at midrange prices. Summer Classics, which was founded in 1978, is structured around producing uniquely designed furniture and fabrics at midrange and upperend prices. As a larger operation than Parker James (with a 400,000–square-foot distribution facility, seven company stores, three licensee stores, and more than 300 independent retailers), Summer Classics has an unparalleled ability to offer domestically

The Terrazza collection in the weathered finish Harold Hudson

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made fabrics and finishes.

One of the achievements of Summer Classics includes the popularization of resin wicker. By combining resin wicker with wroughtaluminum frames, Summer Classics has offered buyers innovative furniture with both beauty and sustainability for long-term outdoor use.

Hudson, who became president of Parker James in July 2013, began working for Summer Classics more than 20 years ago. He has continued to lead the company with the same goal as its founder, Jim Parker: making midrange-priced products with the same high quality that Summer Classics boasts.

Currently, Parker James offers collections to fit any outdoor space and design. From the all-weather wicker handwoven over aluminum frames offered in the company’s Alyssa collection to the handwrought, rust-resistant iron pieces (with classic European style) in the Bordeaux collection, Parker James has much to offer. Sales representatives for Summer Classics also represent Parker James.

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The Calais collection provides deep seating and multiple cushion options for optimal comfort. The Trinidad all-weather woven collection also offers wide deep seating.

Hudson’s vision for the future of Parker James is to specialize in customization. Parker James produces 16 frame models, but each can be customized with a unique color or size.

According to Hudson, the level of customization available from Parker James allows retailers to create and market their own exclusive brands—with the experience and support of the company.

As a Summer Classics company, Parker James receives the backing of Summer Classics designers, products, and manufacturing capabilities. For larger purchases, a retailer can have virtually unlimited individualized options to create a truly unique line (with the design team of the company). “We’ll make it for the retailer,” Hudson explains, “but the furniture will have the logo and brand name of the retailer. It will be exclusive to that particular retailer.”

For companies that might want to purchase furniture in smaller quantities than would be practical for private-label programs, there are similar design options. Although the main colors used at Parker James are built around black, brown, and gray tones, Hudson says that retailers can create a rainbow of hues. More than 100 Summer Classics colors are also available.

Hudson notes that even with a

lower minimum-purchase requirement, retailers can take a Parker James frame and create a unique color and cushion. “Nobody else will have that color,” Hudson says.

Both of these customization options provide retailers with an advantage in the market: creating entirely personalized, unique furnishings to fit any setting.

The company’s container-direct business model helps keep the its overhead costs lower, so prices can be lower for customers. Parker James also has more basic options available to offer lower-priced (yet built-to-last) furniture. Customers still have the options of selecting domestically made Summer Classics fabrics (at a higher cost) or fabrics sewn at the company’s facility in China.

In addition, Parker James has a new domestic-stock program for 2014. The company will stock five of its better-selling frames in its U.S. warehouses (in Birmingham, Alabama, and Los Angeles, California). Container customers can use this stock to balance their inventories—and retailers not yet ready to commit themselves to purchasing full containers can buy from the U.S. warehouses.

Hudson adds that the demand for wicker products makes this a robust area for future growth.

“Wicker has been very strong in the past seven to eight years,” he says. Another material for which sales are steadily solid is the cast aluminum used in Parker James frames. For the future, Hudson is committed to leading Parker James as a company that offers high-quality outdoor furniture, superior customer service, and unparalleled customization capabilities.

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Retro Reigns For customers who adore nostalgia, Elmira Stove Works offers updated designs of vintage appliances.

by CHERISE FORNO

E

lmira Stove Works, a leading manufacturer of appliances in retro and antique styles, continues to create fully customized kitchen designs that combine antique charm and modern convenience. Tom Hendrick, president, says, “We are proud to be the industry’s leading provider of highperformance vintage appliances.

Elmira Stove Works has always focused directly on the needs of consumers, developing and updating products to meet their changing needs. Using the best ideas and most innovative practices, we have grown with our customers.”

Hendrick, founder of Elmira Stove Works, saw his father sell parts for wood-burning cookstoves to local Mennonites from his hardware store in Elmira, Ontario. In 1975, Hendrick took steps to expand this business endeavor to provide complete cookstoves to customers throughout North America. Hendrick was soon manufacturing the Findlay Oval cookstove for an increasingly diverse customer base. To meet demand (and customer requests), Hendrick expanded the stove business to include a full line of gas and electric models that combined traditional styling with modern features.

Left: The Antique line’s model 1865-ST 45-inch dual-fuel (gas and electric) range, shown in black with optional nickel trim Right: The Northstar model 1952 18–cubic-foot retro refrigerator with the optional BrewMaster draft-beverage kit

Refrigerators, wall ovens, dishwasher panels, and microwaves were added to the antique line in the 1990s. The collection is now offered in vibrant, traditional colors: black, bisque, white, cayenne-pepper red, and liberty blue.

Tony Dowling, business-development manager, says that vintage appliances from Elmira Stove Works are ideal as accent pieces— or for use in the construction of a complete kitchen to match historic Victorian homes, cottages, or cabins. Dowling stresses that the unique designs of the company’s appliances have given it an edge in the industry. As the trend that favors expressing one’s personal style through kitchen decor continues to grow, the ability of Elmira Stove Works to provide people with the individualized kitchens of their dreams keeps the company’s products in high demand.

The manufacturer’s interactive website (www.elmirastoveworks.com) has several sections that help customers realize their dream kitchens. Using fun, easy steps, the site’s visitors can mix and match different appliance models with a variety of colors, finishes, and styles. Signature products include a six-burner antique stove in classic black and a retro-style refrigerator in a bold red. Brass and copper hardware finishes are also a popular choice. In 2001, Elmira Stove Works created a new collection, Northstar, by adding refrigerators reminiscent of those of the 1950s to its 1890s-style appliance line.

A new group of consumers quickly embraced the bright colors

and chrome accents of the Northstar line. Available in candy red, robin’s-egg blue, buttercup yellow, flamingo pink, mint green, black, bisque, and white, the collection has tapped into a trend that supports creating retro kitchens with modern technology.

“Northstar has been a big hit,” Hendrick says. “A huge interest has come from people who can’t even remember the 1950s, but they like the look and feeling of what they (perhaps) perceive as a happier, simpler time.”

Since its creation, the Northstar line has expanded beyond refrigerators to include keg refrigerators, ranges, range hoods, splashbacks, microwaves, and dishwasher panels. The electric self-cleaning convection Northstar wall oven, retailing at $2,995, can be installed in wall cabinets or an island. The Northstar microwave, introduced in 2012, is 20% more powerful than the previous model and comes equipped with many options, including sensor reheating, inverter turbo defrosting, and a quick-minute button.

Recently, the retro trend has shown a more conservative approach to color. According to Dowling, the company has noticed a shift away from bold appliance colors toward white, bisque, and buttercup yellow.

Over the past decade, Elmira Stove Works has continued to grow. In 2006, the company

moved into a new state-of-the-art facility in Elmira to give the company room to expand and continue to make technological improvements. The company’s new building even features a rooftop solar system that supplies half of its electrical power.

The Fireview stove, introduced in 2009, features highly efficient, modern clean-burn technology. It is also available with optional gas side burners and a second warming oven, so consumers can customize the stove to meet their needs.

Dowling reports that approximately 20% of the company’s sales are of its wood-burning products.

The rest of its sales are split between the antique and retro collections, with the fastest growth being seen for the newer Northstar line.

Although Elmira Stove Works continues to add new products to its collections, it remains committed to the craftsmanship and attention to detail on which it was built, beginning almost four decades ago. In 2011, Hendrick’s accomplishments as one of the industry’s leading innovators were recognized; he was inducted into the National Kitchen & Bath Association Hall of Fame.

According to Dowling, Elmira Stove Works will continue to offer nostalgic appliances with modern functionality to coordinate beautifully with even the most contemporary kitchens. He says, “We’re continually adding new technology.”

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DREAM KITCHENS An industry pioneer has helped countless homeowners develop beautiful, custom outdoor kitchens.

by GREG THOMPSON

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lmost two decades ago, elaborate barbecues were often called islands. For Bruce Spangrud, founder of Galaxy Outdoor L.L.C. (Las Vegas, Nevada), the term seemed woefully inadequate—akin to calling a prized cut of beef a steak, when it was actually a Porterhouse.

In a move that permanently expanded the industry’s vernacular, Spangrud named his original business Outdoor Kitchens, and he even registered the trademark. The now-ubiquitous term ended up referring to virtually any outdoor equipment that looked as though it belonged in a kitchen, however.

Top left: Galaxy Outdoor offers both customized and stock outdoor kitchens Top right: Bruce Spangrud Bottom left: Cooking on the Kamado Rocket helped Galaxy Outdoor take home first place for chicken at the Jack Daniel’s® World Championship Invitational Barbecue last year Bottom right: Materials used to build Galaxy Outdoor products are manufactured entirely in the United States

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As for the legally owned Outdoor Kitchens trademark, it would have taken an army of lawyers to defend it, and Spangrud eventually gave up on reining in its use. “Yes, I still own the trademark,” he says, “but the public didn’t stop using the name, and there was no way we could control it. I sent out a bunch of warning letters, at first, but in the end, I could not hold back the flood.”

With the outdoor-kitchen concept flourishing throughout the country, Spangrud eventually changed his company’s name to Galaxy Outdoor. To differentiate the company from a growing list of competitors, designers at Galaxy Outdoor sought to address the custom market

Patio & Hearth Products Report November/December 2013

through the use of a patented joining system that easily puts together made-to-order sections.

“We build each piece to the customer’s specifications, with modular sections (joined together in installation) of a maximum of 7feet long, so you can ship them anywhere in the country,” Spangrud explains. “For example, if you have a 21-foot island, it comes in three pieces. When dealers get it, they take it to the job site and bolt the pieces together. They are done in about an hour. Dealers level it, do the finishing, and install the stainless—and that’s it.”

MADE IN THE UNITED STATES Galaxy Outdoor currently caters to independent dealers in 30 states,

with the overwhelming majority of sales falling within the custom category. Where there is no dealer, the company ships goods directly to the consumer.

Dealers and prospective customers who visit the Las Vegas headquarters can peruse a 10,000–square-foot showroom to get plenty of ideas. After a hot summer, customers around the country let their imaginations flow with Galaxy Outdoor’s custom islands, where they “get what they want, versus being stuck with a stock item,” Spangrud explains.

Despite the considerable emphasis on custom outdoor kitchens, Spangrud says, the stock islands have also proved to be continued on page 69

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by an Australian manufacturer. For the Cilios, entering the outdoor-cooking category was a goal that they had set long ago.

“People who know me know that I love to eat with friends and family,” Joseph says. “I come from an Italian family, and eating was the first and most important thing to my parents. Since I started Alfresco Home, I’ve been studying the market for outdoor cooking, and I’ve been doing a lot of research, over the years. What prompted me to get into this category was my love for food, along with my love of being outdoors.”

The Fornetto, although it has been well received, will “take time for the consumer to understand what it is, because it’s different,” he explains. It’s a product that’s most likely to be purchased after someone already has a grill.

“I didn’t want to do a grill, I didn’t want to do a smoker, and I didn’t want to do an imitation item,” he says. “When the Fornetto was introduced to us, my broth-

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er and I immediately thought, when we saw it, that this was something that would fit Alfresco Home. We have to be special in the marketplace, and the Fornetto helps us do that. We will continue to be invested in the outdoor-gourmet category—because we believe in it.”

As Alfresco Home has ramped up product development, it has also expanded its footprint, in order to process the added volume. In May 2011, the company moved its headquarters to Pottstown; in 2012, it added 20,000 square feet to its distribution center (now at 80,000 square feet), the facility just outside Philadelphia from which special orders are shipped. Kevin Nigro, vice president of operations for Alfresco Home, says that the extra space has allowed the company to keep more of the right inventory on hand, to streamline logistical operations, and to accelerate deliveries.

“To have our whole employee base and product base under one roof is just an effi-

The Parioli collection

cient way to operate,” Nigro says. “The new space has allowed for efficiencies in terms of shipping-turnaround times and in terms of communications between our office team and our warehousing team— to get the stuff out the door quickly for our customers.”

Having grown up in a retail environment, the Cilios—who also continue to operate the retail enterprise near

Philadelphia that their parents started— know a few things about how to treat their customers. Alfresco Home wouldn’t be on the cusp of celebrating its 10th anniversary if they didn’t.

“Being retailers has taught us so much about how to be a great vendor to our customers,” Joseph says. “We understand the needs of our retailers because we’ve been there. I think that separates us.”

only charcoal and/or wood chips, and they are made of clay or ceramic,” Spangrud explains. “The Kamado Rocket can use natural gas or propane, wood, and charcoal—at the same time.”

Weighing 565 pounds in the large size, the Kamado Rocket is made of refractory material (the same substance used to make the crucibles that pour molten metal at steel plants). Spangrud claims that the extra weight and thicker walls carry extra benefits, including the ability to hold in heat three times longer than other cookers can hold it.

“Cooking on the Kamado Rocket won us the first-place title for chicken at the Jack Daniel’s® World Championship Invitational Barbecue® last year,” Spangrud says. “We also won awards at the Bass Pro and Chubby Hubby competitions because barbecue chefs love the way the Kamado Rocket cooks (and holds in that heat). The big difference between it and every cooker out there is that the Kamado Rocket is the only one that uses all four fuels, and the way we build our Kamado Rockets is also a differentiator.”

Making a bold foray into the kamado market does not faze Spangrud in the least. In fact, the industry veteran believes

that he has built a better U.S.-made kamado, and he is confident that the market will respond. When it comes to firepits, he is also convinced that he’ll continue to see positive sales figures, thanks to superior design and construction.

“Fire is huge,” Spangrud says. “We make dining-room fire tables that are 5 feet wide and all the way up to 20 feet long. We do them for the casinos here in town.” Casino customers, seeing those fire tables, then want 8-foot or 10-foot models for themselves. Spangrud adds, “We make 35 different shapes and sizes of firepits and fire tables, and then we also do 100% custom fire tables as well.”

He continues, “Of all the custom islands we do, probably 20% are for customers who want to add some kind of fire.

We make 70-inch–diameter tables, and you can put a 25-inch firepan in them.

That adds so much value to the island.”

Spangrud concludes, “Generally speaking, high-end outdoor kitchens are now real kitchens, and where do you spend your time when you have a party? In your kitchen: Now, when you have a party, everyone is outside in the kitchen. It all speaks to the lifestyle that we are promoting at Galaxy Outdoor, and we are extremely confident about the future.”

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excellent sellers. “Our best-selling stock product is a 6-foot island with a 5-foot seating bar,” he says. “It is 42 inches high, and it holds an umbrella, a couple of chairs, a 32-inch grill, a refrigerator, and some storage underneath the grill. It is shipped anywhere in the country, in two pieces, to our dealers. You can get it with or without wheels, and it’s at a price point that has the wow factor.”

The company’s signature custom outdoor kitchen accounts for roughly 80% of sales, and Galaxy Outdoor’s design consultants have no plans to de-emphasize the custom aspect that has worked so well. “The customer chooses every design, and we make it—down to a 16th of an inch—of whatever he or she wants,” Spangrud says. “There are no limits. You can go round, you can bend the angles, and you can go around poles.”

Customers say that if they are going to spend the money, they can spend $3,000 to $5,000 for a stock unit—or for a few dollars more, they can get exactly what they want, he explains.

Spangrud reasons that customers who are ready, willing, and able to spend money on the outdoor kitchens of their dreams might also be willing to pay a little more to support making products in

the United States. Galaxy Outdoor’s marketers emphasize that products are U.S. made—and so far, the message has resonated with dealers and customers.

“Many manufacturers have gone elsewhere, where the work force is so much cheaper,” Spangrud says, “but when you start looking at the quality (versus what you’re getting overseas), there is no comparison. The material we use to build the islands and firepits is not something that you can buy over the counter. It’s actually manufactured for us—100% in the United States—and designed to withstand salt water, freezing, and snow. We are the only manufacturer that guarantees our islands for 10 years.”

THE KAMADO ROCKET Although there are six major kamado brands on the market, Galaxy Outdoor knows that it will out engineer the competition with its Kamado Rocket smoker/grill. The kamado concept essentially has not changed for thousands of years. With the Galaxy Outdoor Kamado Rocket (patent pending), Spangrud says, the difference lies in the materials—specifically, what the actual unit is made of and what fuels can be used in the cooker.

“The other kamados out there use

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WHAT’S NEW

6 Hot Products to Sell Now Miles Industries | www.valorfireplaces.com Inspired by the highly successful L1 series, the L2 linear fireplace provides a 50-inch widescreen display (10 inches wider than that of the L1 linear). High-quality surrounds in bronze, black, brushed nickel, and the company’s new GRC sandstone finishes frame spectacular flames and radiant warmth from within. Firebed options for the L2 include the Long Beach driftwood set and the Murano glass kit. Join living spaces seamlessly with Valor warmth, design, and reliable home comfort.

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Vermont Castings Group | www.vermontcastings.com With products made in the United States and built with heart, Vermont Castings is proud to be dedicated, once again, exclusively to independent patio, hearth, and grill dealers and distributors. Customers will seek dealers and distributors for the premium Signature series grill line, designed and made with North American steel and crafted with the same construction and quality that they have come to expect from Vermont Castings.

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Patio Renaissance | www.patiorenaissance.com An elegant new braided weave is the defining design element of Patio Renaissance’s beautiful Monticello collection.

It’s pictured here with cushions in Sunbrella® Ashland smoke and Branch birch (also available in barley). This durable Circle Reader Service No. 92

outdoor set is sure to be a hit with customers seeking quality and sophistication.

The Outdoor GreatRoom Company | www.outdoorrooms.com GreatCo., a division of The Outdoor GreatRoom Company, carries a full line of electric fireplaces—for instant ambience, in any room. Pictured here is the new Gallery electric fireplace insert. All HD linear and insert-style models are CSA tested and are easy and efficient to use. They are cool to the touch, but will add warmth to any space.

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Napoleon | www.napoleonproducts.com Napoleon’s new stainless-steel pepper-roasting rack fits a variety of pepper sizes for easier shopping and grilling. The sturdy rack holds vegetables in an upright position for easy stuffing and roasting. Its heavy-duty construction will hold up—for years of dependable use.

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California Outdoor Concepts | www.californiaoutdoorconcepts.com California Outdoor Concepts has now topped the firepit table with a new patina: copper. Copper has been used for at least 7,000 years; the ancient Egyptians believed that copper was a symbol of eternal life. Decorative arts prominently feature copper because of its lustrous beauty. The new copper top, designed for use on any of the firepit tables from California Outdoor Concepts, provides a durable, weatherproof option that is also corrosion resistant.

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PRODUCT PROFILES Capistrano Mosaic Firepit Tabletop California Outdoor Concepts redefines design, once again, with the introduction of new mosaic tops for your firepit table. The Capistrano mosaic firepit tabletop recreates the images of California missions. Warm tones of travertine and marble hark back to the early California images of tiled rooftops and weathered-plaster walls. The Capistrano mosaic top will add a unique touch of art to your backyard landscape. The swallows come back to Capistrano every year; elevate the design of your firepit with the Capistrano mosaic top, and you will be coming back, again and again, to the quiet comforts of home. Sit back and enjoy the beauty. Contact: www.californiaoutdoorconcepts.com.

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Gensun Casual Living

Big Green Egg Custom Cooking Island

Gensun Casual Living completes the outdoor room with the introduction of outdoor kitchens.

Cabinets are available in a variety of sizes and colors.

Elegant countertops are made from cast aluminum and are also available in a variety of colors—and even faux-stone finishes. The appliances (including grills, side burners, refrigerators, and bar centers) are included in this new line. Contact: www.gensuncasual.com.

Big Green Egg custom cooking islands are designed and engineered to work perfectly with the EGG, for years of enjoyment. The custom cooking islands feature stainless-steel and aluminum construction; heavy-duty roller drawers; ample storage cabinets for charcoal and utensils; locking casters; and a durable, weather-resistant, powder-coated finish.

They come with a lifetime warranty. Contact: www.BigGreenEgg.com.

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Infrared Thermometer

This laser-sighted thermometer accurately measures the surface temperature of grills, pizza stones, skillets, grids, or other cooking surfaces without contact.

It has an easy-to-read, red-backlit LED display; it automatically powers off in 20 seconds; and it measures a temperature range of 32 to 800 degrees (0 to 427 degrees Celsius). Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com.

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Eon Milan Counter-height Dining Set

This beautifully proportioned new counter-height dining set is the ideal combination of style and function, looking great on the patio, balcony, or terrace. This slightly upscale and more refined design is the perfect fit when ordinary just won’t do. Made from an engineered polymer, this dining set is built to last a lifetime. Contact: www.eonoutdoor.com.

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Contemporary Portrait Fireplace With its clean, vertical lines, the American Hearth contemporary portrait fireplace adds a striking design element to modern home decor. The vertical motif carries through to the interior, where multiple folds in the porcelain liner add to the illusion of height. The rich black porcelain reflects the fire to create depth and enhance visual interest, from any position in the room. The dual-burner system resides in an earthenware bowl filled with crushed glass. Choose a black or white bowl and fill it with one or more colors of crushed glass. The multifunction thermostatic remote control operates the fireplace and can vary the flame height of the main burner. The remote lets you vary the accent lighting system located in the fireplace floor and even operate an unrelated appliance (such as a lamp or holiday decorations) plugged into the outlet beneath the fireplace. The clean-face design allows tile or stonework to reach the edge of the window frame. Contact: www.americanhearth.com.

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Parapan High-gloss Solid-acrylic Door Fronts

pizzacraft Steel Baking Plate

Steel baking plates are a new alternative to baking stones. Steel conducts heat better than stone, stores more heat per unit of volume, and is superior at transferring energy.

The plates can be used with or without a baking stone—in the oven or on the grill. Square and round versions are available. Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com.

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Brown Jordan Outdoor Kitchens unveils the Parapan line of high-gloss solid-acrylic door and drawer fronts for outdoor kitchens. Featuring a comprehensive palette of 22 rich neutrals and vibrant brights, Parapan has colors that run all the way through the almost 0.75-inch–thick material and will never fade. Contact: (855) 839-5063 or www.brownjordanoutdoorkitchens.com.

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Balmy summer nights.

In late Autumn.

Now you can bring indoor comfort to an outdoor living space with Infratech infrared heating systems. They’re 90% energy efficient, and available in a range of color, finish and mounting options, for residential and commercial settings.

Princess Insert

by Blaze King Blaze King’s Princess insert is the most efficient wood insert on the market today. With a deep firebox, frequent emptying of ashes is a thing of the past. An installer-friendly design includes a 45–degree-angle draft hood, permitting easy liner connections. Blowers are standard, and two shroud sizes are available for different fireplace openings. With a 2.54–cubic-foot firebox, emissions of a mere 2 grams per hour, and proven catalytic-combustion design, the Princess insert has a 10-year 100% warranty on the combustor. Efficiency levels are 80% (higher heating value) and 86% (lower heating value).

Contact: (509) 522-2730 or www.blazeking.com.

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WWW.INFRATECH-USA.COM | 800-421-9455 2-YEAR WARRANTY | PROUDLY MADE IN USA

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PRODUCT PROFILES Traditional Grill

With the right grilling equipment, you’ll find that the distance between simple dishes and gourmet masterpieces is very short. All DCS grills are designed for high-performance outdoor cooking, featuring high burner power and intense, full-surface searing temperatures.

Targeted to the outdoor-cooking enthusiast, DCS is intended for those who demand the very finest cooking appliances. Contact: www.dcsappliances.com.

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Ceramic-glazed Lava Stone

Brown Jordan Outdoor Kitchens introduces ceramic-glazed lava-stone surfaces from Italy. Given the wide variety of unique glossy, matte, and metallic glazes (in addition to the company’s handpainting capability), the lava-stone surfaces are ideally suited for homeowners looking for a stunning, unique look; for durability; and for timeless beauty. These surfaces instantly transform tabletop and countertop surfaces into breathtaking works of art. Contact: (855) 839-5063 or www.brownjordanoutdoorkitchens.com.

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Broilmaster Cooking Grid Broilmaster’s new V-channel cooking grid captures up to 60% of the drippings released from foods being cooked on an infrared grill.

The channels hold these juices just beneath the food, where heat from the infrared burner converts them into steam and smoke, adding flavor and moisture to everything you grill. The grids clean up easily with a regular grill bush.

V-channel cooking grids come standard on all 2014 Broilmaster R3-series grills and are available individually for customers who own Broilmaster R3, P3, D3, and H3 grills. On the company’s website, click on the Products tab.

Contact: www.broilmaster.com.

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IntelliDraft The IntelliDraft is the first completely automated venting-control system used with gas fireplaces and other gas-fired decorative appliances.

Designed specifically to maintain proper draft conditions and air for combustion, IntelliDraft provides safe operating conditions that are ideal for multifamily buildings and single-family dwellings. The system allows users the freedom to integrate almost any fireplace design and eliminates the need for glass doors. By saving energy and eliminating unnecessary emissions, IntelliDraft is a truly green solution.

Contact: www.chimneyfans.com.

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The Icon Collection by Sunbrella

Sunbrella® introduces the Icon collection, a new collection of Sunbrella upholstery fabrics based on iconic patterns and colors from Glen Raven’s rich design history of the 1960s and 1970s. The 1960s-inspired fabrics are anchored by Pioneer sunrise, Scout clay, and Traveler lakeside and are complemented by the solid texture, Volt, in 11 colors, which range from neutrals and browns to brighter tones. The 1970s-inspired fabrics feature bright, high-impact patterns such as the multicolored stripes Icon pop and High Fi glow, reminiscent of apparel knits that Glen Raven made during that time. Contact: www.sunbrella.com.

Reclaimed Mantels by Forshaw A reclaimed-timber mantel from Forshaw adds a special touch to a hearth room. These distinctive mantels consist of reclaimed wood from barn beams and from historic structures located in the heartland of the United States.

Since they are not mass produced, each is truly unique, in terms of color and texture. Each shelf has cracks and splits that add greatly to the overall look of the fireplace. Mantels are available in three standard sizes, or shorter lengths can be custom ordered. Contact: (800) FORSHAW or www.forshaws.com.

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Galaxy Islands Whether standard or custom and finished or unfinished, Galaxy Outdoor islands deliver years of perfect utility, with the industry’s highest-quality materials and superior design. The company uses only the finest materials: 12-gauge galvanized steel; PermaBase® surfaces, to prevent any weather impact; and galvanized welding/bolting—not screws—yielding superior construction (and the strongest construction available anywhere). All Galaxy Outdoor islands are 100% U.S. quality and come with a full 10-year warranty Call the company today. Contact: (702) 448-5600 or www.galaxyoutdoor.com.

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Harman Accentra 52i

The latest edition of the best-selling Accentra insert is now available: the Accentra 52i. This new unit exemplifies being built to a standard, not a price. Here’s how: • the insert’s 52,000 Btu and 85% efficiency give your customers more heat, with less fuel; • there’s 50% less cleaning time than with any other pellet unit—ever; • its quieter operation is due to dual blowers and better placement; and • the insert has heat-activated mirrored glass (standard).

The Accentra 52i will be easy for you to sell and easy for your customers to own. Contact: www.harmanstoves.com.

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PRODUCT PROFILES Sunpak-TSR Patio Heater

Infrared Dynamics introduces the new Sunpak-TSR outdoor patio heater, which features a handheld remote control. One slim remote handles on/off and high to low heat settings.

The Sunpak-TSR’s stainless-steel finish reflects elegance and style on your patio wall or ceiling. It’s available in natural gas or propane models that give off quiet radiant heat. Contact: www.infradyne.com.

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New Monessen Harmony Large Direct-vent Gas Insert The Monessen Harmony insert now comes in a larger size.

With five different framing choices and a variety of interior options, the Harmony direct-vent gas insert is in perfect tune with the style that your customers are looking for—and with the increased heating efficiency that this insert offers, they will also save energy and lower their fuel costs. It’s never been easier for customers to upgrade their masonry fireplaces with a punch of style (while pursing greener living). Contact: www.monessenhearth.com.

Concord

As always, Agio offers retailers the classically styled dining groups that continue to sell, year after year. The Concord dining group features a lovely, lattice-topped, cast-aluminum table; four lightweight, durable sling dining chairs; and two captain’s swivel chairs, which rotate a full 360 degrees—for comfort your customers will love.

With a unique lazy-susan centerpiece for serving and a coordinating umbrella, the Concord group offers a look that will perform in any outdoor environment. Contact: www.agio-usa.com.

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10-foot Custom Burner and Key Largo Firepit

The Outdoor GreatRoom Company was the first to enter the gas-firepit category, and with that expertise, it can offer more than 35 gas-firepit products, plus custom designs and UL-certified burners up to 10 feet long. If you’re looking for a custom burner, firepit, or outdoor kitchen, The Outdoor GreatRoom Company can design one that is perfect for you.

Join the leaders in fire technology and fire up your sales with beautiful, safe, and durable products from The Outdoor GreatRoom Company. Contact: www.outdoorrooms.com.

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303 Fabric/Vinyl Cleaner

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303® Fabric/Vinyl Cleaner™ is a premium cleaner specially formulated to clean all indoor and outdoor fabrics, carpeting, and upholstery while rinsing residue free. It’s designed to accomplish even the toughest, heaviest-duty cleaning jobs safely, using no harsh chemicals. 303 Fabric/Vinyl Cleaner safely removes difficult stains, including dirt, oil, grease, coffee, tea, ink, and pet stains. It contains no caustics or acids, and it’s nonflammable and nonfuming. Contact: (800) 367-3245 or www.303products.com.

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Eon Deep Seating Collection

The Eon Banff deep seating collection is now available in sparkling white. This deep seating collection truly delivers the look and feel of wood, without the hassles of annual maintenance.

Beautifully designed and generously proportioned, the Eon Banff deep seating collection is the perfect addition to any outdoor-living space. Cushions are handmade using only Sunbrella® fabric. Contact: www.eonoutdoor.com.

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Northern Firelights Patio Fireplace Table The Northern Firelights patio fireplace table is a 40,000 Btu, match-lit unit that is available with a choice of three bases (measuring 23, 30, and 42 inches). The material is galvannealed steel/stainless with UV-rated powder-coat paint. An optional multifunction light kit (with remote) and a reflective wind guard make this a truly unique outdoor experience. Contact: www.kozyheat.com.

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DCS Built-in Island

Apex-CBT Catalytic Indoor Furnace

The Apex-CBT is a revolution in central heating and is made by the experts in catalytic technology. Tested using the CSA-B415.1 method, the Apex-CBT produces a mere 3.3 grams per hour of

All the capabilities of an indoor kitchen can finally be realized in an outdoor setting: DCS offers a complete kitchen solution in both built-in and freestanding categories. From outdoor warming drawers and patio heaters to refrigerators and side burners, DCS manufactures the finest of everything you need to complete your outdoor kitchen. Contact: www.dcsappliances.com.

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emissions and is rated for efficiency levels of 87.2% (higher heating value) and 90.7% (lower heating value). The large, 5.7–cubic-foot firebox takes logs of up to 26 inches in length and can be used as an add-on furnace for an existing central-heating system—or as a stand-alone furnace, when used with the company’s VB1000 blower. Contact: (509) 522-2730 or www.blazeking.com.

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LeeForge by OW Lee The LeeForge collection of wall art is meant to complement high-end outdoor furniture and add a final touch to any outdoor room. LeeForge offers the same 20-year structural warranty as OW Lee’s furniture frames, along with a five-year warranty on the frame finish. The collection is available in nine superdurable-polyester powder-coated finishes, and pieces include mounting hardware that is compatible with most installations. Contact: www.owlee.com.

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PRODUCT PROFILES

Exterus by Forshaw With Forshaw’s exclusive Exterus modular system, building a beautiful, custom outdoor kitchen couldn’t be easier—or more affordable. Exterus is lighter than traditional masonry kitchen framing, allowing you to place a kitchen in areas unable to support a masonry island. Lighter construction, however, does not compromise quality. The durable outdoor modular cabinets are constructed of 22-gauge, galvanized 60 steel framing and covered with ready-to-finish 0.5-inch PermaBase® for a strong and mildew-resistant barrier. Many kitchens using the Exterus modular system can be installed in just two days. Contact: (800) FORSHAW or www.forshaws.com.

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Slayton-36 The Slayton-36 is the newest addition to the Kozy Heat contemporary-fireplace lineup, and it showcases the same great design and look as the Slayton 42. A variety of media choices, accent lighting, an enamel firebox lining, and dancing flames will make the Slayton-36 a perfect choice for contemporary living. Contact: www.kozyheat.com.

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RSHT Chimney Fan The RSHT chimney fan is a high-temperature exhaust fan used to maintain proper draft in a solid-fuel chimney or stack system. It is the preferred fan for venting fireplaces, barbecues, pizza ovens, and stoves that produce extreme heating conditions. The RSHT chimney will sustain continuous temperatures of up to 1,000 degrees, and it allows use with short chimney stacks due to its grade 316 stainless-steel design and internal cooling vane. Contact: chimneyfans.com.

Flexible Natural Stone MLW Stone introduces flexible natural stone. This revolutionary new slate product comes in 2x4-foot sheets and a 1- to 2-millimeter thickness and is offered in eight different color choices. The thin slate veneer is ultralight, easy to bend, and ideal for use on curved walls or as a fireplace facing. Other applications include outdoor-kitchen islands, firepits, grill stands, mantel accents, entertainment centers, and more. Please request samples today and consider the possibilities. Contact: (800) 477-7665, henry@mlwalker.com, or www.mlwstone.com.

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Infratech Comfort Heaters

303 High Tech Fabric Guard

Whether for work or recreation, Infratech comfort heaters turn cold indoor and outdoor areas into comfortable, inviting spaces. The W-series heater incorporates a specially designed electric quartz heating element that produces safe infrared radiant energy. Radiant energy is only absorbed by solid objects and is not wasted heating the air. These heaters are suitable for ceiling-, wall-, or flush-mount installations, with minimal clearance required. Solid-state and analog controls are also available for intensity adjustment. Contact: www.infratech-usa.com.

303® High Tech Fabric Guard™ is a premium, patented formula that restores fabrics’ lost water and stain repellency. Recommended as the best fabric protectant by leading outdoor-fabric manufacturer Sunbrella®, 303 High Tech Fabric Guard restores water repellency, which guards against mildew formation, prevents leaks, resists soiling, and protects against both water- and oil-based stains. Treated fabrics maintain their original colors and remain breathable. Contact: (800) 367-3245 or www.303products.com.

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Phoenix Collection

Vienna Firepit Chat Group

Only Agio continues to explore the most trendsetting looks in outdoor entertaining. The Vienna firepit chat group features an elegant, handfinished, aluminum-framed sofa and love seat. With tailored, weather-resistant cushions, the group offers ample and comfortable seating for your customers’ guests. They’ll also enjoy the styling of Vienna’s centerpiece: a rectangular, classically styled firepit, for a showstopping, table-length display of warmth and ambience. Contact: www.agio-usa.com.

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The new Phoenix collection from Gensun Casual Living features clean, smooth, flowing lines in a beautiful marriage of elegance and comfort. Phoenix is available in sling, padded-sling, and cushion seating, along with a new line of matching tables. The collection is shown in the new Medallion finish. Contact: www.gensuncasual.com.

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The Marquee Collection

by Sunbrella The Marquee collection by Sunbrella® features seven coordinating fabrics in a sophisticated warm, neutral palette. Soft orange and coral add a whimsical touch to the grounded neutrals of this collection. Heritage char, sailcloth shadow, and Frequency sand use woven yarns to create subtle pattern and texture, perfect for large-scale upholstery items such as sofas and chairs. Stanton greystone (a stripe pattern of varying widths of orange, beige, and soft gray) and Accord koi, a geometric diamond pattern, add detail and interest. Canvas Tuscan and Echo sangria serve as coordinating solids, perfect for throw pillows that you can mix and match. Contact: www.sunbrella.com.

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Dupione Galaxy Tufted Hammock Plush grommet-tufted contours cradle you as an overstuffed featherbed would in this Hatteras Hammocks® masterpiece of comfort. Two layers of solution-dyed, cottony-soft, all-weather fabric—the vividly blue top is Sunbrella®, and the neutral-colored bottom and side binding are DuraCord®—sandwich a thick center of polyester-hollowfill fiber. Spreader bars are richly grained South American cumaru; hanging hardware is zinc-plated steel. The hammock’s body measures 55x78 inches, and its total length is 13 feet. The tufted trapezoidal pillow comes included, though the hammock stand is sold separately. Contact: (800) 334-1078 or www.thehammocksource.com.

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Galaxy Kamado Rocket

The award-winning Galaxy Kamado Rocket: simply stated, it’s the most advanced cooking system in the world, the company says. Handmade in the United States using a key Galaxy composite, the finest stainless steel, and detailed tile finishes, it is an eye-catching engineering marvel that generates perfect, even, circulating heat. As a versatile grill, smoker, or oven, it uses any heat source you prefer. Science meets art, making food better—with less time, money, and effort. Contact: (702) 448-5600 or www.galaxyoutdoor.com.

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Heat & Glo REVO Series Now available with optional LED backlighting, the REVO series includes the three thinnest AFUE-rated, ANSI-compliant gas fireplaces available. Square, linear, and vertical models feature slender, 7–inch-deep profiles. Flames elegantly rise through Razor™ burners and produce immediate heat output—from 8,200 to 24,000 Btu. Installing REVO fireplaces is stunningly simple. Once a hole has been made in the wall and SLP venting pipe has been set, the lightweight units are hung on included mounting brackets or can be recessed into the wall.

Contact: www.heatnglo.com.

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PRODUCT PROFILES Firepits by Summerset Professional Grills

Summerset Professional Grills is pleased to announce that it has now expanded its line to include firepits. Choose from five beautiful firepit designs to add the extra flair you have been looking for; each firepit includes a burner, installation lines, and fireglass. Firepits are available finished or unfinished (for DIY customers). Contact: www.summersetgrills.com.

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Tropitone’s New Cushion Seating Models

Tropitone recently introduced new Montreux II cushion seating models (shown here) and updates of Lakeside cushion seating models. Both are designed to complement the innovative designs of Montreux URComfort® and Lakeside URComfort cushion seating collections better. Eleven models of Montreux cushion seating were changed, the better to complement the styling of URComfort. The new models include a dining chair, a swivel rocker, a chaise, a chaise with wheels, a double chaise with wheels, an action lounger, a swivel action lounger, a lounge chair, an ottoman, a love seat, and a sofa. The Lakeside cushion dining chair and swivel rocker were also updated. These models also coordinate better with modular Montreux and Lakeside ottoman tables, which were designed to complement URComfort seating. Contact: www.tropitone.com.

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Envy Direct-vent Gas Fireplace

From Innovative Hearth Products (IHP), the new Envy™ direct-vent gas fireplace—part of a family of six units—is available in two style configurations (traditional and contemporary). Each style offers a wide range of design aesthetics and accompanying accessories. Envy features IHP’s advanced FullFlame™ technology, delivering a strong fire presentation at both high and low settings. Envy comes standard with the added safety of IHP’s integrated barrier, which is compliant with the latest version of the ANSI Z21.88 standards. Contact: www.lennoxhearthproducts.com.

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SCHOTT ROBAX

Valor Edgemont Door Kit The Edgemont lift-off door kit is now available for the Legend G3.5 insert series, and it is available in bronze, brushed nickel, and vintage iron. This beautiful lift-off door collection offers a fresh, new, clean look for the Legend G3.5 insert series. The Edgemont seamlessly integrates the company’s fine-mesh barrier screen into a one-piece, laser-cut, four-sided door. The backing plate is included and features a powder paint finish with crafted corner detail. Contact: www.valorfireplaces.com.

SCHOTT ROBAX® has developed new creative decorations and colors. All colors and decorations are lead free, temperature resistant, and scratch resistant. Manufacturers can now choose from mosaics, playful graphics, and familiar frame designs using eight different colors, giving fireplace or stove glass ceramics distinctive designs that will distinguish them from standard products. Contact: (941) 831-2200 or www.schottrobax.com.

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Sunpak Face Trim

Infrared Dynamics introduces its new color combinations for the new Sunpak patio heater’s face trims. Pictured is the new copper/bronze finish. This color works with either the stainless-steel or the flat black Sunpak heater body. The soft, two-tone finish blends in with nearly any decor. The company also offers a new satin-shine black face trim and the original brushed-stainless silver finish. Contact: (888) 317-5255 or www.infradyne.com.

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Laguna Mosaic Firepit Tabletop The history of mosaic dates back more than 4,000 years, and now, California Outdoor Concepts continues the tradition with the

Laguna mosaic firepit tabletop. The singular design of the Laguna has, indeed, the same idyllic feel as its city namesake, Laguna Beach.

The color palette and craftsmanship of this truly individual creation will impress even the highly discerning artist community that settled in this seaside village. The Laguna mosaic top will have you dreaming of the light, sandy beaches and abalone-dotted tide pools of days past.

Step up to Laguna and own your own masterpiece today. Contact: www.californiaoutdoorconcepts.com.

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HF-917UA Hi Flame America has designed a wood-burning stove that boasts a sleek, elegant, contemporary European style—with practicality built into it. The HF-917UA Jameela not only features the noncatalytic clean-burning system and air-washed glass found in all of Hi Flame’s exceptional stoves, but also has a top panel to keep your hot beverages warm, along with a convenient wood-storage box built into the bottom of the stove. With a 1.15–cubic-foot firebox, the Jameela holds logs of up to 12 inch in length.

This stove has a maximum output of 37,600 Btu per hour, heating an area of up to 1,220 square feet. Enjoy the look of the furniture-quality cast-iron front while benefiting from the double–steel-shell rear, which allows for stronger air convection. The Jameela is also designed with the option of top or rear flue outlets. Contact: (201) 625-1978 or www.hiflame.com.

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Top Gun Five-burner Convection Drop-in Barbecue Grill (BBQ11875CTG) Confidently take your position as founder of the feast with the Cal Flame Top Gun five-burner convection drop-in barbecue grill. This stunning drop-in grill is constructed with 16-gauge 304 commercial-grade stainless steel for lasting quality, style, and durability. This grill is showcased beautifully by any appropriately sized Cal Flame barbecue cart or kitchen island.

You’ll find that no matter how this grill is installed, its beauty lies in its inherent power, versatility, and convenience: a 1,000–square-inch grilling surface; 97,000 Btu overall output; convection cooking; a rotisserie with a left- or right-side motor mount; a built-in smoker tray; a Sear Zone burner option; a full-width warming rack, the ability to accept multiple Cal Flame drop-in accessories; internal grill lights; and exclusive, patented LED lights on the control knobs. Contact: www.calflamebbq.com.

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Catalina Collection Patio Renaissance’s Catalina collection, shown here in roasted pecan, features indoor style with outdoor durability. It’s pictured with cushions in Sunbrella® Sailor Sahara.

The stylish 36x58-inch firepit features slatted sides and a faux-wood top in walnut. Contact: www.patiorenaissance.com.

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Napoleon Electric Slimline Series Introducing a new electric Slimline fireplace series with a clean, crisp, contemporary design and all the convenience of simply hanging, plugging in, and enjoying the fireplace: Napoleon’s new electric fireplaces feature a generous glass front and a contemporary glass ember bed that complements the minimalist design. All units can be recessed into the wall for reduced protrusion into the room, even with a heater. Five widths are available—32, 48, 60, 72, and 100 inches—along with a 32-inch convex model. Contact: www.napoleonproducts.com.

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Spectrum Collection Cast in solid A356 aluminum, the Spectrum collection blends clean lines with classic flair to create an eye-catching look. The Spectrum collection includes an armchair, a swivel barstool, a swivel rocker (available in balcony height), and a love seat. All pieces come with Outdoor Lifestyle’s unique 15-year warranty on furniture frames and a five-year warranty on paint finishes in residential use. For more details, contact Virginia Hamilton.

Contact: (800) 294-4758, virginiah@olfurniture.com, or www.olfurniture.com.

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PRODUCT PROFILES

Firepit (FPT-2500) Capture the magic of fire with the FPT-2500. This beautiful, 55,000-Btu firepit features a 360-degree tempered-glass top, Ameristone™ stucco, and a four-piece log set with lava rocks. A metal mesh surrounds the flame. The FPT-2500 is a natural hub for outdoor entertaining. Gather around for good conversation and evening drinks. The FPT-2500 is available in either barstool height or table height and can be powered by either natural gas or LP. An LED-lighting option adds a romantic touch. Enjoy the beauty of the blazing fire from the FPT-2500. Contact: www.calflamebbq.com.

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SYM Collection Galaxy Fire Tables and Firepits Galaxy Outdoor’s fire tables and firepits are all about comfort. Using the same superior materials that the company uses in its islands (including the finest 16-gauge 304 stainless steel for all key components), Galaxy Outdoor has designed and created fire tables and firepits that deliver years of comfort and enjoyment. 100% U.S. built, they are where ideal design meets total comfort.

Call the company today and come experience real warmth. Contact: (702) 448-5600 or www.galaxyoutdoor.com.

Simple, youthful, and modern (SYM): Graceful curves combine with a unique seat and back configuration on the dining chairs to tip the scales toward modern design. The SYM collection includes a dining armchair and side chair, as well as 42-inch square dining and 36x80-inch dining tables.

Frames are offered in five standard colors, with the option of adding a bright or contrasting seat and back color. The collection is designed with a simple, clean, and uncluttered aesthetic—with a pop of fun. Contact: (800)-809-3114 or www.seasidecasual.com.

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Aesthetically Pleasing The low-profile heaters and low clearance requirements allow the fixtures to blend into any environment seamlessly. Infratech heaters represent a good balance among efficiency, heating performance, and low visual impact. Infratech heaters produce no harsh visible light or glare to spoil the mood or strain your eyes. Contact: www.infratech-usa.com.

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Stromboli Fireplace

The oval-shaped Stromboli—a stove that rotates into the 21st century—floats on a pedestal and may be turned up to 360 degrees, so the panorama of flames can be enjoyed by all. Sleek curves, advanced engineering, and flawless performance are the essence of this wood-burning fireplace. Features include a large glass window, which measures 16 inches wide and nearly 20 inches high for full fire viewing; an effective air-wash system that keeps the glass clean; and the options of gray steel, a variety of tile colors, or natural-stone side cladding. Contact: www.wittus.com.

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Canvas Glacier Quilted Hammock

Plush and pillowy, the Hatteras Hammocks® canvas glacier quilted hammock is two layers of industry-leading, solution-dyed, all-weather synthetic fabric: The top is Sunbrella®, in the inviting canvas glacier color; the bottom and side binding are DuraCord®, in a solid neutral color. Both are lockstitched over a 1-inch center of nonabsorbent polyester-fiberfill batting. Zinc-plated steel hardware and South American cumaru spreader bars further boost both looks and durability. The hammock’s body measures 55x82 inches; its total length is 13 feet. The hammock stand is sold separately.

Contact: (800) 334-1078 or www.thehammocksource.com.

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SCHOTT ROBAX Atmosfire Dry Wiper SCHOTT ROBAX® named Fireside Distributors as a key distributor for the recently developed Atmosfire™ dry wiper. SCHOTT Hometech, a division of SCHOTT North America Inc., introduced the Atmosfire dry wiper, a cleaning pad specifically for glass-ceramic viewing windows in fireplaces and stoves. The ergonomically shaped sponge features a textured surface that is tough enough to remove soot and dirt without using chemical cleaning fluids or scratching the surface of the glass. Fireside Distributors will be stocking the product and will have the Atmosfire dry wiper available for purchase by hearth retailers. Contact: www.schottrobax.com.

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HF-717 Appaloosa If you’re looking for a midsized stove that can heat multiple rooms (up to 1,800 square feet), then the Hi Flame America Appaloosa can suit your needs. The Appaloosa has a maximum output of 63,000 Btu per hour. This cast-iron, wood-burning stove comes in two different styles. The 717U model is based on Nordic design elements, while the 717UA model is based on New England design elements.

Both provide classic elegance and beauty to any room. With a maximum log length of 16 inches, the 2–cubic-foot firebox can hold a fire for up to eight hours. The Appaloosa features a noncatalytic clean-burning system, with air-washed glass for excellent fire viewing.

Both models have an independent ash door, for easy ash removal. The steel rear heat shield enhances air convection and allows a smaller clearance. You also have the option of using a top or rear flue outlet.

Choose either the traditional black painted surface or glossy black enamel. Contact: (201) 625-1978 or www.hiflame.com.

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Monterra Sectional by OW Lee The new Monterra sectional includes three new crescent-shaped pieces. The left, center, and right sections clasp together to form a continuous piece. Use only the left and right sections to create a crescent sofa—or add one, two, or three center pieces, for a unique conversation group that fits perfectly around a firepit.

Contact: www.owlee.com.

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Grandview Wood-burning Stove

The Grandview™ wood-burning stove from Innovative Hearth Products offers a wide array of high-quality styling options to complement any home-decor setting.

Grandview features a unique, integral air-wash system that keeps the ceramic glass clean and clear for wide-open viewing. The stove is available in two sizes, manufactured from cast iron, and EPA certified—and its high-density firebrick retains heat longer, resulting in increased efficiency. Grandview’s one-touch control ensures easy operation and comfort. Contact: www.lennoxhearthproducts.com.

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Islands by Summerset Professional Grills Enjoy creating new memories and exciting conversations with your family and friends with Summerset Professional Grills BBQ islands.

Summerset islands come standard with rust-resistant 1x1-inch, 0.6-gauge metal-inert-gas–welded steel construction frames; a Trex railing system; stucco; and porcelain tiles. You may upgrade to Ameristone™ to replace the stucco and to granite to replace the porcelain tile. Islands include complete electrical systems to ensure ease of use with all your outdoor-cooking appliances. Contact: (800) 966-8126 or www.summersetgrills.com.

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PRODUCT PROFILES Coyote Centaur Hybrid Grill The Coyote Centaur hybrid grill is a one-of-a-kind, affordable, 50-inch, split-hood, stainless-steel grill with two separate fireboxes. The grill includes two high-powered Coyote iBurners™ on one side (for gas grilling) and a commercial, fully adjustable charcoal- and woodchip-friendly tray (for grilling or smoking) on the other. Contact: www.coyoteoutdoor.com.

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Re-Verber-Ray QT Series

Cubic 215 Tall Fireplace

The Re-Verber-Ray® QT series offers a unique and innovative heating solution in an aesthetically pleasing, compact, and easy-to-install unit.

Unique construction features include a multiburner, multiexchanger platform optimized for a broad and even heat-output pattern.

Available for both single- and dual-stage operation, this heater provides application versatility unmatched by traditional infrared solutions. Certified for indoor and outdoor use, the QT series is the right choice for a wide variety of applications. Contact: (800) 222-1100, (586) 756-0950, sales@drp-co.com, or www.reverberray.com.

Minimal and sophisticated, the Cubic 215 is a tall order when it comes to high fuel efficiency, higher combustion temperatures, and lower atmospheric emissions. This top- or rear-venting model comes in black steel, is 7 feet high, and has a cool door-handle feature that is nearly invisible—yet has fingertip control, for ease of opening and closing.

Designed by the prestigious Danish architect Anders Nørgaard, the wood-burning stoves in the Cubic series all are EPA certified and approved to UL/ULC standards.

Contact: www.wittus.com.

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Argento Square Dining Set The Argento square dining set consists of the Argento square dining table (which seats eight people comfortably), the Argento bench (without arms), and the Argento lazy susan. The group was designed by award-winning designers Edi and Paolo Ciani of San Giovanni al Natisone, Italy. It is constructed of 100% Forest Stewardship Council–certified, solid-hardwood roble timber, and it features the company’s unique, weathered Argento silver-gray finish, which requires no aftercare. The set is designed for outdoor use and is constructed using traditional mortise-and-tenon joinery; it ships disassembled, in a flat-pack carton. Contact: www.jensenleisurefurniture.com.

Beach Huts

Whether you are looking for stylish upholstery, stunning drapery, or smart shade solutions, Solarium’s innovative, decorative, weather- and fade-resistant products offer smart and contemporary styling, in addition to superior performance. Solarium fabrics are all solution dyed, meaning that the color is manufactured into (and throughout) the fibers, to become part of the actual finished product.

This creates consistency and durability. Contact: www.richloomfabrics.com.

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Built-in Linear Fireplace (BLF Series)

Dimplex built-in electric fireplaces make a striking visual impression, with their wide span of realistic-looking flames produced by the patented Dimplex LED flame-effect technology. The 34–inch-wide Wickson, the 50–inch-wide Synergy, and the 74–inch-wide Galveston deliver a complete range of solutions to suit any space. Simply plug the fireplace into a standard household outlet, and enjoy the warmth and romance of a fire. Contact: www.dimplex.com.

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Advertiser Index Advertiser

Product Profiles Directory Phone

Website

Page

Agio ..........................................................(888) 997-7623 ..............www.agio-usa.com..........................................5 Blaze King ................................................(509) 522-2730 ..............www.blazeking.com ......................................19 Brown Jordan Outdoor Kitchens ..............(855) 839-5063 ..............www.brownjordanoutdoorkitchens.com ........38 Cal Flame/Cal Spas ..................................(800) CAL-SPAS..............www.calflamebbq.com..................................27 California Outdoor Concepts ....................(877) 274-6773 ..............www.californiaoutdoorconcepts.com ............25 The Companion Group ............................(800) 521-0505 ..............www.companion-group.com ........................35 DCS by Fisher & Paykel ............................(888) 936-7872 ..............www.dcsappliances.com ..............................33 Empire Comfort Systems ..........................(800) 851-3153 ..............www.empirecomfort.com ..............................31 ENERVEX..................................................(800) 255-2923 ..............www.chimneyfans.com ................................41 Eon............................................................(800) 465-5660 ..............www.eonoutdoor.com ..................................59 Forshaw ....................................................(800) FORSHAW ............www.forshaws.com ......................................60 Galaxy Outdoor ........................................(702) 448-5600 ..............www.galaxyoutdoor.com ..............................53 Gensun Casual Living ..............................(866) 964-4468 ..............www.gensuncasual.com ..............................13 Glen Raven/Sunbrella................................(336) 221-2211 ..............www.sunbrella.com ......................................55 Gold Eagle ................................................(800) 367-3245 ..............www.303products.com ................................15 The HammockSource ..............................(800) 334-1078 ..............www.thehammocksource.com......................58 Hearth & Home Technologies....................(800) 669-4328 ..............www.myhht.com ..........................................72 Hearth, Patio & Barbecue Association ......(703) 522-0086 ..............www.hpbexpo.com ......................................45 Hi Flame America......................................(201) 625-1978 ..............www.hiflame.com ..........................................21 Infrared Dynamics ....................................(888) 317-5255 ..............www.infradyne.com ......................................43 Infratech ....................................................(800) 421-9455 ..............www.infratech-usa.com ................................57 Innovative Hearth Products ......................(800) 655-2008 ..............www.lennoxhearthproducts.com ..................71 Kozy Heat ................................................(800) 253-4904 ..............www.kozyheat.com ........................................9 Miles Industries ........................................(800) 468-2567 ..............www.valorfireplaces.com ..............................23 MLW Stone ..............................................(800) 477-7665 ..............www.mlwstone.com......................................43 Napoleon Products ..................................(800) 461-5581 ..............www.napoleonproducts.com ..........................7 The Outdoor GreatRoom Company..........(866) 303-4028 ..............www.outdoorrooms.com ................................2 OW Lee ....................................................(800) 776-9533 ..............www.owlee.com..............................................3 Patio Renaissance ....................................(866) 698-5673 ..............www.patiorenaissance.com ..........................39 Schott North America ..............................(914) 831-2200 ..............www.schottrobax.com ..................................47 Summerset Professional Grills ..................(800) 966-8126 ..............www.summersetgrills.com ............................49 Vermont Castings Group ..........................(800) 867-0454 ..............www.vermontcastings.com ..........................29 Wittus........................................................(914) 764-5679 ..............www.wittus.com............................................61

{

Company

Page

Agio................................................................................................................60, 63 Big Green Egg......................................................................................................56 Blaze King ......................................................................................................57, 61 Brown Jordan Outdoor Kitchens ....................................................................57, 58 Cal Flame/Cal Spas........................................................................................65, 66 California Outdoor Concepts ....................................................................54, 56, 65 The Companion Group ..................................................................................56, 57 Coyote Outdoor Living..........................................................................................68 DCS by Fisher & Paykel..................................................................................58, 61 Detroit Radiant ....................................................................................................68 Dimplex ................................................................................................................68 Empire Comfort Systems................................................................................56, 58 ENERVEX ......................................................................................................58, 62 Eon ................................................................................................................56, 61 Forshaw ........................................................................................................59, 62 Galaxy Outdoor ........................................................................................59, 63, 66 Gensun Casual Living ....................................................................................56, 63 Glen Raven/Sunbrella ....................................................................................59, 63 Gold Eagle......................................................................................................60, 62 The HammockSource ....................................................................................63, 67 Hearth & Home Technologies ........................................................................59, 63 Hi Flame America ..........................................................................................65, 67 Infrared Dynamics ..........................................................................................60, 64 Infratech ........................................................................................................62, 66 Innovative Hearth Products ............................................................................64, 67 Jensen Leisure Furniture ......................................................................................68 Kozy Heat ......................................................................................................61, 62 Miles Industries ..............................................................................................54, 64 MLW Stone ..........................................................................................................62 Napoleon Products ........................................................................................54, 65 The Outdoor GreatRoom Company................................................................54, 60 Outdoor Lifestyle ..................................................................................................65 OW Lee..........................................................................................................61, 67 Patio Renaissance..........................................................................................54, 65 Richloom Fabrics..................................................................................................68 Schott North America ....................................................................................64, 67 Seaside Casual Furniture ......................................................................................66 Summerset Professional Grills ........................................................................64, 67 Tropitone ..............................................................................................................64 Vermont Castings Group ................................................................................54, 60 Wittus ............................................................................................................66, 68

}

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 2013, Vol. 8, No. 6 Š 2013 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.

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