Patio and Hearth Products Report - Sept/Oct 2011 by Peninsula Media

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N APOLEON P RODUCTS

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Unplug. Connect. The Grandview™ 230 wood-burning stove creates a place where customers love to gather. Just in time for the burning season, this Washington State–approved, wonderfully stylish and impressively fuel-efﬁcient stove from Lennox’ Country® Collection raises the bar on performance. An innovative heat exchanger provides 32% more surface area than the standard design to deliver more warmth into the room. Plus, several elegant styling options let customers create the look they desire— while helping you close the sale. Circle Reader Service No. 3

For more information, visit lennox.com or call 1.800.9.LENNOX.

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SEPTEMBER/OCTOBER • VOLUME 6, NUMBER 5

62 60

features 8

GUEST EDITORIAL – A WORLD OF BARBECUE

By Sharon Sanders

In his travels around the world, barbecue aficionado Rick Browne has discovered that the whole world loves to grill.

Portable grill carts and patio bars have been a successful market segment for Challenger Door.

34 16

SHOWROOM SHOWCASE – A DREAM COME TRUE

SPOTLIGHT – SIZZLING OUTDOOR KITCHENS

By Kimberly Rodgers

By Cheryl Dangel Bartolini

Jack and Ashleigh Koskin changed careers to start Bell Tower Outdoor Living Company, and they couldn’t be happier.

New innovations in materials and appliances have transformed outdoor kitchens into sophisticated cooking areas that rival indoor kitchens. 36 2O

A NICHE PLAYER

By Rick Browne

FROM ACTION TO PASSION

MARKETING MANEUVERS – A FOCUSED STRATEGY

By Sharon Sanders

Over and Under, Inc., manufactures some of the most comfortable, durable cushions on the market.

Unique Outdoor Living has prospered by paying attention to details when selecting products and setting prices. 38

AS I SEE IT – CONNECTING WITH CUSTOMERS By Sharon Sanders

CRIMSON CASUAL EXPANDS

Ratana Home and Floral has always had a flair for knowing what outdoor-furniture customers want.

By Kimberly Rodgers

Crimson Casual’s rapid growth enabled it to open a showroom at the Merchandise Mart in Chicago. 40

MY TURN – COMFORT SELLS By Sharon Sanders

HEARTH RETAILER PROFILE – CHANGE MASTERS For nearly 32 years, Georgetown Fireplace & Patio has tailored its business to the needs of its growing customer base.

Tropitone’s new comfort technology, URComfort™, has been well received by consumers.

By Sharon Sanders

departments

PRODUCT INNOVATION – WARM FURNITURE By Cheryl Dangel Bartolini

Wittus stoves are known for their beautiful designs, as well as their heating capabilities.

SOAK IT UP

By Sharon Sanders

Beachcomber Hot Tubs partners closely with its retailers to make selling hot tubs easy.

LAST WORD – PHIFER: A TRUE INNOVATOR

MARATHON Publisher’s Viewpoint and Editor’s Message

INDUSTRY NEWS – Edited by Kris Kyes

CASUAL MARKET ROUNDUP

PRODUCT PROFILES

PRODUCT PROFILES DIRECTORY

AD INDEX

By Cheryl Dangel Bartolini

OUTDOOR GRILLING RETAILER PROFILE – CUSTOMERS COME FIRST By Kimberly Rodgers

Woodlands Outdoor Living provides a broad range of services to meet the needs of discerning customers.

ON THE COVER

Empire Comfort Systems

Patio & Hearth Products Report September/October 2011

World-class weaver Phifer has grown dramatically, over the years, by focusing on new technologies and processes.

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marathon According to the U.S. federal government, the country officially entered the Great Recession in December 2007. Thus, we are quickly approaching the fourth anniversary of what has been described by some economists as the toughest economic environment since the Great Depression. In some ways, it’s not surprising that it is taking this long to work ourselves out of this economic mess. As a nation, we didn’t just suddenly sprint into economic trouble. The groundwork for economic upheaval was set over a long period of time, and working toward a better tomorrow is more of a marathon than a 100-meter dash. As with all marathons, there are certain strategies that help ensure success. PREPARATION

Training to run 26.2 miles is paramount to achieving any level of success. As with business, it involves putting in long hours, doing things on a consistent basis, sticking to a dedicated and committed regimen, dealing with obstacles and setbacks, and ignoring the naysayers. COMMITMENT

Not everyone is willing to make the

commitment to do what it takes to run a marathon. The same is true in business. While most people say that they want to achieve success on the job or in owning a business, not everyone is willing to do what it takes to see it through on an ongoing basis. Gerald Hatten (Jerry) Buss, owner of the Los Angeles Lakers and real-estate developer, has been quoted as saying that everyone says that he or she wants to be a millionaire; if they were guaranteed to earn $1 million by working every Saturday for 10 years, however, most people would decline the offer. IGNORING THE PAIN

They say that a marathon doesn’t start until the 18th mile. For many runners, that’s when they hit the wall. The first 10 miles feel like a cakewalk. Miles 10 to 16 are a little tougher, but many runners are still feeling invincible. By mile 17, they start to experience a feeling that all is not right, and by mile 18, the feeling that they could run forever has been replaced by the feeling that they can’t run another mile. Business is no different. During the course of a fiscal or calendar year, many businesses go through sales, organiza-

Publisher’s Viewpoint tional, cash-flow, and competitive cycles that resemble bipolar behavior at its peak. Pushing through situations and circumstances, staying focused on the mission statement, and (in some cases) ignoring the pain are essential to pushing through and forcing yourself to take it one step at a time. Marathon runners are encouraged just to keep putting one foot in front of the other. The same is true in business: Just take it one sale at a time.

on where you want to be; rather, be thankful for where you are: in business. Bridget Montgomery, our photographer (based in Chicago, Illinois) who took the pictures for Casual Market Roundup (pages 48–50), ran in the Bank of America Chicago Marathon in early October. For the past few years, Bridget has made ENJOYING running in the Chicago THE JOURNEY Marathon part of her regular Instead of soleBridget Montgomery routine. She is a great pholy focusing on the tographer and a committed finish line, enjoy the journey. True, many and dedicated mom, as well as a marathon runners wonder why in the marathon runner. Bridget epitomizes world they are doing this as they traverse what it means to put one foot in front of the last few miles of a marathon. By the the other and keep moving forward, time they get to the finish line, however, regardless of what lies ahead. the feeling of accomplishment is unparalTONY RAMOS leled, and many would run a marathon PUBLISHER TRAMOS@PENINSULA-MEDIA.COM again. With your business, stop focusing

from the editor

For those of you who have never attended the Chicago International Casual Furniture & Accessories Market™, I have two recommendations: Attend next year’s show on September 20–23, and be sure to bring comfortable walking shoes. Held at The Merchandise Mart, Chicago’s beautiful Art Deco giant, Casual Market features the largest and most dazzling array of products available each year in the outdoor-living/casual-furnishings industry. It’s definitely a must-attend event for everyone in the industry. HOT MARKET TRENDS

One of the best reasons for attending 6

Casual Market is the opportunity to discover some of the hottest trends in the marketplace. With over 300,000 square feet of exhibit space, this venue (which was the world’s largest building when it was constructed in 1930) gives you the most comprehensive preview of the new season’s outdoor-furniture designs and accessories in the latest fabrics, colors, textures, and styles. Each year, retailers discover new products that not only bring depth to their product offerings, but bring strength to their bottom lines. While roaming the exhibit hall, I noticed that although there continue to be a great many beautiful deep seating, all-weather–wicker, cast-aluminum, and sling collections, some new designs are also drawing attention. For instance, smaller-scale, condo-sized collections are gaining popularity as increasing numbers of aging baby boomers are downsizing into smaller homes. Numerous manufacturers displayed eco-friendly products, while outdoor rugs, fabrics, and fire tables were featured in great numbers because consumers contin-

Patio & Hearth Products Report September/October 2011

ue to seek ways to make their outdoor spaces extensions of their homes. One new exhibitor that drew strong attention from retailers was Solair® Shade Solutions, a brand of residential retractable shade products from Tri Vantage. In an eye-catching exhibit, retailers learned how these beautiful awnings can be displayed over an existing vignette, taking up virtually no floor space, but still offering a product that has wide appeal to customers. THE BEST IN THE BUSINESS

Another reason to attend Casual Market is to mingle with the best in the business—those retailers who are present or past Apollo Award finalists and winners. Specialty retailers who are nominated for this prestigious award understand what it takes to be successful in this industry. Patio & Hearth Products Report salutes the winners and finalists of this year’s Apollo Awards. In the single-store category, the winner was Fruehauf ’s Patio & Garden Center (Boulder, Colorado) and the other finalists were AuthenTEAK

(Atlanta, Georgia); Ken Rash’s of Arkansas (Little Rock); Leisure Living (Salt Lake City, Utah); and Sunnyland (Dallas, Texas). In the multistore category, the winner was Summer House (Tukwila, Washington) and the other finalists were ABSCO Fireplace & Patio (Birmingham, Alabama); Carls Patio (Boca Raton, Florida); Greenhouse Mall (Austin, Texas); and Seasons Leisure, Inc., dba Pool Patio & More (Atherton, California). These award-winning retailers have some of the most beautiful showrooms in the country and understand the importance of providing superior customer service. Networking with these individuals, as well as other movers and shakers in the industry, definitely pays. I hope that I have convinced those of you who did not attend to plan on joining us for the 2012 Casual Market. Just remember to bring comfortable shoes that are designed for walking. We’ll see you next year in Chicago. CAROL DAUS EDITOR CAROL@PENINSULA-MEDIA.COM

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guest

EDITORIAL PUBLISHER Tony Ramos

A World of Barbecue

n the seven years I’ve been traveling around the United States in search of the country’ s best barbecue for my Wendy Howells “Barbecue America” television series, I’ve learned that the people of the United States really, really love their barbecue. We’re obsessed with this process of cooking meat, fish, or fowl over hot coals or in homemade smokers, sometimes to the point of thinking we’re the originators and best practitioners of barbecue anywhere on earth. Well, I hope I won’t break too many hearts when I tell you that, in fact, the whole world barbecues, and has been barbecuing for centuries. It’s not just folks in the hills of Kentucky, the bayous of Louisiana, the plains of Texas, or the farmlands of North Carolina. We’re so proud of our barbecue, here in the United States, that even with these mentions, people in California, Indiana, or Maine might get their noses out of joint because I didn’t name their states. In my travels, I’ve been inspired by cooks all over the world who prepare their meals over coals, wood, briquettes, gas flames, open fires, or electric grills. The Japanese cook chicken yakitori on sticks of bamboo, over coals, on a small hibachi grill. In Manchester, England, people grill their homemade sausages over charcoal. In Brazil, they cook beef, pork, chicken, sausage, and lamb on swordlike skewers. The Spanish slow-cook black Iberian pork in 200-degree ovens, while millions of Chinese light fires to cook pork char siu on long forks. In Portugal, chefs coat chickens with a fiery piri piri sauce and grill them over open flames or fiery piles of charcoal. Jamaicans rub jerk spices into the flesh and slow-cook the birds over smoldering pimento wood. Singapore’s food stands feature the world’s best satay, grilled over open fires. Hardwoods are used in South African braai stands to char up boerewors (sausages). In Turkey, cooks arrange chunks of lamb and eggplant on skewers, 8

tramos@peninsula-media.com

by RICK BROWNE

EDITOR Carol Daus carol@peninsula-media.com

charring flavorful shish kebab for family and friends. The barbecue trend is spreading, too: Recently, English restaurants have begun putting barbecues on their back

decks to grill their steaks and roasts. Sure, it’s true that the United States has a signature style of barbecue. I think we slow-smoke, over low heat, for a long period of cooking time, more than cooks do anywhere else I’ve visited. The United States, of all the countries I’ve visited, also puts much more emphasis on rubs, marinades, flavored woods, and barbecue sauces, but these are adaptations of an art that has existed, worldwide, for centuries. To me, barbecue means food cooked outdoors over a heat source, period. Now, within that definition is room for a huge amount of variety: smoking, low-and-slow barbecue, and grilling. Purists of U.S. barbecue insist that true barbecue only means cooking meat for a long time, using smoke, indirectly, over a low-temperature wood or charcoal fire. Lots of folks around the world who cook their dinner over flames would disagree. I think putting a steak right over a hot fire is barbecuing, too, as are adding a packet of wood chips for smoky flavor and cooking over an electric element, a solar-heated grill, a campfire log, or a propane flame. Barbecue is actually both a noun and a verb. When families around the globe invite friends for an outdoor meal, it’s a

Patio & Hearth Products Report September/October 2011

noun; when we describe how they are cooking the food over flame, fire, or coals, it’s a verb: simple, right? It’s food, fire, and friendship. In much of the world, and especially in South America, cattle are allowed to eat the food that God designed them to eat: grass. In fact, in Uruguay, Brazil, and Argentina, people brag that each cow or steer has the equivalent of one entire soccer field of grass all to itself. For the most part, these fields are flat, so the animals don’t have to build tough muscle to get to lunch or dinner. Merely a slow amble through a grassy meadow takes them to chow. In the United States, what we can learn from barbecue around the world is that we sometimes go overboard in our flavor enhancements. In Argentina, Uruguay, Brazil, Turkey, Japan, Portugal, Spain, South Africa, Australia, and many other places, the only condiment applied to foods while cooking is salt, and perhaps a tiny drizzle of olive oil. You know what? What comes off the grill tastes wonderful. Next time you barbecue, try rubbing your steak with a teaspoon of olive oil, sprinkling on some coarse salt, and then cooking it. You may discover that the taste of beef is more than OK without the rubs, sauces, and marinades. Use the dips and sauces on the side, to enhance the flavor of your food, not to mask, overpower, or obfuscate it, please. In the past few years, I’ve traveled over 125,000 miles in search of the best barbecue on earth, and there’s one thing I’ve learned: There’s a lot of incredible barbecue out there in the world. Of course, everyone thinks his or her barbecue is the best. We understand. It’s just that there’s a whole world of bests out there, too.

ART DIRECTOR Cass Estes cass@peninsula-media.com ASSOCIATE EDITOR Kris Kyes kris@peninsula-media.com STAFF WRITERS Cheryl Dangel Bartolini Cherise Forno Kimberly Rodgers Sharon Sanders SOCIAL-MEDIA EDITOR Amanda Daus CIRCULATION DIRECTOR Paul Piwowar BUSINESS MANAGER Susan Razetto CEO & PRESIDENT Tony Ramos

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

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

Rick Browne is the host of the PBS “Barbecue America” series and is the author of eight cookbooks, including his newest, “1,001 Best Grilling Recipes: Delicious, Easy-to-Make Recipes From Around the World” (Agate Surrey, 2011).

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

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by KRIS KYES

Hart & Cooley Appoints New President Hart & Cooley, Inc., is proud to announce that Mike Winn was appointed as president, effective July 11, 2011. Prior to joining the company, Winn held the position of vice president and general manager at Titus, a manufacturer of commercial air-distribution products. He has served in numerous other management positions within the HVAC industry, spending seven years with

Lennox and six years at Research Products Corp. Winn brings an in-depth knowledge of product development, sales, manufacturing, sourcing, and marketing to the company, as well as a proven and consistent track record for driving market share and revenue/profitability growth, and orchestrating largescale culture change.

First Sunbrella Interior Lifestyles Gallery Launched A Sunbrella® interior lifestyles gallery, based on a compelling story of beautiful, easy-care home decor, has debuted with a California retailer. Home furnishings are drawn from the Joe Ruggiero Home Collection, including Sunbrella fabrics featured as Miles Talbott upholstery and in numerous applications in five distinct room vignettes. George Jordan, president of furniture manufacturer Miles Talbott (High Point, North Carolina), says, “Consumers are drawn to a story, and this new gallery was created to tell the story of how you can combine design aesthetics, comfort, durability, and easy care. The new gallery tells this story in a lifestyle setting that retail associates can use effectively to assist consumers, as well as design professionals.” The new gallery is debuting at PTS Furniture, a retailer in Thousand Oaks. More than 1,000 square feet of the 44,000–square-foot location have been transformed into a home gallery featuring Ruggiero designs in Sunbrella fabrics, upholstery, case goods, lighting, top-of-bed products, artwork,

and accessories. Kathy Paul, an owner of PTS Furniture, says, “We were very familiar with the Joe Ruggiero gallery within the Miles Talbott showroom in High Point and the wow factor that he creates during each market. After spending time with Joe and learning more about his design vision and his total home collection, we made the commitment to develop a gallery similar A new Sunbrella® interior lifestyles gallery to the High Point show- recently opened within PTS Furniture, a retailer in Thousand Oaks, California. room within our store. Joe is a great partner for us to work with, and he has the the gallery. We have not only ability to develop great designs transformed Sunbrella from an that consumers love.” outdoor fabric into a homeFor Ruggiero, the gallery decor fabric, but we have also within PTS is the first time that created a fabric that is pet and he has offered a comprehensive kid friendly and can be used and cohesive display of his home everywhere in the home, from collection throughout a variety bedding and light shades to of room settings at retail. decorative pillows, throws, and Working with Miles Talbott, he area rugs.” has continually refined his merWhile the PTS gallery is curchandising approach for the rently one of a kind at retail, the High Point furniture market sponsors of this project— (which is also ideal for retailers). Ruggiero, Miles Talbott, and He says, “Our collection of Sunbrella—view it as a protoSunbrella fabrics provides the type that other furniture retailunifying element throughout ers will want to consider.

Patio & Hearth Products Report September/October 2011

Mike Winn

Valor UK Sale Does Not Affect Valor Brand in North America The recent announcement that the Glen Dimplex Group has acquired Valor Heating in the United Kingdom will not have any impact on the North American market. Several years ago, Miles Industries purchased the exclusive North American rights, in perpetuity; this enables Miles Industries to design, manufacture, sell, and appoint dealers for Valor-branded fireplaces in North America. Paul Miles, director of sales for Miles Industries, explains, “While Miles and Valor UK have enjoyed a 30-year relationship, the two companies operate independently of each other, and this remains unchanged with the Dimplex purchase. Miles Industries will continue to design and manufacture quality, energy-efficient products under the Valor name that will be sold through our independent dealer network in North America. It remains business as usual.”

Majestic Heats Up Missouri Giveaway for Children’s Cancer Research Residents of Springfield, Missouri, received a rare opportunity this summer: a chance to help raise money for children facing cancer and a chance to win a local dream home for their own families. The house featured in the Springfield Dream Home Giveaway— which was won by Evelyn Raffety of Springfield—featured two fireplaces donated by Majestic, working with customer Meek’s Lumber. The giveaway raised $600,000 for the children of St. Jude Children’s Research Hospital. The 3,800–square-foot house, located 15 miles south of Springfield in the town of Nixa, is valued at $400,000. In addition to the Majestic 32VFH vent-free fireplace and the Solitaire 400DVBL direct-vent fireplace, the house features four bedrooms, three bathrooms and one half bath, a three-car garage, a walk-out basement with a wet bar and a wine cabinet, hardwood floors, custom moldings and trim, and more. Jess Baldwin, vice president of marketing, merchandising, and product development for Majestic, says, “The services that St. Jude’s provides are vitally important for children who are fighting cancer

and for their families. We are proud to work with our valued customer, Meek’s Lumber, to provide two of our quality fireplaces to this new home and help raise money for this worthy cause.” The proceeds from the giveaway support St. Jude Children’s Research Hospital in Memphis, Tennessee, which provides lifesaving treatment for boys and girls fighting cancer or other catastrophic diseases. St. Jude Children’s Research Hospital offers this treatment at no cost to families. The annual Dream Home Giveaway is a major fundraiser for St. Jude Children’s Research Hospital, with home giveaways occurring throughout the country. The Springfield giveaway was sponsored by Fahrlander Custom Homes, the Kelby Creek community, KSPR television, KTTS radio, Coldwell Banker Vanguard Real Estate, Family Pharmacy, Regions Bank, and Brizo®.

Galtech Honors Top Sales Representatives at Casual Market Galtech International awarded its 2011 Sales Achievement Awards during its annual sales meetings, held at the Chicago International Casual Furniture & Accessories Market™. Honored as 2011 Sales Representatives of the Year were John Benner and Ron O’Meara of Southern California. The following sales representatives were recognized for their outstanding sales achievements during the 2011 season: Gray Dobbins and Justin Carter of Dunwoody, Georgia; Bob Oresman of Pawtucket, Rhode Island; and Raymond Smit of Virginia Beach, Virginia. Galtech is pleased to announced that Steve Neff has been hired to represent Galtech umbrellas in the states of Oregon and Washington. Neff ’s prior experience in the casual industry includes representing Woodard for several years in the Pacific Northwest.

Cap Hendrix, president and CEO, says, “The time had come to reward John for the remarkable progress he has made with our commercial-market segment and his general contributions to the company. Over the past 12 years of my association with Tropitone, I have watched John’s dramatic personal and leadership growth. He is destined to be a big part of Tropitone’s future success.” Hendrix adds, “With an opening in the leadership of our consumer-market segment, the first person we turned to was

Frank. He has been an independent sales representative for Tropitone for several years and has done an outstanding job. Frank is also the chair of our Sales Representative Council and an active member of the International Casual Furnishings Association. His character, energy, leadership skills, intelligence, and knowledge of Tropitone and our industry made him the obvious choice.” Verna began his career with Enterprise Rent-A-Car, where he was a branch assistant manager. He transitioned to the casu-

Introducing

al-furnishings industry as a sales representative for Brown Jordan International. As president of Verna Sales (Atlanta, Georgia), he has been a sales representative for Tropitone and other brands since 2005. Verna will be stationed at the company’s Irvine, California headquarters. He and his family will be relocating from Atlanta, Georgia, to Southern California following the handoff of his territory to another independent sales representative. He will wear two hats until the transition is successfully completed.

New Outdoor

COPAC A B A N A

Tropitone Announces Staff Appointments Tropitone Furniture Company Inc. has promoted John Mattson to the position of vice president and has named Frank Verna director of consumer sales and business development. With these changes, Mattson becomes the senior sales and business-development executive at Tropitone, and Verna assumes responsibilities for the consumer-market segment. These responsibilities were previously held by Mark Gorr, who recently left Tropitone to pursue other opportunities.

USA CANADA MEXICO BRAZIL CHINA HONG KONG 1-866-7-ZUOMOD WWW.ZUOMOD.COM Circle Reader Service No. 11

September/October 2011 Patio & Hearth Products Report

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Solair’s Leading Shade Solutions Enhance Outdoor-living Spaces Patio Renaissance Recognizes Top Sales Employees at Casual Market Patio Renaissance, a Southern California manufacturer of patio furniture, honored its top sales staff at the Chicago International Casual Furniture & Accessories Market™. Albert Lord, president, recognized Bob Netzel as Salesperson of the Year. In addition, Lord distributed awards for outstanding sales growth to Larry Hartness and Mary Geiseman. Bob Netzel

Mary Geiseman

Larry Hartness

Bill Fulton Named President of Team Grill Team Grill has named Bill Fulton president of the company and is currently expanding its distribution and lineup of high-quality grills for avid sports fans. Fulton, formerly vice president and general manager of the construction and distribution division of Bostik Inc. (Middleton, Massachusetts), brings with him more than 25 years of retail-management experience. “How could I pass up the opportunity to ignite growth throughout Team Grill, an organization Bill Fulton that so adeptly marries business and pleasure?” Fulton asks. “Team Grill combines two passions of mine,” (and, he adds, of many other U.S. residents), “outdoor grilling and professional sports. By expanding our roster of world-class products and distribution partners, Team Grill will become a household name—just like the NFL, MLB, NBA, Canadian Football League (CFL), and college teams whose logos adorn our grills.” Under Fulton’s direction, Bostik’s construction and distribution division quadrupled sales (to more than $200 million) while increasing operating income more than sixfold. Fulton is committed to repeating the feat at Team Grill. Team Grill has licensing agreements in place with the NFL, MLB, NBA, CFL, and more than 30 college teams. Team Grill’s sleek, logo-emblazoned gas grills allow sports enthusiasts to show their team spirit on game day and every day—while cooking up some of the best barbecue in town. “Serious grills; serious fans: Those four words summarize why Team Grill was launched years ago, and they will continue to guide us as we ignite growth throughout the company and the outdoor-living and sports-enthusiast marketplaces we serve,” Fulton says. “Stay tuned: Team Grill has big growth plans that encompass expanding our national distribution network, strengthening product promotion, and launching a value-engineered gas grill for today’s increasingly price-conscious consumers.” 12

Patio & Hearth Products Report September/October 2011

Solair® retractable awnings help enrich the comfort of outdoor-living spaces while providing numerous home enhancements. The two models offered by Solair—the PS2000 and the PS5000—create the ideal outdoor-living experience for homeowners by providing extended shade over patios and decks, thereby offering comfortable outdoor entertaining, UV protection, and even energy savings, at the push of a button. Marcia Blake, design consultant for Solair retractable awning Solair, says, “Shade, comfort, UV protection, and elegance are just some of the key advantages consumers will experience from a Solair shade solution. A retractable awning is an investment that allows homeowners to enjoy their time outdoors even more, and since Solair shade solutions are available through patio-furniture retailers, consumers will receive design experience—from planning to installation—to create the perfect outdoor setting.” Participating patio-furniture retailers display Solair awnings for homeowners to see how the retractable shade structure extends over an outdoor vignette, such as a living or dining area. Consumers are welcomed to experience the convenience of the awning’s motorized system and to match Sunbrella® fabrics, which are used exclusively on Solair awnings, with their desired decor. The use of Sunbrella fabrics in Solair awnings means that customers do not need to sacrifice protection from the sun for added style. Sunbrella fabrics are proven to block up to 98% of UV rays, earning them the Seal of Recommendation from the Skin Cancer Foundation. Dozens of solids, stripes, and textured fabric patterns are available and can be coordinated with the architecture of the house and the furnishings of the patio. In addition to creating a pleasurable outdoor-living space, retractable awnings have been shown to help reduce energy bills. When extended during peak sunlight hours, an awning can significantly lower the indoor temperature of a home (by as much as 15 degrees) and can reduce heat gain by as much as 77%, all resulting in a possible 60% savings in energy bills. For more information, visit www.solair.com or call (866) 888-8120.

Zuo Modern Hires Johnnie Smith as National Sales Manager Zuo Modern (San Leandro, California) has named 30-year industry veteran Johnnie Smith as its national sales manager (a new position). Smith will work with the company’s sales force to boost sales in the indoor and outdoor residential-furniture and accent portion of the business. She comes to the company from Pastel Furniture, where she also held a sales-management role. Prior to that, she was a sales manager for outdoor-furniture company Mallow. Smith reports to company CEO Luis Ruesga, who previously handled national sales. By hiring Smith, Ruesga will now focus on the company’s export-sales growth in key markets such as Central and South America. Ruesga would like to see exports double by the end of 2012.

HPCfire.com Launches New Website

HPC recently launched its new website: www.HPCfire.com. From its home page, a click on one of the two large buttons (indoor hearth or outdoor firepits) will take the user to either product category, displaying the same products found in the company’s catalogs. Useful tools, such as a firepit selector, guide users to a specific part number based on their needs. A parts search, instructions, and drawings are also found on the product pages. A dealer locator for local buying was also added on all product pages, following customer requests for this information.

John Warren Juliano Promoted at Lloyd/Flanders

Summer Classics has transferred Christian Given, factory sales representative, from its Midwest territory to its New England territory. His new territory will include Northern New Jersey, New York, Connecticut, Massachusetts, Maine, Rhode Island, New Hampshire, and

Vermont. Given has worked with Summer Classics for two years and has been the Summer Classics factory sales representative in the Midwest since last May. Given relocated to his new territory in late August, after the company’s garden party. In addition, John Martin was recently hired as the new Summer Classics sales representative for Ireland and the United Kingdom. Martin lives in Balbriggan, Ireland, near Dublin. He is originally from the United States, and he worked as a

product assistant manager for Crate & Barrel in its home office outside Chicago. For the past five years, he was a buyer for a multistore chain in Ireland.

Koverton Expands Sales Team Koverton, supplier of contemporary outdoor woven and aluminum furniture, has hired industry veterans Steve Cloyd and Miles Fenn as new sales representa-

Sunbrella® is a registered trademark of Glen Raven, Inc.

John Warren Juliano was recently promoted to vice president of sales at Lloyd/Flanders Industries. Warren has been associated with Lloyd/Flanders since 1996, first as a sales representative and then, since 2004, as national sales manager. Dudley Flanders, president and CEO, says, “Warren has made a great contribution to Lloyd/Flanders’ success, especially during the more difficult economic environment of the past several years. We wanted to take this opportunity to congratulate and reward him for his efforts as a significant member of our management team.” Juliano will continue to reside in Christiana, Tennessee, and will report to Lou Rosebrock, senior vice president of sales and marketing.

Summer Classics Announces New Sales Appointments

Housewarmings Launches New Outdoor-living Division

Housewarmings (Lexington, Kentucky) recently introduced its outdoor-products division, Housewarmings Outdoor, at the Chicago International Casual Furniture & Accessories Market™. Included in the product line are pergolas, outdoor-kitchen islands, smoker islands, firepits, outdoor fireplaces, outdoor bars, and water features. “We are the only company that offers value-priced products and highly customized outdoor rooms. All products are very well made, are of high quality, and have a creative touch,” Ajay Gupta, owner and president, explains. Housewarmings’ dealer network continues to expand, with partners in Cincinnati, Dayton, and Columbus, Ohio; St. Louis, Missouri; Louisville and Nashville, Kentucky; Knoxville and Chattanooga, Tennessee; Atlanta, Georgia; Raleigh, North Carolina; and Fairfax, Virginia.

5 0 Y E A R S G O E S FA S T W H E N Y O U H AV E A L O T OF GOOD FRIENDS PUSHING YOU FORWARD.

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www.sunbrella50.com

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tives. Cloyd will be serving and developing the specialty distribution channel across Texas, Oklahoma, Louisiana, and Arkansas. Yan Wijaya, vice president of sales, says, “We are honored to have Steve be part of the Koverton team. Steve brings a wealth of knowledge and experience, and his work ethic and professionalism are second to none.” Fenn will be serving and managing specialty retailers and design centers in Florida and the Caribbean. “Miles has an acute understanding of the furnishings industry, and he is a great asset to Koverton as we expand into the Florida market,” Wijaya says. Koverton (City of Industry, California) is a manufacturer of high-end casual furniture fusing innovative designs with contemporary and modern flair. Koverton crafts products in aluminum, wicker, and stainless steel for residential and contract markets.

Alan Murphy Hired As Vice President of Business Development for Blaze King Patrick Turner, president of Blaze King, has announced the appointment of Alan Murphy as vice president of business development. Murphy will oversee all sales and marketing activities for Blaze King Industries Inc. and Valley Comfort Systems Inc. Murphy brings the company 17 years of senior experience with another major manufacturer in the hearth industry, with responsibility for sales and marketing. He is an active member of the Hearth, Patio & Barbecue Association and is the past president of the Hearth, Patio & Barbecue Association of Canada.

H. Potter Helps Retailers Start E-commerce Programs H. Potter, manufacturer of outdoor-living products, has developed a program that assists retailers in establishing online stores. Through H. Potter’s Marketplace program, retailers are able to sell their own home and garden merchandise, as well as H. Potter products, online. This is an excellent way to sell products nationwide via Internet. H. Potter handles the technical aspects, while retailers focus on selling products. For more information, call (509) 921-1640.

Sunbrella Sponsors 2011 Labor Day Omnium/Tour de La France

2011 International Pool/Spa/Patio Expo Features Power Panels and Virtual Conference

The Sunbrella® brand of performance fabrics— manufactured in an ultramodern facility in Anderson County, South Carolina—was named title sponsor for the 2011 Labor Day Omnium/Tour de La France and Celebrate Anderson community event. As title sponsor, the Sunbrella brand was displayed prominently throughout the race course, from posters and banners to T-shirts and online materials. Glen Raven associates assisted with volunteer staffing during the bike races, while also providing information on Sunbrella fabrics. Angie Stringer, executive director of the Labor Day events in Anderson, says, “We could not have asked for a better title sponsor than Sunbrella fabrics. Glen Raven has been an essential part of Anderson County for decades, and the company’s commitment to community involvement and promoting a healthier workforce aligns perfectly with our goals for the racing events and community celebration.” More than 200 professional cyclists, representing more than 10 countries, participated for three days of racing. The Anderson races are listed as one of 30 national elite racing events by USA Cycling, the organization that governs all competitive cycling in the United States. In addition, the event is one of only 25 events on the U.S. Handcycling Series calendar.

A series of one-hour Power Panels will be held at the 2011 International Pool/Spa/Patio Expo, each targeting a specific niche with strategies and solutions for business success. Taking place immediately prior to the opening of the show on Wednesday, November 2, the panels will be held from 9:45 to 10:50 a.m. The Power Panels are included, free of charge, in all registration packages. Registration is required and can be completed online at www.PoolSpaPatio.com/attendee. The 2011 International Pool/Spa/Patio Expo will be held November 2–4, in the Bayside Halls at the Mandalay Bay Convention Center in Las Vegas, Nevada. In addition, the International Pool/Spa/Patio Expo and Pool & Spa News have joined forces to launch their first virtual conference, Thriving in Today’s Pool Economy: Grow/Protect/Profit. Free to attendees, this inaugural virtual conference features a series of eight on-demand sessions covering the three specific areas of interest: Growing Your Business, Protecting Your Assets, and Profiting From Emerging Markets. Providing the practical knowledge and tools needed to succeed in today’s challenging economy, classes include Supercharge Your Marketing and Advertising Strategies; Identify, Target, and Capture the New Customer; Drum Up Business With UserGenerated Websites; Write a Contract That Protects Your Company; Choose an Insurance Policy that Protects You and Your Company; Avoid Entrapment, Drowning, and Diving Lawsuits on Existing Projects; Profit From Green Energy: The Sales and Installation of Solar Products; and Rev Up Your Renovation Sales. Lindsay Roberts, director of the expo, says, “Pool, spa, and backyard professionals worldwide will have the ability to gain insight into pool/spa industry trends and best practices through this innovative online event. The virtual conference is now live and will be available online through November 23, 2011, at 9:00 a.m., Eastern Standard Time.”

ICFA Elects 2012 Officers The International Casual Furnishings Association (ICFA) elected its 2012 officers and directors in September at its annual membership meeting at the Chicago International Casual Furniture & Accessories Market™. Eric Parsons of Gloster Furniture (South Boston, Virginia) was elected chair, and Ward Usmar of TUUCI (Miami, Florida) was elected vice chair. Elected to one-year terms on the ICFA Executive Committee were retailers Greg Martin of Kolo Collection (Atlanta, Georgia) and Doug Sanicola of Outdoor Elegance (La Verne, California), along with manufacturer Rory Rehmert of Pride Family Brands (Hollywood, Florida). Eight individuals were named to three-year terms on the Board of Directors. There are three retailers: Keith Guidry of Percy Guidry

Follow us on Twitter: @patiohearth Stay on top of the latest news and new-product introductions/collections in the patio, hearth, barbecue/ grill, outdoor-kitchen, and outdoor-living industry.

Patio & Hearth Products Report September/October 2011

Hearth & Patio (Lafayette, Louisiana); David Schweig of Sunnyland (Dallas, Texas); and Doug Wheat of Hauser’s Patio & Rattan (San Diego, California). The five manufacturers named to the board are Eric Parsons of Gloster Furniture (South Boston, Virginia); Doug Peppler of Agio International (Rippon, Wisconsin); Elaine Smith of Elaine Smith Inc. (Lake Park, Florida); Henry Vanderminden IV of Telescope Casual Furniture (Granville, New York); and Janet Wansor of Jensen Leisure (Riverside, California). Three people were named to one-year terms on the board. They are sales representatives Todd Crandall of Crandall & Associates (Roswell, Georgia) and Natalie Scott of Outdura, (Hudson, North Carolina), along with manufacturer Jan Trinkley of Gensun Casual Living (Ontario, California).

Cast Classics Expands Its Sales Team Cast Classics has added Dave Chance and Mike Chance to its sales team. The Chances will represent the Southeastern states, including Georgia, Alabama, Mississippi, Tennessee, Louisiana, Arkansas, and Oklahoma. Together, they bring the company over 60 years of experience in the casual-furniture industry. They also represent Meadowcraft, Patio Renaissance, and Casual Cushion Corp. For more information, call (800) 900-CAST or visit www.castlcassics.com.

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Today’s outdoor kitchens make it possible to serve an eight-course meal without ever setting foot indoors. by CHERYL DANGEL BARTOLINI

sizzling outdoor kitchens I

t used to be that outdoor kitchens boasted everything except the proverbial kitchen sink. Today, that’s not the case: They include the sink—and much more. If the latest product introductions are any indication of where the trend is going, they will continue to expand. Look for outdoor dishwashers and pizza ovens, Russ Faulk predicts. Faulk is vice president of product development for Kalamazoo Outdoor Gourmet (Chicago, Illinois). He reports that Kalamazoo Outdoor Gourmet hopes to ship the first-ever outdoor dishwasher in the third quarter of 2011. Faulk forecasts big sales and predicts that one in five outdoor kitchens will include a dishwasher, in the nottoo-distant future. What have people who can afford to spend six fig-

ures on an outdoor kitchen been doing with their dirty dishes all this time? “They’ve been hauling their dishes inside, and some have been using indoor dishwashers outside and taking extra steps to protect the wiring and so forth,” Faulk says. It seems that if people can do something inside, they will settle for nothing less than doing it outside, too. Jerry Scott, vice president of RH Peterson Company (City of Industry, California), says, “People are trying to prepare all the foods and all the varieties of an indoor kitchen in an outdoor kitchen. We’re seeing purchases of the grill and refrigerators, ice 2 makers, and accessories, so that the entire meal can be done outdoors.” Because outdoor kitchens have evolved into complete outdoor rooms, many consumers are seeking products that will customize that look. Mike Miller, president of Select Outdoor Kitchens (Springfield, Missouri), says, “We’ve done custom cabinets with televisions that rise out of the cabinet through the granite countertop on a

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1. This custom island from Galaxy Outdoor features a Purple Dunes countertop in leather-finish granite, a fire table, a grill, side burners, a refrigerator, an ice maker, a blender, a warming drawer, an ice chest, a faucet, and lighting. 2. RH Peterson’s Echelon Diamond grill, from the Fire Magic line 3. The Italian drawer from Ronda USA is insulated to keep food warm or cold. 4. Kalamazoo Outdoor Gourmet’s hybrid grill converts from using charcoal to gas to wood. 5. Napoleon’s Oasis® modular islands can fit any lifestyle or budget. 6. This custom modular island from Select Outdoor Kitchens features individual cabinets, the Big Green Egg, and a KitchenAid gas grill. 7. Accessories from Bull Outdoor Products are must-have items for grilling fans.

7 marine-grade lift. The big trend is custom work, and people want custom cabinets for their outdoor televisions, as well as for their outdoor-kitchen components.” START WITH A PLAN Frank Mello, vice president of sales and marketing for Bull Outdoor Products Inc. (Rialto, California), says that the first steps for the outdoor-kitchen buyer are finding the right dealer and the right manufacturer. Dealers can help buyers figure out a budget. With the right advice, they also can become partners with buyers, guaranteeing a long-term relationship. Bruce Spangrud, president of Galaxy Outdoor (Las Vegas, Nevada), says,

“When considering a new outdoor kitchen, the planning phase is the most critical. You don’t have to do it again, if you do it right the first time.” Spangrud suggests five questions that dealers should ask their clients, to help guide them and to impart confidence. Where will the kitchen be located in the yard? Is there adequate space for the design? Will natural gas or LP be used? Will electricity be needed? Will water and a drain be required? With a rough outline of the space in hand, the next step is to determine the kitchen’s purpose. Mello says, “Is it just going to be for grilling, or are you planning on using it as the center of entertain-

ment before and after you grill? This will help determine the components in the final design.” Jerry Scott agrees, adding, “People need to determine the type of cooking and entertaining they will do out there. They need to do their research. Fortunately, there is so much information you can get on the Internet.” Faulk urges dealers to point their customer toward the best grills that they can afford. He says, “If they end up hating the grill, they will hate the kitchen. You can’t switch out the grill and drop in a new one. A homeowner can be dissatisfied with a cooktop and still love the kitchen, but if you don’t love your grill, you have a problem.” To assist buyers in selecting the right grill, Faulk suggests that dealers ask them about their outdoor-cooking preferences. He says, “Smoking a brisket and grilling a hamburger are entirely different.” Ted Scott, national sales manager for Napoleon Appliance Corp. (Barrie, Ontario), couldn’t agree more. He says, “Consumers need to know what their cooking or grilling requirements will be. One real advantage of going to built-ins is that you can separate the components. For example, you may want to have a separate grill head that does nothing but searing.” Napoleon plans to expand its line of charcoal grills and will introduce the Apollo charcoal kettle later this year. Bull Outdoor Products has plans for several new grills, at every price point, that will be introduced this fall and in 2012. The company is working on completing its line of components, to include a new double side burner and searing station. “We will have two new fire features and a minimum of three new island designs to enhance the appeal of some of our bestselling designs,” Mello says; searing burners continue to be a favorite upgrade. Kalamazoo Outdoor Gourmet will be relaunching its entire line of Hybrid Fire grills later this year. They come in 12 models and four sizes (from 28 to 71 inches). “We make the only grills in the world that can seamlessly change from charcoal to gas to wood,” Faulk says, noting that the company will now sell exclu-

sively hybrid grills, phasing out its gasonly products. RH Peterson’s Echelon Diamond grill is one of the newest in the Fire Magic line, and it has all the bells and whistles, including three cooking zones (with separate temperature readouts), interior illumination, and the Magic View window. Fire Magic has also introduced a true smoker that uses charcoal or pellets and allows users to cook food slowly with flavored smoke. “The outdoor-cooking experience continues to evolve and replicate the convenience of indoor cooking,” Jerry Scott explains, noting Fire Magic’s many features—from interior illumination to more precise temperature controls. “Outdoor grilling is not just about burgers and hot dogs, but roasting vegetables, searing ahi, and baking a cake, if you want to, all of which require a more sophisticated grill,” he says. The newest grill from Galaxy Outdoor, due in 2012, will be a U.S.-made, all–stainless-steel grill with an autostart, flamethrower-style igniter system. All extra–heavy-duty welded stainless-steel burners (as well as extra-heavy 0.5-inch stainless cooking grates) will be used. Also offered is a new leather-finish granite that has a soft-touch feel and that doesn’t stain or gather fingerprints. CONSIDER THE WORKSPACE Throughout planning, consider the flow of the workspace, and urge buyers to ask questions. Dirk Ahlborn, COO for Ronda USA, Inc. (Santa Monica, California), suggests that consumers should rely on a professional. He says, “Do-it-yourselfers often make simple errors that could have been avoided, like underestimating the necessary counter space. The importance of working space and counter space, planning a good workflow, and having all the essentials make the difference.” Homeowners have a tendency to cram counters so full of equipment that, Faulk says, “They have no space to work. You need to look at both sides of the grill and have space on both sides for landing areas.”

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To maximize space, Ted Scott advocates islands. “They give you much more workspace and entertaining space,” he says. “Put a firepit into an island, and it is an entertainment center.” Take it out, and you have a bar or eating area. This flexibility is easy with Napoleon’s Oasis® modular islands, which can be designed and built by the homeowner. “There are island builders in the market, but with the downturn in the economy more consumers 1 want to keep costs reason-

3 able,” Ted Scott explains. “They want the kitchen, but want creative ways to get around the cost. When big boxes do this, they use a low-performing grill. At specialty stores, the cost is very high. There is nothing in between.” Consumers can select one of six different built-in grill heads that Napoleon offers and can choose modular components to go around it. “You start with the grill head and the matching under-grill cabinet, and then (depending on the budget) choose a two- or three-door cabinet or universal cabinet, with a left or right refrigerator component,” Ted Scott says. Napoleon does not manufacture countertops; Ted Scott says, “Some dealers carry standard materials or work with someone to provide granite countertops.” Other consumers get creative. Ted Scott heard of one who went to a local hardware store, bought cement board, and tiled the countertop for a minimal investment. After the counter, the buyer chooses the sink, and Napoleon supplies the side burners. Ted Scott says, “We’ve even seen some consumers put in firepits on top of the island, in the countertop.” 18

1. The new Fire Magic commercial smoker from RH Peterson 2. This custom island/bar from Galaxy Outdoor includes a keg system, an ice maker, a refrigerator, a blender, a grill, side burners, and drawers. 3. This Select Outdoor Kitchens modular cabinet is crowned by a 36-inch model from American Outdoor Grill. 4. Napoleon’s Bellagio™ patio torches 5. Kalamazoo Outdoor Gourmet’s outdoor dishwasher

For those who prefer a hands-off approach, Galaxy Outdoor offers 100% custom-built sections for islands and bar areas. All islands are built in sections at the company’s factory in Las Vegas and delivered to the homeowner’s yard. “Islands can be installed in hours, instead of days or weeks. We can add bars or tables for seating to these sections. Fire tables of various sizes and shapes can be incorporated into the island. When the island is complete, it will be a great addition to a backyard environment, rather than looking like you dropped in a grill,” Spangrud says. “Keep it simple,” Miller says, because homeowners tend to try to fit too much into their outdoor spaces. He adds, “Make it user friendly. You don’t want a space that overpowers the backyard. Copy the cabinets in your home, and take them outdoors as an extension of your home.” In an effort to provide simplicity, Select Outdoor Kitchens is working with resorts to develop custom islands that are also portable. Miller says, “We’re talking about self-contained units that hold grills, a built-in stereo system, and sinks with a built-in water system.” No plumbing connection to the wall is required. Select Outdoor Kitchens will be launching a new line of casual lounging and dining furniture before the end of the year. Miller hints at big things to come in 2012, when the company will introduce products that will affect the design and efficiency of the outdoor kitchen.

VALUE-ADDED APPLIANCES When the layout, design, and grill have been identified, steps can be taken to select appliances that bring the indoor experience outside. For example, the outdoor dishwasher from Kalamazoo Outdoor Gourmet will begin shipping this fall, at a price of $4,990. “The need for outdoor dishwashers is more emphasized with our particular kitchens because we offer the full range of weathertight cabinetry. Our consumers are keeping everything in their outdoor kitchens, including linens, and to bring in their dirty dishes in for cleaning is a problem—so it will be a big deal for our customers,” Faulk says. Ronda USA is excited about its insulated Italian drawer, which acts as a warming drawer (when filled with warm water) or as a cooler (when used with ice). “The magnetic seal keeps water, dust, and bugs out, which makes at less likely to need cleaning. This feature goes for

Patio & Hearth Products Report September/October 2011

all of our doors and drawers—even the uninsulated ones,” Ahlborn says. Homeowners want to love their kitchens, and they want their friends and families to love them, too. Ahlborn says, “We are seeing the outdoor kitchen as a place with design features and aesthetic qualities that give owners bragging rights to the best outdoor kitchen in the neighborhood.” Mello agrees; many of Bull Outdoor Products’ grilling accessories are growing in popularity because they impress the homeowner’s friends and family, he says. Accessories such as racks for grilling chiles, circular skewers for kebabs, stainless-steel woks, trays, and pizza stones, he adds, “make it easier to prepare unique and tasty meals on a grill that in the past, were nearly impossible. These items represent a consistent and significant ring at the cash register.” Carrying them, he notes, sets dealers apart from bigbox stores. “Our new grilling-accessory line offers dealers a chance to get in on a whole new revenue stream that— believe it or not—should be as strong as their grill sales,” he says. Napoleon’s new linear gas firepit, outdoor gas fireplaces, and Bellagio patio torch are among the company’s best-selling accessories. “Our offering allows the consumer to select more than just the kitchen components, since outdoor kitchens are about more than just cooking. A lot of it has to do with the whole good feeling of your outdoor room and products that extend the season,” Ted Scott says. A LONG-TERM INVESTMENT If consumers make a mistake, it is short-term thinking. “Sometimes, homeowners fail to see the outdoor kitchen as a long-term investment and cut corners. They end up with something they are not entirely satisfied with; they should want to be proud of it, not just satisfied with it,” Jerry Scott says. Ted Scott adds, “As more manufacturers add more suites of products, outdoor kitchens will become more popular. In the Southern states, they have always been popular, but until recently, outdoor kitchens have been trendy in Northern states. We have to remember that your grill is not just something to cook on; it is a lifestyle—a part of socializing. Manufacturers need to create more products to create and enhance that environment.” Jerry Scott agrees, predicting that outdoor cooking and outdoor kitchens will continue to be a growing trend. “We’re seeing more people invest in backyard pools, spas, and outdoor cooking, so as a result, they are enjoying staycations more than ever.” In short, manufacturers will keep making products for outdoor kitchens until (to paraphrase Dorothy in 1939’s “The Wizard of Oz”), when homeowners go looking for their hearts’ desires, they won’t have to look any farther than their own backyards.

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marketing M A N E U V E R S

Paying attention to the details has helped this savvy retailer stand up to online competitors. by SHARON SANDERS photography by MICHELLE LOGAN

a focused strategy When Unique Outdoor Living is facing a challenge, it doesn’t run away; it runs toward the problem. After seven years of serving customers in San Jose, California, this family-owned casualliving store is more strategic in its operations today than it ever has been in the past—because it has to be. From its thoughtful product selection to the way that it prices merchandise and serves its customers, Unique Outdoor Living leaves nothing to chance. The store’s fresh outlook on retailing is turning a good business into a great business. Unique Outdoor Living was born, in 2004, as an offshoot of Loayza’s Pools, Spas & Landscaping (founded in 1966). Loayza’s owners, Eddie and Rosa Loayza, started running Unique Outdoor Living out of a small office inside the pool/landscaping operation after customers began asking for furniture and other outdoor products. 20

Initially, people would stop by to order products from catalogs, but in a short time, the business took on a life of its own. Today, Unique Outdoor Living has an impressive indoor–outdoor showroom that features some of the top names in spas, firepits, grills, custom grill islands, and furniture, including Ratana, OW Lee, and Hanamint. In August 2010, Sean McElhone (son of Rosa Loayza) took over the business as general manager, with plans for the store’s evolution. A FRESH PRODUCT MIX While Unique Outdoor Living has managed to hold its own for many years, McElhone knew that the overall retail environment and the way that customers shop have changed. If the business was going to continue to thrive, it was time to look at it with fresh eyes and determine a strategy for

Patio & Hearth Products Report September/October 2011

the future. “I had to put everything out on the table and make some hard choices because I don’t just want a good business—I want to have a great business,” McElhone explains. One of the first things he tackled was taking a realistic look at the store’s product mix. He went through the process of speaking with customers, researching products, and looking at industry trends. “There are thousands of products on the market. We obviously can’t carry everything, so we needed to find a logical way to select the best lines for our customers in each category,” he says. He adds that this was (and is) a very detailed undertaking that involved asking customers, manufacturers, and even himself a lot of honest questions. In particular, McElhone wanted to carry items that people were specifically requesting, while (at the same time) stretching the bound-

aries by bringing in hot new products in each category. Among the new products that he’s particularly excited about are pellet grills by Green Mountain Grills. “Pellet grills with digital controls are generating quite a bit of buzz in the industry. Our customers have responded, just as I had hoped, because the food cooked on the grills tastes amazing,” McElhone says. Moving forward, Unique Outdoor Living plans never again to get complacent about its product mix.

Top left: Unique Outdoor Living in San Jose, California, is a family-owned business with a focused sales strategy. Bottom left: The store is always handpicking interesting products to freshen its product mix. Bottom right: Sean McElhone, general manager

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marketing M A N E U V E R S McElhone says, “Even though it takes more time to do research and constantly change things, it’s worth the effort to handpick products because it keeps people coming back for more.” UP FOR THE CHALLENGE One of the major challenges for retailers, today, is competing with the online merchants—and Unique Outdoor Living is feeling the pain (just as everyone else is). Frustrated with people coming into the store to take photos and then buying a product online, McElhone decided that he was not going to lose business to the Internet any longer. Starting in August 2010, Unique Outdoor Living changed its pricing strategy to meet the challenge. “Basically, the only thing the Internet has on us is price,” he explains. With today’s technology, customers can easily find the cheapest price using their smartphones, while they are in the store. McElhone determined that if the store

could offer a competitive price, yet provide the service that an online vendor couldn’t, people would choose to buy from Unique Outdoor Living. Now, before McElhone does any pricing, he checks the high and low Internet prices using a find command on his smartphone. This makes research easy because someone else has already done the comparison work. “All I have to do is figure out how we want to price our products on the sales floor,” he says. McElhone adds that sometimes, an item appears to be cheaper online than it really is because of extra shipping charges or fees, and he is quick to pull out his smartphone and point that out to customers on the sales floor. If necessary, Unique Outdoor Living is not hesitant to match a price, offer free shipping, or even pay for in-store sales tax on many items. “Sure, it means that we make a little less margin, but the higher volume in sales makes it worthwhile, in the end,” McElhone says. Unique Outdoor Living has always

Crimson Casual

been known for is its outdoor-cooking events, which continue to set it apart from its competitors (online vendors included, of course). “If we can get customers to fall in love with our products and offer them the best pricing, there is really no reason to shop anywhere else,” McElhone says. On any given weekend, people visit the store to sample food hot off one of the store’s grills, which include Fire Magic, Lynx, Alfresco, TEC, and Viking. “We typically have several grills burning side by side, so people can taste the contrast between food cooked on different styles of grills, such as the Big Green Egg and a Green Mountain pellet grill,” McElhone says. The store also showcases its firepits, patio heaters, and casual furniture during the events. The sales team will actually help customers create the ambience they want to achieve in their backyards. They are encouraged to relax around a firepit, as they would at home, so that they can feel the projection of the heat and see how comfortable the furniture can be.

These events also give Unique Outdoor Living a chance to connect with customers in a personal way. “We want them to feel that they are buying furniture from a friend, not just ordering on the Internet,” McElhone explains. Moving forward, Unique Outdoor Living is tightening its operations— from administration to logistics—and is even polishing its brand image, with a major revamp of its website (www.uniqueoutdoorliving.com). McElhone is pleased with the progress that has been made over the past year, as the business is now headed in a more strategic direction. “My family was born with an entrepreneurial spirit, and that is what got us where we are today, with our pool and landscaping business—and now, our outdoor-living operation—but that isn’t always enough, in these times,” he says. “I believe that a focused strategy is what will ensure that we are around for many years to come.”

Expands

by KIMBERLY RODGERS

he number of companies now manufacturing products in the United States is growing. The reasons for the shift include rising wage and freight costs outside the country, along with quality-control and supply-chain issues associated with products made abroad. It’s more than just a slogan: Made in the United States represents the very best in quality to many of today’s consumers. Perhaps more important, U.S. shoppers are making a conscious decision to buy U.S. products to support jobs at home. Outdoor-furniture manufacturer Crimson Casual takes U.S. products to a whole new level: All of its high-quality lines are 100% made in the United States (at its plant in Haleyville, Alabama), using only raw materials and machinery that are also produced in the United States. Jon Bennett, chair and CEO, says, “From day one, I promised myself two things: Our products would be manufactured in the United States, and we would source our raw materials in the United States. To date, we have stood by these values and will continue to do so. Our team is focused on quality, service, and delivery—three things our retailers ask for and their customers demand.” Planning for Crimson Casual, which is owned by a private investment group, began in 2009. Plans were made by business leaders from inside and outside the casual industry; they wanted to build a company that focused on making high-quality products while providing the very best in customer service and on-time delivery. The management team’s business model involved an already-available workforce in Haleyville, which had been producing top-quality casual furniture since 1975. The first orders rolled out in March 2010. Bennett says, “Our growth has been phenomenal—well beyond our

expectations.” Crimson Casual’s products focus on design appeal, comfort, and stability. The company’s residential lines meet or exceed the same strict specifications that it uses for its commercial or contract markets. Residential sales are backed by an 18-year warranty on frames and a five-year warThe Monterey, available in cushion and sling versions, is a popular seller for Crimson Casual. ranty on paint finishes. All pieces feature many advantages, including heavy-walled aluminum extrusions, smooth welds, thicker frames, and to address their needs and, according to Bennett, “The chairs with lumbar curves that provide exceptional back freight subject was always number one on the list.” Because support. A permanent molding process (not sand casting) they are unsure of freight costs associated with special is used to manufacture castings, and frame finishes are orders (especially on weekends), it is often difficult for retailcreated through a multistep powder-coating process using ers to give exact price quotes to customers. new, state-of-the-art equipment. Bennett solved this problem by developing a pricing The company’s lines offer a variety of seating options in structure based on landed prices. He explains, “This means sling and cushion styles, as well as table bases, tabletops, that when sales associates are quoting Crimson Casual, they and throw pillows. The Monterey collection is the biggest can simply quote from the price list, without having to call seller for 2011, in both cushion and sling versions. “It has us to get a freight quote. Our landed price has been a big hit style, quality, and design features that are not offered at its with retailers.” price point by other manufacturers,” Bennett says. In the company’s first year of business, initial distribuCoastal Grove is another collection that is popular due to tion focused on the Southeast. In 2011, Crimson Casual its value-conscious pricing, and the Bay Side group has has expanded into all markets, with 18 sales representadone well in the Florida and Northeast markets. “We attribtives covering 46 states. The company’s rapid growth also ute this to heavier construction, versus other stackable enabled it to open a showroom recently at the groups offered by competing manufacturers,” Bennett says. Merchandise Mart in Chicago, Illinois. “I did not anticipate One of the biggest advantages that sets Crimson Casual having a permanent space this soon,” Bennett says. “Our apart is its freight program. While still in the planning stage presence there will be a huge part of the next growth of the business, the management team talked with retailers phase of our company.”

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masters This Texas retailer has prospered by keeping a finger on the pulse of the ever-changing marketplace. by SHARON SANDERS

photography by DUSTIN FINKELSTEIN

f someone had told hearth veterans Gene Henry and his wife, Linda, that one day, almost half of their fireplace store’s business would be patio furniture (and that they would have an interior designer on staff ), the couple would have had a good laugh. That, however, is exactly what has happened to Georgetown Fireplace & Patio, nearly 32 years after the Henrys invested all their money in their Georgetown, Texas, business—and they wouldn’t have it any other way. “Our entire history has been about making tough business decisions to keep our company going strong. Sometimes, the outcomes were something totally different from what we expected,” Gene Henry explains. There was a time when the only mass merchant in the area was Kmart®. It was during this era, in the summer

From left, front row: Amanda Holmes, Kellie Strain, Linda Henry, and Julie Swartz; back row: Ken Todd, Brad Henry, Gene Henry, Kevin Marshall, and Doug Payette

of 1979, that the Henrys opened their hearth store to sell stoves, fireplaces, ceiling fans, glass fireplace doors, and accessories. The store was anything but glamorous. The ambitious new business owners rented part of an old slaughterhouse for $150 a month, built their own sign and cabinets, and overhauled the front and inside of the building. They had one legitimate parking spot, and they shared a bathroom with the local family-planning clinic and a gas-utility office. Henry remembers that the store’s business was fueled by people coming over from the long lines at the utility office. The typical customers were young couples who were buying or renting older farmhouses and were looking for affordable (and ample) heat. “We made it work because we had a passion for what we were doing,” Henry recalls. Today, the company is a far cry from its humble beginnings. After relocating the store

Left: The store's new showroom displays help people visualize the warmth and charm that a hearth can bring to a home.

Patio & Hearth Products Report September/October 2011

four times to keep up with growth, in 2001, the Henrys moved into their current ownership location in Georgetown. It boasts a spacious, 12,000–square-foot showroom and a 12,000–square-foot warehouse; together, they sit on four acres of land. The store’s hearth offerings have become more sophisticated, evolving into a mix of everything from contemporary fireplaces by Travis Industries to classic stoves from Vermont Castings, along with gas logs and outdoor firepits. The showroom has also become a favorite spot not only for homeowners, but for interior designers, builders, and architects as well. “We shifted the way we serve our customers, so it’s not just about selling products; it’s about taking the time to find out what people need and selling them the right products,” Henry says, adding that the store has worked hard to gain a reputation for its service and product knowledge. He says, “It’s hard for people to get all their questions answered in one place, and we definitely can provide the answers. We are seen as the hearth experts in our area, and people will come from far away to visit our store.”

Circle Reader Service No. 25

hearth R E TA I L E R

Soak It

b y S H A RO N S A N D E R S

business that would bring strong sales even during the winter months. The hot-tub industry was in its infancy, so the time was ripe for the Scotts to start manufacturing 321 this new lifestyle product. model Beachcomber made a name for itself, from day one, ot tubs have long been the by building innovative hot tubs go-to luxury item for outdoor- with features that no other manuliving retailers wanting a product facturers were offering. Today, as that will bring in year-round revthe industry continues to grow and enue. Manufacturers such as innovate, so does Beachcomber Beachcomber Hot Tubs are commit- Hot Tubs. The company continues ted to keeping the category strong to focus on listening to what buyby creating products that are innoers want in a hot tub that will bring vative, interesting, and fun. hours of rest, relaxation, and Keith Scott and his wife founded stress relief. Beachcomber Hot Tubs in 1978, just Its lineup of stylish models outside Vancouver, British includes ergonomic-comfort design Columbia, after they decided to add contours for ultimate relaxation; the a product line to their pool/patio FlexJet system, which allows users

to customize their massage options to use as many jets as needed; a surround-sound music system that incorporates the hot-tub shell into the sound amplifier; and an exclusive 30-day buy-back program. Recently, the company developed and launched its exclusive Hybrid model hot tub, followed by its LEEP hot tub; both offer the lowest energy costs in the industry. Energy efficiency ranks as the third most important buying reason for customers today, and Beachcomber Hot Tubs’ efficiency ranks above the total spa industry’s efficiency by an average of 29%. For 2012, Beachcomber Hot Tubs is excited to introduce its SLB75 model. This peppy hot tub was built with the baby boomer in mind. It combines all of the company’s most popular features in a smaller footprint—for those who are downsizing, but don’t want to compromise on quality and features. A DEALER’S MANUFACTURER

Beachcomber Hot Tubs knows that dealers rely on the support of manufacturers to succeed in today’s

volatile retail environment. The company has made it a priority to set its dealers up for success in every way possible, from sales training to marketing. “If a store has a passion to grow its business, we are here for it,” Scott says. When Beachcomber Hot Tubs is approached by a retailer wondering whether hot tubs could be a good fit for it, the company does a market analysis to determine the potential for new sales growth. It then conducts a financial review to figure out the best way to finance the increased business with Beachcomber Hot Tubs. The second step is for the retailer to take a look its existing outdoor-living business to see exactly where sales are coming from, geographically. This provides Beachcomber Hot Tubs with a clearer understanding of what areas should be targeted using two business programs, GeoPost and 180day Success. Once a store is ready to start selling hot tubs, it is assigned a dedicated Beachcomber Hot Tubs business-development partner to help its sales team learn

the ins and outs of the hot-tub business and to assist the dealer in using the company’s marketing and selling systems. “We want to make selling hot tubs easy. We have found that dealers who use our proven selling systems are able to achieve better sales and stronger profits per square foot than with most homeimprovement or outdoor-living products sold today,” Scott explains. This (combined with the after-sale products that Beachcomber Hot Tubs offers) ensures that customers visit dealers’ stores regularly, not only to purchase items that they need for their hot tubs, but to buy other items offered in those stores as well. The future holds much promise for Beachcomber Hot Tubs, as its hot tubs continue to be favorites across the nation. “As more and more people realize that they can relieve their daily stresses in their own backyard, we know that a Beachcomber hot tub will become the appliance they won’t be able to live without,” Scott says.

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Patio & Hearth Products Report September/October 2011

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Circle Reader Service No. 27

hearth R E TA I L E R FROM TRACTORS TO PATIO FURNITURE Henry explains that the company has always been about reinvention and seeking out opportunities to stay profitable, in any economic climate. One of the pivotal decisions he made was to bring in patio furniture in 1997. Until that time, the company had tried a number of ventures to increase revenues in the summer and spring—including a stint as a John Deere dealership, in the mid-1990s. The store was reasonably successful with the venture for a few years, but ultimately decided to move on because the profit margins were low (compared with the work involved), and theft was an issue. When the Henrys brought in patio furniture, they were apprehensive, at

first, because it was a huge departure from the hearth business, but they quickly found that it was the right fit. “We didn’t have to compromise our reputation as hearth experts at all,” Henry says. The store already had an established following of customers who were very interested in the new offerings. One of the challenges that patio furniture did bring with it was the fact that styles change much more rapidly than they do for hearth items because one is dealing with a fashion-driven product. Henry says, “You have to move inventory quickly because after one season, it’s out of style.” Patio furniture became a profitable staple for the store—so much so, in fact, that it now makes up half of its business. In early 2011, Henry hired a sales manager/interior designer who, to his surprise, became a game changer for the

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Patio & Hearth Products Report September/October 2011

been told, many times, that this is “justI have business, but I don’t believe that. The manufacturers have become friends, over the years, and we are loyal to them. In turn, they take care of us.

”

store. “The industry has become so design oriented that we really needed someone with expertise to keep us in touch on the design front,” he says. From the moment that his new sales manager, Julie Swartz, started, he knew he had made the right move for the business. Her first project was to help remodel the store’s showroom displays, which she was tasked with finishing in only a little longer than six weeks. “It was a big challenge, but it turned out beautiful. We now have eight working fireplace vignettes that help people visualize what can be done in their homes,” Swartz says. She adds that the displays also show customers that Georgetown Fireplace & Patio is in touch with the latest styles and product innovations. With Swartz on board, the design service that the store offers has become an inseparable part of each sale. Swartz (along with other team members) works closely with customers to take hearth and patio projects from concept to completion. “People often come in not knowing what they want, so we guide them in the right direction by asking the right technical questions, design questions, and space-planning questions. We want them to have clear vision for their proj-

ect—and then we work with them to make it happen,” she says. Henry adds that he never imagined, in his wildest dreams, that a designer could do so much to boost sales. He says, “Julie has blown us away; all the decorative froufrou I thought was unnecessary has become important.” FORWARD MOMENTUM As the company is gaining momentum, one of the issues that Henry is just starting to tackle is its presence on the Internet. He admits that the store’s website (www.georgetownfire-patio.com) has not been a priority and is in need of a major redesign. “We’ve invested some money, but have really only scratched the surface. That’s what happens when you have old people trying do a website,” he jokes, adding that he plans to get the right people in place to make things happen more quickly. The Henrys continue to maintain strong relationships with their manufacturers and consider them to be one of the reasons that the store has been able to ride out the ups and downs of the past three decades. Having been a Hargrove representative for many years, Henry understands what it’s like to be on both sides of the relationship. He says, “I have been told, many times, that this is just business, but I don’t believe that. The manufacturers have become friends, over the years, and we are loyal to them. In turn, they take care of us.” Georgetown Fireplace & Patio has worked hard to position itself for the future. It plans to continue offering the right products and taking care of its customers. Henry says that the volume of customers coming into the store isn’t what it used to be, but he’s not concerned. “That just means that members of our sales team need to take care of the customers we do have in the best way they know,” he says. “When people come into our store, we try to make the shopping experience so enjoyable that price isn’t the only thing on their minds. We want them to walk away with everything they wanted—and more.”

An Outdoor Lifestyle Moment

Circle Reader Service No. 29

outdoor G R I L L I N G

Right: One of the most popular outdoor-room design that Woodlands Outdoor Living is now building has a fireplace as the focal point, with grill components on either side. Below: Scott Greeson, co-owner

customers come first Scott and Jenny Greeson’s desire to deliver superior customer service has shaped their thriving business.

by KIMBERLY RODGERS

photography by BRIAN WOOD

fter working in the corporate world for the same company for 17 years, Scott Greeson decided to pursue his dream of being self-employed, so he founded Woodlands Landscaping in 2002. He worked out of a 1,000–square-foot shop behind his house in Concord, North Carolina, and started with small maintenance and landscaping jobs. “Our focus was on providing the excellent customer service that I was accustomed to in my previous career. Customer service was, and continues to be, the most important aspect of our success,” Greeson says. He had help, in the early days, from his wife, Jenny, who did the bookkeeping and typed quotes at night (while continuing to work full-time). Greeson also hired Matthew Fulbright, a graduate of North Carolina State University with a degree in horticulture and landscape design. About two years later, Greeson outgrew his shop and moved operations to a 4,000–square-foot office and warehouse space. Jenny was eventually able to leave her job to devote herself full-time to the business. “Having someone in the office answering the phone was a pleasant surprise for our customers,” Greeson says.

The size and scope of jobs grew to include the installation of paver patios and retaining walls, along with detailed master landscape designs featuring plant and sod installation, kitchens, firepits, decks, fences, storage buildings, playsets, pergolas, water features, and drainage/irrigation systems. INTERACTIVE SHOWROOM With business thriving, the Greesons began planning for another move—to a location that would accommodate a showroom for displaying their work. In 2009, they leased a 5,000–square-foot building, with 2,000 square feet dedicated to showroom space. The innovative new showroom features three different outdoor kitchens, ranging from simple to elaborate; six paver patios in various styles; retaining walls, firepits, outdoor lighting, and outdoor audiovisual systems; and numerous stone samples. The remainder of the space includes offices, a conference table for presenting plans to clients, and a large monitor used to show designs and plants from completed jobs. “The showroom gives us a huge advantage because it allows clients an opportunity to touch and use the products we offer. It then makes it easy for them to imagine what it would be like to have that dream outdoor-living area in their own backyard,” Greeson says. “It is not unusual for potential customers to remove their shoes and walk around on the different paver patios, to decide

Patio & Hearth Products Report September/October 2011

which feels best on their bare feet.” The new space is located on a main thoroughfare in the city of Concord (part of greater metropolitan Charlotte), and it gives the showroom excellent visibility in a high-traffic area. The showroom is the company’s most effective marketing tool and is used as a venue for open houses, customer-appreciation days, and cook-offs. Along with the move came a name change (to Woodlands Outdoor Living), made to reflect what the company offers better and to differentiate it from competitors primarily providing landscaping services. Other promotional tools in use include Internet and email marketing, an informative website (www.wood landsol.com), client referrals, vendor leads, radio and coupon advertising, direct mail, and social media. RANGE OF SERVICES Woodlands Outdoor Living provides a broad range of services to meet the needs of any customer, from creating a new outdoor-design plan to modifying an existing landscape or outdoor space. “We have clients who contract with us to provide a master design that can be implemented over several years or all at once. Occasionally, we will also do a portion of a project for a do-it-yourself client who cannot handle a particular aspect of a job,” Greeson says. “We are most effective in taking a project from the design phase through completion. We work very closely with the homeowner before, during, and after the project.” Mirroring a trend throughout the country, outdoor

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outdoor G R I L L I N G

A Niche Player by SHARON SANDERS

very company has something that sets it apart—something unique that makes it stand out from the crowd. A little over three years ago, Challenger (based in Nappanee, Indiana) uncovered a niche that has allowed it to take its strength as an aluminum-door manufacturer and translate it into lines of outdoor grill carts and patio bars that bring together durability, function, and style perfectly: Challenger brand cabinets were born. The company was founded as Nappanee Window, 20 years ago, by Merlin Yoder. Yoder spent many hours in his old barn, developing the perfect heavy-duty aluminum door. The business slowly evolved and expanded into a specialty operation that made handcrafted, steel-framed aluminum doors for many applications, including buses, RVs, toy haulers, and garage doors. The company gained a reputation in the industry as a manufacturer with well-made products and uncompromised quality. Nappanee Window enjoyed many years of prosperity, and in the mid-2000s, the company was sold to a group of local investors.

Challenger offers customizable aluminum patio bars and kitchens that are portable, flexible, and durable.

Shortly after, Yoder took the opportunity to start a new company, expanding the product line to include all forms of aluminum cabinetry. The new company, Challenger Door, decided to head in a new direction—with a new name, new products, and a new vision for the future.

MOVING TO THE BACKYARD Challenger Door opened for business in fall 2008. The company took the engineering/design know-how that it had spent years perfecting and applied it to a line of cabinets aimed at meeting the needs of today’s marketplace, including everything from garage workstations to television cabinets. One area of particular interest was outdoor living. Challenger’s Mark Schmucker says, “When we started looking around at the growth industries that could benefit from

kitchens and fireplaces are extremely popular in this market. Greeson says, “We are building one outdoor kitchen and fireplace after another. It is rare for us to build a patio without adding a pergola, fireplace, or kitchen.” A fireplace positioned as a focal point, with wood storage on one side and a built-in grill on the other, is currently the most popular design that Woodlands Outdoor Living is building. Since North Carolina’s temperate climate allows the grilling season to be extended for several months (or the entire year), Greeson comments, his customers often justify the purchase of a high-quality grill that will provide exceptional and reliable performance for years. “Once clients are sold on the outdoor-kitchen concept, then accessories such as refrigerators, sinks, griddles, and storage drawers are must-have items,” he says. Fire features range from traditional campfire firepits to full outdoor fireplaces integrated into other outdoor structures. Woodlands Outdoor Living also builds a hybrid fire feature, the firewall, which combines the look of a small fireplace with the value and appeal of an open firepit. As Woodlands Outdoor Living will celebrate its 10th anniversary in 2012, Greeson says, “Customer service remains our focus, and our goal is to make it easy for 32

our cabinets, the patio-products industry stood out as a perfect fit.” The company then developed its first outdoor products: portable grill carts and patio bars. Its functional grill carts are designed to house the finest grills and ceramic cookers, including the popular Big Green Egg. They are constructed of the company’s signature lightweight, powder-coated aluminum, which is able to withstand the harshest weather and can easily be cleaned and maintained. The carts are built on steel casters that make it simple to move them, and all of the components are made of heavy-duty materials designed to last. The grill carts come in three sizes and a variety of colors, and the worktops are available in a number of wooden and nonskid surfaces. “There are no heavy-duty alu-

someone to do business with us.” For example, to serve customers who want a project that includes a swimming pool, Woodlands Outdoor Living has teamed up with locally owned GreySton Pools & Services. “Instead of a customer working with two different designs for the pool and the hardscape, we have created this partnership, and we work hand in hand from the design stage to completion,” Greeson says. Woodlands Outdoor Living also represents some nationally known and respected outdoor-living manufacturers, such as Primo Grills and Smokers, Twin Eagles, Belgard Hardscapes, Pine Hall Brick, Keystone Retaining Wall Systems, and Vista Professional Outdoor Lighting. According to Greeson, the number-one strength of the company is its employees. “Each one works hard, every day, to produce a finished product that makes him or her proud. Customers can tell that our crew is doing its best work and not just punching a clock,” Greeson says. The average amount of hands-on experience for members of the Woodlands Outdoor Living skilled workforce is 10 years. “Many of our employees have worked for us for several years and have been an integral part of the growth of the business. Day-to-day operations run more smoothly when all the employees are on the same page, and that comes

Patio & Hearth Products Report September/October 2011

minum carts like ours on the market right now, so I feel that we’ve really been able to fill a niche,” Schmucker says. The company’s customizable aluminum patio bars and kitchens are also generating interest among retailers. When the company conducted its initial product research, it discovered that a number of companies were building barstools, but there were very few outdoor bars on the market (other than the traditional wicker and rattan versions). Challenger patio bars have everything that one could want or need from a portable bar. Each one is designed to be enjoyed as a stand-alone unit, but custom components can be added to create a complete outdoor kitchen. “Portability, flexibility, and durability are what make our patio bars the perfect addition to any outdoor room,” Schmucker explains, adding that they can be customized to fit any space. Both grill carts and patio bars are available through specialty retailers and hardware stores nationwide. The future holds nothing but opportunity for Challenger. The company doubled its production in 2011 and plans to do the same in 2012, as it continues to look for opportunities to expand its product lines. Schmucker says, “For the past four decades, we have stood not only for quality, but for value as well. Our customers know that they will always get more than they paid for; I encourage any retailer who wants to add something new to the showroom to spend time and energy to get to know Challenger.”

only with experience,” Greeson says. Fulbright, who has been with Woodlands Outdoor Living since its inception, is now the company’s project leader. “Since he operated a full-service landscaping company prior to joining us, Matthew has an understanding of a working small business and of the technical side of the landscape industry. This has made him a very important asset to the company,” Greeson says. Since the downturn in the economy, Woodlands Outdoor Living has worked with many homeowners who are unable to sell their properties without losing equity, so they are adding outdoor-living spaces so they can enjoy their time at home. “It also allows them to create a space for their kids, who will then want to stay home and entertain their friends,” Greeson says. Homeowners adding outdoor-living spaces to help distinguish their properties in a buyer’s market—along with high fuel prices (and the resulting staycation trend)—are also leading to a jump in business. The future is a bright for Woodlands Outdoor Living as the outdoor room continues to grow. Greeson says, “With home-improvement shows on television highlighting the latest in outdoor-living innovations, demand to add an outdoor room will only increase. We see new ideas and products every day.”

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Circle Reader Service No. 33

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showroom S H O W C A S E

a dream come true A couple’s vision and hard work culminate in the creation of one of Southwestern Michigan’s largest outdoor-living stores. by KIMBERLY RODGERS photography by RACHEL SMITH

ack Kosin’s dream of owning his own business was so important to him that he talked about it with his future wife, Ashleigh, on their second date. The two first met when they were attending Miami University, and their paths crossed again, a few years later, while both were living in Chicago, Illinois. “I talked to Ashleigh, on the fire escape of her building, about my ideas of creating a business that helped people master the art of exterior relaxation and comfort,” Jack says. The couple married in 2002, and almost six years after that fire-escape discussion, they founded Bell Tower Outdoor Living Company in Richland, Michigan. Staying true to Jack’s initial 34

dream, Bell Tower’s business motto, plan, and objective today are to help people master the art of outdoor relaxation, play, and comfort. Jack and Ashleigh both grew up in the Midwest, and they both have lasting memories of summers playing on the water of the region’s lakes and of carefree nights amusing themselves and their friends with games of ghost in the graveyard or kick the can. Now, the Kosins are able to offer people throughout Western Michigan the opportunity to create their own wonderful memories for themselves and their families. To that end, included in Bell Tower’s product lineup is one of the largest outdoor-furniture selections

Patio & Hearth Products Report September/October 2011

in Southwestern Michigan, with offerings from topquality manufacturers that include Homecrest, Seaside Casual, Telescope Casual, Woodard, Lloyd/Flanders, Eon, Oxford Garden, Gloster, and Barlow Tyrie. Selling products that are made in the United States is important to the Kosins, and they try, whenever possible, to offer items that meet this goal. “We believe in supporting our country, so most of our furniture lines are made in the United States, and we do our best with accessories,” Ashleigh says. Maintaining an environmentally responsible lifestyle and representing companies that practice green initiatives are also integral parts of the Kosins’

Top left: Customers visit Bell Tower year-round for the store's large lineup of accessories, including items from the popular Life is good® brand. Top: Bell Tower offers products for every part of an active outdoor lifestyle, including casual furniture, playsets, trampolines, and paddleboards. Top right: Bell Tower's showroom is sunny, warm, and inviting all year, with an artful use of bright colors both inside and outside the store. Left: The Kosin family

philosophy. “We are selling products that are in keeping with our thought processes in life: those that are green, sustainable, and the best for the environment,” Ashleigh says. Indeed, one of Bell Tower’s most popular sellers is Envirowood (furniture made of highquality, high-density plastic lumber) from Seaside Casual. While casual furniture accounts for a large portion of the company’s sales, Bell Tower also offers products for the physically active part of an outdoor lifestyle, including Backyard Adventures premium wooden playsets, trampolines by AlleyOop and JumpSport, and Bic Sport stand-up paddleboards. Sales of these products have grown steadily over the past three years. Accessories are also a key part of Bell Tower’s overall product mix. From umbrellas by Treasure Garden to hammocks by Hatteras—along with an array of bird feeders, outdoor rugs, throw pillows, garden art, fountains,

firepits, patio heaters, lanterns, candles, drinkware, dishes, coasters, napkins, and products from the Life is good® brand—Bell Tower offers all the extras needed to enjoy every room of the house, both indoors and outside. The store’s accessories (a large offering) are popular sellers throughout the entire year. Merchandising reflects year-long needs and is not overly focused on any holiday or season. In fact, Bell Tower has become a staple in the community for gifts for any occasion or holiday. “Our philosophy, with our product lineup, has always been that whether you need a simple birthday gift or an entire patio set, you can rely on Bell

Tower for both. We try to create regular customers over a one-time experience,” Ashleigh says. A SUNNY SHOWROOM ALL YEAR After starting their business online in 2008, the Kosins opened their first retail space in 2009. Their store was located in

a small building at the main stoplight in Richland. While the space was in need of repair, it did provide Bell Tower with good visibility in town. “We worked very hard to fix it up and create fun window and sidewalk displays, to let people know we were there and what we sold,” Ashleigh says. With strong support from the community, the Kosins moved, in 2010, to Clocktower Green, a new boutique shopping destination in Richland. Shoppers visiting Bell Tower’s 3,000–square-foot showroom and its additional 4,000–square-foot exterior selling space are treated to a colorful visual experience that, Jack says, “puts a smile on their faces, even in the doldrums of winter. People think summer when they come into our store, and we are constantly told by visitors that our store is so bright and cheery.” The store’s appealing atmosphere also helped Bell Tower win Casual Living Merchandising Awards for 2011 in the

September/October 2011 Patio & Hearth Products Report

showroom S H O W C A S E

From Action to Passion

become a requested favorite of designers, manufacturers, and consumers across the United States.

ONE-OF-A-KIND CUSHIONS

by SHARON SANDERS

hen businessman Joe Cooper bought a small company manufacturing outdoor cushions in Fort Lauderdale, Florida, seven years ago, he had no idea that his business venture would turn into his passion. Today, Cooper and his company, Over and Under, Inc., are on a mission to make the most comfortable, durable cushions on the market— while, at the same time, educating customers about the anatomy of a superior cushion. “I believe that cushions are on their way to becoming the most important part of a piece of outdoor furniture,” he says. When most people are asked what sets a good cushion apart from a great cushion, the typical answer is fabric. There is no challenging the fact that performance fabrics have helped change the face of outdoor cushions. Cooper acknowledges (and embraces) the importance of fabric, yet he is also quick to tell people that it is only the beginning. When he purchased the company in 2004, Cooper quickly

decided that he was not satisfied with the cheap, low-quality cushions that the company had been making for years. After some research, he discovered that there were no cushions on the market that met the standard he had in mind. “There was no one out there who really cared about finding a way to make a better cushion,” he recalls, so he took it upon himself to transform Over and Under into a manufacturer that does care. During his first year in business, Cooper was on a quest to uncover the formula for the perfect cushion. He basically came to three conclusions about what people wanted: Outdoor cushions had to last, dry quickly, and be extraordinarily comfortable. To those ends, Cooper developed what has become Over and Under’s signature high-performance outdoor cushion. He completely reinvented his manufacturing operation, retraining his staff to focus on quality (not speed or quantity). In just a few years, the company’s cushions have

categories of best overall merchandising, single store, and best first-time entry. “We were thrilled and surprised we won the awards we did,” Jack says. Merchandising is focused on a wide variety of patio lines coordinated with high-quality, fun accessories. Tables are completely set, vibrantly colored throw pillows are on all the chairs, and garden art is hanging on the walls to help customers visually place the same items in their own homes. “I want people to see that they can take an entire setting home from our store today and have a cocktail party that night,” Ashleigh says. With a mission of helping people enjoy life more outdoors, Bell Tower provides many services to help customers achieve exactly that goal. They include outdoor-furniture inspection, assembly, and delivery; winter storage and restoration; and cleaning. Playset assembly and maintenance are also available, as well as on-site design consultation. Though the goal is for shoppers to have a fun experience, overall, from the moment they walk through Bell Tower’s doors, they are also greeted with exceptional service and advice. Ashleigh says, “Education is key, along with information on warranties, where the 36

Over and Under’s breakthrough custom cushions start with the finest solution-dyed acrylic fabrics, which are sometimes further treat-

and annoying damp butt,” Cooper says. Cushion construction includes many high-quality details that, in the end, are extremely important. For example, the cushions are always stitched with PTFE sewing thread, which is warranted to outlast even the fabric. “Tearing seams are the first

Over and Under high-performance plush outdoor cushion

ed with a waterproof coating or backing, such as Crypton® or Synergy. The company then uses reticulated flow-through foam (which aids in water drainage), and it incorporates a large, open-mesh fabric section strategically placed on the cushion’s underside. “They will dry in less than three hours, eliminating the unexpected

thing that will cause a consumer to replace cushions. Our thread is 10 times more expensive than the industry-standard polyester thread,” Cooper explains. When the cushions feature welting, it is always cut on the bias. The interior fabric edges are serged to prevent fraying, and a hidden, marine-quality zipper is

product was made, and how you might spend more money (in the long run) purchasing a lower-quality item elsewhere.” She comments that one of her favorite things about selling Bell Tower’s products is teaching people that sophisticated outdoor accessories can be used indoors in the winter and enjoyed all year long. MARKETING THE BRAND A major component of Bell Tower’s overall marketing plan is the method that the Kosins use to promote the business. “I take a brand approach, over an advertising approach. We want to communicate that we are providing relaxation, comfort, and fun for the outdoors,” Ashleigh says. Newspaper advertising, in the first year of business, produced mediocre results. Dollars were then redirected to the placement of two ads (one focusing on the brand and one focusing on products) in a quarterly home/lifestyle magazine circulated throughout Western Michigan. The magazine is also placed in the store (with Bell Tower’s information sticker on the cover) and given to customers.

Patio & Hearth Products Report September/October 2011

used (with a foldover flap) to keep out water. Cooper did not stop there, however. He also learned that people were frustrated with cushions that looked nice on a showroom floor, but would compress and lose their new shape after only a few months. Therefore, he created the ultimate comfort cushion, marketed as the high-performance plush outdoor cushion. It is designed with a soft, memory-foam crown situated on top of the highestquality high-resiliency foam, and it is protected by plastic sheathing (and sometimes, an inner stay-dry liner). The resulting cushion is very heavy, is remarkably comfortable, and will remain like new for many years to come. Cooper believes that there is a metamorphosis happening in the casual-living industry right now in the area of cushions, and he believes that Over and Under is positioned perfectly for the future. He is seeing a trend toward spending more on cushions—sometimes, even more than on furniture. “People will spend twice as much money on a mattress as they do on the bed frame, and I think cushions are heading in the same direction,” he predicts. “My challenge is always to be looking for a way to make a better cushion.”

Bell Tower has an informative and inviting website (www.btolc.com) filled with product information, company news, and history. Regular email messages communicating new information and sales are also sent to a large database of names. Online sales were strong during the first year of business, but for now, the focus will be on the brick-and-mortar operation. Bell Tower does have a Facebook page; Jack comments, “We find that social media are a viable form of advertising to and communication with our customers, friends, and fans.” Bell Tower also actively participates in the community through its involvement in a charity event for the benefit of the local school district. The Kosins, though, are probably the best marketing for Bell Tower. Jack says, “The more business we do, the more we understand that we have a lot in common with our customers. We all really love the outdoors and living an alfresco lifestyle.” Ashleigh adds, “We both quit our day jobs to start our dream jobs, and we are living a philosophy we truly believe in: We sell quality outdoor products, work hard, do the best we can, and have fun doing it.”

Circle Reader Service No. 37

as i S E E I T

connecting with customers Ratana Home and Floral is a savvy, successful company that understands its target customer. by SHARON SANDERS

atana Home and Floral is a family-owned business that has always had a flair for knowing what consumers want—from products to service. It was started (in Vancouver, British Columbia) in 1980, as a giftware company, by brothers Godfrey and David Leung; David’s wife, Yolanda; and a business partner (who left a few years later). As the marketplace changed, the company gradually expanded into indoor rattan furniture, accessories, and floral products; 10 years ago, it began manufacturing/importing outdoor resin wicker furniture. Patio & Hearth Products Report sat down with David Leung, president; Godfrey Leung, vice president of sales; and Winnie Ng, U.S. sales manager, to get an insider’s look at this growing company.

How has Ratana made a name for itself in the casual-furniture industry? Godfrey: We know how to create outdoor furni-

ture that is stylish and unique, yet is comfortable, at the same time. We were originally an indoorfurniture manufacturer/importer, which I think gives us an advantage in that we understand the structure and comfort of furniture. We used our know-how of indoor furniture and applied it to casual furniture in a way that most manufacturers aren’t able to execute successfully because they don’t have the same advantage.

How does Ratana set itself apart from its competitors?

North America. In our travels, we found that European styles tended to be smaller in size, with a focus on design—not necessarily comfort. We took the European design that people love so much and transformed it into North American comfort. This includes adding thicker cushions and adjusting the size and shape of the frame in a way that fits the body ergonomically. Our focus, at Ratana, is on design, quality, comfort, and trends.

Top: David Leung, president Inset: Godfrey Leung, vice president of sales, and Winnie Ng, U.S. sales manager Middle, left: Pasto Low Back Middle, right Palm Harbor

David: We are the casual-furniture company that

pioneered European contemporary design in 38

Patio & Hearth Products Report September/October 2011

Bottom, left: Vilano

As consumers’ tastes become more sophisticated, how does the company plan to continue meeting their expectations? Godfrey: Our company has a passion for

trends, and we make it a priority to stay in touch with the direction in which the marketplace is heading. We listen to our customers and sales representatives to gather the information we need to keep improving our designs and our comfort. We are constantly working closely with our designers, in the United States and overseas, to make sure that we are able to translate the feedback we get into furniture people love.

Which Ratana outdoor pieces/collections have consistently been favorites with consumers?

been designed on a smaller scale for balconies and townhouse backyards. Langara is a smaller-scale contemporary sectional seating group. We’re especially excited about these two lines because the market is growing for stylish furniture made on a smaller scale—and the price point is lower, which makes them more affordable.

What emerging trends do you see in casual furniture? Godfrey: In terms of the overall market, I

believe that interest in outdoor living is growing, not only in the suburban market, but in urban areas as well. This is the reason that smaller-scale furniture is gaining popularity. In terms of fashion, people are gravitating to furniture designs that are simple, clean, and sleek—but that doesn’t necessarily mean modern design. It means transitional pieces that bring together both traditional and modern styles.

foam, and there are no chemicals used. The second part of our environmental focus is the fact that our furniture is recyclable. All of our products are made from virgin material, which means that they will last longer (which, in turn, means less waste). Three years ago, we started using a new product, called Durawood, that looks exactly like wood—but trees don’t have to be cut down to make it. Durawood is made of high-density polyethylene, which is more durable and long lasting than wood. It is nontoxic, 100% recyclable, and 100% UV and water resistant. We plan to expand our use of Durawood in the coming years.

doing business is that we treat our dealers as partners. If there are tough times, we are in it together. Ratana always makes personal customer service a priority, and we are known for our speedy delivery. We can ship any order in about two weeks—even custom orders. This is especially important in today’s economy because dealers aren’t able to maintain deep inventory. We carefully manage our inventory so we can fulfill and ship orders as promised.

What does the future hold for Ratana? David: We plan to increase awareness of

our brand in North America and globally. Ratana wants consumers, dealers, and the industry to know who we are and what we offer. We want to continue getting compliments about our furniture and our service. That is our passion.

How does Ratana partner with its dealers? Winnie: Our concept/philosophy of

Winnie: Our two most popular collec-

tions, over the past few years, have been Palm Harbor and Casa Madrid. What makes them appealing is the fact that both collections have add-on pieces that make it easy for customers to personalize their outdoor spaces. In particular, generation-X buyers are drawn to Casa Madrid because of its clean lines (and the fact that it’s modular). Modular furniture makes it easy to get creative with seating, so one doesn’t have to settle for a standard sofa and chairs. For 2012, we are adding motion pieces to the Palm Harbor line to make it even simpler for retailers to close a sale. Everyone has been telling us that we need to offer motion pieces, so we offered a swivel gliding club chair at the Chicago International Casual Furniture & Accessories Market™.

What Ratana outdoor products are you most excited about for 2012? Winnie: We are launching four new collec-

tions: Casablanca, Pasto Low Back, Bondi Beach, and Langara. Each one of them offers something interesting. The transitional-styled Casablanca line has a simple profile and tapered arms that give it a distinctive look and feel. The Pasto Low Back (with its airy bubble weave) is a modified version of our successful Pasto High Back, which gained popularity in the contract market. It will cater to the residential market. It’s modular, so it has the flexibility that younger consumers are looking for; Bondi Beach is a traditional deep seating group that has

How is Ratana staying in step with the rising interest in environmentally friendly products?

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Godfrey: We have

really stepped up our efforts in the past three to four years. For us, being environmentally friendly has two parts. The first part is the process with which we manufacture our products. We make our furniture with processes that create minimal pollution and that have a minimal effect on the environment. For example, most of our products are woven resin—and we weave it all by hand, which means no pollution. The manufacturing process for the dry-fast foam in our cushions has a minimal impact on the environment as well. We use a water agent to blow up the

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Circle Reader Service No. 39

September/October 2011 Patio & Hearth Products Report

TURN

Tropitone’s new patented technology integrates ultimate comfort with cutting-edge design.

comfort sells f

Top left: The Montreux URComfort™ cushion lounge chair features Tropitone's new comfort technology; it adapts to body movement, settling in the most comfortable position. Top right: The Lakeside URComfort™ cushion lounge chair brings together Tropitone's high-technology comfort and stunning design.

lat-screen televisions, smartphones, and tablet computers: We are living in an age when consumerism is rampant, yet the economy is making it difficult for people to make purchases as they once could. Consumers are holding on tightly to their expendable income and looking for compelling reasons to buy. The casual-furniture industry is feeling the pressure to compete for those precious dollars because the bigbox stores and other national chains are expanding their selection of outdoor products every year. Specialty-furniture manufacturers continue to look for ways to create innovative and stylish products that will attract consumers. According to Tanya Stevens, vice president of marketing and service operations for Tropitone® Furniture Company, Inc. (Irvine, California), manufacturers need to give retailers products that create excitement and that help the customer pull the trigger on a purchase that is not based on price alone. Comfort is one attribute that is consistently at the top of consumers’ wish lists when it comes to what they want from a piece of casual furniture. What is the anatomy of comfort? Is it plush fabric, soft seating, or functionality? It’s all of

Patio & Hearth Products Report September/October 2011

those. In July, at the ICFA Preview Show™ at the Merchandise Mart (Chicago, Illinois), Tropitone—a company known for its focus on comfort— introduced a new comfort technology called Tropitone URComfort™ (derived from ultimate reclining comfort and pronounced your comfort). It has the potential to strengthen the comfort story, in more ways than one. URComfort cushion seating is unique in that it harmonizes with the movement of one’s body to find the most comfortable position; whether one is sitting at a table in a dining chair or relaxing in a swivel-action lounger (with one’s feet on an ottoman), URComfort finds the most comfortable position for the individual. It stays in that position unless the user wants to move; then, it moves with him or her. URComfort also features an articulated movement system that has never before been used in casual furniture. Conventional outdoor recliners have typically used movement systems with a single pivot point and a manual ratchet (or a similar device) to set the angle of the back. The seat stays in one position, while the back can be manually adjusted to various fixed angles. While products

by SHARON SANDERS

using this design are functional and comfortable, Tropitone wanted to take both function and comfort to another level. The URComfort system uses multiple pivot points to allow articulated movement of both the back and the seat. The concept is starting to emerge in such advanced products as Iacobucci HF VIP aviation seats and the first-class seats of the new Boeing 737s. Tropitone has been able to apply the idea of multiple pivot points to casual furniture successfully. URComfort can be adapted to any body size and weight with the simple adjustment of a single knob on each side of the seat. The cushion design of URComfort is compelling as well. Tropitone wanted to make sure that the cushion designs would be as attractive as they were comfortable. The URComfort designs are made with the company’s proprietary RELAXplus® cushion construction. Initially, URComfort is being introduced in two of Tropitone’s most popular frame designs: Montreux and Lakeside. Both were designed by Peter Homestead, vice president of design for Tropitone. Montreux and Lakeside have been extremely successful groups, so the company decided it would make the most

Once customers are engaged in the process, they’re pretty “much sold. It’s not a matter of whether they are going to buy, but how much they’re going to spend. sense to match to this new innovation in comfort with two of its most trusted designs. Both Montreux and Lakeside URComfort cushion seating are offered in high-back dining chairs, high-back swivel rockers, lounge chairs, action loungers, swivel action loungers, love seats, and sofas. Lakeside also offers optional fabric side panels on all models. Both are offered in all of Tropitone’s current frame finishes and cushion fabrics. “This new innovation all goes back to creating a compelling reason for consumers to purchase casual furniture from a specialty retailer,” Stevens explains. “When URComfort is on showroom floors in 2012, it is going to be like nothing else consumers have ever seen before.” GOING DIGITAL It’s no secret that with widespread use of the Internet, consumers are more product savvy than they have ever been before. They’re doing their research online, and they typically know what choices are available to them before they ever walk into a brick-and-mortar store (if they decide to shop in a store). “The casual-furniture industry is still very much an analog industry. If we are going to stay in touch with our potential customers and help them make the right product choices, we need to become a much more digital industry—one that uses technology that is available to us,” Stevens says. Tropitone is taking the lead in this area by creating a new tool for dealers to use on their showroom floors; it uses Google TV (or a similar service that has access to the Internet). “Our intent is to take advantage of technology to help the salesperson on the floor get consumers engaged in the buying process,” Stevens explains. The way it will work is simple: When a customer sees a product that he or she likes on a retailer’s showroom floor, a salesperson can sit down with that customer and pull up the Tropitone web-

”

site (www.tropitone.com) on the store’s large flat-screen television. The salesperson will then be able to help the customer design the exact furniture that he or she wants, from frame to finish to fabric—and the customer will be able to see it right on the television screen, instead of trying to envision it. “Once customers are engaged in the process, they’re pretty much sold. It’s not a matter of whether they are going to buy, but how much they’re going to spend,” Stevens adds. The potential uses for this new tool are limitless, and Tropitone has plans to introduce it to its key dealers starting next year. Tropitone is committed to helping its dealers, in as many ways as possible, to jump into the digital age, as the company is heading down the same road itself. In 2009, the company was one of the first in the industry to roll out iPads to all of its sales representatives to use for store presentations; to search the Web; and to access information, on the spot, for customers. “We feel strongly, as a manufacturer, that we shouldn’t just be making furniture, but that we should be helping dealers recognize new technology that can help them with

their businesses,” Stevens says. Moving into 2012, Tropitone plans to continue to be a leader in the casual-furniture industry as it evolves and becomes more sophisticated, design oriented, and technologically savvy. The company is optimistic about the future and is constantly working to bring products to market that create (and sell) a compelling story.

Tanya Stevens, vice president of marketing and service operations

Eventually, she’ll awaken to discover it’s not just a dream. The New URComfort™ Action Lounger

Use your smartphone QR code reader to learn more.

www.tropitone.com

Circle Reader Service No. 41

September/October 2011 Patio & Hearth Products Report

product I N N O VAT I O N

warm furniture Wittus considers itself in the warm-furniture market because of its focus on design, as well as heating. by CHERYL DANGEL BARTOLINI

ittus – Fire by Design began by chance. It all started when a Danish company began to export freestanding contemporary stoves to the United States. The products had no sooner been shipped when the deal fell through with the original importer, according to Per Wittus, the company’s sales manager. “We offered to take them over,” Niels Wittus recalls. Niels, Per’s son, is president of Wittus – Fire by Design (Pound Ridge, New York). “It was an opportunity that came to us by accident,” he says. The younger Wittus started the company in 1978 and sold those initial stoves from a small trailer. He says, “People loved them, but they didn’t sell well, sight unseen. We put products on consignment and did a lot of advertising.” As interest and sales grew, Wittus ran the company. His wife, Alyce, joined him fulltime 15 years ago and is vice president. They have worked side by side to build a company that epitomizes contemporary design offerings in wood-burning, pellet, gas, and biofuel heating appliances, in addition to grills and outdoor products. The couple works in tandem with staff and representatives, who are an integral part of (and a major support for) the company. When describing what sets Wittus – Fire by Design apart from other contemporary stove manufacturers, Wittus says, “We’re in the warm-furniture market. The Klassic stove, a custom-built, handmade, freestanding fireplace/stove made in the United States and designed by Danish industrial designer Bent Falk, character-

Patio & Hearth Products Report September/October 2011

izes the underlying concept of our products.” He adds, “It is warm furniture—but our products are not just geared for heating. People want good design first and heating second. Most are not looking for these units to be their sole heat sources; they buy them more for ambience and beauty.” QUALITY AND VALUE Wittus admits that the price (about $14,000) can be intimidating for the Klassic stove, but, he says, “If you’re building a house today and want to add a fireplace, you can’t do it for less. If you look at what goes into these handcrafted units, the labor involved is significant and the materials are top quality.” The Wittus Twinfire® is another outstanding product, with a price starting at $6,000 and going up to $10,000. “It is a very unique wood-burning stove—the Porsche of wood-burning stoves, using gasification technology. It is the most efficient wood-burning, natural-convection, naturaldraft stove in the world, achieving a 92% efficiency rating,” Wittus says, adding that efficiency levels were tested by OMNI-Test Laboratories. Sales of the Twinfire have doubled since last year. It is a product, Wittus says, that appeals to a select market in areas where people gravitate to green solutions. Two years ago, Wittus took on a whole new product line when the company began importing MCZ pellet stoves from Italy. They boast state-of-the art technology, as well as modern design. The new Toba pellet model, Wittus says, looks like a smart iStove would, if Apple ever entered the heating business.

“We think that as oil keeps going up, the next generation of younger clients will be looking for alternative heating and will want something that looks different and fits their lifestyles better,” Wittus says. The Toba stove has won the prestigious 2011 IF Product Design Award and will be available this fall. In addition, Wittus – Fire by Design is now the official U.S. importer of products from Belgium’s Bodart & Gonay. One new product is the Optifire zero-clearance fireplace, which is sleek and attractive. It will be joined by a number of new products coming out next year. FINDING THE RIGHT CUSTOMER Wittus says that selling to the contemporary market is tricky, but he seems to have found the secret for reaching his specialty-minded consumer. He does advertise to the trade, which is something that he found worked when he started the business— and still works today. “Selling warm furniture is key. We focus on architects, builders, and designers, and also target some end users as well. Through this approach, we see the orders

come in; builders call and say they are bidding on a house and want to include a Wittus stove,” he says. Wittus advertises through a mix of about 30 magazines. About 15% of the advertising each year is done in new and different magazines to broaden the marketplace. Wittus also makes use of the Internet, and the company’s website (www.wittus.com) gets a good response. Currently, the company is getting into social marketing on Facebook and is looking into Twitter. Wittus reports that most clients come to him when they were originally out shopping for something else and just happened upon one of his stoves. He says, “Then, they find us on the Internet, or an architect recommends a unit as an object of design that is also clean and green. We get the leads and turn them over to our dealers. Their sales are often based on what we give them, in terms of leads.” Wittus says, “We deal with a lot of custom-built homes. The builder specials have died out, but as you work up the ladder, people in their 50s through 80s have money and are ready to build their dream homes. A lot of those people are our clients.”

He continues, “The truth is, very few Europeans use stoves as we do over here. They use them more for coziness and decoration, or as a backup to offset oil costs,” Wittus says. He believes that the U.S. contemporary-design market is looking for the same objectives and does not want products primarily for heating. “One of the keys to selling, in this country, is to find the right people, who may or may not be necessarily looking for your product. It is important to provide the education and some of the concepts and benefits of a fireplace and stove. Finding that segment of the population is a challenge, and it is an exciting opportunity to develop this market further,” he says.

Above: New this fall from Wittus is the Optifire zero-clearance fireplace. Page 42, top: Niels Wittus with the Klassic contemporary stove, which epitomizes the company’s focus: warm furniture Page 42, bottom: Wittus is introducing the Toba pellet stove this fall.

Circle Reader Service No. 43

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Right: Phifer’s GeoBella fabrics are made from an olefinbased yarn that is environmentally friendly. Below, right: Phifer’s SheerWeave® interior suncontrol fabrics manage the sun’s heat and glare with style (shown: SheerWeave style 2000 in white).

phifer: a true innovator

t all started simply enough. Summers in Tuscaloosa, Alabama, were hot and buggy. Reese Phifer—Tuscaloosa resident, attorney, and born entrepreneur—found it curious that the majority of bug screens were manufactured in the Northeast. How could that be, he wondered, when he felt that the biggest need for insect protection was in the South? Seeing a void and wanting to fill it, in 1952, Phifer bought a couple of looms and began weaving aluminum insect screening. By the 1970s, Phifer was manufacturing fiberglass insect screening, and there’s been no stopping the company’s advance. It wasn’t long before Phifer was manufacturing products to keep out not just bugs, but the sun’s damaging rays, too. Hugo Benitez is national market manager, Designed Fabrics division, for Phifer Inc. He recalls, “Our first introduction in solar insect screening was a product by the name of Sunscreen.” The business grew, and during the off season for insect screening, Phifer started looking at alternative product lines to weave. “We soon discovered the importance of sun control in the interior as well, and we began weaving several different fabric lines of both vinyl-coated fiberglass and vinyl-coated polyester that we named SheerWeave,” Benitez explains. Phifer began extruding and weaving vinyl-coated polyester in 1981, with just a few colors. Today, the offering has grown into a broad range of hundreds of 44

Patio & Hearth Products Report September/October 2011

colors, patterns, and weaves for outdoor furniture, interior shading, marine and awning fabrics, and a variety of other applications. Products are sold in both residential and commercial markets. Where the product is sold and its specific application determine how the product is promoted. For example, outdoor fabrics from the company’s Designed Fabrics division are sold directly to the furniture manufacturers worldwide. “We also sell many fabrics, for a variety of applications, through our distribution network—where smaller stores can order full rolls or cut yardage,” Benitez says. As a result of its ongoing innovations, Phifer (which is a privately held company) has developed into a world-class weaver, with more than 1,000 employees at its Tuscaloosa headquarters. How did Phifer grow from being an insect-screening manufacturer to establishing and maintaining a presence in the world marketplace? This is something that other manufacturers aspiring to Phifer’s success desperately want to know. “Phifer has been successful because we are in continual development of new product lines,” Benitez says. “We realize the importance of research and development—and consistently presenting unique designs and products to the marketplace. We have basically used our weaving expertise to broaden the products offered in our many different markets. In insect screening, we have developed technologies that

PHOTO COURTESY OF DRAPER, INC.

Phifer is a leader in the industries of designer outdoor fabrics, insect screens, solar screens, drawn wire, interior solar-control fabrics, and engineered products. by CHERYL DANGEL BARTOLINI

allow for increased visibility of our screen products.” Being a global force doesn’t necessarily impress buyers in the United States as much as the fact that Phifer’s products are made in Tuscaloosa does. Phifer, too, is proud that it can state that its products are made in the United States. “We’re seeing more and more consumers looking for U.S.-made products than ever before, so we market the fact that our products are made here,” Benitez says. He notes that the company does have a facility in China that makes products for other markets, but most products are made in Alabama. “It means a lot, but I wish it meant even more,” he says. Benitez reports that new-product development is ongoing; it starts with a solid research/development

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Circle Reader Service No. 45

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network that prides itself on open communication. “We’re always looking for unique looks that other weavers don’t provide. We look for new weaves and new yarns. We have a very good design team, and we are all on the lookout for new things that will keep us on the cutting edge or up front,” he says. Designers scour the globe, attending yarn shows in search of yarns that work well with Phifer’s core competency: fiberglass and polyester-core yarns. Benitez says, “Some customers demand a softer fabric; others demand a more technical fabric. Whether they need Kevlar for a tougher product or need a softer yarn, the yarn that we incorporate into our fabrics depends on the customer’s need.” Of course, color is key, so designers are members of color-marketing groups and are sensitive to trends, but, Benitez adds, “We also introduce what we consider to be our own new colors.” According to Carol Harkey, Phifer’s vice president of design, color trends for the coming year are reflected in two of Phifer’s new fabrics. Cacao Fantasy is a blend of ethnic and leafy/tropical themes. In Harkey’s words, “Oyster cream softens deep red and chocolate tones, conjuring images of evenings by the fireplace, sipping a cup of

cocoa or warm tea.” Baltic Breeze features cornflower blue and sunny yellow. The combination equals “clean, crisp, soothing tones: sand between the toes, and a modern, contemporary take on the coastal/summer beach-house look,” Harkey says. Naturally, green (as in sustainable) is also popular. Phifer’s SheerWeave was the first window-shade fabric to be certified by GREENGUARD® Environmental Institute (GEI), a certification program for indoor air quality for low-emitting products and materials. GEI evaluates fabrics for over 75,000 chemicals, including volatile organic compounds, carcinogens, and reproductive toxins. In addition, Phifer now weaves a PVC-free and 100% recyclable product called Infinity and offers GeoBella, a fabric from an olefin-based yarn that is environmentally friendly. Phifer also has implemented a reclamation program that (along with handling its production-related waste) allows the customer to return fabric to Phifer, which recycles it. “Our insect screening and our suncontrol products are essentially green products, in that they reduce the sun’s heat and glare, but it has only been in the past few years that we started weaving

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Patio & Hearth Products Report September/October 2011

environmentally green fabrics,” Benitez says. He points out that Phifer has been in the sun-control business for 40 years, while its Infinity and GeoBella lines were introduced five to 10 years ago. He adds, “There’s a continued interest in green products, and the category has grown, but at the same time, with our PVC products, the durability and the value are still there. Even though there is focus on environmentally friendly fabrics, often, the consumer is not willing to pay for a true green product. At the end of the day, the positive aspects of the PVC product still sell very well. Regardless, we work to provide something for both worlds.” New at Phifer is the fact that all of its PVC and fiberglass products now contain Microban antimicrobial protection, which works continuously to inhibit the growth of bacteria, mold, and mildew that can cause stains, odors, and product deterioration. Benitez states, “Microban is really an interesting feature in today’s world, where we’re worried about washing our hands so often. Microban has been, and will continue to be, integral to growth in consumer and commercial markets across our product lines, specifically in the health-care and hos-

pitality market segments.” Phifer is the only weaver in the world to offer Microban technology, and it expects the company’s newest innovation to deliver sales across the commercial and residential markets. Benitez says, “It has very good value in the health-care and hospitality markets— and as for the residential market, I think homeowners have a good sense of what antimicrobial means, and the Microban name has high consumer awareness.” Back in the early 1950s, many people might have scoffed at the idea that Phifer’s founder had—to invent a better bug screen—but he did just that. Going forward, Benitez promises, Phifer will continue to offer high quality and ongoing innovation. He says, “Although many companies speak of their quality to the point that the word has almost become a cliché, Phifer believes that it produces the highest quality of fabrics, worldwide, in the industries in which it is involved. In addition, we are vertically integrated in almost all of our processes, which allows for consistency in production. We are innovative and are committed to the continued development of cutting-edge fabrics.”

Circle Reader Service No. 48

Circle Reader Service No. 47

Casual Market R O U N D U P

Optimism

Prevails

by CAROL DAUS

photography by BRIDGET MONTGOMERY

he 10th anniversary of the events of September 11, 2001, might have cast a shadow on participants traveling to the Chicago International Casual Furniture & Accessories Market™, but by the time the show started, on September 12, there was an optimistic mood throughout the Merchandise Mart. The turnout was strong, as retail buyers and designers showed up in droves to buy and to observe trend directions. The more than 250 manufacturers participating in this year’s show were pleased with the steady traffic and booked appointments. Pictured here are some of the influential leaders in the industry, who displayed an incredible range of outdoor-living products at this year’s show. These manufacturers recognize the importance of offering retailers variety, innovation, and superior customer service. Given their expanded product lines, they have been particularly responsive to the consumer’s need for value and quality. Patio & Hearth Products Report is proud to recognize these individuals and their companies for making the show a success and for continuing to offer some of the best products in the marketplace.

Galtech Jeff Leisen

Kingsley-Bate Brian Blakeney (left) and Clay Kingsley

Crest Foam Akiko Eto

South Sea Rattan Jacob Kuo

Telescope Casual From left: Bill Vanderminden, Kathy Juckett, and Henry Vanderminden

Gensun Casual Jan Trinkley and Lisa Zhou

48 Patio & Hearth Products Report September/October 2011

Patio Renaissance From left: Adam Stines, Albert Lord, and Mike Anzelde

Patio & Hearth Products Report From left: Carol Daus, Amanda Daus, and Tony Ramos

Outdoor Lifestyle Fred Isle and Virginia Hamilton

Tommy Bahama/Plantation Patterns Bill Echols (left) and Erin Corning

Ratana Home and Floral David Leung and Rosita Ling

NorthCape International Kim Golson (left) and Jentry Prine

Casual Creations Arthur James

Poly-Wood Chad Yordy

303 Products Fred Scuncio

Agio Bob Gaylord

Lloyd/Flanders Dudley Flanders (left) and Lou Rosenbrock

Erwin and Sons From left: Jake Erwin, Lynn Shoop, Erik Dych, Clint Norris, and Jim Erwin

Whitecraft Bill Herren

Zuo Modern Luis Ruesga

Mallin Casual Merv Conn and Brenda Pereyda

Homecrest Mark Fillhouer and Char Seter

September/October 2011 Patio & Hearth Products Report 49

Casual Market R O U N D U P

California Outdoor Concepts Clint Blevins

Crimson Casual Jon Bennett

Caravita Michael Caravita and Marie Hoyle

Highwood USA Craig Smith (left) and Jim Morton

Napoleon Products Ted Scott

OW Lee Terri Rogers

Sunbrella by Glen Raven Suzie Roberts

Couristan From left: Stephen Codella, Sandy Pauly, and Ron Couri

Solair Rett Haigler

Ebel Mark Bottemiller

Coast Distribution Roy Johnson

TUUCI Ward Usmar

ProtĂŠgĂŠ Casual From left: Mike Mallory, Jerry Sonenberg, and Vaskin Jakarsezian

Treasure Garden Margaret Chang and Jeff Dorough

50 Patio & Hearth Products Report September/October 2011

Bradford Lifestyles Susan Heer

Tropitone Victoria Dawson

The HammockSource Reid Roney

Capel Rugs John Magee (left) and Allen Robertson

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PRODUCT

New Hargrove Firepit Offers Outdoor Ambience

Edgewater

Hargrove introduces the new 36-inch Rattan firepit. This beautifully textured resin tabletop firepit features a 24-inch–diameter stainless-steel drop-in burner. Multiple media options—such as fireglass, firebeads, or lava rock—and a log set can be used to complete the desired look. Removable side panels allow for a 20-pound propane tank to be concealed underneath the unit. All of this comes with a great price point for a tabletop firepit. Contact: (800) 725-4166, www.hargrovegaslogs.com, or markh@e-hargrove.com. Circle Reader Service No. 101

When it comes to offering outdoor-living solutions that meet the ever-changing needs of today’s homeowners, Agio continues to lead the market with collections like the Edgewater gathering-height dining collection. Beautiful cast-aluminum frames, paired with the comfort and support of sling seating, create the perfect backdrop for elegant entertaining, any time of year. For more information on Agio’s Edgewater collection, visit the company’s website. Contact: www.agio-usa.com. Circle Reader Service No. 104

Firebeads by American Fireglass Fireplace season is already here. Transform the appearance of the traditional log fireplace into an elegant home centerpiece with American Fireglass firebeads. American Fireglass introduces its new firebeads collection of 18 impressive colors, offering a luminous glow and extraordinary reflections. These unique colors are amazing to view as the fire from your fireplace dances above them. The firebeads are approximately 0.5 inches in diameter and uniform in size, creating a unique look and a must-have for any fireglass enthusiast. Contact: www.americanfireglass.com. Circle Reader Service No. 105

New 303 Speed Detailer The new 303 Speed Detailer by 303 Products not only cleans, but leaves a brilliant, dust-free shine as it protects using a powerful SPF 40 sunscreen for paint, plastic, metal, glass, Plexiglas™, and fiberglass. Contact: (800) 223-4303 or www.303products.com. Circle Reader Service No. 102

Contemporary Chateau Fireplace

Stone Range Hoods The range hoods in this collection by Buffalo Architectural Casting add elegance to the decor of a home. Beautiful stone details are captured in the cast-travertine hood, the perfect complement for an indoor or outdoor setting. The thin cast-travertine hood is lightweight, and it fits beautifully with ventilation systems. Available in virtually any size, this hood is made to fit your kitchen, large or small. Pictured is the RHood. Contact: (716) 885-9020 or www.buffaloplastering.com. Circle Reader Service No. 103

Patio & Hearth Products Report September/October 2011

With its four large main burners and subtle glass-droplet–covered accent burner, the bold new 42-inch Contemporary Chateau fireplace from Empire Comfort Systems creates the perfect mood for any setting. The rich black porcelain liner reflects the flames and accent lighting. The liner extends beyond the interior, helping to conceal the window frame while creating the illusion of a massive open fireplace. Glass droplets—available in aqua blue, glacier ice, and sangria luster—cover the accent burner. The advanced remote system controls the accent burner, the dimmer lighting beneath the accent burner, and the variable-height rear flame burner. Concealed mechanicals and a complete lack of exposed sheet metal allow for a true clean-face fireplace. Available in 36-inch models (with three main burners and a 1,150–square-inch window) and 42-inch models (with four main burners and a 1,600–square-inch window), these Contemporary Chateau fireplaces make a great artistic statement. Choose LP or natural gas. Contact: www.empirecomfort.com. Circle Reader Service No. 106

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September/October 2011 Patio & Hearth Products Report

PRODUCT

Del Rio

Rio Birch Stripe Deluxe Cushioned Double Swing Classic and modern meet here, in one of the most ample double swings available. The curvy, polished white-oak frame supports a pillowy seat of cottony-soft, all-weather DuraCord® fabric sandwiching a lavish layer of polyester fiberfill batting. The earthy Rio birch stripe pattern, part of the Hatteras Hammocks® Adventurer line, is the perfect complement to a lazy fall day. Vinyl-coated steel cables bolster swing strength and add a distinctly modern, artful flourish. Contact: (252) 758-0641 or www.thehammocksource.com. Circle Reader Service No. 110

True outdoor furniture, the La Costa series from California Outdoor Concepts claims the most prominent place with the Del Rio. The phrase, meaning to or from the river, describes the Spanish influence that shapes the fire in this innovative coffee-table design. Sleek, modern, and mesmerizing are all words that will come to mind as you follow meandering fire dancing atop polished granite from mountains thousands of years old. This firepit table completes the La Costa line and defines design for California Outdoor Concepts. Contact: www.californiaoutdoorconcepts.com. Circle Reader Service No. 107

Refractory Panels Hargrove Premium Products has introduced a new series of replacement refractory panels. Multiple sizes are available, and panels can be cut to fit sizing requirements. Each panel is steel and fiber reinforced. Some models are available for UPS shipment. Contact: (800) 725-4166, www.hargrovegaslogs.com, or markh@e-hargrove.com. Circle Reader Service No. 108

ENERVEX ADC100 Fan Control The new ENERVEX ADC100 fan control is an easy, convenient, and safe control for gas fireplaces. With a single touch of a button, it starts the chimney fan and then opens the fireplace damper before it lights the fireplace. It controls the speed of the fan to maintain proper draft in the chimney. The control comes with an external proven draft switch that ensures safe operation of the fireplace. The control can be used with the ENERVEX chimney-fan system and is typically used to control the draft of a gas-fired fireplace, furnace, or stove. The proven draft switch ensures that the pressure in the chimney is maintained at or above the internal setting of the switch. The ADC100 operates a chimney fan at a set speed to create and maintain proper draft at the outlet of a heating appliance. Contact: (800) 255 2923 or www.chimneyfans.com. Circle Reader Service No. 109

Patio & Hearth Products Report September/October 2011

New Bull Grilling Accessories Bull Outdoor completes the grilling experience with a focus on quality, value, and fun. Bull now offers a complete grilling-accessories line with a total of 63 items, including tools, brushes, stainless-steel kebab holders, woks, basting tools, koozies, and a complete line of pizza-oven tools. Customers also love Bull’s high-tech steak stations and instant-read thermometers. Along with traditional chimney starters, the Bull line also features a new chili-pepper grill-rack and corer set. Bull has everything you need to be a Bull master grill champion. Dazzle friends and family with some new Bull grilling toys. Contact: (800) 521-2855 or www.bullbbq.com. Circle Reader Service No. 111

Broilmaster H4X Delivers Big-grill Performance The Deluxe H4X grill series, the latest addition to the Broilmaster line, melds features from the long-running P4 grills and the H3X grills launched last year. Every Broilmaster gas grill features a 0.25-inch aluminum casting for exceptional heat distribution. The H4X adds two single-level stainless-steel cooking grids, a warming rack, and a stainless-steel H-style burner—with dual controls—rated at 36,000 Btu. The result is a slightly smaller, competitively priced grill with premium performance. Available as LP or natural-gas models on black carts and as natural-gas models on black patio posts or in-ground posts, H4X packages include the mounting, grill head, and one shelf. In addition to being available in these packages, H4X grill heads are offered à la carte to fit Broilmaster’s stainless-steel carts and posts. Contact: www.broilmaster.com. Circle Reader Service No. 112

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PRODUCT

EliteCustomGlass.com New Space-saving Island Design Bull Outdoor’s Little Q island is the perfect solution for space-challenged backyards. The Little Q island has a very little footprint of 5.25x4.75 feet. It holds Bull Outdoor’s best-selling Angus 30-inch, five-burner grill and refrigerator. Families will love the fact that it seats four adults, with room to spare. Contact: (800) 521-2855 or www.bullbbq.com. Circle Reader Service No. 113

303 Products Offers Free-sample Program 303 Products, Inc., Palo Cedro, California, has launched a free-sample program for retailers in the United States and Canada. Retailers participating in the program will receive a display containing free consumer samples of 303 Patio Furniture Protectant™. An informational color pamphlet will be attached to each sample, and each display will contain 50 samples. A toll-free number on the back of the display will prompt the retailer to call when sample supplies are getting low. 303 Products will then ship a replacement display to the retailer. 303 Products will pay for all the costs of the program. Contact: (800) 223-4303 or www.303products.com. Circle Reader Service No. 114

The hottest new trend is replacing flat fireplace glass with elegant textured glass. Elite Custom Glass makes ordering replacement ceramic and tempered glass as easy as it gets. Whether you need one or 100 pieces of glass, simply visit www.elitecustomglass.com and step through five easy questions to get your order placed with ease. Any size, shape, or quantity: the company has made ordering custom glass, delivered right to your doorstep, a breeze. Contact: www.americanfireglass.com. Circle Reader Service No. 116

Cast Travertine Mantels Any mantel from this collection by Buffalo Architectural Casting creates a lasting effect in the home and complements any wood-burning or gas fireplace. Lightweight and easy to install, these mantels are a builder’s dream; made from cast travertine, they weigh only a few hundred pounds and do not require additional support. Customized designs are possible, and both the height and the width of these mantels can be adjusted to fit any size project. Pictured is the Milan 12. Contact: (716) 885-9020 or www.buffaloplastering.com. Circle Reader Service No. 117

New Gas Insert Series Napoleon’s new IR series direct-vent gas fireplaces feature Napoleon’s advanced infrared technology. The new gas inserts offer a dual burner—incorporating direct-vent technology and infrared glass technology, resulting in a firebox filled with a stunning triple flame pattern. The new IR series features the cost-saving benefits of zone heating (heating the room you use most) plus the benefit of replacing an old, drafty masonry fireplace with an efficient heating source. A multitude of designer options are available to create the exact statement you have been looking for; four models are available: IR3, IR3G, XIR3 (shown), and XIR4. Contact: (800) 461-5581 or www.napoleonfireplaces.com. Circle Reader Service No. 115

Patio & Hearth Products Report September/October 2011

Del Sol Deep Seating Agio retailers have discovered the benefit and the profits of giving their customers more glamorous and exciting options for their outdoor rooms. With beautiful deep seating, all-weather–wicker collections like Del Sol, homeowners have access to entertaining options that are as durable and long lasting as they are elegantly lovely. For more information on adding Agio to your product mix, visit the company’s website. Contact: www.agio-usa.com. Circle Reader Service No. 118

Inspired Contemporary by Erwin and Sons Refined styling marks the Boca Grande collection, with its combination of straight lines and gentle arcs. Generously scaled seating offers maximum lounging comfort. Coffee and end tables are topped in clear or beveled glass, marble, or granite. Round and oval dining pieces, as well as single and double adjustable chaises, round out the collection. Contact: (770) 579-0414 or www.erwinandsons.com. Circle Reader Service No. 121

Fireplace Draft Damper System (FDDS) The environmentally friendly ENERVEX FDDS is the first completely automated draft-and-damper system for use with gas fireplaces. The FDDS quietly manages a perfect draft and prevents excess heat from escaping through the chimney when the fireplace is not in use. It eliminates the need for glass doors, opening up many new design options while allowing for a larger view area of the fire and a more natural look. The system consists of the RS chimney fan, the mechanical fireplace damper (MFD), and the ADC 100 control. Contact: (800) 255-2923, www.chimneyfans.com, or info@enervex.com. Circle Reader Service No. 119

New Multifunctional Brass Valve Blue Flameâ&#x201E;˘ Products introduces a new multifunctional brass valve for wood-burning fireplaces, artificial gas fireplaces, and gas firepits. Now, thereâ&#x20AC;&#x2122;s no need to stock multiple manual gas valves for fireplaces and barbecue pits. This brass valve boasts the highest rating in the industry, at 255,000 Btu per hour (multiturn) for artificial and decorative gas fireplaces. With one switch, it can be reduced to 22,000 Btu per hour (a quarter turn, fixed) for wood-burning fireplaces. The valve can also be used at 44,000 Btu per hour (a half turn, fixed) for wood-burning fireplaces. This multifunctional valve makes it possible to stock just one gas valve for fireplaces and firepits. Blue Flame is recognized for its exceptional customer service and high-quality products. Contact: (800) 321-6656 or www.blueflamestore.com. Circle Reader Service No. 120

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September/October 2011 Patio & Hearth Products Report

PRODUCT

The Elegance Series: El Paseo California Outdoor Concepts unveils yet another breathtaking series of firepit tables, the Elegance series. Californians worship their climate and are devoted to the outdoors. At every opportunity, they can be found strolling along the boulevards of Beverly Hills and Palm Desert, stopping to relax and converse over drinks alfresco. Now, the allure of these iconic places can be enjoyed at home with the Elegance series. El Paseo is reminiscent of the organic shapes of the Midcentury Modern vibe prevalent in Palm Desert. Elevate the pedigree of your backyard with this uniquely shaped firepit table by California Outdoor Concepts. Contact: www.californiaoutdoorconcepts.com. Circle Reader Service No. 122

Lotus Café Chair The Lotus café chair, from Gensun Casual Living, is a contemporary reinterpretation of traditional floral furnishings. Inspired by modern stylized floral patterns and jewelry designs, Lotus pares down floral detailing to a clear, flowing design that stands apart in a me-too marketplace. Its proportions and stacking make it at home in residential and hospitality settings. Contact: www.gensuncasual.com. Circle Reader Service No. 123

Galaxy Fire Products Galaxy Outdoor recently introduced its new Galaxy Fire™ products, including Galaxy fireglass in 40 different colors. The cost to dealers starts at 75 cents per pound. Fire tables, fireplaces, 25 different standard firepits, and fire pans with rings: They’re in stock and ready to ship. All products are 100% made in the United States. Dealer margins are 45% to 50%. Contact: (702) 448-5600 or www.galaxyoutdoor.com. Circle Reader Service No. 124

Fire Gear Fire Gear L.L.C. unveiled its Key West lineup of outdoor fire tables and the OD42 linear outdoor fireplace at the 2011 Casual Market. Each fire feature incorporates beautiful, stylish design and a stainless-steel burner system. Contact: (888) 220-4333 or www.firegearusa.com. Circle Reader Service No. 125 Circle Reader Service No. 58

Patio & Hearth Products Report September/October 2011

Outdoor Kitchens For those who demand a full working kitchen under the sun, Challenger has a variety of outdoor-kitchen options built to last a lifetime. They are sturdy and versatile enough for self-made chefs of all levels—and on wheels, to go anywhere. Quality, durability, and versatility: That’s Challenger. Contact: www.challengercabinets.com. Circle Reader Service No. 126

Avocado by Sunbrella New Multifunctional Brass Valve Blue Flame™ Products introduces a new multifunctional brass valve for wood-burning fireplaces, artificial gas fireplaces, and gas firepits. Now, there’s no need to stock multiple manual gas valves for fireplaces and barbecue pits. This brass valve boasts the highest rating in the industry, at 255,000 Btu per hour (multiturn) for artificial and decorative gas fireplaces. With one switch, it can be reduced to 22,000 Btu per hour (a quarter turn, fixed) for wood-burning fireplaces. The valve can also be used at 44,000 Btu per hour (a half turn, fixed) for wood-burning fireplaces. This multifunctional valve makes it possible to stock just one gas valve for fireplaces and firepits. Blue Flame is recognized for its exceptional customer service and high-quality products. Contact: (800) 321-6656 or www.blueflamestore.com. Circle Reader Service No. 127

Glen Raven Custom Fabrics introduces the Sunbrella® avocado collection, one of the newest offerings in Sunbrella furniture fabrics. The avocado collection mixes contemporary with classic. The large-scale Greek-key pattern, El Greco, garners added design appeal with an ikat effect for a mix of classic styling in a contemporary palette. It works beautifully with the greens and browns found in nature, making it a complement to any outdoor setting. Shown are (from left): Spectrum cilantro, canvas linden, Timeline sprout, El Greco avocado, and linen sesame. Contact: www.sunbrella.com. Circle Reader Service No. 128

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September/October 2011 Patio & Hearth Products Report

PRODUCT

Heat & Glo Cosmo 32 Homeowners who seek a contemporary fireplace need look no further than the casual (yet sophisticated) Heat & Glo速 Cosmo 32 fireplace. Featuring the smallest contemporary linear design on the market, the Cosmo 32 brings style to more spaces. Instead of fiber logs, it features shimmering glass or ceramic stone media for a contemporary, updated style. The black glass refractory liner reflects a ribbon of flames across the length of the firebox. With two sleek fronts and five color options, the Cosmo 32 will perfectly accent any modern space. Contact: heatnglo.com. Circle Reader Service No. 129

Paradise Tabletops Paradise tabletops from Gensun are absolutely stunning. They offer the beauty and natural look of stone, but eliminate all the maintenance, since they are manufactured using high-quality cast aluminum. Available in two colors and many sizes, Paradise tabletops will enhance any outdoor seating collection. Contact: www.gensuncasual.com. Circle Reader Service No. 130

Fire Table by Galaxy Outdoor Galaxy Outdoor has created a large selection of standard-sized fire tables. Round or hexagonal, they range in size from 38 to 68 inches in diameter. The fire tables are also available in rectangular, square, and diamond shapes; standard sizes range from 36 to 96 inches long. Custom sizes are available. All tables are made from 14-gauge galvanized tubing covered with PermaBase速 cement board, ready to be finished. All fire tables come standard with a stainless-steel fire pan (top or under mounted), a stainless-steel burner, stainless-steel whistle-free hoses, a key valve, and an igniter system. Fire tables use LP or natural gas. Dealer pricing starts at $1,130. Contact: (702) 448-5600 or www.galaxyoutdoor.com. Circle Reader Service No. 131

Grandview 230 Woodburning Stove Eminently elegant, with an array of versatile design options, the latest EPA-certified entry from the Country速 collection by Lennox Hearth Products raises the standard for home heating. Expansive ceramic glass gives unobstructed views of the fire, while the advanced refractory system and innovative heat exchanger combine to deliver the perfect amount of radiant heat. Easy operation and one-touch control make product interaction a breeze. Contact: www.lennox.com. Circle Reader Service No. 132 Circle Reader Service No. 60

Patio & Hearth Products Report September/October 2011

Patio Bars Nothing beats the convenience, durability, and style of a patio bar from Challenger. Built to last a lifetime, it’s loaded with features and options, and ready for patio, picnic, or racetrack. Challenger’s versatile patio bar exemplifies pure quality and craftsmanship. Contact: www.challengercabinets.com. Circle Reader Service No. 133

Hitzer 30-95 EZ-Flo Hopper Stove The Hitzer 30-95 EZ-Flo hopper stove is an outstandingly efficient and convenient heating source. With a 30-pound hopper, this stove has extended long burns and produces over 60,000 Btu of evenly warm temperatures. The advanced technology of a removable hopper is an added convenience of this top-choice stove. Like all Hitzer stoves, the 30-95 is thermostatically controlled, and it provides heating without electricity. With heating capabilities of up to 2,000 square feet, the EZ-Flo meets your heating needs, as well as providing beauty and charm for one’s home. The full-view firebox window allows easy viewing that creates cozy, warm relaxation. With a stove color to match your home, the Hitzer 30-95 will decorate your home, produce cost-efficient heat, and create a warm and soothing environment. Contact: (260) 589-8536 or www.hitzer.com. Circle Reader Service No. 134

Rectangular Firepit Mallin Casual Furniture’s rectangular firepit is the perfect place to gather friends and family all year round. The rectangular travertine top and woven cast-aluminum base are both stylish and functional. This set provides a firepit with the elegance of indoor home furnishings; with a multitude of options—including autumn rust and bronze color selections—the firepit will fit any home decor. Contact: (800) 251-6537 or www.mallinfurniture.com. Circle Reader Service No. 135

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September/October 2011 Patio & Hearth Products Report

PRODUCT

Sand by Sunbrella New this month from Glen Raven Custom Fabrics is the Sunbrella® sand collection of furniture fabrics. The collection features heavy textures and the look of natural fibers; this collection is punctuated by pops of papaya and poppy for a color story that is as at home inside as outdoors. Shown are (from top): Sailor Sahara, dupione papaya, Heritage mink, Mainstreet wren, Passage poppy, and dupione latte. Contact: www.sunbrella.com. Circle Reader Service No. 136

Heat & Glo RED 40 See-through This ultramodern direct-vent gas fireplace features a ribbon of flames and optional LEDs in the base of the firebox, creating a dramatic, glowing display. With beautiful lines and linear appeal, the Heat & Glo RED 40 see-through brings warmth and ambience to two rooms. Homeowners can choose from 21 unique configurations, including seven media options; enhanced accent lighting; and standard black, porcelain, or granite refractory liners. Also available as a single-sided fireplace, the RED 40 see-through has more style options than any other modern fireplace on the market. Contact: heatnglo.com. Circle Reader Service No. 138

Fruit Cocktail Choco Eclair Outdoor Rug Brightly colored broken circles (like wedges of sliced pineapple) boldly overtake each other against a chocolate-dark background in this visually arresting display of design delight. Handhooked in the age-old Eastern manner from synthetic DuraCord® yarns, this heirloom-quality Sawgrass Mills® outdoor rug by Hatteras Outdoors is resistant to rot, mold, mildew, fading, and staining, yet has the sought-after softness of cotton. Coming in either 5x8-foot or 8x10-foot sizes, Fruit Cocktail is also available in garnet and spruce color palettes. Contact: (252) 758-0641 or www.thehammocksource.com. Circle Reader Service No. 137

Go beyond ordinary.

Design-edly Different! beach patio market ZIPJACK

CUSTOM UMBRELLAS ZIPJACK INDUSTRIES, LTD.

ELMSFORD, NEW YORK 10523 TEL 914.592-2000 FAX 914.592-3023

WWW.ZIPJACKUMBRELLAS.COM Circle Reader Service No. 62

Patio & Hearth Products Report September/October 2011

Malibu Grande Chat Set The Malibu Grande chat set is a great addition to the already–best-selling modular collection to date. It features UV-protected, durable, flat-weave resin on a commercial-grade aluminum frame. The Malibu Grande chat table can be paired with a curved-back chair or swivel chair for added style. For more information on Malibu, Malibu Grande, or accessories, visit NorthCape online. Contact: www.northcapeoutdoor.com. Circle Reader Service No. 139

Hitzer 82 Furnace The exceptional design of this wood- and coal-burning furnace offers heating capabilities of up to 3,000 square feet and produces up to 100,000 Btu. Developed to meet customers’ varying needs, the furnace has multiple available options. The 82 furnace may be used with an optional 980-cfm distribution blower and an air-filter housing system to hold standard furnace filters. The latest feature for savings and energy efficiency is an optional water coil for heating domestic hot water. It is also available in a smaller version, the model 55 furnace, for heating up to 2,000 square feet. This stove can be used as a very cost-efficient primary or backup source of heat with amazing heat outputs. Relax and enjoy the qualities of this Hitzer furnace. Contact: (260) 589-8536 or www.hitzer.com. Circle Reader Service No. 140

Ironhaus Express Direct-vent screens are the newest and best-value handcrafted face for gas fireplaces now available. They convert a potentially dangerous fireplace into a safe and very attractive element of art, all at pricing your customer will find irresistible. Contact: www.ironhaus.com or (866) 880-0900. Circle Reader Service No. 141

New Terrace SE325PK Grill With 435 square inches of cooking space, the new Terrace™ SE325PK by Napoleon is small enough to fit on most balconies, but provides enough space to cook comfortably for six people. The Terrace grill series comes complete with a high-quality black porcelain-enamel lid, folding side shelves with integrated utensil holders, JETFIRE™ ignition for quick startups, ergonomic control knobs, and an ACCU-PROBE™ temperature gauge for precise cooking. The SE325PK Terrace grill conveniently hooks up to a 20-pound propane tank. Contact: (888) 726-2220 or www.napoleongrills.com. Circle Reader Service No. 142

Twin-Star’s New 26-inch Insert Twin-Star’s new 26-inch contemporary insert is an environmentally friendly product with LED technology; it includes an electronic timer function (with automatic shutoff ) for periods of 30 minutes up to nine hours. It features reflective, clear gold and silver fireglass; a large viewable area; and an automatic, onscreen function-indicator light. The SpectraFire flame effect can be adjusted using different brightness settings and flame effects. It can be used with or without heat, throughout the seasons, and is capable of heating up to 400 square feet. Contact: www.twinstarhome.com. Circle Reader Service No. 144

Real Fyre Fireback The RH Peterson Company is pleased to unveil the Real Fyre black porcelain fireback. Designed to maximize the flame reflection of your fireplace while providing a dramatic and functional backdrop for your fire logs, Real Fyre firebacks boast a subtle, polished black porcelain finish in your choice of contemporary or traditional styling. Hinged side panels ensure quick and easy installation. They are available in 18-, 24-, 30-, and 36-inch sizes. Contact: (800) 332-3973 or www.rhpeterson.com. Circle Reader Service No. 145

Flip-Tip Digital Thermometer The Flip-Tip™ digital thermometer features an adjustable silicone depth gauge, allowing consistent placement of the thermometer probe for more accurate readings throughout the cooking process. The folding probe locks into multiple angles for easier monitoring and closes flat for convenient storage (AAA battery is not included). Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com. Circle Reader Service No. 143

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September/October 2011 Patio & Hearth Products Report

PRODUCT

Tamarack Collection by OW Lee The new Tamarack collection by OW Lee embodies outdoor luxury with an organic (yet refined) appeal. The 100% aluminum frame allows this collection to be enjoyed year round and in any climate, whether at the family lake house or a desert vacation retreat. The large-scale deep seating pieces feature plush, deep seat cushions, making the Tamarack collection comfortable and stylish. Contact: (800) 776-9533 or www.owlee.com. Circle Reader Service No. 146

Monessen Matchlight Vented Outdoor Gas Log Set Featuring exquisite realism, this vented outdoor gas log set is available in three sizes and five unique style options: Split River Oak, Weathered Pine, Massive Oak, Split Pine, and American Oak. Each log set includes burned-out areas that add authentic detail. Delivering up to 90,000 Btu of heating power, this log set is sure to keep you warm and cozy on chilly nights—and with a limited lifetime warranty, you can be sure this log set is made to last. Contact: www.monessenhearth.com. Circle Reader Service No. 147

Ironhaus Ironhaus is proud to introduce the new addition of freestanding screens to its popular fireplace-door line. Available in rectangular or arch, and in all the finishes and textures your customers love, this much-anticipated line is sure to be a hit on your display floor. Freestanding screens are available in stock and customizable sizes. Call Ironhaus for pricing and details. Contact: www.ironhaus.com or (866) 880-0900. Circle Reader Service No. 148

BUILT TO COOK FOR A LIFETIME.

Clear Diamond Nuggets For a unique look unlike any other, Real Fyre’s icy Clear Diamond nuggets set the standard. These crystal-like oversized nuggets exude a clean, modern feel, with their highly polished edges. Create the appearance of melting ice chunks and bring on the bling. Contact: (800) 332-3973 or www.rhpeterson.com. Circle Reader Service No. 149

Circular Firepit Made with a decades-long tradition

Quality. Durability. Versatility.

of craftsmanship, each Challenger

That’s Challenger. The benchmark in

Grill Cart is built with your enjoyment

grill carts. Learn about their superior

in mind. Easy to cook with,

construction and other features at :

functional, and simple to clean.

www.challengercabinets.com

With plenty of built-in advantages

or call 574.773.0470.

that will make your grilling hassle free.

Circle Reader Service No. 64

Patio & Hearth Products Report September/October 2011

Mallin Casual Furniture’s striking round firepit is perfect for all your outdoor needs. The cast-aluminum base, deep seating, and extended armrest are made for comfort. The autumn rust and eclipse stone color option, paired with the sleek slate top, create an ambience of sophistication. Illuminate the cast light burner and brighten your outdoor-living experience. Contact: (800) 251-6537 or www.mallinfurniture.com. Circle Reader Service No. 150

Naples

Valor Retrofire Gas Insert Engineered to keep heat efficiently inside the home (and not send it up the chimney), the Retrofire is designed for installation within existing masonry and factory-built wood-burning fireplaces of all shapes and sizes. Room sealed and vented outside, the direct-vent Retrofire eliminates smoke, messy ashes, and cold drafts. Contact: www.valorfireplaces.com. Circle Reader Service No. 151

Patio Renaissance is pleased to present Naples, a luxurious (but affordable) deep seating collection. This weather-resistant line is available in a sofa, a club chair, an ottoman, a swivel rocker, a coffee table, and side tables. Contact: (866) 690-5673 or www.patiorenaissance.com. Circle Reader Service No. 154

MLW Stone, L.L.C., Introduces StacKIT Natural Stacked-stone Fireplace Kits Monterey Chat Set Create a delightful seating nook in any outdoor haven with the Monterey chat set, exclusively by NorthCape. New for 2011, the Monterey chat set features an elegant curved arm; a lightweight aluminum frame; and durable, UV-protected polyethylene woven resin. For more information on the Monterey chat set, seating group, and accessories, visit the company online. Contact: www.northcapeoutdoor.com. Circle Reader Service No. 152

This new product has the look and workmanship of authentic, natural stacked stone. Integrated with today’s innovative technology, it reduces significantly the cost of installation. Most natural stacked-stone fireplaces are cut and installed in individual pieces—but StacKIT surrounds are prefabricated into panels that are cut to standard fireplace-kit sizes and can be installed in minutes, just as you would install a marble or granite surround. These kits are stocked in MLW’s three standard sizes and include a header, two legs, a riser, and a three-piece hearth; 6x24-inch interlocking panels, complete with corner pieces, are also available to accommodate raised hearths and wall applications. The product is available in two colors: Carden gold and multicolor. Contact: (800) 477-7665 Ext. 127 or www.mlwstone.com. Circle Reader Service No. 155

Grill Mat Modern Home Products Corp. is now offering a grill mat made of 100% recycled materials. Made in the United States, this sturdy mat protects patios and decks, is vented to help prevent mold and mildew, and is approved as meeting the UL 94 HB flammability standard. The mat is relatively maintenance free and can be easily cleaned with soap and water. Available in two sizes, 42x30 inches and 60x30 inches, the mat also comes with a limited lifetime warranty. Contact: www.modernhomeproducts.com. Circle Reader Service No. 153

September/October 2011 Patio & Hearth Products Report

PRODUCT

Valor H4 Gas Fireplace Integrating contemporary design with efficient radiant heat, the H4 is one of Valor’s most versatile fireplaces to date. Choose from two different (landscape or square) backing plates and one of three designer window trims in copper, nickel, or black. Fuel beds include traditional logs and river rock with driftwood. Contact: www.valorfireplaces.com. Circle Reader Service No. 156

PS45 Classic Pellet Stove

Grill Parts Eventually, every grill needs an overhaul. Luckily, Modern Home Products produces a full line of premium aftermarket repair and replacement parts for most brands of gas grills. All parts are either exact-fit replacements or universal-fit parts. In fact, the company’s universal parts are so versatile that they're patented. They are also backed by the same quality and service that you have come to expect from Modern Home Products. Contact: www.modernhomeproducts.com. Circle Reader Service No. 157

Cypress Aluminum Firepit by OW Lee

Warmland Pellet Stoves, a division of Pacific Energy Fireplace Products, has launched the PS45 Classic pellet stove. The modular design of the PS45 Classic allows the consumer to change its appearance dramatically. Customers can now create a pellet stove perfectly suited to their taste by choosing from four beautiful porcelain colors: ebony, ivory, coffee-bean brown, and sunset red. With two door styles to choose from and different plating finishes for the doors, legs, and trivets, the PS45 Classic pellet stove is all about personal customization. Contact: (888) 223-0088 or www.pacificenergy.com. Circle Reader Service No. 160

The new Cypress aluminum chat-height firepit continues in OW Lee’s tradition of quality, reliable firepits and adds the element of lightweight, easy-care aluminum. Like all OW Lee firepits, the Cypress offers a beautiful fireside ambience using propane, and it comes with a natural-gas converter. The new LeeStone table and hearth tops by OW Lee are domestically produced using GFRC. The strength and resilience of LeeStone offer the highest performance for outdoor use, and LeeStone is virtually maintenance free. LeeStone’s elegance and style provide a practical alternative to natural-stone tops. Contact: (800) 776-9533 or www.owlee.com. Circle Reader Service No. 158

Double-wall Stovepipe Ballantyne Collection Debuts in 2011 Cast in A356 aluminum, Ballantyne by Outdoor Lifestyle blends Georgian elegance with sensuous French curves to create a visual sensation. This collection offers choices in dining tables (54 inch and 100 inch); a 54-inch coffee table; armchairs (cast seat and luxury seat); a dining swivel rocker; and lounge selections (armchair, settee, and swivel). Each comes with the company’s industry-leading 15-year limited warranty on furniture frames and a five-year limited warranty on paint finishes in residential use. Contact: (800) 294-4758, virginiah@olfurniture.com, or www.olfurniture.com. Circle Reader Service No. 159

Patio & Hearth Products Report September/October 2011

Selkirk announces a double-wall stovepipe with professional features, offered exclusively to the hearth market. Model DCC double-wall stovepipe is UL/cUL listed as a connector pipe between a wood stove and chimney. The smooth lines of the black outer wall allow for slip connectors and easy installation. Selkirk received favorable feedback on this product line at HPBExpo in Reno, Nevada. Since that time, Selkirk has gone back and listed DCC for 6-inch clearance on all diameters and in all installation configurations—giving DCC the closest clearance of all stovepipes on the market. Selkirk has also gained the cUL S-641 listing for sales of DCC in Canada. DCC double-wall stovepipe is now in stock at the company’s Turners Falls, Massachusetts, and Prescott, Ontario, distribution centers, so place orders now for combined shipment with your existing orders for chimney and venting products. Contact: (800) 443-6341 (United States), (888) SELKIRK/735-5475 (Canada), or www.selkirkcorp.com. Circle Reader Service No. 161

Mountain Birch Mountain Birch is the brand-new addition to the lineup of Real Fyre gas logs. Reminiscent of New England birch trees, which have bark that tends to have a creamy vanilla coloring (rather than a stark white), Mountain Birch logs are highlighted with shades of mottled brown and gray tones. For use with all Real Fyre vented burners, they are offered in 18-inch (six-log), 24-inch (seven-log), and 30-inch (eight-log) sets. Burning or not, Mountain Birch gas logs display a rich coloration and realistic detailing. As with all Peterson Real Fyre gas log sets, each log and branch is individually handpainted and highlighted by the company’s team of artisans. Contact: (800) 332-3973 or www.rhpeterson.com. Circle Reader Service No. 162

Noronha Collection The Noronha collection by Zuo Modern is a modular outdoor set. The collection includes a sofa, a sectional, a love seat, an armchair, an ottoman, and a coffee table. This collection is created from a synthetic weave that has been UV treated and reinforced with an all-aluminum frame. Contact: www.zuomod.com. Circle Reader Service No. 165

Windsor PS2000 Solair® retractable awnings deliver superior quality, style, and flexibility while offering retailers a seamless, no-inventory, high-margin opportunity. The PS2000 includes 14 quick-ship Sunbrella fabric options for quick turnaround. This model’s projection is 10 feet 2 inches, and it is available in three widths: 11 feet 9 inches, 15 feet 6 inches, and 19 feet 3 inches. Contact: www.solair.com. Circle Reader Service No. 166

Patio Renaissance is pleased to present Windsor, a luxurious (but affordable) deep seating collection. This weather-resistant line is available in a sofa, a club chair, an ottoman, a coffee table, and side tables. Contact: (866) 690-5673 or www.patiorenaissance.com. Circle Reader Service No. 163

Banchetto Tables by Tropitone As their Italian name suggests, the new Banchetto tables from Tropitone® encourage banquets—whether feasting or simple entertaining. This new collection of all-aluminum–constructed tables features attractive slat-top designs in sizes and heights to accommodate every table need. Banchetto offers a solid, stable platform to enhance your dining and entertaining. Banchetto tables not only offer exceptional versatility, but also are built for durability and ease of maintenance. The classic shapes used in the design of each Banchetto table allow it to blend seamlessly with any style of seating—from classic traditional to versatile transitional to today’s contemporary. Contact: www.tropitone.com. Circle Reader Service No. 167

Cinnamon Grove Collection by Phifer Phifer’s Designed Fabrics Cinnamon Grove collection combines warm, spicy hues like terracotta and gingerbread with marshy olive in traditional and sophisticated patterns in cushion and coordinating sling outdoor-furniture fabrics. The slingable Phifertex® outdoor fabrics featured in this collection are infused with Microban® antimicrobial product protection to help prevent the growth of stain- and odor-causing bacteria, mold, and mildew. Microban protection works continuously, keeping fabrics cleaner and fresher for longer. Contact: (800) 221-5497 or www.phifer.com. Circle Reader Service No. 164

AERO Market Umbrella The ZipJack AERO market umbrella changed the look of the classic market umbrella forever. Its patented canopy design gives the umbrella distinctive styling, while crosswinds and updrafts pass right through the canopy’s venting system. Easy maintenance enhances its attractiveness. The ZipJack AERO market umbrella can help every specialty patio retailer stand out above the crowd. Contact: (914) 592-2000, www.zipjackumbrellas.com, or sales@zipjack.com. Circle Reader Service No. 168

September/October 2011 Patio & Hearth Products Report

PRODUCT

South Seas Collection by Phifer Escape to the South Pacific with Phifer’s Designed Fabrics South Seas collection. Featuring plush, 100% recyclable GeoBella® cushion fabrics, this collection is highlighted by vivid blues mixed with grass green and creamy, sand-dollar white in fun, energetic patterns such as chevron stripes, zigzags, and spectrum dots. GeoBella fabrics feature a soft, touchable texture reminiscent of indoor furniture, but with the stability, strength, and durability needed for outdoor-cushion applications. Contact: (800) 221-5497 or www.phifer.com. Circle Reader Service No. 169

UltimateONE UltimateONE offers the latest technologies in factory-built chimney design, providing superior performance, durability, and safety. UltimateONE’s inner liner and outer casting are constructed of all-welded 304 stainless steel for superior strength and corrosion resistance. Engineered with a web coupler design using an inch of Superwool insulation that makes contact at the seam, UltimateONE allows for pipe expansion and eliminates cold-air infiltration. Because UltimateONE is locked together with a latch-type locking band, no-tool installations are quick, solid, and secure every time. Contact: (800) 433-6341 (United States), (888) 735-5475 (Canada), or www.selkirkcorp.com. Circle Reader Service No. 172

Complements Collection by Outdoor Lifestyle Introducing the Complements collection: It’s an eclectic family providing consumers creative flair and real value. With inviting armchairs (the Coral armchair), solid Moda side chairs and armchairs (Moda meets or exceeds ANSI/BIFMA X5.1-2002 requirements), and the detailed Terrace 48-inch round dining table, there’s something for everyone. Outdoor Lifestyle’s unmatched 15-year limited warranty on frames is accompanied by a five-year limited warranty on paint finishes in residential use. Contact: (800) 294-4758, virginiah@olfurniture.com, or www.olfurniture.com. Circle Reader Service No. 170

Copacabana by Zuo Modern The Copacabana is a seductive outdoor piece that will captivate and astonish. This set sits atop an aluminum frame that is detachable. The cushions can also be used as flotation devices in the pool. The fabric is UV treated polyester that is filled with polyfoam microbeads. This set is the perfect piece to complete any outdoor scene. Contact: www.zuomod.com. Circle Reader Service No. 173

Copper Reflective Fyre Glass Just in time for fall, RH Peterson presents two new additions to the Contemporary Alternatives collection. Copper reflective Fyre Glass features a mirrored finish atop the rich, deep copper color found often in nature. Smooth, 0.25-inch honeycomb edges add warmth and rustic beauty to fireplaces in both contemporary and traditional settings. Contact: (800) 332-3973 or www.rhpeterson.com. Circle Reader Service No. 171

Meat Claws These heavy-duty stainless-steel meat claws are designed for handling larger pieces of meat such as roasts, turkey, chicken, and ham. Use the claws to shred a smoked pork butt into pulled pork in a matter of minutes. Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com. Circle Reader Service No. 174

PS5000 Solair® retractable awnings enrich the comfort of outdoor-living spaces by providing extended shade and offering comfortable outdoor entertaining, UV protection, and energy savings. The PS5000, also featuring Sunbrella awning fabrics, has seven available projections: 5 feet, 6 feet 11 inches, 8 feet 7 inches, 10 feet 2 inches, 11 feet 6 inches, and 13 feet, with custom widths ranging from 10 to 26 feet. Contact: www.solair.com. Circle Reader Service No. 175

Patio & Hearth Products Report September/October 2011

Treasure Garden Introduces the Hottest Color Trends Treasure Garden introduces, for 2012, the hottest new color trends from Sunbrella® and Sunbury. The elegant and sophisticated collection includes Swiss Dot Hot Pink from Sunbury. It is a timeless pattern that is colorful and cheery. Other colors that complete this new collection are the exclusive Treasure Garden Sunbrella Cannes Cabana Stripe, designed to coordinate with the new Sunbrella Hot Pink. The other new color trends are stripes, stripes, and more stripes (which are bold, energetic, and fun). Another Treasure Garden exclusive is Sunbrella Sunset Beach. Contact: www.treasuregarden.com or info@treasuregarden.com. Circle Reader Service No. 176

URComfort System by Tropitone The adjustable URComfort™ system by Tropitone® allows you to find the most comfortable position without getting out of the seat. There is an adjustable tension knob on each side of the seat that allows you to restrict or encourage movement. Whether you want less movement, sitting at a table, or more movement, with your feet on an ottoman, the URComfort system can be easily adjusted to your satisfaction. URComfort designs include cushions, traditional single-layer slings, double-layer duplex slings, and elegant new padded slings. Contact: www.tropitone.com. Circle Reader Service No. 178

Albright The contemporary, clean lines of the Albright add a modern flair to any room. The Albright features an 8-millimeter top of smoked tempered glass; brushed-metal standoffs and surround; an open top compartment, perfect for storing media components; and two latched doors of smoked tempered glass that open to reveal adjustable shelves for additional storage space. It features a 26-inch contemporary SpectraFire insert. Contact: www.twinstarhome.com. Circle Reader Service No. 180

Shade, Safety, and Fun, All in One ZipJack Custom Umbrellas introduces a new line of patio umbrellas designed to provide colorful, shaded play spaces for youngsters. KidBrellas are a great way to protect kids from the sun. KidBrellas easily convert from table umbrella to play space and feature bright, bold silkscreened animal illustrations with extended side panels that provide extra coverage. Contact: (914) 592-2000, sales@zipjack.com, or www.zipjack.com. Circle Reader Service No. 181

Montebello See-through Gas Fireplace Vermont Castings Signature Series Grills

Enjoy a stunningly realistic fire inside and outside of the home with this customizable and convenient see-through fireplace from the Dave Lennox Signature collection. Its newly designed, high-definition split-oak log set has a beautiful glow when burning in the expansive, two-sided opening. A unique burner design provides 60,000 Btu per hour for superior flame height, with a 50% turndown capability. The Montebello® ST offers the option of tinted glass, designed to enhance ambience while reducing outside glare. Contact: www.lennox.com. Circle Reader Service No. 179

Available in three-, four-, and five-burner models, Vermont Castings Signature series grills offer the convenience of EasyFlame ignition, LED controls, and powerful performance. With premium, 304-grade true stainless-steel construction* and the company’s Signature FlavorSeal system, these grills look stunning and deliver precise results. Customers can choose from freestanding or built-in versions of the 301 and 501 models. It’s easy to see why the 301 model was rated number one by a leading consumer magazine.† Visit the company’s website to see the entire line of premium Signature series grills. *This excludes the 310 model. †This is based on the 2011 midsize-grill category, 300 series. Contact: www.vermontcastings.com. Circle Reader Service No. 182

September/October 2011 Patio & Hearth Products Report

ad Advertiser

product profiles D I R E C T O RY

INDEX Phone

Website

Page

Company

Page

303 Products ................................(800) 223-4303 ..........www.303products.com ....................28

303 Products ..........................................................................52, 56

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

Agio ......................................................................................52,56

American Fireglass ..........................(888) 264-1017 ..........www.americanfireglass.com ..............53

American Fireglass ........................................................................52

Buffalo Architectural Casting ............(716) 885-9020 ..........www.buffaloplastering.com ................60

Buffalo Architectural Casting ......................................................52, 56

Bull Outdoor Products ......................(800) 521-2855 ..........www.bullbbq.com ............................31 California Outdoor Concepts ............(877) 274-6773 ..........www.californiaoutdoorconcepts.com ....51 Challenger Cabinets........................(574) 773-0470 ..........www.challengercabinets.com..............64 The Companion Group....................(800) 521-0505 ..........www.companion-group.com ..............33 Earth’s Flame ..................................(888) 201-8805 ..........www.earthsflame.com........................63 Elite Custom Glass ..........................(888) 264-1017 ..........www.elitecustomglass.com ................53

Bull Outdoor Products ..............................................................54, 56 California Outdoor Concepts ....................................................54, 58 Challenger Cabinets ................................................................59, 61 The Companion Group ..............................................................63,68 Earth’s Flame ..........................................................................57, 59 Elite Custom Glass..........................................................................56 Empire Comfort Systems ............................................................52, 54

Empire Comfort Systems ..................(800) 851-3153 ..........www.empirecomfort.com....................27

ENERVEX ................................................................................54, 57

ENERVEX ......................................(800) 255-2923 ..........www.chimneyfans.com ......................39

Erwin and Sons ............................................................................57

Galaxy Outdoor ............................(702) 448-5600 ..........www.galaxyoutdoor.com....................19

Fire Gear......................................................................................58

Gensun Casual Living ......................(866) 964-4468 ..........www.gensuncasual.com ......................9

Galaxy Outdoor ......................................................................58, 60

Glen Raven/Sunbrella ....................(336) 221-2211 ..........www.sunbrella.com ..........................13

Gensun Casual Living ..............................................................58, 60

The HammockSource ......................(800) 334-1078 ..........www.thehammocksource.com ............58

Glen Raven/Sunbrella ..............................................................59, 62

Hanley Wood ................................(888) 869-8522 ..........www.poolspapatio.com ....................57

The HammockSource ................................................................54, 62

Hargrove Manufacturing ..................(800) 725-4166 ..........www.hargrovegaslogs.com ................61 Hearth & Home Technologies............(800) 669-4328 ..........www.hearthnhome.com ....................72 Hitzer............................................(260) 589-8536 ..........www.hitzer.com ................................46 Ironhaus ........................................(866) 880-0900 ..........www.ironhaus.com............................26 Lennox Hearth Products ....................(800) 9-LENNOX ..........www.lennox.com ................................3 Mallin Casual Furniture ....................(800) 251-6537 ..........www.mallinfurniture.com ....................23

Hargrove Manufacturing............................................................52, 54 Hearth & Home Technologies ....................................................60, 62 Hitzer......................................................................................61,62 Ironhaus ................................................................................63, 64 Lennox Hearth Products ............................................................60, 69 Mallin Casual Furniture..............................................................61, 64 Miles Industries ........................................................................65, 66

Miles Industries ..............................(800) 468-2567 ..........www.valorfireplaces.com ..................47

MLW Stone ..................................................................................65

MLW Stone ..................................(800) 477-7665 ..........www.mlwstone.com ..........................46

Modern Home Products ............................................................65, 66

Modern Home Products ..................(888) 647-4745 ..........www.mhpgrills.com ..........................59

Monessen Hearth Systems ........................................................64, 69

Monessen Hearth Systems ................(800) 867-0454 ..........www.monessenhearth.com ................25

Napoleon Products ..................................................................56, 63

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

NorthCape International ............................................................62, 65

NorthCape International ..................(708) 563-2890 ..........www.northcapeinternational.com ........21

Outdoor Lifestyle ......................................................................66, 68

Outdoor Lifestyle ............................(800) 294-4758 ..........www.olfurniture.com ..........................29

OW Lee ................................................................................64, 66

OW Lee........................................(800) 776-9533 ..........www.owlee.com ................................2 Patio Renaissance ..........................(866) 690-5673 ..........www.patiorenaissance.com ................55 Phifer ............................................(800) 221-5497 ..........www.phifer.com................................45 RH Peterson Company ....................(800) 332-0240 ..........www.rhpeterson.com ........................43 Selkirk Corp. ..................................(800) 992-8368 ..........www.selkirkcorp.com ........................71 Solair ............................................(888) 403-7052 ..........www.solair.com ................................15

Pacific Energy................................................................................66 Patio Renaissance ....................................................................65, 67 Phifer ....................................................................................67, 68 RH Peterson Company ..................................................63, 64, 67, 68 Selkirk Corp. ..........................................................................66, 68 Solair ....................................................................................67, 68 Treasure Garden ............................................................................69

Tropitone ......................................(949) 951-2010 ..........www.tropitone.com ..........................41

Tropitone ................................................................................67, 69

Twin-Star/Classic Flame ..................(866) 661-1218 ..........www.twinstarhome.com ....................37

Twin-Star/Classic Flame ............................................................63, 69

ZipJack Custom Umbrellas ................(914) 592-2000 ..........www.zipjackumbrellas.com ................62

ZipJack Custom Umbrellas ........................................................67, 69

Zuo Modern ..................................(866) 7-ZUOMOD ........www.zuomod.com ............................11

Zuo Modern............................................................................67, 68

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. September/October 2011, Vol 6, No 5 © 2011 Peninsula Media. All rights reserved. No part of this publication may be reproduced in any form without written permission from the publisher. POSTMASTER: Send address changes to Peninsula Media, 21250 Hawthorne Blvd., Suite 700, Torrance, CA 90503-5514, patioandhearth@halldata.com, phone: (847) 763-9261. While the publishers have made every effort to ensure the accuracy of the materials presented in Patio & Hearth Products Report, they are not responsible for the correctness of the information and/or opinions expressed.

Patio & Hearth Products Report September/October 2011

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