Patio & Hearth Product Report November/December 2017 by Peninsula Media

NOVEMBER/DECEMBER 2017 | www.patioandhearthproductsreport.com

BEST-SELLING STOVES | 16

PATIO RENAISSANCE

DANSONS

SPARTHERM

HEAT & GLO

GROWING A BUSINESS | 22

Masters of Design | 34

Design + Performance™ is a trademark and Sunbrella® is a registered trademark of Glen Raven, Inc.

Good business is built on trust, reliability and respect. Sunbrella ® delivers the best performing upholstery fabrics, responsive customer support and the industry’s leading warranty. So your customers never question your commitment.

S U N B R E L L A .C O M

Circle Reader Service No. 2

HANDCRAFTED LUXURY FURNISHINGS

Made in the Americas

QUICK SHIP

INTRODUCING the CASTELLE QUICK SHIP PROGRAM

QUICK SHIP COLLECTIONS: PARK PLACE (top left) VILLA BIANCA (top right) MONTEREY (bottom left) ROMA (bottom right)

4 COLLECTIONS NOW SHIPPING in 48 HOURS

NOVEMBER/DECEMBER 2017 | PATIO & HEARTH PRODUCTS REPORT • 3 Circle Reader Service No. 3

LEARN MORE: CASTELLELUXURY.COM/QUICKSHIP

CONTENTS

N OV E M B E R / D E C E M B E R 2 0 1 7 • VO L U M E 1 2 , N U M B E R 6

FE AT U R E S

8 16 22

GUEST EDITORIAL – DESIGN TIME A leading furniture designer describes how current design trends are influencing the look of casual furniture and outdoor accessories. By Nikki Hunt

PRODUCT SPOTLIGHT – STYLISH STOVES The latest stove models feature sleek lines and green technology. By Greg Thompson

MARKETING MANEUVERS – NEW JERSEY STRONG 7 Mile Design, Surfside Casual Furniture’s newest retail store, attracts customers seeking design advice, as well as upscale collections. By Kimberly Rodgers

26 30

44 45 46 47

HEARTH RETAILER – A WARMING TREND A Colorado retailer grows rapidly by featuring exquisite hearth selections and first-rate service. By Maura Keller

INSIGHT – STYLISH AND STURDY Carolina Casual offers attractive collections that withstand the harshest elements—even coastal conditions. By Cherise Forno

INSIGHT – A FRESH APPROACH Outdoor by Design expands its product offerings and dealer base as it strengthens its position in the marketplace. By Cherise Forno

SHOP TALK – IN-STORE INSTRUCTION One of the best ways to engage paying customers is to offer ongoing cooking and grilling workshops. By Ryan Bloom

LAST WORD – NO-FUSS FABRICS Sattler’s Outdura solution-dyed acrylics are well-suited for both indoor and outdoor applications. By Kimberly Rodgers

Local grilling fans prefer Bourlier’s Barbecue and Fireplace over internet shopping sites because of the store’s wide inventory and in-store product demos.

6 10 48

By Cheryl Dangel Bartolini

SHOWROOM SHOWCASE – PRIMPING THE PATIO A new showroom boosts sales for Penn Stone, a business known for extensive expertise in hardscape, outdoor furniture, and backyard decor. By Sharon Sanders

HYGGE EDITOR’S MESSAGE INDUSTRY NEWS Edited by Kris Kyes

WHAT’S NEW: 6 HOT PRODUCTS TO SELL NOW

MY TURN – FIRE POWER Almost overnight, American Fire Glass becomes a major player in the fireglass and firepit categories. By Cheryl Dangel Bartolini

I N E V E RY I S S U E

OUTDOOR GRILLING – A WELL-STOCKED SHOP

AS I SEE IT – GRILLED TO PERFECTION The CEO of Big Green Egg shares insight about the premier kamado company. By Sharon Sanders

PRODUCT INNOVATION – TECH SAVVY Miles Industries’ refinement of popular hearth lines prompts positive feedback from dealers and customers.

50 62 62

PRODUCT PROFILES PRODUCT PROFILES DIRECTORY AD INDEX

By Cheryl Dangel Bartolini

CORPORATE PROFILE – FIRE THAT INSPIRES Design-forward fireplaces and stoves manufactured by Germany’s Spartherm receive high ratings from North American consumers. By Greg Thompson

4 • PATIO & HEARTH PRODUCTS REPORT | NOVEMBER/DECEMBER 2017

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EDITOR’S MESSAGE

Hygge T

Carol Daus at the Upper Belvedere palace in Vienna

“HYGGE DOES NOT HAVE AN EXACT ENGLISH TRANSLATION; INSTEAD, IT EVOKES A FEELING OF COZINESS AND WELL-BEING.”

door rooms, as sales of fireplaces for these living spaces continue to grow. By offering a large display of unique fireplaces, retailers such as Fireplace Warehouse discover that architects, designers, and contractors—as well as homeowners—visit the showroom for inspiration and product information. Hearth manufacturers play a critical role in developing extraordinary products that promote hygge. Spartherm (Melle, Germany), featured on page 42, strongly believes that fireplaces are essential architectural pieces that transform how people feel inside their homes. The company’s highend fireplaces with contemporary European designs are appealing to customers who want to add warmth and artistic flair to rooms. Miles Industries (North Vancouver, British Columbia), spotlighted on page 40, employs a rigorous product-development program that ultimately delivers some of the most inspiring fire-

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TISH JOHNSON

he weather might be turning colder, but hygge continues to remain hot. If you’re unfamiliar with the Danish word (pronounced HOO-guh), you probably haven’t been paying attention. Hygge was on the short list for the Oxford Dictionaries’ 2016 international word of the year (although post-truth won). Hygge does not have an exact English translation; instead, it evokes a feeling of coziness and well-being. The idea behind hygge is to relax and forget life’s worries. Sitting around a fireplace with loved ones on a cold night, drinking warm glögg, is the perfect example of hygge. Comfort and coziness—whether they are called hygge in Denmark, hominess in Canada, or gezelligheid in the Netherlands—are concepts that sell particularly well in the hearth industry. Although hygge is a trendy term (mentioned frequently in design magazines and on HGTV and Pinterest), it’s actually a universal philosophy that has inspired the human imagination for many centuries. This fall, when I visited my son in Vienna, I totally embraced hygge, which the locals call gemütlichkeit. A crackling fireplace or woodburning stove was a common fixture in most of the cafes and hotels I visited. Even the ornately carved fireplaces of Schönbrunn Palace radiated a sense of security, comfort, and joy. If you sell fireplaces, stoves, and other fire products, you sell hygge. Savvy hearth manufacturers and dealers understand that selling a fireplace involves selling an emotion. Relaxing in front of a fireplace with family and friends is one of life’s greatest pleasures. To replicate this sensory experience, the most successful hearth retailers display cozy fireplace and stove vignettes in their showrooms. They also implement advertising and social-media programs that promote the link between hearth products and emotional contentment. Fireplace Warehouse (Denver, Colorado), our featured hearth retailer (page 26), understands that selling fireplaces today involves selling a sensory, high-impact experience. Recognizing that customers look for beautiful fireplaces and stoves that reflect their personal styles, the company offers and displays a huge array of models from 22 different manufacturers. The store also incorporates fireplaces in showroom vignettes of bathrooms, bedrooms, kitchens, media rooms, game rooms, and out-

places in the marketplace. Its HeatShift System™ is popular with homeowners who want to hang artwork or televisions above cozy fireplaces. Making fireplaces part of a living space, whether near a television or a chat-seating area, ensures countless nights of hygge as families and friends gather for movie nights, sporting events, favorite television shows, and holiday get-togethers. Since people will always look for ways to accentuate comfort and togetherness in their homes, fireplaces and stoves will remain popular home amenities. In fact, Realtor.com found that a fireplace is the number-one feature most often mentioned in home listings, and more than 60% of homebuyers report they are looking for a fireplace when making a purchase. Through the years, fireplaces have been a hot commodity, and real-estate agents acknowledge that a fireplace can boast a home’s value by as much as $15,000. With this winter promising to be among the colder ones in recent years, fireplace sales will continue to heat up as consumers embrace coziness and warmth. The days might be getting shorter, and the nights might be getting colder, but that means it’s hygge time—the absolute best time for hearth retailers. Carol Daus cdauswrite@socal.rr.com

BELLEVUE Live in outdoor luxury in the Bellevue Collection from Elements by Castelle. With shimmering angles and contemporary comfort, the Bellevue defines outdoor living with character and style. Available in the Elements Quick Ship Program, Bellevue seating and dining are a welcome addition to any outdoor retreat. With the recent introduction of the Elements Quick Ship Program, customers are able to receive full collections within two weeks of purchase order.

Learn more about our collections at: CASTELLELUXURY.COM/ELEMENTS

AFFORDABLE. QUALITY. DESIGN. Circle Reader Service No. 7

GUEST EDITORIAL

PUBLISHER

By Nikki Hunt

Tony Ramos tramos@peninsula-media.com

DESIGNT I M E Not since the 1970s has it been such an exciting time to be a designer. You read that correctly: I did say the 1970s. It is easy to dismiss the 1970s as the era that style forgot. The decade, however, was a watershed for the interior-design industry. It was a time of transition from sleek 1960s Modernism to a style distinguished by fashionforward individualistic expression. The 1970s, a time of selfexpression, saw new organic forms and materials—and (perhaps most notably) experimentation with vibrant color. Like our 1970s counterparts, we are emerging from a period dominated by sleek, minimalist Modernism in interior design. Since the 1990s, the predominant style has been sleek and understated. Zen, serenity, and clean lines were terms used repeatedly in design articles, and popular colors have been gray, beige, and white. All that, however, is changing. In today’s copy-and-paste world, designers are finding beauty in individualistic expression. There is a return to glamour, detail, embellishment, and color. This is an exciting time to be a designer, with so many new materials and a new willingness to explore originality. In a high-pressure world, consumers are looking for designs with a sense of fun (or a touch of glamour) to carry us away from the mundane and indulge our whims and fancies: designs that make us feel special or put a smile on our faces. This trend toward detail, color, and embellishment is evident in every room in the house. Kitchen cabinets—for so long, almost uniformly white—are now appearing in myriad colors. Hardware, long restricted to steel and chrome finishes, is now available in a variety of metal finishes—and new, inspiring finishes are being seen in our outdoor rooms, too. Recently dominated by natural tones and materials, outdoor furniture is now appearing in vibrant colors and unexpected organic shapes. Modern technological advances have given us new materials that feel as soft and comfortable as indoor fabrics, enabling us to create a seamless flow between indoor and outdoor spaces: Our patios and porches become true visual and functional extensions of our interior spaces. Outdoor furniture was once restricted to frames of metal, plastic, or wood and cushions of rigid foam. Today’s technology, however, has brought us organic shapes and soft cushions. There is even a synthetic-down pillow filling that is so

EDITOR Carol Daus cdauswrite@socal.rr.com ART DIRECTOR Cassandra Estes cassestes1968@gmail.com ASSOCIATE EDITOR Kris Kyes Nikki Hunt (left) and Andrea Savage

STAFF WRITERS Cheryl Dangel Bartolini Cherise Forno Maura Keller Kimberly Rodgers Sharon Sanders Greg Thompson SOCIAL MEDIA EDITOR Greg Thompson CIRCULATION DIRECTOR Whitney Carrier BUSINESS MANAGER Susan Razetto CEO & PRESIDENT Tony Ramos

CORPORATE OFFICE

similar to natural down that it is difficult to tell the difference; it even allows use of the pillow-fluffing techniques once reserved for indoor pillows. Outdoor fabrics are no longer restricted to plain colors with flat textures. These fabrics can be richly colored and patterned, and they come in a variety of textures—even velvet. Recently, I have been working with the furniture manufacturer Ratana (Vancouver, British Columbia) to develop an exciting new line of outdoor furniture. The company has developed a knitted-polyolefin material. It feels soft to the touch. When woven over a metal furniture frame, it can create a piece of furniture that is resilient enough to withstand harsh elements, but that as a warm, organic feel. We have paired this frame with colorful (and wonderfully soft) seat and back cushions, covering them with outdoor fabrics that are as full of texture and life as indoor fabrics. With such fabulous new technologies enabling us to push new boundaries—and with consumers looking for fresh, innovative ideas—the job of a designer is certainly as fun and exciting as it has been in many years.

Peninsula Media 21250 Hawthorne Blvd., Suite 700 Torrance, CA 90503 (310) 792-7448 Fax (310) 792-7449 www.patioandhearthproductsreport.com Tony Ramos Peninsula Media 21250 Hawthorne Blvd., Suite 700 Torrance, CA 90503 (310) 792-7448 (310) 792-7449/Fax (310) 968-3962/Cell tramos@peninsula-media.com Subscription Inquiries: Patio & Hearth Products Report PO Box 2190 Skokie, IL 60076-7890 Subscribe online:

Nikki Hunt is principal of Design Intervention (Singapore) and is a designer for Ratana (Vancouver, British Columbia).

8 • PATIO & HEARTH PRODUCTS REPORT | NOVEMBER/DECEMBER 2017

www.peninsula-media.com/subscribe.html Email: patioandhearth@omeda.com Phone: (847) 504-8466

OUTDOOR FURNITURE AND KITCHENS

H E A D Q UA R T E R S – 9 4 4 9 8 th S treet | R anch o C ucam ong a, CA 9 1 7 3 0 P h one: 9 0 9 .9 8 9 .9 9 7 7 | Fax : 9 0 9 .9 8 9 .9 9 7 0 | Tol l F ree: 8 6 6 .9 6 4 .4 4 6 8 C H I CAGO S H OWR O O M – M erch andis e M ar t S uite 1 6 6 7 | C h icag o, I L 6 0 6 5 4 GENSU NCA SUA L . C O M

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BY KRIS KYES

INDUSTRYNEWS OW Lee Earns Sixth Straight ICFA Manufacturer of the Year Award The International Casual Furnishings Association (ICFA) for the sixth straight year honored OW Lee with its Manufacturer of the Year Award at Casual Market Chicago in September. The Manufacturer of the Year Award is one of ICFA’s top honors. ICFA members were invited to vote on this award using these criteria: design and quality of products, merchandising, customer service, ethics, communica-

tions, and trade relations. Terri Lee Rogers, president of OW Lee, says, “We feel so honored to receive the Manufacturer of the Year Award for the sixth year in a row. It means so much to be recognized by our retailers and peers, and we strive every day to live up to those expectations.” During her speech, Rogers thanked the retailers and the industry as a whole and expressed how proud she is of where the industry is today.

TUUCI ACqUIRES PAvILION FURNITURE

(Miami). Tom Parker, president of TUUCI, says, “Pavilion represents TUUCI’s first effort via acquisition to leverage its strengths in design, manufacturing, and distribution, and we are excited to welcome its team to

TUUCI Worldwide LLC (Miami, Florida), designer and manufacturer of distinctive umbrellas and cabanas, has acquired Pavilion Furniture

From left: Chris Goff, Leisa McCollister, Paul Rogers, and Terri Rogers from OW Lee; Gary McCray, member of the executive board of the International Casual Furnishings Association

our family of companies.” Parker continues, “Pavilion will continue to operate as its own company and brand, independent from TUUCI’s umbrella and cabana divisions. Pavilion has designed and

Castelle Celebrates 40th Anniversary at High Point Market It was 40 years ago that Castelle was founded. The eventful four decades of luxury outdoor living were marked with an anniversary brunch at High Point Market in October. Open to all market attendees, the brunch featured mimosas and a deluxe menu. As part of the festivities, High Point attendees previewed new introductions from Castelle, including its recently launched Barclay Butera Outdoor and Elements collections. A social-media opportunity was launched during High Point Market, with pieces from the Castelle express-ship program on display at a See, Sit, and Select selfie photo booth. All participants who took selfie photos with their favorite chairs and posted them with the specified hashtag (#Castelleluxury) had a chance to win a quick-ship collection

from Castelle. The display and promotion were designed to highlight new expedited-shipping programs that The Park Place collection, from will provide delivery Castelle’s quick-ship program of high-end furnishings within two, four, or six weeks. The company’s 40 years in the industry are, according to Derek Ritzel, president, “a milestone of which we are very proud,” and the event is one that Castelle is “eager to share with our retail partners and industry friends in High Point,” he adds.

Brenda Pereyda Joins OW Lee’s Sales Team OW Lee has hired industry veteran Brenda Pereyda as the newest member of its salesmanagement team. Pereyda has been a key player in the casual-furniture industry for nearly 40 years. She began her career in the customer service-department at Mallin Casual Furniture and worked her way up to vice president of sales for Minson Corp. in 2013. Pereyda will be using her extensive knowledge of product development, marketing/merchandising, trade-show planning, and (most important) establishing long-term relationships with customers to increase sales. “I am beyond thrilled to be joining the OW Lee team to manage sales,” Pereyda says. “The opportunity to work with an industry leader is extremely exciting for me, and I look forward to using my experience to enhance and grow this already incredible business.”

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Brenda Pereyda

manufactured quality exterior furnishings for over 40 years. We look forward to helping the Pavilion team with its strategic plan for growth.” Pavilion will be led by Ward Usmar. “We are also pleased that Ward Usmar has been appointed president of Pavilion,” Parker says. “Ward has been with TUUCI for 15 years and has been in the outdoorfurniture industry for over 22 years, serving on the International Casual Furnishings Association board from 2011 to 2016 and as chair for 2013 and 2014. His experience and professionalism will help drive Pavilion to be a leading brand in the outdoorfurniture world.” Usmar says, “I’m looking forward to working with the Pavilion team and building on the rich history that has positioned it for success in the future.”

ALLEN E. GANT JR. RETIRES AS CEO OF GLEN RAvEN Glen Raven Inc., a global provider of performance fabrics, announced that Allen E. Gant Jr. retired on October 5 as CEO of the family-owned company, founded by his grandfather in 1880. Gant will remain chair of Glen Raven’s operating board. He announced his plans to retire as CEO in 2013. The announcement activated a succession plan that named C.G. (Leib) Oehmig IV, a 28-year veteran of Glen Raven, president and COO, with the intent that he would

Castelle Enhances Customer Experience With 2018 Collection Videos Castelle recently released a series of professionally produced videos showcasing all of the company’s 2018 outdoor introductions, along with one video highlighting its industry-leading manufacturing process. The videos, which are produced as marketing tools for Castelle’s customers, provide a moving visualization of the details, finishes, and craftsmanship incorporated into making each piece of Castelle furniture. Created to be used by specialty retailers in educating their sales personnel and customers, the videos can be accessed across multiple platforms, including online and mobile applications. Each video is available for viewing at any Castelle retail partner’s location or on the company’s website (www.castelleluxury.com) or YouTube channel.

Derek Ritzel, president and CEO, says, “The 2018 videos are a continA scene from Castelle’s 2018 collection video uation of Castelle’s commitment to educating our retail partners and their including the Barclay Butera, consumers on the new collections, as Hermosa, Legend, Napoli, Sonesta, well as the manufacturing story that Sunrise, and ventura collections. is so important to understanding our There also is a video showcasing brand. As a sales tool, the videos are Elements by Castelle, the company’s able to take our customers, their new mixed-media line constructed of staffs, and their consumers through all-weather wicker, resin wood, and each collection and the entire manualuminum. This line debuted in July facturing process, exhibiting the and offers retailers a midrange price amazing effort that goes into producoption. The video “Handcrafted: The ing each collection. We see this story Castelle Story,” features the compaas important to the sales process, ny’s more than 40 years of producing empowering the end consumer to luxury designs, one at a time—from select lasting outdoor furnishings design inspiration to the skilled confidently.” hands of sculptors and craftspeople, Featured in the one-minute videos culminating in the custom-finishing are Castelle’s 2018 introductions, department.

become CEO upon Gant’s retirement. “Leib’s previous leadership role will serve him well as the next CEO of Glen Raven,” Gant says. “He is a transformative leader and a strategic architect of the company’s current course focused on solutions for our customers. His ability to lead will be felt across our company’s global footprint for years to come.” Oehmig joined Glen Raven in 1989 and led the construction and management of the company’s million–square-foot Sunbrella® manufacturing center in Anderson, South Carolina. His tenure at Anderson led to his promotion as president of Glen Raven Custom Fabrics LLC, the maker of Sunbrella—a position he held until he was named president and COO of Glen Raven Inc. Glen Raven is a special place because all employees, Oehmig says, “regardless of position or location, consider themselves part of one team—one Glen Raven. It is an honor and a privilege to lead an organization driven by a culture that embraces transformational change.” As CEO, Oehmig leads a global

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NOVEMBER/DECEMBER 2017 | PATIO & HEARTH PRODUCTS REPORT • 11

NEWS

INDUSTRY

company with 40 locations in 17 countries on six continents. The company is dedicated to improving lives through innovations in fabric, while serving clients, consumers, and its more than 3,000 associates around the world. As Glen Raven continues to grow, Oehmig provides leadership to ensure a culture of integrity and innovation while maintaining the high standards of quality and service for which Glen Raven is known. Gant joined Glen Raven in 1971—his first job was in industrial engineering—and rose through the ranks until he was named CEO, in 1996. After 21 years in that position, Gant notes, he relishes the long-term potential and global reach of Glen Raven’s solutions under Oehmig, the first CEO from outside the Gant family in the company’s 137-year history. “For as long as I can remember, Glen Raven has been in a constant state of transformation,” Gant says. “That’s how we have remained relevant in the markets we serve, and it also serves as a constant reminder that you have to drive

change and not just respond or react to it.” Driving change is central to the role Oehmig envisions for himself and his team as he begins his tenure as CEO.

PHIFER’S NEW HORIzONS COLLECTION FEATURES OPPOSITES THAT ATTRACT

The New Horizons collection

Inspired by vibrant sunsets and luxurious interior hues, Phifer’s New Horizons collection of outdoor-furniture fabrics features monochromatic (yet diverse) hues that uniquely complement each other to form eye-catching color combos. New color introductions burnt orange

and mushroom pair with bright tango and creamy citrus pearl for a hint of liveliness that still offers a natural elegance. Earth-toned citrus shades with subtle undertones of pewter metallic mimic aged copper or brass and illustrate the importance of metal-inspired colors for the upcoming season. Sling patterns with interwoven hints of warm and cool colors are the newest updates and work with any frame color. Fashion-forward and functional, Phifer’s 100% recyclable GeoBella® indoor/outdoor high-performance fabrics and sling Phifertex® outdoor fabrics are suitable for any room of the home, from the sunroom to the breakfast nook. GeoBella offers the soft, touchable texture and comfort of indoor furniture—backed by the stability, strength, and durability needed for outdoor-cushion applications. Phifertex, a high-end outdoor performance fabric, is ideal for sling products and can be used for awnings, umbrellas, and newer fabric applications (such as wrapped furniture and padded slings).

RH Peterson Introduces New Real Fyre Direct-vent Insert Line RH Peterson Company launched a new line These complete the unit and feature a fineof Real Fyre® direct-vent gas inserts, bringmesh barrier screen and a hidden hinged ing together the beauty and wood-fire realfascia panel that provides access to the ism Real Fyre gas logs are known for and control panel. the convenience and efficiency of a modBoth the mSeries and the iSeries offer a ern gas heater. Featuring direct-vent sealed high-performance, 125-cfm blower that discombustion, which enables the fireplace to tributes heat quickly and quietly; an easily provide zone heat to a single room, the line accessible control panel hidden in the surincludes the iSeries intermittent electronic round; and adjustable flame control. Both ignition (or IPI) model and the millivolt series are available in either natural-gas or mSeries standing-pilot system model. Both propane versions and in 25-, 30-, and 36The Real Fyre direct-vent gas insert versions come in three sizes to fit most inch sizes, with Btu levels ranging from masonry or factory-built fireplaces. 10,000 to 40,000. A large glass viewing window showcases beautifully detailed logs with With the new line of direct-vent gas inserts, Real Fyre continues its herdancing flames and glowing embers. Options include four log choices itage of manufacturing high-performance, realistic gas products designed (charred ancient oak, charred rustic oak, burnt American oak, and burnt to meet the needs of today’s homeowner who wants to transform a firesplit); three firebox liners, with either a brick pattern (traditional or herringplace into the elegant focal point of any room. The Real Fyre gas collection bone) or handsome black porcelain to silhouette the logs and reflect the includes vented, vent-free, and direct-vent inserts featuring more than 40 flames; and newly designed three-sided and four-sided flush surrounds. log styles, handcrafted in the United States for more than 65 years.

RH Peterson’s Diamond Sear Cooking Grids Improve Grilling RH Peterson Company’s Diamond Sear cooksurface of the grill, retaining juices in the food and ing grids are designed to provide more conresulting in superior cooking. tact between food and the grill surface, maxiRH Peterson employees Martin Yan, Dave mizing the amount of heat conducted into McCullough, Jon Bridgwater, and David Keck the food. Available in various types and combined their skills, ingenuity, and efforts to sizes, the grids will be featured on Fire create the new cooking grids. Leslie Bortz, ® Magic Echelon Diamond and Aurora grills, president, says, “Another first for RH Peterson, The Diamond Sear cooking grid as well as on American Outdoor Grill® continuing the spirit, dedication, and crafts(AOG) models for 2018. manship of our founders, Bob Peterson and The flat tops of each individual bar of the Fire Magic grids measure Harold Keck: Our Diamond Sear cooking grids represent another 0.35 inches wide throughout and cover up to 50% of the grill’s cooking step in Fire Magic’s 80-year history of developing outdoor-grilling area. The AOG cooking grids are slightly smaller, at 0.28 to 0.29 inches products that uniquely meet consumers’ needs.” RH Peterson has wide, and cover 40% to 45% of the surface of the grill. The angled-bar applied for two patents on its Diamond Sear cooking grids; the design of the Diamond Sear cooking grids delivers more heat to the patents are pending.

12 • PATIO & HEARTH PRODUCTS REPORT | NOVEMBER/DECEMBER 2017

GABRIELLA WHITE HIRES GREG GOETCHEUS AND AMY MYERS

BIG GREEN EGG ANNOUNCES INSTALLATION OF ELECTRICvEHICLE CHARGING STATION

ing the Big Green Egg retail center, or visiting the Big Green Egg Museum. Jodi Burson, director of brand enhancement, says, “Since our middle name is Green, we thought an electric-vehicle charging station would be a natural addition to our company and an added convenience for our customers and visitors.” Big Green Egg’s Clipper Creek chargers are

Gabriella White LLC, parent company of Summer Big Green Egg’s world headquarters in Atlanta, Classics and Gabby, appointed retail veteran Greg Georgia, has installed a charging station for electric Goetcheus as executive vice president of business vehicles. Visitors, grilling enthusiasts, and development. Goetcheus has more than 25 years of EGGsperts now have a place to recharge while experience in retail merchandising, operations, and attending Big Green Egg’s Culinary Center, perusservices, and will ensure successful execution of the company’s vision through leadership of the wholesale, retail, contract, privatelabel, and online-commerce channels. William Greg Goetcheus White, president of Gabriella White, says, “As we continue to push our brands’ products through multiple chanAmy Myers nels, Greg’s proven success in driving growth and a consistent customer experience through sustainable process and operations makes him a perfect fit for this key position.” Goetcheus has an accomplished background with both Fortune 50 and highgrowth entrepreneurial companies. He spent 14 years at The Home Depot across multiple departments and most recently Enjoy comfortable outdoor living any time of led merchandising capital projects as part of the in-store environment team. year with infrared heat that gives you total control. Previously, he was vice president of operations for The Home Depot’s subsidiary Dial the warmth up or down to create the perfect kitchen/bathroom-remodeling business. ambiance for any occasion, any time of day. Amy Myers has joined Gabriella White as chief marketing officer. Myers Infratech electric infrared heaters combine clean, will lead the integrated marketing strategreen, energy-efficient heat with sophisticated, gy of the brands, including pricing plans, product positioning, promotional activistylish design that blends seamlessly into any ties, and merchandising. space. Choose from our versatile array of heaters, “Amy’s extensive background in developing marketing and merchandising controls, colors and mounting options, including strategies for several well-known brands has armed her with the expertise to help our exclusive Smart Home integration system. us realize our vision,” White says. “She There’s simply no better way to live outdoors. has the leadership we need to drive an even stronger omnichannel marketing approach that will increase market share and differentiate our customer experiTo learn more about our capabilities or view our gallery, ence.” A veteran marketing executive, please visit I N F R AT E C H - U S A . C O M Myers has extensive experience leading 8 0 0 . 4 2 1 . 9 4 5 5 3 - Y E A R W A R R A N T Y P R O U D LY M A D E I N U S A marketing efforts for some of the nation’s top brands, most recently serving as senCircle Reader Service No. 13 ior vice president of Gordmans.

The great outdoors just became greater.

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NEWS

INDUSTRY

Luxe Sunbrella Space Featured at High Point Market Showcasing the limitless design possibilities of performance, the new Sunbrella® space in InterHall at High Point Market featured a modern, curated collection of luxe textiles. Greg Rosendale, market manager for residential-furniture fabrics at Glen Raven, says, “Sunbrella fabrics have come a long way since we first created the performance category in 1961. Sunbrella’s unmatched durability, stain resistance, and cleanability continue to improve and now combine with world-class design and beautifully soft touch. Our space in High Point showcased our signature soft and high-performance upholstery fabrics for interiors, as well as the new Makers and Elements collections.” For upholstered pieces, 16 Sunbrella fabrics were selected, representing the vast design breadth of the brand. “With advances in technology, getting Sunbrella levels of performance doesn’t mean sacrificing design,” Rosendale says. “We feature heavy-texture jacquards and vibrant, plush solids, all with the inherent qualities of Sunbrella—robust durability qualities that the industry has come to trust. These long-lasting and easy-to-maintain textiles have a luxurious hand that is as soft and comforting as it is beautiful.”

compatible with all types of plug-in vehicles. Drivers may access the charging station at no cost during retail-store hours, Monday through Saturday, 9:30 a.m. to 5 p.m. For a complete list of charging-station locations, visit www.evchargernews.com. Big Green Egg is a sound environmental choice for any cook. Each grill comes with a lifetime warranty, so it will never end up in a landfill, making it a sustainable and protected investment. With its array of grilling, baking, roasting, and smoking methods, Big Green Egg brings versatile cooking experiences to any outdoor kitchen, deck, or patio.

SERGE FERRARI NORTH AMERICA APPOINTS SALES MANAGER FOR CANADA Serge Ferrari North America has added Simon Léger to the sales team as regional sales manager for Canada. Léger will handle sales and service of Serge Ferrari products throughout Canada. Simon Léger In this new position for the company, he will report to Steve Fredrickson, national sales manager. Léger brings the company more than 15 years of sales experience in the building-finishes industry, working closely with architects, designers, distributors, and end users. He most recently worked as the territory sales manager for Quebec at Formica Corp. (Cincinnati, Ohio). He has also worked as territory manager in Quebec, Ontario, and other provinces for several other building-hardware and surface/ceiling solution manufacturers. Serge Ferrari North America is expanding its sales team to serve existing customers better, as well as to accommodate an increased Canadian interest in Serge Ferrari products, particularly in the solar-protection, furniture, and sign/print markets.

Sunbrella’s Island Style by Joe Ruggiero was featured at High Point Market

Treasure Garden Receives ICFA Manufacturer Leadership Award For the 14th time (and with eight consecutive years), Treasure Garden, designer and manufacturer of shade products, has been recognized by the International Doug Sanicola of the International Casual Furnishings Casual Furnishings Association’s retailer members with a Manufacturer Leadership Association presents Oliver Ma and Margaret Chang with a Manufacturer Leadership Award at Casual Award in the shade category. Presented during Casual Market Chicago, the award Market Chicago recognized the products, people, and production efforts of Treasure Garden for overall manufacturing and customer-service excellence. Margaret Chang, president, says, “We are proud to be recognized once again by our industry and friends with this award based on our consistent attention to product quality and superior service to our retail partners. This award would not have been possible, over the past years, if it weren’t for the dedication and work of our entire organization. We are always thrilled to be recognized in this manner, but the true reward is in earning the business and loyalty of our customers, year after year.”

EMPIRE PURCHASES OWNERSHIP OF SBI The Empire Group, the parent company of Empire Comfort Systems (Belleville, Illinois), has purchased majority ownership of SBI, a Canadian manufacturer of wood- and pelletfired heater/hearth products, along with venting. Empire manufactures gas-fired heaters, hearth products, and grills. Both Empire and SBI are family-owned manufacturers, and both have undertaken aggressive product-development programs. While SBI’s primary market is Canada, it also distributes products in the United States, South America, Europe, and Australia. Its brands include Osburn, Caddy, Enerzone, Valcourt, Drolet, and Century Heating. Empire’s brands include American Hearth, White Mountain Hearth, Broilmaster Premium Grills, and Empire Heating Systems. Nick Bauer, president of Empire, says, “I have had two passions in my life; the first is family business—not just my family business, but doing business with other family-owned compa-

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nies. The second is U.S.–based manufacturing, instilled in me by my great-grandfather, who immigrated from Germany and founded Empire in 1932.” Bauer found kindred spirits in brothers Marc-Antoine and Jean-Francois Cantin, SBI’s president and vice president, respectively. “It was not on the radar screen for us to sell our company,” Marc-Antoine says. “We have always been a market consolidator, having bought eight companies over the past 15 years. When I met Nick and realized what the two organizations could accomplish together, it did not take long to convince my brother. This deal will take SBI to the next level, and everybody will win, starting with our employees and our customers.” Empire shares that enthusiasm. “The Bauer family is ecstatic to find partners who share these same core values,” Bauer says. While the synergy of these venerable manufacturers can open new markets and opportunities for both, the two companies will continue to operate independently, with no immediate effect on employees from either company.

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

JAN 28 - FEB 1, 2018 Register now at LasVegasMarket.com NOVEMBER/DECEMBER 2017 | PATIO & HEARTH PRODUCTS REPORT â&#x20AC;¢ 15 Circle Reader Service No. 15

SPOTLIGHT

PRODUCT

STYLISH STOVES New stoves boasting fresh designs and efficient heating are sure to entice customers. BY GREG THOMPSON

avvy decorators have long had an affinity for the stove. This is thanks largely to its deft blend of practicality and aesthetic beauty. Manufacturers pay attention to that blend. They now offer stoves that transcend their utilitarian origins. Today’s stoves create a design statement that harks back to the past while honoring contemporary considerations. Far from being tucked into a corner, many of these appliances are made to be admired. One example is the Country™ collection from Innovative Hearth Products (IHP™), Nashville, Tennessee. The collection’s Grandview series “commands attention with a large viewing area,” Michael Lewis, director of product development, explains. That commitment to command attention is shared by manufacturers. Dealers who want to spruce up their heat/aesthetic options and make an impact on the showroom floor can look to them for some powerful ideas.

01 The RV 80 stove from Ravelli

02 The BX24 Boxer freestanding wood stove from Blaze King

REGENCY Interest in contemporary styles is on the rise at Regency® Fireplace Products (Delta, British Columbia), with slim designs and large viewing areas putting the focus squarely on the fire inside. Customers are responding to Regency’s F3500 and F5100, the company’s newest wood stoves. According to Daniela Lucarino, product manager, these models include the newest technology, meeting or exceeding EPA requirements. “Regency has always been quick to adapt to new regulations in the industry with success, and that has not changed,” Lucarino says. “We are very involved with the Hearth, Patio, & Barbecue Association (HPBA), so we are well aware of potential changes. We stay involved to ensure our success—regardless of past, present, or future regulations.” Designers, engineers, and technical analysts work to blend practical considerations with artistic integrity. Lucarino comments, “We

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are able to see updates for the next prototype very quickly,” helping Regency adapt to changing markets and consumer trends. Working on the premise that dealer education can improve sales, Regency holds two educational programs each year for dealers. “When the sales staff is unsure or cannot answer questions, customers may lose trust,” Lucarino says. “Regency holds SalesTech and SimTech every year for our dealers. We really encourage all dealers to come every year.” Lucarino adds, “Consumers are not just looking for a stove, but are looking for a piece of furniture.” With that in mind, she encourages dealers to visit HPBExpo 2018 in Nashville, Tennessee, to see the company’s progress. “We will not disappoint,” she says.

ENVIRO Enviro (Victoria, British Columbia) has been busy designing new products over the past 18 months. Expansion started with gas stoves: the S20 modern steel stove, the Berkeley cast-iron stove, and the S40 stove. According to Stuart O’Connor, vice president, much of the innovation comes from youthful engineers. “I would guess that we have the youngest research/development department in the industry,” O’Connor says. “What our team may lack in longterm experience, it more than makes up for with adaptability and great enthusiasm.” Designers spend a lot of time with the sales team and customers. “It’s the reason our customers now see us as much more

03 Empire’s vent-free cast-iron stove, small, in porcelain mahogany

04 The Allure50 stove from Harman

The Grandview stove from IronStrike, on an Olympic pedestal, with brushed-nickel door trim than just a pellet-stove manufacturer,” O’Connor says. “Sales would often be strong one year, then soft the year after that,” he explains. “We would see this feast-orfamine pattern fairly frequently. We knew we had to refocus our company to become something more, and our amazing dealer network has been instrumental in making this transition.” He continues, “Dealers gave us a chance to prove we could design great gas products and supported us when we did. Now, our sales are around 70% gas, 20% pellet, and 10% wood-burning products.” O’Connor sees “more of a push coming from the contemporary side,” he says, and engineers designed the new cast-iron Berkeley stove to capitalize on that trend. “This set it apart from many of our previous, more traditional castiron stoves,” O’Connor says. “The traditional look still has a place, but our newest designs tend to lean toward a cleaner aesthetic.” HEARTHSTONE Smaller and less expensive stoves are trending for HearthStone Quality Home Heating Products Inc. (Morrisville, Vermont). For David Kufahl, president, the trend has led to big sales for medium-sized wood stoves, such as the Heritage, Manchester, and Castleton models. “The smaller stoves and the redesigned Hase Tula, however, are seeing the most growth. Sales of three-sided freestanding gas units are also increasing. Gas is a growing alternative to wood because less heat is being asked for,” he adds. HearthStone’s robust research/development efforts include three EPA test stands, gas testing equipment, and a staff of engineers and

technicians. All that wisdom produces a coherent line of items to show together. Kufahl explains, “Dealers who show lines of products (and not everything) confuse customers less. Consumers get overwhelmed and want your advice. Having a vignette that your customer can relate to is a good way to show products. Sell the safety features that regulations require us to provide.” Kufahl adds, “The regulatory environment is over the top. Hearth companies are investing an inordinate amount to stay in business, at the expense of innovation and creativity.” In the wood-burning sector, the EPA 2020 emissions limit “will damage air quality, as we put out products that are less passively clean and require special attention,” Kufahl says. “We will innovate to get through it, but it will not improve air quality or the business

climate. We have to sell the benefits of a cleaner chimney and higher efficiency.” Despite these challenges, he says, “I see a few good years ahead of us. Fuel prices will rise and we will see a resurgence in heat. Traditional styling remains the most popular, but the interest in clean, simple design is clearly growing.”

APPAREIL ARCHITECTURE; PHOTO: FELIX MICHAUD

STÛV AMERICA In 2017, Stûv America (Bromont, Quebec) invested in recertifying its Stûv 30-Compact and Stûv 30Compact H stoves. Both units were already EPA certified, with emissions of 2.7 grams per hour. Nadia Gilbert, director of marketing and customer service, says, “These stoves now emit only 1.8 grams of fine particles per hour. The Stûv 30-

06 The cast-iron Berkeley stove from Enviro

07 The HearthStone Heritage stove model 8023 in seafoam enamel

08 The Stûv 16-58 Cube stove

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PRODUCT

Compact and 30-Compact H comply with the most strict environmental standards while affording their owners performance, an excellent fireside view, and the right mood.” Gilbert reports strong sales for the Stûv 16 family. “Since 2016, our sales have skyrocketed for these easy-toinstall models, prized by consumers wanting units that not only keep them warm, but also add to their decor,” she says. “Customers want quality, durability, and beauty, and they are willing to invest in them.” Stûv America is a subsidiary of Stûv SA. The company’s site in Floreffe, Belgium, employs a research/development staff of about 20 (in addition to engineering and production personnel). A percentage of the price of every Stûv device is automatically reinvested in research/development. Putting that research/development into action became easier last year, when Stûv acquired a factory in Bromont to manufacture all Stûv products for the North American market within the next two years. The goal is to provide products of the same quality (at a lower cost) while addressing the specific needs of the North American market and conducting just-in-time order processing. In a Stûv dealer’s showroom, less is more. Gilbert explains, “We recommend showcasing fewer brands at your store, in exchange for more specialized service. This will enhance the customer experience and the credibility of our industry.”

HHT Which is the more popular stove style: contemporary or traditional? Jeni Forman, senior vice president of sales and marketing, U.S. dealer/wholesale, for Hearth & Home Technologies® (HHT), Lakeville, Minnesota, comes down on one side (while leaving some wiggle room). “A more traditional look is still the bread and butter of the category,” Forman says. “That’s why a beautiful stove such as the Vermont Castings Radiance model never goes out of style—but contemporary styling is continuing to find a place with consumers, which is why stoves such as the Harman Allure50 are performing so well.” HHT supports both styles with equal vigor. The Allure50 is the company’s newest pellet stove and offers what Forman calls “a perfect balance of sleek, contemporary design and sophisticated technology, via Harman’s industry-leading EASY Touch control. It features one-screen operation for scheduling, diagnos-

Napoleon’s S4 stove

02 The Enerzone Cambridge pellet stove from SBI

02 tics, cleaning prompts, and fuel gauges,” she says. Forman attributes the success of the Allure50 to its small footprint, which makes it easy to tuck into corners and small spaces. “For our Quadra-Fire brand, our focus is ensuring all wood stoves are compliant with the EPA’s 2020 certification,” Forman says. “The brand, part of the Discovery series, continues to perform well because it offers homeowners an opportunity for personalization via side panels. We’ve seen consumers represent their favorite sports teams or match their home’s decor to make their stoves their own.” Forman has high hopes, but notes that a little help from the weather would be welcome. “We always think the stove market is going to perform well,” she says. “As long as we get a little cold signal early in the season and see higher prices at the pump, it will be a strong season.” SBI In 2017, SBI (Saint-Augustin, Quebec) launched the Osburn 3000, a bottom-feed pellet stove designed to look exactly like a traditional wood stove. Last year, the company introduced its Enerzone Cambridge pellet stove, another bottom-feed unit with a traditional look. Consistency and quality are hallmarks at SBI, where at least two new models are introduced each year. Enerzone has been a mainstay since

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2006 and now features seven wood-stove models. Marc-Antoine Cantin, president, says, “Our biggest seller in the Osburn line is our Osburn 2300. Its exceptional value is probably what makes it a top choice for our dealers. It features a deep 3.4–cubic-foot firebox and comes with a fan, all for less than $2,100 (MSRP).” Another bestseller is SBI’s Enerzone Solution 3.4. “Many dealers call it the beast because it is such an amazing heater. For wholehouse heating, this one is difficult to beat. Its firebox, at 3.4 cubic feet, can take a huge quantity of wood. For $2,300 (MSRP), with a fan, it is just what many wood-heating aficionados are seeking,” Cantin says. About 15 people work in research/development at SBI, with all testing done in-house (with the latest equipment). Cantin explains, “We intend to have a full line of compliant products for our customers, but obtaining a new deadline in 2023 makes a lot of sense for manufacturers, retailers, and even the EPA— which will struggle to handle the wave of test reports coming its way.” He adds, “We handle today’s situation by making tough choices. We cannot afford to cut research/development, but this often means we have to cut elsewhere, become more efficient, or—even better—do both.” IHP The IronStrike line from IHP offers a robust selection of wood stoves, ranging from its Country collection to the Grandview series. According to Lewis, durability and aesthetics are equally important—with the company’s stoves designed to be the focal point of a living space. Lewis reports that the Country collection’s designs haven’t changed much over the past two decades, thanks mainly to their robust construction, crystal-clear glass, and powerful blowers. “The Grandview series commands attention with a large viewing area and an innovative cast-iron heat exchanger that delivers more heat into the room than a conventional stove design,” he says. “Our Country collection includes the Striker 160, the Performer 210, the Legacy 260, and the Canyon 310,” he continues. “The Grandview series includes the Grandview 230 and 300.” Consumers and dealers are enthusiastic about both collections. The Grandview 230 series, in particular, has been a hit. In addition to

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SPOTLIGHT

PRODUCT

easy operation, the Grandview series has a transitional look that fits well with modern decor. “Nostalgia is a huge influence on the consumer’s decision to install a wood-burning stove,” Lewis says. “While there’s attention to what’s new and exciting, many customers ask for a stove like the one their grandparents had. They often have a special place in their hearts for a good old wood-burning stove. For that reason, we will always use existing IronStrike stoves as a basis for future development. It doesn’t make sense to cast aside history.” NAPOLEON John Czerwonka, vice president, Hearth Division, for Napoleon Products (Barrie, Ontario), believes that dealers who carry great products are off to a great start, but it’s not enough. Successful dealers must also determine which displays are not delivering the proper return on investment and replace them with something new. “Today’s consumer is changing,” Czerwonka says. “While traditional units are still number one, linear and more modern units are taking display space at much higher rates, benefiting the dealer with less price-sensitive units and better margins.” Napoleon’s S series wood stoves are the company’s most popular units, available in three sizes: the S1, S4, and S9. They are EPA certified and offer a range of Btu outputs to fit any need. Czerwonka says, “These units offer lots of design flexibility and can be installed in traditional, transitional, or modern settings. They come in a charcoal finish, with an Easy Glide removable ash drawer, a Vortex combustion system, a Secure Lock lever-action door handle, and a ceramic-fiber baffle system.” Calling last year strong, Czerwonka notes that 2017 is another solid year for Napoleon and its dealers. “There is a lot to be excited about: new products, solid housing and remodeling markets, strong consumer confidence, and low unemployment,” he says. Traditional designs continue to be the topselling styles at Napoleon, but Czerwonka says, “We do see modern and transitional units gaining share at much higher rates. We are also seeing consumers’ tastes change in the media being used with the unit, providing them with the opportunity to personalize their units.” BLAZE KING In the gas-stove category, Blaze King Industries Inc. (Walla Walla, Washington, and Penticton, British Columbia) launched the Clarity 26 freestanding stove in 2017. Introduction of the BX24 Boxer wood stove is planned for February 2018. According to Alan Murphy, president, the BX24 will join the Princess range of wood stoves (the company’s biggest sellers). Murphy says, “The Princess stove offers thermostatically

01 The Regency Pro-Series F3500 wood stove

02 The Round Stack wood stove from Wittus

growing. Overall, I believe the stove market is healthy and relatively steady.” Two research/development departments in different states fuel considerable innovation, and the staff has tripled in the past five to seven years. Bauer’s dealers believe in the product, and that belief comes through in showroom displays that “are in good working condition, to make a good impression on consumers,” Bauer says. “The best specialty retailers have expert knowledge and a passion for the business that make the buying process easy and fun.” Picking manufacturer partners that inspire long-term success is crucial. “As an 85–year-old family business, Empire spends a lot of time on succession planning—not just inside Empire, but in adding customers in new markets,” Bauer says. “We want long-term partners and friends, not quick one-off sales.” Much like the rest of Empire’s products, stoves are seeing an explosion of growth in 2017. Bauer says, “This is rather surprising, coming off a warm winter, but I’m not complaining.”

controlled heat, the longest burn time of any stove its size, and the ability to save 30% on heating costs. These are very compelling features for a consumer.” For dealers who want to promote products that meet or exceed the EPA New Source Performance Standards (NSPS), Blaze King has been making clean-burning, efficient products for more than 30 years. Two fully equipped research/development labs have helped Blaze King prepare for regulations, and both labs have recently undergone major upgrades. “We gutted the old labs and built two modern facilities with new equipment,” Murphy says. “We have always been ahead of the curve, when it comes to technology, and we intend to stay there.” Murphy believes there is a slim chance of getting a three-year NSPS extension. Blaze King is prepared, no matter what happens. Murphy explains, “The challenge will to make sure local authorities adopt NSPS and do not introduce their own legislation. Gas is in flux, with different proposals that have serious repercussions. The HPBA is working very hard to steer a sensible path through all the proposed legislation.” EMPIRE They might not be flashy, but medium-sized stoves in matte black have a simple elegance. It has yielded excellent sales for Empire Comfort Systems (Belleville, Illinois). Nick Bauer, president, reports that the company also does well with medium and small stoves in porcelain black and mahogany. “We have the highest market share in vent-free stoves,” he says, “and our direct-vent sales are

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RAVELLI Last year, at Ravelli® USA (Norwell, Massachusetts), the hit was the Roma, a zeroclearance pellet insert. This year, it’s the Vittoria, a new stove with an innovative selfcleaning solution. The top sellers at Ravelli are the RV 80 and RV 100 Classic, which Giovanni Demuru, general manager, lauds for their unique Victorian looks. “Last of the top four is the Francesca stove; that features our RDS system and Firex 600, starting at only $2,449 retail.” While some customers might be buying their first stoves, others might be willing to upgrade. Demuru explains, “Dealers have to give consumers a good reason to change their current stoves, so offer something that looks different— inside and outside—than what customers already have. Display new models and trust consumers to accept new interfaces, looks, and continued on page 58

Introducing the new

Pendleton Collection ®

Five New Fabric Stories | Las Vegas Market C1301

Circle Reader Service No. 21

MARKETING MANEUVERS

Robert Himmelstein and Moxy

NEW JERSEY STRONG Surfside Casual Furniture and 7 Mile Design can cover all needs, in New Jersey and beyond, for outdoor and indoor furniture. BY KIMBERLY RODGERS | PHOTOGRAPHY BY BETSY BRODY

In 1981, Larry Himmelstein, a chemical engineer, was looking for something to do as he neared retirement. He and his wife, Dot, had previously purchased a hotel in the beach-resort community of Ocean City, New Jersey, but that was not enough to keep the active couple busy. Robert Himmelstein says, “My dad decided to start Surfside Casual Furniture, which was strictly a patio store, in Ocean City. In 1981, I was 16 years old and had just gotten my license to drive. I made all the deliveries of patio furniture by myself. We made about $35,000 in delivered sales that year.” In 1985, as the business began to grow, a new Ocean City store was purchased. Indoor furniture was added to the merchandise mix, with patio furniture still dominating sales. Surfside Casual Furniture soon outgrew that location, and in 1987, the business moved to a larger space in Somers Point on Great Egg Harbor Bay. The move was significant because the retailer began drawing business from Cape May all the way up the New Jersey coast. Another location was added in Manahawkin—a gateway to the resort communities of Long Beach Island. Surfside Casual Furniture then began a long construction project: its current 45,000–square-foot flagship store in Manahawkin. “We actually got approval to build it in 2003 and opened it

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in 2014. There were lots of hurdles, but we finally got it done,” Robert says. In May 2016, Robert started a new retail store, in Stone Harbor, called 7 Mile Design. The store is based on a design-studio concept; it provides design services and both interior and outdoor high-end furniture from top-line manufacturers. The name reflects Seven Mile Island (shared by Avalon and Stone Harbor), which has a number of beautiful beaches and upscale homes. The store was so well received that Robert opened a second 7 Mile Design store in nearby Egg Harbor Township. He says, “A unique opportunity came along. The original Basset Furniture store—the first one in the nation— became available.” The store went through foreclosure and was vacant until Surfside Casual Furniture purchased it, revamped the interior, and opened it as the new 7 Mile Design, in July 2017. The store features a design center with 40,000 square feet of showroom space. UPSCALE DESIGN AND PRODUCTS The newer 7 Mile Design will be the most upscale of all Surfside Casual Furniture’s stores. “We will have a huge patio showroom and feature a lot of the same products, but we will be introducing some new offerings here,”

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MARKETING MANEUVERS

Robert says. To provide the most visually appealing atmosphere for showcasing merchandise, the showroom underwent a major transformation. “We redid the floors in polished concrete. It’s a very on-trend look, while still being incredibly strong and durable,” he says. All lighting has been replaced with LEDs; walls were painted a soft beige and the ceiling was painted a tranquil blue to create a peaceful coastal feel. New products featured at 7 Mile Design include the revolutionary LifeRoom by Four Seasons Sunrooms®. “We are really excited to be partnering with Four Seasons to sell both its LifeRooms and its sunrooms. The company does a great job manufacturing these amazing products, and we have installed a LifeRoom that looks fantastic on our 7 Mile Design showroom floor,” Robert says. The innovative LifeRoom transforms an outdoor space with all the comforts of an indoor room. It can include options such as remote-control screens to provide protection from sunlight, UV rays, and pests; a pollen guard; LED ambient lighting; a unique air system that blows cool air or mist, dropping the temperature by 40 degrees on hot summer days; and the ability to project a game, movie, or tel-

evision show onto the screen. Robert says, “We really believe in both sunrooms and LifeRooms from Four Seasons. Whether they are built outside a kitchen, a family room, or any other first-floor area, they truly are amazing additions.” For specialty outdoor retailers, Robert comments, “Both are good ideas—because now, we can actually build an entire room to hold the furniture we sell.” 7 Mile Design has a contractor in place to provide the room’s required footings and foundation. “One of our contractors received training at Four Seasons to learn how to assemble both rooms properly,” Robert explains. The retailer also offers luxury outdoor kitchens from Danver™ and

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says, “POLYWOOD is especially desirable in our market, with its beach The store is based climate and lifestyle. Most of our sales on a design-studio are to customers in a saltwater enviconcept ronment who want low-maintenance, wind-resistant furniture that requires no winter storage. POLYWOOD meets these criteria for our customers.” Most customers (at all store locations) are furnishing second homes at the shore, where durability is especially important. As a design studio, 7 Mile Design also offers services to help customers decorate their homes professionally and tastefully, both inside and outdoors. Services include assistance with budgets, space planning, and product selection, as well as working as a liaison between contractors and clients. Robert spends little on advertising. He says, “The prominence of our stores throughout the New Jersey Shore is so key that the locations alone bring in enough traffic to generate sales. We haven’t been advertising for about the past 10 years, relying instead The showroom underwent a major on our high visibility transformation and referrals.” Surfside Casual Furniture and 7 Mile Design are promoting sunrooms, LifeRooms, and outdoor kitchens with an innovative offer. “We will provide a free party (including food) for up to 10 couples for anyone ® who purchases these items. We believe Brown Jordan Outdoor Kitchens . this will promote more interest in Four new sunrooms are now being what we are doing and will help sales,” installed at Surfside Casual Furniture’s Robert says. Somers Point store. “One will hold With multiple locations in pivotal nothing but Tommy Bahama items,” points on the coast, Surfside Casual Robert says. “It will be a great way to Furniture and 7 Mile Design have draw foot traffic to that sunroom and the furniture category well covered a good way to cross-promote.” in their market. In fact, Robert says, FURNITURE AND BEYOND “So many people from New Jersey 7 Mile Design offers top-quality and the surrounding states have secindoor and outdoor furniture to furond homes at the shore that many nish every room of the home. Casual end up driving right by one of our lines popular with the store’s clients stores on their way there. While the include POLYWOOD, NorthCape, majority of our business is for peoand Patio Renaissance. “All hold up ple’s second homes, many customers very well in our coastal environlike our furniture so much that they ment,” Robert says. end up buying from us to furnish Larry, who handles all patio lines, their primary residences.”

with the latest indoor-outdoor innovations. Illuminate your business with new products, trends, and knowledge at HPBExpo 2018 in Nashville. From electrifying your sales to gaining a better understanding of where the industry is heading, HPBExpo 2018 is the premier event for the indoor-outdoor lifestyle professional. Experience the expansive show floor, the Outdoor Burn Area just outside the venue doors, and a multitude of educational sessions that span everything from new business strategies to technical proficiency. Fine tune your business with new relationships and new insights that can only be found here. REGISTER NOW AT HPBExpo.com/register.

Bright Ideas in Music City.

EXHIBITION: MARCH 8-10, 2018 µ EDUCATION: MARCH 7-9, 2018 µ MUSIC CITY CENTER µ NASHVILLE, TN

Circle Reader Service No. 25

HEARTH RETAILER

Design-savvy vignettes help customers visualize their projects

AWARMING TREND Fireplace Warehouse expands quickly as hearths become a must-have amenity for Colorado homeowners. BY MAURA KELLER | PHOTOGRAPHY BY RYAN CUTLER

Success is in the details, according to Steve Jobs (1955–2011). That bodes well for Fireplace Warehouse Etc (Denver, Colorado): Teeming with stunning room settings featuring exquisite fireplace selections, the company’s three showrooms offer something for everyone. From energy-saving gas fireplaces to wood-burning kitchen stoves to patio heaters, Fireplace Warehouse has it all. Three Colorado locations provide customers with one-stop shopping, offering interior and exterior products that give homes a cozy ambience. Fireplace Warehouse was founded as Metropolis Heating and Cooling, a small family-owned business, in 1991. Amy Ingram, vice president of marketing, says, “As the company grew, it became obvious that the next step was to become a distributor, in addition to serving its retail clients.” In 2006, Fireplace Warehouse Denver opened to satisfy the growing needs of the company. Eight years later, Joe Womack, a former technology senior executive, purchased the company. As Ingram explains, Womack brought a fresh perspective to the service and sales strategies of the business, adding builders, designers, and architects to the client mix. “As Fireplace Warehouse continued to diversify, its consumer base and

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sales grew quickly, and the company opened its second location, in Colorado Springs, in 2015,” Ingram says. “The company has experienced over 500% growth since opening in 1991. In summer 2017, we opened our third location, in Fort Collins, with plans for a fourth Colorado location (in Frisco) to open in early 2018.” While customers can see the expected fireplaces in family rooms, Fireplace Warehouse also displays traditional and contemporary fireplaces in vignettes of bathrooms, bedrooms, media rooms, game rooms, and kitchens. In addition to fireplaces, Fireplace Warehouse offers an extensive array of grills and outdoor accessories to create cozy, warm outdoor rooms. Fireplace Warehouse has made a name for itself because of its well-designed product options, but the company truly stands out because of its extensive inventory. Carrying lines from 22 top fireplace manufacturers allows Fireplace Warehouse to provide a breadth of solutions to its retail customers, builders, designers, and architects. “Along with having this broad product selection, we only use in-house installers. This allows us to home in on our commitment to giving customers

Circle Reader Service No. 27

HEARTH RETAILER

Joe Womack and Amy Ingram

Contemporary fireplaces continue to sell well

the best experience possible, from the moment they enter the showroom to the time spent around the fireplace with their families,” Ingram says. Fireplace Warehouse also is proud of its involvement in the community. Not only is the company a member of local industry organizations, but it also partners with the Invisible Disabilities Association and is involved in projects such as the U.S. Department of

Energy’s Solar Decathlon competition. “We not only want to meet the current needs our customers have, but also strive to meet the future needs of the market,” Ingram says. “This is why we are making a concerted effort to emphasize the most environmentally friendly products in the industry—whether those are our EPA–certified wood stoves, the cleanest HVAC units on the market, or our efficient thermostats.

Fireplace Warehouse is committed to being the number-one green solution for home heating and cooling.” DESIGNED STYLE “Many customers want a fireplace that will be a head turner or discussion starter with their guests,” Ingram says, “so manufacturers have been offering more customization and options than ever before. This allows us to imple-

“MANY CUSTOMERS WANT A FIREPLACE THAT WILL BE A HEAD TURNER OR DISCUSSION STARTER WITH THEIR GUESTS.” ment our complete solution strategy successfully for even the most discerning customer.” Combining creativity and innovative design is the cornerstone of Fireplace Warehouse’s design expertise. “We believe that the demand for fireplaces has changed, and consumers are now, more than ever, focused on adding something beautiful to their continued on page 59

BRING HOME OUTSIDE.

THE OUTDOOR GREATROOM COMPANY

To receive a free catalog visit: outdoorrooms.com/patio-hearth Circle Reader Service No. 28

28 • PATIO & HEARTH PRODUCTS REPORT | NOVEMBER/DECEMBER 2017

Circle Reader Service No. 29

OUTDOOR GRILLING

The store is known for its large inventory of grills and cookers, as well as parts and accessories

AWELL-STOCKED SHOP BY CHERYL DANGEL BARTOLINI | PHOTOGRAPHY BY ANDREW POTTER

Bourlier’s Barbecue and Fireplace combats online sales with a large inventory at the ready. Taking the Scout motto, Be Prepared, to heart, Matt Bourlier, owner of Bourlier’s Barbecue and Fireplace (Royal Oak, Michigan), always wants to be prepared for a sale. He never wants to tell customers that he doesn’t have a product or that they’ll have to wait for a part. Neither does he want to lose a sale to a website where a customer can get the product sooner than he can. When it comes to carrying every product that a customer could possibly want, Bourlier’s Barbecue and Fireplace is king. “Our business model is to have what you’re looking for, so having a big parts/accessory department is important,” Bourlier says. “Consumers are educated, so we try to have the best price, service, and knowledge—and the inventory to go along,” he adds. “We don’t want to tell them that they

have to order an item and wait three to four weeks for its arrival. We do this because it is a way to keep a captive audience and add value to the sale.” To that end, Bourlier’s Barbecue and Fireplace has a showroom featuring products from nearly every major grill company, from Napoleon, Lynx, and Kamado Joe to Broilmaster. In all, Bourlier showcases 15 brands. Bourlier admits that it can overwhelm consumers to look out on a showroom populated by so many brands. “They may be overwhelmed, but they can’t say we don’t have something. We want to have it, get the sale, and get it delivered,” he says. The same philosophy applies to parts. Bourlier’s Barbecue and Fireplace will replace anything, free, for a year. Bourlier says, “We get the parts to customers really

30 • PATIO & HEARTH PRODUCTS REPORT | NOVEMBER/DECEMBER 2017

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OUTDOOR GRILLING quickly and have someone make it right if something goes wrong. We’ll get out to customers to fix their grill within 48 hours. Having technicians who make your problems go away means a lot.” Bourlier doesn’t claim to be doing anything radical; he is merely practicing good business. He says, “You must have a new strategy to combat the massive online movement.” While he does carry some products made in Canada and (to a lesser degree) China, he definitely gives preference to U.S.–made products. “If the product is made in the United States, I can probably find a spot on the floor,” he says. That decision is due partly to personal preference and partly to demand from his market, which is heavily tied to the U.S. automotive industry. Bourlier says, “It is easier to get a replacement part that’s made in the United States. If I don’t have a part in stock, the seller can usually get it to me tomorrow. When something goes wrong with a product, we want a company that is responsive. We ask ourselves, ‘Is the warranty good? Can the company get us the parts so we can make our customer happy?’” For Bourlier, this can be a deal breaker. “We want the parts for every brand we carry. Some manufacturers don’t want to give us their parts. If they don’t want to sell us the parts to go with their grills, we don’t work with them. I want to be able to sell a grill owner a part right away—or replace it, if it is under warranty,” he says. Customers don’t want to wait, and neither does Bourlier—even for opportunity. Bourlier grew up in the family business, a store founded by his grandfather in 1948 and called Bourlier’s. It started as a landscaping company and then got into grills and fireplaces. Bourlier’s father worked there—and as a child, Bourlier did, too. “I started working when I was old enough to push a broom,” he recalls. Eventually, he worked in the warehouse and did some sales. Along the way, he went to college and then returned to the store. “I was taught the whole company,” he says. The family opened its second store in 1994. “I got to watch a store open from the ground up,” Bourlier says.

Bourlier gives preference to displaying U.S.–made products, when possible

The store conducts cook-offs in the summer

That increased his desire to go out on his own. “I wanted to be the owner. When you work for your family, you are not necessarily an owner,” he explains, adding that no one was ready to retire, and he wasn’t willing to wait. He adds, “When the new store was up and running fine, I said, ‘You don’t need me anymore.’ I was 28, and I opened my own store.” He had saved enough money to prevent needing a bank loan, and he opened his store far enough from the family’s two stores to avoid competing with them. In fact, they help each other when one business needs a product and the other has it in inventory. Today, Bourlier’s Barbecue and Fireplace employs 11 and has an 8,000–square-foot showroom, along with a warehouse of around 6,000 square feet. “I started my store almost 20 years ago. Now, the other family members are talking about retirement. If I had stayed, I would have had to wait 20 or 25 years to buy them out,” Bourlier says. DETROIT IS BACK This year has been a big one. Bourlier reports that the auto industry has

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“I THINK WE’VE RECOVERED FROM OUR BIG DOWNTURN. HOUSING HAS GONE BACK TO ABOUT WHERE IT WAS.” rebounded. “I think we’ve recovered from our big downturn. Housing has gone back to about where it was, and building is way up,” Bourlier says. Some of the smaller builders of custom homes come to Bourlier’s Barbecue and Fireplace for outdoor appliances and installation of outdoor kitchens. In the speculative-building market, “If you’re building a high-end home, you put in an outdoor kitchen,” Bourlier explains. “Builders know it is a short season for us, so for years, they avoided outdoor kitchens—but I’ve been to so many houses with an outdoor kitchen in a lanai. It is becoming more of an expected thing.” Bourlier’s Barbecue and Fireplace employs a full-time person who works on outdoor kitchens exclusively. He will meet with customers, plan and design the kitchen, and install it. Sales at the store are 60% grills and 40% fireplaces—and of those grill sales, outdoor kitchens account for 15% to 20%. Many buyers are clamoring for interior grill lights, and they love searing side burners. Bourlier isn’t sure what the next big feature will be, but

suspects that it might involve control apps. He says, “I like the idea of a Bluetooth control that lets you monitor your grill from your phone, without having to be there all the time.” Bourlier hosts cook-offs at the store during the summer, booking as many brands as he can. He is toying with the idea of hosting a big cook-off during the annual Woodward Dream Cruise, a classic-car event held in August along Woodward Avenue, where the store is located. For years, the traffic has been so bad that Bourlier rented out his parking lot and closed the store. He says, “It’s the largest car show in the world, with 50,000 to 60,000 hot rods in the area. Next year, maybe we’ll have an event here. It would be great exposure.” In the meantime, Bourlier plans to keep sales growing 10% to 15% per year. It’s not surprising that he has filled his showroom nearly to its capacity. He says, “I might bump some stuff that is not selling. I’m not planning on buying the neighbor’s building, but if a nearby empty Kmart or Sears store becomes available, I’d love to move into it.”

Circle Reader Service No. 33

SHOWROOM SHOWCASE

Color and inspiration abound

PRIMPING THE PATIO Penn Stone helps customers create perfect patios by offering an inspiring blend of hardscape, outdoor furniture, and accessories. BY SHARON SANDERS | PHOTOGRAPHY BY BETSY BRODY

enn Stone (Lancaster, Pennsylvania) is a story of the blending of two businesses. When the longtime building-materials supplier branched out into the outdoor-living category, the door opened to a higher profile in the community and a new customer base. John McGrann, owner, says, “We have found the combination that’s moving Penn Stone into its next generation.” He adds that the path wasn’t always as clear as it is today. In 1914, the business was started as Pennsylvania Stone, Cement, and Supply Company, providing building materials for new-construction projects in Lancaster and South Central Pennsylvania. Over the years, it shifted focus several times before Barney McGrann (John’s father) bought the business, in 1986, with big plans for his new venture. His first move was to transform it into a dealership for EP Henry® (a manufacturer of pavers and other hardscaping materials). At the time, Penn Stone’s customers were almost exclusively commercial and residential contractors. After a number of years, the business had gained a good reputation

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among local landscape designers and contractors, which led the McGranns to start selling stone. “Once we started selling stone, there was more activity with homeowners who were working with designers and contractors to build their patios. They would come to us to select their materials,” McGrann recalls. He noticed that many customers had a hard time visualizing what would look best for their projects, so he built a simple display that included a small wall, concrete patio pavers, and an outdoor table and chairs (purchased at a local store). It was an instant hit. “Customers would come in, see the display, and want to purchase everything in it. They didn’t really pay attention to patterns and colors; all they knew was that they wanted their patios to look like the display,” McGrann says. A few years later, the family started to toss around the idea of opening a retail store to sell not only hardscaping materials, but also patio furniture to clients whose outdoor spaces had been completed. In 2005, John and his wife,

The store is a one-stop shop for outdoor living

Mara Creswell McGrann and John McGrann

Outdoor comfort is front and center

Mara Creswell McGrann, opened the retail store. The manufacturers of the lines first carried by the store were OW Lee, Barlow Tyrie, and Tropitone. All three companies’ products are still being sold at Penn Stone today, in addition to those from Brown Jordan, Lloyd Flanders, Lane Venture, Gloster, Fermob, Treasure Garden, and TUUCI. Just as the store was just starting to hit its stride, the 2008 financial crisis arrived, taking a toll on many local retailers. Penn Stone, though, was more fortunate. “I have no doubt that the store survived because of the way we run our business. We focused on special orders and modest early buys, instead of filling a warehouse full of furniture,” McGrann says. The store still uses the same business strategy today. Two years ago, Penn Stone invested $1.1 million in an expansion and renovation that altered the face of the business. Prior to the change, the contractor/stone operation was at one end of the building and the retail showroom was at the opposite end, with offices and a warehouse between the two. “The two parts of our business were completely separate. It seemed like the right thing to do at the time because we had the beautiful side of our business and the functional side of our business. The two didn’t seem to belong together,” McGrann explains, adding that as time went on, they started to grow into each other. “It became obvious that they needed to operate together, so customers could the see the whole picture clearly,” McGrann says. The new, modern 3,500–square-foot showroom was strategically designed to let customers see, from the entrance, everything that Penn Stone has to offer—including an impressive stone/brick-selection center and an outdoor-furniture area merchandised with an interesting mix of accessories. McGrann says, “Accessories are an important part of our sales strategy because they encourage repeat visits. We want customers to come back when they are looking for gifts, entertaining items (such as cutting boards or serving sets), or seasonal merchandise.” Joyce Burkholder, the store’s retail director, is always looking for rare finds that aren’t sold by traditional retailers. “Accessories have become one of our unique signatures,” McGrann notes. continued on page 60

NOVEMBER/DECEMBER 2017 | PATIO & HEARTH PRODUCTS REPORT • 35

MY TURN

FIREPOWER American Fire Glass disrupts the norm and takes a new course to success. BY CHERYL DANGEL BARTOLINI

The Santa Cruz square firepit, with a 48-inch hammered-copper top

American Fire Glass™ (Lake Elsinore, California) is young and energetic—and today, it has a strong hold on the market. That hold is only getting tighter: The company has gone from manufacturing fireglass to making everything to do with a firepit. American Fire Glass started in 2004, selling 12 colors of fireglass. Today, it manufactures about 2 million pounds of fireglass, in 80 colors and styles, each year. While the company’s roots are in fireglass, these days, fireglass represents less

Last year, Doll, who had known the owner of California Outdoor Concepts for years, bought the company. He wanted to add its firepits to his product line, which consisted of a wide range of fireglass, fire rocks, and accessories to enhance an outdated log set or turn an ordinary firepit Bali 0.25-inch reflective into something spectacular. fireglass “For many years, we have been the go-to manufacturer for all of the parts needed to create fire. It only made sense to offer a complete unit, since we were already selling our burner systems and fireglass to many firepit manufacturers. When I decided to make us the largest firepit manufacturer and accessory provider in the world, I had to start somewhere,” Doll says. Today, he explains, “Ours are among the highest-quality firepits available, if not the very best. We use natural stones (such as granite), travertine, copper, steel, and aircraft-grade aluminum. Our firepits are built to last for hundreds of years.” This emphasis, Doll states, was a key step in disrupting the norm in the category of outdoor fire products. This is a young, forward-thinking company, and that is apparent in everything that Doll does. “I want to change the old-school process of needing to buy container loads just to compete. It’s almost 2018: Every business should be selling online, every business should have Matt Doll access to profitable products without having to buy container loads, and every busithan 40% of the company’s total sales. That’s ness should help us build this company by offering because Matt Doll is not your average CEO; he likes our products,” Doll adds. to take the road less traveled and has a unique vision He wants American Fire Glass to be recognized for growing the company. as a firepit manufacturer, not just a maker of acces-

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sory fireglass. “We are making a big push to brand ourselves as a firepit manufacturer,” Doll says, adding that the company currently has more than 70 firepit models (and promises more). The company is introducing its DIY burners in CSA– approved models later this year, for shipping to the United States and Canada. The company is also making major changes to its internal processes. These improvements include growing into NetSuite, an advanced system for enterprise resource planning and customer-relationship management that Doll believes will revolutionize the way the company processes orders. “We plan for it to double our productivity,” he says. “In addition, we will be adjusting our production model so that we cut our lead times, and hiring people for a few new key roles will help lead these improvements.” Doll’s forward thinking is also reflected in his approach to the internet—and specifically, the company’s website (www.americanfireglass.com). “It is, by far, the best business-to-business website in our industry. I believe it even rivals the websites of some larger companies in functionality and design,” Doll states. “Our 2017 goal is to get 50% of our customers placing their orders through the website (and by 2020, 100%),” Doll adds. “It saves time, allowing you to check inventory levels and production status, as well as to get tracking information. We also offer web-only deals on a daily basis. We put a lot of effort into marketing our products to end users. They can visit our website and learn all about the products they are interested in; then, they can click a link to take them to a dealer’s website or an information page about a retail location.” Doll says, “We have a good following on social media.” He focuses on the internet and social media because he considers them major disrupters of the norm. “Did you know that within 30 months, 55% of working people in the Unites States will be millennials? Many of our customers are in that group. Do you think the way their parents made purchases 20 years ago is the way they

want to keep doing it? The answer is no. The internet is not going away, and everyone must embrace it or lose that market— which is huge,” Doll says. Doll is not afraid to speak out about his ideas. That’s how he started American Fire Glass in 2004, when he was just 24. He had no experience running a business and had dropped out of high school (to work full time) at the age of 17. Doll says, “I had a neighbor The American Fire Glass team who was making firepits, and I saw him put glass bottles into a pillowmaking people’s lives better. I learned case and smash them with a hammer. I early that having great products will figured I could do it better. I was workimprove both our customers’ and our ing in construction, installing windows, employees’ lives. If an employee doesn’t and I had a deep knowledge of how to have something to be passionate about, make glass. I applied a few different you still end up with nothing all that techniques and finally nailed it. My first great. We have kept these same principles sale was for $75, and within six weeks, I for 13 years, and I think much of our sucquit my full-time job to focus on growcess stems from that.” ing American Fire Glass.” Doll was inexperienced, but he was What he lacked in experience, he willing to learn. He says, “I have made a made up for in enthusiasm. Doll says, lot of mistakes in growing this company. “What I had was a ton of energy, along I learned how to be vulnerable and ask with a passion for creating things and for help when I need it—which is basi-

cally every day.” Doll assigns credit for setting American Fire Glass apart from its competitors: He says, “It is 100% due to our employees. Anybody can make products. Anybody can sell something, and anybody can be just good enough.” Doll continues, “I make it a point to be involved in the life of everyone who works for me. I provide a platform for employees to live their passions, every day. Having 35 people, under the same roof, who all have the feeling of achievement—and who know that they are

making the world a better place—has created incredible momentum. It won’t be slowing down anytime soon for us.” Going forward, don’t expect American Fire Glass to be predictable and follow the expected course. “I do recognize some things that are trending and will be popular, but I prefer to do the opposite of what many people are doing and be unique,” Doll says. “I think modern designs are too commercial looking and are something that many homeowners just settle for,” he says. “I am also keeping a close eye on manufacturers selling directly to end users. I have a feeling this will become the new normal. If I am wrong here, please let me know. I need your help to get this right.” Beyond that, the next few years will be busy ones for Doll. He says, “We have a solid strategy and a great team, so you can expect to see American Fire Glass double in size within the next five years.”

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NOVEMBER/DECEMBER 2017 | PATIO & HEARTH PRODUCTS REPORT • 37

AS I SEE IT

The Big Green EGG grill, oven, and smoker is one of the world’s most versatile cooking systems.

From left: Large, MiniMax, and XLarge EGGs

BY SHARON SANDERS

GRILLEDTO PERFECTION When Ardy Arani joined Big Green Egg® Inc. (BGE), Atlanta, Georgia, seven years ago as its CEO, he knew he was stepping into something special. Arani saw BGE—maker of Big Green EGG cookers—as a company with loyal customers who shared two passions: a love for great-tasting food and a desire to share that appetite. Ed Fisher started BGE in 1974; since then, the EGG has risen to the top as the premier kamado cooker in the United States and in 50 countries

son to person, as opposed to communicating them from a corporation. In the early days, someone would light up an EGG in the backyard, and a neighbor would smell the delicious aroma, come over for dinner, fall in love with the taste of the food, and then go buy one. A week later, there would be two people in the neighborhood with EGGs; then three, then four—and the number just kept growing. That is the way the word spread, and it

became a nationwide obsession. Today, the EGG continues to grow by word of mouth, in addition to global marketing campaigns. It has hundreds of thousands of followers on Facebook and other social media who are obsessed with sharing recipes, stories, and their passion about cooking food on an EGG. It’s a tale of how people loved their EGGs so much they just had to tell somebody else.

What are the brand’s standout moments from the past few years? Arani: On the product side, we successfully launched two new EGGs: the XXLarge and the MiniMax. The XXLarge is our largest EGG, used mainly for commercial applications (it can cook up to 16 chickens) or as a built-in grill for larger backyard spaces. The MiniMax EGG is a portable version that comes in a built-in carrier with handles, perfect for camping or tailgating. Both models have found a foothold in the marketplace that is much stronger than we envisioned. Another standout moment is the fact that we’ve been able to grow our dealer base over the past few years, including expansion into Australia, Mexico, and Israel. The fact that so many dealers are coming into our community is validation that we are offering products that consumers want.

How does BGE set itself apart in the industry? Arani: First, it is the quality of our product. There might be many competitors in the market, but we

How does the company approach product development? Arani: Manufacturing an EGG today, compared with the early years, is an extremely high-tech, pre-

From left: Amanda Egidio, Ardy Arani, and Taylor Shulman

worldwide. It is a favorite of home cooks in their backyards and in the culinary world, where it is fired up everywhere—from the finest restaurants to more modest barbecue joints. Patio & Hearth Products Report spent some time with Arani to see why this company and its products have become vital to today’s foodie generation. What put BGE on the map? Arani: If I ever got invited to give a presentation at Harvard Business School, I would say that the EGG might be one of the earliest examples of viral marketing, way before social media or the internet. Viral marketing passes messaging points from per-

stand above them all. Not only are our raw materials superior, but we invest tirelessly to improve the way the EGG cooks and holds heat. Second is the strength of the support system that EGG owners have at their disposal. We have thousands of dealers around the world, and every one of them not only stands behind the EGG, from a service perspective, but is also an invaluable source of information: cooking tips, recipes, and creative ways to use the EGG. Third, we have hundreds of accessories that make it possible for consumers to cook almost anything they can dream up, from calzone to ribs to turkey and pizza. We find that once people get comfortable cooking the basics with their EGGs, they are comfortable branching out and having some fun.

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A fireplace, with HeatShift, from the H6 series of large fireplaces

PRODUCT INNOVATION

TECH SAVVY Miles Industries completes a year of technological advances. BY CHERYL DANGEL BARTOLINI

Product introductions are glamorous: They are exciting, and they generate beautiful product photos. We know, though, that you can’t always judge a product by its exterior. It is what’s inside that counts. Miles Industries Ltd. (North Vancouver, British Columbia) took that motto to heart when it made 2017 its year of technological advances, without a product introduction in sight. Miles Industries’ two big product announcements this year did not even involve new products; instead, they covered major improvements in technology. Paul Miles, president, says, “Launching new products is always great, but there is something to be said for it if you can keep making a product better. That is often as good as a new product.” One of those new standout technologies is AutoFire™, a feature added to all of the company’s fireplace inserts. It increases the output of each model using a technology that adjusts the unit for an ideal cold-weather start and throttles it back once the unit is warmed up and running. “It works well when it is cold and when it is hot. It automatically adjusts the fireplace—we like to say it autotunes it—to get peak performance when it gets hot, but also to have it work well with cold-weather startups, which are two distinct challenges. AutoFire increases our output on these models using the same amount of gas, so we’re excited about it. It also gives dealers something new to talk about to consumers,” Miles adds, noting that AutoFire was available on a couple of models prior to being added to inserts across the product line this year. “We’re always working to increase efficiencies,

A fireplace from the G3 series, with AutoFire

and we keep an eye on where government regulations are going,” Miles says. “On the U.S. side, regulations have cooled off a bit. In Vancouver, we have some challenges—but at the end of the day, we’re always trying to make products work better and get into new applications.” Miles reports, “We have to work on that all the time. We were doing the same thing 12 years ago, but if we had the products today that we had 12 years ago, we’d be in trouble right now. We’re always changing and improving to align our products with new government regulations and market conditions.” The other major new technology introduced

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this year is the HeatShift System™, which is now offered (either standard or as an option) on all linear models from Miles Industries’ Valor® Fireplaces brand. The system solves a major design issue: the desire to hang artwork or a television above the fireplace. HeatShift is essentially a heatmanagement system that transfers the excess heat from the fireplace through hidden ducts and back into the room, bypassing areas above the fireplace. “HeatShift keeps the walls cool above the fireplace. We’ve been putting it on our linear models—and now, we are expanding it throughout our range,” Miles explains. HeatShift continued on page 60

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Circle Reader Service No. 41

CORPORATE PROFILE The Varia 1V-100h fireplace

FIRE THAT

INSPIRES

When customers want eye-catching fires, the striking products of Spartherm Feuerungstechnik GmbH (Melle, Germany) are often what they are seeking. Attracting that high-end demographic is no accident. Instead, it’s a strategy honed over more than three decades. Since its humble father–son beginnings, Spartherm has steadily expanded to become one of Europe’s leading manufacturers and distributors of fireplaces and stoves. The company boasts more than 1,000 employees and 248,000 square feet of manufacturing space, where it makes nearly everything it offers—down to the bricks lining its fireplaces. Timo Steinhauer, one of Spartherm’s exportaccount managers, takes care of several countries (including the United States), working with Markus Aumann, national sales manager.

BY GREG THOMPSON

Spartherm sparks interest in the extraordinary.

Customers who buy these units are not looking solely for a source of heat. “It’s a design piece,” Steinhauer explains. “When dealers carry our products, they are selling emotions. They are selling something that integrates into a modern home. We want to get away from the assumption that fireplaces are only distributing warmth—because they are also architectural pieces.” Spartherm products, however, also put out plenty of heat in an efficient and environmentally friendly manner. Built firmly within the company’s culture is an adherence to stringent national and international standards: efficiency levels of more than 80%, operating performance of 65% in water-bearing stoves, compliance with German emission-control regulations, and use of closed-flue stoves. Getting heat, efficiency, and high-end European design in one unit is a luxury that The Varia Steinhauer predicts U.S. customers will 2L-80h fireplace embrace. “This would be an upmarket product,” he says, “but we adjusted our pricSteinhauer is responsible for marketing, organizaing according to the market, so we’re not coming tion, and company representation. All sales are up with ridiculously expensive products. Our most made strictly to importers and dealers, with no expensive and biggest unit, the Arte U-90, would sales to end users—and that policy applies in all of be around $14,000.” the more than 60 countries where Spartherm sells Yearly production volume hovers around 65,000 its products. fireplaces, inserts, and stoves, with an output that Aumann and Steinhauer have worked diligently goes beyond wood-burning models to include a subto lay the groundwork for North America. “Going sidiary, Dru (Duiven, Netherlands). Dru offers highinto North America is not a walk in the park, when quality gas fireplaces, stoves, and wall heaters, as well it comes to units with EPA certification, so it took a as wood-burning products. long time,” Steinhauer says. “Now, we are ready. We The fire-related offering of Spartherm is the most have 15 models approved for North America, and extensive in Europe, according to the company. “If the ball is starting to roll.” Dealers who decide to you have a showroom, and you buy from us, you carry Spartherm fireplaces and stoves will find units have access to lots of different products from one that are “contemporary, sleek, and minimalistic, single source,” Steinhauer says. “That makes us stand with straight lines and a European design that is out from the crowd.” continued on page 61 very modern,” Steinhauer says.

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Design Fireplaces

Made in Germany. www.spartherm-america.com Contact: m.aumann@spartherm.com

14 models to choose from. Here: Arte 3RL-80h-4S

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INSIGHT CAROLINA CASUAL

Carolina Casual’s long-lasting outdoor furniture brightens backyards and porches.

A deep seating collection with Sunbrella® fabric

An Adirondack chair from the OBX Curved collection

STYLISH AND STURDY BY CHERISE FORNO

Carolina Casual Outdoor Furniture Inc. (Jarvisburg, North Carolina) has been a family-owned business since 1986, diligently serving customers in the Outer Banks and the surrounding area by providing stylish, high-quality furniture. After establishing a successful retail store, Carolina Casual used that experience to move adeptly into manufacturing. Susan McClanahan, vice president, says, “With our history of retailing, the transition into manufacturing was a logical evolution for us.” She explains that Michael McClanahan, president, has many years of experience in the patio-furniture business and was instrumental in getting the company to expand into manufacturing. “He worked side by side with us in our family business in every facet of operations,” she says. “From sales to setup and delivery, he did it all. It was because of his hard work and product development that the manufacturing business came to be.” He not only had the vision and knowledge to move the company forward, but also developed the company’s HDPE-lumber furniture collections. He combined his experience in coastal living and manufacturing to develop furniture that not only was beautiful, but also was built to withstand the elements on the coast. “Michael’s firsthand knowledge—both of the damaging effects the weather can have on outdoor furniture and of the importance of recycling plastics for our ocean environments— was his inspiration behind every item in our HDPE furniture collections,” McClanahan says. “With his insider edge, he knew what consumers were looking for in comfort, style, color,

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and durability, as well as what retailers wanted when adding products to their showroom floors.” According to McClanahan, the company’s best-selling collection—considered the core of Carolina Casual’s product lineup—is the OBX Curved collection. “Our customers love the comfortable ergonomics and durability of this collection (and the many color options),” she says. Included in the collection are a curved Adirondack bar chair, a chaise, and a loveseat, as well as armless counter-height and dining chairs. Consumers are attracted to the collection’s romantic curved lines and useful design features. McClanahan reports that other products in high demand are those in the Nags Head sling collection. “Customers get to choose fabrics and select frame colors, making the furniture custom, to fit their needs,” she says. Pieces in the Nags Head sling collection have superior durability and are also designed to

help make an outdoor space comfortable and inviting. The company’s deep seating collection appeals to many customers because of its classic pieces and vibrant color choices. McClanahan states that the company will be debuting new products in this collection in the upcoming year. Carolina Casual stands apart from its competitors because of the high-quality, eco-friendly materials it uses to construct strong and attractive pieces, as well as its attention to detail during the manufacturing process. “The difference between Carolina Casual and our competitors is the fact that all of our furniture is handcrafted by a dedicated team,” McClanahan says. “We handcut each piece and shape it using oldworld methods.” To prevent corrosion and offer more durability, the company uses 316 marine-grade stainless steel to continued on page 59

INSIGHT OUTDOOR BY DESIGN

A FRESH APPROACH

BY CHERISE FORNO

Outdoor by Design receives rave reviews from retailers and customers.

Island Bay dining

The West Indies deep seating collection

In just four years, a group of investors with a wide variety of experience in the outdoor-furniture industry has taken Outdoor by Design (Sarasota, Florida) and greatly expanded its product offerings and dealer base to establish a strong position in the marketplace. The investors who formed the company—in December 2013, from the former Casual Creations—included Jerry Camp, former president of Winston Furniture and Meadowcraft, who was appointed president of Outdoor by Design. Bill Echols, executive vice president, brought the new company his experience as a former director of Tommy Bahama Outdoor and president of Lineal Group, Keter USA, and Brown Jordan. “From the beginning, the focus of management was to create new and innovative products with a high perceived value for consumers,” Echols says. He explains that the company began this process by establishing a manufacturing facility, working with the dealer base in Florida, and developing new products to succeed in the marketplace. Outdoor by Design acquired Casual Creations’ customers and added new dealers to support consistent growth. “The company introduced the Masterpiece table collections, which are all made in the Sarasota facility,” Echols explains. These collections offer solid-surface tables made of concrete, resin, and fiberglass; tables with printed-glass tops; and aluminum tables. “The tables offered a wide variety of styles and designs that would fit any decor,” Echols says. “Developing the tables was a chal-

lenging process, but the real secret was the development of the coating used on all the tables.” After extensive testing of different materials and applications, Outdoor by Design created an incredibly durable powder coating to protect the tables against years of sun exposure, moisture, extreme temperatures, and corrosion. “We developed and patented a coating that has worked extremely well, which we have been using for almost three years,” Echols says. All the surfaces of these tables are covered with a UV-protection coating to prevent fading, as well as with a clear coating for hardness and more durability. The flagship collection continues to evolve with the recent addition of a new aluminum table edge for Masterpiece tables. “Our Masterpiece tables have had high success in establishing the brand identity for Outdoor by Design,” Echols says. Developing products (such as the Masterpiece tables) that meet customers’ needs has contributed to the rapid growth of Outdoor by Design this year. These tables—which are

useful, durable, and beautiful— demonstrate the company’s commitment to remaining in the forefront of crafting groundbreaking products. “Functional innovations, such as our balcony-height deep seating products, have also contributed to our growth for the 2017–18 season,” Echols says. “The Krisp collection was a big success for Outdoor by Design at Casual Market Chicago in September.” The contemporary Krisp collection includes dining, deep seating, and modular products with a sleek, modern design. Another recent addition to the company’s line is the Island Bay deep seating and dining collection. These pieces combine a sturdy aluminum frame with weatherproof resin wicker—for a classic look that expertly complements a variety of fabrics. The Krisp balcony-height love seat and lounge chair are popular choices and are ideal for smaller spaces. The West Indies collection in allweather wicker offers more deep seating and modular options, with an innovative, eye-catching chestnut weave that can be paired with any of the company’s many fabric choices. When developing new products, Outdoor by Design strives to stay on trend. “The biggest trends I see at the moment are mixed-media products,” Echols says. He explains that for many years, outdoor-furniture makers used single materials to create products. “Now, we are marrying the different materials in the design process, which allows us to create the exciting designs you

currently see in the market: wovenwicker products with beautiful cast arms, as well as tubular-aluminum products with backs and arms of marine-grade polymer,” Echols says. The ability not only to recognize what is popular, but to develop and manufacture those products makes Outdoor by Design a standout company. Another advantage of selecting Outdoor by Design’s products is its commitment to quality, which is closely monitored at its 220,000– square-foot manufacturing facility in Sarasota. “Except for our two woven collections, sold under the Opus brand, all Outdoor by Design branded products are 100% made in the United States,” Echols explains. Outdoor by Design also has a large showroom where customers can view its collections, and it adds another convenience by shipping its products in one piece, so that no assembly is required. In addition to staying in the vanguard of innovation and delivering high-quality products, the company is focusing on adding knowledgeable dealers. “We have continued to expand our dealer base outside Florida by adding several new sales representatives, and Outdoor by Design now has coverage from Texas back to the East Coast,” Echols says. Looking to the future, he adds, Outdoor by Design will maintain priorities of creating unique products for its customers, increasing its dealer base, and growing the contract/commercial segment of the company.

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SHOP TALK

IN-STORE INSTRUCTION Offering compelling workshops heightens customer involvement, creates a buzz, and boosts sales. BY RYAN BLOOM

Ryan Bloom

Participants at a recent workshop

In November, Urban Bonfire celebrated its fourth anniversary. Many people I spoke to before opening the original 500–square-foot shop told me not to do it. I heard legitimate, justified arguments that investing in a retail, seasonal, and low-margin business model would be challenging. If I had used only logic and had listened to what friends and business experts told me, I never would have opened our doors. While completely ignoring logic almost always delivers disappointing results, we cannot ignore the emotions and passions that drive us to make investments and grow businesses that defy logic. Many of the world’s most successful companies were born of the passions and personalities of their founders. The variable in how successful a company can become is often how effectively its founders can share their passions with staff, partners, and clients. Sharing passion takes time and usually requires capital—two elements that are in short supply for many startups. In the early years, dedicated entrepreneurs must turn to creative, high-impact, lowcost strategies to be heard. For Urban Bonfire, it was our workshops and events that made us known to both our local market and the industry. When we started, we had no website, socialmedia following, press, or advertising budget—and we were a two-person team. Because we had limited human and financial resources, workshops and events were the best way to get clients interested in who we were and what we were doing. We started holding small events: Each Saturday, we cooked a new recipe and started promoting it. We were teaching existing and future clients about our products while learning about

them ourselves. We developed expertise in how to use our products best. This gave us added credibility before and after each sale, and our clients found it refreshing that they could engage and learn with us. We realized that clients often lack the knowledge and skills needed to maximize the value of their purchases, whether those are gas grills, kamados, or pellet cookers. Clients longed for fun, dynamic tutorials that would help them use the equipment for best results. This is the same as Apple offering free classes on how to use its products and car sellers offering clients performancedriving school. We followed these and other successful precedents (and gained huge numbers of leads and referrals from clients who became passionate ambassadors for our business). The initial success of our cooking demos led to our next chapter of interactive retail, with the launch of our 101 series. We created a learn-thebasics workshop for each major brand we sold and included it in the purchase price of the grill. Consumers felt they were getting real value, as brand-based classes were reserved exclusively for clients who had purchased those particular grills from us. The workshops were small and fun, and clients had a blast as they learned (and purchased accessories, spices, sauces, and tools while attending). We ran the 101 series two to three times per year, based on having 15 to 20 clients in each workshop. To add to our 101 series, for clients who want more advanced recipes and techniques, we launched our theme-based workshops. These include Steak Mastery, Pizza for Kids, Vegan Grilling, The Perfect Thanksgiving, and The

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Ultimate Holiday Meal. Each theme has three or four recipes and is designed to teach techniques that can be adapted for any type of grill or cooking appliance. These workshops have become extremely popular, with attendance averaging 55 to 75 people per session. To add value and credibility, we invite expert guests and chefs. A master butcher cohosts the steak class to talk about meat. A barbecue-competition winner leads a class on ribs. Parents cohost the kids’ workshops to engage the children. These are just a few examples of how to use local relationships to help foster community. It also helps offset workshop costs when partners get involved and promote their products at your workshops. Butchers, bakers, fish markets, local craft-beer companies, and wine importers are often looking for strategic alliances and for opportunities to let their target consumers sample their products. Your workshops can become those platforms. Workshops are not for everyone; they require time, strategy, logistics, and physical space. They are, however, low-risk, low-cost, high-impact ways of standing out in your local market and allowing your existing and future clients to make an experiencebased connection with your company and featured brands. I urge creative dealers to add workshops, demos, or events to the marketing mix and open the doors to successful experiential retailing.

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

The Ovation II swatch book

LAST WORD

NO-FUSS Sattler’s sun-friendly Outdura fabrics repel moisture and stains, blurring the line between indoor and outdoor uses.

FABRICS

BY KIMBERLY RODGERS

Chris Duerk, senior vice president of sales and marketing for Sattler Corp. (Hudson, North Carolina), is enthusiastic about performance fabric made of solution-dyed acrylic. Sattler’s Outdura brand, he reports, has helped to transform the outdoor/casual industry with this product. Outdura was born in the late 1990s, under the ownership of Shuford Mills, when the company started one of the first mills in the United States to produce performance-grade fabrics of 100% solution-dyed acrylic. The company transformed one of its North Carolina plants and began manufacturing fabrics for the awning and marine categories, soon adding textiles for the outdoor/casualfurniture segment. “At the time, there was only one domestic weaving source for solution-dyed fabric,” Duerk says. “For Shuford to get into the business was a real game changer, giving U.S. customers another choice.” In 2011, global giant Sattler AG (Gössendorf, Austria) purchased Shuford’s Hudson weaving and distribution facility to position itself to penetrate the U.S. market for solution-dyed fabric. Founded in 1875 and a fifth-generation family-owned company, Sattler is a worldwide leader as a manufacturer of high-end textiles (especially those intended for outdoor use). For decades, Sattler had a foothold in the U.S. market via container shipments, but it needed a U.S. production plant to meet growing demand. “Customers in the United States recognized Sattler for offering the best quality in the world, but they needed faster shipping times, more flexibility, and lower freight costs than container shipments provided,” Duerk says. “With the purchase of a U.S. mill, Sattler solidified its presence in the market,” he adds. “It also acquired a vast technological knowledge base in the weaving of casual-furniture fabrics.”

Ovation II fabrics

THE OUTDURA DIFFERENCE According to Duerk, there is no better fabric for outdoor use than solution-dyed acrylic. He says, “It has the best performance rating in the world, when it comes to color fastness, resistance to fading, water repellency, and general durability—especially in harsh climates.” A major benefit of solution-dyed acrylic is its color fastness. During production, color is added before the fibers are extruded, allowing the color to go all the way through them. Color is locked in, ensuring peak resistance to fading. All Outdura fabrics for the casual-furniture industry are made at the Sattler plant in Hudson.

Sattler’s 60–inch-wide awning/marine fabric is also manufactured there. Many high-end casual-furniture manufacturers have been using Outdura in their lines for more than a decade, making Sattler a trusted, go-to partner in the U.S. outdoor-fabric industry. David Meeks, vice president, casual furniture, notes the distinct advantages (for both manufacturers and retailers) of working with Sattler. He says, “One of the major differences between us and our competitors is that we don’t compete against specialty retailers at the mass-market level. This is very important, from a marketing-strategy standpoint.” Meeks adds, “We stay focused on supporting continued on page 61

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Happy Holidays! Rediscover flame and create the perfect ambience with ORTAL FIREPLACES this upcoming holiday season! Kick off the New Year at Ortal! Come see us International Builders' show January 9-11 booth # S2644 and Interior Design Show Toronto January 18-21 booth #220

Want to book a meeting at the show? Call us:

1-844-Ortal-Heat www.ortalheat.com Circle reader service no. 49

PRODUCT PROFILES LEGEND DEEP SEATING A trendsetting simplicity of style sets the stage for the Legend collection. The tailored beauty and oversized quality of the deep seating are designed

AURORA FIREPIT CHAT GROUP Fresh, forward, and fabulous, Agio continues to offer exciting new looks designed to take entertaining outdoors to bold and elegant new levels, as found in the Aurora firepit chat group. The contemporary five-piece collection features bold seating that surrounds a central rectangular firepit centered in a roomy porcelain-tile tabletop. It’s perfect for serving guests in style. Contact: (888) 997-7623 or www.agio-usa.com.

to complete any outdoor space with comfort and durability. All pieces feature a durable, multistage powder-coat finish and optional artisan-applied antiquing. Contact: (855) 612-9800 or www.castelleluxury.com. Circle Reader Service No. 104

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ORTAL TRADITIONAL

OVATION II CUT YARDAGE AND STOCKING PROGRAM Outdura’s Ovation II casualfurniture fabrics consist of an assortment of 167 fabrics: 68 dobbies, 30 stripes, 25 jacquards, and 44 solids. All Outdura fabrics are made of 100% solution-dyed acrylic, made in the United States. These fabrics are fade resistant, stain/water resistant, mold/mildew resistant, and bleach cleanable. Outdura fabrics are superior in quality, hand, and performance. Commonly used in commercial and residential settings, they are perfect for indoor and outdoor furniture, draperies, umbrellas, and more. Contact: (866) 688-3872 or www.outdura.com.

Rediscover fire with Ortal’s Traditional line, integrating modern technology into traditional hearths. Benefit from Ortal’s Cool Wall technology, ensuring that walls surrounding the fireplace remain cool to the touch. The Traditional fireplace adds warmth and ambience to any space. Do you want to become an Ortal dealer? Contact: (844) ORTAL-HEAT or www.ortalheat.com. Circle Reader Service No. 105

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PIT BOSS VERTICAL PELLET SMOKERS

HEATILATOR RAVE

Innovation meets the outdoors with Pit Boss’ new series of vertical pellet smokers. Never before has smoking been this versatile. The double-walled insulation lets you smoke food at temperatures of 100 to 450 degrees, making the series unlike any other smokers on the market today, the company says. The large front window eliminates the need for peekaboo cooking, and the elevated frame makes transferring your meal from the smoker to the table a breeze. Retail prices start at $399. Contact: (877) 303-3134 or www.louisiana-grills.com.

Rave adds a modern, linear style and proven value to any home or office. Contemporary design elements are highlighted by a long, mesmerizing ribbon flame rising through attractive modern media. Explore unique placements and create a custom look with a choice of finishing options; include the optional SmartWall heat-management kit to enable placement of a television just 12 inches above the fireplace, with no mantel. Enjoy total control while operating your fireplace. It is simple, smart, and safe with the IntelliFire Touch. Select the touchscreen remote control or the wireless wall switch for the solution that fits your life. With unsurpassed dependability and exceptional value, the Rave gas series is another way Heatilator has been keeping the United States warm since 1927. Contact: (800) 927-6841 or www.heatilator.com.

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METAL-FAB

COVE SQUARE GAS FIREPIT TABLE The new modern Cove square gas firepit table from The Outdoor GreatRoom Company comes after the overwhelming popularity of the round and rectangular models. The unique feature of the Cove square gas firepit table is the extra storage space in the base for a 20-pound LP tank. The beautiful, natural-concrete Supercast base complements a black color-coated stainless-steel burner. Contact: (866) 303-4028 or www.outdoorrooms.com.

Air-Cooled Temp/Guard® chimney, in diameters of 12 to 14 inches, is now easier to install, incorporating the new precisionformed button-lock tab design. Installation, maintenance, and repair of an existing system can be costly and time consuming. Let Metal-Fab help you maximize your time and minimize your cost with AirCooled Temp/Guard chimney products this hearth season. Air-Cooled Temp/Guard chimney is designed for use with masonry fireplaces and is a superb, cost-effective alternative for prefabricated masonry fireplace applications. Air-Cooled Temp/Guard chimney is to be installed in accordance with the installation and maintenance instructions, form no. L2751. Visit the Metal-Fab YouTube channel to see how it works. Contact: (800) 835-2830 or www.mtlfab.com. Circle Reader Service No. 110

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BIG GREEN EGG ACACIA TABLE

POLYWOOD FARMHOUSE TABLE The new POLYWOOD® Farmhouse 59-inch bar table seats up to eight guests, with plenty of legroom underneath. Pictured with Modern Adirondack bar chairs, this Farmhouse table is also available in dining height and pairs well with a variety of POLYWOOD chairs. Contact: (877) 457-3284 or www.polywoodoutdoor.com.

Big Green Egg’s new Acacia table has a fine grain that shows off the beauty of the solid wood. The table is handcrafted to the highest quality standards and offers an ample, convenient working and serving area for XLarge and large EGGs. Contact: (770) 938-9394 or www.biggreenegg.com. Circle Reader Service No. 111

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ORIGINAL PAWLEYS ISLAND PORCH ROCKER Handcrafted in the Carolinas, these porch rockers have the classic wide, upright back that made the porch rocker famous. The company considers this its love letter to porches past, to be proudly displayed on porches present. The frame is constructed of HDPE lumber for years of virtually maintenance-free use, and all joints are mortise-and-tenon style: a trademark of wooden artifacts found in Egyptian pyramids dating back to 2,500 B.C. Hardware consists of color-matched, marine-grade 316 stainless steel, providing the ultimate in durability. From the front view of the rocker, hardware is hidden. Contact: (800) 334-1078 or www.pawleysislandhammocks.com.

ALASSIO Inspired by the relaxed resort lifestyle of the Italian Riviera, the Alassio collection exudes understated elegance. With its modern form and exquisite tailoring, the Alassio collection makes a statement in any outdoor environment. Its modular seating concept allows for maximum versatility, and its deep seating concept allows for maximum comfort. Carefully crafted, with a powder-coated aluminum frame and customizable upholstery, this seating provides endless possibilities to fit any lifestyle. Contact: (866) 919-1881 or www.ratana.com. Circle Reader Service No. 112

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PRODUCT PROFILES

INFRATECH’S UNIVERSAL PANEL FOR PATIO HEATERS

MAJESTIC JADE The Majestic Jade fireplace helps you unwind and rebalance with a ribbon of continuous flame and soothing style in a popular linear design. Customize the interior with fade-resistant, reflective black-glass interior panels; driftwood logs; natural stones; glass firebed colors; and LED accent lighting— and add a SmartWall kit to mount a television 12 inches above your fireplace, with no mantel required. With the easy operation and reliability of Majestic, life is better. Sit back, relax, and enjoy your home with the Jade fireplace from Majestic. Contact: (877) 486-9123 or www.majesticproducts.com. Circle Reader Service No. 113

ARTISAN TOPS BY GENSUN The new Artisan tops from Gensun are constructed of a high-pressure laminate solid-core material that is extremely durable. They can be used indoors and outdoors in both hospitality and residential applications. They have a high resistance to scratching, abrasion, impacts, UV rays, bad weather conditions, and heat. Artisan tops are used with Phoenix tables and are available as gas firepit tops. Contact: (866) 964-4468 or www.gensuncasual.com.

Infratech’s universal panel is the perfect complement to its wide array of heaters. This system allows homeowners to use any dimmer switch they want, while still getting all the functions they love: zoning, true intensity control, timers, and more. The panel matches switches, uses Bluetooth–enabled switches, and more. As with all of the company’s custom controls, the universal control panel is built to be job specific, assigned a UL number, and backed by the best warranty in the industry, the company says. Contact: (800) 421-9455 or www.infratech-usa.com. Circle Reader Service No. 116

EMPIRE CLEAN-FACED INSERTS Empire Comfort Systems’ DVC inserts feature a clean-faced design and come in three sizes— 20,000, 26,000, and 28,000 Btu—to warm any room. The inserts can be customized with one of three optional ceramicfiber liners in brick or with a rich black-porcelain liner. A selection of surrounds—plus a shroud—help ensure a perfect fit for most existing site-built and manufactured wood-burning fireplaces. Complete the fireplace with one of three decorative fronts, available in subtle matte-black or rich bronze finishes. The inserts are available through White Mountain Hearth and American Hearth dealers. Contact: (800) 851-3153, www.americanhearth.com, or www.whitemountainhearth.com. Circle Reader Service No. 117

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BAYSIDE BY CASTELLE

PROBUILDER 42 LINEAR GAS FIREPLACE BY FIREPLACEX Bayside deep seating from the Elements by Castelle line provides comfort, traditional style, and affordability. The mixed-media collection incorporates all-weather wicker (in woven side and back panels) and extruded aluminum. Bayside is a part of the Elements quick-ship program, available for shipment in selected fabric and finishes. Contact: (855) 612-9800 or www.castelleluxury.com.

The ProBuilder™42 linear fireplace represents the first model in the new value-priced ProBuilder series from FireplaceX®. The ProBuilder 42 is an excellent choice for anyone seeking a moderately priced linear gas fireplace that is ideal for providing warmth to smaller living spaces that require less heat, such as bedrooms and offices. Contact: (425) 609-2500 or www.travisindustries.com.

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GARDEN LIVING OUTDOOR KITCHENS

Elegant angles and curves bring a new, trendsetting look to all-weather wicker with Agio’s Denver firepit chat group. Outdoor fire continues to be a featured item on homeowners’ wish lists, and the Denver collection fits the bill, with a deep seating sofa and three coordinating chairs that surround the elegant rectangular firepit. It has a slatted tabletop finished to look like genuine wood. Contact: (888) 997-7623 or www.agio-usa.com.

Outdoor kitchens from Garden Living are designed for a lifetime of special moments with family and friends. Food preparation and dining are integrated into one seamless hosting experience. These kitchens are sleek and contemporary, with enough food-preparation options to satisfy the most demanding chef. Choose from a selection that includes side burners, refrigeration, prep sinks and boards, waste separators, and even auxiliary power ports for media. All Garden Living outdoor kitchens are engineered to be 100% weather durable—so your outdoor kitchen not only is gorgeous and amazingly functional, but is also worry free. Contact: (844) 595-1515 or www.gardenliving.com.

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DENVER FIREPIT CHAT GROUP

BEL MONDO Parà SpA introduces Bel Mondo, a new collection of its outdoor/indoor performance fabric, Tempotest. Italian for beautiful world, Bel Mondo is a collaboration from noted outdoor-fabric designers Karen Williams and Brenda Sewell-Bost of the design company D2 and Filippo Uecher, creator of the Maria Flora line of performance fabrics. The collection, woven in Biella, Italy, has elements of Italian flair with a U.S. eye toward color. In this mix, stylish graphics and colorful, multilayered patterns coupled with bold, vibrant textures are featured in a color palette inspired by the beauty found in nature’s simple elements: sun-drenched hues, lush grasslands, cool waters, and rich earth tones provide perfect combinations of color— with no boundaries. Contact: (972) 512-3534 or www.tempotestusa.com. Circle Reader Service No. 121

ORTAL INDOOR OUTDOOR Redefine flexibility with Ortal’s Indoor Outdoor line, emanating warmth and beauty from the interior and exterior of any space. Enjoy and make the most of the benefits of outdoor living. With Ortal’s Cool Wall technology, a television can be hung directly above the fireplace, indoors and outside. Do you want to become an Ortal dealer? Contact: (844) ORTAL-HEAT or www.ortalheat.com. Circle Reader Service No. 122

BIG GREEN EGG CAST-IRON DUTCH OVEN Introducing the new Big Green Egg cast-iron Dutch oven: It’s a favorite for cooking stews, soups, chili, and cobblers on the Big Green Egg. Designed with an oversized, easy-to-grip handle and built to deliver a lifetime of cooking enjoyment, the 5.5-quart Dutch oven will delight your customers with the results. Contact: (770) 938-9394 or www.biggreenegg.com. Circle Reader Service No. 123 Circle Reader Service No. 53

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PRODUCT PROFILES

BARCLAY BUTERA CUSHION DINING

ST. BERNARDUS St. Bernardus is MLW Stone’s latest and most cost-effective naturalstone fireplace facing. Available in three standard sizes, St. Bernardus is a sound and durable honedlimestone 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.

The finest in outdoor luxury is on display in the Barclay Butera cushion dining collection, with designer Barclay Butera’s signature white-and-navy color story and with sophisticated geometric cast- and extruded-aluminum construction. Outdoor dining has never been so comfortable. Contact: (855) 612-9800 or www.castelleluxury.com. Circle Reader Service No. 127

PEBBLE BROOK Pebble Brook from Alfresco Home brings style and elegance to any outdoor area. Gray-wicker accents add to the appeal of this chic collection, which is available in dining and deep seating pieces. Contact: (610) 705-8808 or www.alfrescohome.com.

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ZEN FIREPIT BY OW LEE New for 2018: The concept of Zen is centralized in the idea of being one with all that surrounds you. With the new Zen firepit, OW Lee brings together elements of color, light, and fire to create an extraordinary place to entertain. With more than 1,600 color options on the LED light display, it is easy to bring together all aspects of your backyard to a single oneness. Contact: (800) 776-9533 or www.owlee.com. Circle Reader Service No. 125

VARIA 2L-80H

The new Grand Terrace backless bench is lightweight and durable, and it can be tucked under your table. The design captures the essence of Gensun’s beautiful Grand Terrace collection and is available in 23 different finish options. Contact: (866) 964-4468 or www.gensuncasual.com.

The Spartherm Varia 2L-80h is a beautiful corner-model fireplace that perfectly integrates itself into every living room. It’s available in right- and leftoriented versions, and Spartherm also offers an even bigger option: As with all Spartherm units, customers can choose their fuel (wood or gas). It is even possible to retrofit a fireplace with a vented gas log set after ordering it as a wood-burning appliance—and vice versa. Contact: +49 5422 9441-0 or www.spartherm.com.

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GRAND TERRACE BACKLESS BENCH FROM GENSUN

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BOULEVARD 60 LINEAR SEE-THROUGH FIREPLACE

LX2 THREE-SIDED FIREPLACE Empire has expanded its popular vent-free Boulevard series of linear fireplaces with the addition of the 60-inch see-through model (40,000 Btu). The unit installs as a conventional see-through fireplace on an interior wall or as an indoor/outdoor see-through fireplace on an exterior wall. With a true 60-inch viewing area, an integrated multicolor LED lighting system, and an optional handpainted log set, the newest Boulevard fireplace makes a bold statement—indoors and out; it’s available through White Mountain Hearth and American Hearth dealers. Contact: (800) 851-3153, www.americanhearth.com, or www.whitemountainhearth.com.

Valor’s newest linear radiant gas fireplace, the LX2 three-sided model, is the first heater-rated, efficient three-sided fireplace. The LX2’s outstanding radiant heat, in combination with the convective heat of HeatShift™, guarantees a satisfying source of comfortable warmth in any space—living room, family room, or greatroom. Contact: (800) 468-2567 or www.valorfireplaces.com.

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The new Newport collection from Summer Classics features rattan, conveying a 1950s vintage beach look. A subtle brushed finish applied to the N-dura™ resin material adds a beautiful texture that gives the pieces a natural finish. This designer line mixes elegantly with pieces from other Summer Classics collections. Contact: (888) 868-4267 or www.summerclassics.com.

ORIGINAL PAWLEYS ISLAND COASTAL COLLECTION HANDMADE ROPE CHAIR It’s a hammock. It’s a chair. It’s an excellent blend of both worlds: the comfort of a hammock with the convenience of a placeanywhere chair. The body is hand woven in the Carolinas using long-lasting synthetic DuraCord® rope. The frame is constructed of HDPE lumber for years of virtually maintenance-free use. Hardware consists of color-matched, marine-grade 316 stainless steel to provide the ultimate in durability. Contact: (800) 334-1078 or www.pawleysislandhammocks.com.

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NEWPORT

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TEMPOTEST STARSCREEN Tempotest USA has introduced a new screen fabric, StarScreen®, that provides shade and privacy—and absorbs up to 97% of the heat caused by solar radiation— while allowing for the passage of light. The 11 designer colors add to the beauty of any structure and can be used indoors or outdoors. Made from recyclable PET solution-dyed yarns, the fabric is PVC free and fire retardant. It is fade resistant and is treated with Teflon® for easy cleaning. Contact: (972) 512-3534 or www.tempotestusa.com.

BULL EZ FILL SMOKER BOX Outdoor grilling gives your food a touch of fire and a kiss of smoke that are impossible to get from indoor cooking. With the new Bull EZ Fill smoker box, you can achieve that experience of authentic, slow-smoked barbecue in your own backyard. Constructed of high-quality 304 stainless steel and designed to fit perfectly between the burners of the Bull grill, the EZ Fill smoker box revolutionizes the way you can add flavor to your food. The sliding lid makes refilling the smoker box a breeze; the box can be filled with wood chips, pellets, or liquid (to add moisture to grilled food). Upgrade your barbecue today with the Bull EZ Fill smoker box. Contact: (800) 521-2855 or www.bullbbq.com. Circle Reader Service No. 135

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PRODUCT PROFILES

BOLANO

SPLITWOOD FIREBED AND LIMESTONE LINER Introducing Valor’s new Splitwood: It’s available with the new LX2 threesided fireplace and with the L1, L1 two-sided, and L2 linear fireplaces, as well as with Valor’s freestanding Madrona stove. Valor’s new Limestone liner pairs nicely with Splitwood, creating a warm, glowing backdrop for it and for other popular fuel beds. Contact: (800) 468-2567 or www.valorfireplaces.com.

Bolano—a collection in artfully handbrushed, powder-coated aluminum— marries the essences of elegance and comfort to create the perfect setting for any outdoor decor. With generously scaled cushion seating and immaculately pitched slat backs, as well as exquisitely sculpted armrests and tapered legs, Bolano is truly a masterpiece that can enrich one’s backyard with this sophisticated profile. The coordinating round coffee and end tables feature the same precision, with smoothly polished, tapered table legs complementing the remarkable club chair impeccably. Bolano is offered in living, wedge sectional, and dining pieces. Contact: (866) 919-1881 or www.ratana.com. Circle Reader Service No. 139

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SAVANNAH DEEP SEATING PENDLETON BY SUNBRELLA Born from the idea of bringing two heritage brands together, the new Pendleton by Sunbrella® collection combines Pendleton Woolen Mills’ distinctive Native American–inspired aesthetic and the enduring performance qualities of Sunbrella fabrics, which are easy care, fadeproof, and bleach cleanable. The collection comprises 53 fabrics and is grounded by five hero patterns: Lahaina Wave, Eagle Rock, Canyon Lands, Zapotec, and Mountain Majesty. The hero patterns are supported by a range of textural solids and coordinating patterns. Contact: (336) 221-2211 or www.sunbrella.com/pendleton.

The Savannah outdoor-furniture collection is elegantly designed in premium SolTeak®, paired with Sunbrella® cushions. SolTeak, with a natural look and feel, is crafted to withstand the elements and maintain its color. The refined design is suitable for residential and commercial settings (including spa resorts). The deep seating group shown features Canadian-made outdoor cushions in Sunbrella Blend indigo, Sunbrella Gable indigo pillows, and SolTeak natural-finish frames. This collection is also available in SolTeak weathered finish, with ottoman and lounge options. Contact: (855) 502-9988 or www.cabanacoast.com. Circle Reader Service No. 140

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MONTEREY DEEP SEATING BY CASTELLE Monterey deep seating is a part of the new quickship program from Castelle. The program is designed to assist retailers with fast in-season product restocking, as well as with luxury orders—for fast filling of consumer requests. The four selected top-selling collections available in the quick-ship program are stocked in the most popular finishes and fabrics, based on the specific collection. With the quick-ship program, the product is shipped within 48 hours of receipt of the purchase order. Contact: (855) 612-9800 or www.castelleluxury.com. Circle Reader Service No. 138

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VENTURA Contemporary cushionless comfort: The new Ventura collection by Erwin is the very definition of modern, with sleek, low-slung lines in ash flat weave and brushed aluminum. Polished-granite tabletops accent this six-piece group. Contact: (770) 579-0414 or www.erwinandsons.com. Circle Reader Service No. 141

POLYWOOD VINEYARD DEEP SEATING Vineyard deep seating features supportive seat cushions and soft, buttoned back pillows covered in Sunbrella® fabric. This traditional set, pictured with Newport coffee and end tables, joins the larger POLYWOOD® Vineyard collection, which includes all-weather garden chairs, benches, and a swing. Contact: (877) 457-3284 or www.polywoodoutdoor.com. Circle Reader Service No. 142

COPENHAGEN Conjuring the Viking Age, the all-new Copenhagen collection captures the unmatched hallmark of Danish quality and craftsmanship in furniture design with its distinctive, neoclassical Nordic look. Copenhagen pairs clean architectural lines with fashion-forward comfort, making it an ideal choice for your outdoor life. From modern metro to magnificent mansion, this collection beams European taste and style. Contact: (866) 690-5673 or www.patiorenaissance.com. Circle Reader Service No. 145

PACIFICA BY OW LEE New for 2018: Modern lines meet luxurious comfort in the new Pacifica collection. With clean lines and gentle curves, Pacifica is reminiscent of the gently rising swells that roll onto California beaches as the tide rises at sunset. Included in this collection is the new proprietary Flex Comfort parabolic-fabric dining system, which allows for extreme comfort in a dining chair, but with slinglike ease of maintenance. Contact: (800) 776-9533 or www.owlee.com. Circle Reader Service No. 143

DELTA HEAT OUTDOORKITCHEN PRODUCTS The grill is the cornerstone of any outdoor kitchen, but it is the complementary products that bring it to life. Delta Heat has thought through your customers’ cooking, storage, and entertaining needs. The company’s offering is complete, giving customers the products that they need to create a space that is unique to them: a space that suits their personal cooking and entertaining styles. The company invites you to explore the complete Delta Heat offering. Contact: (800) 422-0091 or www.deltaheat.com. Circle Reader Service No. 146

PIEDMONT

WOODLINE SHADE SOLUTIONS: PAPILLON DUAL-POST SHADE The Papillon shade’s dual-post framework invites views and conversations to go on, unobstructed, in glorious shade and shelter. It brings an air of grandeur to its surroundings and stands alone as the largest of all Woodline shades, accommodating seating for groups of up to 10 people. Papillon can be extended further by articulating two or more structures together, while fabric walls can be attached directly to the frame and awning to provide privacy and shelter from the wind. Contact: (800) 260-0617 or www.woodlineshade.com/us/.

Breezesta’s expanded Piedmont collection offers a broad array of features and designs to allow dealers and their customers to customize all of their outdoor spaces, creating personalized experiences (according to the company’s tag line) For Every Season of Your Life. The company adopted this tag line to underscore the versatility, flexibility, and sustainability of its product line. Breezesta products are made completely from recycled plastic bottles (milk jugs) and are backed by a lifetime residential warranty. Contact: (888) 846-7177 or www.breezesta.com. Circle Reader Service No. 147

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PRODUCT PROFILES ALL-NEW DELSOL GRILLS

SUNBRELLA MAKERS COLLECTION Representing innovation, craftsmanship, and heritage, the new Sunbrella® Makers collection is centered on the principles shared between time-honored handweaving and modern manufacturing, bringing the character of traditional artisanal techniques to the industry. Fabrics in the Makers collection incorporate the performance qualities of Sunbrella with authentic designs tied to generations of makers. The collection portrays the importance of preserving the conventional element of craft while advancing technologically. By combining new, experimental techniques with traditional style, these artisanal fabrics are perfectly suited for both indoor and outdoor upholstery. Contact: (336) 221-2211 or www.sunbrella.com/makers.

Delsol products are designed with passion and are engineered to perform. Perfected by a passionate group of experts in high-performance grills and outdoor-kitchen equipment, Delsol products are engineered with the lasting satisfaction of your customers in mind. Final assembly and a detailed quality inspection are conducted at the company’s factory in California. Every grill is fire tested and packaged in the United States. A wide range of built-in accessories will complement the 40-, 32-, and 25-inch built-in grill models. Built-in grills’ retail prices start at $1,199. Contact: (800) 422-0091 or www.delsolgrills.com. Circle Reader Service No. 150

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GLASS SAFETY BARRIER FOR ELEMENT4 FIREPLACES OPTI-MYST PRO 1000

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SPOTLIGHT

Easily turn fireplace concepts into reality with the Opti-myst Pro 1000 built-in electric firebox. Install it as a single-sided unit or convert it to a see-through design and open the view between rooms. Customize the flame pattern, choose media to complement the decor, and enjoy the perfect fireplace. The discreet heater ensures comfort and enhances the dazzling Opti-myst flame-and-smoke effect. Lose the limitations of combustion and design the fire feature you want with Opti-myst. Contact: (800) 668-6663 or www.dimplex.com.

PRODUCT

The glass safety barrier for Element4 fireplaces is a system that allows air to be vented between two glass layers, reducing the heat of the outer pane. Hot air travels up the chase and is then efficiently distributed into the room, so no heat is lost. This clean and stylish look maximizes the trimless modern lines of fireplaces and maintains safe glass temperatures. Contact: (781) 324-8383 or www.europeanhome.com.

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shapes. Colors help in this process. We try to offer all of that to our dealers.” Demuru added representatives this year; the main office moved from California to Massachusetts. The company continues to invest in North American operations. In the pellet-stove sector, “We are facing difficult years, but thanks to our reps and dealers, we are still able to grow our business in the United States,” Demuru says. “I’m optimistic because there is a large market of old stoves that need to be replaced, and when consumers realize how much better the modern stoves are, they will be ready to purchase. As an industry, we need to focus on that.” WITTUS In 2017, Wittus®—Fire by Design (Pound

Ridge, New York) launched its Lugo cookstove with baking oven, the Stack wood stove with ceramic tile, and the Shaker wood stove. With the right display, according to Alyce Wittus, vice president and co-owner since 1978, the Shaker stove will fit contemporary and classic decors. Stove sales can benefit from familiar marketing techniques, such as “regional print advertising and targeted newsletters or direct mail to clients, designers, architects, and builders,” Wittus adds. About the heavily regulated world of stoves, Wittus does not mince words. “The overly stringent regulations are destructive to the future of the industry,” she says. “Not only are the requirements overkill, but development and testing costs are very high. Large producers can possibly survive under this heavy burden, but smaller com-

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panies will not.” Wittus continues, “This will create monopolies and raise prices so much that the industry may not be viable. Smaller companies should be exempt or less restricted to restore the balance. A good example of this is the beer industry, with craft beers being less regulated.” Despite these concerns, Wittus counts herself as “cautiously optimistic, depending on the economy and regulations,” she says. Given a favorable economy and less onerous regulations, dealers can take heart. She reports, “More and more people are looking for contemporary style (to meet their needs for good design) and want efficient and environmentally responsible burning systems. Stoves with cooking/baking capabilities for indoor–outdoor use are also trending.”

INSIGHT | CAROLINA CASUAL

HORIZON Horizon channels the ruggedness of early outdoorsmen and balances it with the sophistication of Midcentury design. Details such as tapered legs, nail-head joinery, and plank arms add to the collection’s authenticity and comfort. It’s available in deep seating and dining sets. Choose from cushion, woven, and sling configurations with dark-teak and aged-teak faux finishes on solid- aluminum frames. Contact: (305) 651-9655 or www.eddiebaueroutdoorfurniture.com. Circle Reader Service No. 152

HEARTH RETAILER

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homes to reflect their personal style,” Ingram says. Since its inception, Fireplace Warehouse has worked hard to build strong relationships with a variety of manufacturers—Napoleon, Innovative Hearth Products, Marquis, Flare, and more—and their regional sales representatives. “These relationships allow us to deliver on even the most unusual customer requests because of our access to high-quality hearth products,” Ingram says. “We also stay cognizant of reliability and overall customer satisfaction when we evaluate which products to offer. It is of the utmost importance to us that customers not only are satisfied today, but remain satisfied 15 years from now.” Fireplace Warehouse understands that a fireplace is about more than just heating; it’s about creating ambience. That is why Fireplace Warehouse aims to deliver a highimpact customer experience. “We want our customers to have the complete fireplace experience— from the warmth of the flame to the head-turning appearance,” Ingram says. “Once we are finished, the quali-

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build its handcrafted furniture. “Our furniture focuses on comfort, quality, and design, ensuring that each product will last for years of enjoyment,” McClanahan says. “This craftsmanship, combined with our retail experience and knowledge of consumer demand, gives us a competitive edge over other manufacturers.” The company continues to stay in the forefront of technological advances, artfully blending that knowledge with its handcrafted precision. “We are on the cutting edge of what’s trending in the HDPE-lumber furniture industry with our two-tone frame choices,” McClanahan says. Customers can select from a variety of bold colors—such as tangerine, Aruba blue, and cardinal red—as well as classic earth tones, which are always in style, to craft truly custom pieces. A few popular combinations are black with lime, lemon with turf green, and sand with patriot blue. “We have stepped it up a notch, for the coming season, when it comes to combination frame colors,” McClanahan says. Consumers now have the option of selecting HDPE lumber that has a wood grain.

ty of our products and installation will surely make customers’ fireplaces not only the focal points of their rooms, but the focal points of every conversation with their guests.” NEW-BUSINESS DEVELOPMENT There is nothing more exciting than incorporating vibrant fireplace designs into lively spaces that enrich lives. For that reason, Fireplace Warehouse’s sales strategy is based on a consultative approach, with a strong emphasis on the showroom experience. The range of media kits, faceplates, and other options available can have a significant impact on the customer’s experience. By emphasizing the buyer’s design preferences, Fireplace Warehouse can provide not just the right product, but a complete hearth solution. “We have three showrooms, giving consumers the ability to view a variety of products in person. We also do on-site design consultations, allowing us to get an understanding of the style our customers are looking for,” Ingram says. Fireplace Warehouse understands that well-appointed showrooms are vital to a large segment of its customer base. Therefore, the company emphasizes showroom location in its

“This lumber is lifelike and softens the look, for a more natural look and feel of weathered wood,” McClanahan says. She explains that Carolina Casual is striving for continuous improvement as it expands and becomes more successful. “We experienced rapid growth in 2017,” McClanahan notes. Increased sales created the need to move into a new, larger manufacturing center. Located in the Outer Banks, the new production/distribution facility is allowing the company to grow while remaining true to its roots. “As always, with rapid growth comes a natural learning curve,” McClanahan says. “We have learned from our mistakes as we have grown into the manufacturing realm and smoothed out kinks along the way.” Carolina Casual will continue to fine-tune its production process while remaining committed to offering exceptional customer service. McClanahan says, “Our ever-growing knowledge has led to an exciting upcoming season where we’ll debut new products with bold designs, such as our hanging bed and daybed (in our deep seat cushion collection), offering the ultimate in outdoor comfort.”

digital marketing and its advertising campaigns. “Customers often will do a fair amount of industry research,” Ingram says, “and when they look for the right retailer, we want them to know we are not just an online dealer, far away. They can come into one of our showrooms and actually meet the person they chatted with on our website (www.fpwhs.com) about our various products.” Fireplace Warehouse advertises using various local media to ensure that the company reaches its target consumers. “We truly believe in the value of event marketing and focus on participating in (or hosting) events throughout the year. We also partner with companies that share our vision for highquality products that help create the customer’s ideal design. We work with partners to create vignettes in the showrooms that help our customers envision what the finished products will look like in their homes,” Ingram says. Fireplace Warehouse advertises using print, digital, and social media, as well as relationship-building opportunities. “We have recently invested considerably in expanding our online sales presence even further and creating a digital presence that provides an out-

standing user experience,” Ingram says. “Whether people are stopping by a showroom or shopping exclusively on our site, we are committed to giving them the best experience possible.” As the fireplace industry continues to evolve, so does the vision of Fireplace Warehouse. It strives to create home environments that address the design interests of customers. “The popularity of home renovation has helped educate consumers on the wide variety of options they have regarding their fireplace and its appearance,” Ingram says. “We believe the interest in creating this custom environment will grow, which fits our primary business model perfectly. Manufacturers will continue to meet the growing demand. One key to our success has been the fact that we concentrate on more than just offering great products.” She continues, “We focus on great service, as well as on having a great work culture. We believe that our future will be based on growing a work culture that is rich in respect, integrity, customer focus, and having fun—and on delivering superior customer service to a greater number of customers, as we continue to expand our presence into other marketplaces.”

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SHOWROOM SHOWCASE

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The expansion included a 10,000– square-foot outdoor showroom that features more than 100 examples of Penn Stone’s masonry materials and stone offerings. There are casual-furniture vignettes, a fully functional outdoor kitchen, planters, fountains, and two built-in fire features (with seating). McGrann says, “We’ve blended everything together, so customers can get inspiration from seeing a complete setting of hardscaping, outdoor-living products, and outdoor furniture.” The store’s remodeling project has elevated its standing in the eyes of the local design community. “We have a great group of architects, landscape architects, and designers in the area. Before the change, they considered us to be a fine local company, but didn’t recognize us as a partner—because our showroom lacked a professional feel,” McGrann explains. When planning the new showroom, he engaged a local architect to ensure that the finished project would be architecturally interesting, letting

The showroom displays more than 100 examples of masonry materials for outdoor projects

designers see that Penn Stone knows and respects good design. He also wanted the showroom to be a place that designers would be proud to send their clients. “I think a lot of our future lies in really celebrating good design,” McGrann says, “whether that is through the furniture we feature in our showroom or the decision by homeowners to rely on the advice of designers to help them make their projects look beautiful. The more we find those customers, the more successful we are going to be.”

The store’s sales team is also one of its biggest assets: Its members are willing to spend as much time with customers as needed to pull together the right pieces. “Much of our strength lies in our attentive, personal relationships, because we take our time to help clients find everything they want,” McGrann says. Penn Stone’s customer base continues to grow, with clients coming even from Philadelphia (80 miles away) as they find out all the store has to offer. Since the renovation, Penn Stone’s marketing and advertising have

PRODUCT INNOVATION

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is standard on the LX2 linear fireplace and is an option on other linear models. “We always seem to have more ideas than we have time to get them done,” Miles says. “We always have a long list of product ideas. Sometimes, an idea starts as one thing and turns into something else. It is interesting to see how ideas change, and you never know quite where they will end up; it is the more entertaining part of the business.” Miles continues, “Ideas don’t come just from a small group, either, but from our dealer network as well. It is important to have your radar up: Sometimes, these improvements can be simple things. You can’t overlook what you might consider small things. An improvement might be something as simple as a new log set. What’s important is that you come up with an idea and a design that people gravitate to today.” Miles Industries’ tech track for 2017 has reaped dividends. The com-

focused on building brand awareness through a mix of word of mouth, print, and social media. A current favorite is a glossy magazine called Fig that celebrates downtown Lancaster’s businesses. It is published quarterly, and Penn Stone is in every issue. The store also buys space on a local billboard each spring, and it has an active presence on Facebook and Instagram. It will be unveiling a new website next year. Penn Stone has become more confident than ever about its future. Downtown Lancaster has seen a resurgence, over the past few years, with the addition of new retail shops and restaurants. McGrann reports that the store is positioned to take advantage of new business. “We know who we are, and we know our customers,” he says. “There will always be people out there who want to shop online or buy from a national retailer, but we aren’t interested in reaching out to them. Our customers are people who want to buy locally, from a professional company that cares enough to give them good advice, personal service, and products that will last.”

The LX2 linear three-sided fireplace, with HeatShift

pany has had a prosperous 2017. “It is a better year than 2016 (which was OK). There was growth, but it wasn’t a fantastic fall for the industry,” Miles notes. “Since then, sales have been more robust, and we’re happy about it. All the things you like to have in the marketplace are there.” Miles predicts that 2018 will be another good year. He says, “Housing starts are strong, and the renovation market (where we operate, primarily) is great. I attribute a lot of that to the HGTV effect. People watch all the HGTV programming and get ideas for updating their homes and renovating them. I think people are inclined

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to redesign and renovate their homes much more often now than they were just five to 10 years ago.” Communicating directly to the marketplace is also drastically different now. Today, Miles Industries is active on social media, Miles says, “all the time: It is a big part of the mix. It is not just a little side thing you do from time to time.” Valor Fireplaces has a presence on Facebook, YouTube, Twitter, Instagram, Google Plus, Pinterest, and Houzz. They are all a big part of the overall marketing plan. “That is not an afterthought. It is a big part of our program,” Miles says. It has, in fact, become a way for the

company to troubleshoot problems for customers in real time. Miles observes, “Certainly, if you have problems out there, you have to be on top of them, and using social media allows you to respond quickly.” What will 2018 bring? Miles says, “We will keep changing. We will keep improving, working on products, moving forward, and staying true to our core values. There are special market niches that we can go after; in fact, lots of products installed over the past 25 years are ready for change-out. That’s perfect for our dealer network. We will keep our radar up, and that is the best way forward.”

CORPORATE PROFILE

accompany the gas fire. Among the 15 units made for the U.S. market are vertical and horizontal models in various sizes and contemporary shapes. Attendees at HPBExpo 2016 and 2017 got a glimpse of these products, and they will be shown at HPBExpo 2018 in Nashville, Tennessee, as well. Without fail, reaction has been amazing, Steinhauer reports, and anticipation is growing. Attendees responded to the company’s emphasis on quality and to its innovative takes on the familiar straight-on, two-sided, and three-sided views of the firebox. Already successful

in the international arena, Spartherm’s fireplace inserts have been extended further and have been specifically adjusted for the North American market. Steinhauer states that these are testaments to the highest standards of fireplace technology, with refined design and aesthetic appeal. Consumers who are expecting engineering excellence are likely to be impressed by Spartherm’s simple (yet elegant) solutions to familiar challenges. One such apparatus slides open the fireplace door. Steinhauer explains, “All of our units are lift doors. We do not have any hinge doors in our portfolio for

North America. The mechanism is very smooth, with all the counterweights and the bearings put together in Germany. The counterweights themselves are adjusted in such a way that once you open the fireplace, you can actually lift the door with one finger, with a smooth transition.” Extremely thick steel and the counterweighted door create an impressive showroom demonstration for dealers. “People were blown away by the quality, design, and technical features of our units at HPBExpo,” Steinhauer says. “On top of that, we won the Vesta Award for the best wood product. It was one of our bay-window units, and it was a major success. We’re definitely looking forward to HPBExpo 2018—and this time, with a bigger booth. We are pumped about the show and about the North American market.”

very short time.” Although the added finish helps keep Outdura fabrics looking clean, all textiles are also bleach cleanable.

includes solids or body cloths, textures or dobbies, and intricate weaves or jacquards. Solids are the number-one seller for cushions, with dobbies and jacquards being popular for accent pieces, including throw pillows. “Outdura makes it easy and economical for specialty retailers to mix and match our various designs across a multitude of color families and fabric types. We give our customers a lot of options from our offerings and provide a one-stop shop from the Outdura brand,” Duerk says. In addition, the designers provide quick turnaround for customers who desire an adaptation of an existing fabric. For example, customers might ask to change a design’s color or stripe size to meet their needs. Duerk sees more innovation ahead in the conversion of fiber to yarn. He says, “There is a lot of opportunity and technology in how we construct unique yarn types, from blended dual-yarn constructions to yarn size and texture. Our resources are being directed to yarn innovation and differentiation—which will give Outdura the advantage in unique designs at the fabric level.”

The high-performance properties of outdoor fabric are making it an increasingly popular choice for indoor use. “We are seeing outdoor furniture in other areas of the home, such as sunrooms, which are considered indoors— but where furniture still needs to withstand the sun,” Duerk says. Overall, he adds, “Solution-dyed acrylic is a very reliable fabric—there is no worry about sun, wind, or rain affecting the quality of the product. It is simply the best for outdoor applications.” Outdura solution-dyed acrylics provide quality, performance, and inspiring designs, along with unparalleled marketing-strategy support for manufacturers and specialty retailers. Duerk says, “All these factors, combined, are exactly why so many people like to work with the Outdura brand.”

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In North America, customers will soon be able not only to order new gas models, but also to convert their woodburning Spartherm units to gas. Clients who ordered wood-burning appliances, but later want to use remote controls, “could retrofit the gas burner and convert from wood to gas. This enables us to sell in cities where wood fireplaces are not allowed. I think that’s something for the future that is quite important for the North American market,” Steinhauer explains. Customers who balk at visual barriers will like the no-screen option made possible by Spartherm’s closed combustion chamber. The result is a highquality, heavy unit with “a nice gas fire without a screen, which is something completely new to the market,” Steinhauer says. It will be a welcome change from “fireplaces that have these screens; with our solution, people won’t need those, so they can really enjoy the beautiful fire,” Steinhauer notes. A log set that has been tested and approved for use in the United States will

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manufacturers and specialty retailers based in the United States to ensure neither will have to compete with the Lowe’s, Target, or Home Depot across the street. Since the consumer won’t see any of our fabric in a big-box store, this provides a point of differentiation for retailers, making them able to charge higher prices that match high-quality furniture frames and fabrics.” Of course, the other big differences in Outdura are its quality and performance. “We place a huge emphasis on our quality and publish all our technical data,” Meeks notes. That quality includes using ring-spun yarns for added strength and durability and having a UV-protection factor (UPF) of 50+, the highest UPF rating. In addition, a stain-release agent is added to ensure resistance to water, fading, stains, and mildew. Duerk adds, “The stain-release finish allows the fabric to become even more water repellent. When it does get wet, air passes through the fabric, allowing it to breathe and dry out in a

The Arte U-70h fireplace

AWARD-WINNING DESIGNS Outdura continually receives industry awards for the brand’s unique and inspiring designs. “Our internal team of textile designers goes through a rigorous 12-month process for new-line development,” Duerk says. This involves designers attending various trade shows across the country; paying attention to trends from leading color-trend groups; and reading numerous trade publications across various industries, including those from the landscaping sector— which often sets and predicts outdoormarket color trends. He adds, “Designers also invest a lot of time in the field, spending time with customers and listening to their needs. In addition, our internal team works with outside designers and third-party design groups to look at what other professionals are creating.” The design team then incorporates its ideas into a variety of color families and different types of fabric. This

NOVEMBER/DECEMBER 2017 | PATIO & HEARTH PRODUCTS REPORT • 61

ADVERTISERINDEX Advertiser

Phone

PRODUCT PROFILES DIRECTORY Website

Page

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

Company

Page

Agio, USA ..............................................................................................50, 53 Alfresco Home..............................................................................................54

Big Green Egg . . . . . . . . . . . . . . . . . . . . . . .(770) 938-9394 . . . . . . .www.biggreenegg.com . . . . . . .39

American Hearth (Empire) ..............................................................................52 Big Green Egg ........................................................................................51, 53

Castelle . . . . . . . . . . . . . . . . . . . . . . . . . . . . .(855) 612-9800 . . . . . . .www.castelleluxury.com . . . . . .3, 7 Breezesta ....................................................................................................57 Dansons . . . . . . . . . . . . . . . . . . . . . . . . . . . . .(877) 303-3134 . . . . . . .www.dansons.com . . . . . . . . . . . .31

Bull Outdoor Products ..................................................................................55 Cabana Coast ..............................................................................................56

Delta Heat . . . . . . . . . . . . . . . . . . . . . . . . . . .(800) 422-0091 . . . . . . .www.deltaheat.com . . . . . . . . . . .33

Castelle ......................................................................................50, 52, 54, 56 Delsol Grills (Twin Eagles) ..............................................................................58

Empire Comfort Systems . . . . . . . . . . . . . . .(800) 851-3153 . . . . . . . .www.whitemountainhearth.com 27 Delta Heat (Twin Eagles) ................................................................................57 Gensun . . . . . . . . . . . . . . . . . . . . . . . . . . . . .(866) 964-4468 . . . . . . .www.gensuncasual.com . . . . . . . .9

Dimplex ......................................................................................................58 Eddie Bauer Outdoor Furniture/Kannoa ..........................................................59

The Hammock Source . . . . . . . . . . . . . . . . .(800) 334-1078 . . . . . . . .www.thehammocksource.com . .37

Erwin and Sons ............................................................................................56 European Home............................................................................................58

Hearth, Patio & Barbecue Association . . . .(703) 522-0086 . . . . . . .www.hpbexpo.com . . . . . . . . . . .25 FireplaceX (Travis Industries) ..........................................................................52 Infratech . . . . . . . . . . . . . . . . . . . . . . . . . . . . .(800) 421-9455 . . . . . . .www.infratech-usa.com . . . . . . . .13

Garden Living ..............................................................................................53 Gensun ..................................................................................................52, 54

Las Vegas Market/IMC . . . . . . . . . . . . . . . . .(702) 599-3046 . . . . . . .www.lasvegasmarket.com . . . . . .15

Heatilator (Hearth & Home Technologies) ........................................................50 Infratech ................................................................................................48, 52

Miles Industries/Valor Fireplaces . . . . . . . .(800) 468-2567 . . . . . . .www.valorfireplaces.com . . . . . . .41

MLW Stone . . . . . . . . . . . . . . . . . . . . . . . . . .(800) 477-7665 . . . . . . .www.mlwstone.com . . . . . . . . . . .53

Lopi (Travis Industries)....................................................................................48 Louisiana Grills (Dansons) ..............................................................................48 Majestic (Hearth & Home Technologies) ..........................................................52

Monessen . . . . . . . . . . . . . . . . . . . . . . . . . . .(855) 225-5448 . . . . . . .www.monessenhearth.com . . . . .64

Metal-Fab ....................................................................................................51 MLW Stone ..................................................................................................54

Ortal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .(844) ORTAL-HEAT . . . . .www.ortalheat.com . . . . . . . . . . .49

Ortal ......................................................................................................50, 53 The Outdoor GreatRoom Company ............................................................48, 51

The Outdoor GreatRoom Company . . . . . .(866) 303-4028 . . . . . . .www.outdoorrooms.com . . . . . .28 Outdura ......................................................................................................50 OW Lee . . . . . . . . . . . . . . . . . . . . . . . . . . . . .(800) 776-9533 . . . . . . .www.owlee.com . . . . . . . . . . . . . .21

OW Lee ..................................................................................................54, 57 Patio Renaissance ....................................................................................48, 57

Patio Renaissance . . . . . . . . . . . . . . . . . . . . .(866) 690-5673 . . . . . . .www.patiorenaissance.com . . . . .19

Pawleys Island (The Hammock Source)........................................................51, 55 Pit Boss (Dansons) ........................................................................................50

POLYWOOD . . . . . . . . . . . . . . . . . . . . . . . . .(877) 457-3284 . . . . . . .www.polywoodinc.com . . . . . . . .23 POLYWOOD............................................................................................51, 57 Ratana . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .(866) 919-1881 . . . . . . . .www.ratana.com . . . . . . . . . . . . . .29

Ratana ....................................................................................................51, 56 Spartherm ..............................................................................................48, 54

Spartherm . . . . . . . . . . . . . . . . . . . . . . . . . . .+49 5422 9441-0 . . . . .www.spartherm-america.com . . .43

Summer Classics ..........................................................................................55 Sunbrella................................................................................................56, 58

Sunbrella . . . . . . . . . . . . . . . . . . . . . . . . . . . .(336) 221-2211 . . . . . . . .www.sunbrella.com . . . . . . . . . . . .2 Tempotest USA........................................................................................53, 55 Tempotest USA . . . . . . . . . . . . . . . . . . . . . . .(972) 512-3534 . . . . . . .www.tempotestusa.com . . . . . . . .11

Valor Fireplaces (Miles Industries) ..............................................................55, 56 White Mountain Hearth (Empire) ....................................................................55

Travis Industries . . . . . . . . . . . . . . . . . . . . . . .(800) 654-1177 . . . . . . . .www.travisindustries.com . . . . . .63

Woodline Shade Solutions ............................................................................57

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 2017, VOL. 12, NO. 6 © 2017 PENINSULA MEDIA. ALL RIGHTS RESERVED. NO PART OF THIS PUBLICATION MAY BE REPRODUCED IN ANY FORM WITHOUT WRITTEN PERMISSION FROM THE PUBLISHER. POSTMASTER: SEND ADDRESS CHANGES TO PENINSULA MEDIA, 21250 HAWTHORNE BLVD., SUITE 700, TORRANCE, CA 90503-5514, PATIOANDHEARTH@OMEDA.COM, PHONE: (847) 504-8466. 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.

62 • PATIO & HEARTH PRODUCTS REPORT | NOVEMBER/DECEMBER 2017

Travis dealers, here is more great news for 2017.

9 Great Bay Window Lopi Cast Gas Stoves ®

Northfield™ GSR2 Bay Window

Berkshire™ GSR2 Bay Window

Greenfield™ GSR2 Bay Window

Bronze Patina

Oxford Brown Enamel

New Iron

3 Great New Lopi Cast Millivolt Gas Stoves ®

All at a Price Your Customers Will Love!

Northfield™ Millivolt

Berkshire™ Millivolt

Greenfield™ Millivolt

New Iron

1-800-654-1177

Circle Reader Service No. 63

The Cure for Ordinary The detail of refractory. The glow of ber.

Charisma

Moxie

Introducing the new Glow Getter vent free log series from Monessen. Nobody does vent free better than we do.

monessenhearth.com

Circle Reader Service No. 64