Patio & Hearth Products Report May/June by Peninsula Media

DCS BY FISHER & PAYKEL

E M P I R E C O M F O RT S Y S T E M S

JENSEN LEISURE FURNITURE

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

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CONTENTS

M AY / J U N E 2 0 1 5

Vo l u m e 1 0 , N u m b e r 3

60 FEATURES 8

By Greg Thompson Ebel will introduce an exciting new furniture collection during July’s ICFA Preview Show.

GUEST EDITORIAL – THE LURE OF LUXURY 52

By Stacy Nelson An outdoor-living merchandiser provides tips for designing the perfect outdoor oasis.

PRODUCT SPOTLIGHT – OUTDOOR FRIENDLY

ON THE COVER | AGIO, WWW.AGIO-USA.COM

Patio & Hearth Products Report May/June 2015

SHOWROOM SHOWCASE – A VISUAL FEAST

AS I SEE IT – A CUSTOMEROBSESSED COMPANY By Sharon Sanders Windward Design Group’s focus on customer service is a primary reason for the company’s steady growth.

MY TURN – PRACTICAL TECHNOLOGY By Greg Thompson Saber Grills’ popular new Edge, a powerful (but compact) infrared grill, was developed, in part, from consumer input.

INSIGHT – THE GREAT PROTECTOR By Cherise Forno Crossroads Coatings develops products to preserve the aesthetics and longevity of stoves, fireplaces, grills, firepits, and gas logs.

LAST WORD – A WARM RECEPTION By Cherise Forno Infratech’s powerful (yet discreet) patio heaters help customers enjoy their outdoor spaces year round.

By Sharon Sanders Inspiring vignettes and a welcoming storefront are keys to this retailer’s success.

OUTDOOR GRILLING – UPSIDE-DOWN MARKETING

56 36

HEARTH RETAILER PROFILE – A TRUE CALLING By Sharon Sanders A former engineer turns his passion for heating homes into a prosperous business.

By Cheryl Dangel Bartolini Urban Bonfire wows customers and manufacturers with its innovative retail strategies.

MARKETING MANEUVERS – ALL BASES COVERED By Kimberly Rodgers Adding indoor furniture to a thriving outdoor-living store boosts profits for a Canadian retailer.

INSIGHT – HOMEGROWN By Cherise Forno This family-owned and -operated business has grown into a respected leader in the stove industry.

By Cheryl Dangel Bartolini Casual-furniture manufacturers report growing sales as customers spruce up their backyards for the sunny days ahead.

CORPORATE PROFILE – WOVEN AND DRIVEN

IN EVERY ISSUE 6 10

WOMEN PUBLISHER’S VIEWPOINT INDUSTRY NEWS Edited by Kris Kyes

WHAT’S NEW: 6 HOT PRODUCTS TO SELL NOW

PRODUCT INNOVATION – THE HEAT IS ON

PRODUCT PROFILES

By Cheryl Dangel Bartolini Miles Industries is always on the hunt for the next groundbreaking technology to strengthen its offerings.

PRODUCT PROFILES DIRECTORY

AD INDEX

AGIO LEADS. OTHERS FOLLOW. ®

In the world of outdoor, there are many manufacturers that follow the industry trends and offer look-alike products. Then there’s Agio, with retailer support, tools and training, leading-edge design and uncompromising product quality. To see your sales soar, trust Agio with your next big adventure and leave the others behind.

To discover the beneﬁts, and the proﬁts, of becoming an Agio retailer, visit agio-usa.com/retailer today.

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

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Life Begins Outdoors.™

PUBLISHER’S VIEWPOINT

Women W

omen: can’t live with them; can’t live without them. In the case of specialty retailers/dealers who sell patio, hearth, grilling, outdoor-furniture, outdoor-kitchen, and outdoor-living products, you can’t ignore them. Women wield a lot of decision-making power, when it comes to making purchases for the home. Specialty retailers/dealers need to know how to market to and reach women. It’s a challenging task, when you consider that 91% of women say that advertisers don’t understand them, according to MediaPost Communications (New York, New York), a publishing/content company that provides resources for media, Elizabeth Karmel, marketing, and advertising Girls at the Grill professionals. Ekaterina Walter’s “Marketing to Women: 30 Stats to Know,” published by MediaPost in 2012, included insight and facts regarding women and their purchasing power. The average U.S. woman is expected to earn more than the average U.S. man by 2028. Women control more than 60% of all personal wealth in the United States; women are earning, spending, and influencing spending at a greater rate than ever before, accounting for $7 trillion per year in consumer and business spending. Women make 85% of all consumer purchases, including everything from autos to health care. Women also purchase more than 50% of products traditionally marketed to men, including automobiles, home-improvement products, and consumer electronics—and 75% of women identify themselves as the primary shoppers for their households. Nearly 50% of women say that they want more green choices, with 37% being more likely to pay attention to brands that are committed to environmental causes. Moms represent a $2.4 trillion

Patio & Hearth Products Report May/June 2015

market. Of mothers who are daily social-media users, 55% say that they make their purchases because of recommendations from personal-review blogs. Moms mention brands an average of 73 times per week, compared with just 57 times per week for men. Moms ask other mothers for advice in 64% of cases before they purchase new products, and 63% of all mothers surveyed consider other moms the most credible experts, when they have questions. Of U.S. women, 78% use the Internet for product information before making purchases; 33% research products and services online before buying them in person. One of the reasons for the growth seen over the past decade in the patio, hearth, and outdoor-living industry is that products and collections in all categories have become much, much improved in quality, design, and visual/aesthetic appeal. Outdoor furniture now rivals indoor furniture in terms of design, quality, and looks. Fireplaces are no longer just heating sources, but are equally important as visual and artistic enhancements in any room of the house (and outside it). Grills are no longer just for cooking burgers and hot dogs, and outdoor kitchens rival what many consumers have access to indoors. With this huge improvement in all product categories, purchasing decisions get pushed up the ladder, in terms of priority and importance. With women making the vast majority of household purchasing decisions, leaving patio, outdoor-living, and hearth decisions to the man of the house is a thing of the past. In “Grilling, Guys and the Great Gender Divide,” published in Forbes in 2010, Meghan Casserly coined a phrase: “the women cook, men grill attitude.” According to Elizabeth Karmel, a chef, food writer, Grill Girl, and founder of Girls at the Grill (girlsatthegrill.com), the idea that women cook and men grill is also a thing of the past.

Karmel reports that the growth in popularity of gas grills has led many more women to take on outdoor-cooking responsibilities. Outdoor kitchens that encompass everything (including the outdoor-kitchen sink) have turned the patio and outdoor-living area into a virtual replica of the indoor food-preparation area. Appealing to the needs and desires of women, with regard to grills and outdoor kitchens, is paramount in selling this product category. As recently summarized in the Hearth, Patio & Barbecue Association’s weekly online NewsCast newsletter, the 25th annual Weber GrillWatch™ Survey (for 2014) by Weber-Stephen Products LLC indicated that in the United States, 25% of those who grill are women—up from 20% in 2013 and just 15% in 2009. Taking women into consideration needs to be part of your showroom design, product-mix selection, print advertising, television and radio advertising, social-media outreach, website development, direct-mail efforts, sales training, and event promotion. If 91% of women say that advertisers don’t understand them, then even a modest improvement in your strategic plan and implementation to reach women effectively will result in a measurable increase in sales. In my family, I’m the one involved in the industry, but when it comes to purchasing household items, I ask my wife, Traci, to make the decisions. Since she has a very good eye, excellent design instincts, and a keen sense of what works and doesn’t work (both inside and outside the house), asking her to make the purchasing decisions is a good decision on my part. Tony Ramos tramos@peninsula-media.com

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GUEST EDITORIAL PUBLISHER Tony Ramos

THE LURE OF LUXURY

tramos@peninsula-media.com

EDITOR

by STACY NELSON

Carol Daus

Step into any luxury home’s kitchen, these days, and you might as well be stepping into the kitchen of a fivestar restaurant. Commercial ovens with infrared broilers, gas ranges in stainless steel, integrated refrigerators, silent dishwashers, custom countertops and cabinets—anything you need to help you cook and clean up with ease is right at your fingertips, making entertaining a breeze. That convenience and that organization aren’t much help, though, when you move the party outside and find yourself running back and forth—carrying everything in your kitchen outside and back again—when you should be enjoying your guests. That’s why a must-have feature of today’s luxury outdoor space is an equally luxurious outdoor kitchen. With traditional kitchens, much of the planning is fairly standard, but when planning a backyard kitchen and making decisions about what to include, you’ll want to ask yourself several questions: How large does the kitchen space need to be? How often do you expect to use the space? For how many people will you be entertaining and cooking? What kind of cooking will you be doing (traditional outdoor fare, gourmet meals, or something between the two)? When planning, you also want to be absolutely sure to consider lighting and materials that are suitable to your climate. Stainless steel is a classic choice because it stands up to a variety of weather conditions well. For counters and storage, you can opt for anything from prefabricated units that arrive assembled (based on order specifications), modular sections that offer some of the flexibility of a custom-built kitchen, or a completely custom job that suits your needs, your style, and your weather. Then, you can think about the real centerpiece of your backyard kitchen: the grill. It can be as simple as a traditional gas grill or can range from a gas cooktop all the way to a full stove and oven with a vent hood. If you’re plan8

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ART DIRECTOR Cassandra Estes cassestes1968@gmail.com

ASSOCIATE EDITOR Kris Kyes

ning on cooking and grilling, be sure to allow enough burners to have multiple dishes in progress at the same time. If you plan to do some preparation ahead of time, consider adding a microwave or a warmer to help reheat prepared food. Luxury kitchens can also include specialty grilling/cooking appliances such as smokers, rotisseries, griddles, and pizza ovens. Of course, no getaway would be complete without a cold drink. The range of choices is wide, so ask yourself what kind of entertaining and serving you expect to do. While using the old standby (an ice chest) is an easy way to keep drinks within reach for casual gatherings, you can also consider using a beverage cooler built into the counter; if you’re really serious about playing bartender during get-togethers, an ice machine is crucial, as is, of course, a well-stocked cocktail/drink station. If you plan to serve meals to large groups (or just to have family dinners in the backyard), choosing a refrigerator for use outdoors—with as many features as the one indoors—can be a huge help: no more running back inside for more ketchup or barbecue sauce. Since your outdoor refrigerator will be full, you might also consider adding a beer-tap refrigerator, so a cold one will always be on hand. You’ll want to consider your guests’ comfort, as well as their appetites. There’s a wide array of outdoor seating and dining furniture (from relaxing lounge chairs to more formal seating) to suit any event style, and a shelter or backyard structure such as a pergola can offer additional seating and can keep guests relaxing together while they’re enjoying their food and drink. Comfort measures such as patio heaters are also valuable additions, if you hope

Patio & Hearth Products Report May/June 2015

to get the most out of your luxury backyard all year round. The key to gracious entertaining is making things appear effortless. Having everything conveniently located outdoors makes that much easier for an active host or hostess. Select tableware, drinkware, and cookware (opting for unbreakable versions, whenever possible), and fill your cabinets with all the essentials: aluminum foil, paper towels and napkins, grilling utensils, and serving dishes and utensils. Stocking your outdoor kitchen well in advance will allow you to enjoy both your guests and your luxury backyard. At the end of the night, cleaning up should be a snap: Make sure you allow for adequate storage so everything can be neatly and easily stowed for the next event. Planning for a trash drawer in your storage areas ensures that you can clean up as you go and can have all trash gathered in one place. A sink (which will make hosting simpler, too) allows for convenient washing up— and if you plan to serve big meals outside, you’ll love having a dishwasher that gives you the same freedom you have in your traditional kitchen: to flip a switch and head for bed. Before you turn in, though, be sure to take a minute to cover all your equipment. Investing in (and regularly using) protective covers will let you enjoy your backyard kitchen for years to come.

Stacy Nelson, founder of Backyard Mamma (Weston, West Virginia), has more than a decade of experience in the outdoor-living and swimming-pool industries. She sources luxury products for builders and educates consumers about backyard-living design and products; (844) 368-4769 or stacy@BackyardMamma.com.

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

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

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

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INDUSTRY NEWS Casual/Outdoor Section of Las Vegas Market to Debut in August The casual/outdoor section of Las Vegas Market will be unveiled on August 2–6, 2015, on two new floors in Building C of the Las Vegas Market campus. As the fastest-growing segments in the home-furnishings category, outdoor furniture and accessories now have a new exhibit home in this biannual show. Launched as a furniture market almost 10 years ago, Las Vegas Market is quickly becoming the most comprehensive furniture, home-decor, and gift market in the United States, providing a onestop shopping experience for a broad base of retailers and interior designers. Encompassing 250,000 square feet of fully built-out contiguous space, Building C will showcase permanent and temporary exhibit space for easy navigation and hands-on exposure to everything trending in the outdoor industry. Key exhibitors include Abbyson, Agio, America’s Backyards & Outdoor Living, California Umbrella, CorLiving, Corriveau, Crosley Brands, Ebel, Emerald Outdoor, Euro Style, Fermob USA, Hanamint, Kannoa, King’s Rattan, Klaussner

Outdoor, Kube, Loloi, Mallin, Modway, Original Charleston Bedswing, Outdoor Brands, OW Lee, Panama Jack, Pangea Home, Patio Daddyo, Patiologic, Pelican Reef, Plank & Hide Outdoor, PolArt, PolyWood, Ratana Home and Floral, Sunset West’s Provence collection Real Flame, Seasonal Living, Shine Company, Skyline Design, Somers, Sonax, Southern Enterprises, South Sea Rattan, Summer Classics, Sunny Designs Inc., Sunset West USA, Surya, The Hammock-Source, Three Birds Casual, Tommy Bahama, Treasure Garden, Veneman

Collections, VIG, Walker Edison, Z-Line Designs, and Zuo Modern Inc. For leasing inquiries, call (702) 599-8113 or email leasing@imcenters.com; for registration, call (800) 748-5065 or visit www.lasvegasmarket.com/registration.

C.R. PLASTIC PRODUCTS EXPANDS HEADQUARTERS AND MANUFACTURING FACILITY

2015–16 Designed Fabrics by Phifer

PHIFER RELEASES NEW 2015–16 DESIGNED FABRICS Phifer has expanded its current stock line of indoor/outdoor furniture fabrics to include an additional 30 luxurious, fashionable GeoBella® cushion and Phifertex® sling fabrics. Timeless or trendy, classic or contemporary, Phifer’s Designed Fabrics feature the style, performance, and quality required by discerning customers. The new stock line includes styles in bold, rich, and fresh tones, as well as soothing neutrals that easily mix and match—for a host of color-coordinated options. The 2015–16 stock line is also influenced by the need for cleaner lines, larger scales, and strong pattern elements. This mix of ideas and colors helps make it easy to create subtle (yet stylish) updates or totally redirect the inspiration for indoor and outdoor spaces. For more information about Phifer’s new Designed Fabrics stock line, call (800) 221-5497 or visit www.phifer.com/designedfabrics.

Patio & Hearth Products Report May/June 2015

C.R. Plastic Products Inc. recently purchased a new 300,000–square-foot manufacturing facility and corporate headquarters in Stratford, Ontario. For the past 21 years, C.R. Plastic Products has been designing and man- The Stratford swivel chair by C.R. Plastic Products ufacturing premiumquality casual furniture from postconsumer recycled plastic. What started as a small flea-market business has grown into a global enterprise, with product distribution on nearly every continent. Jamie Bailey, founder and president, says, “We are ecstatic that our product quality, customer service, and environmental mission have resonated so strongly with our customers from all over the globe. We are expanding not only our operations, but also our presence as a local employer and partner in our community at large.” C.R. Plastic Products was founded in rural Stratford, where it is currently one of the largest private employers (and the largest furniture producer) in the region. This new facility will offer future employment opportunities to the local Stratford workforce. With the green light for expansion, the future looks bright for C.R. Plastic Products as it continues to focus on developing products— while protecting the planet for generations to come.

BULL OUTDOOR PRODUCTS’ BULL BURGER BATTLES RETURN FOR ROUND THREE The World Food Championships and Bull Outdoor® Products announced recently that the Bull Burger Battles have been fired up for a third season in 2015. Bull Burger Battles are a nationwide series of live-event burger cookoffs held to find the best burger cooks and chefs across the country. The champions of this year’s five Burger Battles will be invited to compete (as part of Team Bull) at the World Food Championships in Kissimmee, Florida. The Bull Burger Battles series started in 2013, with battles taking place in San Diego, California; Baton Rouge, Louisiana; Chicago, Illinois; Indianapolis, Indiana; and Oklahoma City, Oklahoma. The battles were a tour de force of burger supremacy, proving that championship burgers are created on Bull Outdoor grills. In fact, Team Bull has been an unstoppable force at the World Food Championships ever since, taking the burger title two years in a row. Mike McCloud, CEO of the World Food Championships, says, “Bull Outdoor produces worldclass products, making it an ideal partner to the World Food Championships. Last year showed that once you win a Bull Burger Battle, the sky is the limit for how far you can go. Combined with great chefs and home cooks, the Bull grill always delivers phenome-

nal recipes and winning dishes at our event.” Wade Fortin, two-time world burger champion, originally qualified for the 2013 World Food Championships after winning the Bull Burger Battle competition in Illinois. Out of a field of 35 burger competitors, Team Bull was represented by three of its six members in the 2013 top 10 round. Fortin went on to finish third overall at the 2013 World Food Championships’ final table— but he didn’t stop there. He won the title as world burger champion again in 2014, after which he finished second overall at the final table. Mark Nureddine, owner of Bull Outdoor Products, says, “Last year, we saw an unbelievable turnout of talent, from food trucks to high-end restaurants to amateur home cooks who built some amazing burger creations. This innovative qualifier series for the World Food Championships provides an incredible spotlight for world-class burgers and Bull Outdoor grills.” The 2015 World Food Championships will feature 500 of the world’s best cooks and chefs, battling on an equal playing field for hundreds of thousands of dollars and the coveted title of world food

This year’s Bull Burger Battles will spotlight some of the country’s best-tasting hamburgers

champion. This year, the World Food Championships will feature nine categories, highlighting Fresh as the category theme for the World Recipe Championship. The 2015 World Food Championships will take place on November 3–10 in Kissimmee. 2015 Bull Burger Battles were held in Baton Rouge on May 16 at Goodwood Hardware & Outdoors and in Mahopac, New York, on June 6 at Best in Backyards. To earn your way to the World Food Championships, sign up for one of the three remaining 2015 Bull Burger Battles, to be held in Chicago on July 25 at American Sale; in San Marcos, California, on August 8 at Carddine Spas; and in Indianapolis on September 30 at Family Leisure. For more information on how to enter a Bull Burger Battle, visit www.bull burgerbattle.com. To keep up with World Food Championships chatter all year, visit www.world foodchampionships.com, see Facebook.com/WorldFood Championships, or follow @WorldFoodChamp on Twitter.

HearthDistribution.com Expands and Promotes New Products HearthDistribution.com featured its new pizza oven/outdoor-cooking center (www.hearthdistribu tion.com/product/SNH-OCC.html), along with a sampling of its flavored cooking pellets, at the HPBA Pacific Dealer Round-Up, held May 4–6 in Folsom, California. The company also displayed its wide variety of outdoor firepit burners, log sets, and hearth pads. The demand for grills and firepits offered by HearthDistribution.com has thrust the company into the need to show the products to dealers all over the country. With its just-in-time philosophy, HearthDistribution.com appeals to dealers seeking financial rewards through cost-effective purchasing. Company executives are reviewing existing product lines to determine which new products will be required to help support the growing dealer base. The company is seeing a growing interest in (and demand for) the philosophy espoused by HearthDistribution.com for smaller on-hand inventories, more categories offered, and a stronger financial position among dealers all over the country.

American Royal Names Ed Fisher a 2015 Inductee of Barbecue Hall of Fame Ed Fisher, founder of Big Green Egg Inc., was named a 2015 Ed Fisher inductee of the Barbecue Hall of Fame® by the American Royal Association. Ed Fisher was one of the first people in the United States to catch on to the fun and flavor of kamado cooking. After eating a meal prepared in a kamado grill in the early 1970s, Fisher declared it the best food he had ever eaten. Making it his mission to get these cookers into backyards everywhere, he began importing rudimentary clay kamados from Asia and selling them from an Atlanta,

HPBEXPO 2015 EXPERIENCES RECORD-BREAKING ATTENDANCE This year’s HPBExpo (held March 5–7 in Nashville, Tennessee) experienced a substantial increase in registration and exhibitors, mirroring the economy’s steady rise and consumers’ willingness to take on remodeling and home-improvement projects. HPBExpo 2015 featured 375 exhibitors, up 22% from last year, and 8,145 total registrants, a 54% increase over 2014. Next year’s HPBExpo is scheduled for March 16–19, 2016, at the Ernest N. Morial Convention Center in New Orleans, Louisiana. Postshow surveys from this year indicate that 79% of attendees plan to return, and booth presales are up 7% over this time last year. With hundreds of manufacturers showcasing their newest innovations in the inside and outside exhibit areas, dozens of high-quality educational offerings, and an opening St. Patrick’s Day tailgating event, HPBExpo 2016 is guaranteed to be a huge success. Jack Goldman, president and CEO of the Hearth, Patio & Barbecue Association, says, “We’re really excited about HPBExpo 2016 in New Orleans. It’s a great town for this event, and it’s a great time to be in the indoor/outdoor-living industry. New home construction is good, remodeling is up, and if you really want to survive, you have to be at HPBExpo to show off what you have.”

Attendees packed the halls of Music City Center in Nashville to learn more about the latest innovative fireplace/hearth, patio, and barbecue products at HPBExpo

May/June 2015 Patio & Hearth Products Report

INDUSTRYNEWS Georgia, storefront in 1974. These early models, made using the same design that had been used for thousands of years, produced great results and began to attract a following. Fisher made a decision to refine the cookers’ quality and create the very best outdoor cooker— period. While the overall shape and heat-retention properties of the kamado were part of his equation, the objective was to move far beyond the inferior fired clay and produce the most technically advanced, highest-quality ceramic cooking device ever hatched. While working on a strategy to generate awareness of this revolutionary new invention, Fisher would often comment on how much the product resembled an oversized egg. He decided to make the egg-shaped cooker fun and distinctive by coloring it green, and the Big Green EGG® was born. Ed Fisher, 40 years ago, envisioned a new category of outdoor cookers and has worked tirelessly to nurture this design into one of the world’s most iconic and beloved brands. His vision and dedication have been instrumental in the creation of an outdoor-cooking category and in the promotion of the barbecue industry as a whole. The two other inductees for 2015 are Paul Kirk (known as the Kansas City Baron of Barbecue) and Steven Raichlen (a worldrenowned author, journalist, television host, lecturer, and novelist). Raichlen wrote the award-winning international blockbusters “The Barbecue! Bible” (Workman, 2008); “How to Grill” (Workman, 2001); and “Planet Barbecue!” (Workman, 2010). His 30 books (two of them million-plus bestsellers) and public-television shows—“Primal Grill,” “Barbecue University,” and the new “Project Smoke”—have redefined modern U.S. barbecue. The American Royal Association officially became the home of the Barbecue Hall of Fame in 2012. Previous inductees of the Barbecue Hall of Fame include recognizable and notable figures in barbecue history. Read more about these previous inductees at www.barbecuehalloffame.com. 12

ELMIRA STOVE WORKS CELEBRATES 40 YEARS IN BUSINESS Elmira Stove Works (Elmira, To celebrate 40 years of success, Elmira Ontario) stands as Canada’s only Stove Works is holding a sweepstakes in remaining kitchen-appliance manthe United States and Canada. The ufacturer. Celebrating 40 years in Northstar Fab Forty Fridge sweepstakes business this year, Tom Hendrick, presents the opportunity for one person founder and CEO, says, “It’s been in each country to win a Northstar Model quite a run. There have been some 1949 1–cubic-foot retro refrigerator. The bumps in the road, but by looking contest runs through September 30, 2015. ahead and continually adapting, Elmira Stove Works got its start when we’ve been able not only to surlocal Mennonites came into Tom vive, but to thrive.” Hendrick’s hardware store, looking for The ability to thrive over time parts for wood-burning stoves. The Fireview cookis rooted in the company’s focus Recognizing a niche market in 1975, stove by Elmira on product quality and innovaHendrick decided to begin making stoves Stove Works tion, in maintaining a steadfast himself. He acquired the rights and toolloyalty to its dealer network, and in sticking to what it does ing for the Findlay Oval cookstove and began manufacbest. Recent changes include the assumption of the role of turing it in a chicken barn on the outskirts of Elmira. president by Brian Hendrick (Tom Hendrick’s son), He made 25 stoves in the first year and 200 in the foland Tony Dowling’s appointment as vice president of sales lowing year. The popularity of the stoves grew, and conand marketing. Tom Hendrick will stay very much sumers soon began to ask for similar styling in gas and involved, as CEO. electric models. These adaptations, and an expanded line Brian Hendrick says, “We’re looking ahead, not back. of wood-burning heating stoves, multiplied the product We have some exciting new products in the works, and line. By 1986, the company was selling products we’re continually working on new programs and promothroughout Canada and the United States. Fireplace tions to assist our dealers in keeping our products front of shops, appliance stores, and emporiums across the contimind with the consumer. 2015 is going to be an exciting nent were an enthusiastic dealer network for Elmira year—and the first of many more great years to come.” Stove Works’ growing offering.

INFINITY CANOPY WINS THE 2015 HPBEXPO ATTENDEES CHOICE AWARD FOR MOST MARKETABLE NEW OUTDOORLIVING PRODUCT Attendees of HPBExpo voted Infinity Canopy the 2015 Attendees Choice Award for the most marketable outdoor-living product (38 new products competed for the marketability award in two categories, indoor and outdoor). Infinity Canopy was voted the winner in the outdoor-living category after facing stiff competition. This is the second award for Infinity Canopy, which was unveiled at the awning industry’s main event, IFAI Expo, in October 2014. There, it won the ShowStoppers Award for the best new product in the shade category. Unlike custom canopies that are in one piece, Infinity Canopy has a unique modular design that allows it to be as long and wide as needed, so it can adapt to any Alan Shargani space. Infinity Canopy’s shade panels are individual pieces that are available in many fabrics and colors, allowing the canopy to be configured in one or multiple colors. The panels can be easily removed and installed on the canopy’s marine-grade stainless-steel and aluminum frame—to create unique designs for any taste, style, and need. Every aspect of Infinity Canopy can be changed, even after installation, to create infinite configurations and designs impossible to achieve using any other shade system. One can start with a single colored canopy; change it to include multiple colors; match the colors with one’s new furniture; celebrate with one’s team colors; or turn it red, white and blue for Independence Day. In a multicolored canopy, the panels can be placed in various positions to create new and unique designs, such as striped or checkered patterns. Alan Shargani, inventor of Infinity Canopy, states, “This is a revolutionary shade system that is adaptable, versatile, and simply infinite. The professionals attending IFAI Expo and HPBExpo recognized the uniqueness of Infinity Canopy and were clearly excited about its prospects for their businesses and clients, which is why we have won these prizes. We were overwhelmed by their enthusiasm and humbled by their vote of confidence. We look forward to making Infinity Canopy available to their clients, as well as to winning more awards in upcoming shows.”

Patio & Hearth Products Report May/June 2015

M&G DuraVent Announces John Jacklich’s Retirement M&G DuraVent has announced the retirement of John Jacklich, who has been with the company for 56 years in many respected positions (including president). “M&G DuraVent has

John Jacklich

deep appreciation of John’s efforts and achievements,” a company statement reads. Jacklich joined DuraVent in the research/development department and developed its chimney line. In 1958, DuraVent expanded its product lines, adding 14- through 30-inch round commercial vent products; introducing 4- and 5-inch oval gas

TREASURE GARDEN RECOGNIZES DSA FOR 25 YEARS OF SALES EXCELLENCE Treasure Garden recently recognized Dennis Sales Associates (DSA) Inc. for its 25-year association representing the shade-products manufacturer. Since 1990, DSA has represented Treasure Garden products in New Mexico, Texas, Oklahoma, Arkansas, and Louisiana. In 1990, when joining Treasure Garden, the DSA group was a part of the manufacturer’s original sales team. In recognition of this milestone, Treasure Garden awarded the principals of DSA with an award and medallion commemorating 25 years of selling excellence. Along with representing Treasure Garden and other casual products within the multistate territory, DSA also maintains a showroom in the Dallas World Trade Center. The original owners, Earl and Deni Dennis, recently retired, and the sales-representation organization is now under the leadership of their sons, Andy Hamilton and vents; and developing a triple-wall, factory-built chimney product line for oil-fired boilers, furnaces, metal rain gutters, and downspouts. In 1962, Jacklich became a salesperson for DuraVent’s Northwest ter-

From left: Leslie Crocker; Andy Hamilton; Deni, Earl, and Steven Dennis; Gwyneva Winters; Blake McElroy; and Kristie Zenick

Steven Dennis, as well as a team of sales professionals. Margaret Chang, president of Treasure Garden, says, “The impact that Earl and Deni and the entire DSA organization have had on Treasure Garden has been tremendous. Their representation of our products helped to build the foundation for what Treasure Garden is today. We look forward to our continued association with the hard-working and focused second generation of this family and organization.”

ritory. DuraVent expanded its sales to all 50 states and added freestanding and zero-clearance fireplaces. By 1966, Alex Boutacoff had become president of DuraVent. With the desire no longer to be a subsidiary of

BROMIC HEATING’S TUNGSTEN SMART-HEAT PORTABLE HEATER RECEIVES INDUSTRY AWARD The awards continue to roll in for Bromic Heating’s revolutionary Tungsten Smart-Heat™ portable heater. Last year, it received the Good Design® Award, and this year, it earned the prestigious Red Dot Award. The 2015 Red Dot Awards brought together 38 internationally and professionally diverse experts in design to appraise 4,928 entries from 56 countries, assessing products in areas such as ergonomics, innovation, functionality, durability, and quality. In recent years, Design Concept and Communication Design Awards have been added to honor excellence in these areas, but the core of Red Dot is its Product Design Award, an accolade that fewer than onefourth of entrants were lucky enough to earn. Peter Zec, Red Dot’s founder and CEO, says, “Receiving a distinction at the Red Dot Awards confirms the quality of a product and communicates its success in a contemporary way, thus setting it apart from the masses,” before noting the organization’s role as an ambassador for the natural success of innovative design in the marketplace. He adds, “Innovation is not always visible with the naked eye. Often, it is hidden aspects, such as a refined technology inside the product or an improved combination of materials, that constitute a lucid (and sometimes, brilliant) new development.” Bromic’s Tungsten Smart-Heat portable heater’s directional delivery of radiant heat in an elegantly ergonomic package resonated with the jury for this reason and was recognized for its revolutionary rethinking of portable outdoor heating. Differentiated from competitor products not only through drastically different design, but also through technological superiority in performance and efficiency, the Tungsten Smart-Heat portable practically personifies the

The Tungsten Smart-Heat™ portable heater by Bromic Heating

Red Dot Award’s core values, making it an obvious choice in the category of heating and air-conditioning technology. Scott Smith, Bromic Heating’s managing director, says, “Bromic Heating’s hard-working engineering team strives for design intelligence in all aspects of product development. Our heaters are visually attractive, but strong design is more than that.” He continues, “Through thorough research and development, we have created a comprehensive range of technologically advanced gas, electric, and portable heaters that not only look great, but drastically outperform anything else on the market. We intentionally designed the Tungsten Smart-Heat portable to shake up the aesthetically stagnant portable–outdoor-heating industry, so to see it displayed as the work of art we always intended it to be, alongside other examples of exceptional design at the Red Dot Design Museum in Essen, Germany, is an absolute honor.”

another company, he and the employees of DuraVent purchased the company in April 1966. DuraVent was now on its own in the marketplace. From 1962 to 1967, Jacklich moved to sales in Seattle, Washington; Kentucky; New Jersey; and then back to California. After returning to California, Jacklich and his partners left DuraVent in 1968 and formed Royal Manufacturing. In 1969, George Bissell merged Royal into DuraVent. At this time, Jacklich became president of DuraVent. During the 1970s, DuraVent focused its efforts on the wood-burning industry. Several new product lines were developed, including single-wall (black pipe) and double-wall (DVL) products, as well as the first metal relining system for masonry chimneys (Renew-a-Flue). When the energy crisis hit in the 1970s and wood stoves became popular, DuraVent enjoyed tremendous growth in sales and opened another factory location in Vicksburg, Mississippi. Unfortunately, the wood-stove fad ended with the energy crisis, leaving DuraVent with bulging inventories of raw materials and finished goods, several warehouses, and declining sales. In 1981, DuraVent filed for Chapter 11 bankruptcy protection. At this time, Bissell left DuraVent. During the past few years, Jacklich has worked on new products and on helping to redesign old ones. Jacklich has had a successful life at DuraVent and extends many thanks to the people with whom he has worked. He is now relaxing and enjoying his welldeserved retirement.

May/June 2015 Patio & Hearth Products Report

SPOTLIGHT

OUTDOOR FRIENDLY After West Coast port strikes and record-breaking winter storms, outdoor-furniture sales finally pick up speed. by CHERYL DANGEL BARTOLINI

Outdoor-furniture manufacturers know that if something can go wrong, it will. If it wasn’t winter weather wreaking havoc, it was West Coast dockworkers’ and truckers’ strikes that disrupted imports, putting a season’s sales at risk. Brenda Pereyda, vice president of sales for Mallin Casual Furniture (Montebello, California), predicts that the full effects of the strikes won’t be known for several months. Tom Murray, president of NorthCape International Inc. (Alsip, Illinois), says, “For all companies with finished goods, parts, or com-

ponents coming from Asia, the strikes caused delays. New products were hit hardest, but we are working through the backlog.” Mark Gorr, vice president of U.S. operations for Patio Renaissance (Rancho Cucamonga, California), says, “The West Coast port congestion was more of a huge frustration for us and our dealers, delaying their early-buy containers and slowing our ability to replenish stock.” Doug Peppler, senior vice president of sales for Agio® USA 14

(Virginia Beach, Virginia), says, “Every consumer segment was influenced by the strikes.” While the port and trucking problems were resolved, the logjam caused many of this season’s orders to be stuck in transit, and in some cases, it took until May for containers to flow normally. Murray says, “We are fortunate always to have inventory in our four U.S. warehouses, so in many cases, we were able to help dealers by filling vacant floor spots due to the delays. We actually picked up some new dealers

Patio & Hearth Products Report May/June 2015

and new floor spots in the process.” At Sunset West (Vista, California), West Stewart, CEO, says, “As we are in our growth cycle, this has less impact on a company as young as we are.” Likewise, KingsleyBate (Manassas, Virginia) was unperturbed by the upheavals. Clay Kingsley, president, says, “We had an excellent year in 2014, and we will have an even better year in 2015.” Not everyone was affected by the strikes. Leisa McCollister, marketing manager for OW Lee Company Inc.

(Ontario, California), says, “As a U.S. manufacturer, we were quite insulated from the port issues. They did not slow down our production at all. In fact, we attribute our early-season surge in orders partly to the fact that dealers could count on delivery from us, since our product is made in California.” McCollister reports that 2014 sales were up 12% over 2013 sales. “This year, we had a busy winter, with heavy early buys, and we saw the special orders coming in earlier, too; we are optimistic about 2015,” she says.

1. Veranda Classics’ Melody firepit chat group 2. Patio Renaissance’s Antigua deep seating 3. Cambria by OW Lee 4. Cambria by NorthCape 5. Homecrest’s Grace collection 6. Gensun Casual Living’s San Marino dining 7. The Kingsley-Bate Tivoli sectional

Todd Wingrove, vice president of sales for Homecrest™ Outdoor Living (Wadena, Minnesota), says, “Homecrest was aggressive with product development in 2014. It has fueled a tremendous early buy—in excess of 20% ahead of 2014.” Patio Renaissance is showing double-digit growth. Gorr says, “We will finish this season at around 15% growth, since the mood of the dealers is positive and the economy has been slowly improving.” Lou Rosebrock, senior vice president of sales and marketing for Lloyd Flanders® Inc. (Menominee, Michigan), says, “Lloyd Flanders was aggressive with promotional programs for our dealers, and it paid off; we are continuing our aggres-

sive campaign to stimulate sales with an updated, consumer-friendly website (lloydflanders.com) and new promotional opportunities incorporating digital and print advertising.” A HARSH WINTER Then, of course, there was the wild winter weather to contend with; even areas of the South experienced colder-than-normal temperatures. Jan Trinkley, executive vice president of Gensun Casual Living (Rancho Cucamonga, California), says, “Last year, winter was difficult across most of the country, but when the weather did warm up, consumers were eager to get outside and enjoy it.

Gensun Casual Living saw brisk sales and ended the year in double-digit growth. This year has seen extreme weather mostly in the Northeast. Sales started early in many areas, and those sales have been good. We are looking forward to another excellent sales year.” Pereyda recalls, “Last year turned out well. Sometimes, a bad winter makes for an excellent season: the cabin-fever effect. Based on what I am seeing, sales are on an upward swing.” In 2014, Murray says, the second quarter was the toughest. “The overall season got off to a slow start, and due to how long the winter weather lasted in certain regions, the season never fully recovered. This season, the winter was rough, but things are looking much better for the second quarter, and

inventory levels are better. We see stronger in-season demand already,” he says. Gorr explains, “Some dealers had a slow start to the season due to weather, but once the weather broke, foot traffic was robust, and most of our dealers were able to sell through much of their inventory,” noting that in 2014, Patio Renaissance’s sales were up more than 20% over 2013. “This season, order activity has not slowed down,” he adds. Veranda Classics™ (East Hanover, New Jersey) also experienced a solid 2014 in new-product development and sales. Neil Streitfeld, national sales manager for the company’s Home Division, says, “Most of our specialty dealers did manage to recover from May/June 2015 Patio & Hearth Products Report

SPOTLIGHT the soft first quarter. Weather is obviously unpredictable, and forecasting accurately will always be a formidable challenge.” This year, while the Northeast, South, and Midwest had a hard winter, Wingrove says, the West’s weather was pleasant. “That helped neutralize the impact of slower-than-normal retail in the South. There is an early push to get outside; at Homecrest, a late spring is far more difficult to recover from than a cold winter,” he explains. Weather always has some impact on sales—but, Trinkley adds, “The good news is that the outdoor room is becoming less susceptible to weather, as the importance of the category grows. Consumers are not spending their discretionary dollars elsewhere, as they have done in the past. They are decorating their outdoor rooms and looking forward to enjoying their time outdoors with family and friends. The difficult weather has even been a positive, in some cases, as consumers can’t wait to get outside and enjoy the warm weather.” Peppler says, “I’d consider 2 this an average start,” noting that by the end of the season, “Retailers will be upbeat about their sales figures. Weather tends to be an issue every year, at some level. It’s the one thing that has been talked about since I got into this business, over 25 years ago, and that’s not likely to change,” he explains. TRENDING NOW What will consumers be buying? Wingrove explains that there’s nothing new about fire tables, but they are what he sees as the number-one trend. “More fire tables will be sold in 2015 than in any prior year, both by Homecrest and by the industry. That is why we put so much effort into repositioning our lineup. A fire table is virtually the equivalent of selling an entire set, in terms of dollars—for both the retailer and manufacturer,” Wingrove says. Peppler says, “We’ve gone from the early-adopter phase of the product’s life cycle to a definite growth category. Agio helped begin this category, nine years ago, and our business has seen nothing but growth.” Streitfeld says, “The growth plane has increased every year for the past 16

10, and with innovations in this category, it will surely continue on this trajectory for the foreseeable future.” Gorr says, “We entered the firepit arena a few years ago and have been excited by our success here— and have expanded in this category each year. This is, by far, our largest growth area, when evaluating yearover-year growth.” Comfortable deep seating is another trend,

1 1. Agio’s Kolea entertaining group 2. The Provence collection by Sunset West

according to Pereyda. Wingrove adds, “We also feel the transition from dining to deep seating will continue to evolve, with seating areas surrounding the fire table.” Deep seating is still the big seller for Lloyd Flanders, Rosebrock notes. He sees a demand for more contemporary furniture, with cleaner lines. Gorr reports, “Traditional woven products continue to dominate our numbers; however, we have seen a significant surge in the demand for more contemporary products, which will be an area of focus for our introductions next season.” Trinkley says, “Beautiful fabrics and colors—and as always, motion furniture—are at the top of the list.” Streitfeld adds, “As core fabrics, earth tones remain a dominant trend, although some more fashionable colors are working their way into the casual-furniture palette (in the form of accent and toss pillows).” McCollister states, “People are becoming less afraid of color. I have seen a lot of special orders this season with cushions in rich reds and blues, and not only in throw pillows.” Murray suggests that the scale of

Patio & Hearth Products Report May/June 2015

furniture is changing, favoring smaller, lower furniture that is less boxy. As part of that trend, he reports seeing movement toward higher-end balcony furniture and mixed materials that include woven and reclaimed-teak components. He adds that poufs and higher-end accessory pillows are trending. Gorr suggests, “With the improving economy and lower energy prices, consumers have more buying power. We expect more consumers to be out shopping for higher-quality products, but they will still be looking for the best values in the market.” Streitfeld says, “Consumers are looking for fashion, without being too trendy. They want value, but they also want quality—and they are not afraid to spend for something that will last for many years.” WHAT’S NEW Agio is excited about two new collections for 2015: the Kolea entertaining group and the San Rafael collection. With modular seating options that double as serving areas (and a firepit that complements the collection), Kolea is designed for entertain-

ing. In response to consumers’ appetite for firepits, Agio has introduced the San Rafael firepit chat collection. The porcelain-topped firepit is surrounded by a crescent-shaped sofa, making it another great option for entertaining. Homecrest is loaded with new products for 2015. “Grace is stylish, with its exaggerated seat cushion that invites you to kick your feet up and get comfortable,” Wingrove says. “The transitional styling can take on a different attitude, depending on the fabric choice, making it adaptable to virtually any setting.” Homecrest’s Havenhill pairs the successful sling dining collection with a full range of deep seating choices. “The generously proportioned scale, with subtle curves, provides the maximum in comfort, regardless of how much room you have available for display,” Wingrove adds. “Vision takes the weight and strength of steel and interprets them in a beautifully fashionable collection that is sure to be a centerpiece for years to come.” Wingrove continues, “The earlybuy dollars are better than they have ever been, which ensures we will be well represented on retail floors. We have three significant promotions in place supporting our dealers’ efforts, and the 50-degree temperatures in early March already resulted in a nice flood of retail activity.” Kingsley-Bate offers four new collections. The Chatham wicker collec-

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SPOTLIGHT tion features dining chairs, a sofa, a settee, a lounge chair, an ottoman, and occasional tables in a classic, openweave design. The handcrafted frames are constructed from rustproof aluminum and all-weather wicker. Designed by John Caldwell, Kingsley-Bate’s Tivoli sectional integrates design, material, and function. The collection includes individual units that can be placed in numerous configurations. Pieces are crafted from heavyduty 304 stainless steel and premium grade A teak, which is showcased on the tabletops. The Sonoma collection, including a dining armchair, a side chair, a club chair, and an ottoman, is based on California Modern design. The attached cushions feature Sunbrella® Rain fabric. The Miami collection—which includes a sofa, a settee, a lounge chair, an ottoman, a chaise, and occasional tables—has a modern, open-weave design, with nearly invisible aluminum frames. For 2015, Gensun Casual Living has introduced cast/woven, sling, and padded-sling designs in two collections;

larger firepit tables; balcony-height firepits; outdoor-kitchen firepits; the Regal table collection; and many new fabrics. The company has also launched “some exciting product promotions to help our retailers sell more products,” Trinkley says. Lloyd Flanders is excited about a new Lloyd Loom collection designed by John Caldwell. “It incorporates classic Lloyd Loom styling with John’s signature style,” Rosebrock says. He points out that the company’s most successful collections include large, circular sectionals such as the Contempo sectional. Lloyd Flanders is also enjoying success with its slipcovered outdoor collection Mallin has launched three new collections. Terraza features a polished, substantial cast frame that has “a nuanced, airy back,” Pereyda says. “Terraza will bring a regal presence to your backyard oasis.” The Stratford collection has “clean and crisp flair: modern, yet timelessly chic. The refined back speaks volumes, with its clean and subtle design. This handsome group will transform your backyard,” she says. The Woven

collection has “stunning banana-leaf wicker buckets that provide exceptional comfort and style,” Pereyda adds. NorthCape has too many new products to mention them all, Murray says. Among the hottest of the introductions is the Cambria collection, which has clean lines on a smaller scale, with fresh color and reclaimed-teak accents. Also new are high-backed full-size sets, including Avant, Richmond, and Briarwood. There will be new fire-table options; single-slab stone tops; cuddlers for sectionals; and accessories (high-end outdoor poufs, planters, garden stools, and many more).

2 1. Mallin’s Woven collection 2. Stratford from Mallin

This year, OW Lee came out with three new collections: Cambria, St. Charles, and Hyde Park. “All three are doing well, with Cambria doing exceptionally well,” McCollister says. “We also have a new porcelain-tile series that resembles a reclaimed-wood style and is doing quite well.” For 2015, Patio Renaissance introduced a new series of tables made of glass-fiber–reinforced concrete that has

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Patio & Hearth Products Report May/June 2015

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SPOTLIGHT been a big hit. At the entry level, the company introduced a woven sectional, Greenville, at a $1,999 retail price. On the high end of its product offerings, Patio Renaissance introduced Antigua, a full deep seating and dining collection that has been extremely popular. Sunset West, celebrating its 10th anniversary this year, has launched three new offerings for 2015, including collections in wicker, aluminum, and wrought iron. “As we gather more market share and penetrate new markets, we will continue to grow our sales. This year looks no different from last year, with regard to growth. I feel fortunate; our 2014–15 winter months have been the strongest to date for our company, and this spring appears to be continuing the pace,” Stewart says. In July, Veranda Classics will introduce several collections at the ICFA Preview Show™ in Chicago. “Danny Jelley (our senior vice president of product development) and his team are tirelessly working on the new collections—and innovation is the best word for what is on the way,” Streitfeld says. LOOKING AHEAD What is the outlook for the casual-furniture segment? McCollister says, “It is a growing category; the outlook is good.” Murray adds, “Baby boomers who are downsizing and millennials as first-time homebuyers will present some nice churn in the market.

That’s good for our business and the overall economy.” Gorr says, “The casual-furniture industry will continue to be the bright light of the furniture industry.” It has become more competitive and crowded, however, “as the fullline furniture stores gravitate back to casual furniture, in the search for growth opportuniLloyd Flanders’ Contempo circular sectional ties and for ways to separate themselves from their competitors,” he adds. strongest categories in home remodeling is the creation “The segment is stronger than ever,” Streitfeld says. or updating of outdoor-living spaces.” “More new channels—such as furniture stores and lightPeppler says, “Consumers want more entertaining ing showrooms—have discovered the virtues of being in options; 10 years ago, there were few options outside this business. It’s a natural avenue for incremental sales. outdoor dining with glass-topped tables. Today, only With a stronger economy and healthy customers, the about 60% of what we are selling is in outdoor dining, future is bright. We have every reason to be optimistic.” and that number will continue to decrease, as consumers Rosebrock adds, “The importance of outdoor-living are looking for options not only to entertain guests and spaces is increasing. New homes at all prices are family, but also to enjoy their backyards.” In one word, designed with outdoor-living spaces, and one of the the future of the category is, Kingsley says, “excellent.”

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Patio & Hearth Products Report May/June 2015

MALLINFURNITURE.COM | 800-251-6537

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MARKETING MANEUVERS

ALL BASES COVERED A Winnipeg retailer successfully adds indoor furniture to a thriving outdoor-living business. by KIMBERLY RODGERS

ounded in 2001, Wicker World Home + Patio (Winnipeg, Manitoba) has become one of the largest specialty retailers of indoor and outdoor products in Western Canada (Alberta, British Columbia, Manitoba, and Saskatchewan). Phil Squarie, president, started with the company in 2001 and bought it from family members in 2007. “We originally started as a basket wholesaler—hence, our name. Over the years, we started bringing in some furniture pieces. From there, we added patio products; then, we really took off,” he says. Today, Wicker World Home + Patio has a two-story, 20,000–squarefoot showroom. Each floor has approximately 10,000 square feet of space, with the main floor featuring patio lines and accessories and the second floor covering indoor furniture. The patio products represent the greater portion of the company’s revenue base. “We have only been in the indoor market for about three years, so we are more patio dominant, with outdoor products representing about 70% of our sales and indoor products taking in the other 30%,” Squarie says. A desire to diversify led the company to add indoor lines in 2011. “We were looking at adding hot tubs, but we didn’t want to tackle the space requirements and the service side of that business, and we decided not to get into it,” Squarie

Patio & Hearth Products Report May/June 2015

photography by AARON SIVERTSON

says. “We wanted to stay in our wheelhouse, yet increase our sales, so furniture seemed like a natural progression and a good fit (because we already know it so well).” The company started buying furniture made locally; it then added reclaimed-wood products, which proved to be an easy fit with the patio side.

The store’s clients like the look of reclaimedwood furniture for their second homes, which are often lake or country cottages. Squarie say, “We have customers who pick up patio sets for their main homes; then, they come back to purchase indoor furniture for their vacation houses.” Adding indoor lines to an already-successful patio business has made life busy every day of the year at Wicker World Home + Patio. “We used to do 80% of our business in six months of the year. After that, we had a very heavy downtime. Now, we don’t have a downtime anymore—

Top left and bottom right: The outdoor segment represents a majority of sales for Wicker World Home + Patio Top right: Phil Squarie Bottom left: The company added indoor-furniture lines in 2011

January and February are still busy months for us,” Squarie says. Prior to the inclusion of indoor lines, the showroom’s second floor was used as warehouse space. The purchase of a

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MARKETING MANEUVERS He adds, “I have zero tolerance for anything but perfection in service. I may be a bit crazy about it at times, but it’s something my staff gets on board with, and everyone is very happy with it.”

Top: Wicker World Home + Patio manufactures its own cushions Bottom: The retailer added grills three years ago

30,000–square-foot off-site warehouse a short distance away freed the second floor to showcase the addition of indoor lines. As the indoor-product business grows at Wicker World Home + Patio, patio products continue to bring in the majority of sales. The retailer focuses on midrange to high-end brands and represents many of the leaders in the outdoor/casual industry. “Right now, on the wicker side, we are doing really well with the Ebel, Ratana Home and Floral, and Patio Renaissance brands. Ratana is especially popular because it is a Canadian company,” Squarie says. On the metal side, the company has seen success with products from Homecrest and OW Lee. The company also manufactures all its own cushions in-house. “It is something that separates us from the competition,” Squarie adds. About three years ago, the business also began selling grills, and it now carries products from Napoleon, Twin Eagles, and Big Green Egg. “We picked up Napoleon three years ago, and after two years, we became its biggest dealer in Manitoba,” Squarie says. To offset the lower margins that can be caused by the price-setting methods of some grill manufacturers, the company provides a range of valueadded services to its customers. “We offer them little things, such as discounts on accessories or free delivery and setup in the city,” Squarie 24

Patio & Hearth Products Report May/June 2015

explains. “Other competitors—especially the bigbox stores—can’t compete with us on value.” TAKING SERVICE SERIOUSLY Exceptional customer service is a core component of Wicker World Home + Patio’s business philosophy—and a big part of the company’s success. “Six years ago, when we were growing by leaps and bounds, we hired a full-time customer-service manager. This person is dedicated to nothing but customer service, and we have made great strides in this area,” Squarie says. Having a manager focused solely on customer service has enabled the company to maintain direct communication with every customer. That communication includes status updates on the arrival of special orders, in addition to follow-up contact after every sale. “We are conscientious about keeping the customer updated through diligent communications,” Squarie says. “Retailers know that consumers can go to a lot of places and buy the same item, so we have to offer those customers unique experiences and service that will keep them happy.” Squarie continues, “Then, customers translate those positive experiences to their friends. We take customer service very seriously.”

CHANGES IN MARKETING Like many businesses, Wicker World Home + Patio has gradually decreased its telephone-directory advertising. “This is the first year we have completely pulled out of the directory, except for a line ad that has our name,” Squarie says. When he first started with the company, expenses for telephonedirectory advertising were about $1,000 (Canadian) per month. “We gradually cut back, every year—and this year, I finally said, ‘Enough is enough,’” he explains. The company commits an amount equal to approximately 5% of its annual sales to advertising. About 80% of that budget is spent on radio advertising. In its local market, Wicker World Home + Patio is on three stations: four times a day, five days a week, over 40 weeks a year. The remainder of the budget is divided between attending trade shows and involvement in online marketing. A few years ago, Wicker World Home + Patio began participating in online sales (at wickerworld.ca). The vast size of Canada and the long distances between major cities, however, present freight challenges to any business shipping in the country. “The closest big city to us is Toronto, and that is a 26-hour car ride away,” Squarie says. “Consumers do not want to pay the high freight charges involved in shipping, especially if they cannot see, touch, and sit in the furniture,” Squarie says. The company does cover shipping charges on certain items and will provide free shipping on any order of more than $2,000 (Canadian). Squarie says, “I think any retailer today needs a strong online presence—not necessarily in sales, but to maintain a good website where customers can look at product offerings before they come to the store.” Employees from the millennial generation are helping Wicker World Home + Patio obtain a successful presence in the world of social media. Previously, the store’s policy banned employees from ever using their cell phones at work. Squarie decided to modify that approach slightly. He says, “I still don’t want our customers ever to see an employee’s cell phone, but if an employee is not with a customer and has some downtime, I encourage anyone to take out his or her phone and use it to post photos of products on our Facebook and Instagram pages. It has been an effective form of marketing for us, and we actually have gotten a lot of sales from our Facebook page.” Squarie adds, “Using social media is really about creating conversation for our store. It not only gets the word out about us, but gets other customers talking to one another. It really is amazing, and I am quite impressed by all that social media can do—especially since using social media is a free avenue for marketing.”

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HEARTH RETAILER

A TRUE CALLING A former engineer builds a successful hearth store by doing what he loves. by SHARON SANDERS

photography by SPENCER WEAVER

here is much to be said about a hearth shop that is a true reflection of its owner. Lynn Meyer, owner of American Home Fireplace & Patio (West Salem, Wisconsin) uses his knowledge, his passion, and a little bit of humor to make his business something special. Although he has a 20-year background in mechanical engineering, his calling to the hearth industry was undeniable. Meyer has always had a passion for burning wood and an interest in the wood-burning aspect of heating a home. “For some reason, it’s fascinating to me,” he explains. In 1988, Meyer made the decision to change careers and open a family hearth business. Many of the local retailers had closed their shops, so he knew that the time was right to jump into the market. Meyer’s first showroom was a converted chicken coop that was part of his grandparents’ farm. “My

Top left: Lynn and Raenel Meyer Top right: American Home Fireplace & Patio boasts an airy showroom with more than 90 wood-burning and gas displays Bottom: Wood-burning fireplaces and stoves are a business staple

Patio & Hearth Products Report May/June 2015

grandmother raised chickens commercially, so it was a large chicken coop, as chicken coops go,” Meyer explains. After completely renovating the 800–square-foot space, he installed 12 displays of wood-burning stoves and opened for business. He fondly remembers his 11–year-old daughter, Dawn, taking it upon herself to stand on the roof of the store and shout, “Fireplaces for sale,” as people went past. After a short time, it became obvious to

Meyer that the rural business needed more visibility. The store moved to downtown West Salem in 1993, and business took off so quickly that the store outgrew its 2,900–square-foot space in just two years. “There was a huge need. People didn’t have a lot of other choices of places to go where salespeople had knowledge about wood-burning stoves,” Meyer remembers. In 1995, the store made its final move—to its

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HEARTH RETAILER current location, which boasts a 6,000–square-foot showroom outfitted with 90 wood-burning and gas displays. “The look, sound, and smell of a crackling fire are the best sales tools, so live displays are a priority for us,” Meyer explains. BUSINESS WITH PASSION Meyer has successfully translated his experience in (and passion for) heating with wood into the store’s business model. He and his staff are experts in recommending the best way to heat any space efficiently. Meyer explains that efficiency is king, for his customers, and that wood appliances with long burn times are a must for the cold Wisconsin winters. The store does well with lines from a number of manufacturers, including Blaze King, Jøtul, Lopi, and Enerzone. Where style is concerned, the West Salem market leans toward traditional design, but Meyer still shows a selection of modern units. Modern designs are especially popular for electric and small linear units that are placed in condos, duplexes, and townhouses. “The people who do choose a modern look still opt for traditional logs. They are ready for a change, but still want the old-world fireplace look, too,” he adds. Over the years, American Home Fireplace & Patio has gained a reputation for its turnkey service. The store’s in-house installation/service teams are trained to do everything from installing a fireplace to any kind of finishing work. “Customers like the fact that we can do everything, from A to Z, and that they just have to write one check, once the job is complete,” Meyer says. While the store is known for its hearth expertise and service, it sets itself apart from other dealers in the area by positioning itself as a one-stop shop for both winter and summer. “Our selection of summer items keeps customers coming back all year,” Meyer says. “We have everything people need for their backyards, as well as for heating their homes.” His lineup includes furniture from Telescope Casual and Perfect Choice Furniture; smokers and grills from Big Green Egg and Memphis Wood Fire Grills; and firepits from several brands, including Blue Rhino, American Fyre Designs, and Napoleon. The store also features Jacuzzi hot tubs. ATTENTION, ATTENTION When it comes to attracting customers, the store is known for its roadside billboard, which features catchy phrases. “Our building used to house a furniture store that already had the bill-

Patio & Hearth Products Report May/June 2015

Top: The product mix ranges from traditional woodburning units to the most modern technologies Bottom: Heat and fire are the heart and soul of American Home Fireplace & Patio

comedy sketches, “Pumping Up With Hans & Franz.” The commercial states, “We are going to fire you up with our good service. If you have a fireplace, even if you didn’t buy it from us, we are willing to service it for you.” Meyer started getting tons of service inquires immediately after the commercial aired. He says, “What we tried to do with the Hans & Franz commercial was to create more traffic on the fireplace-service end of our business during the summer, when we are not as busy. It has worked, so far.” The television station that airs the spots has been helping to produce them for the past 25 years. “The humor we add to our advertising is a reflection of our store, which we see as friendly and approachable,” Meyer explains.

board, so we figured we’d use it. Little did I know that it would become one of our best marketing tools,” Meyer says. The store is situated on a busy road, so thousands of people drive past it every day. “We basically have a captive audience on that road,” he adds. Meyer and his staff come up with thought-provoking, funny, or memorable phrases to put on the billboard. The topic often ties in with the weather, a holiday, or something that is currently in the local or national news. A recent message with a weather theme was, “If you are not happy with the weather, move South, or come in here. It’s 80 degrees and sunny inside.” Once, when Meyer was out of town, his employees put up the message, “Boss is out of town. Come in and make a deal.” The messages are changed at least a few times a month. “The billboard has become a part of our identity,” Meyer says. Meyer has had great success with local-television spots as well. As with the billboard, he tries to add humor to the message to make it memorable. Recent spots included spoofs of a Dos Equis beer commercial and of a “Saturday Night Live” series of

MOVING FORWARD American Home Fireplace & Patio has gone through its share of ups and downs since it opened 27 years ago, but when times were hard, Lynn (with his wife, Raenel, and his team) worked twice as hard. The Meyers are always looking for ways to strengthen the operation. The biggest challenge that it faces—as for many retailers—is cash flow. “We had a consultant come in last year to point out things that we are doing wrong (or should be doing differently),” Meyer says. “We plan to implement many of the ideas that will help us manage our money better.” The store’s biggest opportunity, going forward, is its large customer base. Meyer says, “It takes more effort to get new customers than it does to keep current ones. We have to make it a priority to follow up after the sale and encourage them to come back for incidentals such as starter wood, pellets, spa chemicals, or backyard accessories. Our hope is that they will come back to us for big purchases, when they are ready to remodel or build a new home.” The Meyers are tossing around other ideas for a new direction; it might include expansion into HVAC—an arena in which Meyer worked, for many years, as a mechanical engineer. He says, “Most important, we want to keep giving our customers the best service and products possible, as we always have.”

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OUTDOOR GRILLING

UPSIDE-DOWN MARKETING Montreal’s Urban Bonfire uses fresh strategies and creative brainpower to boost business. by CHERYL DANGEL BARTOLINI photography by CHRISTINA ESTEBAN

utdoor kitchens are great in warm climates, but after the past couple of harsh winters, convincing people in colder places to grill outdoors in February might be hard. The winter months don’t dissuade Ryan Bloom. He believes in year-round grilling—and he isn’t sitting in sunny Florida when he makes this statement. He’s the owner of Urban Bonfire (Montreal, Quebec), and during the two years that he has been in business, his thinking has been catching on in Canada (if his success is any indication). “Of our grills, 75% are used 12 months a year, based on our internal survey. When it is

Top and middle: Urban Bonfire recently moved into a new 4,000–square-foot space Bottom: Ryan Bloom

30 degrees below zero, people may not go out to grill, but they do not refer to it as a summer activity,” Bloom explains. “They do it all year round.” His enthusiasm for winter grilling is contagious; he sells it well. “It is an enjoyable thing to do in the winter because the grill is warm, and it is pleasant to be near it. If you’re at an ice rink and sipping hot chocolate, that warmth is soothing. The same thing applies here,” he states. In late 2013, Bloom opened the doors to Urban Bonfire—with 500 square feet. Just 18 months later, the store was bursting at the seams, and it was relocated to a new 4,000–square-foot space on April 1. Sales total about $2 million per year. There is a staff of seven, including three full-time people who are part of the store’s own 30

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in-house outdoor-kitchen design/build team. Two other staff members manage Bloom’s communications, marketing, and content creation, handling production of online videos, social networking, and Urban Bonfire’s new website (urbanbonfire.ca), which launched on May 1. “That is a big shift for us, moving into this year. We realize and appreciate content creation, and we do not want to recycle someone else’s content. Our marketing will talk about our products—in our voice,” Bloom says. SELLING AN EXPERIENCE Prior to founding Urban Bonfire, Bloom worked as a senior

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kitchen equipment for people who are made to grill.

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OUTDOOR GRILLING executive in an international real-estate–development company, creating food and retail concepts. Though there are no obvious parallels between his former career and Urban Bonfire, Bloom took away a valuable lesson from his former job. “Through my time working with hundreds of entrepreneurs, I learned that the future of retail is highly interactive. It isn’t about selling products, but delivering an experience. Consumers don’t need what we are selling, but if you create a need—emotional and rational—for spending their dollars on this category, they will spend,” he says. “We try, at every opportunity, to make sure customers’ connections to our products and brand are multisensory, which is why we invest in cooking demos. They smell, taste, and touch. It isn’t just about a price sticker,” Bloom continues. “What I fundamentally believe is missing in people’s lives is connection. Outdoor cooking creates that connection. My hypothesis is that people don’t grill for themselves, but for friends and family. Gathering together is the byproduct.” Grilling is an experi-

ence, Bloom feels, that has no socioeconomic confines. “A great burger is a great burger,” he says. “It is a simple thing with international appeal—yet I realized there was no retailer with the level of enthusiasm and passion that I had for this category. In other areas, such as martial arts or golf, there are places I could go, but if you want a grill, you have to shop for it in a hardware store, big-box store, or specialty store that sells grills in summer.” Bloom weighed the pros and cons and finally decided to roll the dice, creating his own concept of what a grill store should be. “I knew there were risks, but I realized that entrepreneur32

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ship is risk (which is why I started in a 500–squarefoot space),” he says. TAKING A STAND Despite Bloom’s newcomer status, consumers will never find any price-related promotion at Urban Bonfire. “We don’t ever discount,” Bloom states. That isn’t the only issue that isn’t negotiable. Urban Bonfire will not sell anything that is sold by a big-box retailer; Bloom only carries specialty brands—and even then, he is particular. He carries only one brand per product level or category. “It doesn’t make sense to carry products that have similar features and are similarly priced, with similar warranties,” Bloom says. “Ultimately, when their features and benefits are so close, how can you push one over the other?” Based on that approach, Urban Bonfire carries Saber as its entry-level grills, at $1,500 (Canadian), along with grills from Memphis, Lynx, Caliber, and (at the highest price level) Kalamazoo Outdoor Gourmet. The store also carries products from Kamado Joe, Primo, and Big Green Egg. “I always ask myself, ‘How do I give customers the greatest value for their money?’ If someone comes in here

Top and middle: Urban Bonfire carries a diverse range of top-quality grills from manufacturers such as Kalamazoo Outdoor Gourmet, Saber Grills, and Big Green Egg Bottom: The Bonfire Kitchen brand includes proprietary spices, sauces, and smoking woods

looking for a grill that is $499 or $699, we are not part of that conversation,” Bloom says. Products only earn their way onto Bloom’s sales floor if they pass his rigorous testing process. Prior to starting the business, Bloom personally evaluated all the products for two years. “I don’t sell any product that I don’t cook with or have not used,” he says. “Now, due to our presence on the Internet, many manufacturers ask me whether we will carry their products. I tell them, ‘Only if I can try it first.’” Launching this summer, under the Urban Bonfire brand, is the store’s own line of cabinets and counters for kamado-style cookers. The line is tested, finished, and customized in-house. It isn’t cookie-cutter stuff, either; Bloom wants none of that. He uses only high-end materials, including ipê wood. He says, “Right now, there’s a disconnect between the styles of indoor versus outdoor kitchens. I see no reason for that disconnect to be there. Indoors and outdoors should be aligned.” UNCONVENTIONAL MARKETING In just 18 months, Bloom has done a phenomenal job of getting the word out about his

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OUTDOOR GRILLING business—and he hasn’t done it using conventional methods. “We do no paid advertising of any type,” he says. “We focus is on community engagement, social networking, and working through our own customer database. We are constantly feeding our customers new products, techniques, and ideas.” To retain existing customers, he gives them a reason to come back to the store. Bloom has invested in proprietary spices, sauces, and smoking woods that he sells under the Bonfire Kitchen brand. Bloom, who hired a professional chef to design the line, explains, “These are proprietary recipes. We aren’t just putting our name on someone else’s sauce. We are investing in what will differentiate us in the market. Price will not be differentiating for us. We won’t win that game. I don’t want to compete on only one factor. I can only compete where I can innovate and delight our customers. We lose

sales constantly, based on price.” Bloom is counting on the fact that consumers will see the value that Urban Bonfire brings to the patio. Its many offerings include in-home service; access to all of its classes and cooking demonstrations (up to 25 classes over a summer, free of charge) to learn how to use the grill better and enjoy it more; a curated assortment of accessories, tools, gadgets, and sauces; and a dedicated team. Those people, Bloom says, “love what they do, are excited to work with customers, and enjoy it as much as our customers do. People take home our passion. We are so passionate about what we do, and that resonates with people.” INTERACTION SELLS Above all, Bloom keeps his business interactive. He brings in local chefs to teach classes, but attendees don’t just watch; they cook.

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Patio & Hearth Products Report May/June 2015

“They learn how to make ribs, take the temperature, and adjust the charcoal—everything. It is really hands-on,” Bloom says. He has a 500–square-foot patio in the new facility for special outdoor-kitchen events. Classes are open to everyone, but there are men’s events, as well as classes exclusively for women. This group, Bloom says, has been overlooked by the industry, so he goes out of his way to appeal to women. “Our store is more of a boutique, and the colors are softer,” he says. “Our marketing is not dry and focused on the features of the equipment, such as mentioning it is made of commercial-grade stainless steel and has an output of 24,000 Btu. Instead, we focus on what you can do on this grill: Here’s why it is easier to cook on this than on what you have at home now.” Bloom shows buyers how to cook an entire dinner in 35 minutes, using only a grill, and how they can cook with less fat and sugar than they would use indoors. “The more our customers and our community use the products and grills (and love them), the more loyal they become,” he says. To keep interactivity levels high, he emphasizes social media and his website. His motto is “the better the content, the better the business,” Bloom says. He invests heavily in media content, producing how-to videos in an evergrowing series. “People who like to grill also like to watch (versus read). That is why video is the number-one medium that we’ve engaged, and it’s why we’ve brought production in-house,” he adds. The added space in the new location has allowed Bloom to have his own television studio and production company to create content. He says, “When consumers are looking at products, they put more trust in a third party than in the manufacturer—so when we do a video or write a blog about a product we are selling, we are saying it is tested and has been used with positive results. That’s why we invest so heavily in this medium.” Last year, Bloom spent about 3.5% of sales revenue on content development. While 2015 sales are expected to be up considerably over 2014 sales, he will invest the same percentage in content this year. Looking ahead, the future is bright. Reviews have been positive on Bloom’s approach to business. He says, “We are being told that what we are doing is fairly advanced and innovative for an industry that is, in my opinion, somewhat dated. In a general sense, I think this industry’s major miss in the past two decades has been in not marketing to and not approaching women. Grilling outdoors is mainly promoted to men, and I think that makes absolutely no sense.” You can be sure that Bloom is about to turn around that thinking.

C i r cl e R e a d e r S e r v i c e N o . 35

SHOWROOM SHOWCASE

A VISUAL FEAST A flower shop is transformed into a stunning outdoor-living store with award-winning displays. by SHARON SANDERS photography by JEFF BEHYMER

on Remerowski and his son, Steve, had dreams of turning the family’s successful patio store, Flower City (Oklahoma City, Oklahoma), into something truly spectacular. In 1969, it started out as little flower shop, and after several phases of evolution, it was time to take it to the next level. Every time Ron and Steve got together (which was almost every day), they’d sketch ideas for the details of their future store on restaurant napkins. In 2000, Steve had the opportunity to move the store out of a strip mall and build the store of his dreams from the ground up—with a spacious 30,000–square-foot showroom. His wife, Shannon, helped with the decor and with purchasing the inventory. The new store, Seasonal Living at Flower City, has turned out to be spectacular in every way, from its eye-catching showroom and award-winning storefront to its intuitive sales strategies and its focus on the customer. It is everything that the Remerowski family hoped that it would be. Seasonal Living is a feast for the eyes. The airy, garden-inspired

Patio & Hearth Products Report May/June 2015

showroom could be a page from a regional lifestyle magazine. The store’s centerpieces are two dramatic, 15-foot, custom-made artificial trees (with branches spanning 30 feet) that gently canopy the entire front of the store. Sounds of trickling water from fountains and water features fill the air as shoppers casually stroll around the showroom on a stamped-concrete path. The expertly merchandised furniture vignettes are showcased on green carpets that mimic grass. There is even a beverage station where shoppers can grab something refreshing to drink. “Our hope is that customers will be taken away by the shopping experience,” Steve says. Merchandising is king at Seasonal Living. The store has a talented team of merchandisers (who are also salespeople) in charge of keeping the showroom fresh and interesting. Steve says, “We do floor moves constantly because it makes everything

Page 36, top: Colorful Adirondack chairs and umbrellas have become Seasonal Living’s signature Page 36, bottom: Two custom life-sized trees create ambience for the store’s colorful, whimsical showroom floor Top and middle: Every item in Seasonal Living’s showroom is strategically placed to maximize exposure and sales Bottom: The late Ron Remerowski is honored on the showroom floor

feel like it’s new.” The Oklahoma market is conservative when it comes to color, favoring earth-tone frame finishes and fabrics, but Steve has always been one to push the envelope. “There is nothing worse than walking into a store and seeing the same stuff you see everywhere else,” Steve explains. His solution is to display quirky or unique pieces—such as a pair of brightpink chaises or a giant daybed—to get people talking. The pieces are positioned at the front of the store to catch shoppers’ attention when they walk through the front doors. Steve says, “Reps tell me that we are one of the few dealers unafraid to take a chances. It just works for us.” Nestled under showroom’s lifelike indoor trees (which are draped with twinkling lights), the store regularly displays two long tables that look as though they are dressed for an intimate outdoor dinner party—complete with dinnerware, linens, candles, and accessories. People are inspired by the picturesque setting

and want to recreate it in their own backyards. It’s not uncommon for a customer to purchase the entire display. Steve says, “It is all about creating emotion and helping them see how to put a look together.” He explains that the placement of merchandise on Seasonal Living’s showroom floor is strategic. “It is amazing how much placement affects sales,”

he says. There are several spots on the floor (in high-traffic areas) where he can place any item, and it will sell—guaranteed. “If there is merchandise that is getting very little interest, I just put it in one of those spots, and it sells. I don’t know why; it’s crazy,” he adds. Conversely, if there is a furniture collection or product that is selling particularly well, he moves it to the back of the store. He says, “I typically take my two top-selling lines and put one in the front of the store and one in the back, so customers have to pass by everything else to get to it.” Seasonal Living focuses its efforts on the exterior of the store as well. It won the 2015 Casual Living Retail Merchandising Award for best storefront. “We are located on a busy road, so we want to take full advantage of the visibility,” Steve says, adding that there are umbrellas mounted in front of the store, with colorful Adirondack chairs under them. “The color really captures people’s attention and draws them into the store,” he says. In addition to attracting walk-in business, the store uses direct mail as its primary means of advertising. Steve has been very pleased with the return.

May/June 2015 Patio & Hearth Products Report

SHOWROOM SHOWCASE He targets existing customers who have purchased invoiced items (because the store is able to collect their names and addresses). After each sale, a thank-you letter is mailed; it contains a coupon that can be redeemed for a future purchase. “We have a very high rate of return on the coupons,” he says. Each one has a code number, so it’s easy to use the store’s computer database to track who redeems the coupons. After a customer has used the first coupon, a second coupons is mailed (to encourage him or her to visit the store again). A blanket coupon is sent to the entire mailing list four to five times a year. Steve loves the fact that it’s easy to measure the effectiveness of direct mail. “It’s hard for me to justify spending money on other media (radio or television) because it’s difficult to know if people are listening or watching. I guess I want to be sure the money I spend is paying off,” he explains. The store’s profitability has grown steadily, over the years, and Steve credits much of that success to the employees, saying that he couldn’t run the store without them. “You are only as good as the people you surround yourself with,” he says. He puts a lot of time and effort into screening and hiring the right people with the right skills, from merchandisers to salespeople. Staff members have become very close—in part, because

Steve makes a huge effort to foster relationships. He sees great value in team building, and he often organizes outings and activities outside work. He is also interested in hearing the ideas and opinions of his staff. On Monday mornings, employees attend a casual staff meeting to discuss store business. It’s Style is king at Seasonal Living also a time for them to share what they did over the weekend. He says, “It builds camaraderie to hear what’s going on in everybody’s lives outside of work. We will often talk about personal service experiences—good and bad—that happened at restaurants or stores over the weekend. Everyone learns from the stories, including me, and we sometimes implement service ideas at the store.” The Remerowski family is always thinking about its next venture. The latest plans include branching out into outdoor kitchens and outdoor-room construction. “It’s really the next natural step for our business,” Steve

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Patio & Hearth Products Report May/June 2015

says. His father died a few years before the store opened in 2000, so he was not able to see his ideas come to fruition. Steve’s mother, Carol, still does the bookkeeping for the business. Steve says that he still keeps the crumpled napkins that he and his father sketched on, so many years ago. He says, “I know that he would have been proud of everything that we’ve done. If he were still with us today, I would hope that he would sit back and enjoy it all—knowing that he was the one who built the foundation, almost 50 years ago.”

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AS I SEE IT

A CUSTOMER-OBSESSED COMPANY Windward Design Group has always recognized that good service is good business.

Windward Design Group® (Sarasota, Florida) has its priorities. The 25–year-old patio furniture manufacturer has always focused just as much on its customer relationships as it has on selling furniture. It has managed to thrive in today’s specialty retail environment, which caters to customers who demand choice, flexibility, and service. Patio & Hearth Products Report chatted with Carrie Morales, executive vice president (and daughter of David Peace, founder/owner), to find out what makes the company tick.

How has Windward made a name for itself? Morales: We started out in the commercial market and built our retail reputation from there. My father started the business in the 1990s, after spending several years traveling up and down the Florida coast refinishing and restrapping furniture for resorts and hotels. In the late 1990s, he expanded into specialty retail. Doing commercial work first brought us credibility with retailers because they know we understand durability, quality, and service. Windward is also known for being approachable and easy to work with; our industry is still primarily made up of family-owned and -operated businesses, and we understand that this is their livelihood. They want to do business with a responsive company that understands them. We get it because that’s what we are as well. Everyone here, all the way up to my dad, can be 40

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by SHARON SANDERS

reached on a cell phone or by email. If dealers need a last-minute rush order, a special makeup, or just help solving an issue, we will do everything we can for them.

What does a manufacturer need to do (or be) in order to thrive in the specialty patio arena? Morales: I believe that service is what defines a company. Good prices and products may open the door, but a manufacturer will not keep its customers if it can’t provide service to them. This encompasses everything from the quality of your furniture to delivering shipments on time and following through on any issues. Every single manufacturer has issues, but it’s how you handle them that sets a manufacturer apart.

Online competition is an everpresent challenge for retailers. As a manufacturer, what are your thoughts? Morales: There is no getting around the fact that the Internet plays a big part in the shopping experience. The younger generations don’t know the world without it. The companies that don’t get on board with the Internet will be the ones that will not be around much longer. I know this issue is a tough one because much of our industry is still mom-and-pop shops, which means a good portion of store owners are part of the pre-Internet generation. You would be surprised at how many of our dealers don’t have email or computers with Internet access for their businesses.

We regularly get into conversations with retailers who are worried about online competition, and we get inquiries wondering whether we can partner with them for their online presence. This whole issue is constantly evolving—even our thought process on it. I’m hopeful that we can all eventually make it work for our industry and not against it.

About which new Windward products are you most excited? Morales: We are thrilled by the response to our marine-grade polymer (MGP) seating options. One piece that has been popular lately is our MGP bench. The trend right now, in dining, is to do different kinds of seating at a single table. We have seen a number of retailers include the MGP bench in some of their dining-set displays. It has a really comfortable seat, so it works well for dining. We’ve also done well with our reclining Adirondack chairs. They are full recliners, with a sling seat that is supercomfortable and durable.

Top left: From left, Marc and Carrie Morales; David and Patty Peace Top right: The Palmer sectional Bottom: Sling Adirondacks

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AS I SEE IT How is Windward partnering with retailers to help them grow their businesses? Morales: We are constantly looking for ways to partner with our dealers—because the more important we are to them, the more we will grow with them. We always try to listen to what’s on their minds, whether it’s styles, fabrics, frame finishes, or shipping programs that they want. We really do take the feedback we receive and bring it to the table when we are planning new products or programs. This year, we have come out with some unique incentives for our dealers. They include an early-buy incentive that allows them to run promotional sale weeks during specific times of the year with their Windward products.

As a relationship-focused manufacturer, how do you build and maintain personal connections with your dealers? Morales: A personal connection comes from knowing and understanding one another. A few years ago, we began hosting a Florida open house for our dealers instead of participating in the ICFA Preview Show™. The open house allows us to have our dealers’ undivid-

ed attention, and they get to know us a little bit better, too. They get the chance to walk through our factory and see how the whole manufacturing process works, from start to finish. The dealers can then take their knowledge back and share it with their sales teams and their customers. We have learned that the more our dealers know about the manufacturing process and our company, the more successful they are with our products.

What do you see as the company’s biggest opportunity and challenge? Morales: Our biggest opportunity is to grow our importance to our current dealer base. I say that because our key dealers, across our distribution areas, are always giving us things to work on so they can give us more of their business. Windward is fortunate to have dealers who know their markets better than we ever could, and they are willing to work with us to fine-tune our products to meet their markets’ needs. Our biggest challenge is the need for manufacturing space. We have about 100,000 square feet of manufacturing space right now, and if the right facility opened up, we could easily double that. We are not in a rush to change anything, but we always have our eyes open for the future.

What are your predictions for the outdoor-furniture industry? Morales: In the Southern and Eastern regions of the United States, we seem to be at the beginning of a new economic cycle, with home sales improving, residential and commercial construction healthier than they have been in almost a decade, and hospitality and lodging budgets continuing to grow. No one has a crystal ball, but for the most part (over the next few years), we are going to see the industry grow again—from dealer and manufacturer perspectives—with more influence from online commerce and click-to-brick platforms.

What does the future hold for Windward? Morales: Our trend for the past six years has been steady growth, and we have a long-term strategy in place to manage future growth—from our infrastructure to our product lines. We have a solid lineup of products that our dealer base is having success selling, but you won’t see us being complacent, either. Windward has always been a conservative company, though, and we will continue that philosophy, going forward. Our goal is not necessarily to be bigger; it’s to be better.

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Patio & Hearth Products Report May/June 2015

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MY TURN

PRACTICAL TECHNOLOGY A commitment to consumer input helped Saber Grills make a splash at HPBExpo. by GREG THOMPSON

Introducing a new grill in today’s hypercompetitive climate requires a commitment to functional technology. Bells and whistles are not enough, but useful features can capture interest among increasingly knowledgeable consumers. More than two years ago, the design team at Saber Grills LLC (Columbus, Georgia) used this mindset to craft a new grill that the company ultimately called the Edge. The process started with a panel of more than 1,000 consumers, in-depth surveys, and even one-on-one interviews. Rob Schwing, vice president and general manager of Saber, wanted to get it right, and he wanted additional wisdom from beyond the company’s headquarters. “You can put a bunch of really smart people in a room, and let them develop technology,” Schwing says. “You will end up with things that are fun to show off, but unless consumers are in that room, you will have only a 50–50 chance of being successful.” With high expectations riding on the Edge grill, such odds were not acceptable. It’s one thing to ask consumers questions, but Schwing and his team were committed to using their suggestions to boost their chances of success. In some respects, that commitment required high-tech solutions to basic problems. Consumers wanted to know what their grills already knew: 44

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Basic questions (such as how much gas is left in the tank) ranked high on their lists. “When you’re done cooking, this unit is also capable of telling you that you’ve left your grill on, and you should come back and turn it off,” Schwing says. “It’s very basic, but it’s powerful, in the minds of consumers.” This level of convenience, accomplished using smartphone connectivity, extends to preheating, estimated cooking times, and even a suite of cooking-assistance features to shed light on grill performance. With this powerful combination of features, the Edge grill won two Vesta Awards—as the best-inshow outdoor product and as the best gas barbecue—at the 2015 HPBExpo in Nashville, Tennessee. “It was the hit of the show,” Schwing says. “We have cooking performance wrapped up in our patented infrared cooking system, so that is not a difficult thing for us. Marrying that with useful, consumer-based design technology is a challenge, but it’s not impossible. To do both in a single product takes some serious work, and that’s what we were able to accomplish with the Edge.” OPPORTUNITY IN THE AIR The aroma of great grilling is a powerful marketing tool, and while it’s nothing new for many specialty retailers, Schwing believes that grilling demonstrations are underused. “Take a unit, put it out front, and cook on it,” he says. “Show cus-

tomers the scope and capability of products, and use the interaction to highlight what’s on your floor. It’s a way to engage consumers and drive sales.” If it’s so easy, why don’t more stores do it? The answer, Schwing says, comes down to a misconception about customers’ expectations. Store owners fear that customers will expect complicated, Food Network–inspired gourmet food, but a perfectly cooked piece of chicken or steak will make plenty of mouths water. “Let them sample the cooking results,” Schwing says. “Let them see the product, and put it through its paces. It makes the sale a lot easier. Imagine buying a car without being able to take a test drive.” He continues, “Remember, even people walking by who may not be interested in a grill today might be interested for Father’s Day—or when it’s time to upgrade. You’ll get them thinking about it. The demo also establishes you as credible. You’re not afraid to stand behind your grill.” If customers follow their noses all the way into the store, Schwing believes, they should find an environment that is neat and orderly. The temptation, he says, is to cram too many products into the available space—a practice that makes it impossible to get close enough to items of interest. Schwing, one of the founders of the Saber brand, also worked for its parent company, Char-Broil LLC, for 15 years. “People want to

Left: Saber’s three-burner, all–stainless-steel cart-model grill Right: The Edge grill

open lids and turn knobs,” he says. “Everything needs to be inviting and clearly signed. A simple, clean, and well-organized floor is so much better than elaborate displays.” Saber’s customers benefit from a full cooperativeadvertising program that includes digital-marketing assets that can be used in the store and on a website. Consumer brochures, point-of-purchase materials, and a robust dealer portal allow retailers to download and customize marketing materials, as well as to acquire material for their websites. Schwing explains that cooperative advertising could include such things as a coupon in a locally mailed packet, a spot on local-market radio, a direct-mail piece, or an ad in a local newspaper. He says, “There are funds available, based on dealers’ levels of annual purchases—

One of the interesting shining stars is our outdoor refrigerator. The UL–outdoor-rated refrigerator is about $1,000 at retail, and it is designed, built, and certified for the outdoor environment.” On the accessory side, Saber’s EZ Temp meat thermometer continues to sell well among grill enthusiasts who want gold-standard technology (without the $100 price tag). Schwing says that Saber has matched that high-level technology with a backlit digital thermometer that retails for about $35.

Overall, Schwing is bullish about the state of the industry in 2015. As a staple component of so many U.S. households, high-end outdoor living is gaining strength, and creative outdoor retailers are poised to capitalize on that. “There is continued opportunity for growth through innovation,” Schwing says. “Outdoor living is part of our ritual for spring, summer, and early fall, and it’s getting to be a year-round thing for many folks. It is hard not to be optimistic about this business and where it’s going.”

Smartphone connectivity provides high-tech solutions to basic problems

but again, if you are not doing the cooking demo, you should start there.” Those who are already flexing marketing muscle via several avenues might also wish to test the waters at various regional home shows. Sometimes referred to as lawn-and-garden shows or spring home spectaculars, these are not terribly expensive places to exhibit products, and they are sure to be filled with serious prospects looking for value, Schwing says. HOT SELLERS AND COLD CREATIONS Over the past year, a three-burner, all–stainless-steel cart-model grill has blown away Schwing’s projections. He attributes the hot sales to knowledgeable consumers who recognize value. With an infrared cooking system and an 18,000-Btu dual-control side burner, this Saber unit sells for $1,399. “Its big-brother unit is a four-burner model that retails at $1,799,” Schwing adds. “It also continues to outpace projections. On the upper kitchen side, our built-in product has also done very well.

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May/June 2015 Patio & Hearth Products Report

PRODUCT INNOVATION

THE HEAT IS ON Valor continues to push the limits of innovation. by CHERYL DANGEL BARTOLINI

Visit Valor’s website (www.valor fireplaces.com), and you’ll notice this slogan: Warming homes since 1890. Miles Industries Ltd. (North Vancouver, British Columbia), however, was actually founded in 1977, by Garry and Martin Miles, when they saw a need for a cleanerburning fireplace amid a growing movement against pollution. They thought that natural-gas fireplaces would fit the bill—but those were virtually unheard of, at the time. In his quest for a better product (a cleaner fireplace), Garry came across Valor Heating Ltd., a British company that had been manufacturing oil canisters, kerosene heaters, cookers, and other products since 1890. By the time Garry found Valor, it was a leader in the fireplace industry. Mike Powell, director of marketing for Miles Industries, says, “Valor got into natural-gas fireplaces in the 1960s, with the advent of North Sea gas. The British government wanted to convert homes from dirty coal to clean gas. This played a huge part in eliminating the dirty smog associated 46

Patio & Hearth Products Report May/June 2015

with Britain: in particular, London fogs.” Miles Industries began importing from Valor in 1981. “Garry could see the advantage of a radiant space-heating fireplace. Not having central heat in those days, many British homes needed fireplaces that delivered real radiant heat,” Powell continues. “Garry sold industrial radiant-heating equipment for years and knew its benefits in comfort and efficiency.” Moreover, Powell notes, because that the technology was cleaner and more controllable than the wood stoves that Miles Industries sold at the time, the new fireplaces went over well. Powell says, “The market was quick to accept these novel British products.” Miles Industries worked closely with Valor’s British team for 20 years and “learned a lot about making radiant fires,” Powell says. “The legacy of Valor UK lives on today, in our products and our design philosophy.” CONTINUOUS IMPROVEMENT That legacy is not something that Miles Industries takes lightly. Just as the oil crisis and environmental movement spurred the development of natural-gas fireplaces, today, Miles Industries operates on the premise that there is always something better on the horizon. As a result, the company is always improving on itself—and always seeking the next groundbreaking technology. For 2015, the Valor line is offering new models

The Valor Horizon H6 fireplace

and many enhancements. “This year will see us fill a couple of gaps in our product offerings, and there will be some updates to existing models that have been requested by our dealer network,” Powell explains. “As always, we will remain true to our core values to ensure that we can substantiate all our numbers and ratings. While continuing to be loyal to traditional styling, we are also advancing further into contemporary design—which, in reality, is now a trend (rather than a fad).” This summer will see the launch of the new Horizon H6 series, Valor’s largest zero-clearance fireplace to date. “This model capitalizes on the success of our new midsized fireplace, the Horizon H5, with multiple fuel beds, an engineered secondary heat exchanger, and a superclean design,” Powell says, adding that the launch will also include liners and trim kits for the 530 series, along with the introduction of an outdoor unit. “We are busy,” he says. Powell notes that some of the company’s best new products, over the years, have been installation accessories that make installing a Valor fireplace easier. This year is no different; Valor’s Portrait series has been made even better for renovating old fireplaces. Powell says, “The dimensions, including the

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PRODUCT INNOVATION depth of the Portrait, make it ideal for homeowners who are renovating. This is a versatile product, in terms of installation applications (as well as distinctive style offerings). The front of the Clearview is a response to requests to expand designs for both vintage and modern room settings.” The new Portrait also features innovative venting techniques, he adds. Radiant heating is a core value at Miles Industries, and as a result, the company has invested in a new hightech method of measuring radiant output. “The latest infrared technologies will allow us to measure and design better—to provide the best comfort and performance possible,” Powell says. GETTING SOCIAL For a company steeped in history, Miles Industries is not stodgy in adapting to today’s ever-changing marketing mix. The use of social media has become an important part of marketing strategy, as it has for any company that wants to stay ahead of the curve. To say that Miles Industries has

embraced social media would be an understatement. The company is active on just about all socialmedia platforms—not just Facebook, YouTube, and Twitter, but Instagram, Pinterest, and Houzz as well. “Needless to say, we have a young marketing team,” Powell explains. In addition, Miles Industries’ website features an extensive library of videos and other features designed to facilitate communication among the company, its dealers, and its consumers. This year, Miles Industries also upgraded its website and overhauled its brochures and in-store promotional materials—to ensure that they are on par with its new products, while attracting the attention of potential customers. Powell says, “This was done after reviewing not only what the industry is doing, but what other segments of the home industry are producing.” Because Valor has so many accomplishments in its past, it is only natural to wonder where the brand will be going in the future. “It’s important to

say where it’s not going: We won’t be multichannel. We won’t push the brand into unrelated products,” Powell says. “Miles Industries will remain committed to the principles that got us where we are and that remain our focus: specifically, loyalty to our independent-dealer network; abiding by core values relating to radiant heat; distinctive product designs and styles; our product-line testing, quality control, and our CSA–designated lab; and the commitment of our staff members who chose a career with Miles Industries,” he continues. “All these are important to us. For the categories we are in, we also strive to beat industry statistics, in terms of product sales.” Powell adds, “We continue to develop efficient, radiant hearth products that sell through specialty retail-

Above: The Valor Portrait fireplace, with the Clearview front Top: Miles Industries’ Valor Horizon H6 fireplace, with a driftwood firebed

ers. Miles Industries’ heritage goes back to the 1960s and 1970s as a hearth-product distributor that knows the value of channel and brand integrity. Our exclusive relationship with dealers is key to our business. We need to give them unique products that deliver—period.”

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Circle Reader Service No. 48

Patio & Hearth Products Report May/June 2015

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Circle Reader Service No. 49

CORPORATE PROFILE

WOVEN AND DRIVEN Ebel gears up for the launch of a new collection and products that appeal to younger consumers.

by GREG THOMPSON

In June 2014, representatives from four different Ebel Inc. territories (Canada, Georgia, Texas, and California) descended on the company’s headquarters in Jacksonville, Florida, to share opinions about the 2015 product pipeline. sold it) solidified an insider’s perspective on marketing, design, and distribution that is still put to good use at Ebel’s Jacksonville headquarters and at its satellite office in Longmont, Colorado.

The no-holds-barred discussion uncovered gaps in product lines, and the participants offered solutions to fill those gaps. After poring over concept drawings, Kai Ebel, the company’s executive vice president, took the feedback and began the prototype process. With Kai Ebel performing most of the initial concept work, many ideas were pondered and refined. When the company eventually signed off on initial prototypes, Kai Ebel and Mark Bottemiller, national sales manager, went to China to make the final tweaks. The fruits of those labors will be revealed during July’s ICFA Preview Show™ in Chicago, Illinois. While Bottemiller does not reveal the exact nature of the product introduction, it will include “at least one new very complete collection, as well as a bunch of ancillary items,” he says.

Top: The Laurent collection Middle: The Dreux collection Bottom: Most Ebel products remain in the woven category

After almost two decades of working in the business (and many more years spent in and around it), Bottemiller’s enthusiasm has not waned. He sees a bright future for Ebel, but he never takes success for granted. Many furniture executives like to say that they grew up in the indus-

Patio & Hearth Products Report May/June 2015

try, but Bottemiller is one of the few who routinely fell asleep to the thrum of sewing machines. “I literally learned to walk on a factory floor that made patio furniture,” he says. “It’s in my blood.” The familyowned business of his childhood (which became a competitor with Ebel after the Bottemiller family

CASUAL FURNITURE, SERIOUS COMMITMENT At least some of the new offerings, specifically in the cushion department, will benefit from distribution improvements and capital upgrades. “It’s a matter of continually adding equipment and people to keep up with a growth rate that I could not have predicted in a thousand years,” Bottemiller says. “Cushions have been a sticking spot for us, and we continue to try to stay ahead of the curve. Occasionally, we slip a little bit.” Ebel’s executives are always keen to examine what works, as well as what needs improvement. When lead times grew too long, all facets of distribution were examined to put all times back on a quicker schedule. It worked, and the goal is to keep customers happy. Manufacturing cushions in Jacksonville also called for greater efficiency to keep up with demand. “For the frames, we work with an offshore continued on page 73

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INSIGHT

HOMEGROWN Kuma Stoves prospers by offering superior stoves and grills made in the United States from domestic materials. by CHERISE FORNO

From his start—building fireplace inserts and stoves out of the back of his pickup truck—Mark Freeman, president of Kuma Stoves (Rathdrum, Idaho), has grown the company into a respected leader in the industry and has maintained its commitment to high-quality craftsmanship and customer service. While the company has designed an innovative line of products, it has remained a family-owned business; many family members, including Freeman’s three children (Jason, Jack, and Lisa), work in the company. “As you can see, we are truly a family-owned and -operated business,” Freeman says. “This is important at a time when we see so many mergers and acquisitions in our industry: The casualty often is the dealer.” Freeman explains that dealers are an integral part of the company, so he makes it a priority to develop and maintain good relationships with Kuma Stoves dealers. Those relationships can sometimes be lost when they are no longer fostered by larger companies. “We very much value dealers, in terms not only of their business, but of their input and connection to consumers and their needs,” he says. “There are many features of Kuma Stoves products that are there due to suggestions from dealers or their installers,” he adds. “We appreciate every one of our dealers, large and small, and we work hard to earn and keep their trust.” Kuma Stoves has experienced impressive sales and growth throughout the past few years, and Freeman expects continued growth through 2015. “We have grown our 52

company even through the economic downturn, and 2014 was a record year: Our hearth sales were up 29%,” he says. “We are using 2014’s success as a launching pad for new growth. We are expecting (and planning production for) about 20% growth in 2015.” Freeman estimates that about 75% of the growth of the company, during the past year, came from new dealers who found that Kuma Stoves’ products fill a void in the lineup that they can offer to customers. He also credits current dealers with performing better as Kuma Stoves has expanded in the marketplace. An important component of Kuma Stoves, according to Freeman, is operating the company in an upright manner, which he calls one of the keys to its success. Another trait that sets the company apart is the unparalleled It’s Covered warranty. “Our product warranty is, overall, the best in our industry,” Freeman says. “Lifetime is actually lifetime. Every Kuma Stoves product carries a 100% customer-sat-

Patio & Hearth Products Report May/June 2015

Top: The Ashwood insert Left: The Kuma Platinum SE pellet grill Bottom: The Tamarack stove

isfaction guarantee.” In addition to standing behind its products, Kuma Stoves manufactures all of its products in the United States, using only U.S. materials—including all castings. “More and more dealers are paying attention to that,” Freeman says. He notes that it is important to keep the manufacturing process in the United States and to ensure the quality of all parts. The Kuma Stoves

advertising statement that all products are “built by one craftsman, one at a time—no assembly lines here,” Freeman says, is both true and an important standard of the company. Another accomplishment of Kuma Stoves is its ability to craft high-quality, efficient products while keeping prices affordable. “We have a good mix of product offerings, with basic stoves such as our Tamarack and Wood Classic models and a great-selling model in our Ashwood (which has a wood-storage pedestal and a beautiful fire),” Freeman says. Three of the five firebox sizes are available as either freestanding stoves or as inserts. “Wood stoves and inserts had a huge year in 2015,” Freeman explains. The Tamarack, which is designed to heat areas of up to 1,700 square feet, is a combination radiant/convection stove that packs big performance and efficiency into a smaller stove. The Ashwood stove or fireplace insert has the capacity to heat up to 2,000 square feet, with a variety of cus-

tomizations available. For comfortably heating more than 3,000 square feet, the Sequoia is another model available as a freestanding stove or a fireplace insert. Although most of the company’s sales are in the woodburning category, Kuma Stoves also offers an oil-burning stove that boasts 82% efficiency. In 2013, Kuma Stoves released a new premium pellet-fired grill, the Kuma Platinum SE, which the company spent five years designing and testing to ensure that it was ready for the market. The company decided to move into the grilling arena with this product due to “a desire to take the seasonality out of our business,” Freeman says. The product gave the company a chance to be innovative in a new category in which it could perform well, Freeman says, by offering a counterseasonal product that was superiorly crafted. He had cooked on a pellet grill and had been impressed with the high-quality results achieved using this technology. “It was a young market that we thought we could do some innovative things in,” he says. “We’ve done our homework.” The Kuma Platinum SE grill’s indirect heat provides an even temperature—for consistent cooking results. The grill has many features, including a quick-grilling sear function, a pellet-flavor– changing system, and a built-in kit that lets the grill be turned into an outdoor grill island. In keeping with the company’s other products, the grill is manufactured in the United States. “Everything—from the full piano hinges on top to the wheels it rolls on—is made in the United States,” Freeman says. “We wanted to come to market with a topshelf, U.S.–quality pellet grill with a decent price.” More buyers care about products built in the United States, he adds, “and are willing to pay for them, but they also require a quality product, with a great warranty and service.” Kuma Stoves plans to continue to bring creative, efficient products made in the United States to the marketplace. “As far as new products on the radar go, we are looking at another premium, stainless-steel, built-in pellet grill; a pellet stove; and other new

wood-burning products,” Freeman says. “Stay tuned.” A challenge for Kuma Stoves (and the hearth industry) will be complying with the 2020 EPA emissions regulations for residential wood heaters, which require a particulate-matter level of no more than 2 to 2.5 grams per hour (depending on the type of wood being burned). Freeman says that

the company is prepared to meet all emissions standards, no matter what they will be in the future. “Kuma Stoves has already proven that we can produce clean and efficient wood-burning stoves, and we will meet the emission limits,” he says. For the season ahead, Freeman says, the company is showing good signs of growth this year. He reports that the combination of the compa-

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ny’s manufacturing process, its highquality dealers, and its commitment to 100% customer satisfaction will help Kuma Stoves continue to grow and establish its place in the market. “More and more companies find it important to buy U.S.–made products of good, reliable quality,” Freeman says. “We separate ourselves from a lot of companies. People appreciate that.”

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May/June 2015 Patio & Hearth Products Report

INSIGHT

THE GREAT PROTECTOR Crossroads Coatings’ unique corrosion-resistant, high-heat coatings preserve grills, firepits, and fireplaces. by CHERISE FORNO PHOTOGRAPHY by KELLY STEELMAN

Crossroads Coatings (Statesville, North Carolina) brings both innovation and experience to the coatings industry by creating custom coatings to meet high quality and environmental standards. Established in 1952 as Warlick Paint Company Inc. and reorganized in 2002 under the leadership of Robert Lodgek, the company’s president, Crossroads Coatings has built a strong reputation for crafting its individualized coatings for a variety of products. The company has also blended many years of expertise with forward thinking—to create a company dedicated to delivering highquality products and customer service to manufacturers across many different industries. Since 2002, Lodgek has diversified Crossroads Coatings by expanding its services beyond the company’s home region. About 10 years ago, Crossroad Coatings worked with Hearth & Home Technologies in Colville, Washington, to create a product to comply with Washington State’s air-quality regulations. Crossroads Coatings produced a coating free from hazardous air pollutants for the company (and for others in the market). This experience reinforced his belief that Crossroads Coatings products could be successful nationally, not just in the Southeast, Lodgek says. “Our formulas have progressed quite a bit since then,” he adds. Lodgek saw several problems with other coatings in the industry— including color changes at high temperatures, inability to withstand longterm high heat, and loss of adhesion— that Crossroads Coatings has worked to solve. “These were the areas we saw that needed to be developed,” he says. Although it can take four to five years of research and testing to devel54

op a product, Crossroads Coatings has consistently produced many high-quality coatings, including a groundbreaking rust-inhibiting formula. The company’s corrosionresistant coatings protect against moisture, oxidation, UV light, and chemicals. They can be formulated to suit any application (including use on hearth products). A main advantage of the company is its ability to create custom coatings for customers in many different industries. According to Lodgek, Crossroads Coatings goes above and beyond by going into a company’s facility, seeing what its current situation is, understanding its problems, crafting solutions, and developing formulas that will function for that

Patio & Hearth Products Report May/June 2015

specific company and its products. “The major advantage we have over our competitors is that we are a custom formulator,” he says. Another company strength, which is now in great demand, is its increasingly renowned ability to formulate superior high-temperature coatings for hearth and grilling products. The company expanded into the hearth industry, Lodgek explains, because it had experience in so many industries that it was natural to take that ability into another arena. “We cater to what the customer needs,” he says. “Everything we do is custom.” The company’s high-temperature coatings are designed to withstand temperatures ranging from 600 to 2,200 degrees; they are for use on products such as wood stoves, fireplaces, firepits, grills, and gas logs. The coatings can be created to meet the toughest environmental standards, as well as to be free of hazardous or toxic air pollutants. Crossroads Coatings’ Green Technology product line includes Aquatemp, which was developed three years ago. This first-of-itskind coating is the only waterbased, air-drying, high-temperature (1,200-degree) stove paint designed to preserve the aesthetics and longevity of the products to which it is applied. Aquatemp was also recognized for its outstanding performance and environmentally friendly properties with the 2013 Vesta Green Award. “This is com-

Top left: Robert Lodgek Middle and bottom: John Hyde (middle) and Gus Lodgek (bottom) at work in Crossroads Coatings’ manufacturing plant

pletely solvent free,” Lodgek says. Lodgek adds that Aquatemp is currently being sold to a large stovepipe manufacturer in California and is performing very well. “They are very pleased with it,” he says. The company’s line of waterrepellent coatings can be applied to a variety of substances to protect them from water exposure. Many of these coatings also provide abrasion resistance, nonstick features, and chemical protection. For the future, Crossroads Coatings will continue to meet the needs of companies in a wide variety of industries (including the hearth and outdoor-cooking sectors) as it continues to expand the market for environmentally friendly, innovative custom coatings. With increasingly strict environmental regulations and a trend favoring green products, Crossroads Coatings encourages companies to choose more environmentally friendly coatings. In this way, they can take their time in selecting new coatings—before changing regulations force them to adopt new formulations under pressure. Lodgek says, “We urge customers to change to environmentally friendly formulas.”

Circle Reader Service No. 55

www.tropitone.com

LAST WORD

A WARM RECEPTION Infratech’s sleek (and discreet) patio heaters provide toasty, efficient warmth. by CHERISE FORNO

With homeowners increasingly investing in improving their outdoor-living spaces, Infratech (Gardena, California) continues to bring innovative electric heaters—which are both stylish and efficient—to the marketplace. From 2009 through 2011, homeowners spent $359 billion on home improvements, according to the U.S. Census Bureau. More than $57 billion of that money was spent on making improvements to the outside of the home. With this trend persisting, Infratech is expanding its product line to help customers enhance their patios, terraces, and yards with a variety of electric heaters to meet any need. In December 2014, the Infratech Slimline Shadow singleelement heater was introduced. This heating system was launched as part of the company’s ongoing goal of producing energy-efficient heating devices that effortlessly match any decor. The sleek design and low profile of the heater are consistent with current trends in the industry and are in keeping with the demands of customers. John Mazzotta, president of 56

Infratech, says, “Our newest addition has been our all-black Slimline Shadow—with crisp, modern styling, featuring an anodized-aluminum housing with a narrow profile. Our Slimline heaters virtually disappear into the surrounding decor and are a designer’s delight.” The Slimline series is popular with customers because of its ability to warm a space while also adding to its ambience, seamlessly blending with any surroundings. Mazzotta reports that electric comfort heat is very popular in the market. The quartz elements in Infratech products are ideal for creating a relaxing, warm environment with the emission of a soft glow (as opposed to the brighter, harsher light that halogen elements can produce). Infratech’s quartz elements are also rated for 5,000 hours of continuous use, releasing evenly distributed, consistent levels of heat.

Patio & Hearth Products Report May/June 2015

“In recent years, the fastest-growing electric infrared segment has been comfort heat,” Mazzotta says. “Infratech’s medium-wave comfort heaters emit a barely discernible, pleasing glow that will not affect the ambience of your gathering—unlike competitive short-wave or halogen electric heaters that produce a very harsh glare or a bright, colored light.” Mazzotta adds that the advantages of electric heaters, compared with gas heaters, are the design, efficiency, and ease of operation and maintenance of the heaters. “Unlike gas heaters, electric heaters have no valves, ignition components, moving parts, or burners to maintain or repair,” he says. “In addition, electric heaters produce no sounds, odors, or toxic emissions.” Customers select the heater models that they need based on several variables. The height, overall feel, and look of an area can be deciding factors, as can the customer’s desired aesthetics. Ease of use is one reason

that customers select electric heaters for added ambience. An electric heater’s intensity can be adjusted easily and accurately—from the off position to full power (and everywhere between the two). Other advantages that electric heaters offer are added options for mounting and installation; these are very appealing to designers, who can then customize any space, from a backyard patio to the grounds of a resort. Gas heaters lack the same mounting flexibility. Infratech’s W-series single-element heaters are low-profile heaters that are safe for both indoor and outdoor use. The heaters, which range in power from 1,500 to 4,000 watts, can be mounted flush—or on a wall, ceiling, or pole. These heaters are available in a range of standard colors, as well as custom colors. WD-series dual-element heaters are available in 4,000-, 5,000-, and 6,000-watt models. They can be

Top left and right: Infratech comfort heaters turn cold areas into comfortable, inviting spaces Bottom: Infratech’s Slimline silver and black models

mounted up to 14 feet high, which can be useful in many different residential and commercial spaces (such as terraces or other outdoor areas at hotels and restaurants). SL-series Slimline single-element heaters are available in stainless steel, bronze, and black; they offer customers a modern, sleek design that is currently in high demand in the marketplace. These models can be mounted up to 10 feet high. In addition to offering comfort heat for multiple applications, Infratech is committed to making eco-friendly products. Infratech’s energyefficient electric infrared heaters are 90% efficient and are also cost effective. The company’s comfort-heating systems and their packaging are also recyclable, and they emit no greenhouse gases. Mazzotta notes that Infratech’s heaters can also be conveniently integrated into home-management systems, with many different control options. “Along with offering a choice of heater profiles and many custom colors, Infratech is a UL 508 control manufacturer offering fully integrated systems (including zoning and intensity control), along with timers and motion sensors to minimize unnecessary energy consumption,” Mazzotta says. Infratech’s commitment to eco-friendly heating has led the company to strive for smarthome integration that improves the customer’s experience and optimizes energy efficiency. Infratech’s interface is straightforward and easy to use, and it can be programmed to be managed remotely, using a mobile device. Control options are also compatible with popular environment-automation/control systems, such as those from Lutron® and Crestron®. “Infratech heaters can also be integrated into a customer’s existing home-management system or simply run on an on/off switch—or one of Infratech’s value controls, with choices to fit anyone’s budget,” Mazzotta says. In an effort to meet the

needs of its customers—both residential and commercial—Infratech is always making improvements to its company and staff, as well as its product lines. In November 2014, David Arnold, the new director of sales, was welcomed to the company’s headquarters. Before accepting the leadership position, Arnold worked with the

company as a consultant and was an integral part of focusing the company’s values (and training its staff ). Moving forward, Infratech will continue to bring many years of experience to the industry as it helps homeowners and businesses extend and enhance their outdoor spaces for added ambience and efficiency.

“Infratech has been a pioneer and leader in infrared technology for over 50 years,” Mazzotta says. “Infratech is committed to providing high-quality, innovative products that exceed our customers’ expectations. We have the technology, and we have the people to achieve our promises: quality, delivery, and price.”

YOU ARE CORDIALLY INVITED TO SPEND MORE TIME OUTDOORS. Versatile. Stylish. Efficient. Discover Infratech infrared heating systems.

Customized climate control brings eco-friendly comfort to outdoor living spaces with Infratech infrared heating systems. Available in a wide range of color, finish and mounting options, for residential and commercial spaces.

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

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WHAT’S NEW

6 HOT PRODUCTS TO SELL NOW Tropitone | www.tropitone.com |

(949) 951-2010

This Millennia chaise, with an updated design, features an optional sturdy shelf that offers more function. Shelves can be in any Tropitone® finish, which can differ from the selected frame finish. The new design is stackable and is available in sling, padded-sling, and EZ Span™ models.

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Bull Outdoor Products | www.bullbbq.com |

(800) 521-2855

The new Elite grill is for elite dealers only (a limited number of brick-and-mortar customers meeting specific requirements). This grill is loaded with special features: a low-profile hood; black-nickel accents on the bezels, hood-handle endcaps, and control knobs; professional-grade hexagonal grates on the cooking surface and warming rack; a solid 304 stainless-steel rotisserie spit; and LED control knobs. Target retail prices are $1,999 for the four-burner unit and $2,599 for the five-burner model.

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Innovative Hearth Products | www.astria.us.com |

(800) 655-2008

The Polaris vent-free gas outdoor fireplace brings comfort and style to outdoor-living areas. The convenience of gas combines with the contemporary look of stainless steel and the installation ease of a vent-free fireplace. Models are available in 36- and 42-inch sizes.

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Glen Raven/Sunbrella | www.sunbrella.com |

(336) 221-2211

The Regatta collection transforms any room into a seaside paradise, with cool ocean blues and flame highlights. Inspired by the sailor’s classic striped T-shirt, Shore flame and Cabana regatta (a wider stripe) bring a fresh perspective—with a pop of color—to classic stripes. Token surfside brings regatta and flame together in a varying-width stripe that’s perfect for accent pillows. Cast mist, canvas regatta, and Hybrid sky have unique textures that make basic solids anything but boring. Fretwork pewter, a neutral trellis pattern, pairs well with the collection’s bold stripes.

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California Outdoor Concepts | www.californiaoutdoorconcepts.com |

(877) 274-6773

Deep-mahogany resin-bamboo shafts and an extremely realistic basketweave background set the Tradewinds firepit series apart from the competition. Multiple units, in sizes from chat to bar height, wrap outdoor-living areas in casual sophistication. Pairing Tradewinds’ deep-mahogany color with sea-green granite lets you place it in nearly any location. Three other granite colors are available, along with accessories for dining, chilling, and heating.

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Jensen Leisure Furniture | www.jensenleisurefurniture.com |

(800) 403-0403

For the 2016 season, Jensen Leisure Furniture adds deep seating to the well-received Tivoli dining assortment. A lounge chair, a swivel chair, a love seat, and a sofa (along with side and coffee tables) complete this beautiful, 100% Forest Stewardship Council–certified roble-timber collection.

Patio & Hearth Products Report May/June 2015

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PRODUCT PROFILES St. Charles by OW Lee St. Charles delivers a hint of old Southern charm, matched with exceptional comfort. Decorative rivets, traditional collar embellishments, and a cast-aluminum button make it a standout in outdoor entertainment. St. Charles is a full-line collection, with dining, deep seating, and lounge pieces. Contact: (800) 776-9533 or www.owlee.com. Circle Reader Service No. 96

Big Green Egg Sauces The new Big Green Egg authentic smokehouse-style barbecue sauces will enhance the flavor of any barbecue recipe. Kick up the flavor of baked beans and potatoes, mix them in your favorite meatloaf, or spice up your Bloody Mary mix. There are four delicious flavors: Vidalia® Onion Sriracha, Zesty Mustard Honey, Kansas City Style Sweet, and Smoky or Carolina Style Bold and Tangy. They are so good that your customers will want to try them all. Contact: (770) 938-9394 or www.biggreenegg.com. Circle Reader Service No. 97

Palm Chat If you love the tropics, take one look at the Palm series design by California Outdoor Concepts, and you’ll swear you can hear the breezes whispering through the palm trees. This firepit series (made of high-quality resin) has intricate carvings of mountainous terrain graced with tall palm trees. Run your hands over the reliefs, and you can feel the craftsmanship and beauty. The three sizes—chat, dining, and bar height—answer this question: Can I coordinate my entire backyard oasis? Yes; pick your size and matching granite top, and you’re ready to dine, serve drinks, or just sit by the fire. It’s just another decision in paradise. Contact: (877) 274-6773 or www.californiaoutdoorconcepts.com. Circle Reader Service No. 99

DCS Grill

Oracle Wood-burning Outdoor Fireplace The Oracle fireplace by Astria features the company’s revolutionary Mosaic Masonry™ real-firebrick lining system, available in warm red and clean ivory brick colors. Stainless-steel construction provides weather resistance for long-lasting outdoor use. Models are available in 36-, 42-, and 50-inch sizes. Contact: (800) 655-2008 or www.astria.us.com. Circle Reader Service No. 98

The DCS grill is unparalleled in delivering intense heat, low heat, and easy cleanability. DCS grills feature full-surface searing (rather than uneven hot spots), providing even temperatures across the entire grilling surface—up to 48 inches. The 36- and 48-inch grills feature double-sided cast–stainless-steel grilling gates; one side has a gentle radius for handling delicate foods, while the other side is W-shaped for perfect sear lines. The patented Grease Management System™ grease-channeling technology reduces flare-ups by directing grease and oils away from the burner flames during grilling. Precision-ported stainless-steel burners deliver an impressive 25,000 Btu per hour of power. Contact: (888) 936-7872 or www.dcsappliances.com. Circle Reader Service No. 100

News Designs From The HammockSource With a table height of 35 inches, The HammockSource’s HDPE counter dining provides a casual setting for friends and family to enjoy a good meal and great fellowship. Ultrastrong construction features stainless-steel fittings. There are 13 color options. Contact: (800) 334-1074 or www.thehammocksource.com. Circle Reader Service No. 101

Patio & Hearth Products Report May/June 2015

Charcoal Companion Himalayan Salt Plate A set of four small plates offers some flexibility when it comes to grill space. Use them together to form a large (10x10-inch) area or separately to sear and serve individual servings to impress a crowd. The plates also easily fit in the freezer, to be chilled for the presentation of cold foods (such as desserts or sushi). Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com. Circle Reader Service No. 102

WMH Luxury Clean-face Fireplace White Mountain Hearth continues to build on its good–better–best fireplace lineup with the introduction of a luxury version of its popular Tahoe clean-face fireplace. Luxury models—available in 36- and 42-inch sizes—get a larger 10-piece log set atop a completely new burner with an extended ember bed. Interior accessories include ceramic-fiber liners in rustic brick, old-world stone, and black porcelain, plus hammered-metal andirons. Other options include overhead lighting and an automatic blower. Designed to comply with 2015 safety requirements, the fireplace’s large ceramic-glass window is recessed slightly, so the face remains flush with the surrounding walls, even with the screen barrier in place. Customers must purchase the basic black screen or one of two decorative fronts (with screens) introduced in January. Millivolt or intermittent-pilot models are available in LP or natural-gas versions. Contact: (800) 851-3153 or www.whitemountainhearth.com. Circle Reader Service No. 103

Marietta Firepit Consistently bringing bold new looks to the hottest trends in outdoor living, Agio’s sleek Marietta firepit delivers both beauty and ambience. The lovely rectangular firepit base includes all-weather wicker and woven L-shaped shelves that double as serving areas for guests in the highest style. For collections that are sure to meet customer demand and your sales goals, it’s time to add Agio to your product mix. Contact: (888) 997-7623 or www.agio-usa.com. Circle Reader Service No. 104

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PRODUCT PROFILES Sausalito Collection Alfresco Home dives into the contemporary-furniture world with the striking dining and deep seating of the Sausalito collection. Sausalito’s highlights include functional side shelves and stylish mixed media, including extruded aluminum and Forest Stewardship Council teak with Sunbrella® fabrics and sling materials. Contemporary design, exquisite comfort, and unrivaled construction: Nothing else says Alfresco Home fresh like the modern Sausalito. Contact: (610) 705-8808 or www.alfrescohome.com. Circle Reader Service No. 105

Louisiana Grills (LG900 Woodpellet Smoker) LG series grills by Louisiana Grills are the finest wood-pellet grills for preparing and serving world-class barbecue in your own backyard, the company says. The easy-to-operate digital control center allows for precise cooking control from 170 to 600 degrees (in 5-degree increments) and features a standard flame broiler for flame grilling. The programmable meat probe regulates the internal cooking temperature of food and auto-adjusts to a low-smoke setting when the food is ready. There’s no need for rotisserie equipment: All LG series grills feature fan-forced convection heat. Contact: (877) 303-3134 or www.louisiana-grills.com. Circle Reader Service No. 106

Calais

Whatever the size or shape of your outdoor-entertaining space, there’s a configuration of Calais modular and traditional seating (in standard or luxe depths) that will fit it perfectly. Complete your arrangement with a matching firepit or chat table. Clean lines and a tight weave—in two colors—create a look that’s both classic and modern. Contact: (866) 752-6320 or www.ebelinc.com. Circle Reader Service No. 107

Stratford Sofa Table Storage meets style with the new Stratford sofa table. With a stunning finish and beautiful bullnose corners, this addition to the Stratford collection brings both form and function to the outdoor room. The sofa table is tall enough to meet the backs of the signature sofas and love seats, making it an ideal outdoor buffet or serving table. It also features a second shelf, for the convenient storage of items that you’ll want within arm’s reach on a warm summer’s day. Contact: (800) 490-1283 or www.crpproducts.com. Circle Reader Service No. 108

Big Green Egg Dual-probe Remote Wireless Thermometer Introducing the new Big Green Egg dual-probe remote wireless thermometer with a unique EGG–shaped design: Precisely and conveniently monitor anything you are cooking and the internal EGG temperature—at the same time—from a distance of up to 300 feet (91 meters). The thermometer comes with preset temperatures for beef, veal, lamb, pork, poultry, and nine popular game meats, and all preset temperatures are customizable to suit your personal taste. Contact: (770) 938-9394 or www.biggreenegg.com. Circle Reader Service No. 62

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St. Bernardus

Pizzacraft Pizza Oven’s Wood-pellet Smoker and Shovel

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

Add rich wood-smoke flavor to pizza cooked in the Pizzacraft® portable pizza oven. The smoker easily fits behind the oven’s pizza stones. The pellet shovel reaches back into the oven to refill the smoker easily (without the need to remove the oven hood), and it collapses for easy storage. Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com.

neutral color lends itself well to any traditional or contemporary decor. For samples, email orders@mlwalker.com. Contact: (800) 477-7665 or www.mlwstone.com. Circle Reader Service No. 112

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Bull Outdoor Bull Outdoor Products will be upgrading its high-quality line of outdoor-kitchen components this year. This line already features 304 stainless-steel double-lined doors and fully encased drawer systems. The company will be outfitting all of its drawers with the new Super Glide soft-closing system, as well as adding paper-towel racks to the backs of all of the doors. These changes are designed to improve the customer experience and build on the strength of what the company calls the world’s most complete component offering. Contact: (800) 521-2855 or www.bullbbq.com. Circle Reader Service No. 111

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PRODUCT PROFILES Fervor Icon 655 Alfresco Home is proud to introduce Fervor™ to its Outdoor Gourmet lineup. Fervor captures the best of the Australian outdoor lifestyle in its range of high-quality barbecues emphasizing healthy and easy grilling. Fervor grills feature GrillSmart™ technology for healthy, simple, and clean grilling. GrillSmart is an oil-management system featuring matte-enameled, cast-iron grill grates that channel fats and oils away from the food while you barbecue. Contact: (610) 705-8808, www.grillsmart.net, or www.alfrescohome.com. Circle Reader Service No. 113

Kingston Deep Seating Collection Traditional Outdoor Fireplace by Forshaw Forshaw has introduced a new vent-free, traditional woodand gas-burning outdoor fireplace, which is easily installed using a new Exterus module for 2015. The traditional outdoor models are available in 36or 42-inch styles, in both gas and wood configurations. Stainless-steel construction guarantees years of enjoyment. Gas knockouts allow for installation of gas logs, and optional glass doors are available, along with traditional or herringbone refractory patterns. All pipes, firestops, caps, and flashing ship with these fireplaces. Contact: (314) 874-4315, pchamberlain@forshaws.com, or www.forshaws.com.

With a look that’s breezy and light, Agio’s Kingston deep seating collection is sure to be a big hit in your product mix. Durable rust-free frames are accented by a unique new all-weather–wicker weave and a hand-applied finish to give the seating the look of authentic rattan. Neutral weather-resistant cushions are crafted for comfort, and the complementary coffee table features a slatted wood-look top, perfect for serving guests in style. Contact: (888) 997-7623 or www.agio-usa.com. Circle Reader Service No. 116

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

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Logs Sets From Empire Comfort

Introducing the new 42-inch square firepit-top option for Homecrest’s popular Aurora firepit collection: This new size will be available exclusively in the durable and weather-resistant Natural series Stonegate offering. The top features an attractive 3-inch edge profile and is available in mineral, boulder, and smoke models. Homecrest products are proudly made in the United States. Contact: (877) 599-4803 or www.homecrest.com.

Empire Comfort Systems has added two completely new log sets to its vented burner and log collection. The Frontier refractory log set is available in 18-inch (seven-piece), 24-inch (nine-piece), and 30-inch (11-piece) sizes. It features medium and large handpainted logs, pulled straight from the woodpile. The taller and more massive Pioneer refractory set features drier, more aged logs and log chunks gathered from the forest floor, for a more rustic look. Pioneer logs come in 18-inch (10-piece), 24-inch (11-piece), 30-inch (13-piece), and 36-inch (17-piece) sizes. Both log sets fit Empire’s vented double burner, which is now available in traditional match-light, new manual, and new millivolt models. All burners ship in a natural-gas version; LP conversion kits are sold as accessories. Contact: (800) 851-3153 or empirecomfort.com.

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Aurora Natural Series Firepit

Patio & Hearth Products Report May/June 2015

San Marino The sophisticated San Marino collection has been expanded to include sling, padded sling, and the extremely popular woven seating options. A matching high-back dining chair, high-back swivel rocker, high-back swivel rocking lounge chair, swivel barstool, swivel balcony stool, ottoman, and chaise round out this collection. Contact: (866) 964-4468 or www.gensuncasual.com. Circle Reader Service No. 119

Infratech Comfort Heaters Whether for work or recreation, Infratech comfort heaters turn cold indoor and outdoor areas into comfortable, inviting spaces. The W-series heater incorporates a specially designed electric quartz heating element that produces safe infrared radiant energy. Radiant energy is only absorbed by solid objects and is not wasted heating the air. These heaters are suitable for ceiling-, wall-, or flush-mount installations, with minimal clearance required. Solid-state and analog controls are also available for intensity adjustment. Contact: (800) 421-9455 or www.infratech-usa.com.

The Emerald Collection by Sunbrella Long associated with rebirth and rejuvenation, green is the ideal color to incorporate into your latest home-refreshing project this spring and summer. Whether enlivening the area around the pool with classic resort-style stripes or adding a touch of Modern Baroque style (à la Dorothy Draper) to the dining room, Sunbrella® fabrics from the Emerald collection are modern (yet classic) and tantalizingly fresh. With coordinating patterns in spring shades of emerald and citron balanced by a solid in earthy brown, the design possibilities are endless. Try pairing upholstered dining-room chairs in Reflex emerald or Reflex II citron with rich navy-blue walls and gold accents, for a look that is bold and luxurious—or use this foolproof recipe for decorative pillows: Layer a wide stripe and a narrow stripe with a floral or geometric pattern and a coordinating solid to add a touch of unexpected whimsy to a classic neutral sofa. Contact: (336) 221-2211 or www.sunbrella.com. Circle Reader Service No. 122

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FV34 FullView Fireplace The successful FullView fireplace series now has a size perfect for smaller rooms. The FV34 has the same footprint as the popular DXV35, but sports the clean-faced FullView look that homeowners love. This look better showcases the log configuration, which captures the authentic look and feel of a wood fire in its most beautiful burning stages. Sized for smaller areas, the FV34 still provides a generous 32,000 Btu per hour, with CSA P.4 efficiency ratings of 77.4%. Contact: (319) 365-6282 or www.mendotahearth.com. Circle Reader Service No. 121

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PRODUCT PROFILES Stratford Swivel Chair C.R. Plastic Products’ newest line, the Stratford collection, pairs durable outdoor quality with the luxurious comfort of indoor sofas. Completely transform the look of your outdoor room with these unique deep seating armchairs. Equipped with equally comfortable and durable Sunbrella® fabric cushions, Stratford swivel chairs are designed for years of enjoyment. The unique EcoMotion swivel mechanism offers incredibly smooth movement—with a sturdy design capable of handling all that Mother Nature has to offer. Contact: (800) 490-1283 or www.crpproducts.com. Circle Reader Service No. 123

Legacy Firepit The Legacy firepit is a knockdown firepit that can easily be assembled in less than 30 minutes. The firepit has the look of stacked stones (in either gray or brown), and each side magnetically connects to the four posts. Firepit tops are available in black or brown slate-look versions. The Legacy firepit is available in 36- or 42-inch sizes. Enhance the look with lava rock, gas logs, or tumbled fireglass. Contact: (360) 314-2012 or www.hearthdistribution.com. Circle Reader Service No. 124

Granville Cool as an island breeze, Granville sets the scene for a tropical staycation in your own backyard. Its curving silhouettes will flatter any outdoor area. This collection offers a full range of seating options, from a luxurious chaise to dining chairs. It’s available in three finishes. Contact: (866) 752-6320 or www.ebelinc.com. Circle Reader Service No. 125

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

granite

marble

Meeting the request of the customer, HPC’s largest insert is no longer custom. The CSA–certified, 54-inch flat round insert—with a 48-inch burner, a 400,000-Btu output, electronic ignition, hot-wire ignition technology, 304 stainless-steel material, a 0.75-inch center hub and tubing, and a four-spoke burner—is available in natural gas or propane versions. Contact: (877) 433-7001 or hpcfire.com. Circle Reader Service No. 126

limestone

slate

Argento

Est. 1969

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

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The Argento sofa group by Jensen Leisure is crafted from 100% Forest Stewardship Council–certified roble heartwood. Though the natural color of roble is a creamy brown, the textured-driftwood finish continues to weather to a beautiful gray. This classic design makes it a popular collection. Contact: (800) 403-0403 or www.jensenleisurefurniture.com. Circle Reader Service No. 127

Pit Boss Grills (PB820 Wood-pellet Smoker) Prepare and serve competition-quality barbecue in your own backyard with Pit Boss wood-pellet grills. These eight-in-one grills have the cooking versatility needed for everything from smoking to searing (with a standard flame broiler), with a dynamic range of cooking temperatures from 180 to 500 degrees—all at the simple turn of a dial. An electric igniter allows for easy, mess-free barbecue lighting. With complete structural strength and durability, these high-value grills are meant to last. Contact: (877) 303-3134 or www.pitboss-grills.com. Circle Reader Service No. 128

Barbecue Islands by Summerset Professional Grills Design your own outdoor space with Summerset’s barbecue islands, and begin making wonderful memories with friends and family. There are four different models to choose from with standard finish options of porcelain and stucco or upgraded finish options of granite and Ameristone™ (and full customization): Your dream outdoor space can become a reality. Built to last—with rust-resistant 1x1-inch, 60-gauge, MIG–welded steel construction frames and Trex® railing systems—Summerset islands include complete electrical systems. Contact: (800) 966-8126 or www.summersetgrills.com. Circle Reader Service No. 129

Lucerne Dining The Lucerne collection exemplifies Mallin’s classic design—with signature comfort. The frame features aluminum tubing with a decorative, ornate cast back, along with beautifully curved arms. Tailored welting and plush cushions add the flair of a clean, crisp look, with maximized comfort. With timeless and polished style, the Lucerne collection is the perfect decor for your backyard. Contact: (800) 251-6537 or www.mallinfurniture.com.

Phifertex Outdoor Fabrics The expanded Phifertex® Outdoor Fabrics 2015–16 stock line features styles in bold, rich, and fresh tones, as well as soothing neutrals and multicolored soft plaids. Phifer’s new collection is influenced by the need for cleaner lines, larger scales, and strong pattern elements (such as botanically inspired florals, stripes, and stylized geometrics). Woven with precision, these high-performance PVC fabrics—infused with Microban® antimicrobial product protection—are constructed to withstand extreme weather conditions and are maintenance free. Contact: (800) 221-5497 or www.phifer.com/designedfabrics. Circle Reader Service No. 132

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Valor L2 Linear Series Fireplaces Built on a strong foundation of continuous fireplace innovation, the Valor linear series welcomes the first of its kind: a wide-format fireplace that integrates linear design with impressive radiant-heat technology. Featuring leading-edge, contemporary design, the company has a mission that remains the same: Provide the efficient comfort, advanced controllability, distinctive quality, and superior heating performance that Valor owners have relied on (even when the power goes out) for decades. A bold statement in any living space, the L2 is luxury-fireplace design at its finest. Inspired by the highly successful L1 series, the L2 boasts an impressive 50-inch linear viewing area that highlights the magnificent flames within it. With beautiful radiance in both high flames and low, glowing embers, the L2 combines Valor efficiency and heating performance with the latest in contemporary styling. Contact: (800) 468-2567 or www.valorfireplaces.com. Circle Reader Service No. 131

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PRODUCT PROFILES Expanded Gas Firepit Collections

Laguna NorthCape’s Laguna collection is constructed from solid plantation-grown teak, and it features plush deep seating cushions in your choice of premium outdoor fabric. Teak for the Laguna collection is harvested from mature trees that are part of a replenished forestry program; then, the teak is oven dried or air dried for moisture control. Hardware is brass-plated, zinc-coated steel, for a perfect combination of corrosion control, strength, and luster. As the company says, when you’re looking for style, comfort, and value, take a fresh look at NorthCape. Contact: (708) 563-2890 or www.northcapeoutdoor.com.

Gensun Casual Living has expanded its firepit offerings to 29 different configurations by adding dining and balcony heights (along with a new, larger 52x72-inch size) to its popular line of firepits. Four unique top designs—Florence, Grand Terrace, Madrid II, and Paradise—will coordinate with all of the company’s collections, making the outdoor room even more inviting. Contact: (866) 964-4468 or www.gensuncasual.com. Circle Reader Service No. 136

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Summerset Power Burner The new Summerset power burner is the perfect addition to your outdoor kitchen. Commonly used for finishing cooking, making sauces, or heating foods that require a more controlled temperature than your grill, a side burner offers the convenience of range-top cooking and grilling simultaneously. The power burner features 304 stainless-steel construction, 60,000 Btu of power, heavy stainless-steel grates, a stainless-steel lid, and a sleek design, all backed by an industry-topping warranty. Contact: (800) 966-8126 or www.summersetgrills.com.

Oasis Cantilever The heavy-duty Oasis cantilever is available as a 10-foot square or a 13-foot octagon and features aluminum ribs, with a silver powder-coated–aluminum pole. Multiple mounting options and fabrics are available. Contact: (941) 359-0890 or www.windwarddesigngroup.com. Circle Reader Service No. 137

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Pawleys Island Deluxe Rope Hammock

Kor by Tropitone

Pawleys Island original rope hammocks are the hammocks to which all others are compared. The Pawleys Island deluxe rope hammock is handcrafted in the Carolinas of durable, soft polyester rope—as comfortable as cotton, with the added benefit of longer outdoor durability. Contact: (800) 334-1074 or www.thehammocksource.com.

Kor, the new commercial collection from Tropitone®, features an edgy design, with curved backs and arms and arched, angled legs. Inspired by Midcentury Modern design, the contemporary collection includes sling and padded-sling dining chairs, side chairs, spa chairs, chaises, and barstools. Contact: (949) 951-2010 or www.tropitone.com.

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Cardiff Because of its rich and thick walnut weave, together with its tailored T boxed back cushions, Sunset West’s Cardiff collection is doing very well on retail floors. Contact: (760) 599-1021 or www.sunsetwestusa.com. Circle Reader Service No. 139

Aesthetically Pleasing The low-profile heaters and low clearance requirements allow the fixtures to blend into any environment seamlessly. Infratech heaters represent a good balance among efficiency, heating performance, and low visual impact. Infratech heaters produce no harsh visible light or glare to spoil the mood or strain your eyes. Contact: (800) 421-9455 or www.infratech-usa.com.

Smoke-N-Hot Grill Pro Series Smoke-N-Hot Pro series pellet grills are advanced pellet grills that will revolutionize your outdoor-cooking experience. The digital control allows you to set the exact cooking temperature, ranging from 180 to 600 degrees. Every grill is complete with a meat probe (to make your cooking experience as simple as possible). The wood pellets allow the creation of a savory wood-fire flavor. Contact: (360) 314-2012 or www.hearthdistribution.com. Circle Reader Service No. 142

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HPC Interlink Linear Series

The Pine Ridge firepit table by The Outdoor GreatRoom Company comes with a unique barn-wood top, made of durable SuperCast concrete, and a stainless-steel, UL–listed gas burner. The outdoor-rated arched stucco base is accented with real cedarwood stained corners and rivet detailing. Contact: (866) 303-4028 or www.outdoorrooms.com.

You spoke. HPC listened. Its new patent-pending, stainless-steel Interlink linear burner is CSA certified from 25 inches up through 121 inches in length, offering great design flexibility. Its features include 1.5-inch sidewalls for better media retention; an innovative raised-hub design to shed water; safety, with CSA certification through all flame-control technologies; match-lit, push-button spark/flame sensing; and remote electronic ignition/flame sensing. It’s just what you (and your customers) wanted. Contact: (877) 433-7001 or hpcfire.com.

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Pine Ridge Firepit Table

Mallin Firepit Warm up your backyard with a Mallin firepit that can satisfy the need for every look in your imagination. This rectangular firepit is powder coated and features an aluminum woven-strip base with customizable flair. It is available in three heights and four top options, as well as three top sizes to mix and match. It pairs beautifully with Mallin’s chairs and accessories: Gather around the fire, dine with your companions, and relax with Mallin. Contact: (800) 251-6537 or www.mallinfurniture.com. Circle Reader Service No. 144

May/June 2015 Patio & Hearth Products Report

PRODUCT PROFILES Pub-height Colonial Firepit Table Truly a table for entertaining, the dining height Colonial firepit table is made from durable materials and can be customized to fit your style. The dining height is perfect for entertaining, any day of the week. Mix and match four tops and three base heights for your own special look. Contact: (866) 303-4028 or www.outdoorrooms.com. Circle Reader Service No. 145

Elegance

NorthCape’s Elegance collection features its popular aspen HDPE resin, handwoven over a sturdy, commercial-grade aluminum frame. The comfortable, curved arm is a distinguishing feature of this collection, and it is (in addition) complemented by double-welted, boxed cushions—featuring two back buttons—in your choice of premium outdoor fabric. When you’re looking for style, comfort, and value, take a fresh look at NorthCape, as the company says. Contact: (708) 563-2890 or www.northcapeoutdoor.com. Circle Reader Service No. 146

New and Improved American Outdoor Grill The American Outdoor Grill® (AOG) collection by RH Peterson Company combines best-in-class quality and performance in a U.S.–made premium grill. Now, there’s even more to love about AOG: the AOG L series and the AOG T series. The L series features interior halogen lights and electronic push-button ignition on all sizes. The T series requires no power or batteries and features the new Rapid Light ignition system, which uses a turn-to-light piezo to ignite the burners. Contact: (800) 332-3973 or www.americanoutdoorgrill.com. Circle Reader Service No. 148

New Monessen Artisan Linear Vent-free See-through Fireplace Monessen is proud to introduce the first (and only) vent-free see-through system designed to be installed on an exterior wall. All the convenience and performance of a ventless system combine with the wow factor of a see-through-to-the-outdoors fireplace in the Artisan. Featuring a worry-free control system and myriad design options, the Artisan might just be the fireplace your competitors wish they had in (and out of) their showrooms. Contact: (800) 867-0454 or www.seethrubreakthru.com. Circle Reader Service No. 149

GeoBella Indoor/Outdoor Cushion Fabrics

Modular-furniture Covers

The 2015–16 stock line of Phifer’s GeoBella® indoor/outdoor cushion fabrics has the style you want, the performance you need, and the quality you crave. Crafted with more enthusiasm for cleaner lines, larger scales, and strong pattern elements (as well as pops of color), the new collection debuts a variety of larger feature and smaller secondary patterns, making it easy to mix and match cushion and decorative pillows. Contact: (800) 221-5497 or www.phifer.com/designedfabrics.

An innovative collection of protective covers for modular furnishings is now available from Treasure Garden. Through easy-to-connect zippers, the protective-cover units can be enclosed to protect individual modular-furniture pieces or joined to create dozens of custom protective configurations. The result of an extensive two-year research/development process, the cover collection is designed to accommodate growing trends in sectional and nontraditional outdoor furnishings. The covers are available in colorful and easy-to-merchandise packaging. Contact: (888) 821-8868 or www.treasuregarden.com.

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Phoenix Grill This sculptural outdoor product, designed by the architectural designer Bent Falk of Denmark, is made of durable COR-TEN™ steel, which acquires a natural patina over time. The Phoenix grill is designed especially with the chef in mind. The conical shape creates a natural draft that allows you to build fires faster and guides the smoke up and away from you. The grill rack is made of heavy, 5-millimeter stainless-steel rods that can be adjusted to four different levels. The innovative design features stay-cool handles. Contact: (914) 764-5679 or www.wittus.com. Circle Reader Service No. 151

Cambria by OW Lee

Cambria’s pillowed cushioning is the ultimate in outdoor relaxation. The curvature of the frame and elegant arched back bring indoor comfort to your outdoor room year round. Cambria is a full-line collection, with club dining, deep seating, and lounge pieces. Contact: (800) 776-9533 or www.owlee.com. Circle Reader Service No. 154

POLYWOOD Select

Making its debut in late summer, the POLYWOOD® Select collection from Poly-Wood is designed with timeless style and durability that will

transform your outdoor space into a sophisticated living area. Contact: (877) 457-3284 or www.polywoodinc.com. Circle Reader Service No. 152

Valor H5 Series Fireplaces The Horizon series has proved itself as a tried-and-true heater, warming thousands of homes, across North America, for almost two decades. The H5 continues the Horizon tradition with a diverse fireplace, blending distinctive, high-quality materials with the latest in radiant- and convective-heat technology. Flexible venting options and a slim engine depth position the H5 as a versatile fireplace upgrade, ideal for existing-home renovations and new construction. The H5 combines compact design with a generous viewing area, highlighting a collection of ambient fires and glowing embers within. Equipped with four unique firebed options (Murano glass, decorative glass, traditional logs, and Pebble Beach driftwood), the H5 caters to those seeking both traditional and contemporary flame appeal. A vibrant addition to the Horizon series family, the H5 is sure to bring users countless hours of steady, reliable warmth for years to come. Contact: (800) 468-2567 or www.valorfireplaces.com. Circle Reader Service No. 155

MGP Bench There is no easier way to turn an old, inefficient firebox into a beautiful, affordable heat source than a vent-free gas insert from Monessen, the leader in vent-free technology. The Solstice insert delivers superior heating efficiency and stellar good looks—without the high cost of extensive renovations or construction. A sleek appearance, options for any style of space, and an intuitive control system make the Solstice a sure thing. The instant your customers turn it on, it will be love at first light. Contact: (800) 867-0454 or www.monessenhearth.com.

Made from high-quality marine-grade polymer (MGP), the MGP bench is a great option as either a dining bench or a stand-alone bench. Available in river white, flagstone gray (shown), and greco, it is proudly made in the United States. Contact: (941) 359-0890 or www.windwarddesigngroup.com.

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May/June 2015 Patio & Hearth Products Report

PRODUCT PROFILES New Flatfire Tree-line Silhouette Enhance your decor and your environment with the new Flatfire tree-line silhouette, a nice addition to the Wittus Flatfire gas fireplace. Easy to install, this new cutout tree adds natural character to the dancing flames of this already-stylish modern fireplace. The simple metal tree application takes on a natural patina when burned. Designed and manufactured in the United States with European style influences, the sleek, clean lines of the Flatfire and its new forest insert will add contemporary flair to every home it graces. Contact: (914) 764-5679 or www.wittus.com.

Harbour Collection The Harbour deep seating collection by Poly-Wood combines sleek lines, plush cushions, and all-weather material for a look of elegance and lasting comfort, thoughtfully made in the United States. Contact: (877) 457-3284 or www.polywoodinc.com. Circle Reader Service No. 158

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Real Fyre G-19 Vent-free Gas Logs

AKZ Cantilever Umbrella by Treasure Garden

The new Real Fyre® G19 vent-free gas logs feature dancing flames, crisp bark detail, and a glowing front log—to create a beautiful, realistic, and heat-efficient fire. G19 logs are available in both Foothill Oak and Foothill Split Oak styles, in 18-, 24-, and 30-inch sizes. The system’s flat burner design (with remote control) is offered in three styles: standing pilot with on/off settings, standing pilot with variable flame, and electronic variable flame. Contact: (800) 332-3973 or www.realfyre.com.

The AKZ cantilever umbrella collection expands for 2015, with the addition of two new sizes and a new, contemporary platinum finish. An 11.5-foot square size and a 10x13-foot rectangular size will join the current collection (which includes the best-selling 13-foot octagon and the 11-foot octagon and 10-foot square sizes). Each umbrella can shade any seating, dining, lounging, or outdoor-gathering space, with full 360-degree rotation from a single installation point made possible with a foot-pedal control. Contact: (888) 821-8868 or www.treasuregarden.com.

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Havenhill Collection An instant classic, Havenhill has a modern frame design and uniquely flared Butterfly Basket® that provide maximum comfort, style, and value. The collection is available in sling, padded-sling, and woven versions. Havenhill also offers coordinating lounge, cushion, chat, and deep seating pieces. Contact: (877) 599-4803 or www.homecrest.com. Circle Reader Service No. 161

Coronado The Coronado collection by Sunset West continues to be a hot seller for retailers. The driftwood resin-wicker finish has a rich texture that customers are responding to, and this is translating into strong sales. Contact: (760) 599-1021 or www.sunsetwestusa.com. Circle Reader Service No. 162

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Rio Lounge Chair

MHP Patriot Gas Grill

The 2015 Rio lounge chair—a modern design with traditional details—has highlights that include floating-bucket deep seating and a unique wraparound frame. Rio features weathered-gray all-weather wicker and a handpainted driftwood finish. Veranda Classics is dedicated to simplifying the buying and selling process while offering unique, top-quality furniture and accessories. Contact: (800) 443-1410 or www.verandaclassics.com.

Introducing the new MHP Patriot gas grill: A new standard has been set, when it comes to combining high quality and value in a grill made in the United States. The grill’s features include a powder-coated aluminized-steel column and base with four locking casters, a rotary igniter, stainless-steel drop-down shelves, and a drop-in warming rack. In addition, it ships in one box, with built-in profit for you at a price consumers will love. Contact: (888) 647-4745 or www.mhpgrills.com.

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Linear Outdoor Fireplace by Forshaw Forshaw has introduced a new vent-free outdoor linear fireplace, which is easily installed using a new Exterus module for 2015. The linear fireplaces are single sided or see through and include LED lights that illuminate the burner tray. Simple piezo ignition ensures ease of use and reliable performance. Optional weatherizing components are available, as well as many glass choices for customization. Contact: (314) 874-4315, pchamberlain@forshaws.com, or www.forshaws.com. Circle Reader Service No. 165

CORPORATE PROFILE factory, but not for the cushions,” Bottemiller explains. “For the cushions, we brought in a new computer numerical control cutter, in addition to more automated sewing-machine equipment that’s a lot easier and less fatiguing for operators to use,” he adds. “With this new equipment, employees can perform at a higher level for more hours in the day, and that allows us to increase our capacity.” Considering that Ebel’s growth in the cushion sector was 26% in 2012, 41% in 2013, and 30% in 2014, that extra capacity could well come in handy. “This year, we’re on track for about 22% growth, but I can only responsibly forecast 18% to 20%,” Bottemiller says. “The huge growth caught me by surprise, but we are quickly adding capacity and improving our overall speed.” The reason for all that growth is a matter of conjecture, but Bottemiller boils it down to what he calls solid, retailable design, found throughout Ebel’s 17 outdoorfurniture collections. He elaborates, “We’ve never tried to win awards, and I don’t really care whether I’ve got the newest and fanciest items. We want that salable design, combined with high quality. We also want to be very easy to do business with; those are the things I really push for the sales force. The fact that we’re in the hot category doesn’t hurt, either.” For Ebel, the hottest of the hot is the Dreux collection,

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a top seller for the past four years. Part of the appeal is a look that Bottemiller describes as traditional enough— without venturing too close to Grandma’s front porch. In 2015, the streak could be broken by the Laurent collection, described as transitional, with more flowing lines and curves. “A collection we introduced a couple of years ago, called Bellevue, is coming on very strong as well,” Bottemiller says. “I anticipate that the new, yet-to-benamed collection will also do well: Retailers will see it in July, at the Chicago show—and in August, at the summer Las Vegas Market™.” Several of Ebel’s wicker collections are named after French cities, with some of the aluminum collections receiving Italian names. The newest collection will be given a French name—a clue that more wicker could be in store. The lion’s share of products remain woven, which Bottemiller describes as what the company does best. New tables, he says, are also in store in the industrialrustic vein, which Bottemiller believes that attendees at the summer Las Vegas Market, scheduled for August 2–6, will enjoy. Ebel is exhibiting at the show in an effort to bolster its market penetration west of the Mississippi. “I am looking for alternative distribution, which plays into the indoor-furniture stores as well,” he says. “I am targeting the indoor market in Las Vegas. As an industry,

we lost a lot of stores in the recession.” He has heard some estimates that as many as half of patio-furniture stores could have closed. Bottemiller continues, “Fortunately, things are going well again. The overall market is improving, and our sales are improving. Especially in the second-tier market areas, those specialty retailers’ doors are not opening back up as rapidly as we’d like, but the major metro areas are coming back and doing very well.” Outside the so-called top-100 furniture stores, Bottemiller sees room for growth in what he calls the midtier, mom-and-pop indoor-furniture shops that see the benefit of adding an outdoor category. These stores represent an “incremental business that does not take away from patio specialty,” he says, “but instead, represents a real opportunity for seasonal business in a mainline store.” Ultimately, if specialty retailers are concentrating on the fundamentals of proper showroom design, they must expand their target groups. “Millennials are now getting close to an age where they’re going to start having interest in our level of products,” Bottemiller predicts. “We are not inexpensive, but millennials are willing to pay for a high-quality brand. They understand value. By 2017, millennials are going to outspend baby boomers. That is a huge market potential.” May/June 2015 Patio & Hearth Products Report

ADVERTISER INDEX Advertiser

PRODUCT PROFILES DIRECTORY Phone

Website

Page

Company

Page

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

Agio................................................................................................................61, 64

Alfresco Home ..........................................(610) 705-8808 ..............www.alfresco.com ........................................48

Alfresco Home................................................................................................62, 64

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

Big Green Egg................................................................................................60, 62

Bull Outdoor Products ..............................(800) 521-2855 ..............www.bullbbq.com ........................................33

Bull Outdoor Products....................................................................................58, 63

California Outdoor Concepts ....................(877) 274-6773 ..............www.californiaoutdoorconcepts.com ............35

California Outdoor Concepts ..........................................................................58, 60

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

The Companion Group ..................................................................................61, 63

C.R. Plastic Products ................................(800) 490-1283 ..............www.crpproducts.com..................................49

C.R. Plastic Products ....................................................................................62, 66

Dansons....................................................(877) 303-3134 ..............www.louisiana-grills.com ..............................61

Dansons ........................................................................................................62, 67

DCS by Fisher & Paykel ............................(888) 936-7872 ..............www.dcsappliances.com ..............................31

DCS by Fisher & Paykel..................................................................................60, 64

Ebel ..........................................................(866) 752-6320 ..............www.ebelinc.com ..........................................51

Ebel................................................................................................................62, 66

Empire Comfort Systems ..........................(800) 851-3153 ..............www.empirecomfort.com ..............................29

Empire Comfort Systems................................................................................61, 64

Forshaw/Exterus ......................................(800) FORSHAW ............www.forshaws.com ......................................62

Forshaw/Exterus ............................................................................................64, 73

Gensun Casual Living ..............................(866) 964-4468 ..............www.gensuncasual.com ................................7 Glen Raven/Sunbrella................................(336) 221-2211 ..............www.sunbrella.com ........................................3 Glen Raven/Sunbrella/Rain........................(336) 221-2211 ..............www.trade.sunbrella.com/rain ......................39 The HammockSource ..............................(800) 334-1078 ..............www.thehammocksource.com......................65 Hearth Products Controls..........................(877) 433-7001 ..............www.hpcfire.com ..........................................43 HearthDistribution.com..............................(360) 314-2012 ..............www.hearthdistribution.com ..........................59 Homecrest ................................................(877) 599-4803 ..............www.homecrest.com ....................................67 Infratech ....................................................(800) 421-9455 ..............www.infratech-usa.com ................................57 Innovative Hearth Products ......................(800) 655-2008 ..............www.astria.us.com ........................................42 International Market Centers/ Las Vegas Market ..................................(702) 599-8113 ..............www.imcenters.com......................................75 Jensen Leisure Furniture ..........................(800) 403-0403 ..............www.jensenleisurefurniture.com ....................20 Mallin Casual ............................................(800) 251-6537 ..............www.mallinfurniture.com ..............................21 Merchandise Mart Properties ....................(800) 677-6278 ..............www.casualmarket.com ................................45 Miles Industries/Valor Fireplaces................(800) 468-2567 ..............www.valorfireplaces.com ..............................47 MLW Stone ..............................................(800) 477-7665 ..............www.mlwstone.com......................................66 NorthCape ................................................(708) 563-2890 ..............www.northcapeinternational.com ..................17

Gensun Casual Living ....................................................................................65, 68 Glen Raven/Sunbrella ....................................................................................58, 65 The HammockSource ....................................................................................60, 68 Hearth Products Controls ..............................................................................66, 69 HearthDistribution.com ..................................................................................66, 69 Homecrest......................................................................................................64, 72 Infratech ........................................................................................................65, 69 Innovative Hearth Products ............................................................................58, 60 Jensen Leisure Furniture ................................................................................58, 66 Mallin Casual ..................................................................................................67, 69 Mendota ..............................................................................................................65 Miles Industries/Valor Fireplaces ....................................................................67, 71 MLW Stone ..........................................................................................................63 Modern Home Products ......................................................................................73 NorthCape......................................................................................................68, 70 The Outdoor GreatRoom Company................................................................69, 70

The Outdoor GreatRoom Company..........(866) 303-4028 ..............www.outdoorrooms.com ..............................18

OW Lee..........................................................................................................60, 71

OW Lee ....................................................(800) 776-9533 ..............www.owlee.com..............................................9

Phifer..............................................................................................................67, 70

Phifer ........................................................(800) 221-5497 ..............www.phifer.com ............................................25

Poly-Wood ....................................................................................................71, 72

Poly-Wood ................................................(877) 457-3284 ..............www.polywoodinc.com ................................53

RH Peterson ..................................................................................................70, 72

RH Peterson ............................................(800) 332-3973 ..............www.rhpeterson.com ....................................38

Summerset Professional Grills ........................................................................67, 68

Summerset Professional Grills ..................(800) 966-8126 ..............www.summersetgrills.com ............................76

Sunset West ..................................................................................................69, 72

Sunset West..............................................(760) 599-1021 ..............www.sunsetwestusa.com..............................19

Treasure Garden ............................................................................................70, 72

Treasure Garden........................................(888) 821-8868 ..............www.treasuregarden.com ..............................2

Tropitone ........................................................................................................58, 68

Tropitone ..................................................(949) 951-2010 ..............www.tropitone.com ......................................55

Veranda Classics ..................................................................................................73

Vermont Castings Group ..........................(800) 867-0454 ..............www.vermontcastings.com ..........................27

Vermont Castings Group ................................................................................70, 71

Windward Design Group ..........................(941) 359-0890 ..............www.windwarddesigngroup.com ..................41

Windward Design Group ................................................................................68, 71

Wittus........................................................(914) 764-5679 ..............www.wittus.com............................................63

Wittus ............................................................................................................71, 72

Patio & Hearth Products Report (ISSN 1939-6929) is published bimonthly by Peninsula Media, 21250 Hawthorne Blvd., Suite 700, Torrance, CA 90503. US Postage Paid at Lebanon Junction, KY 40150. May/June 2015, Vol. 10, No. 3 ÂŠ 2015 Peninsula Media. All rights reserved. No part of this publication may be reproduced in any form without written permission from the publisher. POSTMASTER: Send address changes to Peninsula Media, 21250 Hawthorne Blvd., Suite 700, Torrance, CA 90503-5514, patioandhearth@halldata.com, phone: (847) 763-9261. While the publishers have made every effort to ensure the accuracy of the materials presented in Patio & Hearth Products Report, they are not responsible for the correctness of the information and/or opinions expressed.

Patio & Hearth Products Report May/June 2015

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