patio & hearth product report may/june 2016

www.patioandhearthproductsreport.com

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Circle Reader Service No. 3

Features8 GUEST EDITORIAL

INSIDE OUTBy Libby LangdonA furniture designer and makeover televi-sion personality describes the inspirationbehind her new outdoor collections, createdfor NorthCape.

14 SPOTLIGHT THE GREATER OUTDOORSBy Greg ThompsonFrom contemporary to rustic, outdoor-fur-niture offerings this season appeal to a widerange of tastes.

20 MARKETING MANEUVERS THE PERSONAL TOUCHBy Kimberly RodgersOn Deck Outdoor Living keeps customershappy with hands-on service and exception-al products.

24 HEARTH RETAILER HIGH-END HEARTHSBy Sharon SandersAmbler Fireplace & Patio has built a repu-tation of offering high-quality products andnovel customer-service amenities.

28 OUTDOOR GRILLING ALL IN THE FAMILYBy Cheryl Dangel BartoliniThis retailer takes pride in being the quin-tessential mom-and-pop grill store in SanAntonio.

32 SHOWROOM SHOWCASE INSPIRING VIGNETTESBy Cheryl Dangel BartoliniTaylor Creeks eye-catching displays moti-vate shoppers to energize their own back-yards with the latest outdoor offerings.

36 AS I SEE IT SUN LOVERSBy Sharon SandersTreasure Garden has played a major role inthe outdoor-living industry by makingfashion-driven shade products for morethan 32 years.

40 MY TURN THE 3 PSBy Cheryl Dangel BartoliniA focus on products, people, and personalcontact has given Gensun Casual Living astrong competitive edge.

44 PRODUCT INNOVATION ON FIREBy Sharon SandersOrtals North American market continuesto expand as modern fireplaces gain popu-larity among consumers.

46 CORPORATE PROFILE WINDOW OF INNOVATIONBy Greg ThompsonSeeing what youre cooking is a lot easierwith RH Petersons new grill window.

48 INSIGHT ONE HOT ACCESSORYBy Cherise FornoA new rechargeable Looftlighter and theoriginal version are must-have accessoriesfor barbecue fans.

50 INSIGHT EUROPEAN FLAIRBy Cherise FornoWittus elegant and energy-efficient hearthproducts are popular with customers whopay attention to form and function.

52 LAST WORD NO HOLDING BACKBy Kimberly RodgersNorthCape introduces six new collections asbusiness booms for the furniture company.

InEveryIssue6 TRUMP

Publishers Viewpoint

10 INDUSTRY NEWSEdited by Kris Kyes

56 WHATS NEW: 6 HOT PRODUCTS TO SELL NOW

58 PRODUCT PROFILES

78 PRODUCT PROFILES DIRECTORY

78 AD INDEX

contents

Follow us on Twitter: @patiohearthwww.facebook.com/patiohearthproductsreport

ON THE COVER | AGIO; WWW.AGIO.COM

MAY/JUNE V o l u m e 1 1 , N u m b e r 3

MAY/JUNE 2016 4 PATIO & HEARTH PRODUCTS REPORT

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THIS MESSAGE HAS NOTHING TO DO

WITH DONALD TRUMP, so why does it use

that headline? Its to demonstrate the importance

of doing something creative or unique with your

advertising. The rule of thumb, with advertising,

is that you have three seconds or less to capture

the attention of a reader or viewer.

In this small amount of time, the headline,

image, and ad copy need to be compelling

enough to stop readers/viewers in their tracks. In

todays business and social climates (with their

torrential outpouring of messages), business own-

ers need to think outside the box to penetrate the

noise with effective advertising.

VerticalResponse, a DeluxeCompany

(San Francisco, California), put together a list, by

Jenny Klimisch, of elements essential to creating

an effective ad for a business of small to medium

size. Many of the suggestions, originally made by

Klimisch and paraphrased here, are ideally suited

for specialty retailers/dealers of patio, hearth,

grill, outdoor-furniture, outdoor-kitchen, and

outdoor-living products. Some of Klimischs sug-

gestions are well known (but well worth repeat-

ing), and others might be new information to

some specialty retailers/dealers.

First, never fail to include the name or logo of

your business in your ad. If that name or logo

doesnt make clear what the business does, the ad

must do so. If the companys name is simply

Carlson Corp., for example, the ad should call it

Carlson Corp. Hearth & Patio.

Second, the ad must include a call to action

and all necessary contact information. Tell cus-

tomers what your business can do for them and

why (and how) they should contact you. An

example might be, Call (555) 555-5555 to let us

turn your backyard into the oasis of your dreams.

Third, add brief details covering what the

business offers and how it can help customers.

Keep this text short and simple, however, because

it should be quick and easy to read.

Fourth, add a photo (or other graphics). Based

on the visual and aesthetic nature of the patio,

hearth, and outdoor-living industry, a picture is

certainly worth a thousand words.

Fifth, choose the size for each piece of infor-

mation based on its importance. Because an ad

that uses the same size throughout is hard to read,

make the most vital information largest.

Sixth, remember that less is more. Keep the ad

simple (and concentrate on what is useful) to

avoid overwhelming the reader with information.

Seventh, help readers understand your message

by using the ads space well. Instead of filling all

the available space with text and images, leave

some white space as breathing room.

Eighth, ensure that the ads text is readable

by using contrasting colors for the background

and the ad copy. Because its easy to read, the

best combination uses dark text on a light

background.

Ninth, fonts matter: Use mostly sans-serif

fonts, but not more than one or two fonts or

colors. Enlarged type can emphasize the most

important copy.

Last, ask someone who isnt working on the ad

to read it, making sure that there are no spelling

errorsand that no information is missing or

incorrect.

Advertising needs to be an essential compo-

nent of your overall business plan. Effective

advertising introduces your company, products,

and services to new customers; reinforces your

message with current customers; reminds past

customers about what your company has to offer;

helps support your sales/marketing efforts; greas-

es the skids for your sales force; and positions

your company against your competition.

Just when you start to think that your business

can do without advertising, remember that doing

business without advertising is like winking at

someone in the dark. You know what you are

doing, but nobody else does.

Tony [email protected]

PublishersViewpoint

Trump

1945

8



Im absolutely thrilled to bepartnering with NorthCape(Allsip, Illinois) to launch my first fouroutdoor collections: Dunemere,Moorings, North Haven, andRidgewood. The first sneak peek atmy new designs will be at the 2016ICFA Preview Show in Chicago,Illinois, this July. It is truly a meant-to-be partnership.

As a speaker at a 2015 conference, Iaddressed trends in outdoor living, aswell as my desire to design a line ofoutdoor furniture. After reading anarticle about my presentation, BuzzHomsy, president of Casual Classics,contacted me about identifying a casu-al-furniture manufacturer interested insharing my vision for a Libby Langdonoutdoor collection. Homsy intro-duced me to NorthCape, and aftermeeting the NorthCape team, I real-ized immediately that there was thepotential for a strong, positive, andprofitable partnership.

I wanted to create my own outdoorcollection because I love to show peo-ple how to take advantage of theiroutdoor spaces. When I place multi-ple sofas, chairs, tables, ottomans,rugs, outdoor lamps, and accessoriesin large outdoor spaces, clients areamazed to see how much squarefootage they would have wasted ifthey had just added a couple of chairsand a table. The same is true forclients with smaller spaces; they dis-count what can actually fit there andare shocked when Ive laid out thespace to incorporate a full seating area(which looks twice as big).

Im also excited to design items thatI cant currently find. When I look fora specific piece and cannot find it any-where, I know its an item I shouldconsider designing. If Im looking forit, others probably are, too. I find itbetter to fill holes in the market thanto become a trend chaser. People wantto buy outdoor furniture that they willlove for many years, not to follow atrend that doesnt have staying power.

My experience in home makeoversallowed me to travel across the UnitedStates, seeing how people live andwhat they want in furnishings and

decor. My design process begins withone-on-one conversations with home-owners. Many clients prefer creatingtotal outdoor-living spaces, completewith fire tables and fire elements thatlet them enjoy their outdoor spaces formore of the year.

I design outdoor spaces the sameway I lay out indoor rooms: incorpo-rating multiple conversation areas,comfy dining spaces where one canlinger all evening, and deep seatinglounge areas that evoke the feeling ofindoor living rooms.

The most dynamic interior designsmix fabrics, textures, metals, wood,stone, and glass, and outdoor-livingspaces can take a cue from thisapproach. My outdoor designs incor-porate various materials in fresh ways.Im combining woven wicker withmetal and glass tables, outdoor uphol-stered seating with stone or texturedtabletops, and metal and heavily tex-tured woven seating with soft cushionfabrics (paired with sleek material andwooden tables).

Mixed materials lead to unexpectedlooks and create dynamic collectionsthat have depth and dimension. Imalso using some exciting new materialsthat I never even knew existed.

While working on my designs, Iwas mindful of offering consumers asmart price level. Its great to partnerwith a company as established asNorthCape. It is known for providinghigh-quality, comfortable furniture ata fantastic value. I get to create newlooks that NorthCape has nevershown, introducing an original aes-thetic at an affordable price. Its important for me to bring updateddesigns to this partnership. I hope thisfresh point of view gives buyers a newconversation to begin with their cus-tomers. A high-end look (without thehigh-end price) strikes a chord withretailers, designers, and consumers.

Im treating my NorthCape show-room as I would treat a clients out-door space. I want retailers to use myability to mix and match items, colors,and materials to create a truly curated,cohesive, and focused design.

I want to help them take the guess-

work out of finding what consumersseek. Each showroom vignette is basedon a design job Ive done in the pastsix months: These are real looks thatclients have seen, loved, and chosen.

Often, retailers want to show prod-ucts in sets, but consumers are lookingfor a stylish combination of pieces thatwork together, but arentmatchymatchy. Most of my clientsdont know how to mix and matchitems; thats why they hire designers.

Ive designed my collections to beinterchangeable; a table from one canlook fantastic with a chair or sofa fromanother. Outdoor decor and designtoday are all about blurring the linesbetween indoors and outdoorsandby mixing materials, you can create aseamless feel.

My exclusive outdoor-fabric designwill only be available with my LibbyLangdon collection. Its the GroovyGate pattern that I have used for mywallpaper, lighting, and accessory col-lections. Now, it will be available infresh colorways for my outdoor-furni-ture collections.

My outdoor collections are transi-tional with a sleek, modern twist. Mysignature look is easy, elegant, everydaystyle, and my outdoor-furniture collec-tions reflect that. Im known for pair-ing clean lines with beautiful fabricsand colorswhile offering comfort,quality, and value.

Nothing excites me more thanwhen a buyer comes through myshowroom and says, I want to orderthis vignette just as its shown, witheverythingthe furniture, fabrics, andfinishes. This lets me know that Imconnecting with customers.

Libby Langdondesigner, author, and

national television personality based in New

York, New Yorkhas partnered with

NorthCape (Allsip, Illinois) to launch four

outdoor collections in July 2016.

INSIDEOUT BY LIBBY LANGDON

PUBLISHER

Tony Ramos

[email protected]

EDITOR

Carol Daus

[email protected]

ART DIRECTOR

Cassandra Estes

[email protected]

ASSOCIATE EDITOR

Kris Kyes

STAFF WRITERS

Cheryl Dangel Bartolini

Cherise Forno

Kimberly Rodgers

Sharon Sanders

Greg Thompson

SOCIAL MEDIA EDITOR

Greg Thompson

CIRCULATION DIRECTOR

Jeffrey Kehl

BUSINESS MANAGER

Susan Razetto

CEO & PRESIDENT

Tony Ramos

Corporate OfficePeninsula 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

[email protected]

SUBSCRIPTION INQUIRIES:

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PO Box 2190

Skokie, IL 60076-7890

Subscribe online:

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media.com/subscribe.html

Email: [email protected]

Phone: (847) 763-9261

GuestEditorial

Libby Langdon

Sunbrella

is a registered

tradem

ark of Glen R

aven, Inc.

DESIGN+ PERFORMANCE

SUNBRELLA .COMCircle Reader Service No. 9

ATTENDING THE SPRING 2016 HIGH POINTMARKET came with an added benefit for ShayGeyer of IBB Design (Frisco, Texas). Geyer, adesigner since 2001 and a furniture buyer, was thewinner of the Trento sling dining set given away byCastelle. Registration took place throughoutHigh Point Market, allowing all designer visitors tothe showroom a chance at the dining set (valued at$ 7,735). There was ample competition for theprize, as the Castelle showroom experiencedrecord-setting attendance during the April market.

Steve Lowsky, CEO, says, Pride Family Brandswas thrilled with the expanded showroom traffic atthis market and the positive response from design-

ers to our luxury out-door-living products.Designers visiting theshowroom were ableto experience our lat-est introductions andour growing slate ofluxury contemporarydeep seating and din-ing collections, aswell as the businesspotential that the outdoor segment offers designersand full-line furniture retailers.

All design-professional visitors to the Castelle

showroom were given the chance to enter thedrawing. Attendees of Barclay Buteras outdoor-liv-ing seminar (sponsored by Castelle) also were eligi-ble to register.


NEWS

Brown Jordan InternationalAnnounces Leadership ChangesWITH ITS LARGE PORTFOLIO of successful luxu-ry outdoor-furniture brands, Brown JordanInternational has created a new organizationalstructure for its two largest brands, BrownJordan and Tropitone. These changes areexpected to improve expertise and efficiency inthe companys sales and marketing functions.Established since 1945 and 1954, respectively,the Brown Jordan and Tropitone brands have aheritage of delivering high-quality products todiscriminating outdoor consumers.

John Mattson has been promoted to theposition of group vice president of contractsales, and Frank Verna has been promoted tothe position of group vice president of retailsales and marketing. Brown Jordan andTropitone are two great complementary brandsthat cover a broad portion of the market in boththe retail and contract channels, Mattson says.

Both Mattson and Verna will report toJohnny Simpson, president of the OutdoorLiving Group for Brown Jordan International.The Outdoor Living Group consists of theBrown Jordan and Tropitone brands.Combining these functional areas will driveour expertise and improve our service to thecustomer, making our company stronger,Simpson says. In addition, Brown JordanInternational promoted Steve Elton to theposition of chief brand curator and BillBrown to the position of vice president ofproduct ideation, both representing theBrown Jordan brand.

BY KRIS KYES

Industry

Shay Geyer of IBB Design Wins Castelles High Point Furniture Drawing

PRIDE FAMILY BRANDS HAS ANNOUNCED THAT DESIGN plan-ning for its 2017 new-product debuts is on track to add, onceagain, multiple collections and hundreds of new items. PrideFamily Brands is known for the depth of its introductions eachseason. To this end, its design and management teams recentlymet in the companys manufacturing facilities in San Jose, CostaRica, for a week-long 2017 new-product forum. At the gathering,prototypes of 2017 products set for introduction during theupcoming summer markets were unveiled.

Steve Lowsky, CEO, says, Each season, we hear that retailersvisit the Pride Family Brands showroom first because of the volume and diversity of product introduc-tions. This year, once again, our team will not disappoint.

Petey Fleischut of Casual Marketplace (Hockessin, Delaware) says, This showroom is absolutely afirst stop for us. A similar sentiment was expressed at a recent market by Arash Amini of Aminis(Chesterfield, Missouri). He says, We love the product; that is why were always back and early.

Pride Family Brands Participatesin Educational ForumDESIGNERS PATIO (DALLAS, TEXAS) recently held a Lunch and Learnevent about outdoor rooms for design professionals. Presentations weremade by Norman Hamilton, vice president of sales for the designer cate-gory and vice president of corporate marketing, Castelle/Pride FamilyBrands, and Marcia Blake of Sunbrella. Presentations includedOpportunities in the Outdoor Room for Designers (made by Hamilton)and Explore the Possibilities With Performance Fabrics (made by Blake).

Castelle is honored to have been asked to participate in this design-professional function, Hamilton says. Todays furnishings and fabrics forthe outdoors continue to advance in sophistication and style, creating a

greater need for education on the options and business opportunities available. Hamiltons presentationincluded statistics on the growth of the outdoor category, as well as the dynamics of what is involved intodays outdoor livingincluding function, fashion, and features.

Pride Family Brands Plans for Its 2017 Collections

Pride Family Brands managementteam works on 2017 products

Design professionals listen toNorman Hamiltons overviewof outdoor rooms

Shay GeyerThe Trento sling dining set


Casual/OutdoorCategory Expands at LasVegas MarketLAS VEGAS MARKET reports thatcommitments from Napoleon Grillsand Casual Classics Furniture Grouphave fueled category momentum forthe casual/outdoor category. Thecasual/outdoor area will mark its firstanniversary at the summer market(July 31 through August 4) with twonear-capacity floors devoted to thecategoryaugmented by a series ofoutdoor-specific programming forbuyers and suppliers.

Buzz Homsy, director of CasualClassics, says, The casual offering atLas Vegas Market is growing, and theorganizers have done an outstandingjob of attracting some of the greatestnames in the outdoor industry. A lotof casual buyers, especially out West,are starting to come to this market, inaddition to the large number of fur-niture buyers already attending.

Scott Eckman, executive vice pres-ident of marketing and furniture leas-ing for International Market Centers,says, Last summers launch of C12

and C13 was a home run. Buyersappreciated the ability to shop twocontiguous floors dedicated to casualand outdoor in permanent and tem-porary spaces. They liked what theysaw. This summer, were giving themeven more to choose from, with newtenants and the addition of comple-mentary categories, such as grills: agreat fit with outdoor that continuesto see high demand.

Napoleon will debut at Las VegasMarket in a new 1,194square-footexhibit space on C13. It joins morethan 30 casual and outdoor tempo-rary exhibitors showcased on C13.Together, floors C12 and C13 presentsome 250,000 square feet dedicatedexclusively to the outdoor category.

Casual Classics will bring itsmembers to the market to network,learn, and shop. The 100% member-owned group represents more than$22 million in combined wholesalevolume. In addition to its growingrepresentation for the category, thesummer market features dedicatedprogramming for retailers, includingkeynote presentations; sessions on

outdoor merchandising and on thefinancial impact of adding casualproducts to merchandising mixes;and product demonstrations, floorparties, and more. For more informa-tion, visit www.lasvegasmarket.com.

Sunbrella ReceivesPlatinum Award in ADEXCompetitionTHE SUNBRELLA 2016 UPHOL-STERY COLLECTION was honoredwith a Platinum Award in this yearsADEX Awards. The 2016 additionsto the upholstery collection empha-size design simplicity, with newbright colors and natural-inspiredneutrals. The new introductionsinclude seven fabric groupings draw-ing attention to vibrant colors andpatterns, as well as textural neutrals.

Greg Voorhis, design director forGlen Raven Custom Fabrics (makerof Sunbrella fabrics), says, Withthese new fabrics, were mixing twoends of the spectrumbright tomuted, old to newand showinghow they can come together to createbeautiful, unassuming design. We areproud to see our design perspectivehonored in the ADEX Awards.

The 2016 upholstery collectionincludes Stripes, featuring classic stripepatterns in a variety of bold, brightcolors that pop when mixed andmatched as decorative pillows onwhite upholstery; Wisteria, which

evokes the feeling of spring throughdelicate shifts in color and texture; andRegatta, which transforms any roominto a seaside paradise. The collectionalso contains Mist, featuring texturalneutrals showing just how beautifulgoing back to basics can be; Emerald,featuring fabrics that are modern (yetclassic) and tantalizingly fresh;Meridian, a subtly textured solid witha soft hand; and Cast, an understatedsolid showcasing heathered yarns thatprovide a sense of texture.

Fabrics in the Sunbrella upholsterycollection are available through theSunbrella kiosk program, which fea-tures a variety of Sunbrella fabrics.Kiosks are available for patio and spe-cialty stores, as well as selected indoor-furniture retailers.

Z Capital PartnersAcquires Twin-StarInternational Z CAPITAL PARTNERS LLC hasacquired Twin-Star International Inc.(Delray Beach, Florida). Twin-Stardesigns, manufactures, and markets abroad line of decorative electric fire-places, heaters, home furnishings,and consumer electronics. With atrack record of cutting-edge innova-tion, exceptional product quality,and outstanding customer service,the company has achieved the lead-ing market position in the growingelectric-fireplace category and is the

WITTUSFIRE BYDESIGN (Pound Ridge,New York) and ETEEmTechEngineering(Leipzig, Germany)teamed up in April tocompete in the PelletStove Design Challengeat Brookhaven NationalLaboratory (LongIsland, New York).Hosted by Alliance forGreen Heat and NewYork State Energy Research and Development Authority, the competitionwas created to encourage innovation in residential heating.

The Wittus/ETE EmTechEngineering stove, the Pellwood, was a clearwinner, achieving the cleanest burn rate overall and the lowest emissions (lessthan 0.5 grams per hour). The Pellwood can burn pellets or cordwood, so ifpellets are not available or there is no power, wood can be burned with high-ly efficient results. Pellets can also be used during the day, when no one is athome, and wood can be used at night (for a cozy, dramatic effect). The com-peting pellet stoves were judged and tested in categories that included high-est efficiency, cleanest burning, most innovative, and best value.

Agio Expands Domestic-fulfillment and Warehouse Program AGIO HAS LAUNCHEDits new domestic-fulfill-ment and warehouseprogram, which isintended to meet thedemand for the compa-nys brand name andproduct line. The 2016domestic programallows qualified buyersto carry selected Agiocollections without a container requirement or minimum order. Agios salesrepresentatives will coordinate this program with buyers in their territories.

Over the years, we have had so many requests for orders less than a contain-er that we have had to decline. Next came e-commerce companies that wantedour brand. Now, we dont have to turn these customers away, Andy Sokol,Agios vice president for sales, explains.

Agios initial domestic-fulfillment program began last year, with just fourcollections offered through a national distributor. For 2016, 12 collections willbe available. Program sets range from comfortable deep seating groups andcasual bar and dining sets to firepit chat groups and rocking-chair sets. For thisnew program, Agio has contracted Shelba Johnson Trucking for warehousing,trucking, and fulfillment services and will self-manage inventory levels.

Retailers who are already container buyers may also use the program tobalance inventory or to place in-season orders, which can be shipped on anas-needed basis. This is an opportunity for retailers to get involved withAgio from the ground floor and build their programs with some of our mostpopular collections, Sokol says. This is also a great opportunity for the dec-orators and project managers who love and want our product now to servetheir clients.

The Pellwood stove by Wittus and ETEEmTechEngineering

Sunset rockers are offered through Agios domestic-fulfillment program

WittusFire by Design and ETE EmTechEngineering Design Unique Stove


primary supplier to many retailersacross North America.

Twin-Stars energy-efficient productsare designed to provide a more econom-ical and environmentally cleaner alter-native to traditional wood- and gas-burning fireplaces and to heat commer-

cial and residential areas safely and effi-ciently. Twin-Star maintains a world-class dedicated supply-chain infrastruc-ture in Southern China that provides adistinct competitive advantage andenables it to ensure the highest-qualitysourcing, manufacturing, and distribu-

tion consistently. In addition, Twin-Star prides itself on

delivering the safest products in itsindustry, and it is in the forefront ininnovation, with patent-pending fire-prevention technology. Safer Plug andSafer Sensor, which are designed to pre-vent electrical fires and the overheatingof electrical products, are integrated intobrands such as Duraflame, ClassicFlame,and PowerHeat. Z Capital plans toexpand Twin-Stars established retailplatform into additional channels,including homebuilding, hotels andlodging, and commercial markets, aswell as into new geographic areas.

ICFA Initiates Plans for2017 EducationalConferenceTHE INTERNATIONAL CASUALFURNISHINGS ASSOCIATION (ICFA)

has begunwork on itsfirst educa-tional forum,slated forFebruary 14through 16,2017, at theHotel ValleyHo in

Scottsdale, Arizona. Gary McCray, pres-ident of Klaussner Outdoor and 2016chair of ICFA, says, ICFAs 2017 con-ference, Navigating the Future, willcombine giving our members educa-tional content that they can put to workimmediately in their businesses and pro-viding networking opportunities acrossour industry. In keeping with our focuson participation, the event is beingplanned by our conference committeeof retailers, sales representatives, manu-facturers, and suppliers with an eyetoward actionable content presented ina very inviting setting.

Marcia Blake, merchandise managerat Glen Raven Custom Fabrics, andDebbie Stegman, president of ElegantOutdoor Living (Bonita Springs,Florida), are cochairs of the conferencecommittee. Noting that the programcombines expert speakers and groupbreakout sessions, Blake adds, Theconference committee is planning toprovide rich educational content forbusiness-practice ideas, marketing, tech-nology, and sales/recruiting, and it willalso help facilitate collaborative discus-sions between retailers, manufactures,sales reps, and outside vendors. In addi-

tion to the classroom sessions, the agen-da offers a golf event and a retail tour ofarea outdoor-specialty stores.

ICFA Creates New Sales-representative CouncilTO SERVE ITS INDEPENDENT MEMBERSbetter, the International CasualFurnishings Association (ICFA) hascreated a new sales-representative coun-

cil to provideinsight andadvice toICFAs boardof directors.Bryan Echols,a sales repre-sentative inConcord,North

Carolina, and a member of the board,will serve as 2016 chair of the council.

Gary McCray, president of KlaussnerOutdoor and 2016 chair of ICFA, says,One of our goals for ICFA has been toincrease participation in our association.The formation of the sales-representa-tive council offers this key segment thatopportunity.

Members serving three-year terms onthe council are Mark Cannon (St.Charles, Illinois); Victoria Dawson(Huntington Beach, California); EdHatton (Lexington, Kentucky); ClaireWalvick (Gorham, Maine); and SaaraWissbaum (Copperapolis, California).Members serving two-year terms areJohn Balch (Murfreesboro, Tennessee);David Digirolamo (Dublin, California);Andy Hamilton (Dallas, Texas); JustinPfahl (Parkland, Florida); and CharlieSmith (La Quinta, California).

The council is hosting an after-hours mixer from 5:30 to 7:30 p.m. onJuly 13 (during the ICFA PreviewShow) at Moes Cantina RiverNorth, 155 W. Kinzie St., Chicago,Illinois. ICFA members and prospec-tive members are invited.

Weilburger Coatings ExpandsInto the United StatesINCORPORATING IN THE UNITEDSTATES as Weilburger North AmericaInc., Weilburger Coatings GmbH ismaking a strong effort to expand intothe U.S. hearth, patio, and barbecueindustries with its line of high-temper-ature coatings. The initial focus will beon the Senotherm Classic line (astandard quick-dry, solvent-based,high-temperature coating) and the

IN MARCH,BROWNJORDANOUTDOORKITCHENSreceived theBest KitchenAward from apanel ofesteemed judges at the International Furnishings and Design Association(IFDA) show in New York, New York. According to the IFDA, Brown JordanOutdoor Kitchens commitment to bringing luxury to the outdoors by way ofoffering color, style, and design was one of the many deciding factors in recog-nizing the company. In addition, Brown Jordan Outdoor Kitchens ability toblur the line between indoors and outdoors captured the attention of DwayneClark, senior director at Dwayne Clark Interior Design Management Group.

In an industry where color and texture seem to be paramount in interiordesign, it fascinates me that an outdoor-kitchen experience has made theleap into taking the indoors out, Clark says. Also, the technology and man-ufacturing capabilities involved with creating an outdoor kitchen resonatewith me. Those reasons influenced my decision to select Brown JordanOutdoor Kitchens.

Mitch Slater, president of Danver Stainless Outdoor Kitchens (exclusivelicensee of Brown Jordan Outdoor Kitchens), says, We are thrilled to beannounced as a winner of this prestigious award. We appreciate the overwhelm-ing support of the IFDA, as well as the judges who consider us an industryleader in the kitchen category, both indoors and outdoors.

An outdoor kitchen by Brown Jordan Outdoor Kitchens

Brown Jordan Outdoor Kitchens Wins IFDA Best in Show Award

IndustryNEWS

Richard Frinier Earns GoldAward in ADEXCompetitionDESIGNER RICHARD FRINIER was honored witha Gold Award in this years ADEX competitionfor his Caravan collection of Sunbrella fabrics.Greg Rosendale, residential market manager forGlen Raven Custom Fabrics (maker of Sunbrellafabrics), says, Were proud to be partnered withRichard Frinier and congratulate him on thisnew accolade for his continued design leader-

ship. The Caravan collection of Sunbrella fabrics represents an ideal fusion ofdesign and performanceattributes in which we take pride.

Frinier, who has spent more than 30 years designing high-end furniture andfabrics, drew inspiration for this collection from an extended stay in Morocco. TheCaravan collection comprises an assortment of rich, textural constructions andauthentically styled and colored patterns reminiscent of vintage Moroccan rugs.Morocco represents one of my most memorable adventures in design inspi-ration, and that translated beautifully to my Caravan collection of Sunbrellafabrics, Frinier says.

ATLA

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The Caravan collection bySunbrella

Bryan Echols

Senotherm UHT series (an easy-to-apply Non-Smoker coating).

Weilburger Coatings is the leader in high-temperaturecoatings in Europe and is growing significantly. It hasproduction facilities in Germany, Italy, France, Poland,China, India, and Brazil. Given that China producesmany of the parts used in the North Americanhearth/patio market and that Weilburger has productionfacilities located in Southern and Northern China,Weilburger is ready to be a full-service vendor for NorthAmerican customers.

To facilitate shipments and supply its customers,Weilburger North America has contracted Doug Willis

of Willis & Associates in the Northwest to providewarehousing services. Dan Geiter, a longtime OEMsupplier to the hearth/patio industry, has invested asone of the principals.

I met the Senotherm people at the 2013HPBExpo, Geiter explains. At that time, I thoughtthey had something with their Non-Smoker paint. Ikept in touch with them over the next couple ofyears, and they made a test entrance into the U.S.market. Now, there is a U.S. company to build thebusiness, with a midterm goal of installing a coatingproduction line locally. In my mind, the future holdsgreat promise for this company.


TWIN-STAR INTERNATIONAL has once again been acknowledged as anaward-winning manufacturer of fine-quality home furnishings andsmall electrical products. This year, five products were given PlatinumADEX Awards, bringing Twin-Stars total to 25 Platinum ADEXAwards since 2006.

Twin-Star has also received 16 Gold and 12 Silver ADEX Awardsover the past 10 years. The Platinum Awards were earned by the newPowerHeat patent-pending electric-lantern heaters, which come inindoor and outdoor options; the new patent-pending PowerHeat 3Dflame-effect electric stove heater; a BellO open-architecture mediaconsole with built-in Bluetooth BellO digital speakers; the BellO dig-

ital sound-bar shelf; and a sleek, white ClassicFlame modern televisionstand with an electric fireplace.

Twin-Stars PowerHeat 3D electric stove

At Para Tempotest weve been designing and weaving our Italian made solution dyed acrylic fabrics for outdoor furniture, awnings and umbrellas for half a century. Old World craftsmanship and timeless style with proven durability in the harshest of outdoor conditions is now available in North America. Whether protecting your family from the damaging effects of the sun to providing style, beauty and function to your outdoor living space, Tempotest brand performance fabric with its DuPont Teflon water and stain resistant finish and industry leading six-year warranty against sun fade will provide years of trouble free enjoyment and beauty to your life lived outdoors!

I T A L I A N D E S I G N W O R L D C L A S S P E R F O R M A N C E

1433 W. Frankford Road, Suite 110 Carrollton, TX 75007

tempotestusa.com [email protected] +1 972 512 3534


Evosus BusinessManagementSoftware Launches NewMobile ServiceAppEVOSUS BUSINESSMANAGEMENT Software,maker of an all-in-onesoftware programdesigned specifically forthe hearth/home indus-try, has launched a newversion of its popularmobile service app for

field technicians. Evosus Mobile Serviceempowers field technicians to find job informa-tion quickly, review customers work history,and close out jobs.

The app syncs in real time with back-officeinformation, including job notes and pictures. Iteven has an offline mode for use in case techniciansare out of cell-signal range. Evosus Mobile Serviceis currently live with over 100 companies through-out the United States and is available for Android,iPad, and iPhone. Learn more through Evosuswebinars: Check dates at www.evosus.com/services/mobile-service/.

Evosus Mobile Service

continued on page 77

Twin-Star International Receives Five ADEX Awards

he outdoor-furniture segment is grow-ing quickly, but hitching your businessto a shooting star is no easy task with-

out a product-focused strategy. RoryRehmert, senior vice president of sales andmarketing for Pride Family Brands(Hollywood, Florida), believes that dealers areoccasionally so eager to get anything onto thefloor that they fail to ponder all the possibilities.

Growth is fueled by selecting the rightbrands, as well as the correct collections, hesays. Retailers need to evaluate their cus-tomer bases and make decisions for expansioninto new sales demographics.

According to Rehmert, the overall out-

door category has seen almost 70% growthover the past decade, in comparison with otherhome categories. While it might not be thelargest segment, sheer speed of growth indi-cates renewed interest among consumers, withmany experts predicting that demand will con-

tinue to increase for the foreseeable future. The coveted high-end demographic is a

large part of recent and predicted growth, andthese customers are willing to pay for high-quality goods. Rehmert explains that researchshows growth in the high-end consumer cate-

gory, which should entice retailersto carry luxury cast-aluminum fur-nishings such as those from PrideFamily Brands, he says. Thesebuyers, being drawn to customlooks, do not mind paying forthem. By presenting the manyoptions and design possibilitiesavailable, retailers will ultimatelysee sales success.

Mike Gaylord, vice president ofsales for Agio, USA (VirginiaBeach, Virginia), agrees that pre-senting several vibrant furniture

options is crucial because, he says, The con-sumer who is out there now is not the con-sumer of five years ago. These people are shop-ping smarter. Theyre seeing a lot more on theinternet and on television shows, and they areengaging in Pinterest and Etsy.

Customers who take the time and effort toenter brick-and-mortar shops want to seesomething new, different, and exciting. It cantbe the same old same old, Gaylord says.Retailers must branch out: Its important to beinnovative and continue to be a trendsetter, aleader, and a destination location for new ideas.The only way to do that is to step outside yourcomfort zone.


THEGREATEROUTDOORSSpo

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T

3

2

1

1. The Del Mar collection from Agio

2. Pride Family Brands Park Place sectional seating

3. Kingsley-Bates Culebra collection

Specialty retailers benefit by carefully selecting furniture lines that appeal tothe needs and emotions of savvy customers. BY GREG THOMPSON

Offering a range of styles (fromcontemporary to rustic) is essentialbecause tastes vary radically. Evenstyles that appear to veer off thepopular radar might come back,with updated marketing. As BrianBlakeney, vice president of salesand marketing for Kingsley-Bate (Manassas, Virginia),points out, Occasionally, youmight have retailers who have trieda product or category that hasunderperformed, and theyre reluc-tant to try it again. When this hap-

pens, our job, as themanufacturer, is towork with them tohelp identify wherethings went wrong andoffer guidance to getthem back on track.

Carrie Morales,executive vice presi-dent of WindwardDesign Group

(Sarasota, Florida),believes that customersneed a reason to con-tinue shoppingbetween their big pur-chases, she says, andthe reason must comein the form of newcategories, products,trends, and options.She adds, Leadingspecialty retailers aremuch more in tunewith whats going onin our industry regard-ing new materials,designs, and fabricoptionsmore sothan the big-box andcatalog companiessoits important to keepthat advantage.

One way to maintain that advan-tage (and to keep sales creepingupward) is to introduce new categoriesboldly. Leisa Rogers McCollister, mar-keting manager for OW Lee (Ontario,California), has seen the practice workfor dealers throughout the country.New categories are a catalyst forgrowth, she says. If you dont growand change as a business, you will getstale, and your sales will suffer.Outdoor furniture is such a coveteditem for consumers right now that itwould be a natural place for growth foran indoor-furniture or hearth store.

She continues, To those getting

into outdoor furniture: Do yourresearch on the lines you plan to carry,and use the manufacturers rep forguidance on how to do outdoor right.For retailers already in the game andhesitant to carry new products, I canunderstand how it may be hard togive up floor space from somethingyou know for the unknownbutonce again, it comes back to offeringcustomers something fresh and newand to making them excited aboutoutdoor furniture.

Matt Weiss, senior vice presidentof SunVilla Home (City ofIndustry, California), understands thehesitation to carry new products. Hiscompanys domestic warehouse pro-vides one way to ease the risk of tryingsomething new.

Weiss explains, Having a domesticwarehouse helps to address the costsinvolved in inventory investment. Wewant it to be simple to do business withSunVilla, and we try to make it easier byhaving warehouses that allow retailersto test the waters before they jump inwith both feet. I would also say, howev-er, that if you are planning on makingany category work, it will take a com-mitment to make that happen.

Lou Rosebrock, senior vice presi-dent of sales and marketing for LloydFlanders Inc. (Menominee,Michigan), regularly sees dealers whoare looking for products that competi-tors dont have. Lloyd Flanders hasresponded by offering innovative seat-ing configurations, such as curved sec-tionals and sunbeds, with coordinatedfire features. Rosebrock explains,Retailers are more open to takingchances at retail because its becomingmore and more important to createexciting floor presentations that setretailers apart from their competition.

Rob Robinson, public-relationsmanager for Summer Classics(Pelham, Alabama), compares the out-door-furniture segment to the con-stantly changing world of clothingdesign. Were in the fashion industry,he says. Many retailers who arentchanging their product offerings to


7

54

4. The Generations collection from LloydFlanders

5. The Luna collection from OW Lee

6. 2016 Belize deep seating from SunVilla

7. The Sanibel collection from Windward

6

follow changes in consumer tastes are findingtough sledding in the market.

WHATS NEWWinston Furniture Company (Haleyville,Alabama) introduced a beautiful collection for2016 called Catania. This old-world design,offered in sling, padded-sling, and cushioneddeep seating versions, has far exceeded expecta-tions for dealer placements, and the companyreports that it is selling well.

Its one thing to offer beautifully designed,well-built collections, but a lack of timeliness candisrupt dealers inventories and affect sales. SteveHerenlip, vice president of sales and marketingfor Winston, has addressed this by introducing aquick-ship program for 2016.

The quick-ship program starts withWinstons venerable Key West padded-sling col-lection. Although this collection is offered out-side the quick-ship program for ordering in allavailable fabrics and finishes, the structure ofthis program has been streamlined for maxi-mum efficiency.

For this particular program, we offer one fin-ish, one acrylic fabric for the front, and one coor-dinating sling fabric for the back, Herenlip says.All SKUs in the Key West padded-sling collec-tion are in the program, including an offering ofdining and high dining tables. The program hasbeen executed well, and the furniture ships in

five working days. A strong reception

and early signs of prod-uct sell-through causeHerenlip to predictthat other collectionswill be added to thequick-ship programover the coming sea-sons. Compellingdesigns with broaddealer support continueto foster a growinggroup of highly success-ful products, particular-

ly in the deep seating category. Deep seating ispart of a company mission to highlight comfort,value, and flexibility for customers.

Herenlip says, We emphasize special-ordercapabilities as well, which are not counter to thequick ship program, but are still a major part ofour business model. Mixed media (such aswoven materials with aluminum) have beenstrong, and we see that as a continuum, as we godown the road, for coming seasons.

With each season bringing new possibilities,all dealers, Herenlip believes, need to continuethinking about marketing to millennials, inaddition to the familiar over-40 demographic.He says, Dealers need to see products that arerelevant, and that responsibility falls on us, asvendors and manufacturers, to present to dealersproducts that millennials will want to buy.

Summer Classics recently introduced itsWhite Label collection, a high-end, eclectic lineof outdoor furniture with selective distribution.The White Label collections are designed tomix together, and each product has a hybrid mixof materials, Robinson says. The Coast collec-tion is a modern design using grade A teak,stainless steel, and Batyline sling material. Thisis a new and fresh direction for SummerClassics, and our customers are excited about it.White Label is hot. The collections (Bali, Malta,Sahara, Ocean, and Tack) all mix together welland offer our customers an alternative choice

that cant be shopped.Other hot sellers are the companys new and

distinctive end tables and coffee tables, which aremade from aluminum and Superstone. The topsare made with a five-layer, transitional-style min-eral-coated surface in two colors. Several section-al sofas were also added to the line, including aserpentine sectional design that fits nicely withSummer Classics Club woven collection.

New finish colors, such as slate gray and oys-ter, are popular, Robinson adds. Bentley is anew group upholstered in resin wicker overreticulated or expanded foam. It doesnt have acushion, but it has an excellent soft sit.

Windward is promoting its new Sanibelmarine-grade polymer (MGP) sectional, as wellas an MGP firepit. Morales attributes the suc-cess of the sectional to its versatility, whichallows it to fit in many different outdoor spaces.Attractive design has also contributed to thesectionals appeal.

Morales explains, We featured the cushionson this set (with contrasting welts) at our openhouse in August 2015. Since then, we have seen90% of the orders come in with contrasting welts,so its safe to say that people are liking this extradesign flair. The MGP firepit is our first step intothe fire market, and were extremely pleased withhow well it has done. We are finalizing new firepitintroductions for the 2017 season.

Fire remains high on customers wish lists atAgio, and the companys designers are respondingwith new creations that they believe will enhanceconsumers outdoor enjoyment this season. Inaddition to Agios traditional chat sets, more din-ing-table configurations will be featured, as well asstrip burners, columns, and what you might callaccent fire, Gaylord reports.

He continues, Well also be coming out withsome larger firepits and more in the bar-heightcollections. Our Franklin and Davenport collec-tions are both doing extremely well. They werenew introductions for the 2015 season, had agreat reception at the shows, and retailed reallywell. Were in our second season with these col-lections, and the reason each continues to growis that lifestyle look they provide. The rustic-contemporary feel is something that continuesto display and retail extremely well.

Excitement is high at OW Lee, where 2016collections Bellini (Italian inspired), Luna (witha Moroccan look), and Sol (modern rustic) areattracting consumers. The collections have a lotof scrolls, and are very OW Lee, RogersMcCollister says. Luna and Sol are sister collec-tions and can be mixed and matched.

Luna has a more Moroccan feel, and Solhas more of a modern-rustic lodge style,Rogers McCollister explains. The Luna and


Spo

tlight

1. Summer Classics Lattice collection

2. Catania from Winston

1

2


Sol collections contain plush club dining, whichprovides the customer some versatility. We alsointroduced a lower occasional-height firepit thathas been very hot. They are the perfect height topair with lower, more modern furniture. Thesefirepits are too short to accept a standard-sizepropane tank, but we offer two different typesof tanksand of course, they can be convertedto natural gas.

Cushion upgrades followed to improve thecomfort and durability of seating products.According to Rogers McCollister, OW Leeadded Plush Comfort inserts to most of itsdeep seating cushions to provide an extra level ofcomfort. The inserts contain an indoor foamcore wrapped in waterproof fabric and toppedwith an outdoor faux-down material.

We also began using a different kind ofthread, made from the same material asTeflon, Rogers McCollister adds. Thisthread will not break down due to chlorine, sun,or bleach. We feel that the thread we use shouldkeep up with the outdoor durability of the fab-ric. The seam has always been a weak point inthe cushion for long-term wear and tearbutnow, it is not.

At Pride Family Brands, Rehmert is mostexcited about the addition of sectionals in con-temporary and transitional designs.Introductions include fire features, new tabletopand base designs, contemporary finishes, wood-like handpainted applications, and contract fur-nishings with stackable units.

The presentation of modern lines is a conceptthat Pride Family Brands has been growing, butRehmert believes that it came into full bloomthis year, with five new contemporary collec-tionsas well as contemporary seating styles andfinishes. The use of linear elements in each ofthe seating and lounging pieces creates a cleanand fresh look that is attracting high-end con-sumers of every age, he says.

In the same vein as Pride Family Brands Iconfire feature (a winner of the International CasualFurnishings Associations 2015 DesignExcellence Award) are Icon outdoor-diningtables, added for 2016. Coupled with new two-tone powder-coat finishes, a woodlike look isfront and center on the tabletops. Rehmert adds,The Live Edge tabletop, constructed of cast alu-minum in a rough-hewn woodlike slab design,has been an extraordinary hit with retailers. Thedesign fits with contemporary seating, but its

also found a home with Northern retailers look-ing for a tabletop design with rustic appeal.

While the competitive environment contin-ues to heat up, Brown Jordan (El Monte,California) is working with renowned designerMichael Smith to offer a new line of aluminumfurniture. According to Stephen Elton, chiefbrand curator for Brown Jordan, the Smith col-laboration has been going on for four years, anddealers will soon be able to get their hands onthe goods.

Meanwhile, Elton is keen to address BrownJordans core mission of satisfying retail specialtystores. With that in mind, recently introducedcollections feature innovation, but they aremore attainable in price range, he says, and aredesigned for ease of distribution.

The first collection is called Pasadena becauseit was our 70th anniversary last year, and we origi-nated on Green Street in Pasadena, Elton says; heis a 25-year employee of Brown Jordan. He adds,The designer was John Caldwell, who startedwith us at age 17 and worked for Robert Brown.The collection is a sling, with the profile emulat-ing the Brown Jordan logo that we have had sincethe late 1970s. That collection has done particu-larly well.

Another furniture group is a cushioned seat-ing and dining collection that harks back to the1950s. The Midcentury Modern collection(called Verge) allows purchasers to pick fabricand sling colors. I think the brand has credibili-ty among consumers. Its true that sometimes weare stigmatized by price, but if you really look,we do have price ranges all over, Elton adds.

Weiss has several reasons to be excited aboutthe coming season at SunVilla, thanks to multi-ple firepits and fire tables currently being intro-duced to retailers. There seems to be a desirefor upper-end design and performance, when itcomes to firepits, he says. We are also excitedto offer domestic warehousing for all of ourproducts. With warehouses on the West Coast,in the South, and on the East Coast, we are ableto serve the entire country quickly. We feel thatthis allows retailers to use our warehouses tohelp with inventory control on their end.

SunVillas mixed-media collections, such asSomerset and Biscay, have done well, and aresurgence in extruded collections has ensuredthat SunVilla products dont spend long in thosewarehouses. Deep seating is leading the way forsales, Weiss adds, and firepit chat sets seem to

be the biggest avenue of growth. The new Generations collection at Lloyd

Flanders has been a best seller, thanks largely toits fresh take on classic designs that also offer amore contemporary presentation for the retailfloor. Lloyd Flanders Elements modular collec-tion is also selling very well, Rosebrock says.This continues to reflect the demand for cleanlines and classic design. As the interest in out-door living and entertaining continues toincrease, so does the demand for the expansiveand functional sectional and modular seatingcollectionsand larger dining tables (for eightto 12) are also selling well.

TRENDING NOWAgio consults a variety of sources when design-ing collectionstaking into account field visits,online consumer comments, Pinterest, andFacebook, as well as proprietary trend research.Agio, Gaylord says, uses a research company todecipher where global trends are appearing andhow they might translate to the outdoor-furni-ture industry.

Dealer visits and feedback sessions fromretail partners are also integral to building great-looking collections that sell well and delivergood value. The lesson for manufacturers is toget out, visit dealers, be in their stores, and listento their input. To understand the retail markets,do your retail reconnaissance: Thats where thebest information and ideas come from, he says.

Whether companies choose to follow trendsor attempt to start them, Blakeney says, it neverpays to stray too far from old favorites. For exam-ple, the wicker creations at Kingsley-Bate contin-ue to do well, even as various trends come and go.Blakeney explains, Although wicker is a maturecategory, and many manufacturers offer it, ourgrowth in this area continues to be exponential. Icredit this to putting out an excellent-qualityproduct, with great designs, at a very good price.

He continues, There is an interest in productsmade from either natural materials or materialsthat look organic. Im specifically referring towood and wicker products. These days, nearlyevery retailer sells some form of these products,and an increasing number of manufacturers aretrying to offer them. This is different than it wasjust a few years ago, when other materials (such ascast aluminum) overshadowed everything else.

What about all the hype surrounding mod-ern design? Blakeney believes that its promise isfinally being fulfilled. For at least 15 years (andperhaps longer), people in our industry havebeen proclaiming that modern design is finallygoing mainstream, he says, but this never reallymaterialized, other than in urban markets. That,however, has changed. The next generation ofconsumer is more interested in modern styleand not only in urban markets. Modern designis now mainstream, and it is here to stay.

Spo

tlight

Verge chaises from Brown Jordan


ordering the Great Smoky Mountains inEastern Tennessee, the town of Dandridgeis surrounded by beautiful views, lakes,and waterways. Dandridge is also where

the Royster family decided to put down roots andopen its specialty retail store, On Deck OutdoorLiving.

Randy Roysters career began in 1983, inAlabama, where he worked on the production sideof the casual-furniture industry. His employer,Plantation Patterns, manufactured patio acces-sories, cushions, and umbrellas for many mass mer-chants. In 1993, Royster changed companies, mov-ing to Indiana to work as operations manager forSunbeam Outdoor Products (where he helped setup Sunbeams facility for wrought-iron manufac-turing). Royster helped move that plant toArkansaswhere it began producing gas grills, inaddition to patio furniture.

During his time in Indiana, Royster becameinvolved in continuous improvement and lean man-

ufacturing, eventually working with sev-eral companies in the welded-wire indus-try. He also met his wife (and eventualbusiness partner), Linda, a critical-carenurse. In 2002, the couple moved toEastern Tennessee, where Royster workedas vice president of operations for a man-ufacturer of welded-wire products.

In 2007, we were looking at theprobability of relocating to continue mymanufacturing career. Our daughter,Cory, was in middle school, and my wifehad her nursing career. We all loved ithere in the foothills of the Great SmokyMountains, so we decided to start ourown business, Royster says.

Dandridge is located directly betweenDouglas Lake and Cherokee Lakeeachdotted with many second/retirementhomes and resort communities. Wethought the area, surrounded by vistas ofthe mountains, would be a picture-per-

fect location for a patio-products store. I had neverlost my love for the patio/barbecue business. Wefelt we could use my experience in manufacturingto enhance our sales capability, Royster explains.

Randy and Linda found a rental property, pur-chased some inventory, and started advertisingtheir new business. In hindsight, we may not havehad the best timing, considering the economic dis-aster that started in 2008only a year after weopened. We have managed consistent growth fornine straight years, however, and are now in our10th year of operation, he says. When Linda is notworking full-time at a major Knoxville hospital, shehelps as comanager of the store.

On Deck Outdoor Living delivers first-rate service that keeps customers coming back for more.

BY KIMBERLY RODGERS PHOTOGRAPHY BY JOSHUA QUEENER

MarketingManeuvers

B

THE PERSONAL TOUCH

Top: On Deck Outdoor Living has added grill and hearthproducts to outdoor lines

Bottom: Linda and Randy Royster


ADDING HEARTH PRODUCTSIn his first year of operation, Royster focused on car-rying primarily casual furniture and grills. After onewinter, it became apparent that we would starve todeath by following this business model, he says. Inthe second year, he diversified, adding gas fireplaces,as well as vent-free logs and fireboxes. He adds, Wecontinued to learn the hearth business and addedmore lines, including direct-vent, wood, and electricproducts. Now, our hearth business is equal to thepatio business in sales. This really helps, since thetwo segments are predominantly counterseasonal.

Today, On Deck Outdoor Living offers a fullrange of hearth products from some of the bestnames in the industry, including Heat & Glo,Heatilator, Jtul, Quadra-Fire, IronStrike, andMonessen. On the hearth side, due to customersactual applications (as well as local and nationalcodes), we rarely end up selling customers exactlywhat they came in asking for, Royster says. Ispend a lot of time studying National FireplaceInstitute manuals, and I earned my certificationfor both gas and wood fireplacesto ensure thatwe could ask (and answer) the right questions.

In the patio segment, the company has seen sig-nificant growth in cushioned-seating sales. Deepseating collections in aluminum, cast aluminum,and wicker are the most requested by customers.

Royster attributes this increase in sales to the manylake and mountain homes in the area that have all-season rooms, covered porches, and exposed decks.

We have done very well with groups fromTelescope Casual, Hanamint, and Erwin and Sons.In 2011, we picked up the Breezesta line of recycled-plastic Adirondack chairs, and we have seen thosesales skyrocket. These products are virtually inde-structible; there are a lot of wind issues in our area, sopeople like the lines sturdiness and durability, hesays. Sling chairs and glass tables, which were hugefor us when we first opened, have completely died.

On Deck Outdoor Living is not a one-size-fits-all stock shop, Royster says. Most furniture prod-ucts are special orders (including replacement cush-ions), with customers receiving a lot of assistanceon their purchases. We first spend time with peo-ple, asking them how and where they are going touse the products. We then work on frame colorsand fabric selections to help make their purchasestruly unique for their applications, Royster says.

After initially offering lower-end grills, Roystercompletely exited this price level. These productsrequired too much warehouse space, retail floorspace, and assemblyand there was no way tocompete with mass merchants and propane compa-nies, he explains. The company, however, has expe-rienced success with higher-end built-in grills andoutdoor-kitchen components, carrying lines fromAmerican Outdoor Grill and Fire Magic. Wework with homeowners, designers, and hardscapecontractors to provide the grills and accessories foroutdoor-living spaces, Royster says.

He comments that the greatest single break-through on the grill side of the business was theaddition of Big Green Egg Inc. products to thelineup. The real impact is the repeated visits to ourstore, for charcoal and other supplies, by our EGGcustomers, he says. This repeat traffic also gives usthe opportunity to get in front of our customerswith patio and hearth products year round.

On Deck Outdoor Living hosts a monthlyEGG After Hours cooking demonstration that hasbecome popular with customers. We invite all ofour EGG customers and prospective buyers toattend the event, where we demonstrate how to

prepare and cook various dishes, Royster says.

MERCHANDISING AND MARKETINGIn all market segments, Royster has greatlyincreased his offering of accessories, including fire-place tool sets, screens, grates, hearth rugs, andreplacement parts for the hearth market; outdoorlighting, hammocks, rugs, and furniture covers forthe patio market; and smoke chips, sauces, rubs,and spices for the grill market. We recentlyincreased our space by 50%to a total of 3,600square feetusing approximately 800 square feetfor storage and assembly, Royster says.

The companys website(www.ondeckoutdoor.com) creates a high level ofresponse. Additional advertising and marketingefforts use billboards, cable television, and a target-ed email list. Royster has completely pulled out ofprint advertising.

On Deck Outdoor Living is truly a mom-and-pop shop, with Randy working at the store six daysa week and Linda taking over while he makes deliv-eries. I think our competitive advantage is the per-sonal, hands-on service that we give our customers.My wife and I travel to trade shows, select the lines,place orders, unload the trucks, assemble the prod-ucts, and provide white-glove delivery and setup toour customers homes, Royster says.

We try very hard to understand our customerswants before we ever start the process of a sale. Ourphilosophy is simple: We live and work by thegolden rule. I want our customers to be treated as Iwant to be treated by the people I do businesswith, he concludes.

MarketingManeuvers

Top left: On Deck Outdoor Living focuses only on high-endgrilling products

Top right: For nine years, the company has served EasternTennessee

Bottom: Big Green Egg products create repeat visits tothe store


mbler Fireplace & Patio(Ambler, Pennsylvania) is

a specialty retailer that isalways moving forward

and calculating its next step. From itssmart product mix to its desire toembrace technology, the 48year-old company is strategic about every-thing it does. Last year, it opened athird location as part of a plan tocontinue to diversify and to reachout to customers.

John Costa started the business,in 1968, as a seller of wine- and beer-making supplies. A few years later,during the energy crisis of the 1970s,an opportunity arose for Costa tosell stoves, so he shifted his focus.Karl Scheffy, sales manager, says, Hebasically started a stove business inhis house, and it grew from there.Today, the business is a savvy special-ty-retail chain consisting of threehigh-end stores in Ambler, Colmar,and Willow Grove, Pennsylvania. Itis now owned and run by Costasson-in-law, Rick Urie.

Ambler Fireplace & Patio hasgained a reputation as the premierhearth/patio retailer in the area. Ithas all the extras, including an expertsales team, white-glove delivery, pro-fessional installation, and depend-able repair service.

Each location has a distinct per-sonality that reflects its individualmarkets tastes, but at same time,each store maintains a consistencythat reflects Ambler Fireplace &Patios image. We want each loca-tion to be different, yet familiar (atthe same time), so customers knowwhat to expect when they walkthrough the doors of one of ourstores, Scheffy explains.

Ambler Fireplace & Patios

product selection has become oneof its major strengths. Scheffy says,We have been in business for solongalmost 50 yearsthat wevehad the opportunity to try almostevery stove and fireplace line, atsome point. The company is selec-tive about the vendors it does busi-ness with, for many reasons.

We have weeded out many

lines, through the years, looking forthe perfect fit. It doesnt just matterto us that a line of fireplaces is aes-thetic, that a stove heats well, orthat a vendor has a great sales rep:If the service rate or the return rateis high, it isnt for us, Scheffy adds.In the long run, unreliable prod-ucts dont help our bottom line,nor do they help our relationships

with customers. Whether they areglass doors, stoves, or patio furni-ture, we want to be able to sellproducts that we can stand behind,so reliability is a high priority.

Based on years of trial and error,Ambler Fireplace & Patio is alsosmart about the combination ofmerchandise it offers. Its importantnot only to carry the right products,but also to carry products that arerelated, Scheffy says, adding thatAmbler Fireplace & Patios basics arestoves, fireplaces, gas inserts, gas logs,grills, patio furniture, and firepits.

HIGH-ENDHEARTHS

HearthRetailer

A

Top: From left, back row, Mike Gerber,Karl and Dave Scheffy, Kristen Mahon,Rick Urie, and Tiara Riniker; front row,Susan Train, Rob Young, and Annie

Bottom: Ambler is constantly fine-tuningits product mix

High-quality products and superior service are the mainpoints attracting this retailers discerning customers.

BY SHARON SANDERS PHOTOGRAPHY BY MIKE MINNIG


We are open to something that fitsthat product mixwithout gettingout of the window so far that a cus-tomer cant put the two together. Itneeds to be something that peoplealready know about you, he says.

He explains that its also physical-ly harder to sell merchandise whenthings are unrelated. For example, atone point, the company startedoffering redwood swing sets at theColmar store because there wasplenty of property in front, alongthe highway, to display thembutthey ended up being a poor fit.

Scheffy says, We found that wehad a staff member outside, talkingto someone about a swing set, whilesomebody was inside, waiting to buya stove. It jeopardized sales of ourcore products, which was not good.It affected advertising, too, becausethe people we were advertising to forswings were not the same people wewould advertise to for stoves. It wasa duplication of our efforts. In theend, Scheffy says, listening to cuesfrom customers and the questionsthey are asking is the best way to getan idea of what products would bethe most logical fit.

Ambler Fireplace & Patio recent-ly upgraded its information system,which has transformed the efficiencyof its operations. Having the latesttechnology has been a big change forus, and it was worth the time andeffort, Scheffy says. The new Applesystem (implemented with inputfrom employees) makes point-of-saletransactions easier; makes it possibleto track, look up, and search formerchandise; and makes purchaseorders, sales orders, and invoicing abreeze. All technicians have iPads torecord notes, measurements, andphotos, giving the sales staff instantaccess to job-site specifications.

A recent addition to the system isthe automation of appointmentreminders for installations and serv-ice calls. He says, We used to spendupward of two to three hours perday calling customers to remindthem about appointments (with fivetrucks and up to 15 stops per day,per truck); now, the system does itfor us. It calls landline phones, textscellphones, and emails reminders theday before customers appointments.

Scheffy adds that when anemployee used to call and leave

appointment messages for cus-tomers, there was only a 70%response rate. He says, Now, notonly do we not have to invest hoursmaking calls, but we also have a 96%response rate. In general, our busi-ness now is more efficient and pro-vides better service because nothingfalls through the cracks.

The most important require-ments for a good information sys-tem are, Number one: It has to bequick and easy for employees to use.Number two: It has to be scalable, so

it can grow with your business. Oursystem is both, and we couldnt behappier, Scheffy says.

The business has undergonemany changes, over the years, butone thing that has stayed the same isits commitment to taking care of itscustomers. A successful retailer hasto give its customers what they areasking for and has to make them feelvalued. If you do this, they will comebackand tell their friends andneighbors, Scheffy explains.

He adds that its especially impor-

tant to treat customers with respect,in todays social-media environment,because everyone is interconnected.With just a few keystrokes on acomputer, hundreds of people knowif service hasnt been good. Thatsobviously not our motivation forgood service, but its something wethink about, Scheffy says.

When it comes to the future,Ambler Fireplace & Patio plans tokeep moving forward and upward.Our owner doesnt have a ceilingthat he is willing to accept. A busi-ness has to keep moving vertically,whether for stockholders or just forthe simple fact of having good busi-ness sense. The reality is that expens-es go up, payroll goes up, and taxesgo up, so if you are happy duplicat-ing a certain number, your expenseswill slowly creep up on you. It maynot be noticeable right away, but itwill happen, Scheffy says.

In 2015, Ambler Fireplace &Patio opened its Willow Grove loca-tion in an effort to stay in step withthe growing population and newneighborhoods in the area. Scheffysays, As a retailer, we know we haveto keep attempting to raise the barby changing our product mix, redo-ing our showrooms, moving to largerlocations, or whatever it takes: Youjust cant sit still.

HearthRetailer

Top: Each Ambler showroom has an individual personality

Middle: The retailer is selective about itsmerchandise

Bottom: Amblers stove selection is tailoredspecifically to each of its markets

www.valorfireplaces.com

Valor Radiant Gas Fireplaces are sold exclusively by specialty hearth retailers. Customer appeal, product reliability, heat performance and long-term manufacturer support are all key ingredients when it comes to deciding what lines to display on your showroom floor. Valor is dedicated to providing quality products that exceed industry expectations and in turn, supply homeowners with efficient, cost effective heating for many years to come.

For information regarding Valor and dealer network opportunities please contact Paul Miles (Director of Sales) at [email protected] or visit www.valorfireplaces.com.

ZONE HEATING RADIANT WARMTH



magine working in the oil fields and as a farmerand rancher one dayand the next day, sellinggrills. If that sounds like a drastic job change,youve captured Herb Detmers own reaction.

In 2011, Detmer, a longtime oil worker, farmer,and rancher, bought Jeff s Backyard (San Antonio,Texas), a grill store and propane filling station.

Detmer was open to a change and to a move fromElectra, Texas, near the Oklahoma border, to SanAntonio, but he couldnt have imagined that hed endup selling grills. When his son, Kevin, told him thatJeff s Backyard (a store founded in 1995) was for sale,I told him that I had never sold anything in my life,Detmer recalls, but my son said, It doesnt matter.You just have to know the products. Six weeks later,Detmer and his wife, Kathy, took ownership.

Josh Stetz, who had worked in the store since1999, stayed on with the Detmers, working as gen-eral manager, handling day-to-day operations andpurchasing, and being the resident expert (with 15years experience in the industry). Kathy runs theoffice, while Herb works with customers and over-sees inventory. The shop is small, employing just afew people.

John (Cotton) Clark is the marketing manager,handling social media, online and print marketing,and joint marketing ventures with local businesses.The newest staff member, Isaac Carrillo, assemblesgrills and assists with overall warehouse operations.While certain people have their particularstrengths, everyone here handles customer interac-tions, Stetz says.

We take pride in being a quintessential mom-and-pop business, so we want all customerswhether theyve been coming here for 20 years, orits their first time in the storeto feel that theyrepart of the family, Stetz adds. We show a generalinterest in who they are and what they want toaccomplish, simply by asking questions to get a bet-ter idea of what direction to take.

RELATIONSHIPS MATTERThe same emphasis holds true when it comes tochoosing products: Relationships are long andstrong. The store has been a Weber Alliance dealerfor almost 10 years. We have the complete line ofgrills and accessories, but we also offer certain mod-els with unique upgrades that set them apart fromwhat is available from big-box stores or standard

Weber dealers, Stetz explains.Another profitable product line is from Big

Green Egg Inc., which has been hugely popular,over the years, and continues to grow more so,Stetz reports. For customers looking for higher-end products and outdoor kitchens, Jeff sBackyard has carried products from DCS byFisher & Paykel for almost 20 years. It has beenour primary line for that aspect of the business,Stetz states. About two years ago, we picked upBlaze grills as a secondary option that is high inquality, but carries a more affordable price.

For those wanting a traditional smoker, Jeff sBackyard offers its exclusive Texas Trailblazer line,which is manufactured in Uvalde, Texas, by TexasLonghorn BBQ Pits. They are built to custom specifi-cations developed more than 10 years ago by thestores original owner.

We find that many consumers are simply look-ing for something that is going to last, Stetz says,

explaining how the store chooses products for thefloor. Theyve bought less-expensive grills orsmokers that didnt hold up, so they want to investmore in a better product, he adds.

By all accounts, the Big Green EGG has beengood for the store: People come in seeking it specif-ically. Weber is a household name when it comesto grills, so that has drawn people to our store formany years. Outdoor living and outdoor kitchenshave also gained a tremendous amount of populari-ty recently, so we see as many people looking forthat aspect of the business (and the high-end grills)quite regularly, Stetz explains.

This Texas mom-and-pop shop thrives by offering a popular assortment of products and services.

OutdoorGrilling

BY CHERYL DANGEL BARTOLINI PHOTOGRAPHY BY FRED MOSES

Top: From left, Isaac Carrillo, Josh Stetz, Kathy and HerbDetmer, and John (Cotton) Clark

Bottom: Texas Trailblazer smokers

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When using the natural convection created by closing the lid toroast turkey or cook a pizza, DCS Grills

temperature gauge puts you in control. Make the DCS Grill the centerpiece of your outdoor kitchen. dcsappliances.com

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In the trend toward outdoor kitchens, Detmersaw an opportunity to build his business, as well ashis sons. I needed a place to showcase my built-ingrills, so I asked my son, Kevin, to build us an out-door kitchen, he says.

Kevin is the owner of Southwest Greens of SanAntonio (Driftwood, Texas), a franchise that installsartificial golf greens and turf. Detmer says, Kevinwas always waiting on companies to put in a retain-ing wall or drainage system before he could go towork, so he brought those capabilities in-house, andnow he can do nearly anything in the backyard.

Detmer tapped Kevin to build a large backyardkitchen, and Detmer then outfitted it with a 36-inch DCS grill, with a drawer kit below it; a 32-inch Blaze grill; an XLarge Big Green EGG; and acouple of door kits. We also installed a 30-inchDCS unit with double side burners and a griddle,which is a little more unusual, Stetz says. DCShas a beverage center, which is a drop-in insulatedcooler that can double as a sink. We installed that,too, along with a simple little faucet and water line,and we use it as a sink.

In addition to the live fixtures, Detmer installeda DCS warming drawer. It isnt operable, but wewanted to show itat the recommendation of ourDCS rep, who said people dont buy it until theysee it, Stetz says.

SEEING IS BELIEVINGDespite the full-size working display, Jeff sBackyard doesnt pretend to be an expert in any-thing other than grills and isnt trying to garnerkitchen installations for itself. Instead, it will referanyone who wants something similar to Kevinscompany. In turn, Kevin refers his customers toJeff s Backyard for grills and other fixtures toround out a working kitchen.

Already, the display is proving to be a big drawfor the store. Our outdoor kitchen is the only oneI know of in San Antonio that is fully live, with gasand water, where people can actually turn on theburners, Detmer says.

Showing the components in action has provedinvaluable. Stetz says, It is one thing to be lookingat a showroom, but when customers see the grillshave actually been used, it gives them a comfortfactor. It shows them what these grills will look like

as they age and are exposed to the elements. Youcant tell those things from looking at a brochure. Itis too hard to visualize.

It is relatively new, but the outdoor display hasalready increased sales of outdoor-kitchen compo-nents to the point that they represent 10% to 15%of total sales. Popular items include the Big GreenEGG, access doors, drawers, and side burners.Many of the people we talk to are typically look-ing for the basics, Stetz notes. Those are a mid-sized grillnot too small, but not overwhelminglylargeand storage. A small number of people lookfor things such as sinks and refrigerators.

Detmer and Stetz have done some demonstra-tions in the new kitchen, but both report that theyhave not done nearly enough. Going forward, theyplan to promote the kitchen much more withcooking and smoking lessons.

We dont currently offer any traditional cook-ing classes, but not a day goes by that someonedoesnt ask for some tip or trick, Stetz says.People ask us, How do I cook a brisket on an off-set smoker? or Whats the best way to cook apizza on a Big Green EGG? People know they cancome to us for things like that.

He continues, We give a lot of advice, but we liketo get just as much back from our customers. I alwaysequate barbecue (and cooking in general) to playinga musical instrument. No matter how long you do it,you never stop learning. Everyone has a method ofdoing things. Everyone here cooks on what we eithercurrently sell or what weve sold in the past, so we allhave our own personal techniques.

With demonstrations being a priority in 2016,Jeff s Backyard has several events on the calendar.They include one to showcase Bubba Rubba, a sea-soning from DELI ish (San Antonio) that hasquickly become one of the stores best sellers, alongwith demonstrations to focus specifically on DCSand outdoor kitchens, the Big Green Egg line, andWeber products.

Despite the robust economy in many parts ofthe United States, Jeff s Backyard has seen a slightdecline in overall business in the past couple ofyears, but luckily, there is no end of the season inSouthern Texas, Stetz says. Winters are mildenough for grilling to be a common occurrence allyear. We are a propane filling station, along with

selling wood, charcoal, and accessories, so even ifgrill/smoker sales dip a little, fuel and accessorysales are always consistent.

Detmer attributes the drop in sales to the localeconomy, which thrives when oil prices are up, butis sluggish when they decline. He says, We have abig oil-field presence to the south of us, and muchof the money made in the oil field trickles down toSan Antonio. When oil was $100 a barrel, therewas more money to go around; now, with the pricedown to about a third of that, there isnt that muchmoney coming to town.

Nevertheless, Jeff s Backyard is moving ahead,planning to add pellet smokers/grills to theproduct mix. Stetz says, We are always on thelookout for something new and exciting. Pelletsmokers/grills have become increasingly popular,and we have a lot of people asking about them.Were currently looking at several brands and aredeciding which route to take. By summer, wehope, well be adding a pellet grill to our arsenal.

The store also expects to expand its footprintbeyond its current 2,000 square feet. Our primaryapproach is simply to make customers feel welcomeand comfortable when they walk into our store. Weare very grateful that theyve chosen to come andsee us, so we want to do everything in our power togive them a good experience, Stetz says.

We have plans to do some remodeling at thestore to enlarge our showroom, as well as to builda storage building to increase inventory, heexplains. At the same time, he says, Kevin ofSouthwest Greens of San Antonio is planning toexpand his company in a more affluent area 25miles away, which would include more visibilityfor Jeff s Backyard in an area where people mightnot know about us. That could have some retailpotential and eventually become a satellite loca-tion for us.

The push is on: Our primary outlook is gettingthe word out to as many people as possible aboutJeff s Backyard, Stetz says. Weve relied on wordof mouth for the past 20 years, and it has workedwell for us, but a more focused marketing strategyis one of the main things we want to do.

The store does some print advertising and isworking to optimize its search-engine results. Inthe meantime, it has been boosting Facebookposts, with considerable success.

Weve done well in building an email clienteleof about 1,400 to 1,500 names. Wed like to growthat relationship-building aspect, and that is theforte of what were looking at doing, Clark says,noting that the store will be focusing on nichemarketing and targeting higher-end clients.

We want to target those who enjoy theSouthern Texas cooking environment, he adds.Were not into selling grills as much as we are intohelping people enjoy their backyards and the cook-ing lifestyle. We carry an array of products to helpthem do that, and we have the weather here toenjoy it 365 days a year.

OutdoorGrilling

The working outdoor-kitchen display hasincreased sales of its components


ichael Kapp isnt an inte-rior designer, but he hasa knack for knowinghow to display furniture,

and he understands what colors andpatterns combine well to prompt asale. Thats important when yourestaging 33,000 square feet of sellingspace, and you dont want it to looklike a warehouse.

Kapp is the co-owner of TaylorCreek Inc. (Green Bay, Wisconsin), aspecialty retailer that features more thana dozen different product categories,ranging from candles and fashion togiftware, greeting cards, and bath/bodyproducts. In the mix are also indoor andoutdoor furniture linesalong withgarden decor, firepits, outdoor cush-ions, rugs, and umbrellas. They are allshowcased in a building that is a roomy

Customers become their own designers with the help of Taylor Creeks expert staff.

by CHERYL DANGEL BARTOLINI PHOTOGRAPHY BY SUPAKAN BOONTHO

INSPIRINGVIGNETTES

ShowroomShowcase

M

56,000 square feet, when youinclude the warehouse.

We always try to find the niches,Kapp says, explaining the secret ofsuccessful furniture sales. He adds,We want to be the interior decora-tor for people without an interiordecorator. We vignette the store.

Paring down the enormous storeinto manageable vignettes allowscustomers to see an entire room set-ting, including furniture and acces-sories; those looking for a completeroom makeover can purchase theentire vignettewith all compo-nents professionally combined tolook like an interior designersworkor can select individualitems. Kapp says, Were a little bitof everything, so we can help peoplemake those finishing touches andchanges to their homes.

Taylor Creek creates vignettesoutdoors as

patio & hearth product report may/june 2016

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