Patio and Hearth Products Report - May/June 2011

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A place of serenity that leads to profitability.

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contents

M AY / J U N E • V O L U M E 6 , N U M B E R 3

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features 8

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GUEST EDITORIAL – ICFA MEMBERSHIP: PRICELESS

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BY SHARON SANDERS

The chair of the International Casual Furnishings Association (ICFA) discusses the valuable role that ICFA membership plays for specialty retailers in the casual-furniture industry.

The owners’ creation of their outdoor kitchen was the launching pad for their outdoor-living design/building company.

CORPORATE PROFILE – A STRONG STATEMENT

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THE GO-TO OPTION FOR OUTDOOR FOOD STORAGE

BY CHERYL DANGEL CULLEN

BY KIMBERLY RODGERS

Hearth & Home Technologies’ eye-catching exhibit at HPBExpo delivered an important message about its dealer programs.

Ronda Outdoors, an Italian company, has successfully launched its sleek line of stainless-steel components in the United States.

SPOTLIGHT – VALUE-DRIVEN DESIGN 36

BY CHERYL DANGEL CULLEN

Outdoor-furniture makers focus on affordability as consumers continue to remain cautious due to the weak economy.

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OUTDOOR GRILLING RETAILER PROFILE – GRILL AND CHILL

BY RORY REHMERT

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SHOWROOM SHOWCASE – DOING THINGS DIFFERENTLY

BY SHARON SANDERS

Atlanta’s Kolo Collection is a retail success story due to its novel approach to merchandising casual furniture and accessories.

MARKETING MANEUVERS – THE HARROW’S LEGACY

BY KIMBERLY RODGERS

Loyal customers were delighted when Harrow’s reopened in 2009, with a stellar lineup of outdoor casual lines and accessories.

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BY SHARON SANDERS

A major goal of this new manufacturer is to help its retail partners become more profitable.

BIG-NAME COMPANIES ENDORSE 303 PRODUCTS 40

BY KIMBERLY RODGERS

Leading companies, such as Thor Industries and West Marine, appreciate the quality of 303 Products’ solutions for cleaning and protecting plastics and fabrics.

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AS I SEE IT – READY TO POUNCE

BY SHARON SANDERS

The owner of Bradford Lifestyles explains how her threeyear-old company is positioning itself using exceptional products and services.

HEARTH RETAILER PROFILE – A WORK IN PROGRESS 42

BY SHARON SANDERS

The owner of The Fire Place of Palm Desert is transforming his store to attract affluent customers and their designers.

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CREEKVINE DESIGNS OPENS WITH FANFARE

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MY TURN – AN IDEA GROWS

departments

BY SHARON SANDERS

Select Outdoor Kitchens is experiencing enormous success as customers seek cabinets for their ceramic cookers.

ELMIRA STOVE WORKS FOCUSES ON VINTAGE DESIGNS 44

BY SHARON SANDERS

This Canadian company’s nostalgic line of antique- and retro-styled appliances is sought by customers looking for something unique.

PRODUCT INNOVATION – SHOW AND TELL

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BY CHERYL DANGEL CULLEN

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BLOG Publisher’s Viewpoint and Editor’s Message

Lennox Hearth Products is using visual merchandising to showcase its products for dealers and consumers.

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INDUSTRY NEWS –

LAST WORD – LEANER AND STRONGER

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PRODUCT PROFILES

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PRODUCT PROFILES DIRECTORY

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AD INDEX

EDITED BY KRIS KYES

BY KIMBERLY RODGERS

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After increasing its presence with patio retailers and tweaking its product mix, California Outdoor Concepts has seen sales soar.

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PRODUCT FOCUS – HOT PELLET STOVES

BY CHERISE FORNO

ON THE COVER

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New technological advances are expected to heat up the pellet-stove market in 2011 and 2012.

AGIO

Patio & Hearth Products Report May/June 2011

Follow us on Twitter: @patiohearth

Life Begins Outdoors.™

Profits

are stacking up with Agio

Retailers across the country have come to depend on Agio for bold, exciting collections that propel sales forward at higher margins. With exceptional sales support and programs that keep your showroom stocked with collections that are sure to sell, becoming an Agio retailer is just the beginning of your best season yet. ÂŽ

To become an Agio retailer, call 888.997.7623 or contact us at info@agio-usa.com.

Agio is the registered trademark of Agio International Company, Ltd.

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Publisher’s Viewpoint

The digital revolution not only has allowed different forms of print media to replicate editorial content online, but has also given rise to print media increasing the amount of information that they can deliver to their readers. Since content is king (according to Ted Turner of CNN fame), the more, the better.

This is the case for Patio & Hearth Products Report and the recent introduction of Patio & Hearth Blog. To read our blog, go to our website at www.patioandhearthproductsreport.com and click on Blog on the menu bar (or view our blog at http://patiohearthblog.wordpress.com). We launched Patio & Hearth Blog to provide another avenue for disseminating timely information on trends and developments in the casual/outdoor-furniture, hearth-products, barbecue/grill, and outdoor-living industry.

Our ongoing blog posts are written in a fun and conversational tone to help our readers keep pace with the industry— and find out what other specialty stores, retailers, and dealers are doing to make their businesses successful. Recent blog posts have included everything from the rise of electric fireplaces in recreational vehicles to the advent of outdoor televisions, the growing popularity of hammocks, mouthwatering barbecue recipes, and barbecue boot camps for women.

Heading Patio & Hearth Blog, in addition to our Twitter program (@patiohearth), is Amanda Daus, social media editor for P&HPR. With a bachelor’s degree in journalism from the University of Missouri, Amanda has a keen sense of how to incorporate the social-media component of

editorial content into what is already being accomplished by the print version of P&HPR. Between our Twitter program and Patio & Hearth Blog, our readers now have a whole new way of staying on top of the industry—in addition to the print version of P&HPR—and of gaining additional insight into how to grow their businesses.

Amanda Amanda is the daughter of Carol Daus Daus, editor of P&HPR. LENDING A HELPING HAND In response to the recent onslaught of tornadoes that our country has experienced, one member of our industry decided to take matters into his own hands—and to lend a helping hand. Harold Hudson, vice president of sales and marketing for Summer Classics (Montevallo, Alabama), a manufacturer of outdoor furniture, organized an industry-wide effort to deliver grills and charcoal to the American Red Cross in Alabama.

Hudson’s efforts resulted in the donation and delivery of many, many pallets of grills and charcoal (from companies such as Big Green Egg, Char-Broil, The Companion Group, Fireplace Editions, Georgia Hearth Sales & Distribution, Grill Dome, Joseph Enterprises, Kamado Joe, Little Griddle, Northwestern Fuels, The Outdoor

GreatRoom Company, and Tarantin Tank and Equipment) to storm-relief efforts in Alabama.

Assisting in getting the word out were P&HPR; Jack Goldman, president of the Hearth, Patio & Barbecue Association; and Richard Wright, publisher/editor of Hearth & Home. While it certainly is true that when disaster strikes, we need (and depend upon) federal and state government to step in and offer assistance, private business has always been there to lend a helping a hand.

As of May 26, the tornado-relief effort had distributed 3,879 bags of charcoal, 5,436 boxes of fire starter, 129 grills, 12 griddles, and various accessories in Alabama, according to Hudson. Here at P&HPR, we take our hats off to Hudson and Summer Classics, as well as to all the companies that donated grills and charcoal—not only for doing the right thing, but for taking the time from their busy schedules to come to the aid of the people of Alabama during their time of need.

TONY RAMOS PUBLISHER TRAMOS@PENINSULA-MEDIA.COM

from the editor I am fortunate to live so close to one of the country’s premier outdoor-living centers: Roger’s Gardens in Corona del Mar, California.

Although this business started out as a simple nursery in 1965, it has evolved into an extraordinary outdoor-living center spread out over seven acres. When you enter Roger’s Gardens, you’re greeted by a spectacular color palette of annuals, perennials, and landscape plants, including the largest collection of roses in Southern California.

The store also offers 5,000 square feet of casual furniture, home decor, antiques, and gift items.

Over the years, Roger’s Gardens has strategically worked to transform itself from selling ordinary plants and products to the masses to selling unique products and services to the affluent. As a result, the store has become a destination spot for many locals and tourists—which is quite an accomplishment, in an area with competing attractions such as Orange County’s beaches and Disneyland.

One way that Roger’s Gardens has been 6

able to distinguish itself from other retailers is by holding special events that appeal to outdoorliving fans in a personalized manner. During just the past couple of months, Roger’s Gardens has hosted an incredible array of programs, including its annual Cinco de Mayo pepper giveaway, an outdoor-grilling class focusing on pizza and herbs, a rose contest, and lectures on designing outdoor rooms and attracting birds to gardens.

To promote itself in an ultracompetitive shopping environment, Roger’s Gardens has relied heavily on word-of-mouth promotion, as well as on advertising in newspapers and high-end magazines.

Recognizing the importance of digital communication, Roger’s Gardens has also started using social media to connect with customers in exciting new ways. Through Facebook and Twitter, Roger’s Gardens chats with friends and followers about new casual-furniture lines, unique gift items, and landscaping ideas. Regular tweets even

Patio & Hearth Products Report May/June 2011

provide tips about when to fertilize and prune specific plants.

Roger’s Gardens’ focus on social media makes sense. Currently, over 40% of U.S. residents have Facebook pages. In fact, it has been reported that if Facebook were a country, it would be the third largest in the world. Twitter also has a huge presence, and since the summer of 2009, it has been growing at a rate of more than 1,000%.

If you still don’t have a Facebook page, Twitter account, or blog, it’s time to start engaging with customers in the digital world. Research shows that when retailers provide rewarding social-media experiences, customer service and loyalty improve. It’s also important to note that these social-media channels are not just for young people. Use by older age groups is rapidly expanding; the fastest-growing segment of Facebook users consists of women over the age of 55.

The good news about getting started with social media is that it’s a relatively inexpensive proposition, compared with traditional advertising programs. Most of the initial expense is represented by using an employee, freelancer, or intern to monitor and maintain the social websites proactive-

ly. Retailers of any size can design a socialmedia program to fit within their budgets.

Once you have your social-media sites up and running, it’s important to disseminate fresh and useful information. A Facebook page is an excellent place to post product information and current promotions. Tweets are particularly effective because you can send them out quickly to promote weekend sales or special events.

Blogs are a great way to cement relationship with your customers. If you provide pertinent information, your customers will keep returning to your site for updates. Casual Living (Columbia, South Carolina) has one of the best blogs in the industry: Check it out at www.outdoorlicious.com.

These are still challenging times, as consumers continue to fret about gas prices and the sluggish overall economy, but that doesn’t mean that you can’t take some relatively inexpensive steps to increase traffic to your store. Start by updating your business strategy to incorporate special events and social media. You won’t be sorry.

CAROL DAUS EDITOR CAROL@PENINSULA-MEDIA.COM

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EDITORIAL

ICFA Membership:

Priceless Rory Rehmert

t

he International Casual Furnishings Association (ICFA) serves our industry in many ways (and participants in our industry are not even aware of many of these). ICFA hosts, in conjunction with the Merchandise Mart, the Chicago International Casual Furniture & Accessories Market™ in September.

This is a huge undertaking, as this show is vital to all of our businesses.

Retailers, sales representatives, suppliers, media, designers, manufacturers— and ultimately, consumers—enjoy the results of this show. The show demands a great deal of time and energy in making it an event that sets the stage for the upcoming season. Members exhibiting in the temporary exhibition space also receive a significant discount on their rent at the show. As a member of ICFA, you have a voice in how our key market is run.

There are many other benefits to being a member of ICFA, and I would like to take this opportunity to point out some of the primary reasons for belonging to our industry’s association. Being a retail member of ICFA opens the door to being considered for the prestigious ICFA Apollo Awards, which have recognized retail excellence in outdoor furnishings for over 50 years. Being nominated is very exciting, as it lets you know that what you are doing, on a daily basis, is noticed and valued. Winning the award is an honor that few have shared.

A sophisticated, multilevel sales-training program for members of retail sales teams is available. This is a DVD series presented by Greg Welsh of the Welsh Sales Group (Escondido, California).

The basic-level DVD is now available.

Topics covered include professional behavior, team behavior, sales performance, basics of customer service, strategies to maximize performance, four steps to a sale, managing our attitude, and planning for future success.

This is a great tool, and it teaches basic selling techniques that are often overlooked (but critical to selling and creating customer satisfaction). There will be two 8

by RORY REHMERT

The chair of the International Casual Furnishings Association describes the myriad benefits of membership.

additional levels, advanced and master, which will take all sales personnel to the top of the class in sales ability. ICFA will also offer a certificate for all personnel who have completed the program and passed the online tests.

Informational webinar education sessions focusing on retailers are available on a periodic basis. The last three events were Designing an Outdoor Living Room, How to Market Your Store Online, and Capturing Your Share of Shoppers’ Urge to Splurge. All were well attended and very informative. Other offerings will be available through the remainder of 2011, and previous sessions are archived on the ICFA website.

ICFA sponsors the Design Excellence Awards for top designs in the casual-furnishings industry. Considered to be the highest recognition of innovative design, this prestigious award honors the year’s best in 11 product categories, as judged by a distinguished panel of industry experts.

The winner of the Lillian B. Winchester Best of Show Award is then chosen from among the 11 category winners. The Design Excellence Awards are the only industry awards focusing exclusively on casual-furnishings products. The competition is open only to ICFA members.

ICFA hosts an awards reception, open to all members, that is held during Casual Market. The event features a cocktail party and awards presentation. Awards for Design Excellence, Sales Representative of the Year, and Manufacturer of the Year are presented.

The reception will be held on the second evening of Casual Market and will be hosted again in 2011 at the ballroom of the School of the Art Institute of Chicago. The Sales Representative of the Year and Manufacturer Leadership Award competitions are also open only to ICFA members.

The ICFA Retail Council, composed of twelve respected retail representatives, leads efforts to address retailers’ concerns and to develop new benefits and services for the association’s retail members.

Patio & Hearth Products Report May/June 2011

Networking opportunities also are numerous for members of ICFA. The likelihood of learning something that will help your business at one of these sessions is very good.

Credit-card processing fees are expensive. ICFA’s member companies have experienced a growing rate of credit-card orders, not just from smaller customers, but increasingly, from larger accounts as well. Processing fees can add up to tens of thousands of dollars, so ICFA negotiated a group program to bring what are absolutely the lowest possible processing rates to our members.

A small-parcel discount program with FedEx Corp. brings ICFA members significant cost savings on both inbound and outbound small-package shipments. The program features both domestic and international pricing discounts that apply to FedEx express and ground services, as well as to FedEx Multiweight® rate tables.

Other discount programs for ICFA members include arrangements with Office Depot, Tech Depot, and PC Connection; more programs are constantly being added.

ICFA provides a members’ lounge that is open during the entire Casual Market.

Members can enjoy refreshments, check email, host small meetings, or simply relax for a few minutes. In addition, our mystery shopping program is in development and will be a huge asset to retailers who really want to know how their businesses rank, compared with competing retailers.

Being a member of ICFA is inexpensive, and the value of the dividends of being a member far outweigh the cost. I ask anyone who is not a member to check out the organization on its website (www.icfanet.org) for more information.

I encourage everyone to support ICFA as we all share in a successful industry and association.

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

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

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:

Rory Rehmert is chair of the International Casual Furnishings Association and is vice president of sales and marketing for Pride Family Brands (Fort Lauderdale, Florida).

http://www.peninsula-media.com/subscribe.html Email: patioandhearth@halldata.com Phone: (847) 763-9261

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by KRIS KYES

Big Green Egg Launches National Airport Advertising Campaign Big Green Egg (BGE) is currently conducting a massive national airport advertising campaign delivering over 104 million impressions at major U.S. airports throughout May (national barbecue month). The ads are displayed in airport concourses and baggage-claim areas in San Francisco, California; Indianapolis, Indiana; Dallas/Fort Worth, Texas; Boston, Massachusetts; Atlanta, Georgia; Nashville, Tennessee; Philadelphia, Pennsylvania; Chicago, Illinois; Tampa, Florida; and Seattle, Washington.

Each BGE backlit ad board measures over 5 feet across and features

the new BGE branding, along with a smartphone QR code that immediately enables travelers to view a commercial message featuring Ray Lampe (Dr.BBQ) and obtain information on locating a dealer in their areas. The national advertising initiative is designed to reach the prime BGE demographic in a dramatic and visual setting

where the power of the branding and the imagery on the BGE ad board will deliver an immediate impression.

Ads for Big Green Egg appeared in highly visible areas of major U.S. airports in May in honor of national barbecue month.

Creekvine Designs Announces New Programs As the selling season for outdoor products gears up, U.S. designer Creekvine Designs (Pittsburgh, Pennsylvania) announces its dropship and quick-ship capabilities for filling inseason order requests. Designer of outdoor furnishings, structures, and accessories, Creekvine Designs uses its state-of-the-art logistics and inventory planning, located in its facilities near Pittsburgh, to respond quickly to requests from casual and garden retailers.

Tim McTighe, owner of Creekvine Designs, says, “The state of the economy has created a situation in which many retailers can no longer

manage large inventories or large warehouse space. As the majority of our products are manufactured right here in Pennsylvania, we are able to fill orders quickly and take the burden off the retailer.”

For retailers with limited space or those located in vacation locales, Creekvine Designs is also able to provide drop-ship services. “Our warehouse is designed to accommodate orders of mass quantities or one offs,” McTighe says.

“We understand that the ability for consumers to locate the product they want at a retailer and then have it delivered to their door is very attractive.”

Leisure Design Adds Jan Ehrlich to Sales Force Leisure Design, supplier of highquality outdoor woven furniture, continues its aggressive U.S. launch by adding Jan Ehrlich to its sales force.

Ehrlich will be serving North Dakota, South Dakota, and Minnesota. Mike Friedrichsen, director of U.S. sales and marketing, says, “Jan has been a manufacturer’s representative in various industries for a number of years. She

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has great professional relationships with her customers, and comes very highly recommended by them.”

Ehrlich reports that she started focusing exclusively on the outdoor and lawn/garden categories about 12 years ago and never looked back. “This is definitely the right industry to be in, and Leisure Design is just the sort of company that my dealers have been

Patio & Hearth Products Report May/June 2011

asking me for,” she says.

Leisure Design supplies a full line of outdoor woven products, including sectional pieces, seating, dining, and accessories—and it offers domestic warehousing, quick-ship programs, and a very profitable direct-container program. For more information, contact Leisure Design at info@LeisureDesignUS.com.

Jan Ehrlich

Porch & Patio Opens Second Store in Connecticut

Lennox Honors Top 25 Distributors at Conference

Porch & Patio (Orange, Connecticut) has announced the opening of its second location in Brookfield. Porch & Patio was a well-known casual-furniture retailer for many years, but closed from 2006 Sid Teitelman (left) and Jeff Heitmann until Jeff Heitmann resurrected the name in 2010 and opened his first store in Orange. Like the Orange store, the Brookfield shop will offer a full range of high-quality furniture and accessories.

The original Porch & Patio was founded in 1951 in Orange by Sid Teitelman, who ran the business with his wife, Hilda. It grew to include six locations before Teitelman sold the business in 2003. The business then filed for bankruptcy in 2006; Heitmann brought back the retailer’s name in 2010.

Heitmann is especially close to the Porch & Patio brand because he began working at the original store in 1990, when he was in high school. He stayed with the company for 15 years, eventually becoming vice president of operations for all six stores. Teitelman passed away this year at the age of 96.

The top distributors of Lennox Hearth Products gathered in New Orleans, Louisiana, for a meeting that was held in their honor.

Capel Rugs Names Cameron Capel Vice President of National Accounts Capel Rugs has announced that Cameron Capel has been promoted to the position of vice president of national accounts. In this new position, Capel will continue to manage some of the company’s most important customer relationships and spearhead the development of proprietary braids for those customers. As vice president, she also will serve as a primary media spokesperson for Capel Rugs. In her new position, Capel will continue to report directly to John Magee, president and CEO of Capel Rugs.

Capel joined the company in 1990, and as the granddaughter of company founder Leon Capel, she has a lifelong connection to Capel Rugs. During her tenure at the com-

Lennox Hearth Products (LHP) honored its top 25 distributor partners in North America for their dedication and commitment to the sales, service, and promotion of LHP products during its 2011 President’s Club meeting, held May 1–4 in New Orleans, Louisiana. Wendy Howells, vice president and general manager of LHP, says, “Sales leadership is the cornerstone of this elite award, but excellence in customer service is also a key factor in how we select the top 25 partners. These newest members of the President’s Club have demonstrated that they are among the best of the best.”

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Pride Family Brands Names Jamie Sorcher Resident Lifestyle Expert pany, Capel has served in a variety of sales and marketing positions. She most recently held the position of director of national accounts.

Barbecue Industry Mourns the Loss of Mr. Bar-B-Q Founder Mr. Bar-B-Q ® announces the passing (on March 21, 2011) of Alexander (Al) Zemel, the founder and owner of Mr. Bar-B-Q. Zemel began Mr. Bar-B-Q in 1972, and the company has evolved into an international importer and distributor of high-quality barbecue tools, accessories, and parts. Zemel had maintained, since the company’s founding, its track record for long-standing, successful customer relationships and innovative new products.

Zemel, 74, of Old Bethpage, New York, is survived by his beloved wife of 48 years, Rona; his sons, Jack and Marc; his daughters-in-law, Debra and Aileen; and his grandchildren, Benjamin, Ethan, and Rachel. The family asks that any contributions in honor of Zemel’s life be made to the NephCure Foundation: www.nephcure.org/give-now.

TUUCI Exhibits at Milan Furniture Fair TUUCI recently exhibited at the exclusive Salone Internazionale del Mobile 2011 (Milan Furniture Fair) as part of an elite group of indoor- and outdoor-furniture manufacturers. The exhibition was held on April 12–17 in Milan, Italy.

Rob Planken, director of operations for

In response to retailers’ and consumers’ desires for more designer insight and information, Pride Family Brands has entered into an association with Jamie Sorcher, design expert and media personality, who will become the award-winning casual-furnishings manufacJamie Sorcher turer’s resident lifestyle expert. In this position, Sorcher will work to promote the outdoor-furnishings brands of Pride Family Brands through videos, appearances, on-air promotions, show events, and a Pride Family Brands casual-lifestyle blog.

Jamie Lowsky, CEO of Pride Family Brands, says, “We are excited to add Jamie to our promotional and marketing team. Her background in product promotion, including print and electronic venues, will provide valuable promotional assistance to our brand and, ultimately, to our retailers and their customers.”

Best known for her television work as the original gizmo girl on ESPN’s “Cold Pizza” morning show and for numerous appearances on network television, Sorcher is a seasoned correspondent with more than 15 years’ experience in print, broadcast, and online media. She also has worked as a contributor to ShopSmart, a sister publication of Consumer Reports, and has served as a senior editor for Hachette Filipacchi Media.

Pride Family Brands’ Independent Sales Team Achieves 100% ICFA Membership The independent sales personnel representing Pride Family Brands have achieved 100% membership for 2011 in the International Casual Furnishings Association (ICFA). Membership has been achieved by the 16 salesrepresentative agencies that represent Pride Family Brands’ Castelle, Prestige, and Summer Winds lines throughout North America.

Rory Rehmert, vice president of sales and marketing for Pride Family Brands and current chair of ICFA, says, “Our company recognized from the beginning the significance of ICFA as a body representing the interests of the casual industry as a whole. With this complete participation by our representative force, the importance of and benefits from the organization are being realized not only at the manufacturing level, but across our entire sales and dealer network as well.”

Joe Logan, executive director of ICFA, says, “ICFA is very pleased to have the strong support of the Pride Family Brands sales-representative team and applauds it for its recognition of the value of association membership.

Involvement of our sales representatives in the work of ICFA is critical to our success as an industry trade organization. Reps are the key link between our customers and our manufacturers. As an association, one of our primary objectives is to support our sales representatives and provide them with the tools they need to succeed and grow their sales for the benefit of all.”

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Treasure Garden and Shademaker Hire New Sales Representatives Europe, the Middle East, and Africa for TUUCI, says, “Being the first and only pure umbrella manufacturer showing at the Salone Internazionale del Mobile signifies that TUUCI is being recognized for exceptional contributions to the outdoor industry. This show is visited by the very best architects and designers the world over, and to be included is an extreme honor for our brand.”

Woodard Celebrates 145 Years of Outdoor-furniture Manufacturing Woodard, a leader in the outdoor-furniture industry, celebrated its 145th anniversary as a pioneering manufacturer of wrought-iron, aluminum, and all-seasons–wicker outdoor furniture this year. This landmark anniversary puts

Woodard in a class all its own, continuing the tradition of creating high-quality, handcrafted furniture using techniques handed down from generation to generation.

Woodard prides itself on the existence of its domestic (Owosso, Michigan) plant. The ideals and traditions of excellent craftsmanship first implemented by its founder in 1866 still are strong today in manufacturing, assembly, finishing, and upholstery in the plant.

The company is proud to promote its products as made in the United States, “continuing the traditions of craftsmanship and quality started in Owosso so long ago,” according to Carl Loredo, chief marketing officer for Woodard. The company is looking forward to a great season and to 145 more years of bringing quality, innovative style, and comfort to the outdoor-furniture world.

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Patio & Hearth Products Report May/June 2011

Jeff B. Dorough, vice president of sales and marketing at Treasure Garden and Shademaker, recently announced the appointment of new sales representatives for the two brands. Bryan Echols will represent Treasure Garden in Georgia, South Carolina, and North Carolina. In 1992, Echols began his career in the Bryan Echols casual-furniture industry with Samsonite Furniture. In 1997, he was hired by Lloyd/Flanders for North Carolina and South Carolina. Echols received the ICFA 2010 Sales Representative of the Year Award.

Shademaker has appointed Susan Brummett as sales represenSusan Brummett tative to serve Colorado, Utah, Wyoming, and Montana.

Brummett graduated from Colorado State University with a degree in architectural interiors. She has been in the hospitality industry for 25 years and represents midrange to high-end lines, including Fleetwood Fine Furniture, Beaufurn, Gloster, Panaz, Baldinger Architectural Lighting, and Warp & Weft.

Shademaker has also appointed Nick Meletis as sales representative for Pennsylvania, South New Jersey, West Virginia, Virginia, Delaware, and Maryland. Meletis was brought up in the hospitality industry, working in family hotels from the bottom up and managing properties in both North and South Carolina in the late 1970s. For the past 23 years, he has been an independent manufacturer’s representative.

Meletis also represents HF Collection, Grand Rapids Chair Company, Architectural Landscape Planters, Art Marble Company, and Carolina Custom Booth Company.

Nick Meletis Shademaker has appointed Les Kahrnoff as sales representative to serve Tennessee, Georgia, South Carolina, and North Carolina. Kahrnoff is president of Tada Hospitality (Atlanta, Georgia). He has spent his entire life in the hospitality industry. Over the past two decades, he has been regional sales director for companies such as MicroFridge, Smith & Hawken, and Thos. Baker.

Among the lines that Tada Hospitality is representing are Andrew Richard Designs, PolyConcepts, Gardenside, Liora Manne, and Shady Lady Lighting.

“We are very excited and pleased to have these professionals join our team,” Dorough says, adding that they exemplify Les Kahrnoff the company’s commitment to, passion for, and enthusiasm about the shade industry.

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Robert Vanderminden Sr. to Receive ICFA Lifetime Achievement Award Gloster Wins Two Red Dot Awards After receiving a Red Dot Award in 2010 for its innovative Axis collection, Gloster recently received the respected Red Dot Award again for two of its products: the Fusion folding chair by Povl Eskildsen and the Club outdoor lounge by Philip Behrens.

The Red Dot, which is sponsored by the Design Zentrum Nordrhein Westfalen in Germany, is one of the toughest design competitions in the world, with thousands of products (from over 50 nations) entered.

Independent jurors from all over the world are invited to the Red Dot Awards, thereby guaranteeing the international impartiality of the competition.

Founded 50 years ago and based in the United Kingdom, Gloster is one of the largest producers of high-quality outdoor furniture in the world, with over 500 products lines and a worldwide distribution network.

Poly-Wood to Open Showroom at Merchandise Mart Poly-Wood, Inc., a leading manufacturer of stylish and comfortable outdoor furniture made from recycled raw materials, has announced plans to open a permanent showroom at the Merchandise Mart in Chicago, Illinois, on June 12.

The 3,480–square-foot showroom will be located on floor 17 of the Merchandise Mart in suites 1760 and 1761. Buyers for retail stores, interior designers, and architects will be able to browse 128 seating and dining options, representing 14 different collections marketed under both the Poly-Wood and Trex brand names.

Chad Yordy, director of sales and mar-

keting for Poly-Wood, says, “The PolyWood product line has grown significantly, and we believe this is an ideal time both to reveal the depth of our product selection within the outdoor-furniture category and to expand our presence to potential new retailers. The Merchandise Mart is a prime location to exhibit our wide range of beautiful and high-performance furnishings and to meet oneon-one with professional partners.”

Tri Vantage Cover Express Program Adds Eight Textured Sunbrella Awning Fabrics Eight Sunbrella® textured awning fabrics have been added to the Tri Vantage Cover Express program, which ensures rapid availability of ready-toinstall Solair® Select and Solair Comfort retractable awning systems. The new textured Sunbrella awning fabrics are Tresco in birch, ginger, and clay; Silica in barley, dune, and sesame; and Tweed in walnut brown and charcoal. With these latest fabric additions, the Cover Express program features 22 different ready-made awning covers.

Dan Fouratt, director of sun-control products for Tri Vantage, says, “By expanding Cover Express fabric options, our goal is to make this program even more beneficial to awning fabricators in responding quickly to customer needs. Because these covers are in stock, they ship the same day we receive the order. A Tri Vantage customer can order an awning early in the week and receive the system in time to install the awning by week’s end, so the customer is enjoying a shaded deck or patio for the weekend.”

Typically, a custom awning cover requires between seven and 10 days for

Follow us on Twitter: @patiohearth Stay on top of the latest news and new-product introductions/collections in the patio, hearth, barbecue/ grill, outdoor-kitchen, and outdoorliving industry.

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Patio & Hearth Products Report May/June 2011

continued on page 68

The International Thus began 60 years Casual Furnishings of innovative product, Association (ICFA) machinery, process, and has named Robert plant design that transDudley formed both the comVanderminden Sr. pany and, eventually, the 2011 Lifetime the entire outdoor-furAchievement Award nishings industry. recipient.

Vanderminden was Robert Vanderminden Sr. Vanderminden, 83 named to Telescope’s and still designing board of directors in products, will be honored at the 1967, and he became executive vice casual-furnishings industry’s annual president of the company in 1971. awards gala, to be held September He was CEO from 1989 until 2001, 14 at the Field Museum in Chicago, when he was named chair of the Illinois, during the Chicago board.

International Casual Furniture & Vanderminden’s granddaughter, Accessories Market™. The prestiGreta Cosey, handles public relagious Lifetime Achievement Award tions for the company. She says, is reserved for individuals who have “He considered his greatest gift to made exemplary contributions to the success of Telescope to be the outdoor-furnishings industry bringing up five kids with his work and to their individual communities. ethic, who have passed that along Vanderminden has invested a life- to their children. He never focused time in nurturing three treasures: his on titles or turf; he just got everyfamily, the business that his family one pulling in the right direction to owns, and the community where get the job done.” both reside. By the time Vanderminden applied the same Vanderminden was born (in teamwork approach to civic endeavBrooklyn, New York), in 1927, the ors. He combined his personal pasmanufacturing operations of the cot sion for Little League with 60 years and camp-stool company that his of Telescope corporate support to grandfather had founded in 1903 create a Granville league that had moved upstate, to Granville. In involves 500 youngsters from local 1932, the company’s administrative rural communities. offices and the Vanderminden famiVanderminden’s son, Bill, execuly also moved to Granville. tive vice president, says, “As hard as The Telescope Cot Bed & he worked, he always made time for Novelty Company, named for the his family. Every Sunday, we would telescoping legs on the cots and all go to church in our brightly colcamp stools that it manufactured, ored ski clothes, and as soon as the provided steady employment last hymn was over, the whole family throughout Vanderminden’s teenage headed for the slopes in our Pontiac years. At 14, he worked in the station wagon.” sawmill yard; at 15, he added Vanderminden’s other two chilresponsibilities for repairing sewing dren also hold executive positions. machines in the sewing room; and His daughter, Katherine Juckett, is at around 16, he moved to the CEO, and Robert Vanderminden Jr. machine shop, where he welded and is senior vice president, information made storage racks. systems. His nephew, Henry He ventured outside the family Vanderminden IV, is president. business long enough to spend a year Telescope dealer Petey Fleischut at the Coast Guard Academy (where of Casual Marketplace (Hockessin, he developed a love of sailing) and Delaware), says, “Bob is an innovato earn a degree in mechanical engi- tive, compassionate, resilient, strongneering at Rensselaer Polytechnic willed, talented, kind, and generous Institute, but the hiatus was shortindividual. Through the love of his lived. Even before he graduated, he profession, he has groomed the presbegan driving home on weekends to ent family leaders of Telescope redesign the company’s line of Casual Furniture to bring their busiwooden furniture. ness to where it is today.”

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Circle Reader Service No. 17

corporate

PROFILE

Hearth & Home Technologies’ eye-catching booth at HPBExpo drew attention to its dealer programs.

by CHERYL DANGEL CULLEN

, president, He Brad Determan logies & Home Techno

ar th

a strong

statement d

uring HPBExpo 2011 in Salt Lake City, Utah, there was something odd about the Hearth & Home Technologies (HHT) booth. There were no fireplaces to be seen—which clearly caught the attention of attendees.

Brad Determan, president of HHT (Lakeville, Minnesota), says, “That was our intent. We wanted to get people’s attention.

There is a lot more to being successful in this business than showing off the hardware, particularly given the challenges in this industry during this economic cycle. We wanted to get the word out about the other aspects of the business—selling, drawing consumer traffic, maintaining relationships, and so on. Hardware is only one part of the mix.”

The statement that HHT made at HPBExpo did not represent a new direction for the organization; it was simply a new way to present the company at HPBExpo, Determan explains. “Instead of filling the booth with hardware, we displayed the programs we offer to dealers,” he says.

AN EASY-TO-NAVIGATE WEBSITE On July 1, HHT will unveil an entirely new business-to-business transaction portal where dealers can go to do everything from placing an order to filing a claim or getting technical assistance.

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Patio & Hearth Products Report May/June 2011

“The whole relationship between us and our dealers, via Internet, is being updated, upgraded, simplified, and enhanced. It is a huge program that was the centerpiece of our booth,” Determan says.

Essentially, the overhaul takes a whole group of websites—built over a decade, as the company grew and added brands—and boils them down to one (much cleaner) portal that dealers can use. “It is a change that has been highly anticipated, on their parts and on ours,” Determan says.

The overhaul resulted from an in-depth conversations with 49 of the company’s best dealers, who pointed out that they wanted a better way to transact business. In 2010, in response to the dealers’ request, HHT started work on taking its 14 websites and consolidating them into one portal for dealers. “It was quite a job (and a major investment),” Determan says.

He continues, “If dealers sell all four of our brands, they could have as many as 14 different logins at our different websites. The new site will recognize dealers and put a customized landing page right in front of them, with all the brands they represent.”

CORE PROGRAMS Other dealer programs highlighted at HPBExpo included a dealer-rewards program and a program to heighten the in-store

“ We’re doing much more delivery of content over the Internet than ever. If you’re not Web savvy and technically enabled, you’re at a disadvantage. ”

BUSINESS PARTNERS Back in the brick-and-mortar world, HHT has tweaked its sales force. “Our dealers want a business partner, not

someone to hawk the latest piece of hardware. That’s what we want, too,” Determan says, pointing out a new policy where sales calls are not made without an agreed-upon agenda. “All of this

isn’t a new direction for us. It is an acceleration of what we’ve always felt we were good at; going to the trade show with no hardware was done to make a point,” he adds.

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experience. “We have four of the best brands in the industry, and we pay attention to how they look on the floor to maintain a showroom experience,” Determan notes.

Also spotlighted were HHT’s more standard offerings, such as cooperative advertising, packaged promotional materials, and programs to generate sales leads using a conventional marketing mix of radio, television, and print media—in addition to the Internet, “which has received lots of focus of late,” Determan says.

He adds, “We’re doing much more delivery of content over the Internet than ever. If you’re not Web savvy and technically enabled, you’re at a disadvantage.

We’re aggressive in going after Web business development. It is cost efficient and up to date.” Some of the company’s Internet-related programs include a simplified point-of-sale program, a virtual classroom, and social marketing.

The simplified point-of-sale program allows dealers to go to the website and download their own point-of-sale collateral materials for printing. The virtual classroom allows training to take place outside the plant; there are more than 150 courses online (each 10 to 20 minutes long) that dealers can use, with topics ranging from basic selling tips to technical issues.

Concerning social marketing, Determan says, “Making sure the consumer is fully satisfied with a purchase is very important, especially when you look at the amount of power a consumer has when equipped with an Internet connection. To paraphrase Warren Buffett, it can take 30 years to build a good reputation and 30 seconds to destroy it. If we do a bad job for a consumer and he or she goes on Twitter or starts blogging about a bad experience, it is not a good thing for any of us.”

To maintain customer satisfaction, HHT now has a full-service customer-care department. “If a consumer is left hanging on a service issue, it means the value chain has failed. When we get those calls, we make every effort to make the homeowner happy—and then follow up with the dealer to make sure it doesn’t happen again.

Taking care of consumers and having them hold us accountable via social media are pretty important,” Determan says.

“Doing business has been a rough ride, and in builder land, it is still a rough ride.

I try to assure our dealers that our company hasn’t changed at the core: Its capabilities and strategy remain the same. Our soul has not changed through this economic cycle. We’re stronger and leaner than we’ve ever been. There’s been no radical change in direction. We’re just better at what we already knew we were good at,” Determan concludes.

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Circle Reader Service No. 19

May/June 2011 Patio & Hearth Products Report

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spot

LIGHT

As consumers continue to shop for bargains, outdoor-furniture makers are committed to creating stylish, durable designs that are also affordable.

by CHERYL DANGEL CULLEN

value-driven design

w

hat are consumers’ hot buttons in shopping for outdoor furniture this year? If top manufacturers are right, buyers will be looking for value—now, more than ever before—and that fact is influencing design.

Bob Gaylord, president of Agio USA (Virginia Beach, Virginia), says, “With the economy still on the mind of most consumers, we’re finding that trends are really being driven by value. Homeowners are doing more research online, and the product has to strike a balance between fair cost and high quality.”

Fred Ilse, president of Outdoor Lifestyle Inc. (Stanley, North Carolina), says, “Whether we like it or not, economics will play a greater part in design criteria. Commodity prices have increased tremendously. For example, the price of high-grade aluminum has increased by almost 80% in the past 24 months.” As a result, “Manufacturers are using a blend of materials to keep their costs down,” he says.

At the same time, buyers want quality.

“Consumers are also realizing that cheap furniture is actually expensive furniture,” Ilse adds. “Gone are the

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Patio & Hearth Products Report May/June 2011

days when people could afford to replace their furniture every few years and change styles to suit those current trends.”

THE VALUE QUOTIENT It is a challenge for manufacturers: How can they keep costs down and still deliver value and high quality? Thomas Murray, president of NorthCape International (Bedford Park, Illinois), says, “Quality with value is key. People are spending, but they want a lot for their money, and the manufacturers that focus on value are doing well.”

He adds, “Also key is quick turnaround. End users like immediate satisfaction, so quick delivery is critical, in many instances.” To deliver value, manufacturers are discovering ways to save money. Doug Peppler, vice president of sales for Agio USA, says, “With the rising costs of freight and shipping, we’re finding that ready-to-assemble designs will become more prominent and give us another way to pass on cost savings to our customers.”

This turn of events might actually give U.S. man-

ufacturers a competitive edge. Terri Lee Rogers, vice president of sales and marketing and co-owner of OW Lee (Ontario, California), says, “I’m noticing a bigger push on items manufactured in the United States. I think people feel that maybe they are getting a better value for their dollars buying products that are manufactured in the United States, where there is more quality control over materials and labor.”

BUILDING IN LONGEVITY Manufacturing something that will last often comes down to incorporating the latest technological advances. Sabrina Ebel, director of marketing for Ebel Inc. (Jacksonville, Florida), says, “Technologically, the biggest movement we’ve seen, of late, is in cushion manufacturing—specifically in increasing the weather-resisting ability of full cushions. Water-resistant ticking (which continues to be refined) is having a huge impact on how the market perceives cushioned furniture, and I think that we are just beginning to see the real benefits of these advances.”

Murray notes that there have been many advances

Page 20, top: NorthCape International’s Tybee collection Page 20, bottom left: Agio’s Martinique deep seating collection Page 20, bottom right: Gensun’s Michigan deep seating is among the company’s best sellers.

Page 21, top: OW Lee’s Luxe 30 wrought-aluminum modular deep seating and its Largo firepit (with a natural-slate hearth top) Page 21, middle: Ebel introduced the Cannes contemporary collection in 2010.

Page 21, bottom: Outdoor Lifestyle’s aluminum Jazz collection features a 15-year limited residential warranty.

in technology and predicts that companies that can manufacture their own resin will have a competitive edge. “If you have the right formula for the resin, there is no need for a third-party resin supplier. Done properly, inhouse resin making helps keep costs down, helping to provide better value,” he says.

Ilse says, “Outdoor Lifestyle has always been a market leader, when it comes to durability. We offer a 15-year warranty on our cast frames, and we have a warranty return rate of less than 0.05%, which I have yet to hear of any other manufacturer being able to match.”

He continues, “We are also the only manufacturer that has warranties for its cast furniture against freezing damage, which speaks loudly for the technology we use to produce superior-quality products.

This is all done in an environmentally friendly manner, and we are proud founding members of the prestigious Sustainable Furnishings Council. Environmental issues are playing an ever-increasing part of consumer’s buying decisions.”

In 2010, Gensun Casual Living (Ontario, California) opened a new production facility with an updated paint system, cast foundry processes, and quality initiatives. Jan Trinkley, vice president of sales and marketing for Gensun, says, “These items definitely contribute to product improvement, but using the best materials, paying attention to detail, and consistency continue to be the best methods to achieve quality and durability.”

BUILDING IN LASTING STYLE Nearly as important as durability is timeless design. “Consumers are looking for furniture that will last, both in design and structure. They are expecting to own and enjoy their furniture for many more years than in the past. They want it to look good five, 10, and even 15 years down the road—and still be stylish. Cleaner

designs: These styles are less likely to age over time,” Ilse says.

The goal, for manufacturers, is to offer all these things at prices below expectations, giving consumers a better-than-average value for their money. “This is where we are focusing or product designs for the future,” Ilse adds.

Trinkley says, “In the midmarket and up, the trends continue to be style, customization, and value. Customers are interested in decorating their outdoor room with their style and color. They are shopping and comparing, both online and in stores, for the right look and best value.”

Whether customers shop in person or online, their lists of must-have features are long. Topping the list is price. Gaylord says, “Agio has put a lot of effort into meeting that demand by adding collections that fall into the price range under $2,000.”

Peppler adds, “Deep seating groups are also on the rise—in part, due to new collections in all-weather wicker that customers really seem to love.”

Rogers agrees, reporting that OW Lee sells more deep seating than dining sets. “Showroom floors are trending toward deep seating, modular seating, and lounge seating. I think the outdoors is becoming a destination before or after dinner, especially in cooler climates. The outdoors is a place to relax, so people are putting relaxed seating outside.”

Gaylord says, “You’ll see that people who really like entertaining outdoors are starting to look for larger dining groups— ones that seat eight to 10 or more. Our new collections include groups that will fit the bill for these customers.”

Ilse counters, “Bigger is not always bet-

This trend, Ilse says, contradicts the movement toward the cleaner, simpler lines and smaller sizes of European designs. “A well-known furniture designer recently told me that cleaner, simpler lines—not contemporary, not traditional, not transitional, not U.S.-styled, and not European-styled, but a blend—are what will sell,” Ilse says.

ter, and bigger furniture requires more materials (and therefore, increased costs).

We believe that the lines and designs of styles in the United States will become more elegant and stylish. Decorative details will be toned down and cleaner, and the size of furniture pieces will get scaled down because, for many years, the retail U.S. market looked for traditional designs, with larger-sized pieces of furniture. Deep seating kept getting bigger, and dining chairs and tables became oversized and very decorative.”

MANUFACTURING FOR EVERYONE A blend might be the right description, as manufacturers try to offer something for every taste. “Traditional and classic are still the heavyweights, with approximately 80% of the volume, and contemporary is about 20% and rising. These designs are most popular in consumers’ homes and are what they focus on for their outdoor rooms,” Trinkley says, noting that women continue to be the main shoppers and buyers. “They are looking for style, color, and value to decorate the outdoor room, as they would for any other room in the house,” he says.

Ebel says, “The latest trends we’ve seen are in lighter frame colors, a demand for more contemporary designs (not ultracontemporary), and more of a demand for

May/June 2011 Patio & Hearth Products Report

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spot

LIGHT

cleaner lines.� She clarifies, “Contemporary-styled collections are definitely on the rise in sales, but traditional and transitional are still extremely strong.�

Ebel continues, “Contemporary looks have been huge in urban showrooms for a while. They have become increasingly predominant in consumer-based home and design magazines, which seem to encourage the trend to move beyond urban markets. From appliances to living room and bedroom furniture, it seems to be an overall trend that is reaching all the way into outdoor furniture.� The trend started with “consumers in larger cities and urban areas, and consumers along the coasts—but now the trend is becoming more mainstream,� she says.

Murray says, “Contemporary looks that will work in more traditional settings seem to be the driver. Designs need to be comfy contemporary to appeal to the mainstream.� He argues that years of seeing contemporary designs in more traditional clubs and hotels have made the combined look more mainstream. “There are new resin extrusions that are changing and softening the sharp contemporary lines, helping to broaden demand for the more contemporary looks,� Murray adds.

WHAT SELLS At Agio, “Taking the economy and price points into account, AlumicastŽ and sling collections continue to be customer favorites,� Peppler says, reporting that Alumicast dining and deep seating collections (such as Heritage and Ashmost) are top sellers. Martinique, one of Agio’s allweather–wicker groups, continues to be popular with homeowners. “Outdoor fire is always a crowd pleaser, which is why firepit chat groups—like our Haywood collection—are also popular with our customers,� Peppler says.

He adds, “Traditional designs still take the lead, with deep seating growing with every season. Leading deep seating are traditional/transitional sofas, seating, ottomans, and side tables, but we’re also noticing that pit groups, semicurved sectionals, and other unusual configurations are getting some play.�

Peppler notes that traditional and transitional designs make up 95% of Agio’s business. “As far as accessories go, lighted table accents are emerging as a trend, so we continue to develop new options in that area,� he says. Agio also continues to add new, multistep finishes to its aluminum frames,

Gaylord says, “so that customers can have the look of genuine natural wood, rattan, and other materials, but on a product that will last them years and years. Again, it’s all about value and quality coming together.�

Gensun’s best sellers across market areas are Grand Terrace, Bel Air, San Marino, and Michigan. “Other collections sell well, depending upon customer taste and market area. Corona and Seville sell well in classic and contemporary settings, and the Grand Terrace and Florence wicker and fabric sling collections introduced this year are also selling very well across the country,� Trinkley reports.

At OW Lee, the best sellers continue to be plush deep seating and firepits. “Our materials, wrought iron and wrought aluminum, lend themselves to a more traditional look. We have a couple of more contemporary, transitional styles that are gradually taking hold, and sales are trending up slightly, so we’re looking at designs that are transitional in their look,� Rogers says.

NorthCape International’s biggest sellers are its Charleston, Berkshire, Malibu, Tidewater, and Tybee collections. Sales are 65% traditional and 35%

contemporary. “Four years ago, it was 95% or more traditional and 5% or less contemporary. We have been proactive to meet the market demand with a better balance of products,� Murray says.

Ebel says, “Ebel’s line is diversified, from traditional to transitional to contemporary, so we have something for everyone. One of our best sellers is Cannes, a contemporary collection introduced in 2010. Sales of Cannes in both residential and commercial applications are a clear indicator that more contemporary styles are in demand.�

With so many designs to choose from, it is not surprising that increasing numbers of consumers are buying outdoor furniture for their interiors. “Indoor trends are driving outdoor design today more than ever, which is one reason that you’ll see more indoor retailers adding outdoor products to their mix,� Gaylord says.

That is shaking up the market and providing some new opportunities. Rogers says that OW Lee has its share of indoor customers, but would gladly take more. “I do see an opportunity here. I just think manufacturers need to choose the type of indoor-furniture retailer that works for them,� she says.

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Circle Reader Service No. 22

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Patio & Hearth Products Report May/June 2011

Circle Reader Service No. 23

marketing M A N E U V E R S

Harrow’s reinvented itself in 2009, with a stronger focus on casual furniture.

The Harrow’s Legacy

by KIMBERLY RODGERS photography by RONNYM ILLS STUDIOS

O

nce a temporary sign was placed in the window— and even before merchandise was shipped to the store—residents of Bergen County, New Jersey, showed their delight that retail landmark Harrow’s was reopening in Paramus. “Before we opened, our customers were calling us and stopping in; they were very excited to see us back,” Mark Sullivan, buyer, recalls.

The enthusiasm that greeted the June 2009 return of Harrow’s to New Jersey has also translated into tangible results: “Our sales have been very strong,” Sullivan adds.

Established in 1927, the Harrow’s name was intended to pay homage to Harrods, the famed English department store, after one of the original founders made a trip to London.

Upon his return to the United States, he mistakenly recalled the name as

24

Harrow’s, and a single store eventually grew (over the next 80 years) to become a casual outdoor retail powerhouse, with eight locations in New York and two in New Jersey.

The chain was renowned in the region for its seasonal merchandising format, which focused on aboveground swimming pools and accessories, spas, patio furniture, grills, and one of the largest selections of Christmas trees and decorations. All stores closed in late 2006, when the company filed for Chapter 11 bankruptcy protection.

The chain made a quick turnaround after Ken Ehrlich, son of one of the original founders, bought the company’s name, along with rights to its logo and Internet domain name, in early 2007. Two Long Island stores opened in August 2007, and the chain now includes a total of six

Patio & Hearth Products Report May/June 2011

stores in the New York City area— four on Long Island and one in Westchester County, in addition to the Paramus store. “We didn’t really miss a season; we shut down, but were back up in a few months,” Sullivan says.

Today, Harrow’s focuses primarily on patio furniture, accessories, and its seasonal Christmas business. Sullivan comments that the Harrow’s brand is committed to offering customers the best value in merchandise that is available in the marketplace. “We shop to try and cover a broad spectrum—to carry something for everybody,” he says. Sullivan, who has been with Harrow’s for 16 years, started with the company as assistant manager, moving to positions as store manager and district manager before serving in his current role as buyer.

The company’s stellar lineup of

Top: When the Harrow’s chain rebounded in 2009, outdoor casual lines and accessories were given more prominent positions.

Bottom: Mark Sullivan, buyer, has been with Harrow’s for 16 years.

manufacturers includes outdoor casual lines from Tropitone, Winston, Lloyd/Flanders, Prestige, and Mallin, as well as Casa Casual, Hanamint, Alfresco Home, Beka Casting, Agio, and Treasure Garden. There are also billiard tables from Beringer and above-ground pools from Backyard Leisure Pools.

Located in one of the highestincome counties in the United States, the Paramus store caters to a decidedly upscale demographic. Sullivan says, “The economy is coming back, and we are still selling at the high end

Circle Reader Service No. 25

marketing M A N E U V E R S with no problem. We are in a nice area here in Bergen County, with Tropitone, Winston, and Hanamint being some of our best-selling vendors, and they are more on the upper end.”

He adds, “As long as we do our homework on our product knowledge, we will continue to do well.” That product knowledge also extends to knowing what the competition is offering. With a few other specialty retailers located nearby and a host of mass merchandisers in Paramus (one of the largest shopping meccas in the country), Sullivan says, “We train our salespeople extensively on the differences between our products and theirs. There are differences between a chair that we have for $200 and one at Home Depot for $50, and it is our job to explain those differences to the consumer.”

Because the Paramus location used to be the home of an interior-furniture store, there are many internal walls in place, so collections can be artfully set up in fully

merchandised vignettes. Sullivan says, “The space is very conducive to displaying outdoor furniture. We can take a patio set and highlight it by painting the walls to correspond to the cushion color.”

Eight employees work at the Paramus location; almost all of its 18,000–square-foot space is exclusively devoted to showroom areas. All warehousing, distribution, and delivery come from two off-site warehouses (except for some cash-and-carry items, such as umbrellas and chair cushions).

The Harrow’s chain had been known as the go-to retailer in New York and New Jersey for above-ground pools, related toys, and equipment. Pools and accessories are still available at Harrow’s and are on display at its Long Island locations, but patio furniture has definitely taken center stage.

The Paramus location does not have any pool displays, but it does stock pool equipment, toys, and chemicals—and it can sell an above-ground pool, if someone wants

one. “This is more in-ground–pool territory here,” Sullivan says.

Harrow’s is also the place where the area’s residents traditionally go, during the Christmas season, for the chain’s dazzling holiday displays. Sullivan says, “There is everything you can imagine surrounding Christmas, from trees and lights to ceramic houses, wire sculptures, and wreaths.

Anything you can find in a Christmas shop, you will find here.”

Harrow’s meets regularly with an outside advertising agency to design and place weekly print ads in selected newspapers in the Paramus region. The weekly ads are also linked to the chain’s website (www.harrows.com). There is no online selling; however, the website displays almost 50 color photos of patio-furniture products, along with the manufacturer’s name. There are photos and information on other Harrow’s market segments, including Christmas trees and trims, backyard, pool/spa, and billiards prod-

ucts. The locations and hours of all six stores are also shown online.

Deep seating is becoming more popular with Paramus buyers, but cast dining collections are the hottest items. A popular trend that Sullivan has noticed is that consumers are moving toward larger pieces.

He says, “Everything has to be bigger, especially table sizes. The customer who wants a smaller table and four chairs is odd right now. People currently want six, eight, or 10 chairs, and 60x80-inch tables are the most popular.”

Offering exceptional customer service has been a key ingredient in the company’s successful return to the outdoor-retail landscape.

Sullivan says, “It’s important to educate our customers, as well as to stand behind our products. We deal with very reputable vendors who also stand behind their products.

The bottom line is that we will make our customers happy and offer them what they want. We like to make it fun, since we are selling fun for the outdoors.”

Big-name Companies Endorse 303 Products

by KIMBERLY RODGERS

T

he name that hundreds of manufacturers in the aerospace, marine, automotive, and outdoor-furniture industries consistently recommend to clean, protect, and extend the life of their products is 303® Products, Inc. (Palo Cedro, California).

Leading organizations—from Thor Industries, the world’s largest manufacturer of recreational vehicles, to West Marine, the U.S. Coast Guard, and top manufacturers Sunbrella® and Viro®—know and trust the quality of the offerings of 303 Products.

Lustrous, rich looking, simply amazing, and impressive are just a few of the descriptions that one finds in online customer reviews written by happy customers after using solutions from 303 Products.

The company’s formulas are well known and are acknowledged as the premier products for cleaning and protecting a variety of plastics and fabrics.

Dennis Praegitzer, founder and CEO, created the original 303 Products formula in 1980 (for the aviation industry) to provide protection from the effects of ultraviolet (UV) light for certain materials used in aircraft.

Over the years, Praegitzer expanded the 303 Products family to the many markets that it serves today. In 2002, the company introduced 303 Products to the outdoor casual industry for cleaning, protecting, and extending the life of furniture fabrics, vinyls, polyethylene, and other materials.

To help dealers drive sales, the company

26

launched a free-sample program in 2010 for outdoor-living retailers selling 303 Products’ lines in the United States and Canada.

Participating stores receive a display containing free consumer samples of 303 Patio Furniture Protectant™. An informational color pamphlet is attached to each sample; each display contains 50 samples.

Dealers can simply call the toll-free telephone number on the back of the display when those samples start to run low; 303 Products will send replacements. All costs associated with the sample program are paid for by 303 Products.

Roger Dyer, senior vice president, says, “We’ve used this program in our other markets for over 10 years, and it is easily the most successful promotional program we have ever had. Consumers love it—and dealers love it because it very dramatically drives sales, it’s easy to use, and it costs the retailer zero.”

Another big benefit of participating in the program is that retailers have sales driven from other markets to their locations because the stocking retailer is listed on 303 Products’ website. Dyer says, “Our website is very busy and totally designed to give consumers information that they need and direct them to a retailer near them.” He comments that in the company’s other market segments, retailers using the free-sample program on a continuous basis sell five to 10 times more products than are sold by those who do not participate in the program.

Patio & Hearth Products Report May/June 2011

The sample program also presents a good opportunity for retailers to help educate consumers on the benefits of the proper care and cleaning for outdoor furniture. Many buyers are unaware that outdoor fabrics and frames need to be cleaned and treated periodically—not only to keep furniture looking great, but 303 Products launched a free-sample program in 2010 for outto restore the water-, soil-, and door-living retailers carrying the company’s products. Each stain-repellent treatment display contains 50 consumer samples of 303 Patio Furniture applied to products during the Protectant with informational color pamphlets. manufacturing process.

303 Fabric/Vinyl Cleaner™ is the best choice for cleaning outdoor fabrics applied, it also adds a finish to repel soil, and for removing dirt, bird droppings, soil, sweat, body oils, and atmospheric contamiand stains before retreating furniture. It connants. It can be used on powder-coated tains no soap, detergents, or solvents and is metal, all-weather wicker, vinyl and other nontoxic and biodegradable; it rinses off plastics, and stainless steel. To showcase without leaving any residue. these products, the company offers a free 303 High Tech Fabric Guard™ restores corrugated or furniture-grade floor display, lost water and stain repellency to factory along with informational pamphlets. levels, protects against stains, and impedes Dyer encourages outdoor-living dealers the formation of mildew. 303 Patio Furniture and retailers to take advantage of 303 Cleaner™ is ideal for cleaning powder-coat- Products’ free-sample program to help ed metal, iron, teak, resin, stainless steel, educate their customers. He says, “As vinyl, and plastics. This product uses a promore people quit traveling and spend an prietary blend of agents to lift and suspend increasing amount of time in the outdoor surface contaminants, which can then be lifestyle, it makes sense that they will also wiped away easily. become more educated and informed 303 Patio Furniture Protectant™ is for about the proper care, cleaning, and prouse after furniture is cleaned and provides tection of their patio furniture and will powerful UV-screening protection. When seek out the right products.”

Circle Reader Service No. 27

hearth R E TA I L E R Top: The Fire Place of Palm Desert is more than a hearth store: It’s the place for all things related to fire.

Bottom: Phillip Schroeder, owner of The Fire Place of Palm Desert, is making his vision for the store a reality.

a work

in progress

The owner of a California fireplace store is transforming it into an upscale destination for customers and designers.

t

by SHARON SANDERS

photography by BRIAN HELDER

here is much to be said for a fresh start.

Just ask Phillip Schroeder, owner of The Fire Place of Palm Desert (California).

Schroeder began as a fireplace installer 10 years ago; he fell in love with the hearth industry, and today, he is dreaming of what he wants to do next to turn his shop into something special.

His 2,700–square-foot store is located in the world-famous El Paseo shopping district, on the same street as Fendi, Gucci, and Burberry shops.

While his store has long been a favorite of well-todo locals, Schroeder has begun to update its showroom, merchandise, and service to meet the changing needs of customers.

When Schroeder started in the hearth industry, in 2001, he was making $8 an hour as an installer for Palm Desert Fireplace. He took the job because he was looking for anything that could help him pay his bills. “I was a decent installer—not a great installer—and my heart wasn’t really in it,” he says.

Schroeder had been in sales and had managed an interior-design company, as well as several furniture stores; all of these positions were a far cry from his job at the fireplace store. As an installer, every time he would visit a customer’s house, he would manage to sell a fireplace accessory that was available back at the store.

“I think I took an order at almost every stop,” he remembers, emphasizing that his sales approach involved very low pressure. Once, he even sold a $15,000 set of andirons that perfectly finished a fireplace that he had just installed. It was at that point 28

Patio & Hearth Products Report May/June 2011

that the store owner realized that he was underutilizing Schroeder as an installer, so he put him on the sales floor. After just a short time, Schroeder helped increase the store’s business more than 300%. “I had found my place,” he says.

A NEW BEGINNING In 2010, the owner of Palm Desert Fireplace decided to close the store. In August, Schroeder reopened a new store, in the same location, as The Fire Place of Palm Desert—with a whole new vision for the future. Before the grand reopening in November, he gave the store a much-needed facelift by replacing worn-out carpeting with stylish acid-washed concrete and repainting the black walls in warm tones of manila, tobacco, and brick red. Schroeder also remerchandised the entire showroom and updated the product mix.

“I named the store The Fire Place of Palm Desert because it is a place of all things fire,” he explains, adding that he carries everything from fireplaces to candles and novelty lighters. “As unusual as it sounds, I sell every lighter anyone might want, in 30 different colors, including themed lighters with futuristic designs and logos from sports teams and the military,” he says.

The store carries indoor and outdoor fireplaces and gas logs, in all price ranges, from manufacturers including RH Peterson Company, Rasmussen, FMI Products, and Napoleon. Schroeder offers biofuel fireplaces for people who can’t have directvent or B-vent units in their houses.

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.((3,1* ,7 5($/ Hand-painted in life-like detail

With incredible realism that can only come from Monessen and exclusive technology designed to create an authentic and lively flame, our new Stony Creek log set is the perfect solution for just about any room. :NMA>GMB< EHHD

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Inspired by nature and hand-painted in life-like detail, this log set offers a truly unique and realistic look.

The optional enhancement kit (shown) provides two additional logs for a more robust stack, perfect for taller fireplaces.

With a remarkable 99% efficiency rating, this vent free gas log set maximizes heating operation to provide optimum fuel savings.

For the first time, Monessen offers the exclusive Signature Command™ system on a vent free log set, complete with electronic ignition (no standing pilot), automatic battery back-up, and 3-step flame height adjustment.

For more information, please visit fhg^ll^ga^Zkma'\hf

Circle Reader Service No. 29

A brand of Monessen Hearth Systems Co.

hearth

R E TA I L E R

Elmira Stove Works Focuses on Vintage Designs

by SHARON SANDERS

B

uttercup yellow, robin’s-egg blue, mint green, flamingo pink, and candy red: All colors that are not typically associated with kitchen appliances. For Canadian manufacturer Elmira Stove Works, these finish colors, along with authentic vintage styling, are what give its custom-built products their unique personality. The company’s nostalgic line of antique- and retro-styled kitchen appliances (all of which feature today’s technology) are becoming fashionable additions to houses across North America.

Tom Hendrick founded Elmira Stove Works in 1975 in Elmira, Ontario, after spending years selling wood-stove parts to the local Amish and Mennonite communities from his hardware store. His first stove was a basic wood-burning cookstove that quickly became a favorite beyond the boundaries of the little town of Elmira. People would come from all over to buy the stoves for their houses, cottages, and cabins.

Eventually, Hendrick started to sell the stoves through other retailers, and in the late 1980s, the company launched a series of antique ranges (powered by electricity and gas) as an upgrade from the wood-burning cookstoves. As the products grew in popularity and visibility, Hendrick began developing the models that have evolved into the company’s current state-of-the-art appliances.

Elmira Stove Works has expanded its products to include a complete kitchen series: side-by-side and French-door refriger-

ators, microwave ovens, wall ovens, and panel kits for dishwashers. The company’s 1950s-styled Northstar refrigerators received such an outstanding response from consumers that the company created a complete line of Northstar retro products, including retro ranges, matching exhaust hoods, microwaves, and dishwasher panels.

In 2009, the company introduced the Fireview, a modern version of its original cookstove (which it hasn’t made for over 20 years). The Fireview is a wood-burning stove—with an oven and a cooktop—that can heat one’s house as well. True to its name, the stove has a viewing window in the firebox that provides a perfect view of the fire.

Its high-efficiency technology reduces wood consumption by up to 40% over that of traditional cookstoves, reducing fuel use, wood splitting, and loading—and letting users easily achieve an overnight burn. Tony Dowling, business development manager, says, “The Fireview goes back 150 years to the way people used to cook and heat their homes. Today, people use it in their cottages and cabins, or as a second stove in their main residences.”

According to Dowling, most people fall in love with Elmira Stove Works’ products the first time that they see them. “Some people are attracted to our products because they are

For those customers who want to gain the romance of a fire by just turning on their televisions, the store even sells DVDs with soothing images of a crackling fire. “I want our store to be a place for both the serious hearth customer and someone who just wants to bring a little fire into his or her life,” he says.

LISTENING TO CUSTOMERS After working at the store for many years, Schroeder began noticing, over the past five years, that customers’ buying patterns were changing. Even the most wealthy customers (who would drop $15,000 without hesitation) are now trying to spend less money, so he has made adjustments to keep their business. “Frugal is the new cool,” he explains.

The store has always been known for its custom iron fireplace doors, screens, tool sets, and andirons, but they were expensive (with some doors costing more than $2,000). So that the store can continue to offer custom service to customers, Schroeder has partnered with a new iron maker who is able to create beautiful, well-made iron products for about half the previous price—with a quicker delivery time.

“This change has allowed us to keep offering the cus30

Patio & Hearth Products Report May/June 2011

Top: Elmira Stove Works' nostalgic appliances add a unique touch to any kitchen.

Bottom, from left: the Fireview woodburning stove, the Northstar range, and the Northstar refrigerator

unique, while others are drawn to them because they take them back to a happier time. No matter what the reason, they are real showstoppers and a conversation piece in any kitchen,” he says, adding that the products’ performance equals or exceeds that of anything at a comparable price on the market.

“We build them to do what they are intended to do, and we build them to last,” he says.

Elmira Stove Works plans to continue expanding its distribution throughout Canada and the United States in the coming years. It is investing heavily in consumer and trade advertising to raise its visibility, and it is working closely with retailers to get its products onto the right showroom floors. The company sells primarily to high-end–appliance deal-

tom items that we are known for, while maintaining a good margin,” he explains. Schroeder also works closely with Stone Manufacturing Company (Gardena, California) for special-order doors, as well as recreations of antique tool sets and andirons in bronze, copper, and brass (with hand-applied finishes).

Recently, Schroeder started to sell iron sculptures for the fireplace that have generated a lot of interest. One of the most popular is a series of three waves that come up from the firebox floor, with a burner system behind them. The bottom is covered with three inches of crushed glass, making it appear as though the waves are coming out of the glass, in front of the fire. “Customers (especially the contemporary crowd) come to us for products that are not the norm, and we are able to give these to them at a price they can afford,” he says.

Since Schroeder took over the shop, he has been spending extra time building stronger relationships with interior designers and builders in the area. “I know that our unique and custom products are something that their clients want,” he says. It is not uncommon to see him sitting down with interior designers and pulling up images on his iPad to give them ideas for a design project. “We can make anything they want. I think word has spread that we have

ers and specialty hearth retailers.

“We really like the fact that hearth shops make the effort to get to know our products and look after their customers,” Dowling explains. He adds that hearth retailers do really well with the entire line, from stoves to bar refrigerators and ovens. “Customers doing home remodeling or furnishing a second home are thrilled by the fact they can get all their appliances in one place,” he says.

Dowling adds that Elmira Stove Works offers the kinds of products that retailers can use to carve out a unique piece of business for themselves. He says, “We have been around for 35 years, we know that our products sell, and we know that retailers can make good money selling them.”

stepped up our game, and I am getting new clients every week,” he adds.

To Schroeder, just as important as the store and its products is its service. “If you don’t have good service, you just have a room full of merchandise,” he says.

Schroeder feels that it’s hard to find good service today, and he intends to bring back the customer service of yesteryear, when everyone was treated as special. “I want people to come into the store, get everything exactly as they want it, and feel that they are our most important customer,” he explains.

For the next few years, Schroeder has even more big plans for The Fire Place of Palm Desert. He is bringing in patio furniture to complement his outdoor hearth offerings and hopes to remerchandise his showroom further.

His vision for the showroom is to inspire customers with vignettes that recreate a room in the house—such as a family room, kitchen, or bedroom with a gorgeous hearth as the focal point. He is even looking at the possibility of expanding or relocating the store for added space.

“I have so much going on in my head I almost can’t sleep, some nights,” Schroeder says. “Every day holds a new possibility, and I do my best to pass that on to my customers.”

Circle Reader Service No. 31

outdoor G R I L L I N G Right: Outdoor Dreamscapes’ high-end design projects have caught the attention of local outdoor-cooking enthusiasts, which has helped open their eyes to a whole new way to entertain.

Bottom: Marlene Boucher and Dennis Giancola, owners of Outdoor Dreamscapes, built a 4,000–square-foot designer showroom in North Olmsted, Ohio, in 2007 so they could better share their vision for the good life outdoors.

chill

grill and

M

perfect outdoor settings for cooking and relaxation.

arlene Boucher and Dennis Giancola have always loved to cook and entertain. When they bought a new house in Avon, Ohio, 10 years ago, they were excited finally to have the space to build the outdoor kitchen of their dreams. After researching many options, they discovered that if they truly wanted their dream outdoor kitchen, they would have to create it themselves.

This project was the launching pad for Outdoor Dreamscapes L.L.C., the couple’s custom outdoor-living design/building company. It is helping to change the way that people in the Cleveland area

32

Outdoor Dreamscapes helps customers create

enjoy time outdoors with their families and friends.

Until 2001, when Boucher and Giancola finished the project in their backyard, most people in the area had never even heard of an outdoor kitchen.

“Our neighbors were curious to see what we had built. Our kitchen had all stainlesssteel appliances, custom outdoor cabinets that were finished with stone, and granite countertops. I think most people thought it was just going to be a grill with some brick around it,” Boucher remembers.

After seeing the reaction from their friends, she and Giancola knew that there was a need for a company like Outdoor

Patio & Hearth Products Report May/June 2011

by SHARON SANDERS photography by KURT SHAFFER

Dreamscapes. The only options for outdoor kitchens, at that time, were available through landscapers or builders—and were limited (at best). “An art and science go into building a functional, beautiful outdoor kitchen,” she adds. “We knew we had the recipe to give people what they wanted.”

In 2007, Boucher and Giancola opened a 4,000–square-foot showroom in North Olmsted that has become the centerpiece of Outdoor Dreamscapes.

Their vision was to create a design center that would inspire clients by showing them the possibilities for an outdoor-living space. It also serves as a place for the

company’s consultants to sit down with clients and help them design spaces to fit their individual lifestyles.

“With the times we are going through right now, people are choosing to spend their money to create retreats they can relax in and enjoy for many years, instead of spending it on one-time vacations,” Boucher says, adding that an outdoor room is also a great investment because it adds value to one’s property.

Local homeowners, designers, and architects typically make Outdoor Dreamscapes’ showroom one of their first stops when they start planning an outdoor living project. It features two large patios that are built to look like outdoorliving areas, complete with 11-foot and 27-foot kitchens. Both kitchens have all the finishing touches, including travertine pavers, granite countertops, stainless-steel appliances, patio furniture, water features, a pergola, and a see-through fireplace.

There is also a separate display area for showing off all the outdoor appliances that one would need to outfit an outdoor kitchen, including grills and smokers (from DCS, Twin Eagles, Fire Magic, and Big Green Egg); True® stainless-steel refrigerators; and insulated stainless-steel drawers. Boucher and Giancola custom make all of the cabinets to fit each individual project, using the best materials available—including stainless-steel doors

Circle Reader Service No. 33

outdoor G R I L L I N G The Go-to Option for Outdoor Food Storage R

onda Outdoors (Santa Monica, California) has introduced something new and innovative for the outdoor kitchen: a sleek line of stainless-steel components designed to keep food and beverages hot or cold safely, without the need for electricity.

Ronda’s stainlesssteel doors, drawers, and accessories have been engineered to store food at temperatures ranging from –2 to 140 degrees.

An Italian company established in 1967, Ronda Outdoors is known as a leader throughout Europe for its premium line of stainless-steel components for the commercial food-service, restaurant, and bar industries. The company first previewed its line of outdoor food-storage products, specially developed for the U.S. barbecue market, at the 2009 HPBExpo in Reno, Nevada.

Dirk Ahlborn, chief of operations, says, “The company always wanted to come into the U.S. market and knew the barbecue market offered a good possibility.” The groundwork was then laid for a successful September 2010 U.S. launch, including the opening of a sales office in California and two

distribution centers (located in Atlanta, Georgia, and Torrance, California).

Ronda Outdoors’ full line of products includes Ronda Outdoors has intro- insulated and duced stainless-steel insunon-insulated lated drawers designed to drawers, store food and beverages doors, food safely, either hot or cold, at containers and temperatures ranging from –2 lids, sinks, and to 140 degrees. a waste container. All are manufactured of 304 stainless steel; are NSF International certified; and are designed in a simple, classic style, to integrate seamlessly into any encased outdoor kitchen or cooking area.

Ronda Outdoors components also save on energy bills through their eco-friendly function. Ahlborn explains that the company’s insulated drawers (available in single-, double-, and triple-drawer models) work as an outdoor refrigerator or warming unit without the need for electricity.

He says, “The casing on our products has a special material that keeps in either cold or heat.” The main course, side dishes, or bever-

and drawers made in the United States. “Customization is something that really sets us apart,” Boucher explains.

BRINGING CUSTOMERS THE BEST Outdoor Dreamscapes makes it a priority to stay in tune with the latest developments in outdoor-living designs and products so that it can offer the best options to its clients.

Boucher explains that Ohio is a very traditional state, and that many people in the area are typically hesitant to embrace new trends. “We bring in ideas and looks that we are pretty certain our customers will like, even if it causes them to stretch a little bit. That’s why the come to us,” she says.

This year, Boucher has found several new products that she thinks will appeal to clients, including the first ULrated outdoor dishwasher (by Kalamazoo Outdoor Gourmet) that can withstand extreme heat and cold without damage, in addition to the UL-rated outdoor blender.

“Most people want to incorporate many different components into their outdoor kitchens, so they don’t have to make repeated trips back to their houses,” she says. One of the fastest-growing trends is the outdoor wood-fired oven, which can be used to bake anything from pizza to chicken—and even cookies.

Boucher also carries food-safe insulated drawers by Ronda Outdoors. The stainless-steel drawers are 34

Patio & Hearth Products Report May/June 2011

by KIMBERLY RODGERS

ages can be put directly on ice. In a doubledrawer unit, ice or hot water placed in the lower drawer keeps food either cold or warm in the top drawer.

No water, insects, or dirt can get in because a hermetic seal in all products keeps drawers completely tight. Non-insulated drawers are designed to hold canned and boxed food, as well as utensils. Rounded corners on all drawers make them easy to slide out for quick cleaning.

Given the environmental benefits, cost savings, and genuine simplicity that Ronda Outdoors products offer the consumer, Ahlborn says, “It just makes more sense, instead of buying an outdoor refrigerator, to get an insulated drawer. You use it more easily, and in the end, it’s less expensive.” In addition, Ahlborn believes that Ronda Outdoors products are the only outdoor foodstorage accessories that feature such unique benefits as NSF approval and an airtight/ watertight seal. He says, “We have a very special product.”

Ronda Outdoors is currently building its base of outdoor specialty dealers and sales representatives throughout the United States.

Ahlborn says, “We are adding retailers every week. Now that the season has started, the retailers who have our products on display have actually seen quite good sales numbers.

If retailers are motivated and explain the product, everybody then understands the reasons

approved by the Food and Drug Administration and can keep food cold for up to two days. They are a great way to keep meat and other perishables cold when there is no more room in the refrigerator, or they can be used as a refrigerator alternative.

Boucher says that while her clients are willing to spend money to create outdoor kitchens and living areas, they are more selective, and they want high-quality products that will last. One piece of advice that she and her design team always give, when it comes to outdoor kitchens, is not to compromise when it comes to the grill—because a grill is the heart of any outdoor kitchen. “Sure, you can buy an inexpensive grill from a big-box retailer, but your food won’t taste as good. A good grill will heat food up to 1,200 degrees to lock in the flavors,” she says.

She continues, “That’s not to mention the fact that an inexpensive grill won’t last; therefore, you will be replacing it every few years.” Boucher is also a serious fan of the Big Green Egg, which she regularly recommends to her clients.

“We often have cooking demos, and when people taste food that has been prepared on the Big Green Egg, they want to incorporate one into their kitchens,” she explains.

REACHING FOR GROWTH Over the past decade, Outdoor Dreamscapes has

that they should buy it.”

Having initially concentrated on the California and Florida markets, Ronda Outdoors is now working on setting up representation in other states. The company’s approach is to work with dealers as studio partners. Certain requirements include a commitment from the dealer to set up a display of Ronda Outdoors products and to promote the line actively.

Ahlborn says, “We work together with our partners so that the cost of the display is recovered, and we also offer retailers constant marketing support.” In addition, studio partners receive a premium discount in return for their commitment. Ronda Outdoors is also developing a second product line for the U.S. market; it will have many of the same high-quality features as the original line, but at a more competitive price point.

Ahlborn would like Ronda Outdoors to become a familiar name as the go-to alternative for outdoor food storage. “There are a lot of great grill companies here that have great products and do their job really well, but in terms of doors and drawers, it is only a side product for them and not their main focus,” he says. “What we want to be, in a few years, is the accessory company—so that when customers come into a retail store, they ask for Fire Magic or Lynx grills and Ronda Outdoors drawers.”

designed and built many beautiful outdoor-living areas for houses of every size, and the company is slowly changing people’s perceptions of what can be done with an outdoor space. Recently, the company’s work caught the attention of local restaurant owners planning to update or expand their patio areas. “There is always a line of people waiting for patio seating; therefore, it just makes sense to make patios bigger and nicer by adding fireplaces, firepits, heaters, and even outdoor kitchens,” Boucher says.

So far, all of the restaurant projects have been hugely successful, especially when they included an outdoor area with a grill. Several of the restaurants that have added grills offer two menus: one for items cooked outside on the grill and one for the regular kitchen. “During the summer, 80% of the orders are from the grill menu because the food tastes so good,” she says.

Boucher and Giancola have nothing but optimism for the future of Outdoor Dreamscapes, and they plan to look for ways to continue to expand their business.

“Outdoor kitchens and outdoor-living areas are here to stay. If anything, I see them getting more elaborate, especially when the economy improves,” Boucher says.

“Enjoying good food and relaxing with family and friends will never go out of style.”

Circle Reader Service No. 35

showroom S H O W C A S E

doing

things

differently Kolo Collection’s avant-garde way of selling casual furniture has attracted many loyal customers.

by SHARON SANDERS

a

photography by PAUL YUNCKER

tlanta, Georgia’s revitalized Westside area has a reputation for the artistic, upscale vibe of its local retailers and restaurateurs. Situated in the middle of one of the area’s best-known shopping districts is Kolo Collection, a casuallifestyle store that dares to be different.

Its husband–wife owners, Greg Martin and Michelle Larrabee-Martin, wouldn’t have it any other way. “Our approach to retailing is to create a showroom that inspires our customers to create their own unique space, and that can only be accomplished if our space and products encourage individuality,” Martin explains.

In 2003, the couple opened Kolo Collection in a converted old warehouse in the trendy Atlanta White Provisions district after Larrabee-Martin (a designer) and Martin (whose grandparents owned a furniture store) came up with the concept for their new venture.

According to Martin, the store’s location is a major fac-

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Patio & Hearth Products Report May/June 2011

tor that has contributed to its success.

“The district has a real urban vibe. It’s like Atlanta’s version of SoHo (New York, New York), which complements the image of our store,” he explains. The foot traffic from the district’s upscale shops and restaurants always brings a steady stream of customers.

When shoppers venture into the 4,500–square-foot showroom for the first time, they don’t find what they expect to see in a traditional patio store. The uncluttered, wide-open space has the look and feel of a

designer showroom. Its artistic lighting, high beamed ceilings, raw concrete floors, and massive exposedbrick wall create the ideal backdrop for showcasing Kolo Collection’s distinctive merchandise, which has become its trademark.

From the beginning, the owners knew that they weren’t going to carry all the same products that local patio shops carried because they didn’t want their business to become a competition for customers or to be about price. “We are passionate about selling lines that we love—and that we know our customers will love as well,” Martin says. Kolo Collection features indoor/outdoor furniture from fine manufacturers, including DEDON, Royal Botania, AmalfiLiving, Jensen Leisure Furniture, Brown Jordan, and internationally acclaimed designer Richard Frinier.

The store also sells pieces from a number of smaller vendors, such as EMU, an Italian company with interesting teak, wicker, and aluminum furniture; Fermob, a French manufacturer known for its colorful chairs and bistro sets; and Loll Designs, a manufacturer that offers modern all-weather furniture made of 100% recycled plastic. Customers also have the option of customizing their furniture with an exclusive line of Italian outdoor fabrics from Maria Flora.

For shade, the store carries TUCCI, a manufacturer known internationally for its innovative shade designs and technology. “All of the products we sell on our showroom floor have a unique element to them, yet each piece can be mixed and matched,” Martin explains.

Mixing furniture to create a distinctive outdoor space is the concept that drives Kolo Collection.

Almost none of the furniture on the showroom floor

Left: The showroom space at Kolo Collection in Atlanta, Georgia, has an urban vibe that is anything but ordinary.

Bottom: The Kolo Collection team includes, from left, Greg Morgan, Paul Yuncker, Greg Martin, and Michelle Larrabee-Martin.

is displayed by group or set, and each piece is individually priced. “We often don’t even display dining tables with their matching chairs. We want people to take a beautiful table they like and a beautiful chair they like and put them together,” Martin says.

“Creating a room this way makes the furniture look like it was acquired over time, which adds character and makes it feel more like an indoor room.”

The store also works with local artisans to create custom pieces (primarily tables and consoles) made of concrete, aluminum, and steel with terrazzo tops, helping customers further individualize an outdoor room. The designers on staff at Kolo Collection spend many hours with customers, helping them design their perfect outdoor rooms—from space planning to furniture, fabric, and accessory selection.

At the end of the process, they know that their spaces will be unique, created especially for them.

Over the years, Kolo Collection has gained many faithful, satisfied customers.

Larrabee-Martin and Martin are eager to share photos of its installations from customers’ houses so that others can see how an outdoor space can be transformed, with the right furniture and accessories. The store maintains a hardcover book with images of its most interesting installations, in addition to running a continuous slide show on a large flat-screen monitor located

on the showroom floor.

“It’s nice to be able to pull up images, on the spot, to show designers and customers what the furniture looks like in a real life setting,” Martin says. He also posts videos of installations on YouTube and adds photos to Outdoor Atlanta: The Kolo Collection Blog (www.outdooratl.com), which can be accessed from the store’s website (www.kolocollection.com).

The blog automatically links to the store’s Facebook page as well. “We feel that it’s a statement that shows people that if they deal with us, they will be able to create something just as beautiful at their homes. We’ll work within their budgets and environments,” he says.

In early 2011, the owners completely redesigned the look of store. They increased the size of the showroom by opening up a back portion of the floor that was once used for storage, updated the color palette on the walls, and added new lighting; they also replaced the art with original pieces from Sally King

Benedict (Charleston, South Carolina), and they brought in a whole showroom floor full of new merchandise. They kicked off the store’s new look with an exclusive party for May/June 2011 Patio & Hearth Products Report

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showroom S H O W C A S E

Kolo Collection showcases images from its home

local interior designers—featuring food, drinks, and a chance to see the new merchandise.

Interior designers have always been a large part of Kolo Collection’s customer base. This year, Larrabee-Martin and Martin plan to reach out to interior designers outside Atlanta, which will give them more trade area without having to open another door.

Larrabee-Martin says, “Many of our main vendors have given us territory beyond Atlanta, and we’ve decided the time is right to take advantage of that opportunity. We are going to spend the time meeting with designers, introducing them to our lines, and getting catalogs into their libraries, so they know we are available as a resource for them.”

The entire Kolo Collection team is looking

forward to a solid 2011. It is excited about what the year will hold, and it has a renewed energy as it shows off the store’s new look and products to customers. Martin says that he is especially optimistic about the store’s growing base of repeat customers; he will make sure that there are plenty of fresh, interesting products on the floor to keep them coming back, year after year.

“The last thing we want is for our customers to get bored. We want them to walk into Kolo Collection’s showroom and have a new experience every time,” he explains. “It always makes you feel good when customers keep coming back for more.”

installations so customers can see how an outdoor space, with the addition of the right furniture, can be transformed.

Creekvine Designs Opens With Fanfare ndustry newcomer Creekvine Designs knows that a company needs to do more than just build beautiful leisure products to succeed in today’s marketplace.

In order to rise to the top, a business needs to know how to partner with retailers, as well as how to create products that consumers will love.

Tim McTighe, owner of Creekvine Designs (Gibsonia, Pennsylvania) and a 19-year veteran of the outdoor-furniture industry, launched the wholesale division in February 2011 and used a clear vision to build his philosophy. “I spent many years on the retail side, and I know that there are certain things a retailer needs to be successful,” McTighe says. “I use that to focus my business on the needs of our retail partners and their customers.”

McTighe explains that his central goal is to help retailers become more profitable. To do this, Creekvine Designs creates high-quality, U.S.-made garden and leisure products (with extensive customization, shipping, and warehousing options) to provide first-rate service to retailers.

Creekvine Designs’ 2011 offerings include comfortable deep seating, dining collections, swings, gliders, and patio/poolside storage units, in addition to bridges and arbors that beautifully accent any outdoor space. Very popular this year are the company’s outdoordining sets, which use tables that are 42 inches wide to make plenty of room for family-style dining.

Most uniquely styled furniture and structures from Creekvine Designs are made primarily of western red cedar; this wood rivals teak in terms of durability and beauty, yet is more affordable for the average consumer.

“Red cedar is a material that’s readily avail-

uct. “It’s all about flexibility,” McTighe says. Creekvine Designs holds the same customer-centered philosophy for customizations that it does for its policies on product availability, ordering, and shipping.

The company offers customers the ability to buy in high or low volumes, based on their needs. Retailers can preorder merchandise or have it shipped

I

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able in the United States,” McTighe says.

Using domestic woods falls in line with the company’s dedication to creating the majority of its products in the United States. The recent economic climate has inspired many customers to spend their money on U.S.-made goods that keep jobs in the United States, and Creekvine Designs is happy to be a part of that movement. “People will actually look at the label on an item to see where it’s made,” McTighe says. To satisfy customers—and to do its own part for the economy—Creekvine Designs has the majority of its products handcrafted in Pennsylvania.

“We can also build private-label designs that will give retailers something unique that none of their competitors will have,” McTighe says. Being able to create custom-designed furniture and structures while keeping the needed volume commitment relatively low is among many benefits that set Creekvine Designs apart.

“We have a talented team of designers who can create almost anything to specifications,” McTighe explains. Customization can range from crafting an existing piece from a different wood to styling a brand new prod-

Patio & Hearth Products Report May/June 2011

Top: Chickadee dining Middle: Highland Lake hutch Bottom: Twin Ponds collection

by SHARON SANDERS

in season. Of course, customers can also order products by the truckload or container, if they are interested in discounted pricing.

Creekvine Designs drop ships anywhere in the United States. “This aspect of our business is important to me because I worked on the retail side for so many years. I know that cash flow is one of the biggest concerns for many retailers,” McTighe says.

The company has also made business easier for its customers by putting its catalog, full price lists, product specifications, assembly instructions, and shipping logistics right on its website, www.creekvinedesigns.com.

“We’ve had encouraging feedback so far,” McTighe says, “Retailers just keep telling us how easy and hassle free we make the process.” Having started the wholesale division with the goal of providing first-rate service to retailers, McTighe is pleased with the beginning of its inaugural season.

Creekvine Designs has already begun to generate big interest among specialty retailers. McTighe and his team are focused on listening to feedback and making refinements that will position Creekvine Designs as a company with which retailers want to do business. “We’re a personal company that cares about serving retailers well by creating unique and high-quality pieces that are made in the United States,” McTighe concludes. “Selling leisure products should make things fun for the designer, the retailer, and the consumer.”

The Valor H4 Series Radiant Gas Fireplace

SHOWCASE

www.valorfireplaces.com | 1.800.468.2567 Circle Reader Service No. 39

as i S E E I T Top: Bradford Lifestyles introduced its casual furniture in 2008. The company appeals to consumers looking for something a little bit out of the ordinary (pictured: the Kingston collection).

Below: The Banana teak collection has unconventional curved lines that can add interest and style to any outdoor space.

ready to pounce Recognizing that the timing is right, Bradford Lifestyles is reaching out to retailers throughout North America. by SHARON SANDERS

B

radford Lifestyles of Richmond, British Columbia, is an up-and-coming company, but it has been around the block. This familyowned business—which made its debut on the outdoor-living scene in 2008—has roots in the teak-furniture industry that go back many years.

It is now distributing its high-caliber wicker and teak products to specialty retailers across North America.

Patio & Hearth Products Report sat down with the company’s owner, Susan Heer, to find out what Bradford Lifestyles is all about and why she is confident that the company is headed in the right direction.

What are Bradford Lifestyles’ roots?

Heer: While Bradford Lifestyles is only three years old, our family has been in the outdoor–teak-furniture business since the 1990s. We own a water-sports company that expanded into teak furniture as a way to provide our customers with something they could use on

their patios and aboard their yachts.

Gradually, we started to see a demand for something in addition to teak, so we started selling synthetic-wicker furniture. At that point, we decided it was time to spread our wings and start a new company to market our new image. That’s how Bradford Lifestyles was born.

Designers want to work with us because we will get them the exact piece they are envisioning for a client, even if it means making a custom item in teak or wicker. We are still small enough that we can respond to requests, no matter how big or small. It is a good time for us right now.

How has the company made a name for itself in the casual-furniture industry?

How does Bradford Lifestyles set itself apart from its competitors?

Heer: My philosophy is that I won’t sell anything that I wouldn’t buy myself, and that holds true for Bradford Lifestyles. The company is all about the comfort and relaxation of the outdoor lifestyle, and our furniture reflects that. We use the highest-quality material, we work with the best manufacturers, and we put a lot of effort into design.

Consumers love us because we offer products that they won’t find in their neighbors’ backyards.

Heer: Like many of our competitors, we carry teak and wicker, but everything we do is just a little bit outside the norm. The biggest thing we hear from new customers is that our products are different, from their style to the types of products we offer. We really don’t go out of our way to create unusual products; it just happens because we look at things differently.

In Vancouver, we have the highest real-estate prices anywhere in Canada, and condos are being sold that are only 400 square feet in size. We want to be able to put a table and two chairs on one of those tiny balconies, but we also want to be able to outfit a palatial home, with a huge backyard, in East Hampton, New York.

Which Bradford Lifestyles collections have consistently been favorites with consumers?

Heer: We have one wicker collection, called Tobago, that makes it possible to put deep seating into small spaces. It’s a favorite of urban customers because it’s a small, low deep seat that works well on small patios 40

Patio & Hearth Products Report May/June 2011

and decks. We have one designer who sells tons of Tobago for us, and we jokingly ask him if he’s ever going to recommend anything else. He tells us no—because it’s the collection that fits the best in almost every situation.

Another one that’s a consistent favorite is our Hampton teak collection. People will always love teak, and Hampton offers a large variety of pieces that work well together. We understand that teak is an investment, so we have made pieces that have many uses—so customers can purchase as little (or as much) as they want and still have a complete set for their outdoor-living areas.

What products are you most excited about for 2011?

Heer: Without a doubt, our new ULapproved firepits are the main attraction this year. They generated a lot of interest at the ICFA Preview Show™ (formerly Casual Pre-Market) in Chicago, Illinois.

What makes them different is the fact that they are portable units that can be moved anywhere on one’s patio, but they look like they are built in; the propane tank and wheels are concealed inside the base.

We offer five different models with faux-brick and faux-stone bases, as well as granite tops. They come fully assembled

and are ready to use in just five minutes. I’m really eager to see how we do with them because I think they are so beautiful and unique.

The movable Bali firepit features synthetic wood and crushed smoked glass.

What emerging trends do you see?

Heer: I think one of the emerging trends is a renewed interest in teak.

Virtually every day, we are getting calls for teak, and many of the inquiries are from younger clients. You can bet we are not selling them their parents’ teak furniture. We are offering pieces that are reminiscent of classic teak designs, with a contemporary twist. Another trend I’m seeing is interest in better-quality furniture again.

A lot of people have tried buying inexpensive items from the big discount retailers and home-improvement centers—and those items have all fallen apart after a season or two. They have learned that you get what you pay for, and they are now ready to make more of an investment in something that will last.

What do you see as the company’s biggest opportunity and challenge?

Heer: We think one of our biggest opportunities is reaching out to younger clients.

Many people in their 30s have young families, so they are staying home more, and they want to have nice furniture. We have found that those in the younger demographic often have just as much disposable income as clients in their 50s. We are designing furniture and offering products that will appeal to people in their 30s because this is a group of customers who will be shopping with us for many years to come.

One of our biggest challenges is reassuring people that even though we are a Canadian company, it is very easy to do business with us. We are actually only 25 miles from the U.S. border, and we currently have two warehouses: one in Vancouver and one in the Toronto area.

That allows us to serve both sides of the United States, as well as the Midwest.

We are trying to control our growth in stages, so when the time is right, we plan to open separate branch facilities

(including warehousing) in the United States to support our customers there.

We are excited that we picked up a number of new U.S. dealers—actually, even more than Canadian dealers—at the ICFA Preview Show this year.

Being so new, we are careful to ensure that we are growing in a thoughtful way, with the right products, so we can take care of our customers. We would rather look after a few customers very well than look after a lot of customers poorly.

What does the future hold for Bradford Lifestyles?

Heer: We are not so concerned about being the big guy. The most important thing, to us, is to be the company that listens to (and addresses) the needs of its customers. The thing that I think people really like about us is the fact that you don’t find our furniture in every store. We are a little bit of a specialty, and we have quality that people don’t have to question. I think all of this will ensure Bradford Lifestyles a long and prosperous future.

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my

TURN

Top: Mike Miller, founder of Select Outdoor Kitchens, designed and created a line of beautiful ceramic-cooker cabinets that is catching on with specialty retailers. Pictured are the Roost (left) and the Osage Island.

Bottom: Select Outdoor Kitchens’ high-end modular kitchen cabinets make it easy to create a custom outdoor kitchen.

an idea grows

A personal quest to build the right cabinet to house a ceramic cooker led to the creation of Select Outdoor Kitchens.

m

ike Miller has always been an idea guy. As a plastics engineer for his family’s 40–year-old business, Polyfab Plastics & Supply, Inc. (Springfield, Missouri), it was inevitable that he would come up with an idea that would take off; he just never thought that it would be a retail product.

In 2008, he designed and built a simple cabinet at home for his ceramic cooker. It doubled as a place to store charcoal and cooking accessories. Little did he know that this backyard project would become the launching pad for a new business, Select Outdoor Kitchens™. After just

42

two years, the fledgling company is gaining renown as the premier maker of luxury outdoor-cooking cabinetry, from Florida to the California coast.

Miller explains that the idea for his first cabinet came about because the wooden cart that he had been using for his ceramic cooker wasn’t holding up in Missouri’s climate. Every year, he spent time repairing the cart, and it didn’t have enough room to store all of his cooking supplies.

UNEXPECTED SUCCESS With the resources that were available to him at Polyfab Plastics & Supply, Miller made a cabinet that he thought

Patio & Hearth Products Report May/June 2011

by SHARON SANDERS

would do the job. “It wasn’t pretty, but it was what I needed,” he remembers. The people at his office were so impressed with his creation that they encouraged him to tweak the design, so that he could market and sell it. He did, and Select Outdoor Kitchens was born.

The new company’s first offering was called the Osage Island™. The 27x61-inch unit is still the top-selling ceramic-cooker cabinet in the line today, and was even honored with a Vesta Award in 2010. The Osage Island is constructed of marine-grade polyethylene that can withstand any weather or temperature, and it has three drawers for cooking utensils, rubs, spices, and sauces.

There is a separate vertical compartment that’s the perfect size for a bag of charcoal or a pull-out wastebasket.

Additional storage under the grill provides a home for grilling tools. The unit also features an umbrella insert and casters, so it can easily be moved around a patio or deck.

“What really makes it special is the fact that the cabinet looks like something you would find in a kitchen, not in a backyard. It is the perfect way

to make your backyard an extension of your home,” Miller explains. The Osage Island debuted at the 2010 HPBExpo in Orlando, Florida. There was instant buzz in the industry because there was nothing available on the market, at that time, that could compare in functionality, durability, and beauty.

Over the next months, Select Outdoor Kitchens tripled its product offerings by adding two more ceramiccooker islands, the Finley Island™ and the Castor Island™ (all three islands are named after Missouri rivers). The company took its concept a step further when it introduced a series of high-end modular kitchen cabinets—with the same attractive design—that can easily be configured to fit any outdoor space.

Each of the modular units has a three-drawer cabinet, a wastebasket cabinet, a sink-base cabinet, and a two door cabinet with a shelf. They come fully assembled, with leveling legs. The series includes about 40 to 45 cabinet options, in different widths and colors, with varying countertops. “With the modular cabinets, you can add a grill, a ceramic cooker, a refrigerator, or anything that you want to customize your kitchen,” Miller says.

After several more months of work, Miller came up with the design for the

Left: The Finley Island Right: The Castor Island

Roost, Select Outdoor Kitchensâ&#x20AC;&#x2122; newest product for 2011. The Roost is an affordable way to add counter space, drink holders, accessory hooks, dry storage, and built-in cutting boards to a ceramic cooker.

It is innovative in the fact that it affixes directly to the Nestâ&#x201E;˘ from Big Green EggÂŽ, a stand that is sold by many dealers carrying ceramic cookers. â&#x20AC;&#x153;Everybody who buys a ceramic cooker needs some kind of stand, and people

usually buy a Nest. I wanted to design something around what they already have in their backyards, so this is the perfect fit,â&#x20AC;? Miller says.

BUILDING THE FUTURE Miller is thrilled that Select Outdoor Kitchens is already gaining a steady following of retailers across the country who want to offer their customers something dif-

ferent (and beautiful) for outdoor cooking and entertaining. For the past two years, he has spent much of his time on the road, personally meeting with dealers so that they can see and touch the products for themselves. â&#x20AC;&#x153;I wouldnâ&#x20AC;&#x2122;t feel comfortable sending out someone else.

It makes sense for me to go because I started it, and I live it every day,â&#x20AC;? he explains. Select Outdoor Kitchens is working closely with dealers to get its products on their showroom floorsâ&#x20AC;&#x201D;and to get customers excited about making a purchase. â&#x20AC;&#x153;We are shipping new dealers everything with prepaid freight on their first orders. We can provide them with any signage that they want for their stores, and they can go to our website and download images they need for promotional materials or advertising. We want to be their partner,â&#x20AC;? he adds.

While Miller is excited about how far the company has come in just a few short years, he is already planning his next move. â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s been fun and very rewarding to see people buy a product that I designed, and then take it home and enjoy it,â&#x20AC;? he explains, adding that he already has a few new designs in mind. He says, â&#x20AC;&#x153;I canâ&#x20AC;&#x2122;t wait to get started.â&#x20AC;?

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May/June 2011 Patio & Hearth Products Report

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product I N N O VAT I O N

show and tell V

Lennox helps customers visualize how hearth products will enhance their living spaces.

by CHERYL DANGEL CULLEN

isual merchandising is not a new concept. Retailers use it in their windows; cosmetics manufacturers use it in their ads. More recently, even real-estate agents have started using it—staging properties for sale to create a lifestyle image that will appeal to the broadest selection of target buyers.

Lennox Hearth Products (LHP) is bringing this strategy into the fireplace market. In February 2010, the company hired Catherine Scott and put her in the position of manager of marketing communications. Her background is in retail merchandising.

Scott’s career started at Mercantile Stores Company, Inc., a traditional department-store retailer (now defunct) that once owned 13 chains in 17 states. She began as a sales-floor clerk in a company-owned Castner Knott store in Nashville, Tennessee. In her down time, she took it upon herself to merchandise products visually within her department, boosting sales and earning a promotion.

“I began creating lifestyle displays, which are groupings of products that convey a lifestyle or usage category.

Product presentation greatly affects how well a product sells. Merchandising involves displaying groups of products, rather than just individual products, to create a complete story,” Scott says.

She went on to work in the automotive, hospitality, and retail sectors in showcase/liaison management and in business development.

At LHP, Scott is taking a two-pronged marketing approach. She plans to enhance the buying experience for consumers so that they will fully consider LHP products and to add value to the dealer partnership by providing the tools that dealers need to make it easy to do business with LHP and sell its products.

She promises to accomplish these goals by marketing products through visual merchandising, point-of-purchase materials, special events, presence marketing, and trade shows. “It’s all about the presentation,” Scott says. “If you see a product, it can be overwhelming, particularly if it is one you’re not very well educated about; if you’re looking at a bunch of products and there’s not something to draw you to one product over another, how do you make that

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Patio & Hearth Products Report May/June 2011

purchase consideration?”

She continues, “There’s only so much research you can do online. You have to rely on the salesperson and that showroom experience to interact with the product, visualize the product, and consider your options. We want to help buyers visualize what their personalized product will look like. A buyer wants tangible, tactile things to help envision the final product, and that’s where I see an opportunity for LHP. I want the customer to walk in and—at a glance—be drawn to our products.”

Dealers and consumers are already seeing changes in how LHP products are merchandised. One of the most obvious changes was most recently seen in March 2011, at HPBExpo in Salt Lake City, Utah.

CREATING A FLAGSHIP STORE In fashion, a brand leverages the strength of its flagship store to create a specifically tailored retail environment that will showcase its best products in a prominent location. “The trade show is our opportunity to create the perfect flagship LHP brand environment,” Scott explains.

“The trade show is our shot to put forth our best and to provide an example of best practices in merchandising.

Merchandised vignettes pull together the whole story.”

Above: Catherine Scott, manager of marketing communications, Lennox Hearth Products Top left: The Dave Lennox Signature collection Symmetry™ offers traditional romance with dramatic (yet refined) taste. The lifestyle vignette projects a pleasing sensory environment using textures and colors.

Middle left: Lennox Hearth Products’ Elite™ series Ravenna™ offers traditional elegance and is staged to convey that lifestyle.

Bottom left: For those who love old-world charm, the Dave Lennox Signature collection Estate™ series embodies traditional styling and high-quality craftsmanship.

Lennox Hearth Products’ newly built showroom in Nashville, Tennessee.

whelmed by choice; instead, they will feel that they have made informed decisions.

They won’t feel that they’ve been forced into buying decisions and will feel much happier with their purchases.”

At HPBExpo, visitors to the LHP booth found focused vignettes that presented various home environments through carefully chosen accessories; each was designed to bring to life a different look, feel, and style.

“The vignette tells a story about a product,” Scott explains. “A fireplace on display can be contemporary, transitional, or traditional, and we can carry out that theme further through the area rug, throw pillows, and items on the mantel—to envelop buyers in that atmosphere. “ She continues, “We, as consumers, are drawn to certain tactile elements. When they are chosen strategically and carefully staged, they can reflect a certain lifestyle, look, and feel—to the point where they speak to you and help you visualize them coming to life in you own home.”

A FOCUS ON LIFESTYLE Translating the lifestyle experience that LHP showcases at trade shows to retail floors is the next change in the works.

“The retail spaces of hearth dealers vary from one extreme to another. Some portray more warehouse-like spaces; others, high-end showrooms. Despite the overall spaces, our goal is to help dealers create focal points,” Scott says, that portray the lifestyle associated with the product.

At HPBExpo, she adds, “I think we captured the attention of a lot of people who get it and realize that they are not showcasing the products as well as they could be.

We heard, ‘Wow! How can I create this lifestyle environment to make the product really stand out in my showroom?’”

That is relatively simple. Scott says, “It is all done through accessorizing, lighting, and point-of-purchase displays to support options ranging from the liner to finish— and having a brochure readily available, right there. All together, it presents a complete, cohesive story.”

She adds, “With smart visual merchandising, graphics, and careful design and layout of a space, consumers won’t feel over-

INTERACTIVE WEBSITE Accordingly, LHP’s website (www.lennoxhearthproducts.com) has been retooled to feature a Creative Spark section, which helps consumers explore style options to determine their preferred style or aesthetic. The Inspiration Gallery is composed of a variety of room designs, while the Style Profile provides definitions for certain style categories.

The Design a Fireplace tool is interactive, giving users an opportunity to define their needs and then explore the various style options that fit their lifestyles.

“Essentially, it walks buyers through the experience, narrowing down their options as they progress. This makes it easier to make a decision that reflects their desired lifestyles,” Scott explains.

Also new on DaveNet® Fireside (www.lennoxdavenetfireside.com), LHP’s business-to-business site, are tools that dealers can use not only to track claims, order status, pricing, and availability, but to create customizable ads and point-ofpurchase materials as well.

SPREADING THE WORD LHP’s consumer advertising program has also been updated. This is a proven direct-marketing program that has been used by Lennox Industries for over 20 years. It includes professionally executed door hangers, emails, coupons, newsletters, and inserts for LHP dealers to use.

“This is a proven, targeted direct-marketing concept that has worked for the heating and cooling side of the business,” Scott says of the program, which has boosted sales for LHP dealers. She explains, “It’s like any advertising: The success is in the targeted approach and in multiple touch points.”

She adds, “We’re leveraging the LHP brand name—a name already associated with quality and innovation—and tying it to a focal-point product. Essentially, we’re providing the visual merchandising and signage to enhance the experience of purchasing one of our products.”

Scott concludes, “Our goal is to educate and engage consumers—not just to tell them what we offer, but to show them. It’s about the presentation and storytelling. These are what draw us in, as consumers.”

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last

WORD

Right: Since its 2010 market introduction, the La Costa Del Rio has been a big seller; its elegant serpentine burner makes it unique.

Below right: The San Simeon firepit table, in chat height, is one of California Outdoor Concepts’ most popular models.

leaner and stronger California Outdoor Concepts had a banner year in 2010 by focusing on patio-furniture retailers.

by KIMBERLY RODGERS

o

ne advantage of the 2008 economic meltdown is that it prompted companies across the country to reevaluate and retool their business strategies and operations to stay afloat. Of the companies that did survive the worst financial crisis since the Great Depression, many emerged leaner, stronger, and more profitable. Many businesses have used the past few years to reengineer themselves by taking a hard look at their operating expenses, staffing, and sales efforts.

Clint Blevins, president of California Outdoor Concepts (Tustin, California), says, “2009 was a building year for us, and we took the time to find out who we were and where our sales were going to be. By 2010, everything started to kick into gear, and we had a great year.”

California Outdoor Concepts has used the past couple of years to build the company’s sales force and refocus sales efforts, with greater emphasis on outdoorfurniture retailers. Blevins says, “We really found that our niche was in the patio-furniture industry because our products do the same thing, in a lot of respects, as a patio table, allowing you to sit around them—with family and friends—to eat, drink, or relax.”

THE RIGHT NICHE The company’s products include a varied lineup of

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Patio & Hearth Products Report May/June 2011

firepit tables, which are available in different heights and in an assortment of styles. These include granite tops, colored bases, and interchangeable table centers (which feature Arctic Flame glass, Glo-Fire gas logs, a stainless-steel grill, an ice bucket, or a solid-granite center with an umbrella hole).

In spring 2009, to increase its presence with patio retailers, California Outdoor Concepts hired the company’s first salesperson with direct knowledge and experience in the outdoor-furniture industry. Today, the sales team has grown to 20 professionals who sell the company’s line nationally.

Blevins says, “I think they are as good as any in the industry, and I couldn’t be happier with the sales representatives that we have. They know the product and the customer’s needs. More important, they have a deep involvement with patio dealers and what sells in their stores. Our reps are really consultants more than they are salespeople.”

Firepit sales are typically brisk all year, with spikes in the spring and fall. If there is a down period, it is usually in January and February, Blevins says. To offset this slow sales period, California Outdoor Concepts strengthened its position with sales representation in California, Arizona, and Florida–markets that usually remain highly active during this time.

This strategy paid off well. Blevins says, “With the spring thaw in the rest of the country, we then began to see good movement, especially from the Eastern and Mid-Atlantic States. As the cold weather dissipates, we think our sales will take off a lot this year (over last year). We are more mature and better able to identify price points and product types that will facilitate our sales to patio retailers and also help to grow their use of our product.”

Since the company’s sales push into the patioretail segment, Blevins estimates that the number of dealers that the company has added to its base has doubled. He says, “The quality of the additions has been great. They are real professionals, and they are

adding us because we bring something for them to the table—to facilitate sales to their customers.”

In addition to offering retailers one of the largest selections of firepit tables and stand-alone units from any company exclusively devoted to firepit products, California Outdoor Concepts is a leader in providing quick shipment (routinely, in one to three days from receipt of an order). Even for special orders, the company is still able to provide quick shipping times. “A customer does not have to wait 10 or 12 weeks for a firepit in a custom color. We will still get it to a dealer very quickly,” Blevins adds.

California Outdoor Concepts also provides abundant dealer support through its website (www.californiaout doorconcepts.com), which includes high-resolution images, marketing materials, technical information, catalogs, and videos. An upcoming upgrade will give dealers the ability to purchase any product, including custom items, online.

The upgrade will also eventually give a dealer the opportunity to create a visual image for a customer.

Blevins says, “This will facilitate the dealer’s communication with the consumer and help to match the customer’s expectation of what the firepit will look like when it arrives more closely.”

EMERGING TRENDS One of California Outdoor Concepts’ newest products, introduced at the 2010 Chicago International Casual Furniture & Accessories Market™, is the La Costa Del Rio. Rectangular in shape, this model represents a unique twist on the traditional firepit table,

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with a center burner in a curvy, elegant design.

Blevins says, “To my knowledge, it is the only firepit coffee table with a serpentine burner. It has done very well for us, and we believe it will be a very popular unit. When the fire is not burning, the Del Rio looks like there is a river running through the table, which gives it an attractive, contemporary look.”

Other recent offerings include the Monterey, a square 42-inch firepit table that has been very pop- Above: Like many of California Outdoor Concepts’ firepits, the Del Mar provides incredible versatility with an interchangeable table center. ular—due, in large part, to an appealing price of $1,599. The Solano, which has been available in dining and bar heights, is now offered in chat height— To meet the growing need for this height, California by far, the most popular firepit elevation with conOutdoor Concepts is offering a 33-inch firepit in the sumers. The Island series has also been redesigned at a Del Mar series and in a soon-to-debut line. Blevins says, 24-inch height, with the fuel tank now inside the unit.

“I’m excited about the new series coming up; it’s a The company’s three most popular sellers continue to unique look, it will be at an appealing price point, and be La Costa chat, Del Mar chat, and San Simeon. it will be available in chat and balcony seating.”

An emerging trend in firepit tables is a 33-inch balBlevins is very optimistic about the direction that cony/gathering height. Blevins explains that when sitthe company has taken in the past 18 months. New and ting on a balcony around a typical firepit, people sit at redesigned products, far-reaching dealer support, and eye level with the balcony’s top railing, obstructing the the still-growing outdoor-room trend will certainly conview. He says, “The 33-inch height allows you to sit up tinue to fuel firepit sales. He says, “Our goal is to make a little bit above a dining height, so you can see over the it easy for the dealer to satisfy the customer. The better ledge—but it’s not at a bar height, which often makes we do this, the better off we—and the customer, dealer, you feel as if you are going to tip over the railing.” and sales rep—will be.”

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product

FOCUS

Right: The Lennox Bella™ pellet stove uses an advanced operating system to heat rooms efficiently and quietly.

i

hot pellet

ncreased home-improvement spending, paired with unstable fuel prices, will undoubtedly grow the pellet-stove market in 2011 and 2012. The contributions made by major hearth manufacturers are also helping to stoke sales. A commitment to design and innovation by Hearth & Home Technologies (HHT), HearthStone Stoves, and Lennox Hearth Products (LHP) has led to the development of some exciting new products that will strengthen the pelletstove market during the upcoming burn season.

Dane Harman, vice president of innovative design for HHT (Lakeville, Minnesota), explains that during the next year (and beyond), HHT will continue to focus on quality features and technological advances for its pellet stoves. This focus includes the ability to burn materials with higher ash content with the lowest maintenance possible, in an effort to continue making beautiful and efficient pellet stoves for home use. “We keep working on making the stoves better: quieter, cleaner, longer burning, and easier to use,” Harman says.

Nathan Ross, product manager for HHT, stresses that making improvements to quality and performance is an ongoing effort. “We’re always working on making our products better on all performance points,” he says. “We have made it a priority to be a leader in quality and are seeing the benefits, along with our dealers. We have invested greatly in quality, including adding reliability and quality engineers and investing in reliability labs and equipment.”

HearthStone Stoves (Morrisville, Vermont), will also continue to raise standards to maintain EPA certification for its products. The Heritage pellet stove by HearthStone Stoves has been on

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stoves

The market for pellet stoves should heat up, based on volatile fuel prices and product advances. by CHERISE FORNO the market for a year, according to Dave Kuhfahl, president of HearthStone Stoves. The Heritage was originally styled in traditional cast iron and stone to meet customer needs. This design met EPA certification requirements, as well as high airquality standards (with up to 86% efficiency).

“This year, we have a new cast-iron version that will help us reach even more of the market,” Kuhfahl says. While pellet stoves, in the past, might have been designed more for function than for aesthetics, Kuhfahl says, design concepts are constantly improving to keep consumers interested in new products. “For HearthStone Stoves, we have our stone and cast-iron models, and now we are introducing our new Manchester all–cast-iron pellet stoves,” he says. “The enamel colors and high-quality iron, along with our new whisperquiet fans, will make sure it is well received.”

A BRIGHT FUTURE The 2011–2012 year appears to be the time to release advanced products to a growing market.

Signs of a strengthening economy might lead people to spend more on home improvements and invest in heating alternatives. Ross says, “The next

year is shaping up to be a pretty strong year,” but he adds that this ultimately depends on the price of heating fuels.

When the prices of the major heating fuels are high, more people appreciate the value of pelletstove products. Ross says, “The payback for pellet products is becoming considerably more attractive. We’ve seen sales increase at a pretty consistent rate across the portfolio.” Kuhfahl explains, “The pellet market, in general, is pulling out of a few years of slump.” If fuel costs rise, he predicts renewed interest.

Increased home-improvement spending is also expected to drive pellet-stove sales this fall. “More confidence will encourage the sale of higher-end products, which is good for us,” Kuhfahl says. “We expect sales to surge in the third quarter.”

Pellet stoves are selling well for LHP (Nashville, Tennessee), according to Michael Lewis, the company’s product manager. “All of our pellet models (and also our Country collection wood stoves and inserts) are selling briskly,” he says.

Lewis adds that decreased new-home construction, if combined with high fuel prices, should create more demand for pellet stoves during the next

Above: HearthStone recently introduced the Manchester, an eco-friendly, 52,000-Btu pellet stove.

Left: The compact design of Hearth & Home Technologies’ Harman P35i pellet insert makes it perfect for smaller homes. Hearth & Home Technologies will soon introduce the powerful Heatilator Eco-Choice CAB50 at a suggested retail price of $1,599.

burn season. “While the economy is clearly stronger, and consumer confidence is up, it has not carried over to much of a rise in new-home building,” Lewis says.

“Pellet-stove purchases are not necessarily tied to housing starts, so as homeowners stay in their existing homes and focus on home improvements and renovation, this leads to increased interest in (and sales of ) both pellet and wood stoves.”

Lewis notes that LHP is focused on improving reliability and product efficiency in both combustion and heating performance. “We believe that our innovative operating system, used on our Bella and

Winslow models, allows our stoves to outheat competitors’ larger, higher Btu input stoves—particularly when they are run while controlled by a thermostat,” Lewis says. “Where competitive products go through a shutdown, relight, and reheat cycle when the room temperature reaches the desired setpoint, our stoves modulate down to a low heat setting.”

According to Lewis, the ability to run in this low-fire mode extends the life of the stove’s igniter, improving the startup cycle’s speed and efficiency—and ultimately, the overall efficiency of the stove.

“This is how our smaller, lower Btu mod-

els can outperform competitors’ larger models,” he says.

MORE CHOICES FOR CONSUMERS In mid-2011, HHT will be introducing the Heatilator Eco-Choice CAB50, according to Ross. This powerful unit will have a suggested retail price of $1,599. “It offers a large three-bag hopper, a thermostatically controlled automatic ignition system, a large ash pan, and a firepot bottom that opens fully for easy stove maintenance,” Ross says.

HHT is continually making design advances in current and new products to

meet consumers’ needs. Ross explains that traditional designs have been very popular this season, but staying on top of design trends is an ongoing challenge. One design change that HHT is making is the addition of bright nickel accents to its Heatilator Eco-Choice pellet stoves. Ross notes that design developments are made to improve functionality, performance, and current features.

For the year ahead, HearthStone Stoves will continue to offer stoves with frost protection and 24/7 programming capability.

“Our Manchester already has superquiet components, and these will be engineered into the Heritage,” Kuhfahl says.

HearthStone Stoves is also committed to the continual production of high-end stoves equipped with components made in the United States and Western Europe.

“Our heaters have to be as reliable as we can make them,” he says.

As for the future marketability of pellet stoves, there seems to be no limit in sight.

“The future of pellet-fueled products is beyond our scope of thinking today,” Kuhfahl says. “We have possibilities we have not imagined yet.”

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PRODUCT

Cayman Collection Bradford Lifestyles combines the classic beauty of teak with the modern feel of wicker. The Cayman collection is artistically woven with an offset color of dark chocolate within the main honey wicker.

Constructed of the finest plantation grade A teak and Raucord wicker, this collection is praised for its beauty and durability. Pick specific pieces for your ideal grouping, and add deep, comfy cushions in a wide array of fabric choices. Contact: (604) 241-1030 or www.bradfordlifestyles.com.

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Linear View Brentwood LV With either a clean-face style or traditional louver option, the new Brentwood™ LV wood-burning fireplace from Lennox Hearth Products (LHP) offers a large, rectangular door to fit any contemporary or traditional interior. The latest entry in LHP’s EPA family features unique, all-in-one, double air combustion control to help manage wood consumption and allow faster ignition. Learn more about this Washington State–approved, 86.6% efficiency-rated fireplace at the company’s website. Contact: www.lennox.com.

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GeoBella Elements by Phifer Put a playful, futuristic spin on outdoor-furniture fabrics with Phifer’s GeoBella® cushion fabrics Elements collection. This eclectic grouping marries spunky geometrics with offbeat color combinations. Plush fabrics and mellow earth tones soften the edginess of these forward-thinking patterns. A unique line of 100% recyclable outdoor-cushion fabrics, GeoBella features a soft, touchable texture reminiscent of comfy indoor furniture, but with the stability, strength, and durability needed for outdoor-cushion applications.

Made of 100% olefin yarns recycled from postindustrial waste, GeoBella pairs the perfect combinations of a range of coordinating hues—from soft, cool pastel tones to rich wood and neutral shades. Contact: (800) 221-5497 or www.phifer.com.

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Grand-scale Chateau Fireplace Empire Comfort Systems has introduced an all-new series of direct-vent fireplaces designed to take center stage in large living spaces. Available in 36and 42-inch widths, Chateau traditional fireplaces are sized to complement the scale of today’s open floor plans and greatrooms. With 1,200 square inches of viewing glass for the 36-inch model and 1,600 square inches for the 42-inch model, these fireplaces provide the appearance of a massive site-built installation with the convenience of a modern direct-vent system. The large window maximizes heat transfer and—thanks to a proprietary manufacturing process—minimizes reflections, to help create the appearance of an open hearth.

Contact: www.empirecomfort.com.

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Patio & Hearth Products Report May/June 2011

REDEFINING

LIFE

OUTDOORS

THE ULTIMATE DESTINATION FOR CASUAL FURNITURE, ACCESSORIES, AND OUTDOOR LIVING TRENDS

MONDAY-THURSDAY

SEPTEMBER 12–15, 2011

THE MERCHANDISE MART IN CHICAGO

REGISTER AT CASUALMARKET.COM I 800.677.6278

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PRODUCED BY

PRODUCT

New Bull Grilling Accessories Bull Outdoor completes the grilling experience with a focus on quality, value, and fun. Bull now offers a complete grilling-accessories line with a total of 63 items, including tools, brushes, stainless-steel kebab holders, woks, basting tools, koozies, and a complete line of pizza-oven tools.

Customers also love Bull’s high-tech steak stations and instant-read thermometers. Along with traditional chimney starters, the Bull line also features a new chili-pepper grill-rack and corer set. Bull has everything you need to be a Bull master grill champion. Dazzle friends and family with some new Bull grilling toys. Contact: (800) 521-2855 or www.bullbbq.com.

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Beachcomber Hot Tubs Beachcomber Hot Tubs has unveiled a new model for 2011 called the SLB 75.

This high-end hot tub is perfect for affluent buyers who are downsizing their homes and looking for luxury products to relieve stress, improve health, and enhance relationships. The SLB 75 is equipped with everything that a buyer wants today, with an impressive listing of features and options. A new brochure featuring the SLB 75 is now available from Beachcomber. Contact: (800) 663-6557 or www.beachcomberhottubs.com.

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KIWI Unveils New Product

Dampney Thurmalox Dampney Thurmalox® stove paints are especially formulated for finishing wood, coal, pellet, and gas stoves; stovepipes; screens; grates; and hearth accessories. Featuring 22 decorator colors that can match virtually any room decor, these silicone-based, heat-resistant paints withstand temperatures of up to 1,200 degrees without blistering, peeling, or flaking, and they won’t burn off; providing a flat, scratch-resistant finish, Dampney Thurmalox stove paints are offered in fast-drying form in 12-ounce aerosol cans; in brushable black in one-pint containers; and in quart and 5-, 30-, and 55-gallon containers. For outdoor application on hibachis and barbecue grills, Thurmalox 245 zinc primer will provide maximum protection against rust and corrosion. Contact: (617) 389-2805 or www.stovepaint.com.

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KIWI® Camp Dry® patio fabric protector is a new product designed to help consumers maintain the appearance and extend the lifetime of outdoor-furniture fabrics. The product repels water, dirt, and stains without darkening or discoloring fabric. It’s the ideal solution for protecting umbrellas, cushions, pillows, chairs, and other outdoor-furniture fabrics from the elements all season long. Visit kiwicampdry.com for a list of retailers. Contact: www.kiwicampdry.com.

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Jalapeño Rack

by Big Green Egg For a crowd-pleasing appetizer, the new Big Green Egg jalapeño rack holds up to 20 jalapeño peppers stuffed with cheese or other savory ingredients. The heavy-duty stainless-steel rack is dishwasher safe, and the set includes a handy corer. Contact: Jodi@biggreenegg.com or www.biggreenegg.com.

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Outdoor Kitchens For those who demand a full working kitchen under the sun, Challenger has a variety of outdoor-kitchen options built to last a lifetime. They are sturdy and versatile enough for self-made chefs of all levels—and on wheels, to go anywhere.

Quality, durability, and versatility: That’s Challenger. Contact: www.challengercabinets.com.

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Sunbrella.com The Sunbrella® online fabric showroom has been redesigned with new functionality aimed at improving the fabric-search experience. The updates include advanced-search, quick-drape, fabric-coordinates, and sharing functions that provide more ways than ever before for visitors to experience Sunbrella fabrics. The search yields individual fabrics or multiple options (depending on the information that a visitor provides) and creates a starting point in the selection of Sunbrella fabrics. The Sunbrella fabric online showroom recently won a silver American Advertising Federation Triad ADDY® Award for interactive media website, consumer HTML. Contact: www.sunbrella.com.

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Patio Jewelry Patio Jewelry comes to your backyard with the Gemstone collection by California Outdoor Concepts. Throughout the ages, gemstones have been fascinating to all cultures. The folklore of gemstone colors has been honored for centuries. The Gemstone collection of Patio Jewelry reignites this interest and passion for color. Opal relaxes the mind with its blue-green aura. Garnet, deep maroon in color, ensures healing and strength. Tigers Eye, with its sense of spiritual well-being, is wild with browns and creamy beige. Whether chosen by color or mystic property, Patio Jewelry adorns your tabletop, pool deck, or sitting area. Provide yourself and your guests with the warming glow of Gemstones. Each color is available in three different cuts: emerald, round, and oval. Choose all three and be rich with design. Choose only one and it will be your very own diamond in the rough. Contact: www.californiaoutdoorconcepts.com.

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Half-inch Glass Colors American Fireglass is excited to introduce its line of all-new half-inch glass colors. Through testing, American Fireglass has discovered that half-inch glass burns cleaner and more efficiently. Customers can choose from a full line of half-inch reflective and standard glass. Contact: (888) 264-1017 or www.americanfireglass.com.

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Sawgrass Mills Peacock Choco Eclair Outdoor Rug Is it a plume of vibrant peacock feathers unfurled against a twilight sky or a school of festively colored fish darting through dark water? This uncommonly durable rug, handhooked from cottony-soft, solution-dyed DuraCord® yarns to be resistant to rot, mold, mildew, fading, and staining, promises plenty of time to figure out the answer. Sawgrass Mills® Peacock Choco Eclair, (also in an aqua version, which won a 2010 Design Excellence Award at the Chicago International Furniture& Accessories Market™, is available in either 5x8-foot or 8x10-foot sizes.

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

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Meridian Collection

Aluminum Slat Table

Agio® adds new flair in 2011 with its flagship collection, Meridian, which combines the best Agio craftsmanship with bold new function and design. Meridian’s versatile sectional features a multifunction piece that does double duty as comfortable chaise that converts quickly and easily into an ottoman/coffee table. A unique pairing of aluminum frames with a natural wood look and beautiful all-weather wicker creates a modern, clean line that is sure to be in demand for years to come. Contact: www.agiousa.com.

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Homecrest’s aluminum slat table brings you a sleek new table option sure to fit any outdoor-dining area. A modest apron and detailed legs bring you style like no other in outdoor dining. Manufactured with Homecrest’s custom-designed extrusions, the aluminum slat table is offered in a wide selection of frame finishes and sizes, including balcony height. Homecrest aluminum slat tables will fit into any outdoor-dining decor. Contact: www.homecrest.com.

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PRODUCT

Pit Mitt The Big Green Egg Pit Mitt® is a soft, aramid-fiber glove that allows the user to handle hot items around (and directly off ) a very hot grill. The washable Pit Mitt is reversible for the left or right hand and has silicone on the surface for a superior grip. Contact: Jodi@biggreenegg.com or www.biggreenegg.com.

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Arrington Firepit Chat Group

Classic Black Stripe Deluxe Cushioned Double Swing Classic and contemporary come together here, in one of the most ample double swings available. The curvy, polished white-oak frame supports a pillowy seat of cottony-soft, all-weather DuraCord® fabric sandwiching a lavish layer of polyester fiberfill batting. The classy Hatteras Hammocks® classic black stripe pattern is like a perfectly tailored tuxedo for your favorite patch of yard. Vinyl-coated steel cables bolster strength and add a distinctly modern, artful flourish. Contact: (800) 334-1078 or thehammocksource.com.

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Fireplace Glass

Customers continue to seek out the warmth and ambience of outdoor fire.

Agio gives you the opportunity to meet those demands. The Arrington firepit chat group features a slate- and porcelain-topped portable propane firepit and 360–degree-swivel/tilt seating. Durably crafted chairs include oversized scrolled arms and the beauty and comfort of premium weather-resistant cushions. Agio’s Arrington collection gives your customers access to instant entertaining savvy. Contact: www.agiousa.com.

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The Arctic Flame glass collection from California Outdoor Concepts was made with everyone in mind. No matter what your taste is, each exquisite set gives a sparkle to anything. The heat-tempered glass is processed through a tumbler to prevent rough edges, resulting in a smooth, elegant look and feel. The flames dance around and through the processed glass, as if nothing is there. Arctic Flame glass is a truly unique product processed to ensure that each box is brilliant in color. Contact: www.californiaoutdoorconcepts.com.

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New Firepit Rings American Fireglass’ firepit rings are now available in 6-, 12-, 18-, 24-, 30-, 36-, and 48-inch sizes. These firepit rings feature an all-new crossbow design for better gas distribution and are constructed of high-quality stainless steel. Contact: (888) 264-1017 or www.americanfireglass.com.

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Preserve Collection Outdoor living is a breeze with Erwin and Sons’ new Preserve collection, an airy, transitional 15-piece seating and dining group that’s available in a variety of finishes and over 200 performance fabrics. It is available in both stackable and nonstackable seating, either with matching glass- or stone-topped tables or, as shown, with storage-trunk tables. Contact: (770) 579-0414 or www.erwinandsons.com.

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The Heat & Glo Cosmo Insert Homeowners who want a contemporary insert need look no further than the casual (yet sophisticated) Heat & Glo® Cosmo insert.

Instead of fiber logs, it features shimmering glass or ceramic stone media for an updated style. The refractory liner is black glass and designed to reflect the ribbon of flames across the length of the firebox. Featuring a modern, curved halo front, the Cosmo insert is easily installed and comes standard with the IntelliFire™ ignition system. Contact: heatnglo.com.

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Hitzer 30-95 EZFlo Hopper Stove The Hitzer 30-95 EZ-Flo hopper stove is an outstandingly efficient and convenient heating source. With a 30-pound hopper, this stove has extended long burns and produces over 60,000 Btu of evenly warm temperatures. The advanced technology of a removable hopper is an added convenience of this top-choice stove. Like all Hitzer stoves, the 30-95 is thermostatically controlled, and it provides heating without electricity. With heating capabilities of up to 2,000 square feet, the EZ-Flo meets your heating needs, as well as providing beauty and charm for one’s home. The full-view firebox window allows easy viewing that creates cozy, warm relaxation. With a stove color to match your home, the Hitzer 30-95 will decorate your home, produce cost-efficient heat, and create a warm and soothing environment. Contact: (260) 589-8536 or www.hitzer.com.

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New Space-saving Island Design Bull Outdoor’s Little Q island is the perfect solution for space-challenged backyards.

The Little Q island has a very little footprint of 5.25x4.75 feet. It holds Bull Outdoor’s best-selling Angus 30-inch, five-burner grill and refrigerator. Families will love the fact that it seats four adults, with room to spare. Contact: (800) 521-2855 or www.bullbbq.com.

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Beachcomber Hot Tubs Beachcomber Hot Tubs builds the same quality into every model, from its highest-priced SLB 75 through its lowest-priced 321 model. The 321 offers a solidly constructed, high-quality hot tub with a plug-and-play 110-volt design for customer convenience. Buyers can rest assured that they get the same guarantee and quality with every hot tub that Beachcomber builds. Contact: (800) 663-6557 or www.beachcomberhottubs.com.

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Artisan Pergola This new artisan pergola has a unique combination of maintenance-free vinyl columns with a heavy-duty, rough-cut, hemlock-wood top. Its full-width 2x8-foot header supports up to a 16-foot free span. It features full-width 2x6-inch rafter joists and 2x4-inch stringers. Enjoy the charm of a rich mahogany-stained wooden top.

Contact: (877) 429-3262 or www.countrylanegazebos.com.

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TURN YOUR PATIO INTO A PALACE.

Nothing beats the convenience,

Quality. Durability. Versatility.

durability, and style of a patio bar

That’s Challenger. The benchmark

from Challenger. Built to last a lifetime,

in patio bars. Learn about their

loaded with features, options and

superior construction and

ready for patio, picnic, or racetrack.

other features at :

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www.challengercabinets.com/

powder coat construction makes

PatioBars

them stand up to the elements.

or call 574.773.0470.

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PRODUCT

Vanuatu Collection Bradford Lifestyle introduces the Vanuatu collection. This beautiful collection offers all the comforts of the bigger, heavier wicker looks, but with a refined delicacy. The sides are airy and light, giving Vanuatu a softer look with universal appeal. The collection has a full complement of pieces for any combination. Big, bright, comfy cushions complete the set for a sit-down, stay-awhile feeling. Contact: (604) 241-1030 or www.bradfordlifestyles.com.

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Outdoor Fireplaces by Empire Comfort Empire Comfort Systemsâ&#x20AC;&#x2122; new outdoor fireplaces turn a cool evening into an exciting entertainment opportunity, with friends and family gathered round the hearth. Part of the new Carol Rose Coastal collection, these exciting new fireplaces are available in traditional models (for use with a log set) and in contemporary models, with linear burners. Rated at up to 60,000 Btu, these outdoor systems generate plenty of warmth, with ambience to spare. With 304 stainless steel on all exterior surfaces, these fireplaces are engineered to last and to look good doing so. The complete line includes fireplaces, burners, and accessories. Contact: www.empirecomfort.com.

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Grand Terrace Firepit Gensun Casual Living has added a firepit to the popular Grand Terrace collection. This collection represents elegant design with exceptional value. The new 54-inch firepit features full cast-aluminum construction, a copper bowl, a firescreen, a poker, and a fire grate, and it is available in 11 frame finishes. Copper bowls are also available separately for use as beverage coolers during those wonderful summer days.

Contact: www.gensuncasual.com.

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Heritage by Sunbrella Glen Raven Custom Fabrics has introduced Heritage, a SunbrellaÂŽ furniture fabric featuring 50% recycled content.

With a homespun look and extensive palette of 12 colors, Heritage is a blend of postindustrial recycled Sunbrella and Sunbrella virgin fiber that helps ensure that the product meets stringent Sunbrella performance standards. The recycled content comes from cutting-table waste from various customers, as well as from fiber, yarn, and fabric waste from the Sunbrella manufacturing facility. The fabric is ideal for those customers who want a beautiful fabric that also tells a story. Contact: www.sunbrella.com.

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Patio Bars Nothing beats the convenience, durability, and style of a patio bar from Challenger. Built to last a lifetime, it’s loaded with features and options, and ready for patio, picnic, or racetrack.

Challenger’s versatile patio bar exemplifies pure quality and craftsmanship. Contact: www.challengercabinets.com.

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HHT’s Carolina Outdoor Gas Fireplace Whether you’re remodeling a patio or building a new outdoor-living space, the Carolina gas fireplace will make it a warm and comfortable area. The Carolina features a beautiful fire, with HHT’s exclusive FireBrick™ technology offering a seamless, real-masonry brick pattern and providing 25% more heat than a metal refractory model. Standard features on the Carolina include a stainless-steel screen and grate, the IntelliFire Plus™ ignition system for maximum fuel conservation, and stylish controls with an ergonomic design.

Contact: heatnglo.com.

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Berkshire Hitzer Stoker Coal Stove Model 608 The Hitzer Stoker coal stove model 608 is a superior-quality product that your customers will love. Its features include a Btu range of 7,000 to 90,000, an integrated Coal-Trol thermostatic-control combustion air system, the ability to hold up to 90 pounds of coal, cast-iron doors, pewter or gold accents, double-wall construction, a 2-inch rear clearance and 4-inch side clearances, a 320-cfm circulation fan, and a galvanized-steel hopper (optional). Every Hitzer heating system is carefully handbuilt by Amish craftsmen. Only the finest materials are used, and no shortcuts are taken.

Each system provides efficient burning with effective consumption of secondary gases. The result: more heat with less fuel consumed.

Contact: (260) 589-8536 or www.hitzer.com.

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Create a timeless look in any backyard with NorthCape’s new Berkshire collection. Berkshire features a handwoven, thick, rich cappuccino weave, with elegantly shaped arms that will add texture to your porch, deck, or patio. The sophisticated open-weave sides and back create style and comfort for lasting enjoyment throughout the summer. Berkshire offers many pieces for this collection, including plush deep seating, swivel gliders, and dining options. Contact: www.northcapeinternational.com.

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Havenhill Pneumatic Chaise Homecrest has added a new chaise to its popular Havenhill collection. Havenhill is a sling group featuring a patented Butterfly Basket® that offers superior comfort. Taking comfort to the next level, this chaise features a pneumatic adjustment lever that allows you to adjust your position up or down with just the push of a button. Customize the Havenhill pneumatic chaise or other Homecrest products at the company’s website.

Contact: www.homecrest.com/designcenter.

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PRODUCT

MLW Stone, L.L.C., Introduces StacKIT Natural Stackedstone Fireplace Kits

Florence Wicker Sling Gensun has added wicker sling styles to the already-popular Florence collection. Combining cast aluminum and woven wicker, these additions bring together beauty and comfort second to none. The high-back design of the dining chair, swivel rocker, and love-seat glider makes relaxation on your patio the choice of family and friends. The collection also offers swivel barstools and balcony stools, a chaise, and a wide variety of tables. Contact: www.gensuncasual.com.

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Looftlighter The Looftlighter® is the fastest, cleanest, safest, and easiest method for lighting your barbecue grill or wood fireplace. The Looftlighter ignites wood or charcoal in fewer than 60 seconds with its patented hot-airstream process. Simply plug the Looftlighter into a wall socket and touch the nose of the lighter to your wood or coals. In about 15 seconds, sparks will appear. At this point, withdraw the Looftlighter by 3 to 6 inches and continue heating the same spot. Before you know it, you will have a roaring fire.

Contact: (845) 877-7321 or www.looftusa.com.

Circle Reader Service No. 138

This new product has the look and workmanship of authentic, natural stacked stone.

Integrated with today’s innovative technology, it reduces significantly the cost of installation. Most natural stacked-stone fireplaces are cut and installed in individual pieces—but StacKIT surrounds are prefabricated into panels that are cut to standard fireplace-kit sizes and can be installed in minutes, just as you would install a marble or granite surround. These kits are stocked in MLW’s three standard sizes and include a header, two legs, a riser, and a three-piece hearth; 6x24-inch interlocking panels, complete with corner pieces, are also available to accommodate raised hearths and wall applications. The product is available in two colors: Carden gold and multicolor.

Contact: (800) 477-7665 Ext. 127 or www.mlwstone.com.

Circle Reader Service No. 140

Bella-Dura Bella-Dura®, which received the ASID’s Earth Minded Award, is the standard by which all performance fabrics are judged because of the following performance attributes: It withstood 1,500 hours of UV testing in Arizona and Florida, as well as 50,000 double rubs; it is bleach cleanable, antimicrobial, antifungal, and stain resistant; and it is silver certified as sustainable by the McDonough Braungart Design Chemistry Cradle to Cradle program.

Bella-Dura’s award-winning designs are manufactured in a family-owned, fourth-generation mill in Garfield, New Jersey. Contact: (800) 544-0478 or www.bella-dura.com.

Circle Reader Service No. 139

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LeeStone Table and Hearth Tops New LeeStone table and hearth tops by OW Lee are domestically produced using glass-fiber–reinforced concrete. The strength and resilience of LeeStone offer the highest performance for outdoor use, and LeeStone is virtually maintenance free.

LeeStone’s elegance and style provide a practical alternative to natural-stone tops.

Contact: (800) 776-9533 or www.owlee.com.

Circle Reader Service No. 141

Phoenix Charcoal Grill ProFire Grills, a division of Modern Home Products Corp., has released the new Phoenix charcoal grill.

This innovative new design combines high-quality construction with unique temperature controls, including independently adjustable dual charcoal trays and upper and lower vents that can be fully opened for searing or partially closed for slow cooking. The vents can also be completely closed to extinguish the fire–saving the charcoal. The grill’s heavy-duty construction is backed by a lifetime warranty. Contact: www.profiregrills.com.

Circle Reader Service No. 142

Valor Retrofire Gas Insert Engineered to keep heat efficiently inside the home (and not send it up the chimney), the Retrofire is designed for installation within existing masonry and factory-built wood-burning fireplaces of all shapes and sizes. Room sealed and vented outside, the direct-vent Retrofire eliminates smoke, messy ashes, and cold drafts. Contact: www.valorfireplaces.com.

Circle Reader Service No. 143

Monessen Stony Creek Vent-free Log Set With an authentic look inspired by nature and brought to life in handpainted details, this log set is the perfect solution for nearly any customer. The optional enhancement kit (shown) provides two additional logs for a more robust stack, perfect for taller fireplaces. In addition, for the first time, Monessen is offering the exclusive convenience of the Signature Command™ system on a vent-free log set.

Contact: www.monessenhearth.com.

Circle Reader Service No. 145

Phifertex Slingable Fabrics Phifer Inc. announces the addition of Phifertex® Slingable outdoor-furniture fabrics, joining the collection of Phifer fabrics infused with Microban® antimicrobial product protection. Phifer uniquely combines the design, quality, and performance of its outdoor-furniture fabrics with Microban antimicrobial technology, providing continuous cleanliness protection against microbes and keeping fabrics cleaner and fresher for longer than ever before. Microban antimicrobial protection is infused into the fabrics and inhibits the growth of stain-causing bacteria, mold, and mildew (which can cause degradation of the fabric). Microban protection works continuously, keeping fabrics cleaner between cleanings. Contact: (800) 221-5497 or www.phifer.com.

Circle Reader Service No. 146

Go beyond ordinary.

Design-edly Different!

Prestige Pro 600 Series

beach patio market

The new Napoleon® Prestige Pro™ 600 series comes loaded with all the toys needed for complete outdoor entertaining.

Among its features are up to 1,062 square inches of total cooking space, up to 95,000 Btu, 3/8-inch stainless-steel WAVE™ rod cooking grids, a deluxe high top, a space-saving roll-top lid with chrome trim accents and handle, an attractive pedestal base with concealed casters, electronic ignition for easy starting, a ceramic infrared SIZZLE ZONE™ integrated side burner, an enclosed ice bucket and cutting board, an infrared rear rotisserie burner, and more. Contact: (877) 588-2220 or www.nacdealers.com.

Circle Reader Service No. 144

ZIPJACK

CUSTOM UMBRELLAS ZIPJACK INDUSTRIES, LTD.

ELMSFORD, NEW YORK 10523 TEL 914.592-2000 FAX 914.592-3023

WWW.ZIPJACKUMBRELLAS.COM Circle Reader Service No. 59

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PRODUCT

Outdoor Bench Covers Two Dogs Designs for Outdoor Living introduces WeatherReady outdoor bench covers, featuring heavyweight polyester, double stitching, a PVC lining, and Velcro® tab closures to secure the fit. At a 50-inch width, 30-inch depth, and 36-inch height, they fit most outdoor benches. They offer good quality at a very good price and are available in black or khaki. Contact: (866) 896-3644, twodogsdesigns@aol.com, or www.twodogsdesigns.com.

Circle Reader Service No. 147

Valor H4 Gas Fireplace Integrating contemporary design with efficient radiant heat, the H4 is one of Valor’s most versatile fireplaces to date.

Choose from two different (landscape or square) backing plates and one of three designer window trims in copper, nickel, or black. Fuel beds include traditional logs and river rock with driftwood. Contact: www.valorfireplaces.com.

Circle Reader Service No. 150

Malibu Grande Dave Lennox Signature Collection Estate Series The new Dave Lennox Signature™ collection Estate™ series by Lennox Hearth Products features a spectacular 50x36-inch wood-burning fireplace as its flagship.

One of the largest wood-burning units available on the market, it makes a grand statement for custom builders and the homes of their clients. Newly designed brick-patterned liners with large grout lines and exquisite detailing replicate the look of hand-laid brick, and a high dome design ensures that smoke is drawn out of the room. Easily converted to be ready for gas logs, if so desired, the fireplaces are also available in 36- and 42-inch widths.

Contact: www.lennox.com.

Circle Reader Service No. 148

Malibu Grande is a new addition to the already successful Malibu collection.

Malibu Grande’s crescent-shaped sofa and wedge-shaped end table can be arranged by themselves or with pieces from the Malibu collection (in a variety of configurations). Choose from the high coffee table—which features an umbrella hole—or the oversized circular ottoman as the Malibu Grande centerpiece. Malibu Grande has a lightweight aluminum frame; durable, UV-protected polyethylene woven resin; and plush deep seating for added comfort. Influenced by a rich chocolate texture, the Java flat-weave style and unparalleled durability are perfect for the Malibu Grande collection. Pictured in white and plum hues from the newly expanded fabric library of over 150 textures and colors, Malibu Grande is sure to make a huge statement in your backyard retreat. Bring a fresh new approach to your outdoor room with NorthCape’s new Malibu Grande collection. Contact: www.northcapeinternational.com.

Circle Reader Service No. 151

Vermont Castings Encore Twoin-one Woodburning Stove Elements Shademaker is proud to introduce the Elements collection from Sattler, North America. The 20 new European-inspired solid colors are bold, energetic, and exciting for any outdoor environment. The solution-dyed, awning-grade fabric features a TexGuard® easy-clean coating system and carries UV 801 certification for personal sun protection. Come see the latest trend in high-performance, awning-grade outdoor fabrics: new flamingo pink. Contact: info@shademakerusa.com or www.shademakerusa.com.

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Unlike any other wood stove on the market today, the Encore® two-in-one stove provides more flexibility, with two ways to heat. Just like its larger counterpart, the Defiant® two-in-one stove, it converts from catalytic to noncatalytic operation in less than one minute. Its superior heating efficiency also generates more heat from less wood, saving up to $300 or more during an average New England winter and up to $1,400 in fuel costs (when used in catalytic mode over five years). Contact: www.vermontcastings.com.

Circle Reader Service No. 152

Napoleon EFC32 and EFL48 Modern Fireplaces

Jazz Dining Collection

The EFC32 and EFL48 electric fireplaces feature clean, crisp contemporary designs with all the convenience of simply hanging, plugging in, and enjoying them. The EFC32 has a sleek, curved bay front, while the EFL48 has a generous 48-inch linear glass front that complements the clean minimalist design. The ultrathin depth of both fireplaces allows a minimal protrusion from the wall. The EFC32 and EFL48 both provide a unique contemporary artwork design, with white stone ember beds that can easily be switched to optional glass embers in a variety of colors. Both fireplaces come standard with a built-in bracket that makes installation as easy as hanging them on a wall. They come complete with a 5,000-Btu heater, featuring three settings and a convenient handheld remote control that controls heat output and flame intensity. Contact: (800) 461-5581 or www.napoleonfireplaces.com.

Circle Reader Service No. 153

The Jazz collection blends classic elements, crafted in A356 aluminum, to create a sophisticated family of furnishings. The Jazz collection includes an armchair, a swivel rocker, a swivel barstool, a stationary barstool, a love seat, and a 36-inch square table (also available as a rectangular table). All pieces offer Outdoor Lifestyle’s unique 15-year limited warranty on furniture frames and a five-year limited warranty on paint finishes in residential use. Contact: Virginia Hamilton at (800) 294-4758, virginiah@olfurniture.com, or www.olfurniture.com.

Circle Reader Service No. 156

Hampton Pavilion

Double-wall Stovepipe Selkirk announces a double-wall stovepipe with professional features, offered exclusively to the hearth market.

Model DCC double-wall stovepipe is UL/cUL listed as a connector pipe between a wood stove and chimney. The smooth lines of the black outer wall allow for slip connectors and easy installation. Selkirk received favorable feedback on this product line at HPBExpo in Reno, Nevada. Since that time, Selkirk has gone back and listed DCC for 6-inch clearance on all diameters and in all installation configurations—giving DCC the closest clearance of all stovepipes on the market. Selkirk has also gained the cUL S-641 listing for sales of DCC in Canada. DCC double-wall stovepipe is now in stock at the company’s Turners Falls, Massachusetts, and Prescott, Ontario, distribution centers, so place orders now for combined shipment with your existing orders for chimney and venting products. Contact: (800) 443-6341 (United States), (888) SELKIRK/735-5475 (Canada), or www.selkirkcorp.com.

Circle Reader Service No. 154

Bistro Bar and Counter Stools New to the OW Lee Bistro group, these whimsical (but sturdy) bar stools are perfect in any setting. Manufactured in the United States, OW Lee Bistro chairs are handmade from superior-quality materials. The new Bistro barstools match existing OW Lee Bistro dining chairs.

Counter stools are also available in all three styles.

Contact: (800) 776-9533 or www.owlee.com.

Circle Reader Service No. 155

This Hampton pavilion is a great addition to your outdoor-living area. It provides a cool, shady place to get out of the hot summer sun and can save your party from an unexpected shower. The Hampton pavilion features a stately look and feel, with its arched headers and 10-inch round vinyl columns. The steeper roof pitch and extra roof overhangs add significance to its stature. Now, enjoy a maintenance-free vinyl exterior combined with the charm of a mahogany-stained interior ceiling. Contact (877) 429-3262 or www.countrylanegazebos.com.

Circle Reader Service No. 157

Fire Magic Vent Hood Fire Magic’s vent hood is the first-ever hood specifically designed for outdoor grills. An advanced ventilation system extracts smoke, heat, and odors quickly and quietly with a powerful dual fan. It provides better exhaust, whether the grill lid is open or closed, by drawing air to the front and back of the vent hood, not from the center. It features a powerful 1,400-cfm dual-fan system and high-quality brushed stainless steel with seamless edges. The vent hood is available in 36-, 46-, and 60-inch widths. Contact: (800) 332-3973 or www.rhpeterson.com.

Circle Reader Service No. 158

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PRODUCT

SunBriteTV: Model 4630HD Your customers can now enjoy quality outdoor television viewing in their backyards with SunBriteTV’s new model 4630HD, a 46-inch, full-HD (1080p), all-weather, outdoor LCD television that is designed for permanent outdoor installation.

Model 4630HD is engineered with an outdoor-rated ASA plastic resin exterior that protects the internal television components from rain, dirt, insects, and extreme temperature ranges. Built into the exterior are 20-watt speakers and an antireflective, impact- and scratch-resistant window that protects the LCD screen.

Contact: (866) 357-8688 or www.sunbritetv.com.

Circle Reader Service No. 159

SCHOTT ROBAX An important trend in modern home design is the concept of personalization.

The broad array of design colors and patterns that SCHOTT ROBAX® offers allows for this type of customization to continue onto the fireplace. Currently, SCHOTT ROBAX glass ceramic is available with decorative patterns in 15 different colors, ranging from polar white or amber gold to autumn red or mystic black. These colors, matched with your choice of pattern and shape, allow for a fireplace viewing panel that fits your exact style. Now, your fireplace can be wonderful to look at even when there isn’t a fire inside. Contact: (941) 831-2200 or www.schottrobax.com.

Circle Reader Service No. 160

Sun Garden Sun Garden, a German manufacturer of high-quality casual-furniture items, announces the patent-pending Easy Swivel mechanism, which allows for 20 positions of easy swiveling. This product enhancement is available on all models of the patented Easy Sun parasol: 11.5-foot octagon, 10.5-foot square, 9- or 12-foot oval, and 13-foot curve.

This is the newest addition to the best-selling Easy Sun lineup and is being highlighted in key strategic partners’ stores this spring. Contact: www.sungarden.us.

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Florence Dining Collection The Florence collection uses bold, interwoven lines to create airy (yet solid) pieces. Made of premium A356 aluminum, this collection offers buyers an armchair, a swivel rocker, a swivel barstool, a stationary barstool (with both barstools available in balcony height), and a love seat. Each piece comes with Outdoor Lifestyle’s unique 15-year limited warranty on frames and a five-year limited warranty on paint finishes in residential use. Contact: Virginia Hamilton at (800) 294-4758, virginiah@olfurniture.com, or www.olfurniture.com.

Circle Reader Service No. 162

New Echelon Diamond Power Burner by Fire Magic Performance, luxury, beauty, and innovation epitomize the new Echelon Diamond power burner. This largest and most powerful side cooker offers a range of 3,000 to 60,000 Btu and provides the high heat perfect for wok cooking or frying a turkey. Backlit safety knobs with blue LED bezels and flame icons on the knobs change from blue to red as the burner is turned on; the red flame grows brighter on high—an exclusive Fire Magic safety feature. Contact: (800) 332-3973 or www.rhpeterson.com.

Circle Reader Service No. 163

AERO Market Umbrella The ZipJack AERO market umbrella changed the look of the classic market umbrella forever. Its patented canopy design gives the umbrella distinctive styling, while crosswinds and updrafts pass right through the canopy’s venting system.

Easy maintenance enhances its attractiveness. The ZipJack AERO market umbrella can help every specialty patio retailer stand out above the crowd. Contact: (914) 592-2000, www.zipjackumbrellas.com, or sales@zipjack.com.

Circle Reader Service No. 164

WeatherReady Outdoor Covers for Fountains

Insulated Components

Two Dogs Designs for Outdoor Living has introduced WeatherReady™ fountain covers, featuring heavyweight polyester, double stitching, a PVC lining, and Velcro® tab closures on four sides.

For even better protection against the elements, the fountain covers have Velcro midtie fasteners and elasticized bottoms. Representing good quality at a very good price, they are available in three sizes, and they come in black or khaki. For more information, contact Two Dogs Designs for Outdoor Living. Contact: (866) 896-3644, twodogsdesigns@aol.com, or www.twodogsdesigns.com.

Circle Reader Service No. 167

Ronda USA’s new stainless-steel components for outdoor kitchens are functional, as well as elegant. Pictured here is Ronda’s drawer unit (QM19) with one single insulated front, two watertight inside cases, and telescopic guides. The unit features a hermetic closure granted by a magnetic seal. Ronda’s high-quality design components provide beauty and practicality for any outdoor kitchen. Contact: (714) 642-3494 or www.rondaoutdoors.com.

Circle Reader Service No. 165

The Collartilt Umbrella

by Treasure Garden The elegant and durable collar-tilt collection from Treasure Garden® sets industry standards for fashion and design. This premier collar-tilt style makes shade as easy as twisting the collar once the umbrella is cranked up and tilting the canopy to obtain infinite degrees of shade and comfort. Shown is the UM8004 DC7 in the Firenze finish. Contact: info@treasuregarden.com or www.treasuregarden.com.

Circle Reader Service No. 168

Over and Under Over and Under, Inc., a specialist in manufacturing custom outdoor cushions, slings, and protective furniture covers for nearly 30 years, announces that its new high-performance outdoor cushions are available for all outdoor furniture. All cushions are made to your specifications, using the latest in high-tech materials and innovative custom crafting—and they are backed by an unparalleled five-year warranty. The difference is in the details. Since the low-maintenance, mold-free high-performance outdoor cushion is designed to dry in three hours or less, you’ll spend more time enjoying your outdoor furniture and less time with a wet bottom. Luxuriously comfortable, it’s the high-performance outdoor cushion: If it feels dry, it is dry. Contact: (877) 484-2104 or www.overandunderonline.com.

Circle Reader Service No. 166

Wittus— Fire by Design The Wittus Star and Mini Star Gelfire Pillars are impressive garden sculptures by day and dramatic lighting by night. Made in the United States of heavy-gauge COR-TEN™ steel and topped with brushed stainless-steel fuel wells, they burn with clean, lofty flames for two to three hours per filling. Flank a walkway with pairs or elegantly group them in multiples to transform decks, backyards, and garden areas into welcoming outdoor-living spaces.

Contact: (914) 764-5679, www.wittus.com, or info@wittus.com.

Circle Reader Service No. 169

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PRODUCT

UltimateONE UltimateONE offers the latest technologies in factory-built chimney design, providing superior performance, durability, and safety. UltimateONE’s inner liner and outer casting are constructed of all-welded 304 stainless steel for superior strength and corrosion resistance.

Engineered with a web coupler design using an inch of Superwool insulation that makes contact at the seam, UltimateONE allows for pipe expansion and eliminates cold-air infiltration. Because UltimateONE is locked together with a latch-type locking band, no-tool installations are quick, solid, and secure every time. Contact: (800) 433-6341 (United States), (888) 735-5475 (Canada), or www.selkirkcorp.com.

Circle Reader Service No. 170

Stainlesssteel Half Round Kettle Grill Topper Mr. Bar-B-Q’s stainless-steel Half Round Kettle grill topper is an essential for all outdoor-grilling adventures. This sleek grill topper fits 22-inch grills and keeps small, delicate foods on the grill and out of the fire. It spreads heat evenly and prevents food from falling through the grill grate, which is ideal when cooking shrimp, veggies, and other favorites. Because it is the perfect topper for messy cooking grids, it can be used when camping, at beaches, in parks, and when tailgating. This easy-to-clean, durable topper measures 2.28 inches by 20.2 inches. Contact: (800) 333-2124 or www.mrbarbq.com.

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Optifire The Optifire zero-clearance wood-burning fireplace has limitless options.

Some of its clean-lined features include invisible hinges, a locking system integrated into the facade, and a large curved or flat glass window for a clear view of the fire.

Conveniently, the automatic thermostat is used for regulating heat output, and all parts are serviceable from inside the firebox. Whether Optifire is incorporated into new construction or installed into an existing masonry fireplace, the design possibilities are endless. Contact: (914) 764-5679, www.wittus.com, or info@wittus.com.

Circle Reader Service No. 171

Shade, Safety, and Fun, All in One ZipJack Custom Umbrellas introduces a new line of patio umbrellas designed to provide colorful, shaded play spaces for youngsters. KidBrellas are a great way to protect kids from the sun. KidBrellas easily convert from table umbrella to play space and feature bright, bold silkscreened animal illustrations with extended side panels that provide extra coverage. Contact: (914) 592-2000, sales@zipjack.com, or www.zipjack.com.

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Empire Collection The Empire collection, a proven sales winner, was reintroduced in April 2011 by Palm Springs Rattan and Garden Classics. Familiar to some, this popular collection returns after an absence of more than 18 months. Crafted of woven wicker, the Empire collection features a woven body, but incorporates a sling design. The depth of the collection adds to its popularity, with six chair designs and four table designs. The add-a-pad program enables buyers to customize the look of the pieces using Palm Springs Rattan’s no-grade fabric pricing. Contact: Tami Newton at sales@palmspringsrattan.com or www.palmspringsrattan.com.

Circle Reader Service No. 174

SunBriteTV: Model 5510HD In an effort to expand its market reach, SunBriteTV recently introduced two new televisions to its all-weather outdoor-product line. SunBriteTV’s high-end introduction is model 5510HD, which sports a 55-inch, 1,080pixel full HD LCD screen with a refresh rate of 120 Hz. This television is ideal for homeowners who are looking for home-theater–quality viewing in their outdoor spaces (see page 62 for SunBriteTV’s other new product). Contact: (866) 357-8688 or www.sunbritetv.com.

Circle Reader Service No. 175

Bloc by Gloster Combining luxury with the ultimate in simplicity, Bloc is a strikingly geometric interpretation of the outdoor upholstery trend. Its geometric design appeals to those who prefer minimalist looks, but do not want to compromise on comfort. London-based designer Mark Gabbertas has combined textured, powder-coated aluminum frames with sizable blocks of upholstered comfort, creating a remarkable juxtaposition of tactile comfort and visual integrity.

Contact: (888) 456-7837 or www.gloster.com.

Circle Reader Service No. 179

Toscana Pavilion Transform the outdoors into an extraordinary living space. Create your outdoor-living space by adding functional and beautiful sidewalls and curtains. Permanent or portable, the Toscana pavilion can be used to create the perfect garden retreat or poolside cabana. This trellis-style frame is backed with a 10-year warranty. Hundreds of fabrics and frame colors equal endless possibilities. Contact: www.michaelcaravita.com.

Circle Reader Service No. 176

Outdoor Escape Paying homage to nature’s purest pleasures, the Outdoor Escape collection is Couristan’s newest addition to the category of weather-resistant area rugs. Offering picturesque renditions of various outdoor scenes, these durable performance area rugs have a novelty appeal that is perfect for complementing themed decor. Featuring a unique handhooked construction, each design in the collection showcases a textured loop pile that adds dimension to the motifs. With patterns like beach landscapes, lighthouses, and sea shells, these outdoor/indoor area rugs create a soothing atmosphere reminiscent of treasured vacation spots and outdoor hobbies. Contact: (201) 585-8500 or www.couristan.com.

Circle Reader Service No. 177

EcoSmart STIX EcoSmart STIX is an amazing new bioethanol fire designed by Barcelona-based designer Hiroshi Tsunoda. It’s a contemporary stainless-steel fire design that evokes the mood and magnetism of a traditional campfire. Known for exploring the possibilities of geometric figures, Hiroshi’s unique EcoSmart Fire STIX is both visually striking and practical—particularly in an outdoor environment. Consisting of varying sizes of tubular stainless-steel sticks secured around an efficient 3-liter (3.2-quart) bioethanol burner, EcoSmart Fire STIX is testament to the design versatility of bioethanol fire design. Contact: (888) 590-3335 or www.ecosmartfire.com.

Circle Reader Service No. 178

Hybrid Fire Grills Kalamazoo Outdoor Gourmet has introduced its new line of Hybrid Fire grills, the only barbecues that cook with three different fuels at once: wood, charcoal, and gas. These unique grills provide the widest cooking versatility on the market, giving their owners the freedom to pursue any outdoor-cooking technique they desire—using the fuel of their choice. With cooking firmly established as a national sport, the appreciation for sophisticated flavors has now moved outdoors to the grill. People better appreciate the subtleties that come from cooking with charcoal or wood, but also desire the convenience offered by gas burners. Until now, several separate pieces of equipment were required to capture the benefits that come from cooking with different fuels. Contact: www.kalamazoooutdoorgourment.com.

Circle Reader Service No. 180

Low Country This distinctive collection by Lloyd/Flanders lives up to the easy reputation of its namesake. South Carolina’s Low Country has been a treasured cultural hub for generations, bursting with agricultural wealth and antebellum good taste. Grand plantations flourished in the mid-18th and 19th centuries; harbors welcomed ships from around the world, bringing influences of Caribbean, Asian, and European cultures to the Low Country. All of these influences combined to form the region’s patchwork heritage. Contact: www.lloydflanders.com.

Circle Reader Service No. 181

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PRODUCT

Athena Collection Create a beautiful outdoor retreat with Meadow Decor’s amazing collection, Athena. With its ornate decorative accents, this collection will be the centerpiece of your outdoor room. Athena comes in a variety of pieces to help you create a luxurious and inviting atmosphere—complete with dining, deep seating, bar, and firepit sets. Contact: (909) 923-2558 or www.meadowdecor.com.

Circle Reader Service No. 182

Rain or Shine Collection AMS Imports is proud to unveil the newest additions to the 2011 collection of Rain or Shine area rugs to the interior-design and home-furnishings industries. The indoor/outdoor rugs are made from 100% polypropylene yarns in a cable-lock construction and are woven in four different styles, with outdoor acrylic fabric. Rain or Shine rugs provide longer durability and are resistant to mold and mildew from high humidity, as well as to fading from UV exposure. Contact: (866) 267-0012 or www.amsimports.com.

Circle Reader Service No. 183

Looft Tranchier Set The Looft Tranchier set is a dishwasher-safe carving knife with a case that doubles as a carving fork.

An opening in the safety sleeve allows water to drain, when the set is in the dishwater—and also doubles as a bottle opener. The Looft Tranchier set is a must-have tool for the grill.

Contact: (845) 877-7321 or www.looftsusa.com.

Circle Reader Service No. 184

Aqua Aqua is one of eight new collections that Summer Classics unveiled for 2011. The Aqua deep seating collection adds luxury, comfort, and sophistication to your indoor or outdoor-living space. Latin for water and appropriately named, Aqua is a perfect simulation of water hyacinth executed in exclusive N-dura polyethylene and our superdurable water hyacinth wicker, with a pecan finish. The Aqua collection also includes a rectangular dining table, side chairs, and armchairs, as well as an elegant chaise. The entire collection can be viewed on the Summer Classics website.

Contact: www.summerclassics.com.

Circle Reader Service No. 185

Tripledrawer Units Ronda USA’s new stainless-steel components for outdoor kitchens are functional, as well as elegant.

Featured here is the triple-drawer unit (QR 21) with three fronts, three drawer boxes, and a self-supporting structure completely made of 304 stainless steel. Hermetic closure is granted by a magnetic gasket. The triple-drawer unit is specially designed to store barbecue utensils and canned/packed food.

Contact: www.rondaoutdoors.com.

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Outdoor Module System The revamped DCS Outdoor Module grilling system integrates traditional grilling with versatile 360-degree grilling to provide a single, versatile cooking platform. The Outdoor Module system provides three professionally styled 30-inch cooking components: the All-Grill, the side-burner sink, and the side-burner griddle. Contact: www.dcsappliances.com.

Circle Reader Service No. 187

Emeril Charcoal Grill

Sakura Sifas®, the French outdoor-furnishings company known for catering to the indoor/outdoor lifestyle, introduces its new collection, Sakura, which features eye-catching, fluid lines. Chairs come in four relaxation positions and can be put together to form straight-lined or curved lounge suites. Each of the four designs, from the fully upright to fully reclined, is covered with woven Hydropass® material, offering comfort and performance. Hydropass is a 3D network of polyester fibers woven into a honeycomb mesh. After a rain shower, the mattress can dry in 30 minutes, as water passes through the network immediately—without retention, stagnation, or the risk of mold forming. Contact: www.sifasusa.com.

Circle Reader Service No. 188

Midnight Garden Collection Foreside Home & Garden is pleased to introduce its Veranda bench from the Midnight Garden collection. This beautiful design will add the perfect touch to a backyard, front porch, or garden area. Founded in 1990, Foreside is a wholesale designer and distributor of decorative home and garden accents, lighting, and furniture; it is known for its on-trend accessories, original designs, and use of bright, lively colors. Contact: (855) 474-3344 or www.foresidehomeandgarden.com.

Circle Reader Service No. 189

Emeril™ outdoor grills are designed for people who understand that grilling is more than outdoor cooking: It is a passion. The Emeril charcoal grill, constructed of porcelain-enamel heavy-gauge steel, features four sturdy steel legs; a hinged lid with an integrated thermostat; a hinged grate, which allows for easy and neat access to the charcoal; an ample 424 square inches of cooking surface; a sturdy storage shelf; and a large-capacity, easily removable ash collector. Contact: www.EmerilGrills.com.

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Harmony Brighton Element Belgard® Hardscapes is making it easier than ever to create the outdoor-living room of your dreams with prebuilt, modular Belgard Elements, including fireplaces, water features, outdoor kitchens, grills, and more.

Contact: (877) BELGARD (235-4273) or www.belgard.biz.

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Tailgate With Tervis By teaming up with professional sports licenses, Tervis makes it easier than ever for fans to get into the game-day spirit. The renowned tumblers now feature MLB®, NBA, NFL, NHL®, and Minor League Baseball themes, as well as hundreds of new collegiate designs.

Tervis is an essential part of tailgating, keeping cold drinks cold or hot drinks hot. With spill-resistant lids and sweatproof cups, cleanup is hardly a hassle. Tailgate in style with one of the newest Tervis accessories: a new handle that slips right onto the 24-ounce tumbler. Whether for the athlete or the couch potato, Tervis keeps cheering full of fun. Contact: (866) 392-1964 or www.tervis.com.

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Sundance Umbrella Collection Terra introduces a new market-umbrella collection that brings excitement and fun to the outdoors—and that complements the surrounding architecture and decor of any environment. With inspiration taken from a toy pinwheel, this two-tone design can be customized in a wide variety of solution-dyed acrylic fabrics. Personalized special effects can be added (with a silkscreened descriptive design, name, or logo) on most fabrics. This octagon-shaped umbrella is 9.5 feet in diameter and is available in 20 colorful powder-coated finishes on a durable aluminum frame or a solid-oak frame finished in natural polyurethane. Contact: (626) 912-8523 or www.terrafurniture.com.

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{industry}

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delivery. Cover Express maintains premade covers in 22 fabric options for all three sizes of Solair Comfort and Solair Select awnings, and these are ready to ship within 24 hours of order placement. The Cover Express program began in 2009, with three fabric options. Based on the growing popularity of the program, Tri Vantage has continually added new Sunbrella fabric options, including the recent introduction of textures.

Brooks Sherman Appointed President and CEO of M&G DuraVent M&G Group CEO Wim Straver has announced the appointment of Brooks Sherman as president and CEO of M&G DuraVent. Sherman will succeed Stephen Eberhard when he joins the company in June. Eberhard is retiring from M&G DuraVent.

Sherman has a combination of 17 years in the hearth/HVAC and plumbing industries. Most recently, he served for three years as CEO and chair of Integrated Security Systems, Inc. (Carrollton, Texas), a provider of safetyprotection products. Prior to holding that position, he was president and CEO of Selkirk, the venting and airdistribution manufacturer. He also served as vice president and CFO of Eljer Industries (at the time, a manufacturer specializing in plumbing and HVAC products).

“Brooks is the ideal individual for this position,” Straver says. “I am very pleased that Brooks is joining M&G DuraVent. He has demonstrated success in our industry. He is an exceptional executive with strong experience and will be a champion of DuraVent’s product offering.” M&G DuraVent, a member of the M&G Group, is one of 13 companies in the privately held consortium. The M&G Group produces a wide range of flue and vent products in aluminum, stainless steel, and plastic for the hearth and HVAC markets.

Protégé Casual Expands Sales Team and Launches Crossdock Program Protégé Casual has expanded its sales force by adding four representatives to its team. Frank Magestro and Jim 68

Cameron will handle North and South Carolina, while Bill and David Miske will manage Western Canada. Make Mallory, director of sales, says, “As we have grown our business, our capabilities and needs have increased. For this growth, we have added key people to manage territories and better service our valued clients.”

Protégé Casual also recently introduced its cross-dock program for specialty retailers. Jerry Sonnenberg, director of operations, says, “We are proud to unveil our new cross-dock program, which takes all of our key products in cast aluminum, woven, and sling and cross docks them—and gives our valued customers near-container costs on less-than-container quantities. It’s a win–win situation. We gain more customers, and our customers gain access to great product at great pricing.”

GeoBella Casual Furniture Fabrics Added to Tri Vantage Offerings GeoBella®, a line of outdoor-cushion fabrics combining performance, comfort, and recyclability, has been added to the furniture-fabric offerings of Tri Vantage®, the nation’s largest distributor serving awning, marine, and furniture markets.

Woven by Phifer Inc. using postindustrial olefin yarn wastes, GeoBella fabrics are PVC free and 100% recyclable. Available in 78 solid colors, stripes, and patterns, GeoBella fabrics offer a soft hand and are designed for outdoor cushions, as well as sling furniture and marine applications.

“GeoBella fabrics do not absorb water and dry quickly, making them resistant to mold and mildew growth,” according to Tom Koster, marine and furniture products manager for Tri Vantage. “These fabrics are also fade resistant, stain resistant, and easy to clean. Backed by a three-year warranty, GeoBella fabrics are an excellent valueoriented offering.”

Phifer Inc. is a leader in the industries of insect screening, solar screening, drawn wire, interior solar-control fabrics, engineered products, and outdoor designer fabrics. The company also offers lines of sun-control fabrics and designed fabrics for outdoor furniture that are 100% recyclable. These PVC-free fabrics are generated from a core yarn that is

Patio & Hearth Products Report May/June 2011

born of a postindustrial waste byproduct that lends itself to repeat recyclability for continued sustainability.

Outdura Expands Sales Organization Outdura Corp., a division of Sattler North America, announces the addition of new sales representatives.

Frank Cauce will represent Outdura in Latin America. Cauce (of Frank Cauce Textile Agency in Miami, Florida) has over 20 years’ experience calling on manufacturers, designers, wholesalers, and retailers in this territory. His agency operates a showroom in Miami where Outdura products will be featured. He is assisted in the agency by his wife, Joanie. Cauce is the former international sales manager for Kravet Fabrics.

Marshall Black will represent Outdura for the retail segment. He has 21 years’ experience in the textile-sales industry. Black currently represents Valdese Weavers and its Circa 1801 division, HomeFabrics, and VIP. He previously represented Kravet Fabrics/ Portfolio Textiles for 15 years and was president of the North Carolina and South Carolina chapters of the American Society of Interior Designers.

Cauce will coordinate market activities with Jeff Jimison, vice president of marine/awning and international sales.

Black will work closely with Natalie Scott, vice president of sales and marketing, casual furniture.

Twin-Star Launches 300-cube Splitcontainer Program Twin-Star International is announcing the launch of a 300-cube split-container program for the company’s ClassicFlame electric fireplaces, Tresanti media consoles, thermoelectric wine coolers, beverage cabinets, kitchen islands, and Duraflame infrared quartz heaters and fireplaces.

Twin-Star will be fully operational in its 180,000–square-foot warehouse in China’s Shenzhen free-trade zone by June 15. The 300-cube split-container program is operated in conjunction with Zenith Global Logistics.

Retailers who participate in the program can now take advantage of Chinadirect pricing, while being able to order in small quantities. Any or all of Twin-

Star’s brands and products can be mixed in one 300 cube order, making it easy for the retailer. Prices to the retailer include all duties and freight from Twin-Star’s warehouse in China to the retail store. Split-container orders are targeted to arrive at the retailer’s door within approximately six weeks.

Zenith’s program also includes 24-hour Web-portal access for live updates on the status and location of all orders.

Treasure Garden Introduces Its Cantilever Quick Ship Program Treasure Garden has launched its 2011 cantilever quick-ship program, which has been enhanced to include the gigantic 13-foot AKZ style and black frames in all 3 AKZ styles. The three best-selling Sunbrella® and five O’bravia™ fabrics are featured, as well as valance or without-valance options.

This program meets consumers’ demand for larger shade products, as well as different cantilever design choices.

Treasure Garden offers more than 25,000 choices in shade products. For more information, go to www.treasuregarden.com, email info@treasuregarden.com, or visit showroom #1655 in the Merchandise Mart (Chicago, Illinois).

Alfresco Home Moves Its Business Office and Showroom Alfresco Home, designer and manufacturer of distinctive casual furniture and garden accents, moved its main offices and showroom to Pottstown, Pennsylvania (a suburb of Philadelphia) on May 27. The move is the final step in its effort to build a national headquarters. Already occupying over 60,000 square feet of warehouse space at the Pottstown facility, Alfresco Home is excited to bring its full U.S. operation under one roof.

“The relocation of our offices and national showroom under one roof with our warehouse operation provides upgrades that will benefit Alfresco Home customers with greater efficiencies and services,” Joseph Cilio, president and CEO, explains. “The move is part of our continued effort to provide clean, efficient, and timely customer service to our customers, while managing other aspects of our business more efficiently, so we can

continue to provide our customers excellentquality products and tremendous values.”

Agio Adds Andy Sokol to Management Team Agio International has named Andy Sokol, a 27-year furniture-industry veteran, vice president of sales.

Sokol will lead the outdoor manufacturer’s newest initiative to make additional inroads and increase sales among traditional home-furnishings Andy Sokol retailers. Sokol, who most recently was an executive with Macy’s, spent most of his career in outdoor furniture with Fortunoff, the legendary New York/New Jersey retail chain.

In announcing the appointment, Bob Gaylord, Agio’s president, predicted that Sokol’s nearly three decades of experience on the retail side would immediately have an impact on Agio’s initiative to expand the casual outdoor-furniture business into

the traditional home-furnishings retail segment. “When Andy and I discussed the possibility of him joining Agio, we realized that we had exactly the same vision in regard to this game-changing opportunity,” Gaylord says.

Sokol says, “I’m excited to be joining the Agio team. Agio leads the outdoor industry not only because it has its own design teams, produces a great product, and provides value; Agio can execute the delivery of that product. It’s the total package that’s important to retailers.”

With some of the outdoor-furniture industry’s best-known experts on the Agio team, Gaylord is bullish on Agio’s sales outlook. “If we’re able to accomplish our goals, it’s possible the outdoor-furniture industry can double in size in the next five years. Andy was instrumental in making the outdoor category successful with two retailers when it was not their core competen-

cy,” Gaylord says. “That’s why Andy has joined the Agio team: to help us explain—and to help retailers understand—how to get involved in this segment and succeed.”

Sokol spent the majority of his career with the Fortunoff chain, helping to build that store's casual/outdoor-furniture business. Hired initially as an assistant buyer in outdoor furniture, Sokol was quickly promoted to buyer and eventually named merchandising vice president to oversee Fortunoff 's business. Later, Sokol's role was expanded to include indoor (as well as outdoor) furniture.

When the outdoor-furniture segment exploded with patio-furniture–store expansions in the 2000s, Sokol began to focus solely on outdoor furniture again.

He continued Fortunoff ’s status as the premier specialty retailer in the country and the template for other retailers to emulate. Sokol remained at Fortunoff during the economic turbulence of the past decade and weathered the sale of the company twice within three years. He left the company in February 2009.

Later that year, Sokol joined Macy’s; at that time, it sold indoor (but not out-

door) furniture. Having convinced Macy’s management that the outdoor category would be a natural fit, Sokol directed a pilot project to carry outdoor furniture in a limited number of stores.

The test proved successful, and the program was rolled out on a national basis earlier this year.

Mark Your Calendars for IPSPE, October 30–November 4 The International Pool/Spa/Patio Expo (IPSPE) brings together builders, retailers, service companies, designers, and landscape architects for face-to-face interaction, product review, vital knowledge, and powerful connections. Scheduled for October 30 through November 4 in Las Vegas, Nevada, IPSPE will host more than 500 exhibiting companies and more than 9,300 attendees.

Show highlights will include educational seminars, the product showcase, the energy efficiency and green pavilion, the backyard-living pavilion, the Genesis 3 pavilion, live workshops, and exhibitor product clinics.

PRODUCT

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Margaritaville Outdoor Whether you’re relaxing on the beach, tailgating before the game, or getting your fin on at home, Margaritaville Outdoor brings you closer to that paradise state of mind. The island styles and tropical designs found in the company’s coastal creations include deep seating, dining, bars, lounges, beach and tailgating pieces, and lots more. Margaritaville is the original and only authentic island-escapism lifestyle brand in the United States, and Margaritaville Outdoor brings island living directly to you. Contact: www.margaritavilleoutdoor.com.

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Ocean Master MAX Zero Horizon With a minimalist design, TUUCI’s Ocean Master MAX Zero Horizon maintains a zero vertical profile, allowing for an undisturbed view of its natural surroundings. Built to withstand direct ocean gusts and desert wind blasts, it features maximized components to create a durable and functionally supreme shade platform. Contact: (305) 634-5116 or www.tuuci.com.

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ad Advertiser

product profiles D I R E C T O RY

INDEX Phone

Website

Page

Agio ............................................(888) 997-7623 ..........www.agio-usa.com ............................5 American Fireglass ..........................(888) 264-1017 ..........www.americanfireglass.com ..............35 Big Green Egg ..............................(770) 938-9394 ..........www.biggreenegg.com ....................12 Bradford Lifestyles............................(604) 241-1030 ..........www.bradfordlifestyles.com ................41 Bull Outdoor Products ......................(800) 521-2855 ..........www.bullbbq.com ............................33 California Outdoor Concepts ............(877) 274-6773 ..........www.californiaoutdoorconcepts.com ....13 Challenger Cabinets........................(574) 773-0470 ..........www.challengercabinets.com..............55 Country Lane Gazebos ....................(877) 429-3262 ..........www.countrylanegazebos.com............43 Empire Comfort Systems ..................(800) 851-3153 ..........www.empirecomfort.com....................31 Gensun Casual Living ......................(866) 964-4468 ..........www.gensuncasual.com ......................9 Glen Raven/Sunbrella ....................(336) 221-2211 ..........www.sunbrella.com ..........................19 The HammockSource ......................(800) 334-1078 ..........www.thehammocksource.com ............56 Hearth & Home Technologies............(800) 669-4328 ..........www.hearthnhome.com ....................72 Hitzer............................................(260) 589-8536 ..........www.hitzer.com ................................47 Homecrest ....................................(877) 599-4803 ..........www.homecrest.com ........................14 Lennox Hearth Products ....................(800) 9-LENNOX ..........www.lennox.com ................................3 Looft USA ......................................(845) 877-7321 ..........www.looftusa.com ............................45 Merchandise Mart ..........................(800) 677-6278 ..........www.casualmarket.com ....................51 Miles Industries ..............................(800) 468-2567 ..........www.valorfireplaces.com ..................39 MLW Stone ..................................(800) 477-7665 ..........www.mlwstone.com ..........................47 Monessen Hearth Systems ................(800) 867-0454 ..........www.monessenhearth.com ................29 Napoleon Products ........................(800) 461-5581 ..........www.napoleonproducts.com ................7 NorthCape International ..................(708) 563-2890 ..........www.northcapeinternational.com ........25 Outdoor Lifestyle ............................(800) 294-4758 ..........www.olfurniture.com ............................2 Over and Under ............................(877) 484-2344 ..........www.overandunderonline.com ............15 OW Lee........................................(800) 776-9533 ..........www.owlee.com ..............................23 Phifer ............................................(800) 221-5497 ..........www.phifer.com................................17 RH Peterson Company ....................(800) 332-0240 ..........www.rhpeterson.com ........................22 Selkirk Corp. ..................................(800) 992-8368 ..........www.selkirkcorp.com ........................71 Sun Line ..................................................................................................................................69 SunBriteTV......................................(866) 357-8688 ..........www.sunbritetv.com ..........................27 Two Dogs Designs for Outdoor Living ....(866) 896-3644 ..........www.twodogsdesigns.com ................11 Wittus ..........................................(914) 764-5679 ..........www.wittus.com................................57 ZipJack Custom Umbrellas ................(914) 592-2000 ..........www.zipjackumbrellas.com ................59

Company

Page

Agio ..................................................................................................53, 54 American Fireglass ................................................................................53, 54 AMS Imports ..............................................................................................66 Beachcomber Hot Tubs ..........................................................................52, 55 Belgard ....................................................................................................67 Bella-Dura ..................................................................................................58 Big Green Egg ....................................................................................52, 54 Bradford Lifestyles..................................................................................50, 56 Bull Outdoor Products ............................................................................52, 55 California Outdoor Concepts ..................................................................53, 54 Caravita ....................................................................................................65 Challenger Cabinets ............................................................................ 52, 57 Country Lane Gazebos ..........................................................................55, 61 Couristan ..................................................................................................65 Dampney Products ......................................................................................52 DCS ........................................................................................................66 EcoSmart ..................................................................................................65 Empire Comfort Systems ........................................................................50, 56 Erwin and Sons ..........................................................................................54 Foreside Home & Garden ............................................................................67 Gensun Casual Living ............................................................................56, 58 Glen Raven/Sunbrella ..........................................................................53, 56 Gloster ......................................................................................................65 The HammockSource ............................................................................53, 54 Hearth & Home Technologies..................................................................55, 57 Hitzer ................................................................................................55, 57 Homecrest ..........................................................................................53, 57 Kalamazoo Outdoor Gourmet ......................................................................65 KIWI ........................................................................................................52 Lennox Hearth Products ..........................................................................50, 60 Lloyd/Flanders............................................................................................65 Looft USA ............................................................................................58, 66 Meadow Decor ..........................................................................................66 Miles Industries ....................................................................................59, 60 MLW Stone ..............................................................................................58 Modern Home Products................................................................................59 Monessen Hearth Systems ......................................................................59, 60 Mr. Bar-B-Q ..............................................................................................64 Napoleon Products................................................................................59, 61 NorthCape International ........................................................................57, 60 Outdoor Lifestyle ..................................................................................61, 62 Over and Under ........................................................................................63 OW Lee..............................................................................................58, 61 Palm Springs Rattan and Garden Classics ......................................................64 Phifer ..................................................................................................50, 59 RH Peterson Company ..........................................................................61, 62 Ronda Outdoors ..................................................................................63, 66 Schou ......................................................................................................69 SCHOTT ROBAX ........................................................................................62 Selkirk Corp. ........................................................................................61, 64 Sifas ........................................................................................................67 Summer Classics ........................................................................................66 Sun Garden ..............................................................................................62 SunBriteTV ..........................................................................................62, 64 Terra ........................................................................................................67 Tervis ........................................................................................................67 Treasure Garden/Shademaker ................................................................60, 63 TUUCI ......................................................................................................69 Two Dogs Designs for Outdoor Living ......................................................60, 63 Viking Culinary Group ................................................................................67 Wittus ................................................................................................63, 64 ZipJack Custom Umbrellas ......................................................................62, 64

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.

May/June 2011, Vol 6, No 3 Š 2011 Peninsula Media. All rights reserved. No part of this publication may be reproduced in any form without written permission from the publisher. POSTMASTER: Send address changes to Peninsula Media, 21250 Hawthorne Blvd., Suite 700, Torrance, CA 90503-5514, patioandhearth@halldata.com, phone: (847) 763-9261. While the publishers have made every effort to ensure the accuracy of the materials presented in Patio & Hearth Products Report, they are not responsible for the correctness of the information and/or opinions expressed.

70

Patio & Hearth Products Report May/June 2011

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