Patio & Hearth Products Report March/April 2015 by Peninsula Media

MILES INDUSTRIES/VALOR FIREPLACES

BULL OUTDOOR PRODUCTS

TROPITONE

www.patioandhearthproductsreport.com

N O RT H C A P E I N T E R N AT I O N A L

Circle Reader Service No. 2

Circle Reader Service No. 3

CONTENTS

MARCH/APRIL 2 0 1 5 Vo l u m e 1 0 , N u m b e r 2

FEATURES 8

By Greg Thompson A grill or fully appointed outdoor kitchen from DCS by Fisher & Paykel will energize your customers’ backyards.

GUEST EDITORIAL – THE BUSINESS OF OUTDOOR LIVING By Felipe Londono The head of marketing and sales for Florida’s Luxapatio & The Patio District reveals his 10 strategies for success.

PRODUCT SPOTLIGHT – GOOD DAY, SUNSHINE

By Cheryl Dangel Bartolini Manufacturers of shade products are optimistic about current sales forecasts.

28 20

MARKETING MANEUVERS – A CAREER CHANGE

32 HEARTH RETAILER PROFILE – OLD AND NEW

AS I SEE IT – THE KING OF COMFORT By Sharon Sanders Patio Renaissance makes a name for itself by selling some of the most comfortable casual furniture in the marketplace.

MY TURN – IN LIVING COLOR By Jesse Burkhart Phifer’s bold and beautiful new fabrics are luxe enough for the living room.

PRODUCT INNOVATION – CHANGE MASTERS By Cheryl Dangel Bartolini A recent joint venture with Stellar Hearth Products expands Innovative Hearth Products’ offerings.

ON THE COVER | NORTHCAPE INTERNATIONAL; WWW.NORTHCAPEINTERNATIONAL.COM

Patio & Hearth Products Report March/April 2015

INSIGHT – THE GREAT COVER-UP By Cherise Forno Country Lane Woodworking has you covered, whether it’s with a beautiful pergola, a gazebo, or a pavilion.

LAST WORD – THE HOT SPOT By Kimberly Rodgers Bromic Heating’s residential market heats up as customers notice the company’s patio heaters in restaurants and hotels.

SHOWROOM SHOWCASE – A TWIST OF FATE By Sharon Sanders Adding a second store was the right decision for this patio-industry veteran.

By Sharon Sanders Being open to change has helped this rural hearth shop prosper for more than a century.

INSIGHT – GREEN TO GOLD By Cherise Forno Outdoor furniture from C.R. Plastic Products is aesthetically pleasing and environmentally friendly.

OUTDOOR GRILLING – BUILDING A BUSINESS By Cheryl Dangel Bartolini Outdoor-kitchen sales surge for a smallbusiness owner with an architecture background.

By Kimberly Rodgers This former nuclear-power technician finds happiness selling patio furniture and outdoor accessories.

CORPORATE PROFILE – OUTWARD BOUND

IN EVERY ISSUE 6 10

SMILE EDITOR’S MESSAGE INDUSTRY NEWS – Edited by Kris Kyes

HPBEXPO ROUNDUP

WHAT’S NEW: 6 HOT PRODUCTS TO SELL NOW

PRODUCT PROFILES

PRODUCT PROFILES DIRECTORY

AD INDEX

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Circle Reader Service No. 5

Life Begins Outdoors.™

EDITOR’S MESSAGE

Smile The start of this year’s baseball pring has sprung, which brings a smile to season has made me more reflective many faces. For those in the outdoor-livthan usual because of the recent ing industry, it’s the best time of year: death of Ernest (Ernie) Banks Consumers increase their spending on casual fur(1931–2015), the Cubs’ legendary niture, grills, and outdoor accessories. For baseball shortstop and eternal optimist, who fans like me, this is a glorious time, as Major is remembered fondly for his mantra, League Baseball (MLB) makes its annual return. “It’s a beautiful day for a ball game: Given the profusion of exciting products Let’s play two!” Banks embodied the attracting customers’ attention (combined with true spirit of what it means to be a increased consumer spending and a stronger Cubs fan. Each spring, Banks preeconomy), I am confident that this will be a windicted a pennant for the Cubs, who ning season for specialty retailers in the outdoorhad not won a World Series since living industry. I wish that I could be as confident 1908 or a National League title since about my Chicago Cubs’ bid for a 2015 playoff 1945. He was nicknamed Mr. Sunshine due to his spot, despite the team’s new manager, new pitchpositive and personable nature, long before his ing ace, and renovated stadium. other nickname—Mr. Cub—stuck. Why would anyone be loyal to a team with a Banks’ infectious smile, good-natured sense of 107-year World Series drought? Being a Cubs fan humor, and enthusiasm were traits that fans and is akin to being a middle-aged woman searching fellow players witnessed both on and off the field. for a soul mate on Match.com. She endures About 20 years ago, I was thrilled to meet him at countless dates at wine bars and Starbucks, and a charity golf tournament. When I told him that I ultimately, she might never find Mr. Right. I was frequently at the games in the 1960s and admit that after five decades of rooting for the 1970s, cheering him Cubs, I’ve experienced my on as he joined the share of frustration and MLB’s 500 home run heartbreak. Being a Cubs club, he thanked me fan, however, has never profusely for being really been about winning. such a loyal fan, even Like the middle-aged though the team was woman who learns to live unable to get into the without her prince, I’m playoffs. I’ll never forOK supporting a team get the warm, heartfelt that might never secure a smile that accompaWorld Series title. nied his words. For me, being a Cubs Many people I fan has always been about A bronze statue (at Wrigley Field) of Ernie Banks, who died know have their own my connection to the in January at the age of 83 Ernie Banks stories. In Cubs through my family the early 1990s, Patio & Hearth Products Report’s and friends, as well as through memories of rootpublisher, Tony Ramos, was standing in line at a ing for them, especially as a child and young health-food store in Marina del Rey, California, adult. I loved those sun-drenched afternoons in when a man standing behind him asked, “How are the bleachers of the Friendly Confines, sitting you doing, young man?” Just after Ramos replied, alongside my dad and cheering on our lovable losthe man began singing “White Christmas” in a loud ers. In 1980, I even moved to Wrigleyville, just baritone voice. Afterward, he nodded, smiled blocks away from Wrigley Field, in order to widely, and wished everyone in the store a merry attend more games. ERNITZ BY DREAMSTIME

Patio & Hearth Products Report March/April 2015

Christmas. Ramos learned from the cashier that the man was Banks. According to Malcolm Gladwell, author of “Blink: The Power of Thinking Without Thinking” (Little, Brown and Company, 2005) and other best-selling books, first impressions occur instantaneously (or within two seconds). A genuine smile—combined with a friendly hello— is retailers’ best strategy for ensuring that customers make purchases at their stores, instead of at competitors’ stores down the street. It’s amazing to see how many retailers show indifference when potential paying customers walk into their stores. Surveys have shown that this lack of interest is one of the biggest reasons that people don’t return to a business. Banks’ ability to connect with people serves as a model for those in retail environments who want to stand out and be memorable to customers. It doesn’t cost anything to acknowledge and smile at customers, even if those customers don’t purchase anything on one occasion; they might return, and they might recommend the store to others. By being welcoming, friendly, and helpful within those first two seconds of a customer’s visit, you are planting the seeds of a longterm business relationship. Carol Daus cdauswrite@socal.rr.com

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GUEST EDITORIAL PUBLISHER

THE BUSINESS OF OUTDOOR LIVING by FELIPE LONDONO

tramos@peninsula-media.com

EDITOR

Nothing personifies Southern Florida’s unique lifestyle as outdoor living does. Being able to be outdoors year round creates a unique opportunity for specialty outdoor retailers to thrive. Today, my family owns and operates one of the most successful outdoordesign/construction companies in all of Florida. Every step in the process, from startup to becoming an industry leader, came naturally to us; we always seemed to know and understand our next move. Our road to success is summarized best by 10 key aspects of our business—and those continue to make us who we are today. First, love what you do. This, perhaps, is the most important aspect of our business model. Loving what we do encourages us to go the extra mile, to meet tough deadlines, to come up with unique design solutions, and to put the client first. When profitability takes a back seat and passion for your work becomes the driving factor, clients will quickly begin to trust you and allow you to do what you know best. The money comes after that. Second, stress experience and preparation. Coming from a long background of high-end residential construction and architecture allowed us to pivot into a more specific market. The transition was simple and efficient. That’s not to say that there weren’t many things to learn, but our experience allowed us to build on the foundation of a successful business. Third, build a team. Understanding that you can’t do everything yourself is key. We focus on creating unique relations with everyone with whom we work, from the person who answers the phone to the sales representative who handles the project to the construction-crew members who ultimately com-

Tony Ramos

Felipe Londono

plete the building and installation steps. The team you surround yourself with is the immediate extension of yourself and your business. Build a team with members who believe in who you are and what you do. Fourth, connect with your customers. Many customers don’t know what they want. They might have some rough ideas, but it’s crucial to be able to connect with them in a way that allows you to win their trust. We accomplish this by getting to know them. We work to create a dynamic in which customers don’t see us as people who are trying to sell them something; rather, they see us as trusted partners who can guide them through different options (based on their budgets and needs). The ultimate goal is to combine the customer’s vision with our expertise—to create something unique for each client. Fifth, pay attention to detail. The little things matter as much as the big picture. Focusing on the small details of our finished product allows us to provide the best quality of work on the market. This can sometimes mean replacing a granite countertop or reframing pergola structures. Concentrating on the quality of your work is key to building a reputation. Sixth, find your target market. Understanding our target market is a crucial part of our operation. It allows us to create unique marketing campaigns designed to

Patio & Hearth Products Report March/April 2015

attract our ideal clients. For example, if my ideal client were a household with an average income of $150,000, I would advertise in a design/construction publication tailored for readers in the demographic range that includes a $150,000 household income. Identifying the ideal target market isn’t always easy, but it’s an integral part of creating successful marketing campaigns. Seventh, create a unique selling proposition. Our unique selling proposition is what ultimately makes a client choose us over our competitors. Putting emphasis on design, professionalism, quality of work, and physical location allows us to overcome objections that can arise in any particular negotiation. Our unique selling proposition is derived from the needs and expectations of our target market. Eighth, evolve with the market. Design and architecture are always changing. There is always a new operation attempting to do what we do. Being able to keep up with the changing market allows us to stay ahead of our competitors and offer options that no one else can. Ninth, use information technology. The 21st century gives retailers in any industry the ability to incorporate practical, costeffective solutions into their everyday operations. Whether systems are meant for customerrelationship management (tracking leads), point-of-sale functions (making estimates and closing deals), or project management, they are vital tools for specialty retailers. Simple technological solutions allow us to operate more quickly and efficiently. Tenth, remember the intangibles. Hard work, dedication, passion, ambition, and motivation have all played major roles in our success.

Carol Daus cdauswrite@socal.rr.com

ART DIRECTOR Cassandra Estes cassestes1968@gmail.com

ASSOCIATE EDITOR Kris Kyes

STAFF WRITERS Cheryl Dangel Bartolini Jesse Burkhart Cherise Forno Kimberly Rodgers Sharon Sanders Greg Thompson SOCIAL MEDIA EDITOR Greg Thompson CIRCULATION DIRECTOR Jeffrey Kehl BUSINESS MANAGER Susan Razetto CEO & PRESIDENT Tony Ramos

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

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

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

Felipe Londono is vice president of sales and marketing for Luxapatio & The Patio District (Miami, Florida).

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

Circle Reader Service No. 9

INDUSTRY NEWS Sunbrella Unveils Joe Ruggiero’s Into the Garden Collection While home-decor authority Joe Ruggiero has traveled the globe in search of artistic inspiration, he has found some of his most thrilling discoveries in the formal garden retreat of his sprawling California home. It’s these flowers, ferns, trees, and shrubs that have given rise to his latest collection of Sunbrella® fabrics, Into the Garden, set for introduction through Miles Talbott Furniture during April’s High Point Market in North Carolina. “The garden is where you can find reflective and inspirational moments,” Ruggiero says. “Artisans and craftsmen throughout history have been inspired by the natural beauty of the world close at hand, and our newest Sunbrella fabrics recognize that some of the most creative ideas are right in front of us, if only we pay attention.” New Into the Garden patterns, along with new colors for two existing patterns, will compose Ruggiero’s signature offerings for the Sunbrella brand during High Point Market. The lead pattern in the new collection is Rosie, a chintz-inspired floral look that is in the midst of a resurgence on fashion runways. Inspired by the multitude of rose bushes thriv-

ing in Ruggiero’s garden, Rosie has a photorealistic look achieved by using varying levels of pixelation to make the fabric’s pattern look more photographic; it’s available in oyster. Ruggiero focuses on trees in the garden with the pattern Bark, a textured, striped interpretation of tree bark that pairs perfectly with woven, a design with the detailed look of a handloomed fabric. Bark is available in dove and woven is available in wren, which is one of the top-selling colors in Ruggiero’s line of fabrics. Harris features the hand and texture of fine Scottish tweed and was inspired by the brick herringbone walkways in Ruggiero’s garden. An exclusive to Miles Talbott Furniture this season, Harris is available in salt, parchment, and stone. “Neutrals with a gray-brown influence continue to be popular in home furnishings and fashion, and our stone colorway highlights that hue in a refined, elegant way that’s ideal for a variety of furniture,” Ruggiero says. “This color is particularly reminiscent of Geoffrey Bennison and the heirloom glow to his textile creations that became a bellwether in the industry.” Ruggiero will be showcasing his new fabrics

Joe Ruggiero’s California garden was the source of inspiration for his new collection for Sunbrella

during High Point Market (April 17–22) in the new Miles Talbott Furniture showroom, located on the second floor at 311 N. Hamilton St. in High Point.

Casual-furniture Industry Mourns the Loss of Allen Swers

NORTHCAPE CONTRACT TO EXHIBIT AT 2015 HD EXPO NorthCape Contract will be exhibiting at the 2015 HD Expo (booth 2880) in Las Vegas, Nevada, on May 13–15, 2015. NorthCape Contract offers a variety of outdoor furniture especially suited for commercial use, including alternative tabletop options, waterproof Sunbrella® Rain fabrics, and virtually indestructible Tenara® thread by Gore®. NorthCape Contract products are offered exclusively through a nationwide network of sales representatives. NorthCape Contract is a subsidiary of industry leader NorthCape International, an outdoor-furniture manufacturer specializing in the design, production, and distribution of high-quality, comfortable outdoor furniture in a variety of affordable price ranges. The NorthCape brand name is synonymous with style, comfort, and value; the company relies on its five domestic distribution centers and domestic cushion-manufacturing facilities to help minimize freight and shipping times for its customers.

Patio & Hearth Products Report March/April 2015

Allen Swers, a leader in the casualfurniture industry who played a major role in the development of the Sunbrella® brand more than 30 years ago, died in January, at the age of 93. Swers was credited with more than two decades of innovation at Glen Raven Custom Fabrics. Allen E. Gant Jr., chair and CEO of Glen Raven Inc., has commented online on the loss. “Allen was pivotal in the history of Glen Raven and the progress of an entire market segment,” he says. “It was his vision that led Glen Raven to create the Sunbrella furniture-fabric business, which became one of our most important markets and helped transform the entire casualfurniture category.” Swers loved to tell the story of how he and his wife, Renee, designed stripes to correlate with Glen Raven solids at the 1983 Casual Market. At the market, he and his son, Arthur, dressed in suits made from Sunbrella—yet the fabric was smeared with condiments (to show how easily it could be

cleaned). He also placed fabric in a jar of Clorox bleach to prove that it would not fade. Swers retired in May 2004, at the age of 82, but was honored in 2006 with a Lifetime Achievement Award from the Casual Furniture Retailers Association and the Summer and Casual Furniture Manufacturers Association.

Capel Rugs Receives Best of Houzz 2015 Award Capel Rugs received a Best of Houzz 2015 Award for customer satisfaction from Houzz, a leading online platform for home-remodeling/design ideas and sourcing. Each year, the Best of Houzz title is awarded to outstanding members of the home-improvement industry for design and customer satisfaction. This year, more than 25 million monthly unique users from the Houzz community participated in the nomination process, with winners selected from among more than 500,000 designers, contractors, remodeling companies, product sources, and other professionals who are active on the website. Customer-satisfaction honors are

HOMECREST UNVEILS NEW 42-INCH SQUARE TABLETOP Homecrest Outdoor Living introduced a new 42-inch fire tabletop for its popular Aurora fire table at HPBExpo in Nashville, Tennessee, in March. This new fire tabletop option is available in the durable, weather-resistant Natural series Stonegate collection. The top features an attractive 3-inch edge profile and is available in mineral, boulder, and smoke versions. Like most Homecrest products, Aurora fire tables are extremely customizable, with more than 10 finish options; numerous top styles, shapes, and sizes; and unique accessories, such as fire rings and fireglass. Homecrest’s furniture and accessories are manufactured in the United States. For more information, visit www.homecrest.com.

The HammockSource, parent company of Hatteras Hammocks and Pawleys Island Hammocks & Furniture, recently hired David

Sunbrella® is a registered trademark of Glen Raven, Inc.

The HammockSource Hires David Strange to Direct Hospitality Sales

The Aurora fire table, with a Natural series Stonegate tabletop

• Restores lost water and stain repellency. • Prevents water and oil-based stains.

David Strange

Strange to direct its hospitalitysales efforts. “David’s primary focus will be to locate new avenues to place our growing Pawley’s Island furniture line within the hospitality and resort communities,” Reid Roney, executive vice president, explains. Strange’s focus on customer service and his background skill set will be welcome additions to The HammockSource, which was founded in 1971 by Walter Perkins Jr. The corporation is one of the largest employers in Greenville, North Carolina, and is the largest manufacturer of hammocks in North America. determined using a variety of factors, including the number and quality of client reviews that a professional received in 2014. Winners receive a Best of Houzz 2015 badge for inclusion on their site profiles as a tangible demonstration of commitment to excellence. Cameron Capel, vice president of national accounts for Capel Rugs, says, “We are thrilled to receive this prestigious award. Customer service has always been a cornerstone of our business, and to earn this recognition, which is based on direct feedback from homeowners and other Houzz users, is especially gratifying.”

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Circle Reader Service No. 11

March/April 2015 Patio & Hearth Products Report

INDUSTRYNEWS INDUSTRY VETERAN RON LAROCCA RECEIVES DONNA H. MYERS AWARD AT HPBEXPO 2015 The Hearth, Patio & Barbecue Association and Casual Living magazine selected Ron LaRocca as this year’s winner of the prestigious Donna H. Myers Barbecue Leadership Award. A 30-year sales/marketing veteran, LaRocca has worked at all levels of the barbecue industry, involving everything from sauces, marinades, and charcoal briquettes to grills and accessories. Ron LaRocca He has helped more than a dozen barbecue-related companies (such as KC Masterpiece® and Hickory Specialties) redefine and move their products forward in the market. In the late 1980s and early 1990s, he served as chair and vice chair of the Barbecue Industry Association (BIA), and he was instrumental in realizing its merger with the Hearth and Patio Association. The 2015 Donna H. Myers Barbecue Leadership Award was presented in Nashville, Tennessee, during the Big Green Egg Chef Cook-off at HPBExpo 2015. Ray Shelor, national sales manager for components manufacturer DiversiTech (Duluth, Georgia), says, “Ron has dedicated a large part of his life to the growing of the barbecue industry. From his initial introduction to the industry—taking KC Masterpiece from a basement hobby to a massive, worldwide-known brand—to serving two terms as BIA president, Ron has mentored many, including myself.” Now in its fourth year, the award recognizes innovative leaders who have contributed to the growth of their companies and the overall industry. Recipients combine distinguished professional achievement and community service with problem-solving skills and an unwavering commitment to the barbecue industry. Donna H. Myers was a leading barbecue-industry advocate who died in January 2011. Previous winners are Ed Fisher, founder and chair of Big Green Egg (2014), and George A. Stephen, founder of Weber-Stephen Products and creator of the Weber kettle grill (2013). The first award was given posthumously to Myers in 2012.

Patrick Turner Retires From Blaze King; Alan Murphy Named Successor Patrick Turner, president and part owner of Blaze King and Valley Comfort Systems, retired on March 1. Alan Murphy, former vice president of business development, has been named as his successor. Murphy joined Blaze King in August 2011, when he and Turner set Blaze King on a dynamic new course. Over the past 3.5 years, Murphy has proved his ability to get the job done. He was instrumental in revamping the organization’s corporate identity, modernizing its brand image, and improving representation. Murphy was heavily involved in the design and introduction of many new products. Blaze King has seen significant growth in sales and market share during this time.

Patio & Hearth Products Report March/April 2015

The Cambria collection by OW Lee

OW LEE EXTENDS ITS LEASE AT MERCHANDISE MART The Merchandise Mart (Chicago, Illinois), host of the Chicago International Casual Furniture & Accessories Market™ and home to 45 permanent outdoor showrooms, has announced that OW Lee will extend its lease in suite 1598. For more than 60 years, OW Lee has been dedicated to the design and production of fine handcrafted casual furniture. Through four generations, OW Lee has maintained its commitment to quality, and it combines centuries-old techniques with state-of-the-art equipment to produce beautiful casual furniture. The showroom at the Merchandise Mart features fine handcrafted casual furniture in wrought aluminum and wrought iron. Terri Rogers, president of OW Lee, says, “We have been part of the Mart family since 1998, and we are thrilled to continue to call it home. The Casual Market held in September proves more successful each year and keeps us connected with a vast retail audience. Being a part of the permanentshowroom business makes sense for us because it is where the high-end buyers shop, and our showroom has experienced great success, over the years.”

HearthDistribution.com Introduces New Firepits and Pellet Grills HearthDistribution.com has broadened its offering by adding hexagon and Wine Barrel firepits, as well as a complete line of Smoke-N-Hot pellet grills. Both product types were well received at HPBExpo in Nashville, Tennessee. With the spring and summer seasons upon us, the timing of these additions could not be better for the dealer base of HearthDistribution.com, which has been growing exponentially. Many industry publications and dealer comments cite firepits as the most requested product for outdoor spaces. The addition of the hexagon and Wine Barrel firepits will expand the offerings of many dealers and put them in a good position. Smoke-N-Hot pellet grills are available as a grill/smoker,

a pizza oven/cooking center, a kamado, and an industrial smoker. In addition, the Specialty Food Association has named smoking one of the top food trends for 2015. HearthDistribution.com is also making the fuel for its pellet line available to dealers.

Lloyd Flanders Extends Warranty Coverage for Lloyd Loom Lloyd Flanders, manufacturer of all-weather wicker, has extended the warranty term for all Lloyd Loom products by two years. Now, when customers register their Lloyd Loom products within 30 days of purchase, they can extend the coverage term from three to five years, at no additional cost. Dudley Flanders, CEO, says, “The best way to demonstrate our confidence in the quality and

TWIN EAGLES UNVEILS INNOVATIVE GRILL AT HPBEXPO

A new Twin Eagles grill with many groundbreaking product features was demonstrated at HPBExpo in March. Brian Eskew, head of marketing for Twin Eagles, says, “This unique grill will not replace our current premium grill offering, but it represents a step above what is currently in our line.” HPBExpo attendees who visited the Twin Eagles booth were overwhelmingly positive about the soonto-be-named grill. “We heard a lot of ‘Wow’ and ‘I love it,’ in addition to ‘We didn’t think there was much else

you could do in a high-end category that makes sense, but you did,’” Eskew says. In addition to a redesigned front hood and handle, the new grill offers control illumination that features continuous-gradient illumination of the control panel for nighttime grilling and a separate system that illuminates the control knobs and controlknob temperature settings. “The illumination looks beautiful and is extremely functional, because you can see the entire control panel and the control-knob settings very clearly,” Eskew explains. Another innovative feature is a zone- and overall-temperature reading that allows users to determine the intensity of the heat at each burner, as well as the average grill-surface temperature. Each burner zone is equipped with a thermocouple, and each control knob has an LED indicator light above the knob. When the burner is ignited, the LED is

durability of Lloyd Loom is with unrivaled warranty protection. This two-year extension ensures peace of mind for retailers and consumers alike.” Lloyd Loom products are crafted to withstand the elements, even in harsh climates. Flanders notes, “We’re headquartered in Menominee, Michigan, where the average high temperature between December and March is 30 degrees, lake-effect snow is a fact of life, and summers see an average high of 78 degrees—so when we say that Lloyd Loom is all-weather wicker, we mean it.” By offering the most comprehensive warranty in outdoor wicker, Lloyd Flanders stands strongly behind its products and its unique looming process. “This warranty extension is also our way of saying thank you to our retail partners and our customers,” Flanders says.

blue. When the burner’s temperature reaches 140 degrees, the LED changes to yellow—then orange and red (changing as the temperature increases). There are three color intensities that correspond to the temperature. Each of the nine color intensities indicates an increase in temperature of approximately 50 to 70 degrees. The same system is used in a flush, integrated bar of LEDs on the face of the control panel to indicate the average grill-surface temperature. “We want consumers to understand the intensity of heat at each burner and across the entire cooking surface,” Eskew says. “This innovation eliminates the need for an analog temperature gauge that really only tells you how hot the air is under the lid when it is closed.” An integrated smoke-removal system is also incorporated into the unit; it uses two fans to pull smoke to the back of the grill surface and release it through two adjustable vents on the sides of the grill. “This means there are no more watery

Dudley Flanders, CEO, says, “Our new website makes it easy for consumers to view the full range of Lloyd Flanders products, so they can browse and find decor inspiration before they make a purchase decision.” The launch of the new site coincides with the start of the 2015 Discover Luxury sales event, offering 20% off all orders from March 1 through May 1, 2015. Consumers can download a personalized coupon from the website.

Lloyd Flanders has launched its redesigned website at www.lloydflanders.com. Enhanced functionality on the new site includes the ability to view products by category (chaises or fire tables, for example), in addition to viewing them by collection; quick sorting of products, finishes, and fabrics, for ease of use; and an expanded online catalog of fabrics, with larger swatch views available.

showroom will complement the company’s permanent space in High Point, North Carolina. Walter Perkins III, CEO, says, “We are pleased to become a permanent part of the show. The space will allow us to continue to showcase our brands and commitment to quality. West Coast retailers and designers who may not have had a chance to see us in High Point now have a closer venue to view our products firsthand.”

The HammockSource Names Sales-award Winners

The Softweave hammock by Hatteras Hammocks

Lloyd Flanders Launches New Site at LloydFlanders.com

eyes—or clothing that smells like what you prepared for dinner,” Eskew says. The new grill also includes an integrated rotisserie motor, with two spit-rod positions and an infrared rotisserie burner behind glass. This new feature eliminates the exposed rotisserie motor and incorporates it into the unit with a direct metal-chain drive, offering a more convenient and attractive design. “We have also incorporated storage for the spit rod into the drip-tray handle, and the rear infrared rotisserie burner is behind glass to protect it from debris and wind interference,” Eskew says. According to Eskew, no other grill on the market has this unit’s level of control illumination, temperature sensing, or smoke removal. He stresses that the combination of these features delivers intuitive benefits and impeccable style. He says, “We have a great team of engineers, and this new product is a testament to their talent and the Twin Eagles spirit of innovation.”

The HammockSource Secures Permanent Showroom Space at World Market Center Las Vegas The HammockSource recently secured permanent showroom space at World Market Center Las Vegas in Nevada by leasing space C-1379. The 1,546–square-foot space will allow the corporation ample opportunity to showcase its Hatteras Hammocks, Pawleys Island Hammocks, and Pawleys Life HDPE furniture lines. The

Kyle Williams, sales manager for The HammockSource, recently announced the company’s top sales performers. The Salesperson of the Year Award was given to John Melody of EA Langenfeld Associates (Mount Prospect, Illinois). Melody has been with The HammockSource for seven years and is instrumental in working with co-op hardware and international accounts. “John’s pursuit of sales goals and company ideals,” Williams says, made the decision a clear one. The Sales Team of the Year Award was given to the Warren Marketing Group (Hendersonville, North Carolina), which handles accounts and sales in the Southeastern United States. The group has been affiliated with The HammockSource for seven years. The Rookie of the Year Award was presented to Mike Derosier, who handles accounts in the continued on page 77

March/April 2015 Patio & Hearth Products Report

SPOTLIGHT

GOOD DAY, SUNSHINE The forecast for the shade industry is sunny and bright. by CHERYL DANGEL BARTOLINI

Manufacturers of shade products are resoundingly optimistic as we head toward summer. The extended forecast is for sunny days, without a cloud in the sky—a good thing for manufacturers shading the world from the sun. How are they describing the industry in 2015? Jeff Leisen, national sales manager for Galtech® (Camarillo, California), says, “It’s thriving.” David Heiman, Solair® commercial sales manager for Trivantage LLC (Burlington, North Carolina), reports, “It’s exciting.” Gary Ecoff, president of Bambrella® (Boca Raton, Florida), adds, “It’s solid.” Jeff B. Dorough, vice president of sales and marketing for Treasure

Garden® Inc. (Baldwin Park, California), is encouraged primarily because he sees his future sales coming from new avenues of distribution. He says, “We are bringing in new types of distribution, and we are expanding our programs with existing dealers.” 14

Dorough is referring to the fact that in 2014, Treasure Garden became the approved shade vendor for Furniture First (Harrisburg, Pennsylvania), a co-op of more than 450 small, independent, full-line home-furnishings dealers in 47 states. Just as outdoor-furniture man-

Patio & Hearth Products Report March/April 2015

ufacturers are now tapping the indoor-furniture market for distribution, shade manufacturers such as Treasure Garden are seeking indoor outlets. In addition, Treasure Garden has partnered with Barbeques Galore (a specialty grill retailer with nearly 30 stores in the United States and

1. Treasure Garden’s AKZSQ 10-foot square cantilever umbrella in Sunbrella’s 56095 Astoria sunset stripe 2. A Solair Pro retractable awning 3. Galtech’s 732 umbrella

Canada) and with Arhaus, a U.S. chain of high-end furniture stores. The indoor market has been a priority for Treasure Garden for some time. In 2013, it established a permanent showroom (at 2600 Showplace in High Point, North Carolina) to be at the center of the indoor-furniture market. So successful has the move been that Treasure Garden will add another permanent showroom (at C1215 World Market Center Las Vegas) in Nevada in August 2015. This will complement the company’s flagship showroom at 1655 Merchandise Mart in Chicago, Illinois.

Infinity Canopy, a versatile, customizable shade system. He says, “We have a product that breaks the previous standards and conventions of shade products.” TRENDING NOW What has everyone buzzing? Debra Maytidu, sales manager for Paradise Cushions by FiberBuilt (Fort Lauderdale, Florida), says that when you think of shade, don’t think just of umbrellas. She credits the surge in alter-

4. The Brambrella Alize pavilion 5. TUUCI’s Shade Pod 6. Paradise Cushions by FibertBuilt’s tent with curtains 7. An Infinity Canopy shade system with Phifertex Plus mesh

Although many manufacturers are enthusiastic about the current level of excitement in the industry, one newcomer has a different opinion. Alan Shargani, CEO of Infinity Canopy Inc. (Los Angeles, California), says, “People I have spoken to in the shade industry say it is just the same thing, over and over. There’s nothing new; it’s boring.” Shargani plans to change all that. He invented

native shade structures to more and more emphasis placed on outdoor living by consumers. “We are seeing all types of products that prevent the elements from diminishing the enjoyment of outdoor areas. We are proud that our umbrellas, tents, and pavilions play a large part in the pleasure homeowners take in their exterior environment; our quality products are manufac-

tured to enhance their adventures, with little to no maintenance,” she says. Leisen sees an increase in demand for commercial umbrellas of all sizes and shapes. Cantilever umbrellas remain a big category as well, he adds. Ecoff sees larger umbrellas trending. He says, “We are seeing calls for more 12and 13-foot umbrellas.” March/April 2015 Patio & Hearth Products Report

SPOTLIGHT

1. Treasure Garden’s AKZ13 13-foot octagon cantilever umbrella 2. The Solair PS2000 awning 3. Galtech’s 897 cantilever umbrella 4. From Infinity Canopy, a shade system using Phifertex Plus mesh 4. Bambrella’s Alize pavilion

At Solair, the trend is toward decorative awnings. Heiman says, “Through our partnership with Sunbrella®, we are adding several new fabric choices that offer texture and design elements never before seen in the retractable-awning market. The new collection features simple (yet fun) patterns and colors that are sure to complement any home.” Maytidu is seeing higher-end products doing better, selling strongly in both commercial and residential markets. She says, “At 13 feet, our umbrellas—which have 0.75-inch–diameter ribs and heavy-duty hubs—add a lot of coverage with a single 2.5-inch–diameter pole. Adding that they are made in the United States makes the purchase even sweeter.” Shargani hopes that what’s trending will be Infinity Canopy. He says, “Customers never had the option to interact and play around with their shade to create new designs. There is a lot of excitement about a shade system that can be modified, reconfigured, updated, and repurposed later on; Infinity Canopy does that. It is more than just shade. It’s a design piece.” Patrick Troy, vice president of 16

sales (retail and design) for TUUCI® (Miami, Florida), says, “As the focus on the design and creation of the outdoor room matures, and more consumers are investing in their outdoor spaces, there is more emphasis put on the outdoor-accessory category. Designers and consumers are using parasols as more than shade necessities: as complements to their furniture and as a way to personalize their outdoor spaces.” WHAT’S NEW Bambrella’s Alize bamboo pavilion is making news with its 4-inch solid-bamboo uprights. It has “lots of exposed bamboo trim—and privacy curtains, too,” Ecoff says, noting

Patio & Hearth Products Report March/April 2015

that the Alize pavilion has been wind-tunnel tested to withstand winds of 80 mph. Galtech’s recent introductions have been geared toward the commercial side of the business, Leisen reports. “We feel that we have a pretty good handle on residential products, so our target for extended growth is on the commercial side of the market,” he says. Galtech has added more silver finishes, in both residential and commercial styles, to reflect the demand for contemporary umbrellas. The rookie in the shade industry, this year, is Infinity Canopy. It came on the scene when it introduced its flexible canopy system in October 2014, at the Industrial Fabrics Association International Expo, and won the ShowStoppers prize for the best new shade product. Unlike regular one-piece canopies that can’t be modified, Infinity Canopy is modular and uses individual shade panels that connect to an aluminum and stainless-steel framework riding on two or more parallel cables, 1 to 5 feet apart. The shade panels and

frame elements can be added or removed to make the canopy shorter or longer, allowing it to adapt to any space. “It is kind of like LEGO® blocks; it is chic and modern,” Shargani says. The shade panels can be replaced to change the color of the canopy or create a multicolor canopy with unique designs. Start with panels in one color, for a monochromatic look. Add several panels in another color and mix them for stripes or checkerboard looks; cut the panels in half to make a smaller checkerboard. “It is very dynamic and very fun. Now, the owners can change the canopy to match the colors of their new furniture, decorate for holidays, or celebrate with their team colors,” Shargani explains. Maytidu notes that Paradise Cushions by FiberBuilt is experiencing much success with its tents and pavilions. She says, “These items are built to be used on a more permanent basis than more temporary models that are designed to be set up and dismantled for one-time events. With our aluminum mounts, umbrellas or pavilions can be added to many patio areas for a semipermanent installation. Our umbrella hubs match our pavilions, so

Circle Reader Service No. 17

SPOTLIGHT 1. The Plantation MAX PLX Classic parasol from TUUCI 2. Paradise Cushions by FiberBuilt’s Oceana hub design

everything looks clean and fashionable.” Sales of the company’s line of umbrellas with simulated-wood poles have surged. “The product has been in the marketplace for several years, but we have noticed a significant increase in interest due to the quality of products that replicate the look of real wood, but without any of wood’s disadvantages,” Maytidu states.

“Our patented FiberTeak is not just a coating, but an actual molded finish,” she continues. “With the umbrellas and pavilions, you need a strong base program to secure products, and we have a wide array of bases—from plastic, resin, and concrete to steel, fiberglass, and aluminum, in all appropriate weights and sizes for all umbrella sizes.” Solair’s new Sunbrella Decorative Shade collection will change how you think about awnings, Heiman promises. He says, “You can now have the beauty of a jacquard pattern, the sheen of a coated yarn, or the

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Circle Reader Service No. 18

Patio & Hearth Products Report March/April 2015

peace of mind that goes along with a fabric that contains recycled materials—all without sacrificing durability and performance.” Heiman is proud of the work that Solair has done with fabrics. “Our fabric designers are constantly creating new innovations in shade fabric. They travel the world to monitor industry forecasts and trends and bring back the latest looks. In fact, our 2015 Sunbrella Decorative Shade collection includes many new fabrics featuring exciting textures, colorways, and patterns,” he says. New on the fabric scene is the fact that Solair is going green this year, offering its first shade fabric containing recycled content while still providing sufficient amounts of protection from the elements. Heiman is especially excited about the Unity line. He says, “It’s the first recycled Sunbrella shade fabric consisting of 50% postindustrial recycled Sunbrella fabric. It’s combined with virgin Sunbrella fiber to achieve a vintage charm, rich coloration, a soft feel, and excellent performance.” Dorough reports that Treasure Garden’s new modular outdoor cover program is a huge hit. Designed to cover virtually any outdoor sectional-seating piece that the market has to offer, this furniture-cover system involves six styles that zip together to create unique custom configurations. Candy Chase, Treasure Garden’s national sales manager, states, “When we were in the designing and testing stages for this system, we would go to various dealers to fit and specify these covers. The salespeople were over the moon for them and couldn’t wait to get them in their stores. They have been a real home run for Treasure Garden and our dealers.” Treasure Garden’s 13-foot AKZ cantilever umbrella continues to be the number-one seller for the company. This year, in addition to a fresh, new, modern finish—platinum—the company introduced a rectangular 10x13-foot AKZ. The response, Dorough reports, “has been overwhelmingly positive.” He notes a growing interest in new striped fabrics, with some breaking into the company’s top 20 best sellers. “Sunbrella’s Astoria sunset stripe, style 56095 (which debuted in July 2014) jumped to 10th place in the first year. That’s unheard of, for a stripe,” Dorough says. “People have been buying neutrals for the past 20 years. Consumers are craving color,” he adds. “An umbrella is a backyard accessory, the same as shoes and a handbag are in fashion. You accessorize depending on the season. That is what umbrellas, outdoor rugs, and cushions are. They are accessories that bring a pop of color to the backyard.”

At TUUCI, sales indicate that the wood look of its Plantation collection has created fresh demand. “Designers and consumers are drawn to the look of our three Aluma-TEAK finishes: We achieve the look of wood without any of the maintenance—and with the durability of marine-grade aluminum,” Troy says. New is TUUCI’s Shade Pod collection, which offers any combination of one to four canopies, operating independently from one central mast. “The flexibility and size of this parasol allow for a perfect shade solution for a number of new cantilever applications,” Troy says. In addition, TUUCI’s Easy Drive crank system (on its MAX collections) has inspired the birth of a smaller-scale system that fits inside the 1.5-inch masts of standard parasols. “We use a simple (yet extremely durable) gear system, versus the industry-standard spool system. Our crank system has been tested to withstand 2,000 openings and closings without failure,” Troy notes. Troy points out that TUUCI’s design, engineering, and production team is constantly reengineering the marine-grade polymers used for the connection points of its parasols. He says, “These changes and develop-

ments have added to our products’ durability and lifetime of serviceability. We have some exciting new designs, as well as new changes and improvements in the works with our Shadow Works engineering team.” WHAT’S NEXT In the near term, Maytidu predicts, larger structures—both permanent and temporary (and of better construction, for longer life)—will be hot sellers. They “will prevent inclement or too-hot/toocold weather from hindering homeowners’ enjoyment of outdoor rooms,” she says. “These pavilions and tents will also include options such as lighting, fans, heaters, and misters to increase our comfort. A variety of finish options and the addition of draperies that will complement the furniture frames, cushions, and pillows will complete the room decor.” Leisen, too, predicts a demand for larger shade platforms and more vibrant colors. He says, “Sunbrella’s new Volt collection has been well received by our dealer base due to the vibrant color palette that is offered in that fabric collection.” Troy is also on board with larger shade products. Not only that, but he sees them

becoming stronger in wind tolerance. He also envisions that customized options will continue to grow in popularity. Heiman forecasts big changes. “When awnings first came onto the market, they were all about performance,” he says. “They were fixed-arm, cumbersome awnings with limited fabric options and styles. Fast-forward to today, and you will see that awnings now combine performance with design; they now serve as catalysts for extending your personal interior style to your patio. Their functionality has changed over time as well. Today’s awnings are not just about shielding you from the sun. They’re about creating an overall experience you can enjoy—with your friends and family—morning, noon, and night.” Ecoff says that Bambrella is still a newcomer. He explains, “More and more dealers and consumers are becoming aware of our range of products and appreciating the beauty, sustainability, and strength of bamboo. As the midpriced alternative, we offer unique solutions for those discriminating buyers who appreciate the quality of our product.” Shargani believes that it’s finally time for a new approach to shade products. He says, “I think this is the year

people will have more choices and more options. Because of that, more people will get engaged with their shade and have more fun with it.” Heiman says, “Today’s consumers are spending more time outdoors than ever before, which means the outdoor room is now the center of activity for many households. Designers are being asked to incorporate new technologies into outdoor spaces to create complete entertainment spaces. We can expect to see greater adoption of awnings using shade fabrics that blend interior and exterior design to create modern and comfortable outdoor spaces that are an extension of the interior.” For Dorough, the future is all about stepping outside the norm and seeking new national accounts, private-label programs, and untapped distribution channels. He says, “We are looking to the indoor market as the fuel for our future growth. Our 1655 Merchandise Mart showroom targets and embraces our existing specialty dealers and international customers, and our 2600 Showplace space in High Point targets our future customers and designers from all over the United States. We are taking our story to where the buyers are already going.”

Circle Reader Service No. 19

March/April 2015 Patio & Hearth Products Report

MARKETING MANEUVERS

A CAREER CHANGE An unexpected career makeover was a profitable move for this North Carolina retailer. by KIMBERLY RODGERS

photography by KELLY STEELMAN

t’s not every day that someone ventures into the patiofurniture business from the nuclear-power industry, but that is exactly the career path of Terri Key, coowner of Wicker & More Home Furnishings and Decor (Shallotte, North Carolina). Key had been an administration/dosimetry technician for more than 20 years, traveling to various nuclear-power reactors across the United States to work during outages— extended periods of time when plants shut down so that specialists can perform routine maintenance, replace parts, or refuel reactors. In 2009, a tenant (who ran an outdoor-wicker store) located in a building on property owned by Key’s fiancé, David Haddock, went out of business due to the Great Recession. “We were cleaning out the building, and we had a fire sale of items that Top: From left, Laura Clark, Terri Key, and Chuck (Sparkie) Davis

Bottom: Wicker & More focuses on furniture and accessories that fit a coastal lifestyle

were left there. At the same time, I was also getting ready to leave to work during a three-month outage, and I just decided I was tired of traveling and wanted to stay home,” Key says. Consequently, the couple decided to open a furniture store in the vacant building. Overnight, Wicker & More was founded—and Key had an entirely new career. “I had no plans whatsoever to open a furniture store, but I am so glad we did. I have had a good time, and I am really enjoying it,” she says. “Every day is different, and there is always something to do.” Haddock, who also has a background in nuclear power, works part-time in the business and primarily serves as a silent partner. Since 2009, the partners have experienced tremendous growth and success in the business. Wicker & More first opened in a 6,000–squarefoot showroom in Shallotte—a small town that is part of metropolitan Myrtle Beach. In 2011, Key and Haddock opened a second store (of 3,000 square feet) 30 miles away, in the coastal town of

Patio & Hearth Products Report March/April 2015

Circle Reader Service No. 21

MARKETING MANEUVERS

Southport. Key says, “With only one furniture store in Southport, there was a need for another one, so we found a good space, and we turned it into a nice little store that basically has become a billboard for us.” In 2013, Key and Haddock relocated their original store two buildings over to take advantage of a larger (15,000–square-foot) location. “Now, we are expanding our Shallotte store another by 6,000 square feet,” Key says. There is also a 6,000–squarefoot warehouse. Key attributes Wicker & More’s phenomenal growth to the foundations of any successful retail operation: merchandising and service. Beyond offering indoor and outdoor furniture, Key’s showrooms are an abundant showcase for accessories, from art and lamps to floral items and cushions. “We offer everything and try to make ourselves a one-stop shop,” Key says. “We are not a traditional furniture store, but gear our merchandise toward a coastal and casual line of decor; we focus on that beach and tropical environment.” Some of the major outdoor manufacturers with products that fit perfectly into Key’s coastal-living demographic include Palm Springs Rattan, NorthCape International, and Patio Renaissance. She adds, “Our biggest seller, right now, is furniture made from recycled plastic (from Berlin Gardens and C.R. Plastic Products). Polyethylene wood and vinyl furniture are good-quality, low-maintenance pieces—and they last forever.” Customers have been very positive about the two stores’ merchandise. Key says, “They seem to love everything we have.” That fondness is reciprocated by Key in the feelings she has for her clients. She says, “I love all my customers: They are all just 22

Patio & Hearth Products Report March/April 2015

really good people and have become our best friends. We treat them as family when they come in our door.” She adds that the store displays a wall plaque with a similar sentiment: Welcome—come in as guests; leave as friends. Key extends more than hospitality to everyone who walks into her store. In the area of customer service, she says, “We go above and beyond what many other retailers do.” Key and her staff spend time with customers in the store, helping them choose the best furniture for their spaces, whether those are indoors or outside. She suggests accessories and helps with fabric selection to coordinate the entire design for each client’s space. Key also makes house calls, offering complimentary on-site decorating services. She says, “I have done a porch, one room, or an entire house. I do whatever I can to help customers and meet their needs—whatever they happen to be.” Delivery and setup are free to surrounding areas (within 50 miles). Key has decorated model homes for new developments, as well as the area’s local Parade of Homes. She also provided patio furniture for the ABC television program “Extreme Makeover: Home Edition.” “It was very hectic day, but a good one, because we were able to help a deserving family,” she says. THE DESTINATION MARKET With a beautiful climate and a lower overall cost of living, North Carolina is one of the most popular retirement destinations and second-home markets in the United States. The location is especially sought after by people from the Northeast and Midwest. “People are moving here every day from

Wicker & More offers both indoor and outdoor lines, keeping traffic steady all year

the North, and they love it,” Key says. “We have several communities that are growing rapidly—and that has a lot to do with the growth of our business.” Word of mouth is Wicker & More’s best form of advertising. “The word has spread that we have the best selection and service around, and that brings a lot of visitors to our stores,” Key says. Beyond that, she relies on billboards, radio advertising, Internet marketing, and (to a lesser degree) print advertising. In the spring, she places a month’s worth of radio ads to promote her outdoor lines, and in the fall, she does the same to promote her indoor season. Key’s business formula of offering both indoor and outdoor furniture keeps her busy, with traffic coming through her showroom’s doors all year long. Each of the two furniture segments accounts for about half of sales, she reports. It’s an unfortunate fact that thousands of businesses, small and large, went under as a result of the Great Recession—but for others, including Key and Haddock, the event presented the perfect opportunity to start something new. “People could not believe we decided to open a furniture store in 2009, when everybody else was going out of business,” Key says. “I took $30,000 of inventory and grew it from there.” Today, when customers walk into Wicker & More, they are often astounded by all the merchandise available to them. Key comments, “They can’t believe everything that is in here.”

Circle Reader Service No. 23

HEARTH RETAILER

OLD AND NEW A century-old business adds an impressive new store to its retail mix. by SHARON SANDERS

photography by JBG PHOTOGRAPHY

chlemmer Brothers Hearth & Home is a small-town hearth operation with big plans. Since 1903, the industrious retailer has been content to call rural Wabash, Indiana, home. It provides local farmers and families with everything that they need to stay warm during the frigid Indiana winters. Over the past few years, the family-owned business has undergone some strategic changes,

(including housing for service trucks and a warehouse). The sheet-metal operation is two blocks south, in a separate building that has more than 42,000 square feet of manufacturing space. The hearth business specializes in heating with wood, pellets, and coal. Its selection of products is unlike any in the area, featuring high-end one of which was to open a new store in Greentown, Indiana. As the 112–year-old business dives into the new venture, it is also moving forward with efforts to strengthen its entire operation. The Schlemmer family has always done whatever was necessary to keep its business relevant. It started out as a hardware store and tin shop that sold coal boilers and farm implements—and even made custom horse harnesses (among other items). Today, its custom sheet-metal shop and specialty hearth business are its mainstays. The Wabash hearth shop comprises five downtown buildings

Patio & Hearth Products Report March/April 2015

pride ourselves on being an A-rated retailer with top products and a professional staff that is fully certified to service and install anything.” A few years ago, the store launched a chimneysweep business that took off more quickly than it ever expected. The service now operates in 10 counties, and it has grown every year since its start. All of the chimney sweeps are fully certified by the Chimney Safety Institute of America (Plainfield, Indiana). “We debated getting into the business for a long time, and it has worked out well,” Clifton says. “There is easily enough work to keep one person busy all year, just sweeping chimneys.” STEPPING OUT In 2012, Schlemmer Brothers set up shop in a new location for the first time since 1903. The new hearth store is located in Greentown, about

Top: Schlemmer Brothers Hearth & Home’s new Greentown showroom is unlike any other in the area Left: Neil Clifton

stoves and fireplaces that are meticulously selected to fit the local market’s needs. The reputation that Schlemmer Brothers has built over the years revolves around its personal service and professionalism. Neil Clifton, retail manager, says, “We

Bottom: The newly built outdoor-room display in Greentown showcases the store’s high-end grills and outdoor-kitchen islands; it is part of Schlemmer Brothers' efforts to diversify its product mix as its customer base grows

Circle Reader Service No. 25

HEARTH RETAILER

28 miles from Wabash. The decision was made after Kent Henderson, owner (and fourth-generation Schlemmer in this business), tossed around the idea of adding a second floor to the Wabash showroom. “After really thinking it through, we found that it didn’t make sense to add another showroom in a store that serves a town of only 30,000 people. We knew it wouldn’t bring one more person through our doors, so we decided to open a second store instead,” Clifton says. Once he got the green light from Henderson to start looking for a second location, Clifton immediately started researching Greentown. He visited a number of local hearth retailers to see what they had to offer, and was surprised that there weren’t many in town. All that remained, after the recession, were basically add-on stores, which sold pool supplies, masonry, and propane alongside their fireplaces. None of them specialized in hearth products or had service expertise resembling that of Schlemmer Brothers. “The market was wide open for us,” Clifton says. A month later, the company purchased a building in Greentown. It moved in after renovating the building for six months. The market for the new store is notably different than it is in Wabash. Clifton says, “Wabash is about solid fuel and heat, and Greentown is primarily about gas and ambience.” Knowing this, Clifton designed and built the showroom to accommodate primarily gas-burning displays. Its product mix includes gas fireplaces, gas inserts, and gas logs—along with a small selection of wood and pellet appliances. From the day the new store opened, it was obvious that the market was starving for a fullservice hearth store. “We were inundated with customers wanting service for their gas fireplaces,” Clifton says, adding that it turned out to be a great way to raise awareness of the store—and to give it a chance to shine, with its service expertise. In Wabash, everyone in town knows Schlemmer Brothers, but people in Greentown

Patio & Hearth Products Report March/April 2015

have a hard time even pronouncing the name. “It’s crucial, in the first few years, to become recognized,” Clifton says. “It can make you or break you.” Schlemmer Brothers has always seen the value of getting its name out in front of the public, and it has participated in the Howard County Fair (the thirdlargest fair in Indiana) for a number of years. “Everybody in the area goes to the fair, so we go big,” Clifton explains. The company rents multiple spots inside the fair, just inside the main entrance, with grills; staff members cook, pass out food, and shake hands. “We don’t go to the fair to sell stuff, but to get exposure for our name,” Clifton adds. In 2014, the company raffled off a Primo ceramic charcoal grill. To promote the raffle, it arranged for the most popular radio station in the county to do a live, one-night, on-site broadcast. People had to come into the fair booth to register for the raffle. The fair is Schlemmer Brothers’ biggest annual promotional event, along with a home show held in Kokomo, Indiana. During the past year, Clifton has changed the company’s overall media strategy by eliminating telephone-directory ads and putting that money, instead, into television ads, radio ads, Google AdWords, and social media. He says, “Historically, we haven’t been big advertisers, but we needed to step it up, with the new store. I think it has helped bring awareness to both stores.” THE PLAN Now that the Greentown store is up and running (and gaining momentum), the next plan is to increase the company’s focus on employees and training. Clifton says, “It’s easy to build a new showroom or put in a new store,

Left and right: The store offers a warm, inviting atmosphere

but just try to staff it. It’s hard to find good help, so when you find those people, you want to keep them. We are going to put money back into our people—because they have made us what we are today.” In Wabash, there are plans to deliver pellets to bulk pellet customers in the summer for the first time. “We can’t get them fast enough in the winter and don’t have the storage space,” Clifton says. He recalls one winter when the big-box stores ran out of pellets, so people came to Schlemmer Brothers. “We ran out of pellets in a week. We’d like to prevent that from happening again by always having plenty in stock,” he says. He is going to call all of his bulk pellet customers to see whether they would be willing to take their winter deliveries early. He explains, “We’ll give them their pellets in June. I equate early delivery to chopping firewood for the winter: You don’t start chopping in November; you are done before it gets cold.” What Clifton thinks has made the business successful for so many years is its ability to change with the times. “It’s crucial to know what’s going on in your market. When corn prices get high and everyone starts buying pellet burners, you’d better have a room full of pellet burners,” he says. “A retailer has to change constantly so customers can count on you to have the product or service they need—when and where they need it.”

Circle Reader Service No. 27

OUTDOOR GRILLING

BUILDING A BUSINESS A Florida architect shifts from designing homes to designing outdoor kitchens. by CHERYL DANGEL BARTOLINI photography by J&J PHOTOGRAPHY

n 2008, Matthew Chadwick jumped from the proverbial frying pan into the fire. At the time, Chadwick was busy putting his architectural background to use as the owner of a small residentialdesign company in Naples, Florida. When the economy tanked, so did Florida’s real-estate market, and he started looking for an escape plan. He says, “When the real-estate bubble burst, a lot of my work dried up; basically, the whole real-estate market had seized. I started looking for unserved parts of the industry down here.” He left no stone unturned in looking for untapped opportunities. At last, he found what he was seeking. “No one was specializing in outdoor kitchens in Naples. We used to say, ‘outdoor kitchen by builder,’ and whoever was doing the indoor cabinetry would throw some-

Top right: A well-designed, 2,000–square-foot showroom is a source of inspiration for Chadwick Outdoor Kitchens’ customers Bottom: Matthew Chadwick

Patio & Hearth Products Report March/April 2015

thing together for outside. Inevitably, it had to be replaced because it wasn’t rated for outdoor use,” Chadwick recalls. His initial idea was to get into the outdoor-kitchen market by designing his own line of stainless-steel cabinetry, but when he came across the Danver Stainless Outdoor Kitchens line of outdoor cabinetry, he changed his mind. He realigned his thinking and decided to sell Danver (and other product lines that offered a lifetime warranty for outdoor use), with the goal being to deliver the complete outdoor-kitchen experience. In 2008, he jumped from his architectural business into the outdoor-kitchen market, launching his new venture— Chadwick Outdoor Kitchens— with a website (chadwickoutdoorkitchens.com). Working from his home, he was a one-man operation, researching high-quality outdoor products. “Once I launched the website, I got orders and inquiries. I knew, right away, it would be a good thing,” Chadwick says.

Today, Chadwick has a 2,000–square-foot showroom in Naples and operates the company with three to five employees. After a rocky first year, business has surged. “Our sales have doubled every year since we opened,” Chadwick says. “We make several million dollars’ worth of sales every year.” His company offers primarily high-end merchandise, but Chadwick points out that Chadwick Outdoor Kitchens offers the best products that you can get—at the best prices. A basic kitchen includes a 30- to 36-inch gas grill with a lifetime warranty; a refrigeration unit of some kind (a foodrated refrigerator, a wine cooler, or a keg-dispensing unit); and a hood to handle smoke from the grill. A 10-foot kitchen costs $12,000 to $30,000, with labor and materials included. A handful of kitchens cost more than $100,000. From the outset, Chadwick steadfastly adhered to a policy of selling only products that offer lifetime warranties, and that remains his chief purchasing requirement today. He says, “We insist on a lifetime warranty because we want a product where the manufacturer stands behind it. We want to make sure we are selling quality, so we insist on 304-grade U.S. steel, which ensures that the product will last a lifetime.” Chadwick Outdoor Kitchens carries gas grills from Lynx, Kalamazoo Outdoor Kitchens, DCS, Fire Magic, Solaire, and Blaze. It also sells Kenyon

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Outdoor Kitchen Accessories

Premium Grills

Salamangrill

MADE IN THE U.S.A. Circle Reader Service No. 29

OUTDOOR GRILLING Top and bottom: The showroom’s outdoor kitchens are used for in-store demos and cooking classes

electric grills, which are smoke free and condominium approved, “making them ideal for condo owners who want to grill on their balconies or lanais without upsetting people,” Chadwick says. He also offers ceramic cookers, including those from Kamado Joe, Primo, and Grill Dome. In recent months, sales of new cooking appliances have heated up as people look for something beyond the basic kitchen. Chadwick says, “The pizza oven made by Kalamazoo is fantastic, and we are getting a lot of inquiries about Cook-N-Dine® teppanyaki grills, which are like Japanese steakhouse grills. You can cook everything with them, including stir-fry meals or breakfasts with eggs and bacon.” Chadwick Outdoor Kitchens also sells firepits, fire tables, and outdoor fireplaces. When visiting trade shows, Chadwick can be tempted by many of the new products that he sees, but keeps his excitement in check. “Before we buy anything, we do our due diligence and research every product online. We check out YouTube videos and customer testimonials. Then, if we would enjoy using the product ourselves, we think our clients would like it, too,” he says. Advertising is not a priority for Chadwick. “We do a small ad in a local home magazine, and we use Google AdWords to promote our website, but most customers come through word of mouth,” he says, noting that a lot of work comes through builders and developers. Chadwick does not attribute those leads to his past business contacts in the residential-design business. “Business comes from the word on the street,” he says, “and the word on the street is that we offer high-quality construction and products, with custom designs that meet clients’ needs.” Chadwick explains, “There have been other companies that have come and gone. They couldn’t offer the service we do. We offer the best products at the best prices, and we implement them in the best custom designs possible for each client. That’s the formula for success.” While his products are undeniably high-end 30

Patio & Hearth Products Report March/April 2015

items, he strives to provide everything that customers require. “If you need a grate for your grill, we have it. We sell the smallest parts, such as starters, for high-end kitchens,” he says. “We offer all the key components needed to create a great space—a place where memories are made— along with a lifetime warranty and the ability to make a great meal.” Chadwick especially likes that many of the highend grill companies, such as Lynx, have introduced secondary lines that fit more than one price range. “Lynx has the Professional version and then the Sedona, a scaled-down product that doesn’t have all the bells and whistles. With both of them, we can meet nearly every client’s needs,” he says. Currently, Chadwick has five to six kitchens set up in the showroom, and the walls are covered with product literature and photos of the company’s work. Chadwick has hosted some in-store demos of teppanyaki grills and is talking to Kalamazoo about getting a live grill in the shop (so that the business can hold more cooking events). In fact, Chadwick promises that 2015 will feature more cooking events tailored for landscape architects and designers. The store does offer some cooking/grilling classes with professional chefs (who tackle such topics as cooking the perfect steak, using the side burner to make a perfect sauce, and how to smoke a brisket), but cooking classes have never been a regular part of the marketing mix. Sometimes, when a condominium association installs a new grill, Chadwick Outdoor Kitchens will offer a one-time free cooking class to the residents. That, however, could be changing. Chadwick hints that there might be more cooking classes to come once the store expands. He intends to open a second location in the Naples area this year. The added space will give him more room for special events and more floor space to expand product offerings (to include outdoor furniture, trellises,

and pergolas). Also in the works is the launch of a new website (outdoorkitchendeals.com), an online store where clients can purchase from Chadwick Outdoor Kitchens. “They will have the convenience of online purchase, but also a local store that they can come to if they have questions or need service,” Chadwick says. For the time being, Chadwick will market the retail website primarily to Southwestern Florida, but eventually, he wants to make the website a national resource. Even now, without any marketing, the store has customers throughout the country. “We have clients in California, New York, Tennessee, and Texas— everywhere. We communicate via email and send designs back and forth. When everything is finalized, we ship the whole package to the customer, and we coordinate with the builder who will do the installation,” he says. What is the outlook for 2015? Chadwick says, “In the first 23 days of January, we sold 23 kitchens.” That’s just the beginning. “We are excited about launching our second store, getting a larger space, and taking on some newer products that are more unique,” Chadwick explains. Down the road, he says, he might step out of the kitchen to offer full entertainment-space design. “We want to get into the full entertainment package, offering wooden beams in the ceiling, paver decks, and pergolas—basically, the whole space. We are also planning to expand into selling wine cellars,” he adds, noting that he will rely heavily on his architectural experience to implement some of the company’s future plans. It’s not surprising that Chadwick is proceeding cautiously with his plans to expand. In retrospect, jumping from a business tied to the real-estate market into another business that is also tied to real estate (even an unserved niche market) was a risky move, but Chadwick has no regrets. He says, “It has been a big change. It has been fantastic. I would not want to do anything differently. When I was doing architectural design, I would deal with a handful of projects for six months to a year; now, every day is different. I design several kitchens a day, and I love it.”

Circle Reader Service No. 31

SHOWROOM SHOWCASE

A TWIST OF FATE A California retailer relishes his new role as owner of Backyard Expressions. by SHARON SANDERS photography by KRISTIN SMETONA

fter 42 years in the patio industry, Jim Montgomery can say that he is more fulfilled than he’s ever been in his professional life. In 2008, he took a leap of faith when he opened Backyard Expressions in Yorba Linda, California (after managing Anaheim Patio & Fireside, a large retail business, for 35 years). In 2014, he found himself in a position to open a second store in Huntington Beach, California, that was twice the size of his Yorba Linda location. The irony was that the retail space was the former home of Anaheim Patio & Fireside (which had gone out of business). “I couldn’t believe that I would be running my own store in the same showroom where I lived, daily, for three decades. It was an opportunity I couldn’t pass up,” Montgomery says. He runs the two stores with his wife, Joanne; their daughter, Angela Rolish; and their son-in-law, Chad Rolish. The 12,000–square-foot Huntington Beach store has already surpassed the first store in sales, but each has its place. “Yorba Linda was the training ground that prepared us for what was to come,” Montgomery explains. When he opened the Yorba Linda store, it was clear—from the beginning—that his relationships with his vendors were going to be among his

Patio & Hearth Products Report March/April 2015

biggest assets. “The vendors knew me, yet they didn’t know me. They knew me as a store manager, but I had no financial track record with them,” Montgomery says. He recalls that a number of vendors extended dating for him, and some even let him pay for products as they sold. “If it weren’t for their confidence in me, I wouldn’t have been able to secure enough product to open the store. That’s what is great about this industry: We all look out for one another,” he says. The modest, 2,000–square-foot store took off right away, and after a short time, Montgomery was able to relocate to a 4,700–square-foot space that gave him the room that he needed to grow. “Before we expanded, I had to be very exact about what I bought. If I made a mistake with a collection, there was no recourse. With the bigger showroom, we were able to offer more depth of product, which helped our sales right away,” he says. In retrospect, Montgomery says, the timing for the expansion was perfect. “I wouldn’t have been ready to take on the 12,000–square-foot Huntington Beach store if I hadn’t expanded in Yorba Linda first. The jump would have been too overwhelming,” he explains. BIGGER AND BETTER The deal on the Huntington Beach location closed on June 2, 2014, and the doors were open for business just 10 days later. “It was June, so we had already missed crucial months of the selling season. We had to start selling as soon as possible,” Montgomery says. In that short period, he was able to transform the showroom into something fresh and new. He refinished the floors, moved the sales counter from the front of the store to the back (to open up the showroom visually), rearranged the fireplace area, and changed the front windows from tinted to clear glass. “People often thought we were closed, with the dark-tinted windows. Clear glass makes it obvious that we are open, and people can see what kind of business we are,” Montgomery says. The new location opened with two employees and a sales floor that was only half filled with merchandise, “but we did it,” he adds. Today, after just one year, the store is thriving, and the showroom has a solid selection of merchandise. “Even though the store is technically new, it

Page 32, top: Joanne and Jim Montgomery Page 32, bottom: Years of experience have taught the Montgomerys which products will resonate with customers Top: A full showroom floor is a key selling strategy for Backyard Expressions Bottom: Comfort and style take a front seat in the store’s product mix

already has years behind it. Customers come in and recognize me from the Anaheim Patio & Fireside days, and I recognize them. We are fortunate to have built-in clients,” Montgomery says. He adds that his years in retail have taught him what it means to be a good store owner. He learned many lessons from his former employer, Kurt Lorig, who had a strong passion for the business. “Lorig always told me, ‘You can’t sell from an empty wagon,’ meaning that your showroom floor should

always be stocked with plenty of merchandise (even in the off season). If merchandise is sparse, it gives customers the impression that the store is not doing well,” he says. He is also careful to surround himself with good people who share his work ethic. He explains that the Yorba Linda store manager, Brad Van Dam, has become like a family member. “Brad looks after the business like it’s his own. I trust that he will always do what’s right and fair,” Montgomery says. He feels the same way about all of his staff members. “An owner needs to value employees and tell them they are valued,” he adds. MOVING FORWARD Montgomery and his team have a good momentum going, and the stores are settling into a niche with their merchandise. “I have figured out that it’s important to experiment and try new products, but

March/April 2015 Patio & Hearth Products Report

SHOWROOM SHOWCASE a smart store owner will recognize what his or her staples are,” he says. For Backyard Expressions, firepits are one of those staples—not only because they consistent sellers, but because they are sales tools as well. “A firepit unifies a furniture vignette (and even helps us sell the furniture) because a person can envision relaxing on a sofa or deep seating rocker next to a firepit, enjoying a glass of wine in the backyard. I have a lot of firepits on the floor in each store, and they make a big difference,” Montgomery says. Cantilever umbrellas are another staple item. “I can’t believe how many we sell. They are big, so it’s dramatic to have them open on the showroom floor. If I have a dozen umbrellas up, customers assume that they must be important, and they buy them,” he explains. Montgomery is always looking for new ideas to boost sales, and he recently instituted an informal service program called If It Fits, It Ships (borrowing the phrase from the United States Postal Service). The program was created in response to the fact that customers often like the way that a furniture grouping looks on the showroom floor, but are unsure whether it will fit in their backyards. “If we know that a customer is serious about wanting to make a purchase, we’ll offer to deliver the merchandise to the customer’s house and set it up; if it fits (and the customer likes it), he or she can buy it. If it doesn’t

On-trend products keep customers coming back to Backyard Expressions

fit (or the customer doesn’t like the way it looks), we put it back on the truck and take it away, with no questions asked—and we take no money up front,” he says. So far, the program has been very successful. Montgomery says that many people make the purchase after they see (and sit in) the furniture on their decks or patios. “It’s often hard for people to envision furniture in their spaces, so we make it easy for them,” he notes. The biggest challenge for Montgomery has been the fact that the vision for Backyard Expressions has changed. “We opened with a 2,000–square-foot store,

so we had to think small. As the business evolved, everything got bigger, so we had to think bigger. That thinking applies to everything from the quantity and selection of furniture to overhead costs, employees, and business systems,” he says. Montgomery adds that his biggest success is that he is still in business. “We opened when the economy was tanking, and had we known that, we probably wouldn’t have done it,” he recalls. He looks forward to seeing what the future holds. He says, “I enjoy going to work every day. It’s not just work: It’s my passion.”

www.tropitone.com

Circle Reader Service No. 34

Patio & Hearth Products Report March/April 2015

Circle Reader Service No. 35

AS I SEE IT

THE KING OF COMFORT Patio Renaissance helps customers bring the coziness of the indoors outside.

Patio Renaissance (Charlotte, North Carolina) is a young-minded company that is on the fast track. Known for its design-driven woven designs, the company is fine-tuning its operations this year to stay in step with its growth. Patio & Hearth Products Report sat down with Mark Gorr, vice president of U.S. operations (and a 16-year veteran of the industry), to discuss the evolution of Patio Renaissance and where it sees the industry heading.

How was Patio Renaissance born? Gorr: Patio Renaissance was born in 2005. It was formed by Albert Lord of Sunlord Leisure Products Inc., who had been manufacturing outdoor casual furniture since 1997 (and indoor furniture for many years prior to that). Lord did OEM work for a number of large casual-furniture companies; that included making all-weather woven products for Carter Grandle in Sarasota, Florida. In 2005, Carter Grandle went out of business, leaving a void in the market. With the growing woven-furniture trend, Lord didn’t want to miss the opportunity he saw, so he created Patio Renaissance. Today, woven products are still the company’s largest category. Patio Renaissance has grown steadily over the years, opening its first permanent showroom in Chicago, Illinois, in 2010. 36

Patio & Hearth Products Report March/April 2015

How has the company made a name for itself in the casual-furniture industry? Gorr: Comfort is what sets Patio Renaissance apart. Any retail salesperson will tell you that when a consumer comes to a store, that comfort (or what I call the ah factor) is a big differentiator. What makes our furniture comfortable? There are three primary elements: depth, scale, and cushion construction. Our pieces have full-depth decks, so people sit into them, not just on them. We build full-scale pieces to seat adults comfortably. The foam in our cushions uses sandwich-foam technology, which means there are three layers of foam. There are 1.75-inch top and bottom layers of foam with a density of 1.8 pounds per cubic foot. Those give the cushion its cushiness when someone sits into it. What stops a person from bottoming out is the middle (stabilizer) foam core, which is 2.25 inches thick (with a foam density of 2 pounds per cubic foot). The cushion is then completely wrapped with 1.5 inches of fiber and is put into a water barrier that is not sewn, but sealed (with a high-frequency machine). Our foam technology is unlike anything else.

As consumers’ tastes have become more sophisticated, how has the company continued to meet their expectations? Gorr: It’s all about product evolution. The best way for a manufacturer to have its finger on the pulse of the industry is to be out in the field. I travel constantly—working with the reps, meeting with the dealers,

by SHARON SANDERS

and spending time with employees on the sales floor. We also have a rep council that meets twice a year, and its members pull information in from the field to discuss what they are seeing and hearing: everything from what colors are selling to feedback on design preferences. This type of information helps keep us in touch with where the market is trending, so we’re not launching something two years after it’s hot.

How can a manufacturer do well in today’s retail environment? Gorr: One valuable tool any manufacturer can have is a person (or people) on the management team with retail experience. Those people understand the challenges a retailer goes through with customers, day in and day out, because they have lived it themselves. They have realistic insight into what retailers need, when it comes to marketing materials, pricing, and even how products should be designed to appeal to customers. It’s easy for manufacturers to have tunnel vision if they don’t have that perspective.

What products are you most excited about for 2015? Gorr: If there is one product that I’m excited about, it’s our Tahoe collection of tables with tops

Left: The Del Mar sectional Right: Mark Gorr

of glass-reinforced concrete. I think it is one of our best product launches of the year. The trend for furniture, right now, is the mismatched, eclectic look—and these tables have personality. The Tahoe tops look like real wood: One is identical to reclaimed barn wood, another looks like driftwood, and a third is reminiscent of railroad ties (with a weathered, oily look). The tabletops feel and look real—so real, in fact, that one expects to smell the wood. They come in three colors, six tabletop sizes, and four firepit-top sizes.

Gorr: Dealers are always working to set themselves apart, so we are helping our key dealers do that by offering customization. We will tweak furniture for dealers so that they have their own private-label designs. If they want, we will even put their own labels on it. We are also working closely with dealers on training. I honestly think the best thing a manufacturer can do for its dealers is teach salespeople how to be better closers. Our reps and I go in and train salespeople to identify customers’ personality traits, so they can close sales. It’s about that—and product knowledge.

What emerging casual-furniture trends do you see?

From a manufacturer’s perspective, what does the future hold for the casual-furniture industry?

Gorr: Contemporary design is the hot trend right now. We recently introduced some fully upholstered furniture, with our SoHo collection, that is very contemporary. Up to this point, fully upholstered outdoor furniture has been primarily in designer showrooms, but consumers are going to be seeing it more on specialty retail floors this year. I think one thing that has helped put this trend in the forefront is the technology of fabrics. They have come so far and have a great hand to them. We plan to introduce two more fully upholstered collections in the near future.

How are you partnering with specialty casual-furniture retailers in 2015?

Gorr: I think the one thing that will happen is that there will be more acceptance of the Internet. Manufacturers that have made it through the recession are those that actually evolved and embraced it. They are the ones that understand that the Internet is not just about discounting, but is a powerful sales and promotional tool to draw attention to products. The Internet opens up dealers’ markets beyond their local areas and will help them become even more profitable.

What do you see as the company’s biggest opportunity and challenge? Gorr: Our biggest opportunity revolves around the expansion of our domestic presence. We have a

Charlotte warehouse, and we have just finished expanding our California corporate office to include more warehouse space (to support a domestic program for dealers who don’t buy container direct). Driving special-order business is important for our industry because there are mom-and-pop patio dealerships that don’t have warehouse capacity—so they need us to be their warehouse. When everything is done, we will have four times as much furniture-storage capacity in the United States as we had in 2014. I think our biggest challenge is to keep up with our growth. We’ve been experiencing double-digit growth since 2005. We need to build our infrastructure and staff our organization to keep up with this growth—so our service will stay at the levels our customers expect.

What does the future hold for Patio Renaissance? Gorr: There is so much opportunity. We are healthy and growing fast, but we are being mindful to create an infrastructure that supports our growth. Once we’ve digested the expansion that we are doing this year, we’re going to go after the commercial side of the business more aggressively. Patio Renaissance will support its dealers as the vehicle for the commercial business, so it will benefit everyone. We have a great reputation as a company that’s easy to do business with, and we plan to uphold that reputation.

Circle Reader Service No. 37

March/April 2015 Patio & Hearth Products Report

MY TURN

IN LIVING COLOR Phifer gives customers more flexibility with bold, on-trend designs and hues. by JESSE BURKHART

Top: From Phifer’s GeoBella line (from left), Bianca emerald, Fire Dance navy, and Sausalito navy Bottom: From the GeoBella line, Fire Dance red (left) and Sascha berry

When it comes to designing new outdoor fabrics, Phifer Inc. (Tuscaloosa, Alabama) has a razorsharp focus: It’s all about color, color, and more color. Outdoor-furniture specialty retailers know the fabric maker mainly for its Phifertex sling line and its GeoBella indoor/outdoor cushion-fabric line. This year, those two lines are being augmented, based on emerging industry trends. Hugo Benitez, national market manager for Phifer, has been with the company for 29 years. He says, “We added a lot more color to both lines this year. We’re seeing that across the whole outdoor-furniture market: more color.” He continues, “We have a very large research/development department, so one of the things that we try to do here is look at new and unique yarns that we can put in our weaves to enhance the product—something that we may not make here, but will help distinguish the fabric. We’re always working on new weaves and new ways of presenting the color in the fabric.” Made from recycled yarns, GeoBella is Phifer’s line of high-end, high-performance cushion fabrics intended to merge the comfort of indoor furniture with the stability, strength, and durability needed for high-traffic applications. The Phifertex line, on the other hand, combines clean lines with quick38

Patio & Hearth Products Report March/April 2015

drying and fade-resistant properties—to endure whatever Mother Nature can throw at it. Both lines are stain resistant and designed for use in deep seating cushions, sling furniture, umbrellas, and new and unusual exterior or interior fabric applications. Recent manifestations of Phifer’s heightened attention to color include three new collections that are available in both GeoBella and Phifertex lines. The Red Cedar collection—inspired by Pantone’s 2015 color of the year, Marsala—juxtaposes a relaxed red–brown shade with earthy neutrals. The Blue Willow collection features complex blue–green hues that recall coastlines and soft willow branches, while the Sterling Topaz collection pairs gold tones with deep grays to create a luxurious palette.

“We’re a part of all the color groups, so we take some color direction, and there’s usually a color of the year—but we expand on that,” Benitez explains. “We look at a lot of different industries to get our color stories, but we think our design sets us apart.” Building on its color-centered design strategy, Phifer has been showing retailers how the GeoBella and Phifertex lines complement each other. “We have more color stories than we’ve ever had, and on top of that, we’re showing how both lines coordinate,” Benitez says. By showing how the two lines work together, he adds, “We’re trying to make it easier for our customers, when they’re picking the fabrics for their cushions and slings.” Overall, retailers will notice that the current stock line offers both traditional and contemporary options that showcase cleaner lines, larger scales, and strong pattern elements. The mix of design motifs and colors gives customers more flexibility in creating the looks that they want. In addition, Phifer’s twoyear stock-line binder offers customers a range of colorthemed swatch cards displaying the full lines of GeoBella cushion fabrics and Phifertex sling fabrics. Recent additions and updates to the binder include the Phifertex contract-line card (for more convenient selection of contract sling fabrics) and the GeoBella canvascollection card, showing body-cloth suggestions that coordinate with more intricate designs. Larger fabric swatches are also included, and application photos highlighting some of the new designs are intended to inspire more ideas. Beyond seeing this healthy portfolio of fabric choices, specialty retailers, Benitez hopes, will notice the added-value features of the fabrics. Phifertex, for instance, is infused with Microban® antimicrobial product protection to help prevent

the growth of bacteria, mold, and mildew (which could damage the fabric). Both the GeoBella and Phifertex lines have been certified by the Greenguard Environmental Institute as having low chemical emissions. In addition, the Melanoma International Foundation recently recognized the manufacturer’s interior and exterior suncontrol fabrics for their effectiveness. Phifer’s recent successes in outdoor-fabric product development are the latest in a long history of innovation. The company was established in 1952, by J. Reese Phifer, as a weaver of aluminum insect screening. Then, as more households began installing air conditioners, the need for a screen to control heat gain at the window became an opportunity. In response, the company developed both aluminum and fiberglass sun-screening meshes and entered the sun-control market. Phifer has since drawn on its weaving expertise to develop woven products for other industries, such as the furniture, automotive, ventilation, awning, marine, and exterior/interior cushion markets. Today, the company is among the world’s largest producers of aluminum and fiberglass insect-screening products, with a 2 million–square-foot manufacturing facility in Alabama that serves the specialty market. Phifer also has a plant in China that makes fabrics for the mass market, and it has warehousing

and office operations in California, Italy, and India. Benitez says that serving both exterior and interior cushion markets makes Phifer a unique weaver that customers can rely upon as a one-stop shop. Although the fabric maker had a very good 2014 and is projecting increases for 2015, he says that remaining visible in a crowded fabric marketplace will be the key to delivering on an optimistic forecast. From Phifer’s Phifertex line (from left), Pria tweed indigo, Pampas Grass indigo, “Our biggest challenge is keeping Phifer tweed indigo, Greer indigo, and Charm indigo in front of our customers (with foreign competition and things of that nature), showing them as many alternatives and giving them as many different options as will allow Ultimately, Benitez says, listening to customers will them to make easy decisions,” he says. Addressing be the most effective thing that Phifer can do to sepathat challenge began last year, when the company rate itself from its competitors. “It’s about relationships; strengthened its digital presence. it’s about knowing what our customers are looking for,” To simplify product selection, Phifer revamped its he says. “It’s not about seeing them once a year. It’s website (www.phifer.com) by adding charts and working with them consistently, through the year, as guides that highlight key features, benefits, and capawell as working with manufacturers and seeing what we bilities. Enhanced product sections also include closeneed to build on and what has worked.” up views of fabric swatches, colorways, and designs, in He adds, “We’re built on our design and quality. addition to technical specifications. The site now Those are what we’re known for: We have a tremencaters to international customers better than it previdous stock line, yet we do a lot of custom work with all ously did, with instructional videos and selected of our customers. We’re willing to work with everyone product literature available in multiple languages. to get the look that he or she needs.”

Circle Reader Service No. 39

March/April 2015 Patio & Hearth Products Report

PRODUCT INNOVATION

CHANGE MASTERS By focusing on improvement and flexibility, Innovative Hearth Products stays ahead of the curve. by CHERYL DANGEL BARTOLINI

Innovative Hearth Products (IHP) is on the move. The company is constantly evolving to meet the changing demands of the hearth-products industry, and this year is no different. In January, IHP (Nashville, Tennessee) announced its joint venture with Stellar Hearth Products (Burnsville, Minnesota). The partnership includes a line of custom fireplace products designed by Stellar and marketed as part of IHP’s Astria® brand. The combination of Stellar’s product-design savvy and the Astria brand’s existing position in the market sets the stage for manufacturing what IHP expects to be one of the most creative and technologically advanced fireplace offerings in the industry. The first introduction born of the joint venture, the Imagine series fireplace, “is only limited by your imagination,” according to Catherine Scott, marketing communications manager for IHP. Indeed, the Astria brand describes the fireplaces in this series as designed by you, for you— and adds that if you can imagine it, the company can achieve it. That sounds like a dream, but it is

Top left: The Imagine fireplace from Innovative Hearth Products Top right: An Imagine series fireplace Bottom: A see-through Imagine fireplace

Patio & Hearth Products Report March/April 2015

a dream turned reality. Customers can select any size that they want, from 2 to 30 feet wide. They have a choice of contemporary or traditional styles. They choose whether they want to view the flames from one, two, three, or four sides. “We can make it indoors, outdoors, or indoor/outdoor. We can add lights and mirrors,” Scott says. Buyers can even add their names or a logo light inside. The UL-listed, totally customizable fireplace will give designers, architects, builders, remodelers, and homeowners complete design flexibility never before possible.

“There are a number of companies trying to accomplish similar looks and features, but none of them has the eye for design and creativity that the Stellar team provides,” Scott states. “This team is a very creative group of professionals, and they have found a variety of ways to design around many obstacles.” For example, she adds, “The cool-touch glass is designed to reduce the glass temperature in an environment that puts the massive, active flame presentation in the forefront—without the use of barrier screens or other devices that generally distract from the central attraction: the fire.” The partnership between Stellar and IHP will

give both organizations the ability to concentrate on the groups’ individual core competencies, and it allows IHP to capitalize on a product category that, until now, has not really benefited from “the amazing engineering and creativity this new team will bring to market,” Scott says. This joint venture gives both organizations additional flexibility in many areas and will allow IHP to offer a wide variety of custom options to its customers (using world-class manufacturing techniques and practices). Steve Plass, IHP’s director of marketing, says, “This joint venture brings a level of creativity and flexibility to our IHP product offering. It will enhance our already-competitive linear offering at the high end and will allow us to deliver some of our preconfigured models in significantly less time than our competitors in this class.” Rollout of other new products resulting from the joint venture began in March. BEHIND THE SCENES While joint ventures and new products might be taking the spotlight, there has been abundant activity taking place behind the scenes, too. IHP has strengthened its point-of-purchase offering to support the retail-showroom experience further, and it has extended its advertising and public-relations (PR) efforts. Scott says, “Dealers now have the complete package from IHP, with examples of how to create a best-in-class showroom.” She adds that the package includes the point-of-purchase materials, advertising, and PR efforts needed to increase brand awareness. In addition to paid advertising, IHP has stepped up a strategic PR campaign aimed at consumer magazines. “It has yielded published information and images of our products in magazines and newspapers homeowners and others read,” Scott says. Included among the hits are articles and photos in Better Homes and Gardens Do It Yourself Magazine, This Old House magazine, The New York Times, The Boston Globe, Houston Business Journal, and The Miami Herald, among others. These efforts aimed at the consumer market were designed to reinforce the new division of brands at IHP. The company has divided its brands, sales force, and supporting product materials by customer type (consumers and builders). The Astria fireplace brand and the IronStrike® stove and insert brand are exclusive to retailers, while Superior Fireplaces is the brand for builders. “As Lennox, we were one brand—which was complex, because we were trying to serve the builder and the retailer. By shifting to brand-specific audiences, we have more brand equity with our dealers. Our message isn’t watered down: Retail dealers who have actual storefronts sell Astria and IronStrike,” Scott explains. “The literature is lifestyle oriented and brand oriented. Conversely, Superior has a brand set for builders—who, at the end of the day, want to know only whether the product is easy to install and will add value to the home.” In the past, builders would send consumers to retail stores to see the fireplaces that they were interested in—so that the builders could purchase them wholesale. “Our dealers were left out, and they didn’t

like that (which is totally understandable),” Scott adds. “Retailers wanted something special to them. The consumer products have a special set of features; you can look at the options and choose the ones you want, which adds equity to the retail relationship.” IHP is committed to supporting all three of its brands—Superior, Astria, and IronStrike—through trade-advertising campaigns showcasing each brand’s unique selling propositions, product information, and photos. These will give rise to interest in the branded products on the parts of interior designers, builders, remodelers, architects, landscape architects, and other design/build professionals. In 2012, IHP overhauled its website (ihp.us.com) to make it more interactive. Today, the website is still evolving. It now includes a library of additional selling and support videos. In fact, there are now more than 75 short videos (lasting one to three minutes) on the website for handy reference. “This helps our customer base find information, as

well as helping consumers get the true feel of the fireplace,” Scott says. The extra work has paid off, too. Scott observes that the number of searches has increased significantly. That “indicates that the efforts have been properly targeted,” she says. THE HOMESTRETCH Scott reports that IHP is in the final stages of its internal overhaul, which has taken place over the past 18 months. The new information-technology structure, all the branding materials, a massive plant expansion and plant relocation, and the company’s East and West Coast manufacturing plans are wrapping up, she says. Still on the docket is the completion of the support structure for IHP’s customer base. Scott says, “The long-term plan is to broaden our product offering, further differentiating our brands, as well as strengthening our offerings.”

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Circle Reader Service No. 41

March/April 2015 Patio & Hearth Products Report

CORPORATE PROFILE

OUTWARD BOUND Ingenious and attractive new products from DCS by Fisher & Paykel add pizzazz to outdoor cooking. by GREG THOMPSON

With spring’s arrival, hosts are planning perfect outdoor parties, and those mean delectable delicacies prepared using increasingly sophisticated grills. Would-be culinary heroes are looking for the latest technology as a secret weapon of sorts, and this creates plenty of opportunity for outdoor retailers. Designers at Dynamic Cooking Systems (DCS), Costa Mesa, California, have targeted this audience for decades—long before the Food Network ratcheted up the hype. Gina Marie Lathrum, DCS brand marketing manager, North America, explains, “We believe you don’t need to be a professional chef to cook like one. Sometimes, the best thing behind home chefs is the product on which they cook.” Guests who are lucky enough to consume the gorgeously seared steaks that come from a DCS grill are likely to ask how they got this good. The quality starts at a dedicated drawing board, backed by the considerable resources of the parent company: The 81–year-old Fisher & Paykel Appliances is famous for a wide variety of products, and the venerable company wanted to expand its scope with the acquisition of DCS (in 2004). At the time of the acquisition, Lathrum, a seven-year veteran at Fisher & Paykel, was looking for a new challenge. She ultimately helped to shape the iconic DCS brand through a relentless focus on flavor,

Top: Meticulously engineered 36- and 48inch grill heads are the top sellers for DCS Bottom: Gorgeously prepared steaks come courtesy of DCS’ full-surface searing

as opposed to technology for its own sake. “DCS was born in the professional category and then brought to home chefs,” she says. “We try to stay very rooted in the culinary roots of a cooking brand.” That focus translated to exciting product launches at HPBExpo in

Patio & Hearth Products Report March/April 2015

Nashville, including what Lathrum describes as an entire line that is refreshed and new. “In an industry where you see a lot of accessories and fancy bells and whistles, we make sure our new-product introductions are rooted in performance. If it’s something that’s going to maximize the perfect heat that we have, then that’s what we focus on,” Lathrum stresses. Talking with HPBExpo attendees in Nashville was a major commitment for DCS, with the venue serving as the perfect place to gauge the latest trends among hard-core grillers and serious retailers. Lathrum says, “We spend a lot of time listening. We

talk to the people who are selling this product: the chefs and specialty retailers. They sell outdoor products very differently than other retailers. They have a specialization that really works with this brand because they love cooking and grilling. We do HPBExpo because we want to learn from these people.” Learning to stop looking for those so-called sear zones is a new way of thinking that continued to gain traction at HPBExpo, and it’s finally time to say “no to the zone,” Lathrum explains, in favor of full-surface searing. Using the full surface might require a new approach for would-be grilling experts, but it’s just the kind of useful knowledge that retailers can share with enthusiastic prospects. A DCS grill’s surface already reaches a temperature of close to 1,000 degrees, but the design/engineering team is not content to rest on past success; instead, DCS has introduced an accompaniment to the surface, the IR Hybrid burner. The technology combines infrared heat and traditional flame to reduce heating time, expand the turndown radius, and advance the overall goal of perfect heat.

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kitchen equipment for people who are made to grill.

Circle Reader Service No. 43

CORPORATE PROFILE COMMITMENT TO DESIGN Before heading the marketing team, Lathrum saw the dedication that went into the manufacturing side, with designers who viewed the grill as “almost a piece of art,” she says, as they spent long days honing minute details. The commitment to design extends to the location of the corporate headquarters, which recently moved from Huntington Beach to Costa Mesa to capitalize on the city’s legendary creative community. “There is a lot of opportunity for our people to work with designers in the area,” Lathrum says. “It’s more space, and in late 2015, we will be opening a showroom with a focus on the culinary component. We are now in an area of Orange County with a lot of great restaurants, and we’ll be able to do demonstrations and have people touch and experience the product. It will make a difference, especially on the West Coast.” While the drawing board might get a bit wider in the company’s new digs, the journey from concept to tangible product is a step-by-step process that only honors the best ideas. Such caution has led to what Lathrum describes as hundreds of products that never made it to production because they simply were not up to the exacting standards of the brand. A reputation meticulously built, over the years, is not something to be trifled with—and if that means

using a deliberate approach to product introductions, DCS is willing to take the heat. “We are particular about when we release a new product because we hold the brand dear and value our credibility,” Lathrum explains. “I could bring a concept to our culinary advisory team, and its members might say, ‘Why would you do that? You’ve already got the best searing product on the market.’” She continues, “We don’t rush. If the product is not right, it’s not going to go. We already have a product that has a foothold in the industry, and there are not too many things you can bring out to enhance that.” DCS has a relentless focus on the engineering of the grill head, and it has led that sector to outshine the accessory side; Lathrum expects that trend to continue. “Our 36- and 48-inch grill heads—the actual cooking products—are the top sellers, and they will always be the champion of the brand,” she says. “Last year, we introduced outdoor-storage products, and it was really great to see those take a foothold. It’s nice to see U.S. consumers growing their outdoor kitchens beyond a grill on a cart.” After more than a decade in the outdoor market, Lathrum believes that the outdoor kitchen is no passing fad. Economic indicators are solid, and built-in products are selling well. More drawers, dry pantries, and beverage chillers are being sold by DCS.

Lathrum remarks, “People are investing in their homes and their outdoor kitchens. While the grill heads will continue to have phenomenal growth, the outdoor-storage products have definitely been a secondary leader for us.” Peter Blackwell, North American division president, has helped to guide these primary and secondary products to market-leading positions, and Lathrum credits his leadership with keeping the momentum going in 2015. With reignited optimism in the postrecession economy, Lathrum and Blackwell agree, things can only get better, with the focus remaining on DCS quality. The brand’s components—among them, ceramic radiant technology and U-shaped burners for maximum (and consistent) heat and coverage—create an advantage in a sea of heavy competition. DCS does not attempt to be all things to all people, but customers who want real quality that lasts a long time are seeking out the brand. “All of it is not just a process,” Lathrum says. “It is a passion that lasts a lifetime. In a very competitive landscape, as long as you know who you are and keep the same company that believes in an aligned vision, you will stand out by being uncompromising in the values and beliefs of the brand. It’s truly a great time to be a part of this industry.”

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Patio & Hearth Products Report March/April 2015

Circle Reader Service No. 46

Circle Reader Service No. 45

INSIGHT

GREEN TO GOLD Retailers who sell furniture from C.R. Plastic Products strengthen profits, as well as the planet. by CHERISE FORNO

Since 1994, the innovative products designed by C.R. Plastic Products Inc. (Stratford, Ontario) have spared the environment while enhancing the offerings of the outdoorfurniture marketplace.

Top: The Stratford collection Middle: A proprietary extrusion process is used to manufacture furniture Bottom: Weather-resistant Adirondack chairs

Jamie Bailey, co-owner and cofounder of C.R. Plastic Products, discovered a groundbreaking recycling process in the 1990s. As a lifelong environmentalist, he wanted to use it to manufacture recycled-plastic furniture that provided customers with the look and feel of wood (without the maintenance that is required by wooden furniture). “Using the process of recycling plastic ensures the creation of a superior product, reduces landfill waste, and limits the felling of trees,” Bailey says. Although recycling plastic was introduced in Europe in the 1960s, Bailey’s unique process and use of the plastic revolutionized the procedure

and took strides to preserve the environment. The furniture created through the process is also highly durable and resistant to the elements. Ted Scott, vice president of sales and marketing for C.R. Plastic Products, says, “The proprietary extrusion process discovered, improved, and customized by Jamie produces a unique plastic lumber that won’t mold, rot, split, or crack. The process creates a beautiful wood-grain finish, and an added UV stabilizer ensures that each product will maintain its color for years, eliminating the need to paint or stain the furniture.” 46

He adds that the company is best known for its Adirondack chairs, which are available in the company’s Generation collection and are always improving. “With a continual focus on design and functionality, C.R. Plastic Products has introduced a few intelligent alterations to the timeless Adirondack design,” he says. These enhancements include a rocker, a storable footstool, and an upright design. Once the company’s keystone Adirondack chair had been released, C.R. Plastic Products developed new products; they include a variety of

Patio & Hearth Products Report March/April 2015

benches, lounge chairs, dining tables, and accessories that are both stylish and practical. “C.R. Plastic Products has always been driven to create beautiful (yet functional) designs from recycled plastic,” Scott says. The company stays in the forefront of the casual-furniture market because of its continued superiority in innovative design, which is recognized by more customers each year. Scott says that the company has seen tremendous growth and brand recognition since 2010, when it appeared on CBC’s “Dragons’ Den” (a popular Canadian television program). The company does business across the United States and Canada, and it is currently expanding its sales in Europe. While the Adirondack chairs are best sellers, C.R. Plastic Products continues to add to its furniture lines. The Stratford deep seating collection, released in 2014, has been well received. With a combination of proprietary extruded material and Sunbrella® cushions, the collection offers beautiful design and comfort in its love seats, sofas, chairs, and tables. Swivel-seat technology is another new release that advances conventional swivel technology to offer customers maximal durability, comfort, and weather resistance. This feature is available in dining chairs, pub chairs, and barstools. C.R. Plastic Products has maintained its commitment to being envi-

ronmentally responsible. All of the company’s products are composed of 100% recycled plastic, which uses 80% less energy to produce than other plastics use. “Through its annual production, C.R. Plastic Products eliminates the equivalent of 70 million milk jugs from landfills,” Scott says. The company has managed to show, too, that selecting recycledplastic furniture for an outdoor space does not mean sacrificing the durability associated with wooden furniture. C.R. Plastic Products offers consumers furniture that has a longevity level superior to that of many alternative products; as Scott explains, “C.R. Plastic Products’ Adirondack chairs weigh 60 pounds: They are the heaviest on the market.” The products are also protected against both cold and warm weather. The use of 316 stainless-steel screws adds another layer of durability. Stylish design is an outstanding feature of the company’s furniture, which is available in 16 eye-catching colors that will not fade or crack through many years of use. A customization option available to consumers is the ability to order popular products in two-tone versions, combining two of the 16 colors to create a personalized look. Products can be customized further with engravings (such as logos, initials, and quotations). “Our goal has always been to create the best possible value, with a product that will withstand the test of time,” Scott says, “all while consciously minimizing our environmental footprint and resource consumption.” continued on page 77

Circle Reader Service No. 47

INSIGHT

THE GREAT COVER-UP Nothing transforms backyards like a Country Lane pergola, gazebo, or pavilion can. by CHERISE FORNO With more than 20 years of experience constructing high-quality gazebos, Country Lane Woodworking (New Holland, Pennsylvania) stands out in the industry as a family-owned business that seamlessly blends tradition with outdoor products of the best quality. The founder of the company, Samuel Stoltzfus, began building gazebos (with his brothers) on a Pennsylvania family farm in 1994. High demand for this unparalleled craftsmanship quickly propelled the growth of the business, so the company expanded to a larger facility, adding other product lines—including cabanas, pergolas, and pavilions. Dave Stoltzfus, sales manager for Country Lane, says, “That was due to seeing the demand and people requesting other products.” Now, skilled craftspeople, many of whom have a background of working on Amish farms, employ the latest woodworking technology to create a variety of gazebos, pergolas, pavilions, and cabanas, available with custom specifications and as convenient kits that are easy to assemble. By partnering with a number of stores and dealers throughout the United States and Canada, the company has continued to expand and to sell its products around the world. Stoltzfus says that Country Lane will grow in response to the strong outdoor-living trend. The company’s gazebos remain popular, but Country Lane has recently experienced growth in its other categories. “Definitely, the pergolas and pavilions are our fastest-growing product lines,” he says. The pergolas are available in Traditional, Artisan, and Arched models, and they have many personalization options: the selection of sizes, shapes, and arches, along with 48

the choice of materials (wood or vinyl). Although the pergolas and other products are available in many standard sizes and option combinations, Country Lane’s customers really have limitless customization options for perfectly enhancing their outdoor spaces for their families and friends to enjoy. “The sky is very much the limit,” Stoltzfus says. Of the available materials, he adds, vinyl is the most popular choice because it is maintenance free. Wood, however, is in high demand as well, because of its traditional look (and the multiple staining options available to match any decor). The choice between wood and vinyl depends on the level of maintenance that customers want and the overall style that they desire for their pool houses, sunrooms, garden areas, or patio spaces. Each product is available in an easy-to-assemble kit (the most popular choice for consumers). Stoltzfus says, “We also offer professional on-site installation, by our crew, for your structure.” The kits are shipped ready to assemble, with precut, predrilled lumber. All required shingles and hardware are also included. Only a 6-foot ladder and basic tools are needed to assemble the kits. Depending on the product selected and its size, noncarpenters can construct a pool house from a kit in 40 to 80 man-hours or a pergola in 10 to 30 hours. This year, Country Lane is again growing and improving its product

Patio & Hearth Products Report March/April 2015

line with the addition of several products, including a spacious 16x20-foot pavilion with an optional attached room. The company’s cabanas have been reconfigured to serve customers better, and trim and siding options were also added. “We have redesigned our cabana to meet current code requirements,” Stoltzfus says. “We are really excited about that.” A larger pergola has also been released; it increases the current spans of 16 to 22 feet and is constructed of heavy-duty cedar. “I’m excited about that product development and believe it enhances our pergola line with another option,” Stoltzfus says. In addition to maintaining a product line of consistently high quality, Country Lane is dedicated to its company mission: to fulfill people’s dreams by building architectural outdoor structures to enhance their homes and to bring families together. This is one reason that the company has continued to thrive; so is its unwavering commitment to honesty, professionalism, dependability, excellence, and profitability for company stakeholders. “We are one of the industry leaders in outdoor architectural structures,” Stoltzfus says. He adds that the company has been successful, as well, because of its superior production capabilities, its innovation, its ability to stay up to date with industry trends, and its dedication to high-quality products and customer satisfaction. In order to offer exceptional serv-

Top: The octagon Keystone gazebo Bottom: The Artisan wooden pergola, with a cedar stain

ice and bring families together with its beautifully crafted, functional products, Country Lane is expanding its reach by partnering with contractors, landscapers, and pool companies that sell Country Lane products along with their services. Stoltzfus says that this is an exciting development for all parties involved because it provides those businesses with the opportunity to sell Country Lane products to their customers as part of a whole package. It is a huge advantage to be able to deliver a complete, turnkey product to customers to complete their outdoor-living spaces. While doing the landscaping or pool services for a property, dealers can offer the addition of gazebos, pavilions, and the like, so that customers can enhance their homes with ease. Stoltzfus says that these company developments (and the addition of new products) will continue, as will the company’s commitment to crafting high-quality core products for its valued customers. “We’re continuing to grow as a company,” he says, adding that the company is always working to innovate and to improve what it does.

Circle Reader Service No. 49

LAST WORD

THE HOT SPOT Customers can stay cozy in early spring with stylish heaters from Bromic Heating. by KIMBERLY RODGERS

For years, hotels, restaurants, and other hospitality venues have known the many unparalleled benefits of installing heaters from Bromic Heating in their outdoor spaces. Now, residential customers want the same innovative heating capabilities for their outdoor rooms. Scott Smith, director of Bromic Heating, says, “The commercial side is still our largest market and is growing, but as more commercial customers choose Bromic Heating’s products for their outdoor-heating needs, their patrons are exposed to the stylish looks and absolute comfort our heaters create. This, in turn, is driving residential customers to want to replicate the Bromic Heating experience in their own home patios and outdoor-living areas.” Bromic Heating advances outdoor heating to an entirely new level by providing an innovative alternative to the usual (and cumbersome) mushroom-style heaters that have long characterized the industry. By marrying energy-efficient radiantheat technology with sleek, unobtrusive design, “Bromic Heating combines industry-leading performance and efficiency with award-winning aesthetics,” Smith says. “Using commercial-grade stainless-steel construction, our complete line of heating solutions is built to stand the tests of time and weather, heating a large area while maintaining a small footprint,” he adds. “Bromic Heating’s heaters become part of the ambience, creating an environment that welcomes guests.” Based in Sydney, Bromic Heating is part of the Bromic Group (established in 1978), a well-respected brand in the Australian plumbing and gas industries. The company launched Bromic Heating in 2007, 50

The Platinum Smart-Heat gas heater is Bromic Heating’s biggest seller in both commercial and residential markets

using its core technical expertise and commercial capabilities in the gas industry to shake up a stagnant sector of the market. Bromic Heating soon revolutionized outdoor heating with the introduction of its Platinum 500 Smart-Heat™ gas series. The company expanded internationally in 2009, developing a presence worldwide. All of Bromic Heating’s heaters are designed and engineered by a team of in-house professionals to ensure compliance with the highest standards and adherence to regional safety codes. The company’s complete line of heating solutions includes products in gas, electric, and portable versions. “Because of its unique styling and industry-leading performance, the Platinum gas series

Patio & Hearth Products Report March/April 2015

is our most popular heater in both our commercial and our residential markets,” Smith says. Specific features of Bromic Heating’s gas heaters include strong, direct radiant heat, allowing the user to direct the heat with a pivoting arm; a heat output of 26,000 to 43,000 Btu (depending on the model); sturdy stainless-steel construction, with a high-temperature ceramic coating for increased durability; contemporary design; remotecontrol operation; and mounting options that enable the heater to be mounted on a wall or the ceiling, freeing floor space. In addition, gas heaters feature a patented direct-ignition system that ensures reliable operation in winds of up to 7.5 miles per hour. “The

Bromic Heating gas line offers topof-the-line wind resistance, allowing for optimum heat coverage in more challenging wind situations that other competing heaters simply cannot match,” Smith says. BEYOND GAS For consumers who want the convenience of an electric unit, Bromic Heating offers the Tungsten SmartHeat electric range. Like all Bromic Heating products, the Tungsten electric combines a sleek design with maximum energy efficiency. Using an infrared tube to emit a warm, lowintensity glow, the Tungsten electric provides optimal radiant-heat distribution, creating a cozy and inviting atmosphere. Available in four models with

heating capabilities ranging from 2,000 to 6,000 watts, this heater features a sleek, elongated design and a high-temperature ceramic coating in either white or black. The Tungsten electric can be up and running in a matter of minutes with a simple plugin cord; the included brackets make mounting the unit on a ceiling or wall a breeze. Bromic Heating offers the convenience of a portable unit with the Tungsten Smart-Heat portable heater. With a striking modular design and clean lines, this stylish portable heater can easily be compared to a piece of modern art. In fact, the Tungsten Smart-Heat portable heater won a 2014 Good Design® Australia Award in the furniture and lighting category. In addition to its sleek look, which makes it a welcoming and visually pleasing addition to any outdoor space, the Tungsten Smart-Heat portable offers 300% more energy efficiency than standard portable heaters currently on the market. “The Tungsten Smart-Heat portable was born of a desire to develop a market-changing portable-heating solution that combines modern aesthetics with revolutionary technical advances, and our success at the Good Design Awards is a clear indicator of that,” Smith says. “We are pleased that our product has received the appreciation it deserves.” Along with increased energy efficiency, the heater’s many other features include adjustable heat output of 21,300 to 39,800 Btu; a widespread heat field; a head that can be tilted up or down to control the heat zone; enclosed gas-injection and burner systems that shield the flame, giving more reliable and consistent heat during windy conditions; battery-activated, soft-touch ignition; easy maneuverability, with built-in wheels; and built-in safety enhancements, including an antitilt structure and automatic shutdown. RESIDENTIAL-MARKET GROWTH “Selling Bromic Heating’s heaters equals profit for both our commercial customers and our Bromic Heating dealers,” Smith says. “The commercial segment keeps growing for us because patio areas in hospitality venues are profit centers, and a properly heated patio means increased revenue. Residential customers choose Bromic Heating’s heaters for our product’s style and performance, giving homeowners the ability to extend the use of their outdoor-living spaces well into the late fall and into the early-spring grilling season.” Bromic Heating supports its retailers and dealers with many strong marketing promotions and campaigns. “Our advertising efforts on the Internet and in print media, our email marketing, and our tradeshow attendance are all designed to build awareness among (and sales to) customers who are searching for better heating for their outdoor-living spaces,” Smith says. The company also has a strong policy on minimum advertised prices; its aim is to protect brick-and-mortar stores from online retailers’ aggressive pricing. Bromic Heating also offers a display-and-burn program, making it convenient for specialty retailers to show working units in their stores. Retailers displaying a Bromic Heating unit are listed on the com-

pany’s website (www.bromicheating.com) through the dealer locator. There is also a rewards program; dealers can earn points for their sales and receive cash through Visa debit cards. Bromic Heating is always working to expand its dealer network in both commercial and residential markets. Smith says, “A successful Bromic Heating dealer is fully committed to the brand—and we, in turn, offer the best of support in both service and marketing materials. We work closely with our dealer network to maintain the highest level of customer satisfaction.” The company continues to look toward the future in designing more creThe Tungsten Smart-Heat portable heater features a striking design and offers ative outdoor-heating solutions. Smith 300% more energy efficiency than standard portable heaters says, “As part of the Bromic Group, Bromic Heating prides itself on being an industry innovator, with product development as a and gas segments; these products include a highcore focus of our business. We are working on sevend designer electric series offering sleek, next-level eral market-changing products in both our electric design combined with market-leading efficiency.”

Circle Reader Service No. 51

March/April 2015 Patio & Hearth Products Report

HPBEXPO ROUNDUP

THE BEST OF THE BEST by CAROL DAUS photography by MICHAEL REAGAN

Leading manufacturers in the hearth, grill, and outdoor-living industries showcased a wide array of innovative products at this year’s HPBExpo, held March 5–7 in Nashville, Tennessee. Smokeless firepits, smartphone-linked grills, restaurant-style pizza ovens, and sleek linear fireplaces were among the hundreds of items on display for specialty retailers, designers, and other industry professionals. According to the Hearth, Patio & Barbecue Association, the show attracted 7,000 total registrants (an increase of more than 50% over 2014’s total). Pictured here are industry leaders who were among the exhibitors demonstrating exciting new products. Patio & Hearth Products Report salutes these hard-working individuals for helping to make HPBExpo 2015 such a successful show.

Selkirk Corp. Bob Emmell (left) and Tony Fabris

Modern Home Products Tom Nitz (left) and Tom McAleer

Empire Comfort Systems From left: Jane Bauer Roth, Nick Bauer, and Joe Brueggemann

Blaze King Chris Neufeld (left) and Alan Murphy

Infratech David Arnold (left) and John Mazzotta

Duraflame Chris Caron and Katy Sanders

Patio & Hearth Products Report Tony Ramos

Kozy Heat Heather and Jim Hussong

Forshaw Philip Chamberlain (left) and Rick Forshaw Jr.

Vermont Castings Group Ricardo León

Coyote Outdoor Living Jim Ginocchi

Homecrest Todd Wingrove (left) and Tim Dejong

Bull Outdoor Products Frank Mello (left) and Mark Nureddine

Patio & Hearth Products Report March/April 2015

The Outdoor GreatRoom Company Ross Johnson

Regency Fireplace Products From left: Rachel Romaniuk, Deborah Millichamp, and Glen Spinelli

EuroKera From left: Wayne Fitzgerald, Mathis Konne, John Hughes, and Chad Trick

Innovative Hearth Products Cathy Scott and Glenn Thomson

SCHOTT ROBAX From left: Robert Gandenberger, Karen Elder, and Ashley Hamman

DCS by Fisher & Paykel Gina Lathrum

Kuma Stoves Mark and Lynnette Freeman

Golden Blount From left: James Blount, Bill Roman, and Bill Bentley

Looft Industries Richard Looft (left) and Nisse Persson

Mendota Hearth Kent Roeder (left) and Bill Oâ&#x20AC;&#x2122;Donnell

Alfresco Home Joseph Cilio

Twin-Star International Gary Sherwood (left) and Jack Shelburne

Travis Industries From left: Kurt, Shelby, Kip, and Cheyenne Rumens

Napoleon Products From left: Ron McArthur; Steve, Ingrid, and Wolfgang Schroeter

Crossroads Coatings From left: Bob Worrell, Gus Lodgek, John Hyde, and Will Ballard

Onward Manufacturing Colin Kirvan (left) and Ben Street

RH Peterson From left: Elaine Remy and Jerry Scott; Leslie and Amy Bortz

Twin Eagles From left: Brian Eskew, Doug Pryor, and Dante Cantal

Swiss Grill From left: John, Chris, and Matt Hartwig

March/April 2015 Patio & Hearth Products Report

HPBEXPO ROUNDUP

Summerset Professional Grills From left: Nick, Brady, and Jeff Straubel; Kevin Pierini and Wes Aikin

Hearth Products Controls Greg Steck (left) and John Wagner

Supreme Fireplace From left: Alexander, Katherine, and Anastasia Marcakis

European Home Holly Markham

Big Green Egg From left: Lou West, Jodi Burson, and Jerry Stone

Weilburger Coatings Dominick Schmitt (left) and J端rgen Losacker

HearthDistribution.com From left: Geoff Dawe, Breanna Koch, and Doug Willis

American Fireglass From left: Matt Doll, Dave Wick, Hayden Doll, and Johnny Vento

Hargrove Manufacturing From left: Mark Hitchcock and Doug Vineyard; Gary and Cindy Hargrove

M&G DuraVent From left: Andrea Rickett, Annette Bauer, Tim Rothgeb, Todd Lampey, and Mike Winn

Infinity Canopy From left: Alan Shargani and Michael Golinder; Taffy and Bill Ragan

Patio & Hearth Products Report March/April 2015

Saber Grills Rob Schwing

Miles Industries/Valor Fireplaces From left: Bryon Brook; Paul and Martin Miles

Modern Flames Tom Foley (left) and Kris Richardson

Circle Reader Service No. 55

WHAT’S NEW

6 HOT PRODUCTS TO SELL NOW The Outdoor GreatRoom Company | www.outdoorrooms.com |

(866) 303-4028

The marbleized white-onyx SuperCast top of the Boardwalk firepit table, coordinated with an easy-to-care-for composite deck, brings that warm, coastal look to your outdoor room. The Boardwalk brings you versatility as both a table and firepit. The gas Crystal Fire burner is made of stainless steel and is UL listed for safety. Circle Reader Service No. 90

Mallin Casual | www.mallinfurniture.com |

(800) 251-6537

Modern (yet timeless), the Stratford circular modular (SJ-493-496-497) resembles a cuddle chair, but offers customizable flair. The refined back, with its clean and subtle design, features a fully welded aluminum extrusion and is available in all of Mallin’s premium hand finishes. The plush cushion is an exemplar of Mallin’s comfort. The Stratford circular modular, clean and crisp, will transform your backyard.

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Treasure Garden | www.treasuregarden.com |

(888) 821-8868

The AKZ cantilever umbrella collection expands for 2015, with the addition of two new sizes and a new, contemporary platinum finish. An 11.5-foot square size and a 10x13-foot rectangular size will join the current collection (which includes the best-selling 13-foot octagon and the 11-foot octagon and 10foot square sizes). Each umbrella can shade any seating, dining, lounging, or outdoor-gathering space, with full 360-degree rotation from a single installation point made possible with a foot-pedal control. Circle Reader Service No. 92

Empire Comfort Systems | www.empirecomfort.com |

(800) 851-3153

A new 25,000-Btu vent-free model of the popular Boulevard linear fireplace is now available. Reducing the input from 35,000 to just 25,000 Btu allows the fireplace to run longer (to provide hours of ambience without overheating the room). With its 30% turndown, the fireplace can operate at just 17,500 Btu—perfect for providing a warm glow with a minimum of heat. The lower-Btu fireplace shares all critical dimensions and accessories with the original fireplace—including decorative fronts and porcelain liners in black, white, and stainless steel. It’s available in millivolt and intermittent-pilot models, for LP or natural gas.

Phifer | www.phifer.com |

Circle Reader Service No. 93

(800) 221-5497

The new Blue Willow Designed Fabrics collection is available just in time for spring. Adding the perfect amount of panache to any furniture setting, the Blue Willow collection features complex blue–green hues that remind us of lazy coastlines and velvety-soft willow branches. Paired with equally confident neutrals, this color collection is a classic patio companion and defines relaxation at its best.

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Summerset Professional Grills | www.summersetgrills.com |

(800) 966-8126

The Sizzler 40-inch built-in and freestanding gas grill is the latest addition to the Summerset line. The Sizzler is a premium product at an unbeatable price. Constructed in all 443 stainless steel and designed with careful precision to ensure optimal airflow and even heating, this grill gives its higher-priced competitors a run for their money in both durability and grilling performance. The Sizzler will impress the most discriminating of grillers.

Patio & Hearth Products Report March/April 2015

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PRODUCT PROFILES G Series Linear NG Burner Are you looking for a custom design? The G series linear gas burner provides you with a simple way to achieve the look of a custom fireplace, but with the simplicity of an approved, dual-listed vented and vent-free NG burner. This burner is used in an existing fireplace or in custom-built fireplaces. G series burners are available in three sizes as drop-in burners (38.5, 49.25, and 59.25 inches) and in three sizes with the optional cover (42, 60, and 72 inches). The optional cover is useful for floor-level installation, as it hides the controls and burner parts—to give a clean, modern look. With a simple line of flames and the option of installation in a vent-free application, the G series burner is a great solution when you’re looking for a custom look with a standard burner. It’s manufactured in the United States by European Home. Contact: (781) 324-8383 or www.europeanhome.com. Circle Reader Service No. 96

Stratford Swivel Chair C.R. Plastic Products’ newest line, the Stratford collection, pairs durable outdoor quality with the luxurious comfort of indoor sofas. Completely transform the look of your outdoor room with these unique deep seating armchairs. Equipped with equally comfortable and durable Sunbrella® fabric cushions, Stratford swivel chairs are designed for years of enjoyment. The unique EcoMotion swivel mechanism offers incredibly smooth movement—with a sturdy design capable of handling all that Mother Nature has to offer. Contact: (800) 490-1283 or www.crpproducts.com. Circle Reader Service No. 97

Big Green Egg Sauces The new Big Green Egg authentic smokehouse-style barbecue sauces will enhance the flavor of any barbecue recipe. Kick up the flavor of baked beans and potatoes, mix them in your favorite meatloaf, or spice up your Bloody Mary mix. There are four delicious flavors: Vidalia® Onion Sriracha, Zesty Mustard Honey, Kansas City Style Sweet, and Smoky or Carolina Style Bold and Tangy. They are so good that your customers will want to try them all. Contact: (770) 938-9394 or www.biggreenegg.com. Circle Reader Service No. 98

Carmel Coffee Table

Because Agio continues to offer the very latest trendsetting designs in the industry, Agio retailers continue to reap the benefits of high sell-through rates and continually increasing bottom lines. With exciting new collections such as the Davenport sling dining collection—with its lovely slatted-top table, with a hand-applied finish that looks like genuine wood—your customers are sure to enjoy years of entertaining in style. Add the comfort and durability of sling seating, and you have a collection that is certain to move quickly off of your showroom floor. Contact: (888) 997-7623 or agio-usa.com.

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pizzacraft Square Pizza Steel, PC0308 Step beyond stone and cook your pizza on steel. These thin slabs of preseasoned steel conduct heat better than stone and store more heat per unit of volume: key characteristics for creating a pizza that cooks up light and crisp. The steel gives constant heat even as it absorbs it, causing it to stabilize at a temperature that’s slightly cooler than the air around it. It’s great for pizza, bread, pastries, or any other baked goods. Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com. Circle Reader Service No. 101

Davenport Sling

It is often said that the Pacific Coast Highway surrounding Carmel, California, is a state of mind. California Outdoor Concepts’ vision of the Carmel state of mind now provides new styles for your backyard pleasure. The Carmel coffee table offers the same stylish sophistication as its round namesake. Long and lean in chat height, the Carmel coffee table is reminiscent of the meticulously manicured gardens of Carmel’s Carmelite Monastery. With strong legs, smooth sides, and an explosion of fire at the glass-filled rectangular burner, it will impress and endure. It’s available in lustrous tones of black or brown plus four granite options and 11 colorful glass decisions—and you are in charge of them all. Contact: (877) 274-6773 or www.californiaoutdoorconcepts.com.

Patio & Hearth Products Report March/April 2015

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PRODUCT PROFILES Alpine Pavilion

Hudson Deep Seating Group One look at the Hudson collection, and you’ll see instantly why Agio continues to lead the industry in beautiful, long-lasting, all-weather wicker. With its distinctly modern line, ample seating, and tables that double as storage for extra seating/ottomans, the Hudson collection’s inviting appeal is sure to captivate your customers and improve your bottom line. Deep seating weather-resistant fabric complements the unique deep-brown weave, while accent pillows add a pop of color. Contact: (888) 997-7623 or agio-usa.com.

For those who appreciate old-world craftsmanship and construction, the Alpine pavilion is the choice to make. It is sure to inspire admiration when entertaining friends and family. Always a hub of activity, a pavilion is at the center of outdoor entertaining. Whether dodging the sun, waiting out a summer shower, or sitting down for a meal, people will appreciate your pavilion. Contact: (717) 351-9250 or www.gazebo.com. Circle Reader Service No. 105

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Northstar Retro Cool

New Bull Elite Grills Introducing the Elite grill, for elite dealers only: This product will be available only to a limited number of brick-and-mortar customers that meet specific requirements. This new grill is loaded with special Elite–only features. It has a unique low-profile hood; black nickel grill accents on the bezels, hood-handle endcaps, and control knobs; new professional-grade hexagon grates on the cooking surface and on the warming rack; a solid 304 stainless-steel rotisserie spit; LED lights on the control knobs; and extra polish on the control panel and hood. The grill will come with a searing burner and cover. All of these features are included to give the company’s loyal dealers a leg up on the competition. Target retail prices are $1,999 for the four-burner unit and $2,599 for the five-burner model. Contact: (800) 521-2855 or www.bullbbq.com. Circle Reader Service No. 103

303 Fabric Guard 303® Fabric Guard™ keeps fabrics fresh, soft, colorful, and breathable—all while adding a powerful coating to repel water and prevent the most serious of stains. 303 Fabric Guard is the only product recommended by and for Sunbrella® to restore lost water and stain repellency to fabrics. Contact: (800) 367-3245 or www.303products.com. Circle Reader Service No. 104

Bigger is better: The new model 1958 French-door fridges from Elmira Stove Works have a 24.8–cubic-foot capacity. They’re retro outside, with 21st-century features inside. They have ice makers and filtered-water dispensers and are Energy Star compliant. They are also available in cabinet depth. Contact: (800) 295-8498 or www.ElmiraStoveWorks.com. Circle Reader Service No. 106

Wisteria Collection by Sunbrella The Wisteria collection by Sunbrella® evokes the feeling of spring through delicate shifts in color and texture. The collection includes six fabrics in a variety of complementary floral shades ranging from lilac to ivory. Featuring soft lavender and goldenrod stripes on a beige background, Paris lavender feels vintage and well worn, without compromising the superior stain resistance and durability of Sunbrella fabrics. Chartres wisteria and Meridian wisteria offer subtle texture and a soft touch perfect for large upholstery projects such as sofas and accent chairs. Reminiscent of golden wheat fields, Posh dove is a luxurious (yet understated) herringbone pattern in a soft, flaxen shade. Two geometric patterns round out the fabric collection: Meander lilac features rich lilac tones in an interlocking pattern, and Houndstooth ivory incorporates its namesake in varying shades of ivory. Contact: (336) 221-2211 or www.sunbrella.com. Circle Reader Service No. 107

Patio & Hearth Products Report March/April 2015

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PRODUCT PROFILES San Marino The sophisticated San Marino collection has been expanded to include sling, padded sling, and the extremely popular woven seating options. A matching high-back dining chair, high-back swivel rocker, high-back swivel rocking lounge chair, swivel barstool, swivel balcony stool, ottoman, and chaise round out this collection. Contact: (866) 964-4468 or www.gensuncasual.com. Circle Reader Service No. 108

Crossroads Coatings Self–cross-linking Enamel

Heatilator Ion Available in square, vertical, and horizontal models, the Heatilator Ion’s slim design allows homeowners to incorporate modern design and add ambience to nearly any room. Just 7 inches deep, the Ion can be recessed into a wall or installed flush, making it easy to add a fireplace to spaces such as bathrooms, entryways, and kitchens. The Ion’s efficient design produces up to 24,000 Btu of heat output, and homeowners can choose from two decorative front options, with ambient backlighting available in multiple colors. Contact: (800) 669-4328 or www.heatilator.com.

Crossroads Coatings’ self–cross-linking, high-temperature–resistant enamel uses technology that allows the coating to cross-link rapidly at low oven temperatures and reduced dwell times. This technology also enhances key properties such as adhesion and scratch/mar resistance. Contact: (704) 873-2244 or www.crossroadscoatings.com. Circle Reader Service No. 111

DCS by Fisher & Paykel DCS outdoor grills are simply the most advanced grilling systems available for on-cart or built-in applications. DCS combines the latest grilling technology and innovation to deliver the ultimate in outdoor-cooking performance and control. Every DCS grill is handcrafted and constructed entirely of heavy-gauge type 304 stainless steel. Pictured here is a 48-inch grill with an integrated side burner for built-in or on-cart use. Contact: (888) 936-7872 or www.dcsappliances.com.

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Forshaw Mantels Forshaw offers the widest selection of styles and finishes, all available in custom sizes. Since 1871, the Forshaw name has stood for exceptional quality and value. Experienced craftspeople employ only the finest materials in producing a finished product that is not only beautiful, but durable as well. Forshaw guarantees your complete satisfaction with its products, from its rich oak and attractive poplar mantels to imported marble and slate surrounds and hearths. Products are shipped within seven to 10 working days. Contact: (314) 874-4315, pchamberlain@forshaws.com, or www.forshaws.com. Circle Reader Service No. 110

Patio & Hearth Products Report March/April 2015

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Hatteras Hammocks Widely regarded as premier hammocks, these are built to exacting standards. Fabrics and ropes are constructed with materials designed for many years of use and colorfastness. They resist mildew, rot, and staining. Hatteras Hammocks uses heavy-duty zinc hardware, far superior to other types on the market. Ample spreader bars are constructed from South American cumaru, which resists rotting and weathers wonderfully. Award-winning Roman Arc stands are crafted from southern cypress, and for precision binding, a radiofrequency gluing system is used. Contact: (877) 601-9967 or www.hatterashammocks.com. Circle Reader Service No. 113

Consider your options.

New Gas Stoves for 2015 Integrated CPSC-approved safety screens, Maxitrol Control System

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www.hearthstonestoves.com · 802-851-4333 · sales@hearthstonestoves.com

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PRODUCT PROFILES Meridian by Sunbrella

St. Bernardus St. Bernardus is MLW Stoneâ&#x20AC;&#x2122;s latest and most cost-effective natural-stone fireplace facing. Available in three standard sizes, St. Bernardus is a sound and durable honed-limestone fireplace surround that is consistent in color from piece to piece and set to set. Its warm, clean, and neutral color lends itself well to any traditional or contemporary decor. For samples, email orders@mlwalker.com. Contact: (800) 477-7665 or www.mlwstone.com. Circle Reader Service No. 114

Pastels are calming and invoke a sense of springtime. In addition, they are the perfect neutral pairing for bolder patterns and brighter colors. SunbrellaÂŽ has added eight new colors to its Meridian offerings to expand your design horizons. Meridian is a subtly textured solid with a soft hand (ideal for an afternoon catnap) and with Sunbrella strength for everyday spills and stains. The new colors in pastel shades work beautifully together or on their own. If your tastes lean toward the soft, pastel palette, try Meridian wisteria with coordinates Paris lavender and Meander lilac for a fun pattern play. For a bolder look that makes a statement, try Meridian grain with Extend breeze (a colorful stripe) and bright-white Posh salt. Contact: (336) 221-2211 or www.sunbrella.com. Circle Reader Service No. 115

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Patio & Hearth Products Report March/April 2015

Summerset Power Burner

Mallin Firepit Warm up your backyard with a Mallin firepit that can satisfy the desire for every look from within your imagination. This round firepit is powder coated and features an aluminum woven-strips base with a customizable flair. It is available in three heights and four top options (as well as two top sizes) for mixing and matching. Gather around the fire, dine with your companions, and relax with Mallin. Contact: (800) 251-6537 or www.mallinfurniture.com.

The new Summerset power burner is the perfect addition to your outdoor kitchen. Commonly used for finishing cooking, making sauces, or heating foods that require a more controlled temperature than your grill, a side burner offers the convenience of range-top cooking and grilling simultaneously. The power burner features 304 stainless-steel construction, 60,000 Btu of power, heavy stainless-steel grates, a stainless-steel lid, and a sleek design, all backed by an industry-topping warranty. Contact: (800) 966-8126 or www.summersetgrills.com. Circle Reader Service No. 118

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Smoke-N-Hot Presents the Outdoorcooking Center With its digital control system and 304 stainless-steel construction, the Smoke-N-Hot outdoor-cooking center offers a sleek-styled grilling system capable of 700-degree heat for that steak or pizzaâ&#x20AC;&#x201D;or a drop to 180 degrees for that long smoke session. The 23-pound hopper holds a full bag of pellets, and the porcelain-enamel combustion system gives maximum durability. Each cooking center has four pull-out shelves, providing 1,460 square inches of cooking space. The digital controller has a meat probe for the accurate cooking of any meal. Fully assembled, this grill is ready for use right out of the box. Contact: (855) 278-8077 or www.hearthdistribution.com. Circle Reader Service No. 117

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March/April 2015 Patio & Hearth Products Report

PRODUCT PROFILES Delta Heat Outdoor-kitchen Products The grill is the cornerstone of any outdoor kitchen, but it is the complementary products that bring it to life. Delta Heat has thought through your customers’ cooking, storage, and entertaining needs. The company’s offering is complete, giving customers the products that they need to create a space that is unique to them: a space that suits their personal cooking and entertaining styles. The company invites you to explore the complete Delta Heat offering. Contact (800) 422-0091 or www.DeltaHeat.com. Circle Reader Service No. 119

Crossroads Coatings Crossroads has a unique line of corrosion-resistant high-heat coatings for your outdoor barbecues, smokers, and firepits. Try it in large and small quantities, from 16-ounce aerosols to 55-gallon drums. Contact: (704) 873-2244 or www.crossroadscoatings.com. Circle Reader Service No. 120

Real Fyre Fyre Spheres Beautiful Fyre Spheres provide a contemporary alternative to traditional vented gas logs. Available in 18-, 24-, and 30-inch sets, these 4- to 5-inch robust spheres are a striking addition to any fireplace. A new, specially designed P45 dual-pan burner system creates a dynamic flame pattern that envelops the spheres. Color choices are epic black finish and graystone finish. Variable-flame, manual, and match-lit control options are available. Contact: (800) 332-3973 or realfyre.com. Circle Reader Service No. 121

The FIREVIEW

Wood Cookstove The Fireview is a high-efﬁciency, airtight, wood-burning cookstove that is perfect for home, cottage or camp. It serves as a high-output room heater, a cooking appliance and, with an optional water jacket, a source of hot water. For even more cooking versatility add the optional gas side burners. Models also available in all-gas, all-electric or dual fuel.

Let us build one for you.

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Big Green Egg Dual-probe Remote Wireless Thermometer Introducing the new Big Green Egg dual-probe remote wireless thermometer with a unique EGG–shaped design: Precisely and conveniently monitor anything you are cooking and the internal EGG temperature—at the same time—from a distance of up to 300 feet (91 meters). The thermometer comes with preset temperatures for beef, veal, lamb, pork, poultry, and nine popular game meats, and all preset temperatures are customizable to suit your personal taste. Contact: (770) 938-9394 or www.biggreenegg.com. Circle Reader Service No. 122

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Charcoal Companion Blossoming-onion Grill Rack, CC 5149 Now you can enjoy the famous restaurant favorite in the comfort of your own backyard. Grilling a blossoming onion at home is a healthier alternative to frying, and it creates a beautiful and impressive appetizer. The three-piece set includes an onion corer, a slicing guide, and a grilling rack. Grill your onion to perfection, and enjoy it with your favorite healthy (or indulgent) dipping sauce. Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com. Circle Reader Service No. 123

Stratford Sofa Table

Harman Absolute

Storage meets style with the new Stratford sofa table. With a stunning finish and beautiful bullnose corners, this addition to the Stratford collection brings both form and function to the outdoor room. The sofa table is tall enough to meet the backs of the signature sofas and love seats, making it an ideal outdoor buffet or serving table. It also features a second shelf, for the convenient storage of items that you’ll want within arm’s reach on a warm summer’s day. Contact: (800) 490-1283 or www.crpproducts.com.

The Harman Absolute is true luxury, with performance and engineering excellence infused into every detail. Compact and powerful, with whisper-quiet operation, the Absolute is the smartest pellet stove ever made. Featuring the most advanced control system ever, the EASY Touch control, the Absolute allows homeowners to operate their stoves quickly and easily using intuitive touchscreen controls. It incorporates a scheduling feature to maintain desired heat levels and save fuel, and it also monitors performance and provides automatic notifications when maintenance is required. Contact: (800) 669-4328 or www.harmanstoves.com.

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Circle Reader Service No. 125

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PRODUCT PROFILES Carmel Square Carmel Square captures all the majestic glory of the rugged coastline and sturdy redwoods that encompass Carmel and Big Sur. As with other styles in this series, the Carmel Square inspires California dreamin’ once again. A granite top is large enough for you to put down your wine glass, pull up your club chair, and kick back with your friends, while you solve the problems of the world. Look down at the fire—in its large, square burner—while you ponder glass choices (or politics). This time, either one leaves you happy and satisfied: California Outdoor Concepts does it, once again. Contact: (877) 274-6773 or www.californiaoutdoorconcepts.com. Circle Reader Service No. 126

Bainbridge

DCS Grill

NorthCape’s Bainbridge collection features a transitional look and feel with the addition of cuddler pieces that expand the seating-configuration options for this collection. The Bainbridge collection communicates laid-back style in a stunning willow thick-weave HDPE resin over a commercial-grade aluminum frame, with quick-ship cushion options available in eight of the company’s most popular Sunbrella® fabric combinations. As the company says, when you’re looking for style, comfort, and value, look no further than NorthCape. Contact: (708) 563-2890 or www.northcapeoutdoor.com.

The DCS grill is unparalleled in delivering intense heat, low heat, and easy cleanability. DCS grills feature full-surface searing (rather than uneven hot spots), providing even temperatures across the entire grilling surface—up to 48 inches. The 36and 48-inch grills feature double-sided cast–stainless-steel grilling gates; one side has a gentle radius for handling delicate foods, while the other side is W-shaped for perfect sear lines. The patented Grease Management System™ grease-channeling technology reduces flare-ups by directing grease and oils away from the burner flames during grilling. Precision-ported stainless-steel burners deliver an impressive 25,000 Btu per hour of power. Contact: (888) 936-7872 or www.dcsappliances.com.

Circle Reader Service No. 127

Circle Reader Service No. 128

Valor L2 Linear Series Fireplaces Built on a strong foundation of continuous fireplace innovation, the Valor linear series welcomes the first of its kind: a wide-format fireplace that integrates linear design with impressive radiant-heat technology. Featuring leading-edge, contemporary design, the company has a mission that remains the same: Provide the efficient comfort, advanced controllability, distinctive quality, and superior heating performance that Valor owners have relied on (even when the power goes out) for decades. A bold statement in any living space, the L2 is luxury-fireplace design at its finest. Inspired by the highly successful L1 series, the L2 boasts an impressive 50-inch linear viewing area that highlights the magnificent flames within it. With beautiful radiance in both high flames and low, glowing embers, the L2 combines Valor efficiency and heating performance with the latest in contemporary styling. Contact: (800) 468-2567 or www.valorfireplaces.com. Circle Reader Service No. 68

Patio & Hearth Products Report March/April 2015

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Infinity Canopy Unlike custom canopies that are one piece, Infinity Canopy’s unique modular design uses individual shade panels that are connected together to create a canopy that can be in one or multiple colors and as long and wide as needed to adapt to any space. Every aspect of Infinity Canopy can be changed, even after installation, to create infinite configuration and designs not possible using any other shade system. Contact: (844) 422-6679 or www.infinitycanopy.com. Circle Reader Service No. 130

Platinum SE Pellet Grill The Platinum SE pellet grill is the next generation of wood-fired cooking. Using the unit’s quick-grilling zone, you can instantly activate direct-flame grilling. The convenient pellet-change system allows you to change pellet flavors in seconds, and the easy-to-use digital control includes an integrated meat probe to cook food to the perfect internal temperature. Made in the United States and built to last, with 304 stainless steel and double-wall construction, the Platinum SE is an heirloom-quality grill. Contact: (888) 714-5294 or www.kumastoves.com. Circle Reader Service No. 131

Superior DRC3000 Direct-vent Gas Fireplace The new Superior DRC3000 series fireplace is where simplicity meets breathtaking design. Scheduled to debut in spring 2015, this awe-inspiring fireplace will feature two sizes, flame control, and liners of black reflective porcelain. Contact: (800) 655-2008 or www.superiorfireplaces.us.com. Circle Reader Service No. 132

Fireview Cookstove Cook dinner. Heat the house. Enjoy the fire. The high-efficiency Fireview wood-burning cookstove from Elmira Stove Works has a 60,000-Btu output; a large, 3–cubic-foot oven; and optional side gas burners. It’s the latest advance in the way things used to be. Contact: (800) 295-8498 or www.ElmiraStoveWorks.com. Circle Reader Service No. 133

Expanded Gas Firepit Collections Gensun Casual Living has expanded its firepit offerings to 29 different configurations by adding dining and balcony heights (along with a new, larger 52x72-inch size) to its popular line of firepits. Four unique top designs—Florence, Grand Terrace, Madrid II, and Paradise—will coordinate with all of the company’s collections, making the outdoor room even more inviting. Contact: (866) 964-4468 or www.gensuncasual.com. Circle Reader Service No. 134

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March/April 2015 Patio & Hearth Products Report

PRODUCT PROFILES 303 Protectant Country Lane’s Artisan Pergola Made for both entertaining and quiet reflection, the handcrafted Artisan pergola is a fitting reward for the dedicated, hard-working person. These show-stopping Artisan pergolas will enhance your home and landscape, resembling a work of fine art. Pergolas aren’t just for those seeking shade; they are also for those desiring character and style. Contact: (717) 351-9250 or www.gazebo.com.

303® Protectant™ is a premium surface treatment that instantly beautifies and provides superior protection against harmful UV rays, which can cause discoloration, fading, embrittlement, cracking, and/or chalking of surfaces. 303 Protectant also repels dust, dirt, soiling, and staining. It’s safe for use on vinyl, plastics, finished leather, fiberglass, epoxy and other composite resins, powder-coated metal, and stainless steel. Contact: (800) 367-3245 or www.303products.com.

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American Fyre Designs Fire-bowl Collection Paradise Cushions by FiberBuilt’s Channel Chaise Cushion The handy and highly practical Paradise Channel chaise cushion measures 22 inches wide by 74 inches long by 2.5 inches thick. This chaise cushion features multiple channels and a neck roll (15 inches wide by 5.5 inches in diameter) attached with Velcro®. For ease of transport to pool or beach—and to minimize the storage space needed—it includes a sewn-in handle and ties. It’s available in a variety of furniture-grade, solution-dyed acrylic fabrics. Contact: (866) 667-8668 or www.paradisecushions.com.

The American Fyre Designs fire-bowl collection is handcrafted from durable, lightweight GFRC. The fire bowls are available in both deep and low-profile options and in a variety of sizes, from 32 to 48 inches. Also included in the collection are pedestals, available in both 44- and 54-inch sizes, to add height and elegance. Contact: (800) 332-3973 or americanfyredesigns.com. Circle Reader Service No. 139

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DirectVent Pro: DVA-H2 Horizontal Termination Introducing an innovative (and Vesta Award–winning) DirectVent Pro termination with a dramatically reduced wall footprint and enhanced aesthetic appeal: The termination will allow the use of interchangeable and customizable shrouds, letting customers tailor the look of the termination. Shrouds will be available in a variety of materials and colors. The heart of the termination is a patent-pending combustion-air control. This control reduces the need for internal appliance baffling and allows for improved combustion performance across a variety of gas-burning direct-vent appliances. The external footprint has been minimized to achieve an industry-leading 11x11 inches for both 4x6 and 5x8 sizes. The crowning achievement of the design is the unique combination of tailored combustion-air performance with an unlimited number of new aesthetic options. Contact: (800) 835-4429 or www.duravent.com. Circle Reader Service No. 137

Arzo Arzo is an adaptive, attractive, and comfortable collection that enhances both woven and modular seating offerings from Tropitone®. The collection includes an ottoman, a frosted-acrylic coffee table, a lounge chair, and modular pieces to create a unique seating arrangement. Arzo’s simple lines and geometric shapes create a versatile collection for any outdoor space. The collection has an abundant structure, but its footprint remains practical—while showcasing the luxurious volume of the weather-resistant TropiKane® synthetic basketweave, which is available in kaffee or nutmeg. Cushions are available in a variety of Tropitone fabrics and use RELAXplus® technology for a truly unique setting. Contact: (949) 951-2010 or www.tropitone.com. Circle Reader Service No. 140

Patio & Hearth Products Report March/April 2015

Encore Collection Elegantly simple, the 2015 Encore collection features a cozy, 48-inch square aluminum slat-top firepit in a handpainted driftwood finish. It’s the perfect addition to this uncommonly comfortable collection, thanks to a unique combination of both rigid and stretch straps. Veranda Classics is dedicated to simplifying the buying and selling process while offering unique, top-quality furniture and accessories. Contact: (800) 443-1410 or VerandaClassics.com. Circle Reader Service No. 141

33-inch Patriot Direct-vent Fireplace

Firepits by Summerset Professional Grills Now, you can have all the warmth and comfort of your living room in your own backyard. All Summerset Professional firepits are constructed with rust-resistant 1x1-inch welded-steel framing. Firepits include installation lines; fireglass; a stainless-steel access door; and a high-quality, 140,000-Btu, 304 stainless-steel burner. They are available with porcelain or granite tops, with stucco or Ameristone™ finishes. Contact: (800) 966-8126 or www.summersetgrills.com. Circle Reader Service No. 142

Scarlet Blaze

Smaller spaces rejoice: The convertible, convenient, beautifully burning Majestic Patriot direct-vent fireplace is now available in a 33-inch size. Priced to please, the Patriot system boasts an abundance of enviable features, yet remains highly functional, economical, and flexible enough to suit any space, design, or decor. Your customers will love the clean, contemporary design—which, paired with a traditional log set or the sleek fireglass media, will add understated, affordable elegance to any room. Contact: (800) 867-0454 or www.majesticproducts.com. Circle Reader Service No. 145

Phifer’s new Scarlet Blaze collection features beautiful indoor/outdoor performance fabrics in patterns and colors influenced by tribal art and breathtaking sunsets. Featuring fiery reds and molten-orange shades, this dramatic collection is sure to add a little spice to your furniture grouping. If you would like to learn more about Phifer’s GeoBella fabrics, view “The GeoBella Story” and other new videos at www.phifer.com/designedfabrics/videos. Contact: (800) 221-5497 or www.phifer.com. Circle Reader Service No. 143

WMH Luxury Clean-face Fireplace White Mountain Hearth continues to build on its good–better–best fireplace lineup with the introduction of a luxury version of its popular Tahoe clean-face fireplace. Luxury models—available in 36- and 42-inch sizes—get a larger 10-piece log set atop a completely new burner with an extended ember bed. Interior accessories include ceramic-fiber liners in rustic brick, old-world stone, and black porcelain, plus hammered-metal andirons. Other options include overhead lighting and an automatic blower. Designed to comply with 2015 safety requirements, the fireplace’s large ceramic-glass window is recessed slightly, so the face remains flush with the surrounding walls, even with the screen barrier in place. Customers must purchase the basic black screen or one of two decorative fronts (with screens) introduced in January. Millivolt or intermittent-pilot models are available in LP or natural-gas versions. Contact: (800) 851-3153 or www.whitemountainhearth.com. Circle Reader Service No. 144

Suppliers of affordable natural stone fireplace facings to the industry for over 25 years.

granite

marble

limestone

slate

Est. 1969

3045 KINGSTON COURT NORCROSS, GA 30071 1.800.477.7665 F)770.409.0431 www.mlwstone.com

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March/April 2015 Patio & Hearth Products Report

PRODUCT PROFILES DRC3500 Direct-vent Gas Fireplaces The DRC3500 series packages heating performance into a sleek and contemporary design that elevates the style of your room. This masterfully designed fireplace is fashioned with elegant standard features and high performance ratings. Available in three sizes, the DRC3500 series provides enough versatility to suit any room. Contact: (800) 655-2008 or www.superiorfireplaces.us.com. Circle Reader Service No. 146

Pawleys Island Furniture These three distinctive pieces are perfect for metropolitan patios and porches, for hotel and resort balconies, or for smaller vignettes at country clubs. Constructed from mold- and fade-resistant HDPE lumber, they use 316 marine-grade stainless-steel fittings designed to hold up under the harshest of outdoor conditions. They are available in 13 color combinations, including two two-tone options, and they carry a lifetime warranty (for residential customers). Contact: (800) 334-1078 or pawleysislandhammocks.com. Circle Reader Service No. 149

Tisdale Delta Heat Outdoor Refrigerator

Tisdale, one of NorthCape’s most stunning new collections, is an elegant interpretation of traditional furniture design. Graceful, curved arms and a beautiful new mahogany thick weave create a truly stunning presentation. Tisdale is stocked in all of NorthCape’s domestic warehouses, with quick-ship cushion options available in your choice of eight of the company’s most popular Sunbrella® fabrics (with contrasting welt). As the company says, when you’re looking for style, comfort, and value, look no further than NorthCape. Contact: (708) 563-2890 or www.northcapeoutdoor.com.

The Delta Heat 20-inch refrigerator is UL approved for outdoor use and offers exceptional performance and reliability. It features a stainless-steel exterior, a locking door, and front venting (for undercounter installation). A spacious 4.1–cubic-foot interior, three adjustable wire shelves, and a drink-can holder in the door provide convenient storage. The door is reversible for left- or right-hinged applications. The unit’s retail price is $999. Contact: (800) 422-0091 or www.DeltaHeat.com. Circle Reader Service No. 150

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Paradise Cushions by FiberBuilt’s Beach Umbrella The Paradise 7.5-foot beach umbrella features six flexible fiberglass ribs; a solid, two-piece, natural-ash pole with a pointed tip (for easy beach setup); and rust-resistant hardware. It is available with valance- or market-style canopies. Valance canopies are available in 10 vinyl-coated woven fabrics; market canopies, in six spun-acrylic fabrics. All beach umbrellas are part of the quick-ship program. Contact: (866) 667-8668 or www.paradisecushions.com. Circle Reader Service No. 148

Patio & Hearth Products Report March/April 2015

CVS The CVS (or concentric vent system) for use with Ortal power-vented fireplaces is the only concentric vent system to incorporate O-rings in the inner wall and outer casing to prevent exhaust or combustion-air leakage. The CVS is a fully sealed, gas-tight system to deliver superior performance with the heating unit. Contact: (800) 835-4429 or www.duravent.com. Circle Reader Service No. 151

Sea Breeze Firepit Patio Pleasures presents the Sea Breeze, a beautiful rattan hex firepit. Cast in one piece, the Patio Pleasures Sea Breeze firepit provides the look of rattan—with longevity. The slatelike top measures 36 inches and includes an 18-inch burner that can hold 20 pounds of fireglass in the color of your choice. It measures 23 inches tall, and your 20-pound propane tank fits easily through the door (and remains hidden under the firepit). The Sea Breeze is out of the box and ready to use in one easy step. Contact: (855) 278-8077 or www.hearthdistribution.com. Circle Reader Service No. 155

Element Series Vent Free

Sky T by Element4 The Sky T is a stunning direct-vent gas fireplace (more than 5 feet tall) available in single-sided and see-through models. It is produced by Element4 BV, from the Netherlands, and is distributed by European Home. The Sky T supports both natural gas and LP use. The fireplace, made of heavy-gauge steel and painted an off-black color, offers a unique design for both large and small spaces. Fire-media options include logs, pebbles, stones, and fireglass. The Btu range is 17,500 to 44,500 for natural gas and 13,250 to 37,380 for LP. This range of Btu levels offers homeowners a dramatic fireplace with a range of heat outputs (typically, a fireplace with an output of less than 20,000 Btu would be a very small unit). The glass around the fireplace is recessed into the frame, creating a frameless design. This ultraclean design is a growing trend in the modern, upscale market. Contact: (781) 324-8383 or www.europeanhome.com.

Hargrove introduces the contemporary Element series to its vent-free lineup. The Element series is available in 18-, 24-, and 30-inch sizes for natural gas or LP and is offered with a millivolt on/off option. The burner system comes standard with a stainless-steel reflective back panel that enhances the view of the flame. Multiple media options—including fireglass and firebeads, or a combination of these, along with an Aspen or Driftwood log kit or river stones—will complete the desired look. Contact: (800) 725-4166 or www.hargrovegaslogs.com. Circle Reader Service No. 156

Valor H5 Series Fireplaces

Design your own outdoor space with Summerset’s barbecue islands, and begin making wonderful memories with friends and family. There are four different models to choose from with standard finish options of porcelain and stucco or upgraded finish options of granite and Ameristone™ (and full customization): Your dream outdoor space can become a reality. Built to last—with rust-resistant 1x1-inch, 60-gauge, MIG–welded steel construction frames and Trex® railing systems—Summerset islands include complete electrical systems. Contact: (800) 966-8126 or www.summersetgrills.com.

The Horizon series has proved itself as a tried-and-true heater, warming thousands of homes, across North America, for almost two decades. The H5 continues the Horizon tradition with a diverse fireplace, blending distinctive, high-quality materials with the latest in radiant- and convective-heat technology. Flexible venting options and a slim engine depth position the H5 as a versatile fireplace upgrade, ideal for existing-home renovations and new construction. The H5 combines compact design with a generous viewing area, highlighting a collection of ambient fires and glowing embers within. Equipped with four unique firebed options (Murano glass, decorative glass, traditional logs, and Pebble Beach driftwood), the H5 caters to those seeking both traditional and contemporary flame appeal. A vibrant addition to the Horizon series family, the H5 is sure to bring users countless hours of steady, reliable warmth for years to come. Contact: (800) 468-2567 or www.valorfireplaces.com.

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Barbecue Islands by Summerset Professional Grills

March/April 2015 Patio & Hearth Products Report

PRODUCT PROFILES Pine Ridge Firepit Table The Pine Ridge firepit table comes with a unique barn-wood top made of durable SuperCast concrete and a stainless-steel, UL–listed gas Crystal Fire burner. The outdoor-rated arched stucco base is accented with stained wooden corners of real cedar and rivet detailing. Contact: (866) 303-4028 or www.outdoorrooms.com. Circle Reader Service No. 158

Kuma Ashwood One of the most versatile stoves manufactured today, the Ashwood can be fitted with many high-quality options, including an ash pan, legs or a wood-storage pedestal, and a variable-speed blower, as well as a variety of door finishes. Each stove is made by one craftsperson and has the finish details you would expect on a handmade stove. Contact: (888) 714-5294 or www.kumastoves.com.

XLF Series Multi-Fire XD Electric Linear Wall Fire The new XLF series Multi-Fire XD™ electric linear wall fire from Dimplex combines sophisticated design and innovative heating for a true alternative to gas fireplaces. XLF accurately reproduces a natural flame with a range of colorful light themes, which operate with or without the Comfort$aver safe ceramic heating system. With a depth of just 5.5 inches, this clean-faced wall fire can be installed flush or recessed into a wall with 2x6-inch framing. Contact: (800) 668-6663 or www.dimplex.com. Circle Reader Service No. 162

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Modularfurniture Covers An innovative collection of protective covers for modular furnishings is now available from Treasure Garden. Through easy-to-connect zippers, the protective-cover units can be enclosed to protect individual modular-furniture pieces or joined to create dozens of custom protective configurations. The result of an extensive two-year research/development process, the cover collection is designed to accommodate growing trends in sectional and nontraditional outdoor furnishings. The covers are available in colorful and easy-to-merchandise packaging. Contact: (888) 821-8868 or www.treasuregarden.com. Circle Reader Service No. 160

MGP Fire-table Collection Introducing the industry’s first marine-grade polymer (MGP) fire tables: The rugged aluminum frame is enhanced with an MGP table surface and side panels. Surrounding the burner is an aluminum frame, and an aluminum cover is included, making the table suitable for use as a coffee table as well. Mix and match frame and MGP colors to create exciting new looks. A glass surround is available for windy locations. Contact: (800) 451-0938 or www.telescopecasual.com. Circle Reader Service No. 161

Patio & Hearth Products Report March/April 2015

Taos Collection Kannoa’s new Taos collection offers a sofa, a love seat, an armchair, and coffee and side tables in thick taupe wicker, with open-weave construction reminiscent of the sparse vegetation of the U.S. Southwest. The soft cushions are covered in all-weather acrylic Sunbrella® fabric. Contact: (786) 518-2307 or www.thepatiodistrict.com. Circle Reader Service No. 163

Monessen Kentucky Wildwood Vent-free Log Set Monessen, the leader in vent-free technology, is pleased to announce the introduction of its new Kentucky Wildwood vent-free log set. Featuring a beautiful log stack, a glowing ember bed, and dancing flames, this 99.9% efficient log set (combined with the Natural Blaze burner) adds instant heat and ambience to any space. With an output of up to 37,000 Btu, this 24-inch, seven-piece log set is easy to install and requires no venting. Offer your customers the gold standard in energy-efficient heat with Kentucky Wildwood. Contact: (859) 987-0740 or www.monessenhearth.com. Circle Reader Service No. 164

New Faux-wood Finishes for Basta Sole Umbrellas Basta Sole® Portofino and Portofino II market umbrellas by Tropitone combine the ruggedness of aluminum and the gracefulness of a traditional outdoor umbrella. These all-aluminum frames are now available in your choice of faux-wood finishes, including ash, teak, and walnut. Portofino and Portofino II market umbrellas offer the utmost in strength, durability, and style for your patio. Contact: (949) 951-2010 or www.tropitone.com. Circle Reader Service No. 165

By the Yard by Bella-Dura Bella-Dura® has released the third series of its popular By the Yard program. All 40 SKUs are stocked in the company’s New Jersey facility, available for next-day shipping in increments of fewer than 50 yards and for delivery within four weeks for larger orders. Stylish and sophisticated, Bella-Dura fabrics are inherently stain, spill, and bacteria resistant—available in colors, textures, and patterns that cannot be beaten. Contact: (800) 544-0478 or www.bella-dura.com. Circle Reader Service No. 166

Hearthstone Hearthstone Quality Home Heating Products Inc. has introduced four new freestanding gas stoves. Pictured here are Champlain 8302 (shown in brown majolica enamel) and Stowe 8323 (shown in oyster enamel). Contact: (802) 888-5232 or www.hearthstonestoves.com. Circle Reader Service No. 167

Sanibel Rug Collection (SNB)

New Artisan Fire Pizza Oven

Constructed of polypropylene, viscose, and polyester, the Sanibel outdoor-rug collection introduces an artisanal, handcrafted aesthetic for outdoor rugs. The yarn is prebraided and carefully sewn to form an overscaled floral pattern with a hand-crocheted look, making the rugs ideal for layering. Available in seven colors, this innovative and durable collection artfully merges design with practicality to infuse outdoor-living spaces with relaxed style. Contact: (706) 625-4823 or www.surya.com.

Kalamazoo Outdoor Gourmet has launched a new version of its popular countertop Artisan Fire pizza oven, giving people the same performance of the original oven, but now, in a built-in design. After years of popular demand, Kalamazoo created the built-in version for people who want an oven set into a wall or masonry structure. Offering the same performance as the countertop pizza oven, the built-in version is ready to cook after just 20 minutes of warm-up time. A Neapolitan–style pizza bakes in less than three minutes after the oven reaches its highest temperature (more than 800 degrees). Contact: (800) 868-1699 or www.kalamazoogourmet.com.

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March/April 2015 Patio & Hearth Products Report

PRODUCT PROFILES Outdoor Fireplaces by Forshaw

Cabana Stripes

Forshaw introduces new vent-free outdoor linear fireplaces and traditional wood- and gas-burning outdoor fireplaces, which are easily installed using new Exterus modules for 2015. The linear fireplaces are single-sided or see-through and include LED lights that illuminate the burner tray. Simple piezo ignition ensures ease of use and reliable performance. Optional weatherizing components are available, as well as many glass choices for customization. The traditional outdoor models are available in 36- or 42-inch styles in both gas and wood configurations. Stainless-steel construction guarantees years of enjoyment. Gas knockouts allow for installation of gas logs, and optional glass doors are available, along with traditional or herringbone refractory patterns. All pipes, firestops, caps, and flashing ship with these fireplaces. Contact: (314) 874-4315, pchamberlain@forshaws.com, or www.forshaws.com.

Cabana Stripes is a Capel braided outdoor rug in an easy-to-use, natural color palette. This Capel Anywhere™ rug works well with today’s outdoor fashion fabrics, and it is colorfast (and mold and mildew resistant). Cabana Stripes is 100% reversible and made in the United States. Colorways available include camel, sugar blue, taupe, navy/white, and tuxedo. Available sizes include 20x30 inches, 24x36 inches, 27x48 inches, 36 inches square, 3x5 feet, 4x6 feet, 5x8 feet, 5.5 feet square, 7x9 feet, 7.5 feet square, 8x11 feet, 8.5 feet square, 9 feet 2 inches by 13 feet 2 inches, 9.5 feet square, 11 feet 4 inches by 14 feet 4 inches, 24 inches x 8 feet (runner), 27 inches by 9 feet (runner), and custom sizes. A 5x8-foot rug may retail for $349. Contact: (800) 334-3711 or www.capelrugs.com. Circle Reader Service No. 173

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Reclaimed Series Tops From OW Lee OW Lee’s new Reclaimed series of tabletops provides a beautiful wood-grain look in low-maintenance porcelain tiles. The Reclaimed series’ porcelain tops are available in three colorways. The Myrtle Beach tile has a subdued, whitewashed look (with undertones of rust and brown). Atlantic City’s cool blue–gray hue evokes a more weathered-wood feel. Venice Beach’s rich brown-and-taupe color provides a more rustic look. Contact: (800) 776-9533 or www.owlee.com.

Hearthstone Hearthstone Quality Home Heating Products Inc. introduces four new freestanding gas stoves. Pictured here are Waitsfield 8770 (shown in matte black) and Bristol 8763 (shown in basil majolica enamel). Contact: (802) 888-5232 or www.hearthstonestoves.com. Circle Reader Service No. 174

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Gas Log Set for Outdoor Kitchen

Top Gun 5 Convection Grill by Cal Flame

Master Flame outdoor dual-burner gas log systems feature an all–stainless-steel and weatherproof design, with a high–heat-resistant, electrostatically applied weather-resistant black finish and an extremely natural-looking flame. This match-lit gas log system includes a completely welded stainless-steel framework; two burners and a grate assembly; and a choice of log set (red oak, charred split oak, or aged oak). The outdoor burner is a match-lit system for natural gas only. The front and back burners are ports down and include a baffle system that allows water to escape to the bottom of the fireplace. Systems are available in 18-, 21-, 24-, and 30-inch sizes. Contact: (800) 642-7254 or www.masterflamegaslogs.com.

The Top Gun™ features five burners (putting out 15,000 Btu each) and a whopping 1,000 square inches of cooking space. At the rear of the grill is an infrared rotisserie burner with an easy-setup rotisserie kit. Convection technology circulates the heated air, so food is evenly cooked and is done faster than with a standard grill. You’ll be able to switch out any burner for the optional Sear Zone or Smoke Tray burners, giving you even more cooking options. You’ll also be able to grill long into the night with the Top Gun’s interior lighting and exclusive LED lights for every knob. In addition, the glass window on the hood lets you see your food as it cooks, setting this grill apart from the regular convection grill. Don’t miss your chance to own this powerhouse grill. Contact: (800) CAL-SPAS or www.calflamebbq.com.

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Patio & Hearth Products Report March/April 2015

Charleston Glow Vent Free Charleston Glow from Hargrove is the newest addition to the company’s growing line of vent-free gas logs. This log set combines a beautiful glow on the front logs, embers, and a large body of flame to achieve an attractive look. Charleston Glow is available in 22- and 26-inch sizes for natural gas or LP and is offered with manual, millivolt, or variable-flame options. Contact: (800) 725-4166 or www.hargrovegaslogs.com. Circle Reader Service No. 176

Pepper Marsh Gloster’s latest addition to its woven-product line, Pepper Marsh, pairs the finest in synthetic woven fiber with expertly crafted teak arms and legs. With a nod to nautical forms, the elegant curves found on each Pepper Marsh piece soften the overall design and create the perfect foundation for its ash fiber weave. Welted box cushions, upholstered in any of more than 100 Gloster fabrics, provide a crisp, tailored complement, allowing this collection to feel equally at home in contemporary and traditional environments. Pepper Marsh includes dining armchairs and side chairs and deep seating pieces (which include a lounge chair, an ottoman, a chaise, and three-seat and two-seat sofas). Contact: (434) 575-1003 or www.gloster.com. Circle Reader Service No. 177

INDUSTRYNEWS

INSIGHT

continued from page 46

In addition to designing products that are aesthetically pleasing and durable, C.R. Plastic Products crafts pieces with comfort in mind— with additional back panels, contoured seats, and deep seating. “C.R. Plastic Products provides consumers with a superior design for comfort, durability, and functionality,” Scott says. “Another consumer advantage is that the furniture is produced ethically, in Canada, by repurposing waste materials (rather than producing them). For consumers who value conservation as much as comfort, C.R. Plastic Products offers the optimal solution.” C.R. Plastic Products is a leader in upcyling, transforming waste materials into useful products of better quality. “Every day, C.R. Plastic Products truly turns trash into treasures,” Scott says. The company’s commitment to giving back even extends beyond the environment, with its participation in the initiative of Tiny Girl, Big Dream Inc. (Palm Bay, Florida), which takes a stand against bullying. As a partner in the project, C.R. Plastic Products manufactures colorful Friendship benches that serve as safe havens and antibullying symbols in schools. For the year ahead, the company will keep enhancing its product line. “C.R. Plastic Products is continually adding new products to its product mix,” Scott says. “More products with motion are soon to be released, and there will be continued product development for the Stratford collection.” The company will also keep its focus on its customers—and on its commitment to being environmentally responsible. “C.R. Plastic Products’ goal is to continue to stay focused on providing the very best in products and customer support (and to stay true to its specialty retailers),” Scott says. “Development of new products for consumer and commercial applications is ongoing, and the company’s commitment to keep adding to the rainbow of existing designer colors definitely makes this business fun.”

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Western United States. “Mike’s enthusiasm and ambition have been evident this past year. We are excited to have him as a member of our sales team,” Williams says. The HammockSource’s brands and products are represented by a high-quality group of sales professionals with extensive experience in working with outdoor-furniture retailers and other specialty dealers.

Kannoa’s Warehouse Becomes Functional After Fire The 30,000–square-foot warehouse of Kannoa (Miami, Florida), a contemporary outdoor-furnishings designer and manufacturer, burned to the ground on March 5—but the business was up and running quickly, thanks to its hard-working staff. As Philip Boulton, COO and cofounder of Kannoa, tells a local news outlet, “Thank God everyone is well. Nobody was harmed, the loss is only material, and we are just concentrating on reorganizing to start fulfilling orders right now.” The company, founded by two Venezuelan entrepreneurs in 2006, currently employs 28 people in the Miami area.

Kannoa has activated its contingency plan and has already set up a new office location to continue operations. In addition, all manufacturing and inbound shipments have been expedited to minimize any impact on the supply chain. The fire broke out just before 8 a.m., before most employees had arrived for work. No injuries were reported after nearly 200 firefighters worked for several hours to contain the huge blaze, which destroyed the building. The cause of the fire remains unknown. Boulton says, “Our business is like a family, so our team worked to get Kannoa set up at a temporary office and warehouse in a nearby location,” adding that the business was fully operational within a week. “Even though the entire inventory stored in that warehouse was totally destroyed, we have a considerable amount of product in transit, which allowed us to get back in business right away,” he says. Because all relevant data had been backed up electronically, retrieving records associated with the business was not a problem. Deliveries set up for March and April were delayed, but manufacturing orders were unaffected.

Biscay by SunVilla

SunVilla to Open Showroom at Chicago’s Merchandise Mart The Merchandise Mart (Chicago, Illinois) has announced that SunVilla will open a permanent showroom within the Design Center this spring. SunVilla offers unique product collections (including dining sets, bistro sets, firepit chat sets, and deep seating conversation sets), all boasting superior craftsmanship that is sure to enhance any outdoor-living space. Matt Weiss, vice president of SunVilla, says, “We were a part of the 2014 Chicago International Casual Furniture & Accessories Market™ at the Mart, and we were blown away by the tremendous retail audience in attendance. We know our permanent home at the Mart will bring us even more success, as we can tap into the vibrant designer audience shopping the showrooms on a daily basis and deliver an even greater presence during the September market.” March/April 2015 Patio & Hearth Products Report

ADVERTISER INDEX Advertiser

PRODUCT PROFILES DIRECTORY Phone

Website

Page

Company

Page

Agio ..........................................................(888) 997-7623 ..............www.agio-usa.com..........................................5

Agio................................................................................................................58, 60

Big Green Egg ..........................................(770) 938-9394 ..............www.biggreenegg.com ................................65

Bella-Dura ............................................................................................................75 Big Green Egg................................................................................................58, 66

Bull Outdoor Products ..............................(800) 521-2855 ..............www.bullbbq.com ........................................31 Bull Outdoor Products ..........................................................................................60 California Outdoor Concepts ....................(877) 274-6773 ..............www.californiaoutdoorconcepts.com ............49

Cal Spas/Cal Flame..............................................................................................76

The Companion Group ............................(800) 521-0505 ..............www.companion-group.com ........................23

California Outdoor Concepts ..........................................................................58, 68

Country Lane Woodworking ....................(717) 351-9250 ..............www.gazebo.com ........................................39

Capel....................................................................................................................76

C.R. Plastic Products ................................(800) 490-1283 ..............www.crpproducts.com..................................47

The Companion Group ..................................................................................58, 67 Country Lane Woodworking ..........................................................................60, 70

Crossroads Coatings ................................(800) 280-2423 ..............www.crossroadscoatings.com ......................61

C.R. Plastic Products ....................................................................................58, 67

DCS by Fisher & Paykel ............................(888) 936-7872 ..............www.dcsappliances.com ..............................43

Crossroads Coatings......................................................................................62, 66

Elmira Stove Works ..................................(800) 295-8498 ..............www.elmirastoveworks.com..........................66

DCS by Fisher & Paykel..................................................................................62, 68

Empire Comfort Systems ..........................(800) 851-3153 ..............www.empirecomfort.com ..............................27

Delta Heat/Twin Eagles ..................................................................................66, 72 Dimplex ................................................................................................................74

European Home........................................(781) 324-8383 ..............www.europeanhome.com ............................51

Elmira Stove Works ........................................................................................60, 69

Forshaw/Exterus ......................................(800) FORSHAW ............www.forshaws.com ......................................68

Empire Comfort Systems................................................................................56, 71

Gensun Casual Living ..............................(866) 964-4468 ..............www.gensuncasual.com ................................7

European Home ............................................................................................58, 73

Glen Raven/Sunbrella................................(336) 221-2211 ..............www.sunbrella.com ......................................45

Forshaw/Exterus ............................................................................................62, 76 Gensun Casual Living ....................................................................................62, 69

Glen Raven/Sunbrella/Rain........................(336) 221-2211 ..............www.trade.sunbrella.com/rain ........................3 Glen Raven/Sunbrella ....................................................................................60, 64 Gold Eagle/303 Products..........................(800) 367-3245 ..............www.303products.com ................................11

Gloster..................................................................................................................77

The HammockSource ..............................(800) 334-1078 ..............www.thehammocksource.com......................18

Gold Eagle/303 Products ..............................................................................60, 70

Hargrove Manufacturing............................(800) 725-4166 ..............www.hargrovegaslogs.com ..........................37

The HammockSource ....................................................................................62, 72

Hearth & Home Technologies....................(800) 669-4328 ..............www.myhht.com ..........................................80

Hargrove Manufacturing ................................................................................73, 77 Hearth & Home Technologies ........................................................................62, 67

HearthDistribution.com..............................(360) 314-2012 ..............www.hearthdistribution.com ..........................59

HearthDistribution.com ..................................................................................65, 73

Hearthstone ..............................................(802) 888-5232 ..............www.hearthstonestoves.com ........................63

Hearthstone....................................................................................................75, 76

Infinity Canopy ..........................................(844) 422-6679 ..............www.infinitycanopy.com ................................19

Infinity Canopy................................................................................................69, 73

Innovative Hearth Products ......................(800) 655-2008 ..............www.astria.us.com ........................................41

Innovative Hearth Products ............................................................................69, 72 Kalamazoo Outdoor Gourmet ..............................................................................75

International Market Centers/

Kannoa ................................................................................................................74

Las Vegas Market ..................................(702) 599-8113 ..............www.imcenters.com......................................55 Kuma Stoves..................................................................................................69, 74 Kuma Stoves ............................................(888) 714-5294 ..............www.kumastoves.com ..................................44

M&G DuraVent ..............................................................................................70, 72

M&G DuraVent ..........................................(800) 835-4429 ..............www.duravent.com ......................................69

Mallin Casual ..................................................................................................56, 65

Mallin Casual ............................................(800) 251-6537 ..............www.mallinfurniture.com ................................2

Master Flame........................................................................................................76

Miles Industries/Valor Fireplaces................(800) 468-2567 ..............www.valorfireplaces.com ..............................79

Miles Industries/Valor Fireplaces ....................................................................68, 73 MLW Stone ..........................................................................................................64

MLW Stone ..............................................(800) 477-7665 ..............www.mlwstone.com......................................71

NorthCape......................................................................................................68, 72

NorthCape ................................................(708) 563-2890 ..............www.northcapeinternational.com ....................9

The Outdoor GreatRoom Company................................................................56, 74

The Outdoor GreatRoom Company..........(866) 303-4028 ..............www.outdoorrooms.com ..............................67

OW Lee ................................................................................................................76

Paradise Cushions by FiberBuilt................(866) 667-8668 ..............www.paradisecushions.com..........................44

Paradise Cushions by FiberBuilt ....................................................................70, 72 Phifer..............................................................................................................56, 71

Phifer ........................................................(800) 221-5497 ..............www.phifer.com ............................................21

RH Peterson ..................................................................................................66, 70

RH Peterson ............................................(800) 332-3973 ..............www.rhpeterson.com ....................................64

Summerset Professional Grills ............................................................56, 65, 71, 73

Summerset Professional Grills ..................(800) 966-8126 ..............www.summersetgrills.com ......................35, 57

Surya....................................................................................................................75

Treasure Garden........................................(888) 821-8868 ..............www.treasuregarden.com ............................17

Telescope Casual ................................................................................................74 Treasure Garden ............................................................................................56, 74

Tropitone ..................................................(949) 951-2010 ..............www.tropitone.com ......................................34

Tropitone ........................................................................................................70, 75

Twin Eagles/Delta Heat ............................(800) 789-2206 ..............www.twineaglesbbq.com ..............................29

Veranda Classics ..................................................................................................71

Vermont Castings Group ..........................(800) 867-0454 ..............www.vermontcastings.com ..........................25

Vermont Castings Group ................................................................................71, 75

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. March/April 2015, Vol. 10, No. 2 ÂŠ 2015 Peninsula Media. All rights reserved. No part of this publication may be reproduced in any form without written permission from the publisher. POSTMASTER: Send address changes to Peninsula Media, 21250 Hawthorne Blvd., Suite 700, Torrance, CA 90503-5514, patioandhearth@halldata.com, phone: (847) 763-9261. While the publishers have made every effort to ensure the accuracy of the materials presented in Patio & Hearth Products Report, they are not responsible for the correctness of the information and/or opinions expressed.

Patio & Hearth Products Report March/April 2015

Circle Reader Service No. 79

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harmanstoves.com | 888-382-5745 | sales@harmanstoves.com Circle Reader Service No. 80