Patio and Hearth Products Report May/June 2014

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

L L OY D F L A N D E R S

BULL OUTDOOR PRODUCTS

www.patioandhear thproductsrepor t.com AGIO

To all our

friends & retailers in the Casual Furniture Industry

When my father Don and I purchased the Lloyd Manufacturing Company in 1982, our vision was to build high quality outdoor furnishings for the independent furniture and specialty store market. With past experience as suppliers to the mass merchant market, we were determined to build Lloyd Flanders on lasting relationships with fellow independent entrepreneurs.

While Dad is no longer with us, all of us at Lloyd Flanders are still dedicated to those independent entrepreneurs today. Our programs are tailored to the specific needs of our retailers, providing the best possible products at the best possible prices and with the most efficient and timely delivery.

As the market continues to change, we continue to find new ways to accommodate and support our retailers – t Our expedient shipments of special ordered goods provide quick inventory turns and lower carrying cost. t Lloyd Flanders Early Buy programs allow stocking of product with no carrying cost through the spring selling season. t Direct Ship/Dating programs allow access to exclusive products with Lloyd Flanders quality plus greater product selection and the opportunity for improved margins. t In both 2013 and 2014, we launched digital advertising campaigns that offered our specialty retailers an opportunity to promote their stores and Lloyd Flanders product in new and exciting digital ways with additional in-store support.

Lloyd Flanders is proud to be a family operated business dedicated to the Casual Furniture Industry and the specialty retailers who represent the “backbone” and the future of our industry. We wish each of you a strong selling season and we look forward to seeing you in Chicago at the Summer and Casual Furniture Market.

Dudley Flanders, President & CEO

L LOY D FL A N D E R S .CO M

Dudley & Charlotte Flanders Circle Reader Service No. 2

Circle Reader Service No. 3

contents May/June 2014

| Volume 9, Number 3

features 8

Guest Editorial – It’s That Season

By Melissa Cookston

One of the country’s preeminent pit masters discusses the growing role of women in the grilling industry.

16

Product Spotlight – Let the Sun Shine

By Cheryl Dangel Bartolini

Customers in the United States and Canada who have suffered brutal winters are attracted to the latest outdoor-furniture designs.

24

69

Marketing Maneuvers – A Silver Celebration

By Cheryl Dangel Bartolini

After 25 years in business, Patio Connection remains strong by adjusting to a changing marketplace.

28

Hearth Retailer Profile – Open Spaces

By Sharon Sanders

With three locations spread out in Saskatchewan and Alberta, this Canadian retailer has developed novel ways to ring up sales.

32

70

72

Outdoor Grilling – Getting Hotter 42

By Cheryl Dangel Bartolini

These Nevada entrepreneurs didn’t let an economic recession stop their business from growing.

My Turn – Woven Wonders

By Kimberly Rodgers

Consumer demand for woven collections has been great news for NorthCape International, which specializes in that product sector.

46

in every issue 6

Product Innovation – Works of Art

Manziel Publisher’s Viewpoint and Editor’s Message

By Cheryl Dangel Bartolini

10

Industry News – Edited by Kris Kyes

58

What’s New: 6 Hot Products to Sell Now

By Jesse Burkhart

60

Product Profiles

The Sunbrella® brand is every bit as strong as its namesake fabric.

78

Product Profiles Directory

Insight – First-class Fabrics

78

Ad Index

The clean, minimalist lines of European Home’s fireplaces are popular with today’s consumers.

48

62 36

52

Corporate Profile – Sunbrella Shines

By Cherise Forno

Phifer excels in the marketplace because of its ability to generate fashion-forward (yet durable) outdoor fabrics.

Showroom Showcase – Wowing Customers

62

By Sharon Sanders

Fireplace & Verandah’s success is built on its enduring relationships with customers.

40

54

Insight – Tweaking Teak

By Cherise Forno

Kingsley-Bate’s new eye-catching pieces feature a blend of materials.

As I See It – Take It Outside

By Sharon Sanders

Brown Jordan Outdoor Kitchens keeps growing as rising numbers of consumers add outdoor kitchens to their homes.

56

On the Cover | The San Rafael daybed by Agio; www.agio-usa.com

4

Patio & Hearth Products Report May/June 2014

Last Word – 25 Years of Growth

By Greg Thompson

Agio’s overwhelming growth is due to the company’s deep understanding of product development and customer service.

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

),5( 3,76 ĥĥ #2 ON YOUR CUSTOMER’S OUTDOOR LIST. That’s why it should be #1 on yours.

If you haven’t added outdoor fire pits and chat groups to your showroom floor, then you’re missing out on one of the biggest trends in outdoor right now. Agio® offers more outdoor fire pits and chat groups than any other manufacturer, which in turn can give you an added edge over your competitors and an exciting new revenue stream.

Life Begins Outdoors.™

For more information on Agio outdoor gas fire pits, or visit www.agio-usa.com today. Follow us on

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

Circle Reader Service No. 5

MANZIEL

PUBLISHER’S VIEWPOINT

Living in Southern California (Los Angeles County), not many Angelenos

spend a lot of time watching Texas college football. Since Los Angeles has two respected college-football teams—those of the University of Southern California (USC) and the University of California–Los Angeles (UCLA)—many Angelenos follow either USC or UCLA. In many cases, homes are split right down the middle when it comes to allegiance to our local college-football teams.

For the past two years, however, many Angelenos, including me, have spent many Saturdays watching Johnny Football (born Jonathan Paul Manziel) lead the Texas A&M University Aggies.

This is really unusual when you consider that the USC faithful are still depressed over the fact that a team from Texas (the University of Texas Longhorns) defeated the USC Trojans in the 2006 Rose Bowl—a game that served, that year, as the national championship. Some losses never go away.

During the May 2014 NFL draft, even though Manziel wasn’t slated to be picked as number one (and even though many football analysts predicted that he wouldn’t even be picked in the first round), Manziel was on everyone’s mind, and he was the number-one topic

of discussion on ESPN. With each pick that was announced by Roger Goodell, NFL commissioner, the question was who would take Manziel.

Even though Manziel went to the Cleveland Browns with the 22nd pick, Goodell announced Manziel’s name with enough fanfare for a king. The Browns fans who were in attendance at New York’s Radio City Music Hall for the NFL draft erupted when Manziel’s name was announced, as if the Browns had just won the Super Bowl.

Less than 24 hours after the Browns selected Manziel, the team had sold more than 2,000 additional season tickets. According to Alex Scheiner, Browns president, with Manziel as its quarterback, the Browns will sell out every home game this season. Even Jerry Jones, owner of the Dallas Cowboys, admitted that the team had Manziel as the highest-rated player on the draft board in round 1. One tweet compared the decision made by the Cowboys (not to take Manziel and to stick with Tony Romo) to having a chance with Kate Upton, but sticking with Drew Barrymore instead.

What is it about Manziel that attracts all this attention? Simply put, Manziel creates excitement. Watching

Manziel play college football is like watching a highlight film. On any given Saturday during his two years in college, his play on the field easily could have encompassed every one of ESPN’s top 10 plays. His critics say that he is too short, too cocky, and too unconventional—and that he has too many character flaws to make it in the NFL. I am not a betting man, but if I were, I would not bet against Manziel.

Excitement: That is what sets Manziel apart from the rest. He is an exciting player with an exciting attitude, an exciting competitiveness, and an excitement that is contagious. Whether they love him or hate him, many people can’t wait to see what he will do with the Browns and what new energy he will bring to the NFL. Many businesses—small, medium, or large—lack excitement. They offer good products or services at competitive prices, and they also offer solid customer service, but do they really create excitement for their products or services and for their industry, both inside and outside the company? As specialty retailers of patio, hearth, barbecue/grill, outdoor-kitchen, outdoor-furniture, and outdoor-living products, you are part of a vibrant market.

has never bought a single thing. You have to throw out the classic retail metrics.” In other words, Brett believes that in today’s competitive retail environment, with digitally savvy customers, any brick-and-mortar store’s edge is in its relationships. This goes for West Elm’s once-struggling (but now, thriving) home-furnishings outlets throughout the country. Brett thinks that brickand-mortar locations represent a chance to use stores and their staffs to “engage with the community in a way no other retailers are doing,” he says.

When Brett was hired to revive the mass retailer, his goal was to transform his stores into community hubs that would maintain individual identities and distinct personalities. He directed salespeople to think of themselves as oldfashioned merchants who could direct customers to other stores and services in their neighborhoods that they would find interesting. For example, “employees should look for ways to enrich the interaction—directing them toward a nearby

flower shop, say, or recommending a great local tapas restaurant.”

West Elm is even working with local craftspeople to fashion custommade pieces for its customers. Brett says, “I want West Elm to be known as the brand that does local better than anyone else in the country.”

As I read Brett’s comments, it made me realize that specialty retailers in the casual-furniture, barbecue/grill, and hearth industries are in the best position to provide a relationship-based experience for their customers—if they’re not already doing so. In addition to being product experts, they know their communities and the customers they serve.

This issue’s Showroom Showcase retailer, Fireplace & Verandah (Orlando, Florida), has been providing personalized customer service for close to 40 years. Its repeat business is one of the reasons for its success. Simple touches—such as offering outdoorspace planning and contacting cus-

You need to create excitement with your showroom, your vignettes, your displays, your advertising and marketing, your special events, and (in particular) your salespeople. Hire salespeople who have passionate and enthusiastic personalities, and then train them to be excited about your store, the products you carry, the services you offer, and the industry as a whole.

The Browns have placed Manziel as their third-string quarterback, and whether he will eventually prevail as a top-notch NFL quarterback is anyone’s guess. One thing, however, is sure: What Manziel initially brings to the Browns and the NFL will make many of us honorary members of the infamous Browns Dawg Pound. As business owners, we can all take a lesson from Johnny Football.

TONY RAMOS PUBLISHER TRAMOS@PENINSULA-MEDIA.COM

FROM THE EDITOR If you haven’t read the interview with

Jim Brett, West Elm’s president, in the April 2014 issue of Fast Company, you should read it online (www.fastcompany .com/3026993/the-future-of-furniturewest-elm). The article, written by

Danielle Sacks, is a wake-up call for specialty retailers who think that they have a competitive edge over mass retailers, when it comes to providing personalized customer service.

In the piece, Brett says that a retailer’s best customer “could be a person who 6

Patio & Hearth Products Report May/June 2014

tomers when collections are discontinued (but pieces are still available)—are greatly appreciated by customers.

To connect with existing and new customers, Fireplace & Verandah hosts promotional events to showcase its products and create a family atmosphere. A recent cookout with Big Green Egg turned into an all-day party.

During the event, customers learned about the store’s products, but also enjoyed exchanging grilling tips with other customers.

Creating a relationship-based business is not difficult. Store owner simply need to understand their customers, extend first-class service beyond the confines of their stores, and offer special events (such as classes or cooking demos) that strengthen customer relationships. If West Elm can create a sensory (and fun) experience for its customers, you can, too.

CAROL DAUS EDITOR CDAUSWRITE@SOCAL.RR.COM

Circle Reader Service No. 7

guest editorial

PUBLISHER Tony Ramos tramos@peninsula-media.com

IT’S THAT SEASON

EDITOR Carol Daus cdauswrite@socal.rr.com

by MELISSA COOKSTON

me every day about how glad they are that I have gotten some recognition in the barbecue and grilling world. As I have talked with other women, over the years, I have picked up on a few themes that they tend to stress.

First, women hate being talked over; for instance, just last summer, when we were selecting our appliances, several salespeople acted as though I wasn’t even standing beside my husband—as if I could not comprehend what Btu meant. Not every woman going into a grill store is a pro-

value, however, by using only highquality ingredients, providing good portions, and taking extra steps to ensure world-championship quality in everything I serve.

My outdoor-kitchen appliances are just the same: I want built-to-last quality that will do what it says it will do, each and every time I fire up the equipment. There is a certain joy that comes from using well-made tools. I still want to experience that feeling in five years—not the feeling of having to call someone for repairs.

Melissa Cookston

8

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

O

f all the times of the year, my favorites have to be spring and summer. If I could turn a phrase, grilling and barbecues are the reasons for the seasons. While a professional barbecuer like me tends to cook year round, many people see the advent of spring as a time to get ready to fire up their grills or smokers and shake off the winter blues.

Nothing gets people as excited as the thought of being able to cook that steak on a hot grill or smoke some baby back ribs for a few hours and have an awesome dinner, all the while enjoying the sights and smells of spring. Really, when people purchase grills or smokers, that’s what they’re buying: not tools, but afternoons spent relaxing with their families.

I recently renovated my home and added a large outdoor kitchen, complete with a grill, a wok burner, and a professional smoker. I will be the first to admit that I tend to buy the items with the most buttons. At heart, I’m an old-school charcoal-grill type of girl, but when confronted with a 100,000-Btu grill—complete with remote-sensing thermostats, cerulean-blue lighting, a large rotisserie with an infrared burner, and a smoker box—I melt like a young lass given a bouquet of roses (and so does my husband).

Men are the ones at the heart of buying grills, smokers, and all of the that-looks-cool gadgets that exist, but I caution you not to overlook the women out there. Women talk with

ART DIRECTOR Cassandra Estes

Greg Thompson CIRCULATION DIRECTOR Paul Piwowar BUSINESS MANAGER Susan Razetto CEO & PRESIDENT Tony Ramos

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

fessional cook, but my guess is that many of them happen to know a few things about cooking. Remember this, as well: Many wives tend to make the final decisions, and if you make them feel unimportant, that decision won’t be in favor of your product.

Second, women tend to build a meal, instead of grilling just the main dish. Show a wife how versatile a grill can be (for pizzas, desserts, and more) and give her a few pointers or recipes (or a barbecue/grilling cookbook written by a woman) and you will sell that couple a grill.

Third (and probably most important), regardless of the price, there needs to be value. In my restaurants, my menu is priced on the high side of the casual-dining market. I still provide

Patio & Hearth Products Report May/June 2014

In short, men might have the reputation of being the kings of the grill, but remember that the queen usually has the last word. Enjoy the season.

Melissa Cookston, co-owner of Memphis BBQ Company (Horn Lake, Mississippi), is one of the country’s preeminent pit masters and is the most successful female

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

competitive pit master in barbecue history. She is the only person to have won

SUBSCRIPTION INQUIRIES:

three times in a row (2010–2012) in the

Patio & Hearth Products Report

Memphis in May World Championship’s

PO Box 2190

Whole Hog category, and she has won

Skokie, IL 60076-7890

the World Grand Championship twice (in 2010 and 2012), making her the only woman to hold the title of World Champion. Her new book, “Smokin’ in the Boys’ Room” (Andrews McMeel

Publishing, 2014), was released in April.

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

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Circle Reader Service No. 9

INDUSTRY

NEWS

by KRIS KYES

OW Lee Unveils New Firepit-design Website Enhancement

OW Lee (Ontario, California), manufacturer of high-end outdoor fur-

niture, firepits, and accessories, has launched a new interactive firepitdesign tool on its website. The Fire Pit Builder will help consumers, designers, and dealers visualize any OW Lee firepit in real time. It allows the user to choose one of OW Lee’s 15 firepit styles and apply any top, finish, tile, and fire

media available from OW Lee, for a total of over 1,500 different configurations. The tool also allows users to save, print, or download the image with a complete list of selected options, as well as to share it via email and social media.

Leisa Rogers McColllister, marketing manager at OW Lee, says, “The Fire Pit Builder is such a great way to visualize all the different

options we have available and to see your custom firepit on screen before you order. I think the Fire Pit Builder will help consumers to feel confident about their choices and drive them to purchase.”

The Fire Pit Builder is available at www.owlee.com/fire-pit-builder.aspx.

It is also available as a Web frame for authorized OW Lee dealers to use on their own websites.

Napoleon Named One of Canada’s Top Companies

superior customer service. Whether you are talking about our fireplaces, our furnaces, or our grills, you know From a humble beginning, the Napoleon brand is synonymous crafting wood stoves in the with quality. It is an honor that we back of a small retail store in have seen our commitment recogBarrie, Ontario, in the midnized by being named one of 1970s, Napoleon has grown Canada’s 50 Best Managed into one of Canada’s most Companies. We owe a huge thanks From left: Ingrid, Chris, Stephen, and innovative and strongest to all of our associates and our loyal Wolfgang Schroeter companies. Now employing dealer network, who have helped close to 1,000 employees and make this happen.” occupying more than 1.4 million square feet of manThe designation as one of Canada’s Best Managed ufacturing and warehouse space in Canada, the Companies is a recognized stamp of excellence for United States, China, Europe, and the United Canadian-owned and -managed companies. Each Kingdom, the family-owned Napoleon has been rec- year, 250 Canadian companies are asked to participate, ognized as one of Canada’s Top 50 Best Managed undergoing a thorough review before 50 are selected.

Companies, an annual distinction sponsored by Companies are evaluated based on their business CIBC World Markets, Deloitte, National Post, strategies and commitments to core values; their abiliQueen’s School of Business, and CEO Forum. ties to provide superior customer service, to foster a Stephen Schroeter, senior vice president of the culture of teamwork, and to support a healthy bottom Napoleon Group of Companies, says, “From the first line; and their commitments to set and achieve goals, wood stove my dad built to today’s outdoor kitchens, to support their surrounding communities, and to at Napoleon, we always strive for innovation and invest in their staff members and associates.

Homecrest Receives 2013 Minnesota Excellence Award Homecrest Outdoor Living was selected as the

recipient of the 2013 Minnesota Excellence Award by the United States Trade and Commerce Institute (USTCI). Each year, the USTCI conducts business surveys and industry research to identify companies that have achieved demonstrable success in their local business environments and industry categories.

They are recognized as having enhanced the commitment and contribution of small businesses, through service to their customers and communities.

Small businesses of this caliber enhance the consumer-driven stature for which Minnesota is renowned.

As part of the USTCI’s industry research and business surveys, information from various sources was gathered and analyzed to choose the selected companies in each category. This research is part of an exhaustive process that encapsulates a year-long immersion in the business climate of Minnesota. The USTCI concluded that Homecrest Outdoor Living has consistently demonstrated a high regard for upholding business ethics and company values.

Tropitone Launches Spasso Outdoor Upholstered Group Tropitone® Furniture Company Inc. recently introduced its Spasso outdoor upholstered group (with linking system) for

The Spasso lounge chair

10

the Tropitone Moda™ brand. Tanya Stevens, vice president of marketing and service operations, says, “We are excited about the addition of the Spasso outdoor upholstered group with linking system to the Tropitone Moda brand. Tropitone Moda offers distinctive fashion solutions for extraordinary spaces. All products have refined designs and meticulous workmanship.

The brand personality is elegant, gracious, and sophisticated.”

Stevens adds, “Although the brand is targeted primarily at the commercial market segment, we believe many products will cross over and appeal to certain residential customers. The products were designed to withstand the outdoor environment, but we believe they will find their way to indoor spaces as well.”

The Spasso group includes 18 models: a lounge chair, a love seat, a sofa, four modular sun-lounger seating options, four modular ottomans, six accessory tables, and a triangle sunshade. Several models include options that further increase the versatility of the group.

Patio & Hearth Products Report May/June 2014

Poly-Wood Launches New Outdoor-accessories Brand

Poly-Wood’s Ateeva

Poly-Wood Inc. has announced the

launch of its new outdoor-accessories brand, Ateeva™, and its website (focused on a direct-to-consumer marketing platform). The Ateeva brand from Poly-Wood, manufacturer of outdoor performance furnishings, will initially include replacement cushions for outdoor furniture—as well as pillows in multiple styles, sizes, and fabric selections—and will be available through a newly launched online-commerce site: www.ateevaoutdoor.com. Expansion plans for the brand include building on options in the replacement-cushion category, in addition to introducing additional outdoor accessories and performance products.

Joel Wolfgang, digital marketing manager for Poly-Wood, says, “Initially, the Ateeva brand will include two tiers of replacement cushions, including standard and luxury designs in multiple sizes. The luxury cushions will include designer buttons and a marine-grade foam insert constructed to withstand the elements.”

All Ateeva cushions and pillows are handsewn in the United States and made from genuine Sunbrella® acrylic performance upholstery fabric.

Available in eight color options, the fabric is stain repellent and resists fading, mildew, water, and soil. The website features interactive, detailed product and sales information for each piece in the Ateeva collection.

Treasure Garden Seeks a National Sales Manager Treasure Garden Inc., the world’s

largest supplier of residential umbrellas, is recruiting a national sales manager.

The person holding this position will be based in the company’s corporate office in Baldwin Park, California.

The national sales manager will lead a team of 23 independent sales representatives covering the North American market, including Canada. The national sales manager is responsible for meet-

ing the company’s growth, marketshare, and sales objectives by developing and enhancing account relationships.

This requires extensive involvement in developing profitable programs for independent dealers, as well as for buying groups and catalog houses. The national sales manager works in conjunction with the vice president of sales and marketing and other key management-team members in the organization, developing sales goals and incentive programs, creating and producing sales materials for all markets, and contributing to marketing efforts (including assortment planning, new-product development, and industry advertising).

Treasure Garden is looking for an outgoing, high-energy, analytical team professional to complement and lead the company in achieving all corporate directives. Proficiency in Microsoft Excel, Word, and PowerPoint is required; travel is required.

Competitive salary and benefits are offered. Candidates should send résumés to HR@treasuregarden.com.

For more information about the company, visit www.treasuregarden.com.

Phifer Unveils New Contract Line of Outdoor-furniture Fabric

Phifer has launched the Phifertex®

Contract line, consisting of sling outdoor-furniture fabrics designed specifically for the commercial and hospitality segments of the outdoor-furniture industry. With increased demand for fabrics in the contract and hospitality markets, Phifer has moved to a position in the forefront to create and offer fabrics specifically for these markets.

Available in 16 colors, these simple, clean, and classic weaves are the perfect complement to any design scheme, offering subtle style and durability.

Woven with precision, these high-performance PVC fabrics are constructed to withstand extreme weather conditions and are maintenance free.

Phifertex Contract fabrics are ideal for sling applications and can be used in awning, umbrella, and new exteriorfabric applications. All fabrics in Phifer’s Contract line are infused with Microban® antimicrobial product protection to inhibit the growth of staincausing bacteria, mold, and mildew.

Phifer is the only manufacturer in its sector to offer the added feature of Microban protection. This collection of fabrics is also Greenguard Gold certified as meeting the Greenguard Environmental Institute’s standards for

Treasure Garden Announces Its New Patio Deck Program Treasure Garden recently introduced

its new Patio Deck offering, which consists of durable, do-it-yourself outdoor flooring. This exclusive, patented click-deck system offers multiple options suitable for patios, decks, balconies, or any hard outdoor surface.

The complete program will be launched during the upcoming 2014 summer markets.

Margaret Chang, president of Treasure Garden, says, “The Treasure Garden Patio Deck program has been designed exclusively to serve our retail partners with innovative products for outfitting outdoor rooms. With our proven track record of quality sourcing, merchandising, and customer service, this deck system can provide retailers tremendous sales potential within a new and exciting product category.”

The Patio Deck program is crafted with styles exclusive to Treasure Garden (in three colorways and two real-stone styles). The durable woodpoly composite, exclusive to the program, is suitable for high-traffic outdoor use. The wood colors are English walnut, midnight charcoal, and Savannah driftwood. The material is maintenance free and can be cut or drilled exactly like wood. The real-stone styles are champagne quartz and sienna slate. All styles carry a five-year warranty.

The patented, interlocking clickdeck system allows for ease of installation and unlimited design-configu-

low chemical emissions into indoor air during product use.

Cabana Coast Expands Its Footprint in the United States Casual-furniture manufacturer Cabana Coast (Mississauga, Ontario)

has increased its presence in the United

Cabana Coast’s Apex

States by hiring sales representatives who previously worked for Lane Venture. Newly assigned staff include Linda and Dana Fitts (Minnesota, Wisconsin, Iowa, Kansas, North

Treasure Garden’s Patio Deck program

ration options. Matching trim and corner components are available to complete the designs for any outdoor space. All units offer portability and can be moved as desired.

Jeff B. Dorough, vice president of sales and marketing for Treasure Garden, says, “This program is an exciting addition to the Treasure Garden line of unique and trendsetting outdoor accessories. Our ability to be continuously on the leading edge of outdoor design, researching new products, benefits our retail partners, as they are able to offer innovation in outdoor decor.” The Treasure Garden Patio Deck program will be on display for the first time during the June NeoCon® in Chicago, Illinois (1655 Merchandise Mart), as well as at the Atlanta International Gift & Home Furnishings Market® (Gardens 10A37) and at the ICFA Preview Show™ in Chicago in July.

Dakota, South Dakota, and Nebraska); Dennis Dobbratz and Brian Bywaters (Florida); Lori and Jim Cooke (Illinois and Missouri); John O’Hare (New England states); Jim Hamlin (Tennessee, Arkansas, Louisiana, Alabama, and Mississippi); and Rick Dale (Oregon, Washington, Idaho, Montana, and Alaska). Other representatives assigned include Tim Crowley (New Jersey, Pennsylvania, Delaware, Maryland, and New York); Jon Scheaf (Ohio, Indiana, Pennsylvania, and West Virginia); and Dave Hill (North Carolina, South Carolina, Virginia, and Georgia).

Cabana Coast’s commercial division is also expanding rapidly throughout the United States and internationally, with specifications now approved by many hotel chains, resorts, casinos, and restaurant chains. Now celebrating its

May/June 2014 Patio & Hearth Products Report

11

INDUSTRY NEWS Twin-Star International Donates to Habitat for Humanity

Big Green Egg Tests Unmanned Aerial Deliveries of New MiniMax EGG The Big Green Egg Company has

announced that it has successfully tested a supercapacity unmanned aerial vehicle (UAV), more commonly known as a commercial drone, with the ability to enable the company to offer same-day home delivery of the new MiniMax EGG by August 2014.

the GERDS power-storage system is based on a new process (in development at the University of California–Los Angeles and at Vanderbilt University) that incorporates a rapid-charging supercapacitor made with silicon chips and graphene. Not only is graphene envi-

Twin-Star volunteers (including Robert Cohen, president) join the Habitat for Humanity building crew to frame, roof, paint, and landscape a home in West Palm Beach, Florida

Twin-Star International Home Furnishings of Delray Beach, Florida, pre-

sented a check for $1,500 to Habitat for Humanity of Palm Beach County in April 2014, during the company’s TEAM Build project. Robert Cohen, TwinStar president, was joined by 18 energetic employees to frame, roof, paint, and landscape a Habitat for Humanity home in West Palm Beach. “We encourage all of our employees to give back to the community, and it is our pleasure to advance the wonderful work of Habitat for Humanity of Palm Beach County,” Cohen says.

Twin-Star International Appoints Steve Ashman New Vice President of Operations Twin-Star International, home-furnishings manufacturer of high-quality furniture, thermoelectric wine coolers, and electric heaters, has appointed Steve Ashman as vice president of operations. He will be responsible for the company’s global operaSteve Ashman tions and will be based at Twin-Star’s global headquarters in Delray Beach, Florida.

He reports to Rob Cohen, president and CEO. Previously, he served as vice president, supply chain, with Masco Asia, Slam Brands, and W.E. Connor (Hong Kong). His experience includes manufacturing operations, product development, strategic sourcing, vendor-quality management, and product distribution in the United States and Asia.

Twin-Star International Celebrates Take Our Daughters and Sons to Work Day Twin-Star International recently

celebrated its fifth annual Take Our Daughters and Sons to Work Day. Employees showed the children how to color and build 3D miniature mantels.

Other activities included making birdhouses, holding mock job interviews, and learning teamwork by building real mantels.

The day ended with a pizza-andice-cream party.

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The children of Twin-Star employees diligently color a 3D miniature mantel that they will cut out and assemble at the fifth annual Take Our Daughters and Sons to Work Day

Patio & Hearth Products Report May/June 2014

The Green Egg rapid-delivery system successfully completes delivery of a MiniMax EGG

The Green Egg rapid-delivery system (GERDS) has passed numerous safety tests and has successfully lifted the new MiniMax EGG and transported it safely to various delivery locations.

The GERDS uses a groundbreaking technology based on the same autorotational safety system used in commercial helicopters to prevent any possibility of the UAV’s reaching the ground in an uncontrolled fashion (should any mechanical problem occur). In addition, the GERDS incorporates a kineticenergy–recovery system—modeled on that of the Ferrari Grand Prix race car—that allows mechanical and heat energy, usually wasted during descent, to be converted into electrical energy.

In another technical innovation,

ronmentally benign, but it is biodegradable and compostable, and it has shown the potential to charge and store more electricity rapidly than standard batteries can—a necessity due to the weight of the MiniMax EGG. Marco Bogazzi, Big Green Egg’s director of technical innovation, says, “We began working on this concept about a year ago, and when we saw other companies making statements about their efforts to offer unmanned deliveries, we thought we’d better step up our efforts. It is important for us to maintain our category-leading position as the most innovative and creative manufacturer of outdoor-cooking products, and this is just another step forward in our evolution.”

15th year in business, Cabana Coast manufactures high-quality outdoor resin and aluminum furniture featuring Sunbrella® fabrics. Cabana Coast has its own sewing facility in Mississauga, where quality is controlled closely and shipping times of two to three weeks are guaranteed.

Three years ago, Cabana Coast (then called ActiWin) made the decision to expand into the U.S. retail market and hired Chad Harper as director of sales in the United States. Harper’s background consists not just of expanding

companies in the retail sector, but also of running contract/commercial companies nationally. Cabana Coast has hired some of the most professional sales representatives for its retail and commercial divisions and has been expanding rapidly in both divisions.

SunBriteTV and Soundcast Team Up to Enhance Outdoor Living As prime outdoor-entertaining season

begins, SunBriteTV and Soundcast are teaming up to offer consumers a rebate

Give them shade. And so much more.

A Solair速 retractable awning will provide your customers with much more than shade from the sun.

It completes an outdoor space in ways they never imagined. And it can add to your sales in ways you never imagined. Visit solair.com/signup to learn how to become an authorized Solair retailer.

息2014. SOLAIR速 AND SUNBRELLA速 ARE REGISTERED TRADEMARKS OF GLEN RAVEN, INC. ALL RIGHTS RESERVED.

Circle Reader Service No. 13

INDUSTRY NEWS of up to $300 when they purchase a SunBriteTV outdoor television and Soundcast outdoor speaker. As founding members of the Outdoor Entertainment Alliance (OEA), SunBriteTV and Soundcast can be paired for the ultimate outdoor party.

Tom Dixon, vice president of marketing for SunBriteTV, says, “We launched the OEA in order to bring more awareness to outdoor living. This co-promotion will make it easier for consumers to join the most exciting trend of 2014 in preparation for everyone’s favorite time of year: summer.” Mike Weaver, president of Soundcast, says, “Soundcast and SunBriteTV products are built weather resistant and rugged to withstand any environment, which makes them the perfect audio and video match for enjoy-

ing music, movies, and sports entertainment outdoors.”

The promotion runs from May 1 through June 30, 2014, and the rebate must be claimed by July 31, 2014, by sending receipts for both products to SunBriteTV’s offices. With the purchase of any SunBriteTV Signature series or Pro series model, a $100 rebate is offered for the Soundcast OutCast Jr., and a $300 rebate is offered for the Soundcast OutCast 1.2. Visit www.oealliance.com for full details and rules for the promotion.

SunBriteTV’s new 3670HD and 4670HD Signature series models are also eligible for the promotion. With a 50% slimmer profile, increased durability, and enhanced brightness, the 3670HD and 4670HD are the most advanced and

Casual Cushion Purchases New Building and Expands Operations Casual Cushion Corp., a leading

manufacturer of outdoor cushions and patio umbrellas, recently purchased 181,000 square feet of additional warehouse and manufacturing space. This purchase brings Casual Cushion’s total manufacturing and warehouse space to more than 300,000 square feet, all located in the

companies have taken overseas. It is for this reason that Nikki Haley, South Carolina’s governor, recognized Casual Cushion in 2011 for its economic contributions to the state.”

Casual Cushion recognizes that high-quality products, on-time delivery, and excellent customer service are the reasons for its success, and the

The new Casual Cushion Corp. warehouse and manufacturing facility in Rock Hill, South Carolina

company’s headquarters city of Rock Hill, South Carolina. Since it moved to South Carolina from South Florida in 2007, Casual Cushion has seen tremendous growth across all segments of its business.

Jason Siesel, vice president of Casual Cushion, says, “We have had growth with our catalog, specialty, OEM, and contract customers over the past seven years. We are proud to employ more than 100 people in manufacturing positions that many

14

company believes that adherence to these qualities will allow it to continue growing. “The casual/leisure industry is a small, close-knit community,” Siesel says. “We know that the best way to grow your business is to supply quality products to your customers. When you do this, they are more than happy to tell others about your company. We would like to thank our loyal customers for spreading the word and adding to our success.”

Patio & Hearth Products Report May/June 2014

affordable residential outdoor televisions available. First released in 2004, SunBriteTV’s outdoor televisions incorporate over 10 years of research, design, and weatherproof technology, resulting the world’s first (and only) time-tested true outdoor televisions.

Designed for portability and outdoor use, Soundcast speaker systems feature a 360-degree signature design for full sound coverage of any space; robust, weather-resistant enclosures for yearround use; and up to 20 hours of play on a single charge, making Soundcast the ultimate take-everywhere speaker systems. These award-winning music systems are available in two models: the OutCast 1.2 (which features an 8-inch down-firing subwoofer for deep, robust sound; a wireless range of up to 300 feet; and a 20-hour, built-in rechargeable battery) and the smaller OutCast Jr., which includes many of the same features but has a 6.5-inch subwoofer.

Parà Hires Jeff Jimison as National Sales Manager for Tempotest USA Parà Group (Sovico, Italy) has

hired Jeff Jimison as national sales manager for Jeff Jimison Tempotest USA to lead sales for the company’s line of performance fabrics for awning, casual-furniture, and marine applications.

Jimison has an extensive background in outdoor performance fabric, having been involved in these markets for 15 years.

His previous position was as vice president of business development for Sattler Corp., and he was instrumental in the development and growth of the Outdura brand—from the brand’s inception, in 1999 (under the ownership of Shuford Mills), to its position as a market leader in outdoor performance fabric. Jimison says, “I am excited and honored to be chosen to lead Parà’s sales team in North America and to be associated with such a well-respected, technically advanced textile company as Parà. Its commitment and investment in its company and products—from design, marketing, quality, and manufacturing perspectives—are world class.”

Marco Parravicini, CEO of Parà, says, “Jeff ’s knowledge of solution-dyed

acrylic fabrics (from both technical and industry-knowledge standpoints) is exactly what we need as we make this push to establish Parà’s brand,” making it both as strong and as well respected in North America as it has been for generations in Europe.

Tempotest USA is headquartered in Dallas, Texas, where it stocks the entire line of Tempotest marine and awning fabrics, as well as the Tempotest Home collection, which represents the highest expression of Italian design—combined with the outdoor-fabric and finishing technology that Parà has obtained over many years in the industry. Parà is a vertically integrated weaver of solution-dyed acrylic fabrics, as well as a leading producer of residential interior fabrics (with inhouse dyeing and printing capabilities).

Parà has been involved in the textile business for more than 90 years and is owned and operated by the Parravicini family.

Security Chimneys Introduces New Corporate Image Security Chimneys, a leading innova-

tor in residential and commercial chimneys, has revealed its new brand identity—complete with a revitalized company logo, a redesigned website (www.securitychimneys.com), and a rebooted look and feel in its corporate literature. The revival of the Security Chimneys image complements the company’s development and progress toward more pronounced technological advances in the ventilation industry.

As an industry leader, the company aims to deliver a message that reflects the great strides that the company has continued to make since its beginnings, in 1960.

The redesigned website serves as part of the company’s initiative to improve its overall customer-service experience.

Reflecting the same simplicity and modern elegance as the new company logo, the new website simplifies the online experience for visitors. The intuitive navigation, updated graphics, and clean layout will help users access information quickly and easily.

The corporate literature has been redesigned to offer the same caliber of product information, but with improved visuals and layouts. The color-coded catalogs and brochures not only offer readers an aesthetically pleasing experience, but also provide a simplified categorization of product lines from Security Chimneys.

Circle Reader Service No. 15

spotlight

Let the Sun Shine After surviving a brutal winter, consumers are motivated to brighten their patios and porches with the latest outdoor furniture.

by CHERYL DANGEL BARTOLINI

1

I

f you are reading this, you survived the winter of 2013–2014: a winter that left a majority of the country, including the usually balmy South, wrestling with snow, freezing rain, slush, and subzero temperatures. Now that we’ve arrived at the bright end of the tunnel, the question is what effect the past winter will have on the sales of outdoor furniture.

Will consumers, recovering from cabin fever, savor each moment outside—and spend accordingly? Joyce Kuo, marketing director for South Sea Rattan Collections (Greensboro, North Carolina), says, “If we were to be optimistic, which we’d like to be, the horrible winter could potentially boost sales. After such a miserable winter, consumers could be ready to embrace warm weather, spend time outdoors, and invest in outdoor living.”

Mark Bottemiller, national sales manager for Ebel Inc. ( Jacksonville, Florida), agrees. He says, “I think that although it has been a brutal winter, there is considerable pent-up demand in the marketplace,” adding that many people have been eager to get outdoors and enjoy this longawaited season.

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Patio & Hearth Products Report May/June 2014

Could the winter have left consumers bitter, tired, spent, and disillusioned by the fact that even Southern states can’t count on enjoying the outdoors year round? Jan Trinkley, executive vice president of Gensun Casual Living (Ontario, California), says, “The season should be exceptional. This has been a recordsetting year for snow and cold across most of North America.

People are fed up with it. Cabin fever is at an extreme high.

2 With warm weather, people will be flocking to the stores and buying products for enjoying their outdoor rooms.”

Mark Gorr, vice president of U.S. operations for Patio Renaissance (Rancho Cucamonga, California), agrees, saying, “Weather seems to create pent-up demand, so we are anticipating that the 2014 season will be a very good season for all. The Sun Belt markets have shown very good turns from inventory, as well as strong spe-

cial-order activity.”

Frank Verna, director of sales and business development for Tropitone® Furniture Company (Irvine, California), also predicts a major rebound in sales during the second and third quarters. He says, “Going into 2014, there was a very robust underlying demand. The extended bad weather prior to the season delayed shipments of existing orders and should stimulate

3 incremental demand for outdoor products such as casual furnishings.”

On the other hand, “Sales, like winter, are unpredictable,” according to Jay Weber, vice president of marketing for Mallin Casual Furniture, a division of Minson Corp. (Montebello, California).

He says, “Easter was a bit late this year, so we got a jump on sales, and we should still have a strong season.”

Terri Lee Rogers, president of OW Lee (Ontario, California), says, “Weather is such a huge factor in the success of a season for most of the United States and Canada. Bad weather occurring in our peak selling season definitely results in lost sales.”

Winnie Ng, U.S. sales manager for Ratana Home and Floral (Vancouver, British Columbia), is optimistic, despite the slow start attributable to a volatile spring. “Sales will be picking up pretty soon and will be as strong as ever, just like last year’s sales,” she says.

Bill Herren, creative director for Woodard Furniture LLC (Coppell, Texas), forecasts, “We think the season will have a slower start. As the weather starts to get warmer, though, customers are going to be out and about after being cooped up for so long.”

He continues, “We are expecting to get a flood of orders that customers are going to want immediately. If the manufacturers are geared up for this, as we are, it will be a good thing. This will also apply to dealers who have stock in their warehouses.

We expect that the season will be short, and we are prepared to handle the orders as fast as possible, without any shortages or delays.”

There are manufacturers that didn’t find the winter that bad. They include Windward Design Group (Sarasota, Florida), where Marc Morales is vice president of business development.

“Although the North has had a grueling winter, Florida remained unperturbed in the South. Since our home state rep-

4

5 resents a majority of our sales, winter has not really affected us. In fact, the Northern weather has caused many snowbirds to linger even longer, giving Florida retailers a strong season, thus far. In our experience, a longer winter doesn’t necessarily dissuade buyers; it just means that sales are taking place in a shorter timeframe,” he says.

6 SUNNY FORECAST The consensus seems to be that 2014 will be unpredictable, but everyone is hoping that the forecast will be sunny for sales of outdoor furniture—and some sales figures support that.

“Currently, Gensun Casual Living is up over 30% for the same period, comparing this year with last year,” Trinkley says. “The increase is due to continued growth with current retailers and products; new retailers and products; and especially, the new Gensun Casual Living outdoor kitchens.”

Bottemiller is equally pleased with sales. He says, “We had a very, very nice increase on our early buy, and saw the trend continue through the start of the spring season—even with the horrendous winter’s weather. Our sales for the season are currently up about 30% over last year’s, and I believe that this will actually increase.”

Sales for Patio Renaissance were “trending up, early in the season,” Gorr says, “and the economy has been slowly

improving—but improving, nonetheless. We finished last season up over 12% from the previous season, and we feel that if we maintain the current pace, we will exceed last season’s percentage growth.”

Ng says, “Despite the cold weather, overall sales in the first quarter of this year increased significantly, compared with the previous year’s, due to the exceptional response from our early-buy and container programs (launched at last September’s Chicago International Casual Furniture & Accessories Market™). Putting out the right campaign, with the best value, will surely lead to an ultimate advantage.”

At Tropitone, sales are also up over last year’s. The same is true at Mallin.

“Our sales are up over the previous year’s,” Weber notes. “We are experiencing very strong sales in the early-season markets, such as Florida, Arizona, and Southern California. I think this is a good indication, for us, for the rest of

1. The Augusta collection from Woodard 2. Celaya Cushion deep seating from Mallin Casual 3. Tropitone’s Montreux II cushion set with a standard table 4. Patio Renaissance’s 45-degree sectional seating in latte 5. Gensun Casual Living’s Phoenix deep seating 6. OW Lee’s Monterra sectional and firepit

the country.”

Herren says, “Sales are up this year, as we expected them to be. Our directcontainer business is way up from last year, and our specialty/special-order business has also increased.”

Rogers says, “The early-buy season was great, but February and March were

May/June 2014 Patio & Hearth Products Report

17

spotlight

1

2 slow, due to the weather. Overall, we are up 22% for the season, to date.”

Kuo reports, “We’re holding steady. Our sales, this year, have been comparable to last year’s. Based on what we’ve seen, the worst is over, and it’s now a matter of building back the sales that so many of us lost over the past few years—but with new approaches.”

Of course, not all sales increases are due to the weather. “We had some great new introductions last September that were very well received, due to style and price points,” Herren explains. “We were able to increase our woven business significantly with the acquisition of Whitecraft. This has given us the ability to have offerings in iron, aluminum, and woven materials, so it’s like a one-stop shop.”

Morales reports, “This season has been kind to us in that we have seen a steady rise in sales, which can be attributed to multiple factors. The first is our extraordinary team of sales representatives, who have helped share the story of our company and our product offering. A second has been the expansion of our line to include multiple collections in marine-grade polymer.”

“At Mallin, we introduced nine new collections and expanded our floor space with our key dealers,” Weber reports. “We hired some new representatives, and they have opened up new accounts for us as well.”

Bottemiller says, “The increases that we’ve been fortunate enough to

1. Ratana’s Park Lane collection 2. Ebel’s Bellevue wingback seating

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receive in the past several seasons are the result of a number of factors.

These include the increasing focus on deep seating and on woven goods as a category, as well as a great success, in recent years, in introducing very retailable new designs—including our new firepits and wingback chairs.”

TRENDING FOR 2014 The number-one trend in outdoor furniture this year is choice, Trinkley states. “There are so many beautiful new products, fabrics, and product finishes for the consumer to choose today,” he says. “At Gensun Casual Living, we have over 20 furniture collections, our new outdoor-kitchen collection, 19 finish options, three woven options, and over 400 fabrics that consumers can choose to customize their outdoor rooms.”

Morales notes, “We see consumers price shopping to find the best deals.

With that, we have seen a resurfacing of our promotional products—which offer a traditional look, with one of the best warranties on the market, at some of the best price points—with a great made-in-the-United-States story.

In continuance of the trend of buying to last, we also believe that as consumers become more aware of marinegrade polymer (and as we expand the line), we can predict a growing demand—especially in coastal regions, where the climate can be particularly harsh on aluminum furniture.”

Gorr says, “Our new collection, Monticello, has been extremely well received, and retailers have been turning over their early-buy inventory and reloading because of the early success. Firepits have also been a very strong growth category for us, so far this season.”

Patio & Hearth Products Report May/June 2014

Verna suggests, “From a product perspective, interactive gathering/entertaining continues to be a hot trend. Multipurpose products such as fire tables, firepits, and complementary accessories can be used as traditional tables, as aesthetic fire features, and for tabletop grilling.

These products pull seating along with them.”

In business terms, the most important strategic trend is omnichannel marketing. Verna says, “The effective integration of digital marketing and online commerce with traditional showrooms will transform the casual-furnishings industry in a positive way. Casual furnishings are perfect for the clickand-brick omnichannel experience.”

The 2014 trends also are about size and color. Herren says, “Customers are ordering larger furniture to give themselves a more comfortable feeling when outdoors. They want their outdoor areas to be extensions of their indoor spaces. That applies to color, too.”

He adds, “While the majority of customers still buy beige, they are adding lots of color and design to their settings using throw pillows and outdoor rugs. There are some customers who are getting bolder with their fabric choices on the cushions, but throws and rugs are easily replaced, so they can always add a little excitement to their outdoor spaces.”

For 2014, Kuo says, “It’s color. A bright spectrum of color is easier than ever to attain for outdoor furniture, whether it’s through extensive upholstery options, accent pillows, and even new finish colors for allweather wicker.”

Bottemiller says, “Fire tables con-

tinue to be very hot, pardon the pun, and the movement toward deep seating continues to be extremely strong.

Consumers are seeing, more and more, that they can turn their outdoor-living spaces into true living spaces. The more people take the time to consider how they are actually using their outdoor spaces, the more they see the value in deep seating.”

Rogers agrees that sales of firepits are hot. She adds that sectionals are also trending upward.

Ng concurs, adding, “The sectional wedge continues to be a great product this year. It offers great flexibility and limitless configurations for customers, expanding their creativity in their outdoor rooms. The curvedwedge deep seating sofa comfortably creates a friendly and sensuous look.”

BIG SELLERS “The outdoor room is the number-three room of the home on the consumer’s buying list. The two main products are furniture and grills. This trend will continue and grow,” Trinkley says.

“Traditional outdoor deep seating configurations are trending,” according to Kuo, who says this category continues to be a best seller and doesn’t show signs of slowing. “We see growing interest and sales, however, in modular collections that create a variety of seating, conversation, and dining setups with just a few pieces,” she adds.

“Multipurpose products for interactive gathering and entertaining—and associated seating,” Verna suggests, are trending. Weber says, “I think, overall, that customers still like tubular and cast furniture: nice cast accents and larger sized, more

Features detailed cushioning tailored to a full, beautiful frame. Wide arms and a barrel back provide solid comfort and support.

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spotlight Preview Show™ in July and see for yourselves, but we are very excited,” Bottemiller says.

Gensun Casual Living has introduced numerous items. They include outdoor kitchens and appliances; Phoenix, a contemporary furniture collection available in cast, sling, and padded-sling styles; four collections in standard back heights with sling, paddedsling, and woven seating choices; storage units; a 42inch gas firepit; numerous furniture accessories; nine

South Sea plans to add more configuration options to its new Arcadia and Huntington collections. These will include curved and wedge sectional pieces.

Tropitone is promoting its fire tables, which can be configured with LP or natural-gas burners, charcoal grills, gel-fuel burners, or beverage buckets. The charcoal, gel-fuel, and beverage-bucket models can be ordered in one configuration, but can be easily converted to the other two configurations using optional kits. Accessories include a new, lightweight, anodizedaluminum grill pan for the gas-burner models; grilling tongs; and stands that allow the beverage bucket to be used

new finishes; and many new fabrics.

Mallin is doing well with its contemporary collections, Camden and Waldorf, as well as its updated (yet still a bit traditional) sets, such as Celaya and Mervana. “We also have a beautiful woven collection called Olivio, with cast accents,” Weber says.

OW Lee has two new collections for 2014. Madison is a transitional (but formal) group, while Viento has a more traditional look, with scrollwork and tailored cushions. “Viento has a real indoor look and also includes coordinating wall art and firepits. Our new low-profile Aero firepit also has been very popular,” Rogers says.

Patio Renaissance’s Monticello collection is a new product offering. In addition, the company has introduced a variety of commercial products to go after multifamily housing and clubs.

One of Ratana’s newest collections, Park Lane, has a sleek, modern design that is both contemporary and upscale.

Park Lane features a rustproof, extruded-aluminum frame with a handbrushed scratch-resistant finish. It’s “a true tribute to total craftsmanship,” Ng explains, adding, “The response to this collection has been very encouraging.”

independently from the fire table.

“We also introduced multiple seating models for all spaces,” Verna adds. “We expanded our deep seating offering by taking our Montreux cushion collection and updating the look, adding back height (as well as enhancing the aesthetics of the frame).” The new version, called Montreux II, has been very well received, according to Verna.

The South Beach cushion collection provides a clean, contemporary design and modular pieces that let consumers create the configurations that they desire. Tropitone Moda™ and Tropitone Valora™ were also launched for the 2014 season. These new brands expand Tropitone’s product portfolio and allow the company to touch additional consumer segments.

Tropitone Moda targets design-driven customers, while Tropitone Valora caters for basic seating needs. “All of our brands and products are built around delivering the most enjoyable outdoor experience for our end-user customers,” Verna explains.

Windward is fine-tuning a new marine-grade–polymer collection that will be available in sling, padded-sling, and deep seating versions. “We are also

1 substantial sets.”

Rogers explains, “Consumers will continue to be interested in large, comfortable deep seating and will be looking for unique, high-design items. With the popularity of Pinterest, we see that consumers are really getting inspired to make their outdoor rooms an expression of their style, through color and design.”

Ng notes, “Flat, thick, luxurious weaving continues to be popular.

Natural, earth-tone colors are still loved by customers, and styles ranging from contemporized traditional to updated urban keep engaging their attention.”

Ebel is focusing its efforts on the outdoor-woven category, Bottemiller reports, “because that is what the buying public is telling us it wants. I also think that as the designs continue to evolve, we will see an increase in the outdoor-upholstery category, so we are looking at increasing and diversifying within that category as well.”

Herren reports that consumers have varying buying habits. “It’s hard to tell exactly what customers will order, but we think they will continue to focus on style and comfort first, with price following. Of course, if we can hit all those points, as we believe we have this year, then we should have a very successful year,” he says.

NEW THIS YEAR Ebel’s new Provence collection, launched in September 2013, is joined by what Bottemiller describes as some fantastic pieces, including an array of firepits, wingback chairs, and a recliner unit for the Laurent sectional. “As for what we are working on now, I guess you’ll just have to come to the ICFA 20

2

Patio & Hearth Products Report May/June 2014

working on a quick-ship program that will be available year round and that will include our most popular aluminum collections and fabrics,” Morales announces.

In September 2013, Woodard introduced three new woven collections— Augusta, Mona, and North Shore— along with a new iron collection called Derby. Also introduced was Holland, a new cast-aluminum collection. “All of these new collections have done very well for us,” Herren says.

There have also been some additions to existing collections. Cortland (one of the company’s most popular collections) and Ridgecrest both received new, extra-large, swivel rocking lounge chairs. “This particular item has done very well, as far as placement on our dealers’ floors goes, and we expect sales to continue,” Herren says.

In July, look for Woodard to introduce furniture in aluminum, in addition to three different iron collections.

This is different for Woodard, “as our iron groups have been more along the traditional route, and these are much more contemporary and transitional in look,” Herren says. “They will all have superb comfort, and we hope to hit a really attractive price point.

Everyone here—from sales/marketing to our manufacturing plant in Owosso, Michigan—is really excited about the coming year and what we, as a company, will have to offer our dealers.”

THE EXTENDED FORECAST Halfway toward another winter, what is the outlook for the casual-furniture segment? “The outdoor room (including outdoor furniture, outdoor kitchens, and outdoor accessories) has a very bright future, for many years ahead,” Trinkley predicts.

He adds, “The outdoor room has reached the top tier in rooms the consumer is interested in decorating. The forecast is for it to remain in this position for many years to come. With the major trends being choice, prod-

1. Windward Design Group’s marine-grade polymer Cape Cod sling collection 2. South Sea Rattan’s St. Tropez

速

MADISON N EW W ROU G H T A LUM I N UM F ROM OW L E E

2010

2011

2013

Voted by Casual Furniture Industry Retailers

ICFA Manufacturer of the Year Circle Reader Service No. 21

spotlight uct design, bringing the indoors out, product quality, and timely delivery, manufacturers and retailers—working together—can capitalize on these trends and achieve the best possible success.”

Gorr says, “The outlook for the casual-furniture segment is very bright and

FOR

seems still to be growing, with the housing market making a recovery. More and more full-line furniture stores also are making their way back into the category, looking for growth categories to offer their consumers.”

Kuo says, “It’s looking up: Consumers

SOME, IS

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are slowly (but surely) increasing their spending again. There are new sales channels poised for a lot of growth— namely, online sales.”

Verna says, “Casual furnishings are just beginning the next growth cycle, following the deep recession and soft recov-

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Patio & Hearth Products Report May/June 2014

ery. Given the nature of the recession and continued sluggish recovery, the growth cycle should be flatter and longer than past cycles.”

Rogers says, “I think, with the economic and housing recovery, the outlook is good. Long term, I feel that as long as our industry (as a whole) can learn to embrace technology, we will continue to succeed. I think a backlash against cheapand-easy furniture is coming. People are getting sick of replacing so–so furniture every two or three years.”

Herren says, “I’d say the outlook for the casual industry, as a whole, is very bright. Consumers are becoming aware of the importance of having high-quality, long-lasting furniture that will withstand the weather. Companies that have furniture that looks great (and is priced well) should have a very successful future.”

Morales says, “The outdoor category has been growing rapidly in popularity and demand. This increase has brought a lot of new players to the field, with new product designs and new product materials—yet as consumers come to rely increasingly on online research, reviews, and options, manufacturers and retailers alike need to be ready to meet their expectations.”

Ng says, “With the rise in consumer confidence and a positive prospect in the real-estate market, the outlook for the causal-furniture segment is surely very promising. Consumers are now gaining back their confidence level and are more willing to spend and to upgrade their homes—and particularly, to modernize their patios and decks. Hence, there are going to be great opportunities for the casual-furniture segment.”

Bottemiller hints at some changes ahead. “It will be very interesting to see how the competitive landscape changes, as more indoor-furniture stores get back into casual products in a meaningful way,” he says. “The changes will most certainly have an impact on how we, as manufacturers and distributors, interact with (and market to) both retailers and consumers.”

Weber says, “Outdoor furniture will always remain strong. I think consumers, staying home more, are putting more interest, time, and money into their backyards and are entertaining more. They want more options than what the mass retailers offer. This is good for the smaller retailers and midrange chains.”

Casual Living

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MARKETING MANEUVERS

a silver celebration A long-standing tradition built Patio Connection; careful reinvention keeps it going.

by CHERYL DANGEL BARTOLINI

photography by MATTHEW STRAUSS

P

atio Connection, a retailer of outdoor furniture in Tucson, Arizona, is celebrating its 25th year in business. While considered young by many standards, it is, nevertheless, a business steeped in retailing history. Now, however, with many of the traditional ways of retailing changing, Patio Connection—like many other brick-and-mortar stores—is also a business that knows that it must change with the times if it is to survive.

In 1972, Richard Layton started Dave Gerard in the retail business at the renowned F.W. Woolworth Company. They worked there together until 1989, when Layton left to start his own store, Patio Connection, in Tucson. Gerard followed him into the business in 1991, opening a store in Phoenix.

For years, the business has run like a well-oiled machine, in the Woolworth tradition.

“Woolworth, at that time, was a well-known, respected retail operation to be involved with,” Gerard explains. “It gave you sound business training as you grew up through the ranks. It provided us both with a solid background that allowed us to go out on our own. We’d both had enough of the suit-and-tie business. I had been in it for 20 years, and he had been in it for 30.

Things were changing. Woolworth was on its way

Top: A 13,000–square-foot showroom features a wide range of patio furniture, firepits, umbrellas, accessories, and barware Bottom: From left, Mike Moon, Evelyn Layton, and Dave Gerard

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Patio & Hearth Products Report May/June 2014

out, and it was time to move.”

Move they did, and over time, Layton opened two locations in Tucson and Gerard opened two in Phoenix. They operated as separate companies, but combined their assets for increased purchasing power.

“He was my mentor of many, many years— until he died (in 2003),” Gerard remembers; he

left his stores in Phoenix to come to Tucson and help the Layton family after his partner’s death. Gerard decided to stay in Tucson and closed the Phoenix locations (along with one of the Tucson stores), leaving the one that continues to operate today.

Today, the store has three owners. In addition to Gerard, Layton’s widow, Evelyn, is heavily

Circle Reader Service No. 25

MARKETING MANEUVERS Top: Patio Connection uses social media to drive customers to its Tucson store Bottom: Manufacturers’ representatives assist Patio Connection in providing the best mix of outdoor-living products

involved in the operation—along with Mike Moon, who has been with the store for more than 20 years.

Combined, the three owners have more than 75 years of experience in the business. Each is deeply involved in the decision making and day-today operations of the store.

The family legacy is continuing, too. The Layton side of the business boasts three generations, including Evelyn’s daughter, Rochelle, and her grandson, Kyle. All told, the store has nine employees and a spacious 13,000–square-foot showroom, as well as a 10,000–square-foot warehouse stocked with patio furniture, firepits, fire tables, accessories, and barware. There are no grills to be seen. “Tucson is not a huge town, and we already had several specialty grill retailers in the area,” Gerard says.

Making the decision to specialize in patio furniture was easy: at the time, outdoor furniture was available only at big-box and home-improvement stores. “We provided unique, hands-on service for people who wanted something different that they couldn’t find anywhere else,” Gerard says.

The owners made the right choice. “The market has been very encouraging for us this season,” Gerard says. “I haven’t been able to say that for five years.

This year is like a light at the end of the tunnel.

He adds, “This year has the makings of being a banner year for us. We can expect the next five years to have substantial growth. It has been a little discouraging and uphill for the past few years.”

Gerard notes that the store’s biggest hurdle has been the economy, due to its dire effects on the housing market in Arizona. “Then, about three years ago, we had some major competition come to town from Phoenix, so we had to overcome that. Now, I think things have settled down,” he reports, adding that sales, to date, are up about 20% over 2013’s sales.

The business faced the new competition headon by hiring good employees and paying strict attention to pricing. Gerard says, “The staff we have in the building is able to relate to our clientele, and our pricing is right. We were in the competition all the time to make sure we were competitively priced. We are not a high-pressure, salesdriven operation. We help educate consumers and make them comfortable when they are here.”

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Patio & Hearth Products Report May/June 2014

Patio Connection’s customers will find something at every price, although the most popular prices are in the medium to high range. “We carry everything from container merchandise from China to the top-end lines, such as Pride Family Brands and Tropitone,” Gerard says.

The store chooses products based largely on the relationships that it has with the manufacturers’ representatives. “We’ve stayed with just a few, over the past 20 years,” Gerard says. “It is a very small group. When we go to Chicago, Illinois, we zero in on the lines they represent first.

Relationships are important to me.”

Among Patio Connection’s top sellers are fire tables, which Gerard describes as some of the most exciting new additions to his showroom. “They don’t take away from something else that consumers are going to buy. A fire table is another piece they will spend their money on,” he says.

Taking stock of everything on the plus side of the ledger, Patio Connection has owners with solid retailing experience; an experienced, helpful staff; a variety of products, priced to sell; loyal relationships with manufacturers; and a housing market on the rebound. The company does face a challenge, however. Gerard says, “It’s learning how to market the store in a new world, where oldtime retailers have fallen by the wayside.”

Patio Connection’s marketing mix includes television, print, and radio advertising. Most of its advertising dollars are spent for television ads, with radio ads being phased out and print ads being cut back.

“We are trying to have a greater presence on the Web,” Gerard says; he wants the existing website (www.patioconnectionaz.com) to work harder for the store. “I know things will change dramatically, in the next five to six years, in how consumers buy, and that’s a challenging learning curve for us,” he explains.

It is a situation in which many retailers are finding themselves.

“It is a different way of existing in the retail world,” Gerard notes, adding that all three owners are over 50 years old: “We didn’t grow up in this environment. We have to learn retailing all over again—and not get too far behind. We’re all open to learning new things, but it is a challenge to stay out there and still run the store.”

Gerard might be selling himself short. Patio Connection is already involved in social media, with presences on Facebook, Pinterest, and Google Plus, among other sites.

“We are there, but for us, it is a foreign language. Everyone who can teach you that language has a different approach, so we have a long way to go,” he says, “but we have to learn.” The way he says it leaves no room for failure. “I’m positive we are going to be able to do it. We are determined enough not to lose. We are going to make it,” he says.

As evidence of his steadfast belief in the company’s success, he notes that it expanded the store by an additional 3,000 square feet, in 2013, to make room for more furniture and an everexpanding cushion business. “A huge portion of our business is replacement cushions,” Gerard explains, noting that it represents 18% of the total volume. “At $50 a cushion, that’s a lot of cushions,” he says.

In fact, if you can’t find a replacement cushion for your patio set anywhere in Arizona, you haven’t been to Patio Connection. Gerard says, “We’re the place to go, and that’s all been achieved through old-fashioned, word-ofmouth advertising.”

Circle Reader Service No. 27

HEARTH RETAILER

open spaces

A successful Canadian retailer serves a wide geographic market with top-notch hearth offerings and digital catalogs. by SHARON SANDERS photography by KRISTILEE PARISH

F

rom the majestic Rocky Mountains of Southwestern Alberta to the wide prairies of Southern Saskatchewan, Northern Fireplace has served a one-of-a-kind market (which spans hundreds of miles) for the past 19 years. To cover this vast area, owner Steve Flett operates three strategically located retail stores and is a distributor who maintains tight relationships with his dealers.

“Northern Fireplace does business a little bit differently because we serve a large area with a small pop-

Top left: Steve Flett Top right: A spacious showroom shows Northern Fireplace products at their best Bottom: Dealers in small communities send their customers to Northern Fireplace’s three showrooms to see burning displays

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Patio & Hearth Products Report May/June 2014

ulation—but we’ve found the way to make it work,” he explains.

Born and brought up on a farm not far from Saskatoon, Saskatchewan, Flett worked in the hearth business for 10 years before he and his wife, Patsy, opened Northern Fireplace in 1995. An adventurous businessman, he started out with two locations, in Saskatoon and in Regina, Saskatchewan. Four years later, he opened a third location—in Edmonton, Alberta—which became his largest store, with a 3,500–square-foot showroom.

According to Flett, in Western Canada (where Northern Fireplace does business), it’s common practice for retailers, in any industry, also to be distributors—so that they can provide products and services to people even in the most remote areas. In Saskatchewan, for example, there are more than a million people and only two major

Circle Reader Service No. 29

HEARTH RETAILER

“Giving dealers access to our showrooms and to our educated sales staff helps build strong relationships and loyalty.” cities, so hearth products are sold in the smaller communities by contractors, by satellite-dish retailers, and at lumberyards.

Flett says, “It wouldn’t be profitable for us to do an installation or service an appliance that was a fourhour drive from one of our stores. It makes good business sense to be a distributor, so our dealers can provide the service.”

Many of the small communities’ dealers aren’t set up with hearth showrooms, so they will often send their customers to a Northern Fireplace showroom to see the burning displays. People pick what they want and then go back to the dealers in their areas to make their purchases. “Giving dealers access to our showrooms and to our educated sales staff helps build strong relationships and loyalty,” Flett adds.

Each of Northern Fireplace’s three locations has a dedicated warehouse, so products can be shipped promptly (and cost effectively) to dealers.

In the summer of 2013, Northern Fireplace launched a new digital catalog for its dealers to make it easier for them to order products and to improve overall communication. With the catalog, dealers can download manufacturers’ installation manuals and brochures, and they can access price lists right from their stores’ computers. The digital catalog can also be downloaded to an iPad, so a salesperson or technician at a job site can pull up an installation manual or look up clearance information quickly and easily.

“We send the electronic catalogs to our dealers on a flash drive, in lieu of the three bulky binders that they’ve had to use for reference in the past. The initial response has been great. We’ve even had some of our suppliers inquire about the concept, so I have a feeling it’s going to be duplicated, in some form, at some point,” Flett says.

Northern Fireplace's Regina location serves many remote communities

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Patio & Hearth Products Report May/June 2014

to install several units in model homes, and this has created a buzz.

“People will come into our showrooms and ask for them,” he says.

REIGNING PRODUCTS Northern Fireplace prides itself on carrying hearth and barbecue products that are tailored to the needs of customers in all of its markets. “While the nucleus of what we carry and distribute in each market is the same, each one definitely has its own personality. We have maintained a very strong relationship with our suppliers, and every supplier we started with is still doing business with us—and we have added a couple more, along the way,” Flett says.

One notable change across the board (in all markets) has been a decline in demand for wood-burning appliances. “A few years back, the local insurance industry decided to charge higher premiums (up to 25% more) for homes that used wood stoves and premiums a minimum of 10% higher for homes with zero-clearance wood fireplaces. It hit us hard, but we are still managing to keep wood sales steady with our core vendors: Pacific Energy, Valcourt, Renaissance, Quadra-Fire, and BIS,” Flett says, adding that decorative gas fireplaces have since taken over as its biggest sellers.

Northern Fireplace offers gas products from manufacturers that include Town & Country, Pacific Energy, Quadra-Fire, Heat & Glo, Heatilator, and Stellar. The Edmonton store recently started selling Valor products; according to Flett, this welcome addition has rounded out its product offerings

with a selection of gas inserts, retro fireplaces, coal-bed fireplaces, and modern units. He says, “Over the past eight years, we have done really well with clean-faced and modern linear fireplaces in all of our markets.”

All of the stores’ showrooms feature linear designs and modern media (such as crushed glass, driftwood, and river rock). Flett recently remodeled the Regina location and incorporated the Heat & Glo Twilight Modern fireplace in the new storefront’s window.

He says, “It’s an indoor/outdoor see-through unit that is clearly visible from the street. It goes on as soon as the sun sets and burns throughout the night to draw attention to the building. It has become our signature.”

Electric-fireplace sales are also on the rise. The Edmonton store has added an electric avenue that features a selection of the latest units from Modern Flames, SimpliFire, Dimplex, and Amantii. According to Flett, electric fireplaces are popular with some of the store’s older customers and with people in starter homes. They might not have room (or money) for gas fireplaces, but they still want the ambience of a fire.

Electric models also are favorites of people living in high-rise buildings, where it’s not feasible to run a gas line, and they are growing in popularity in restaurants (where there is no need for additional heat).

Flett has worked with local builders

SERVICE DONE WELL Just as important to Northern Fireplace’s success as its sales/distribution strategy and its products are its warehouse people, service teams, and installation crews. The installers and service-staff members are often involved in helping dealers with tough installations and finding solutions to their problems.

The operation’s seasoned sales staff is like no other, particularly when it comes to product knowledge—because it is prepared to serve both consumers and dealers. “I invest a lot of time and energy in training our staff; as a result, we are seen as the hearth experts in our markets,” Flett says.

He adds that his team is so good, in fact, that it’s not uncommon for other retailers to try to recruit its members. “Over the years, we have lost a few people, but we have been blessed that a couple of them chose to return,” he says.

Flett gives his staff freedom to do whatever is necessary to make every customer happy. He explains, “I don’t want to create a used-car–dealer atmosphere, where my staff members have to check back with management before making every decision. I want them to feel free to negotiate sales and solve problems on their own. They should be able to respond to customers without making them wait to get an answer. This philosophy helps make our business run smoothly.”

Going forward, Northern Fireplace plans to continue changing and growing with the industry. Flett is a big proponent of the Hearth, Patio & Barbecue Association and the value that it brings to its members. He says, “The trade shows are always so inspiring. I come back with new ideas for products and renewed enthusiasm for our industry. I look forward to many more years to come in this business.”

Circle Reader Service No. 31

OUTDOOR GRILLING

getting hotter After taking on a risky venture, these Nevada entrepreneurs reaped big winnings.

by CHERYL DANGEL BARTOLINI photography by JASON OGULNIK

B

ill Reingruber picked the worst possible moment to go into the business of selling grills and patio equipment.

Reingruber and Scott Jones opened the doors of Nevada Outdoor Living (in the Las Vegas suburb of Henderson) in 2006, right before the economic crash that devastated the Las Vegas housing market. There they were, though, with a fledgling business.

In true Las Vegas fashion, some gambles have big payoffs: The two didn’t just survive the crash; they prospered. Today, Nevada Outdoor Living is “a complete source for consumers creating unique, custom outdoor environments for their homes,” Reingruber says. His 6,400–square-foot store has six employees and showcases 100 different product lines. To say it is doing gangbuster business is an understatement.

“We started in 2006, and it was kind of crazy—because our very best year was 2012. We were amazed; I mean, everyone else was still struggling. Then, 2013 came around, and I was barely keeping up with the orders. We beat 2012’s

Top: Scott Jones (left) and Bill Reingruber Middle: The showroom inspires customers who are designing outdoor kitchens Bottom: Another 3,000 square feet will be added to the 6,400–square-foot store

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sales by about $20,000. This year, we’re up 54% over 2013,” he says.

Reingruber didn’t start out in the retail business; he had some construction background. He was a lath installer and a tile setter. His father was a mason, and Reingruber learned the craft from him. Later, he constructed barbecue islands for friends and family before setting up his own business.

He built his islands using lath and stucco on steel frames.

Subsequently, he learned the corporate side of the business, and he took a few trips to China to learn the product side as well. He learned and was ready when opportunity came knocking—in the form of Jones.

Jones owned Vista Landscape Center, with a large building located along the highway in Henderson. “He had just built a new building as a showroom, but didn’t have any experience in retail sales,” Reingruber recalls. “I had 25 years of experience in it, so I joined him, and we have a co-op of sorts.

He owns his landscaping business, and we are partners in Nevada Outdoor Living.”

The two complement each other perfectly. The landscape business has its rocks and pavers outside, and Nevada Outdoor Living occupies the showroom, with myriad high-end products.

With landscapers and homeowners crossing back and forth between the two entities, browsing customers benefit both businesses

Patio & Hearth Products Report May/June 2014

with plenty of sales.

Reingruber says that it is because of his partnership with Jones that they were both able to survive the downturn. He explains, “The strength of the

two companies together helped, letting us save on everything (including overhead) in the beginning. Our approach to business is to help consumers here in the Las Vegas valley take full

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Circle Reader Service No. 33

OUTDOOR GRILLING Top: As customers turn their outdoor areas into relaxing retreats, plush deep seating collections are big sellers Bottom: The future looks bright for Nevada Outdoor Living, which is growing at a staggering rate

advantage of the beautiful weather by enhancing their homes to include outdoor-entertainment and outdoor-dining areas.”

His secret isn’t luck: It’s his ability to maintain social connections and relationships with key people in the area. Reingruber had lots of friends and contacts in the business long before Facebook popularized the social-networking concept. “If I had started up without being in town and without 20 years’ worth of customers who knew me, I wouldn’t have made it. We hit the ground running. People knew me. I knew pool builders and landscapers. Now, we also have walk-in traffic,” he says.

Today, Nevada Outdoor Living is 34

known for its unique take on the backyard. “We build our own islands and have our own line of firepit accessories, along with a line of water and fire features,” Reingruber explains.

He says that the main attractions at Nevada Outdoor Living are the custom barbecue islands and highquality grills that it sells. Islands can run from a very simple standard island (with a grill and a countertop) to a large, custom, multilevel island that can include a food-preparation area, a bar and beverage-making area, seating, and entertainment areas—with every appliance that one would find in the finest indoor kitchens. These islands can be cus-

Patio & Hearth Products Report May/June 2014

tomized using any type of surface that the client desires, from stucco to stone, with an unlimited array of tile, granite, and other countertop options.

“We are not afraid to do anything,” Reingruber says. “Our showroom features a lot of good ideas, and we use a combination of different materials. We’re doing curved barbecue islands, when many companies don’t want to do curved installations. We also do a lot of different things with firepits, from fireglass to fire rings, igniters, and upper-end grills.”

He works with many discriminating owners of high-end homes.

“We are selling better and best. We don’t sell the merely good, because you’ll find that at The Home Depot,” Reingruber says, adding that he recently had a meeting at entertainer Wayne Newton’s house.

“I’m in the specialty business, which focuses on better and best,” he explains.

To find just the right product mix, Reingruber evaluates and tests many different lines of grills and furniture. He says, “We carry products that consumers will not find at big-box stores, and we provide the expertise needed to make clients pleased and satisfied that they found us.”

The average price of one of Nevada Outdoor Living’s outdoor kitchens is about $8,000, but Reingruber is currently installing one that runs upward of $35,000.

“I’m sure you can get up to $50,000 very easily,” he comments.

Reingruber reports that so far this season, the market has been excellent. He says, “A recent home show was very productive, and the home values in the Las Vegas valley have increased by over 25% in the past year, increasing consumer confidence.”

As for his marketing mix, it is relatively simple. The retail location is visible from Interstate Highway 215 (the heavily traveled Bruce Woodbury Beltway), which is a plus. “We have a website (www.lasvegasoutdoorkitchens andbbq.com) that many consumers find us on, and we attend various trade shows in the area during the year,” Reingruber says.

Reingruber also taps into social media to augment his network of customers, who do much of his grassroots marketing with word-ofmouth recommendations. He has a presence on Facebook and Twitter and has been doing a monthly newsletter as well.

He has had one unusual hurdle to overcome. In the days when he built barbecue islands himself, he was known as BBQ Bill. That has caused a bit of a problem. “That’s been my nickname for 25 years,” he says. “Many people don’t even know my company name. They’d be looking me up as BBQ Bill because they didn’t know anything else.”

Within the next year, Reingruber plans to add another 3,000 square feet to his existing showroom to accommodate outdoor, inflatable movie-projection screens; outdoor games, such as bocce; tailgating accessories; and anything else that can be filed under the heading of fun. All in all, after a risky start, Reingruber is flying high. Quoting the title of the 1986 Timbuk3 song, he says, “The future’s so bright, I gotta wear shades.”

Circle Reader Service No. 35

SHOWROOM SHOWCASE

wowing customers

Stellar service, a spacious showroom, and promotional events keep customers connected to this Florida retailer. by SHARON SANDERS Photography by KATHY WATERS

F

lorida’s warm weather and beach lifestyle make it one of the dream spots in which to own a specialty outdoor-living store. Fireplace & Verandah (Orlando, Florida) doesn’t take that fact for granted. It has been outfitting lanais, backyards, and porches in Central Florida for close to 40 years. Its owners, Patricia and Robert Jenkins, know their customers’ needs—inside and outside.

They take care of shoppers as though they were family members and are constantly looking for ways to satisfy and inspire them.

Robert started the business (a

36

small fireplace shop) in 1975, and in the mid-1990s, he made a strategic move that changed the store forever.

At the urging of one of Patricia’s friends (who was impressed by the casual furniture she saw at a trade show), the couple decided to start selling patio furniture. “It was the perfect fit for the store because entertaining and relaxing outdoors are synonymous with Florida,” Patricia explains, adding that she immediately fell in love with the patio side of the business.

“It’s a lot of fun and fits my personality. I love color, fabrics, and making a room look beautiful,” she

Patio & Hearth Products Report May/June 2014

says. The Jenkinses quickly got up to speed on the casual-furniture industry—with help from vendors, by talking to other retailers, and by attending trade shows. “It was challenging and fun to learn the business, and then, to figure out what types of furniture, styles, and colors would work best in our market,” Patricia says.

Today, Fireplace & Verandah has an impressive 12,000–squarefoot showroom (the largest in Central Florida) filled with midrange to high-end casual furniture from Lane Venture, Lloyd Flanders, Gensun Casual Living,

Winston, and Florida’s own Windward Design Group, as well as a selection of indoor and outdoor hearth products. The store is very particular, carrying furniture with frames that can withstand the Florida climate and salt exposure; for the most part, this means allweather wicker, extruded aluminum, and cast aluminum.

Janet Medlock, manager, says, “Florida has 12-month outdoor living that takes its toll on even the most durable furniture, so we have to be extremely selective about what we sell.” Five years ago, the store started carrying simulated-

wood Adirondack chairs from C.R. Plastic Products that have become top sellers.

The chairs (which are artfully lined up in front of the store) are available in 17 colors, including red, kiwi green, aqua, yellow, and blue.

Medlock says, “People like them because they not only stand up to the extreme weather, but are heavy enough that they won’t blow off someone’s porch or boat dock in heavy winds.”

Fireplace & Verandah is known for its bright, airy showroom, which is overflowing with color—on everything from furniture cushions to toss pillows, umbrellas, and accessories.

One won’t find much neutral beige, but instead, the bold hues of magentas, yellows, reds, and oranges.

“Floridians don’t shy away from color, so a sectional with turquoise cushions (or a bright-red market umbrella) is the norm,” Medlock explains, adding that many of the store’s clients are furnishing second/retirement houses; this usually means that they are open to buying furniture that is bold and fun.

She says that lime green and turquoise have been the most popular colors for the past two years.

Last season, the store displayed a vibrant-green sectional that became one of its most soughtafter pieces of furniture.

The store also does well with its handmade pottery—and the topselling color, by far, is turquoise.

Sectionals and modular furniture are customer favorites because of their

size, in addition to the flexibility that they offer. Medlock says, “A whole family can curl up on a sectional, and a modular unit can easily be rearranged for seating at a party without much effort.”

This year, the store is expanding its display areas for barbecue equipment and custom outdoor kitchens to showcase a bigger selection of products, including those from Big Green Egg and Fire Magic. “We see this as a huge potential area of growth for us— especially the outdoor-kitchen business,” Medlock adds.

Fireplace & Verandah considers its repeat-customer business to be at the core of its success. “When people are happy with their products and service, they come back and tell their

Page 36: Many Floridians are crazy about color, and Fireplace & Verandah offers them what they crave Top left: Patricia Jenkins with granddaughters Carley (left) and Josie Top right: All-weather wicker holds up well in Florida Bottom left and right: Turquoise, red, and other bright colors are staples at Fireplace & Verandah

friends,” Medlock explains. Most members of the sales team have been around for many years and have spent time educating customers about the value of specialty

May/June 2014 Patio & Hearth Products Report

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SHOWROOM SHOWCASE

Modular seating offers flexibility for entertaining

patio/hearth products. One of the store’s popular services is outdoor-space planning, which means helping customers design (and buy the right furniture for) their outdoor spaces.

The advent of the tablet has changed the design and planning processes.

Medlock says, “In the past, we would drive out to people’s homes. Now, they

will bring in iPads loaded with photos of their backyards.

We can plan everything right in the store, which is sometimes even better than an onsite visit—because we have the showroom at our fingertips. Customers can see their options during the design meeting, instead of having to wait until they drive back to the showroom.”

Whenever possible, the store hosts promotional events to showcase its products and to attract new customers.

One of the recent favorites was a Saturday cookout with Big Green Egg that turned into an all-day party. The company brought in five smokers—and a chef who prepared everything from sausage biscuits for breakfast to salmon,

tri-tip, pizza, and pulled pork for lunch.

“It created a lot of excitement. Our parking lot was filled to capacity, and our store was jammed with people wanting to try food cooked on a Big Green Egg,” Medlock recalls, adding that the store sold a number of EGGs that day (in addition to other merchandise).

In the past year, the store’s website (fireplaceandverandah.com) has undergone a major facelift that has proven to be a worthwhile investment. “The Web has taken over as the best way for people to find us, so it’s important for our website to reflect who we are, as a business,” Medlock says.

Other advertising strategies that bring a good return include postcards that are sent to current customers when the furniture collections that they bought are being discontinued.

Medlock says, “We have all the purchase information on file in our computer. By letting people know that their collections are being discontinued, we give them the opportunity to buy additional pieces to complete their collec-

tions—or sometimes, they will want to replace cushions or other items.”

The store’s delivery trucks also are a great way to raise visibility. “We wrap our trucks with giant images of furniture that we sell in the store. I can’t count how many times people have stopped by the store wanting to buy the exact set that they saw on the side of one of our trucks,” Medlock says. The store also participates in community charity events, loaning fireplaces for museum holiday displays and donating items for charity auctions.

Fireplace & Verandah sees huge opportunities for the future in Central Florida, as new-home building is coming back strongly. “We are excited and hopeful,” Medlock says. “People are going to be needing outdoor furniture, fireplaces, firepits, and outdoor kitchens, and we want them to buy everything from us. The beauty of being a retailer in Florida is that it’s not a matter of whether people are going to furnish their outdoor spaces: It’s a matter of when.”

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www.LeisureDesign.ca Circle Reader Service No. 38

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Circle Reader Service No. 39

As I See It

TAKE IT OUTSIDE Brown Jordan Outdoor Kitchens makes open-air cooking the best kind of cooking.

by SHARON SANDERS

B

rown Jordan (El Monte, California) has been a leading innovator in the outdoor-furniture industry since 1945, when it began to produce award-winning collections known for their stylish designs. Brown Jordan now creates and markets equally iconic outdoor kitchens, under a 2012 licensing agreement with CT Acquisitions LLC (Wallingford, Connecticut).

Danver Stainless Steel Cabinetry,

a brand of CT Acquisitions, has been a top name in outdoorkitchen cabinetry for 14 years. Its focus on innovation and design makes it the perfect partner for Brown Jordan.

The new venture, Brown Jordan® Outdoor Kitchens, features a collection of exclusive cabinetry that hasn’t been seen before in the industry. Patio & Hearth Products Report spent some time with Mitch Slater, president of Danver (and of Brown Jordan Outdoor Kitchens), to get a glimpse of the products and plans of this new venture.

What is the company’s approach to outdoor kitchens?

Slater: The Brown Jordan Outdoor Kitchen collection is all about look, style, and design. As the 40

outdoor room grows in popularity, people have begun to want more than cold, stainless-steel, grill-style cabinetry: They want kitchens with personality that blend with the styles and colors of their spaces.

The collection is modeled after indoor-kitchen cabinetry.

In the indoor world, the trend is to buy best-in-class appliances— which often end up being from a mixture of manufacturers—and the unifying design element is the cabinetry. We have taken that concept and applied it to outdoor kitchens because there is the same need for a unifying element when an outdoor kitchen contains a grill, a smoker, a burner, and a refrigerator that may all be from different manufacturers.

Our cabinetry can be made to fit any appliance, any size, or any style.

Patio & Hearth Products Report May/June 2014

What is special about your cabinetry?

Slater: About seven years ago, Danver started painting its stainlesssteel doors because architects and designers were looking for something warmer for their clients (to resemble an indoor-kitchen cabinet). Since then, the painted door has, somewhat, become our signature, and it helps set us apart from other cabinet manufacturers.

This is what appealed to Brown Jordan (when the company was looking for an outdoor-kitchen partner), along with the small details in our cabinetry—including our soft-close drawers, unique cabinet pulls, and the fact that our cabinetry features finished stainless-steel inside the cabinet box (so it looks better when the doors are open).

Now that we are working with Brown Jordan, we offer a range of door styles, colors, and finishes unique to the Brown Jordan Outdoor Kitchen collection.

What does today’s generation of outdoor kitchens look like?

Slater: Outdoor kitchens are not just places to cook; they are a part

Top: The Key West beadboard kitchen Bottom left: Mitch Slater Bottom center: An Evo social grill station with powder-coated cabinets (in pewter, with mica inserts) Bottom right: The Java beadboard kitchen with a Solaire grill

of the beauty and function of today’s sophisticated outdoor spaces. These spaces are reminiscent of any indoor room because homeowners are adding whatever they can dream up, including roofs, heaters, and lighting.

Many kitchens include indoor-style barbecue islands where guests can gather, sit, and enjoy a group atmosphere of cooking and socializing. With Brown Jordan Outdoor Kitchens, people can make their spaces look exactly as they want them to look—because we can match our cabinets to furniture and cushions, and can even complement floor coverings.

Which products from Brown Jordan Outdoor Kitchens are you most excited about for 2014?

Slater: We are continuing to develop new door-style options that coordinate with the design of outdoor furniture and decor. We’ve received a number of requests for new cabinet pulls, so we’ve added a few styles that we sourced from one of the top architectural-hardware manufacturers in the United States.

The pulls are solid cast bronze and come in 10 different finishes. As far as

Retailers should ask customers questions such as these: How do you like to entertain?

How would you like to use your backyard? Do you like to cook?

What do you like to cook? From A bartending center with Pompeiian cabinets and titanium textured there, retailers can panel inserts guide them to the right products. I door styles go, we are always aiming for know retailers are always getting beaten uniqueness, so in addition to others on up on price, which is why I always our list, we will be introducing a cabinet encourage them to steer customers in door with a center panel that has backthe direction of enjoyment of the painted glass. space—so pricing becomes secondary.

How can specialty retailers get their customers excited about outdoor kitchens?

Slater: People are drawn to the lifestyle aspect of outdoor living. Retailers can paint a picture in people’s minds to help them imagine the possibilities. The ideas of cooking outdoors in an open-air kitchen, entertaining friends, and relaxing are what it’s all about.

What do you predict for the outdoor-kitchen category?

Slater: I see an explosion. Now that building is gaining momentum again, the outdoor-room concept is coming back, and it’s stronger than ever. Instead of being an afterthought (which homeowners have to design and build themselves), an outdoor room has become a profit center that many new-home builders are

specifying in their initial plans.

People are willing to pay more for a house that includes an outdoor-living area for relaxing and entertaining. I have personally seen competing builders create model homes with different Brown Jordan kitchens because they want their outdoor rooms to give them the edge with potential homebuyers.

What does the future hold for Brown Jordan Outdoor Kitchens?

Slater: With a year and a half under our belt, Brown Jordan Outdoor Kitchens is just getting started. I am pleased by the interest that I am seeing. Architects and designers are already specifying Brown Jordan Outdoor Kitchens products in their projects because they want to give their clients uniqueness.

It is a matter of giving tools to these specifiers, so their clients see them as the experts. What we offer—with our door styles, designs, and colors—is what has been missing in the arena of custom outdoor kitchens. I also see huge potential in the hospitality market, in the next few years. I am eager to see how big this new venture will become.

®

brownjordanoutdoorkitchens.com I 855.839.5063 Brown Jordan is a registered trademark of Brown Jordan International, Inc. and is used under license to CT Acquisitions, LLC

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my turn

WOVEN WONDERS NorthCape International continues its success with new products, new market channels, and a focus on woven designs.

by KIMBERLY RODGERS

T

om Murray is an optimistic man, especially when it comes to the 2014 patio buying season. “A recurring theme I hear from our dealers is that there is more interest from higher-end buyers. This is a positive because it means people are more driven by value over price,” he says. Another bright spot for Murray, president of NorthCape International (Alsip, Illinois), is that the popularity of woven collections—his company’s core business line—is still very high.

“Some of our new products have been very well received and have taken off,” he says. “It’s good to see an appetite for what’s new, what’s cool, and what’s next.” Among the several new collections that NorthCape introduced for the 2014 season, two lines—Avant and Tisdale— have exceeded the company’s projections.

“These collections were rolled out on a limited basis for this year, so we are already excited about what we see ahead for 2015,” Murray says.

Although many parts of the United States experienced a particularly harsh winter season, driving down retail sales across a variety of sectors, Murray saw only about a one-month lag in his business. He says, “Ultimately, the weather should not really have an impact on sales for the season.” While revenue growth in 2014 might not reach the double-digit increases that

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NorthCape has experienced over the past few years, customer growth is well ahead of budget projections. “For 2015, I look forward to the double-digit revenue growth that we have grown accustomed to,” Murray says.

In 2013, NorthCape refocused a drive into the contract market. “We had not previously addressed the contract channel very well, but we decided to expand our business in this area and are making a bigger push for 2014 and into the 2015 season,” Murray says. Entering this segment was a fairly simple process (and a natural fit). “The majority of our product was already contract ready, so it was really a question of how

we should market to this channel,” he says. “The woven trend is also helping us because woven products are very popular in the contract market right now.”

For the first time, NorthCape had a presence as an exhibitor at the premier trade show for the hospitality industry, the 2014 HD Expo (held in Las Vegas, Nevada, in May). “We had an entire line set up; I was excited about the presentation and truly making an impact in the contract arena, this year and into 2015,” Murray adds.

A few years ago, NorthCape entered the indoor-furniture segment, and since 2009, that has been the company’s single largest growth channel. Because woven furniture is primarily a deep seating category (a main focus of indoorfurniture stores), NorthCape’s product lines have been a good fit for these dealers. “It is an easy transition, and our formula of style, comfort, and value—along with our logistics and delivery-system capabilities—line up well with many indoor-furniture retailers,” Murray says.

NorthCape looms large in the North American outdoor/casual industry. The company has a total

Top: The Avant collection Bottom: Tom Murray

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my turn our business model. Our focus is brick and mortar,” Murray says.

Tisdale

active account base of approximately 1,000 dealers, including small and large specialty retailers located throughout the United States and Canada. “We have not had a mass-merchant type of strategy; this is not

CUSTOMER FOCUS In fall 2013, NorthCape moved its corporate headquarters and warehouse in Illinois from Bedford Park to a larger facility in Alsip. “It’s a 50% larger facility, so it’s a significant improvement in size and capabilities, and it all was done to serve our customer base better,” Murray says. Along with the Alsip distribution center, NorthCape has warehouse locations in densely populated areas of North America (Southern California, Florida, New Jersey, and Ontario) to minimize freight rates and shipping times for dealers.

Murray adds, “We are enhancing our domestic

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Patio & Hearth Products Report May/June 2014

cushion manufacturing dramatically, which means we are offering more custom options on cushions.” The company recently introduced Sunbrella® Rain, a 100% waterproof fabric. He explains, “We have been working with Sunbrella on this; it has a great program, and this fabric will help overcome many of the issues the consumer has with cushions outside. So far, it’s been very successful for us.”

To remain strong against mass merchandisers, Murray suggests, specialty retailers should not go head to head with them. “Competing directly with the big-box stores usually doesn’t work. The mass merchant will always have an advantage by buying in volume, driving down the price and the quality,” he says.

“I usually recommend to dealers that they find something that the mass merchants cannot do; there is a customer base in that. They should find the gaps in their programs—what they are missing—and focus on those,” he adds. “There are so many things a well-run single- or multiple-location specialty dealer can do (such as offering a high-quality product, customer service, and flexibility) that a mass merchant simply cannot offer.”

Although specialty retailers are the company’s primary focus, Murray explains that NorthCape cannot ignore the world of online commerce. “We know there is no way we can totally disregard the Internet, which has become the biggest retail phenomenon in our lifetimes,” he says.

The company’s Internet strategy is to maintain and protect the interests of brick-and-mortar stores. To that end, any dealer, specialty retailer, or online retailer selling NorthCape product using the Internet does so with certain restrictions.

Products are sold under a separate brand name, different artwork is used, and the seller must adhere to a revamped program that sets minimum advertised prices. Murray says, “By setting up a separate brand, we have put our brick-and-mortar retailers in a good position; this has allowed us to work with both up-andcoming and established online retailers who are interested in making money, but still providing good-quality furniture.”

MAINSTREAM OUTDOOR LIVING According to the ongoing Home Design Trends Survey conducted by the American Institute of Architects, in the first quarter of 2013, creating an outdoor-living space was the property improvement growing most in popularity among the architects surveyed.

Murray would certainly agree with those findings.

“You probably can’t pick up any newspaper or magazine that doesn’t talk about the outdoor room, which means that the outdoor space has clearly made it to Middle America,” Murray says. “This is exciting for every casual-furniture manufacturer because it’s not just those in the high-income bracket who desire an outdoor room. It’s a middle-income occurrence now.”

He adds, “This is great for everybody. There is a lot of room to sell a lot of furniture—because many people have not even come close to what they want their outdoor-living spaces to be.”

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product innovation

WORKS OF ART The clean, natural lines of European Home’s fireplaces accentuate calm and beauty.

by CHERYL DANGEL BARTOLINI

W

all art: That’s one way of describing what European Home (Malden, Massachusetts) has to offer. It has much more, however. European Home, manufacturer and retailer of fireplaces, is all about personal service, unique products, and attention to detail.

Holly Markham founded European Home, in 1999, as a retailer of minimalist, Europeanstyle home products. “I started by importing smaller home goods, but I realized that the larger home goods were much more interesting and unique,” she says.

The larger home goods she refers to weren’t sofas or bedroom sets, but fireplaces, which she views as an art form. She says, “When I saw the modern fireplaces in Europe, around 2003, I remember getting goosebumps because they were so beautiful; I thought, ‘We have nothing like this.’”

Her original plan was to import fireplaces, but after educating herself, she quickly learned that she would have to make too many changes to the products before they could be used in the United States. The simpler, more direct approach seemed easier.

Rather than importing, Markham licensed the design of the Vision fireplace from U.K. fireplace designer Gavin Scott. She arranged to have the fireplace manufactured in the United States, and she began shipping it at the end of 2004. “Since that time, we have worked to develop our product line and have worked with fireplace dealers in the United States and Canada,” she says.

Today, European Home manufactures some fireplaces in New England, and the company has a line that it imports from the Netherlands.

The entire process is very hands-on and personal for Markham. For instance, when a product is developed, she will sit down with Keith Allshouse, the company’s technical manager, and discuss any products that customers have

Top: The Lucius 2/3 direct-vent peninsula fireplace

by Element4 Middle: The G series G60 vented and vent-free linear burner Bottom: The Trisore 100H direct-vent three-sided fireplace by Element4

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Patio & Hearth Products Report May/June 2014

been requesting. “We look at what we have today and how we can fill a need. We make some sketches and look at proportions. We then pass on our ideas to an engineering firm we work with, which has a prototype made, and we adjust from there,” Markham explains.

She will also obtain design ideas from the professionals with whom she works. She explains, “The great thing about working with architects and designers is that they are happy to push the envelope— which, in turn, pushes us to evaluate whether their requests are in line with our product focus.”

Always a top priority is Markham’s original intent to stick to minimalist designs. “Something we don’t skimp on is what goes into clean lines,” she states.

“Often, the manufacturing is more complicated when products require trim or design modifications to edges to hide screws, welding, and other manufacturing procedures. We also spend additional time on the details of our fireplaces. We have unique fire-media and finishing options. We find that by spending more time on the details of the logs and stones, we give our fireplaces a more natural look.”

Markham adds that she doesn’t overanalyze; she trusts her instincts. She says, “It is what appeals to me, in the sense that the design needs to have a simple beauty and good proportions. I feel that when a product (as well as a house or building, in general) has clean lines, you look at it and feel calmness. I like to say, ‘I can breathe.’ Our products have to offer such a feeling.”

Among those products is the H series family of linear vent-free fireplaces, introduced in late 2013.

Available in 42-, 60-, and 72-inch sizes, the H series offers both single- and three-sided fireplaces. “We made these in response to the market where customers are looking for larger fireplaces, but many people in high-rise condo buildings are not able to vent them. In many cases, homeowners are looking for an occasional fireplace,” Markham explains. “In those cases, the vent-free models are a very nice alternative for areas where venting is not possible.”

Also new is European Home’s G series linear burner system, which is also available in 42-, 60-, and 72-inch sizes for for use with existing fireplaces and custom fireplaces. Many products developed by the company are based on consumers’ needs. Customers are listened to, and products are imagined as a result.

“Our product line evolves based on what our customers are looking for; we pride ourselves on our customer service, technical ability, and the overall solutions we offer,” Markham states. “Many times, when customers call, they may be asking about something very specific. We take the time to understand what they are trying to achieve—and sometimes, they need to go in a different direction.”

In that case, European Home never hesitates to tell customers that they are heading down the wrong path, but to soften the blow, it offers solutions. “We had a dealer whose customer wanted a very large fireplace, but with very little heat. We don’t agree with the concept of dumping heat outside of the house.

We showed that with a slightly smaller fireplace, the customer could get much lower Btu levels, and could finish the fireplace in such a way that it still had the same footprint on the wall,” she says.

To market its products, European Home focuses on communicating with dealers, so they feel confident educating consumers who walk into their stores.

To drive that business to their stores, European Home works to generate leads, using the Internet through search-engine optimization, in addition to home-design sites such as Houzz.com. The comThe Bidore 140 direct-vent corner fireplace by Element4 pany also sprinkles some print advertising into the marketing mix.

Currently, the push is on to grow the company’s and to count on our products for their offerings,” base of 30 dealers in the United States and Canada Markham says. “Our long-term growth is based not with more displaying dealers. “Our current dealers on sitting back, but on continuing to watch the think to call when they need something unique and market to see what is missing. We will continue to modern. I would like more dealers to know about us offer innovative, gorgeous fireplaces.”

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CP corporate profile

SUNBRELLA SHINES Glen Raven Custom Fabrics relies on innovation to meet the demand for high-fashion outdoor upholstery. by JESSE BURKHART

T

he biggest challenge facing the Sunbrella® brand of performance fabrics is a familiar one for its creator. Ever since Glen Raven Custom Fabrics (Glen Raven, North Carolina) introduced Sunbrella fabrics, in 1961, the manufacturer has been adapting to evolving customer demand, inventing different forms and functions to help Sunbrella become one of the marquee brand names in the marine and outdoor-furniture marketplaces. Today, the need to innovate is just as strong as it was more than 50 years ago.

Suzie Roberts, vice president of sales for Glen Raven, says that customers are increasingly asking for more customization options. Those requests are now driving the competitive strategies of the fabric maker, which is working to bolster its bottom line by offering different styles and colors for existing products. “With expanded fabricdesign capabilities, we have been able to offer customers the opportunity to customize fabrics in order to achieve the specific designs they are seeking,” she says.

To meet increasing demand, Glen Raven has been pouring capital into U.S. facilities—a divergent strategy, in an industry that relies heavily on outsourcing its production abroad. The compa-

Left: The Joe Ruggiero Sunbrella® collection Right: Suzie Roberts

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Patio & Hearth Products Report May/June 2014

ny recently invested $10 million in the redevelopment of a 130,000–square-foot yarn plant in Burlington, North Carolina; this upgrade allows quicker manufacturing and customization of Sunbrella products.

Specifically, the plant boasts highly automated equipment that allows Glen Raven to change yarn color quickly. This process now takes one shift to execute. For a traditional textile operation, by comparison, such a process can take days.

This year, international operations are the company’s focus. Five years after the company opened Glen Raven Asia (a 190,000–square-foot Sunbrella manufacturing center that caters to outdoor-furniture vendors that have operations in China), it is now planning to increase production capacity there by adding looms. A new distribution facility in France is also being outlined.

In addition, Glen Raven is implementing a new demand/inventory-planning system that is expected to handle the increased manufacturing complexity at the Burlington plant better.

Roberts calls the system a bolt-on addition to the current production architecture: It will not affect other systems.

On the design front, the product-development team has been focusing on creating artisanal/handmade looks, which Roberts says are gaining in popularity. She specifically points to Sunbrella Renaissance, a line that Glen Raven

has been expanding recently.

Renaissance fabrics are made with 50% recycled Sunbrella content, creating a homespun quality and a distinctive texture. Gina Wicker, design and creative director for Sunbrella fabrics, says, “Products in our Renaissance offering have an earthy, natural feel to them that translates beautifully into elegant and complex fabric constructions.”

A recent addition to the Renaissance program is a collection called Origins, created by renowned home-furnishings designer Richard Frinier. Combining subtle textures, classic stripe patterns, and a diverse color palette, the collection invites mixing and matching across a range of constructions, patterns, and colorways.

Other recent introductions include Sunbrella terry and Sunbrella Rain (which offers enhanced water resistance). The product-development team, Roberts says, “constantly has a host of new yarn colors and types” in the pipeline and will continue focusing on easy-care fabrics, textural effects, and green initiatives.

Over the past few years, Glen Raven has sharpened its focus on the sustainability initiatives to which Roberts refers. In 2009, its million–square-foot manufacturing plant in Anderson, South Carolina, achieved certification for conformity to the ISO 14001:2004

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standard for environmental-management systems. In 2011, its plant in Norlina, North Carolina—which supplies the yarn for the Anderson plant— installed a 500-kilowatt solar array that can capture enough energy to power 47 typical homes.

In April 2014, Glen Raven received certification from UL Environment (which provides independent validation of green marketing claims) for 50 patterns of Sunbrella contract fabrics.

John Gant, Glen Raven’s manager of sustainable development, says, “While the feature of recycled content is truly important, it is also vital for the processing and treatments to be designed carefully so that the complete product will maintain its environmental value.

Although the company is equipping

itself to keep pace with emerging trends and to address the changing needs of its clients, it is now facing the challenge of executing a succession plan for CEO Allen Gant Jr., who is credited with creating Glen Raven’s culture of innovation. In November 2013, Gant—who has served as the company’s CEO since 1996—announced that he would step down from that role in four years.

The plan calls for Leib Oehmig, president, to replace Gant, with the two working more closely in executive leadership to ensure a smooth transfer of power. Gant, however, will remain chair

of the board, so the company’s executives will still be able to draw upon the experience and wisdom that he has used to help turn Sunbrella into a global brand.

Despite the looming shift in leadership, one thing that’s not expected to change is Glen Raven’s staunch commitment to innovation. After all, it has served as the foundation of Sunbrella for the past 53 years, helping to make the brand as resilient as the fabric itself.

“Offering fabric choice, with low minimums, at an attractive price for our customers is always in the forefront of our business strategy,” Roberts says.

“The changing regulatory and environ-

Left: From the Ivy League collection (from top), Volt emerald, Houndstooth spark, Chronicle emerald, Houndstooth lagoon, Extend breeze, Echo citron, and Dwell breeze Middle: Heritage, from the Renaissance line Right: Cushions in Sailcloth salt with pillows in Bisbee linden and El Greco avocado

mental landscapes will remain in constant flux, and we will continue to devote considerable resources to understanding them—and to adapting our products, as needed.”

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insight

First-class Fabrics Phifer’s outdoor fabrics offer durability, functionality, and pizazz.

by CHERISE FORNO

S

ince it was founded in 1952,

by J. Reese Phifer, as a weaver of aluminum insect screening, Phifer Inc. (Tuscaloosa, Alabama) has grown exponentially to become a well-respected manufacturer of highquality fabric and screening products.

Hugo Benitez, national market manager, Designed Fabrics, says, “Today, the company is the world’s largest maker of aluminum and fiberglass insect screening.”

Over the years, Phifer has continued to grow its product line to include high-quality woven fabrics— for both indoor and outdoor applications—suitable for residential and commercial settings. It is also a global manufacturer of energy-saving suncontrol fabrics, innovative insect screens, drawn-wire products, and engineered meshes.

Phifer’s sun-control fabrics offer heat reduction for indoor and outdoor spaces. The company’s SheerWeave fabrics protect against damaging UV rays and reduce solar heat gain near windows or doors.

This enhances the efficiency of airconditioning systems, ultimately reducing energy consumption.

The sling fabrics offered by Phifer are diverse in style and function (and remain in high demand). “The Phifertex® outdoor-fabric line continues to thrive as the king of slings, offering the broadest range of stock and custom weaves—Phifertex Plus, Cane Wicker, jacquards, and PVC olefin—to markets worldwide,” Benitez says.

The Phifertex line has many different options for providing the design, strength, and stability required by a specific piece of furniture or a space. For example, Jacquard Plus is a durable, antimicrobial, stainand fade-resistant product woven in any combination of colors and pat-

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Top left: Phifertex Top right: SheerWeave Bottom: GeoBella

terns. Phifertex Plus is ideal for applications that demand an extra level of strength and durability. A contract line is specifically constructed for commercial/hospitality uses; it features classic weaves.

The Designed Fabrics collection of Phifer is extensive and features stylish colors for customers who want to transform their outdoor spaces into alluring retreats. “Phifer’s Designed Fabrics—plush, 100% recyclable GeoBella® cushion fabrics and sleek, sling Phifertex outdoor fabrics—feature the most on-trend color combinations and designs in furniture fabrics, in both traditional and contemporary weaves,” Benitez says.

The qualities of GeoBella fabric (low maintenance, stain resistance, moisture wicking, and mold/mildewresistance) make it an ideal choice for pillows and cushions. Benitez notes that GeoBella has gained popularity for indoor use because of its combination of style and durability. Phifer’s

product line also extends into specialty textiles, with a wide variety of fabrics used in pet care, filtration, wall coverings, automobiles, ventilation, awnings, and athletic equipment.

The Standard and Recreational mesh solids are very durable fabrics (woven of vinyl-coated polyester) that can handle rugged outdoor conditions; they are used for items ranging from stylish beach bags to highjump and pole-vault pits. Benitez says that Phifer offers such a wide variety of products because it is committed to meeting the needs of its customers. “Phifer takes pride in being a one-stop shop for our customers,” he stresses.

For example, the Designed Fabrics collection includes more than 250 sling and cushion fabrics for indoor and outdoor furniture. If a customer wants something beyond these offerings, Phifer also has a deluxe custom program.

A fabric collection is made with

Dow Ecolibrium™ bio-based plasticizers, which can reduce greenhouse gases by 40% (compared with other plasticizers), Benitez says. Phifer’s commitment to crafting eco-friendly products is evidenced by the Greenguard Gold certification that its GeoBella and Phifertex fabrics have received for meeting strict standards for low chemical emissions for indoor products.

Benitez explains that Phifer excels in the marketplace because of its commitment to evolve continually to improve its manufacturing, product quality, and personal service. The company’s quality standards have increased as Phifer has improved its manufacturing techniques, technology, and product-line management.

“Phifer stands out from our worldwide competition in that it coats and weaves both fiberglass and polyester products in-house,” Benitez says. This manufacturing capability has allowed the company to offer a diverse line of products for all of its customers and to deliver the products in a timely manner. It also helps the company ensure Continued on page 77

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insight

Tweaking Teak By mixing materials such as teak, stainless steel, and sling fabric, Kingsley-Bate has created fresh, eye-catching designs. by CHERISE FORNO

D

uring the past decade, premier teak-furniture manufacturer Kingsley-Bate (Manassas, Virginia) has made a huge impact in the industry by diversifying its product offerings to include furniture constructed of stainless steel, sling fabric, and woven materials, in addition to teak. Clay Kingsley, owner and CEO of Kingsley-Bate, says, “We are quite a bit more diverse in our product mix.” The expanded product line allows the company to satisfy a large range of style tastes in both residential and commercial settings.

“There’s a look for everybody,” he says.

Since its founding 25 years ago, Kingsley-Bate has earned a place in the industry as a top manufacturer and distributor of teak furniture. As one of the pioneers of the industry, KingsleyBate was instrumental in creating teak furniture’s niche in the casual market—and cementing its own place as a leading provider of teak and other elegant outdoor-furniture products. “For many years, we have grown that product,” Kingsley says. “Our teak really sells well across the board.”

Whether consumers are looking for traditional or contemporary designs, Kingsley-Bate’s extensive collections offer them a wide array of innovative styles, crafted with unparalleled skill. According to Kingsley, teak is an ideal material for exterior furniture because of its unique ability to withstand many climates while weathering in an attractive way.

While Kingsley-Bate’s teak collections (such as the classic Chelsea group) remain in high demand, collections made using other materials are also growing in popularity. The company’s stainless-steel collections offer

Top: The Sag Harbor sectional Bottom: A Sag Harbor dining group

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superior durability and support; they have modern, sleek lines perfect for transforming an outdoor space into an oasis by providing top-grade function and style. In the woven category, the Sag Harbor group, released last year, continues to perform extremely well in the market. The Sag Harbor collection adeptly adds teak to wicker for stunning design and function.

The use of high-quality fabrics (available in vibrant colors and crisp patterns) provides customers with another option for individualizing Kingsley-Bate’s patio furniture, while adding one more level of comfort and durability. Kingsley-Bate also stands behind its product lines with industry-leading warranties. Stainless-steel and woven products are under warranty for three years, while teak products have a three-year commercial warranty and a five-year warranty for residential use.

In addition to offering diverse product lines, Kingsley-Bate is committed to using the highest-quality materials (and the most respected manufacturing practices) available. “We use the best materials possible, in all categories,” Kingsley says. “Our quality and workmanship are very high.” The company uses sustainably harvested grade A teak, heavy-gauge 304 steel, and the finest fade- and tear-resistant all-weather wicker in its collections.

The company is also skilled in its ability to deliver high-quality, elegant

outdoor furniture while maintaining very competitive prices. This ability has contributed to the company’s position as a consistent top seller of outdoor furniture and accessories.

Kingsley-Bate not only uses premium teak in the construction of its furniture, but also is dedicated to using teak in a sustainable, environmentally responsible manner. The majority of the company’s teak is supplied by well-controlled plantations in Indonesia, so natural resources are not depleted.

Kingsley explains that one of the company’s biggest strengths is its ability to work with mixed media to create truly unique designs—combining different materials that complement one another aesthetically, as well as structurally. This year, Kingsley-Bate released the Southampton group, which features comfortable deep seating and an open-weave wicker that has been very well received in the industry.

The Venice and Paris collections,

which are constructed of both teak and woven materials, are both in high demand. These collections are great examples of the company’s specialization in designing furniture pieces that feature mixed materials.

The sophistication of the Paris collection makes it suitable for both casual and formal dining. It features durable all-weather wicker combined with teak frames. The Venice collection effortlessly blends teak and wicker for heightened levels of comfort and elegance.

Kingsley stresses that this interweaving of different looks and materials is continually increasing in popularity—and has great potential for continued growth in the marketplace. For the future, Kingsley-Bate will continue to mix materials in very appealing ways, while also growing and improving each category of products that the company manufactures. Kingsley says, “We will have new collections in just about every category.”

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last word

25 YEARS OF GROWTH Agio expands the pie as it reaches the quarter-century mark.

W

hen Bob Gaylord, founder of Agio USA (Virginia Beach, Virginia), put the company together 25 years ago, the veteran furniture manufacturer and importer believed that $20 million in yearly sales would be enough to call the venture a success. A quarter-century later, with annual sales topping $300 million, it’s no exaggeration to call Agio the largest manufacturer of outdoor furniture in the world.

Most of that growth started in 1999, after a decade of meticulous networking and relationship building with an overseas workforce that was gradually shifting away from Taiwan. “Taiwan ran out of production labor,” Gaylord says.

“The next logical place to shift production was China—and then, to sell to the U.S. market.”

While the formula has worked remarkably well, Gaylord and company executives began a major initiative, about five years ago, to bring more indoor-furniture retailers into the outdoor fold. The time period was 2008–2009, and the

Left: The Masterpiece firepit chat set Right: The Marco Isle dining collection

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economy was sinking.

The move to extend the outdoor market to additional indoorfurniture stores was designed to expand the pie by bringing hundreds of storefronts offering outdoor-casual furniture to the industry. “In the past 20 years, I cannot think of another industry where the demand is growing so significantly,” Gaylord says, “but the number of retailers selling product has shrunk. That is an opportunity you don’t see very often.”

Gaylord’s shift in focus ultimately provided a needed spark for many retailers, and five years later, the expansion continues to be an unqualified success. “The more retailers there are involved in the category, the more awareness it creates in the marketplace,” Gaylord explains. “The pie will only continue to grow in the outdoor segment. If specialty retailers do their jobs properly, they have differentiation points that indoorfurniture retailers cannot offer.”

Gaylord estimates, “More than 100 big-box retailers got into the category back in the 1980s, but about 90% of those are gone: out of business. Those that remain garner a large share of the pie, but it’s to a much lesser extent than when you had the big-box retail-

Patio & Hearth Products Report May/June 2014

by GREG THOMPSON

ers promoting their own programs in the 1980s.”

It all adds up to an environment that is much better for the indoorfurniture retailers and specialty retailers now involved in this category. “Those indoor retailers can make this category explode,” Gaylord says. “Many have large stores, big advertising budgets, tremendous sales forces, and beautiful storefronts (and venues for displaying the products)—and they are usually well established.”

Agio has sold as many as 4,000 different products in a given year, not including variations in frame colors or fabrics. In some cases, 80% of those products have changed, from year to year, because retailers desired a fresh look on their floors each year. For companies big or small, all that change is not easy.

“From the time a decision is made, our production staff has to engineer, tool, produce, and ship the product in just a few months,” Gaylord says. “As this has evolved, many retailers today understand

that there is significant value in continuing to sell proven successes, rather than changing for change’s sake.”

Much of that success has come from the company’s signature Alumicast products, a family that combines extruded aluminum and castings to build chairs that remain Agio staples. “We’ve also been able to grow our all-weather–wicker business to almost $100 million a year, and I think that number will continue to increase,” Gaylord says.

After a quarter-century of Agio’s steady (and occasionally, explosive) growth, Gaylord is not one to take increasing numbers for granted. With almost four decades in the business, the veteran furniture maker is keen to guard against complacency; instead, he works to provide maximum value to dealers—knowing that sales will follow.

Part of this value proposition lies in starting trends, not merely following them. Firepits, for example, might be ubiquitous in 2014,

ing growth is a testament to its founder’s resolve.

The very idea that the industry can double in the next decade, however, is built on the necessity of co-opting indoor-furniture sellers to market outdoor products. It’s a theme that Gaylord comes back to frequently, precisely because he is convinced of its truth.

“Our most satisfying achievement has to be the leadership role we have taken,

Top: The Springfield firepit chat set Above: The Vista firepit

but they were on the Agio drawing board more than a decade ago. “I’ve been extremely pleased with gas firepits, which we introduced to the market,” Gaylord says. “Starting the category and trying to get competitors involved to help grow this have been very satisfying. We’ve sold over a million gas firepits over the past 10 years, and our business, this year, will double.”

From the roaring 1980s to the bigbox invasion, Gaylord has seen his share of ups and downs since well before he started Agio. These days, he sincerely believes that the next decade will be the best ever for savvy dealers. Specialty retailers have already shown tremendous resilience over the years, and that hardwon experience will pay dividends.

Retailing is far from being a zero-sum game, and Gaylord is convinced that the pie will continue to grow (and dollars will flow). “If the indoor-furniture retailers continue to get into this business segment the way they should, our industry could double in the next 10 years,” Gaylord explains. “The specialty retailers’ portion of that should grow right along with that, thanks to the products and services they can offer, but that indoor-furniture retailers will not offer.”

It’s a bold prediction, but Gaylord has never been content to steer his beloved company toward modest goals.

Becoming the largest outdoor-furniture maker in the world is not for the faint of heart, and it requires a willingness to think big. Considering that many other companies that started 25 years ago are no longer in business, Agio’s astound-

over the past five years, in getting the indoor-furniture retailer into the outdoor-casual business,” he reiterates. “We honestly believe that if the sign on a building reads furniture, then consumers should be able to buy outdoor-casual products on the premises. There is no need for turf wars. Again, the more retailers involved, the more awareness it brings to the marketplace. The pie will continue to grow.”

Live more outdoors.

In any season.

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WHAT’S NEW

6 Hot Products to Sell Now Lloyd Flanders | www.lloydflanders.com From John Caldwell, the new Flair collection offers limitless outdoor-seating arrangements.

With flared arms and open-air accent tables, the Flair collection provides unique styling with exceptional function. Stylish originality and comfort combine to make this a collection worthy of the most discerning homeowner.

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Empire Comfort Systems | www.empirecomfort.com Empire offers its all-new Boulevard 48-inch see-through fireplace with either a linear burner or a distinctive curved burner that creates a dynamic visual display. Installed in a wall, this vent-free, ultracontemporary fireplace provides warmth and ambience to two adjoining rooms. Tailor the look of the fireplace to suit your decor with Empire’s decorative glass or ceramic-fiber rocks and pebbles. The optional lighting kit can add a sparkle to your fireplace—even when it’s not providing heat.

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Miles Industries | www.valorfireplaces.com Inspired by the highly successful L1 series, the L2 linear fireplace provides a 50-inch widescreen display (10 inches wider than that of the L1 linear model). High-quality surrounds in bronze, black, brushed nickel, and the company’s new GRC sandstone finishes frame spectacular flames and radiant warmth from within. Firebed options for the L2 include the Long Beach driftwood set and the Murano glass kit.

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The HammockSource | www.thehammocksource.com The new Islander green porch rug is a supremely handsome low-pile rug with muted-green and tan hues. Its design is inspired by Seaside Pawleys Island, South Carolina, a screened-in–porch, covered-deck kind of place where an outdoor/indoor lifestyle is on everyone’s mind. All Original Pawleys Island® porch rugs are power loomed from UV-protected polypropylene yarns—not only to be exceptionally colorfast, but also to be resistant to mold and mildew. This rug comes in three sizes.

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Patio Renaissance | www.patiorenaissance.com The Monterey collection (in the new peppercorn weave) elevates outdoor living to a stylish level.

Constructed of heavy-duty material made from a blend of PVC and vinyl (with anti-aging and colorfastness agents), this collection is fade resistant and weather resistant, and it is made to last. With the numerous seating and dining pieces available in the collection, the possibilities are endless.

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Big Green Egg | www.biggreenegg.com Get the party started with the new mountable EGG-shaped novelty bottle opener, solidly made of durable cast iron. As attractive as it is efficient, the opener conveniently attaches to your Big Green Egg table or adds a fun and stylish highlight to your bar or outdoor-kitchen decor. It’s a great gift for your favorite EGGhead.

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PRODUCT PROFILES Pizza Q Island Bull Outdoor’s new Pizza Q island is built for the ultimate pizza party. The new wood-fired oven is built in Italy with solid welded construction, steel, and electrogalvanized steel. This preassembled oven sits in a very functional structure that has seating bars at both ends, wood storage, and a door–drawer combo under the oven for tools and other accessories. The suggested retail price of the Pizza Q, as shown, is $7,200, or you can get the large oven itself for $2,857. Contact: (800) 521-2855 or www.bullbbq.com.

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Sky T by Element4 The Sky T is a stunning, see-through, direct-vent gas fireplace that is 5 feet tall. It is produced by Element4 BV, award-winning fireplace manufacturer from the Netherlands, and is imported

by European Home for installations in North America.

Contact: (781) 324-8383 or www.europeanhome.com.

Marco Isle Deep Seating

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Agio’s exciting Marco Isle deep seating collection includes a unique combination of all-weather wicker handwoven around durable, rust-free frames that feature a beautiful exposed-wood finish. The bold table designs and seating options give your customers an airy mix of choices for their outdoor rooms—which, in turn, gives you an edge on your retail floor.

Add Agio to your product lineup today and discover the profits and the benefits of being an Agio retailer. Contact: www.agio-usa.com.

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St. Lucia Collection The St. Lucia collection by Alfresco Home is available in both dining and deep seating assortments.

The new finish for the Alfresco Home cast-aluminum group is amazing grey, and this sophisticated and clean finish supports not only the gracious seating sizes of St. Lucia, but also the Mission-style table designs. Visit the company at #16-120 in the Merchandise Mart in Chicago, Illinois. Contact: www.alfrescohome.com.

New Colors by Danver Danver has created seven new nature-inspired powder-coat colors that will drive outdoor-living trends in 2014 by bringing the heart of the home outdoors. Danver’s new colors complement the fabric and finishes of leisure furniture, supporting the latest industry trend of bringing indoor themes outside. The colors are influenced by nature, to blend best with the landscaping around the outdoor-living environment. With the unveiling of these new colors, Danver promotes outdoor living as a concept, not just a place. The vibrant new finishes by Danver allow the outdoor kitchen to be transformed into a true outdoor-living space by translating popular color trends into an integrated luxury offering.

Contact: (888) 441-0537 or www.danver.com.

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American Hearth Contemporary Portrait Fireplace With its clean vertical lines, the American Hearth contemporary portrait fireplace adds a striking design element to modern home decor. The vertical motif carries through to the interior, where multiple folds in the porcelain liner add to the illusion of height. The rich black porcelain reflects the fire to create depth and enhance visual interest from any position in the room. The dual-burner system resides in an earthenware bowl filled with crushed glass.

Choose a black or white bowl and fill it with one or more colors of crushed glass. The multifunction thermostat remote control operates the fireplace and can vary the flame height of the main burner. The remote lets you vary the accent-lighting system located in the fireplace floor and even operate an unrelated appliance, such as a lamp or holiday decorations plugged into the outlet beneath the fireplace. The clean-faced design allows tile or stonework to be brought to the edge of the window frame. Contact: www.americanhearth.com.

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Vineyard Collection The Vineyard collection by Alfresco Home is Everwoven™ all-weather wicker with a fresh, transitional style. It is available in frappe wicker, which provides stylish, clean lines in richly woven textures. Visit the company at #16-120 in the Merchandise Mart in Chicago, Illinois. Contact: www.alfrescohome.com.

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CAS UAL F URNIT URE & ACCE S S ORIE S SH O W R O O M : #1581

DP42: 42-inch Dry Pantry The DCS dry pantry offers a consistent, professional design with ultrapremium indoor features that help create a truly cohesive and functional kitchen. It’s an ideal place to store all of your outdoor essentials, dry goods, cookware, counter finishes, and anything kept in your indoor pantry.

Contact: www.dcsappliances.com.

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The Companion Group Perfect Grip Three-piece Barbecue-tool Set The Perfect Grip™ three-piece barbecue-tool set presents all the tools you’ll need to kick off the grilling season in style. With three different colors to choose from, these durable, stylish, and multifunctional tools are a great start to stocking your grill armory. Each tool features Perfect Grip ergonomic handles for the most comfortable, solid grip when moving foods on (or removing foods from) a hot grill. The spatula features a serrated knife edge for serving and a bottle opener for thirsty grill cooks.

Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com.

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ap p ro a ch a b le e le g a n ce

KINGSLEY˜ BATE

™

ELEGANT OUTDOOR FURNITURE

2 0 1 4 C ATA LO G AT K I N G S L E Y B AT E . C O M © Kingsley-Bate. Find dealers online. T: 703-361-7000 F: 703-361-7001 teak@kingsleybate.com [KB1209]

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PRODUCT PROFILES Quadra-Fire Explorer II Cast Wood Stove

Marco Isle Dining A unique blend of innovative new textures and materials continues to set Agio apart in the outdoor market. The Marco Isle dining collection epitomizes the very latest look in all-weather wicker, which combines a bold mix of handcrafted weaves that are sure to be hot sellers on your showroom floor. The unique pedestal table, surrounded by comfortable, classically styled seating, gives your customers reason to pause—and even more reason to purchase. Contact: www.agio-usa.com.

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Top Gun Five-burner Convection Grill

The innovative Top Gun™ five-burner convection grill has been designed to fit any Cal Flame barbecue cart or island. Constructed of 304 stainless steel, it features five cast–stainless-steel burners and an exclusive convection system that uniformly circulates heat throughout the grilling area. It also features a glass window on the hood, for your grilling convenience, and a striking new light feature on each stainless-steel knob—a Cal Flame exclusive.

Contact: www.calflamebbq.com.

The new Quadra-Fire® Explorer II combines powerful performance and beautiful cast-iron detail.

This new stove has replaced the Cumberland Gap cast wood stove. Highlights of this stove include its powerful performance (up to 65,800 Btu); easy operation, with automatic combustion control (or ACC) technology and ash-removal system; and unmatched durability, with the good looks of cast iron and a solid-steel welded firebox—built to last. Contact: www.QuadraFire.com.

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Vermont by Gloster A contemporary interpretation of the classic Adirondack style of furniture, Vermont features solid-teak frames with gently curved horizontal seat and back slats. With echoes of the Arts and Crafts style, the distinctive, wide-slat design of Vermont helps create a sense of solidity without the use of large sections of teak. This ensures that Vermont remains highly competitive, in terms of its price level. Available in both dining and seating items, Vermont is ideally combined with other teak products in the Gloster range. The seating range includes an ever-popular swivel-rocker lounge chair, and a luxurious, multiposition chaise completes the collection. Contact: www.gloster.com.

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Windward Chaise: 20-inch Seat Height The Neptune sling and strap collections from Windward Design Group offer 18- and 20-inch chaise seat-height options. With seat heights above that of the standard dining chair, this chaise is easy on the joints and meets ADA standards. Contact: www.windwarddesigngroup.com.

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24-inch Drop-in Cooler: Model EOC24D No backyard gathering is complete without ice-cold beverages. This fully insulated, premium-quality drop-in cooler from Twin Eagles accommodates up to 60 bottles and 25 pounds of ice. The insulated bin and lid (with a gasket seal) ensure that the contents stay cold. Contact: www.TwinEaglesBBQ.com.

Bistro Table: Sculptured and Rattan Bases

Biscayne is an affordable seating group from the debut season of Avanti Leisure

by Mallin. A 100% aluminum powder-coated frame pairs with SunbrellaÂŽ cushions for superb weather resistance. A matching GFRC coffee table features a durable tile design to complement the collection.

Contact: www.mallinfurniture.com.

Value and beauty truly describe the Bistro table from California Outdoor Concepts. Get all the features and options of the company’s larger tables in this compact (yet elegant) addition to any outdoor patio. The Bistro table, conceived from the Capri tabletop firepit, will have you dreaming of a blue Italian sky, fading into sunset. Made of cast resin, the Bistro table is lightweight and portable, and it will fit nicely into those difficult areas of your backyard. The Bistro table is available with two different bases (sculptured and rattan) to blend with the design of your backyard—and with two contemporary bowl designs: round and square. After you select the base, select any one of four alternative granite tops and the Capri bowl of your choice; top it all off with any one of 11 different glass colors. Contact: (877) 274-6773 or www.californiaoutdoorconcepts.com.

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Biscayne

ZZ Ă„ ILY ŕ Ž +\YHISL NSH UJYL[L YLPUMVYJLK JV \J[PVU [Y .-9* JVUZ LK KV^U ŕ Ž :OPWZ RUVJR LHZPS` Z SL I HZZLT L VM Z[`SLZ ŕ Ž >PKL JOVPJ Ă„ UPZOLZ

RH Peterson Co. 14724 E Proctor Ave City of Industry, CA 91746

Fire Pits

Fire Urns

Firetables

Firefalls

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PRODUCT PROFILES

Bel Air Collection The Bel Air collection from Gensun Casual Living offers cast, sling, padded-sling, and woven seating options. This collection features an elegant transitional design, with a multitude of choices to furnish your outdoor room. Bel Air can be customized with over 200 fabrics, three weave colors, and 11 frame finishes. Contact: (866) 964-4468 or www.gensuncasual.com.

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Deep-fryer Helper Turn part of your grill into a deep-frying station with this deep-fryer helper. You’ll love preparing tasty fries. This barbecue accessory is constructed of stainless steel; fits on any Cal Flame grill; and has extra-long rubberized basket handles for maximum protection, a built-in thermometer, basket hangers that allow food to drain, an easy-access valve for clean draining, and two commercial-sized fryer baskets. This is a wonderful addition to any outdoor-grilling experience. Contact: www.calflamebbq.com.

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24-inch Drop-in Sink: Model TEOS24 Enjoy the convenience of a large, commercial-quality sink in your outdoor kitchen with the new Twin Eagles 24-inch drop-in sink. The oversized basin accommodates large items, and the seamless welded construction enhances the beauty and durability of this outdoor-kitchen essential. Contact: www.TwinEaglesBBQ.com.

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303 Fabric Guard PDQ (Formerly High Tech Fabric Guard) 303® Fabric Guard PDQ is a premium, patented formula that restores outdoor fabrics’ lost water and stain repellency to factory-new levels. It’s powerful enough to protect fabrics in the harshest environments, yet safe for the finest fabrics, wool, silk, and fine leathers—including suede. It’s great for patio furniture and is recommended as the best fabric protectant by leading outdoor-fabric manufacturer Sunbrella®. Contact: (800) 367-3245 or www.303products.com.

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Copper Bowl Series The Copper Bowl series by HPC is available in fire bowl or fire and water bowl models. Both models are fitted with either CSA-certified match-lit (MLFPK) or electronic-ignition (HWI) firepit inserts. Each unique, handcrafted, hammered-copper finish adds natural beauty to your fire feature. The Mesa model is shown. Contact: (877) 433-7001 or www.hpcfire.com.

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Harman P-series Upgrades The Harman® P-series has been upgraded to provide more standard features, along with a better fit and finish. The improvements affect the P35i, P43, PC45, P61A, and P68; they include more durable latches and hopper-lid construction, color-coordinated control labels for easier operation, QR codes linking to helpful maintenance videos on the control door, and more. These updates will help the P-series be an even stronger performer for your business during 2014. Contact: www.HarmanStoves.com.

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Astria Berlin Lights Vent-free Gas Fireplace Canvas Turf Tufted Hammock

Astria’s Berlin Lights vent-free gas fireplace is a truly timeless, contemporary fireplace design. The glass weather shield comes standard, and the intermittent-pilot ignition reduces gas use, improving efficiency. A full-function remote simplifies the operation of the halogen lighting, which illuminates the glass pebbles—creating ambience with mood lighting, whether the fire is burning or not. Glass-pebble color options include blue, amber, green, and speckled orange.

Contact: www.astria.us.com.

Plush grommet-tufted contours cradle you as an overstuffed featherbed would in this Hatteras Hammocks® masterpiece of comfort. Two layers of solution-dyed, cottony-soft all-weather fabric—the top is Sunbrella® and the bottom is DuraCord®—sandwich a thick center of polyester hollowfill fiber made from recycled plastic drink bottles. The spreader bars are richly grained South American cumaru, while the hanging hardware is zinc-plated steel. The hammock body measures 55x78 inches, with a total length of 13 feet. The tufted trapezoidal pillow comes included, though the Roman Arc cypress hammock stand is sold separately. Contact: (800) 334-1078 or www.thehammocksource.com.

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PRODUCT PROFILES Weekend Retreat Collection Release the stress and pressures of everyday life with the Weekend Retreat collection. Rediscover a time when the weekend really meant something: when it was a time to connect with self and loved ones. Classic and comfortable, the Weekend Retreat collection combines Comfort Plush seating with a traditional loom weave for real end-of-the-week relaxation. Contact: www.lloydflanders.com.

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ADA Grill by Lynx

Flexible Natural Stone MLW Stone introduces flexible natural stone. This revolutionary new slate product comes in 2x4-foot sheets and a 1- to 2-millimeter thickness and is

Lynx Grills is proud to introduce the first freestanding cart grill designed for individuals with disabilities. Yet another Lynx first, this ADA-compliant unit is very accessible, is extremely practical, and has all the amazing features of Sedona by Lynx™ grills. It’s available in 30- and 36-inch freestanding cart sizes, with or without a rotisserie option.

Contact: www.lynxgrills.com.

offered in eight different color choices. The thin slate veneer is ultralight, easy to bend, and ideal for use on curved walls or as a fireplace facing. Other applications include outdoor-kitchen

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islands, firepits, grill stands, mantel accents, entertainment centers, and more. Please request samples today and consider the possibilities. Contact: (800) 477-7665, henry@mlwalker.com, or www.mlwstone.com.

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303 Protectant (Formerly Patio Furniture Protectant) 303® Protectant™ is the world’s most powerful UV–screening product. It comes highly recommended because it does not contain petroleum distillates, alcohol, mineral oil, or harmful silicone oils. It provides superior protection against harmful UV rays, which can cause loss of mechanical properties, causing discoloration, fading, embrittlement, cracking, and/or chalking. 303 Protectant’s unique technology restores lost color and luster, providing surfaces with a like-new appearance, and it leaves behind an antistatic finish that repels smudges, dust, dirt, and soiling. Best of all: There’s no oily or greasy residue. It is safe and effective on teak, all plastics, polyethylene, vinyl and clear vinyl, fiberglass, epoxy and other composite resins, powder-coated metal, and stainless steel. Contact: (800) 367-3245 or www.303products.com.

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PRODUCT PROFILES

BC25: 25-inch Beverage Chiller

Regatta Regatta, one of NorthCape’s most popular collections, is reinvented as a comfortable curved sectional. Matching wedge end tables, in driftwood HDPE resin or Durawood, offer additional storage—and a large, cushioned ottoman adds the finishing touch. Quick-ship cushion options are available in your choice of three of NorthCape’s most popular Sunbrella® fabrics, with contrasting welt and a bolster pillow included. When you’re looking for style, comfort, and value, look no further than NorthCape. Contact: www.northcapeoutdoor.com.

Entertain your guests with a professionally designed and culinary-created beverage chiller by DCS. The 25-inch beverage chiller is a fully insulated compartment that can hold up to 17 gallons of ice to chill your refreshments. Its deep depth can comfortably hold sitting longneck-bottled beverages and wine bottles.

It’s a perfect beverage solution for your outdoor kitchen. Contact: www.dcsappliances.com.

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

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Phifertex Contract Line Due to an increased demand for fabrics in the contract and hospitality markets, Phifer’s new Contract line of sling fabrics is designed specifically for the commercial and hospitality segments of the outdoor-furniture industry. These simple, clean, and classic weaves are the perfect complement to any design scheme, offering subtle style and durability. 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.

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PRODUCT PROFILES

Aesthetically Pleasing The low-profile heaters and low clearance requirements allow the fixtures to blend into any environment seamlessly. Infratech heaters represent a good balance among efficiency, heating performance, and low visual impact.

Infratech heaters produce no harsh visible light or glare to spoil the mood or strain your eyes. Contact: www.infratech-usa.com.

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Olivio Mallin’s Olivio collection features a unique resin-weave design with elegant cast accents. Generously filled cushions surround you with relaxing, pillowy comfort. This deep seating group will be a polished addition to your backyard oasis. Contact: www.mallinfurniture.com.

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New Artisan Glass Edition

by American Fyre Designs The new Artisan Glass edition from American Fyre Designs offers a distinctive way to add elegance to any outdoor room. Selected fire tables, firefalls, and firewalls are embellished with mirrored glass, colored glass, or colored stones—and all are individually handcrafted and made in the United States.

American Fyre Designs products available in the Artisan Glass edition include the Inverted fire table, the Amphora fire table, large and small firefalls, and the firewall. Contact: (800) 332-3973 or americanfyredesigns.com.

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New Majestic Kentucky Wildwood Vent-free Log Set Introducing the new Kentucky Wildwood vent-free log set from Majestic: Constructed of durable, high-definition, lightweight, castable material, this 24-inch, seven-piece log set has been designed for use with the company’s Natural Blaze vent-free 24-inch burner. Combined, they produce a beautiful ember bed, dancing flames, and up to 37,000 Btu of warmth. Handpainted for a more realistic representation, Kentucky Wildwood is a beautiful choice that lets your customers add the ambience of fire to their homes. Contact: www.majesticproducts.com.

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Secure Pellet This improved design offers unparalleled strength, resilience, and installation ease. Secure Pellet vent (SPV) is the ideal venting for wood-, pellet-, or multifuel-burning stoves and for low-temperature or liquid-fuel–burning appliances. Fully unitized, with twist-lock construction, SPV is listed at a 1-inch clearance to combustibles in the United States and Canada. It can be used in both vertical and horizontal installations. Its stainless-steel laser-welded inner wall is combined with a Galvalume® laser-welded outer wall. SPV is available painted black. Contact: www.securitychimneys.com.

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Modore 240 by Element4

A 7-foot 8-inch (95-inch) viewing area and three burners are the main features of the Modore 240 from European Home. This long, sleek fireplace, available in single-sided and see-through versions, has a double-burner system so that flames can be turned down by over half. The flame height can be adjusted as well; powered venting is optional. Contact: (781) 324-8383 or www.europeanhome.com.

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Tungsten Smart-Heat Portable Bromic Heating once again proves to be in the forefront of innovative outdoor-heating solutions with the exciting launch of the Tungsten Smart-Heat™ Portable. Featuring an attractive new look that moves beyond the outdated mushroom style that has dominated this category of heater, the Tungsten Smart-Heat Portable has a contemporary design unique in today’s market. With the additional benefits of an antitilt structure, built-in wheels, a titling head, and adjustable heat controls, the newest model from Bromic Heating is one of the most versatile and user-friendly portable heaters available. Contact: www.bromic.com.au.

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Astria Venetian Vent-free Outdoor Gas Firebox Astria’s Venetian vent-free outdoor gas firebox has a large viewing area and makes for a great focal point in outdoor rooms. The firebrick lining features Mosaic Masonry™ technology, offering the appearance of a site-built masonry fireplace. Its durable powder-coat finish creates scratch-resistant surfaces and carefree handling; the full-length nailing flanges allow for easier installation. The Astria Venetian is available in 36-, 42-, and 5o-inch fully insulated models (with mesh firescreens). Contact: www.astria.us.com.

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Big Green Egg Custom Cooking Island Big Green Egg’s custom cooking islands are designed and engineered to work perfectly with the EGG for years of enjoyment.

The custom cooking island features high-quality aluminum and steel construction, with solid-stainless door pulls; heavy-duty roller drawers; ample storage cabinets for charcoal and utensils; locking casters; and a durable, weather-resistant, powder-coated finish—and it comes with a lifetime warranty. Contact: www.BigGreenEgg.com.

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PRODUCT PROFILES New Monessen Artisan Linear Vent-free Fireplace The Artisan is what your customers are looking for; it combines the convenience of a vent-free appliance with sleek, modern styling. A safe and energy-efficient way to add heat to any space, this new fireplace is loaded with numerous standard features and a wide array of options. With exterior options such as rope lighting and black or stainless-steel faces and interior accessories such as Iceberg glass kits, a driftwood log set, or a stone kit, anyone can craft an Artisan perfect for his or her space. Contact: www.monessenhearth.com.

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Pizza Oven From Brown Jordan Outdoor Kitchens Wood-burning ovens that actually heat up to 500 degrees in just 10 minutes are now available from Fontana Forni USA. These stylish, stainless-steel dome-shaped ovens from Italy are also offered with a choice of powder-coat finishes. The ovens feature more interior cooking space than other imports of the same size, along with a thicker stone cooking surface for enhanced results.

Contact: (855) 839-5063 or www.brownjordanoutdoorkitchens.

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Berkshire 38-inch Double Door

NorthCape’s Berkshire collection is a perennial favorite and features the company’s beautiful, variegated cappuccino thick weave HDPE resin over a commercial-grade aluminum frame. Gracefully curved arms supply additional comfort and are perfectly complemented by a traditional skirted style. Berkshire is stocked in all five of NorthCape’s domestic warehouses, with quick-ship cushion options available in your choice of 24 of the company’s most popular Sunbrella® fabrics (shipping in 10 business days or fewer). When you’re looking for style, comfort, and value, look no further than NorthCape. Contact: www.northcapeoutdoor.com.

Bull Outdoor is pleased to introduce its 38-inch double door for outdoor kitchens.

Made of 304 stainless steel, this ultradurable door is double lined and features Bull Outdoor’s sleek matching handles. The new door is easy to install and fits perfectly under Bull Outdoor’s Brahma 38-inch grill. Contact: (800) 521-2855 or www.Bullbbq.com.

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Phifer GeoBella Indoor/Outdoor Cushion Fabrics

New Adjustable Parts for DuraTech

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With the help of installers and customers, M&G DuraVent continues to enhance the DuraTech product line. These new parts are designed to add more adjustability to your installation and to cut back on the number of different part numbers you need in inventory. Parts included in this change are the adjustable roof support, the adjustable wall support, the adjustable elbow strap, the adjustable re-support bracket, the new adjustable extended wall support, and the adjustable extended roof bracket.

Contact: www.duravent.com.

Phifer’s high-end performance indoor/outdoor GeoBella® cushion fabrics are built tough and sit pretty. Made from recycled yarns, plush GeoBella fabrics are touchably soft—perfect for indoor use—and are brawny, to withstand the outdoor elements. Phifer’s chic fabrics feature on-trend and classic color combinations and designs in traditional and contemporary weaves and are exceptionally durable, fade resistant, stain resistant, and easy to clean—even with bleach. Contact: (800) 221-5497 or www.phifer.com.

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PRODUCT PROFILES

Windward MGP Chaise With Wheels

Wooden Grilling Planks

Windward Design Group, U.S. manufacturer of outdoor furniture, provides extra value with the option of adding wheels to its marine-grade polymer (MGP) chaises in both the Hampton and Cape Cod collections. Wheels allow easy maneuverability by any user, and since the wheels are made of MGP, they blend in with the chaise leg and will not rust like other wheel options. Contact: www.windwarddesigngroup.com.

For centuries, the American Indians of the Pacific Northwest have pinned wild salmon to cedar stakes for roasting in front of the fire. With the cedar wood grilling plank, you can bring this age-old technique to your backyard for the ultimate flavor-enhancing experience. Grilling on all-natural wooden planks infuses food with the subtle flavor of the smoked wood and helps food retain moisture—for tender results, every time.

Ideal for planked salmon, trout, and other fish, planks are also available in alder, hickory and maple wood versions. Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com.

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New Peterson G52 Radiant Fyre Gas Logs

Aero Firepit by OW Lee A new concept in firepits, Aero is constructed of aircraft-grade plate aluminum for superior strength and durability. The hearth top of the Aero firepit is composed of four panels, one of which is removable to allow access to a full-sized propane tank. At 20 inches tall, the Aero firepit is modern, yet distinctly industrial. Contact: www.owlee.com.

With enticing, dancing flames to see, you can also feel the warmth of the new RH Peterson Real Fyre G52 Radiant Fyre gas-log systems. Molded with an exclusive, fiber-enhanced refractory-ceramics mixture, these logs showcase crisp Charred Evergreen Oak bark detail, and they glow and radiate like real, burning wood logs. An exclusive stainless-steel booster grid acts as a catalyst to increase the intensity of the fire. Contact: (800) 332-9273 or www.rhpeterson.com.

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South Beach and Elance by Tropitone Tropitone’s South Beach group is known for sexy curves, reminiscent of the sports cars and Art Deco architecture of Miami’s famous South Beach.

The design of the Elance group is clean, refined, and elegant.

South Beach and Elance can be found at many of the world’s most prestigious commercial properties. The Elance chaises are available (with or without wheels) in relaxed sling, duplex sling, padded sling, and EZSpan™ segments. The South Beach chaises are available in relaxed sling, duplex sling, padded sling, and EZSpan™ segments. Contact: www.tropitone.com.

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Gensun Casual Living Gensun Casual Living completes the outdoor room with the introduction of outdoor kitchens. Cabinets are available in a variety of sizes and colors.

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

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

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New Evolution 360 Enclosure (WPE72ROUND-TB/CV) Designed to fit HPC’s popular Evolution 360 series are these waterpit inserts: sturdy, lightweight aluminum enclosures with modular, three-section construction.

Features include a lockable access door and adjustable leveling feet. They have a powder-coated copper-vein top and frame with a flat-black base; ventilation is designed into the base. Contact: (877) 433-7001 or www.hpcfire.com.

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Spasso for Tropitone Moda The Spasso group’s styling completely captures the polished, cultured, and urbane personality of the Tropitone® Moda™ brand. Spasso is also the first to use two of Tropitone’s new innovative design features: first, removable upholstered covers that make easy replacement of the outer cover possible, and second, a versatile linking system that allows seating, ottoman, and accessory-table models to be ganged together in various lengths and patterns. Spasso’s styling, removable upholstery covers, and linking system represent the seamless integration of form and function for which Tropitone Furniture Company has long been recognized.

Contact: www.tropitone.com.

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Sunpak-TSR Patio Heater Infrared Dynamics introduces the new Sunpak-TSR outdoor patio heater, which features a handheld remote control. One slim remote handles on/off and high to low heat settings. The Sunpak-TSR’s stainless-steel finish reflects elegance and style on your patio wall or ceiling. It’s available in natural gas or propane models that give off quiet radiant heat. Contact: www.infradyne.com.

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Venice by Kingsley-Bate The Venice collection by Kingsley-Bate blends teak and wicker into a striking transitional design. Wicker seating surfaces are tightly woven to a smooth finish, making them comfortable without the need for a cushion. The collection is stocked in a willow wicker color and includes a stacking dining chair, a stacking club chair, an ottoman, and a chaise. Contact: www.kingsleybate.com.

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PRODUCT PROFILES

Stone Mantels

by Forshaw

King Coal Summerset Professional Grills is earning its stripes with its first U.S.–made 304 stainless-steel charcoal grill. It provides classic charcoal grilling on a modern Summerset barbecue. Contact: (800) 966-8126 or www.summersetgrills.com.

Forshaw offers the widest selection of beautifully crafted stone mantels at the best prices in the industry.

The Arched Sebastion creates a beautiful stone look, making the ordinary extraordinary. It dramatically improves the appearance of any fireplace. An optional pedestal base supplies additional decorative flair. Contact: (800) FORSHAW or www.forshaws.com.

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Paradise Cushions by FiberBuilt’s New Poufs The Pouf is one of the hottest products of the season. This functional and decorative accessory works both as an ottoman and as occasional seating.

These fun pieces are lightweight (at only 4 pounds) and stackable for easy storage, and they provide the perfect accent for any seating area—indoors or outdoors. To accommodate all decor needs, the company offers two shapes: square (20x20x18 inches) and round (20 inches in diameter and 18 inches tall).

Poufs are filled with durable polystyrene beads inside a protective nonwoven-fabric insert, and they are upholstered in a wide array of furniture-grade Sunbrella® acrylic fabrics. Contact: (866) 667-8668 or www.paradisecushions.com.

Paris Dining by Kingsley-Bate Kingsley-Bate’s Paris collection has a sophisticated, modern design intersecting formal and casual dining. Durable all-weather wicker is expertly handwoven around a substantial teak frame. Exposed teak legs are treated with a gray-wash finish that complements the fiber. The Paris collection includes a dining side chair and an armchair. Contact: www.kingsleybate.com.

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Dockside Table Collection Homecrest Outdoor Living’s popular Dockside table offering is among the most extensive and versatile in the casual-furniture industry. With industry-leading pricing, as well as modern edges and sleek styling, the Dockside hexagon table has been added by Homecrest in both dining and balcony heights (to accommodate seating for six), with a generous 36-inch width at each seating position. Both tables offer a six-leg base for excellent stability and boast no leg-to-chair interference in any of the six seating positions. The open-slat design significantly reduces water entrapment, and a narrowed table edge is designed to reduce plate rocking. The Homecrest hexagon table comes with an umbrella hole and is available in all Homecrest frame finishes. Contact: www.homecrest.com.

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Delmonico Collection Leisure Design presents Delmonico, the very essence of gracious outdoor living. The all-welded aluminum frames are expertly handwoven with a unique flat/round all-weather wicker in a rich coffee color. Thick, plush, 8-inch Sunbrella® cushions make the sectionals and sofa sets the most comfortable that the company has ever made. All tables feature a unique printed-glass top that coordinates perfectly with the woven pieces.

Delmonico is a full collection featuring dining, deep seating, sectionals, and both single and double chaises. Make Delmonico your first choice for outdoor elegance: Go live outside. Contact: (877) 998-4427 or www.LeisureDesign.ca.

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Sunbrella Terry

Viento Firepit

by OW Lee

Sunbrella® terry is a luxurious, knitted upholstery fabric that combines the ultimate in texture, stretch, and performance. The fabric is ideal for a variety of applications, including decorative pillows and upholstery, and it provides a unique textural component not usually found in traditional outdoor fabrics. The Sunbrella terry collection includes 14 colors: parchment, beige, wren, cocoa, dove, char, navy, mineral, spa, moss, herbal, wheat, pumpkin, and nutmeg.

Contact: www.sunbrella.com.

OW Lee’s new Viento firepit features the delicate scrollwork that OW Lee is known for, combined with sturdy, time-tested construction. This aluminum firepit was designed to coordinate with OW Lee’s Viento furniture collection and wall medallion to provide a total solution for an outdoor-living room, but it also provides a strong design statement on its own. Contact: www.owlee.com.

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New Year, New Color

Solair PS2000 Retractable Awning

The Classic Sunglow A270 portable propane patio heater sports a new color for 2014. The copper/bronze blend of colors complements most patios and pool areas. The unit’s output of 40,000 Btu per hour supplies quiet heat in a 360-degree circle. Its 65-pound base means a safe, stable platform for all locations. Contact: (888) 317-5255 or www.infradyne.com.

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Solair® retractable awnings deliver superior quality, style, and flexibility while offering retailers a seamless, no-inventory, high-margin opportunity.

The PS2000 comes in three widths, has a standard 10-foot 2-inch projection, and is available in over 150 Sunbrella® fabric patterns.

Contact: www.solair.com.

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LaPaz Waterfall Firepit

Napoleon introduces the Prestige Pro™ gas grill, featuring a deluxe high-top, stainless-steel, space-saving Lift Ease™ roll-top lid with cast-aluminum endcaps and a polished-chrome handle and trim accent. Five stainless-steel main burners are included, along with an integrated wood-chip smoker tray that pulls out for easy filling. Other features include Night Light™ backlit knobs, a rear infrared rotisserie burner, an infrared Sizzle Zone™ side burner, and the Ultra-Glide™ propane-tank storage tray. The grill produces up to 98,000 Btu. Contact: www.napoleongrills.com.

Welcome to La Paz, the tranquil answer to light up your backyard oasis. The Spanish might have penned the word for peace, La Paz, but California Outdoor Concepts brought the concept to life in this magnificent firepit, which doubles as a water feature. This deeply creviced vessel, with water trailing down the intricate base, reveals at once the surprise of sound. Truly playing on all of your senses, it illuminates your garden with fire, yet calms and soothes you. La Paz is the one focal point that you and your yard deserve. Do you want firelight to dance atop a cascading waterfall placed prominently in your own exclusive corner of paradise? Just say it: La Paz. Contact: www.californiaoutdoorconcepts.com.

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PRODUCT PROFILES

Hot Lunar Fire Tables The Homecrest Lunar fire table is poised to lead the market for several reasons.

This all-aluminum fire table fills the market’s demand for greater value, durability, and a generous octagonal top.

This unique, all-aluminum fire table features an embossed, leather-texture top; smooth side panels; an enhanced apron depth; vented corners, to prevent moisture retention; and match-throw fire starting, in either stainless steel or black. The Lunar fire table is designed for color customization, allowing retailers and consumers to select complementary or contrasting frame finishes for the side panels. This chat-height fire table measures 42x42 inches wide and is 24.5 inches tall. The tank is mounted to the inside door for easy access. Clear liquid glass is standard; amber liquid glass, black reflective glass, and lava-rock media are also available.

Lunar is offered in all Homecrest frame finishes and is made in the United States. Contact: www.homecrest.com.

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Lynx Grills Lynx Grills appliances are different from other grills on the market because of their elegant design and patented technology. Each Lynx grill is made in the United States and cut from one piece of steel, which creates smooth, clean lines. From the signature blue LED illumination system and ProSear infrared-cooking technology to the easy-to-lift Lynx hood assist, Lynx designs and assembles the finest outdoor grills and appliances in its factory in Southern California. Lynx is not just selling grills, but is turning backyards into an extension of one’s living space with custom luxury products.

Contact: www.lynxgrills.com.

Sunbrella Rain Already known for its water resistance, Sunbrella® fabric is now offered as Sunbrella Rain, a 100% waterproof version of the legendary upholstery fabric. The fabric features a back coating that is completely waterproof when cushions are constructed according to preset guidelines, preventing water from getting inside the cushion. This unique fabric offers a quick-dry solution that allows people to continue lounging immediately, once the rain has stopped. Sunbrella Rain is available in more than 200 Sunbrella upholstery fabrics and is covered by the same five-year limited warranty as other Sunbrella fabrics, including coverage against loss of color or strength from normal use, exposure to sunlight, mildew, and atmospheric chemicals. Contact: www.sunbrella.com.

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Affirmation Pillow The Affirmation pillow from Paradise Cushions by FiberBuilt is a perfect accent to welcome guests to your outdoor room. This functional and decorative lumbar pillow measures 18x7x4 inches. To flatter and enhance every room’s decor, the pillows are available in any furniture-grade fabric, and the positive message and ornamental leafy flourish are embroidered in antique beige. The cheerful messages include Family, Friendship, Love, Peace, Joy, and Happiness. Custom wording is available on larger orders. Contact: (866) 667-8668 or www.paradisecushions.com.

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TravelQ Napoleon’s new portable gas grill, TravelQ™, is like nothing else in the marketplace. Offering up to 12,000 Btu, two circular burners, and 285 square inches of cooking space, this grill is perfect for tailgate parties and family vacations. Backed by a 10-year warranty, the TravelQ’s ultracompact design makes it easy to set up and use. When folded, the TravelQ’s legs double as a hanger for wall-hanging storage. Its large, weatherproof wheels and high-quality construction will provide customers with years of enjoyment. Contact: www.napoleongrills.com.

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Introducing the Bentley It’s a spectacular clean-view, direct-vent fireplace with an expansive viewing area and clever options for customizing the unit in your home.

Take the chill out of your living room and enjoy the ambience of the dancing flame with this decorative model—or for additional warmth, choose the company’s heater-rated model. The Bentley offers a choice of three different log sets—or for something more contemporary, add the glass tray, with your choice of five colors of ember glass, contemporary rock, decorative stones, or ember chunks. Contact: (204) 632-1962 or www.marquisfireplaces.net.

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Solair PS5000 Retractable Awning

insight

Solair® retractable awnings enrich the comfort of outdoor-living spaces by providing extended shade, UV protection, and energy savings. The top-of-the-line Solair PS5000 has three available projections and can be custom built to any width of 10 to 25 feet. The PS5000 is available in more than 150 Sunbrella® fabric patterns.

Contact: www.solair.com.

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TRLD32 The deluxe series now includes a 32-inch model to back up its 44-inch big brother. TRLD32 has all the features of the company’s TRLD44—packed into a sleek, 32-inch body. Contact: (800) 966-8126 or www.summersetgrills.com.

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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: www.infratech-usa.com.

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Patio Renaissance Patio Renaissance’s 96-inch Melrose dining table (in the charcoal finish), paired with its Greenville chairs (in the ash finish), provides the perfect focal point for an outdoor setting. Crafted of durable, rugged weather-resistant synthetic, these pieces will retain their good looks year after year. Contact: www.patiorenaissance.

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So Casual Collection The So Casual collection from Leisure Design features robust aluminum frames with handwoven panels, to create a unique mixed-media deep seating assortment. The frames are powder-coated using a rich, three-step process, creating a faux oak wood finish. The chestnut all-weather wicker coordinates beautifully with the frame. So Casual features a lounge chair, an action lounge chair, and a curved sofa, along with a square coffee table and a matching end table. The tables feature inlaid clear tempered glass over a woven top. The So Casual set will create the perfect outdoor setting for entertaining friends and family. Contact: (877) 998-4427 or www.LeisureDesign.ca.

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high-quality product construction.

Another strength of Phifer is its highly experienced customer-service team, which comprises some of the company’s most experienced staff members; they are very knowledgeable about Phifer’s fabric lines, manufacturing practices, and the industry in general.

“Phifer also has a large international sales staff that has decades of export experience and is fluent in many languages,” he says.

To communicate better with its customers, Phifer launched a new website (www.phifer.com) in 2013. It also increased its social-media presence on Facebook and YouTube, which Phifer uses to display product news, ideas for unique applications, and the company’s latest developments.

Phifer consistently updates its Designed Fabrics line with collections centering on color themes. “Our designers put a lot of time and effort into crafting these designs and weaves, as well as meticulously pairing coordinates to remove a lot of the guesswork,” he says.

The 2014–2015 line will feature bold, rich tones and patterns. The ever-popular neutral colors will be paired with midtone hues, such as the company’s biscotti, suede, chestnut, fig, and azalea shades. Phifer has also added nine new heather colors to its line. “Fresh colors are the new pretty,” Benitez says.

According to Benitez, two Phifer themes have garnered a lot of attention in the marketplace: the Retro Roots and Coastal Chic collections. The traditional Retro Roots collection features vibrant patterns reminiscent of the 1970s, while Coastal Chic takes its design inspiration from the ocean. It features classic maritime patterns and timeless designs (such as seashells and pelicans) in breezy, calm colors. Stripes are available for elegant, crisp designs, along with coral and starfish to accentuate the patterns.

Phifer’s design team will look at customer demand and industry trends as it crafts next year’s fabrics. Phifer will also debut a contract line of sling fabrics designed specifically for the commercial/hospitality sector of the outdoor-furniture industry.

These fabrics will feature clean, classic weaves to complement any decor. The fabrics will also provide antimicrobial protection and durability. Benitez says, “We foresee a high demand for fabrics in the contract and hospitality markets, and this is why Phifer is moving to the forefront to create and offer fabrics specifically for that market.”

For the future, Benitez says, the company will continue to be a leading innovator in its sector and will push for better quality, service, and manufacturing practices. “Phifer will always maintain a commitment to the highest standards of quality, excellence, and service,” Benitez says.

He adds, “We will continue to be the leaders in our chosen industries, through innovation and cuttingedge technology, and will remain abreast of changing design trends, as well as customer demand. At Phifer, environmental responsibility is a part of our company culture, and we will continue to work to expand our offering of environmentally responsible products.”

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Advertiser Index Advertiser

Product Profiles Directory Phone

Website

Page

Company

Page

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

Agio................................................................................................................60, 62

Alfresco Home ..........................................(610) 705-8808 ..............www.alfresco.com ........................................65

Alfresco Home................................................................................................60, 61

Big Green Egg ..........................................(770) 938-9394 ..............www.biggreenegg.com ................................44

Big Green Egg................................................................................................58, 69

Brown Jordan Outdoor Kitchens ..............(855) 839-5063 ..............www.brownjordanoutdoorkitchens.com ........41

Bromic Heating ....................................................................................................69

Bull Outdoor Products ..............................(800) 521-2855 ..............www.bullbbq.com ........................................51 Cal Flame/Cal Spas ..................................(800) CAL-SPAS..............www.calflamebbq.com....................................9 California Outdoor Concepts ....................(877) 274-6773 ..............www.californiaoutdoorconcepts.com ............25

Brown Jordan Outdoor Kitchens ....................................................................60, 70 Bull Outdoor Products....................................................................................60, 70 Cal Flame/Cal Spas........................................................................................62, 64 California Outdoor Concepts ..........................................................................63, 75

The Companion Group ............................(800) 521-0505 ..............www.companion-group.com ........................15 The Companion Group ..................................................................................61, 72 DCS by Fisher & Paykel ............................(888) 936-7872 ..............www.dcsappliances.com ..............................33 DCS by Fisher & Paykel..................................................................................61, 67 Delta Heat/Twin Eagles ............................(800) 422-0091 ..............www.deltaheat.com ......................................35 Empire Comfort Systems ..........................(800) 851-3153 ..............www.empirecomfort.com ..............................31 European Home........................................(781) 324-8383 ..............www.europeanhome.com ............................47

Empire Comfort Systems................................................................................58, 60 European Home ............................................................................................60, 69 Forshaw/Exterus ............................................................................................73, 74

Forshaw/Exterus ......................................(800) FORSHAW ............www.forshaws.com ......................................64

Gensun Casual Living ....................................................................................64, 72

Gensun Casual Living ..............................(866) 964-4468 ..............www.gensuncasual.com ..............................23

Glen Raven/Sunbrella ..........................................................................................75

Glen Raven/Sunbrella................................(336) 221-2211 ..............www.sunbrella.com ......................................49

Glen Raven/Sunbrella/Rain ..................................................................................76

Glen Raven/Sunbrella/Rain........................(336) 221-2211 ..............www.trade.sunbrella.com/rain ........................3

Gloster..................................................................................................................62

Gold Eagle/303 Products..........................(800) 367-3245 ..............www.303products.com ................................22

Gold Eagle/303 Products ..............................................................................64, 66

The HammockSource ..............................(800) 334-1078 ..............www.thehammocksource.com......................73

The HammockSource ....................................................................................58, 65

Hearth & Home Technologies....................(800) 669-4328 ..............www.myhht.com ..........................................80 Hearth Products Controls..........................(877) 433-7001 ..............www.hpcfire.com ..........................................45 Homecrest ................................................(877) 599-4803 ..............www.homecrest.com ....................................67

Hearth & Home Technologies ........................................................................62, 65 Hearth Products Controls ..............................................................................64, 73 Homecrest......................................................................................................74, 76 Infrared Dynamics ..........................................................................................73, 75

Infrared Dynamics ....................................(888) 317-5255 ..............www.infradyne.com ......................................66 Infratech ........................................................................................................68, 77 Infratech ....................................................(800) 421-9455 ..............www.infratech-usa.com ................................57 Innovative Hearth Products ............................................................................65, 69 Innovative Hearth Products ......................(800) 655-2008 ..............www.astria.us.com ........................................50 Kingsley-Bate ............................................(703) 361-7000 ..............www.kingsleybate.com..................................61 Leisure Design ..........................................(877) 998-4427 ..............www.leisuredesign.ca ....................................38

Kingman ..............................................................................................................76 Kingsley-Bate ................................................................................................73, 74 Leisure Design................................................................................................74, 77

Lloyd Flanders ..........................................(800) 526-9894 ..............www.lloydflanders.com....................................2

Lloyd Flanders ................................................................................................58, 66

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

Lynx Grills ......................................................................................................66, 76

Mallin Casual ............................................(800) 251-6537 ..............www.mallinfurniture.com ..............................19

M&G DuraVent ..............................................................................................68, 70

Merchandise Mart Properties ....................(800) 677-6278 ..............www.casualmarket.com ................................71

Mallin Casual ..................................................................................................63, 68

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

Miles Industries ..............................................................................................58, 67

MLW Stone ..............................................(800) 477-7665 ..............www.mlwstone.com......................................68

MLW Stone ..........................................................................................................66

Napoleon Products ..................................(800) 461-5581 ..............www.napoleonproducts.com ..........................7

Napoleon Products ........................................................................................75, 76

NorthCape International ............................(708) 563-2890 ..............www.northcapeinternational.com ..................43 OW Lee ....................................................(800) 776-9533 ..............www.owlee.com............................................21 Paradise Cushions by FiberBuilt................(866) 667-8668 ..............www.paradisecushions.com..........................62

NorthCape International..................................................................................67, 70 OW Lee..........................................................................................................72, 75 Paradise Cushions by FiberBuilt ....................................................................74, 76 Patio Renaissance..........................................................................................58, 77

Patio Renaissance ....................................(866) 698-5673 ..............www.patiorenaissance.com ..........................59 Phifer..............................................................................................................67, 70 Phifer ........................................................(800) 221-5497 ..............www.phifer.com ............................................53 RH Peterson Company ............................(800) 332-3973 ..............www.rhpeterson.com ....................................63 Solair ........................................................(888) 403-7052 ..............www.solair.com ............................................13

RH Peterson Company ..................................................................................68, 72 Solair ..............................................................................................................75, 77 Summerset Professional Grills ........................................................................74, 77

Summerset Professional Grills ..................(800) 966-8126 ..............www.summersetgrills.com ............................55

Tropitone ........................................................................................................72, 73

Tropitone ..................................................(949) 951-2010 ..............www.tropitone.com ......................................39

Twin Eagles/Delta Heat ..................................................................................63, 64

Vermont Castings Group ..........................(800) 867-0454 ..............www.vermontcastings.com ..........................29

Vermont Castings Group ................................................................................68, 70

Windward Design Group ..........................(941) 359-0890 ..............www.windwarddesigngroup.com ..................27

Windward Design Group ................................................................................62, 72

{

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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 2014, Vol. 9, No. 3 Š 2014 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.

78

Patio & Hearth Products Report May/June 2014

WARMING HOMES SINCE 1890

7+( 25,*,1$/ 70

5$',$17 *$6 ),5(3/$&( FIRST CLASS FIREPLACES SOLD THROUGH A FIRST CLASS DEALER NETWORK Valor Radiant Gas Fireplaces are sold exclusively by specialty hearth retailers. Customer appeal, product reliability, heat performance and long-term manufacturer support are all key ingredients when it comes to deciding what lines to display on your showroom floor.

Valor is dedicated to providing quality products that exceed industry expectations and in turn, supply homeowners with efficient, cost effective heating for many years to come. We value the dedication of our dealer network and are thankful for the continued support in 2014.

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

Circle Reader Service No. 79

Circle Reader Service No. 80