Patio & Hearth Products Report March/April 2017 by Peninsula Media

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Circle Reader Service No. 2

Circle Reader Service No. 3

contents March/April 2017 • Volume 12, Number 2

68 80 Features

AS I SEE IT – ELITE GRILLS By Sharon Sanders

GUEST EDITORIAL – EXTENSION OF THE SENSES By Bryan Echols

Summerset Professional Grills’ high-quality, affordable grills are expected to be best sellers in 2017 and beyond. 42

The recipient of ICFA’s 2016 Sales Representative of the Year Award describes how sales representatives benefit both retailers and manufacturers. 8

MY TURN – A SOLID PARTNER By Sharon Sanders

SPOTLIGHT – MADE FOR SHADE By Greg Thompson

Patio Renaissance’s strong commitment to retailers has led to its rapid growth as an outdoor-furniture manufacturer. 46

Retailers and their customers are excited about this year’s expanding selection of shade coverings for homes, hotels, and restaurants. 14

PRODUCT INNOVATION – CREATIVE FREEDOM By Cheryl Dangel Bartolini

MARKETING MANEUVERS – RETAIL SAVVY By Cheryl Dangel Bartolini

Regency has introduced a new lineup that allows customers to add fireplaces to any room of the house. 48

Impeccable customer service and a wide range of outdoor products contribute to this Albuquerque retailer’s prosperity. 22

CORPORATE PROFILE – EASY LIVING By Kimberly Rodgers

HEARTH RETAILER – LEADING THE WAY By Sharon Sanders

Known for its innovative and fashion-forward designs, Phifer is a market leader in the outdoor-furnishings industry. 50

Over the years, The Firebird has overcome many hurdles by adapting to change and staying connected to the HPBA. 26

INSIGHT – UNDER COVER By Cherise Forno

OUTDOOR GRILLING – GRILL CENTRAL By Kimberly Rodgers

An Oregon retailer specializing solely in grills and barbecue accessories offers only products that he would own. 32 SHOWROOM SHOWCASE – A BIG DRAW By Kimberly Rodgers

As the only store in Lubbock that exclusively sells products for outdoor rooms, Out on the Patio has many loyal customers. 38

Country Lane Gazebos has built a strong reputation for crafting high-quality pergolas and pavilions.

52 INSIGHT – STATEMENT PIECES By Cherise Forno

Arboria’s high-quality wooden designs are constructed from superior-grade, sustainable hardwood.

In Every Issue

SHOP TALK – GRILL POWER By Ryan Bloom

Editor’s Message

The female market represents a growing and untapped business opportunity for retailers who sell grills and outdoor kitchens. 56

INDUSTRY NEWS Edited by Kris Kyes

PERSPECTIVE – A BOOMING NICHE By Cheryl Dangel Bartolini

An increasing number of patio retailers discover that doing business with the commercial sector bolsters sales. 58

EVOLVE

HPBEXPO ROUNDUP WHAT’S NEW:

6 Hot Products to Sell Now PRODUCT PROFILES

LAST WORD – MAINTAINING MOMENTUM By Greg Thompson

PRODUCT PROFILES DIRECTORY

Newcomer Hestan has made a grand entrance into the grill marketplace with its premium-product lineup.

AD INDEX

60 Follow us on Twitter: @patiohearth www.facebook.com/patiohearthproductsreport

On the COver | nOrthCape; www.nOrthCape.COm

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Circle Reader Service No. 5

editor’s message

Evolve

Adam Smith, the father of modern economics and author of “The Wealth of Nations” (1776), believed that a freemarket system would create competition, resulting in an economy with higher-quality goods at lower prices. The underlying premise was that if manufacturers and other businesses were adaptive and evolved in the marketplace, they would succeed. In the 18th century, however, the pace of change was glacial. It could take years (or even decades) for change to ripple

Cornell blames on a seismic shift in retail. perfect solution. Now, it accounts for about Shopping malls are going through an evohalf the store’s annual sales volume. lution of sorts as they make changes to stay Another retailer doing exceptionally well relevant. Restaurants, fast-fashion chains is Sam’s NW BBQ Company (Sherwood, (such as Zara and Forever 21), and experiOregon), featured on page 32. Owner Sam ence-driven stores (American Girl Place and Hays (a former barber with no experience in The Crayola Experience, for example) are the barbecue industry) opened his store in replacing department stores. Even grocery 2008, just as the economy tanked. Because of stores are moving into open mall spots. The his vision and understanding of market premier shopping mall near me, South Coast forces, he specialized in selling wood smokPlaza (Costa Mesa, California), booted out a ers, pellet grills, and charcoal grills. His cuslarge McDonald’s two years ago for an intertomer base grew as he added accessories and nationally renowned, high-end Asian other products—and now, he draws shopdumpling restaurant. pers from throughout Oregon and The good news is that retailers in Washington. the patio, barbecue, and hearth indusSavvy store owners don’t make changes tries are performing much better than simply for the sake of change or merely to those in other sectors. Record-breaking keep up with competitors. Instead, they heat has conuse changes as tributed to catalysts for an increase evolving into in sales of something outdoor-livstronger. For ing products, example, in our particularly —Bill Simon, former president/CEO of Walmart U.S. Showroom shade coverShowcase colings, comfy seating collections, highumn on page 38, Katrina Kohnle, owner end grills, firepits, and even mosquitoof Out on the Patio (Lubbock, Texas), control solutions. explains how she started in the industry Fortunately, the warmer-than-usual with a home-based outdoor-design busitemperatures have not drastically cut ness that assisted customers in purchasing hearth sales; manufacturers are creating products from different sources. She evenmodels that produce less heat (and lower tually opened an appointment-only showemissions). The hearth industry has also room, which then evolved into a traditionfocused more effort on aesthetics, recogal retail store. nizing that there’s a buying frenzy for sleek, The retailers featured in this issue have contemporary fireplaces and stoves. been successful because they were smart Just as manufacturers evolve to meet the enough to anticipate changes in the retail needs of consumers, shrewd specialty retailers landscape and adjust their businesses accordadapt to a fast-changing marketplace. Take ingly. The best ways to do this are to listen to The Firebird (Santa Fe, New Mexico), feacustomers, study the competition, research tured on page 26 of this issue. Owner and the market, and gather the right data. Being retail visionary Gene Butler credits his success prepared is the best way to remain nimble with being flexible and innovative during difin a fast-moving retail environment. ficult times. Taking an active role in the Retailing has never been easy. Catering Hearth, Patio & Barbecue Association and to the ever-changing tastes of consumers tweaking his product lines and customer will always be challenging. The recipe for service to meet changing consumer demand success, though, is not that complicated. have contributed greatly to his overall You can’t go wrong if you establish realistic strength as a hearth dealer. goals, deliver high performance, and exceed When Butler and his wife bought the customers’ expectations. As Bill Simon, business in 2008, they investigated ways to former president/CEO of Walmart U.S., increase sales during a weak economy. states, “If we wait for conditions to go Expanding the store’s drip-irrigation business from good to perfect, we’ll just be waiting, to the residential market ended up being the waiting, waiting.”

“If we wait for conditions to go from good to perfect, we’ll just be waiting, waiting, waiting.”

Carol Daus cdauswrite@socal.rr.com

across global markets. Today’s economy is constantly changing, sometimes within a single day (or even an hour, if it involves a tweet). This creates enormous challenges for businesses that strive to remain profitable. The retail industry is probably one of the most vulnerable commercial segments: Many brick-and-mortar stores have taken a financial beating from online retailers that offer deep discounting, vast inventory, and quick delivery. The latest victim was The Limited, which closed 250 stores and its online-commerce site in January. American Apparel, Wet Seal, BCBG Max Azria, and Gander Mountain have filed for Chapter 11 bankruptcy protection, while Macy’s, J.C. Penney, and Kmart have shuttered stores throughout the United States. Sales have slumped at Target, which CEO Brian

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)&*3-00. 26"-*5:

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GUEST EDITORIAL

By Bryan Echols PUBLISHER Tony Ramos

Extension of the Senses

tramos@peninsula-media.com

EDITOR Carol Daus

have been fortunate enough to work in the outdoor industry for 25 years, and I have seen many changes over the course of my career. While technology and the availability of information have improved during that time, the function of sales representatives remains the same—and is more vital than ever. Sales representatives serve as the liaison between the dealer base and manufacturers, but we also serve as extensions of the senses of our networks. The majority of my conversations (with either dealers or manufacturers that I have worked with closely) include questions about what I’m hearing out there, how I feel things are going in the market, and what I’m seeing that is working (or not working). Information is at the core of most businesses, and our industry is no different. Sales representatives have the unique perspective of working closely with dealers, on a daily basis, to obtain information about their individual markets, product lineups, and experiences. We take information collected from our independent regions, consolidate the information, and provide market intelligence to manufacturers. Gaining field intelligence is vital to making profitable internal decisions. While manufacturers can be invested in their companies, using sales representatives as their information resource gains them access to market intelligence in real time. For dealers, we try to optimize dealer programs, give feedback on products, host training sessions for sales staffs, provide product knowledge, and help make the best decisions for floor placements. This is just a general overview of the day-to-day tasks of sales representatives in our industry, but it gives you a window into the amount of information that flows through their work every day. As competition and the rate of change increase, the flow of information among all portions of our industry will continue to be vital to future success. I believe that sales representatives can be excellent conduits for that information, which can help all of us make better business decisions—leading, in turn, to profitability. I have been privileged to see the result of this collaborative effort, over the years, with many dealers and manufacturers. I’ve served on sales-representative

cdauswrite@socal.rr.com

ART DIRECTOR Cassandra Estes cassestes1968@gmail.com

Bryan Echols

ASSOCIATE EDITOR Kris Kyes

STAFF WRITERS Cheryl Dangel Bartolini Cherise Forno Kimberly Rodgers Sharon Sanders Greg Thompson SOCIAL MEDIA EDITOR Greg Thompson

councils for manufacturers where decisions were made to move forward (or not) with products based on input from the council. Considering the dollars required to design, produce, market, and support a product, accurate information is literally the key to profitable decisions. For example, my dealers and I go over the product mixes that are best for their floor lineups and then see where those fit into dealer programs. There are many times that buying a slightly different lineup will result in a better program—for both the dealer and the manufacturer. The 2017 season has the potential to be great, but challenges will always remain. The more challenging the times, the more it is a necessity to use all resources at our disposal to create success. The interconnected nature of our industry is one of our greatest strengths, and it is detrimental to our individual businesses if we do not take full advantage of that strength.

“Sales representatives serve as the liaison

between the dealer base and manufacturers,

but we also serve as

extensions of the senses of our networks.”

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

Bryan Echols (Charlotte, North Carolina) represents OW Lee, Treasure Garden, Lloyd Flanders, and Outdoor by Design. He received the 2016 Sales Representative of the Year Award from the International Casual Furnishings Association.

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Skokie, IL 60076-7890 Subscribe online: www.peninsula-media.com/subscribe.html Email: patioandhearth@halldata.com Phone: (847) 763-9261

OUTDOOR FURNITURE AND KITCHENS

HE A D QUA RT E RS - 9449 8th Street | Rancho Cucamonga, CA 91730 Phone: 909 989 9977 | Fax: 909 989 9970 | Toll Free: 866 964 4468 C HI CAG O SHOWR O O M - Merchandise Mart Suite 1667 | Chicago, IL 60654 WWW. G E N SU N CASUAL . CO M Brings Outdoor Living...To Life Circle Reader Service No. 9

NEWS BY

KRI

SK YES

Industry Castelle’s Atlanta Showroom Recognized by AmericasMart During the January 2017 Atlanta International Gift & Home Furnishings Market®, Castelle was recognized with the Best of Floor Award for Outstanding Visual Presentation for the 10th floor of The Gardens. Steve Lowsky, former CEO of Castelle, says, “We are proud to have been acknowledged with this award during the Atlanta market. We have invested considerable time and effort in the presenta-

Lori Gonzalez Joins Twin-Star International As CEO Twin-Star International has hired Lori Gonzalez as its new CEO. Twin-Star is recognized for its world-renowned brands: ClassicFlame, Duraflame, ChimneyFree, ClassicFlame Pro, Bell’O, Bell’O Digital, and Powerheat. As an entrepreneurial turnaround business leader for Fortune 500 consumer brands, Gonzalez has experience that spans strategy, business development, profit/loss management, consumer insight, marketing, trade/retail management, product development, direct-to-consumer sales, manufacturing, and Far East supplier development. From 2008 through 2017, Gonzalez was vice president and general manager at Newell Brands– Jarden Group, a $16 billion global consumer-products company. She was responsible for long-term business strategy, profit/loss management, product-portfolio management, and consumer marketing strategy for several businesses in the Consumer Solutions business unit. She was the architect of the strategic framework for driving rapid, sustainable growth in the unit’s largest and most profitable category. From 1998 through 2008, she

tion of this and all our permanent showrooms. With this award, the work of our entire team is recognized for extending our message of handcrafted luxury to all buyers and designers visiting our showroom.” Jill Ford, vice president of leasing for The Gardens, says, “The Castelle showroom in Atlanta is simply spectacular.” The Best of Floor Awards have been given for more than 25 years.

served in several leadership roles within Jarden, establishing her track record of growing revenue and profit in diverse business models. She was promoted seven times during that decade.

Dansons Hires New Senior Vice President of Sales Dansons has named Scott Lowe senior vice president of sales. Lowe will be responsible for global sales

leadership and growth of the Pit Boss and Louisiana Grills brands, which offer wood-pellet, gas, and charcoal grills; vertical smokers; and kamado-style grills. Dansons also markets a wide variety of barbecue wood pellets, charcoal, sauces, spices, and accessories. Lowe comes to Dansons from the position of vice president of installing-distributor sales at Hearth & Home Technologies. He brings Dansons 25 years of experience leading sales, distribution, and manufacturing in multiple channels and brands. Jeff Thiessen, president of Dansons, says, “We feel very blessed to have Scott join our team. Anyone who knows him knows he is a high-impact, extremely profes-

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Castelle’s Roma collection at the company’s Atlanta showroom

sional individual. His experience and leadership will be invaluable in supporting the growth of the company into the future.”

Furniture-industry Veteran Derek Ritzel Heads Castelle Veteran furniture-industry executive Derek Ritzel has joined Castelle (Fort Lauderdale, Florida) as CEO, succeeding Steve Lowsky. The change in leadership is the culmination of a long-term transition plan put into place when privateequity company New Water Capital acquired family-owned Castelle in July 2015. Lowsky says, “The Lowsky family started this company in 1978 with just the family, working seven days per week. In 2015, with the change in ownership, my role has been to help transition the company from a family business to a portfolio company of New Water Capital. I have spent the past 20 months with this goal in mind. Castelle, its brands, and our 450 team members are in a great place, with a bright future in the casual-furnishings industry, and I look forward to watching their continued success.” John Disa, chair, says, “With more than 20 years of experience at all levels of the furniture industry,

PATIO & HEARTH PRODUCTS REPORT

Derek is a phenomenal choice to lead Castelle. He is a dynamic and innovative leader with demonstrated expertise in the areas of team building, business development, and leveraging new technologies.” Ritzel says, “I am greatly honored at the opportunity to be part of this highly regarded and industry-leading company. The company’s heritage is one of innovation and expansion, and I look forward to continuing and building upon its success.” Ritzel most recently served as president and COO of Tempur Sealy Canada, where he was instrumental in integrating the Tempur and Sealy Canadian operations and in driving significant profitable growth. He began his career in 1992 with Sealy, where he advanced steadily through sales, marketing, and operations positions.

Homecrest Introduces Fiveyear Double-layer Sling Warranty Homecrest Outdoor Living is excited to announce another industry first: the new five-year residential warranty on its celebrated double-layer sling. Homecrest’s patented sling and padded-sling designs have been among the industry’s most comfortable and durable sling products for decades, and cus-

tomers can now enjoy the longest consumer warranty protection of any sling or padded sling on the market, the company says. Homecrest is a company of firsts, from the first adjustable swivel rocker to the creation of Dreamcore™ cushions, all designed to last for decades of enjoyment and superior comfort. Building on the craftsmanship and work ethic of its rural Minnesota community, Homecrest is proud to manufacture its awardwinning designs in the United States and to support high-quality workmanship with what it describes as the industry’s most comprehensive product warranty. The five-year warranty applies to all new Homecrest chairs sold after March 1, 2017, with a double-layer sling or padded sling, including the new Grace and Elements Air products.

SunVilla Hires New Vice President of Design Outdoor-furniture manufacturer SunVilla Corp. has appointed Wright Currie vice president of product development and design. Currie will help lead the design and creative direction of SunVilla products. Currie joins the SunVilla team with nine years of experience from Summer Classics and Gabby (Birmingham, Alabama). During his tenure there he led the design, product-development, sourcing, and quality teams. Currie has worked extensively in the outdoor-furniture industry, developing award-winning designs in both contract and specialty categories. Currie will join the SunVilla design team working with Mike Farrell, vice president of design. Matt Weiss, senior vice president, says, “Wright will be an excellent addition to our already amazing design team. We look forward to taking our business to the next level with his experience and aesthetic.”

Couristan Appoints Michael J. Riley As President George G. Couri, chair, and Ronald J. Couri, CEO, have announced the appointment of Michael J. Riley as president of Couristan Inc. Riley was most recently president of Oriental Weavers USA. Couristan, established in 1926, is a leading global manufacturer, importer, and distributor of fine rugs,

The Companion Group Launches Mosquito-control Product The Companion Group offers a new line of all-natural products to repel mosquitos and other flying insects. The Not In My Backyard™ line includes wristbands, clips, zappers, candles, and diffusers. Many of the product in the line use proprietary bug-repelling inserts made of 100%

essential oils, including geraniol, eucalyptus, and lemongrass. Not In My Backyard products are safe and effective for children and adults, the company says. These products have been well received do not involve harsh ingredients or sticky sprays.

The Companion Group’s Not In My Backyard insect-repelling wearable silicone band

Barclay Butera Collection for Castelle to Debut at April High Point Market The much-anticipated collaboration between Castelle (award-winning manufacturer of luxury outdoor furnishings) and renowned author and interior designer Barclay Butera is to be unveiled April 22 through 26 at High Point Market. The custom cast-aluminum expertise of Castelle and the artistry and aesthetic of Butera have resulted in the creation of an original-design outdoor-furniture collection. The Barclay Butera collection for Castelle will be presented in the Castelle showroom. Derek Ritzel, president and CEO of Castelle, says, “From the very beginning, the partnership between Castelle and Barclay and his team was seen as one that would draw upon the best of both entities in the creation of a unique outdoor-living collection. With Castelle’s custom capabilities, we were able to execute Barclay’s original design concepts and incorporate the luxurious vision for which both of our brands are known. We look forward to sharing our results with retailers and design professionals throughout this market.” Butera worked with the Castelle manufacturing team in the creation and execution of the deep seating collection, including a sofa, a love seat, a lounge chair, an ottoman, and coordi-

broadloom, and custom carpets for the residential and hospitality markets. Couristan is privately owned and has been managed by the Couri family for two generations. To support the continued growth of their company, the Couris sought an industry leader with the expertise needed to direct Couristan’s sales and merchandising growth and expand Couristan’s distribution strategy. “To accelerate the transformation of Couristan to respond to the changes in the marketplace for the coming decades, Mike is the perfect fit,” George Couri says, “and with his expertise across Couristan’s Residential and Hospitality divisions, he will be an asset to the company.” Ron Couri adds, “Mike is someone we have known for many years and will be a great addition to lead our

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nating tables. Based on a motif resembling a European ceiling A lounge chair from the Barclay tile, the seating Butera collection for Castelle group features intricate side and back castings highlighted with strong, curving arms and goldtone finials and foot embellishments. Completing the designer’s signature look is a navy-and-white color story. Butera says, “I was looking for a fresh, transitional look that will appeal to both traditional and contemporary tastes. Castelle allowed me to combine my two favorite things: high design and luxurious outdoor living. The result was elegant, while open and approachable at the same time.” The debut of the collection will include a launch reception on April 23 from noon to 2 p.m., with Butera on hand for the unveiling. The Brunch & Bellinis With Barclay event will be held in the Castelle showroom and is open to all market attendees. The introduction of the Butera collection will continue during the ICFA Preview Show™ in July and Casual Market Chicago in September.

company’s growth.” As president, Riley will be overseeing the residential and hospitality sales teams. Under his leadership, Steve Codella will now be heading sales of the Broadloom and Roll Runner divisions, and Mark Ferullo will be in charge of area-rug sales. Niall Coree will continue to oversee the sales and operations of the Contract/Hospitality Division. Riley explains, “I made the decision to join Couristan based on an alignment of visions with George and Ron as to the future of the industry, as well as their decision and commitment to respond to the rapidly changing distribution landscape. It is essential for companies to be nimble in this climate. Together with the talented Couristan team and the full support of the ownership, I am com-

PATIO & HEARTH PRODUCTS REPORT

mitted to achieving dramatic growth for Couristan in the U.S. markets.”

ICFA Forms Strategic Alliance With Nationwide Marketing Group The International Casual Furnishings Association (ICFA) has entered into a strategic alliance with Nationwide Marketing Group (NMG), Winston-Salem, North Carolina, in a move intended to provide significant new benefits for ICFA’s retail members. NMG has a 45-year history of partnering with its more than 3,500 members operating more than 11,000 stores—with $15 billion in combined sales with leading appliance, furniture, and electronics branded products. Among the services available to ICFA retail members are

NEWS

Industry

A Conversation With Castelle’s New CEO Early this year, Derek Ritzel assumed the position of CEO of Castelle. Patio & Hearth Products Derek Ritzel Report recently spent time with Ritzel to learn more about his new position, his goals for the company, and developments in the outdoor-furniture industry. Based on your experience in the mattress, furniture, and specialty-retail industries, what new and innovative ideas will you bring to Castelle? Ritzel: With today’s consumers trading up, premium products are outpacing all other segments within the marketplace. With this occurrence— and seeing little or no growth in the total number of new consumers entering the marketplace—a focus will be placed on helping our retail partners to increase spending per customer with product selections and marketing practices. Will Castelle continue to offer a diverse selection of traditional, transitional, and contemporary/modern outdoor-furniture collections? Ritzel: Castelle is known for its broad product offering, and I do not see that changing. Considerable growth, however, is occurring with regard to our transitional and contemporary offerings, and attention will be given to building

group-buying initiatives, corporate training, high-impact advertising and promotions, and innovative financing. John Laing, director of business development at NMG, says, “The two groups share the common bond of helping members prosper in the fast-growing category of outdoor living. The relationship was a natural.” Doug Sanicola, president of Outdoor Elegance (La Verne, California) and the first retail chair of ICFA, notes that retail-member benefits have been a high priority for ICFA in recent years. “We have worked diligently to find the best benefits for ICFA retailers, and we think that we have an ideal partner in NMG,” he says. “Now, retailers’ membership in ICFA not only supports the organization and our industry, but also provides access to money-saving programs for improved profitability in their business operations. There’s no reason for any casual-furniture retailer not

upon those design styles as new collections and products are introduced. Will you continue to strengthen Castelle’s working relationship with specialty retailers/dealers? Do you plan to introduce any retailer/dealer-support programs? Ritzel: Specialty retailers will continue to be an important focus for us. As far as new support programs go, we are always exploring ideas and options (whether productwise or marketingwise) to create greater success at retail. Few things help a retailer more than exceptional products. We need to make sure we represent all the styles consumers want to buy and have exceptional offerings in those styles. By following consumer trends, we will be better positioned to help our specialty retailers reach profitable positions. Do you plan to focus on any new or underserved areas of the market? Ritzel: The designer channel is an area that continues to develop and drive tickets. As consumers personalize their outdoor spaces, having the ability to provide customers with something uniquely their own is a focus. We are addressing this with the addition of designer collaborations, as well as the introduction of styles that are popular with design customers. Our custom capabilities (with timely delivery) also are a way in which all retailers can provide a designer experience.

to be an ICFA member.” Bill Bazemore, senior vice president of furniture at NMG, says, “In recent years, we’ve recognized the great opportunity that the outdoorliving category offers our members. The category’s adjacency to our core indoor products (coupled with the consumer trend of entertaining outdoors) makes it a perfect fit.”

Summer Classics and Gabby Brands Announce New Appointments Gabriella White LLC (Pelham, Alabama), parent company of Summer Classics and Gabby, recently announced the appointment of four employees to key positions. William White has been named president and will have responsibility for all of the company’s operations. White reports directly to Bew White, CEO and founder. In 2008, William White founded Gabby, the

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What are some of the biggest changes you have seen at the specialty-retail level over the past decade? Ritzel: Specialty stores have a unique challenge. They need great real estate to serve their customers, and that puts real pressure on profits and losses. With ticket compression hitting hard, it is essential that stores have highquality, high-ticket goods to fulfill their missions. Specialty retailers are best positioned to take advantage of consumers who are waking up to the idea that their outdoor rooms need to be outfitted. Castelle has consistently worked to create products and services to meet these challenges and will continue to provide ways for our customers to expand average tickets. What are the greatest opportunities for specialty retailers/dealers of outdoor-living products? Ritzel: Opportunities for the specialty segment are much the same as in other categories and revolve around high-quality products, proven brands, and postsale follow-through—all of which are priorities of the entire Castelle organization. Growing ticket size is key. As the total number of customers continues to stall, it is essential that we trade up each of those existing customers and provide meaningful reasons to spend more per ticket.

indoor division of the company, and he served as Gabby’s president. Under his leadership, both Gabby and Summer Classics have increased their brand presence and have improved operations. Nicki Hayes was hired by Gabriella White to serve as chief marketing officer. Hayes is a veteran marketing executive with experience leading marketing efforts and product development for premier lifestyle brands. She will oversee national marketing strategy and product development and will drive revenue growth. James Oh joins the company as associate vice president of sales. Oh will be responsible for coordinated sales efforts, developing new business opportunities, and creating customized solution to meet customer needs. He has more than 20 years of multistore and sales experience. Elaine Yancey was hired as director of customer experience. Yancey has more than 25 years of experience

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in customer service, operations, and leadership roles in both retail and nonprofit organizations. She will lead the company’s customer-relations program.

IndoSoul Opens New U.S. Headquarters and Distribution Center Australian outdoor-furniture and accessories supplier IndoSoul has opened its new North American/United States headquarters and distribution center in Ontario, California. Mike Friedrichsen, IndoSoul’s vice president of sales and marketing, says, “For the past three years, we’ve been using third-party logistics partners. Response to our new product introductions was overwhelming, as were the subsequent orders; the time was right to get into our own place. We will now have tighter control over inventory

flow and order fulfillment.” The 50,000–square-foot building is minutes from Ontario International Airport and provides convenient freight access to several freeways.

International Pool/Spa/Patio Expo Moves to Orlando, Florida The 2017 International Pool/Spa/Patio (PSP) Expo will be held November 1 through 3 at the Orange County Convention Center in Orlando, Florida. The last edition of the PSP Expo held in Orlando was in 2014, when 11,103 attendees visited the exposition from 80 countries. The exhibit floor spanned 148,600 square feet and represented 552 manufacturers and suppliers. PSP Expo attendees include pool builders, hot-tub dealers, outdoor-living retailers, service technicians, distributors, designers, and architects from both commercial and residential markets. Along with pools and spas, products displayed include construction materials, water features, casual furniture, barbecues, pergolas, landscape decor, outdoor lighting, and other outdoor-living essentials.

Dante Cantal of Twin Eagles Receives 2017 Donna H. Myers Award Dante Cantal, president and CEO of Twin Eagles Inc. (Cerritos, California), is this year’s recipient of the prestigious Donna H. Myers Barbecue Leadership Award. Since founding Twin Eagles, Cantal has transformed his familyowned business into a highly regarded company producing outdoor-kitchen equipment. He has also received numerous accolades, including the Lifetime Achievement Award from the American Society of Gas Engineers. Jack Goldman, president and CEO of the Hearth, Patio & Barbecue Association, says, “The level of success that Twin Eagles has seen under Dante’s leadership in such a short time should be recognized. He truly is an inspiration.” Cantal started his career as a resi-

Tracy Garcia, CEM, says, “Product diversity, world-class education, and expansive geographical representation differentiate PSP Expo from any other industry event. Orlando is an attractive destination because of the thriving

dential-appliance engineer for White Westinghouse and General Electric. In 1982, he entered the cooking-equipment industry as director of U.S. Range’s commercial-design team. He has also applied his engineering expertise to many major brands. In 1996, he cofounded Lynx Professionals Grills. The Donna H. Myers Barbecue Leadership Award was presented to Cantal at HPBExpo 2017. Now in its sixth 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 problemsolving skills and an unwavering commitment to the barbecue industry.

industry, attractions, competitive costs, and ease of travel.” This year’s PSP Expo will focus on several new initiatives, including working with trade schools to foster recruitment and engagement of young professionals,

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PATIO & HEARTH PRODUCTS REPORT

Dante Cantal

Myers was a leading barbecue-industry advocate who died in 2011. Previous winners are Stan Hays, champion pit master and cofounder/CEO of Operation BBQ Relief (2016); Ron LaRocca, 30-year marketing and sales veteran instrumental in growing the barbecue industry (2015); 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 to Myers posthumously in 2012.

continuation of a VIP program designed specifically for high-volume spa retailers and distributors, and the launch of a VIP program for top pool builders. The VIP programs give attendees incentives to attend by alleviating some expenses.

SPOTLIGHT

MADE forShade

The season’s eclectic awnings, umbrellas, and canopies add protection and personality to backyards. BY GREG THOMPSON

Amauri’s Balboa Breeze umbrella

With the arrival of spring’s warmth, outdoor retailers are gearing up for sun and sales. Shades, awnings, umbrellas, and canopies are perfect add-on items for customers who want to get outside and enjoy their grills and casual furniture. These customers want sunshine, but not too much of it. With skin-cancer risk still high, having the right type of shade protection goes beyond mere personal comfort. Fortunately, today’s shade products are made with tightly woven materials. These can block up to 98% of damaging UV rays. Awnings and other large coverings can even lower energy bills by blocking the sun’s rays that would otherwise enter homes. Broad product offerings, however, are essential for retailers who want to capture the full breadth of the shade market. Each of these 10 companies offers innovative shade products. They will protect customers from harsh UV rays, even during peaksunshine hours.

TUUCI Demand for items in the premium parasol collections of TUCCI® Worldwide LLC (Miami, Jardinico’s 7.5-foot Florida) has JCP101 umbrella in grown connatté gray chiné from siderably, Treasure Garden with the company’s Ocean Master Max and Ocean Master Classic doing particularly well. Patrick Troy, vice president of sales— retail and trade, says, “We have seen an increase in consumers interested in investing in higherend products that ensure ease of use and a longer lifespan for the products.” Troy believes that consumers are connecting

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PATIO & HEARTH PRODUCTS REPORT

Solair patio screens

with the company’s U.S.–made ethos—and are willing to pay for superior overall design, durability, and ease of service. To make room for increased demand, TUUCI recently added 30,000 square feet to its Miami manufacturing facilities. The extra space has made new production lines possible, while helping to reduce lead times and speed up shipping. “We have also used some of the increased space for our own in-house powder-coating line, which has allowed us to expand the powder-coat offerings, along with introducing a new Plantation Aluma-TEAK™

Bambrella’s Levante Side Wind offset umbrella

Seven sections (600 square feet) of Infinity Canopy in stucco premium mesh

ARTiculatedshade’s 13-foot Aspen umbrella, with a rolling base and Sunbrella natural canvas

FiberBuilt’s Diamante umbrella

California Umbrella’s Cali series cantilever umbrella in Sunbrella Air blue

The 897 10x10-foot cantilever umbrella from Galtech

The Ocean Master Max classic umbrella in plantation Java Aluma-TEAK from TUUCI

The Coronado Beauty umbrella from Amauri

finish,” Troy says. Thanks to a new in-house paint facility, TUUCI has introduced a fourth finish option in its Plantation Aluma-TEAK finishes. Plantation Aspen white is the newest finish and is available on all of the company’s premium parasols, as well as the Equinox cabana collection. “The finish has been received with rave reviews, and we are excited to get it out into the market,” Troy adds. “Our Equinox cabana, new in 2016, continues to gain momentum with our retail dealers and trade showrooms.”

ARTICULATEDSHADE ARTiculatedshade LLC (Boulder, Colorado) began production of its compact patio umbrellas in January 2017, after several years of development. The umbrellas use a patent-pending system of laterally articulating ribs, requiring shorter rib segments than traditional umbrellas. According to Jennifer Arndt, president, shorter rib segments provide greater clearance between the ground and the closed umbrella. “This, in turn, allows for larger umbrellas that clear not only the patio furniture, but the heads of guests seated at the

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PATIO & HEARTH PRODUCTS REPORT

furniture,” she explains. “We will be stocking canopies in four Sunbrella® colors and taking custom orders for any of the Sunbrella canvas colors.” ARTiculatedshade entered the market with its 13-foot Aspen model, an architecturally refined umbrella with a low-profile hexagonal canopy that supplies 112 square feet of shade when open— with 60 inches of ground clearance when closed. It features a tandem block-and-tackle operating system to make light work of opening and stretching the oversized canopy, while allowing umbrella operators to stay out of the way of the umbrella

SPOTLIGHT website (www.californiaumbrella.com) to help dealers manage their businesses online. According to Bryan Sanches, vice president of sales and marketing, dealers can open accounts; place customized product orders, with hundreds of thousands of possible fabric combinations per umbrella frame, all with instant costing for any variables that they apply; and place standardized stock/supply orders. In addition, dealers can view the status of their orders, see shipment tracking, pay balances, search through order histories to review or reorder anything that they’ve bought in the past, and direct a single order to be dropshipped anywhere in the country. ARTiculatedshade’s 13-foot The compaAspen umbrella in Sunbrella ny’s Cali series natural canvas cantilever umbrellas and Venture series umbrellas (using Sunbrella fabric)

The Paradise patio umbrella with tilt from FiberBuilt

ribs during all phases of operation. “Dual-jaw cleats neatly, securely, and independently anchor two segments of a single drawcord and provide the option of releasing one segment at a time (for easy cord replacement),” Arndt says. “The frame features structuralgrade aluminum, glass-filled nylon, and stainless steel for strength and durability. We have also designed all parts to be easily replaced,” in case of accidental damage. ARTiculatedshade’s Boulder home is a design, prototyping, and assembly facility, with all major components sourced from U.S. manufacturers. If a tariff is levied on products made outside the United States, the manufacturing process could become an important consideration. Arndt reports, “Our aluminum is extruded, fabricated, and finished in Illinois. Our plastic components, Sunbrella canopies, and steel bases are fabricated in neighboring Colorado communities. Our pulley systems are custom made in Wisconsin; our jaw cleats, in Washington. In a global economy, import tariffs affect us all.” CALIFORNIA UMBRELLA Several years of consistent growth for California Umbrella (Jurupa Valley, California) led to the company’s recent move to a new and expanded facility. It has four times the operating area of the previous facility, giving the company more space to stock many varieties of product combinations— speeding up deliveries and increasing the spread of products supported for fast turnaround. Along with the new facility, California Umbrella has undergone a top-to-bottom re-engineering of its

Umbrella will be able to produce more covers and expand into new product categories. This adds up to tremendous growth in delivery capacity. Sanches predicts that consumer demand for umbrellas will be modest to flat overall, this year, and he notes that consumers will rely more on online research prior to buying. “This is why we partner with retailers to offer supporting materials for an online presence,” he says. Younger consumers are learning about the value of materials, while also seeking more customization “so that the products they buy fit more closely with their individual style,” Sanches says. It ultimately means “we have to offer more choice and provide the capacity to deliver on that level of selection, while also offering a wide range of style expressions,” he adds.

INFINITY CANOPY Infinity Canopy Inc. (Los Angeles, California) made waves last year when it introduced the Infinity Canopy magnetic latch, an adjustable magnet that keeps the canopy in the extended/shade position and releases it in strong winds, thus reducing stress on the canopy and structure. Alan Shargani, founder and president, says, “The magnetic latch has been a major hit with customers and designers.” Shargani intends to maintain that momentum, Galtech’s 738DR thanks to expanded manufacturing capabilities (four deluxe autotilt umbrella in driftwood plants) for the company’s shade panels. The expansion has allowed Infinity Canopy to reduce lead times and improve quality. “We are now able to ship canopies 5 feet wide, in 22 different fabrics and colors, the next business day—and ship custom orders within two weeks,” Shargani reports. Company designers are working on combined pergola/canopy products, as well as shade panels with integrated solar chargers and lights (in cooperation with other manufacturers). In 2017, Shargani hopes to introduce these items, all of which are intended to complement “the only shade system that offers a level of customization, adaptwill continue to be a part of ability, and versaCalifornia Umbrella’s contility that no siderable legacy as an innovaother product can tor in the product category. offer,” he says. “We’ve innovated products “Other shade in this industry for over 70 systems can never years,” Sanches says. “We’ve The Hurricane be changed, once been able to offer products umbrella from they are made,” he that are a great value, compared Bambrella continues. “The patentwith the competition—and from a ed modular design of trusted brand. Our biggest strength is Infinity Canopy, however, that we have been able to evolve our fulfillallows it to be changed within minutes— ment/supply profile so that specialty retailers can to make it longer or shorter, to split it in the midleverage new business models and sales channels dle, and to create new designs and patterns.” when they partner with us.” Shargani reports that many customers who Sanches explains that the company’s evolution need a shade system to cover large spaces and of fulfillment and supply means that California

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PATIO & HEARTH PRODUCTS REPORT

Circle Reader Service No. 17

SPOTLIGHT

TUUCI’s Equinox cabana daybed in plantation weathered Aluma-TEAK

pergolas are simply not aware that Infinity Canopy can address the problem in an affordable way. “As we expand our dealer base and more architects and designers learn about Infinity Canopy, the demand continues to grow strongly,” he says. “In 2016, we also introduced custom canopies up to 10 feet wide, due to repeated requests. The reception has been great, and we expect a significant growth in custom canopies in 2017.” SOLAIR With consumers’ increased interest in adding outdoor rooms, the PS5000 retractable awning remains the most popular shade product from Solair® Shade Solutions from Trivantage® LLC (Burlington, North Carolina)—a fact that the company attributes to the product’s easy customization. Lindsay Shakarjian, marketing manager for Trivantage, points out that customers have more than 150 colors and styles of Sunbrella fabric to choose from for their awnings, making it easy to coordinate with patio-furniture cushions, a home’s exterior color, or even backyard foliage. “Choosing an awning cover—from solid colors to stripes to geometric patterns and designs inspired by nature—allows homeowners to reflect their personal styles and create unique spaces,” Shakarjian says. The PS5000 comes in four frame colors and is made to measure, in widths from 10 to 25 feet. Homeowners also have the option of choosing different valance styles, including scalloped, classic English, straight-edged, and more versions. “In 2017, we’re especially excited about the potential for our Solair Maxi window awnings to change the way homeowners and builders think about shade,” Shakarjian says. “Designed for use on large windows or porches, the Maxi can be extended (to block the sun while maintaining a view), completely extended (for maximum sun protection), or totally retracted (for a full view and maximum light exposure).” Shakarjian explains that many people don’t realize that it’s much more efficient to block the sunlight (and the heat that it brings) before it comes inside the home. Solair Maxi window awnings help to lower indoor temperatures by blocking the light and heat, saving energy that would otherwise be needed for cooling. Maxi window awnings can be upgraded to

include motorized operation via remote control for maximum convenience. Shakarjian explains, “Just like our other awnings, they can be customized with different valance styles and covers from more than 150 styles of Sunbrella fabric. Whether the home is a traditional colonial, a modern beach house, or a contemporary design, the Maxi can be the perfect addition to enhance curb appeal, while also saving energy.” Solair patio A Venture series screens also improve umbrella from home-energy effiCalifornia Umbrella in Sunbrella Castanet ciency and are ideal beach for reducing glare, thanks to “unique screen curtains that come with an option for two types of mesh fabric: Textilene® 80 or 90, depending on the amount of shade desired. Textilene blocks light, but allows the person inside to see outside, and it is available in seven colors,” Shakarjian says. BAMBRELLA The Levante Side Wind from Bambrella® (Deerfield Beach, Florida) has done particularly well in recent years. The Side Wind is an offset umbrella made from solid laminated bamboo. Gary Ecoff, president, believes that as a natural material not prevalent in the marketplace, the product is situated in an attractive product range. Appealing pricing (along with the uncommon materials used by Bambrella) has boosted demand for products, making it necessary to move into a distribution center 2.5 times the size of the company’s previous location. “This has allowed us to

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PATIO & HEARTH PRODUCTS REPORT

increase the amount of product on hand and allowed us to be able to ship more orders more quickly,” Ecoff says. Bambrella’s new Hurricane aluminum collection has enjoyed strong sales in 2017. It’s available in center-pole and offset versions. Ecoff explains, “The engineering is such that it withstood in excess of 74 mph in wind-tunnel testing, which is hurricane-force wind—hence, the name of the collection. Now that we are producing the aluminum line, it also opens up a much larger market for us, as compared with only being a supplier of naturalmaterial products.” The concept of a high-end product—with great performance, at a medium price level—is a strong selling point that Ecoff believes dealers can use to their advantage. “We are still a boutique resource, so we are able to provide exceptional service and react immediately to retailers’ needs and requests,” he explains. The PS5000 “For this reason, more specialretractable ty retailers are stepping up for a awning from Solair product they can get behind that increases their average sales tickets, but doesn’t take up any more room on their floors,” he continues. “They are finding a good– better–best scenario is working.” GALTECH For retailers who like to demonstrate shade products in the shop, Jeff Leisen, national sales manager for Galtech International (Camarillo, California), has a message. He says, “Our cantilever umbrellas demo extremely well in the showroom due to ease of operation.” He adds, “With the trend toward larger shade areas, that makes for a great fit. The hospitality industry is seeking more durable and attractive shade options for their properties.” That commercial lineup has been expanded recently by adding a broader range of sizes— including Galtech’s new Driftwood umbrella, which has done well. On the consumer side, Leisen believes, homeowners will continue to seek shade products that not only provide shade and protection from the sun, but also add to their backyards, in the form of bright colors or fabrics that complement existing furniture. To meet predicted demand, Galtech has developed an efficient quick-ship program. Leisen says, “We commit to a lot of inventory to support the program, so dealers know that they can always rely on us to be able to ship in an extremely timely

Circle Reader Service No. 19

SPOTLIGHT

Infinity Canopy in 12 sections (1,300 square feet) of Phifertex standard mesh

manner in season.” So far in 2017, Leisen sees a stronger shift toward contemporary looks, such as chrome poles and driftwood finishes, as well as bolder colors that stray from the traditional bronze/beige color scheme that has dominated the Treasure Garden’s 10-foot Lotus collar-tilt umbrella market for the past decade. in 4815 sunset “Dealers know that with more than 60 color options and 40 frames to select from, they can get a wide variety of products from us in an extremely short time,” Leisen adds. FIBERBUILT Growth has been strong across all lines at Paradise Cushions by FiberBuilt (Fort Lauderdale, Florida), particularly in the standard 8- to 13-foot sizes. Debra Maytidu, retail sales, has seen a particular uptick, however, in interest in the company’s pop-up tents, semipermanent pavilions, and cantilever umbrellas. “We’re seeing an increase in the commercial divisions of our retail customers. It’s because our philosophy is to manufacture all our products to contract grade,” she says, “no matter whether they’re used in a residential backyard, on a hotel pool deck, or at an outdoor restaurant.” Even early in the 2017 season, Maytidu is already seeing requests for FiberBuilt’s quick-ship products, for U.S.–made products (especially those with FiberTeak™ poles), and for cantilever umbrellas. “The large-scale styles of Oceana and Diamante, which are available in sizes up to 13 feet in diameter and 10 feet square, are also showing great potential in the residential market,” she says. Maytidu has noticed that younger consumers have a need for speed—an expectation that products will be immediately available. “Through our quick-ship program, we’re able to meet their needs while still providing high-quality products,” she says. “Those willing to wait a bit longer are able to customize their orders by selecting from a wider choice of fabrics and adding custom details, or choosing from our Prestige and Euro collections of largerscale shade products.”

Maytidu is keen never to assume what particular customers will find appropriate, hip, or welcoming for their homes. With this in mind, FiberBuilt offers a full range of shade products— from traditional, valanced garden and market-style umbrellas to a contemporary Euro collection of cantilever umbrellas, along with a wide selection of finish colors and marine- and furniture-grade fabrics. Maytidu says, “Our FiberTeak line provides poles with the look and feel of teak, bamboo, and palm, without any of the old drawbacks of real wood. As in vogue as outdoor rooms currently are, we offer a selection of 10x10-foot pavilions, with side drapes and tiebacks that create privacy, as well as shade.”

AMAURI At Amauri Outdoor Living® Inc. (Irvine, California), the Zuma Shore umbrella was the company’s top seller last season, with customers appreciating the patented 360-degree rotation function that can be adjusted to any angle while the umbrella is in a tilted position. Ryan Lin, operations manager, reports that new canopy selections (at a 30% retail-price reduction) will eventually be available with a two-year warranty against canopy-color fading. Amauri was founded as a U.S. importing/trading company that “only carries its own manufacturer’s high-end patio-umbrella products,” Lin explains. Over the past two years, he says, “We have sourced and partnered with an outdoor-furniture manufacturer that has the same quality and business concept, as well as being experienced in the outdoor-furniture industry.” Amauri now has 100% quality control over all of its product lines. “Our furniture company isn’t just a hardware-production company: We also do in-house powder coating and fabric manufacturing, and more than 95% of assembly parts are in our control,” Lin says. “Domestic buyers could rarely find an importer with such a strong capability and background.” Lin describes the company’s umbrellas as traditional with contemporary elements, such as paint/fabric textures and vibrant colors. A change of design in the cranking handle could “bring interest from consumers in any generation,” he says. Lin reports that three umbrellas, in particular, are continuing to generate considerable interest in the marketplace: The Santa Barbara features a spring on the top pole to create extra tension to cope with windy conditions. The La Jolla has an elastic upper pole, which creates extra table clear-

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PATIO & HEARTH PRODUCTS REPORT

ance when opening/closing the umbrella (to prevent knocking over objects). The Balboa Breeze features a collar tilt, with an appearance that harks back to ancient Chinese hand-carried umbrellas. It has fiberglass ribs, and designers consider it a contemporary offering, especially with its violet canopy. TREASURE GARDEN Bigger is better, when it comes to shade, according to Treasure Garden® Inc. (Baldwin Park, California). Why do sales continue to shift toward the larger side-post or cantilevered umbrellas? Candy Chase, national sales manager, believes that the main reason is the continued growth of the outdoor room (with the popularity of comfortable outdoor-seating groups, as opposed to traditional patio-dining groups). “These cantilevered umbrellas become the ceiling of the outdoor room, providing shade at any time of day,” she says. “Our AKZ series of cantilevers continues to dominate the side-post market due to its unique style and function. We currently offer four different sizes in the AKZ series, with the largest being our 10x13-foot rectangle. Rectangular shade also seems to be important in the market-umbrella category, as we continue to see increased sales in our 8x10-foot autotilt and 8x11-foot crank-lift market umbrellas.” In 2016, Treasure Garden introduced quite a few new items, and reaction has been positive. The Lotus umbrella, for example, debuted to rave reviews when it was introduced at the ICFA Preview Show™. “This fun umbrella gets its name from the lotus flower, as it retracts upward when closing—and when opened, displays an eye-catching canopy design that elicits oohs and aahs from dealers and designers alike,” Chase says. “In addition, we added two new gorgeous teak umbrellas, in 11-foot octagonal and 8x10-foot rectangular sizes. The 2-inch– diameter pole, the gorgeous crank housing, and attention to detail in the hub and ribs make these two umbrellas a great addition to the Treasure Garden shade lineup.” Perhaps most exciting has been Treasure Garden’s AKZ Plus cantilevered umbrella. Capitalizing on the success of the AKZ collection, this new side-post umbrella, offered in 13-foot and 10x13-foot sizes, rotates 360 degrees, tilts side to side up to 54 degrees, and can now tilt vertically. The AKZ Plus is a also offered with a new driftwood finish, which Chase describes as perfect to shade today’s popular resin-wicker deep seating groups with driftwood finishes. Margaret Chang, president, says, “We appreciate the recognition and support from our dealers— giving Treasure Garden the International Casual Furnishings Association’s Manufacturer of the Year Award in the shade category for many years. Our global customer base and facilities provide indepth knowledge and experience, in terms of trends and directions in product development.”

On the horizon awaits our spectacular collection of furnishings and alluring objects for every home and lifestyle.

Circle Reader Service No. 21

Marketing Maneuvers PATIO AND HEARTH

RetailSavvy When the local market is down, this Albuquerque store owner sees nothing but ups. Cindy and Bill Esch

BY CHERYL DANGEL BARTOLINI PHOTOGRAPHY BY BUNEE TOMLINSON

Cindy and Bill Esch, owners of Patio and Hearth Company (Albuquerque, New Mexico), have more than one annual Black Friday to celebrate. For the past

several years, nearly every Friday has seen their store in the black. In a market where the economy is down, they’ve seen steady sales increases for all the product categories that they carry. While much of the United States reported an economic upturn after the recession years, the Albuquerque market is an anomaly, still lingering in the doldrums. Bill Esch says, “New Mexico has always been notorious for being a little behind: When the recession was hitting big, New Mexico was still growing, and we went almost two years into the recession with hopes we could pull through this thing. Then it hit.” He adds, “Since then, we’ve had a hard time recovering. That said, while we haven’t had a lot of growth in the market, we’ve seen sales increases in each of our departments.” Esch has seen growth when others haven’t because “we always put the customer first—always,” he says. “Each customer is important. We’ll take on customers’ crazy projects that our competitors have turned away, and we’ll spend time with them and work through things. As a result, we’ve built a reputation for trying a little harder.” Esch continues, “It seems like an obvious way to do things, but I don’t think everyone gets that. We always try to go over the top in service and customer service. We have a staff that goes that extra mile.” A FOCUS ON FURNITURE The store has undergone quite an evolution since its earliest days. Originally, it sold pools and spas. Then, 18 years ago, the owners hired Esch as a manager to help them expand the business into patio furniture, fireplaces, and wood stoves. He did it, too. “We doubled the size of the showroom and took over the space

Firepits and seat cushions are important parts of the merchandise mix

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The store is known for its large furniture inventory

The Big Green EGG is a hot seller

PATIO & HEARTH PRODUCTS REPORT

Circle Reader Service No. 23

Marketing Maneuvers PATIO AND HEARTH

Stove sales are strong in fall and winter

next door,” Esch remembers. Seven years later, the owners retired, and the Esches purchased the store. Immediately after taking the reins, they made further tweaks. “We got rid of the pool and spa lines right away. I didn’t see the numbers in them, and I didn’t have the right background to continue with them,” Esch explains; he and Cindy have backgrounds in art and design. Moreover, there are five or six spa stores on Patio and Hearth’s street. He says, “We just weren’t heavy hitters in those areas.” With pools and spas out, the store had plenty of available floor space, which was quickly filled with higher-end furniture. He says, “When the store had the pool business, the furniture was all what I called pool furniture. It made more sense to let Lowe’s, The Home Depot, and Sears cover that, and for us to get more into the outdoor family room and higher-end stuff. We took a big risk.” Better-grade furniture was something with which the Esches were familiar. Prior to moving to New Mexico, they worked in Upstate New York, in the finer-furniture business. “Our art and design backgrounds were a big help because we had an eye for design and decor before we bought the store,” Esch says. He also had worked as a chimney sweep for a short time. “That helped, too, because it gave me some technical knowledge in the hearth end of the business,” he says. Today, both Esches work at the store. Cindy handles the accounting and all the work behind the scenes, while Bill is the front-end person, running the sales and service sides of the business. Most of the time, there are three full-time salespeople and one service representative overseeing a 7,500–square-foot showroom and an attached 7,000–square-foot warehouse. The downside is that there’s no outdoor retail space. “I wish we had it, but with the street we’re on, there’s no way to do it,” Esch says. On the outdoor-furniture side, the store’s biggest seller is Woodard furniture. The Esches are also proud of having perhaps the largest

selection of OW Lee furniture in the state. Big Green Egg makes their best-selling grills. The hearth department is composed primarily of Regency fireplaces, with about 25% devoted to Hearthstone, Rais, and Morsø products. The Esches find products in the usual way: by traveling to trade shows. Esch says, “We stay on top of current trends, watch HGTV, and see what designers are putting out there, although New Mexico doesn’t always follow current trends.” Esch does almost all of the staging himself and modestly reports that perhaps the store’s use of colors and fabrics differs a bit from that of his competitors. He adds that the couple’s design background gives the store an edge over the competition in this area. He says, “We have gotten to know the New Mexico market and to realize that people here may not always like the color that is hot in Florida.” You’ll also see Esch doing free home consultations. “I’ll come to your house so I can help you plan your backyard-furniture purchase and determine what colors go best with your home,” he notes. Before the recession, the Esches designed many outdoor kitchens. “That market went away, and we haven’t seen it take off again,” Esch says. “When people get to the point, however, where they are spending as much on their outdoor furniture as they did inside (if not more), they realize what a big investment it is. They like the idea of having someone come out, lay out the deep seating area or dining area off the kitchen, and work to tie them together.” YEAR-ROUND FURNITURE SALES Esch has also found another tactic that is paying off: Patio and Hearth offers outdoor furniture year round. “We are really a seasonal business. People don’t think we have winter here in Albuquerque, but we do. The outdoor-living business, however, has been huge for us. We sell lots of outdoor sofas, sectionals, and firepits. In the winter months, we’re still selling furniture. When we looked at the Albuquerque market,

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A traditional Adirondack love seat

we found that other retailers pack up their patio furniture in the fall and bring out the Christmas displays,” he says. “We went the other way: We offer new furniture all year. We get the early buyers and the people who move here. It may be snowing here today, but tomorrow, it could be 65 degrees—so we offer the same selection in January as in June,” Esch adds. He markets the store with a heavy television presence (which includes infomercials) and with posts on Facebook. Patio and Hearth also hosts in-store cooking demonstrations, which are regular happenings on weekends during the summer. Of course, gaining word-of-mouth advertising will remain a priority. “We’ll just keep going above and beyond, doing what the competition doesn’t want to do. Sometimes, it can be difficult, but in the long run, it keeps my store going. Someone will call on Saturday morning and tell me that guests are coming in the evening, but the grill won’t light; I’ll go over there and help,” Esch says. He is taking a wait-and-see attitude toward how possible future tariffs on imported products could affect business. “I am torn because I would like to see things being made here, but I’m also in a place where people don’t have a lot of money—so if the foreign-made goods get more expensive, sales will fall off,” Esch explains. “With the right product education, you can convince someone to make the jump from bigbox products to the specialty-store level, but if those prices increase, that sale will be much more difficult.” He adds, “If I had my way, I’d carry everything North American, which is why we’re proud of our OW Lee products. That is something our customers like, too.” Meanwhile, he’s eyeing a possible expansion into other areas of Albuquerque or into Santa Fe (about 70 miles to the north). Esch says, “We postponed our expansion while we hunkered down, but it is still on the radar. We’ll do it in the future, if it isn’t this year.”

PATIO & HEARTH PRODUCTS REPORT

Circle Reader Service No. 25

Hearth Retailer THE FIREBIRD

LeadingtheWay Participation in the HPBA has helped this business flourish. BY SHARON SANDERS

PHOTOGRAPHY BY KIRILL OLEYNIKOV

The store is a part of a close-knit community

The Firebird (Santa Fe, New Mexico) enjoys a strong connection with its customers. Named for

the mythical bird in Igor Stravinsky’s 1910 ballet, the 40–year-old hearth store is every bit as unique as its name. Gene Butler, president, and his wife, Mary Blake-Butler, have built and nurtured the family-run business into a local brand that’s respected by homeowners, builders, and landscape architects; they appreciate its passion for high-quality products and its community. Like many hearth stores that were born during the 1970s energy crisis, The Firebird had humble beginnings. It started in a family garage, as a seller of wood stoves. It gradually outgrew the garage, and in 1977, the operation was bringing in enough revenue to move

Modern and Southwestern designs meet on the showroom floor

Gene Butler

into a nearby storefront. The store’s customer base grew steadily into the early 1980s, when its owners decided they were going to move on from the business. Butler and his wife came into the picture in 1988, when they were both hoping to leave their corporate jobs to run a business of their own. They ended up choosing The Firebird. “It was a strong retailer, with a loyal following, and

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we felt that it was a good fit,” Butler recalls. Although business was solid, the first few years were a tough learning experience for the Butlers. The hearth industry was undergoing a huge transition as EPA phase I and II regulations went into effect, with considerable changes to products and prices. “We thought it was going to be easy to sell little black stoves—but boy, were we wrong,” Butler says.

PATIO & HEARTH PRODUCTS REPORT

Circle Reader Service No. 27

Hearth Retailer THE FIREBIRD

Energy-efficient stoves and fireplaces are staples

“We literally jumped into the fire.” Over the years, The Firebird has overcome many hurdles that the hearth business has thrown in its way, making it an intuitive, flexible retailer. Butler is an ex-officio member and immediate past chair of the board of directors of the Hearth, Patio & Barbecue Association (HPBA) and is actively involved in the hearth industry. He reports that his association with the HPBA is a major reason for the success of his business.

“We are more proactive because we know what’s coming down the road two to five years before it happens. This knowledge helps us make better decisions, now and over the long range,” Butler explains, adding that being involved at the affiliate and national levels has also helped him get to know players in the industry. This has led to a number of solid business partnerships. He says, “I also want to give back because the industry has been good to me.”

The Firebird has evolved into a sophisticated business with its own formula for success. It has gained a reputation for its high-quality products and knowledgeable salespeople (who help solve problems and provide service long after the sale). The store offers hearth products at every price level, ranging from starter stoves for young people to sophisticated statement fireplaces for the owners of custom homes. “Everything we carry is of high quality, but not everything is expensive. Even though we sell a lot of high-end products, I don’t necessarily see us as a high-end store. We are a store for all of the residents of Santa Fe, which means covering different price ranges. We take time to qualify our customers, so we can sell them the products that are right for them,” Butler reports. The store has a tried-and-true product mix that keeps its cash flow steady all year long. While the winter months are busy with hearth sales, the summer’s business is all about residential drip-irrigation systems. “It is the perfect counterseasonal product for the dry New Mexico climate,” Butler says, adding that irrigation currently accounts for about half of the store’s annual sales volume. The previous owner had just brought in drip-

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Hearth Retailer THE FIREBIRD

irrigation systems when the Butlers bought the business. At the time, they were used primarily in agricultural areas, but there wasn’t a residential niche. “My wife and I saw huge potential, so we put effort into promoting and expanding it. Today, we are the leaders in our market because we built the residential segment—from the ground up,” Butler says. He adds that drip irrigation is a natural crossover sale because it appeals to the same customers who want hearth products. “If people buy a new home, they need to do landscaping, and the only way to keep it green is with drip irrigation,” he says. “The same holds true for remodeling and new construction.” The store also sells irrigation systems wholesale to landscape contractors. The Firebird’s fastest-growing hearth category is that of contemporary gas fireplaces (from vendors that include European Home, Ortal, FPX, Regency, and Valor). “Home trends have moved to clean, simple interiors. This even holds true in our market, where traditional Southwestern architecture is still dominant,” Butler says. The classic beehive-style kiva fireplace (which is a staple of New Mexico homes) is getting a modern makeover from a number of

manufacturers, as they make an effort stay in step with design trends. Butler explains that customers’ requests for electric fireplaces are also on the rise. “They bring something to the table when it comes to ease of installation. In addition, because people are building more energy-efficient homes, they don’t always need fireplaces as heating appliances. They just want something to provide ambience and flames,” he says. The Firebird showroom features GreatCo electric fireplaces from The Outdoor GreatRoom Company. Butler adds that while the store carries (and does well with) many European hearth products, going forward, he plans to sell more North American products. “People regularly ask me where our stuff is made, and I know the demand is going to continue to pick up,” he says. Over the past five years, The Firebird has made it a priority to become a sustainable business by implementing in-store recycling/reuse programs. “We sell energy-conserving hearth products and water-conserving irrigation systems, so it only makes sense to practice conservation, as a retailer, every day,” Butler says. Employees recycle all of the store’s wooden

pallets, plastic, and cardboard. The store even has a table, set up in the showroom, that’s a place to give away unwanted items. It has become popular with many of the regular customers. The store’s goal is to limit the amount of trash that goes into the dumpster. Butler says, “Employees are so committed to the program that half the time, the dumpster is empty on trash day.” The local utility company offers residents and businesses the opportunity to buy power from neighborhood wind generators, so the store has committed to doing that as well. “Being green is the way of life in Santa Fe, so it’s natural to make the choice to help the environment,” Butler explains. “Our whole staff is happy to do it, even if it does mean a little extra work.” Going forward, The Firebird plans to continue to invest its efforts in the things that have made it strong. At the same time, it will be keeping an eye out for new opportunities. “Santa Fe is a tourist and retirement destination, so I know people will keep coming to our town to build (or move into) second homes. We just need to continue being the retailer they want to develop a long-term relationship with,” Butler says.

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Circle Reader Service No. 31

Outdoor Grilling SAM’S NW BBQ

GRILLCentral This Oregon retailer focuses on customers and the grilling category to achieve success. Sam Hays

BY KIMBERLY RODGERS

PHOTOGRAPHY BY ADAM WICKHAM

At Sam’s NW BBQ Company (Sherwood, Oregon), Sam Hays, owner, has created an atmosphere and a store that he would enjoy visiting as a customer.

“My store differs from others in that it is important to me that all customers are allowed to have the experiences they want to have. Lookers are encouraged, and there is absolutely zero sales pressure. I give as much help as anyone could want, but it is never forced upon people,” he says. “Not everyone is going to buy, but everyone can fall in love with the store.” Hays’ retail career selling barbecue grills started in 2008—somewhat by accident. He says, “I was a barbershop owner and a barbecue enthusiast, and I wanted to buy a high-quality wood pit smoker with an offset firebox.” He ended up purchasing half of a semi-trailer truckload and decided to start a business, selling the smokers out of his barbershop during the day. Deliveries were made during

ing my own barbershop for 18 years.” Today, Sam’s NW BBQ has grown beyond smokers, selling high-quality products from a range of grill categories and a variety of manufacturers. The wood smokers that Hays initially sold from his barbershop are still the backbone of his business, with sales of pellet grills becoming stronger as well. Charcoal grills are also good sellers. Hays sells large amounts of pellets,

Smokers are the backbone of the store

most evenings and on the weekends. By adding a few more product lines, Hays also learned a lot (mostly self-taught) along the way. In 2012, he decided that it was time to close his barbershop and find a larger retail space for his growing barbecue operation. He comments, “When I started the business, the economy was at a low point—and four years later,

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when I opened a larger retail location, it wasn’t a lot better. In hindsight, there were more reasons not to expand, but I had a clear vision of growing my business, and I focused on making it a success. What I lacked in retail experience was compensated for by own-

PATIO & HEARTH PRODUCTS REPORT

Spending time with every customer is important to Hays

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Outdoor Grilling SAM’S NW BBQ

seasoned cooking woods, and assorted lump charcoals. Rubs, sauces, and grilling accessories are staple merchandise. FOCUS ON BARBECUE Customers walking through Sam’s NW BBQ will not find firepits, fireplaces, spas, outdoor furniture, or other elements of the outdoor room. The store’s sole focus is the grilling category. Hays says, “We are, and will continue to be, 100% barbecue. This is all I set out for the business to be.” He believes, if presented with the option, customers will prefer to shop at a store specializing in the products that they want to purchase. He adds, “I have never had someone stop by who was looking for a fireplace or sauna.”

To achieve his goal of offering the best products to his clients, Hays has developed some strong relationships with manufacturers, including Yoder Smokers Inc. “Yoder Smokers’ products have been outstanding for me; I have a unique relationship with the company, as we have grown together, at the same time,” he says. “I could not have any more respect for Don Cary, owner, and Joe Phillips, vice president. They have lived up to every promise, during each step of this journey.” Other solid lines for the store include Green Mountain Grills, Hephaestus BBQ, and Pit Barrel Cooker Company. Hays recently

The store offers one of the best selections in the Pacific Northwest

added barbecue pits from Meadow Creek (New Holland, Pennsylvania), a manufacturer offering grills for the backyard enthusiast or competitionstyle chef. “I am very excited about bringing in these products; they fit the bill as what I am looking for—and the pit makers are great people, who take pride in what they do,” he says. Located just south of Portland, Sam’s NW BBQ is located in a 5,000–square-foot storefront with 3,000 square feet of showroom space. Sitting on a hill beside a busy highway, the store has ample visibility and draws people from throughout Oregon and Washington. Residents of neighboring California and Idaho also come in regularly. Hays says, “People will travel from all over to see some of the best barbecue products, side by side, in one place. I have put a lot of money into having a great inventory. It is a juggling act, between ordering correctly and hoping I will have the right amount of inventory in the future. Customers come in and sometimes, their jaws drop. It is fun to see.”

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Outdoor Grilling SAM’S NW BBQ

CUSTOMERS ARE EVERYTHING Hays puts customer service and satisfaction in the forefront of his operation. Although he runs the store by himself, he says, “All customers who walk through the door will get as much time and information as they need, whatever their reasons for stopping by might be. Customers are everything to me.” Hays explains that even if all the other elements of running a shop are done correctly, a retailer must go above and beyond that level for the customer. “That is not always easy, but from the start, I have been aware of the fact that I need my customers more than they need me to be here,” he says. “My store is their store, and looking at it any other way is foolish.” Running a barbershop for many years has also given Hays a valuable skill for success in retailing. He says, “I have always been a good listener, and all those years of listening to people and hearing what made them tick—and what ticked them off—have been put to good use.” There are no hard sales pitches, and there are no looks of disappointment if someone leaves the store without making a purchase. “I

Many fuels and accessories are available

think retailers often become too focused on loading a customer up with items, and people get fed up with it,” he explains. Hays has never had an employee, but he real-

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PATIO & HEARTH PRODUCTS REPORT

izes that he might need help if he wants to expand in the future. For now, he gets great support from his family: his 12–year-old son, whom he calls his senior vice president; his father, a retiree who often joins him in the store; and his wife, Lori. He says, “She has been a great source of support and encouragement, even when this business venture seemed a little far-fetched.” Just as when he owned his barbershop, many of Hays’ customers have also become good friends (and now, fans of Sam’s NW BBQ).“It is a unique environment, and the store has become a gathering place for many people,” he says. Family members and friends will undoubtedly remain alongside Hays as the store (and industry) continue to grow. He says, “With all the barbecue shows on television, the interest has never been larger than it is today—and it is an activity anyone can learn, at any age. Not only is barbecuing a fun thing to do, but a cookout is a social event. As more products are introduced, the entire experience will be even more enjoyable (and less work): The future of barbecue looks smoking hot.”

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OUT ON THE PATIO

Showroom Showcase

ABigDraw The store has a 10,000–square-foot showroom and a 2,500–square-foot outdoor area

Customers from Texas and New Mexico turn to this Lubbock retailer for outdoor-living products. BY KIMBERLY RODGERS PHOTOGRAPHY BY LISSA ANGLIN

Katrina Kohnle

Kohnle presents a clean, uncluttered showroom

Katrina Kohnle often jokes that Google drove her to open Out on the Patio (Lubbock, Texas), her retail store. In 2006, Kohnle started an outdoordesign company to help homeowners with their backyard projects. Her original business plan was to work from

home, assisting people in the purchase of outdoor products from different sources—either online or from the Dallas–Fort Worth area, more than 300 miles from Lubbock. By 2007, she needed to open a space to show her clients the high-end outdoor furniture they were looking at online or in catalogs. She says, “They wanted to come by and actually sit on and try out the merchandise.” On the back portion of her property, Kohnle built a 1,000–square-

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PATIO & HEARTH PRODUCTS REPORT

The store offers a variety of outdoor products

foot showroom featuring a fireplace and a wraparound front porch. She decided to make it an appointment-only store—both due to its location and because she provided her services at clients’ homes. “One of the problems with operating an appointment-only showroom was getting the customer base to understand it was open

by appointment only,” she explains. “Potential customers would drive out to my showroom, only to find out that no one was there.” She continues, “I don’t think it ever dawned on people that I would be selling high-caliber furniture in this type of business model. At the time, it was what I could afford. Looking back, I

Outdoor accessories are good sellers

Deep seating is the store’s most popular category

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don’t think there is any other way I would be where I am today.” In 2012, Kohnle opened a traditional retail store for reasons that were “a combination of being accessible to customers, having an air-conditioned showroom, and scaling the business to add employees,” she says. Her one requirement, before embarking on the venture, was to own her own building. “After looking at properties for about a year, I found one that met our needs,” she says. “In 2015, I also bought some land, off-site, to build a large warehouse and loading dock, and those have helped with our efficiency.” Today, when customers drive to Out on the Patio, they certainly won’t be disappointed, as they will find a showroom consisting of 10,000 square feet of indoor space, with an additional 2,500– square-foot outdoor area. Visitors will see a wide variety of outdoor products, including a complete collection of high-quality casual furniture, rugs, replacement cushions, decorative accessories, firepits, grills, pizza ovens, and shade products. Kohnle says, “I think we set ourselves apart from our competition because we are the only store in the area that exclusively sells items for the outdoor room.” The store’s top-selling segment is outdoor furniture, with deep seating being the most popular category. She adds, “We also have done well with outdoor accessories such as rugs, lanterns, and tabletop decor.” OW Lee, Patio Renaissance, and Tropitone are a few of the store’s top brands. It also carries products from Winston, Poly-Wood, Darlee, Lloyd Flanders, Peak Season, and Summer Classics. FILLING A VOID Prior to the opening of Out on the Patio, homeowners living in Western Texas did not have many options when seeking high-end outdoor furniture. Kohnle says, “We pull customers from about a three- to four-hour drive away, which includes the Midland–Odessa region and Eastern New Mexico.” Lubbock, she adds, is not a big-oil city, but it is surrounded by many smaller towns involved in oil production (but not much else). Home to Texas Tech University (and its regional medical center), along with an abundance of shopping and other services, Lubbock is a huge draw for residents throughout the region. Kohnle says, “Many people come here for their medical appointments or to attend sporting events; we are able to benefit from that.” Over the past 10 years, Kohnle has tried many different forms of advertising. She reports that a combination effort works best. It includes television commercials, direct mail, magazine ads, email marketing, and the store’s website (www.outonthepatio.com). Early on, Kohnle set up a shopping cart for her website. She says, “I realized that my base included a large geographical area, with customers who would come to Lubbock for different reasons. The format of the shopping cart allowed these people to see what

PATIO & HEARTH PRODUCTS REPORT

OUT ON THE PATIO

Showroom Showcase

type of merchandise I had in stock or what was available for special order.” She adds, “I know this has helped me bring in the right kind of customers.” For now, the plan is to maintain an internet sales presence; however, Kohnle says, “It comes with some drawbacks, such as dealing with sales tax and shipping.” Out on the Patio is active on various socialmedia platforms, including Facebook, Instagram, Pinterest, and Houzz. Employees help with posts and updates. Kohnle writes a blog (linked to the store’s website) that includes colorful photos and covers a range of topics. The store also participates in the area’s annual parade of homes. A POLISHED SHOWROOM When customers walk through Out on the Patio, they often mention to Kohnle how clean and uncluttered the store looks. That is exactly the impression she intended to convey, from the beginning. For many years, Kohnle was a dermatology sales representative with a

The store fills a void for customers seeking highend outdoor products

large territory—which gave her the opportunity to visit outdoor stores. “They always seemed so full of products or had different design themes. It helped me to realize what I didn’t want,” she explains. All merchandise is arranged in vignettes, styled and placed in a way that looks sharp, tidy, and pleasing to the eye. Kohnle comments, “It is like a Pottery Barn: Everything looks nice. Besides customers, even sales reps tell me my store looks really good.” Kohnle works with an interior designer part-time, as well as having staff members help her merchandise the store. Using natural-spectrum light bulbs throughout not only keeps the showroom looking bright, but also allows customers to see the true colors of fabrics. In addition to her career experience in sales,

Kohnle has a bachelor’s degree in home economics and has taught classes on career and technology topics, including interior design and consumer skills. This background has given her a sales approach that is not only educational, but conversational as well. She says, “I can get information about what people want and why they came into the store within a couple of minutes.” Her training has also given her the ability to provide advice on outdoor design. “My home-economics degree comes in handy for space planning and traffic flow,” Kohnle says. In fact, she comments, “We would like to encourage people to come to us before they start their backyard projects because often, landscape designers don’t leave enough space for furniture—especially large deep seating groups. I would rather start with a blank slate than a poorly designed backyard space.” She adds, “I think people sometimes stop going out to their backyard because they have certain challenges with the layout—such as having the firepit built in the wrong place or having the chairs too close to the grill. When an outdoor room is designed really well, people love it and are outside as much as possible.”

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EliteGrills Many of today’s upscale outdoor kitchens include an Alturi or American Muscle Grill product from Summerset Professional Grills.

AS I SEE IT

Summerset Professional Grills

BY SHARON SANDERS

Jeff Straubel with Sylvester Stallone (left)

An American Muscle Grill cart model A Sizzler outdoor kitchen

Summerset® Professional Grills (Huntington Beach, California) has been making a name for itself as a respected grill manufacturer since 2008. This year, the company is on a fast

Muscle Grill brand. We now have a complete lineup for every type of griller. Our products are priced to give dealers the opportunity for high margins, which is something we will always make a priority.

What put Summerset Professional Grills on the map in the industry? Straubel: What put us on the map, initially, was our introduction of a high-quality grill at an affordable price. We entered the marketplace with a midrange grill that was the right product at the right time. After getting a tremendous response to our initial offering, we went on to introduce an entry-level grill with our Sizzler, a high-end grill with our Alturi, and an ultrahigh-end grill from our American

What was the company’s standout moment of the past few years? Straubel: Without a doubt, our biggest standout moment was the 2016 launch of our 36-inch America Muscle Grill model, which is our flagship for the future. The grill is pure Americana and speaks to the hard-core grill enthusiast who enjoys the pure experience of grilling. The unit is a multifuel grill that has the option of five different fuels: lump charcoal, charcoal, wood, gas, and infrared. Each burner delivers 22,000 Btu of power, but each can be used separately to ignite different fuels—or the same fuels—across all 36 inches. This allows a lot of cooking options simultaneously, not forgetting this is still a viable all-gas grill, if desired. We invested a lot of time and energy into marketing the American Muscle Grill brand, and that included a yearlong road tour, with live cooking demonstrations (out of 10 custom trailers), at top dealerships across country. It was an experience that

track to move its grill/accessory manufacturing to the United States (something that has been in the works for more than a year). It is energized to start developing and delivering more innovative products, as well as offering better service and increased sales potential to its customers. Patio & Hearth Products Report sat down with Jeff Straubel, founder and CEO, to find out what retailers can expect to see from Summerset Professional Grills as it moves into its next generation.

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started momentum for the grill, which we plan to continue well into 2017. What is the biggest change that you’ve made recently? Straubel: Last year, we started bringing a lot of our manufacturing under one roof in the United States. We sold our Irvine, California, building and moved into a bigger 51,000–square-foot facility in Huntington Beach. We have invested more than $1.5 million in equipment and labor to get our new production plant up and running. We decided to bring back some products to have more control over design, pricing, and quality. Having a domestic operation also allows us to carry less inventory. Another advantage is that we now have the ability to be more creative and design on the fly, which is something we couldn’t do before. Now, we can sit down with one of our design engineers, design a new product, put it on CAD, send it to the machines, build it—and within a few days, have a full prototype. That is probably the most exciting thing: being able to take our ideas and put them into action quickly and accurately.

PATIO & HEARTH PRODUCTS REPORT

GAS CHARCOAL WOOD INFRARED

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AS I SEE IT Summerset Professional Grills

What are your immediate plans for your new manufacturing facility? Straubel: We currently make our American Muscle Grill units and accessories in the new plant. Our next big project will be to redesign the popular Alturi grill, which has been a solid staple for our company for five years. The redesign will include a visual (as well as functional) makeover. Our TRL grill series is also on the board for a broad updating and redesign. After that, time will tell.

pate there will be many opportunists knocking on dealersâ&#x20AC;&#x2122; doors, trying to get a piece of the pie. Itâ&#x20AC;&#x2122;s easy for someone to come out with a grill (with no overhead and no expenses) and offer it to dealers for $100 less than everyone else. The problem is that when dealers jump on the bandwagon to save $100, they are forgetting that there is no service after the sale, and that is what matters in the long run. We count on brand loyalty and our distributorsâ&#x20AC;&#x2122; relationships with our dealers to continue to drive our brand.

What should dealers look for from the grill industry over the coming year? Straubel: Any time there is a jump in the economy, new brands start popping up, trying to take advantage of the opportunities a good economy brings. I antici-

Which products are you most excited about for 2017? Straubel: We are excited to see the American Muscle Grill brand gain even more momentum in 2017. Last year, we had a meeting with actor Sylvester Stallone at

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How will Summerset Professional Grills help dealers boost sales and increase awareness of its products? Straubel: The company has launched a $750,000 advertising campaign that is directly targeting consumers (which is something we have never done before, as weâ&#x20AC;&#x2122;ve always pushed our products through the industry). We think itâ&#x20AC;&#x2122;s time to start building better brand awareness to drive consumers to dealers. The campaign is built around the theme Bringing It Home, which is a focus on U.S. manufacturing and the fact that our products are, more and more, U.S. made. In February, we kicked off the campaign with an ad in the Super Bowl program that had the potential to reach 7 million people nationwide. We will be using a variety of media, including a heavy focus on high-end magazines that appeal to our base: Better Homes & Gardens, Popular Mechanics, Garden & Gun, Cowboys & Indians, Food Network Magazine, and Ducks Unlimited. We have confidence that this new campaign will have more people asking specialty retailers for Summerset Professional Grills by name. What are your expectations for sales this year? Straubel: I believe there is going to be tremendous growth in the economy. In fact, it could be our best growth year ever because all of the things we need to be successful are in place. We now have a mature distribution network in the United States and Canada to support dealers. We carry over $3.5 million in inventory (so we can fill orders quickly), and we will be designing and making products in Huntington Beach. As long as we execute our plans and the economy performs as we expect it to, we are looking at 20% to 30% growth this year. We have an economy coming that holds the promise of jobs, which makes people feel that they have futures. When people feel that they have futures, they will spend money. I think the people in the middle of the country, where grilling is very popular, will start buying grills and celebrating what they feel is a move toward job creation. When you feel right, you want to celebrate, which usually involves family and food.

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his home to demonstrate the grill, and he fell in love with it (and purchased one). The first thing out of his mouth, when he saw it, was, â&#x20AC;&#x153;Do you have something bigger?â&#x20AC;? This year, we do. The company is launching a 54-inch model that features an expanded line of accessories and a much larger grilling surface. To put it into perspective, itâ&#x20AC;&#x2122;s possible to grill 45 hamburgers at one time on the 54inch grill, so itâ&#x20AC;&#x2122;s perfect for parties and entertaining. The new accessories include grill-island doors, drawers, a beer kegerator, refrigerators, sinks, and other upper-end extras that match the American Muscle Grill theme. The redesign of the Alturi grill is important to us as well.

PATIO & HEARTH PRODUCTS REPORT

Circle Reader Service No. 45

A SolidPartner Patio Renaissance teams up with retailers to help them prosper.

MY TURN

Patio Renaissance

BY SHARON SANDERS

Since coming onto the outdoor-living scene in 2005, Patio Renaissance (Rancho Cucamonga, California) has enjoyed year-overyear growth in the double digits. With over a decade of experience under its belt, the entrepreneurial outdoor-furniture manufacturer stays young minded by keeping its ear to the ground and being open to change. Mark Gorr, vice

Antigua deep seating

president of North American operations, says, “A company should wake up every day wanting to learn and do something new. Today’s retail environment is tough. Dealers need a partner that’s in touch with the marketplace, puts them first, and is not just a supplier of products. We are in it together.” Patio Renaissance has made a name for itself in the outdoor-living industry with its fashion-driven aluminum and woven furniture. Quality is the main staple in all of its products. Because it’s a true factory, not a marketing company, it is able to deliver some of the finest products at some of the best values in the industry. To go along with its great value, the company rates at the top when it comes to comfort. Multilayered cushion construction makes Patio Renaissance products some of the most comfortable in outdoor deep seating. The company works exclusively with specialty retailers, full-line furniture stores, and trade showrooms. It prides itself on the fact that it runs a nimble operation that is able to react quickly—in any situation. “A smaller, younger company such as ours is not mired down in corporate bureaucracy. If we see an opportunity that arises for our business or get a request for a new product, we can easily move on it. This is what keeps us dynamic and entrepreneurial, which is something our dealers appreciate,” Gorr says, adding that if a

manufacturer is not able to react to market demands in a quick fashion, it risks missing the boat. “The last thing we want to do is always to be playing catch-up,” he explains. “We want to be a leader, not a follower.” Patio Renaissance looks to the field to gather ideas, inspiration, and feedback as it develops new products and programs. Gorr reports that he spends at least a third of his time on the road, visiting dealers. “I want to be out in the field so I can hear firsthand, from the floor salespeople, what fashion trends customers are requesting. For us, the fieldwork is key to keeping up with trends or being the first to bring a new concept to market,” he says. A few years ago, the company created a council to gather information from sales representatives who have close working relationships with dealers nationwide. “They meet regularly to share ideas about everything they see going on in their various markets, including what products are in high demand, what

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is slowing down, and what new looks are on the horizon,” Gorr says. “We want to be the best partner we can be for our dealers, and we know we aren’t going to do that by sitting in an office.” In July, the company is set to introduce its 2017 etched-aluminum Loft collection, which speaks to what consumers have been requesting. Etched-aluminum technology is revolutionary in that it simulates the look of natural materials (such as wood Loft and stone), but doesn’t require the maintenance. “It’s easy to clean, it’s lightweight, and it stands up to the weather,” Gorr explains. The Loft collection is styled with the popular modern silhouette and includes dining and high-dining pieces, a modular sectional, a lounge chair, a swivel lounge, occasional tables, and a firepit. The company has brought etched aluminum into its table program as well—to replace its tabletops of glass-reinforced concrete. The new etched-aluminum tables will have Teflon® baked into the finish to help make it resistant to scratches. As retailing becomes increasingly competitive, dealers are constantly looking for strategies to bring in additional sales. Patio Renaissance encourages and actively supports its dealers in going after local commercial business as a way to open new revenue streams. “There are opportunities in local restaurants, cafes, condominium complexes, and

PATIO & HEARTH PRODUCTS REPORT

boutique hotels—up and down the streets, in every town. This is business that dealers can go after if they want to progress and evolve,” Gorr says. Patio Renaissance has a commercial-product line (which it encourages its dealers to take advantage of) that includes poolside, patio, and cafe seating. “We can help guide dealers if they decide they want to give contract sales a try and support them in their efforts as their businesses grow,” Gorr adds. According to Gorr, contemporary design dominates commercial business right now, and it continues to grow in popularity on the residential side. He says, “Because the majority of contract projects are contemporary, specialty dealers who are on the ball can take the contemporary products that they are selling on the residential side and cross over to sell them to contract clients.” All of the company’s products are commercial grade, so they will translate to any outdoor application. Specialty dealers can request the commercial catalog from their local sales representatives. “We are making it a priority to help our dealers grow this business, over the next few years,” Gorr says. Flexibility is the common thread that is woven through everything that Patio Renaissance does because it understands that dealers are under the gun with consumers. “If we can’t be flexible to help them through their challenges, then none of us will succeed,” Gorr says. The company’s container program is a perfect example of flexibility that puts customers’ interests first. “We are the only import manufacturer to allow

Antigua dining

unlimited SKUs in dealers’ containers. They can mix and match products any way they wish,” Gorr says. “Allowing this helps eliminate the risk of buying too deeply into a product before dealers know if it will sell. This gives them the opportunity to experiment and get comfortable with what their markets want.” The container program also benefits specialty retailers who are new to Patio Renaissance and want to get their feet wet—and to see how special orders work. Patio Renaissance has a lot to look forward to in the next few years, with many opportunities on the horizon. By summer 2017, it will open the doors to a new million–square-foot factory in Indonesia, which

will operate in addition to its current factory in China. “We have seen huge growth in our container business, so this will give us the ability to continue that growth, with more capacity, while reducing congestion caused by the early-buy container push,” Gorr says. He predicts a robust economy for 2017 (and beyond). Gorr also anticipates that possible reductions in individual federal income taxes could increase consumers’ disposable incomes. He says, “These changes bode well for our business and our industry. Patio Renaissance is fully committed to its dealers and looks forward to building and further strengthening its relationships.”

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Circle Reader Service No. 46

MARCH/APRIL 2017

Circle Reader Service No. 47

PATIO & HEARTH PRODUCTS REPORT

Product Innovation Regency

CreativeFreedom Regency unleashes an exciting product line that places no limits on fireplace locations and surround materials. BY CHERYl DaNgEl BaRTolINI

The City Series New York View 72 gas fireplace

For years, fireplaces were designed around certain restrictions and obstacles, but no longer: Regency® Fireplace Products (Delta, British Columbia) has done away with conventional restrictions on fireplace design.

That, in turn, is igniting creativity among architects, interior designers, and homeowners. Regency has launched a new product line, the City Series™, that it calls designer fireplaces with no limitations. Launched in late 2016, the series is a range of direct-vent 40-inch fireplace models “with many innovative design features unique to Regency,” according to Julian Mills, senior industrial designer. He adds, “These patent-pending innovations make possible the use of any finishing material over the fireplace, while providing a completely frameless look—to allow the fireplace to be integrated seamlessly into any interior.” The line was designed to appeal to architects and designers, Mills explains, “providing them with the same creative freedom for the design of the fireplace and its surrounds that they have with the rest of the house.” It’s not surprising that the response from retailers, designers, and consumers has been overwhelmingly positive. Mills reports, “We have been happy to find that retailers and consumers have embraced these same attributes. Retailers, especially, have told us that they love being able to provide customers with exactly what they want, now that there

The Pro-Series™ CI2600 wood insert

The Horizon™ HRI3E insert, contemporary firebed, with a driftwood log set

are no clearance-to-combustibles issues. When customers enter a store with pictures of their ideal fireplace installations, retailers now have a solution for any finishing material or television placement the customer chooses.”

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Following the initial success of the 40-inch models, Regency is expanding the range in 2017, beginning with new 72-inch models. They are “our largest linear fireplaces to date, which we are very excited about,” Mills adds. He notes that they will be available this spring. Regency is also working on adding options and improving efficiency for its gas, wood, and pellet products. In developing products, Regency’s marketing team works closely with its sales and technical representatives, who spend a lot of time in the field, supporting the company’s dealer network. As Rachel Romaniuk, marketing coordinator, explains, ”They help dealers build their hearth businesses through product training, showroom support, and by showing them how to use Regency’s marketing-support tools.” It’s become a big operation, which marks how far Regency has come since its founding (in 1979) by Robert Little, who began by designing and making wood stoves in a garage outside Vancouver, British Columbia. Today, Regency is a thriving manufacturer—with 300 employees headquartered in Delta—and its products can be found in more than 2,000 retail stores across North America, Europe, Japan, China, and Australia. With so much international business, Regency isn’t particularly worried about possible future tariffs on its exports to the United States. “The United States and Canada have such a strong partnership that we’re not too concerned about anything drastic happening,” Romaniuk says. “We’ve dealt with the border and exports for so long that it isn’t too concerning (and they fluctuate all the time). We have a have strong manufacturing technology, and people take comfort in that.” Regency is hoping that the United States will renew its tax incentives for buying energyefficient hearth products. “Tax programs are incentives to consumers to make energy-conscious purchases that they otherwise might not have made,” Romaniuk explains, noting that such programs also promote the use of cleanburning, efficient products. The U.S. federal biomass tax-credit program, which expired on December 31, 2016, provided a $300 credit for purchasing a biomass-burning product with a thermal efficiency rating of at least 75%.

PATIO & HEARTH PRODUCTS REPORT

The New York View 72 gas fireplace from the City Series

The City Series New York View 40 gas fireplace

The liberty® lRI4E insert, with a rustic Tudor vignette faceplate

paigns that also combine traditional directmail and flier programs. “Our sales and marketing teams support efforts to create Regency sales events to generate leads and sales for Regency dealers,” she notes. “Having everything in-house—from a large design team using the latest equipment to accredited testing labs and in-house manufacturing—allows us to respond faster to trends and produce innovative, high-quality, reliable products,” Romaniuk explains. “Sales, marketing, and technical training have long been areas of focus for the compa-

DIgITal CommuNICaTIoNS In addition to developing new products, in the past year, Regency has refined its online tools, and marketing has been a big focus. A revamped consumer website (www.regency-fire.com) kicked off the 2016 fall season. “Nearly every aspect of the new website has been upgraded,” Romaniuk says. “Taking in the latest in design trends with an easy user experience and stunning new imagery, the new Regency website will become a centerpiece in our content and marketing efforts, moving forward.” Among the new features is a mobile-friendly dealer locator, accompanied by social-media and sharing tools. Regency is also working hard at building on online video library for both product awareness and sales/technician training. “We’ve always had an online video library, but we’ve improved it to have more of a Pinterest style, which people love,” Romaniuk says. “The videos get shared a lot online, we’ve put them on YouTube, and we’re using all the platforms of social media for our images. People love seeing real installations, versus Photoshopped images.” The company has expanded its presence on all social-media platforms. Facebook, Instagram, Houzz, and Pinterest have become growing avenues for communication. “Our dealer website (www.regencyignite.com) has become an invaluable way to stay connected with our dealers,” Romaniuk adds. “We used to send out price sheets and manuals, but no one wants paper anymore, so we make it easy to find everything online.” An in-house marketing department and regional sales team work with dealers on their Regency marketing through targeted digital-marketing cam-

ny in supporting our retailers, with a considerable investment in 2016 in high-quality product displays and video training material extending this commitment.” Romaniuk notes that how well 2017 goes will depend on the economy (specifically, housing trends and weather). “The East has been quite warm and the West Coast has been cold, so we’ve seen some strong markets in the West. Last year wasn’t stellar, but it wasn’t weak, either. Certain markets make up for other markets.” There are high hopes for 2017. Daniela Lucarino, product manager, says, “We are a forward-thinking company and continue to push our research/development team to develop features that consumers want. This includes incorporating technology into our products, and we are excited to be working on prototypes to meet this need. We are continually learning and improving to ensure that we give our customers the best possible experience.” She continues, “Another demand from consumers is high efficiency. We plan to continue developing our gas-insert line to meet the high standards that environmentally conscious consumers are requesting. This continual development is a win–win for our customers and the environment.”

Circle Reader Service No. 49

MARCH/APRIL 2017

PATIO & HEARTH PRODUCTS REPORT

Phifer’s vast product line helps increase the comfort factor of the outdoor room. BY KIMBERLY RODGERS Phifer

CORPORATE PROFILE

EasyLiving Established in 1952 as a weaver of insectscreening material, Phifer Inc. (Tuscaloosa, Alabama) is now the world’s largest producer of aluminum and fiberglass screen products. Over the past 65 years, a

strong commitment to research and development has further propelled Phifer to become a market leader in related industries. Today, the company’s innovative products can be found in a broad array of both residential and commercial settings worldwide. Phifer’s offerings include insect-control products; exterior/interior sunlight-control products; window, door, porch, and pool/patio screening; aluminum-wire engineered mesh; and designed fabrics. Phifer first began offering fabrics to the outdoor-furniture market in 1980. Now, under its Designed Fabrics Division, the company offers a variety of highperformance top textiles through three different brands (Phifertex®, GeoBella®, and Murotex®). Products from each brand can be found for a diverse range of outdoor/indoor applications, including sling furniture, cushions, pillows, wall coverings, contract flooring, marine goods, awnings, pool fencing, track-andfield jump pits, and day-care mats. Phifertex outdoor fabrics, with weaves specifically manufactured for sling applications, stand tall in setting trends for highquality sling fabric. Phifertex fabrics offer a full spectrum of colors and sophisticated patterns, combined with strength, durability, long-lasting performance, and easy maintenance. Hugo Benitez, national mar-

ket manager for the Designed Fabrics Division, says, “As the industry’s leading manufacturer of vinyl-coated sling fabrics, Phifer invests significant research/development resources in new weaves and yarns for our fabrics. Our goal is to offer unique and different patterns each year, to keep our fabric lines fresh and reflect the latest design and color trends.” Phifertex offers more than 100 stock fabrics for sling applications, as well as the ability to produce custom designs to help create a specific look for any outdoor-furniture manufacturer. Phifertex can be found on the frames of many leading outdoor-furniture brands. High-performance indoor/outdoor GeoBella fabrics

GeoBella pillows in Concordia mink

mildew, and odor, GeoBella is available through a cut-yardage program Fabrics from (with a 3the Phifertex yard miniBlue Willow collection mum), making it a popular choice for designers and DIY projects. QUALITY IS KEY

Phifertex fabrics undergo 1,200 hours of simulated weathering using highintensity UV light, heat, and A GeoBella cushion and pillow in L60 Rock Solid navy and Morocco moisture (meetblue blaze ing or exceeding industry testing standards). are the perfect choice for outPhifertex fabrics are further door cushions or indoor throw exposed to a full series of tests pillows. Beautiful and comfortduring product development, able (yet durable and sturdy) according to the specific sling GeoBella fabrics are made from applications for which they are 100% recyclable yarn. intended. All fabrics carry a threeAvailable in a multitude of year warranty. trend-forward patterns and colEnvironmental responsibility ors, GeoBella fabrics fit seamlessly is at the core of Phifer’s culture, in both contemporary and tradiso the company uses the most curtional settings. Resistant to mold,

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PATIO & HEARTH PRODUCTS REPORT

rent environmental standards in textile manufacturing. Benitez says, “We offer added-value attributes in our fabrics for our customers.” These benefits include exclusive Microban® antimicrobial technology infused into Phifertex and Murotex fabrics during the production process. Providing protection against stains, odor, and mildew from damage-causing microbes, Microban becomes a permanent part of the fabric’s structure without damaging its integrity or performance. Furthermore, all Phifertex and GeoBella products are certified by the Greenguard® Environmental Institute—ensuring that the fabrics have met some of the strictest and most exacting standards for low emissions of volatile organic compounds (VOCs) into indoor air. A major source of indoor air pollution, VOCs can trigger allergies, asthma, and other respiratory conditions. Phifer partners with manufacturers worldwide to help them determine colors and design trends for their particular markets. For example, Benitez comments, “What sells in France may continued on page 85

800.221.5497 Circle Reader Service No. 51

UnderCover Business takes off for Country Lane Gazebos as homeowners look for new ways to bring privacy

INSIGHT

Country Lane Gazebos

and protection to their backyards.

BY CHERISE FORNO

An Artisan 10x14-foot cedar pergola with a mahogany stain

A Traditional 12x16-foot pavilion in ivory vinyl

For more than 20 years, Country Lane Gazebos (New Holland, Pennsylvania) has been manufacturing one-of-akind gazebos and other outdoor structures constructed by skilled craftspeople and delivered to customers around the world in easy-to-assemble kits. This family-owned

Artisan, Kingston, and Arched pergola Each covering collections in many is handcrafted shapes, sizes, and colors; they can be built with wood or vinyl to meet any customer’s needs and tastes. In addition to being built in standard sizes ranging from 8 feet square to business, founded by Samuel 16x32 feet, pergolas Stoltzfus in 1994, has continued to can be made in cusgrow its product lines from gazebos tom sizes and with to pergolas, pavilions, cabanas, and individual features, accessories. It has also built a strong for a unique design reputation for crafting the highest-quality that can be either traditional or modern. For structures, ideal for people who want to turn example, the top-selling Artisan cedar pergola their outdoor areas into relaxing spaces or can be personalized in many ways, including entertainment centers. the addition of columns or posts or the selecCountry Lane Gazebos has just added to its tion of a water-repellent wood stain (such as impressive product offerings with its new Santa mahogany or cinder colors). Fe pergola and pavilion line, which boasts strong Among the company’s most in-demand fealines and stylish accents. Jason Rineer, director of tures are its EZShade curtains and canopies, sales and marketing, says, “These units are availwhich enhance pergolas and pavilions—and can able in pine, cedar, and vinyl versions. They can also be used on structures purchased from other be used as carports, patio covers, or structures all companies. The EZShade canopy adds a contheir own—to create new backyard oases.” venient and functional cover to an otherwise Rineer reports that the company’s most open pergola or pavilion, providing shade on popular collections are currently its pergolas sunny days, as well as protection from rain. In and pavilions. “Within those collections, our addition to keeping an entertaining area cool Artisan cedar pergola and vinyl pavilion are our and dry, these canopies, made from high-quality most sought-after products,” he says. Sunbrella® fabric, can add a splash of color to a The company’s pavilions, which can be conbackyard, too. “Many of our customers love this structed of wood (for a classic, traditional look) as an alternative to the boring awnings you see or with vinyl (for a low-maintenance design), are attached to some homes,” Rineer explains. popular ways to add beauty and function to any The EZShade curtain gives customers yard. The vinyl pavilion provides excellent wind another layer of protection to block the protection, as well as a stable, strong structure to unwanted low-angle sunlight of early morning protect an area from sun and rain. or late afternoon. Constructed of dense screen Country Lane Gazebos offers Traditional, material, this curtain easily rolls down the side

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PATIO & HEARTH PRODUCTS REPORT

of the structure. “The EZShade curtain offers additional shade on the side of a pergola or pavilion to block evening sunshine from pouring in the sides of our structures, making spending the evening together to enjoy dining outdoors more enjoyable,” Rineer says. In addition to offering a wide array of products, Country Lane Gazebos stands out from its competitors through its use of experienced craftspeople and knowledgeable staff. The company employs Amish craftspeople who carefully build each unit by hand and ensure that all of the materials used are of the highest quality available. “The majority of our Amish craftspeople have been employed by us for many years, and the amount of experience we have in them is unparalleled in the market,” Rineer says. “When purchasing a Country Lane Gazebos product, you can be assured it will come to you ready to be installed—for many years of enjoyment.” Another advantage of Country Lane Gazebos is the company’s attention to detail and motivation to deliver the most advanced products possible. Rineer explains that as permit requirements for outdoor structures become stricter and call for more detailed engineering, Country Lane Gazebos will stay up to date on these standards and will manufacture the highest-quality products. “We have always been (and continue to be) in the forefront in having our products engineered and built to withstand most wind and snow requirements in the United States,” he says. As always, the company will remain focused on creating innovative and beautiful structures to give customers many options to enhance their outdoor-living spaces. “At Country Lane Gazebos, we continue to improve our products and bring new options and structures to the marketplace,” Rineer says. “Our structures are built to be strong and to offer the best value for your money.”

Circle Reader Service No. 53

StatementPieces of the planter allows gardeners to reach their plants without straining their backs. The unique design also provides portability, stability, and ample storage for tools and other necessities. Premium-grade western red cedar is used to construct these high-quality, stylish garden products. The Classic potting bench offers a modern take on a traditional design, with a large workspace (complete with a sliding top) that opens to 20 inches for convenient soil storage. Arboria also boasts a potting shelf and bench available in Classic, Modern, and Cottage models to suit a variThe Classic potting ety of customers. bench and shelf The trellis caddy

Aboria

INSIGHT

Arboria’s designs in wood add beauty and practicality to patios and backyards. BY CHERISE FORNO

The Galleria set

Arboria®, a division of LWO Corp. (Portland, Oregon), has greatly expanded its product offerings since 1980, when a group of contractors founded Lattice Works of Oregon, which would later become a leader in the home/ garden industry. After

becoming disillusioned with the materials available for their residential-remodeling business, these contractors had a shared vision of using the highest-quality materials to construct wooden products. Since this company started, it has experienced rapid growth in the construction industry, as well as with patio and garden retailers. Shawn Mick, national sales manager, says, “LWO quickly gained a national reputation for manufacturing items that are durable, beautiful to look at, and easy to install.” Although the company continues to add innovative items to its offerings, its original products remain in high demand. “With the garden-arbor kit being our first product in the garden category, almost three decades ago, we are still known for our top-quality kits,” Mick explains. “Arbors remain a top seller, year after year.” The company’s arbor kits are easy to assemble and have maintained their popularity because of their exquisite designs and details, along with their durability and

beautiful craftsmanship. The large collection offers something for everyone, from the grand design of the Madrona arbor—which draws attention with its arch, wide posts, and oversized top— to the slender, classic arched Victoria arbor, which is designed for smaller spaces. Other popular products from Arboria are its folding tables and chairs (in its imported-furniture line). “These are fully assembled pieces that fit many smaller urban patios, as well as being flexible additions to any larger space,” Mick says. For example, the Galleria collection includes a folding chair and a square folding table. The folding mechanisms of these pieces give consumers convenient storage options when they are not using the furniture. While Arboria maintains the high quality of its keystone collections, it has also recently added beautiful, one-of-a-kind designs to its home items and trellis selections. This expansion includes a potting bench, as well as elevated and stacking planters. The EZ Plant elevated garden (available in various sizes) arrives in one carton and is easily assembled. The height MARCH/APRIL 2017

The Madrona arbor

(another popular, U.S.–made product that ships fully assembled) is protected against decay because of its cedar construction. This multifunctional product can be used indoors and outdoors and is designed to hold three 5-inch pots, with three utility hooks for items such as keys, tools, or decorations. Arboria’s new releases not only provide technologically advanced home/garden features, but also stay current with customer requests. Mick sees several trends emerging in the industry in seating

PATIO & HEARTH PRODUCTS REPORT

options and style choices, in part because of evolving customer demographics. “Smaller seating sets and stand-alone items seem to be hot for urban living spaces,” he says. “Younger consumers are mixing more different materials together, versus choosing sets with everything matching.” The company meets this demand for an eclectic style by offering many mix-andmatch products. As Arboria expands its product offerings and design choices even further to satisfy its customers’ needs, it remains focused on its founders’ desire to use superior materials to construct the highestquality garden, home, and patio collections. One way that the company accomplishes this is by making most of its products in the United States—and the remaining products in Vietnam, with a longstanding partnership and a commitment to high-quality work. “All of Arboria’s cedar products are designed and made in Portland,” Mick says. “Arboria furniture represents the imported portion of our products, with more than 15 years of partnership.” Arboria stands out from its competitors by offering product lines at a wide range of price levels, making it easy for customers to select pieces that are perfect for their needs and budgets. Arboria’s dealers also benefit from the company’s large collection of furniture, arbors, outdoor structures, trellises, and planters—all shipping from a single supplier. This allows dealers to provide superior customer service while offering a wide array of products, at affordable prices, with reliable shipping. The outstanding reputation that Arboria has built—with its original owners at the helm for more than 35 years—allows the company to continue to expand its collections without compromising any of its high-quality products or customer-service values.

bol d . be a ut i ful . www. VE R A NDACLA SSICS . c om Circle Reader Service No. 55

SHOP TALK Urban Bonfire

GrillPower Women worldwide are becoming eager to grill, creating a profitable consumer niche for retailers. BY RYAN BLOOM When many people think of the original pit masters, they are likely to imagine cavemen beating their chests and cooking animals over open fires. This image of the ori-

getting dirty/greasy or smelling of smoke, lack of experience (associated with poor results), and not wanting to step on men’s traditional turf.

MARKETING AND PROMOTION gins of grilling is certainly male dominated. The grilling industry has designed products and Today, however, there is clear evidence that marketing campaigns to appeal to women. By women dominate household spending, brand adding technical features such as spring-assisted decisions, and the use of discretionary family lids and glow-plug ignition systems, the grilling income. This creates a significant disconnect industry is showing that it realizes how critical in the grilling world. it is to embrace female users. My mother is a perfect example: She would In addition, the grilling industry is waking spend many hours in the kitchen, roasting and up to the need to emphasize design and beauty broiling chickens, roasts, and other incredible in its products. With more and more people foods. Using our indoor oven at 500 degrees shifting from cart-model grills to full outdoor kitchens, the need for design and function has never been more apparent. Brands such as Hestan and Caliber are leading the pack with numerous color, handle, and finish options. Their intent is to promote greater female involvement in equipment selection (as part of outdoorkitchen design). What was once a male-dominated purchase category has become a project for couples: Btu output and stainless-steel grade take a backseat to the look and design details of appliances. The brands that win in this new category will Ryan Bloom be those that can successfully fuse raw cooking power with beauty. was common for her—but even with signifiThe landscape is changing rapidly, so grill cant culinary confidence, she felt that the grill brands that focus solely on burners and was not her domain and left grilling to my temperatures will become increasingly father (or to my brothers and me). irrelevant to modern consumers making This raises a question: Why are many multisensory buying decisions. women nervous about using grills? I have asked Different brands have studied their target hundreds of women about this when they visitmarkets and have invested in developing ed our Urban Bonfire showroom or attended imagery, content, and design to reach their core our workshops. customers, but there are still far too many gaps Women are increasingly embracing in reaching the informed female consumer. grilling—and antiquated (and often sexist) Simply placing a woman on the cover of a catastereotypes are being shattered—but there are log or referring to moms in a tagline might not still many women who leave grilling to men. create the brand connection to women that The most common reasons they give us are might have occurred even 10 years ago. fear of catching their hair on fire, distaste for Female-empowerment marketing leads all

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PATIO & HEARTH PRODUCTS REPORT

Women are frequent participants at Urban Bonfire’s grilling demos

forms of advertising and content. Female athletes, actors, musicians, and business leaders are driving the stories with which today’s consumer connects. Thinking of grills as easy enough for mom to use (but really made for dad) is marketing that is stuck in the 1950s and is contrary to promoting women as strong, capable, and able to take on any challenge or activity. Grilling is no different. Our strongest Urban Bonfire advocates and ambassadors are women. They dominate our workshops, demonstrations, and other events because women have the desire to learn about grilling and expand their culinary prowess. Any grill brand or retailer that is still overlooking this critical shift in consumer behavior and buying patterns will soon realize that the opportunity is massive. Women appear in culinary-inspired films, as Food Network stars, and as barbecue-competition champions; grilling has finally become a welcoming environment for amateur and professional female pit masters. With new and exciting technologies in grilling, the notion of what kinds of food are grilled is shifting. This opens large new categories of healthy grilling, grill-based diets, and vegetarian grilling, to name but a few. Many people think of steaks, ribs, burgers, and sausages as traditional food for the grill, but with new ideas, recipes, and creative approaches, we are seeing the use of fish, vegetables, grains, and fruits—literally redefining a genre of cuisine. This expanded direction has led more women with healthy, active lifestyles to embrace grilled food. As a result, the surge in the popularity of grilling among women has been unprecedented.

Ryan Bloom is the owner of Urban Bonfire (Montreal, Quebec), a highly successful interactive retail store that specializes in selling grills and outdoor-kitchen products, as well as outdoor-living experiences.

LOOK BEYOND WOVEN AND FIND WONDERFUL

Circle Reader Service No. 57

PERSPECTIVE

A BoomingNiche The fast-growing commercial market is largely untapped by specialty retailers. BY CHERYL DANGEL BARTOLINI

Retailers looking for new revenue streams are finding that tapping the commercial market might be easier than they think, not to mention more lucrative. Patio Renaissance (Rancho

Cucamonga, California) has dealers who serve both consumer and commercial buyers, but the percentage is low. Mark Gorr, vice president of U.S. operations, says, “Maybe 10% of our base focuses on this channel for a new revenue stream.” He wants to boost those numbers. He adds, “We want to promote this opportunity heavily to our dealers and have specific promotions to get the dealers involved.” Bill Vanderminden, executive vice president of Telescope Casual Furniture Inc. (Granville, New York), reports that all of his retailers make The Mesa dining commercial sales occasioncollection from ally, when local busiPatio Renaissance nesspeople happen upon their stores, but only 10% to 15% of the retailers actively pursue commercial sales. “We have been encouraging our retailers to do exactly this. They are uniquely positioned to uncover local opportunities and to serve those customers much better than any national or international source could,” he says. The commercial market (or contract segment) is a broad sector that includes the hospitality industry. It consists of everything from hotels and resorts to cruise ships, restaurants, country clubs, public pools, parks, college campuses, corporate properties, and many more business types. The sales relationship does differ from that seen in the consumer market. Instead of selling to homeowners concerned about budgets and personal preferences, retailers are selling to individuals or groups thinking not just of budgets and aesthetics, but of durability and longevity as well. Moreover, instead of making a one-on-one sale to a consumer, retailers are quite frequently chal-

The Kenzo woven deep seating collection from Tropitone

lenged with winning over a committee or board. According to Vanderminden, contractoriented design features are rugged construction, safety, a smaller scale, and usually (but not always) stackability. Other commercial characteristics are easy maintenance, contemporary styling, small table sizes, matching bar-height items, and an emphasis on the chaise as a centerpiece of the collection. In addition, contract collections include dining chairs, deep seating for cabanas, and umbrellas for shade. At Telescope, any product designed for contract use is also offered to consumers. “Often, these items will perform very well at retail because many homeowners also value items that are made ruggedly, that stack, and that are easy to maintain,” Vanderminden says. The reverse, however, isn’t always true. Sometimes, an item built for the residential customer will succeed on the commercial side—but many times, it does not. “Swivel rockers, gliders, and the like do very well at retail,” Vanderminden says. “Commercial customers rightly shy away from items with

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motion. Motion is more expensive; commercial customers are usually very cost conscious—and essentially, there is more that can go wrong. Commercial furniture gets a tremendous amount of use, compared with residential furniture. The people using commercial furniture don’t own it, so they are less interested in treating it nicely.” Tropitone® Furniture Company Inc., a Brown Jordan International company (Irvine, California), is also heavily invested in the commercial market. It develops products to meet the unique needs of each channel, and many products, such as firepits and deep seating, cross categories. Frank Verna, vice president of marketing and retail sales for Tropitone and Brown Jordan, says, “Tropitone crafts each piece to a commercial-quality standard and all products are available to retail and commercial buyers.” Patio Renaissance got into the commercial segment two years ago; currently, 15% of its business comes from that sector. It offers a separate contract catalog focused on restaurant seating, as well as products targeting multihousing and vacation/resort properties. These offerings include poolside and patio seating, along with chaises. The company offers about 24 dining options to contract buyers, as well as 15 chaises—with only three chairs and chaises that cross over to the residential market. In addition, the company will provide custom services if a property needs specific product designs that are not available from its

PATIO & HEARTH PRODUCTS REPORT

catalog. “We provide custom applications; many Second, retailers need to realize that they for more than 15 years, so we already have the contract factories do not,” Gorr adds. won’t get into the business if they are quoting experience and knowledge to understand what Telescope has always sold furniture to the prices based on a 50% margin. “Depending on we have to do to make the deal,” he explains. contract segment, but it wasn’t until spring the size of the job, they really need to be thinkThat being said, he reports that there was a steep 2008 that it put its full effort into making ing in the range of 15% to 25% margins,” learning curve. “There was a lot of trial and error, commercial products a big part of its business. Vanderminden suggests. “Many retailers are not until we realized the tricks and the work you “Since then, we have had 20% growth per comfortable with that, but for those who are, it have to do to make sales happen,” he recalls. year—to the point where commercial/concan be great business—above and beyond their Business is so good that Sanicola is ramping tract sales are now a significant portion of our retail sales.” up Outdoor Elegance’s efforts in this market. overall sales,” Vanderminden states. Third, Vanderminden says, successful stores He says, “We have a salesperson who does only It offers contract catalogs and a separate will dedicate some of the time of their expericommercial work all day, and we are going to website (www.telescopecontract.com) focusenced staff members to going out and finding have another full-time salesperson for commering on the specifications, features, and bene(and then cultivating) contacts and business cial business this year.” fits of its best-selling contract items. “Our opportunities. They might join local design or Paul Gorgol, co-owner of Pools Patios & trained sales representatives share successful housing associations, in addition to participating Porches (Frederick, Maryland), also has crossed strategies and practices, including dedicating a in local expositions and trade shows. over into commercial sales. “While it isn’t a sig10x10-foot or 10x20-foot nificant part of our furniture space on a retailer’s floor to business, it’s a nice piece to add contract products,” to your bottom line,” he says. Vanderminden reports, adding Most of his business falls into the that Telescope’s retail reprehotel/resort category, but he also sentatives can help retailers taps libraries, government facilicross into commercial sales. ties, and housing developments. Verna says, “We view our resiGorgol explains that the sales dential and commercial channels process is comparable to that of essentially as two unique business consumer sales. “In half the units. We have resellers and repcases, though, you’re also the resentatives serving both chandesigner, and you have to know nels, in all markets. Many of our when to step in and take over retail partners choose Tropitone the project. Many people when quoting commercial projinvolved in ordering commercial The Gardenella collection of stacking chaises and chairs from Telescope ects due to our broad product furniture have little knowledge portfolio and legacy of quality of what they need or what is (since 1954).” Fourth, he adds, “This is a big one: They will available, so with a little thought, you can lead There’s a certain amount of education offer to go to business locations and walk the them to what they need and help choose colors involved before dealers can get into the conproperties with buyers. They should bring samand quantities,” he explains. “They love it tract business. Patio Renaissance is developing ples or provide samples promptly to make buybecause they can put a check mark next to that specific literature for dealers to use in pursuing ing decisions easy.” Doing this, Vanderminden to-do item and know it’s finished—without local restaurants, property-management comsays, can often change the decision of the target having to do any real work.” panies, and clubs. “These are areas they can be business from whether it wants to buy into what In the short term, while Gorgol’s store does competitive in, offering a white-glove service it wants to buy. not focus specifically on the commercial market that some factory-direct companies don’t A retailer who has been successful in tackling as a growth area, it does send out at least two offer,” Gorr says. the commercial market is Joseph Sanicola, vice direct-mail pieces, each year, to a core group of Retailers who excel in the commercial market president and design consultant at Outdoor prospects. Constant advertising is key in building share a few basic characteristics, according to Elegance Patio Design Center (La Verne, “awareness around the community for upcoming Vanderminden. First, they have made a commitCalifornia), who reports that about 20% of his opportunities,” he says. “This approach has paid ment to pursue this business. He says, “Contract business is commercial. He doesn’t differentiate off, with quite a few orders coming from repeat selling is about relationships, but primarily it is a between residential and commercial products. business or referrals within a group.” numbers game and a time game. You need to “We only sell products from high-end furniture Patio Renaissance decided not to add contract push hard, consistently, to make a lot of contacts manufacturers, and they can all be used in comrepresentatives, “but to use our existing represenwith a broad selection of potential customers. mercial environments,” he says. tatives (who serve the retail side) to help promote You need to stick with it because those potential Sanicola’s best advice for success in this marthese opportunities to the local retailers—and customers may not be ready to buy right now.” ket is to have patience. “In commercial business, not to get in the middle by competing against He continues, “Much contract furniture is it takes a lot more time to get the sale. For examthem,” Gorr says. Dealers who are successful, he replaced or refurbished every three to five years. ple, sometimes it takes six months, five board adds, “have established individuals on their staffs You might get lucky by meeting someone who is meetings, and five trips to the place—with lots to focus exclusively on commercial sales and to go just now ready to buy, but you are more likely to of different quotes and options—before everyafter this aggressively, as a separate business.” be introducing yourself to someone who may not thing is decided. Commercial business also has a Telescope has shown great annual growth buy for a few years. You stick with it, regardless. very low margin, but the sales are a lot larger in the commercial segment, Vanderminden Then, once you land a job, you serve that custhan in residential business,” he says. says. “You can be sure that we plan to contintomer well—and you’ll have a good chance of Sanicola doesn’t worry about specialized trainue our expansion into this important market,” getting a very nice order every three to five years.” ing. “All of our salespeople have been doing this he concludes.

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PATIO & HEARTH PRODUCTS REPORT

MaintainingMomentum Newcomer Hestan energizes the marketplace with innovative grills, BY GREG THOMPSON components, and accessories.

Hestan

LAST WORD

Since the remarkable entrance of Hestan Commercial Corp. (Anaheim, California) into the premium-grill market, just over a year ago, the juggernaut has racked up honors and acolytes at a fast pace.

Hestan’s nearly 80,000 square feet of office and manufacturing space in Anaheim. At the top of the list are new outdoor-living suites that continue to bring the commercial experience to the outdoor/residential side of the business. “We’ve created these outdoorliving suites, made from high-

Basil Larkin, Hestan’s vice president of sales, attributes that success to a serious commitment to innovation that is as bold as the company’s signature citra (orange) finish. With financial backing from cookware giant Meyer Corp. (Vallejo, California), Hestan engineers set out, from the beginning, A Deluxe freestanding grill, in citra, with a double side burner to please the best chefs in the world— an aim that would naturally grade stainless steel, so people will attract high-end customers lookbe able to have their built-in grills, ing for the best grills. cabinets, side burners, drawers, The tactic garnered high honrefrigeration, and trash/recycling ors at HPBExpo 2016 in New centers,” Larkin explains. “We Orleans, Louisiana. The Hestan even offer stainless-steel counterOutdoor grill won a Vesta Award tops that are produced in-house in the gas-barbecue category and in Anaheim, just like the ones we was named best in show among produce for our commercial suites outdoor-room products. for restaurants. We have a raised “We blew minds with the colbar and a belly-bar option as well, ors, features, benefits, and innovawhich is also what you see in our tion that we brought to the commercial cooking suites.” show,” Larkin recalls, “and Customers can choose 8- or remember that the awards are 12-foot outdoor-living suites. about innovation, not about According to Larkin, “The steel aggressively priced grills. People will tie itself together to create a recognized that, came up to us, foundation to hold the counterand asked to be dealers. In fact, top. The 8-foot internal structure many dealers thanked us, which will come in two pieces and the we found interesting, for actually 12-foot will come in three pieces, doing something different, versus and it will all be prewired.” bringing another me-too product From there, it’s a matter of to the market.” bringing power to the island via It’s a tough act to follow, but circuits underneath the counterfresh plans for the 2017 tradetop. There is no stone or masonry show circuit are now rolling out, work required because all the with new products born in walls are stainless steel. For those

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A 36-inch grill mounted on a door-and-drawer tower cart, both in prince

house) stainless-steel grates. All models continue to be available in 12 Hestan signature finish colors.

Aspire by Hestan is a new affordable line

who don’t want stainless-steel countertops, there are models that come without countertops, so customers can use whatever hard surfaces they want. Dealers will find familiar highperformance, patent-pending features, including an easy-to-open Horizon™ hood that holds its position at desired heights; motion-activated Stadium™ interior halogen under-hood lighting; a multipurpose, built-in, ceramic infrared rotisserie with spit storage; and thick, DiamondCut™ (lasered in-

PATIO & HEARTH PRODUCTS REPORT

FROM ULTRAPREMIUM TO MASS PREMIUM Attendees at the recent HPBExpo in Atlanta, Georgia, saw Hestan’s new Aspire by Hestan outdoor-product line, which Larkin puts in the masspremium price category. “It will be more aggressively priced than Hestan Outdoor products,” he says. “It’s a premium product that is more affordable than superpremium or ultrapremium models.” Aspire includes built-in and freestanding grills, along with side burners, cabinets, doors, drawers, a paper-towel dispenser, refrigeration, coolers, insulated jackets, covers, and trash chutes. It’s not quite as broad as the Hestan Outdoor line, but despite its lower price, it is still made in Anaheim (along with other Hestan products). “You’ll look at this product line and know right away, from the design and style, that it is Hestan,” Larkin says. In light of hints from the continued on page 85

A NEW CATEGORY FOR THE GRILL IN A CATEGORY OF ITS OWN. Hestan Outdoor reinvented outdoor cooking. And now our obsession for culinary perfection delivers another option for perfection. Aspire by Hestan distills our pure performance and craftsmanship into a new outdoor product line. Built-in and freestanding grills. Refrigeration. Storage. Every Aspire grill is proudly built in California from heavy-duty American steel and dialed in with precision power. Explore the new line from the top of the line.

hestanaspire.com

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HPBEXPO ROUNDUP

AtlantaHeatsUp BY CAROL DAUS PHOTOGRAPHY BY JON SNYDER

This year’s HPBExpo (held March 2 through 4)

was an enormous success, with more than 6,800 attendees naviHearth, Patio gating the halls of the Georgia & Barbecue World Congress Center in Association Atlanta. The annual event— Jack Goldman and Kelly which moves next year to VanDermark Nashville, Tennessee—is the largest indoor/outdoor-living show in North America. Retailers, distributors, interior designers, home builders, and landscape contractors attend HPBExpo to learn about the latest products in the hearth, grill, and patio categories. Attendees at this year’s show were particularly drawn to exhibits featuring low-emissions heating solutions, smart technologies, sleek contemporary fireplaces, and specialized barbecue accessories. Pictured here are some leading manufacturers who exhibited at HPBExpo 2017. Patio & Hearth Products Report feels privileged to work with such a talented group of professionals committed to creating innovative products for the resBig Green Egg Jerry Stone (left) and Greg Nichols idential and commercial markets.

303 Products/Gold Eagle Lindsay Zientek (left) and Ashley Strubel

Hestan Outdoor From left: Eric Deng, Yvonne Juarez, and Basil Larkin

Louisiana Grills/Dansons From left: Steve Matz; Dan and Jeff Thiessen

Weber-Stephen Products From left: Rob Fecho, Tom Wenke, Melissa Enos, and Kim Kennedy

Forshaw Rick Forshaw (left) and Philip Chamberlain

Bull Outdoor Products Wade Fortin (left) and Frank Mello

Alfresco Home Graham Brake

Blaze King Alan Murphy (left) and Chris Neufeld

Bradley Smoker Dean Wilson

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PATIO & HEARTH PRODUCTS REPORT

MLW Stone Brad McKee (left) and Henry Onians

European Home From left: Kevin Simpson, Holly and John Markham, Cory Ploessl, and Brian Harbaugh

Golden Blount Bill Romans (left) and James Blount

Dimplex From left: Michael Mudge, Jane Bradley, and Darin Del Gardo Metal-Fab From left: Tyler Marr, Bob DeMartino, and Scott Schmelzer

Amantii From left: Brian Richards, Tanya Prikhodiko, Zach Yohn, and Jamie Langdon

Infratech From left: Joe Petro, Dave Arnold, and John Mazzotta

M&G DuraVent From left: Brian Barclay, Tom Huston, Dale Menges, Dalton Hooker, and Phil Canby

Coyote Outdoor Living Jim Ginocchi

Hearth Products Controls Greg Steck (left) and John Wagner

Onward Manufacturing Andy Dennett (left) and Colin Kirvan

DCS by Fisher & Paykel Mark Timpson (left) and Wilson Hawkins

Veranda Classics/ Foremost Groups Mike Runnells (left) and Danny Jelley

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Hargrove Manufacturing From left: Doug Vinyard, Gary and Cindy Hargrove, and Mark Hitchcock

PATIO & HEARTH PRODUCTS REPORT

Patio & Hearth Products Report Tony Ramos

HPBEXPO ROUNDUP

Schott ROBAX Rob Gandenberger and Karen Elder Twin-Star International From left: Andrew Bandremer, Matt Alexander, Angela Scarbrough, Gregg Greulich, and Matt Heitner

Napoleon Products From left: Stephen, Ingrid, and Chris Schroeter

From left: Dan Murrietta, Jeff Straubel, Brady Straubel, Nick Straubel, and Tim Elder

Empire Comfort Systems From left: Adam Hickman, Nick Bauer, Joe Brueggemann, and Artemis Drueke

Bonfire Jack Zeng (left) and Armando Zamora

Memphis Wood Fire Grills Sharla Wagy and Rick Price

Valor/Miles Industries From left: Kim Rodgers; Martin and Paul Miles

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

RH Peterson Company From left: Jerry Scott, Mike Waller, and Bob Dischner

Ortal USA From left: Tal Gross, Yael Meir, and Spencer Law

The Companion Group From left: Joanne Cauteruccio, Sarah Farrar, and Bobbi Pauline

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The Outdoor GreatRoom Company From left: Renee Schmitz, Joey Shimek, and Laura Podmolik

Twin Eagles From left: Joe Pannell, Doug Pryor, and Dante Cantal

PATIO & HEARTH PRODUCTS REPORT

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WHAT’S NEW

6 Hot Products to Sell Now Memphis Wood Fire Grills The Memphis cloud-based mobile app allows you to monitor and adjust your grill and food temperatures remotely. It’s now available for Android (in addition to iOS), so you can easily check your food from home, work, or your car (the passenger seat, of course). In addition, built-in automated recipes know exactly at what temperature and how long to cook your favorite cuts of meat. Contact: (888) 883-2260 or

www.memphisgrills.com.

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Ortal USA

Tropitone Tropitone’s Kenzo woven deep seating integrates a sleek aluminum frame with woven panels for a chic, timeless appearance. Kenzo woven deep seating includes a sofa, a love seat, lounge chairs, and modular pieces. Kenzo leads in versatility due to its streamlined frames, hundreds of fabric options, and beautiful weaves that complement any outdoor space. Contact: (949) 951-2010 or www.tropitone.com.

Rediscover fire with Ortal’s new Traditional line, integrating modern technology into classic hearths. The Ortal Traditional fireplace adds warmth and character to virtually any space. Do you want to see this product live? Subscribe to the company’s YouTube channel, Ortal Heat USA, and be the first to watch new product videos. Contact: (818) 238-7000 or www.ortalheat.com. Circle Reader Service No. 90

Phifer Phifer celebrates a season of color extremes with upcoming additions to its GeoBella® indoor/outdoor high-performance fabrics product line. Burnt orange, spruce, mushroom, slate, and chambray are the newest influential introductions, bringing the GeoBella color palette’s total up to more than 100 fabulous hues. It’s all about the pairing of these new hues and whether they play well alongside industry-staple tones and neutrals. GeoBella fabrics offer the soft, touchable texture and comfort of indoor furniture—backed by the stability, strength, and durability needed for outdoor-cushion applications. Circle Reader Service No. 94 Contact: (800) 221-5497 or www.phifer.com.

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Onward Manufacturing The new all-terrain Broil King Porta-Chef™ AT220 is designed for the adventurous outdoor grill master. Compact and convenient, this grill is perfect for tailgating and camping. Just unfold it, stand it up, and you’re set. Featuring a 16,000-Btu stainless-steel tubular burner system, a cast-iron cooking grid, and 360 square inches of total cooking surface, the Porta-Chef AT220 offers an unprecedented amount of cooking capacity for a portable grill. Contact: (800) 245-5138 or www.broilkingbbq.com.

Gensun Casual Living The Drake collection from Gensun Casual Living offers modular, deep, dining, bar, and balcony seating configurations. The collection also has either woven or fabric side panels that can be customized with three woven colors and more than 500 fabrics. Contact: (866) 964-4468 or www.gensuncasual.com.

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PATIO & HEARTH PRODUCTS REPORT

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product profiles Pasadena Collection Smooth curves and sleek lines combine to create the lovely and sophisticated Pasadena collection. Seating pieces are offered in sling, padded, and cushion materials to aid in shaping your ideal outdoor environment. Matching tables are available with the choice of glass or aluminum tops. Pasadena embodies luxury with gentle arches and sweeping lines in its cast-aluminum frame. Contact: (800) 743-4252 or www.brownjordan.com. Circle Reader Service No. 96

Outdoor Kitchens by Gensun

HeatShift: The Right Heat in the Right Place

Gensun has expanded its outdoor-kitchen offering with 11 predesigned islands, accommodating 13 gas and many kamado-style grills. Countertops are available in 18 different colors. Islands are ready to use in just hours. Contact: (866) 964-4468 or www.gensuncasual.com.

Designed to reduce surface temperatures, the Valor HeatShift System™ is recommended for installations where heat-sensitive material (such as artwork, drywall, or a wall-mounted television) will be directly above the fireplace. In essence, raising the heat outlet dramatically improves conventional airflow—reducing wall temperatures and improving overall performance. Excess warm air is then circulated back into the room at a higher elevation. Contact: (800) 468-2567 or www.valorfireplaces.com/heatshift.

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Alturi by Summerset Professional Grills Summerset Professional Grills’ Alturi™ series is designed with elegance, is fueled by raw power, and targets the serious outdoor chef who will not compromise on style or performance. Alturi sets the bar for luxury outdoor cooking with its solid engineering. Units are equipped with red-brass burners, LED front-panel and interior halogen lighting, and heat-zone separators that give the user flexibility when cooking foods at different temperatures. More features—such as a spring-assisted, double-lined hood for effortless lifting; rotisserie storage; and a tray system for ceramic briquettes—provide ultimate convenience for the user. The Alturi series is crafted with solid 304 stainless steel and is set apart by 26,000-Btu red-brass burners: the most durable, heavy-duty burners on the market, the company says, guaranteeing lasting performance. Contact: (800) 966-8126 or www.summersetgrills.com. Circle Reader Service No. 98

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SoundBeam Grill Light Get amped up for your next cookout. The SoundBeam grill light with Bluetooth speaker is both a grill light and a speaker for your tunes. Position the SoundBeam using its attached clamp to shine an adjustable, bright beam of light on your grilltop, giving you better visibility for even better grilling. Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com. Circle Reader Service No. 100

Garden Benches Built for the Great Outdoors Constructed from up to 100% recycled HDPE plastic and tested in 10 years of Arizona’s UV spectrum, this C.R. Plastic Products garden bench is available in 16 colors that will stay beautiful for generations. This product is completely water resistant and maintenance free, making it great for both commercial and residential use. Contact: (800) 490-1283 or www.crpproducts.com. Circle Reader Service No. 101

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PATIo & HEARTH PRoDUCTS REPoRT

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product profiles Monterey Three-piece Bistro Set

Bonfire Prime 500

The Monterey three-piece bistro set is the perfect dining solution for fitting into a small balcony or alcove. The tabletop is made (using Veranda Classics' proprietary TerraFab technology) to look like real wood with a live edge. The set features classic industrial-design details, with exposed hardware and complementary Ancara bistro chairs. It is part of an occasional-table collection that is available for immediate shipment through the Veranda Classics warehouse program, with inventory located in New Jersey and California. Contact: (321) 312-8293 or www.verandaclassics.com.

The Bonfire Prime 500 42-inch, five-burner gas grill cart is the perfect addition to customers’ backyards. This powerhouse grill is packed with many features, including a 90,000-Btu output, a 304 stainless-steel housing with seamless construction, heavy-duty knobs, a double-layer hood, a 1-inch infrared rotisserie burner, heat dividers, interchangeable sear burners, heavy-duty cooking grates, a larger smoker box, LED knob lights, and much more. It’s available in cart or built-in models. Contact: (855) 678-0088 or www.bonfireoutdoor.com. Circle Reader Service No. 103

EGGmat Enhance and protect the area around your EGG with the new heat- and stain-resistant Big Green Egg EGGmat. Constructed from recycled materials, the EGGmat is engineered for durability and is stain, fading, and mildew resistant. Contact: (770) 938-9394 or www.biggreenegg.com.

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42 Apex Clean-face Wood Fireplace by FireplaceX The new 42 Apex™ clean-face wood-burning fireplace by FireplaceX® delivers high performance, clean-burning heat—while showcasing a spectacular fire view. The 42 Apex is designed to heat up to 2,500 square feet and to accommodate a 24-inch log. The 42 Apex gives you the option of adding the revolutionary GreenStart® auto wood igniter. Contact: (425) 609-2500 or www.travisindustries.com. Circle Reader Service No. 105

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PATIo & HEARTH PRoDUCTS REPoRT

Bull Side Kick Cart Side Burner Upgrade your Bull premium grill with the Side Kick cart side burner. The Side Kick features a 15,000-Btu burner in cast stainless steel and solid 304 grade stainless-steel grates, and it is specially made for the new Bull pedestal cart bottoms. The new Side Kick attaches easily to the cart bottom and replaces the standard side shelf. This item fits all 24-, 30-, and 38-inch Bull grill carts. Contact: (800) 521-2855 or www.bullbbq.com. Circle Reader Service No. 108

Marco Bay Alfresco Home expands its extruded/ cast-aluminum line with the Marco Bay collection. Marco Bay introduces high comfort and fresh table designs in both dining and deep seating options—all in a new, intriguing finish. It’s clean, simple, and current: Marco Bay. Contact: (610) 705-8808 or www.alfrescohome.com.

Get more living out of your outdoor space.

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Dial up the ambience with cleaner, greener heat for an outdoor living or gathering space. Infratech electric

Spanish Cove Collection

infrared heating systems are featured in today’s hottest hotels and most luxurious residences because they

With a subtle nod to the easygoing coastal lifestyle, Phifer’s Designed Fabrics Spanish Cove collection exudes urban glamour in a creative coupling of delicate blues and greens. Inspired by tranquility and romance, this grouping speaks to simplicity and a slow, relaxed pace of life. Patterns such as Darby and Ella reflect the recent trend in Eastern styling—but feature a more casual approach, with handrendered artisanal qualities. Contact: (800) 221-5497 or www.phifer.com.

combine energy-efficient, emission-free comfort with versatile style. Choose from an array of color and mounting options that include our best-selling flush mount configuration, for design that blends seamlessly into any space. Enjoy control options that maximize customization, including our exclusive offer of Smart Home integration – and extend the outdoor entertaining season by more than three months each year.

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To learn more about our capabilities or view our gallery, please visit infratech-usa.com WWW.INFRATECH-USA.COM | 800-421-9455 | 3-YEAR WARRANTY | PROUDLY MADE IN USA

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PATIo & HEARTH PRoDUCTS REPoRT

product profiles Kingston by Country Lane Gazebos

Loop Fire Loop embodies an ambient mix of rustic and coastal styles from its textured, nautical rope paired with a smooth concrete finish, giving it an industrial feel. Brown Jordan Fires offer the ultimate flexibility; you can choose from natural gas, liquid propane, or bioethanol. Contact: (800) 743-4252 or www.brownjordan.com.

As the company’s biggest, beefiest pergola yet, this all-cedar Kingston pergola provides maximum shade, along with rock-solid construction—for a centerpiece that steals the show, every time. The Kingston stands on solid 8x8-inch posts, with heavy-duty 4x12-inch headers, and it includes large 4x10-inch braces for stability. The roof has 4x8-inch joists, with 2x3-inch purlins spaced 6 inches on center, creating the perfect amount of shade. Available in sizes starting at 10x10 feet, this pergola can be built in a massive 18x22-foot size with only four posts. Contact: (877) 429-3262 or www.gazebo.com.

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Creekvine Designs This Backyard Bash cross-legged picnic table will be a spectacular addition to your outdoor-living space. Being crafted from 100% red cedar makes it resistant to insects, warping, and decay: It’s one of the most durable wooden picnic tables available. Contact: (800) 913-1741 or www.creekvinedesigns.com. Circle Reader Service No. 111

Boulevard Linear Fireplaces Go to Great Lengths

Pit Boss 3.5 Copperhead Vertical Pellet Smoker

Sometimes a fireplace goes beyond just the flame—and becomes art. With its outsized proportions, its contemporary burner, and its programmable lighting system (concealed beneath an ocean of crushed glass), a Boulevard large linear vent-free fireplace makes a bold statement that’s sure to turn heads in any setting. Choose the Boulevard 60 or Boulevard 72—with true 5- or 6-foot fireplace-opening widths. Both systems are available in LP (38,500 Btu) and natural-gas (40,000 Btu) versions. Accessorize your Boulevard vent-free fireplace with the unique ceramic-glass black reflective liner to create the illusion of unimaginable depth, or opt for the brushed-stainless liner for a bright, contemporary feel. Contact: (800) 851-3153 or www.empirecomfort.com.

Never before has smoking been this versatile. The double-walled insulation lets you smoke at temperatures of 150 to 450 degrees. The large front window eliminates the need for peekaboo cooking, and its elevated frame makes transferring your meal from the smoker to the table a breeze. With the PB 3.5 pellet smoker, there is no need to fret about cooking times—its hopper, holding more than 40 pounds, allows you to cook for up to 24 hours. The PB 3.5 pellet smoker features 884 square inches of porcelain-coated cooking racks, locking caster wheels, an easy-to-read digital controller, and a stunning hammertone-copper finish. The multiple-position racking system ensures that you’ll have enough room to smoke anything your heart (or stomach) desires. Experience how Pit Boss is redefining the smoker industry today. Contact: (877) 303-3134 or www.pitboss-grills.com. Circle Reader Service No. 112

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Durability and Grace Why should you compromise? The Sea Breeze folding chair and Celebration drop-leaf table combine style, comfort, and rugged durability in an easy-to-store, low-maintenance dining set. Crafted from high-quality hardwood, Arboria casual outdoor furniture provides strength and resistance to nature’s elements. It’s made in the United States of premium-grade 100% western red cedar. Contact: (800) 459-8718 or www.arboria.com. Circle Reader Service No. 114

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Edge Cantilever Umbrella From Paradise Cushions by FiberBuilt The contemporary cantilever-style Edge umbrella has an innovative 10–foot-diameter canopy with an accordion-fold closure, 360-degree rotation, multiple tilt positions for all-day shade, and a platinum powder-coated finish. The offset pole inclines 80 degrees, and the fiberglass ribs are 3/4 inch in diameter. The canopy is made of furniture-grade solution-dyed acrylic. A 300-pound galvanized-steel base provides ample support for this sleek umbrella. Contact: (866) 667-8668 or www.paradisecushions.com. Circle Reader Service No. 115

Fireview Antique-style High-efficiency Wood-burning Cookstove

Majestic Echelon II The Echelon II series gas fireplace features active flames and multiple interior options, giving this contemporary fireplace a unique look. Available in 36-, 48-, 60-, and 72-inch single-sided and 36- and 48-inch see-through models, the Echelon II features glass illuminated by LED lights and can be customized with reflective black glass panels, driftwood logs, natural stone, or glass-firebed interior options. Contact: (800) 669-4328 or www.majesticproducts.com. Circle Reader Service No. 119

Fireview offers the latest advance in the way things used to be. It has a viewing window, a spacious 3–cubic-foot oven, and optional gas burners—and it heats up to 1,800 square feet. Contact: (800) 295-8498 or www.elmirastoveworks.com. Circle Reader Service No. 116

La Lima Alfresco Home introduces La Lima as one of its newest deep seating collections. La Lima’s mixed-materials structure is generously proportioned, and its exquisite design gives this comfortable collection a fresh look that fits casually into the finest outdoor-living spaces. Dining pieces are also available. Contact: (610) 705-8808 or www.alfrescohome.com. Circle Reader Service No. 117

Milan 22-inch Round TerraFab Gas Firepit The Milan firepit is made using Veranda Classics' proprietary TerraFab technology. Made to look like beautiful sculpted stone, this smaller TerraFab firepit is all weather, durable, lightweight, flame resistant, and scaled to fit into tighter spaces. It is CSA certified, it features a 40,000-Btu stainless-steel burner, and it comes with glass firebeads and a weather cover. Contact: (321) 312-8293 or www.verandaclassics.com. Circle Reader Service No. 73

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product profiles Bay Breeze Coastal Collection

St. Bernardus St. Bernardus is MLW Stone’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.

This new island-inspired collection features clean lines and flowing design, with sleek, curved arms and legs made possible by the company’s unique mold and extrusion process. This collection features modular design capabilities and plush cushions made with Sunbrella® fabrics. Contact: (800) 490-1283 or www.crpproducts.com. Circle Reader Service No. 123

Big Green Egg Cast-iron Skillet Introducing the new Big Green Egg cast-iron skillet, perfect for searing, braising, baking, sautéing, or roasting: Use the skillet in your EGG for everything from seared steaks and seafood, braised meats, casseroles, and gratins to cornbread, biscuits, and cobblers. It’s designed with two easy-to-grip handles and built to deliver a lifetime of cooking enjoyment. Contact: (770) 938-9394 or www.biggreenegg.com.

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New 54-inch American Muscle Grill Summerset Professional Grills introduces the largest grill in its collection, the new 54-inch model from American Muscle Grill (AMG). Manufactured in the United States and inspired by 1960s-era classic muscle cars, the AMG is the ultimate in fuel flexibility and has the ability to burn different fuels individually or simultaneously. Featuring multiple fuels, including wood logs, wood chunks, lump coal, charcoal, infrared, propane, or natural gas, the AMG allows grillers cooking with solid fuels to use gas to jumpstart the priming process, having the solid fuel lit and ready in mere minutes. With the AMG’s precision and speed, users can perfect their grilling with searing, smoking, slow roasting, or any combination thereof—for superior grilling performance. The AMG not only allows for multiple fuel types, but excels in performance over its single-fuel competitors, the company says. The new 54-inch AMG units will be available in both freestanding and built-in models producing 176,000 Btu. Contact: (800) 966-8126 or www.summersetgrills.com.

Gyrofocus Suspended Wood Fireplace by Focus A true icon of modern design: This seminal design, created by Dominique Imbert in 1968, was the first suspended, 360-degree rotating fireplace. It was revolutionary as much for its technical design as its groundbreaking style. The Gyrofocus’ ease of installation and heat efficiency have also contributed to making this fireplace the signature model and symbol of Focus. European Home is the exclusive distributor of Focus fireplaces in North America. Contact: (781) 324-8383 or www.europeanhome.com. Circle Reader Service No. 125

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Exterus Charcoal Cay

Weathered Oak Vent Free Weathered oak is a reasonably priced vent-free log set that has two rows of flames and wonderfully crafted logs. It’s available in 18- and 24-inch sizes, with manual or millivolt control-valve options. Contact: (800) 725-4166 or www.hargrovegaslogs.com.

The Exterus charcoal Cay outdoor kitchen includes a Fire Magic Black Diamond gas grill, along with a Primo ceramic oval smoker. Contact: (800) FoRSHAW or www.exterusoutdoor.com. Circle Reader Service No. 126

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Agio Albright Firepit Consumers continue to drive the demand for new outdoor-fire looks, and Agio continues to deliver, with firepit collections that can be customized to fit any entertaining environment. Retailers have access to unlimited options and can mix and match firepit tops, bases, and seating to keep showroom floors fresh and exciting. The Albright firepit features a porcelain-tile tabletop with ample room for serving guests and a detailed border accent for just the right touch of style. Contact: (888) 997-7623 or www.agio-usa.com. Circle Reader Service No. 127

Quadra-Fire Discovery Series Discovery series wood stoves deliver the powerful heat and efficiency you expect from Quadra-Fire—with performance you can see. Features include a space-saving wood-storage bin that holds a day’s worth of wood, as well as the opportunity to personalize your stove by choosing 12x12-inch ceramic tiles for the sides of the stove. They also include easy operation with automatic combustion control (or ACC): Simply load the wood, light the fire, and walk away from it. Contact: (800) 669-4328 or www.quadrafire.com. Circle Reader Service No. 128

Pawleys Island 15DCOT DuraCord Oatmeal Rope Hammock Pawleys Island hammock weavers invite you to experience ultimate relaxation. It’s easy to see why—for generations—Pawleys Island has been the first name in rope hammocks, all around the world, the company says. of course, to understand what's so special about a Pawleys Island hammock, you really need to try one for yourself. Isn't it about time you fell into a Pawleys Island original? Specifications: hammocks are handwoven of solution-dyed DuraCord® three-ply rope, with white-oak spreaders coated with marine spar varnish and with zinc-plated hardware. Hammocks accommodate three or more people. The hammock body measures 65x82 inches, and the total length is 13 feet. Handcrafted in the Carolinas, each hammock weighs 16 pounds. Contact: (800) 334-1078 or www.thehammocksource.com. Circle Reader Service No. 129

Delano 36S with Beach Accent Kit

Looking for a New Product to Re-Ignite Your Fireplace Sales? Protected Territory Industry Leading Margins

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2017 EXPO PRODUCT REVIEW

A LOOK INSIDE THE FACTORY www.kozyheat.com Circle Reader Service No. 75

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product profiles Northstar Pro-style Six-burner Dual-fuel Range It’s retro inspired, with high-end modern features, chrome trim, and vibrant colors. Also available are refrigerators, microwaves, range hoods, splashbacks, and dishwashers. Create your dream kitchen from Elmira Stove Works. Contact: (800) 295-8498 or www.elmirastoveworks.com. Circle Reader Service No. 130

Memphis Outdoor Kitchen The Memphis outdoor-kitchen grill is an elegant and well-designed option for outdoor-cooking enthusiasts who wish to have a grill island, but without the expense and commitment of a custom-built unit. It is a simple turnkey solution for outdoor kitchens. It’s available for the company’s Pro or Elite built-in grills. Contact: (888) 883-2260 or www.memphisgrills.com. Circle Reader Service No. 131

A Refreshed Take on a Timeless Design The Classic potting bench features an especially sturdy sliding top that functions as a solid work surface, even when it’s completely open; as an added feature, the bench has an integrated lower shelf—perfect for holding tools, plant starts, fertilizers, and all of your potting needs. It’s made in the United States of premium-grade 100% western red cedar. Contact: (800) 459-8718 or www.arboria.com. Circle Reader Service No. 132

Infinity Canopy FoxFire Pellet Stove by Lopi The FoxFire™ is a new, premium, midsized pellet stove from Lopi® that features a huge 80-pound hopper and TouchSmart™ controls. It efficiently burns all grades of pellet fuel. A beautifully arched door, a large viewing area, and traditional step-top stove styling present a timeless look that complements all decor. Contact: (425) 609-2500 or www.travisindustries.com. Circle Reader Service No. 133

North Haven

The U.S. Navy chose Infinity Canopy to cover its 35x45-foot pergola after a rigorous examination and approval process. This magnificent pergola, located at the U.S. Navy Seal Beach Golf Course in California, provides an intimate space for various functions (such as weddings) for members of the U.S. Navy. Infinity Canopy offers retractable shade for sun protection while enhancing the beauty of the outdoor setting. The canopy was initially designed to have a large gap in the middle, but after the initial installation, it made sense to make the sections longer so that they could meet in the middle to cover the entire 35-foot length of the canopy. Such modifications are impossible with other canopies and shade systems, but not with Infinity Canopy, the company says. Additional panels were ordered that will connect to the existing canopies to make them longer. Infinity Canopy looks forward to sharing photos of this stunning pergola when the project has been completed. Contact: (844) 422-6679 or www.infinitycanopy.com. Circle Reader Service No. 135

The North Haven collection by Libby Langdon for NorthCape is almost architectural, with its sleek styling and angular lines. Its simplicity is modern and fresh. The frame feels light, airy, and open, while the luxurious and generous cushioning offers comfort, as well as a style statement. The side, cocktail, and chat tables have tops that are a modern take on a shiplap, using multiple planks in a matte-white finish, with black curved base legs and clip-corner details on the tops. In addition, the North Haven collection features a round fire table with a black aluminum base, a Lusso natural concrete-look top, and a glass windscreen with polished-silver hardware. The North Haven collection is a new featured collection by Libby Langdon for NorthCape. Contact: (708) 563-2890 or www.northcape.com.

Aspire by Hestan Hestan outdoor reinvented outdoor cooking. Now, the company is expanding the category: Aspire by Hestan distills its acclaimed pure performance and meticulous craftsmanship into a new outdoor-product line. The full Aspire line includes built-in and freestanding grills, refrigeration, and storage. Every Aspire grill is proudly built in California from heavy-duty U.S. steel and is dialed in with precision power. Explore the new line from the top of the line, the company says. Contact: (888) 905-7463 or www.hestanoutdoor.com. Circle Reader Service No. 136

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Country Lane Gazebos Are you looking for a backyard retreat for relaxing and enjoying the cool breeze, but also needing a place to shut out the hustle and bustle? Look no further than this pavilion line with a villa. Choose from one of the company’s many pavilion styles and add an enclosed room to fit your needs. Available in wood and vinyl options, these villas fit any backyard design or look. Choose to sit under the open pavilion area and take in the sights and sounds of your surroundings, or walk into the enclosed villa for a private outdoor room that’s perfect for a studio or office. Call today to start designing your backyard retreat. Contact: (877) 429-3262 or www.gazebo.com. Circle Reader Service No. 137

Slayton 42S by Kozy Heat

Infratech Flush Mount

Revolutionized: A split-flow burner system for optimal heat control and a new high-definition driftwood log option have been added to this popular model. Contact: (800) 253-4904 or www.kozyheat.com.

The Infratech flush-mounting option has long been a favorite outdoor-heating option among the architects, interior designers, and engineers working on today’s most sought-after properties. Stylish and versatile, these heaters can be installed with the edges exposed or can be partially covered by a drywall, plaster, stucco, or tongue-and-groove ceiling treatment. Enjoy year-round comfort on your patio/deck or in your outdoor room without heaters taking up space or distracting you from your view. Contact: (800) 421-9455 or www.infratech-usa.com.

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Schott NEXTREMA Burner Shield Like a standard burner shield, the Schott NEXTREMA® glass-ceramic burner shield protects the burner from hot, corrosive grease drippings that can lead to flare-ups, but it has these added features: transparent glass-ceramic material (allowing users to see the flame’s response); noncorrosive NEXTREMA glass-ceramic material, which can withstand temperatures of up to 1,740 degrees (950 degrees Celsius), meaning a much longer life span than current burner-shield materials; a nonporous surface, allowing drippings to burn off at high temperatures (making cleanup and maintenance almost nonexistent); and near-zero thermal expansion. Contact: (502) 657-4417 or www.us.schott.com/hometech. Circle Reader Service No. 140

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product profiles OFYR Classic Storage (OCS-100-100) Built-in wood storage offers convenience and reflects the style and simplicity of oFYR®. The oFYR Classic storage 100 model looks fantastic alone or combined with a butcher block. Contact: (844) 563-9787 or www.ofyrusa.com. Circle Reader Service No. 141

DV1800 Shallow Direct-vent Gas Fireplace At only 12 inches deep, with an impressive 41x35-inch front face, the DV1800 is a space saver that makes a bold statement. Available in standing-pilot or electronic-ignition versions, the DV1800 can be presented with either a seven-piece hand-detailed log set with embers or a contemporary glass media bed of various colors. A full catalog is available at the company’s website. Contact: (844) 636-3473 or www.woodbridgedealer.com. Circle Reader Service No. 142

Bull 100% Pure Competition Blend Lump Charcoal Have you ever wanted to be able to barbecue like the pros? Now, you can get one step closer to becoming a true pit master with new Bull Competition Blend lump charcoal. Designed by Wade Fortin, two-time world burger champion, this 100% pure hardwood lump charcoal is a blend of some of the most popular hardwoods in competition barbecuing, including pecan, oak, and a touch of mesquite. Bull Competition Blend charcoal burns long and hot, so you can cook that perfect rack of ribs and add that classic backyard-cookout flavor to your barbecue experience. Contact: (800) 521-2855 or www.bullbbq.com. Circle Reader Service No. 143

Portland Dining Collection Agio continues to innovate in the outdoor arena with trendsetting new looks such as the Portland dining collection, which features a unique mix of texture and pattern that is sure to move on your showroom floor. Modern, angular curves frame both the table (with a polystyrene wood-look slatted top) and the unique chairs—with an all-weather–wicker weave and multilevel cushioned seating that wicks away moisture and provides comfort for year-round enjoyment. Give your customers the latest looks to create an outdoor environment that pays off, season after season. Contact: (888) 997-7623 or www.agio-usa.com. Circle Reader Service No. 144

Bonfire

A refreshed take on a timeless design. The Classic Potting Bench features an especially sturdy sliding top that functions as a solid work surface even when completely open. As an added feature the bench has an integrated lower shelf - perfect for holding tools, plant starts, fertilizers, and all of your potting needs. • Sliding top • Large sturdy legs

• 10.67 gallon heavy duty plastic soil bin • Made in USA

The new Bonfire 800 series freestanding 28-inch grill cart is packed with many features, including a 304 stainless-steel housing with seamless construction, four main burners, side and rear burners, blue LED knob lights, halogen cooking-surface lights, electronic-pulse ignition, a 72,000-Btu output, a 494–square-inch main grilling area (excluding the warming rack), and a five-year warranty. The MSRP is $899. Contact: (855) 678-0088 or www.bonfireoutdoor.com. Circle Reader Service No. 145

Call (800) 489-8718 or visit arboria.com Circle Reader Service No. 78

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Estate 860C Wood-pellet Grill

Colorful Poufs From Paradise Cushions by FiberBuilt

Welcome the Estate series from Louisiana Grills: Fueled by 100% natural hardwood pellets, the prestigious LG Estate series offers the most versatile cooking system, with astonishing features, according to the company. The digital control center, in union with the famous LG burn system and standard flame broiler, can create temperatures of up to 600 degrees, while cooking your food evenly. The Estate series presents a 304 stainless-steel grid and double-wall construction for pristine grilling and superior heat retention. Complemented by an elegant stainless-steel body, extensive storage space, and LG’s prominent power cycle, the Estate series is made for those who like to barbecue in style. Contact: (877) 303-3134 or www.louisiana-grills.com.

Spring has arrived: Paradise Cushions by FiberBuilt suggests welcoming the season with vibrant colors and patterns. Using bright fabrics made of furniture-grade, solution-dyed acrylics on occasional furnishing such as pillows and poufs adds a refreshing pop of color. Contact: (866) 667-8668 or www.paradisecushions.com. Circle Reader Service No. 147

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All-new Delsol Grills Delsol products are designed with passion and are engineered to perform. Perfected by a passionate group of experts in high-performance grills and outdoor-kitchen equipment, Delsol products are engineered with the lasting satisfaction of your customers in mind. Final assembly and a detailed quality inspection are conducted at the company’s factory in California. Every grill is fire tested and packaged in the United States. A wide range of built-in accessories will complement the 40-, 32-, and 25-inch built-in grill models. Built-in grills’ retail prices start at $1,199. Contact: www.delsolgrills.com or (800) 422-0091.

Creekvine Designs Perfect for parties, this entertaining buffet table is handcrafted from western red cedar and features two well-spaced shelves for storing—well, anything. Absolutely functional, the curves in the legs make it quite the stylish statement as well. Contact: (800) 913-1741 or www.creekvinedesigns.com.

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The FIREVIEW

Wood Cookstove The Fireview is a high-efficiency, airtight, wood-burning cookstove that is perfect

Filled-out TruFlame Fireplace Line Empire’s TruFlame 40-inch direct-vent fireplace, introduced at HPBExpo 2016 as part of the White Mountain Hearth series, now includes a 36-inch stablemate. The enormous ceramic-glass front frames the beautifully crafted 14-piece log set blazing atop a full-floor ember bed. Rich yellow flames roll over and around the logs and embers, mimicking the burn of a natural wood fire. This visually stunning fireplace will take center stage in any home. Inside the fireplace, Empire’s TruFlame technology produces a massive and ultrarealistic fire. The built-in catalyst system scrubs the exhaust, making this a clean-burning, efficient heat source as well. Adjustable air shutter and dampers (accessible from the front) provide a means for the installer to fine-tune the flames to the length of the vent run during the initial installation, eliminating callbacks. Contact: (800) 851-3153 or www.whitemountainhearth.com.

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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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. 151

Infinity Canopy

OFYR Island (OI-100-100) This all-in-one unit combines style and functionality in a compact design. The oFYR® island is made from durable CoR-TEN™ steel; it includes a 33.5-inch (85-centimeter) or 40-inch (100-centimeter) oFYR unit with wood storage, a solid-wood chopping board, and an accessories tray for utensils and condiments. Contact: (844) 563-9787 or www.ofyrusa.com. Circle Reader Service No. 152

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. 153

Country Blaze Vent Free Hargrove introduces the massive Country Blaze vent-free log set. It incorporates rugged, beautifully detailed logs, along with a wide ember-glow presentation, to achieve a premium vent-free look. Country Blaze is available in 18-, 24-, and 30-inch sizes, with manual, millivolt, or variable-flame valve options. Contact: (800) 725-4166 or www.hargrovegaslogs.com. Circle Reader Service No. 154

WD-series Dual-element Heater and Duplex/Stack Switch Control WD-series dual-element fixtures are ideal for use in settings that require higher mounting heights—or when more intense directional heat is desired. Dual-element heaters are available in 3,000-, 4,000-, 5,000-, and 6,000-watt models and can be installed with duplex/stacked switches for (effectively) half-power or full-power options. Contact: (800) 421-9455 or www.infratech-usa.com. Circle Reader Service No. 155

Tempotest Visualizer: The New App for Awnings

Outdoor Fireplaces From Valor

Parà Tempotest has introduced a new app for Apple and Android devices that makes it quick and easy to project, with your camera phone or tablet, what your door, window, or wall will look like with an awning installed. The awning can be a retractable, fixed, or canopy style, and a virtual image of the fabric selected can be added to the awning. The full line of Tempotest awning fabrics (offered by The Miami Corp.) can be selected and changed to find the perfect look for the home or office. The app is free to download. Contact: (972) 512-3534 or www.miamicorp.com.

Valor's radiant-heat advantage has made its way outdoors. Now, you can convert a zero-clearance Valor gas fireplace to a beautiful outdoor unit with the company’s new outdoor-conversion kit and take advantage of Valor’s radiant heat outdoors. Modern, traditional, rustic, or eclectic: Whatever your style, choose from a variety of fireplaces to suit your outdoor space. Using a Valor radiant fireplace outdoors provides the kind of heat you and your family need to take away the chill and enjoy glowing warmth. Contact: (800) 468-2567 or www.valorfireplaces.com.

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Hestan Outdoor Grills

Pawleys Island QRD02 Large Quilted Fabric Hammock in Regency Sand

Hestan outdoor is a new line of premium residential grills offering powerful, professional-grade components and distinctive features and benefits completely unique to the market. Manufactured entirely in the United States at Hestan headquarters in Anaheim, California, Hestan outdoor gas grills deliver patent-pending and award-winning features such as DiamondCut™ 5/16-inch stainless-steel grates, the spring-assisted Horizon™ hood, and motion-activated Stadium™ under-hood lighting. Hestan outdoor grills are available in built-in and freestanding models, and they feature a unique, sleek stainless-steel design available in 12 exclusive finish colors. Contact: (888) 905-7463 or www.hestanoutdoor.com. Circle Reader Service No. 160

This quilted hammock brings together two sheets of cottony-soft all-weather fabric atop a plush center. The top fabric layer is woven in a compelling striped design, with the bottom layer in a complementary solid color that’s also used for the hammock’s side and top binding. The superb quality extends all the way down the hanging ropes. The company uses only rolled-rim grommets with spurred washers—not the industry’s typical telescoping grommet, which will consistently rip loose from fabric before a rolled-rim grommet ever will. Specifications: Two layers of solution-dyed DuraCord® or Sunbrella® fabric sandwich polyester fiberfill batting; white-oak spreaders are coated in marine spar varnish; hardware is zinc plated; and the rolled-rim grommets are brass plated. The hammock body measures 55x82 inches and the total length is 13 feet. The product weighs 14 pounds and is handcrafted in the Carolinas. Contact: (800) 334-1078 or www.thehammocksource.com. Circle Reader Service No. 158

Stamskin One Upholstery Fabric Luxurious softness meets extreme durability with Serge Ferrari’s Stamskin one upholstery material. Ideal for outdoor and intensive applications—such as poolside-seating, restaurant, spa, and yacht use—this Swiss-made fabric is waterproof, easy to clean, and UV resistant. The unique smooth finish is cool to the touch and reduces heat buildup during sitting. With exceptional strength, Stamskin one brings long-term beauty and durability to any seating. Contact: (954) 942-3600 or www.sergeferrari.com.

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product profiles Delano 36S by Kozy Heat

Front-facing H Series ortal is reaching new heights with its front-facing High Glass fireplaces. The glass height of 21.7 inches creates a pleasing symmetrical vision, transforming any space into an extraordinary one. The High Glass option is available as standard in ortal’s Clear 110H, 150H, and 200H products. Contact: (818) 238-7000 or www.ortalheat.com.

Classic contemporary design is taken to the next level of modern style. A new beach accent kit and glass crystals are the latest upgrade options for the Delano. Contact: (800) 253-4904 or www.kozyheat.com. Circle Reader Service No. 163

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Tropitone KOR Cushion Collection The KoR cushion collection from Tropitone® features an edgy design, with curved backs and arms and arched, angled legs. Inspired by Midcentury Modern design, this contemporary collection includes a lounger, an armchair, ottomans, and sectional pieces to create unique seating arrangements. Contact: (949) 951-2010 or www.tropitone.com.

JardinicoCaractère This Belgianengineered shade transforms the umbrella from a signature style to a sophisticated statement, with an elegant octagonal pole shape and a seamless transition from pole to base. The collection consists of seven umbrellas: three with center posts and four with side posts (shown), available with hexagonal, octagonal, square, and rectangular canopies. Contact: (626) 814-0168 or www.jardinico-caractere.com. Circle Reader Service No. 164

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Parà Tempotest Corde e Nastri Parà Tempotest is pleased to announce the introduction of Corde e Nastri (ropes and ribbons) for outdoor rope furniture. These ropes and ribbons of solution-dyed acrylic are tailor-made to your specifications in color, the layout of various colors, and size. This gives designers and manufacturers the ability to work with a virtually infinite number of shades and mélange effects. The ropes and ribbons are treated with Teflon Extreme®, so they are oil, water, and stain resistant, as well as resistant to sun-induced fading. They are 100% Italian made. Contact: (972) 512-3534 or www.tempotestusa.com. Circle Reader Service No. 165

Bellanova

Icon Collection by Sunbrella The Icon collection of Sunbrella® upholstery fabrics is based on iconic patterns and colors from Glen Raven’s rich design history of the 1960s and 1970s. The 1960s-inspired fabrics are anchored by Pioneer sunrise, Scout clay, and Traveler lakeside. They are complemented by a solid texture, Volt, in 11 colors, ranging from neutrals and browns to brighter tones. The 1970s-inspired fabrics feature bright, high-impact patterns such as two multicolored stripes, Icon pop and High Fi glow, that are reminiscent of apparel knits that Glen Raven made during the time. Contact: (336) 221-2211 or www.sunbrella.com.

NorthCape’s Bellanova collection is a modular sectional group that features the company’s popular Aspen weave. This transitional set makes itself at home in any outdoor environment and is offered in your choice of premium outdoor-cushion fabric. The HDPE resin is handwoven over a commercial-grade aluminum frame to ensure that your furniture is not just beautiful—it’s durable as well. Bellanova features a unique corner end-table piece, as well as an oversized ottoman that can also be used as a coffee table. Contact: (708) 563-2890 or www.northcape.com. Circle Reader Service No. 167

Circle Reader Service No. 166

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PATIo & HEARTH PRoDUCTS REPoRT

French Barrel Oak Island

Twinfire Solo

The New Fire Magic French Barrel oak island delivers a complete, customized outdoor kitchen in a modular, easy-to-install unit. The island features a full suite of Fire Magic cooking, cooling, and storage accessories, as well as a built-in eating area. Designed entirely in durable GFRC, the island base simulates the look and feel of reclaimed wood and has a smooth smoke countertop. Each island package features Fire Magic’s premium Echelon Diamond 660 grill, a double side burner, and doors and drawers—with options to include a Fire Magic refrigerator, kegerator, or soft-close pantry door/drawer combination. Contact: (800) 332-3973 or www.firemagicgrills.com.

originally designed by two German engineers as a pollution-control device, the xeoos Twinfire® from Germany has a life of its own as a remarkable, handmade wood-burning product. The unique double-chambered combustion system burns at 93% efficiency and is EPA certified and approved as meeting UL/ULC standards. The Twinfire Solo is an all-black steel model that measures 44 inches tall by 18 inches wide by 16 inches deep. This product is available in five style variations. Contact: (914) 764-5679 or www.wittus.com. Circle Reader Service No. 171

Circle Reader Service No. 168

Woodbridge Fireplace Outdoor Gas Logs

ROBAX IR Max Schott’s new RoBAX® IR Max coating reflects heat (infrared radiation) back into the burning chamber of your fireplace better. The coating can improve the relative amount of reflective warmth by a factor of seven over uncoated RoBAX. This can increase the efficiency of the burning chamber, allowing it to be used to heat external systems (such as water) while reducing the heat output of the fireplace, preventing overheating of the room. Contact: (502) 657-4417 or www.us.schott.com/hometech.

Woodbridge Fireplace introduces a new addition to its outdoor collection. These 18- and 24-inch gas log sets (GLo-18 and GLo-24 models) are made of heavy-gauge 304 stainless steel. Standard features include realistic hand-detailed log sets, a remote control, and clear-glass burner media. other colors of fireglass are available. The sets produce 45,000 Btu per hour (GLo-18) and 60,000 Btu per hour (GLo-24). A full catalog is available at the company’s website. Contact: (844) 636-3473 or www.woodbridgedealer.com. Circle Reader Service No. 172

Circle Reader Service No. 169

Not In My Backyard Wristband Introducing the Not In My Backyard™ silicone wristband and replaceable insert: The all-natural inserts contain geraniol, eucalyptus, and lemongrass oil, which are more effective than citronella in warding off mosquitoes, the company says. The product is safe for kids and adults, so say goodbye to harsh chemicals and sticky sprays. Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com. Circle Reader Service No. 170

Filofocus Mural by Focus Stylish, elegant, and functional: The pure lines of the hood, emphasized by the curved fire basin, allow this self-supporting wall model to grace many types of interiors effortlessly. Form meets function as the Filofocus offers high efficiency ratings for a wood-burning fireplace. European Home is the exclusive distributor of Focus fireplaces in North America. Contact: (781) 324-8383 or www.europeanhome.com. Circle Reader Service No. 173

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. 174

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PATIo & HEARTH PRoDUCTS REPoRT

product profiles

J. MILLER CANVAS

Soltis Shade Fabrics The Soltis line of shade fabrics, available with openness factors of 14%, 8%, and 4%, along with a translucent waterproof version, provides long-term beauty and durability for any space. Built with Serge Ferrari’s patented Précontraint® technology, Soltis will not stretch or curl, and because the edges will not fray, no edge taping is needed. Soltis is extremely strong and thin, and it is 100% recyclable with Texyloop® technology. Contact: (954) 942-3600 or www.sergeferrari.com.

Shift Collection by Sunbrella Designed to be mixed and matched, the Sunbrella® Shift collection features classic designs interpreted in a contemporary fashion. The collection comprises six patterns—Spotlight, Loft, Escapade, Connect, Integrated, and Radiant—that cleverly layer texture, color, and pattern, showcasing one of the strongest trends in the market today: opposing forces. Fabrics in this collection shift from old to new, light to dark, shiny to matte, and natural to man-made. Contact: (336) 221-2211 or www.sunbrella.com. Circle Reader Service No. 176

Circle Reader Service No. 175

Fire Magic Celebrates 80 Years in Business This year marks Fire Magic’s 80th anniversary in manufacturing high-performance, stylish, and versatile outdoor-cooking products. In 1937, Fire Magic’s founder, Harold Keck, had a vision of what modern outdoor entertaining could be. That vision launched an entirely new approach to the backyard barbecue. Keck’s engineering brilliance and passion for delivering products that meet the needs of the most demanding customer continue to be the company’s driving mission. Today, Fire Magic offers a complete line of premium grills, accessories, and island systems made in the United States from the highest-quality materials—with the most advanced features and backed by the industry’s best warranty program, the company says. Contact: (800) 332-3973 or www.firemagicgrills.com. Circle Reader Service No. 177

Broil King Smoke Cabinet Smoker

Treasure Garden

Broil King® Smoke™ cabinet smokers are engineered to create mouthwatering, authentic smoky flavor. Featuring 4 cubic feet of cooking capacity and including four stainless-steel cooking grids, they have plenty of room to smoke a variety of foods, all at the same time. The Roto-Draft™ damper system provides precise temperature control, and the adjustable latch system ensures a tight seal. The double-door design minimizes heat loss when adding wood chips or water, and the stainless-steel fold-down drip tray protects the exterior from drippings when the unit is loaded and unloaded. Available in propane and charcoal models, the Broil King Smoke cabinet smoker is the perfect addition to the Broil King family—and yours. Contact: (800) 265-2150 or www.broilkingbbq.com.

The North Shore–lagoon outdoor rug from Treasure Garden’s outdoor-rug program is constructed with 100% polypropylene multiple-ply cabled heat-set yarns. North Shore’s intricate weave offers an incredible and luxurious texture with excellent durability. Available in two sizes (7 feet 10 inches by 10 feet and 5 feet 3 inches by 7 feet 4 inches), North Shore rugs carry a one-year warranty. Contact: (626) 814-0168 or www.treasuregarden.com. Circle Reader Service No. 179

Circle Reader Service No. 178

Lugo Cookstove The Lugo cookstove is a fine heating and cooking product. Manufactured in the Czech Republic, it has a modern design that offers a nice addition to rooms for those who want to add a fireplace with a cooking feature. Constructed of high-grade steel in a gray finish, it has a variety of side-cladding options, including tile, steel, natural stone, and sandstone. The stove is 58 inches tall, 22 inches wide, and 19 inches deep. Contact: (914) 764-5679 or www.wittus.com. Circle Reader Service No. 180

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PATIo & HEARTH PRoDUCTS REPoRT

Phifer

CORPORATE PROFILE

continued from page 50

not match what sells in the Florida market, so it is a necessity that we design fabrics for specific segments and markets.” Manufacturers often determine their new frame finishes based on what Phifer sees as future color trends. Through its Color Box of furniture-fabric samples, he adds, “We make it a simple and easy process for our customers to pick fabrics by coordinating all of our fabrics together—whether for slings or cushions—and from either Phifertex or GeoBella lines.” Most important, Benitez says, “We have built strong relationships with our manufacturers and stay in constant communication with them, throughout the year. Annually, we make in-person design presentations, giving us the opportunity to review trends and new stock patterns, as well as custom and prototype fabrics for their season-to-season requirements.”

THE FUTURE Phifer will continue to play a role in determining which fabric colors will be popular through the company’s active participation in multiple design organizations that help set color trends for various industries. Benitez says, “Our designers are also very involved in researching and creating new patterns, reflecting artistry from around the world. This information, combined with our internal research, is the foundation from which we produce our design trends and new prototypefabric selections each year. We even create a fashion forecast for all of our fabrics.” He adds, “We see the industry trend moving toward even more color in the future. Our goal is to continue our research to provide more color alternatives while retaining our standards for a longlasting fabric.” The company also moves research forward on how to increase

the comfort of sling chairs. “One of our target developments, in the future, is an emphasis on how we might provide more comfort in sling fabrics by designing more weave patterns in elastomeric or stretchable yarn.” In general, Benitez comments, sling fabrics are more stiff. He says, “Elastomeric fabric allows some give, but recovers completely.” Phifer currently offers an elastomeric formulation in black, but is working on how to provide this advance in more colors. It is the only company that offers the innovation in yarn with a PVC coating. Offering more environmental advances will remain in the forefront of Phifer’s product development. The company has an exclusive partnership with Dow Ecolibrium™—a renewable, alternative bio-based plasticizer that lowers greenhouse-gas emissions up to 40%, compared with traditional compounds. It’s currently available in Phifer’s Sheerweave line of sun-

control products, and the company is exploring the possibility of using Dow Ecolibrium in furniture fabrics, on a custom basis. Benitez says, “This gives us the ability to produce a yarn with food-grade plasticizers, rather than petroleum-based agents. We believe the hospitality market will be especially interested in products with Dow Ecolibrium, Microban, and Greenguard certification in the future.” As the commercial market grows, Phifer’s residential segment remains the company’s core business. Benitez says, “We are still seeing more people staying at home and taking advantage of their outdoor spaces, which has only increased our business.” From the fabrics used for outdoor cushions and sling chairs to sun and insect protection to pool screens and awnings, Benitez says, “At Phifer, we can make outdoor living a lot more comfortable.”

renowned French Laundry restaurant (Yountville, California) were early fans of Hestan, thanks largely to its French Top range. Keller is still on board, and he continues to be a Hestan spokesman. Keller’s French Laundry has frequently been called the best restaurant in the world, and the chef’s endorsement is driven by Hestan’s willingness to invest in quality, performance, and innovation. “He is all about innovation on the restaurant side, so he just loves being connected to us—as we do to him,” Larkin says. “We completed a video shoot with Keller, filmed right on the property of Hestan Vineyards in a place we call the Barn,” he adds. “It’s where we have one of our Hestan commercial test kitchens, a residential test kitchen, and a complete Hestan Outdoor island (named the Infinity Terrace). We’ve begun running those videos, as well, for marketing purposes.” Additional marketing possibilities for dealers will continue to expand with add-on accessories from Hestan. Capitalizing on the

vast cookware experience of the Meyer parent company, Hestan has just released Hestan cookware, with possible plans to sell it to its dealer base later in 2017. The cookware will feature an innovative technology called NanoBond™, which is a multilayer structure of titanium-based alloys bonded directly to stainless steel through an environmentally friendly and chemical-free process, creating thousands of superdense nanolayers on the cookware surface. Larkin believes that customers who want the best will be attracted to the new cookware, born from the heavy-use commercial side of the business. Larkin explains, “When you take a scouring pad to the NanoBond surface and you wash it with soap and water and dry it, you see the hue and shine of the NanoBond surface. It looks almost as if you just took it out of the box. It appears to return to its original state.” He continues. “I’ve been testing a Hestan NanoBond frying pan for more than nine months now, and it looks the same as when I first

used it. I have high-end cookware at my house, and nothing else looks like it. It’s amazing, it’s patented, and it is going to change the cookware world.” Another brand in the pipeline is Hestan Cue, which Larkin describes as a smart cooking system that includes video-guided recipes, along with a three-ply stainless-steel cookware that works in conjunction with a smart induction burner. “It regulates the temperature of the induction burner with the cookware, measuring temperature to the exact recipe,” he says. “It teaches every step—even how to garnish the dish when it’s being plated.” Taken together as a broad product offering, Hestan products are ideal for dealers who are serious about the premium market, Larkin notes. It takes commitment and skill, and dealers who are putting in the time and effort are getting results. “Our dealers are excited. We have a product that is fun to sell, with legitimate things to talk about,” he says. “We are continuing to innovate, and we are superoptimistic.”

Hestan

LAST WORD

continued from page 60

Trump administration that tariffs and/or penalties are a possibility for some imported goods, Larkin takes a measure of comfort from Hestan’s practice of making its products in the United States. “We get our steel locally,” he says. “There are certain components, however, that just aren’t coming from the United States. Those could turn into price increases and reduced margins for manufacturers—and in turn, could have an effect on consumers.” The vast majority of Hestan’s production is local, he adds, so while the company has some caution, it is not overly concerned about possible import duties. According to Larkin, potential Aspire by Hestan customers who see the product will recognize the U.S.–made quality. “It has our control panel, robust knobs, our commercial handle, and our endcaps on the cart and hood of the grill,” he says. “We will also offer color—not our 12 signature colors, but still four colors, plus stainless steel.” Luminaries who include chef Thomas Keller at the world-

MARCH/APRIL 2017

PATIO & HEARTH PRODUCTS REPORT

AdvertiserIndex Advertiser

Phone

ProductProfiles Directory Website

Page

Company

Page

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

Agio, USA.............................................................................................. 75, 78

Arboria/LWO......................................(800) 459-8718................ www.arboria.com....................................78

Alfresco Home........................................................................................ 71, 73

Big Green Egg.................................... (770) 938-9394................ www.biggreenegg.com.......................... 34

Arboria/LWO.......................................................................................... 72, 76

Bonfire.............................................. (855) 678-0088................ www.bonfireoutdoor.com........................ 25

Big Green Egg........................................................................................ 70, 74

Brown Jordan......................................(800) 743-4252................ www.brownjordan.com............................ 7

Bonfire.................................................................................................. 70, 78

Bull Outdoor Products........................ (800) 521-2855................ www.bullbbq.com.................................. 35

Brown Jordan.......................................................................................... 68, 72

C.R. Plastic Products............................ (800) 490-1283................ www.crpproducts.com............................ 67

Bull Outdoor Products.............................................................................. 71, 78

The Companion Group........................ (800) 521-0505................ www.companion-group.com.................... 37

C.R. Plastic Products................................................................................ 68, 74

Country Lane Gazebos........................ (877) 429-3262................ www.gazebo.com.................................. 28

The Companion Group............................................................................ 68, 83

Creekvine Designs.............................. (800) 913-1741.................. www.creekvinedesigns.com.................... 49

Country Lane Gazebos............................................................................ 72, 77

Dansons............................................ (877) 303-3134................ www.louisiana-grills.com.......................... 31

Creekvine Designs.................................................................................. 72, 79

Elmira Stove Works..............................(800) 295-8498................ www.elmirastoveworks.com.................... 79

Dansons................................................................................................ 72, 79

Empire Comfort Systems...................... (800) 851-3153..................www.empirecomfort.com........................ 27 European Home..................................(781) 324-8383................ www.europeanhome.com........................ 44 Foremost Groups/Veranda Classics...... (321) 312-8293..................www.verandaclassics.com........................ 55 Forshaw/Exterus................................ (800) 367-7429................ www.exterusoutdoor.com........................ 70 Gensun Casual Living.......................... (866) 964-4468................ www.gensuncasual.com............................ 9 The Hammock Source..........................(800) 334-1078................ www.thehammocksource.com.................. 41 Hargrove Manufacturing...................... (800) 725-4166................ www.hargrovegaslogs.com...................... 30 Hearth & Home Technologies.............. (800) 669-4328................ www.myhht.com.................................... 88

Delta Heat/Delsol/Twin Eagles..................................................................79, 80 Elmira Stove Works.................................................................................. 73, 76 Empire Comfort Systems.......................................................................... 72, 79 European Home...................................................................................... 74, 83 Foremost Groups/Veranda Classics............................................................70, 73 Forshaw/Exterus......................................................................................74, 83 Gensun Casual Living.............................................................................. 66, 68 The Hammock Source.............................................................................. 75, 81

Hestan Outdoor..................................(888) 905-7463................ www.hestanoutdoor.com..........................61 Hargrove Manufacturing.......................................................................... 74, 80

Infratech............................................ (800) 421-9455................ www.infratech-usa.com............................ 71 Hearth & Home Technologies....................................................................73, 75

Kozy Heat.......................................... (800) 253-4904................ www.kozyheat.com................................ 75 Hestan Outdoor...................................................................................... 76, 81

Las Vegas Market/IMC........................ (702) 599-3046................ www.lasvegasmarket.com........................ 21 Infinity Canopy........................................................................................ 76, 80

Memphis Wood Fire Grills.................... (888) 883-2260................ www.memphisgrills.com..........................36 Infratech................................................................................................ 77, 80

Merchandise Mart Properties................(800) 677-6278................ www.casualmarket.com............................81 Kozy Heat.............................................................................................. 77, 82

Metal-Fab.......................................... (800) 835-2830................ www.metal-fabinc.com............................ 65 Miles Industries/Valor Fireplaces.......... (800) 468-2567................ www.valorfireplaces.com........................ 29 MLW Stone........................................ (800) 477-7665................ www.mlwstone.com................................ 47 NorthCape........................................ (708) 563-2890................ www.northcape.com.............................. 57 OFYR................................................ (844) 563-9787................ www.ofyrusa.com....................................69 Onward Manufacturing........................(800) 265-2150................ www.broilkingbbq.com.......................... 87 Ortal USA.......................................... (818) 238-7000................ www.ortalheat.com................................ 40 Paradise Cushions by FiberBuilt............ (866) 667-8668................ www.paradisecushions.com.................... 47 Phifer................................................ (800) 221-5497................ www.phifer.com...................................... 51

Memphis Wood Fire Grills........................................................................ 66, 76 Miles Industries/Valor Fireplaces.............................................................. 68, 80 MLW Stone.................................................................................................. 74 NorthCape............................................................................................ 76, 82 OFYR.................................................................................................... 78, 80 Onward Manufacturing............................................................................ 66, 84 Ortal USA.............................................................................................. 66, 82 Paradise Cushions by FiberBuilt................................................................ 73, 79

RH Peterson Company........................ (800) 332-3973................ www.realfyre.com.................................... 19

Phifer......................................................................................................66, 71

Schott ROBAX.................................... (502) 657-4417................ www.us.schott.com/hometech................ 45

RH Peterson Company..............................................................................83, 84

Serge Ferrari...................................... (954) 942-3600................ www.sergeferrari.com..............................73

Schott ROBAX........................................................................................ 77, 83

Summerset Professional Grills.............. (800) 966-8126................ www.summersetgrills.com...................... 43

Serge Ferrari............................................................................................81, 84

Sunbrella............................................(336) 221-2211.................. www.sunbrella.com.................................. 3

Summerset Professional Grills....................................................................68, 74

Tempotest USA.................................. (972) 512-3534................ www.tempotestusa.com.......................... 13

Sunbrella................................................................................................ 82, 84

Travis Industries.................................. (425) 609-2500................ www.travisindustries.com.......................... 2

Tempotest USA........................................................................................80, 82

Treasure Garden..................................(626) 814-0168..................www.treasuregarden.com........................ 17

Travis Industries...................................................................................... 70, 76

Tropitone.......................................... (949) 951-2010..................www.tropitone.com................................ 53

Treasure Garden...................................................................................... 82, 84

Twin Eagles/Delta Heat/Delsol............ (800) 789-2206................ www.twineaglesgrills.com........................33

Tropitone................................................................................................66, 82

Wittus................................................ (914) 764-5679................ www.wittus.com......................................77

Wittus.................................................................................................... 83, 84

Woodbridge...................................... (844) 636-3473................ www.woodbridgedealer.com.................. 23

Woodbridge.......................................................................................... 78, 83

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 2017, VOL. 12, NO. 2 Â© 2017 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.

MARCH/APRIL 2017

PATIO & HEARTH PRODUCTS REPORT

NORTH AMERICAN MADE

PERF RMANCE

THE PREMIUM GRILL OF CHOICE

There’s a reason why you can get excited about selling Broil King®. You can finally offer an extensive lineup of premium North American made grills across all price points. When you show your customer a feature by feature comparison with other premium brands, you will be confident knowing that you are providing the best in quality, performance and durability. You simply get more with Broil King®. Contact Ken Hempen khempen@omcbbq.com for more details.

Circle Reader Service No. 87

DISCOVER THE POSSIBILITIES Outdoor living is a rapidly growing market segment—in fact, nearly 70% of design and build firms report an increased demand for outdoor living space1. Take advantage of the industry’s broadest offering of outdoor fireplaces and find the solution that best fits your homeowners’ needs.

Imagine what you can do

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