Patio & Hearth Products Report November/December 2014 by Peninsula Media

M E N D O TA H E A RT H

AGIO

SUMMERSET PROFESSIONAL GRILLS

www.patioandhearthproductsreport.com

NAPOLEON PRODUCTS

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CONTENTS

NOVEMBER/DECEMBER 2 0 1 4 Vo l u m e 9 , N u m b e r 6

56 66

FEATURES 8

By Cheryl Dangel Bartolini Stove sales are exceptionally strong as new energy-efficient models fill the marketplace.

MARKETING MANEUVERS – THE HUMAN TOUCH By Kimberly Rodgers A longtime patio-furniture retailer succeeds by always putting customers first.

By Sharon Sanders Sunset West fine-tunes itself and gains many new customers during the process.

Patio & Hearth Products Report November/December 2014

LAST WORD – WELCOMING CUSTOMERS By Kimberly Rodgers Kingsman Fireplaces’ personalized customer service and expertly engineered products have led to double-digit growth in the United States.

IN EVERY ISSUE 6

MOROCCO EDITOR’S MESSAGE

MY TURN – THE COMPANY BEHIND THE COATINGS

By Greg Thompson Weilburger Coatings has made a name for itself and its senotherm® product.

WHAT’S NEW: 6 HOT PRODUCTS TO SELL NOW

PRODUCT INNOVATION – BURNING BRIGHTLY

PRODUCT PROFILES

PRODUCT PROFILES DIRECTORY

AD INDEX

By Cheryl Dangel Bartolini Dimplex’s incorporation of water, sound, and technology has resulted in some of the industry’s most alluring fireplace designs.

ON THE COVER | NAPOLEON PRODUCTS; WWW.NAPOLEONPRODUCTS.COM

SHOWROOM SHOWCASE – FAST AND FABULOUS

AS I SEE IT – 10 YEARS OF GROWTH

INSIGHT – POPULAR VENTING PRODUCTS By Cherise Forno With sales growing, M&G DuraVent is closing in on its goal of becoming the numberone source for venting in North America.

By Sharon Sanders Elegant Outdoor Living, a relative newcomer to the industry, has developed a strong following in Southwestern Florida.

OUTDOOR GRILLING – BELOVED BARBECUE By Cheryl Dangel Bartolini Barbecue aficionados flock to this Kansas City superstore for all their outdoor-grilling needs.

HEARTH RETAILER PROFILE – WHERE HEARTHS RULE By Sharon Sanders The fireplace niche is the perfect fit for this North Carolina retailer.

INSIGHT – GOING GREEN By Cherise Forno Mendota’s BurnGreen™ technology provides high heat with green efficiency.

PRODUCT SPOTLIGHT – SPREAD THE WARMTH

CORPORATE PROFILE – RENEWING A BRAND By Jesse Burkhart Under new leadership, Homecrest has chosen to focus on product design and manufacturing efficiency.

GUEST EDITORIAL – THE HPBA SPEAKS OUT By Michele Kayal Loretta Dolan, chair of the Hearth, Patio & Barbecue Association, explains how membership benefits specialty retailers and manufacturers.

INDUSTRY NEWS – Edited by Kris Kyes

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EDITOR’S MESSAGE

Morocco We travel, some of us forever, to seek other states, other lives, other souls.

—Anaïs Nin

s an avid globetrotter, I agree with Nin’s statement. Journeys, both short and long, can transform lives in meaningful ways. Travel not only provides education about places and history, but connects us to other cultures and people, slows us down from our fast-paced lives, expands our awareness, and introduces us to greater diversity. My wanderlust, over the past 40 years, has taken me to places such as the Grand Canal of Venice, the mountaintops of Machu Picchu, and the coral reefs of the Great Barrier Reef. No destination, though, has inspired me quite as much as my recent trip through Morocco, which felt more like a sensory feast than a group tour with 13 other middle-aged U.S. women. I felt as if I had been catapulted back nearly 1,000 years in time. In the ancient medinas of Fez and Marrakech, I found laden donkeys tromping through narrow, vaulted alleys; mountains of fragrant spices; brightly colored rugs and fabrics; snake charmers and fire eaters gesturing to passersby; and artisans painting meticulously designed ceramic bowls.

An unexpected bonus of my trip was the connection I discovered to the outdoor, hearth, and grill industries. Moroccans spend considerable time alfresco on rooftop terraces, in the tiled inner courtyards of riads, and even on patios similar to ours in the United States and Canada. Moroccan outdoor living is all about lounging, socializing, eating, and sun protection, as well as about using products and designs that

tantalize the senses. Every outdoor space is its own tranquil retreat. Vibrant colors (tangerine, turquoise, red, and pink) and soothing designs are incorporated into an endless array of products. Even tiled fireplace surrounds feature mul-

tiple colors. I was so enchanted by these products that I ended up buying a handtiled mosaic fountain for my backyard. Outdoor grills for cooking kebabs and woodfired ovens for baking flatbreads are very popular in Morocco. Tagines (conical terracotta lids that sit on flat bottoms) are everywhere. The two pieces sit on a base called a majmar, and an unglazed-clay brazier full of hot coals cooks the tagine’s contents slowly, creating the dish of the same name: an intoxicating aroma rising from tender, juicy chicken and lamb, delightfully seasoned and served on a bed of couscous. Whether shopping in ancient markets (souks) or trendy, urban warehouse areas, customers are greeted by shopkeepers offering traditional mint tea and friendly conversation. It’s not uncommon, inside stores, to find product demonstrations (with artisans weaving rugs, painting ceramics, or tanning leather). With such an invigorating shopping experience, it’s easy to spend an entire day weaving around mazelike markets. The most successful shops are those that create experiences for customers. This is also true of strong retailers in our industry who transform the boring experience of browsing into something that’s fun and exciting—whether that involves hiring friendly, engaged staff or holding cooking demonstrations. I left Morocco feeling energized by the myriad ways to add beauty to interior and exterior spaces. The country’s love of outdoor living and its ancient (but creative) ways of combining fabrics, colors, and textures are an inspiration to our industry. Carol Daus cdauswrite@socal.rr.com

Patio & Hearth Products Report November/December 2014

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GUEST EDITORIAL PUBLISHER

THE HPBA SPEAKS OUT

Tony Ramos tramos@peninsula-media.com by MICHELE KAYAL EDITOR Carol Daus

Loretta Dolan

Loretta Dolan knows a thing or two about the challenges facing retailers. She’s been an independent representative for more than 15 years, and today, she serves roughly 100 clients in the MidAtlantic region. As the new chair of the Hearth, Patio & Barbecue Association (HPBA), Dolan wants to help retailers get the assistance that they need. Patio & Hearth Products Report chatted with Dolan about her goals—and about how HPBA membership can help retailers succeed. You are intimately acquainted with the needs of retailers. What are the greatest challenges facing them today? Dolan: Today, it’s really different than it

was a year ago. Today, they have the sales—people are coming in and wanting to buy—but because they’ve scaled back so much, over the years, it’s a question of finding the labor to do the installations. Later in the season, it will be availability of product. That’s an immediate issue. The long-term issue is the government attack on our industry. That’s why retailers need the HPBA. They’re the folks who are fighting the battle. I don’t want to sound like a screwball, with “Let’s hunker down in the basement,” but between the EPA (with its rules on wood-burning products) and the Department of Energy (DOE)—with its rules on gas-burning products—it feels like an awful lot of regulation. How can retailers protect themselves? Dolan: They need to keep up on those

issues. They need to know where they’re vulnerable, and they won’t know those things if they don’t play a part in the HPBA. 8

What’s going on with the EPA, and how does it threaten retailers? Dolan: The EPA is proposing to limit

What’s the most important benefit that HPBA members receive? Dolan: Networking: Every affiliate meet-

the amount of emissions permissible from wood-burning products. The HPBA has been asking the EPA to give us time for this, please. The EPA is coming out with a final rule in February 2015, and it could say that it wants the emissions to be so low that no stoves or other wood-burning products on the market could get there. It would be an immediate loss of product. The HPBA has spent an awful lot of money on making sure that won’t happen.

ing and every national show is an opportunity for these folks to learn from each other—and HPBExpo is North America’s largest showcase for the indoor/outdoor-living industry. This industry is still fairly young, and the people in it work really hard. They don’t have time to study sophisticated business practices, so they learn by talking to each other. I can’t imagine any better venue for that than HPBExpo or those affiliate meetings. If you’re not a member, you’re missing all that.

What about the DOE? Dolan: The DOE has been trying to limit

the efficiency of gas-burning products. It’s trying to put every gas-burning appliance into one description, to set one standard for all kinds of very different products. That could get rid of several categories of our business, such as log sets and decorative products, which would be terrible. We all make a living from these appliances. Starting January 1, 2015, any glassfronted hearth or fireplace with a surface temperature that exceeds 172 degrees must have a protective barrier. How is the HPBA helping retailers get ready for this big change? Dolan: First, the HPBA headed off strict

regulations on these items by coming up with standards for barriers (through the CSA) and then sitting down with the government agency—the Consumer Product Safety Commission—and reaching a solution. That saved the industry considerable angst. It was senators (and people like that) raising hell. It was going to get bad, but we sat down at a table with them and talked through it. On the education side, we’ve given dealers all kinds of information: brochures to put out in their showrooms and a video they can be showing. For average retailers who don’t understand why screens are showing up on their products, even if they have information, it’s usually scuttlebutt. That’s unfortunate. The HPBA educates folks, saying, “This is what you have to do: You install the product with the screen. If the homeowner takes it off after you leave, that’s fine, but you don’t do it. That will make you liable.” Without being a member, the retailer might not know that.

Patio & Hearth Products Report November/December 2014

You’ve said, in the past, that hearth retailers have been underserved; in what way? Dolan: They’ve never been given much.

They were asked to overstock their warehouses and never had any way to return unsold items—and forget about training. These people have never had that luxury. If they don’t go to classes at the HPBA or at its affiliates, they never learn things like how to manage their money (or something as basic as how to price a job). Being members enables them to go to affiliate meetings and to HPBExpo, where some of those classes are given. They also have a voice to ask for what they need. They can say, “Going forward, I need a class on this,” and they’ll get it.

cdauswrite@socal.rr.com

ART DIRECTOR Cassandra Estes cassestes1968@gmail.com

ASSOCIATE EDITOR Kris Kyes

STAFF WRITERS Cheryl Dangel Bartolini Jesse Burkhart Cherise Forno Kimberly Rodgers Sharon Sanders Greg Thompson SOCIAL MEDIA EDITOR Greg Thompson CIRCULATION DIRECTOR Alyssa Sands 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

The economy’s looking up, and hearth retailers are having their best season in a long time. Why would they need help now? Dolan: This is not the time to become

complacent. Now that they’re making more money, I hope our retailers allow themselves to look at other things, whether those are partnering with a landscaper, taking on patio furniture, or selling other products that are in demand in the early spring and summer (so they can exist on more than just the sales spike in the fall). We’re still fighting the government, and that’s not going to end any time soon. During the bad times, what the HPBA did was keep up its services. Even though it was being pounded, it kept providing services such as government affairs, education, communications, and statistics telling us where we are. All of those things helped keep us in the game.

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

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INDUSTRY NEWS Sales Surge for Veranda Classics at Casual Market The Chicago International Casual Furniture & Accessories Market™ in September will go on record as being a key factor in distinguishing Veranda Classics by Foremost as a major player with both indoor and outdoor specialty retailers looking for innovative marketing strategies and creative designs with mass appeal. Danny Jelley, senior vice president of product design and development, outdoor division, for the company, says, “We scored well beyond our ambitious goals. Every person at Veranda Classics gets credit for the results. It was truly a team effort that brought our entire plan into perfect focus. The continuing momentum following Casual Market—and the orders—have us extremely excited about 2015.” Introductions included 10 complete new collections, the launch of a cutting-edge website that features product videos, and a staggering 164-page catalog. Neil Streitfeld, national sales manager, says, “The ‘Wow!’ as groups toured the showroom was obvious. Current customers could not believe the transformation, and first-time appointments were amazed. We undoubtedly have the best in-store and online selling tools ever. Our design team, headed by award-winning Robert Taunton, gave us eye-opening new looks that brought seasoned buyers back to the showroom repeatedly to make sure they had their markets protected.”

At the Chicago International Casual Furniture & Accessories Market™, Neil Streitfeld, national sales manager for Veranda Classics, presents Jennifer McQuaid (buyer for Watson’s Fireplace and Patio) with a gift certificate for a four-day Royal Caribbean cruise

Tim Anderson, executive vice president of the home division for Foremost, says, “It was time, and the die is cast. Foremost is positioned [to make] and committed to making a real statement within the specialty-retail industry. We secured the best, most experienced team; ramped up our company-owned plants; and designed our strategy to attract aggressive, wellpositioned, top-100-and-beyond retailers. The impact of our efforts has been rewarding.”

To implement its promise of making buying and selling outdoor furniture easier, Veranda Classics leaned on the marketing expertise of industry veteran Deanne & Wayne & co. The interactive online presentation at VerandaClassics.com showcases, in depth, the unique product details for any device, offering fullscreen video for devices where it is allowed. Multiplelocation images of collections provide optimal selling tools for both online and brick-and-mortar clients. Wayne Donelson, president of Deanne & Wayne & co., website developer and photographer for Veranda Classics, says, “Danny has always challenged us to knock their socks off; this was a fantastic opportunity to take everything to the next level and think out of the box.” Foremost Groups define a quarter-century of success. Veranda Classics, the specialty retail brand, is just one of four luxury brands that make up the outdoor division of Foremost. As Jelley summarizes, “In our goal to make Veranda Classics by Foremost the easiest line in the outdoor industry both to buy and to sell, we have expanded our worldwide resources to meet the evolving needs of any specialty retailer, no matter how large.” For more information, go to VerandaClassics.com or contact Neil Streitfeld, national sales manager, at (561) 704-1964 or NStreitfeld@foremostgroups.com.

HNI CORP. ACQUIRES VERMONT CASTINGS GROUP HNI Corp. and its Hearth & Home Technologies business have acquired Vermont Castings Group, a leading manufacturer of freestanding hearth stoves and fireplaces. Vermont Castings Group has annual revenue of approximately $100 million. Stan Askren, chair, president, and CEO of HNI Corp., says, “We’re excited about Vermont Castings Group joining HNI Corp. as part of our hearth business. Its unique brands, strong customer relationships, and Brad Determan quality products are a great fit with our hearth strategy and hearth-brand portfolio.” Brad Determan, president of Hearth & Home Technologies, says, “We look forward to working with the entire Vermont Castings team and leveraging our lean and marketing expertise to achieve outstanding customer support and profitable growth for Vermont Castings’ channel partners and end users. We are pleased to welcome the employees and customers of Vermont Castings Group to the Hearth & Home Technologies family. Vermont Castings Group’s brands have long and proud histories, and we are excited to add these to our industry-leading family of hearth brands.” Ricardo León, president of Vermont Castings Group, will continue in his role and report to Determan. The transaction was completed as an all-cash transaction and is expected to provide a nominal profit contribution in 2014 and to contribute positively to 2015 earnings.

Patio & Hearth Products Report November/December 2014

RH Peterson’s propane-fueled delivery truck

RH Peterson Company Adds Propane-fueled Truck to Its Fleet RH Peterson Company (City of Industry, California) recently added a 2015 S2G box truck from Freightliner, fueled by clean-burning LP, to its delivery fleet. Tod Corrin, executive vice president of RH Peterson, says, “This is a first-ever factory purpose-built, medium-duty, propane box truck. This purchase speaks to RH Peterson’s commitment to being an environmentally friendly company.” Built on a proven platform, the 26-foot truck has an 8-liter LP engine, 339 horsepower, 495 pound-feet of torque, and a gross vehicle weight rating of 33,000 pounds. According to RH Peterson, the truck will be used to make local deliveries in Southern California,

with routes of up to 300 miles. The truck has a range of more than 380 miles. RH Peterson has been manufacturing home products for more than 65 years. From Real Fyre vented and vent-free gas logs and direct-vent inserts for home fireplaces to Fire Magic premium gas grills, American Outdoor gas grills, and American Fyre Design outdoor gas fire products (such as firepits, fireplaces, and fire tables) for the backyard, RH Peterson sells through a network of independent retailers, nationally and internationally.

Innovative Hearth Products Celebrates Grand Reopening of Facility Innovative Hearth Products (IHP), manufacturer of Astria, IronStrike, and Superior brand fireplaces,

OW LEE PRESIDENT WINS ENTREPRENEUR AWARD Terri Lee Rogers, president of OW Lee (Ontario, California), manufacturer of high-end outdoor furniture, firepits, and accessories, was chosen as the winner in the Manufacturing Entrepreneur category for the 2014 Spirit of the Entrepreneur Award. The Spirit of the Entrepreneur Awards program was founded in 2003 to recognize and celebrate the accomplishments of California’s Inland Empire’s top entrepreneurial business leaders. Since that time, the award has honored more than 250 entrepreneurs as finalists and has bestowed the coveted Spirit Award on 100 entrepreneurs. Finalists were chosen during an afternoon reception of networking, where Rogers gave a 60-secTerri Lee Rogers ond presentation on OW Lee and was interviewed by a series of judges. Speaking before the winners had been chosen, Rogers says, “I am so honored to be a finalist for this very prestigious award in the Inland Empire community. I hope to win this award and dedicate it to my grandfather, Oddist W. Lee, who was the ultimate OW Lee entrepreneur.” In total, 27 finalists and nine winners were chosen from a pool of more than 130 nominees. The winners were announced at a black-tie gala held on November 13 at the Riverside Convention Center.

OW LEE SELECTS SALES REPRESENTATIVE OF THE YEAR FOR 2014 From left: Sam Scarbrough, Mike Madden, Jerry Klein, Chuck Kimmet, and state Rep. Johnny Mack Morrow

stoves, inserts, and accessories, held a grand reopening ceremony for its Russellville, Alabama, facility in late October. The ceremony commemorated the company’s renovation and expansion of the facility, which involved a 14-month, $14-million investment that has resulted in 225 new jobs for the local and surrounding communities. To address manufacturing and sales growth, IHP enlarged the original 105,000–square-foot operation to 320,000 square feet. The company acquired new stateof-the-art equipment, as well as transferring necessary equipment from its Union City, Tennessee, and Santa Ana, California, facilities to the renovated Russellville location. In addition, IHP dedicated numerous hours to advanced employee training, over several months, in preparation for the factory’s reopening. IHP dedicated the facility to friend and former employee Charlie Krosp, who was instrumental in opening the plant in 2004. Krosp productively managed the operation for a number of years before retiring in 2011. In his honor, the new factory will be referred to as Charlie’s Campus, with a plaque in the visitor’s lobby to honor him and his longtime devotion to the company. Guests at the grand reopening included Mark Klein, CEO; IHP employees; industry professionals; community leaders; and dignitaries (state Sen. Roger Bedford, state Rep. Johnny Mack Morrow, and Russellville Mayor David Grissom). Klein says, “Without the support of Sen. Bedford and the team of local officials, along with an incredibly dedicated team of employees, this huge accomplishment would not have been possible. Our investment partners, ComVest, made a significant contribution of over $14 million to ensure a solid foundation for our intended long-term growth. We have truly

Ron Ball was honored by OW Lee as its 2014 Sales Representative of the Year. The award was presented during a sales-meeting dinner at the Chicago International Casual Furniture & Accessories Market™. Ball has been selling OW Lee products since 2005 Ron Ball and Terri Lee Rogers and has successfully developed an OW Lee presence in Kentucky, Tennessee, Arkansas, Georgia, Texas, and Oklahoma. He has a lifetime of experience in the casual-furniture industry and is a mentor to many. In 2010, Ball received the International Casual Furnishings Association’s Lifetime Achievement Award. Terri Lee Rogers, president of OW Lee, says, “Ron Ball was the clear choice for the award this year. His sales growth was astonishing, considering the maturity of his territory.” The Sales Representative of the Year award is presented each year in recognition of outstanding performance in the achievement of sales goals, excellence in customer service, and comprehensive support of the management team in sales/marketing strategies. been blessed, from every aspect. This facility will be a cornerstone of our organization. We have incorporated some new state-of-the-art paint booths, along with our lean manufacturing technologies. When all is completed, this will ensure we are the leanest, lowestcost producer in the industry.”

Hearth Industry Mourns the Passing of Dan Maddox Dan Maddox, a veteran of the hearth industry, passed away on September 30, 2014, in Centerville, Ohio, after Dan Maddox an extended illness. He was 87. He founded The Maddox Company in Columbus and Products Marketing Group in Dayton. In 1989, Maddox founded a manufacturing business designing and producing outdoor firepits and controls for gas log fireplaces. This company became Hearth Products Controls (HPC) in 2001. Maddox also served on the board of directors and as president for the MidStates Hearth, Patio & Barbecue

Association (MSHPBA). In 2011, he was named board member emeritus of MSHPBA for his many contributions to the industry. Maddox retired in 2010, at the age of 82, after selling HPC, to relax and enjoy life. Maddox’s vision of fire and water in an outdoor firepit materialized and won awards as best outdoor hearth product and best in show during the 2013 HPBExpo. He is survived by his wife, Connie; his daughters, Karen Huffman and Kim Dietz; and his stepdaughters, Cindy Sheley and Susan Sheley, as well as grandchildren and great-grandchildren.

SALES REPRESENTATIVE Manufacturer of outdoor kitchens offering a unique turnkey system, which includes the cabinets, grills, appliances, granite tops, and stone veneer. Looking for an independent self-motivated sales representative. Our unique product has huge growth and earnings potential. Please send resume to: pchamberlain@forshaws.com

November/December 2014 Patio & Hearth Products Report

INDUSTRYNEWS PROCOM HEATING CONTINUES TO EXPAND IN THE UNITED STATES ProCom Heating Inc. (Brea, California) has a long history in the heating industry, dating back to the early 1980s. During that time, ProCom was the first Chinese manufacturer of heating products to export to the United States. Now, much of the California company’s manufacturing is transitioning to the United States. In the early 1990s, the first U.S. corporation was started; it would become Universal Heating in Yorba Linda, California. Universal Heating was sold to Desa International in 1998, and a joint venture was created with Desa that lasted until 2001. That end was the beginning of Continental Appliances, dba ProCom, which was the company’s identity until 2012 (when ProCom Heating came to fruition). These days, ProCom is changing from being an import company to being a U.S. manufacturing entity (in a transition that continues to this day). Patio & Hearth Products Report chatted with Kirk Kirchner, president of ProCom, about the transition, as well as the benefits of the company’s Dual Fuel technology. What are the driving factors in moving your manufacturing to the United States? Kirchner: The repatriation of our manufacturing is an ongoing effort that started in 2012 with our purchase of the first facility in Bowling Green, Kentucky. This facility was created to manufacture our full line of outdoor heating equipment. Since that time, we have expanded to include the facility that used to be the home of Desa International as well. All told, we have a total of 360,000 square feet of manufacturing and warehouse space, as well as an additional 68 acres of developable land in Bowling Green. Some of the factors behind the decision to come back to the United States were the increased costs of labor and materials in China, as well as the increased costs and time on the water for ocean freight. We also looked at the seasonality of our heating business and recognized an opportunity to offer our partners the ability to level load their inventory and capitalize on fluctuations in the weather. This decision to come back has made us the only U.S. manufacturer in the category today. Since technology has always been what has differentiated us in the industry, the expanding footprint in the United States has allowed us to focus on the development of our products, stateside, with the creation of a fully certified, CSA–accredited engineering lab for both outdoor and indoor heating products. With the headquarters of your company being in California, why did you choose Bowling Green for your manufacturing center? Kirchner: Besides the obvious pool of talent that existed in Bowling Green after the closure of Desa, the cen-

How is it different from the older technology? Kirchner: Unlike our old technology, NextGen has no selector valve, and the installer merely connects the gas to the appropriate regulator inlet; no other selection is necessary. Another improvement in the technology is that with NextGen, if the installer connects the wrong gas to the wrong inlet, the unit will not be able to light, thus making NextGen the safest gas-appliance technology in the industry. We hold 24 Dual Fuel–related U.S. patents.

The model FBD28TCC-M-MO fireplace from ProCom Heating

tral location for the largest pool of heating customers made the decision fairly easy. We also understand the history of heating-products manufacturing in the town and the positive impact that it would have to the community if we brought it back to Bowling Green. Since we opened, the community has really embraced us, and our continued expansion has firmly planted us within the fabric of Bowling Green. Throughout this process of repatriation, what have been your biggest challenges? Kirchner: When we began to lay out the repatriation plan with our dedicated contract manufacturer in China, it was decided that as we moved some production to the United States, it would need to consolidate its facilities in conjunction with our efforts. This consolidation took longer than it had anticipated, and in turn, that affected our ability to supply our customers in a timely manner this year. This is also the first year of our NextGen dual gas system, our latest improvement to Dual Fuel technology. Whenever you are launching a new technology, there are always challenges. Fortunately, we are pretty good at addressing those challenges, since this is our third generation of Dual Fuel technology.

What are the advantages of Dual Fuel? Kirchner: The advantages of Dual Fuel (over traditional fuel-specific appliances) are mostly in ordering, inventory management, and capital investment in inventory. If retailers do not have to worry about whether they have enough LP units versus natural-gas units, and they know that every product purchased can be sold for either application, then there is no need to carry as much inventory to make up for the split between natural gas and LP. This means they have to dedicate less warehouse space to capturing the same amount of sales, and they have fewer dollars tied to that inventory. This is huge, when you are stocking a seasonal item. Simply put, they always have the right product on the shelf.

Kirchner: In simple terms, Dual Fuel is the ability for a

What is the biggest misconception about your company or products? Kirchner: It’s that we are a Chinese company with limited industry experience. The truth is that ProCom Heating Inc. is a family-owned corporation based in the United States. Our executive staff, today, has a combined 215 years of industry experience. Our U.S. manufacturing expansion is one of the largest single investments into manufacturing infrastructure made in our industry in the past 10 years. Our history in the industry (dating back to the early 1980s) and our commitment to the community of Bowling Green prove that our position as industry leader in vent-free technologies is well deserved.

gas appliance to be installed and operated on either LP or natural gas, based on what is in the home. This is accomplished without having to make any alterations to the appliance. Our first patent for Dual Fuel was applied for in 2006, and since that time, we have been the industry leader in this technology. Initially, our Dual Fuel technology was based on what we call our two-step design, which allows the installer to plumb the gas to either the natural-gas side or the LP side of our patented Dual Fuel regulator and then select natural gas or LP on our patented selector valve. We then evolved into a one-step design that, although patented in 2010, was never released. Our latest evolution is a no-step design that we call NextGen dual gas and have launched this season.

What are your plans for the future? Kirchner: We will continue our investment in facilities, this year, with the installation of an automated sheetmetal fabrication department to support our expanding domestic capabilities—and to feed the robotic paint line already in place. We also have plans for expanding our current markets and launching new products, with new technologies, into segments of the industry where we currently do not participate. True to our company’s prime directive, if we enter a new category with a new product, we must bring new technology—and that is what we will do, as we expand our product offerings in the future. For more information, visit www.usaprocom.com.

What is Dual Fuel?

Patio & Hearth Products Report November/December 2014

Casual Living

DESIGN MADE EASY WITH THE OUTDOOR ROOM PLANNER Gensun Casual Living’s new outdoor room planner makes it easy to design your perfect space – whether it’s used for family gatherings, time spent with friends, or simply relaxing at the end of a long work day. When you use our online room planner, you’ll be able to arrange any of our outdoor furniture – from the comfort of your chair. Add an outdoor kitchen or a fire pit. Then get a preview of your new oasis. Go to gensuncasual.com to see the endless possibilities, and bring your outdoor room to life.

GENSUN CASUAL LIVING CHICAGO SHOWROOM – MERCHANDISE MART, SUITE 1667, CHICAGO, IL 60654 GENSUN CASUAL LIVING ONTARIO SHOWROOM – 1219 E. LOCUST STREET, ONTARIO, CA 91761 TOLL-FREE: 866-964-4468 VISIT US ONLINE AT: WWW.GENSUNCASUAL.COM Circle Reader Service No. 13

INDUSTRYNEWS Agio-USA Partners With Major Rug Supplier to Sell Outdoor Rugs A new partnership has been announced between two leaders (in outdoor furniture and accessory rugs) that will complement outdoor-furniture collections found in the stores of both traditional and specialty brickand-mortar furniture retailers and casual-furniture specialists. Agio-USA (Virginia Beach, Virginia) has made an exclusive arrangement to sell nuLOOM rugs through its sales and distribution network. nuLOOM, a leading manufacturer of both indoor

egory. nuLOOM, which is primarily focused on online sales for its fashionable rugs, will now gain entrance into brickand-mortar furniture stores through the new relationship with AgioA nuLOOM outdoor rug complements Agio’s Charlotte deep USA and its outdoor-sales seating group representatives. The arrangement and outdoor rugs, will continue its makes sense to Andy Sokol, vice presiexisting online-commerce business dent, sales/furniture stores, for Agiowith its own sales force. USA. “With the growing popularity Agio-USA wanted to find a comof the outdoor room, we’ve seen the pany at the top of the field in the catneed for more accessory items,” Sokol

HEARTH & HOME TECHNOLOGIES PARTNERS WITH CLAYTON HOMES Hearth & Home Technologies recently formed a strategic partnership with Clayton Homes, the largest U.S. home builder. Clayton Homes has selected Hearth & Home Technologies’ Heatilator® brand as its brand of choice for fireplaces. The partnership brings together two industry-leading brands: Clayton Homes has been building homes since 1956 and has received Heatilator Crave multiple awards for design and construction along the way, and Heatilator is the number-one preferred brand of builders, known as the first name in fireplaces, the company says. Andy Morgillo, vice president of the purchasing division for Clayton Homes, says, “Heatilator has a long legacy of dependability and value, which are important attributes in our homes. We’re pleased to partner with the leading fireplace manufacturer to enhance our floor plans and bring added value to our customers.” The partnership will roll out over the next several months in Clayton Homes houses across the country. Rich Wilson, vice president of national accounts for Hearth & Home Technologies, says, “As the largest home builder in [the United States], Clayton Homes is known for leading the way by providing the right options, upgrades, comfort, and quality, at all price points, to its homebuyers. We look forward to working with Clayton Homes to provide the best hearth solution to meet the needs of its diverse homebuyers.”

NEW MEZZO FIREPLACE REDEFINES CLEAN, MODERN DESIGN Heat & Glo, a leader in fireplace design and technology, is excited to unveil its new MEZZO direct-vent gas fireplace series—modern, linear fireplaces with a distinct, sophisticated style to set apart any room of the home. Combining elegance and innovation, the new MEZZO reflects modern design elements that have become a The MEZZO fireplace by Heat & Glo fixture of contemporary fireplaces today: clean, linear design; a flush-to-the-wall finish; and low-profile trim. The MEZZO features a fade-resistant black-glass interior and clear LED lighting that illuminates a bed of crushed glass, which is available in seven colors to create a stunning effect. Available in four sizes, the MEZZO can be customized with a variety of different front finishes and interior options to enhance any home’s decor—so it’s not surprising that it was named one of Professional Remodeler magazine’s 100 best new products of 2014. Available in 36-, 48-, 60-, and 72-inch models, the new Heat & Glo MEZZO is offered in single-sided or see-through styles. Becky Scribner, brand director of Heat & Glo, says, “The MEZZO defines clean, luxurious modern design. This series combines design excellence with quality and innovation, for a sophisticated hearth that adds convenience and intelligence to the heart of the home.”

Patio & Hearth Products Report November/December 2014

says. “Outdoor rugs add color as an accessory to your outdoor-furniture collection, make for a nicer-looking living space, and provide the practical benefit of having a rug under your feet in the walking area.” For the stores, selling rugs is an easy way to add to the ticket—and displaying the rug does not require any additional floor space. With a large assortment of interesting motifs, nuLOOM takes inspiration from designs found in nature, textiles, and architecture from around the globe and combines them with 100% polyester or polypropylene fabrics. The rugs, in sizes from 5x8 feet to 9x12 feet, are UV treated to prevent fading and can be easily cleaned with a garden hose. Agio-USA is working with nuLOOM to coordinate designs that complement outdoor-furniture trends and styles. By providing examples of complementary rugs on display in their showrooms, outdoor-furniture retailers can show buyers how to accessorize their collections and can make it easier for customers to imagine what would go best with the collections that they intend to purchase. According to Sokol, Agio-USA offers larger retailers a customized program to match an outdoor-furniture collection with a nuLOOM rug that creates a unique furniture group that only one retailer will have. Direct-container programs are available, in addition to the domestic program. Sokol

BLAZE KING FOUNDER’S WIFE DIES Phyllis Larson, wife of Blaze King founder Hal Larson, passed away on September 7, 2014, at the age of 77. Hal Larson sold Blaze King in 1998 so that he could spend more time with Phyllis and family members. Those in the hearth industry will remember Phyllis for the many years that she attended industry gatherings—and volunteered to babysit the children of other attendees so that they could attend evening celebrations. The entire hearth industry extends sincere condolences and prayers to the Larson family on its loss.

adds that for retailers of either outdoor-specialty or traditional furniture, the benefits are comprehensive: a high-quality product, attractive price points, a domestic place to find products, the latest fashions from a good and trusted source, and U.S. inventory that can be shipped quickly. “We’ve found a very good company with a lot of experience in the rug business to partner with us in this program,” he says. “We are excited about this opportunity.” nuLOOM has used been an online-channel supplier since its inception. The company’s rugs are manufactured in Egypt, China, and Turkey, but are kept in an 110,000–square-foot warehouse in Cranbury, New Jersey, for quick shipping. The minimum order is $1,000. Agio-USA is the exclusive sales force for nuLOOM’s outdoor-product line with brick-andmortar stores. Sokol says, “We are competitively priced, and we have a lot of designs from which to choose. In addition, rugs can be obtained quickly from the warehouse, and retailers don’t have to make a major commitment.”

Peak Season to Acquire New Headquarters Building and Warehouse In spring 2015, Peak Season, casual/outdoor-furniture and decorative-accessory manufacturer, will move into a new headquarters building in Irondale,

Peak Season’s new headquarters building in Irondale, Alabama

Alabama, which will also house its primary warehouse and distribution center. A large-scale renovation of the property is currently underway to accommodate the new facility for Peak Season. Irondale’s mayor and city council played a vital role in supporting Peak Season’s decision to make the city its permanent home.

Homecrest Outdoor Living Hires New Sales Representatives Homecrest Outdoor Living recently hired two new sales representatives. Gary Hug, known for his longstanding and strong working relationships with smallto-large retailers in the casual-furniture/hearth industry, joined Homecrest as sales representative for the Mid-Atlantic region, including the District of Columbia, Delaware, Maryland, Virginia, North Carolina, and South Carolina. Hug maintains a large portfolio of dealer contacts, many of whom he’s maintained relationships with for numerous years. Hug resides in Eastern North Carolina with his wife and daughter.

Michael Mettendorf, vice president of sales for Homecrest, says, “Gary’s ability to develop and foster relationships that span more than 25 years serves as a testament to his steadfast commitment to our industry. He will expand our reach and enhance our customer-service efforts in this region.” Tyler Jones was appointed as sales representative to serve and support dealers in Texas and Oklahoma. Jones resides in Krum, Texas, with his wife, son, and soon-to-arrive daughter. “As Homecrest is reinvigorating our brand through new technologies and innovations by launching enhanced product introductions, adding Tyler is part of an ongoing effort to strengthen our representation in key markets,” Mettendorf says. “Tyler can be described as tenacious, outgoing, energetic, professional, and well connected to the specialty outdoor, hearth, pool, and furniture-dealer market. He comes to Homecrest highly recommended and has been an independent sales representative for seven years, [bringing us] a strong background in sales, promotion, training, and effective merchandising. Tyler’s immediate goals are to be easily accessible and open at all times for communication with his dealers.”

The Dekton surface is made from a sophisticated blend of glass, porcelain, and quartz and offers UV resistance for color stability outdoors; exceptional strength and high resistance to impacts, scratches, and abrasion for use in high-traffic areas; and very low water absorption. Dekton’s resistance to thermal shock (heat, frost, and thawing) enables the product to be used in any climate—and a multitude of outdoor applications. Brown Jordan Outdoor Kitchens displays will be featured at most Cosentino showrooms in the United States and Canada. Both companies will collaborate on cobranded marketing activities focused on promoting outdoor living; these might include events, trade shows, and print and digital advertising campaigns.

Pizzeria Pronto Receives Top Award from The Gourmet Retailer

The Companion Group’s Pizzeria Pronto® by Pizzacraft® received an Editor’s Pick Award from The Gourmet Retailer magazine in the kitchenware/tabletop category. Chuck Adams, CEO,

Brown Jordan Outdoor Kitchens Teams Up With Dekton by Cosentino Brown Jordan Outdoor Kitchens formed a new strategic alliance with Dekton, the innovative new line of ultracompact surfaces with advanced technical properties for exterior design by Cosentino, the leading manufacturer of quartz, natural-stone, and architectural surfaces. The alliance was launched at this year’s Fall High Point Market in October. Brown Jordan Outdoor Kitchens will specify Dekton as part of its countertop-selection process. In addition, national Brown Jordan Outdoor Kitchens representatives will participate in a training session to learn about creating and offering designs focused on color combinations and performance for the combined products. The combination of Dekton countertops and Brown Jordan Outdoor Kitchens stainless-steel cabinetry will grant even more design possibilities for homeowners who want to create a luxurious backyard havens that can be used for entertaining or quiet get-togethers. Mitch Slater is president of Danver, exclusive licensee of Brown Jordan Outdoor Kitchens. He says, “We are excited to be partnering with Cosentino on this venture. Dekton is cutting edge and will revolutionize the concept of bringing indoor styles to the outdoors. This unique alliance brings together two high-end manufacturers and products to create outdoor kitchens for upscale marketplaces.” Brown Jordan Outdoor Kitchens offers the widest range of storage and organizational cabinetry in the industry. The stainless-steel cabinets include concealed stainless door hinges, solid-core doors, trash pullouts, fixed and sliding shelves, softclose/self-close drawers, and leveling legs. They are available in a wide selection of exclusive Brown Jordan powder-coat finishes.

The Pizzeria Pronto

says, “We are delighted to receive this award on behalf of our Pizzacraft brand. The Pizzeria Pronto is a revolutionary product that has taken the market by storm with its innovation and ease of use. The versatility of the Pizzeria Pronto allows owners to use it at home, camping, at barbecues, at picnics, and even at tailgating events.” This award was determined based on The Gourmet Retailer’s assessment of innovation, functionality, quality, and overall value; the Pizzeria Pronto excelled on all criteria. To create pizzeria-quality pizza, the Pizzeria Pronto uses patent-pending technologies, including a dome shape and an inner heat shield that redirects heat to cook toppings at the same rate as the crust, along with internal Perfect Pizza grill stones, which distribute heat for even cooking and a crisp crust.

Gensun Casual Living Recognizes Top Sales Representative Gray Dobbins was honored with Gensun Casual Living’s Sales Representative of the Year Award at this year’s Chicago International Casual Furniture & Accessories Market™. The award is presented annually to a Gensun Casual Living sales representative for achievement in sales, customer service, communication, dealer and market growth, and business ethics. continued on page 68

November/December 2014 Patio & Hearth Products Report

SPOTLIGHT

SPREAD THE WARMTH Consumers in search of low-cost, efficient heat sources will love this year’s crop of new stoves. by CHERYL DANGEL BARTOLINI

It appears that 2014 might very well be the year of the stove. Last year, this Product Spotlight analysis reported that sales of all stoves—wood, electric, gas, and pellet—were increasing. A year later, it appears that this trend (which ignited sales in 2014) might well blaze into 2015 and beyond. Alan Murphy, vice president of business development for Blaze King (Walla Walla, Washington), declares, “Blaze King is experiencing exceptional sales growth. Nearly all dealers in the United States and Canada are telling us they are having a very strong year. The market is very positive. We are seeing a sustained improvement in the economy, and the dealers had a strong winter due to weather conditions. Sales never slowed through the summer, and the dealers are reporting that traffic in the showrooms continues to be brisk.” Terry Hicks, national sales director—Canada, hearth, for Napoleon Fireplaces (Barrie, Ontario), reports that Napoleon, too, is experiencing an increase in stove sales. He credits the long, harsh winter for the boom. “During that period, we saw the costs of LP double, in some regions,” he says. “Since most of these areas are rural, we anticipated a surge in woodstove interest, and that has been the case. With the latest estimates by “The Old Farmer’s Almanac” predicting yet another old-fashioned winter, the wood-stove category has gained even more momentum.” Kurt Rumens, president of Travis Industries (Mukilteo, Washington), is equally enthusiastic. He says, “Given what we are doing with the product mix and what we’re doing with hearth deal16

ers, we’re setting record sales.” Rumens reports that sales for Travis Industries are approaching 2008 levels. “That was our peak; 2009 had about a 40% drop. We’ve been trying to regain interest from consumers, so it has been a growth time of small growth, better growth, and even better growth. On average, we see a strong hearth market, with good growth. The highest traffic and sell-through seem to be in the regions where the weather was the most severe last year,” he says. Likewise, Karen Smeltz, senior brand manager for Harman Stoves (Lakeville, Minnesota), notes that general sales are strong. “Propane prices were high in 2013, so we know consumers are going to be looking for efficient, effective home-heating solutions, like our pellet and woodburning stoves, heading into burn season,” she says. Paul Miles is director of sales for

Patio & Hearth Products Report November/December 2014

Miles Industries/Valor Fireplaces (North Vancouver, British Columbia), which manufactures gas appliances exclusively. He says that the boom in sales was helped along by lower gas prices and clean-air incentives. Paul Erickson is CEO and founder of Pacific Energy Fireplace Products (Duncan, British Columbia), which re-entered the midlevel gas market, last year, with a fireplace collection sold under the Pacific Energy brand. He reports, “Our initial launch has been very

1. The Grandview wood-burning stove (with pedestal) from IronStrike by Innovative Hearth Products 2. The portrait Lift freestanding fireplace from Valor Fireplaces 3. Wittus–Fire by Design’s Twinfire stove 4. An Empire Comfort Systems direct-vent stove

positive. We are seeing exponential growth and outperformance in the market.” Michael Lewis, brand director for IronStrike by Innovative Hearth Products (Nashville, Tennessee), predicts that the best is yet to come. He says, “We had a cold winter last year, and consumers who suffered through it will be looking for better ways to heat their homes. So far, sales are on the rise, but I suspect we will see a spike once the temperature starts to drop.” Alyce Wittus, owner of Wittus–Fire by Design (Pound Ridge, New York), is not quite as enthusiastic as her peers. She is, she says, “cautiously optimistic; however, the recession is still causing concern. Homeowners are making improvements that matter most. The home has become a focal point, and making the space comfortable and energy efficient is important, in times like these.” She reports a marginal increase over last year. Nick Bauer, CEO of Empire Comfort Systems (Belleville, Illinois), explains the ups and downs typically experienced by the industry this way: “Stoves will always be a niche market in that they are popular in certain regions, but not as a national category. That doesn’t mean, as a manufacturer, that we don’t pursue that market. It’s a growing market, in general, and a market that we have been focusing on,” he says.

5. The Harman Accentra 52i pellet insert 6. Wittus–Fire by Design’s Domino stove 7. Vermont Castings Group’s twilight Encore stove 8. Napoleon’s S series 4 deluxe wood-burning stove 9. Pacific Energy’s G958 stove in Bordeaux

5 9

TRENDS ABOUND With increased sales, it appears, there is no shortage of emerging trends. For example, matte black is back: “Several years ago, the porcelain coatings—which had been staid for decades—suddenly exploded with color variations and varied finishes. That seems to have toned down, for now, and we’re seeing interest in matte finishes again. A matte-black stove fits any decor,” Bauer says. Increased efficiency and clean burning: “Due to last year’s harsh winter, with seasonal storms and power outages, people are interested in upgrading their fireplaces and old stoves to energy-efficient models,” Wittus states. Rumens concurs. He says, “People are sensitive to how much mileage they get out of a gallon of fuel for their cars. The same trans-

lates to hearth products. We’ve had some real breakthroughs in the past few years, but it takes a few years to go nationwide and for people to ask for them.” Lewis says, “Rebate programs offered by local municipalities have helped drive technology advances in the category. Across all fuel categories, manufacturers are finding new ways to increase fuel efficiency, reduce emissions, and ensure that products are safe for the whole family to enjoy.” Murphy says, “There a push for higher efficiencies and lower emissions in all categories; this is being driven by proposed new legislation. Technology refinement—and, in some cases, automation—are helping us to achieve this goal. We are likely to see this trend continue in solid-fuel products and into gas products, as regulations tighten in the future.” Wittus adds, “The stove/fireplace industry is raising the bar, when it comes to meeting stringent standards. Modern stoves are designed to be highly efficient and airtight, resulting in longer burn times and higher heat output. In addition, lower emissions and less pollution are key factors.” Pellets are hot: Sales of pellet stoves are trending upward, Smeltz reports. They “continue to be a popular choice for consumers who are looking for an efficient way to heat their homes, and this will be likely to increase as we continue to educate the public about the benefits of heating with pellets,” she says. Catalytic catapults: Catalytic-stove sales also are increasing, according to Murphy. He says, “Blaze King has always been in the forefront of catalytic technology. We are now seeing other companies adopting this technology. This is being driven, presumably, by the discussions around the new EPA New Source Performance Standards.” Jess Baldwin is vice president of sales and customer service for Vermont Castings Group (Paris, Kentucky). Trending are the new hybrid combustion systems, which “couple catalytic and noncatalytic technologies into a single appliance, providing for greater efficiency, cleaner burns, and more flexibility of use for consumers, depending on their heating requirements,” he says. Clean lines: “The appearance of the appliances is what is new,” Hicks says; he likes to use European design as a catchall phrase referring to this trend. “What has been popular in Europe, for quite some time now, is a much more modern appeal than what has been selling in North America for years,” he explains. In gas models, Miles reports, “Trends have been toward clean and contemporary design. The inherent nature of the stove as a traditional appliance, though, has kept demand for cast iron high.”

November/December 2014 Patio & Hearth Products Report

SPOTLIGHT

Lewis adds, “Over the past few years, there has been an increase in the overall variety of stove styles offered in the marketplace. It seems that consumers are becoming more comfortable with stoves that step outside the traditional style profile that they have been used to seeing for the past 30 years. Consumers are stepping away from nostalgia, but it appears to be a slow journey.” Smeltz says, “Cast-iron wood

stoves with legs are still the most popular, but we are seeing a trend toward less ornate detail on the castings. This is a gentle move toward a look (which seems to be preferred by younger homeowners) that works well with a larger variety of decor styles.” Baldwin adds, “Style is a major consideration in the purchase of a stove. As Millennials exert more influence in the marketplace, the opportunity to push the boundaries on design, from traditional to modern, offers 18

exciting opportunities for newproduct innovation.” Erickson agrees. He says, “The general consumer is much more design aware,” noting that contemporary designs are outselling traditional designs. He also notes a shift in buyer demographics. “There’s a rise in female-led purchasing decisions,” he adds. Increased traffic: “The 5 biggest thing we are seeing is that buyers are in the stores,” Rumens states, pointing out that the trend he sees isn’t product oriented. “Traffic, from the East to the West Coast, is way up; we are seeing interest in every category. Some regions favor different technologies, but the whole hearth segment is incredibly strong,” he says. Rumens is concerned, though, about the supply side of the business. “We’re producing at record levels. We built up a large inventory prior to the season, and what we need now are not orders, but projections,” he says. “We need the dealers to tell us what they expect to sell in their regions. We need them to say what they are seeing. We can build whatever they need, but if we don’t have a clear vision from each region, we might have the wrong thing in stock. The way things are going, we

Patio & Hearth Products Report November/December 2014

might have product shortages later in the season.”

1. The Lopi AGP (all-grade pellet) stove from

CHALLENGING REGULATIONS Research/development, which slowed to a crawl during the recession, is still delayed, somewhat, as manufacturers focus on realigning and tweaking products to meet new federal regulations. “Quite frankly, the past year has been spent trying to figure out how to pass the upcoming Consumer Product Safety Commission (CPSC) requirement for a protective screen on all gas units by January 1, 2015,” Bauer says. “This hasn’t allowed us to spend much time on research/development or new products. I’m worried about what the CPSC screen requirement is going to do to our products, as well as to the entire industry. It isn’t very easy to change a casting a few inches to make room for a screen.” The team at Pacific Energy has been busy working on just that. “To be regulation compliant, Pacific Energy is integrating proprietary stainless-steel micromesh safety screens on all gas products,” Erickson explains, in the fourth quarter of 2014. He says, “Instead of designing a screen that the end user would be likely to remove, our strategy was to design a screen application that the consumer wouldn’t see. Unlike traditional screens, the micromesh screen is virtually invisible and no longer alters the aesthetic experience of the fireplace.” Product innovation has focused on ease of operation, coupled with increased efficiency. Smeltz says, “Consumers want products that are easy to use and low maintenance. We realize consumers can choose a fuel that turns on at the flip of a switch and doesn’t require daily loading, so Harman has made sure to have the easiest pellet stoves to load and maintain—from day one.”

2. The Madrona traditional freestanding stove

Travis Industries

from Valor Fireplaces 3. Blaze King’s Ashford 20 stove 4. Vermont Castings Group’s Defiant stove 5. The Neo 1.6 wood stove from Pacific Energy 6. A vent-free model from Empire Comfort Systems

She adds, “We are also constantly evaluating our pellet stoves and making them even easier to own. Our top priority is designing a product that does not need to be cleaned as often as other brands, ensuring that when it does need cleaning, it’s a fast and easy process.” Miles notes, “Gas appliances are easier to adapt to newer electronic controls and smart controls. The convenience of pilot-on-demand systems and smart controls makes operating appliances much easier and more efficient than in the past.” NEW DESIGNS Last year, Blaze King introduced the Ashford 30, and this year, it launched the Ashford 20, now allowing consumers to enjoy the advantages of a Blaze King in a cast-iron stove. Murphy says, “Continual refinement means that Blaze King offers the most efficient products, with some of the lowest emissions. Consumers win because they get consistent, comfortable heat—with less work and the ability to lower their heating costs. What could be more exciting than that?” Empire made a number of improvements to the design and function of its stoves several years ago, including adding smaller versions. “We

Circle Reader Service No. 19

SPOTLIGHT

1 1. The Lopi Foxfire pellet stove from Travis Industries 2. The Blaze King Ashford 30 stove 3. The S series 4 deluxe wood-burning stove from Napoleon 4. The Grandview wood-burning stove (with legs) from IronStrike by Innovative Hearth Products. 5. The Harman XXV pellet stove

tweaked them again within the past two years, mostly by augmenting the line with intermittent-pilot models,” Bauer says. “Then, last year, we added an accessory to allow consumers to vary the flame height.” He continues, “The future for Empire is very bright, overall. We have added a tremendous number of new products, including multiple gas stoves, to our lines—throughout the recession—and now, we are really seeing these bets pay off for us, as the overall market has recovered and grown, these past 18 months.” Bauer hints that eventually, Empire might add a large stove to its small and medium-sized lineup (perhaps, along with a highly efficient 90+ stove). Harman will debut the new Absolute43 pellet stove with EASY Touch control in early 2015, and Smeltz anticipates that its innovative technology will attract a new audience. She says, “Homeowners want options, which is why we’re continuing to focus on innovative new products and features, such as the Harman EASY Touch controls, and a wider array of styles and colors.” The Harman EASY Touch control uses an interactive touchscreen that communicates when and how to clean the stove to the homeowner (and monitors fuel use). It also maintains preset temperatures and is programmable. Smeltz says, “It’s easy, accurate, and smart, and it provides yearly savings on heating. It’s ideal for users who want minimal interaction with their heat source, but also great for techies who love data and like to know their fuel calculations.” Smeltz reports that Harman is also focusing on providing a broad array of styles to suit consumers’ tastes, which is why the company added majolica brown, black, dark blue, and frost porcelain finishes for its XXV pellet stove. 20

“We’re passionate about what we do, which has allowed us, for the past 35 years, to produce stoves that are easy to use and maintain, that are cost effective, and that provide accurate heat,” Smeltz adds. “We want to build on that legacy by continuing to develop and manufacture products of uncompromising quality that drive profitability for our dealers and provide a homeheating solution for consumers.” IronStrike by Innovative Hearth Products is focusing on heat output and flame appearance with its most recent stove designs. “Our line of Grandview wood stoves includes an advanced heat-exchanger system that substantially increases the heat output—and ultimately, the efficiencies—of the stove,” Lewis says. “We also enlarged the size of the viewing area, which not only increases heat output but allows a consumer full enjoyment of the warm glow of a real fire, seen through clean glass.” Lewis acknowledges that consumers have more retrofit heating options than ever before, with the increase in electric fireplaces and mini heat-pump systems available. “None of these offers the tranquility of a real fire, and this is something that we capitalize on,” he says. There’s a lot happening at Pacific Energy, where its new Neo series of wood stoves and inserts (with a modern profile) is making headlines. In addition, in 2013, Pacific Energy entered into a joint venture with Piazzetta; the companies’ two engineering teams collaborated on the gas series of stoves and modified the Italian product for the North American market. The result is a line of stoves featuring Pacific Energy’s gas technology on the inside and Piazzetta’s styling and ceramics on the outside. Pacific Energy is also busy introducing Piazzetta’s SY series of pellet stoves to North America. Erickson is calling them the most efficient pellet stoves in the world. Napoleon, like many manufacturers that have

Patio & Hearth Products Report November/December 2014

extensive gas-fireplace offerings, has had its research/development team diligently working toward approval of all existing fireplaces (and some new models) for the anticipated safety-barrier program, so many new-product launches are on hold. Napoleon is still riding high, though, on last year’s new line of S series wood stoves; it consists of three models, as well as new cast-iron wood-burning inserts with contemporary styling. Travis Industries is making news with its Lopi Cape Cod wood stove, featuring hybrid technology. “Emissions for it are certified at 0.45 grams per hour, and it is more than 80% efficient,” Rumens states. He also explains that Lopi’s AGP™ (for all-grade pellet) stove is a shining star, with strong sales everywhere. He says, “It is not as sensitive to fuel as past technologies. Consistency of pellet fuel is a challenge for all manufacturers, and we designed this stove so that it is less sensitive to the variations in grades of fuel. This system is making sense to everybody.” Miles sees nothing but opportunity for the company, in the days, months, and years ahead. “A tremendous number of old stoves are ready to be changed in North America. Once you’ve had a stove—be it wood, gas, or pellet—you hate to give it up: A core value that stoves provide is radiant zone heat. Once you’ve enjoyed the ambience and comfort of a good stove, you won’t be happy with a forced-air furnace. It’s not the same,” he says. “Those stove customers want new, clean-burning appliances, and the selection (industrywide) has never been been better.” Vermont Castings Group has just introduced a new single-pass enamel finish, twilight, that provides a more durable and lower-maintenance exterior. It also highlights the natural character of the cast iron, Baldwin says. The company has also launched its new transition doors, which give an updated feel to classic wood-

Circle Reader Service No. 21

SPOTLIGHT burning stoves. “We’ve eliminated some of the detail on the door, so there are cleaner lines and a broader viewing area,” Baldwin explains. “It enables the stoves to appeal to a wider audience, as they are now suitable for nearly any design style.” Green concerns are priorities at Wittus–Fire by Design, which is devel-

oping a new catalyst for its Twinfire (93% efficient) that will make it 80% more clean burning. The company’s attention to the environment has not gone unnoticed. Wittus–Fire by Design was invited to participate in the Collaborative Stove Design Workshop sponsored by the Alliance for Green

Heat in November 2014. Stoves in the new Wittus–Fire by Design Phenix Green series can be burned with their doors opened or closed. When burned with the door closed, the unit uses 100% outside air, making it passive-home qualified. The Phenix Green series is also

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Circle Reader Service No. 22

Patio & Hearth Products Report November/December 2014

qualified for the EPA wood-burning–fireplace program. Other new products are the de Manincor wood-oven lines—including the Domino, Domina, Eco, and Atmosfera—which all use the ECOPLUS® system. “Wittus–Fire by Design is always looking for the latest in contemporary stove and fireplace products,” Wittus says. LOOMING INNOVATION With many stove manufacturers agreeing that there are good days ahead, they are now ready to reinvest in research/development—so plenty of innovation is planned for the near future. “Vermont Castings Group is committed to ongoing product improvement and innovation in quality, styling, and technology advancement,” Baldwin says. “We will continue to expand the exclusive Vermont Castings Group FlexBurn® technology across the product line to offer one of the cleanest, most efficient product lines in the industry.” Rumens says, “We just finished a strategic-planning meeting where we were looking ahead five years, and we are investing in capital equipment and research. With housing starts and the economy rebounding, we see a very strong future. Our whole focus is on designing really good products, and we focus on the specialty hearth dealer.” Lewis points out, “Consumer trends, economic stresses, and increased regulations have all put pressure on the hearth industry (and specifically, stoves as a product category).” Nevertheless, stove manufacturers are resilient. “We are still very much dedicated to overcoming these pressures and providing high-quality stoves that consumers will enjoy for years. At IronStrike by Innovative Hearth Products, we believe that the addition of a stove can transform a house into a home, and we take pride in making products that consumers are excited to come home to,” Lewis says. The industry, as a whole, is in a solid position to take advantage of the opportunities that the future might bring. “I speak for the whole industry when I say that products today are well made,” Rumens says. “I see it as a vast improvement from where it was 10 years ago. Everyone is making wonderful products. From the consumers’ standpoint, they are buying well-made, beautifully engineered, well-crafted products.”

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Circle Reader Service No. 23

MARKETING MANEUVERS

THE HUMAN TOUCH A veteran of the patio-furniture industry explains that stellar service ensures success in crowded markets. by KIMBERLY RODGERS

ts strengths in customer service, installation, and repair have always given Fireplace & Patio Trends (Orange, California) an advantage in a tough Southern California retail climate. Bill Nacca, owner, says, “We were strong, in these areas, from an early start. It was often our only edge, in a competitive and saturated marketplace dominated by much larger players.” Today, many of those larger (and smaller) competitors are gone, but after more than 30 years in business, Fireplace & Patio Trends continues to serve the outdoor/casual-furniture and hearth needs of Orange County— the third most populous county in California. To remain competitive, Nacca (who originally purchased the business when it was a small fireplace store, in the early 1980s) dramatically increased the store’s offerings of product lines and services over the following 30 years. Over time, he also gradually expanded from his first 600–square-foot storefront to his current 10,000–square-foot location. Throughout its history, Fireplace & Patio Trends has remained focused on its customerservice roots. In addition to providing white-

Patio & Hearth Products Report November/December 2014

photography by KRISTIN SMETONA

glove delivery and setup, the company offers professional installation for grills, fireplaces, gas logs and fireglass, glass doors and firescreens, firepits, and ceiling-mounted patio heaters. Sling repair and replacement, patio-furniture repair, and service work for a long list of outdoor products and accessories are also available. On-site and in-store repairs are performed by employees of Fireplace & Patio Trends who are all licensed, bonded, and insured. Nacca says, “In the area of service, we go

Top left: Above-and-beyond customer service has helped Fireplace & Patio Trends stay competitive in the Southern California retail market for more than 30 years

Top right: Most of the store’s 10,000–square-foot showroom is devoted to patio lines

Bottom: From left, Vickie Green, Michelle Hann, Bill Nacca, and Tim Grennan

Circle Reader Service No. 25

MARKETING MANEUVERS way beyond what anyone else offers.” He adds, “We take pride in the customer service we have had, all these years, and continue to offer every day; we want to exceed the customer’s expectations. We will also go the extra mile to help someone find difficult items—such as glides or chair and umbrella parts—for old products, to make them serviceable again, even if they are for a product we never carried or sold. That has been a common theme, throughout our history.” In addition, the store assists customers who have purchased products from other retailers and are now unable to get support for warranty problems. “Our goal is simply to help the customer,” Nacca says. The company’s above-and-beyond standard of customer service also extends to its sales philosophy. “We take time with customers to educate them on the products that will fit their needs,”

Top: Fireplace & Patio Trends focuses on high-quality products with a strong value component

Bottom: Hunter is a regular showroom fixture

Nacca says. Those products come from a host of top-name manufacturers, including Gensun Casual Living, Hanamint, Mallin Casual Furniture, OW Lee, Telescope Casual, and Vermont Castings Group/Majestic. On the patio side of the business, the company’s biggest sellers are firepits, deep seating groups, larger-sized dining groups, umbrellas, and protective covers. “Our focus is on higher-end products with a strong perceived-value component. We have tried low-priced items and find them hard to sell,” Nacca says. On the fireplace side, custom glass doors and

firescreens, fireglass and gas logs, outdoor fireplaces, and inserts are strong sellers. About 80% of the 10,000–square-foot showroom is dominated by patio furniture and accessories; hearth products take up the balance. Nacca has greatly reduced advertising in print media, as his return on investment, over the years, has diminished to a negative point. Instead, he has focused his marketing efforts on a strong website (fireplaceandpatiotrends.com) that tells the story of Fireplace & Patio Trends and generates a lot of leads for the company. He says, “Our digital presence is stronger than ever, while our print presence is at its lowest point in 30 years. Our website and old-fashioned wordof-mouth publicity are still the best advertising for us.” The store’s website is loaded with product information, images, and convenient links to manufacturers—thoroughly informing and educating consumers before they ever walk through the door. Nacca does use online telephone-directory advertising, but has limited participation in social media. Candid in his assessment of how the economic downtown affected his business, Nacca stays positive about the future. He says, “The Great Recession has taken its toll on all retail businesses in Southern California.” Indeed, many well-known outdoor/casual retailers in the region fell victim to the economic decline. “We survived by cutting our expenses early on—and as often as possible. It was a very rough four to six years,” Nacca says. The company’s repair/service side kept the lights on, but it was not enough to sustain business for very long. He adds, “After revenues hit bottom, at about 50% of our 2007 fiscal year’s level, we weathered the worst of it and started to crawl back, slowly, in 2011 and 2012. Every year is better than the previous one, and we have now regained approximately 30% of our lost business. My outlook for the future is that

Patio & Hearth Products Report November/December 2014

we’ll see continued slow, steady growth.” Although many of the company’s former competitors are now out of business, Nacca says that he has not seen an increase in his sales as a direct result of those stores’ being shuttered. “I have been doing this for 35 years and have seen competitors come and go. When one goes out of the marketplace, its sales do not get spread around to other retailers; they tend to dissipate. It’s a phenomenon I don’t quite understand, but have seen many times,” Nacca explains. While the Great Recession has officially been over for five years, retailers in Southern California are still feeling its effects; there’s a new attitude shown by today’s higher-end consumers. Nacca says, “It is still a weak market, and it is one that is changing constantly and slowly morphing. There is a lot more competition from the big-box stores because the products they are offering have a high perceived value, even though the quality is not there.” He adds, “Orange County has a lot of residents who may not have lost their homes in the recession, but are still living from paycheck to paycheck.” Those consumers, Nacca comments, might want to buy high-end, U.S.-made patio groupings from specialty retailers, but will settle for lowerpriced sets from mass merchants—to save money, in the short term. The vast array of high-quality products at Fireplace & Patio Trends and its truly unmatched customer service are sure to continue setting this longstanding, respected retailer apart from its competitors, both large and small. Nacca says, “Where we remain strong is with discerning customers—the customers who want to special order their frames and fabric and want their furniture delivered and set up in their homes. As a specialty retailer, we can still provide all those added-value services that a big-box store simply can’t do—and we stand behind the products that we sell.”

Circle Reader Service No. 27

HEARTH RETAILER

WHERE HEARTHS RULE A North Carolina retailer flourishes by focusing on the fireplace niche. by SHARON SANDERS photography by SUZANNE CAMARATA PHOTOGRAPHY

he was a little intimidated by hearth goods at first, but he knew that it was the direction in which the store needed to go because of the market’s mix of weather and seasons. “I found out that it was a natural fit for my personality because I’m a hands-on guy,” he says. The store went into hearth sales at full force, bringing in product lines that were ideal both for new construction (which was booming, at the time) and for remodeling. Hoffman made it a priority to get his National Fireplace Institute® Master Hearth Professional certification to add credibility to the hearth side of the business. He has also become actively involved in the hearth industry (on local and national levels) and has served as president of the Hearth, Patio & Barbecue Association’s Southeast affiliate chapter.

hen Gleyn and Dick Hoffman opened The Fire House Casual Living Store (Asheville, North Carolina) in 1995, they thought that they were going to be running a patio store that did a small amount of hearth business. After a short time, it became obvious that hearth sales were going to be the real moneymaker. Today, nearly 20 years later, there’s no doubt that the couple’s intuition was right: The Hoffmans run one of the area’s most respected hearth, barbecue, and patio stores. When they started their venture, their experience in retailing was very different from that of a hearth-focused store. “We didn’t even know how to spell hearth,” Dick Hoffman says; he had been in wholesale pharmaceutical distribution for 25 years, and Gleyn owned and operated a Hallmark card and gift store, but the duo hit the ground running. In the beginning, the product mix was 60% casual furniture and 40% hearth products (primarily accessories and gas logs). Hoffman admits that

Patio & Hearth Products Report November/December 2014

SHOWROOM POWER The Fire House Casual Living Store has gained a loyal customer following, over the years, by finetuning its merchandise mix. The store’s fireplaces and stoves can be found in many area homes, from simpler single-family residences to multimilliondollar mansions. One of the driving forces behind the business is its stunning 7,000–square-foot Biltmore Avenue showroom. The 1930s building features a vintage, barrel-vaulted entrance ceiling and a second-story mezzanine. The space is filled with a comprehensive mixture of casual furniture and hearth products from vendors that include Jøtul, Vermont Castings (and Majestic), Travis Industries (Fireplace Xtrordinair and Avalon), Napoleon, RH Peterson, Empire Comfort Systems, M&G DuraVent, and Buck Stove (a North Carolina manufacturer). The store is also growing its grill business, with Big Green Egg and Kamado Joe. There are more than 28 live-burning displays on the floor; they include a

The Fire House Casual Living Store has a reputation for its personal service and high-end products Bottom: Gleyn and Dick Hoffman

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Circle Reader Service No. 29

HEARTH RETAILER Top: The Fire House Casual Living Store boasts 7,000 square feet of high-quality hearth and patio products Bottom: Hearth and patio lines go hand in hand on the showroom floor

showy FPX 36 Elite EPA fireplace (by Fireplace Xtrordinair) at the center front of the showroom. “It’s been said that if you burn it, you will sell it— and that is definitely true for us,” Hoffman says, adding that he is deliberate about carrying products that inspire customers. “Our market is strong in very traditional hearth styles, so it’s good to stretch people’s imaginations. For example, I never thought modern, linear fireplaces would sell in our market, but since we’ve started displaying them in the store, customers are buying,” he reports. The Fire House Casual Living Store has become a favorite of high-profile clients (from CEOs to physicians) who are looking for a retailer able to work closely with them to create unique hearth applications. Hoffman says, “It’s not uncommon for us to put two to three custom fireplaces in a large home because homeowners trust that we know our products and will provide them with personal service—from the beginning to the end of a job.” The Fire House Casual Living Store’s website (firehousecasual.com) is strategically designed to drive people to visit the showroom, not to sell products. It features a simple overview of the store, what it looks like, the store’s different product categories, and a list of manufacturers, so people can see the variety available. Hoffman says, “The site doesn’t go into any detail about anything. We want people to come to our showroom (which is our best marketing tool) to see our merchandise firsthand and spend time with our salespeople.” Hoffman also credits the store’s strength to the alliances that it has built with manufacturers. He explains, “Those partnerships are crucial to the growth of a store’s business. We have to support and understand each other, on so many levels.” He is methodical about showing a cross-section of the product options available from manufacturers. “There are some companies with incredible technology that a customer must see in action to 30

ny’s factory several times to participate in dealer conferences, and the manufacturer’s marketing representatives regularly visit the store to conduct training classes. In 2014, Travis Industries sent representatives from its technical team to North Carolina to conduct a two-day installation/service session for area hearth installers (and dealers), so they were able to get up to speed on new hearth technology. “It’s one thing for a salesperson to talk about a product and sell it on the floor, but it is another for installers to be able to put a unit in someone’s home correctly,” Hoffman says, adding that he places a lot of value on the extras (such as training) that manufacturers offer.

appreciate—a catalog doesn’t do it justice. It’s an exciting time to be a hearth dealer because there are so many amazing products on the market,” Hoffman says. He adds that the store’s sales team is one of the best in the area, when it comes to product knowledge and the ability to find the right hearth solution for any situation. With all the excitement surrounding technology, he emphasizes, it’s important for salespeople to stay on top of the constant changes. For product training, Hoffman works closely with many manufacturers, including Travis Industries (a company known for its proactive dealer support). He has personally been to the compa-

Patio & Hearth Products Report November/December 2014

MOVING INTO 2015 The Fire House Casual Living Store experienced a big upsurge in sales in 2014. Hoffman attributes this to the fact that new-home building has restarted in the area. “It’s not back to the same levels where it was in early 2000, but it is much better than it was three years ago,” he says, adding that new building also leads to the buying and selling of homes—and those activities mean more renovation and remodeling business. Going forward, the Hoffmans see one of the store’s biggest business opportunities to be that of fostering the growth that is going to come back to the industry: not only recognizing it, but knowing how to deal with it. “Retailers need to keep abreast of what products customers are going to want, and they need to prepare their businesses to deal with those changes,” Hoffman says. “This means taking a look at how you manage your business, how you maintain inventory, and how you establish your showroom,” he adds. “I don’t know how long it will take for us to get back to previous sales levels, but based on the sales we’ve experienced over the past year, all indications are that it’s beginning to happen—and we are going to be ready for it.”

Circle Reader Service No. 31

OUTDOOR GRILLING

BELOVED BARBECUE Smoke ‘n’ Fire offers a wide array of grills and accessories to sophisticated consumers. by CHERYL DANGEL BARTOLINI photography by CHRIS VAUGHAN

ocated outside Kansas City, Missouri—a city renowned for its specific styles of sauce and slowly smoked meat—Smoke ‘n’ Fire (Overland Park, Kansas) knows that its customer base won’t settle for just any barbecue. That’s exactly why Jim Cattey, vice president of sales and marketing for Smoke ‘n’ Fire, focuses on technique when he makes a sale. As a result, he has others looking at his technique for growing sales. Cattey is co-owner of Smoke ‘n’ Fire with his wife, Joan, who is president and CFO. Together, they oversee a store boasting 13,000 square feet (10,000 of which are dedicated to a retail showroom) and an additional 6,000–square-foot ware-

Top right: Joan and Jim Cattey Bottom left and above: Smoke ‘n’ Fire’s complete grillingproduct range makes it a one-stop shop for barbecue lovers

house. They average 10 employees and offer nearly everything for the outdoors (except furniture). “Our mission is to keep you warm and well fed with heat and barbecues,” Cattey says. He jokes that having three hungry boys prompted the couple to start Smoke ‘n’ Fire in 1999. Cattey and his wife had previously worked at a wood-stove shop, Hot Stuff Stove Company, until the company was sold; then, Cattey took a job as director of manufacturing at a salsa company. “I just saw there were things that weren’t being done that other industries were doing, and Joan and I formulated an idea,” he recalls. Their idea was to sell cooking equipment, with a focus on how to use it—and why. Today, their fledgling idea operates in full-blown reality, as Smoke ‘n’

Fire sells everything needed to cook outdoors—from charcoal, electric, pellet, and gas grills to smokers, firepits, fireplaces, and barbecue accessories (with a large selection of sauces, rubs, and marinades). In addition, customers get all the education that they need to know how to use the equipment and accessories. In everything that the Catteys do, the focus is on learning to use the equipment to maximize its benefits. For example, when someone buys a new piece of equipment, he or she gets a complimentary class that Cattey calls driving school. The class essentially gives new owners the guidance that they need to get optimal use of their grills. “They get to experience the grill with a trained chef (who knows the equipment) and our well-trained staff members, who are basically foodies with a good sense of

Patio & Hearth Products Report November/December 2014

flavor,” Cattey says. “They learn about the grill and a lot of different products that can facilitate cooking,” he explains. “We take the new equipment and show them how to feed themselves well, entertain their families and friends, and have a good time doing it.” The training classes are taught exclusively by chefs trained at the Culinary Institute of America® and have been available at Smoke ‘n’ Fire since its inception. The two-hour classes are offered three to five times a month, depending on the chef ’s schedule. The curriculum covers the basics, but there are specialty classes as well, and many customers sign up to repeat a class when they feel that a refresher course is needed. “We have yet to have a person who came out of

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Circle Reader Service No. 33

OUTDOOR GRILLING

Smoke ‘n’ Fire’s visual merchandising efforts strengthen its brand identity and increase sales

the class who didn’t say that he or she learned something,” Cattey explains. “We focus on the science of cooking. It is not that the equipment is difficult or challenging, but many times, users just don’t know why they do something when they grill. Trained chefs from New York help them understand why. Then, it is like an epiphany, and they say that they understand why this works, and this doesn’t. Once you understand the basics, you can do almost anything.” Some of the topics covered in the introductory class include how to control your heat, why you need different heat zones, and how to maximize the control of those heat zones to produce a superior product. Specialty classes are offered covering smoking, barbecue, brisket, pork butt, ribs, and rotisserie cooking, to name just a few. Cattey reports that this season’s sales are average. He says, “I wouldn’t say the economy has recovered as much as the pundits say it has. Business today is not as easy as before 2009 or 2010.” Cattey is continually strategizing and flexing the business model to meet current needs. “We’re strong, and we keep pushing the envelope to stay on top,” he says. One new strategy that he implemented in 2013 was to introduce the Xtreme BBQ Smoker®, Smoke ‘n’ Fire’s own private-label smoker; it comes in four freestanding models that can all be put on a trailer, in various combinations. “It is a smoker that allows you to grill and smoke simultaneously,” Cattey says, reporting that sales have been very good. It sells alongside brands such as BeefEater, Weber, Memphis Wood Fire Grills, Primo, Kamado Joe, and Fire Magic, among others. “We’re in Kansas City, so smoking is a big part of our business. People like the convenience of gas grills, but the challenge is getting the performance out of a gas grill to rival charcoal—which is why we like the BeefEater products,” Cattey explains, summing up the primary selling point for BeefEater grills in two words: searing temperature. “Many gas grills don’t offer searing temperature at the level of charcoal, and if they do, it is over an infrared burner. BeefEater’s searing temperature equals that of charcoal. It is a very dynamic piece of equipment that gives you a broader culinary range,” he says.

That is just one example of what goes into Cattey’s discriminating thinking when he selects products for the store. He goes with the lines of manufacturers offering high-quality products, support, durability, and those intangible qualities that make one product deliver a better grilling experience than another product can. He markets the business through a mix of regional television, radio, and print advertising. In addition, he orchestrates a constant lineup of special in-store events. Many are themed for holidays, ranging from Mardi Gras to Cinco de Mayo to Independence Day. He says, “We want to offer interesting ways to tie promotion and cooking together for a fun customer experience.” In addition, Cattey has his own 30-minute radio program, airing every Wednesday at 4 p.m., from May through August, on Union Broadcasting’s Sports Radio 810 WHB (Overland Park). There, he’ll talk about a variety of cooking techniques. A recent program dealt with grilling vegetables (including a grilled cabbage casserole), along with a cheesy grilled meatloaf. Other topics have included making beer-can chicken, flattened whole jerked chicken, tomatoand-mozzarella towers, and much more. After the programs air live, Cattey archives them on his website (www.smokenfire.com) so that customers can catch up, at their leisure, and listen for instructions when they need them. Piggybacking onto the radio programs is a Saturday cooking demonstration at the store, where the foods discussed on the previous radio program are grilled. “Customers can taste everything and get

Patio & Hearth Products Report November/December 2014

recipe sheets, if they like,” Cattey says. He’s been doing this radio program from the day the store opened, in 1999. “We didn’t do them as frequently as we do now, but they grew in popularity and just took off,” he says. “Prior to that, we would just do special programs.” How did he get his own program? Was it experience, knowing the right people, being in the right place at the right time, or just luck? Cattey explains that it involved a bit of each of those and other factors, adding that he doesn’t foresee running out of topics any time soon. The program’s listeners are likely to get the distinct feeling of a small-town family. The introduction says it all: Think family, think friends, think Smoke ‘n’ Fire. After all, those have been Cattey’s aims, all along. Above all, the store is known for its top-notch customer service. Cattey says, “We try to make clients feel the way we’d like to feel. We do it right the first time. We make sure that they buy the right equipment and that we’re not just selling them something, which eliminates a lot of false expectations. We understate the positive and overstate the negative, where applicable, so expectations are balanced, and you get a happy client,” Cattey explains. The store’s team services and installs all the equipment. In fact, Cattey will often show up at an installation. Going forward, he plans to stay the course. “I think that there’s enough political turmoil to be cautious. Until a better form of stability hits, I think there are a lot of issues that will keep people from making significant investments the way they used to,” he says. “There’s a great deal more discussion and interaction, which isn’t a bad thing,” he adds. “Customers are being more thoughtful in how and when they spend money—not quite as easily as in previous years. When will that change? I don’t know. My crystal ball is not that good.”

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Circle Reader Service No. 35

SHOWROOM SHOWCASE

FAST AND FABULOUS

legant Outdoor Living burst onto the Southwestern Florida scene, in 2009, with confidence and purpose, opening three stores in just five years. The fresh-faced casual/outdoor-furniture business might be young in age, but in many ways, it has an old soul. Owned by industry veterans Debbie and Tom Stegman (who have run the successful Patio & Hearth Shoppe chain in Indiana and Ohio for the past 30 years), the ambitious Florida operation is already seeing blossoming sales and is gaining a loyal customer following. The Stegmans brought the idea of starting Elegant Outdoor Living to their son, Nate, and his wife, Stephanie, after coming back from a Florida vacation. At the time, Nate was managing one of his parents’ stores and Stephanie was a buyer at Frontgate (West Chester, Ohio). “Florida is the dream spot for selling casual/outdoor furniture because there is no off season,” Stephanie says. It didn’t take long for the young couple to say yes, pack up the family, and move to Florida. Debbie and Tom opened the flagship store in Bonita Springs, Florida, in 2009—and a year later,

E 36

Elegant Outdoor Living wasted no time building a strong presence in Southwestern Florida. by SHARON SANDERS photgraphy by RYAN C. RICHARDS

Stephanie and Nate stepped in to open the Naples store. Both locations took off, right from the beginning. “Not being from Florida we didn’t really know the market, so we were encouraged by the response,” Stephanie says.

Patio & Hearth Products Report November/December 2014

Top: Elegant Outdoor Living has made an impression on the residents of Southwestern Florida with its products, service, and heart Bottom: From left, Nate, Debbie, and Stephanie Stegman

Top: All three Elegant Outdoor Living stores offer products that are fashion forward and reflect customers' tastes Middle: Because the Stegmans are always changing displays, they never let their showroom floors get stale Bottom: Pops of bright color keep the showroom lively

The family opened a third location, in Fort Myers, just last year. Stephanie explains, “We expanded quickly because our goal was to have a strong presence in the area.” Elegant Outdoor Living now serves some of the biggest markets in Southwestern Florida. “We are still growing, so anything and anywhere are still possible,” Stephanie adds. MAKING AN IMPRESSION The Elegant Outdoor Living stores are stylish and fun, and they have a casual, Midwestern feel that sets them apart from other specialty patio stores. “As you can imagine, the Florida market is very saturated. We have competitors immediately to our left and right,” Stephanie explains, adding that sales strategy hinges on that fact. “We know, when someone walks through our doors, that he or she either has been somewhere else or is going somewhere else—so we have to make an impression.” The Stegman family and the staff work hard to create a distinctive personality for the stores, and that includes everything from the way that people are greeted on the sales floor to what the showroom looks like and which products the stores carry. Debbie, Stephanie, Tom, and Nate make it a point to be in the stores every day, interacting with cus-

tomers and employees (and helping wherever they are needed). “By being in the stores, working alongside the staff, we show that we are committed and care about everything that goes on,” Stephanie says. She explains that customer service is truly what drives the business—because that is what customers expect from a specialty patio store. “When people are going to spend a significant amount of money, they want to be catered to, so we do everything we can to make them feel that way,” she says, adding

that the family recently decided to create a specialized customer-service position (which has been implemented in two stores). The person’s job is to follow every order with a personalized, sincere email message to keep customers informed through the entire order process. “When you shop online, you typically get an electronic message (email or text) confirming that your order has been placed—and another when it has been shipped. We thought it would be a good idea to offer this service to our customers because people want to know what’s going on,” Stephanie says. The customer-service person also serves as a single point of contact whom customers can call with any questions. The new position was implemented in June 2014, and customers have given the innovation great reviews, so far. The sales staff also sends handwritten thank-you cards, as a personal follow-up gesture, after every sale. Stephanie says, “It’s little things like these that set us apart from everybody else.” KEEPING IT FRESH The Stegmans take great pride not only in carrying merchandise that reflects the styles and tastes of Floridians, but in strategically bringing in new products and changing displays. “It’s important that the showroom floor doesn’t get stale.

November/December 2014 Patio & Hearth Products Report

SHOWROOM SHOWCASE That’s one of the big things I’ve learned from Debbie, based on her experience and success with the Midwestern Patio & Hearth Shoppe stores. Not only does mixing things up make it interesting for customers, but it helps keep sales consultants excited to sell,” she says, adding that staff members are also encouraged to help with merchandising. “When they are involved, they take more ownership in the store, because they feel that it’s theirs, too. It creates an environment of them wanting to sell and to show people the new products that have just come in,” Stephanie says. She and Nate value everything that they are learning from Debbie and Tom about getting a chain of retail stores up and running smoothly. Stephanie adds, “We are so fortunate to be sharing this new adventure. We know that if they say something is going to work, it will.” The young couple also brings in some fresh perspectives that are giving Elegant Outdoor Living a personality all its own. They are savvy, when it comes to technology and how it can help grow and strengthen a business. “Being from the Internet and social-media generation. we understand how it works. People are shopping differently, these days, and we are reaching out to them in a way that is going to get their attention,” Stephanie says. She adds that it’s also important to have a good media mix—and in the Florida market, that means

Light, airy designs are popular with Floridians

including good old-fashioned newspaper advertising. “People still love getting a cup of coffee in the morning and sitting down to read the newspaper. They have time, and they savor it,” she says. The store has had great success, so far, running weekly ads (in local newspapers) that tie into holidays or preseason sales. Stephanie has made an effort to reach out and embrace the local designer/builder communities. Last year, Elegant Outdoor Living partnered with Marcia Blake (from Glen Raven/Sunbrella®) to put on an event for designers to discuss outdoor fabrics. “It was an effective way to get designers in to see our showroom and let them know what we are all about,” she says. Blake and Stephanie have been working together to come up with more ideas for building and foster-

ing those relationships. Elegant Outdoor Living recently joined the American Society of Interior Designers as an industry partner. “I know these professional communities can be an important part of our business, going forward,” Stephanie says. It’s a good time, she adds, to be growing Elegant Outdoor Living—because there is a huge future in the Florida housing market. She says, “In the next two years, there are going to be something like 114 new communities being built in the area.” As Stephanie and Nate become increasingly familiar with the Florida market, they are coming up with more and more new ideas. Stephanie says, “Debbie and Tom keep telling us that the business is ours to grow, and whatever we can dream can happen.”

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

Circle Reader Service No. 38

Patio & Hearth Products Report November/December 2014

Circle Reader Service No. 39

AS I SEE IT

10 YEARS OF GROWTH Sunset West fine-tunes its operation as it gains a better understanding of its customers.

by SHARON SANDERS

Sunset West (Vista, California) is opening a new chapter as it officially takes residence in a permanent showroom (space 15-102) on the 15th floor of the Merchandise Mart in Chicago, Illinois. The company’s latest venture is symbolic, in a way, because it is also getting ready to celebrate its 10th anniversary in 2015. Known by its dealers as a casual-furniture manufacturer that understands retailing, Sunset West is moving forward with a vision for growth. Patio & Hearth Products Report sat down with Wes Stewart, owner, to chat about the company and the direction in which the outdoor-living industry is headed.

How is Sunset West doing business differently today than it did when it started, in 2005? Stewart: The company has evolved and grown up because we’ve come to understand the preferences of our dealers, when it comes to products, programs, and service. One of the recent changes that we made was to launch a quick-ship program. We stock cushions in our warehouse in different fabrics (for each collection) so we can ship them in 24 to 48 hours. This is something our dealers were asking for; I think it has certainly opened the doors for us to do more volume with many of our dealers.

We are also doing more containers today than we did in 2005. While the company has evolved, it has also remained the same, when it comes to our philosophy of working alongside our retailers and standing behind our products. It takes years for people to trust a company, and we have been able to get to that place with our dealers.

Top left: Cardiff collection deep seating (walnut resin weave)

What does a casual-furniture manufacturer need to be (or do) to be successful in today’s specialty marketplace?

than they were without your product. It’s following through on what you say you’re going to do. It’s making sure dealers know that there’s a support structure behind their store, with your product. It also means offering them products that retail. If a manufacturer doesn’t have product that sells on the floor, nothing else matters.

Stewart: You have to support your dealers in a way that makes them better with your product

Patio & Hearth Products Report November/December 2014

Top right: Wes Stewart Bottom: Cardiff collection dining (walnut resin weave)

What has been the company’s biggest success so far? Stewart: That is a question that I could answer in many ways, but there is one thing that stands out in my mind: our customer retention. Customer retention speaks volumes about our customer-service staff, the people who actually ship the product, our sales representatives, and the product itself. To me, those are the keys to a successful business. It’s expensive to market and to bring new dealers into the fold, so it really pays to keep them happy. I think our retention is so amazing because every single person at Sunset West bends over backward for our customers. It’s one thing to sell a product, but it’s another thing for dealers to know that we are standing behind them, should they need extra attention.

What do you think consumers want from specialty outdoor furniture today? Stewart: They want high-quality construction, comfort, a generous scale, and style. One of the trickiest things about design is that it has to be unique, yet it can’t be too different. It’s a fine line. I compare it to women’s fashion. If there is a particular dress cut that is in style, every lady is going to buy that cut because it is what everyone is wearing. A woman will make it uniquely hers with a different color or small details. That is one reason that fabric is so important. Sunbrella® (our exclusive vendor) offers some vibrant, colorful, textured fabrics that can truly customize and set apart the look of a piece of furniture.

clean, transitional frame, with a wide weave (1 to 1.5 inches, instead of the small weave of 7 to 8 millimeters [0.28 to 0.31 inches]). I’m really excited to show it off to dealers. I’m also thrilled about our Cardiff, Leucadia, Montecito, and Coronado collections. These four lines have been doing very well for us, in part, because they all feature the popular bulky weave, with more texture than a traditional flat weave. This really seems to separate us from the herd.

What does the future hold for Sunset West? Stewart: The company is continuing to do everything it can to help its dealers turn a profit. That is the number-one priority. We have just finished a new initiative that is aimed at providing our dealers with a convenient way to train their staffs and educate customers about Sunset West products. At the core of the initiative are several three-minute informational

videos that will be featured on YouTube. They focus on four main points: the construction, comfort, quality, and value of our furniture.

In what direction is the specialty patio industry headed? Stewart: I think there is unbelievable opportunity that lies ahead because of the fact that the outdoor greatroom is catching on across the country—from California to Colorado, Utah, Texas, and Florida. Builders are designing them into new homes as the main spot for entertaining. They are incorporating amazing features, such as folding doors that disappear into a home’s walls (instead of traditional French doors), which make for a true indoor/outdoor mixeduse environment. Because these outdoor greatrooms are becoming a focal point for entertaining, they’re becoming one of the first rooms that homeowners furnish—which is nothing but good for the industry.

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What trends do you see emerging? Stewart: Without a doubt, furniture with simple, clean lines is making an impact. For years, consumers have been inundated with scrolled, cast-aluminum furniture with a rustic, Tuscan feel—but that is changing. If you visit any new model home, the first thing that you’ll notice is that designers are creating spaces with a clean, airy feel. Resin wicker is grabbing hold, on retail floors, more than ever before. For years, cast aluminum was king, but resin is moving into that space. People are drawn to it because it has an indoorfurniture feel, as it is filled in on the sides and has a full woven back. It also comes in many styles, from transitional to modern or classic design. Sunset West sells a ton of sectionals. Builders are starting to build outdoor greatrooms in new homes, and people are filling them with sectionals. They are comfortable and provide a ton of seating that can be reconfigured in many different ways.

Which new Sunset West products are you most excited about for 2015? Stewart: We have our new Manhattan collection, which has a Midcentury Modern look. It features a

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November/December 2014 Patio & Hearth Products Report

MY TURN

THE COMPANY BEHIND THE COATINGS Weilburger Coatings expands its reach by introducing senotherm® in new markets. by GREG THOMPSON

Customers who purchase wood stoves as economical heating options probably will never ponder the high-temperature coatings that envelop the often-expensive heating units. These coatings offer various colors and high-temperature, scratch-resistant surfaces, as well as the ability to protect the stove’s integrity from searing heat. The companies that produce these crucial coatings might not be known to average patio/hearth customers, but they are relied upon by a host of manufacturers. For more than a century, the preeminent player in this highly specialized space has been Weilburger Coatings GmbH (Weilburg, Germany), founded in 1900. With factories around the world, the venerable, family-owned company (part of the Grebe Group) devotes itself to making coatings with the particular chemical properties required for use with products as diverse as cookware (Greblon® nonstick coatings), trains, consumer electronics, packaging, wood, and even tanks. Jürgen Losacker, the company’s division director for nonstick and high-temperature coatings, spreads the word throughout Europe, Asia, and (increasingly) the United States, in an effort to be where the market is—a company slogan that the 25-year industry veteran takes to heart. These days, the business-development aspect of Losacker’s job often focuses on senotherm®, the company’s signature high-temperature coating, which comes in three varieties: Classic, UHT, and UHT-Hydro. Use of the versatile coating has 42

spread beyond Europe and to countries across the globe, including Russia, China, and India. Losacker says, “It’s a very international business. In general, our coatings apply to both heating units and barbecues. In Europe, the barbecue/grill business is not as popular as in the United States, but it’s getting more and more so. With senotherm, we are mostly talking about wood stoves, pellet stoves, and other heating elements for homes. That is the main business of senotherm today.” Losacker believes that specialty retailers selling wood stoves might do well to emphasize the stateof-the art senotherm coating as a high-tech extra. Discerning buyers might appreciate senotherm’s properties and help dealers close the sale. “The smoke that appears when wood stoves are heated up for the first time at home is an effect that is not wanted by customers,” Losacker explains. “For 10 years now, we have been developing senotherm Non-Smoker coatings: senotherm UHT and senotherm UHT-Hydro. These coatings are selling well all over Europe, and the market is growing. A standard high-temperature coating is probably not a sufficiently interesting thing to talk about; however, with the Non-Smoker coating—which also eliminates odor—the dealer has a real advantage.” The senotherm UHT-Hydro version is a waterbased, air-drying, heat-resistant coating that has been specially developed for the patio/hearth industry. Like all senotherm varieties, UHT-Hydro is temperature resistant up to 1,200 degrees. Losacker points out that environmentally conscious buyers might also like the fact that UHT-Hydro is completely water based, with zero solvent emissions and no use of petroleum chemistry during the manufacturing process.

Patio & Hearth Products Report November/December 2014

“UHT-Hydro is air drying during the manufacturing process, so there is no need for a curing oven, which saves energy,” he adds. “Cured overspray is disposed of as conventional industrial waste, as opposed to hazardous waste. All these are positives for the environment, and a subset of customers may care about these attributes.” Choosing to emphasize coatings is an individual marketing choice, and Losacker is quick to point out that it might not be the ideal use of time for all retailers and/or manufacturers selling to retailers. “These kinds of selling strategies should be in line with the marketing of the stove producer and/or retailer,” he says. “We don’t want to push. Our task is to demonstrate the possibilities. We are prepared to help with marketing, and some of our European dealers are using coatings as a marketing advantage—but it’s their decision.” A competitive advantage, no matter how small, can be the difference in making a sale. Losacker knows the feeling because there is competition in the coatings world. “We have one major competitor in the United States and two smaller ones, in terms of market share,” he says. “Worldwide, we have a handful: Call it five. I define a competitor as a company that is strategically working in this field, with

Left: In addition to its home base in Germany, Weilburger Coatings has factories around the world Middle: Crucial chemical innovations, such as cross-linking at room temperature, have fueled the success of Weilburger Coatings Right: Jürgen Losacker

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MY TURN ongoing development. Someone might say it’s 10 or 20, but under that definition, it is five to 10. The fact is that our research/development can’t be matched.” CREDIT TO THE CHEMISTS Weilburger Coatings began the high-temperature side of the business 50 years ago, and since then, the midsized entity has managed to maintain its dominance, thanks to a zealous commitment to research/development work. “We are not copying formulations,” Losacker says. “The basis of the company is research/development. In Weilburg, which is just one of our factories, we have around 280 employees. Nearly 70 people are working solely in the research/development department. That is the basis for our high-quality products, which meet customer requirements (or are tailor-made for customers) around the world.” The small army of chemical engineers on staff in five factories in Europe, five in Asia, and one in South America is charged with coming up with new heatresistant coatings (or improvements on existing coatings) that offer outstanding color stability and scratchresistant surfaces. “We can also provide more glossy colored high-temperature coatings with flat surfaces,” Losacker says, “as alternatives to enamel and powder coatings in this high-temperature category.” The crucial chemical innovations, such as cross-

SENOTHERM UHT-HYDRO AT A GLANCE Made by Weilburger Coatings, senotherm® UHT-Hydro: • is a pure, water-based, high-temperature coating; • is a Non-Smoker coating that produces no smoke or odors during the heating appliance’s first use; • withstands temperatures of up to 1,200 degrees; • is available in many colors, including metallic effects; • avoids solvent emissions; • is made without use of petroleum chemistry; • produces conventional industrial waste during manufacturing, not hazardous waste; • reduces the release of harmful substances and particulate matter into the room; • has an easy-to-clean surface; and • has no thermoplastic properties.

linking at room temperature, have all added up to the UHT versions (the designation for the Non-Smoker line of coatings). Dealers don’t need to know the chemical processes to appreciate—and even advertise—the lack of smoke and odor that the coatings provide. Along with the Non-Smoker feature found in UHT and UHT-Hydro, senotherm provides remarkable durability, which means a little less maintenance for heating-appliance owners. “A lot of stoves in the United States come with spray cans,” Losacker says. “We were told you have to repaint or recoat after a certain period of use. With our quality coatings, there is no need; however, we do have a wide range of spray cans, which can be sold as accessories, that can be used for repairs if rare scratches or chips occur.” High-temperature coatings ultimately protect the surface from corrosion and bring what Losacker describes as an elegant optical effect to the stove, as well as “color that will not change after long periods of heating,” he says. Ultimately, the research/development people in Weilburger Coatings labs around the world are helping the company deal with environmental regulations that can be challenging. Losacker says, “We are strict in our compliance with emissions regulations, but manufacturers are facing a lot of challenges to reduce emissions around the world—not only in the United States and Europe.”

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Circle Reader Service No. 44

Patio & Hearth Products Report November/December 2014

Circle Reader Service No. 45

PRODUCT INNOVATION

BURNING BRIGHTLY Dimplex uses water, sound, and technology to raise the bar on electric-flame effects. by CHERYL DANGEL BARTOLINI

Reviewing the latest products from Dimplex North America (Cambridge, Ontario) is like watching the hottest illusionist at work in Las Vegas, Nevada, as the company continues to push the boundaries of realistic-flame technology in electric fireplaces. Using features such as high-definition technology, 3D LED logs, sparks, and audible crackles and hisses, Dimplex offers—in its myriad products—a fireplace experience that rivals the real thing. It is, in the company’s words, the perfect blend of magic and realism.

Dimplex North America was established, in 1991, as a member of the Glen Dimplex Group (Dublin), a leading supplier of electrical heating products; the group holds significant global market positions in the domestic-appliances, cooling, ventilation, and renewable-energy categories. Dave Lackey, vice president of marketing and business development at Dimplex North America, says, “In 1995, Dimplex made history in the fireplace industry when we produced the first electric fireplace with a truly wood-burning flame effect.” He continues, “Refined through close to 20 years of innovation, the Dimplex flame effect is widely known as the most authentic in the industry. With patented flame technology and innovation in designs and styles, Dimplex continues to lead the industry in innovative new products and technologies, and it is recognized as a leader in customer service.” Today, Dimplex designs, develops, and manufactures a complete range of heating products, a full line of electric fireplaces and flame products for both installed and plug-in applications, and a line of electric thermalenergy–storage solutions. Dimplex’s products have won many industry awards across a variety of cate-

Patio & Hearth Products Report November/December 2014

gories: linear wall fires; wall-mounted fireplaces; built-in and standard fireboxes; and a complete line of mantels, media consoles, and focal-point pieces to suit any room. Denis Normand, president and CEO of Dimplex, says, “Continuous new-product development has long been a hallmark of Dimplex North America, and we are proud to lead the industry in this area. Our drive for continued growth through innovation has resulted in several new award-winning products that are redefining our industry.” In the past 18 months, for example, Dimplex has launched the Opti-V™ and Opti-myst™ lines. SPARKING THE FLAME Opti-V, Lackey says, “is the newest expression of our innovation.” Opti-V’s unique, patented design combines flickering flames with 3D LED logs that spark and crackle sporadically. “With the perfect blend of magic and realism, Opti-V has created the most unbelievable flame effect yet, resulting in award-winning fireplace technology,” Lackey states. Designed for the built-in recessed look, Opti-V technology allows for a completely customizable wall treatment, with zero clearance—or a seamless look that suits the most beautiful designs. It is a hardwired product, so there are no gas lines or

Top: The Dimplex Opti-V fireplace Bottom: A Dimplex media console

venting needs to consider. It is completely maintenance free and operates with 100% efficiency (at a cost of less than $0.01 per day). Opti-myst is another new introduction that “has really started to see a lot of traction here in North America due to the ultrarealistic flame effect, which truly surpasses anything else on the market,” Lackey reports. The Opti-myst patented ultrasonic technology uses water to create a flame effect that’s complete with smoke. The appearance of the flame is so lifelike that “it is mistaken for a true wood-burning fire, every time. The beauty of using this technology is that it opens up the possibilities of having an open-air flame, without the liability. Either as a custom installation or paired with one of our unique case goods, Opti-myst is the perfect solution for individuals who don’t want the norm— but instead, want a piece of art,” Lackey says. While Opti-V and Opti-myst are at the heart of the Dimplex specialty business, the Dimplex team is really excited about the new Multi-Fire XD™, which the company is calling the next level of innovation in its core flame business. “It’s the ultimate electric fireplace for the consumer, setting a new standard for realistic gas and wood flames, lifelike logs, and heating performance,” Lackey explains. “We’ve incorporated a lot of new technology into these fireboxes in response to research and market feedback, and they have been very well received.” Multi-Fire XD was one of two electric-product

finalists for the 2014 Vesta Awards. “Customizable flame effects (ranging in colors), gesture recognition, and our all-new Comfort$aver™ heating system are just a few of the features that these fireboxes are loaded with,” Lackey says. Multi-Fire XD is available in several new furniture designs, and Dimplex has also upgraded a large number of its existing case goods to include these new fireboxes. Dimplex’s product-development process is market focused. “The process is led by multifunctional teams focused on bringing the most innovative and on-trend products to market. We make good use of market research, and with our great track record of successful products and satisfied consumers, we benefit from great customer and consumer feedback,” Lackey explains. “We also track the latest design and finish trends, and we design our products to meet the needs of our customers, testing new finishes and styles each year,” he adds. “We seek and use many outside design talents, in addition to our internal design team, to ensure we stay on trend.” OPTIMISM RULES With all this news, it isn’t surprising that Normand is optimistic about this burn season. He says, “We are seeing great early results. Our continued investment in new-product innovation and development has provided us with a full slate of new products, and we have been seeing double-digit growth in demand.”

Like many companies in the industry, Dimplex was not immune to the economic downturn. The company benefited, however, from stable ownership and from a management team with a long-term view; both provided support as the company invested in new-product development. Normand says, “The result is that we have emerged with a stronger team and many new products.” Its history and its commitment to continuous innovation and new-product development, Normand says, set Dimplex apart from its competition. “We created the category, and we continue to create new innovations and solutions. We maintain a strong focus on quality, innovation, technology, and selection to provide industry-leading technical and customer service. We stand behind everything we design and build. We are proud of the accolades we receive for the quality of our products—and of the relationships we have with our customers and consumers,” he explains. Dimplex recently added new members to a team rededicated to providing customers with a continuous flow of new products and innovations (and with the very best customer service). Normand says, “With our efforts over the past few years, you can expect a complete range of products, brands, designs, and solutions for all customers, across many channels, from residential to commercial and hospitality markets. We are truly excited over the response to—and demand for— our new product lines.”

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Circle Reader Service No. 46

Circle Reader Service No. 47

November/December 2014 Patio & Hearth Products Report

CORPORATE PROFILE

RENEWING A BRAND Under new leadership, Homecrest is revitalized through innovation and efficiency.

This is not your grandmother’s Homecrest. That much is made clear by executives at the Wadena, Minnesota, manufacturer of outdoor furniture, which is now repositioning itself under newly installed leadership. When Tim DeJong became the CEO of Homecrest in the summer of 2013, he identified two main areas in which the company needed to improve: product design and manufacturing efficiency. The goal, he says, is to reinvigorate one of the legacy brands of the casual-furniture industry. “If you’re going to be a successful North American manufacturer, the way you’re going to compete is through technology and design. In addition, you have to drive speed and efficiency into manufacturing operations. We’ve focused a significant amount of energy in these areas to relaunch what

by JESSE BURKHART

Top left: The Grace dining collection Top right: Tim DeJong Middle: The Havenhill cushion collection Bottom: The Grace cushion collection

Homecrest is about,” he says. The need to revitalize came after Homecrest emerged from the most challenging time in its 51-year history. The company went through two bankruptcies before being resurrected, in January 2008, by Mike Bullinger, an investor who purchased Homecrest’s assets. He reopened the plant in Wadena a month later; 70 employees were called back to work, and over the past few years, the company’s payroll has grown to about 200 (with seasonal variations). Now, having regained the trust of retailers, Homecrest is taking the next

Patio & Hearth Products Report November/December 2014

step in its rebuilding effort. It’s easy to see the source of the heightened emphasis on product innovation: DeJong joined Homecrest after serving as the head of North American manufacturing for Polaris Industries, a U.S. manufacturer of snowmobiles, ATVs, and utility vehicles. During more than 20 years with Polaris, DeJong says, he learned how critical it is for domestic manufacturers to be strong from a development perspective, in terms of both product design and the integration of new technologies. “I think the market is always looking for what’s new, what’s innovative, and what’s unique. New, exciting products are a high percentage of total retail volume,” he says. “I think that’s how you compete in a consumer-products marketplace: by being a leader, from an innovation perspective.” To that end,

Homecrest is implementing technologies that are largely new to the outdoor-furniture industry. For example, specialty retailers who visited the company’s showroom during the Chicago International Casual Furniture & Accessories Market™ in September saw the Atlas collection, a new line of aluminum tables and benches. The pieces are decoratively patterned (with the grain of ash wood) using hydrographics, an immersion-printing method for applying designs to 3D objects. In addition, Homecrest unveiled products that are artistically decorated using dye-infusion technology, along with a line of crushed-glass and aggregate accessories made using a technology previously implemented in the road-building industry. “Product innovation isn’t going to be strictly just bending a piece of aluminum or steel differently than it has been bent in the past,” DeJong says. “You’re going to have to bring new continued on page 69

Circle Reader Service No. 49

INSIGHT

GOING GREEN Mendota Hearth’s BurnGreen™ technology offers high performance, comfort, and green efficiency—all in one fireplace system. by CHERISE FORNO Mendota Hearth (Cedar Rapids, Iowa) continues to build on its history of high-quality craftsmanship and its commitment to manufacturing highly efficient, reliable gas products: Its exclusive BurnGreen technology ensures both performance and convenience in its hearth products. Even before efficiency became prevalent in the fireplace industry, Mendota (a division of Johnson Gas Appliance Company) was a leader in crafting gas furnaces. With the addition of its BurnGreen technology, Mendota’s award-winning gas fireplaces, fireplace inserts, and stoves elegantly combine traditional elements with today’s technology. Bill O’Donnell, president of Mendota, explains that the CSA Gas Fireplace Standard P.4.1-09 (or P.4) test has provided broadly accepted criteria for measuring products’ efficiency. “The Canadian P.4 test has become the industry standard,” he says. “We are all now tested to the same standard, independently verified, and our results speak for themselves.” In addition to providing a universal standard, O’Donnell says, the test highlights Mendota’s high-efficiency accomplishments. “I like Mendota’s numbers, and I like the way Mendota’s P.4 numbers compare to our competition’s, across the board,” O’Donnell says. “We have our end customers and sharp retail stores to thank for keeping efficiency numbers a high priority on the sales floor.” According to O’Donnell, Mendota’s commitments to efficiency and performance make the company stand out in the industry. “The uniqueness of Mendota’s BurnGreen 50

is that we are authentic,” he says. “BurnGreen speaks to efficiency.” From the company’s beginning, it has focused on delivering superior and efficient products. “Mendota has not changed; we have been setting the bar for years,” O’Donnell says. Apart from highly efficient products, O’Donnell notes, customers look for beautifully designed products that deliver superior performance, and Mendota offers visually stunning fireplaces to meet this demand. “Customers are looking for a good fire,” he says, stressing that flame appearance is a primary factor during product selection. “The fire displayed in a Mendota fireplace grabs immediate attention in any showroom,” he adds. In addition, factors such as design elements and simplicity go into the decision-making process for purchasing hearth products. Once customers decide to purchase a gas appliance (instead of one that uses other fuels), the aesthetic and performance components come into play; Mendota specializes in these areas by offering fireplaces that add style and ambience to any living area. “Everybody is still skeptical about the realism of a gas fireplace, compared with memories of a wood fire,” O’Donnell adds.

Patio & Hearth Products Report November/December 2014

“Mendota’s Romantic fire puts those concerns to rest.” Pairing efficiency with aesthetics makes Mendota’s hearth products unparalleled in the marketplace. “From our first products, in the early days of our business, to the introduction of our new M47 linear fireplace this year, we put efficiency on the front burner, so to speak,” O’Donnell says. “Regulations in many states brought on electronic ignition, with concerns about the standing pilot. The P.4 test gave our industry a testing standard, done independently. All this is a result of market demands and concerns.” The elegant M47 also adds the ambience of a dramatic blaze. Owners can customize the fireplace by selecting from many designer fronts and interior-lining colors, such as metallic midnight, copper, and metallic mocha. In order to achieve a specific look, buyers can also select a fire base such as classic driftwood, natural river rock, twigs, black-glass diamonds, white tumbled marble, or liquid clear glass. A remote control (with electronic ignition) provides convenience—and accent-lighting control options, as well as other features. Mendota strives to remain an

Top left: The model FV46 fireplace Above: The FullView modern linear fireplace (model ML47)

innovative leader in the industry by surpassing customers’ expectations— with each product that it offers. Looking ahead, O’Donnell says that it will be interesting to see how the industry complies with new safetyscreen regulations for fireplaces. Mendota will continue to adapt to industry standards and customer demands, and it will remain focused on crafting captivating fireplaces to provide safe, efficient heat, as well as to enhance the living spaces of the company’s clients. “Together with high heat and efficiency, we now have combined our beautiful and diverse trim-kit options with a sharp-looking, fully compliant safety screen,” O’Donnell says. “From walking the narrow line between having a beautiful, glowing log set and having soot all over the glass—and by offering a big FullView fireplace’s viewing area, while still getting proper air/heat circulation—our goals and our evolution are always pointed to remaining right on the edge.”

Circle Reader Service No. 51

INSIGHT

POPULAR VENTING PRODUCTS The uptick in housing construction bodes well for M&G DuraVent.

As a technological leader in the venting market, M&G DuraVent (Vacaville, California) continues to engineer cutting-edge products to advance the heating industry. In an effort to meet growing demand for its products this year, M&G DuraVent has improved its manufacturing process and has continually pushed the envelope with newproduct development. Todd Lampey, vice president of distribution sales, is pleased with the company’s strong sales this year. “Direct-vent pipe is our biggest seller,” he says. “Sales are up in this product group this year because of the upturn in new-home construction. That’s predicted to be back to 1.5 million new homes per year by 2016, so the uptrend should continue into 2015.” M&G DuraVent is also having an exceptional sales year for pellet vents. With sales that are double what they were last year, Lampey says, M&G DuraVent is working hard to keep up with the high demand. “We attribute this to the long, cold winter last year and the high price of propane,” he says. “No one knows what the weather will do, but [analysts] think the price of propane will be going up again, so people are looking to alternative heat sources, such as pellet stoves.” Lampey thinks that this winter’s weather will be a determining factor, yet again, in the level of demand for pellet vents during the next season. Another product that has performed very well this year is the AllFuel chimney system. Lampey notes that this product’s success can be attributed to people who are increasingly searching for alternative heat 52

by CHERISE FORNO

affecting direct-vent appliances. We have been working closely with our OEM appliance partners, and the results look promising.” According to Lampey, customers are continually searching for product improvements (as well as for the best value that their money can purchase), so M&G DuraVent makes a strong effort to stay in the forefront of innovation in the marketplace. “We have a state-of-the-art lab, and it is in constant use—tweaking current products and testing new ones,” he says.

sources. He has also noticed an increase in sales of the company’s large-diameter chimney, which is used on larger fireplaces (such as Isokern, FireRock, and Mason-Lite models). One factor contributing to this high demand is an increase in the number of larger custom homes with multiple fireplaces, and Lampey expects the demand to stay high in 2015. M&G DuraVent spends considerable time listening to its customers in order to add improvements to different product groups (to meet— and surpass—customers’ needs). This year, several new-product developments that were initiated by customer feedback are set to reach the market. “Some new things we are working on (and hope to show at HPBExpo) will be a direct vent for pellet appliances and improved direct-vent terminations,” Lampey says. “We added a large wind turbine to our research/development lab, and it has given us some new ideas on how to handle extreme wind conditions

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Top: DirectVent Pro® Bottom: PelletVent Pro®

In addition to designing superior products, M&G DuraVent is also committed to using cutting-edge manufacturing technology. “Our parent company, M&G, is very conscious of production improvement, quality, and conservation,” Lampey says. “These are some of the pillars of

our company philosophy.” Some of these manufacturing improvements include the addition of robotics to the production lines to increase production speed and improve employees’ working conditions. M&G DuraVent has also invested in its welding lines. “We make the best pellet T on the market,” Lampey says. The company recently changed its paint formulation to create a more durable finish, while reducing its own energy use, in the production process, to conserve more energy. M&G DuraVent is moving forward by promoting plastic venting for improved performance and efficiency. The company’s chloride-free polypropylene venting system offers several advantages for use with highly efficient products. “We are heavily involved with the HVAC industry,” Lampey says. “In the past couple of years, we have spent considerable time introducing the United States and Canada to polypropylene venting—to replace PVC on highefficiency furnaces and boilers. We hope that the polypropylene line will create a whole new market for us.” Another way that the company continues to grow is through strategic acquisitions. “We have added companies such as ProTech and Security Chimneys to help us increase market share and bring new products into our mix,” Lampey says. The company’s goals for the future are to continue to add and improve high-quality product lines (such as the polypropylene line), while maintaining its focus on venting products, as it expands. “We are a venting company, and that is what we plan to be in the future,” Lampey says. “We have always been focused on growth. We want to be the number-one source for venting in North America.”

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LAST WORD

WELCOMING CUSTOMERS Friendly staff, first-rate products, and lean operations are the keys to success for Kingsman Fireplaces. by KIMBERLY RODGERS

When customers of Kingsman Fireplaces call the Winnipeg, Manitoba, hearth-products manufacturer, they enjoy an experience rarely found in today’s high-tech, automated environment of business communications: A person answers the phone. Chris Green, general manager, says, “We have that human quality, which is a nice added touch.” Kingsman has been combining that personal touch with expertly engineered hearth products since the company’s inception, in 1976; its founder, Ed Reyher, is still very much involved (along with his family) in the company’s daily operation. Reyher started in the hearth industry as one of the original franchise owners, representing Fisher Stoves. He then developed a pioneering line of gas fireplaces and freestanding stoves—and his company began operating as Kingsman in 1980. It certainly takes more than personable service to succeed in business, and Kingsman provides that through its broad line of high-quality gas hearth products. The company’s core lineup features fireplaces in direct-vent, vented, and vent-free models. Kingsman also manufactures freestanding stoves, fireplace inserts, outdoor fireplaces and firepits, and gas log sets. “Kingsman’s biggest advantage is that our customers say our products work—coming right out of the box,” Green says. To ensure quality, Kingsman tests every burner system that it manufactures to ensure its performance before it ever is built into any appliance. When distribution partners visit for factory tours, they will often see a stunning visual reminder of the company’s demanding quality-control standards.

The Bentley fireplace, in a traditional version

“There is usually a box of 30 to 40 discarded thermocouples that our employees bench tested that did not work. It gives visitors a grasp on how well every part is tested that goes into our products,” Green says. WORKING SMART Green attributes Kingsman’s success and its ability to maintain (and exceed) exacting standards to the lean-and-mean strategy that the company has operated under for the past 25 years. He says, “We don’t have a big group in the front office, but it is able to handle all our customer service, our sales, and any warranty claims. It works with our distribution partners, and that is where we put a lot of our emphasis.” All manufacturing is done at the company’s Winnipeg facility, which has an

Patio & Hearth Products Report November/December 2014

accredited testing laboratory. When the company began, it heavily targeted new construction and HVAC contractors specifically—in Canada and, eventually, in the United States. That strategy is reflected today by the majority of Kingsman’s distribution partners (primarily wholesalers and distributors). The remainder of the business comes from specialty hearth dealers, who sell the company’s Marquis collection (specifically designed for this group). “Each of our specialty retailers has a respected territory, and they all do a good job of displaying the line in their showrooms. They do the hard work to get our brand out there. This channel gives us the outlet needed to present a slightly differentiated product,” Green says.

The new Bentley series is part of the Marquis collection and is noteworthy for its clean, contemporary designs, which can fit seamlessly in both modern and traditional homes. “With the Bentley, we have given the retailer the ability to stock two versions of the same product in one box,” Green says. By buying kits, the dealer is able to customize the unit to make it either more contemporary or more traditional in style, to meet the needs of each customer. Development is currently underway for two new appliances: the Peninsula and a second see-through model. Both of the new units will be offered as dedicated clean-view appliances, but with considerably larger viewing areas than those available today. continued on page 69

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WHAT’S NEW

6 HOT PRODUCTS TO SELL NOW Agio | www.agio.com |

(888) 997-7623

Mix-and-match firepit collections include a base that accepts up to six different tops, allowing retailers lots of flexibility in what to offer. The Tempe, Moonlight, and Charleston are three options from which to choose. When these firepits are paired with the uniquely tailored design and durable aluminum seating, consumers will enjoy versatility, function, and style that last long into the evening.

Gensun Casual Living | www.gensuncasual.com |

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(866) 964-4468

Gensun Casual Living has expanded its firepit offerings to 29 different configurations by adding dining and balcony heights (along with a new, larger 52x72-inch size) to its popular line of firepits. Four unique top designs—Florence, Grand Terrace, Madrid II, and Paradise—will coordinate with all the company’s collections, making the outdoor room even more inviting.

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Kingsman Fireplaces | www.marquisfireplaces.net |

(855) 593-3304

The Bentley from Marquis by Kingsman features the finest in craftsmanship, design, and versatility. Customers can choose between two sizes (39 and 42 inches), as well as a decorative-rated model (for ambience and warmth) or the heater-rated model, for additional warmth. Warm up your favorite room with the beauty of a Kingsman gas fireplace.

Mendota Hearth | www.mendotahearth.com |

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(877) 345-3225

Mendota’s modern linear fireplace delivers luxury from a new perspective. With an expansive view and legendary Mendota flames, this is a fireplace of epic proportions. The ever-contemporary FullView modern linear fireplace strikes the perfect balance of high style and high performance, and it can be customized with a choice of fire base, panoramic porcelain reflective interior linings, and sleek designer fronts.

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Onward Manufacturing | www.broilkingbbq.com |

(800) 245-5138

The Baron™ series from Broil King offers power and performance in a variety of sizes to suit any avid griller. The Baron series features premium stainless-steel accents, including a durable lid with cast-aluminum endcaps, drop-down side shelves, and cabinet doors. At the heart of the Baron series is Broil King’s legendary cooking system: heavy-duty castiron cooking grids, stainless-steel Flav-R-Wave™ technology, and powerful stainless-steel Dual-Tube™ burners. Circle Reader Service No. 94

Pacific Energy Fireplace Products | www.piazzetta.com |

(888) 223-0088

A strategic alliance between two great companies brings a unique product mix to the North American market: the Piazzetta SY pellet series and the gas series powered by Pacific Energy. Beautifully designed, with handcrafted ceramic cladding for heat dispersion; unique, floor-level heat output; and excellence in efficient performance, the SY pellet and gas series freestanding stoves are available in two sizes: the 958 (for small to medium-sized spaces) and the 963 (for medium-sized to large spaces). Contact Pacific Energy (master distributor for North America) to learn more at sales@pacificenergy.net. Circle Reader Service No. 95

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PRODUCT PROFILES Kolea All-weather Wicker The Kolea all-weather wicker seating arrangement is the hottest thing at Agio. This sectional sofa and bar unit has a coordinating outdoor gas firepit that adds elegance and glamour to any backyard setting. Contact: (888) 997-7623 or www.agio.com. Circle Reader Service No. 96

Electric Fireplace Insert The electric fireplace insert by GreatCo.™, a division of The Outdoor GreatRoom Company, can be installed virtually anywhere in your home—in an existing fireplace or recessed into a wall. With fronts in two sizes, this insert fits most sizes of existing masonry and zero-clearance wood-burning fireplaces. Its operating costs are as low as a penny per day (with flame) and $0.09 to $0.18 per hour with the heater on; turn any traditional fireplace into an easy-to-use, clean, and efficient electric fireplace in minutes. Contact: (866) 303-4028 or www.outdoorrooms.com. Circle Reader Service No. 97

Brown Jordan Outdoor Kitchens Brown Jordan Outdoor Kitchens offers the widest range of storage and organizational cabinetry to complement your outdoor-living space. The stainless-steel cabinets include concealed stainless door hinges, solid-core doors, trash pullouts, fixed and sliding shelves, soft-close/self-close drawers, and leveling legs. They are available in a wide selection of exclusive Brown Jordan powder-coat finishes and door styles. Contact: (855) 839-5063 or www.brownjordanoutdoorkitchens.com. Circle Reader Service No. 98

Classic Sunglow A270 Charcoal Companion’s “Salt Plate Recipe Book” The “Salt Plate Recipe Book” is the perfect addition to any salt plate, showcasing the versatility of Himalayan salt plates. It explains how to use the salt plate for both cooking and serving, in addition to covering proper care and maintenance. It includes more than 20 recipes with photography, covering appetizers, main dishes, and desserts. Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com.

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. Circle Reader Service No. 100

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Sunbrella Terry 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: (336) 221-2211 or www.sunbrella.com. Circle Reader Service No. 101

Patio & Hearth Products Report November/December 2014

FRP909-2 Fireplace The home-resort lifestyle is enhanced by the FRP909-2, made with a 16-gauge galvanized-steel frame and reinforced by HardieBacker® tile-backer board. The sturdy one-piece construction has an extended front mantel, an automatic on/off switch, an extended chimney, a 36-inch firebox with seven logs, an 18-inch grate, and a 55,000-Btu stainless-steel burner. ETL approval gives you the options of using LP or natural gas. Bringing family and friends together is always a special occasion when gathering in front of a roaring fire. Contact: (800) CAL-SPAS or www.calflamebbq.com. Circle Reader Service No. 102

Original Pawleys Island Coastal Cushion Rocker Part of the Original Pawleys Island® Rope Hammock’s new furniture line, this uncommon porch rocker is crafted from solid Durawood™ HDPE lumber manufactured from recycled plastic milk jugs, with a Sunbrella® fabric cushion of interstitched pillows plumped with polyester hollowfill fiber (made from recycled plastic drink bottles). The Coastal cushion rocker also features marine-grade, rust-resistant, 316 stainless-steel hardware and uncommonly secure joint connections, for some of the most stable outdoor furniture available today. Lumber comes in a choice of three colors; fabric, in a choice of three colors/patterns. Contact: (800) 334-1078 or www.thehammocksource.com. Circle Reader Service No. 103

Epic Gas Stove by IronStrike The Epic™ gas stove by IronStrike™ combines the timeless appeal of a wood fire with the convenience and ease of gas. Its features include a standard orifice kit that allows the stove to be installed with a choice of heat outputs: 33,000 or 40,000 Btu. A durable, high-efficiency, 500–square-inch heat exchanger provides dependable, even heating. Heavy-duty steel construction ensures stability and durability. Contact: (800) 655-2008 or www.IronStrike.us.com. Circle Reader Service No. 104

Aesthetically Pleasing The low-profile heaters and low clearance requirements allow the fixtures to blend into any environment seamlessly. Infratech heaters represent a good balance among efficiency, heating performance, and low visual impact. Infratech heaters produce no harsh visible light or glare to spoil the mood or strain your eyes. Contact: (800) 421-9455 or www.infratech-usa.com. Circle Reader Service No. 105

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November/December 2014 Patio & Hearth Products Report

PRODUCT PROFILES Carmel Square

Empire’s Portrait-style Traditional Direct-vent Fireplaces Traditional models are rated at 36,000 Btu, with a handpainted log set, overhead lighting, and the choice of a porcelain liner or ceramic fiber (in brick or stone). They feature a ceramic-glass view window and a multifunction remote to control the light, the burner, and the optional blower. Contact: (800) 851-3153 or www.empirecomfort.com. Circle Reader Service No. 106

Carmel Square captures all the majestic glory of the rugged coastline and sturdy redwoods that encompass Carmel and Big Sur. As with other styles in this series, the Carmel Square inspires California dreamin’ once again. A granite top is large enough for you to put down your wine glass, pull up your club chair, and kick back with your friends, while you solve the problems of the world. Look down at the fire—in its large, square burner—while you ponder glass choices (or politics). This time, either one leaves you happy and satisfied: California Outdoor Concepts does it, once again. Contact: (877) 274-6773 or www.californiaoutdoorconcepts.com. Circle Reader Service No. 109

Delta Heat Premier Grill

San Marino

The all-new line of Delta Heat Premier grills includes significant design, performance, and feature improvements. LED control-panel lights; a sleek, redesigned exterior; and performance enhancements to the grilling system put these U.S.–made grills in a class of their own. They are available in 38-, 32-, and 26-inch models. Built-in grills’ retail prices start at $1,529. Contact: (800) 422-0091 or www.DeltaHeat.com. Circle Reader Service No. 107

Charcoal Companion Himalayan Salt Chunks With Stainless-steel Grater

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Himalayan salt is rich in trace minerals and promotes respiratory and vascular health, according to the company. It will add to the depth of flavor that your foods achieve when cooked. Charcoal Companion® now offers salt chunks—to impart flavor without the heft or bulk of a large salt plate. The product has 32 ounces of Himalayan salt chunks and a stainless-steel handheld salt grater. Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com. Circle Reader Service No. 108

The sophisticated San Marino collection has been expanded to include sling, padded sling, and the extremely popular woven seating options. A matching high-back dining chair, high-back swivel rocker, high-back swivel rocking lounge chair, swivel barstool, swivel balcony stool, ottoman, and chaise round out this collection. Contact: (866) 964-4468 or www.gensuncasual.com.

Heatilator Crave Modern luxury is now available at an affordable price, with the new Heatilator Crave. All the essentials for a complete modern design come standard, and multiple upgrade options let consumers customize the look. It’s available in 36-, 48-, 60-, and 72-inch models. Contact: (800) 669-4328 or www.heatilator.com. Circle Reader Service No. 112

Biscay by SunVilla SunVilla’s Biscay collection is a beautiful blend of sturdy aluminum framing and a handsome, handrubbed firewood finish. This coordinates perfectly with the weathered-wicker accents that wrap stunningly around the sides and back, giving a casual (yet elegant) setting. Two Sunbrella® fabrics complement the collection and complete the look, with a soft hand and long-lasting durability. A sofa, a swivel rocker, and a chair and a half are included in the offering—with coordinating slat tables, as well as a full dining assortment. Contact: (888) 690-9800 or www.sunvillahome.com. Circle Reader Service No. 113

Patio & Hearth Products Report November/December 2014

FPT-G5000 Firepit With Tempered-glass Tabletop

Cosmo 971

Enhance the ambience of your holiday party with the FPT-G5000 tempered-glass–tabletop firepit. It is a stunning contemporary vision of lights, beauty, and style that will amaze your guests and transform your space into an elegant outdoor lounge. It comes standard with a four-piece firelog set and lava rocks; a stainless-steel burner that emits 55,000 Btu; LP or natural-gas capabilities; a piezo ignition system; and a battery-powered, electronic-ignition on/off switch. Contact: (800) CAL-SPAS or www.calflamebbq.com.

Fine contemporary design, the Cosmo 971 in soapstone not only is beautiful, but is highly efficient. The Duplic-Air system integrates air control with combustion, producing a hotter fire and very little ash. The soapstone side cladding adds extra heat-radiating qualities that keep the fire in mind long after the flames are gone. The Cosmo series includes 10 additional styles, in a choice of black or gray steel, with a cast-iron top and door. Contact: (914) 764-5679 or www.wittus.com.

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Secure Pellet

senotherm UHT-Hydro senotherm® UHT-Hydro is the first entirely water-based coating system resistant to high temperatures—of up to 1,200 degrees (600 degrees Celsius)—that dries and hardens completely at room temperature. It’s a senotherm Non-Smoker system. Compared with conventional high-temperature coatings, senotherm UHT-Hydro offers a brilliant and extremely hard surface, available in various colors and as UHT-Hydro Decor, specially designed for grills/barbecues. Contact: (404) 219-2794 or (404) 994-2292, info@senotherm.us, or www.senotherm.us.

The new Security Chimneys model Secure Pellet vent is designed to offer unparalleled strength, resilience, and installation ease. Available in 3and 4-inch diameters with a 1-inch clearance to combustibles, the new Secure Pellet is the ideal venting solution for wood-, pellet-, or multifuel-burning stoves and for low-temperature or liquid-fuel–burning appliances. Contact: (800) 835-4429 or www.securitychimneys.com. Circle Reader Service No. 118

Pawleys Island.

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It’s a place where relaxation isn’t just an idea, it’s a whole way of life.

The Pawleys Life.

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: (888) 936-7872 or www.dcsappliances.com. Circle Reader Service No. 116

For 125 years the standard-bearer for handcrafted hammocks, Pawleys Island® is also now the brand for fully outfitting your porch. New for 2014, our Durawood™ poly-lumber furniture brings a little of The Pawleys Life right home to you. HIGH POINT SHOWPLACE BOOTH #1525 252.758.0641 | TheHammockSource.com | Contact us for our current catalog Circle Reader Service No. 61

November/December 2014 Patio & Hearth Products Report

PRODUCT PROFILES Heat & Glo MEZZO The new Heat & Glo MEZZO series is modern design—redefined. It’s all about the details: no gaps, clean finishing, and quality. Clean and luxurious, it’s available in 36-, 48-, 60-, and 72-inch single-sided and see-through models. Contact: (800) 669-4328 or www.heatnglo.com. Circle Reader Service No. 119

White Onyx Providence Firepit Table

Delta Heat Outdoor Refrigerator The Delta Heat 20-inch refrigerator is UL approved for outdoor use and offers exceptional performance and reliability. It features a stainless-steel exterior, a locking door, and front venting (for undercounter installation). A spacious 4.1–cubic-foot interior, three adjustable wire shelves, and a drink-can holder in the door provide convenient storage. The door is reversible for leftor right-hinged applications. The unit’s retail price is $999. Contact: (800) 422-0091 or www.DeltaHeat.com. Circle Reader Service No. 122

From The Outdoor GreatRoom Company, the white onyx Providence gas firepit table features a 1224 Crystal Fire™ burner for a compact design—perfect for smaller outdoor spaces, without sacrificing style. This simple, modern design will look great in any outdoor space. It’s also available in stainless steel and marbleized noche SuperCast finishes. Contact: (866) 303-4028 or www.outdoorrooms.com. Circle Reader Service No. 120

Glen Raven/ Sunbrella 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. Contact: (336) 221-2211 or www.sunbrella.com. Circle Reader Service No. 121

Grandview Wood Stove by IronStrike The Grandview™ series of wood-burning stoves by IronStrike™ has raised the standard for home heating with its proven Thermal Fin technology (or TFT™). This innovative cast-iron heat exchanger puts more heat in the room (and less up the chimney), delivering the perfect amount of heat to create a cozy atmosphere. Expansive, durable ceramic glass gives you unobstructed views of the fire and allows for easy heat transfer. A wide array of high-quality, versatile styling options means that the Grandview will easily complement any decor. Contact: (800) 655-2008 or www.IronStrike.us.com. Circle Reader Service No. 123

Media Mantel (26MM8546) This media mantel will become an instant focal point while establishing a cozy gathering spot in any room of your home. The industrial-patchwork riveted aluminum and functionality of the ample storage space make this piece an artistic and practical addition to any home. Contact: (866) 661-1218 or www.twinstarhome.com. Circle Reader Service No. 124

Patio & Hearth Products Report November/December 2014

Original Pawleys Island Coastal Rope Chair Part of the handsome new furniture line from the Original Pawleys Island® Rope Hammock, this inspired porch sitter is crafted from solid Durawood™ HDPE lumber manufactured from recycled plastic milk jugs, with a handwoven seat of all-weather, cottony-soft, synthetic three-ply rope. The Coastal rope chair also features marine-grade, rust-resistant, 316 stainless-steel hardware and uncommonly secure joint connections, for some of the most stable outdoor furniture available today. Lumber comes in a choice of three colors; rope, in a choice of eight colors. Contact: (800) 334-1078 or www.thehammocksource.com.

senotherm Classic The leading high-temperature coating in Europe, with resistance of up to 1,200 degrees (600 degrees Celsius), is now available in the United States. senotherm® Classic is available in a wide variety of colors and effects, including colorful shades and metallics, as well as being available, in aerosol form, as touch-up paint. High-solid versions increase coverage, reduce paint use, and reduce solvent emissions. Contact: (404) 219-2794 or (404) 994-2292, info@senotherm.us, or www.senotherm.us. Circle Reader Service No. 128

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The Stromboli With a Twist Standing tall on its pedestal, the Stromboli rotating stove is truly majestic. The 360-degree turn radius offers a panoramic view of the fire. The large viewing window (16 inches wide by 20 inches high) enhances the experience, and the built-in air-wash system keeps the glass clean. Sleek curves, advanced engineering, and flawless performance are the essence of this fireplace. It’s available in gray steel, a variety of tile colors, or natural-stone side cladding. Contact: (914) 764-5679 or www.wittus.com. Circle Reader Service No. 126

Introducing the Bentley

Infratech Comfort Heaters Whether for work or recreation, Infratech comfort heaters turn cold indoor and outdoor areas into comfortable, inviting spaces. The W-series heater incorporates a specially designed electric quartz heating element that produces safe infrared radiant energy. Radiant energy is only absorbed by solid objects and is not wasted heating the air. These heaters are suitable for ceiling-, wall-, or flush-mount installations, with minimal clearance required. Solid-state and analog controls are also available for intensity adjustment. Contact: (800) 421-9455 or www.infratech-usa.com Circle Reader Service No. 129

Danver Stainless Outdoor Kitchens

With an expansive glass viewing area and clever designer options for customizing the look to suit your personal style, the new Bentley by Marquis is generating some serious attention. See the latest evolution in fireplaces. Contact: (855) 593-3304 or www.marquisfireplaces.net.

Danver manufactures an extensive line of stainless-steel cabinetry in an array of exclusive designer colors and door styles, creating fully functional, signature outdoor kitchens. Designed to accommodate even the most creative kitchen layout, from traditional to contemporary styles, these cabinets fit any manufacturer’s grill, as well as a multitude of other outdoor-kitchen appliances, bars, and accessories. Contact: (888) 441-0537 or www.danver.com.

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PRODUCT PROFILES

Carmel Coffee Table It is often said that the Pacific Coast Highway surrounding Carmel is a state of mind. California Outdoor Concepts’ vision of the Carmel state of mind now provides two new styles for your backyard pleasure. The Carmel coffee table offers the same stylish sophistication as its round namesake. Long and lean in chat height, the Carmel coffee table is reminiscent of the meticulously manicured gardens of Carmel’s Carmelite Monastery. With strong legs, smooth sides, and an explosion of fire at the glass-filled rectangular burner, it will impress and endure. It’s offered in the same lustrous tones of black or brown, plus four granite options and 11 colorful glass decisions—and you are in charge of them all. Contact: (877) 274-6773 or www.californiaoutdoorconcepts.com. Circle Reader Service No. 131

Broil King Premium Grill Accessories From necessities such as tongs and turners to innovative accessories such as rib roasters and pizza stones, the Broil King line of premium grill accessories offers grill enthusiasts more ways to enhance their outdoor-cooking experiences. New items in the 2015 assortment include a heavy-duty, cast-iron grilling wok; oak wine-barrel planks and chunks; and a carbon-steel grill plate. Contact: (800) 245-5138 or www.broilkingbbq.com.

St. Bernardus St. Bernardus is MLW Stone’s latest and most cost-effective natural-stone fireplace facing. Available in three standard sizes, St. Bernardus is a sound and durable honed-limestone fireplace surround that is consistent in color from piece to piece and set to set. Its warm, clean, and neutral color lends itself well to any traditional or contemporary decor. For samples, email orders@mlwalker.com. Contact: (800) 477-7665 or www.mlwstone.com. Circle Reader Service No. 134

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BC25: 25-inch Beverage Chiller 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: (888) 936-7872 or www.dcsappliances.com. Circle Reader Service No. 133

Patio & Hearth Products Report November/December 2014

Ascent Electric 33 The Ascent™ electric 33 fireplace imitates the look of a traditional masonry fireplace, but with all the convenience of simply plugging it in, sitting back, and enjoying the heat and the glowing log set. Napoleon’s flame technology randomly adjusts the flame effect, color, height, and speed, creating the illusion of a true wood-burning fire, with a modulating ember bed (for the realistic glow of burning wood). Contact: (800) 461-5581 or www.napoleonfireplaces.com. Circle Reader Service No. 135

Valor L2 Linear Series Fireplaces

Blue Is the New Black Introducing the twilight-color stoves from Vermont Castings: A new twist on a classic color, the twilight single-pass enamel finish suggests a hint of blue underneath a vintage black, adding dimension and lift to a universally appealing wood-burning stove. The twilight finish is available on the Encore® FlexBurn® and Defiant® FlexBurn wood-burning stoves. Contact: (800) 867-0454 or www.vermontcastings.com. Circle Reader Service No. 136

Built on a strong foundation of continuous fireplace innovation, the Valor linear series welcomes the first of its kind: a wide-format fireplace that integrates linear design with impressive radiant-heat technology. Featuring leading-edge, contemporary design, the company’s mission remains the same: Provide the efficient comfort, advanced controllability, distinctive quality, and superior heating performance that Valor owners have relied on (even when the power goes out) for decades. A bold statement in any living space, the L2 is luxury-fireplace design at its finest. Inspired by the highly successful L1 series, the L2 boasts an impressive 50-inch linear viewing area that highlights the magnificent flames within it. With beautiful radiance in both high flames and low, glowing embers, the L2 combines Valor efficiency and heating performance with the latest in contemporary styling. Contact: (800) 468-2567 or www.valorfireplaces.com. Circle Reader Service No. 138

St. Charles by OW Lee The St. Charles collection by OW Lee is named after the famous St. Charles Avenue in New Orleans, lined with luxurious Southern mansions reminiscent of a more opulent time. St. Charles delivers the same traditional appeal as its namesake, matched with exceptional comfort. Added details such as decorative rivets and traditional collar embellishments make this collection truly stand out in any outdoor space. Contact: (800) 776-9533 or www.owlee.com. Circle Reader Service No. 139

Boulevard See-through Fireplace 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. The zero-clearance design allows you to finish the walls right up to the fireplace opening, for the ultimate in clean installations. Empire also offers two frame styles: a simple black rectangle and a Tide Water frame (in black or hammered pewter) with flowing lines and a curved profile that add depth and movement. Both the linear and curved-burner Boulevards are available with millivolt or intermittent-pilot ignition and for LP or natural gas. Intermittent-pilot models include a thermostat remote that allows you to vary flame height from a maximum input of 40,000 Btu, with up to a 70% turndown on natural-gas models. Contact: (800) 851-3153 or www.americanhearth.com. Circle Reader Service No. 137

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PRODUCT PROFILES Firepits by Summerset Professional Grills

Colbert In a practical (yet handsome) combination of function and decor, the Colbert mantel offers an abundance of features for owners who want to get more out of their mantels. Soft-closing, curved, beveled-glass doors (with iron accents) offer cupboard space for placing your treasured possessions on display. Motion-sensor LEDs light the way to soft-closing drawers, doors, and a convenient compartment for electronic media. Contact: (800) 461-5581 or www.napoleonfireplaces.com.

Now, you can have all the warmth and comfort of your living room in your own backyard. All Summerset Professional firepits are constructed with rust-resistant 1x1-inch welded-steel framing. Firepits include installation lines; fireglass; a stainless-steel access door; and a high-quality, 140,000-Btu, 304 stainless-steel burner. They are available with porcelain or granite tops, with stucco or Ameristone™ finishes. Contact: (800) 966-8126 or www.summersetgrills.com. Circle Reader Service No. 143

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Mendota FullView Modern Inserts

DuraTech Canada

Mendota FullView modern gas fireplace inserts let homeowners transform their drafty, messy, and inconvenient wood-burning fireplaces into beautiful works of art. The stunning aesthetics of these convenient inserts are matched by a thoroughly modern view of efficiency, thanks to Mendota’s high-efficiency BurnGreen™ technology. Contact: (319) 365-6282 or www.mendotahearth.com.

DuraTech Canada is a double-wall, all-fuel chimney system for use with wood stoves, fireplaces, and other appliances using wood, oil, gas, or coal. The use of stainless steel, selected for its resistance to high temperatures and corrosion, provides outstanding durability to the high-temperature chimney. DuraTech Canada features 1 inch of high-temperature mineral-wool insulation, minimizing heat loss through the chimney walls. Pipe lengths, elbows, and other fittings feature twist-lock assembly, with just one-eighth of a turn. Contact: (800) 835-4429 or www.duravent.com.

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Cambria by OW Lee The Cambria collection brings indoor comfort to the outdoor room with plush, pillowed cushioning. This collection includes OW Lee’s signature arm-pillow pocket design in a smaller-footprint chair, to fit most outdoor spaces. In addition, the club dining chairs in the Cambria collection provide for an even more flexible use of smaller outdoor spaces while retaining that ultimately comfortable sitting feel. Contact: (800) 776-9533 or www.owlee.com. Circle Reader Service No. 142

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

Patio & Hearth Products Report November/December 2014

Infrared Media Mantel (47IMM8496-G475) This infrared media mantel is a nod to contemporary design, with its sleek white mantel front and graystone finish along the sides and top. The two side cabinets provide ample storage space, with adjustable shelves, while the open, partitioned center shelf is perfect for storage of media components. The contemporary insert allows you to choose your fireplace media (choosing among fireglass, white and clear rocks, or a log set) to create the perfect look for your decor. The insert is capable of heating rooms of up to 1,000 square feet, and the fireplace can be used with or without heat, for four-season enjoyment. With a soft glow, the strip lighting below the infrared fireplace insert adds flair to the modern style of this mantel. Contact: (866) 661-1218 or www.twinstarhome.com. Circle Reader Service No. 146

UltimateOne Chimney UltimateOne is a premium chimney line designed and manufactured with the ultimate in safety and high performance. This 1-inch chimney features the finest materials; commercial-grade insulation; and a tool-free, latch-style locking band. As the company says, get the best: Choose UltimateOne. Contact: (800) 992-8368 or www.selkirkcorp.com.

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

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Valor H5 Series Fireplaces The Horizon series has proved itself as a tried-and-true heater, warming thousands of homes, across North America, for almost two decades. The H5 continues the Horizon tradition with a diverse fireplace, blending distinctive, high-quality materials with the latest in radiant- and convective-heat technology. Flexible venting options and a slim engine depth position the H5 as a versatile fireplace upgrade, ideal for existing-home renovations and new construction. The H5 combines compact design with a generous viewing area, highlighting a collection of ambient fires and glowing embers within. Equipped with four unique firebed options (Murano glass, decorative glass, traditional logs, and Pebble Beach driftwood), the H5 caters to those seeking both traditional and contemporary flame appeal. A vibrant addition to the Horizon series family, the H5 is sure to bring users countless hours of steady, reliable warmth for years to come. Contact: (800) 468-2567 or www.valorfireplaces.com. Circle Reader Service No. 148

Pacific Energy 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: (888) 317-5255 or www.infradyne.com.

Pacific Energy introduces the new Flush series: Casco and Camden gas inserts and Bristol and Bedford gas fireplaces. Built with next-generation controls and invisible safety screens, the Flush series offers high-efficiency performance in two sizes (18,000 Btu and 30,000 Btu). Contact: (888) 223-0088, www.pacificenergy.net, or sales@pacificenergy.net. Circle Reader Service No. 151

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PRODUCT PROFILES Direct-Temp Direct-vent System Direct-Temp sets the standard in gas-appliance venting, with laser precision components that deliver reliable performance. The silicone fiberglass seal ensures joint integrity. Direct-Temp is accepted with most major brands of appliances. For a complete listing, visit the company’s website. Contact: (800) 992-8368 or www.selkirkcorp.com. Circle Reader Service No. 152

INDUSTRYNEWS Dobbins has been selling Gensun Casual Living lines since 2004 in Florida, Georgia, Alabama, Mississippi, and Tennessee. Growth in the territory has been nonstop, over the years, and was an astounding 44% in 2013–2014. Dobbins has spent his entire professional career as a casual/outdoor-furniture representative, starting with (and learning from) his father, Harry Dobbins. Dobbins was also a finalist for the 2014 International Casual Furnishings Association’s award for sales representative of the year. Jan Trinkley, executive vice president of Gensun Casual Living, says, “Gray achieved this honor with flying colors. He excels not only in sales achievement, but in working with his customers in the areas of training, product display, customer service, marketing, and ethics. His communication skills and knowledge of the industry are additional assets to his customers and to Gensun Casual Living. We are very proud to have Gray on our team.”

A Change in Ownership for Armand’s in Southern California After almost 35 years of owning and operating Armand’s (Culver City, California), Howard Steinberg is in the final stages of selling his beloved business. The establishment, on Venice Boulevard, has long been one of the best specialty grill and hearth dealers in Southern California, but Steinberg and his wife, Simone, thought the time was right, for personal and professional reasons. The new owner of Armand’s is Dillion Clark, an employee of Amand’s, who will now take a leap of faith into ownership. Steinberg’s advice for Clark (and others in the business) is simple, yet timeless. “Give the absolute best 68

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service to your customers,” he says. “Stand out from the online companies. It’s all about service. I believe that the brick-and-mortar model is absolutely the future of the business. A lot of people are making mistakes with fireplaces and barbecues when they work with online companies. They are getting the wrong thing and are not satisfied.” Steinberg bought the business from his father, Stanley Steinberg, who focused on the sewing-machine and vacuum-cleaner sector for many years. Steinberg remembers how the industry looked in 1979, when only a few brands dominated the premium permanentmold aluminum segment of the grill business. Many people were still asking, he reports, “What’s a gas grill?” Eventually, the outdoor sage dealt with many well-known brands and many huge sales. “I have had several purchases in the mid-$40,000 range, and those were full outdoor kitchens,” Steinberg recalls. “Lynx was my biggest brand. I also did a lot with Fire Magic and Twin Eagles. From a quality standpoint, they are two of the best, and they offer a wide array of accessories.” He adds, “The thing I liked best was dealing with customers. I spent time in my customers’ homes, doing assessments for fireplaces and barbecues. There were hundreds of great sales.”

Treasure Garden Recognized With Ninth Consecutive ICFA Manufacturer Leadership Award Treasure Garden was honored during September’s Chicago International Casual Furniture & Accessories Market™ as the recipient of the 2014 Manufacturer Leadership Award in the shade category. Presented by the International Casual Furnishings

Patio & Hearth Products Report November/December 2014

Association (ICFA), this is the ninth consecutive award from the outdoor industry recognizing Treasure Garden for manufacturing excellence. Margaret Chang, president of Treasure Garden, says, “With each year, the goal of product and service excellence continues to drive the entire Treasure Garden organization, and this recognition by the retailers we serve is further proof of this commitment. While awards are appreciated, the true reward is found in the ability consistently to provide our customers with products and a sales platform that are successful at retail.” In acknowledging Treasure Garden with the 2014 Manufacturer Leadership Award, ICFA recognized the company’s quality of manufactured shade products, design, and customer service. This achievement was accomplished as Treasure Garden posted continued annual sales growth within the marketplace. Jeff B. Dorough, vice president, of sales and marketing, says, “In 2014, Treasure Garden saw increased sales across our valued customer base, as well as within new retail channels. New products and effective merchandising tools contributed to this growth—and ultimately, the recognition we achieved.”

Surya Partners With DwellStudio on New Line of Rugs Surya launched an exclusive new line of rugs from DwellStudio at the Fall 2014 High Point Market. Designed to complement DwellStudio’s modern (yet accessible) design aesthetic, the debut collections feature clean graphic lines and rich texture—brought to life in a sophisticated color palette—to create looks that are distinctly of the moment, but that evoke a classic, artisanal feel.

Christiane Lemieux, founder and creative director of DwellStudio, says, “We are excited to bring our unique and signature art-of-the-mix design philosophy to rugs for the first time. We have always believed in using gorgeous layers of texture and pattern to create amazing spaces with depth and soul. We also seek to give our designers and customers the tools that will allow them to create their perfect spaces. Whether it’s mixing a subtly textured rug with bold fabric choices or making the rug the statement piece, rugs provide the perfect way to pull any room together.”

Sierra Products Inc. Acquires Controlling Interest in Thelin Hearth Products Robert and Karen Beck, owners of Sierra Products Inc., recently acquired Cardon Products LLC, dba Thelin Hearth Products, a world-class hearthproduct manufacturer. Robert Beck says, “Thelin has been responsible for many innovative and distinctive designs, and we look forward to it joining our business. Thelin is recognized for meticulous craftsmanship and innovative products, which makes it a perfect fit for our brand—and combining both companies’ dealer bases provides a significant opportunity for increased revenue and improved financial performance.” All three of the Thelin product categories (pellet, wood, and gas units) will continue to be manufactured. Initially, Thelin will focus on dealer and consumer outreach and ensuring that parts and support services are easily available. “We are excited to continue the Thelin legacy and provide our dealers and consumers with high-quality products, support, and services,” Beck says.

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production a bit, but it helps position us to meet any new standards that are thrown at us—while (at the same time) satisfying consumers with a product they want.”

tomers want more show than go.” Governmental restrictions come into play in terms of which benefits Kingsman builds into each type of unit—especially for its decorativerated products, where there might be restrictions on glass strength and heat output. “Our philosophy, now, is that when we develop new appliances, we are challenging ourselves to come up with both versions,” Green says. “It does sometimes complicate

LOOKING AHEAD Prior to the Great Recession, Kingsman’s sales were evenly divided between the United States and Canada. “With the recession, things changed quite a bit, and we lost some big distribution partners in the United States that basically got out of the fireplace business,” Green says. He is happy to report that the outlook for the United States is now positive. He says, “In the past few years, we have started to see growth in the United States, and this year, we have seen double-digit growth in that market, which is quite remarkable: 2014 is one of our best years yet, in terms of recovery.” In looking toward the future, Green adds, “We have done a good job of blanketing the Canadian market. As we move forward, growth will have to come from the United States.”

collection, a contemporary line (crafted of aluminum) that includes both deep seating and sling dining arrangements. The company also showcased an expanded Havenhill line—a transitional dining collection with a flared sling and flowing lines—which now includes deep seating, cushion dining, and woven options. In the past, sling aluminum and steel collections have been the bread and butter of Homecrest, and Mettendorf says that the company continues to maintain a market-leading position in those categories. With 19 new product lines and more than 100 new fire tables, however, Homecrest is adding significant breadth to its market appeal. Mettendorf, who has been traveling the country to get feedback from dealers on new offerings (while gauging those of competitors), says that the fire-table market is still in its infancy. With the introduction of new technologies, though, he sees significant growth for both the industry and Homecrest.

“There are competitors that have been in the fire-table market far longer than Homecrest and that have built strong market presences,” he says. “Our broad line of fire tables, with our traditional focus on customer service and quality, will help us quickly become a significant player in this industry. We were well received with our fire-table line. You could hear the energy and excitement, and you also heard the buzz in the halls (in Chicago).” Indeed, Homecrest has earned the attention that it’s receiving. More innovative products, lower prices, and reduced lead times: They’re a triad of improvements spearheaded by new leaders committed to revitalizing one of the most iconic brands of the outdoor-furniture industry. “In the next 12 months, we’ll find out if we have the strategy dialed in correctly or not,” DeJong says. “Early indicators are very positive and point to an extremely successful year—and a strong step forward in rebuilding the Homecrest brand into the powerhouse of years past.”

The Bentley fireplace, in a contemporary version

In coming up with new products, Kingsman must weigh the added benefits of a new feature against the cumbersome governmental restrictions sometimes placed on hearth manufacturing. “I guess we can be glad we are not on the wood side of the business, but it seems that every year, the Department of Energy is trying to get our industry to change things or trying to micromanage what we do. This makes us look

harder at our product development,” Green says. To meet the varying needs of the end consumer, Kingsman builds appliances that are either decorative rated or heater rated (combining design with a higher Btu output). Green says, “The Northern United States is similar to Canada, where heat output is important. As soon as you start getting deeper into the South, the mindset changes, and those cus-

CORPORATE PROFILE technologies and new substrates to the marketplace. You have to bring in products that excite the consumer, that look great, that bring value, and that are designed for long-term durability.” The aim of implementing such technologies is to improve both the quality and the price position of Homecrest’s product portfolio, Michael Mettendorf says. He joined Homecrest, as its vice president of global sales, in March 2014. “Homecrest has, in the past few years, been perceived as a manufacturer that is slow to adopt new designs and innovations. We are quickly changing that perception in the marketplace,” he says. “We were very intentional in setting up the showroom to make sure that when people walked by, they could see that this wasn’t the same old Homecrest. What we are all about is changing perceptions, and the only way you can have long-term success is by driving sell-through at the store level.” Another major point of emphasis, for Homecrest, is to become faster

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and more efficient operationally. DeJong says that his team is currently redesigning manufacturing processes and remodeling parts of the production floor at the Wadena plant, where about 95% of products are made and assembled. The changes have made the company leaner and more responsive, he adds, resulting in shorter lead times. DeJong says that traditionally, Homecrest’s lead times have been four weeks from order to shipment. Now, 65% of orders ship in three weeks or less. His goal is to make 100% of orders ship in three weeks—and eventually, to slash average lead times to two weeks. So far, the sharpened focus on product innovation and manufacturing efficiency is paying dividends. Mettendorf says that Homecrest is on pace to hit its predicted sales numbers for this year, and he anticipates a significant increase in customers as a result of the positive reception seen at this summer’s trade shows. At the ICFA Preview Show™ in July, Homecrest unveiled its Grace

November/December 2014 Patio & Hearth Products Report

ADVERTISER INDEX Advertiser

PRODUCT PROFILES DIRECTORY Phone

Website

Page

Company

Page

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

Agio................................................................................................................56, 58

Brown Jordan Outdoor Kitchens ..............(855) 839-5063 ..............www.brownjordanoutdoorkitchens.com ........38

Brown Jordan Outdoor Kitchens ....................................................................58, 63

Cal Flame/Cal Spas ..................................(800) CAL-SPAS..............www.calflamebbq.com....................................9

Cal Flame/Cal Spas........................................................................................59, 61

California Outdoor Concepts ....................(877) 274-6773 ..............www.californiaoutdoorconcepts.com ............49

California Outdoor Concepts ..........................................................................60, 64

The Companion Group ............................(800) 521-0505 ..............www.companion-group.com ........................53 DCS by Fisher & Paykel ............................(888) 936-7872 ..............www.dcsappliances.com ..............................33

The Companion Group ..................................................................................58, 60 DCS by Fisher & Paykel..................................................................................61, 64

Delta Heat/Twin Eagles ............................(800) 422-0091 ..............www.deltaheat.com ......................................35 Delta Heat/Twin Eagles ..................................................................................60, 62 Empire Comfort Systems ..........................(800) 851-3153 ..............www.empirecomfort.com ..............................31 Empire Comfort Systems................................................................................60, 65 Gensun Casual Living ..............................(866) 964-4468 ..............www.gensuncasual.com ..............................13 Gensun Casual Living ....................................................................................56, 60 Glen Raven/Sunbrella................................(336) 221-2211 ..............www.sunbrella.com ......................................39 Glen Raven/Sunbrella ..........................................................................................58 Glen Raven/Sunbrella/Rain........................(336) 221-2211 ..............www.trade.sunbrella.com/rain ........................2 Glen Raven/Sunbrella/Rain ..................................................................................62 The HammockSource ..............................(800) 334-1078 ..............www.thehammocksource.com......................61 The HammockSource ....................................................................................59, 63 Hearth & Home Technologies....................(800) 669-4328 ..............www.myhht.com ..........................................72 Hearth & Home Technologies ........................................................................60, 62 Hearth, Patio & Barbecue Association ......(703) 522-0086 ..............www.hpbexpo.com ......................................44 Infrared Dynamics ....................................(888) 317-5255 ..............www.infradyne.com ......................................47 Infratech ....................................................(800) 421-9455 ..............www.infratech-usa.com ................................22 Innovative Hearth Products ......................(800) 655-2008 ..............www.astria.us.com ........................................41 International Market Centers/ Las Vegas Market ..................................(702) 599-8113 ..............www.imcenters.com......................................57 Kingsman Fireplaces ................................(855) 593-3304 ..............www.marquisfireplaces.net............................55 M&G DuraVent ..........................................(800) 835-4429 ..............www.duravent.com ......................................59

Infrared Dynamics ..........................................................................................58, 67 Infratech ........................................................................................................59, 63 Innovative Hearth Products ............................................................................59, 62 Kingsman Fireplaces ......................................................................................56, 63 M&G DuraVent ..............................................................................................61, 66 Mendota Hearth ............................................................................................56, 66 Miles Industries/Valor Fireplaces ....................................................................65, 67

Mendota Hearth ........................................(319) 365-6282 ..............www.mendotahearth.com ............................51 MLW Stone ..........................................................................................................64 Miles Industries/Valor Fireplaces................(800) 468-2567 ..............www.valorfireplaces.com ..............................21 Napoleon Products ........................................................................................64, 66 MLW Stone ..............................................(800) 477-7665 ..............www.mlwstone.com......................................47 Onward Manufacturing ..................................................................................56, 64 Napoleon Products ..................................(800) 461-5581 ..............www.napoleonproducts.com ..........................7 The Outdoor GreatRoom Company................................................................58, 62 Onward Manufacturing..............................(800) 245-5138 ..............www.broilkingbbq.com..................................45 OW Lee..........................................................................................................65, 66 The Outdoor GreatRoom Company..........(866) 303-4028 ..............www.outdoorrooms.com ................................3 Pacific Energy Fireplace Products ..................................................................56, 67 OW Lee ....................................................(800) 776-9533 ..............www.owlee.com............................................25 Selkirk Corp. ..................................................................................................67, 68 Pacific Energy Fireplace Products ............(888) 223-0088 ..............www.pacificenergy.net ..................................19 Selkirk Corp. ............................................(800) 992-8368 ..............www.selkirkcorp.com ....................................71 Summerset Professional Grills ..................(800) 966-8126 ..............www.summersetgrills.com ............................27

Summerset Professional Grills ........................................................................66, 67 SunVilla Home ......................................................................................................60

Twin-Star/ClassicFlame ............................(866) 661-1218 ..............www.twinstarhome.com................................23

Twin-Star/ClassicFlame ..................................................................................62, 67

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

Vermont Castings Group ................................................................................65, 66

Weilburger Coatings..................................(404) 219-2794 ..............www.senotherm.us........................................43

Weilburger Coatings ......................................................................................61, 63

Wittus........................................................(914) 764-5679 ..............www.wittus.com............................................65

Wittus ............................................................................................................61, 63

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. November/December 2014, Vol. 9, No. 6 ÂŠ 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.

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