patio & hearth products report november/december 2014

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Circle Reader Service No. 2

FEATURES8 GUEST EDITORIAL –

THE HPBA SPEAKS OUTBy Michele KayalLoretta Dolan, chair of the Hearth, Patio &Barbecue Association, explains how mem-bership benefits specialty retailers andmanufacturers.

16 PRODUCT SPOTLIGHT – SPREAD THE WARMTHBy Cheryl Dangel BartoliniStove sales are exceptionally strong asnew energy-efficient models fill the marketplace.

24 MARKETING MANEUVERS – THE HUMAN TOUCHBy Kimberly RodgersA longtime patio-furniture retailer suc-ceeds by always putting customers first.

28 HEARTH RETAILER PROFILE –WHERE HEARTHS RULEBy Sharon SandersThe fireplace niche is the perfect fit for thisNorth Carolina retailer.

32 OUTDOOR GRILLING – BELOVED BARBECUEBy Cheryl Dangel BartoliniBarbecue aficionados flock to this KansasCity superstore for all their outdoor-grillingneeds.

36 SHOWROOM SHOWCASE – FAST AND FABULOUSBy Sharon SandersElegant Outdoor Living, a relative new-comer to the industry, has developed astrong following in Southwestern Florida.

40 AS I SEE IT – 10 YEARS OF GROWTHBy Sharon SandersSunset West fine-tunes itself and gainsmany new customers during the process.

42 MY TURN – THE COMPANYBEHIND THE COATINGSBy Greg ThompsonWeilburger Coatings has made a name foritself and its senotherm® product.

46 PRODUCT INNOVATION –BURNING BRIGHTLYBy Cheryl Dangel BartoliniDimplex’s incorporation of water, sound,and technology has resulted in some of theindustry’s most alluring fireplace designs.

48 CORPORATE PROFILE –RENEWING A BRANDBy Jesse BurkhartUnder new leadership, Homecrest haschosen to focus on product design andmanufacturing efficiency.

50 INSIGHT – GOING GREENBy Cherise FornoMendota’s BurnGreen™ technology pro-vides high heat with green efficiency.

52 INSIGHT – POPULAR VENTING PRODUCTSBy Cherise FornoWith sales growing, M&G DuraVent is clos-ing in on its goal of becoming the number-one source for venting in North America.

54 LAST WORD – WELCOMING CUSTOMERSBy Kimberly RodgersKingsman Fireplaces’ personalized cus-tomer service and expertly engineeredproducts have led to double-digit growthin the United States.

IN EVERY ISSUE6 MOROCCO

EDITOR’S MESSAGE

10 INDUSTRY NEWS –Edited by Kris Kyes

56 WHAT’S NEW: 6 HOT PRODUCTS TO SELL NOW

58 PRODUCT PROFILES

70 PRODUCT PROFILES DIRECTORY

70 AD INDEX

4 Patio & Hearth Products Report November/December 2014

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C O N T E N T S

NOVEMBER/DECEMBER 2 0 1 4

56Follow us on Twitter: @patiohearthwww.Facebook.com/PatioHearthProductsReport

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A s an avid globetrotter, I agree with Nin’sstatement. Journeys, both short and long,can transform lives in meaningful ways.

Travel not only provides education about placesand history, but connects us to other cultures andpeople, slows us down from our fast-paced lives,expands our awareness, and introduces us togreater diversity.

My wanderlust, over the past 40 years, hastaken me to places such as the Grand Canal ofVenice, the mountaintops of Machu Picchu, andthe coral reefs of the Great Barrier Reef. No desti-nation, though, has inspired me quite as much asmy recent trip through Morocco, which felt morelike a sensory feast than a group tour with 13other middle-aged U.S. women.

I felt as if I had been catapulted back nearly1,000 years in time. In the ancient medinas ofFez and Marrakech, Ifound laden donkeystromping through nar-row, vaulted alleys;mountains of fragrantspices; brightly coloredrugs and fabrics; snakecharmers and fire eatersgesturing to passersby;and artisans paintingmeticulously designedceramic bowls.

An unexpected bonus of my trip was theconnection I discovered to the outdoor, hearth,and grill industries. Moroccans spend consider-able time alfresco on rooftop terraces, in thetiled inner courtyards of riads, and even onpatios similar to ours in the United States andCanada. Moroccan outdoor living is all aboutlounging, socializing, eating, and sun protection,as well as about using products and designs that

tantalize the senses. Every outdoor

space is its own tran-quil retreat. Vibrantcolors (tangerine,turquoise, red, andpink) and soothingdesigns are incorporat-ed into an endlessarray of products.Even tiled fireplacesurrounds feature mul-

tiple colors. I was so enchanted by these productsthat I ended up buying a handtiled mosaic foun-tain for my backyard.

Outdoor grills for cooking kebabs and wood-fired ovens for baking flatbreads are very popularin Morocco. Tagines (conical terracotta lids thatsit on flat bottoms) are everywhere. The twopieces sit on a base called a majmar, and anunglazed-clay brazier full of hot coals cooks thetagine’s contents slowly, creating the dish of thesame name: an intoxicating aroma rising fromtender, juicy chicken and lamb, delightfully sea-soned and served on a bed of couscous.

Whether shopping in ancient markets (souks)or trendy, urban warehouse areas, customers aregreeted by shopkeepers offering traditional minttea and friendly conversation. It’s not uncommon,inside stores, to find product demonstrations(with artisans weaving rugs, painting ceramics, ortanning leather).

With such an invigorating shopping experi-ence, it’s easy to spend an entire day weavingaround mazelike markets. The most successfulshops are those that create experiences for cus-tomers. This is also true of strong retailers in ourindustry who transform the boring experience ofbrowsing into something that’s fun and excit-ing—whether that involves hiring friendly,engaged staff or holding cooking demonstrations.

I left Morocco feeling energized by the myr-iad ways to add beauty to interior and exteriorspaces. The country’s love of outdoor livingand its ancient (but creative) ways of combin-ing fabrics, colors, and textures are an inspira-tion to our industry.

Carol [email protected]

EDITOR’S MESSAGE

MoroccoWe travel, some of us forever, to seek otherstates, other lives, other souls.

—Anaïs Nin

Loretta Dolan knows a thing ortwo about the challenges facingretailers. She’s been an independ-ent representative for more than15 years, and today, she servesroughly 100 clients in the Mid-Atlantic region.As the new chair of the Hearth, Patio &Barbecue Association (HPBA), Dolanwants to help retailers get the assistancethat they need. Patio & Hearth ProductsReport chatted with Dolan about hergoals—and about how HPBA member-ship can help retailers succeed.

You are intimately acquainted withthe needs of retailers. What are thegreatest challenges facing themtoday? Dolan: Today, it’s really different than itwas a year ago. Today, they have thesales—people are coming in and wantingto buy—but because they’ve scaled backso much, over the years, it’s a question offinding the labor to do the installations.Later in the season, it will be availabilityof product. That’s an immediate issue.

The long-term issue is the govern-ment attack on our industry. That’s whyretailers need the HPBA. They’re thefolks who are fighting the battle. I don’twant to sound like a screwball, with“Let’s hunker down in the basement,”but between the EPA (with its rules onwood-burning products) and theDepartment of Energy (DOE)—with itsrules on gas-burning products—it feelslike an awful lot of regulation.

How can retailers protect themselves?Dolan: They need to keep up on thoseissues. They need to know where they’re vul-nerable, and they won’t know those things ifthey don’t play a part in the HPBA.

What’s going on with the EPA, andhow does it threaten retailers? Dolan: The EPA is proposing to limitthe amount of emissions permissiblefrom wood-burning products. TheHPBA has been asking the EPA to giveus time for this, please. The EPA is com-ing out with a final rule in February2015, and it could say that it wants theemissions to be so low that no stoves orother wood-burning products on themarket could get there. It would be animmediate loss of product. The HPBAhas spent an awful lot of money on mak-ing sure that won’t happen.

What about the DOE?Dolan: The DOE has been trying to limitthe efficiency of gas-burning products. It’strying to put every gas-burning applianceinto one description, to set one standard forall kinds of very different products. Thatcould get rid of several categories of ourbusiness, such as log sets and decorativeproducts, which would be terrible. We allmake a living from these appliances.

Starting January 1, 2015, any glass-fronted hearth or fireplace with a sur-face temperature that exceeds 172degrees must have a protective barri-er. How is the HPBA helping retailersget ready for this big change?

Dolan: First, the HPBA headed off strictregulations on these items by coming upwith standards for barriers (through theCSA) and then sitting down with thegovernment agency—the ConsumerProduct Safety Commission—and reach-ing a solution. That saved the industryconsiderable angst. It was senators (andpeople like that) raising hell. It was goingto get bad, but we sat down at a tablewith them and talked through it.

On the education side, we’ve givendealers all kinds of information: brochuresto put out in their showrooms and a videothey can be showing. For average retailerswho don’t understand why screens areshowing up on their products, even if theyhave information, it’s usually scuttlebutt.That’s unfortunate. The HPBA educatesfolks, saying, “This is what you have to do:You install the product with the screen. Ifthe homeowner takes it off after you leave,that’s fine, but you don’t do it. That willmake you liable.” Without being a mem-ber, the retailer might not know that.

What’s the most important benefitthat HPBA members receive? Dolan: Networking: Every affiliate meet-ing and every national show is an oppor-tunity for these folks to learn from eachother—and HPBExpo is NorthAmerica’s largest showcase for theindoor/outdoor-living industry. Thisindustry is still fairly young, and the peo-ple in it work really hard. They don’t havetime to study sophisticated business prac-tices, so they learn by talking to eachother. I can’t imagine any better venue forthat than HPBExpo or those affiliatemeetings. If you’re not a member, you’remissing all that.

You’ve said, in the past, that hearthretailers have been underserved; inwhat way?Dolan: They’ve never been given much.They were asked to overstock their ware-houses and never had any way to returnunsold items—and forget about training.These people have never had that luxury.If they don’t go to classes at the HPBAor at its affiliates, they never learn thingslike how to manage their money (orsomething as basic as how to price a job).

Being members enables them to go toaffiliate meetings and to HPBExpo,where some of those classes are given.They also have a voice to ask for whatthey need. They can say, “Going forward,I need a class on this,” and they’ll get it.

The economy’s looking up, andhearth retailers are having their bestseason in a long time. Why wouldthey need help now? Dolan: This is not the time to becomecomplacent. Now that they’re making moremoney, I hope our retailers allow them-selves to look at other things, whether thoseare partnering with a landscaper, taking onpatio furniture, or selling other productsthat are in demand in the early spring andsummer (so they can exist on more thanjust the sales spike in the fall).

We’re still fighting the government,and that’s not going to end any time soon.During the bad times, what the HPBAdid was keep up its services. Even thoughit was being pounded, it kept providingservices such as government affairs, educa-tion, communications, and statisticstelling us where we are. All of those thingshelped keep us in the game.


GUEST EDITORIAL

THE HPBA SPEAKS OUT by MICHELE KAYAL

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

Jesse Burkhart

Cherise Forno

Kimberly Rodgers

Sharon Sanders

Greg Thompson

SOCIAL MEDIA EDITOR

Greg Thompson

CIRCULATION DIRECTOR

Alyssa Sands

BUSINESS MANAGER

Susan Razetto

CEO & PRESIDENTTony Ramos

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Loretta Dolan

The Chicago International Casual Furniture &

Accessories Market™ in September will go onrecord as being a key factor in distinguishing VerandaClassics by Foremost as a major player with bothindoor and outdoor specialty retailers looking forinnovative marketing strategies and creative designswith mass appeal. Danny Jelley, senior vice presidentof product design and development, outdoor division,for the company, says, “We scored well beyond ourambitious goals. Every person at Veranda Classics getscredit for the results. It was truly a team effort thatbrought our entire plan into perfect focus. The con-tinuing momentum following Casual Market—andthe orders—have us extremely excited about 2015.”

Introductions included 10 complete new collec-tions, the launch of a cutting-edge website that featuresproduct videos, and a staggering 164-page catalog. NeilStreitfeld, national sales manager, says, “The ‘Wow!’ asgroups toured the showroom was obvious. Currentcustomers could not believe the transformation, andfirst-time appointments were amazed. We undoubtedlyhave the best in-store and online selling tools ever. Ourdesign team, headed by award-winning RobertTaunton, gave us eye-opening new looks that broughtseasoned buyers back to the showroom repeatedly tomake sure they had their markets protected.”

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

To implement its promise of making buying andselling outdoor furniture easier, Veranda Classicsleaned on the marketing expertise of industry veteranDeanne & Wayne & co. The interactive online pres-entation at VerandaClassics.com showcases, in depth,the unique product details for any device, offering full-screen video for devices where it is allowed. Multiple-location images of collections provide optimal sellingtools for both online and brick-and-mortar clients.

Wayne Donelson, president of Deanne & Wayne &co., website developer and photographer for VerandaClassics, says, “Danny has always challenged us to knocktheir socks off; this was a fantastic opportunity to takeeverything to the next level and think out of the box.”

Foremost Groups define a quarter-century of suc-cess. Veranda Classics, the specialty retail brand, is justone of four luxury brands that make up the outdoordivision of Foremost. As Jelley summarizes, “In ourgoal to make Veranda Classics by Foremost the easiestline in the outdoor industry both to buy and to sell,we have expanded our worldwide resources to meetthe evolving needs of any specialty retailer, no matterhow large.” For more information, go toVerandaClassics.com or contact Neil Streitfeld,national sales manager, at (561) 704-1964 [email protected].


INDUSTRYNEWS

HNI CORP. ACQUIRESVERMONT CASTINGS GROUP HNI Corp. and its Hearth & Home Technologies

business have acquired Vermont Castings Group, a lead-ing manufacturer of freestanding hearth stoves and fire-places. Vermont Castings Group has annual revenue ofapproximately $100 million.

Stan Askren, chair, president, and CEO of HNICorp., says, “We’re excited about Vermont CastingsGroup joining HNI Corp. as part of our hearth business.Its unique brands, strong customer relationships, and

quality products are a great fit with our hearth strategyand hearth-brand portfolio.”

Brad Determan, president of Hearth & Home Technologies, says, “We look forward to working with theentire Vermont Castings team and leveraging our lean and marketing expertise to achieve outstanding cus-tomer support and profitable growth for Vermont Castings’ channel partners and end users. We are pleased towelcome the employees and customers of Vermont Castings Group to the Hearth & Home Technologiesfamily. Vermont Castings Group’s brands have long and proud histories, and we are excited to add these to ourindustry-leading family of hearth brands.”

Ricardo León, president of Vermont Castings Group, will continue in his role and report to Determan.The transaction was completed as an all-cash transaction and is expected to provide a nominal profit contri-bution in 2014 and to contribute positively to 2015 earnings.

Sales Surge for Veranda Classics at Casual Market

RH Peterson Company AddsPropane-fueled Truck to Its FleetRH Peterson Company (City of Industry,California) recently added a 2015 S2G box truckfrom Freightliner, fueled by clean-burning LP, to itsdelivery fleet. Tod Corrin, executive vice president ofRH Peterson, says, “This is a first-ever factory pur-pose-built, medium-duty, propane box truck. Thispurchase speaks to RH Peterson’s commitment tobeing an environmentally friendly company.”

Built on a proven platform, the 26-foot truck hasan 8-liter LP engine, 339 horsepower, 495 pound-feetof torque, and a gross vehicle weight rating of 33,000pounds. According to RH Peterson, the truck will beused to make local deliveries in Southern California,

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

Brad Determan

RH Peterson’s propane-fueled delivery truck

November/December 2014 Patio & Hearth Products Report 11

with routes of up to 300 miles. The truck has a rangeof more than 380 miles.

RH Peterson has been manufacturing home prod-ucts for more than 65 years. From Real Fyre ventedand vent-free gas logs and direct-vent inserts for homefireplaces to Fire Magic premium gas grills, AmericanOutdoor gas grills, and American Fyre Design out-door gas fire products (such as firepits, fireplaces, andfire tables) for the backyard, RH Peterson sellsthrough a network of independent retailers, national-ly and internationally.

Innovative Hearth ProductsCelebrates Grand Reopening of FacilityInnovative Hearth Products (IHP), manufacturerof Astria, IronStrike, and Superior brand fireplaces,

stoves, inserts, and accessories, held a grand reopeningceremony for its Russellville, Alabama, facility in lateOctober. The ceremony commemorated the compa-ny’s renovation and expansion of the facility, whichinvolved a 14-month, $14-million investment thathas resulted in 225 new jobs for the local and sur-rounding communities.

To address manufacturing and sales growth, IHPenlarged the original 105,000–square-foot operation to320,000 square feet. The company acquired new state-of-the-art equipment, as well as transferring necessaryequipment from its Union City, Tennessee, and SantaAna, California, facilities to the renovated Russellvillelocation. In addition, IHP dedicated numerous hoursto advanced employee training, over several months, inpreparation for the factory’s reopening.

IHP dedicated the facility to friend and formeremployee Charlie Krosp, who was instrumental inopening the plant in 2004. Krosp productively man-aged the operation for a number of years before retir-ing in 2011. In his honor, the new factory will bereferred to as Charlie’s Campus, with a plaque in thevisitor’s lobby to honor him and his longtime devo-tion to the company.

Guests at the grand reopening included MarkKlein, CEO; IHP employees; industry professionals;community leaders; and dignitaries (state Sen. RogerBedford, state Rep. Johnny Mack Morrow, andRussellville Mayor David Grissom).

Klein says, “Without the support of Sen. Bedfordand the team of local officials, along with an incredi-bly dedicated team of employees, this huge accom-plishment would not have been possible. Our invest-ment partners, ComVest, made a significant contribu-tion of over $14 million to ensure a solid foundationfor our intended long-term growth. We have truly

been blessed, from every aspect. This facility will be acornerstone of our organization. We have incorporat-ed some new state-of-the-art paint booths, along withour lean manufacturing technologies. When all iscompleted, this will ensure we are the leanest, lowest-cost producer in the industry.”

HearthIndustryMourns thePassing ofDan MaddoxDan Maddox, a veteranof the hearth industry,passed away onSeptember 30, 2014, inCenterville, Ohio, afteran extended illness. Hewas 87. He founded

The Maddox Company in Columbus and ProductsMarketing Group in Dayton.

In 1989, Maddox founded a manufacturing busi-ness designing and producing outdoor firepits andcontrols for gas log fireplaces. This company becameHearth Products Controls (HPC) in 2001. Maddoxalso served on the board of directors and as presidentfor the MidStates Hearth, Patio & Barbecue

Association (MSHPBA). In 2011, he was namedboard member emeritus of MSHPBA for his manycontributions to the industry.

Maddox retired in 2010, at the age of 82, after sellingHPC, to relax and enjoy life. Maddox’s vision of fire andwater in an outdoor firepit materialized and won awardsas best outdoor hearth product and best in show duringthe 2013 HPBExpo. He is survived by his wife, Connie;his daughters, Karen Huffman and Kim Dietz; and hisstepdaughters, Cindy Sheley and Susan Sheley, as well asgrandchildren and great-grandchildren.

From left: Sam Scarbrough, Mike Madden, Jerry Klein,Chuck Kimmet, and state Rep. Johnny Mack Morrow

Manufacturer of outdoor kitchens

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for an independent self-motivated sales

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SALES REPRESENTATIVE

OW LEE PRESIDENT WINS ENTREPRENEUR AWARD Terri Lee Rogers, president of OW Lee (Ontario, California), manufacturer ofhigh-end outdoor furniture, firepits, and accessories, was chosen as the winner inthe Manufacturing Entrepreneur category for the 2014 Spirit of the EntrepreneurAward. The Spirit of the Entrepreneur Awards program was founded in 2003 torecognize and celebrate the accomplishments of California’s Inland Empire’s topentrepreneurial business leaders.

Since that time, the award has honored more than 250 entrepreneurs as finalistsand has bestowed the coveted Spirit Award on 100 entrepreneurs. Finalists werechosen during an afternoon reception of networking, where Rogers gave a 60-sec-ond presentation on OW Lee and was interviewed by a series of judges.

Speaking before the winners had been chosen, Rogers says, “I am so honored tobe a finalist for this very prestigious award in the Inland Empire community. I hope to win this award anddedicate it to my grandfather, Oddist W. Lee, who was the ultimate OW Lee entrepreneur.”

In total, 27 finalists and nine winners were chosen from a pool of more than 130 nominees. The winnerswere announced at a black-tie gala held on November 13 at the Riverside Convention Center.

OW LEE SELECTS SALESREPRESENTATIVE OF THEYEAR FOR 2014 Ron Ball was honored by OW Lee as its 2014 SalesRepresentative of the Year. The award was presented dur-ing a sales-meeting dinner at the Chicago InternationalCasual Furniture & Accessories Market™.

Ball has been selling OW Lee products since 2005and has successfully developed an OW Lee presencein Kentucky, Tennessee, Arkansas, Georgia, Texas, and Oklahoma. He has a lifetime of experience in thecasual-furniture industry and is a mentor to many. In 2010, Ball received the International CasualFurnishings Association’s Lifetime Achievement Award.

Terri Lee Rogers, president of OW Lee, says, “Ron Ball was the clear choice for the award this year. His salesgrowth was astonishing, considering the maturity of his territory.” The Sales Representative of the Year award ispresented each year in recognition of outstanding performance in the achievement of sales goals, excellence incustomer service, and comprehensive support of the management team in sales/marketing strategies.

Terri Lee Rogers

Ron Ball and Terri Lee Rogers

Dan Maddox


INDUSTRYNEWS

ProCom Heating Inc. (Brea, California) has along history in the heating industry, dating back tothe early 1980s. During that time, ProCom was thefirst Chinese manufacturer of heating products toexport to the United States. Now, much of theCalifornia company’s manufacturing is transitioningto the United States.

In the early 1990s, the first U.S. corporation wasstarted; it would become Universal Heating in YorbaLinda, California. Universal Heating was sold to DesaInternational in 1998, and a joint venture was createdwith Desa that lasted until 2001. That end was thebeginning of Continental Appliances, dba ProCom,which was the company’s identity until 2012 (whenProCom Heating came to fruition).

These days, ProCom is changing from being animport company to being a U.S. manufacturing entity(in a transition that continues to this day). Patio &Hearth Products Report chatted with Kirk Kirchner,president of ProCom, about the transition, as well asthe benefits of the company’s Dual Fuel technology.

What are the driving factors in moving yourmanufacturing to the United States?Kirchner: The repatriation of our manufacturing is anongoing effort that started in 2012 with our purchaseof the first facility in Bowling Green, Kentucky. Thisfacility was created to manufacture our full line of out-door heating equipment. Since that time, we haveexpanded to include the facility that used to be thehome of Desa International as well. All told, we have atotal of 360,000 square feet of manufacturing andwarehouse space, as well as an additional 68 acres ofdevelopable land in Bowling Green.

Some of the factors behind the decision to comeback to the United States were the increased costs oflabor and materials in China, as well as the increasedcosts and time on the water for ocean freight. We alsolooked at the seasonality of our heating business andrecognized an opportunity to offer our partners theability to level load their inventory and capitalize onfluctuations in the weather.

This decision to come back has made us the onlyU.S. manufacturer in the category today. Since technolo-gy has always been what has differentiated us in theindustry, the expanding footprint in the United Stateshas allowed us to focus on the development of ourproducts, stateside, with the creation of a fully certified,CSA–accredited engineering lab for both outdoor andindoor heating products.

With the headquarters of your company beingin California, why did you choose BowlingGreen for your manufacturing center?Kirchner: Besides the obvious pool of talent that exist-ed in Bowling Green after the closure of Desa, the cen-

tral location for the largest pool of heating customersmade the decision fairly easy. We also understand thehistory of heating-products manufacturing in the townand the positive impact that it would have to the com-munity if we brought it back to Bowling Green. Sincewe opened, the community has really embraced us, andour continued expansion has firmly planted us withinthe fabric of Bowling Green.

Throughout this process of repatriation, whathave been your biggest challenges?Kirchner: When we began to lay out the repatriationplan with our dedicated contract manufacturer inChina, it was decided that as we moved some produc-tion to the United States, it would need to consolidateits facilities in conjunction with our efforts. This con-solidation took longer than it had anticipated, and inturn, that affected our ability to supply our customersin a timely manner this year.

This is also the first year of our NextGen dual gas sys-tem, our latest improvement to Dual Fuel technology.Whenever you are launching a new technology, there arealways challenges. Fortunately, we are pretty good ataddressing those challenges, since this is our third genera-tion of Dual Fuel technology.

What is Dual Fuel?Kirchner: In simple terms, Dual Fuel is the ability for agas appliance to be installed and operated on either LPor natural gas, based on what is in the home. This isaccomplished without having to make any alterationsto the appliance. Our first patent for Dual Fuel wasapplied for in 2006, and since that time, we have beenthe industry leader in this technology.

Initially, our Dual Fuel technology was based onwhat we call our two-step design, which allows theinstaller to plumb the gas to either the natural-gas sideor the LP side of our patented Dual Fuel regulator andthen select natural gas or LP on our patented selectorvalve. We then evolved into a one-step design that,although patented in 2010, was never released. Our lat-est evolution is a no-step design that we call NextGendual gas and have launched this season.

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

What are the advantages of Dual Fuel?Kirchner: The advantages of Dual Fuel (over tradition-al fuel-specific appliances) are mostly in ordering,inventory management, and capital investment ininventory. If retailers do not have to worry aboutwhether they have enough LP units versus natural-gasunits, and they know that every product purchased canbe sold for either application, then there is no need tocarry as much inventory to make up for the splitbetween natural gas and LP.

This means they have to dedicate less warehousespace to capturing the same amount of sales, and theyhave fewer dollars tied to that inventory. This is huge,when you are stocking a seasonal item. Simply put, theyalways have the right product on the shelf.

What is the biggest misconception about yourcompany or products?Kirchner: It’s that we are a Chinese company with lim-ited industry experience. The truth is that ProComHeating Inc. is a family-owned corporation based in theUnited States.

Our executive staff, today, has a combined 215 yearsof industry experience. Our U.S. manufacturing expan-sion is one of the largest single investments into manu-facturing infrastructure made in our industry in thepast 10 years. Our history in the industry (dating backto the early 1980s) and our commitment to the com-munity of Bowling Green prove that our position asindustry leader in vent-free technologies is welldeserved.

What are your plans for the future?Kirchner: We will continue our investment in facilities,this year, with the installation of an automated sheet-metal fabrication department to support our expandingdomestic capabilities—and to feed the robotic paintline already in place. We also have plans for expandingour current markets and launching new products, withnew technologies, into segments of the industry wherewe currently do not participate.

True to our company’s prime directive, if we enter anew category with a new product, we must bring newtechnology—and that is what we will do, as we expandour product offerings in the future. For more informa-tion, visit www.usaprocom.com.

The model FBD28TCC-M-MO fireplace from ProCom Heating

PROCOM HEATING CONTINUES TO EXPAND IN THE UNITED STATES

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arrange any of our outdoor furniture – from the comfort of your chair. Add an outdoor kitchen or a fire pit. Then get a preview of your new oasis. Go to gensuncasual.com to see the endless possibilities, and bring your outdoor room to life.

DESIGN MADE EASY WITH THE OUTDOOR ROOM PLANNER

Casual Living



Agio-USA Partners With Major Rug Supplier to Sell Outdoor Rugs A new partnership has beenannounced between two leaders (inoutdoor furniture and accessory rugs)that will complement outdoor-furni-ture collections found in the stores ofboth traditional and specialty brick-and-mortar furniture retailers andcasual-furniture specialists. Agio-USA(Virginia Beach, Virginia) has madean exclusive arrangement to sellnuLOOM rugs through its sales anddistribution network. nuLOOM, aleading manufacturer of both indoor

and outdoor rugs, will continue itsexisting online-commerce businesswith its own sales force.

Agio-USA wanted to find a com-pany at the top of the field in the cat-

egory. nuLOOM, whichis primarily focused ononline sales for its fash-ionable rugs, will nowgain entrance into brick-and-mortar furniturestores through the newrelationship with Agio-USA and its outdoor-salesrepresentatives.

The arrangementmakes sense to Andy Sokol, vice presi-dent, sales/furniture stores, for Agio-USA. “With the growing popularityof the outdoor room, we’ve seen theneed for more accessory items,” Sokol

says. “Outdoor rugs add color as anaccessory to your outdoor-furniturecollection, make for a nicer-lookingliving space, and provide the practicalbenefit of having a rug under your feetin the walking area.” For the stores,selling rugs is an easy way to add to theticket—and displaying the rug doesnot require any additional floor space.

With a large assortment of inter-esting motifs, nuLOOM takes inspi-ration from designs found innature, textiles, and architecture fromaround the globe and combines themwith 100% polyester or polypropylenefabrics. The rugs, in sizes from 5x8feet to 9x12 feet, are UV treated toprevent fading and can be easilycleaned with a garden hose.

Agio-USA is working withnuLOOM to coordinate designs thatcomplement outdoor-furniture trendsand styles. By providing examples ofcomplementary rugs on display in theirshowrooms, outdoor-furniture retailerscan show buyers how to accessorizetheir collections and can make it easierfor customers to imagine what wouldgo best with the collections that theyintend to purchase.

According to Sokol, Agio-USAoffers larger retailers a customized pro-gram to match an outdoor-furniturecollection with a nuLOOM rug thatcreates a unique furniture group thatonly one retailer will have. Direct-con-tainer programs are available, in addi-tion to the domestic program. Sokol

INDUSTRYNEWS

HEARTH & HOME TECHNOLOGIESPARTNERS WITH CLAYTONHOMES Hearth & Home Technologies recently formed a strategic part-nership with Clayton Homes, the largest U.S. home builder.Clayton Homes has selected Hearth & Home Technologies’Heatilator® brand as its brand of choice for fireplaces. The part-nership brings together two industry-leading brands: ClaytonHomes has been building homes since 1956 and has receivedmultiple awards for design and construction along the way, andHeatilator is the number-one preferred brand of builders, knownas the first name in fireplaces, the company says.

Andy Morgillo, vice president of the purchasing division for Clayton Homes, says, “Heatilator has a long legacy ofdependability and value, which are important attributes in our homes. We’re pleased to partner with the leading fireplacemanufacturer to enhance our floor plans and bring added value to our customers.” The partnership will roll out over the nextseveral months in Clayton Homes houses across the country.

Rich Wilson, vice president of national accounts for Hearth & Home Technologies, says, “As the largest home builder in[the United States], Clayton Homes is known for leading the way by providing the right options, upgrades, comfort, andquality, at all price points, to its homebuyers. We look forward to working with Clayton Homes to provide the best hearthsolution to meet the needs of its diverse homebuyers.”

NEW MEZZO FIREPLACEREDEFINES CLEAN, MODERN DESIGN Heat & Glo, a leader in fireplace design and technology, is excitedto unveil its new MEZZO direct-vent gas fireplace series—mod-ern, linear fireplaces with a distinct, sophisticated style to set apartany room of the home. Combining elegance and innovation, thenew MEZZO reflects modern design elements that have become afixture of contemporary fireplaces today: clean, linear design; aflush-to-the-wall finish; and low-profile trim.

The MEZZO features a fade-resistant black-glass interior and clear LED lighting that illuminates a bed of crushed glass,which is available in seven colors to create a stunning effect. Available in four sizes, the MEZZO can be customized with avariety of different front finishes and interior options to enhance any home’s decor—so it’s not surprising that it was namedone of Professional Remodeler magazine’s 100 best new products of 2014. Available in 36-, 48-, 60-, and 72-inch models, thenew Heat & Glo MEZZO is offered in single-sided or see-through styles.

Becky Scribner, brand director of Heat & Glo, says, “The MEZZO defines clean, luxurious modern design. This seriescombines design excellence with quality and innovation, for a sophisticated hearth that adds convenience and intelligence tothe heart of the home.”

Heatilator Crave

The MEZZO fireplace by Heat & Glo

BLAZE KINGFOUNDER’S WIFE DIESPhyllis Larson, wife of Blaze Kingfounder Hal Larson, passed awayon September 7, 2014, at the ageof 77. Hal Larson sold Blaze Kingin 1998 so that he could spendmore time with Phyllis and familymembers. Those in the hearthindustry will remember Phyllis forthe many years that she attendedindustry gatherings—and volun-teered to babysit the children ofother attendees so that they couldattend evening celebrations. Theentire hearth industry extends sin-cere condolences and prayers to theLarson family on its loss.

A nuLOOM outdoor rug complements Agio’s Charlotte deepseating group


adds that for retailers of either outdoor-specialty or tra-ditional furniture, the benefits are comprehensive: ahigh-quality product, attractive price points, a domes-tic place to find products, the latest fashions from agood and trusted source, and U.S. inventory that can beshipped quickly.

“We’ve found a very good company with a lot ofexperience in the rug business to partner with us inthis program,” he says. “We are excited about thisopportunity.”

nuLOOM has used been an online-channel sup-plier since its inception. The company’s rugs are man-ufactured in Egypt, China, and Turkey, but are keptin an 110,000–square-foot warehouse in Cranbury,New Jersey, for quick shipping. The minimum orderis $1,000.

Agio-USA is the exclusive sales force fornuLOOM’s outdoor-product line with brick-and-mortar stores. Sokol says, “We are competitivelypriced, and we have a lot of designs from which tochoose. In addition, rugs can be obtained quickly fromthe warehouse, and retailers don’t have to make amajor commitment.”

Peak Season to Acquire NewHeadquarters Building andWarehouseIn spring 2015, Peak Season, casual/outdoor-fur-niture and decorative-accessory manufacturer, willmove into a new headquarters building in Irondale,

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

Homecrest Outdoor Living HiresNew Sales RepresentativesHomecrest Outdoor Living recently hired two newsales representatives. Gary Hug, known for his long-standing and strong working relationships with small-to-large retailers in the casual-furniture/hearth indus-try, joined Homecrest as sales representative for theMid-Atlantic region, including the District ofColumbia, Delaware, Maryland, Virginia, NorthCarolina, and South Carolina. Hug maintains a largeportfolio of dealer contacts, many of whom he’smaintained relationships with for numerous years.Hug resides in Eastern North Carolina with his wifeand daughter.

Michael Mettendorf, vice president of sales forHomecrest, says, “Gary’s ability to develop and fos-ter relationships that span more than 25 years servesas a testament to his steadfast commitment to ourindustry. He will expand our reach and enhance ourcustomer-service efforts in this region.”

Tyler Jones was appointed as sales representativeto serve and support dealers in Texas andOklahoma. Jones resides in Krum, Texas, with hiswife, son, and soon-to-arrive daughter.

“As Homecrest is reinvigorating our brandthrough new technologies and innovations bylaunching enhanced product introductions, addingTyler is part of an ongoing effort to strengthen ourrepresentation in key markets,” Mettendorf says.“Tyler can be described as tenacious, outgoing, ener-getic, professional, and well connected to the spe-cialty outdoor, hearth, pool, and furniture-dealermarket. He comes to Homecrest highly recom-mended and has been an independent sales repre-sentative for seven years, [bringing us] a strong back-ground in sales, promotion, training, and effectivemerchandising. Tyler’s immediate goals are to beeasily accessible and open at all times for communi-cation with his dealers.”

Brown Jordan Outdoor KitchensTeams Up With Dekton byCosentinoBrown Jordan Outdoor Kitchens formed a newstrategic alliance with Dekton, the innovative newline of ultracompact surfaces with advanced technicalproperties for exterior design by Cosentino, the lead-ing manufacturer of quartz, natural-stone, and archi-tectural surfaces. The alliance was launched at thisyear’s Fall High Point Market in October.

Brown Jordan Outdoor Kitchens will specifyDekton as part of its countertop-selection process. Inaddition, national Brown Jordan Outdoor Kitchensrepresentatives will participate in a training session tolearn about creating and offering designs focused oncolor combinations and performance for the com-bined products. The combination of Dekton coun-tertops and Brown Jordan Outdoor Kitchens stain-less-steel cabinetry will grant even more design possi-bilities for homeowners who want to create a luxuri-ous backyard havens that can be used for entertainingor quiet get-togethers.

Mitch Slater is president of Danver, exclusivelicensee of Brown Jordan Outdoor Kitchens. Hesays, “We are excited to be partnering withCosentino on this venture. Dekton is cutting edgeand will revolutionize the concept of bringingindoor styles to the outdoors. This unique alliancebrings together two high-end manufacturers andproducts to create outdoor kitchens for upscalemarketplaces.”

Brown Jordan Outdoor Kitchens offers thewidest range of storage and organizational cabinetryin the industry. The stainless-steel cabinets includeconcealed stainless door hinges, solid-core doors,trash pullouts, fixed and sliding shelves, soft-close/self-close drawers, and leveling legs. They areavailable in a wide selection of exclusive BrownJordan powder-coat finishes.

The Dekton surface is made from a sophisticatedblend of glass, porcelain, and quartz and offers UVresistance for color stability outdoors; exceptionalstrength and high resistance to impacts, scratches, andabrasion for use in high-traffic areas; and very lowwater absorption. Dekton’s resistance to thermalshock (heat, frost, and thawing) enables the productto be used in any climate—and a multitude of out-door applications.

Brown Jordan Outdoor Kitchens displays will befeatured at most Cosentino showrooms in the UnitedStates and Canada. Both companies will collaborate oncobranded marketing activities focused on promotingoutdoor living; these might include events, tradeshows, and print and digital advertising campaigns.

Pizzeria Pronto Receives Top Award from The Gourmet RetailerThe Companion Group’s Pizzeria Pronto® byPizzacraft® received an Editor’s Pick Award fromThe Gourmet Retailer magazine in thekitchenware/tabletop category. Chuck Adams, CEO,

says, “We are delighted to receive this award on behalfof our Pizzacraft brand. The Pizzeria Pronto is a revo-lutionary product that has taken the market by stormwith its innovation and ease of use. The versatility ofthe Pizzeria Pronto allows owners to use it at home,camping, at barbecues, at picnics, and even at tailgat-ing events.”

This award was determined based on TheGourmet Retailer’s assessment of innovation, func-tionality, quality, and overall value; the PizzeriaPronto excelled on all criteria. To create pizzeria-qual-ity pizza, the Pizzeria Pronto uses patent-pendingtechnologies, including a dome shape and an innerheat shield that redirects heat to cook toppings at thesame rate as the crust, along with internal PerfectPizza grill stones, which distribute heat for evencooking and a crisp crust.

Gensun Casual LivingRecognizes Top SalesRepresentativeGray Dobbins was honored with Gensun CasualLiving’s Sales Representative of the Year Award at thisyear’s Chicago International Casual Furniture &Accessories Market™. The award is presented annu-ally to a Gensun Casual Living sales representative forachievement in sales, customer service, communica-tion, dealer and market growth, and business ethics.

The Pizzeria Pronto

Peak Season’s new headquarters building in Irondale,Alabama

continued on page 68

Alan Murphy, vice president of busi-ness development for Blaze King(Walla Walla, Washington), declares,“Blaze King is experiencing exception-al sales growth. Nearly all dealers inthe United States and Canada aretelling us they are having a very strongyear. The market is very positive. Weare seeing a sustained improvement inthe economy, and the dealers had astrong winter due to weather condi-tions. Sales never slowed through thesummer, and the dealers are reportingthat traffic in the showrooms contin-ues to be brisk.”

Terry Hicks, national sales direc-tor—Canada, hearth, for NapoleonFireplaces (Barrie, Ontario), reportsthat Napoleon, too, is experiencingan increase in stove sales. He creditsthe long, harsh winter for the boom.“During that period, we saw the costsof LP double, in some regions,” hesays. “Since most of these areas arerural, we anticipated a surge in wood-stove interest, and that has been thecase. With the latest estimates by“The Old Farmer’s Almanac” predict-ing yet another old-fashioned winter,the wood-stove category has gainedeven more momentum.”

Kurt Rumens, president ofTravis Industries (Mukilteo,Washington), is equally enthusias-tic. He says, “Given what we aredoing with the product mix andwhat we’re doing with hearth deal-

ers, we’re setting record sales.” Rumens reports that sales for

Travis Industries are approaching2008 levels. “That was our peak;2009 had about a 40% drop. We’vebeen trying to regain interest fromconsumers, so it has been a growthtime of small growth, better growth,and even better growth. On average,we see a strong hearth market, withgood growth. The highest traffic andsell-through seem to be in theregions where the weather was themost severe last year,” he says.

Likewise, Karen Smeltz, seniorbrand manager for Harman Stoves(Lakeville, Minnesota), notes thatgeneral sales are strong. “Propaneprices were high in 2013, so we knowconsumers are going to be lookingfor efficient, effective home-heatingsolutions, like our pellet and wood-burning stoves, heading into burnseason,” she says.

Paul Miles is director of sales for

Miles Industries/Valor Fireplaces(North Vancouver, British Columbia),which manufactures gas appliancesexclusively. He says that the boom insales was helped along by lower gasprices and clean-air incentives.

Paul Erickson is CEO andfounder of Pacific Energy FireplaceProducts (Duncan, BritishColumbia), which re-entered themidlevel gas market, last year, with afireplace collection sold under thePacific Energy brand. He reports,“Our initial launch has been very


SPOTLIGHT

SPREAD THE WARMTHConsumers in search of low-cost, efficient heat sources will love this year’s crop of new stoves.

by CHERYL DANGEL BARTOLINI

3

1. The Grandview wood-burning stove (with

pedestal) from IronStrike by Innovative Hearth

Products

2. The portrait Lift freestanding fireplace from

Valor Fireplaces

3. Wittus–Fire by Design’s Twinfire stove

4. An Empire Comfort Systems direct-vent stove

It appears that 2014 mightvery well be the year of thestove. Last year, thisProduct Spotlight analysisreported that sales of allstoves—wood, electric,gas, and pellet—wereincreasing. A year later, itappears that this trend(which ignited sales in2014) might well blaze into2015 and beyond.

1

2

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positive. We are seeing exponential growth andoutperformance in the market.”

Michael Lewis, brand director for IronStrike byInnovative Hearth Products (Nashville, Tennessee),predicts that the best is yet to come. He says, “Wehad a cold winter last year, and consumers who suf-fered through it will be looking for better ways toheat their homes. So far, sales are on the rise, but Isuspect we will see a spike once the temperaturestarts to drop.”

Alyce Wittus, owner of Wittus–Fire by Design(Pound Ridge, New York), is not quite as enthusias-tic as her peers. She is, she says, “cautiously opti-mistic; however, the recession is still causing con-cern. Homeowners are making improvements thatmatter most. The home has become a focal point,and making the space comfortable and energy effi-cient is important, in times like these.” She reports amarginal increase over last year.

Nick Bauer, CEO of Empire Comfort Systems(Belleville, Illinois), explains the ups and downstypically experienced by the industry this way:“Stoves will always be a niche market in that theyare popular in certain regions, but not as a nationalcategory. That doesn’t mean, as a manufacturer,that we don’t pursue that market. It’s a growingmarket, in general, and a market that we have beenfocusing on,” he says.

TRENDS ABOUNDWith increased sales, it appears, there is no

shortage of emerging trends. For example, matteblack is back: “Several years ago, the porcelain coat-ings—which had been staid for decades—suddenlyexploded with color variations and varied finish-es. That seems to have toned down, for now, andwe’re seeing interest in matte finishes again. Amatte-black stove fits any decor,” Bauer says.

Increased efficiency and clean burning: “Due tolast year’s harsh winter, with seasonal storms andpower outages, people are interested in upgradingtheir fireplaces and old stoves to energy-efficientmodels,” Wittus states. Rumens concurs. He says,“People are sensitive to how much mileage they getout of a gallon of fuel for their cars. The same trans-

lates to hearth products. We’ve had some real break-throughs in the past few years, but it takes a few yearsto go nationwide and for people to ask for them.”

Lewis says, “Rebate programs offered by localmunicipalities have helped drive technologyadvances in the category. Across all fuel categories,manufacturers are finding new ways to increase fuelefficiency, reduce emissions, and ensure that prod-ucts are safe for the whole family to enjoy.”

Murphy says, “There a push for higher efficienciesand lower emissions in all categories; this is beingdriven by proposed new legislation. Technologyrefinement—and, in some cases, automation—arehelping us to achieve this goal. We are likely to seethis trend continue in solid-fuel products and intogas products, as regulations tighten in the future.”

Wittus adds, “The stove/fireplace industry israising the bar, when it comes to meeting stringentstandards. Modern stoves are designed to be highlyefficient and airtight, resulting in longer burn timesand higher heat output. In addition, lower emis-sions and less pollution are key factors.”

Pellets are hot: Sales of pellet stoves are trendingupward, Smeltz reports. They “continue to be a pop-ular choice for consumers who are looking for an effi-cient way to heat their homes, and this will be likelyto increase as we continue to educate the publicabout the benefits of heating with pellets,” she says.

Catalytic catapults: Catalytic-stove sales also areincreasing, according to Murphy. He says, “BlazeKing has always been in the forefront of catalytictechnology. We are now seeing other companiesadopting this technology. This is being driven, pre-sumably, by the discussions around the new EPANew Source Performance Standards.”

Jess Baldwin is vice president of sales and cus-tomer service for Vermont Castings Group (Paris,Kentucky). Trending are the new hybrid combus-tion systems, which “couple catalytic and noncat-alytic technologies into a single appliance, provid-ing for greater efficiency, cleaner burns, and moreflexibility of use for consumers, depending on theirheating requirements,” he says.

Clean lines: “The appearance of the appliancesis what is new,” Hicks says; he likes to use Europeandesign as a catchall phrase referring to this trend.“What has been popular in Europe, for quite sometime now, is a much more modern appeal thanwhat has been selling in North America for years,”he explains.

In gas models, Miles reports, “Trends have beentoward clean and contemporary design. The inher-ent nature of the stove as a traditional appliance,though, has kept demand for cast iron high.”

5. The Harman Accentra 52i pellet insert

6. Wittus–Fire by Design’s Domino stove

7. Vermont Castings Group’s twilight Encore stove

8. Napoleon’s S series 4 deluxe wood-burning stove

9. Pacific Energy’s G958 stove in Bordeaux

5

6

7

8

9

Lewis adds, “Over the past fewyears, there has been an increase in theoverall variety of stove styles offered inthe marketplace. It seems that con-sumers are becoming more comfort-able with stoves that step outside thetraditional style profile that they havebeen used to seeing for the past 30years. Consumers are stepping awayfrom nostalgia, but it appears to be aslow journey.”

Smeltz says, “Cast-iron wood

stoves with legs are still the most pop-ular, but we are seeing a trend towardless ornate detail on the castings. Thisis a gentle move toward a look (whichseems to be preferred by youngerhomeowners) that works well with alarger variety of decor styles.”

Baldwin adds, “Style is a majorconsideration in the purchase of astove. As Millennials exert more influ-ence in the marketplace, the opportu-nity to push the boundaries on design,from traditional to modern, offers

exciting opportunities for new-product innovation.”

Erickson agrees. He says,“The general consumer is muchmore design aware,” noting thatcontemporary designs are out-selling traditional designs. Healso notes a shift in buyer demo-graphics. “There’s a rise infemale-led purchasing decisions,”he adds.

Increased traffic: “Thebiggest thing we are seeing isthat buyers are in the stores,”Rumens states, pointing outthat the trend he sees isn’t prod-uct oriented. “Traffic, from theEast to the West Coast, is wayup; we are seeing interest inevery category. Some regionsfavor different technologies, butthe whole hearth segment isincredibly strong,” he says.

Rumens is concerned,though, about the supply side of thebusiness. “We’re producing at recordlevels. We built up a large inventoryprior to the season, and what weneed now are not orders, but projec-tions,” he says. “We need the dealersto tell us what they expect to sell intheir regions. We need them to saywhat they are seeing. We can buildwhatever they need, but if we don’thave a clear vision from each region,we might have the wrong thing instock. The way things are going, we

might have product shortages laterin the season.”

CHALLENGING REGULATIONSResearch/development, which

slowed to a crawl during the recession,is still delayed, somewhat, as manufac-turers focus on realigning and tweak-ing products to meet new federal reg-ulations. “Quite frankly, the past yearhas been spent trying to figure outhow to pass the upcoming ConsumerProduct Safety Commission (CPSC)requirement for a protective screen onall gas units by January 1, 2015,” Bauersays. “This hasn’t allowed us to spendmuch time on research/developmentor new products. I’m worried aboutwhat the CPSC screen requirement isgoing to do to our products, as well asto the entire industry. It isn’t very easyto change a casting a few inches tomake room for a screen.”

The team at Pacific Energy hasbeen busy working on just that. “To beregulation compliant, Pacific Energy isintegrating proprietary stainless-steelmicromesh safety screens on all gasproducts,” Erickson explains, in thefourth quarter of 2014. He says,“Instead of designing a screen that theend user would be likely to remove,our strategy was to design a screenapplication that the consumer would-n’t see. Unlike traditional screens, themicromesh screen is virtually invisibleand no longer alters the aesthetic expe-rience of the fireplace.”

Product innovation has focused onease of operation, coupled withincreased efficiency. Smeltz says,“Consumers want products that areeasy to use and low maintenance. Werealize consumers can choose a fuelthat turns on at the flip of a switchand doesn’t require daily loading, soHarman has made sure to have theeasiest pellet stoves to load and main-tain—from day one.”

She adds, “We are also constantlyevaluating our pellet stoves and makingthem even easier to own. Our top pri-ority is designing a product that doesnot need to be cleaned as often as otherbrands, ensuring that when it does needcleaning, it’s a fast and easy process.”

Miles notes, “Gas appliances areeasier to adapt to newer electroniccontrols and smart controls. The con-venience of pilot-on-demand systemsand smart controls makes operatingappliances much easier and more effi-cient than in the past.”

NEW DESIGNSLast year, Blaze King introduced

the Ashford 30, and this year, itlaunched the Ashford 20, now allow-ing consumers to enjoy the advantagesof a Blaze King in a cast-iron stove.

Murphy says, “Continual refine-ment means that Blaze King offers themost efficient products, with some ofthe lowest emissions. Consumers winbecause they get consistent, comfort-able heat—with less work and the abil-ity to lower their heating costs. Whatcould be more exciting than that?”

Empire made a number ofimprovements to the design and func-tion of its stoves several years ago,including adding smaller versions. “We


SPOTLIGHT

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

Travis Industries

2. The Madrona traditional freestanding stove

from Valor Fireplaces

3. Blaze King’s Ashford 20 stove

4. Vermont Castings Group’s Defiant stove

5. The Neo 1.6 wood stove from Pacific Energy

6. A vent-free model from Empire Comfort

Systems

1 2 3

4

5

6


SPOTLIGHT

tweaked them again within the past two years, mostlyby augmenting the line with intermittent-pilot mod-els,” Bauer says. “Then, last year, we added an accesso-ry to allow consumers to vary the flame height.”

He continues, “The future for Empire is verybright, overall. We have added a tremendous numberof new products, including multiple gas stoves, to ourlines—throughout the recession—and now, we arereally seeing these bets pay off for us, as the overallmarket has recovered and grown, these past 18months.” Bauer hints that eventually, Empire mightadd a large stove to its small and medium-sized line-up (perhaps, along with a highly efficient 90+ stove).

Harman will debut the new Absolute43 pelletstove with EASY Touch control in early 2015, andSmeltz anticipates that its innovative technology willattract a new audience. She says, “Homeowners wantoptions, which is why we’re continuing to focus oninnovative new products and features, such as theHarman EASY Touch controls, and a wider array ofstyles and colors.”

The Harman EASY Touch control uses an inter-active touchscreen that communicates when and howto clean the stove to the homeowner (and monitorsfuel use). It also maintains preset temperatures and isprogrammable. Smeltz says, “It’s easy, accurate, andsmart, and it provides yearly savings on heating. It’sideal for users who want minimal interaction withtheir heat source, but also great for techies who lovedata and like to know their fuel calculations.”

Smeltz reports that Harman is also focusing onproviding a broad array of styles to suit consumers’tastes, which is why the company added majolicabrown, black, dark blue, and frost porcelain finishesfor its XXV pellet stove.

“We’re passionate about what we do, which hasallowed us, for the past 35 years, to produce stoves thatare easy to use and maintain, that are cost effective, andthat provide accurate heat,” Smeltz adds. “We want tobuild on that legacy by continuing to develop and man-ufacture products of uncompromising quality thatdrive profitability for our dealers and provide a home-heating solution for consumers.”

IronStrike by Innovative Hearth Products is focus-ing on heat output and flame appearance with itsmost recent stove designs. “Our line of Grandviewwood stoves includes an advanced heat-exchanger sys-tem that substantially increases the heat output—andultimately, the efficiencies—of the stove,” Lewis says.“We also enlarged the size of the viewing area, whichnot only increases heat output but allows a consumerfull enjoyment of the warm glow of a real fire, seenthrough clean glass.”

Lewis acknowledges that consumers have moreretrofit heating options than ever before, with theincrease in electric fireplaces and mini heat-pumpsystems available. “None of these offers the tranquili-ty of a real fire, and this is something that we capital-ize on,” he says.

There’s a lot happening at Pacific Energy, where itsnew Neo series of wood stoves and inserts (with amodern profile) is making headlines. In addition, in2013, Pacific Energy entered into a joint venture withPiazzetta; the companies’ two engineering teams col-laborated on the gas series of stoves and modified theItalian product for the North American market.

The result is a line of stoves featuring PacificEnergy’s gas technology on the inside and Piazzetta’sstyling and ceramics on the outside. Pacific Energy isalso busy introducing Piazzetta’s SY series of pelletstoves to North America. Erickson is calling themthe most efficient pellet stoves in the world.

Napoleon, like many manufacturers that have

extensive gas-fireplace offerings, has had itsresearch/development team diligently workingtoward approval of all existing fireplaces (and somenew models) for the anticipated safety-barrier pro-gram, so many new-product launches are on hold.Napoleon is still riding high, though, on last year’snew line of S series wood stoves; it consists of threemodels, as well as new cast-iron wood-burning insertswith contemporary styling.

Travis Industries is making news with its Lopi CapeCod wood stove, featuring hybrid technology.“Emissions for it are certified at 0.45 grams per hour,and it is more than 80% efficient,” Rumens states.

He also explains that Lopi’s AGP™ (for all-gradepellet) stove is a shining star, with strong sales every-where. He says, “It is not as sensitive to fuel as pasttechnologies. Consistency of pellet fuel is a challengefor all manufacturers, and we designed this stove so thatit is less sensitive to the variations in grades of fuel. Thissystem is making sense to everybody.”

Miles sees nothing but opportunity for the compa-ny, in the days, months, and years ahead. “A tremen-dous number of old stoves are ready to be changed inNorth America. Once you’ve had a stove—be itwood, gas, or pellet—you hate to give it up: A corevalue that stoves provide is radiant zone heat. Onceyou’ve enjoyed the ambience and comfort of a goodstove, you won’t be happy with a forced-air furnace.It’s not the same,” he says. “Those stove customerswant new, clean-burning appliances, and the selection(industrywide) has never been been better.”

Vermont Castings Group has just introduced anew single-pass enamel finish, twilight, that providesa more durable and lower-maintenance exterior. Italso highlights the natural character of the cast iron,Baldwin says.

The company has also launched its new transitiondoors, which give an updated feel to classic wood-

1. The Lopi Foxfire pellet stove from Travis Industries

2. The Blaze King Ashford 30 stove

3. The S series 4 deluxe wood-burning stove from Napoleon

4. The Grandview wood-burning stove (with legs) from

IronStrike by Innovative Hearth Products.

5. The Harman XXV pellet stove

2

4 5

3

1


burning stoves. “We’ve eliminated someof the detail on the door, so there arecleaner lines and a broader viewing area,”Baldwin explains. “It enables the stovesto appeal to a wider audience, as they arenow suitable for nearly any design style.”

Green concerns are priorities atWittus–Fire by Design, which is devel-

oping a new catalyst for its Twinfire(93% efficient) that will make it 80%more clean burning. The company’sattention to the environment has notgone unnoticed. Wittus–Fire byDesign was invited to participate in theCollaborative Stove Design Workshopsponsored by the Alliance for Green

Heat in November 2014. Stoves in the new Wittus–Fire by

Design Phenix Green series can beburned with their doors opened orclosed. When burned with the doorclosed, the unit uses 100% outsideair, making it passive-home quali-fied. The Phenix Green series is also

qualified for the EPA wood-burn-ing–fireplace program.

Other new products are the deManincor wood-oven lines—includingthe Domino, Domina, Eco, andAtmosfera—which all use theECOPLUS® system. “Wittus–Fire byDesign is always looking for the latest incontemporary stove and fireplace prod-ucts,” Wittus says.

LOOMING INNOVATION With many stove manufacturers

agreeing that there are good days ahead,they are now ready to reinvest inresearch/development—so plenty ofinnovation is planned for the near future.“Vermont Castings Group is committedto ongoing product improvement andinnovation in quality, styling, and tech-nology advancement,” Baldwin says. “Wewill continue to expand the exclusiveVermont Castings Group FlexBurn®

technology across the product line tooffer one of the cleanest, most efficientproduct lines in the industry.”

Rumens says, “We just finished astrategic-planning meeting where wewere looking ahead five years, and weare investing in capital equipment andresearch. With housing starts and theeconomy rebounding, we see a verystrong future. Our whole focus is ondesigning really good products, and wefocus on the specialty hearth dealer.”

Lewis points out, “Consumertrends, economic stresses, andincreased regulations have all putpressure on the hearth industry (andspecifically, stoves as a product cate-gory).” Nevertheless, stove manufac-turers are resilient.

“We are still very much dedicatedto overcoming these pressures andproviding high-quality stoves thatconsumers will enjoy for years. AtIronStrike by Innovative HearthProducts, we believe that the additionof a stove can transform a house into ahome, and we take pride in makingproducts that consumers are excited tocome home to,” Lewis says.

The industry, as a whole, is in a solidposition to take advantage of the oppor-tunities that the future might bring. “Ispeak for the whole industry when I saythat products today are well made,”Rumens says. “I see it as a vast improve-ment from where it was 10 years ago.Everyone is making wonderful prod-ucts. From the consumers’ standpoint,they are buying well-made, beautifullyengineered, well-crafted products.”

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ts strengths in cus-tomer service, installa-

tion, and repair havealways given Fireplace &

Patio Trends (Orange,California) an advantage in a

tough Southern California retail cli-mate. Bill Nacca, owner, says, “We were strong,

in these areas, from an early start. It was often ouronly edge, in a competitive and saturated market-place dominated by much larger players.”

Today, many of those larger (and smaller)competitors are gone, but after more than 30years in business, Fireplace & Patio Trendscontinues to serve the outdoor/casual-furni-ture and hearth needs of Orange County—the third most populous county inCalifornia. To remain competitive, Nacca(who originally purchased the business whenit was a small fireplace store, in the early1980s) dramatically increased the store’sofferings of product lines and services overthe following 30 years. Over time, he alsogradually expanded from his first600–square-foot storefront to his current10,000–square-foot location.

Throughout its history, Fireplace & PatioTrends has remained focused on its customer-service roots. In addition to providing white-

glove delivery and setup, the company offers profes-sional installation for grills, fireplaces, gas logs andfireglass, glass doors and firescreens, firepits, and ceil-ing-mounted patio heaters.

Sling repair and replacement, patio-furniturerepair, and service work for a long list of outdoorproducts and accessories are also available. On-site andin-store repairs are performed by employees ofFireplace & Patio Trends who are all licensed, bonded,and insured. Nacca says, “In the area of service, we go

MARKETING MANEUVERS

THE HUMAN TOUCHA veteran of the patio-furniture industry explains that stellar service ensures success in crowded markets.

by KIMBERLY RODGERS photography by KRISTIN SMETONA

Top left: Above-and-beyond customer service hashelped Fireplace & Patio Trends stay competitive inthe Southern California retail market for more than30 years

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

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

I


way beyond what anyone else offers.”He adds, “We take pride in the customer serv-

ice we have had, all these years, and continue tooffer every day; we want to exceed the customer’sexpectations. We will also go the extra mile tohelp someone find difficult items—such as glidesor chair and umbrella parts—for old products, tomake them serviceable again, even if they are fora product we never carried or sold. That has beena common theme, throughout our history.”

In addition, the store assists customers whohave purchased products from other retailers andare now unable to get support for warranty prob-lems. “Our goal is simply to help the customer,”Nacca says.

The company’s above-and-beyond standard ofcustomer service also extends to its sales philoso-phy. “We take time with customers to educatethem on the products that will fit their needs,”

Nacca says. Those products come from a host oftop-name manufacturers, including GensunCasual Living, Hanamint, Mallin CasualFurniture, OW Lee, Telescope Casual, andVermont Castings Group/Majestic. On the patioside of the business, the company’s biggest sellersare firepits, deep seating groups, larger-sized din-ing groups, umbrellas, and protective covers.

“Our focus is on higher-end products with astrong perceived-value component. We have triedlow-priced items and find them hard to sell,” Naccasays. On the fireplace side, custom glass doors and

firescreens, fireglass and gas logs, outdoor fire-places, and inserts are strong sellers. About 80% ofthe 10,000–square-foot showroom is dominatedby patio furniture and accessories; hearth productstake up the balance.

Nacca has greatly reduced advertising in printmedia, as his return on investment, over the years,has diminished to a negative point. Instead, hehas focused his marketing efforts on a strong web-site (fireplaceandpatiotrends.com) that tells thestory of Fireplace & Patio Trends and generates alot of leads for the company.

He says, “Our digital presence is stronger thanever, while our print presence is at its lowest pointin 30 years. Our website and old-fashioned word-of-mouth publicity are still the best advertisingfor us.” The store’s website is loaded with productinformation, images, and convenient links tomanufacturers—thoroughly informing and edu-cating consumers before they ever walk throughthe door. Nacca does use online telephone-direc-tory advertising, but has limited participation insocial media.

Candid in his assessment of how the economicdowntown affected his business, Nacca stays posi-tive about the future. He says, “The GreatRecession has taken its toll on all retail businessesin Southern California.” Indeed, many well-knownoutdoor/casual retailers in the region fell victim tothe economic decline.

“We survived by cutting our expenses earlyon—and as often as possible. It was a very roughfour to six years,” Nacca says. The company’srepair/service side kept the lights on, but it wasnot enough to sustain business for very long. Headds, “After revenues hit bottom, at about 50% ofour 2007 fiscal year’s level, we weathered the worstof it and started to crawl back, slowly, in 2011 and2012. Every year is better than the previous one,and we have now regained approximately 30% ofour lost business. My outlook for the future is that

we’ll see continued slow, steady growth.” Although many of the company’s former com-

petitors are now out of business, Nacca says that hehas not seen an increase in his sales as a directresult of those stores’ being shuttered. “I have beendoing this for 35 years and have seen competitorscome and go. When one goes out of the market-place, its sales do not get spread around to otherretailers; they tend to dissipate. It’s a phenomenonI don’t quite understand, but have seen manytimes,” Nacca explains.

While the Great Recession has officially beenover for five years, retailers in SouthernCalifornia are still feeling its effects; there’s a newattitude shown by today’s higher-end consumers.Nacca says, “It is still a weak market, and it is onethat is changing constantly and slowly morphing.There is a lot more competition from the big-boxstores because the products they are offering havea high perceived value, even though the quality isnot there.”

He adds, “Orange County has a lot of residentswho may not have lost their homes in the reces-sion, but are still living from paycheck to pay-check.” Those consumers, Nacca comments, mightwant to buy high-end, U.S.-made patio groupingsfrom specialty retailers, but will settle for lower-priced sets from mass merchants—to save money,in the short term.

The vast array of high-quality products atFireplace & Patio Trends and its truly unmatchedcustomer service are sure to continue setting thislongstanding, respected retailer apart from itscompetitors, both large and small. Nacca says,“Where we remain strong is with discerning cus-tomers—the customers who want to special ordertheir frames and fabric and want their furnituredelivered and set up in their homes. As a specialtyretailer, we can still provide all those added-valueservices that a big-box store simply can’t do—andwe stand behind the products that we sell.”

MARKETING MANEUVERS

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

Bottom: Hunter is a regular showroom fixture


hen Gleyn andDick Hoffman

opened The Fire HouseCasual Living Store

(Asheville, North Carolina)in 1995, they thought that

they were going to be running a patio store that dida small amount of hearth business. After a shorttime, it became obvious that hearth sales weregoing to be the real moneymaker. Today, nearly 20years later, there’s no doubt that the couple’s intu-ition was right: The Hoffmans run one of the area’smost respected hearth, barbecue, and patio stores.

When they started their venture, their experi-ence in retailing was very different from that of ahearth-focused store. “We didn’t even know how tospell hearth,” Dick Hoffman says; he had been inwholesale pharmaceutical distribution for 25 years,and Gleyn owned and operated a Hallmark cardand gift store, but the duo hit the ground running.

In the beginning, the product mix was 60%casual furniture and 40% hearth products (primari-ly accessories and gas logs). Hoffman admits that

he was a little intimidated by hearth goods at first,but he knew that it was the direction in which thestore needed to go because of the market’s mix ofweather and seasons.

“I found out that it was a natural fit for my per-sonality because I’m a hands-on guy,” he says. Thestore went into hearth sales at full force, bringingin product lines that were ideal both for new con-struction (which was booming, at the time) andfor remodeling.

Hoffman made it a priority to get his NationalFireplace Institute® Master Hearth Professionalcertification to add credibility to the hearth side ofthe business. He has also become actively involvedin the hearth industry (on local and national levels)and has served as president of the Hearth, Patio &Barbecue Association’s Southeast affiliate chapter.

SHOWROOM POWERThe Fire House Casual Living Store has gained

a loyal customer following, over the years, by fine-tuning its merchandise mix. The store’s fireplacesand stoves can be found in many area homes, fromsimpler single-family residences to multimillion-dollar mansions.

One of the driving forces behind the business isits stunning 7,000–square-foot BiltmoreAvenue showroom. The 1930s buildingfeatures a vintage, barrel-vaulted entranceceiling and a second-story mezzanine.The space is filled with a comprehensivemixture of casual furniture and hearthproducts from vendors that include Jøtul,Vermont Castings (and Majestic), TravisIndustries (Fireplace Xtrordinair andAvalon), Napoleon, RH Peterson,Empire Comfort Systems, M&GDuraVent, and Buck Stove (a NorthCarolina manufacturer).

The store is also growing its grill busi-ness, with Big Green Egg and KamadoJoe. There are more than 28 live-burningdisplays on the floor; they include a

HEARTH RETAILER

WHERE HEARTHS RULEA North Carolina retailer flourishes by focusing on the fireplace niche.

by SHARON SANDERS photography by SUZANNE CAMARATA PHOTOGRAPHY

The Fire House Casual Living Store has a reputation for its personal service and high-endproducts

Bottom: Gleyn and Dick Hoffman

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showy FPX 36 Elite EPA fireplace (by FireplaceXtrordinair) at the center front of the showroom.“It’s been said that if you burn it, you will sell it—and that is definitely true for us,” Hoffman says,adding that he is deliberate about carrying productsthat inspire customers.

“Our market is strong in very traditional hearthstyles, so it’s good to stretch people’s imaginations.For example, I never thought modern, linear fire-places would sell in our market, but since we’vestarted displaying them in the store, customers arebuying,” he reports.

The Fire House Casual Living Store has becomea favorite of high-profile clients (from CEOs tophysicians) who are looking for a retailer able towork closely with them to create unique hearthapplications. Hoffman says, “It’s not uncommon forus to put two to three custom fireplaces in a largehome because homeowners trust that we know ourproducts and will provide them with personal serv-ice—from the beginning to the end of a job.”

The Fire House Casual Living Store’s website(firehousecasual.com) is strategically designed todrive people to visit the showroom, not to sellproducts. It features a simple overview of the store,what it looks like, the store’s different product cate-gories, and a list of manufacturers, so people can seethe variety available. Hoffman says, “The site does-n’t go into any detail about anything. We want peo-ple to come to our showroom (which is our bestmarketing tool) to see our merchandise firsthandand spend time with our salespeople.”

Hoffman also credits the store’s strength to thealliances that it has built with manufacturers. Heexplains, “Those partnerships are crucial to thegrowth of a store’s business. We have to supportand understand each other, on so many levels.”

He is methodical about showing a cross-sectionof the product options available from manufactur-ers. “There are some companies with incredibletechnology that a customer must see in action to

appreciate—a catalog doesn’t do it justice. It’s anexciting time to be a hearth dealer because there areso many amazing products on the market,”Hoffman says.

He adds that the store’s sales team is one of thebest in the area, when it comes to product knowl-edge and the ability to find the right hearth solutionfor any situation. With all the excitement surround-ing technology, he emphasizes, it’s important forsalespeople to stay on top of the constant changes.

For product training, Hoffman works closelywith many manufacturers, including TravisIndustries (a company known for its proactive deal-er support). He has personally been to the compa-

ny’s factory several times to participate in dealerconferences, and the manufacturer’s marketing rep-resentatives regularly visit the store to conducttraining classes.

In 2014, Travis Industries sent representativesfrom its technical team to North Carolina to con-duct a two-day installation/service session forarea hearth installers (and dealers), so they wereable to get up to speed on new hearth technology.“It’s one thing for a salesperson to talk about aproduct and sell it on the floor, but it is anotherfor installers to be able to put a unit in someone’s

home correctly,” Hoffmansays, adding that he placesa lot of value on the extras(such as training) thatmanufacturers offer.

MOVING INTO 2015The Fire House Casual

Living Store experienced abig upsurge in sales in 2014.Hoffman attributes this tothe fact that new-homebuilding has restarted in thearea. “It’s not back to thesame levels where it was inearly 2000, but it is muchbetter than it was threeyears ago,” he says, addingthat new building also leadsto the buying and selling ofhomes—and those activitiesmean more renovation andremodeling business.

Going forward, theHoffmans see one of thestore’s biggest businessopportunities to be that offostering the growth that is

going to come back to the industry: not only rec-ognizing it, but knowing how to deal with it.“Retailers need to keep abreast of what productscustomers are going to want, and they need to pre-pare their businesses to deal with those changes,”Hoffman says.

“This means taking a look at how you manageyour business, how you maintain inventory, andhow you establish your showroom,” he adds. “Idon’t know how long it will take for us to get backto previous sales levels, but based on the sales we’veexperienced over the past year, all indications arethat it’s beginning to happen—and we are going tobe ready for it.”

HEARTH RETAILER

Top: The Fire House Casual Living Store boasts 7,000 squarefeet of high-quality hearth and patio products

Bottom: Hearth and patio lines go hand in hand on theshowroom floor



ocated outside KansasCity, Missouri—a city

renowned for its specificstyles of sauce and slowly

smoked meat—Smoke ‘n’Fire (Overland Park, Kansas)

knows that its customer base won’t settle for just anybarbecue. That’s exactly why Jim Cattey, vice presi-dent of sales and marketing for Smoke ‘n’ Fire,focuses on technique when he makes a sale. As aresult, he has others looking at his technique forgrowing sales.

Cattey is co-owner of Smoke ‘n’ Fire with hiswife, Joan, who is president and CFO. Together,they oversee a store boasting 13,000 square feet(10,000 of which are dedicated to a retail show-room) and an additional 6,000–square-foot ware-

house. They average 10 employees and offer nearlyeverything for the outdoors (except furniture).“Our mission is to keep you warm and well fedwith heat and barbecues,” Cattey says.

He jokes that having three hungry boys prompt-ed the couple to start Smoke ‘n’ Fire in 1999.Cattey and his wife had previously worked at awood-stove shop, Hot Stuff Stove Company, untilthe company was sold; then, Cattey took a job asdirector of manufacturing at a salsa company. “Ijust saw there were things that weren’t being donethat other industries were doing, and Joan and Iformulated an idea,” he recalls.

Their idea was to sell cooking equipment, with afocus on how to use it—and why. Today, their fledg-ling idea operates in full-blown reality, as Smoke ‘n’

Fire sells everything needed to cook outdoors—fromcharcoal, electric, pellet, and gas grills to smokers,firepits, fireplaces, and barbecue accessories (with alarge selection of sauces, rubs, and marinades). In addi-tion, customers get all the education that they need toknow how to use the equipment and accessories.

In everything that the Catteys do, the focus ison learning to use the equipment to maximize itsbenefits. For example, when someone buys a newpiece of equipment, he or she gets a complimentaryclass that Cattey calls driving school. The classessentially gives new owners the guidance that theyneed to get optimal use of their grills. “They get toexperience the grill with a trained chef (who knowsthe equipment) and our well-trained staff mem-bers, who are basically foodies with a good sense of

flavor,” Cattey says.“They learn about the grill and a lot of different

products that can facilitate cooking,” he explains.“We take the new equipment and show them howto feed themselves well, entertain their families andfriends, and have a good time doing it.”

The training classes are taught exclusively bychefs trained at the Culinary Institute ofAmerica® and have been available at Smoke ‘n’Fire since its inception. The two-hour classes areoffered three to five times a month, depending onthe chef ’s schedule. The curriculum covers thebasics, but there are specialty classes as well, andmany customers sign up to repeat a class when theyfeel that a refresher course is needed.

“We have yet to have a person who came out of

OUTDOOR GRILLING

Top right: Joan and Jim Cattey

Bottom left and above: Smoke ‘n’ Fire’s complete grilling-product range makes it a one-stop shop for barbecuelovers

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the class who didn’t say that he or she learned some-thing,” Cattey explains. “We focus on the science ofcooking. It is not that the equipment is difficult orchallenging, but many times, users just don’t knowwhy they do something when they grill. Trained chefsfrom New York help them understand why. Then, itis like an epiphany, and they say that they understandwhy this works, and this doesn’t. Once you under-stand the basics, you can do almost anything.”

Some of the topics covered in the introductoryclass include how to control your heat, why youneed different heat zones, and how to maximizethe control of those heat zones to produce a superi-or product. Specialty classes are offered coveringsmoking, barbecue, brisket, pork butt, ribs, androtisserie cooking, to name just a few.

Cattey reports that this season’s sales are average.He says, “I wouldn’t say the economy has recoveredas much as the pundits say it has. Business today isnot as easy as before 2009 or 2010.” Cattey is con-tinually strategizing and flexing the business modelto meet current needs. “We’re strong, and we keeppushing the envelope to stay on top,” he says.

One new strategy that he implemented in 2013was to introduce the Xtreme BBQ Smoker®,Smoke ‘n’ Fire’s own private-label smoker; it comesin four freestanding models that can all be put on atrailer, in various combinations. “It is a smoker thatallows you to grill and smoke simultaneously,”Cattey says, reporting that sales have been verygood. It sells alongside brands such as BeefEater,Weber, Memphis Wood Fire Grills, Primo,Kamado Joe, and Fire Magic, among others.

“We’re in Kansas City, so smoking is a big partof our business. People like the convenience of gasgrills, but the challenge is getting the performanceout of a gas grill to rival charcoal—which is why welike the BeefEater products,” Cattey explains, sum-ming up the primary selling point for BeefEatergrills in two words: searing temperature.

“Many gas grills don’t offer searing temperature atthe level of charcoal, and if they do, it is over aninfrared burner. BeefEater’s searing temperature equalsthat of charcoal. It is a very dynamic piece of equip-ment that gives you a broader culinary range,” he says.

That is just one example of what goes intoCattey’s discriminating thinking when he selectsproducts for the store. He goes with the lines ofmanufacturers offering high-quality products, sup-port, durability, and those intangible qualities thatmake one product deliver a better grilling experi-ence than another product can.

He markets the business through a mix ofregional television, radio, and print advertising. Inaddition, he orchestrates a constant lineup of spe-cial in-store events. Many are themed for holidays,ranging from Mardi Gras to Cinco de Mayo toIndependence Day. He says, “We want to offerinteresting ways to tie promotion and cookingtogether for a fun customer experience.”

In addition, Cattey has his own 30-minute radioprogram, airing every Wednesday at 4 p.m., fromMay through August, on Union Broadcasting’sSports Radio 810 WHB (Overland Park). There,he’ll talk about a variety of cooking techniques. Arecent program dealt with grilling vegetables(including a grilled cabbage casserole), along with acheesy grilled meatloaf.

Other topics have included making beer-canchicken, flattened whole jerked chicken, tomato-and-mozzarella towers, and much more. After theprograms air live, Cattey archives them on his web-site (www.smokenfire.com) so that customers cancatch up, at their leisure, and listen for instructionswhen they need them.

Piggybacking onto the radio programs is aSaturday cooking demonstration at the store, wherethe foods discussed on the previous radio programare grilled. “Customers can taste everything and get

recipe sheets, if they like,” Cattey says.He’s been doing this radio pro-

gram from the day the store opened,in 1999. “We didn’t do them as fre-quently as we do now, but they grewin popularity and just took off,” hesays. “Prior to that, we would just dospecial programs.”

How did he get his own program? Was it experi-ence, knowing the right people, being in the rightplace at the right time, or just luck? Cattey explainsthat it involved a bit of each of those and other fac-tors, adding that he doesn’t foresee running out oftopics any time soon.

The program’s listeners are likely to get the dis-tinct feeling of a small-town family. The introduc-tion says it all: Think family, think friends, thinkSmoke ‘n’ Fire. After all, those have been Cattey’saims, all along.

Above all, the store is known for its top-notchcustomer service. Cattey says, “We try to make clientsfeel the way we’d like to feel. We do it right the firsttime. We make sure that they buy the right equip-ment and that we’re not just selling them something,which eliminates a lot of false expectations. Weunderstate the positive and overstate the negative,where applicable, so expectations are balanced, andyou get a happy client,” Cattey explains. The store’steam services and installs all the equipment. In fact,Cattey will often show up at an installation.

Going forward, he plans to stay the course. “Ithink that there’s enough political turmoil to becautious. Until a better form of stability hits, Ithink there are a lot of issues that will keep peoplefrom making significant investments the way theyused to,” he says.

“There’s a great deal more discussion and inter-action, which isn’t a bad thing,” he adds.“Customers are being more thoughtful in how andwhen they spend money—not quite as easily as inprevious years. When will that change? I don’tknow. My crystal ball is not that good.”

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legant Outdoor Livingburst onto the South -

western Florida scene, in2009, with confidence and

purpose, opening three stores injust five years. The fresh-faced

casual/outdoor-furniture business might be youngin age, but in many ways, it has an old soul. Ownedby industry veterans Debbie and Tom Stegman(who have run the successful Patio & HearthShoppe chain in Indiana and Ohio for the past 30years), the ambitious Florida operation is alreadyseeing blossoming sales and is gaining a loyal cus-tomer following.

The Stegmans brought the idea of startingElegant Outdoor Living to their son, Nate, and hiswife, Stephanie, after coming back from a Floridavacation. At the time, Nate was managing one ofhis parents’ stores and Stephanie was a buyer atFrontgate (West Chester, Ohio).

“Florida is the dream spot for sellingcasual/outdoor furniture because there is no offseason,” Stephanie says. It didn’t take long for theyoung couple to say yes, pack up the family, andmove to Florida.

Debbie and Tom opened the flagship store inBonita Springs, Florida, in 2009—and a year later,

Stephanie and Nate stepped in to open the Naplesstore. Both locations took off, right from thebeginning. “Not being from Florida we didn’treally know the market, so we were encouraged bythe response,” Stephanie says.

E

SHOWROOM SHOWCASE

Top: Elegant Outdoor Living has made an impression on theresidents of Southwestern Florida with its products, service, and heart

Bottom: From left, Nate, Debbie, and Stephanie Stegman

FAST AND FABULOUS

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

The family opened a third location, in FortMyers, just last year. Stephanie explains, “Weexpanded quickly because our goal was to have astrong presence in the area.”

Elegant Outdoor Living now serves some ofthe biggest markets in Southwestern Florida. “Weare still growing, so anything and anywhere arestill possible,” Stephanie adds.

MAKING AN IMPRESSIONThe Elegant Outdoor Living stores are stylish

and fun, and they have a casual, Midwestern feelthat sets them apart from other specialty patiostores. “As you can imagine, the Florida market isvery saturated. We have competitors immediately toour left and right,” Stephanie explains, adding thatsales strategy hinges on that fact. “We know, whensomeone walks through our doors, that he or sheeither has been somewhere else or is going some-where else—so we have to make an impression.”

The Stegman family and the staff work hard tocreate a distinctive personality for the stores, andthat includes everything from the way that peopleare greeted on the sales floor to what the showroomlooks like and which products the stores carry.Debbie, Stephanie, Tom, and Nate make it a pointto be in the stores every day, interacting with cus-

tomers and employees (and helping wherever theyare needed). “By being in the stores, working along-side the staff, we show that we are committed andcare about everything that goes on,” Stephanie says.

She explains that customer service is truly whatdrives the business—because that is what customersexpect from a specialty patio store. “When peopleare going to spend a significant amount of money,they want to be catered to, so we do everything wecan to make them feel that way,” she says, adding

that the family recently decided to create a special-ized customer-service position (which has beenimplemented in two stores).

The person’s job is to follow every order with apersonalized, sincere email message to keep cus-tomers informed through the entire order process.“When you shop online, you typically get an elec-tronic message (email or text) confirming that yourorder has been placed—and another when it hasbeen shipped. We thought it would be a good idea

to offer this service toour customers becausepeople want to knowwhat’s going on,”Stephanie says.

The customer-serv-ice person also serves asa single point of contactwhom customers cancall with any questions.The new position wasimplemented in June2014, and customershave given the innova-tion great reviews, sofar. The sales staff alsosends handwritten

thank-you cards, as a personal follow-up gesture,after every sale. Stephanie says, “It’s little thingslike these that set us apart from everybody else.”

KEEPING IT FRESHThe Stegmans take great pride not only in car-

rying merchandise that reflects the styles andtastes of Floridians, but in strategically bringing innew products and changing displays. “It’s impor-tant that the showroom floor doesn’t get stale.


Top: All three Elegant Outdoor Living stores offer productsthat are fashion forward and reflect customers' tastes

Middle: Because the Stegmans are always changing dis-plays, they never let their showroom floors get stale

Bottom: Pops of bright color keep the showroom lively


That’s one of the big things I’ve learned from Debbie,based on her experience and success with theMidwestern Patio & Hearth Shoppe stores. Not onlydoes mixing things up make it interesting for cus-tomers, but it helps keep sales consultants excited tosell,” she says, adding that staff members are alsoencouraged to help with merchandising.

“When they are involved, they take more ownershipin the store, because they feel that it’s theirs, too. It cre-ates an environment of them wanting to sell and toshow people the new products that have just come in,”Stephanie says.

She and Nate value everything that they are learn-ing from Debbie and Tom about getting a chain ofretail stores up and running smoothly. Stephanie adds,“We are so fortunate to be sharing this new adventure.We know that if they say something is going to work,it will.” The young couple also brings in some freshperspectives that are giving Elegant Outdoor Living apersonality all its own. They are savvy, when it comesto technology and how it can help grow and strength-en a business.

“Being from the Internet and social-media genera-tion. we understand how it works. People are shoppingdifferently, these days, and we are reaching out to themin a way that is going to get their attention,” Stephaniesays. She adds that it’s also important to have a goodmedia mix—and in the Florida market, that means

including good old-fashioned newspaper advertising.“People still love getting a cup of coffee in the morningand sitting down to read the newspaper. They havetime, and they savor it,” she says. The store has hadgreat success, so far, running weekly ads (in local news-papers) that tie into holidays or preseason sales.

Stephanie has made an effort to reach out andembrace the local designer/builder communities. Lastyear, Elegant Outdoor Living partnered with MarciaBlake (from Glen Raven/Sunbrella®) to put on anevent for designers to discuss outdoor fabrics. “It was aneffective way to get designers in to see our showroomand let them know what we are all about,” she says.

Blake and Stephanie have been working togetherto come up with more ideas for building and foster-

ing those relationships. Elegant Outdoor Livingrecently joined the American Society of InteriorDesigners as an industry partner. “I know these pro-fessional communities can be an important part ofour business, going forward,” Stephanie says.

It’s a good time, she adds, to be growing ElegantOutdoor Living—because there is a huge future inthe Florida housing market. She says, “In the nexttwo years, there are going to be something like 114new communities being built in the area.” AsStephanie and Nate become increasingly familiarwith the Florida market, they are coming up withmore and more new ideas. Stephanie says, “Debbieand Tom keep telling us that the business is ours togrow, and whatever we can dream can happen.”

SHOWROOM SHOWCASE

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Light, airy designs arepopular with Floridians

Known by its dealers as a casual-furniture manufac-turer that understands retailing, Sunset West ismoving forward with a vision for growth. Patio &Hearth Products Report sat down with Wes Stewart,owner, to chat about the company and the direc-tion in which the outdoor-living industry is headed.

How is Sunset West doing busi-ness differently today than it didwhen it started, in 2005? Stewart: The company has evolved and grownup because we’ve come to understand the prefer-ences of our dealers, when it comes to products,programs, and service. One of the recent changesthat we made was to launch a quick-ship pro-gram. We stock cushions in our warehouse in dif-ferent fabrics (for each collection) so we can shipthem in 24 to 48 hours. This is something ourdealers were asking for; I think it has certainlyopened the doors for us to do more volume withmany of our dealers.

We are also doing more containers today thanwe did in 2005. While the company has evolved, ithas also remained the same, when it comes to ourphilosophy of working alongside our retailers andstanding behind our products. It takes years forpeople to trust a company, and we have been ableto get to that place with our dealers.

What does a casual-furnituremanufacturer need to be (or do) tobe successful in today’s specialtymarketplace? Stewart: You have to support your dealers in away that makes them better with your product

than they were without your product. It’s followingthrough on what you say you’re going to do.

It’s making sure dealers know that there’s a sup-port structure behind their store, with your prod-uct. It also means offering them products thatretail. If a manufacturer doesn’t have product thatsells on the floor, nothing else matters.


AS I SEE IT

10 YEARS OF GROWTHSunset West fine-tunes its operation as it gains a better understanding of its customers. by SHARON SANDERS

Sunset West (Vista, California) isopening a new chapter as it officiallytakes residence in a permanentshowroom (space 15-102) on the 15thfloor of the Merchandise Mart inChicago, Illinois. The company’s latestventure is symbolic, in a way, becauseit is also getting ready to celebrate its10th anniversary in 2015.

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

Top right: Wes Stewart

Bottom: Cardiff collection dining (walnut resin weave)

What has been the company’sbiggest success so far?Stewart: That is a question that I could answer inmany ways, but there is one thing that stands out inmy mind: our customer retention. Customer reten-tion speaks volumes about our customer-servicestaff, the people who actually ship the product, oursales representatives, and the product itself. To me,those are the keys to a successful business.

It’s expensive to market and to bring new deal-ers into the fold, so it really pays to keep themhappy. I think our retention is so amazing becauseevery single person at Sunset West bends overbackward for our customers. It’s one thing to sell aproduct, but it’s another thing for dealers to knowthat we are standing behind them, should theyneed extra attention.

What do you think consumers wantfrom specialty outdoor furnituretoday? Stewart: They want high-quality construction,comfort, a generous scale, and style. One of thetrickiest things about design is that it has to beunique, yet it can’t be too different.

It’s a fine line. I compare it to women’s fash-ion. If there is a particular dress cut that is instyle, every lady is going to buy that cut becauseit is what everyone is wearing. A woman willmake it uniquely hers with a different color orsmall details.

That is one reason that fabric is so important.Sunbrella® (our exclusive vendor) offers somevibrant, colorful, textured fabrics that can truly cus-tomize and set apart the look of a piece of furniture.

What trends do you see emerging? Stewart: Without a doubt, furniture with simple,clean lines is making an impact. For years, con-sumers have been inundated with scrolled, cast-alu-minum furniture with a rustic, Tuscan feel—butthat is changing.

If you visit any new model home, the first thingthat you’ll notice is that designers are creating spaceswith a clean, airy feel. Resin wicker is grabbing hold,on retail floors, more than ever before. For years,cast aluminum was king, but resin is moving intothat space.

People are drawn to it because it has an indoor-furniture feel, as it is filled in on the sides and has afull woven back. It also comes in many styles, fromtransitional to modern or classic design.

Sunset West sells a ton of sectionals. Builders arestarting to build outdoor greatrooms in new homes,and people are filling them with sectionals. They arecomfortable and provide a ton of seating that can bereconfigured in many different ways.

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

clean, transitional frame, with a wide weave (1 to1.5 inches, instead of the small weave of 7 to 8 mil-limeters [0.28 to 0.31 inches]). I’m really excited toshow it off to dealers.

I’m also thrilled about our Cardiff, Leucadia,Montecito, and Coronado collections. These fourlines have been doing very well for us, in part,because they all feature the popular bulky weave,with more texture than a traditional flat weave. Thisreally seems to separate us from the herd.

What does the future hold forSunset West? Stewart: The company is continuing to do every-thing it can to help its dealers turn a profit. That isthe number-one priority.

We have just finished a new initiative that isaimed at providing our dealers with a convenientway to train their staffs and educate customersabout Sunset West products. At the core of theinitiative are several three-minute informational

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

In what direction is the specialtypatio industry headed?Stewart: I think there is unbelievable opportuni-ty that lies ahead because of the fact that the out-door greatroom is catching on across the coun-try—from California to Colorado, Utah, Texas,and Florida. Builders are designing them intonew homes as the main spot for entertaining.

They are incorporating amazing features, suchas folding doors that disappear into a home’swalls (instead of traditional French doors),which make for a true indoor/outdoor mixed-use environment. Because these outdoor great-rooms are becoming a focal point for entertain-ing, they’re becoming one of the first rooms thathomeowners furnish—which is nothing butgood for the industry.


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The companies that produce these crucial coatingsmight not be known to average patio/hearth cus-tomers, but they are relied upon by a host of manu-facturers. For more than a century, the preeminentplayer in this highly specialized space has beenWeilburger Coatings GmbH (Weilburg,Germany), founded in 1900.

With factories around the world, the venerable,family-owned company (part of the Grebe Group)devotes itself to making coatings with the particularchemical properties required for use with productsas diverse as cookware (Greblon® nonstick coat-ings), trains, consumer electronics, packaging, wood,and even tanks. Jürgen Losacker, the company’s divi-sion director for nonstick and high-temperaturecoatings, spreads the word throughout Europe, Asia,and (increasingly) the United States, in an effort tobe where the market is—a company slogan that the25-year industry veteran takes to heart.

These days, the business-development aspect ofLosacker’s job often focuses on senotherm®, thecompany’s signature high-temperature coating,which comes in three varieties: Classic, UHT, andUHT-Hydro. Use of the versatile coating has

spread beyond Europe and to countries across theglobe, including Russia, China, and India.

Losacker says, “It’s a very international business.In general, our coatings apply to both heating unitsand barbecues. In Europe, the barbecue/grill busi-ness is not as popular as in the United States, butit’s getting more and more so. With senotherm, weare mostly talking about wood stoves, pellet stoves,and other heating elements for homes. That is themain business of senotherm today.”

Losacker believes that specialty retailers sellingwood stoves might do well to emphasize the state-of-the art senotherm coating as a high-tech extra.Discerning buyers might appreciate senotherm’sproperties and help dealers close the sale.

“The smoke that appears when wood stoves areheated up for the first time at home is an effectthat is not wanted by customers,” Losackerexplains. “For 10 years now, we have been develop-ing senotherm Non-Smoker coatings: senothermUHT and senotherm UHT-Hydro. These coat-ings are selling well all over Europe, and the mar-ket is growing. A standard high-temperature coat-ing is probably not a sufficiently interesting thingto talk about; however, with the Non-Smokercoating—which also eliminates odor—the dealerhas a real advantage.”

The senotherm UHT-Hydro version is a water-based, air-drying, heat-resistant coating that hasbeen specially developed for the patio/hearthindustry. Like all senotherm varieties, UHT-Hydrois temperature resistant up to 1,200 degrees.Losacker points out that environmentally consciousbuyers might also like the fact that UHT-Hydro iscompletely water based, with zero solvent emissionsand no use of petroleum chemistry during themanufacturing process.

“UHT-Hydro is air drying during the manufac-turing process, so there is no need for a curing oven,which saves energy,” he adds. “Cured overspray isdisposed of as conventional industrial waste, asopposed to hazardous waste. All these are positivesfor the environment, and a subset of customers maycare about these attributes.”

Choosing to emphasize coatings is an individualmarketing choice, and Losacker is quick to pointout that it might not be the ideal use of time for allretailers and/or manufacturers selling to retailers.“These kinds of selling strategies should be in linewith the marketing of the stove producer and/orretailer,” he says. “We don’t want to push. Our taskis to demonstrate the possibilities. We are preparedto help with marketing, and some of our Europeandealers are using coatings as a marketing advan-tage—but it’s their decision.”

A competitive advantage, no matter how small,can be the difference in making a sale. Losackerknows the feeling because there is competition inthe coatings world. “We have one major competitorin the United States and two smaller ones, in termsof market share,” he says. “Worldwide, we have ahandful: Call it five. I define a competitor as a com-pany that is strategically working in this field, with


MY TURN

THE COMPANYBEHIND THE COATINGS

Customers who purchase woodstoves as economical heatingoptions probably will never ponderthe high-temperature coatings thatenvelop the often-expensive heat-ing units. These coatings offer vari-ous colors and high-temperature,scratch-resistant surfaces, as wellas the ability to protect the stove’sintegrity from searing heat.

Left: In addition to its home base in Germany, WeilburgerCoatings has factories around the world

Middle: Crucial chemical innovations, such as cross-link-ing at room temperature, have fueled the success ofWeilburger Coatings

Right: Jürgen Losacker

Weilburger Coatings expands its reach by introducing senotherm® in new markets.

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ongoing development. Someone might say it’s 10 or 20,but under that definition, it is five to 10. The fact is thatour research/development can’t be matched.”

CREDIT TO THE CHEMISTSWeilburger Coatings began the high-temperature

side of the business 50 years ago, and since then, themidsized entity has managed to maintain its domi-nance, thanks to a zealous commitment toresearch/development work. “We are not copying for-mulations,” Losacker says. “The basis of the company isresearch/development. In Weilburg, which is just oneof our factories, we have around 280 employees. Nearly70 people are working solely in the research/develop-ment department. That is the basis for our high-quali-ty products, which meet customer requirements (or aretailor-made for customers) around the world.”

The small army of chemical engineers on staff infive factories in Europe, five in Asia, and one in SouthAmerica is charged with coming up with new heat-resistant coatings (or improvements on existing coat-ings) that offer outstanding color stability and scratch-resistant surfaces. “We can also provide more glossycolored high-temperature coatings with flat surfaces,”Losacker says, “as alternatives to enamel and powdercoatings in this high-temperature category.”

The crucial chemical innovations, such as cross-

linking at room temperature, have all added up to theUHT versions (the designation for the Non-Smokerline of coatings). Dealers don’t need to know the chem-ical processes to appreciate—and even advertise—thelack of smoke and odor that the coatings provide.

Along with the Non-Smoker feature found in UHTand UHT-Hydro, senotherm provides remarkabledurability, which means a little less maintenance forheating-appliance owners. “A lot of stoves in theUnited States come with spray cans,” Losacker says.“We were told you have to repaint or recoat after a cer-tain period of use. With our quality coatings, there isno need; however, we do have a wide range of spraycans, which can be sold as accessories, that can be usedfor repairs if rare scratches or chips occur.”

High-temperature coatings ultimately protect thesurface from corrosion and bring what Losackerdescribes as an elegant optical effect to the stove, aswell as “color that will not change after long periods ofheating,” he says. Ultimately, the research/developmentpeople in Weilburger Coatings labs around the worldare helping the company deal with environmental reg-ulations that can be challenging. Losacker says, “We arestrict in our compliance with emissions regulations,but manufacturers are facing a lot of challenges toreduce emissions around the world—not only in theUnited States and Europe.”

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MY TURN

SENOTHERM UHT-HYDRO AT A GLANCE

Made by Weilburger Coatings,senotherm® UHT-Hydro:• is a pure, water-based, high-temperaturecoating;• is a Non-Smoker coating that producesno smoke or odors during the heatingappliance’s first use;• withstands temperatures of up to 1,200degrees;• is available in many colors, includingmetallic effects;• avoids solvent emissions;• is made without use of petroleum chemistry;• produces conventional industrial wasteduring manufacturing, not hazardouswaste;• reduces the release of harmful sub-stances and particulate matter into theroom;• has an easy-to-clean surface; and• has no thermoplastic properties.

Using features such as high-definition technology,3D LED logs, sparks, and audible crackles and hiss-es, Dimplex offers—in its myriad products—a fire-place experience that rivals the real thing. It is, inthe company’s words, the perfect blend of magicand realism.

Dimplex North America was established, in1991, as a member of the Glen Dimplex Group(Dublin), a leading supplier of electrical heatingproducts; the group holds significant global marketpositions in the domestic-appliances, cooling, ven-tilation, and renewable-energy categories. DaveLackey, vice president of marketing and businessdevelopment at Dimplex North America, says, “In1995, Dimplex made history in the fireplace indus-try when we produced the first electric fireplacewith a truly wood-burning flame effect.”

He continues, “Refined through close to 20years of innovation, the Dimplex flame effect iswidely known as the most authentic in the industry.With patented flame technology and innovation indesigns and styles, Dimplex continues to lead the

industry in innovative newproducts and technologies,and it is recognized as aleader in customer service.”

Today, Dimplexdesigns, develops, andmanufactures a completerange of heating products,a full line of electric fire-places and flame productsfor both installed andplug-in applications, and aline of electric thermal-energy–storage solutions.Dimplex’s products havewon many industry awardsacross a variety of cate-

gories: linear wall fires; wall-mounted fireplaces;built-in and standard fireboxes; and a complete lineof mantels, media consoles, and focal-point piecesto suit any room.

Denis Normand, president and CEO ofDimplex, says, “Continuous new-product develop-ment has long been a hallmark of Dimplex NorthAmerica, and we are proud to lead the industry inthis area. Our drive for continued growth throughinnovation has resulted in several new award-win-ning products that are redefining our industry.” Inthe past 18 months, for example, Dimplex haslaunched the Opti-V™ and Opti-myst™ lines.

SPARKING THE FLAMEOpti-V, Lackey says, “is the newest expression of

our innovation.” Opti-V’s unique, patented designcombines flickering flames with 3D LED logs thatspark and crackle sporadically. “With the perfectblend of magic and realism, Opti-V has created themost unbelievable flame effect yet, resulting inaward-winning fireplace technology,” Lackey states.

Designed for the built-in recessed look, Opti-Vtechnology allows for a completely customizablewall treatment, with zero clearance—or a seamlesslook that suits the most beautiful designs. It is ahardwired product, so there are no gas lines or


PRODUCT INNOVATION

BURNING BRIGHTLYDimplex uses water, sound, and technology to raise the bar on electric-flame effects.

by CHERYL DANGEL BARTOLINI

Reviewing the latest productsfrom Dimplex North America(Cambridge, Ontario) is likewatching the hottest illusionist atwork in Las Vegas, Nevada, as thecompany continues to push theboundaries of realistic-flametechnology in electric fireplaces.

Top: The Dimplex Opti-V fireplace

Bottom: A Dimplex media console


venting needs to consider. It is completely maintenancefree and operates with 100% efficiency (at a cost of lessthan $0.01 per day).

Opti-myst is another new introduction that “hasreally started to see a lot of traction here in NorthAmerica due to the ultrarealistic flame effect, whichtruly surpasses anything else on the market,” Lackeyreports. The Opti-myst patented ultrasonic technolo-gy uses water to create a flame effect that’s completewith smoke.

The appearance of the flame is so lifelike that “it ismistaken for a true wood-burning fire, every time. Thebeauty of using this technology is that it opens up thepossibilities of having an open-air flame, without theliability. Either as a custom installation or paired withone of our unique case goods, Opti-myst is the perfectsolution for individuals who don’t want the norm—but instead, want a piece of art,” Lackey says.

While Opti-V and Opti-myst are at the heart of theDimplex specialty business, the Dimplex team is reallyexcited about the new Multi-Fire XD™, which thecompany is calling the next level of innovation in itscore flame business. “It’s the ultimate electric fireplacefor the consumer, setting a new standard for realisticgas and wood flames, lifelike logs, and heating per-formance,” Lackey explains. “We’ve incorporated a lotof new technology into these fireboxes in response toresearch and market feedback, and they have been verywell received.”

Multi-Fire XD was one of two electric-product

finalists for the 2014 Vesta Awards. “Customizableflame effects (ranging in colors), gesture recognition,and our all-new Comfort$aver™ heating system arejust a few of the features that these fireboxes are loadedwith,” Lackey says. Multi-Fire XD is available in severalnew furniture designs, and Dimplex has also upgradeda large number of its existing case goods to includethese new fireboxes.

Dimplex’s product-development process is marketfocused. “The process is led by multifunctionalteams focused on bringing the most innovative andon-trend products to market. We make good use ofmarket research, and with our great track record ofsuccessful products and satisfied consumers, we ben-efit from great customer and consumer feedback,”Lackey explains.

“We also track the latest design and finish trends,and we design our products to meet the needs of ourcustomers, testing new finishes and styles each year,”he adds. “We seek and use many outside design tal-ents, in addition to our internal design team, to ensurewe stay on trend.”

OPTIMISM RULESWith all this news, it isn’t surprising that Normand

is optimistic about this burn season. He says, “We areseeing great early results. Our continued investment innew-product innovation and development has provid-ed us with a full slate of new products, and we havebeen seeing double-digit growth in demand.”

Like many companies in the industry, Dimplexwas not immune to the economic downturn. Thecompany benefited, however, from stable ownershipand from a management team with a long-term view;both provided support as the company invested innew-product development. Normand says, “Theresult is that we have emerged with a stronger teamand many new products.”

Its history and its commitment to continuousinnovation and new-product development,Normand says, set Dimplex apart from its competi-tion. “We created the category, and we continue tocreate new innovations and solutions. We maintain astrong focus on quality, innovation, technology, andselection to provide industry-leading technical andcustomer service. We stand behind everything wedesign and build. We are proud of the accolades wereceive for the quality of our products—and of therelationships we have with our customers and con-sumers,” he explains.

Dimplex recently added new members to a teamrededicated to providing customers with a continuousflow of new products and innovations (and with thevery best customer service). Normand says, “With ourefforts over the past few years, you can expect a com-plete range of products, brands, designs, and solutionsfor all customers, across many channels, from residen-tial to commercial and hospitality markets. We aretruly excited over the response to—and demand for—our new product lines.”

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This is not your grand-mother’s Homecrest. Thatmuch is made clear byexecutives at the Wadena,Minnesota, manufacturerof outdoor furniture,which is now reposition-ing itself under newlyinstalled leadership. When Tim DeJong became the CEOof Homecrest in the summer of 2013,he identified two main areas in whichthe company needed to improve:product design and manufacturingefficiency. The goal, he says, is toreinvigorate one of the legacy brandsof the casual-furniture industry.

“If you’re going to be a successfulNorth American manufacturer, theway you’re going to compete is throughtechnology and design. In addition,you have to drive speed and efficiencyinto manufacturing operations. We’vefocused a significant amount of energyin these areas to relaunch what

Homecrest is about,” he says.The need to revitalize came after

Homecrest emerged from the mostchallenging time in its 51-year histo-ry. The company went through twobankruptcies before being resurrect-ed, in January 2008, by MikeBullinger, an investor who purchasedHomecrest’s assets. He reopened theplant in Wadena a month later; 70employees were called back to work,and over the past few years, the com-pany’s payroll has grown to about200 (with seasonal variations).

Now, having regained the trust ofretailers, Homecrest is taking the next

step in its rebuilding effort. It’s easy tosee the source of the heightenedemphasis on product innovation:DeJong joined Homecrest after servingas the head of North American manu-facturing for Polaris Industries, a U.S.manufacturer of snowmobiles, ATVs,and utility vehicles. During more than20 years with Polaris, DeJong says, helearned how critical it is for domesticmanufacturers to be strong from adevelopment perspective, in terms ofboth product design and the integra-tion of new technologies.

“I think the market is always look-ing for what’s new, what’s innovative,

and what’s unique.New, exciting productsare a high percentageof total retail volume,”he says. “I think that’show you compete in aconsumer-productsmarketplace: by beinga leader, from an inno-vation perspective.”

To that end,

Homecrest is implementing tech-nologies that are largely new to theoutdoor-furniture industry. Forexample, specialty retailers who visit-ed the company’s showroom duringthe Chicago International CasualFurniture & Accessories Market™ inSeptember saw the Atlas collection, anew line of aluminum tables andbenches. The pieces are decorativelypatterned (with the grain of ashwood) using hydrographics, animmersion-printing method forapplying designs to 3D objects.

In addition, Homecrest unveiledproducts that are artistically decorat-ed using dye-infusion technology,along with a line of crushed-glass andaggregate accessories made using atechnology previously implementedin the road-building industry.“Product innovation isn’t going to bestrictly just bending a piece of alu-minum or steel differently than it hasbeen bent in the past,” DeJong says.“You’re going to have to bring new


CORPORATE PROFILE

RENEWING A BRANDUnder new leadership, Homecrest is revitalized through innovation and efficiency. by JESSE BURKHART

Top left: The Grace dining collection

Top right: Tim DeJong

Middle: The Havenhill cushion collection

Bottom: The Grace cushion collection


Even before efficiency became preva-lent in the fireplace industry,Mendota (a division of Johnson GasAppliance Company) was a leader incrafting gas furnaces. With the addi-tion of its BurnGreen technology,Mendota’s award-winning gas fire-places, fireplace inserts, and stoveselegantly combine traditional ele-ments with today’s technology.

Bill O’Donnell, president ofMendota, explains that the CSA GasFireplace Standard P.4.1-09 (or P.4)test has provided broadly accepted cri-teria for measuring products’ efficien-cy. “The Canadian P.4 test hasbecome the industry standard,” hesays. “We are all now tested to thesame standard, independently verified,and our results speak for themselves.”

In addition to providing a univer-sal standard, O’Donnell says, the testhighlights Mendota’s high-efficiencyaccomplishments. “I like Mendota’snumbers, and I like the wayMendota’s P.4 numbers compare toour competition’s, across the board,”O’Donnell says. “We have our endcustomers and sharp retail stores tothank for keeping efficiency numbersa high priority on the sales floor.”

According to O’Donnell,Mendota’s commitments to efficien-cy and performance make the com-pany stand out in the industry. “Theuniqueness of Mendota’s BurnGreen

is that we are authentic,” he says.“BurnGreen speaks to efficiency.”From the company’s beginning, ithas focused on delivering superiorand efficient products. “Mendota hasnot changed; we have been settingthe bar for years,” O’Donnell says.

Apart from highly efficient prod-ucts, O’Donnell notes, customerslook for beautifully designed prod-ucts that deliver superior perform-ance, and Mendota offers visuallystunning fireplaces to meet thisdemand. “Customers are looking fora good fire,” he says, stressing thatflame appearance is a primary factorduring product selection. “The firedisplayed in a Mendota fireplacegrabs immediate attention in anyshowroom,” he adds.

In addition, factors such as designelements and simplicity go into thedecision-making process for purchas-ing hearth products. Once customersdecide to purchase a gas appliance(instead of one that uses other fuels),the aesthetic and performance com-ponents come into play; Mendotaspecializes in these areas by offeringfireplaces that add style and ambi-ence to any living area. “Everybody isstill skeptical about the realism of agas fireplace, compared with memo-ries of a wood fire,” O’Donnell adds.

“Mendota’s Romantic fire puts thoseconcerns to rest.”

Pairing efficiency with aestheticsmakes Mendota’s hearth productsunparalleled in the marketplace.“From our first products, in the earlydays of our business, to the introduc-tion of our new M47 linear fireplacethis year, we put efficiency on thefront burner, so to speak,”O’Donnell says. “Regulations inmany states brought on electronicignition, with concerns about thestanding pilot. The P.4 test gave ourindustry a testing standard, doneindependently. All this is a result ofmarket demands and concerns.”

The elegant M47 also adds theambience of a dramatic blaze.Owners can customize the fireplaceby selecting from many designerfronts and interior-lining colors,such as metallic midnight, copper,and metallic mocha. In order toachieve a specific look, buyers canalso select a fire base such as classicdriftwood, natural river rock, twigs,black-glass diamonds, white tumbledmarble, or liquid clear glass. Aremote control (with electronic igni-tion) provides convenience—andaccent-lighting control options, aswell as other features.

Mendota strives to remain an

innovative leader in the industry bysurpassing customers’ expectations—with each product that it offers.Looking ahead, O’Donnell says thatit will be interesting to see how theindustry complies with new safety-screen regulations for fireplaces.Mendota will continue to adapt toindustry standards and customerdemands, and it will remain focusedon crafting captivating fireplaces toprovide safe, efficient heat, as well asto enhance the living spaces of thecompany’s clients.

“Together with high heat andefficiency, we now have combinedour beautiful and diverse trim-kitoptions with a sharp-looking, fullycompliant safety screen,” O’Donnellsays. “From walking the narrow linebetween having a beautiful, glowinglog set and having soot all over theglass—and by offering a bigFullView fireplace’s viewing area,while still getting proper air/heatcirculation—our goals and our evo-lution are always pointed to remain-ing right on the edge.”


INSIGHT

GOING GREENMendota Hearth’s BurnGreen™ technology offers high performance, comfort, andgreen efficiency—all in one fireplace system. by CHERISE FORNO

Mendota Hearth (CedarRapids, Iowa) continues tobuild on its history ofhigh-quality craftsman-ship and its commitmentto manufacturing highlyefficient, reliable gasproducts: Its exclusiveBurnGreen technologyensures both performanceand convenience in itshearth products.

Top left: The model FV46 fireplace

Above: The FullView modern linear fire-place (model ML47)

Todd Lampey, vice president ofdistribution sales, is pleased withthe company’s strong sales thisyear. “Direct-vent pipe is ourbiggest seller,” he says. “Sales are upin this product group this yearbecause of the upturn in new-homeconstruction. That’s predicted to beback to 1.5 million new homes peryear by 2016, so the uptrend shouldcontinue into 2015.”

M&G DuraVent is also having anexceptional sales year for pellet vents.With sales that are double what theywere last year, Lampey says, M&GDuraVent is working hard to keep upwith the high demand. “We attributethis to the long, cold winter last yearand the high price of propane,” hesays. “No one knows what the weath-er will do, but [analysts] think theprice of propane will be going upagain, so people are looking to alter-native heat sources, such as pelletstoves.” Lampey thinks that this win-ter’s weather will be a determiningfactor, yet again, in the level ofdemand for pellet vents during thenext season.

Another product that has per-formed very well this year is the All-Fuel chimney system. Lampey notesthat this product’s success can beattributed to people who are increas-ingly searching for alternative heat

sources. He has also noticed anincrease in sales of the company’slarge-diameter chimney, which is usedon larger fireplaces (such as Isokern,FireRock, and Mason-Lite models).One factor contributing to this highdemand is an increase in the numberof larger custom homes with multiplefireplaces, and Lampey expects thedemand to stay high in 2015.

M&G DuraVent spends consid-erable time listening to its customersin order to add improvements todifferent product groups (to meet—and surpass—customers’ needs).This year, several new-productdevelopments that were initiated bycustomer feedback are set to reachthe market.

“Some new things we are workingon (and hope to show at HPBExpo)will be a direct vent for pellet appli-ances and improved direct-vent ter-minations,” Lampey says. “We addeda large wind turbine to ourresearch/development lab, and it hasgiven us some new ideas on how tohandle extreme wind conditions

affecting direct-vent appliances. Wehave been working closely with ourOEM appliance partners, and theresults look promising.”

According to Lampey, customersare continually searching for productimprovements (as well as for the bestvalue that their money can purchase),so M&G DuraVent makes a strongeffort to stay in the forefront of inno-vation in the marketplace. “We havea state-of-the-art lab, and it is in con-stant use—tweaking current prod-ucts and testing new ones,” he says.

In addition to designing superiorproducts, M&G DuraVent is alsocommitted to using cutting-edgemanufacturing technology. “Our par-ent company, M&G, is very con-scious of production improvement,quality, and conservation,” Lampeysays. “These are some of the pillars of

our company philosophy.”Some of these manufacturing

improvements include the additionof robotics to the production lines toincrease production speed andimprove employees’ working condi-tions. M&G DuraVent has alsoinvested in its welding lines. “Wemake the best pellet T on the mar-ket,” Lampey says.

The company recently changed itspaint formulation to create a moredurable finish, while reducing its ownenergy use, in the production process,to conserve more energy. M&GDuraVent is moving forward by pro-moting plastic venting for improvedperformance and efficiency. Thecompany’s chloride-free polypropy-lene venting system offers severaladvantages for use with highly effi-cient products.

“We are heavily involved withthe HVAC industry,” Lampeysays. “In the past couple of years,we have spent considerable timeintroducing the United States andCanada to polypropylene vent-

ing—to replace PVC on high-efficiency furnaces and boil-ers. We hope that the

polypropylene line will create awhole new market for us.”

Another way that the companycontinues to grow is through strate-

gic acquisitions. “We have addedcompanies such as ProTech andSecurity Chimneys to help usincrease market share and bring newproducts into our mix,” Lampey says.

The company’s goals for thefuture are to continue to add andimprove high-quality product lines(such as the polypropylene line),while maintaining its focus on vent-ing products, as it expands. “We area venting company, and that is whatwe plan to be in the future,”Lampey says. “We have always beenfocused on growth. We want to bethe number-one source for ventingin North America.”


INSIGHT

POPULAR VENTING PRODUCTSThe uptick in housing construction bodes well for M&G DuraVent. by CHERISE FORNO

As a technological leaderin the venting market,M&G DuraVent (Vacaville,California) continues toengineer cutting-edgeproducts to advance theheating industry. In aneffort to meet growingdemand for its productsthis year, M&G DuraVenthas improved its manu-facturing process andhas continually pushedthe envelope with new-product development.

Top: DirectVent Pro®

Bottom: PelletVent Pro®

Kingsman has been combining thatpersonal touch with expertly engi-neered hearth products since thecompany’s inception, in 1976; itsfounder, Ed Reyher, is still very muchinvolved (along with his family) inthe company’s daily operation.Reyher started in the hearth industryas one of the original franchise own-ers, representing Fisher Stoves. Hethen developed a pioneering line ofgas fireplaces and freestandingstoves—and his company beganoperating as Kingsman in 1980.

It certainly takes more than per-sonable service to succeed in busi-ness, and Kingsman provides thatthrough its broad line of high-qualitygas hearth products. The company’score lineup features fireplaces indirect-vent, vented, and vent-freemodels. Kingsman also manufacturesfreestanding stoves, fireplace inserts,outdoor fireplaces and firepits, andgas log sets.

“Kingsman’s biggest advantage isthat our customers say our productswork—coming right out of the box,”Green says. To ensure quality,Kingsman tests every burner systemthat it manufactures to ensure itsperformance before it ever is builtinto any appliance. When distribu-tion partners visit for factory tours,they will often see a stunning visualreminder of the company’s demand-ing quality-control standards.

“There is usually a box of 30 to 40discarded thermocouples that ouremployees bench tested that did notwork. It gives visitors a grasp on howwell every part is tested that goesinto our products,” Green says.

WORKING SMARTGreen attributes Kingsman’s suc-

cess and its ability to maintain (andexceed) exacting standards to thelean-and-mean strategy that thecompany has operated under for thepast 25 years. He says, “We don’thave a big group in the front office,but it is able to handle all our cus-tomer service, our sales, and any war-ranty claims. It works with our distri-bution partners, and that is where weput a lot of our emphasis.” All manu-facturing is done at the company’sWinnipeg facility, which has an

accredited testing laboratory.When the company began, it heav-

ily targeted new construction andHVAC contractors specifically—inCanada and, eventually, in the UnitedStates. That strategy is reflected todayby the majority of Kingsman’s distri-bution partners (primarily wholesalersand distributors).

The remainder of the businesscomes from specialty hearth dealers,who sell the company’s Marquis col-lection (specifically designed forthis group). “Each of our specialtyretailers has a respected territory,and they all do a good job of dis-playing the line in their showrooms.They do the hard work to get ourbrand out there. This channel givesus the outlet needed to present aslightly differentiated product,”Green says.

The new Bentley series is part ofthe Marquis collection and is note-worthy for its clean, contemporarydesigns, which can fit seamlessly inboth modern and traditionalhomes. “With the Bentley, we havegiven the retailer the ability to stocktwo versions of the same product inone box,” Green says. By buying kits,the dealer is able to customize theunit to make it either more contem-porary or more traditional in style,to meet the needs of each customer.

Development is currently under-way for two new appliances: thePeninsula and a second see-throughmodel. Both of the new units willbe offered as dedicated clean-viewappliances, but with considerablylarger viewing areas than thoseavailable today.


LAST WORD

When customers of KingsmanFireplaces call the Winnipeg,Manitoba, hearth-productsmanufacturer, they enjoy anexperience rarely found intoday’s high-tech, automatedenvironment of businesscommunications: A personanswers the phone. ChrisGreen, general manager, says,“We have that human quality,which is a nice added touch.”

WELCOMING CUSTOMERSFriendly staff, first-rate products, and lean operations are the keys to success for Kingsman Fireplaces.

by KIMBERLY RODGERS


The Bentley fireplace, in a traditional version


WHAT’S NEW

Agio | www.agio.com | (888) 997-7623Mix-and-match firepit collections include a base that accepts up to six different tops, allowing retailers lots of flexibil-

ity in what to offer. The Tempe, Moonlight, and Charleston are three options from which to choose. When these

firepits are paired with the uniquely tailored design and durable aluminum seating, consumers will enjoy versatility,

function, and style that last long into the evening. Circle Reader Service No. 90

Pacific Energy Fireplace Products | www.piazzetta.com | (888) 223-0088A strategic alliance between two great companies brings a unique product mix to the North American market: the Piazzetta

SY pellet series and the gas series powered by Pacific Energy. Beautifully designed, with handcrafted ceramic cladding for heat

dispersion; unique, floor-level heat output; and excellence in efficient performance, the SY pellet and gas series freestanding

stoves are available in two sizes: the 958 (for small to medium-sized spaces) and the 963 (for medium-sized to large spaces).

Contact Pacific Energy (master distributor for North America) to learn more at [email protected].


Mendota Hearth | www.mendotahearth.com | (877) 345-3225Mendota’s modern linear fireplace delivers luxury from a new perspective. With an expansive view and legendary

Mendota flames, this is a fireplace of epic proportions. The ever-contemporary FullView modern linear fireplace

strikes the perfect balance of high style and high performance, and it can be customized with a choice of fire base,

panoramic porcelain reflective interior linings, and sleek designer fronts. Circle Reader Service No. 93

Kingsman Fireplaces | www.marquisfireplaces.net | (855) 593-3304The Bentley from Marquis by Kingsman features the finest in craftsmanship, design, and versatility.

Customers can choose between two sizes (39 and 42 inches), as well as a decorative-rated model (for ambi-

ence and warmth) or the heater-rated model, for additional warmth. Warm up your favorite room with the

beauty of a Kingsman gas fireplace. Circle Reader Service No. 92

Onward Manufacturing | www.broilkingbbq.com | (800) 245-5138The Baron™ series from Broil King offers power and performance in a variety of sizes to suit any avid griller. The Baron

series features premium stainless-steel accents, including a durable lid with cast-aluminum endcaps, drop-down side

shelves, and cabinet doors. At the heart of the Baron series is Broil King’s legendary cooking system: heavy-duty cast-

iron cooking grids, stainless-steel Flav-R-Wave™ technology, and powerful stainless-steel Dual-Tube™ burners.


6 HOT PRODUCTS TO SELL NOW

Gensun Casual Living | www.gensuncasual.com | (866) 964-4468Gensun Casual Living has expanded its firepit offerings to 29 different configurations by adding dining and

balcony heights (along with a new, larger 52x72-inch size) to its popular line of firepits. Four unique top

designs—Florence, Grand Terrace, Madrid II, and Paradise—will coordinate with all the company’s collec-

tions, making the outdoor room even more inviting. Circle Reader Service No. 91


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

PRODUCT PROFILES

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

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

Charcoal Companion’s“Salt Plate Recipe Book”The “Salt Plate Recipe Book” is theperfect addition to any salt plate,showcasing the versatility ofHimalayan salt plates. It explains howto use the salt plate for both cookingand serving, in addition to coveringproper care and maintenance. Itincludes more than 20 recipes withphotography, covering appetizers,main dishes, and desserts. Contact: (800) 521-0505,[email protected], or www.companion-group.com.Circle Reader Service No. 99

Classic Sunglow A270 The Classic Sunglow A270portable propane patio heatersports a new color for 2014. Thecopper/bronze blend of colorscomplements most patios andpool areas. The unit’s output of40,000 Btu per hour suppliesquiet heat in a 360-degree circle.Its 65-pound base means a safe,stable platform for all locations.Contact: (888) 317-5255 orwww.infradyne.com.Circle Reader Service No. 100

Sunbrella TerrySunbrella® terry is a luxurious, knitted upholstery fabric that combines the ultimate in texture, stretch, andperformance. The fabric is ideal for a variety of applications, including decorative pillows and upholstery, and itprovides a unique textural component not usually found in traditional outdoor fabrics. The Sunbrella terrycollection includes 14 colors: parchment, beige, wren, cocoa, dove, char, navy, mineral, spa, moss, herbal,wheat, pumpkin, and nutmeg. Contact: (336) 221-2211 or www.sunbrella.com. Circle Reader Service No. 101


FRP909-2 FireplaceThe home-resort lifestyle is enhanced by the FRP909-2,made with a 16-gauge galvanized-steel frame and reinforcedby HardieBacker® tile-backer board. The sturdy one-piececonstruction has an extended front mantel, an automaticon/off switch, an extended chimney, a 36-inch firebox withseven logs, an 18-inch grate, and a 55,000-Btustainless-steel burner. ETL approval gives you the options ofusing LP or natural gas. Bringing family and friends togetheris always a special occasion when gathering in front of aroaring fire. Contact: (800) CAL-SPAS orwww.calflamebbq.com.Circle Reader Service No. 102

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


Epic Gas Stove by IronStrikeThe Epic™ gas stove by IronStrike™ combines thetimeless appeal of a wood fire with the convenienceand ease of gas. Its features include a standardorifice kit that allows the stove to be installed with achoice of heat outputs: 33,000 or 40,000 Btu. Adurable, high-efficiency, 500–square-inch heatexchanger provides dependable, even heating.Heavy-duty steel construction ensures stability anddurability. Contact: (800) 655-2008 orwww.IronStrike.us.com. Circle Reader Service No. 104

Aesthetically Pleasing The low-profile heaters and low clearancerequirements allow the fixtures to blend into anyenvironment seamlessly. Infratech heaters representa good balance among efficiency, heatingperformance, and low visual impact. Infratechheaters produce no harsh visible light or glare tospoil the mood or strain your eyes. Contact: (800) 421-9455 or www.infratech-usa.com.Circle Reader Service No. 105


PRODUCT PROFILES

Carmel SquareCarmel Squarecaptures all themajestic glory of therugged coastline andsturdy redwoods thatencompass Carmeland Big Sur. As withother styles in thisseries, the Carmel Square inspires California dreamin’ once again. Agranite top is large enough for you to put down your wine glass, pull upyour club chair, and kick back with your friends, while you solve theproblems of the world. Look down at the fire—in its large, squareburner—while you ponder glass choices (or politics). This time, either oneleaves you happy and satisfied: California Outdoor Concepts does it, onceagain. Contact: (877) 274-6773 or www.californiaoutdoorconcepts.com.Circle Reader Service No. 109

Empire’sPortrait-styleTraditionalDirect-ventFireplaces Traditional models arerated at 36,000 Btu, with ahandpainted log set,overhead lighting, and thechoice of a porcelain lineror ceramic fiber (in brickor stone). They feature aceramic-glass viewwindow and a multifunction remote to control the light, the burner, and theoptional blower. Contact: (800) 851-3153 or www.empirecomfort.com.Circle Reader Service No. 106

Charcoal CompanionHimalayan Salt Chunks WithStainless-steel GraterHimalayan salt is rich in trace minerals andpromotes respiratory and vascular health,according to the company. It will add to thedepth of flavor that your foods achievewhen cooked. Charcoal Companion® nowoffers salt chunks—to impart flavor withoutthe heft or bulk of a large salt plate. Theproduct has 32 ounces of Himalayan saltchunks and a stainless-steel handheld salt grater. Contact: (800) 521-0505,[email protected], or www.companion-group.com.Circle Reader Service No. 108

Delta Heat Premier GrillThe all-new line of Delta Heat Premiergrills includes significant design,performance, and featureimprovements. LED control-panel

lights; a sleek, redesigned exterior; and performance enhancements to thegrilling system put these U.S.–made grills in a class of their own. They areavailable in 38-, 32-, and 26-inch models. Built-in grills’ retail prices start at$1,529. Contact: (800) 422-0091 or www.DeltaHeat.com.Circle Reader Service No. 107

San Marino The sophisticated SanMarino collection hasbeen expanded to includesling, padded sling, andthe extremely popularwoven seating options. Amatching high-backdining chair, high-backswivel rocker, high-backswivel rocking lounge

chair, swivel barstool, swivel balcony stool, ottoman, and chaise round outthis collection. Contact: (866) 964-4468 or www.gensuncasual.com.Circle Reader Service No. 110

HeatilatorCraveModern luxury is nowavailable at an affordableprice, with the newHeatilator Crave. All theessentials for a completemodern design comestandard, and multipleupgrade options let consumers customize the look. It’s available in 36-, 48-,60-, and 72-inch models. Contact: (800) 669-4328 or www.heatilator.com.Circle Reader Service No. 112

Biscay by SunVillaSunVilla’s Biscay collection is a beautiful blend of sturdy aluminum framing and a handsome,handrubbed firewood finish. This coordinates perfectly with the weathered-wicker accents thatwrap stunningly around the sides and back, giving a casual (yet elegant) setting. Two Sunbrella®

fabrics complement the collection and complete the look, with a soft hand and long-lastingdurability. A sofa, a swivel rocker, and a chair and a half are included in the offering—withcoordinating slat tables, as well as a full dining assortment. Contact: (888) 690-9800 orwww.sunvillahome.com.Circle Reader Service No. 113


FPT-G5000 Firepit WithTempered-glass TabletopEnhance the ambience of your holidayparty with the FPT-G5000tempered-glass–tabletop firepit. It is astunning contemporary vision of lights,beauty, and style that will amaze yourguests and transform your space into anelegant outdoor lounge. It comesstandard with a four-piece firelog set and

lava rocks; a stainless-steel burner that emits 55,000 Btu; LP or natural-gascapabilities; a piezo ignition system; and a battery-powered,electronic-ignition on/off switch. Contact: (800) CAL-SPAS orwww.calflamebbq.com. Circle Reader Service No. 114

Cosmo 971 Fine contemporary design,the Cosmo 971 insoapstone not only isbeautiful, but is highlyefficient. The Duplic-Airsystem integrates air controlwith combustion, producinga hotter fire and very littleash. The soapstone sidecladding adds extraheat-radiating qualities thatkeep the fire in mind long after the flames are gone. The Cosmo series includes 10additional styles, in a choice of black or gray steel, with a cast-iron top and door.Contact: (914) 764-5679 or www.wittus.com.Circle Reader Service No. 117


DP42: 42-inch Dry PantryThe DCS dry pantry offers a consistent,professional design with ultrapremium indoorfeatures that help create a truly cohesive andfunctional kitchen. It’s an ideal place to store allof your outdoor essentials, dry goods, cookware,counter finishes, and anything kept in your indoorpantry. Contact: (888) 936-7872 orwww.dcsappliances.com.Circle Reader Service No. 116

senotherm UHT-Hydrosenotherm® UHT-Hydro is thefirst entirely water-basedcoating system resistant tohigh temperatures—of up to1,200 degrees (600 degrees

Celsius)—that dries and hardens completely at room temperature. It’s asenotherm Non-Smoker system. Compared with conventionalhigh-temperature coatings, senotherm UHT-Hydro offers a brilliant andextremely hard surface, available in various colorsand as UHT-Hydro Decor, specially designed forgrills/barbecues. Contact: (404) 219-2794 or (404)994-2292, [email protected], orwww.senotherm.us.Circle Reader Service No. 115

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

The Pawleys Life.

For 125 years the standard-bearer for handcrafted hammocks, Pawleys Island® is also now the brand for fully outfitting your porch. New for 2014, our

Durawood™ poly-lumber furniture brings a little of The Pawleys Life right home to you.

HIGH POINT SHOWPLACE BOOTH #1525

252.758.0641 | TheHammockSource.com | Contact us for our current catalog

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


Media Mantel (26MM8546)This media mantel will become an instant focalpoint while establishing a cozy gathering spotin any room of your home. Theindustrial-patchwork riveted aluminum andfunctionality of the ample storage space makethis piece an artistic and practical addition toany home. Contact: (866) 661-1218 orwww.twinstarhome.com.Circle Reader Service No. 124

Grandview Wood Stove by IronStrikeThe Grandview™ series of wood-burningstoves by IronStrike™ has raised thestandard for home heating with its provenThermal Fin technology (or TFT™). Thisinnovative cast-iron heat exchanger putsmore heat in the room (and less up thechimney), delivering the perfect amount ofheat to create a cozy atmosphere. Expansive,durable ceramic glass gives you unobstructedviews of the fire and allows for easy heat transfer. A wide array of high-quality, versatilestyling options means that the Grandview will easily complement any decor. Contact: (800)655-2008 or www.IronStrike.us.com. Circle Reader Service No. 123

White Onyx Providence Firepit Table

From The Outdoor GreatRoom Company, the white onyxProvidence gas firepit table features a 1224 CrystalFire™ burner for a compact design—perfect for smalleroutdoor spaces, without sacrificing style. This simple,modern design will look great in any outdoor space. It’salso available in stainless steel and marbleized nocheSuperCast finishes. Contact: (866) 303-4028 orwww.outdoorrooms.com.Circle Reader Service No. 120

PRODUCT PROFILES

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

Glen Raven/SunbrellaAlready known forits water resistance,Sunbrella® fabric isnow offered asSunbrella Rain, a 100% waterproof version of thelegendary upholstery fabric. The fabric features a backcoating that is completely waterproof when cushions areconstructed according to preset guidelines, preventingwater from getting inside the cushion. This unique fabricoffers a quick-dry solution that allows people to continuelounging immediately, once the rain has stopped. Contact:(336) 221-2211 or www.sunbrella.com.Circle Reader Service No. 121

Delta Heat Outdoor RefrigeratorThe Delta Heat 20-inch refrigerator is UL approvedfor outdoor use and offers exceptionalperformance and reliability. It features astainless-steel exterior, a locking door, and frontventing (for undercounter installation). A spacious4.1–cubic-foot interior, three adjustable wireshelves, and a drink-can holder in the door provideconvenient storage. The door is reversible for left-or right-hinged applications. The unit’s retail priceis $999. Contact: (800) 422-0091 orwww.DeltaHeat.com.Circle Reader Service No. 122


Original Pawleys IslandCoastal Rope ChairPart of the handsome new furnitureline from the Original PawleysIsland® Rope Hammock, this inspiredporch sitter is crafted from solidDurawood™ HDPE lumbermanufactured from recycled plasticmilk jugs, with a handwoven seat ofall-weather, cottony-soft, syntheticthree-ply rope. The Coastal rope chairalso features marine-grade,rust-resistant, 316 stainless-steel

hardware and uncommonly secure joint connections, for some of the moststable outdoor furniture available today. Lumber comes in a choice of threecolors; rope, in a choice of eight colors. Contact: (800) 334-1078 orwww.thehammocksource.com.Circle Reader Service No. 125

senothermClassicThe leadinghigh-temperaturecoating in Europe, withresistance of up to1,200 degrees (600degrees Celsius), is nowavailable in the United States. senotherm® Classic is available in awide variety of colors and effects, including colorful shades andmetallics, as well as being available, in aerosol form, as touch-uppaint. High-solid versions increase coverage, reduce paint use,and reduce solvent emissions. Contact: (404) 219-2794 or (404)994-2292, [email protected], or www.senotherm.us.Circle Reader Service No. 128

The Stromboli With a TwistStanding tall on its pedestal,the Stromboli rotating stoveis truly majestic. The360-degree turn radius offersa panoramic view of the fire.The large viewing window (16inches wide by 20 incheshigh) enhances theexperience, and the built-inair-wash system keeps theglass clean. Sleek curves, advanced engineering, and flawless performance arethe essence of this fireplace. It’s available in gray steel, a variety of tile colors, ornatural-stone side cladding. Contact: (914) 764-5679 or www.wittus.com.Circle Reader Service No. 126

Danver Stainless Outdoor KitchensDanver manufactures an extensive line of stainless-steel cabinetry inan array of exclusive designer colors and door styles, creating fullyfunctional, signature outdoor kitchens. Designed to accommodateeven the most creative kitchen layout, from traditional tocontemporary styles, these cabinets fit any manufacturer’s grill, aswell as a multitude of other outdoor-kitchen appliances, bars, andaccessories. Contact: (888) 441-0537 or www.danver.com.Circle Reader Service No. 130

Infratech Comfort Heaters Whether for work or recreation, Infratech comfort heaters turn coldindoor and outdoor areas into comfortable, inviting spaces. TheW-series heater incorporates a specially designed electric quartzheating element that produces safe infrared radiant energy.Radiant energy is only absorbed by solid objects and is notwasted heating the air. These heaters are suitable for ceiling-,wall-, or flush-mount installations, with minimal clearance required.Solid-state and analog controls are also available for intensityadjustment. Contact: (800) 421-9455 or www.infratech-usa.comCircle Reader Service No. 129Introducing the Bentley

With an expansive glass viewing area and clever designer options forcustomizing the look to suit your personal style, the new Bentley by Marquis isgenerating some serious attention. See the latest evolution in fireplaces.Contact: (855) 593-3304 or www.marquisfireplaces.net.Circle Reader Service No. 127


PRODUCT PROFILES

St. BernardusSt. Bernardus is MLW Stone’s latest and most cost-effectivenatural-stone fireplace facing. Available in three standard sizes, St. Bernardus isa sound anddurablehoned-limestonefireplacesurround that isconsistent incolor from pieceto piece and setto set. Its warm,clean, andneutral color lends itself well to any traditional or contemporarydecor. For samples, email [email protected]. Contact: (800) 477-7665 or www.mlwstone.com. Circle Reader Service No. 134

Broil KingPremium GrillAccessories From necessities suchas tongs and turners toinnovative accessoriessuch as rib roasters andpizza stones, the BroilKing line of premiumgrill accessories offersgrill enthusiasts moreways to enhance theiroutdoor-cooking experiences. New items in the 2015 assortment include aheavy-duty, cast-iron grilling wok; oak wine-barrel planks and chunks; and acarbon-steel grill plate. Contact: (800) 245-5138 or www.broilkingbbq.com.Circle Reader Service No. 132

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

BC25: 25-inch Beverage ChillerEntertain your guests with a professionallydesigned and culinary-created beveragechiller by DCS. The 25-inch beveragechiller is a fully insulated compartmentthat can hold up to 17 gallons of ice tochill your refreshments. Its deep depthcan comfortably hold sittinglongneck-bottled beverages and winebottles. It’s a perfect beverage solution foryour outdoor kitchen. Contact: (888)936-7872 or www.dcsappliances.com.Circle Reader Service No. 133

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



Boulevard See-throughFireplaceEmpire offers its all-new Boulevard 48-inchsee-through fireplace with either a linear burneror a distinctive, curved burner that creates adynamic visual display. Installed in a wall, thisvent-free, ultracontemporary fireplace provideswarmth and ambience to two adjoining rooms.Tailor the look of the fireplace to suit your decorwith Empire’s decorative glass or ceramic-fiberrocks and pebbles. The optional lighting kit canadd a sparkle to your fireplace, even when it’snot providing heat. The zero-clearance designallows you to finish the walls right up to thefireplace opening, for the ultimate in cleaninstallations. Empire also offers two framestyles: a simple black rectangle and a TideWater frame (in black or hammered pewter) withflowing lines and a curved profile that adddepth and movement. Both the linear andcurved-burner Boulevards are available withmillivolt or intermittent-pilot ignition and for LPor natural gas. Intermittent-pilot models includea thermostat remote that allows you to varyflame height from a maximum input of 40,000Btu, with up to a 70% turndown on natural-gasmodels. Contact: (800) 851-3153 orwww.americanhearth.com.Circle Reader Service No. 137

St. Charles by OW LeeThe St. Charles collection by OW Lee is named afterthe famous St. Charles Avenue in New Orleans, linedwith luxurious Southern mansions reminiscent of amore opulent time. St. Charles delivers the sametraditional appeal as its namesake, matched withexceptional comfort. Added details such asdecorative rivets and traditional collar embellishmentsmake this collection truly stand out in any outdoorspace. Contact: (800) 776-9533 or www.owlee.com.Circle Reader Service No. 139

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

Blue Is the New BlackIntroducing the twilight-color stoves fromVermont Castings: A new twist on a classiccolor, the twilight single-pass enamel finishsuggests a hint of blue underneath a vintageblack, adding dimension and lift to a universallyappealing wood-burning stove. The twilightfinish is available on the Encore® FlexBurn®

and Defiant® FlexBurn wood-burning stoves.Contact: (800) 867-0454 orwww.vermontcastings.com. Circle Reader Service No. 136

Firepits bySummersetProfessionalGrillsNow, you can haveall the warmth andcomfort of yourliving room in yourown backyard. AllSummerset Professional firepits are constructed with rust-resistant1x1-inch welded-steel framing. Firepits include installation lines; fireglass; astainless-steel access door; and a high-quality, 140,000-Btu, 304stainless-steel burner. They are available with porcelain or granite tops,with stucco or Ameristone™ finishes. Contact: (800) 966-8126 orwww.summersetgrills.com.Circle Reader Service No. 143


ColbertIn a practical (yet handsome) combination of function and decor, theColbert mantel offers an abundance of features for owners who want to getmore out of their mantels. Soft-closing, curved, beveled-glass doors (withiron accents) offer cupboard space for placing your treasured possessionson display. Motion-sensor LEDs light the way to soft-closing drawers,doors, and a convenient compartment for electronic media. Contact: (800)461-5581 or www.napoleonfireplaces.com.Circle Reader Service No. 140

PRODUCT PROFILES

33-inch PatriotDirect-ventFireplace Smaller spaces rejoice: Theconvertible, convenient,beautifully burning MajesticPatriot direct-vent fireplaceis now available in a 33-inchsize. Priced to please, thePatriot system boasts anabundance of enviablefeatures, yet remains highlyfunctional, economical, andflexible enough to suit anyspace, design, or decor.Your customers will love theclean, contemporarydesign—which, paired with a traditional log set or the sleek fireglassmedia, will add understated, affordable elegance to any room. Contact:(800) 867-0454 or www.majesticproducts.com.Circle Reader Service No. 145

Mendota FullViewModern InsertsMendota FullView modern gasfireplace inserts let homeownerstransform their drafty, messy, andinconvenient wood-burningfireplaces into beautiful works of art.The stunning aesthetics of theseconvenient inserts are matched by athoroughly modern view ofefficiency, thanks to Mendota’shigh-efficiency BurnGreen™

technology. Contact: (319) 365-6282 orwww.mendotahearth.com.Circle Reader Service No. 144

DuraTech CanadaDuraTech Canada is a double-wall,all-fuel chimney system for use withwood stoves, fireplaces, and otherappliances using wood, oil, gas, or coal.The use of stainless steel, selected for itsresistance to high temperatures andcorrosion, provides outstanding durabilityto the high-temperature chimney.DuraTech Canada features 1 inch ofhigh-temperature mineral-wool insulation,minimizing heat loss through the chimneywalls. Pipe lengths, elbows, and other fittings feature twist-lockassembly, with just one-eighth of a turn. Contact: (800) 835-4429or www.duravent.com.Circle Reader Service No. 141

Cambria byOW LeeThe Cambriacollection bringsindoor comfort tothe outdoor roomwith plush,pillowedcushioning. Thiscollection includesOW Lee’ssignature arm-pillow pocket design in a smaller-footprint chair, to fit mostoutdoor spaces. In addition, the club dining chairs in the Cambria collectionprovide for an even more flexible use of smaller outdoor spaces whileretaining that ultimately comfortable sitting feel. Contact: (800) 776-9533 orwww.owlee.com.Circle Reader Service No. 142


UltimateOne ChimneyUltimateOne is a premium chimney line designedand manufactured with the ultimate in safety andhigh performance. This 1-inch chimney featuresthe finest materials; commercial-grade insulation;and a tool-free, latch-style locking band. As thecompany says, get the best: Choose UltimateOne. Contact: (800) 992-8368 or www.selkirkcorp.com.Circle Reader Service No. 150

Infrared Media Mantel (47IMM8496-G475)This infrared media mantel is a nod to contemporary design,with its sleek white mantel front and graystone finish along thesides and top. The two side cabinets provide ample storagespace, with adjustable shelves, while the open, partitionedcenter shelf is perfect for storage of media components. Thecontemporary insert allows you to choose your fireplace media(choosing among fireglass, white and clear rocks, or a log set)to create the perfect look for your decor. The insert is capableof heating rooms of up to 1,000 square feet, and the fireplace

can be used with or without heat, for four-season enjoyment. With a soft glow, the strip lighting below the infraredfireplace insert adds flair to the modern style of this mantel. Contact: (866) 661-1218 or www.twinstarhome.com.Circle Reader Service No. 146

Barbecue Islands by SummersetProfessional GrillsDesign your own outdoor space with Summerset’sbarbecue islands, and begin making wonderfulmemories with friends and family. There are four differentmodels to choose from with standard finish options ofporcelain and stucco or upgraded finish options ofgranite and Ameristone™ (and full customization): Yourdream outdoor space can become a reality. Built to

last—with rust-resistant 1x1-inch, 60-gauge, MIG–welded steel construction frames and Trex® railingsystems—Summerset islands include complete electrical systems. Contact: www.summersetgrills.com.Circle Reader Service No. 147

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

Pacific EnergyPacific Energy introduces the new Flush series:Casco and Camden gas inserts and Bristol andBedford gas fireplaces. Built withnext-generation controls and invisible safetyscreens, the Flush series offers high-efficiencyperformance in two sizes (18,000 Btu and30,000 Btu). Contact: (888) 223-0088,www.pacificenergy.net, [email protected] Reader Service No. 151

Sunpak-TSR Patio HeaterInfrared Dynamics introduces the new Sunpak-TSR outdoor patio heater,which features a handheld remote control. Oneslim remote handles on/off and high to low heatsettings. The Sunpak-TSR’s stainless-steelfinish reflects elegance and style on your patiowall or ceiling. It’s available in natural gas orpropane models that give off quiet radiant heat.Contact: (888) 317-5255 or www.infradyne.com.Circle Reader Service No. 149


PRODUCT PROFILESPRODUCT PROFILES

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

Dobbins has been selling GensunCasual Living lines since 2004 inFlorida, Georgia, Alabama, Mississippi,and Tennessee. Growth in the territoryhas been nonstop, over the years, andwas an astounding 44% in 2013–2014.Dobbins has spent his entire profession-al career as a casual/outdoor-furniturerepresentative, starting with (and learn-ing from) his father, Harry Dobbins.Dobbins was also a finalist for the 2014International Casual FurnishingsAssociation’s award for sales representa-tive of the year.

Jan Trinkley, executive vice presi-dent of Gensun Casual Living, says,“Gray achieved this honor with flyingcolors. He excels not only in salesachievement, but in working with hiscustomers in the areas of training, prod-uct display, customer service, marketing,and ethics. His communication skillsand knowledge of the industry are addi-tional assets to his customers and toGensun Casual Living. We are veryproud to have Gray on our team.”

A Change in Ownershipfor Armand’s inSouthern California After almost 35 years of owningand operating Armand’s (Culver City,California), Howard Steinberg is inthe final stages of selling his belovedbusiness. The establishment, onVenice Boulevard, has long been oneof the best specialty grill and hearthdealers in Southern California, butSteinberg and his wife, Simone,thought the time was right, for person-al and professional reasons.

The new owner of Armand’s isDillion Clark, an employee of Amand’s,who will now take a leap of faith intoownership. Steinberg’s advice for Clark(and others in the business) is simple,yet timeless. “Give the absolute best

service to your customers,” he says.“Stand out from the online companies.It’s all about service. I believe that thebrick-and-mortar model is absolutelythe future of the business. A lot of peo-ple are making mistakes with fireplacesand barbecues when they work withonline companies. They are getting thewrong thing and are not satisfied.”

Steinberg bought the business fromhis father, Stanley Steinberg, whofocused on the sewing-machine and vac-uum-cleaner sector for many years.Steinberg remembers how the industrylooked in 1979, when only a few brandsdominated the premium permanent-mold aluminum segment of the grillbusiness. Many people were still asking,he reports, “What’s a gas grill?”

Eventually, the outdoor sage dealtwith many well-known brands andmany huge sales. “I have had several pur-chases in the mid-$40,000 range, andthose were full outdoor kitchens,”Steinberg recalls. “Lynx was my biggestbrand. I also did a lot with Fire Magicand Twin Eagles. From a quality stand-point, they are two of the best, and theyoffer a wide array of accessories.”

He adds, “The thing I liked best wasdealing with customers. I spent time inmy customers’ homes, doing assessmentsfor fireplaces and barbecues. There werehundreds of great sales.”

Treasure GardenRecognized With NinthConsecutive ICFAManufacturerLeadership Award Treasure Garden was honored duringSeptember’s Chicago InternationalCasual Furniture & AccessoriesMarket™ as the recipient of the 2014Manufacturer Leadership Award in theshade category. Presented by theInternational Casual Furnishings

Association (ICFA), this is the ninthconsecutive award from the outdoorindustry recognizing Treasure Gardenfor manufacturing excellence.

Margaret Chang, president ofTreasure Garden, says, “With each year,the goal of product and service excel-lence continues to drive the entireTreasure Garden organization, and thisrecognition by the retailers we serve isfurther proof of this commitment.While awards are appreciated, the truereward is found in the ability consis-tently to provide our customers withproducts and a sales platform that aresuccessful at retail.”

In acknowledging Treasure Gardenwith the 2014 ManufacturerLeadership Award, ICFA recognizedthe company’s quality of manufacturedshade products, design, and customerservice. This achievement was accom-plished as Treasure Garden posted con-tinued annual sales growth within themarketplace. Jeff B. Dorough, vice pres-ident, of sales and marketing, says, “In2014, Treasure Garden saw increasedsales across our valued customer base, aswell as within new retail channels. Newproducts and effective merchandisingtools contributed to this growth—andultimately, the recognition weachieved.”

Surya Partners WithDwellStudio on NewLine of RugsSurya launched an exclusive newline of rugs from DwellStudio at theFall 2014 High Point Market. Designedto complement DwellStudio’s modern(yet accessible) design aesthetic, thedebut collections feature clean graphiclines and rich texture—brought to life ina sophisticated color palette—to createlooks that are distinctly of the moment,but that evoke a classic, artisanal feel.

Christiane Lemieux, founder andcreative director of DwellStudio, says,“We are excited to bring our uniqueand signature art-of-the-mix designphilosophy to rugs for the first time.We have always believed in using gor-geous layers of texture and pattern tocreate amazing spaces with depth andsoul. We also seek to give our design-ers and customers the tools that willallow them to create their perfectspaces. Whether it’s mixing a subtlytextured rug with bold fabric choicesor making the rug the statement piece,rugs provide the perfect way to pullany room together.”

Sierra Products Inc.Acquires ControllingInterest in Thelin HearthProductsRobert and Karen Beck, owners ofSierra Products Inc., recently acquiredCardon Products LLC, dba ThelinHearth Products, a world-class hearth-product manufacturer. Robert Becksays, “Thelin has been responsible formany innovative and distinctivedesigns, and we look forward to it join-ing our business. Thelin is recognizedfor meticulous craftsmanship andinnovative products, which makes it aperfect fit for our brand—and com-bining both companies’ dealer basesprovides a significant opportunity forincreased revenue and improved finan-cial performance.”

All three of the Thelin product cate-gories (pellet, wood, and gas units) willcontinue to be manufactured. Initially,Thelin will focus on dealer and con-sumer outreach and ensuring that partsand support services are easily available.“We are excited to continue the Thelinlegacy and provide our dealers and con-sumers with high-quality products, sup-port, and services,” Beck says.

INDUSTRYNEWS continued from page 15


In coming up with new products,Kingsman must weigh the addedbenefits of a new feature against thecumbersome governmental restric-tions sometimes placed on hearthmanufacturing. “I guess we can beglad we are not on the wood side ofthe business, but it seems that everyyear, the Department of Energy istrying to get our industry to changethings or trying to micromanagewhat we do. This makes us look

harder at our product development,”Green says.

To meet the varying needs of theend consumer, Kingsman buildsappliances that are either decorativerated or heater rated (combiningdesign with a higher Btu output).Green says, “The Northern UnitedStates is similar to Canada, where heatoutput is important. As soon as youstart getting deeper into the South,the mindset changes, and those cus-

tomers want more show than go.” Governmental restrictions come

into play in terms of which benefitsKingsman builds into each type ofunit—especially for its decorative-rated products, where there might berestrictions on glass strength andheat output. “Our philosophy, now,is that when we develop new appli-ances, we are challenging ourselves tocome up with both versions,” Greensays. “It does sometimes complicate

production a bit, but it helps posi-tion us to meet any new standardsthat are thrown at us—while (at thesame time) satisfying consumers witha product they want.”

LOOKING AHEADPrior to the Great Recession,

Kingsman’s sales were evenly dividedbetween the United States andCanada. “With the recession, thingschanged quite a bit, and we lost somebig distribution partners in theUnited States that basically got outof the fireplace business,” Green says.

He is happy to report that theoutlook for the United States is nowpositive. He says, “In the past fewyears, we have started to see growthin the United States, and this year,we have seen double-digit growth inthat market, which is quite remark-able: 2014 is one of our best yearsyet, in terms of recovery.” In lookingtoward the future, Green adds, “Wehave done a good job of blanketingthe Canadian market. As we moveforward, growth will have to comefrom the United States.”

LAST WORD continued from page 54

The Bentley fireplace, in a contemporary version

technologies and new substrates tothe marketplace. You have to bringin products that excite the con-sumer, that look great, that bringvalue, and that are designed forlong-term durability.”

The aim of implementing suchtechnologies is to improve both thequality and the price position ofHomecrest’s product portfolio,Michael Mettendorf says. He joinedHomecrest, as its vice president ofglobal sales, in March 2014.

“Homecrest has, in the past fewyears, been perceived as a manufac-turer that is slow to adopt newdesigns and innovations. We arequickly changing that perception inthe marketplace,” he says. “We werevery intentional in setting up theshowroom to make sure that whenpeople walked by, they could see thatthis wasn’t the same old Homecrest.What we are all about is changingperceptions, and the only way youcan have long-term success is by driv-ing sell-through at the store level.”

Another major point of emphasis,for Homecrest, is to become faster

and more efficient operationally.DeJong says that his team is currentlyredesigning manufacturing processesand remodeling parts of the produc-tion floor at the Wadena plant,where about 95% of products aremade and assembled. The changeshave made the company leaner andmore responsive, he adds, resulting inshorter lead times.

DeJong says that traditionally,Homecrest’s lead times have beenfour weeks from order to shipment.Now, 65% of orders ship in threeweeks or less. His goal is to make100% of orders ship in threeweeks—and eventually, to slash aver-age lead times to two weeks.

So far, the sharpened focus onproduct innovation and manufacturingefficiency is paying dividends.Mettendorf says that Homecrest is onpace to hit its predicted sales numbersfor this year, and he anticipates a signif-icant increase in customers as a result ofthe positive reception seen at this sum-mer’s trade shows.

At the ICFA Preview Show™ inJuly, Homecrest unveiled its Grace

collection, a contemporary line(crafted of aluminum) that includesboth deep seating and sling diningarrangements. The company alsoshowcased an expanded Havenhillline—a transitional dining collectionwith a flared sling and flowinglines—which now includes deepseating, cushion dining, and wovenoptions.

In the past, sling aluminum andsteel collections have been the breadand butter of Homecrest, andMettendorf says that the companycontinues to maintain a market-lead-ing position in those categories.With 19 new product lines andmore than 100 new fire tables, how-ever, Homecrest is adding significantbreadth to its market appeal.

Mettendorf, who has been travel-ing the country to get feedback fromdealers on new offerings (while gaug-ing those of competitors), says thatthe fire-table market is still in itsinfancy. With the introduction ofnew technologies, though, he seessignificant growth for both theindustry and Homecrest.

“There are competitors that havebeen in the fire-table market farlonger than Homecrest and thathave built strong market presences,”he says. “Our broad line of firetables, with our traditional focus oncustomer service and quality, willhelp us quickly become a significantplayer in this industry. We were wellreceived with our fire-table line. Youcould hear the energy and excite-ment, and you also heard the buzzin the halls (in Chicago).”

Indeed, Homecrest has earned theattention that it’s receiving. Moreinnovative products, lower prices,and reduced lead times: They’re atriad of improvements spearheadedby new leaders committed to revital-izing one of the most iconic brandsof the outdoor-furniture industry.

“In the next 12 months, we’ll findout if we have the strategy dialed incorrectly or not,” DeJong says. “Earlyindicators are very positive and pointto an extremely successful year—anda strong step forward in rebuildingthe Homecrest brand into the pow-erhouse of years past.”

CORPORATE PROFILE continued from page 48


Advertiser Phone Website Page

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

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

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

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

The Companion Group ............................(800) 521-0505 ..............www.companion-group.com ........................53

DCS by Fisher & Paykel ............................(888) 936-7872 ..............www.dcsappliances.com ..............................33

Delta Heat/Twin Eagles ............................(800) 422-0091 ..............www.deltaheat.com ......................................35

Empire Comfort Systems ..........................(800) 851-3153 ..............www.empirecomfort.com ..............................31

Gensun Casual Living ..............................(866) 964-4468 ..............www.gensuncasual.com ..............................13

Glen Raven/Sunbrella................................(336) 221-2211 ..............www.sunbrella.com ......................................39

Glen Raven/Sunbrella/Rain........................(336) 221-2211 ..............www.trade.sunbrella.com/rain ........................2

The HammockSource ..............................(800) 334-1078 ..............www.thehammocksource.com......................61

Hearth & Home Technologies....................(800) 669-4328 ..............www.myhht.com ..........................................72

Hearth, Patio & Barbecue Association ......(703) 522-0086 ..............www.hpbexpo.com ......................................44

Infrared Dynamics ....................................(888) 317-5255 ..............www.infradyne.com ......................................47

Infratech ....................................................(800) 421-9455 ..............www.infratech-usa.com ................................22

Innovative Hearth Products ......................(800) 655-2008 ..............www.astria.us.com........................................41

International Market Centers/

Las Vegas Market ..................................(702) 599-8113 ..............www.imcenters.com......................................57

Kingsman Fireplaces ................................(855) 593-3304 ..............www.marquisfireplaces.net............................55

M&G DuraVent ..........................................(800) 835-4429 ..............www.duravent.com ......................................59

Mendota Hearth ........................................(319) 365-6282 ..............www.mendotahearth.com ............................51

Miles Industries/Valor Fireplaces................(800) 468-2567 ..............www.valorfireplaces.com ..............................21

MLW Stone ..............................................(800) 477-7665 ..............www.mlwstone.com......................................47

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

Onward Manufacturing..............................(800) 245-5138 ..............www.broilkingbbq.com..................................45

The Outdoor GreatRoom Company..........(866) 303-4028 ..............www.outdoorrooms.com ................................3

OW Lee ....................................................(800) 776-9533 ..............www.owlee.com............................................25

Pacific Energy Fireplace Products ............(888) 223-0088 ..............www.pacificenergy.net ..................................19

Selkirk Corp. ............................................(800) 992-8368 ..............www.selkirkcorp.com ....................................71

Summerset Professional Grills ..................(800) 966-8126 ..............www.summersetgrills.com ............................27

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

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

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

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

Patio & Hearth Products Report (ISSN 1939-6929) is published bimonthly by Peninsula Media, 21250 Hawthorne Blvd., Suite 700, Torrance, CA 90503. US Postage Paid at Lebanon Junction, KY 40150.

November/December 2014, Vol. 9, No. 6 © 2014 Peninsula Media. All rights reserved. No part of this publication may be reproduced in any form without written permission from the publisher. POSTMASTER: Send address

changes to Peninsula Media, 21250 Hawthorne Blvd., Suite 700, Torrance, CA 90503-5514, [email protected], 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.

Company Page

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

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

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

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

The Companion Group ..................................................................................58, 60

DCS by Fisher & Paykel..................................................................................61, 64

Delta Heat/Twin Eagles ..................................................................................60, 62

Empire Comfort Systems................................................................................60, 65

Gensun Casual Living ....................................................................................56, 60

Glen Raven/Sunbrella ..........................................................................................58

Glen Raven/Sunbrella/Rain ..................................................................................62

The HammockSource ....................................................................................59, 63

Hearth & Home Technologies ........................................................................60, 62

Infrared Dynamics ..........................................................................................58, 67

Infratech ........................................................................................................59, 63

Innovative Hearth Products ............................................................................59, 62

Kingsman Fireplaces ......................................................................................56, 63

M&G DuraVent ..............................................................................................61, 66

Mendota Hearth ............................................................................................56, 66

Miles Industries/Valor Fireplaces ....................................................................65, 67

MLW Stone ..........................................................................................................64

Napoleon Products ........................................................................................64, 66

Onward Manufacturing ..................................................................................56, 64

The Outdoor GreatRoom Company................................................................58, 62

OW Lee..........................................................................................................65, 66

Pacific Energy Fireplace Products ..................................................................56, 67

Selkirk Corp. ..................................................................................................67, 68

Summerset Professional Grills ........................................................................66, 67

SunVilla Home ......................................................................................................60

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

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

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

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

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