Patio and Hearth Products Report - Mar/Apr 2011

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M A R C H / A P R I L • V O L U M E 6 , N U M B E R 2

ON THE COVER NORTHCAPE INTERNATIONAL

8 GUEST EDITORIAL – THE GOURMET GRILLBY RUSS FAULK

Russ Faulk, vice president of product development atKalamazoo Outdoor Gourmet and go-to guy for barbecueadvice, explains how to enhance the flavor of grilled food.

16 CORPORATE PROFILE – GLASS EXPERTSBY CHERYL DANGEL CULLEN

SCHOTT ROBAX is a leading developer of specialtyglass and a major supplier of fireplace ceramic glass.

18 SPOTLIGHT – SHADE SOLUTIONSBY CHERYL DANGEL CULLEN

Shade manufacturers have introduced a wide array ofstylish and functional products, giving consumers manysolutions for sun protection.

22 MARKETING MANEUVERS – A DREAM FULFILLEDBY KIMBERLY RODGERS

A Connecticut retailer reopens an outdoor-living store,much to the delight of new and former customers.

24 CASUAL CREATIONS EXPANDS ITS REACH NATIONWIDE BY KIMBERLY RODGERS

The Florida-based manufacturer of outdoor aluminumfurniture has taken bold steps to increase its marketreach throughout the United States.

26 HEARTH RETAILER PROFILE – HOT HEARTHSBY SHARON SANDERS

Thousand Oaks Fireside and Design is a one-of-a-kindfireplace store that understands the necessity of dramaticproduct displays and novel merchandising techniques.

departments6 GIVING

Publisher’s Viewpoint and Editor’s Message

10 INDUSTRY NEWS – EDITED BY KRIS KYES

48 HPBEXPO ROUNDUP – A REALLY BIG SHOW

52 PRODUCT PROFILES

78 PRODUCT PROFILES DIRECTORY

78 AD INDEX

features

contents

54

Follow us on Twitter: @patiohearth

52

28 TWIN-STAR’S ELECTRIC FIREPLACES HEAT UP THE MARKETPLACEBY SHARON SANDERS

In recent years, Twin-Star has been a pivotal player in the evolutionof electric fireplaces.

32 OUTDOOR GRILLING RETAILER PROFILE –BARBECUE IN BRITISH COLUMBIABY KIMBERLY RODGERS

With 4,300 square feet of showroom floor space, The BBQ Shop isone of the largest barbecue retailers in British Columbia.

34 TEAM GRILL SCORES BIG WITH SPORTS FANSBY SHARON SANDERS

Team Grill has experienced overnight success in the specialty retailchannel by offering high-quality grills with licensed sports insignia.

36 SHOWROOM SHOWCASE – MINDING THE STOREBY SHARON SANDERS

This savvy South Carolina specialty retailer understands the importance of using the Internet for attracting new and repeatcustomers.

38 LEISURE DESIGN’S U.S. LAUNCHBY SHARON SANDERS

Word is spreading quickly about Canada-based Leisure Design’sentry into the U.S. outdoor-furniture market.

40 AS I SEE IT – A NEW LOOKBY SHARON SANDERS

Big Green Egg has introduced a bold new corporate identity that isgenerating a lot of buzz in the barbecue/grill industry.

42 MY TURN – FIXING WHAT’S BROKENBY CHERYL DANGEL CULLEN

Modern Home Products has performed well during the recession byspecializing in the aftermarket replacement-parts niche of the bar-becue/grill industry.

44 PRODUCT INNOVATION – BECOMING THE BESTBY CHERYL DANGEL CULLEN

Superior customer service is the key to Hart & Cooley’s success in theHVAC industry.

46 LAST WORD – EMBRACING CHANGEBY SHARON SANDERS

To remain competitive in the casual-furniture industry, Homecrestcreated a new image for itself, which has attracted a lot of attentionfrom retailers and consumers.

Retailers across the country have come to depend on Agio® for bold, exciting collections that propel sales forward at higher

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In the September/October 2010 issue of Patio &Hearth Products Report, we featured Lone StarBackyard (Carrollton, Texas) in our outdoor-grilling

profile. This top-notch barbecue/grill retailer is in theforefront of helping consumers purchase the best inbarbecues/grills and accessories, and helping con-sumers develop and build the ultimate outdoor kitchen.In addition to getting a lot of positive feedback on ourprofile of Lone Star Backyard, we recently receivedinformation from Adam and Scott Williams at Lone StarBackyard about a unique business and philanthropiccompany in Central America.

Lone Star Backyard recently started doing businesswith a company named Grupo Boochi, with the brandname Caravari, in Antigua, Guatemala. Caravari makeshandmade, premium leather products, including leathercooking aprons. At first glance, Caravari sounds like justanother company making barbecue and grilling acces-sories. Yes, it’s in the business of outdoor grilling andthe business of barbecuing and grilling accessories.When you dig more deeply, however, what you discoveris that the company really is in the business of giving.

Caravari was started by Andres Cordon, a young manwho comes from a prominent family in Guatemala. Dueto his family’s financial resources, Cordon graduatedwith Adam Williams from St. Edward’s University inAustin, Texas. With the help of his family, Cordon (asfounder and CEO) and his sister, Anna Cordon de Porta(as cofounder and general manager), started Caravari afew years ago. Caravari employs many skilled artisanswho live in Guatemala.

Without Caravari, these artisans would otherwise bemaking leather products by spending their own moneyfor materials and selling their products for very little inthe streets of Antigua. Getting these skilled artisans off

the streets, Caravari provides the artisans with theirmaterials and pays them handsomely for making top-quality handmade leather cooking aprons. Caravari thenbrings the leather cooking aprons to the United Statesand sells them to specialty barbecue and grill retailersand dealers.

The proceeds from sales are then donated back tothe community in Parramos (near Antigua), where theartisans live and work; this helps to buy such neededthings as school books and medical products for thecommunity. Under the direction of Cordon’s mother,Margaret Townsend de Cordon (who is the administra-tor of the family’s Adolfo Cordon Foundation, named forher late husband), the company also donates part of itsprofits to Catholic charities in Guatemala.

The Cordons are a very wealthy family that does notneed to have a company such as Caravari. The Cordonfamily didn’t start Caravari to get rich, but actually tohelp its fellow countrymen—in a country where cor-ruption and greed are very prominent, and where theunemployment rate is much, much higher than it is inthe United States.

The artisans who work for Caravari have been giventhe opportunity to use their craft to produce uniqueand sought-after items, and to do so for a company thatappreciates and values them (and treats them withhonor and respect). While this type ofemployer–employee relationship is fairly abundant inNorth America, such is not the case in many countriesin Central and South America.

Caravari lets its employees know that family comesfirst, and it puts its words into action by allowing itsemployees to work flexible hours. Caravari likes to saythat when consumers buy its products, they are not justbuying premium boots or leather cooking aprons;

rather, they are buying art, culture, and history.Scott Williams took on the handmade leather cook-

ing aprons as the exclusive distributor for Caravari notjust because he admired the company and the qualityof its products, but also because he understands that ifyou’re going to be a specialty retailer, you need to carryand sell specialty products. As Williams knows so well,barbecue and grilling aficionados take their grilling andoutdoor-kitchen experience seriously, and they seek outthose barbecue and grilling products and accessoriesthat set themselves apart.

Handmade, premium leather cooking aprons fromartisans based in Guatemala are not off-the-rack itemsthat you’re going to find at a big-box store. Productssuch as these tell a story—and they will get con-sumers to drive the extra mile, pay the extra dollar,and tell others about your store. Carrying unique andhigh-quality items that consumers can’t find at atypical retail establishment is what helps set specialtyretailers apart from their competition. You can learnmore about Caravari at www.caravari.com, or [email protected].

TONY RAMOSPUBLISHER

[email protected]

The other day, Iwas driving mycar while listen-

ing to the radio when acheerful announcerdescribed Lowe’s newoutdoor-living collectionof patio furniture, grills,firepits, and patio heaters.It was a catchy messageand probably appealed tomany value-conscious con-sumers on that sunnySouthern California day.

A few days later, I found an ad in amagazine for The Home Depot’sMartha Stewart Living™ Augusta seven-piece outdoor-dining set. The ad includ-ed a photograph of a tranquil backyardsetting and a tag line that urged read-ers, “bring Martha into your backyard.”

I found both these ads a bit worri-some. I know that a mass retailer’s adcan help increase sales for independ-ent stores as consumers shop aroundfor different choices, but if they endup making their purchases at the big-box stores, it’s not a good thing.Specialty retailers simply don’t havethe large advertising budgets needed

for splashy advertisingcampaigns.

We know that thebig-box stores arehere to stay, but thatdoesn’t mean thatspecialty outdoor-liv-ing stores can’t pros-per as viable alterna-tives to large massretailers. This issueof our magazine is

packed with information on how spe-cialty retailers (and the manufacturerswho supply products to them) candevelop and promote products thatwill appeal to consumers. When con-sumers of all types—from generationsX and Y to baby boomers and sen-iors—understand the benefits of buy-ing from a specialty store, they willremain loyal customers.

As suppliers to specialty retailers,manufacturers play a critical role inkeeping this industry strong by devel-oping products that stand apart fromthose that mass retailers carry. OurLast Word column on HomecrestOutdoor Living (page 46) shows whata company can do to stay one step

ahead of the big boxes. As Todd Wingrove, director of sales

for Homecrest, explains, “Even if wedon’t want to admit it, our competitionis the mass merchants. They are expertsat copying what we do, and that is ourchallenge. If we are going to continueto succeed, we need to be leaders.”Homecrest has met this challenge byretooling its product mix to includericher, more stylish lines that appeal todiscerning, value-oriented customers.

Just as manufacturers need to devel-op products that are superior to thoseof the big boxes, specialty retailersneed to distinguish their stores by cre-ating shopper-friendly experiences thatnot only drive sales, but build loyalty.We selected Casual Living in Columbia,South Carolina, for our ShowroomShowcase feature (page 36) because ofthe owners’ innovative staffing andmarketing strategies, which have result-ed in a dedicated customer base.

Recognizing that consumers wereno longer responding solely to tradi-tional advertising media, co-ownerDottie Reynolds quickly embracedsocial media and has been very pleasedwith their impact. Her blog, outdoorli-

cious.com, is the perfect example of apowerful (yet low-cost) promotionaltool that reaches customers.

As a small retailer, you probablydon’t have the advertising dollars tocompete head-on with giants likeLowe’s and The Home Depot, butthere’s much that you can do to edu-cate consumers about your uniqueproducts and services. Consider jointadvertising campaigns with other inde-pendent retailers, as our featured out-door-grilling store, The BBQ Shop (page32), has done in Vancouver, BritishColumbia.

Make your store a preferred destina-tion by promoting yourself through theInternet and social media, or by sup-porting local (or global) causes, as Tonydescribes in his Publisher’s Viewpoint.People like to do business with thosewho understand the importance ofgoodwill. If you embrace your cus-tomers’ values and also provide qualityproducts and personalized service,you’ll find that they will become loyalcustomers.

CAROL DAUSEDITOR

[email protected]

from the editor

PUBLISHER’S VIEWPOINT

http://www.caravari.com

mailto:[email protected]



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PUBLISHER

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Carol Daus

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Cass Estes

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Kris Kyes

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Kimberly Rodgers

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or both dining out and cookingat home, the culinary bar hasbeen raised quite a lot during

the past few years. Chefs havebecome celebrities, and for many,Whole Foods is the grocery purvey-or of choice. It is only natural thatthe grill should elevate its cookinggame as well—everything tastes bet-ter off the grill, right?

Burgers, sausages, steaks, andbeer-can chicken all still have theirplaces, but the grill can go farbeyond traditional backyard fare. Theequipment need not be totally over-board, but the outdoor foodie willrequire a few key capabilities to pur-sue the range of his or her passions.

Low and slow cooking: A greatgrill can hold barbecue temperaturesfor hours while easily adding thetaste of wood smoke. You need tomaintain a temperature of 225 to250 degrees for hours at a time inthe pursuit of traditional U.S. barbe-cue. An electric pellet smoker orother dedicated equipment makes iteasy, but the right grill can morethan adequately handle the task foroccasional use.

Hot and fast cooking: Searing tem-peratures of 800 degrees or more areat the opposite end of the cookingspectrum. The foodie can make bestuse of a grill that can sear food any-where on the cooking grate, ratherthan wasting precious real estatewith a single-task searing zone.

Roasting: Not everyone needs alarge grill, but it is important to con-sider indirect cooking techniqueswhen evaluating size. In the simplestterms, half of the grill will be fired upand half of the grill will be off; thefood being roasted has to fit comfort-ably within the off half of the grill.

Power comes into play here aswell. If a grill can maintain a tempera-ture of 500 degrees in the indirectzone, a whole world of roasteddelights becomes possible. Indoors,roasting temperatures need to be keptmuch lower because the food and oilsneed to be kept below the smokingpoint. Outdoors, the smoke is not anissue. Chicken roasted at this highertemperature is crisp on the outside,

but tender and juicy inside. Add woodsmoke for even better flavor.

The key to great grilling is often acombination of searing directly overthe fire and then moving away fromthe fire to roast or coast up to thedesired internal temperature. Thicksteaks and chops benefit greatlyfrom the combination of grillingtechniques. If a grill can effortlesslyhandle the range of tasks described,it should be the perfect tool for cre-ating great food.

The process of cooking can bejust as rewarding as the deliciousfood created. Outdoors, the mostenjoyable cooking experiencesoften include a wood or charcoalfire. It is both primal and artisanal. It

also adds flavors that can’t bematched indoors.

The ideal grill for today’s foodieshould make it easy to add the ele-ment of real fire. For some, the tool ofchoice will be a traditional charcoalkettle grill or kamado. For others, itwill be a well-designed wood-chip trayinside a gas grill. For a few, it will be ahybrid grill that cooks with gas, as wellas with a charcoal or wood fire.

Russ Faulk is the vice president of prod-uct development at Kalamazoo OutdoorGourmet, Chicago, Illinois. The recipehas been adapted from Faulk’s cook-book, “Cook:Out—Fresh Ingredients,Fresh Air, Fresh Flavors From the Grill”(Kalamazoo Outdoor Gourmet, 2010).

guest EDITORIAL

Russ Faulk

the gourmet

fThis recipe serves four and is sure to be a hit with your family and

friends. Pork and fruit (especially blueberries) are well matched. Theseglorious chops combine smoky, sweet, and savory flavors. The recipe isbest prepared using a wood fire, but smoked salt will deliver thegoods, even on a gas grill. The combination of direct and indirectgrilling techniques results in the most succulent chops.

Ingredients: 4 pork-loin chops (preferably, with the bone left in), about 1.5 inches thick 6 ounces pancetta, cooked until crisp and then broken into pieces 1/2 cup maple syrup 2 cups blueberries 1/2 teaspoon smoked salt (plus additional salt for the chops) Extra-virgin olive oil

Instructions: Preheat the grill for a combination of direct and indirect cooking. The

indirect zone should be at about 500 degrees.While the grill is heating, lightly brush the chops on all sides with

olive oil, and sprinkle them with salt. Leave the chops sitting at roomtemperature until the grill is ready (up to 20 minutes). Wash the blueber-ries and measure out the other ingredients at this time.

Grill the pork chops over the hottest part of the fire (direct heat) forabout two minutes per side, and then transfer them to the indirect-cook-ing zone. Close the grill and cook the chops for about 20 minutes, turn-ing once halfway through cooking, until an instant-read meat thermome-ter measures a temperature of 155 degrees (when inserted away fromthe bone).

As soon as you have moved the chops to the indirect zone, combinethe maple syrup, blueberries, and smoked salt in a large saucepan(although the ingredients would easily fit in a smaller pan, the broaderbottom should help reduce the sauce more quickly). Bring this mixtureto a strong simmer over medium heat. Stir the sauce frequently, and avoidreaching a rapid boil. If bubbles begin to build on top of bubbles, lowerthe heat to avoid burning the sauce.

When the chops reach an internal temperature of 155 degrees,remove them from the grill and transfer them to plates. Let the chopsrest for three to five minutes. During this time, stir the cooked pancettainto the blueberry sauce. Top the chops with sauce, serve, and enjoy.

Blueberry Pork Chops

grillby RUSS FAULK





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http://www.owlee.com

Big Green Egg Unveils New Brand Identity


by KRIS KYES

Big Green Egg Company Launches New EGGzilla

For over 30 years, the Big Green Egg® has beenwidely referred to as the world’s best smokerand grill, and the unique kamado-style cooker(created by Ed Fisher, company chair) has beenknown for producing amazing culinary results.The passion of Big Green Egg fans and aficiona-dos is legendary, and is a large part of the suc-cess of this amazing and versatile cooker.

At HPBExpo in March 2011, the companypaid homage to that legacy while introducinga new logo and a bold, fresh brand identitythat incorporates a tag line that speaks to thevery heart of what using a Big Green Egg is allabout: The Ultimate Cooking Experience™.

Fisher explains, “After all these years ofmaking the Big Green Egg better and better,and introducing many industry-leading innova-tions and patented improvements, we decidedit was time to take a look at the brand identityitself. While we had grown comfortable withthe image, it was not at all contemporary and

did not adequately present the EGGas a versatile outdoor cooker withappeal to all consumer groups.When we named Ardy Arani as thenew president of Big Green Egg tosucceed me last year, I knew thiswould be one of the first parts ofthe business to get his attention.”

Arani says, “Ed’s comments areright on target, as usual. When weembarked on a new identity initia-tive, the goal was to create a brandmessaging platform that spoke tothe attributes, both emotional andfunctional, that are part and parcel of whatthe Big Green Egg is all about. To call it theultimate cooking experience might be tostate the obvious, but in many respects, it res-onates with our consumers as the perfectdescription of what owning a Big Green Eggmeans to them.”

Arani continues, “We bring people togetherover memorable meals and shared experi-ences of cooking on the most unique and ver-satile barbecue or outdoor-cooking producton the market, and we wanted our messagingto communicate that. With this approach, wethink we have succeeded.”

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At this year’s HPBExpo, Big Green EggCompany unveiled the latest addition to itsalready impressive line: the new andunprecedented EGGzilla™, in a size thatstuns the casual observer. EGGzilla meas-ures twice the size of the already impres-sive XL EGG, stands 64 inches tall, and pro-vides over 1,800 square inches of cookingsurface.

Ardy Arani, the company’s president,says, “After all these years of making the BigGreen Egg the best ceramic cooker in theworld, and introducing many innovationsand patented improvements, we decided itwas time to stretch our technology and

capabilities and see how far we could go.What you are looking at is testimony to thefact that there is only one original—andnever equaled—Big Green Egg.”

In anticipation of twice the fun, thecompany is also introducing an 80-poundbag of its branded natural lump charcoalto accommodate the massive culinaryevents that will sure to follow the launchof the newest EGG. “More and more, weare bringing larger and larger groups ofpeople together over memorable mealsand shared experiences, and we needed alarger-than-life EGG to accommodate allour fans and supporters,” Arani says.

Outdoor Lifestyle (Stanley, North Carolina) hasdeveloped a new website (www.olfurniture.com)that allows users to view products easily by col-lection or category, in addition to previewingcurrent frame and fabric finishes. VirginiaHamilton, business-development manager forOutdoor Lifestyle, says, “We have invested a sub-stantial amount of time and effort in ensuringthat both the consumer and the dealer can navi-gate through our website with ease.”

The website also offers an educational videodescribing Outdoor Lifestyle’s manufacturingprocesses; this helps dealers with sales-staff train-

ing. “We have created a dealer-showroom sectionthat showcases how dealers blend OutdoorLifestyle’s variety of frame styles and finishes withour fabrics,” Hamilton explains. “We welcome allof our dealers to contact us and submit their pho-tography to be showcased in this section.”

In redesigning of its website, Outdoor Lifestyleused search-engine optimization, which will driveconsumers to Outdoor Lifestyle’s website to findretailers easily. The attention that the redesignedwebsite has received is evidenced by a high vol-ume of hits, inquiries about product information,and overall Internet visibility.

Outdoor Lifestyle Unveils New Website

Ardy Arani, president,Big Green Egg Company

http://www.olfurniture.com

March/April 2011 Patio & Hearth Products Report 11

Greg Voorhis Appointed Design-team Manager for Glen RavenGlen Raven Custom Fabrics has announced the promotion of longtime employeeGreg Voorhis to design-team manager, with management responsibilities for theteam of fabric designers dedicated to the Sunbrella® brand. His new responsibili-ties will include the planning, development, and evaluation of new fabric lines.

He will also work with the Glen Raven Custom Fabrics market managers andsales teams to oversee exclusive fabric-design work for the company’s broad cus-tomer base. Voorhis will continue to report to Gina Wicker, design and creativedirector for Glen Raven Custom Fabrics.

TUUCI Expands Its International Headquarters in MiamiTUUCI, a global leader in the design and manufacture of innovative shade structures,has expanded its international headquarters facility in Miami, Florida, in responseto its growing business and production needs. TUUCI’s new industrial manufactur-ing complex encompasses more than 65,000 square feet of production, office, andlogistical space.

“This additional space situates our enterprise for growth well into the decade,”Dougan Clarke, founder and CEO of TUUCI, explains. “It provides us with an ade-quate footprint to expand our capabilities and increase the velocity with which ourorders are fulfilled.”

He continues, “Our management team and manufacturing personnel havedesigned the new space to improve and streamline our production processes. Inaddition, this arrangement will provide a better environment for our Shadow Workscreative division, as well as increasing opportunities for further specialization.”

The addition to TUUCI headquarters marks the company’s fifth U.S. expansionsince it began designing and manufacturing parasols, cabanas, lounges, and othershade structures in Miami in 1998. The company markets and sells its productsaround the world and is regularly recognized for design innovation through indus-try awards from the Industrial Fabrics Association International and theInternational Casual Furnishings Association. Its new Shadow Works division, whichwill be based in the expanded space, is a research/development unit specializing inshaping the future of open-air living and shade design for the company.

“Having the right people in the right dedicated spaces will make a difference inour overall effectiveness as an efficient manufacturer answering the demands ofour new, swift economy,” Clarke says. This will have a positive impact on productinnovation “and drive our sales as we extend our reach around the world,” he adds.

New Ventis Class-A Chimney System Wins Vesta Olympia Chimney Supply Inc. (Scranton, Pennsylvania) received the 2011 VestaAward in the Hearth/Barbecue Components & Controls category at the 2011HPBExpo in Salt Lake City, Utah, for its new Ventis® class-A chimney system.According to Will Kozlansky, cofounder of Olympia Chimney Supply, the com-


Erwin and Sons recentlyopened a West Coast dis-tribution center in LongBeach, California, andwill begin distributingthree of its best-sellingcollections: the Sonomagroup, a contemporarysectional in the mochafinish, with six deep seat-ing pieces plus conversa-tion and end tables; theRiviera group in theSavannah finish, witheight sectional and stan-dard deep seating pieces plus coffee and end tables; and the 10-piece seating anddining collection, Homecoming, in the saddle finish, with marble-topped coffeeand end tables. All feature Leisureluxe™ custom cushions in Sunbrella® orOutdura® fabrics. For more information, call Erwin and Sons at (770) 579-0414.

Riviera

Erwin and Sons Adds a West Coast Distribution Center

http://www.infratech-usa.com

Cal Flame Presented 2011 Vesta Award Cal Spas’ new Rays of Light™ firepit has been presented the Vesta Award in the Art of Fire categoryby Hearth & Home magazine—an honor only given to the top hearth manufacturers. Casey Loyd,president of Cal Spas, says, “Cal Flame is thrilled to be honored as the recipient of the Art of FireVesta Award. This prominent award is a result of our hard work and dedication to our new 2011Home Resort product line and symbolizes the beginning of a successful selling year for our CalFlame brand.”

The new indoor/outdoor Rays of Light firepit displays an ultramodern design and marks a newdirection for Cal Flame. It features a round, table-height design with three cylinders, within thebase, that create three illuminating points of light.


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pany’s employees, customers, and vendors all played a role in making thisaward possible.

He says, “The development of the Ventis class-A all-fuel chimney systemwas a very long and challenging process that took approximately fiveyears to complete. In order to make Ventis class-A more than just anotherclass-A system, it took a tremendous amount of research, feedback fromcustomers, building of multiple prototypes, and making sure that the ULprocess was understood and followed to specifications.”

He adds, “The hard work finally paid off in January 2010, when Olympiaofficially received its UL 103 HT listing. Olympia would like to extend athank you to all of its partners in the business.” For more information onthe Ventis class-A all-fuel chimney system, call Olympia Chimney Supply’scustomer service at (800) 569-1425 or visit www.olympiachimney.com.

SunbrellaFabrics Displayed atBrooklynMuseumSunbrella® fabrics,long known for per-formance and designexcellence, has joinedthe ranks of paintingsby Norman Rockwell,photographs by Sam

Taylor-Wood, and rare Egyptian mummies as part of a unique design installationat the Brooklyn Museum. Known as “reOrder,” the transformative installation inthe museum’s great hall includes more than 2,000 yards of Sunbrella fabricdonated by Glen Raven Custom Fabrics.

Gina Wicker, design and creative director for Glen Raven Custom Fabrics,says, “This is a unique opportunity for Sunbrella fabrics to be part of a high-level installation that will be seen by thousands of people. We are honored thatSunbrella was selected and cannot imagine a better way to illustrate the contin-ued evolution of the Sunbrella brand during our 50th anniversary year.”

Conceptualized and fabricated by Situ Studio of Brooklyn, New York,“reOrder” transforms the 10,000–square-foot great hall from a classicallydesigned space with 16 columns into the hub of the museum where visitorscan gather or view temporary exhibits. The space has been reimagined using2,440 yards of Sunbrella canvas natural fabric that is pleated and stretched overmetal frames to create the illusion of growth and change among the columns.

The fabric structures vary in size and volume and are completed by theinstallation of benches and tables, at the bases, made of LG Hausys HI-MACS®

acrylic solid surface. Sunbrella fabric was selected for the project because of itsstrength and performance characteristics, including resistance to fading, stains,and spills.

Aleksey Lukyanov-Cherny, a partner at Situ Studio, says, “The material’sweight, body, weave type, and durability were among the many characteristicsthat made Sunbrella fabric a perfect fit. Most of all, the fabric’s ability to cap-ture light and its overall aesthetic appeal helped us achieve the effect wedesired for the ‘reOrder’ installation.”

Also important to the architects was the fabric brand’s commitment to sus-tainability at the Sunbrella manufacturing center in Anderson, South Carolina,and through the Recycle My Sunbrella program. Glen Raven and Situ Studio arealready considering creative ways that the 2,440 yards of fabric can be repur-posed at the end of the exhibit.

Leisure Design Adds Charles Sudlow andKevin Gardiner to Its Sales Team Leisure Design, supplier of high-quality outdoor wovenfurniture, recently announced the addition of CharlesSudlow and Kevin Gardiner to its sales force. Sudlow willbe selling products to dealers in Pennsylvania and WestVirginia, and Gardiner will be professionally serving deal-ers throughout Kansas, Missouri, Nebraska, and Iowa.

Mike Friedrichsen, director of U.S. sales and market-ing, says, “Charles brings a wealth of knowledge andexperience to the table, as well as a level of professional-ism that is second to none. Kevin brought a young andfresh perspective to this industry when he came from acorporate human-resources management and recruitingcareer seven years ago. In that short amount of time, hehas earned the respect of specialty retailers.”

Leisure Design supplies a full line of outdoor wovenproducts, including sectional pieces, seating, dining, andaccessories. The company offers domestic warehousing andquick-ship programs, and it will be introducing a customspecial-order program in the spring. For more information,contact Leisure Design at [email protected].

M&G DuraVent CEO/President Stephen Eberhard ResignsThe M&G Group, B.V., reports that Stephen Eberhard, CEO and president ofM&G DuraVent, Inc., has made the decision, with the acceptance of the boardof directors, to resign from his positions, effective May 31, 2011. The boardwill oversee the process of identifying and selecting a new CEO and presi-dent. The company does not expect to make any additional structural changesor executive-leadership changes in the near future.

Couristan’s annual outdoor-living mer-chandising program (offered fromMarch 21 through June 30) providesdealers with savings on its full assort-ment of outdoor/indoor area rugs, aswell as two dynamic display optionsthat help drive summer sales. Designedto showcase all seven of Couristan’scollections of weather-resistant arearugs, the new Without Walls displayunit gives dealers the ability to cus-tomize their featured assortment fullyand provides an easy-to-browse shop-ping destination for today’s hottest out-door/indoor area-rug trends.

Housing 40 2x4-foot area rugs,Couristan’s new Without Walls displayunit measures just over 5 feet tall by3.5 feet wide by 2 feet deep. This mul-tifunctional fixture is available with anoptional base with wheels, so you can display Couristan’s weather-resistantarea rugs in outdoor retail spaces. Due to popular demand, Couristan is alsooffering its Outdoor Living merchandising display box, which comes freewith an initial order of 20 area rugs from the Five Seasons®, Recife, andUrbane collections.

Couristan’s new Without Walls displayhelps customers select outdoor/indoorarea rugs.

Sunbrella fabrics arecurrently being dis-played at the BrooklynMuseum as part of adesign exhibit.

Charles Sudlow

Kevin Gardiner

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Couristan Launches Outdoor-livingMerchandising Program

http://www.olympiachimney.com



http://www.gensuncasual.com


Wim Straver, CEO of M&G Group, says, “While the board searches for newleadership, it recognizes the considerable value that Steve has contributed toDuraVent over the past eight years in establishing us as a leader in the indus-try. He has worked tirelessly to improve the value of DuraVent, and we greatlyappreciate his efforts. This departure is not related in any way to the compa-ny’s operational performance or financial condition, both of which remainstrong. The board recognizes that this change in leadership is unexpectednews for everyone associated with us, but we have strong leaders driving ourbusinesses and strong teams of employees driving performance.”

Kingsley-Bate Launches New WebsiteKingsley-Bate has launched a new website at www.kingsleybate.com. The sub-stantially redesigned site underscores the company’s forward-looking vision andits commitment to meeting the expanding needs of dealers and consumers.

The new homepage features a clean, uncluttered design with large scrollingimages of the three furniture categories offered by Kingsley-Bate: teak, stainlesssteel, and all-weather wicker. Other feature enhancements include improved sitenavigation, an updated dealer locator, an online catalog with a realistic page-turning experience, an improved image library, a dealer page with download-able forms, and a new Facebook community.

Clay Kingsley, president of Kingsley-Bate, says, “These days, most consumersbegin their search for outdoor furniture on the Internet, so investing in a web-site that provides the content and features that people need—and then helpsthem locate the nearest dealer—is an important part of our promotional effort. Ithink consumers and dealers alike will be impressed by what they discover atour new site.”

Pelican Reef WickerOpens Showroom inChicagoPelican Reef Wicker has opened a perma-nent showroom on the 15th floor of theDesign Center at the Merchandise Mart inChicago, Illinois. The manufacturer and dis-tributor of fine rattan and wicker furniture(now more than 25 years old) has exhibitedat the Chicago International CasualFurniture & Accessories Market™ since2007. Having a permanent presence in theMerchandise Mart is expected to help growits business with architects, designers, andretailers in the Midwest.

Allen Calzadilla, executive vice president,says, “Our indoor and outdoor wicker and

rattan collections are extremely successful, based on their price points, qualitymaterials, and domestic quick-ship warehouse program.” Based in Miami,Florida, the family-owned furniture brand has immediate in-stock inventoryavailable. The showroom manager is Dianna Gniadek, who can be contacted [email protected].

ICFA Announces New Retail Council MembersThe International Casual Furnishings Association has added two new mem-bers to its Retail Council. Bruce Erickson of Williams All Seasons (Highland

Park, Illinois) and David Schweig of Sunnyland Furniture (Dallas, Texas)have joined the council for a two-year term.

Continuing in leadership roles on the 2011 Retail Council are GregMartin of Kolo Collection (Atlanta, Georgia), chair, and Cathy Galbreath,ABSCO Fireplace & Patio (Birmingham, Alabama), vice chair. Joanne Climeof Stauffers of Kissell Hill (Lititz, Pennsylvania); Keith Guidry of PercyGuidry Hearth & Patio (Lafayette, Louisiana); and Larry Talbott of Fishel’s(Portland, Oregon) are serving terms on the council that will conclude atthe end of 2011.

Gary Ecoff of Carls Patio (Boca Raton, Florida) and Kristine Schultz-Hutchinson of Patios Plus (Rancho Mirage, California) are serving termsthat conclude at the end of 2012. Paul DeMerlis of The Sign of the Skier(Toronto, Ontario); Mary Fruehauf of Fruehauf’s Patio & Garden (Boulder,Colorado); and Becky Stover of Stover Hearth & Patio (Frederick,Maryland) are serving terms that expire at the end of 2013.

Casual Creations ExpandsIts Manufacturing CapabilitiesCasual Creations (Sarasota, Florida) has moved to a new manufacturingfacility of just under 200,000 square feet, doubling the company’s produc-tion space. It has also added a new paint line. This new facility allows thecompany to produce top-quality patio furniture, at competitive prices, whilegrowing its business to new levels.

Arthur James Jr., president/CEO, says, “We have tried to make this transitionas smooth as possible, without any interruptions to production. We have beenmoving areas of the factory one stage at a time, and all areas of operation are infull production. We have kept this quiet so no one would get worried duringthis transition; however, without losing a beat, production has maintained on-time delivery.”

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Follow us on Twitter: @patiohearthStay on top of the latest news and new-product

introductions/collections in the

patio, hearth, barbecue/

grill, outdoor-kitchen, and

outdoor-living industry.continued on page 77

As part of its continuing focus on pro-moting the outdoor-room conceptwith consumers, Glen Raven hasretained the services of a nationallyrecognized outdoor-living specialist,Marcia Blake. Blake will work withthe Glen Raven marketing and salesteams to further the development ofa Sunbrella® fabric-kiosk programand Solair™ awning program for spe-cialty retailers.

The Sunbrella kiosk program fromGlen Raven provides consumers withinformation on Sunbrella fabric design options and access to cut yardage.The new Solair retractable-awning program includes in-store awning dis-plays and assistance with retractable-awning installation. Both programs willhelp to transform decks and patios into outdoor rooms.

Suzie Roberts, vice president and business manager for decorative fab-rics for Glen Raven, says, “Marcia is helping us combine the knowledge andexperience of specialty retailers with her own design expertise and aesthet-ic for outdoor spaces. By promoting the outdoor room, we believe we cancreate growth opportunities for our retail specialty partners.”

Blake, president and creative director of Outdoor Interiors®, will workwith specialty retailers to gain a better understanding of current best prac-tices. At the same time, she will offer her assistance as a consultant anddesign authority focused on outdoor lifestyles.

“Specialty retail is the ideal venue for marketing the outdoor room toconsumers,” Blake says. “The goal we share with patio stores is making thisconcept come to life through merchandising, visual displays, and integra-tion with the sales process. Our success will result in a more enjoyableshopping experience for consumers and opportunities for retailers to offernot just one or two products, but an entire lifestyle.”

Blake’s company, Outdoor Interiors, is a full-service design companyspecializing in creating outdoor environments, including her own collec-tion, Outdoor Couture®. Through her company’s website, www.outdoor-interiors.com, Blake is the author of a blog, retail-ol-ogy (which alsoappears on www.sunbrella.com and offers merchandising and visual-dis-play recommendations). She is a regular contributor to national consumerand trade magazines in the home segment and is a sought-after speaker.

Marcia Blake

Pelican Reef’s outdoor collection ismade of high-quality fibers thatcontribute to the furniture’s hightensile strength.

Glen Raven Teams Up With Outdoor-living Specialist Marcia Blake

http://www.kingsleybate.com


http://www.outdoor-interiors.com



http://www.sunbrella.com


http://www.northcapeoutdoor.com


corporate PROFILE

glassexpertsSCHOTT ROBAX is known for a lot more than just making pretty glass.

by CHERYL DANGEL CULLEN

t first glance, it is clear thatSCHOTT ROBAX® is a man-

ufacturer of glass ceramic forfireplace and stove manufacturers, butthe company wants the world toknow that it is much more than that.

Cofounded by Otto Schott as theSCHOTT & Associates GlassTechnology Laboratory in 1884 inJena, Germany, SCHOTT ROBAX iscredited with revolutionizing the sci-ence and technology of glass. Schotthas since been called the “founder ofmodern-age glass technology,” accord-ing to Karen Elder, marketing managerfor SCHOTT ROBAX, based inLouisville, Kentucky.

The company puts that technologyto work as a leading developer of spe-cialty glass, supplying solutions to avariety of industries (ranging fromnational defense, solar energy, andpharmaceuticals to architecture andhousehold appliances). Telescopes,solar panels, glass syringes, fire-ratedglass, cooktops, and (of course) fire-place ceramic glass are just a few ofthe thousands of products thatSCHOTT makes.

Today, SCHOTT, with worldwidesales of approximately $3 billion,operates in 42 countries andemploys more than 17,000 people.In North America, SCHOTT’s holdingcompany (SCHOTT Corp.); its sub-sidiary (SCHOTT North America,Inc.); and their affiliates employabout 2,500 people in 14 production

operations with six sales offices. SCHOTT ROBAX works closely

with its customers and partners andhas a 25-year membership in theHearth, Patio & BarbecueAssociation. Because of this, Eldersays, “We have developed a uniqueunderstanding of the hearth indus-try, which really works to the advan-tage of our customers.”

She continues, “SCHOTT is notthe type of supplier that just dropsoff the product at the dock anddrives away. We’re proud to formtrue partnerships with our cus-tomers and the industry. We conductmarket research on both consumersand hearth dealers and share ourfindings with customers. It’s a greatway to make sure we stay on top ofthe needs of the market and latesttrends and helps us provide our cus-tomers with the best solutions. Wealso invest in engineering to helpour customers develop innovativeuses of glass ceramic that enablethem to make better products.”

When purchasing a fireplace orstove that uses glass, there are anumber of important factors to con-sider about the type of glass that isused. Heat and fuel efficiency, safety,and cleanability are some of the topconcerns that consumers havewhen it comes to picking a fireplacewith glass.

“If you’re looking for an inexpen-sive and effective room warmer, an

open fireplace probably isn’t theway to go,” Elder says. “Fireplaceswithout a glass panel are energy andheat hogs. Between 60% and 85% oftheir heat goes straight up the chim-ney. In comparison, fireplaces closedoff with a panel heat at least 75%more efficiently and use nearly halfthe amount of fuel.”

When considering a closed fire-place or stove that produces high heatlevels, glass ceramic is essentialbecause it withstands higher tempera-tures. For example, ROBAX, which isSCHOTT ROBAX’s transparent glassceramic, can sustain temperaturesabove 1,382 degrees (750 degreesCelsius) without shattering. Ceramicglass such as ROBAX also has highheat transmission, which allows moreof the heat produced inside the box totransfer through the glass and into theroom for efficient heating.

“As a result of allowing the fire toburn hotter, fireplaces and stoves withglass ceramic also burn fuel morecompletely,” Elder explains. “More car-cinogens are burned off and fewerpollution particulates are released upthe chimney. The EPA has determinedthat glass-ceramic hearths and stovesare energy efficient, and ROBAX is akey element that qualifies a stove forEPA certification. Without the ability ofthe glass to take heat, the fire couldnever be hot enough to burn off theseharmful carcinogens.”

Homeowners can enjoy this major

benefit while maintaining the moodcreated by the fireplace, too. “You canenjoy the sights, sounds, and ambienceof the fire without having to worryabout smoke, sparks, furniture damage,or little hands accidentally getting intohot embers,” Elder says.

SCHOTT ROBAX is doing its best,these days, to keep its customers—fire-place and stove manufacturers—out ofany hot embers, too. “It’s a tough busi-ness environment for hearth dealersright now,” Elder says. “The industry isdown, and some (especially small deal-ers) are having a really tough go of it.With 125 years of glass expertiseunder our belts, we’re now turningour focus to equipping dealers withthe tools they need to sell fireplacesand stoves that contain ROBAX. We areinvesting resources in helping dealerstake advantage of every sales opportu-nity who walks through their doors.”

To that end, the company hasworked to solicit customer feedbackon the types of resources and materi-als that retailers need to increase theirsales. Elder says, “We’re using that infor-mation to inform the development ofthe dealer-education program thatwe’re launching, this year, to meetsmall dealers’ needs.”

She adds, “We want readers toknow that we are working hard in theindustry to deliver more than just apiece of glass. We are true partnersand innovators within the hearthindustry.”

a

SCHOTT ROBAX® glass-ceramic not only warms a room, it heats up sales too.

SCHOTT ROBAX® has engineered a glass-ceramic that enhances both the enjoyment and

effi ciency of a fi re. Our German-designed glass withstands temperatures up to 1400° F

without damage, while it radiates heat to evenly warm up most rooms. Best of all, our

glass-ceramic is easy to clean, ensuring years of clear viewing. Demonstrate the difference

of our glass to your customers, and they’ll see why SCHOTT ROBAX® is the ideal glass to

keep them warm and safe.

Look for the Warm & Safe promise only on products with SCHOTT ROBAX® glass-ceramic.

www.schottrobax.com

Find us on

ROBAX® is a registered trademark of SCHOTT AG.


http://www.schottrobax.com


onsumers have become picky aboutshade, which gives a whole new meaningto the phrase made in the shade.

Consumers want their shade—their way. They arenot looking for a one-size-fits-all solution, but ashade solution tailored specifically to their needs.

Bryan Sanches, sales manager for CaliforniaUmbrella (Pomona, California), says, “Consumersnot only want to upgrade the setting in theirpatios, but want to make that space totally theirown. We are seeing more and more special orderswith color combinations and canopy cuts that runthe gamut in creativity.”

Homeowners are getting creative about whatthey want to put under that shade, which meansbigger umbrellas. Jeff B. Dorough, vice president of

sales and marketing for TreasureGarden/Shademaker (Baldwin Park, California),says that sales of his larger styles are on theupswing—and he isn’t alone.

Dougan Clarke, founder and CEO of TUUCIUSA (Miami, Florida), says, “The amount of shade isincreasing, as is what people are doing beneaththat shade. They are putting sectional sofas underumbrellas, and the need to shade those large seat-ing groups is paramount. We’re responding to that.We’re making shades that go up to 20 feet square.What you can do beneath them is fantastic.”

They also want their shade in different shapes.“Not everyone wants the traditional marketumbrella,” Clarke says. “People want extreme func-tion and extreme style. There’s no reason shapesneed to be triangle or dome. Why can’t anumbrella look like a manta ray, a stingray, oranother shape?”

Consumers aren’t all about just looks, either.They are also particular about construction,according to Jeff Leisen, national sales manager

for Galtech (Newbury Park, California). He says,“We are seeing more requests for umbrellas withfiberglass ribs in residential applications. Typically,this has been more of a contract/commercialdemand; however, consumers are now embracingthe fiberglass-rib concept.”

TUUCI has introduced a large cantileverumbrella that ranges from 8 feet square to 12x24feet. “That’s a giant amount of shade on one mast.It resembles the mast on a sailboat, which is inkeeping with our marine roots, and it looks like alarge piece of teak lumber,” Clarke says.

A unique telescoping system allows the umbrel-la to be closed above tables and chairs withoutmoving them. “You can have a dining group onone side that seats 12 and—on the other side—have a deep seating sectional area,” Clarke adds.

As far as color trends go, what Leisen callsorganic colors are coming into broad use. “Coloris in demand; however, the color is more subduedthan the bright colors that were popular a few sea-sons back,” he says.

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shade solutions

Shade-product makers

have introduced a wide

range of designs and

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Another trendfavors longevity.Sanches notes,“Consumers areresponding veryintently to ournew EZ Lift series,as they look forsomething other

than the traditional crank/tilt umbrellathat they have to replace every few years.Having an innovative design option hasproven a boon to our retailers, even atthis early stage in the season.”

California Umbrella’s EZ Lift series isa collection of market umbrellas that fea-ture a simple canopy lift operation thatworks without the use of any cranks,cords, or pulleys to open the umbrella.“The response from retail consumersand contract designers alike has beentremendous,” Sanches says. “Our designshows off some of our strengths as well:We use the thickest and strongest fiber-glass on the market in our canopy sup-port for the EZ Lift series, so it truly isthe ultimate commercial umbrella(which does double duty as a perfectsolution for a residential setting).”

California Umbrella has also gonegreen. “We are proud to be offering100% recycled fabrics on our top-selling

collar-tilt umbrella models, which featurefiberglass ribs, and educated consumershave taken note,” Sanches says. The com-pany plans to release new meranti-woodumbrellas, which will feature teaklikeperformance and Forest StewardshipCouncil certification; meranti is a woodfrom the shorea group. The merantiumbrellas will be available with 100%recycled fabrics at “a fraction of the costof a teak umbrella,” Sanches says.

FiberBuilt Umbrellas (LauderdaleLakes, Florida) has a new Guy Harvey10x10-foot pop-up tent with a powder-coated steel or aluminum frame and apolyester canopy that showcases GuyHarvey’s popular billfish artwork.

The Palm umbrella that FiberBuiltintroduced at the 2010 ChicagoInternational Casual Furniture &Accessories Market™ was well received,according to Paul Knapp, president andCEO. The umbrella is custom manufac-tured in the company’s Fort Lauderdaleplant using the same patented processas its FiberTeak line. Both the finial andthe hub are fiberglass and are moldedfrom a real coconut, explaining theirauthentic appearance.

Another addition to the FiberTeak col-lection is an aged-teak finish. FiberBuilthas also added new finishes to match the

new Prestige collection’s finishes, includ-ing a granite finish. This spring, FiberBuiltwill introduce a new line of biggerumbrellas, with the first introductionbeing a 10x10-foot square umbrella thatwill feature a larger nylon hub andredesigned 0.75-inch fiberglass ribs.

FiberBuilt has made a number ofchanges to its patent-pending fiberglassbases. Currently, the 110-pound and 150-pound bases can be ordered withwheels; one more heavy size will beadded this spring.

Galtech’s new 887 cantilever umbrel-la was well received at Casual Market,according to Leisen. He says, “We haveimplemented an innovative tilt-controlwheel on the frame to enable thecanopy to tilt both left and right at a 30-degree angle. It’s arguably the most effi-cient tilting system available on a largecantilever umbrella.”

The company has also added morecommercial-grade aluminum umbrellasto its lineup for 2011. “Our new 7.5-foot722SR model provides a very high-endappearance at an affordable price point.We use double-wall–thickness alu-minum, solid resin hubs, and machinedhardware on our commercial seriesframes to elevate their durability for usein the contract market,” Leisen says.

Galtech is paying attention to con-sumer demand for ease of use as well.“Our auto tilt provides the user withaccess to the tilt function, with very lit-tle effort required to engage the tilt. Thesystem is designed so that the stress isplaced across multiple pulleys (asopposed to one pulley); thus, the tiltposition is much easier to achieve. Thestainless-steel cable has been proven tooutlast other materials used to crank upthe umbrella, such as nylon cording,”Leisen says. Galtech issues a full two-year warranty on the cable.

Treasure Garden’s recent introduc-tion in the contract/hospitality sector isits Shademaker line. The collection fea-tures six styles in a silver-anodizedextruded-aluminum frame, durable fiber-glass/resin parts, and Sunbrella® awning-grade fabrics. “Architects and designerslove the nautical design, and we are get-ting key placements,” Dorough says.

Treasure Garden itself has introduceda new 12x12-foot Garden Pavilion. Thestyle features an extruded-aluminumframe, an O’bravia awning-grade fabric


Page 18, top: Treasure Garden’s contract/hospitali-ty line, called Shademaker, is available in six styles;the line uses awning-grade Sunbrella® fabrics andparts made of durable fiberglass/resin, and it hassilver-anodized, extruded-aluminum frames.

Page 18, bottom left: California Umbrella’s 11-foot col-lar-tilt umbrella features high-density fiberglass ribsthat can bend up to 90 degrees without breaking.

Page 18, bottom center: TUUCI’s Ocean MasterMAX Dual Cantilever Classic™ is a double parasolthat allows for two unique outdoor-living areasbeneath one parasol unit.

Left: TUUCI’s Plantation MAX cantilever collectionoffers a new, state-of-the-art hardwood finishcalled Aluma-TEAK.

Bottom left: Guy Harvey’s popular billfish art coversthe polyester canopy of FiberBuilt’s 10x10-foot pop-up tent, which has a frame of aluminum or powder-coated steel.

Bottom right: A high-end appearance is availableat an affordable price with Galtech’s new 7.5-foot722SR model.


roof, decorative corner fabric draperies with tiebacks,and two choices of fabric walls (privacy or sheer), “allat an affordable price point,” Dorough says. “There isno product in the marketplace of this quality and atthis price point.”

New in Treasure Garden’s collar-tilt series is a newbronze anodized finish. “Along with our lower 2011collar-tilt prices, this new finish is more durable thanpowder coat and will provide our Treasure Gardendealers with a strong competitive advantage in themarketplace,” Dorough notes.

In May, TUUCI will introduce a Plantation cantileverumbrella and a double cantilever parasol umbrella. ThePlantation line features the Aluma-TEAK finish. It lookslike an “authentic oiled-teak finish, and it fools almosteveryone who sees it,” Clarke says. “It has the durabili-ty of aluminum and the warm look of teak, withoutthe maintenance of a natural-wood product.”

TUUCI is also introducing the Ocean Master MAXDual Cantilever Classic™, a modern, new-world ver-sion of the double cantilever. Clarke says, “Now, wehave a new-world style and an old-world style.”

Most manufacturers are taking their production astep further to secure sales. Sanches says, “One of ourstrengths is really in our production capability andspeed to market. Our factory has one of the largestlogo-printing operations for umbrellas in the world, and

it has more material and size variations on just onemodel of an umbrella than some umbrella companieshave in their entire catalog.”

He continues, “With a production model that seesorders completed either in China or in California, ourability to cover almost any design or consumer specifi-cation in a timely fashion—and at a truly competitivecost—is unequaled at any point, including at the heightof the season.”

Clarke suggests that TUUCI’s Shadow Works depart-ment gives the company an edge. The department con-sists of the company’s best engineering, marketing,sales, and production personnel, all of whom haveinput into product design. He says, “We took the bestof our departments and established a group that cancreate these shade systems for where the market isgoing. All the innovations we have done in the past fewyears have come through this department, and we’reproud of what they’ve done.”

Ultimately, manufacturers won’t have it made in theshade without one thing: Clarke says, “Exceedingexpectations and postsale follow-up are extremelyimportant and will keep customers coming back—andreferring others to us.”

Go beyond ordinary.

beach patiomarket

ZIPJACK INDUSTRIES, LTD.ELMSFORD, NEW YORK 10523 TEL 914.592-2000 FAX 914.592-3023

WWW.ZIPJACKUMBRELLAS.COM

ZIPJACKCUSTOMUMBRELLAS

Design-edlyDifferent!


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Left top: FiberBuilt’s Palm umbrella has a fiberglass finial and hubthat look like real coconuts because they were molded from one.

Left bottom: California Umbrella’s EZ Lift umbrella series features an11-foot square canopy (shown here) and 9- and 11-foot octagons.

Right top: Galtech’s 737 series is one of its most popular lines,available in eight colors.

Right bottom: Treasure Garden’s collar-tilt collection is available infour styles and provides the consumer with an advanced, infinite-degree tilting system.

http://www.zipjackumbrellas.com


http://www.shademakerusa.com

Right: Products fromSeaside Casual, madefrom superior-quality,high-density plasticlumber, have been abig hit with Porch &Patio’s customers.

Below: Jeff Heitmann,owner


marketing

a dream

A Connecticut retailer attains his goal of owning the business that he worked for in high school. by KIMBERLY RODGERS photography by ADAM KOHUT

fulfilledince he resurrected Porch &Patio, a Connecticut retaillandmark, Jeff Heitmann is

more than satisfied with the out-come. “Our first year is right on pacewith where I thought we would be,in terms of sales volume and num-bers, so I am very happy with that,”Heitmann says. “More important isthe response to being back openthat we have received from the com-munity and the customers.”

The original Porch & Patio wasfounded in 1951 in Orange by SidTeitelman, who ran the businesswith his wife, Hilda. Porch & Patiogrew to include six locations in theGreater New Haven region. It builta rock-solid reputation by offeringtop-quality brands, excellent cus-tomer service, and loyal staff.Teitelman sold the business in2003, and Porch & Patio remainedopen (under new ownership) untilit filed for bankruptcy in 2006.

Heitmann is especially close tothe Porch & Patio brand because hebegan working at the original storein 1990, when he was in highschool. He stayed with the compa-ny for 15 years, eventually becom-

ing vice president of operations forall six stores.

After the business closed,Heitmann opened two otherpatio stores (with another formerPorch & Patio manager) inWethersfield and Canton. Whenthe opportunity came for him toreopen Porch & Patio—in its orig-inal location—Heitmann jumpedat the chance to bring back thelegendary retail name.

OLD AND NEWCustomers will continue to find

the same high-quality furniture andunmatched customer service theyexpect from Porch & Patio—alongwith a few changes. The store’slocation and telephone numberremain the same; however, thebuilding’s owner completed anextensive renovation of the site,bringing it up to the latest stan-dards and codes.

It is now one of the nicest build-ings situated on Orange’s bustlingcommercial corridor, Boston PostRoad, and it has an interior space ofjust over 6,000 square feet.Heitmann also brought back the

store’s original logo, which depictsan umbrella and table, and modern-ized the wording to give it moreprominence.

Historically, Porch & Patio wasthe place to shop in Connecticutfor products of a higher level ofquality, and that concept willremain unchanged. Heitmann willalso focus on varying price points(within the midrange to high-endcategory) to appeal to a broaderrange of people and accommodatejust about any budget, he reports.

“There was always value in whatPorch & Patio carried, but in thiseconomic climate, you have to besensitive to many different aspects.We want to focus on the value weare giving people, and at the sametime, offer them different choices,”he says.

Customers will still enjoy thesame high level of service that theycame to expect when visiting Porch& Patio. “Mr. Teitelman was my men-tor, and he taught me everything Iknow about this business,”Heitmann says. “One of the mostimportant things was that you haveto let your customers know they

are valued and that you appreciatetheir business.”

In today’s service businesses,Heitmann notes, many customershave come to accept mediocrity.He says, “We bend over backwardand treat people the way we thinkthey want to be treated. People arenot coming in here every year tobuy this product. You only get ashort window to make an impres-sion on your customer, so we goabove and beyond to leave a lastingimpression.”

Porch & Patio carries productsfrom some of the best outdoor-fur-niture manufacturers in the indus-try, including wicker lines fromLloyd/Flanders, Acacia Home andGarden, Ratana, and Braxton Culler;cast-aluminum products fromHanamint and Gensun CasualLiving; and aluminum furniturefrom Tropitone, Woodard, andWinston.

In addition, there is wooden fur-niture from Jensen LeisureFurniture, New River, RockWoodTeak Furniture, and Gloster, as wellas synthetic-wood products fromBreezesta and Seaside Casual.

s

MANEUVERS




In 2010, Porch & Patio saw big salesin the categories of high-density plasticlumber from Breezesta and SeasideCasual and Forest StewardshipCouncil–certified ipê wood from JensenLeisure Furniture. “Customers were real-ly in tune with the high-density plasticbecause of the low maintenance factorand the comfort. Ipê appealed to manypeople who came through our show-room because of its look, style, anddesign,” Heitmann says.

Porch & Patio also sells fireplace sys-tems, gas logs, and accessories.Heitmann is committed to building thisside of the business over the next twoseasons, and he also plans to add an out-door-kitchen display.

BACK IN BUSINESSHeitmann celebrated the grand

reopening of Porch & Patio on April 9,2010, with a large gathering of family,friends, members of the business com-munity, and Teitelman, the man whostarted it all. “Mr. Teitelman passed awayin September, so I was very happy to get

Porch & Patio back open and that hewas able to see it,” Heitmann says. “Hewas 95 years old, but he would comedown to the store almost every otherday. He would see old customers andreally got a big kick out of it.”

The reopening also received atten-tion from the local media, includingcoverage in the New Haven Registerand an interview with Heitmann on apopular Connecticut morning televisionshow. In his first year of business, hisadvertising focused on the traditionalmedia avenues (television, radio, andnewspapers), primarily to spread theword that Porch & Patio was open againand to advertise sales and specials.

“My philosophy on advertising andmedia is that there is no right or wrongcombination. I try to find different mixesand come up with what I think is thebest game plan,” Heitmann says.

Social marketing is gaining tractionwith small businesses across the coun-try, and like many other independentretailers, Porch & Patio can also befound on Facebook. “In the next five to

10 years, I feel there will be less advertis-ing in traditional media, and we willneed to focus more on social media,”Heitmann says. A good deal of marketingeffort was also directed toward develop-ing Porch & Patio’s inviting and easy-to-navigate website.

Heitmann is working with interiordesigners and landscapers, and he hostsmeetings for local community organiza-tions at the showroom. “It might notresult any direct sales, but at least it getspeople in the store and gets them talkingabout the brand. The name of the gameis to get people in the store on a regularbasis to keep the revenue stream consis-tent throughout the year,” he says.

To that end, Heitmann plans toexpand Porch & Patio’s interior-acces-sories selection; he has reserved 500square feet of the showroom to include anew line of totes and handbags that herecently ordered, along with other tradi-tional gift items.

CONTINUING A LEGACYThe reopening of Porch & Patio has

touched generations of people inConnecticut, giving them a chance toreconnect with their past and build forthe future. “There is a tremendousamount of brand recognition and a veryloyal customer base that Mr. Teitelmanbuilt over 60 years. I had old customersbringing me homemade cookies andsmall gifts, saying how happy they werethat Porch & Patio was back in businessbecause now they had a place to go tobuy high-quality outdoor furnishings andaccessories. That gave me a great feelingand a sense of pride that I did the rightthing in getting Porch & Patio backopen,” Heitmann says.

Ever since he began working atPorch & Patio, Heitmann had a visionthat one day, he would be running theshow. In fact, when he first startedworking there, he came home and toldhis grandmother that he would own thestore one day. Today, Heitmann is verythankful that he was able to realize hisdream from long ago. He says,“Everything really fell into place. It wasjust meant to be.”

A s Casual Creations (Sarasota, Florida)ramps up its efforts to expand its reach in

offering high-quality outdoor aluminum furni-ture nationwide, Arthur James Jr., CEO, plans toensure that the core business values on whichthe company was founded remain in place.

His father, the late Arthur James(1939–2009), started Casual Creations in 1979and sold the business in 1985. The companywas subsequently held by two different own-ers until the younger James and his fatherreacquired it in October 2002.

“Since that time, we have been rebuildingand restructuring the company with newdesigns and styles, and growing the businessbased on customer relations and quality serv-ice,” James says. “I have my father’s legacy tocontinue.” Today, the company is still familyowned and operated.

Casual Creations offers over 250 framestyles, which are available in dozens of finishcolors and with a multitude of fabric options.All furniture is proudly made in the UnitedStates, and it incorporates top-quality alu-minum construction. Frames feature sturdytubular walls that are never less than 0.063inches thick, providing long-term durabilityand greater resistance to denting.

Full-circumference welds are also used oneach piece to provide superior strength. Eachframe is thoroughly cleaned and dried; it isthen treated with a special sealant, beforepainting, to prevent corrosion and add longevi-ty to the painted frame.

“We have an incredible breath of product—backed by quality, service, and value pricing—tolet customers know they are important to us,”James says. “We have everything from introduc-tory price points to high-end, fully cast collec-tions.” For the 2011 season, Casual Creationsoffers two new lines that are both top sellers.

The clean, simple design of the Regatta col-

lection’s tubular construction offers great com-fort and style in any outdoor setting. Regatta isavailable in deep seating, sling, and cushioneddining pieces with coordinating tables. Theplush cushions feature detailed, contrastingwelting. “The Regatta collection has a simplestyle that really sets it apart. It has its ownclass and uniqueness, and has been a hands-down winner for us,” James says.

The Hemispheres collection is another newhit for the company. It features an Asian-inspired design with comfortable high-backseats and is available in deep seating, sling,and cushioned dining options. The highlight ofthe collection is the sectional, which offers acorner section with a seat.

Casual Creations also has a number of go-to collections that have long been popular withits dealers, including Siesta, at an introductoryprice point, and Sterling, at a midrange price.Both are fully rounded collections with sling,comfort sling, and dining options. Paradise (atraditional collection) and Tribeca (which fea-tures a contemporary design and contouredseating) are also big winners for the company.

James says that he is seeing a slight trendamong younger patio-furniture purchasers;they lean toward a contemporary or transition-al style. “Our current lines are based more ontraditional styling, with a few contemporaryand tropical influences thrown into the mix. Wedon’t want to lose touch with the traditional,which is our everyday sale,” he says.

Looking further ahead to the 2012 season,James is excited about some innovativedesigns and colors that the company will beintroducing. He says, “We have some greatideas coming up in both our contract and ourretail sides.”

BUILDING FOR THE FUTUREUntil recently, most of Casual Creations’

focus has been onthe SoutheasternUnited States. Withthe recent appoint-ments of Chad Harper(vice president ofsales), who will over-see specialty/retailand contract/com-mercial sales, andFrank Duran (vicepresident of businessdevelopment), CasualCreations’ presence inboth the contract andretail marketplaceswill soon increasenationwide. “We areaggressively goingafter both marketssimultaneously,”James says.

He continues,“The synergy in ourgroup is phenome-nal, from our man-agement all the waythrough to our staff. We are young, ambi-tious, and in a growth mode. We had agreat 2010, with double-digit increases.” To meet the needs of its escalating growth,Casual Creations recently moved to a newfacility, nearly doubling its manufacturingspace (from 97,000 square feet to 180,000square feet).

“We are still located in Sarasota and areoperating under the same management andpersonnel, so there were no hangups in ourtransition,” James says. “The move was exe-cuted almost without delay, and we experi-enced no downtime in production or delaysin shipping. The whole process of moving

was very smooth andseamless.”

The new plant fea-tures a state-of-the-artpowder-coat line, allow-ing the company to

quadruple its capacity and meet growth pro-jections. “With the economic times, we tookadvantage of the opportunities to grow thebusiness. We have high expectations for the2011 season and for going into the 2012 sea-son,” James says.

He adds, “We want to be a world-classcompany, doing what we say and sayingwhat we do—shipping a quality product ontime, every time. I would put us among thetop manufacturers in providing what is asgood, if not better, than what everybody elseprovides in the industry. Our customer serv-ice is impeccable, and relationship building isone of our main goals.”

marketing MANEUVERS

Top: The Hemispheres collection is available insling, cushioned dining,and deep seating.

Middle: Detailed, contrast-ing welting is featured onthe Regatta collection’splush cushions.

Bottom: The Paradisecollection is one ofCasual Classics’ mostpopular lines.

Casual Creations Expands Its Reach Nationwide by KIMBERLY RODGERS


http://ww.californiaoutdoorconcepts.com


hearth RETAILER

hen Bob Vartanian was designing hisnewest hearth store in Thousand Oaks,

California, people walking down thestreet would stop and ask what kind of restaurant hewas opening. Nothing could have pleased Vartanianmore—because his vision for Thousand Oaks Firesideand Design was of a space that is as far from a mom-and-pop fireplace shop as one could get. Every inchof the slick new store is about bringing color, design,and motion to one’s lifestyle.

Vartanian is known as a visionary in the SouthernCalifornia hearth market. As the owner of three otherfireplace stores in the greater Los Angeles area, he hasbuilt a loyal following of interior designers, homebuilders, architects, and homeowners who trust himto provide the finest products and service. His con-nection with his customers has taken hearth retailingto the next level.

In November 2010, Vartanian made his next movewhen he opened Thousand Oaks Fireside and Design.The store’s design-focused showroom is filled withshowpieces that are intended to ignite its clients’ pas-sion for everything hearth related.

LIFESTYLE IN MOTIONWhen a visitor walks up the front steps and

between the glass doors of Thousand Oaks Firesideand Design’s urban storefront, the first thing tocatch the eye is an enormous, ultramodern, see-through gas fireplace with a red porcelain facingand a circular opening. Made by Heat & Glo™, it is

the only one of its kind on displayin the United States.

Manager Tom Malinowski, whohas worked as a patio/hearth retail-er in Thousand Oaks for nearly 30

years, says, “When people see the fireplace, theyinstantly know they’re going to find something spe-cial at our store.” As one explores further, there is a sur-prise at every turn. The 4,000–square-foot space fea-tures fireplaces of every shape and size, in addition tomany one-of-a-kind displays—and the latest in tech-nology, including a showstopping, 60-inch, linear gasfireplace with flaming crystals.

The store’s red-carpet room, which has floor-to-ceiling red draperies and crimson carpeting, serves asa plush backdrop for high-end custom tool sets andcustom firescreens. The barbecue room, with itsgreen simulated grass and ceiling sky mural, is an out-door gourmet’s dream, featuring custom barbecueislands, pizza ovens, and a selection of grills from topmaker s—whichinclude KalamazooOutdoor Gourmet,Twin Eagles/DeltaHeat, Luxor™ Out -door Kitchen Pro -ducts, and TEC®

Infrared Grills (toname a few). There’salso a room dedicat-ed to electric fire-places, and anotherwith an artful dis-play of mailboxesand weathervanes.

When the sun

goes down, the store takes on whole different vibe.“We have dim, nightclub-style lighting that reallymakes our burning fireplaces come to life,”Malinowski says. All of the store’s huge windows arefitted with well-lit turntables that spin slowly through-out the night, showing off each window’s most inter-esting pieces. “We are facing a major boulevard, sopassersby see the motion and flickering light throughthe windows and do a double take,” Malinowski says.

Vartanian’s dream is for the store not only to givepeople a place where they can purchase fireplaces,but also to provide them with a spot where they canrelax, get inspired, and visualize fireplaces in theirhouses. “We are filling in the palette for our clients,”Malinowski explains.

WOOING CLIENTSThe store’s grand opening, in November 2010, was

executed with Vartanian’s signature easygoing style,not with over-the-top hype. “We had a neighborhood

Top: Thousand Oaks Fireside andDesign is known for its progressive,fashionable style of retailing hearth,barbecue, and home products.

Bottom: Opened in late 2010,Thousand Oaks Fireside and Designwas the vision of SouthernCalifornia hearth retailer BobVartanian.

This California retailer wows customers and designers withshowstopping fireplace displays and first-class service. by SHARON SANDERS photography by CHRIS HATOUNIAN AND ERIC ERICKSON

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E lectric fireplaces have long been regard-ed by hearth retailers as purely decora-

tive luxuries. Over the past 15 years, however,the electric fireplace has undergone a trans-formation that would impress even the mostdiehard hearth purists.

With the advent of new technology, thisoften-misunderstood appliance has becomean easy, cost-effective way to add ambienceto any room in one’s home, in addition tobecoming an efficient zone-heating source.Everyone—from the apartment dweller tothe homeowner—is warming up to the ideaof today’s modern electric fireplaces, andsales are reflecting that fact more every year.As a result, hearth retailers are dedicatingmore of their precious showroom space thanever before to electric fireplaces.

Twin-Star International Inc., manufactur-er of ClassicFlame electric fireplaces (basedin Delray Beach, Florida), has been a pivotalplayer in the evolution of electric fireplaces,stoves, and heaters. It has poured a tremen-dous amount of effort into research anddevelopment, creating a fresh niche and anew generation of customers for electrichearth products. The company started, in1996, as a manufacturer of heirloom-qualityhome furniture.

A few years later, CEO Mark Asofsky (andhis partner, at that time) began looking intothe business of electric fireplaces. They recog-nized, almost instantly, that all of the majorplayers in the electric-fireplace business wereheater or appliance companies that possessedlittle or no knowledge of how to showcasetheir products. “The companies would puttheir fireplaces in a simple wood cabinet thatdid nothing, visually or functionally, for the fire-places,” Asofsky says.

A NEW ERAAs a company with furniture roots,

Twin-Star saw an opportunity to take elec-tric fireplaces to the next level by produc-ing heirloom-quality furniture and mantelsto frame the electric inserts. “It was theperfect marriage. We were able to turn asimple fireplace into the focal point of aroom,” Asofsky says.

The company quickly caught up with itscompetitors, in terms of fireplace technolo-gy, and it has become a leader and innova-tor in the electric-appliance category. Twin-Star created the ClassicFlame brand in 2004and began selling its fireplaces to specialtyhearth retailers.

ClassicFlame quickly pulled away fromthe pack when it became the first manufac-turer to develop and use LED technology inits fireplace inserts. LEDs were able to create

a realistic flame effect that had neverbefore been seen from an electric fire-place. Alexia Rouquette, director ofmarketing and public relations, says,“I’ve witnessed many people walkingup to our fireplaces and actually tryingto warm their hands over the flames.”

LEDs make a huge difference inenergy savings as well. A typical elec-tric fireplace usesincandescent cande-labra light bulbs,which require up to120 watts just to oper-ate the flame effect.LEDs use only 11.2watts. Rouquetteexplains that energysavings vary, depend-ing on a number offactors—includinghow often the fire-place is used, its tem-perature setting, andthe local cost of elec-trical power.

“What is unequivocally true, however, isthat turning down a home’s heating systemand using a zone heat source—only in theroom you’re in—can save money overall,”she says. All of ClassicFlame’s electric fire-places can be used with or without heat andare perfect for zone heating. “The power thatan electric fireplace is drawing from the out-let, except for the watts for the flame effect,is all converted to heat, so the cycle is 100%energy efficient,” she adds.

NO LIMITSNow that electric fireplaces can rival their

wood-burning and gas cousins, consumersare taking notice and looking for opportuni-ties to incorporate them into their livingspaces. “With electric, the romance of a fire-place is possible in a bedroom, den, play-room, kitchen, and even a man cave,”Rouquette says, “without the mess, danger,venting, and negative environmental impact.”

She adds that many homeowners whoalready have wood-burning or gas fireplacesin their living rooms are interested in electricfireplaces as well—because they can easily addthem to other rooms that lack fireplaces, for afraction of the cost. She says, “Especially in ahousing market like the one we have right now,it is really one of the most cost-effective ways tochange the whole look and feel of any room.”

ClassicFlame was founded on the prem-ise of marrying fine furniture and electric fire-places, and it continues to innovate in thatarea. A few years ago, the company began

putting its fireplace inserts into media con-soles; today, these combinations are one ofits best-selling products.

The consoles include a fireplace insert,electronic-component storage, wire man-agement, vented shelves or back panels,and storage for CDs and DVDs. “Media con-soles are the modern alternative to the hugearmoires of the past,” Rouquette says.

ClassicFlame introduced one of its newestconsoles, the Baxter, at the 2011 HPBExpo inSalt Lake City, Utah. The unit artfully combinesthe functionality of a media console with anelectric fireplace insert and a thermoelectricwine cooler. It also has solid-wood stemwareracks, adjustable shelves, and locking cabi-nets to protect wine and entertainment collec-tions. The Baxter was a finalist in the furniturecategory for the 2011 Housewares DesignAward (from HomeWorld Business, the NewYork International Gift Fair, and theInternational Housewares Association), whichrecognizes product innovation.

“We feel that we are perfecting the art offunctional furniture,” Rouquette explains.“By taking our electric inserts and puttingthem into high-quality furniture, we haveraised the bar once again in the electric cat-egory, which has become our passion.”

ClassicFlame recently partnered withDuraflame (Stockton, California) to create aline of electric stoves and small homeheaters, as well as an infrared quartzheater that is generating a huge buzz (andhuge sales). The PowerHeat by Duraflameis resonating with consumers because it

can heat a space of up to 1,000 square feetusing evenly distributed, radiant heat.

It is small but powerful, at 15 incheswide, 20 inches deep, and 17 inches tall(about the size of a small side table). It issold as a cash-and-carry item through spe-cialty hearth retailers, hardware stores, anda number of other outlets. The companysees the demand for this product continuingto grow, with no signs of slowing.

In 2011, ClassicFlame is committed to part-nering with specialty retailers to increaseexposure and consumer awareness for elec-tric fireplaces. The company has developed anin-store display, called an H-Wall, that retailerscan use to showcase up to eight fireplaces.

“We’re often asked to help our retailersmerchandise our fireplaces, and this is agreat way to create an impressive display.All they have to do is power up the wall andthen plug the fireplaces right into it. There’sno need to run a ton of cords across thefloor or from the ceiling,” Rouquette says.

The company also offers customized liter-ature and point-of-sale materials to majorcustomers at no cost. It places a largeemphasis not just on the satisfaction ofClassicFlame’s own customers, but on thesatisfaction and overall experience of retail-ers’ customers as well.

ClassicFlame is excited to be a part ofthe future of electric fireplaces. Going for-ward, it plans to continue to put moneybehind research and development so that itcan continue to manufacture the most cut-ting-edge technology (in addition to design-ing beautiful electric fireplaces). Rouquettesays, “Consumers will continue seeingmore on-trend, high-quality, functionalproducts from ClassicFlame and Twin-Starin the coming years.”

hearth RETAILER

Twin-Star’s Electric Fireplaces Heat Up

the Marketplaceby SHARON SANDERS

Top: ClassicFlame combines heirloom-qualityfurniture with electric fireplace inserts to cre-ate a beautiful, functional focal point in anyroom.

Left: The Baxter console is a consumerfavorite that has been recognized for itsdesign innovation.


http://www.valorfireplaces.com

party all weekend long, with a blues band, grill demos bytwo of our vendors (Twin Eagles and Luxor), and—ofcourse—lots of food and fun,” Malinowski says.

The store also hosted an exclusive dinner for manufac-turers’ representatives on the Friday prior to the grandopening, so that the representatives would be among thefirst to tour the new showroom. “We wanted to get ourpartner vendors as excited about the new venture as weare,” Malinowski adds.

As Thousand Oaks Fireside and Design heads into itsthird quarter of operation, Vartanian and Malinowskiare focused on increasing the design community’sexposure to the store and on building its client base,which consists primarily of home builders, architects,and interior designers. They have plans for a number ofevening events and mixers for chamber of commercemembers and local building and design experts; theseevents will introduce them to the store, its products,and its services.

Malinowski explains that Thousand Oaks Fireside andDesign is different from Vartanian’s other three stores,yet it is the perfect complement. The other stores (inEncino, Pasadena, and Glendale/Burbank) run the wholegamut, when it comes to products. They cater not onlyto the price-conscious customer, but also to the cus-tomer who wants high-end designer merchandise.

Malinowski says, “The market has changed, and thereis a growing market for an exclusive designer showroom.Our clientele has become more design oriented, and thefireplace has become a primary focal point in a room, notjust a forgotten black box under a mantel.”

While there are other fireplace shops in the area withsimilar products, Thousand Oaks Fireside and Designapproaches fireplace design in way that differs complete-ly from the methods of its competitors. “When peoplecome into the store to start a project, we have everythingthey need, including the perfect showroom, to make ithappen,” Malinowski explains. “We want every client to

feel that he or she is our most important client, and weserve customers with that in mind.”

POSITIONING FOR THE FUTUREThousand Oaks Fireside and Design is on the road to

becoming everything that Vartanian had hoped it wouldbe. Longtime customers from his other stores often stopby the new location to see what’s hot—and to bringtheir clients. “This company is in a great position; whenthe economy turns around, we will be here to serve ourclients with the attention they deserve,” Malinowski says.

People are improving their houses instead of buyingnew ones, and Thousand Oaks Fireside and Design ispositioning itself to be the store to which they turn tomake a statement with their hearths, or to create beauti-ful outdoor rooms centered on fireplaces or custom bar-becue islands. “Our job is to inspire people and showthem the value of what we are selling—which is a notjust a hearth, but a lifestyle,” Malinowski says.



Left: The store's stylishshowroom, with one-of-a-kind displays, was designedto inspire customers.

Right: Bob Vartanian (left),owner, and Tom Malinowski,manager, Thousand OaksFireside and Design

hearth RETAILER

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outdoor GRILL ING

Barbecue addicts flock to The BBQ Shop to buy high-quality grills and accessories.by KIMBERLY RODGERS photography by JASON LANG

Top: Since opening in 2007, TheBBQ Shop has built a solid repu-tation for offering a wide selec-tion of high-quality, value-drivenproducts (along with top-notchservice and technical expertise).

Bottom: In addition to offeringone of the largest selections ofgrill products, accessories, andparts in Vancouver, BritishColumbia, Nash Shivji is expand-ing The BBQ Shop's outdoor-fur-niture segment.

barbecuein British Columbia

ash Shivji opened TheBBQ Shop in 2007 in Port

Coquitlam, British Columbia,but his roots in the barbecue industryrun much deeper. After Shivji and hisfamily emigrated from East Africa inthe 1970s, they opened a successfulhardware business that featured astore-within-a-store concept.

Shivji says, “We strengthened thebarbecue section within the hardwarestore, so we have been familiar with

barbecues for a long time.” After hisfamily sold the company in 1999 (andhis parents retired), Shivji knew thathe still wanted to keep his hand in thebarbecue business. “I went ahead andbought the domain name and parkedit for a few years, and then, in 2007,opened the store,” he says.

Today, The BBQ Shop is one of thelargest barbecue retailers in BritishColumbia, serving the greater metro-politan Vancouver area. About 4,300

square feet of The BBQ Shop’s6,600–square-foot location are devot-ed to the showroom floor, with therest of the space used for warehous-ing. Shivji carries a wide selection ofgrills and smokers in natural gas,propane, electric, and charcoal ver-sions, as well as portable, marine, andcondo models.

Of course, there are also outdoorfireplaces and firepits, patio heaters,outdoor campfires, and accessories.The store has a large parts depart-ment, and it routinely fills the hard-ware needs of any customer whorequires special parts for mobile-homeand other customized grill connec-tions (no matter where the grill waspurchased).

The BBQ Shop offers only productsat midrange to high-end price pointsfrom a wide selection of top manufac-turers, including Weber, Broil King,Napoleon, Vermont Castings, Grill Pro,Dimplex, Jackson Grills, DCS, Traeger,Bradley Smoker, and Primo.

“We did not want to get into thelow end, where people become frus-trated when their barbecues end upin a landfill within 18 months—likethose from a big-box store,” Shivjisays. “We find that our strength ismostly in the midrange. More andmore people don’t mind spendingmoney, if they see value in what weare offering. Price is not an issue, aslong as customers can get use of the

barbecue for a long time.”Shivji adds that his customers’ pri-

mary goal, when they entertain, is tohave fun with family and friends.“People don’t want to have to babysita grill and worry about flare-ups, orabout the grill not heating up properlywhen they are trying to cook a goodsteak. We find brand-name, midrangebarbecues work really well,” he says.

The BBQ Shop does not build out-door kitchens, but to give customersexamples of all the options availablefor their own backyard spaces, Shivjidisplays a few kitchens in the show-room that feature built-in grills, sideburners, refrigerators, warming draw-ers, and beer (keg) dispensers. Thestaff can refer customers to local con-tractors, but more often than not,Shivji explains, his clients are “handy,do-it-yourself types.” He points out thatunlike U.S. consumers (who oftendesire a turnkey project), Canadianstend to complete their own homeimprovements.

These do-it-yourself customers alsobenefit from the broad knowledge ofShivji and his employees. “Because ofour hardware background, we haveexperience on technical matters, sowe can give advice to people on mate-rials, how to be safe, and how to buildsomething that will last a long time,”Shivji says. “We can tell them what pit-falls to avoid.”

Since the Vancouver area has many

N


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Every year, millions of people purchaselicensed sports merchandise, including

everything from T-shirts to umbrellas to cof-fee cups. This specialty industry is thriving,as diehard sports fans can’t seem to getenough of items emblazoned with the logosand colors of their favorite teams. Over thepast few years, there has been a growinginterest in higher-end merchandise, such asbarstools, custom stained-glass lighting fix-tures, and even pool tables.

In March 2009, Team Grill, a spunky bar-becue company based in Acton,Massachusetts, made its debut at HPBExpowith a line of five professional-grade gasgrills. These have sports fans drooling—notjust over the food cooked on them, but overthe grills themselves. After just two seasons,more than 500 specialty retailers across thecountry are already giving showroom spaceto Team Grill.

Ed Thomas, director of marketing,explains, “When we first sat down to designour grills, we talked about the stigma of inex-pensive licensed merchandise and decidedthat’s not who we wanted to be.” The com-pany has invested extensive time and effortin building a professional grill platform that

supports the price points of its unique grills.The Team Grill product lineup consists of

five gas grills; they range in price from $999(for the MVP patio grill) to $399 for a handy,portable tailgate grill that folds to the perfectsize for game-day parties. Every grill isdecked with the official logo and colors ofone of over 150 college football, NFL, NBA,and professional baseball teams, whichmakes these grills the perfect way for sportsfans to show their team spirit.

The licensed artwork is applied using atriple-fired porcelain-enamel finishingprocess that can withstand the high-heatenvironment of the grill, as well as the chal-lenges of the weather. “It is an auto-qualityfinish that will last the life of the grill. As faras I know, there is no other product on themarket that offers what we do, in terms of

quality and style,” Thomas says. The company has had almost overnight

success in the specialty-retail channelbecause the quality of its grills rivals that ofany grill that retailers currently carry, yet theseproducts offer something fresh (not black or

stainless steel). Team Grill especiallyresonates with football fansbecause football and grillinggo hand in hand.

“If people aren’t tailgatingat a game, they are at home,watching the game on tele-vision and grilling in their

backyards with friends,”Thomas explains. “No matter

what time of year it is, there’salways a sporting event that our grills can betied to, whether it’s Monday-night football,spring training, or the Final Four.”

Team Grill has been spreading the wordabout its products to dealers through emailblasts, advertising in industry publications,and a presence at industry trade shows. Thecompany is promoting its grills to consumersusing social media (Facebook and Twitter)and the Internet. It uses banner advertisingon major sports websites, includingESPN.com and Yahoo! Sports, as well as oncollege teams’ websites.

Team Grill has also been featured in anumber of consumer magazines and hasbeen mentioned during many sports broad-casts. In 2010, during a spot on “NBA onTNT,” the show’s hosts cooked on two grillsbefore a Los Angeles Lakers playoff game.

“Our website went crazy with inquires,”Thomas says. The company also generatesexcitement by using its mobile showroom atfootball games and at outdoor events for itsdealers.

GETTING STARTEDTeam Grill wants to make it easy for retail-

ers to give its grills a try, so it has put togeth-er a special program: Order $5,000 worth ofproduct (about 10 grills) and the freight isfree. Retailers can mix and match teams andgrill models as part of the order. They alsohave access to the entire catalog of teams,not just the teams represented on the grillsthat they order for their showroom floors.

A special order can be shipped in lessthan a week. “Our grills are a great staple forretailers because they not only are a hit withsports nuts, but also are popular gifts forChristmas, Father’s Day, and birthdays,”Thomas explains.

Team Grill understands that it will taketime to build credibility in the industry, espe-cially with specialty retailers, because thecompetition for showroom space is stiff.“The feedback we are getting from the peo-ple who are registering their warranties orchatting with us on our Facebook page isthat they genuinely think our grills are worththe money they paid for them. That’s on topof the fact that they love cooking on grillsthat celebrate their favorite teams. Thatmeans the world to us because we want tobe known as a high-quality grill company,”Thomas says.


outdoor

newly constructed houses that come with gas out-lets, Shivji says, natural-gas grills are his number-oneseller; charcoal models come in second. The WeberSmokey Mountain Cooker™ is also a big hit with cus-tomers and is often used in barbecue competitions(which are quickly gaining popularity in Canada).

Sales of firepits are also increasing. The BBQ Shopcarries models from Napoleon, Weber, FMI’s BanBuster, and Jackson Grills. “This area has growntremendously for us, although we are a little bitbehind the United States,” Shivji says.

Since he founded The BBQ Shop, Shivji has carriedone imported line of patio furniture, and he recentlyexpanded his casual lines to include collections fromMallin and Ratana. Shivji, who was looking for newrevenue streams, spent about a year researching fur-niture lines and deciding whether it made sense togrow this segment further. “I talked with other retail-ers whose businesses focused primarily on patio fur-niture, spas, and a few grills. They highly recommend-ed that patio furniture would be a good combinationsale,” he says.

In December 2010, his staff began making spacefor the new lines by further expanding the show-room into the warehouse. Even before the furniturearrived, some sales were already booked, and Shivji isexcited about future opportunities. “We concentratedfirst on barbecues and are comfortable with thosesales and suppliers, so now we can move ahead andlook at some other areas,” he says.

A SUPERIOR STAFFShivji’s wife, Zinat, and his daughter, Aalia, work

alongside him at The BBQ Shop. His brother, Al, who

divides his time between Ontario and BritishColumbia, serves as webmaster. Shivji also has a staffof approximately 12 full-time and part-time people inthe spring and summer, and about half that many inthe off season. Shivji has a high regard for hisemployees, and he says that each brings an importantlevel of value and service to the business.

“I have a gentleman who works for me part-timewho is close to 68 and is very experienced—and avery good salesperson. When people see maturity, italso gives them trust and comfort, and we have thatin our staff,” Shivji says.

Many members of the sales staff also cook food forthe store’s regular Saturday demonstrations. Shivjisays, ”Our part-time bookkeeper is also a very goodcook. While the sales staff is busy on Saturdays help-ing customers, he is out there cooking and keepingeveryone happy.”

The sales team’s philosophy is to educate everycustomer on the differences between purchasing ahigh-quality grill at The BBQ Shop and buying amodel available at a mass retailer. “When the lid isclosed, you don’t see the price difference—until youopen the lid and explain the differences. Once we dothis, the customer can make an informed choice. It’sa learning curve for them,” Shivji says. “People whoare not familiar with barbecues really appreciate thetips and hints we give them.”

The BBQ Shop offers special packages to cus-tomers with the purchase of certain grills. Along withthe grill, these value bundles also include a cover, arotisserie, a cookbook, delivery, and assembly. Thepackages are a big hit—and another way that TheBBQ Shop separates itself from the competition.

SENDING THE MESSAGEShivji uses a number of different advertising meth-

ods, including taking advantage of suppliers’ fundsfor cooperative radio and print advertising cam-paigns. The BBQ Shop’s website is also an integralpart of the business. “We continually are working onoptimizing our site. When a customer first contactsus, it is so much easier to take him or her to the web-site to go over products. In fact, about 99% of thepeople who first call us already have our website up,”he says.

To maximize his advertising dollars, Shivji hasshared fees with a couple of competitors by runningjoint newspaper ads. “There is enough business outthere for everybody; I think if we cooperate, we areeach going to get a lot more. I am on good termswith my competitors, and we help each other out,”he says.

Since 2007, business has steadily increased eachyear for The BBQ Shop. Shivji assumed that store trafficwould slow down when Vancouver was the host cityfor the 2010 Winter Olympics. “I thought peoplewould have other things on their minds, yet we werevery busy during the games,” he says.

The BBQ Shop has also developed a solid reputa-tion as the place to go in Vancouver for any type ofbarbecue need. “A customer came in who attended aChristmas party, and at his table, two people hadbought their barbecue grills from us—and they bothtold him to come see us,” Shivji says. “It was just phe-nomenal to hear that word-of-mouth recommendation.You can’t buy it; it’s something that has to be earned. Iam glad I can say that my staff members are doing afantastic job. I am very lucky that I have them.”

Team GrillScoresWithSports Fans by SHARON SANDERS

GRILL ING


http://www.selectoutdoorkitchens.com

ike many retailers across thecountry, Casual Living (inColumbia, South Carolina) is trying

to make sense of what the retail landscape mightlook like as the economy recovers. The store’s hus-band-and-wife owners, John Chamberlain and DottieReynolds, are wrestling with questions like these:What is our niche? Who are our customers? How canwe reach our customers? How do we stay profitable?

All of these questions are lingering in their mindsas they head into 2011. Although neither would everclaim to have it all figured out, they have decidedthat the best way to move forward is to focus ontheir proven strengths, in addition to searching outand testing some new ideas.

Casual Living opened its doors in 1976, at a timewhen it enjoyed the luxury of being the only retailer

in the Columbia area that sold outdoor furniture.Chamberlain and Reynolds purchased the store in1986, with big plans for the future. Like any newbusiness owners, their first move was to create a per-sonality for the store that reflected the image thatthey wanted to present to their customers. “Wealready had a pretty solid customer base because thebusiness had been around for 10 years, but we want-ed to kick it up a notch,” Reynolds recalls.

BUILDING ON STRENGTHSReynolds, an interior designer by trade, changed

the product mix to include higher-end furniture andto incorporate more accessories and gift items. Thestore also began to offer design-consultation services,at no charge, to customers who were going to makea purchase. Competitors were starting to spring up

in town, and Reynolds knew that design help wassomething that mass merchants—and many specialtyretailers—weren’t able to offer.

The service included (and includes, to this day) aninitial design consultation, a visit to the client’shouse, and a design proposal. “It’s very important todetermine exactly how people are going to use theirspaces so we can make the right recommendations,”Reynolds says, adding that she really emphasizes thispoint to customers.

“We want to get it right the first time so they


showroom SHOWCASE

This South Carolina retailer uses innovative tools to attract newand repeat customers. by SHARON SANDERS photography by JOSHUA THOMPSON

L

thestore

don’t end up with the wrong furniture. It saves themmoney, in the end, because they don’t have to replacefurniture that didn’t work out,” she explains.

Over the years, Casual Living has also gained a repu-tation as a retailer that cares for its customers; Reynoldsattributes this to the dedicated staff members (many ofwhom have been with the company for five to 10years). “Their knowledge and experience are noticedby our customers and are valued by John and by me,”she says, adding that the store was voted Best ofColumbia in 2010 by the readers of a local newspaper.

Reynolds admits that the honor came as somethingof a surprise because the store didn’t solicit any votesfrom customers, as many winning businesses do. “Welook for ways to inspire and delight our customerseach day,” she says, “and we continue to build on ourstrengths because we know that they will help ussecure our future.”

GETTING SOCIALOne of the biggest challenges that Casual Living and

many other businesses face today is how to reach theircustomers; traditional media channels don’t bring thereturn that they once did. “People listen to satelliteradio, which has no commercials; they bypass commer-

cials when they record their favorite television shows;and they get most of their news on the Internet, insteadof from newspapers. We had no choice but to look atsocial media,” Reynolds says.

“I figured that if big companies like The Coca-ColaCompany and Ford Motor Company are using blogs,Facebook, and Twitter, that it was something a smallbusiness like ours could benefit from,” Reynoldsexplains, adding that she was a bit apprehensive about

how to get started. “My husband and I are from thebaby- boom generation and didn’t grow up with com-puters, so it wasn’t something that came naturally tous,” she says. She decided that the best way to approachsocial media was to take baby steps.

The first step was to launch a new website, whichhas now become an important part of Casual Living’sidentity. Reynolds used an online Web designer to buildthe site. “It was a little stressful, building the site

Far left: Dottie Reynolds and her husband, JohnChamberlain (not pictured), have made CasualLiving the go-to store for outdoor furnishings inColumbia, South Carolina.

Page 36, bottom: Reynolds started her blog,Outdoorlicious.com, to encourage people toembrace outdoor living as a lifestyle.

Left: Casual Living has a strong focus on designand works to help clients create outdoor spacesthat are comfortable and personal.

Bottom: Reynolds and Chamberlain purchasedCasual Living in 1986 and have transformed it inmany ways.



remotely, because it was technical territory that I was-n’t familiar with—but I made it through alive andcame out with a dynamic site,” Reynolds says.

She has since hired a staff IT person to help herwith the daily maintenance of the website becauseshe is constantly updating it with information andphotos of new merchandise. “Many people will decideif they are going to visit your store based on what’s onyour website,” she explains.

Reynolds took the next step in spring 2010, whenshe started a blog called Outdoorlicious.com thatappears on the website. According to Reynolds, thewhole idea behind a blog is to give one’s company apersonality, not to advertise. The focus of her blog ison how to embrace outdoor living as a lifestyle.

“It’s not just grilling or relaxing in one’s backyard; itcan also be going for a walk in the woods, visiting aflea market, or having a lobster dinner on the beach.All of those things can be outdoorlicious,” Reynoldsexplains. She tries to talk about outdoor furniture ineverything that she writes.

In February 2011, Reynolds started a Friday feature,Outdoorlicious Weekends, that’s geared toward discus-sions of weekend activities that can add fun and relax-ation to one’s life. “The blog has really been a lot offun, and I look forward to building up its frequencyand content,” she says.

Casual Living now has a presence on Facebook aswell. Reynolds says that she is still trying to determinethe best way to make it work for the business. Rightnow, when she posts a new blog entry, she puts it onFacebook, with a link to the blog. She also posts pic-tures of new merchandise, adds tips for outdoordesign, and writes casual status updates related to out-door living.

Reynolds does all the Facebook posts herself. “Icheck our page every day, and when somebody postsa comment, I make sure to acknowledge it. I figure ifpeople are taking the time to come to our page, Iwant to take time to acknowledge them,” she says.

Reynolds admits that one of the biggest challengesis building up a following for the store’s Facebook

page. She says, “I’m trying to create a compelling rea-son for people to visit and to keep coming back.” Sheadds that the business hasn’t started using Twitter yet,but plans to do so in the future. “We are exploring onething at a time, to get comfortable, before we jumpinto everything,” she says.

LOOKING FORWARDAs the economy starts to improve, Casual Living

plans to continue looking for ways to build its busi-ness back up to previous levels. Chamberlain andReynolds know that they are going to face differentchallenges than they did before the recession.

That being said, however, the Casual Living teamhas made it clear that the one thing that truly mattersmost—and drives it to succeed—is seeing its cus-tomers get excited about the products, service, andexpertise that it offers. “We have families who haveshopped with us for over 20 years; now, they arebringing their children and grandchildren,” Reynoldssays. “That is the biggest compliment we can get.”

Leisure Design’s U.S. Launchby SHARON SANDERS

showroom SHOWCASE

T here is a new resident of the 17thfloor of the Merchandise Mart inChicago, Illinois, that dealers will

want to get to know in 2011. Canadian-bornLeisure Design (based in Toronto, Ontario)introduced its outdoor woven designs in theUnited States last year, and the buzz isalready starting to build.

What many people don’t know is thatwhile the company is just getting its feetwet in the United States, it has deep roots inthe industryas Cana-Foam, a trust-ed Canadianbrand. MikeFriedrichsen,director ofU.S. salesand market-ing, says,“We arethrilled toopen a newchannel of distribution in the United Statesas Leisure Design.”

Founded by Cecil and Donald Bockner in1964, Cana-Foam has been a mainstay forcushions and umbrellas for more than fourdecades for Canadian retailers, including theretail powerhouse Sears Canada. In 2000, thethird generation of Bockners involved in thebusiness, Andrew and Richard, launched ahigh-end commercial casual-furniture divisioncalled Andrew Richard Designs (ARD).

Its products can be found in the finestresorts, restaurants, and businesses aroundthe world. ARD has managed to set designtrends, both on its own and in collaborationwith design-industry leaders, including cele-brated HGTV interior designer SarahRichardson (with whom the companylaunched a joint collection).

In 2005, Richard started the company’sretail casual-furniture division, Leisure

Design. The division specializes exclusivelyin outdoor wicker furniture, with a focus onstyle and affordability. The company quick-ly became a favorite of specialty retailersacross Canada.

After Leisure Design had enjoyed sever-al years of success, the next logical step,in Richard’s mind, was to introduce LeisureDesign to the U.S. market. While manypeople thought that it was crazy to makesuch a bold move in a down economy,

Richard confi-dently jumpedin with bothfeet, in July2010, by open-ing a show-room at theMerchandiseMart.

“When I first met the Bockners, I wasinstantly struck by their down-to-earth per-sonalities and the straightforward way thatthey approach business,” Friedrichsensays. “I was drawn in by the passion theBockners have for their business. There issomething special about them that makes

you want to be a part of their vision.” Friedrichsen has spent the past four

months surveying retailers, and based onthose surveys, handpicking and assem-bling what he believes is going to be one ofthe best sales teams in the industry—because that team will be pivotal in build-ing the brand.

What sets Leisure Design apart from othercompanies offering outdoor wicker is that “itis a relationship company. A dealer can buythis product from anyone, and it will probablysell, but this business is all about relation-ships. Dealers (and ultimately, their cus-tomers) will buy from those they trust, andbuilding trust is what Leisure Design is allabout,” Friedrichsen says.

Leisure Design introduced four collec-tions last year: Cityview, Bungalow, Parosa,and Augusta. Cityview and Bungalow are

simple,clean-linedwoven col-lections thatwill appealto a broadrange ofcustomers.Parosa andAugusta

both have a contemporary feel that stayson trend with today’s modern design sil-houettes. All of Leisure Design’s fabrics willbe exclusively from Sunbrella®.

The Bockners have nothing but highexpectations for Leisure Design’s future in theU.S. market. After 50 years in the industry,they have experience under their belts whenit comes to building a brand with a reputationfor quality, reliability, and longevity. LeisureDesign is moving forward in full force in 2011,with a new website, trade advertising, and apresence on Facebook and Twitter.

“Dealers should expect our sales reps tobe knocking on their doors,” Friedrichsensays. “I know the passion this company haswill overtake dealers, as it overtook me—and every one of our sales reps. This is acompany you will want to know.”

Mike Friedrichsen, director of U.S. sales andmarketing for Leisure Design

Top: Augusta seating

Center: Bungalow dining

Right: Cityview seating


http://www.mallinfurniture.com

Right: Ardy Arani, president,Big Green Egg Company

Below: The company’s newbrand identity, introduced inMarch, focuses on the versatilityof the Big Green Egg.


or over 30 years, the Big Green Egg® hasbeen widely referred to as the world’s bestsmoker and grill, and it has been known forproducing amazing culinary results from

the unique kamado-style cooker created by EdFisher. The passion of Big Green Egg aficionadosis legendary and is a large part of the success ofthis versatile cooker.

In March 2011, at HPBExpo in Salt Lake City,Utah, Big Green Egg Company (Tucker, Georgia)paid homage to that legacy while introducing anew logo and a bold, fresh brand identity. Patio &Hearth Products Report sat down with ArdyArani, the company’s new president, to find outwhat this exciting news means to the company,its dealers, and the industry.

Why have you introduced a newbrand identity—and why now?

Arani: That’s an interesting question, but aneasy one to answer. I’ve spent the past couple ofdecades working on marketing and branding ini-tiatives for Fortune 200 and Fortune 500 compa-nies, so when I came to Big Green Egg Company,that is the mindset that came with me.

As the new president, I initially spent quite a bitof time familiarizing myself with the brand andwas amazed at what I uncovered. Never in myimagination would I have expected a product likethe Big Green Egg to do everything from searing asteakhouse steak at 750 degrees to baking a pecanpie in the same device.

I was also struck by the fact that the Big GreenEgg has a loyal following (everyone from backyardcooks to professional chefs) who actually cook onone daily. After finding all of this out, it hit me thatthe company wasn’t fully communicating to con-sumers everything the Big Green Egg is really capa-ble of doing. It had locked itself into the very nar-row smoker/grill niche, and the product is somuch more than that.

In addition, the company hasn’t done anythingsignificant to update its brand image (from its logoand tag line to its sales materials) since it started,36 years ago. All of these facts together, in mymind, were a call to action.

How did the Big Green Egg’snew tag line evolve?

Arani: One of the first things that we decided totackle was to update the company’s tag line, World’sBest Smoker and Grill, to reflect the fact that the BigGreen Egg is a versatile cooker. After a ratherlengthy process of getting feedback from focusgroups, EGG® owners, and professional chefs, wecame up with our new tag line, The UltimateCooking Experience™, which we believe says it all.

What the EGG does is bring people together toshare a love of cooking and an interest in food.Very rarely does someone go to a friend’s homefor a meal that is cooked on an EGG and the foodis just plopped in front of the guest to eat. There isalways commentary about cooking the food on anEGG and how good it tastes. It becomes an expe-

rience. That really jumped out at me—the fact thatit’s not just a way to grill a steak. There are a lot ofcooking devices that that can do that.

The difference is that the EGG has a culturethat has sprung up around it; there is a certaincamaraderie associated with the EGG that rein-forces, in our minds, the fact the Big Green Eggtruly is The Ultimate Cooking Experience.

What was the thought processbehind the new logo?

Arani: The company has basically used thesame logo (a simple drawing of a Big Green Eggwith the lid up and a turkey inside) since the dayit started, in 1974. We thought the time was rightto create a fresh logo that shows today’s con-sumers that our ceramic cooker does more thanjust smoke meat.

The company’s design team came up withmany ideas, from flying Gs to stylized versionsof the EGG. We tested our favorites with focusgroups and decided (based on their feedback)that it was important not to lose the immediatelyrecognizable image of the Big Green Egg that hasbecome our identity. That’s the direction we took.

Now, what we’ve got is a fresh, new repre-

SEE ITas i

a new look

f

Big Green Egg’s bold new corporate identity is expected toattract new customers.

by SHARON SANDERS


sentation of the EGG that we call thelogo (the words and the device) andthe new tag line (The UltimateCooking Experience); taken together,those make up the branding that welaunched in March.

What are the biggestchanges that dealers will see?

Arani: There is an old saying that theBig Green Egg sells itself, and our job isto generate enough interest with con-sumers that it can sell itself. It’s impor-tant that our dealers know that our newbranding is more than just a new logoand tag line—it is a platform that facili-tates the launch of a whole series of sell-ing tools.

Starting in 2011, dealers will see amuch more brand-centric approach toour marketing and promotional commu-nications. They will see things cominginto their showrooms that might involvepoint-of-sale displays, promotions, anddifferent ways that we bundle the assetsof the Big Green Egg. Bottom line: Weare going to be arming dealers with thetools they need to communicate justhow versatile the Big Green Egg is, andthat is something we think they’re goingto be excited about.

What is the biggest chal-lenge that the companyfaces in 2011?

Arani: Historically, our biggestchallenge has been to make enoughEGGs to satisfy demand, and that con-tinues to be a nice challenge to have. Isee our number-one job to be keepingour dealers and distributors complete-ly stocked with all the Big Green Eggsthat they need.

We are addressing this issue veryaggressively with some strategicincreases in warehouse and distribu-tion locations. This year, we aretripling the capacity of our Atlantawarehouse and are adding a satellitewarehouse/distribution facility out-side Atlanta so we can better serve themiddle part of the country.

The second challenge is that we are

underrepresented in many marketsacross the country, in terms of retailtouch points. We will be working toincrease the number of dealers wehave based on where our researchtells us most of our customers reside.

What is thebiggest opportunity?

Arani: I thinkthe biggest oppor-tunity is that weare going to beable to helpincrease consumerinterest in ceram-ic-style cookingand cooking withnatural lump char-coal. All of themanufacturers inthis category, puttogether, make uponly a small part ofthe overall out-door-cooking seg-ment, and I thinkthere are tremen-dous strides to bemade.

While we obvi-ously want to growour brand, it’s oursense that anythingthat is good for theindustry is goodfor the Big GreenEgg. We plan to doour part to openpeople’s eyes tocooking outdoorsin a different way.

What do youthink 2011holds for BigGreen EggCompany?

Arani: I think it’sgoing to be an inter-esting and exciting

year. To support our new branding initia-tive, we’re making massive investmentsin our infrastructure, so we can providedealers and distributors with more salestools than they have ever seen comingout of the corporate offices.

We are adding an in-house interac-tive-communications division that willgive us the capability to create, stream,and produce a variety of online con-tent. We are also building an in-housecreative-services studio that will giveus the ability to design and produceall of our point-of-sale and sales mate-rials ourselves.

What are you personallylooking forward to this year?

Arani: There are many things that Ilook forward to, but I would say I’mmost interested to hear feedback fromour dealers and consumers as our newidentity begins to come to life. Ed Fisherput this wonderful company intomotion many years ago, and I feel thatwe’ve been able to take his icon andbuff it up a little bit so we can reach awhole new generation of customers.


Bottom line: We are going

to be arming dealers with the

tools they need to communi-

cate just how versatile the Big

Green Egg is, and that is some-

thing we think they’re going to

be excited about.Big Green Egg Company’s family of products

http://www.biggreenegg.com


sk Tom Nitz, senior vicepresident of Modern HomeProducts/ProFire Grills

(Antioch, Illinois), how the companyhas fared during the economicdownturn, and his surprising answerwill be that business has not beentoo bad.

“We’re fortunate. A lot of ourbusiness is in aftermarket replace-ment parts,” Nitz explains. “Wewere the first company to come outwith them, in 1977. A lot of compa-nies produced grills in the 1970s,and by the middle to late 1970s,there was a big need for replace-ment parts. Now, 40 years later, wehave seen a really nice increase inthe replacement-parts business. Anybusiness dips we had in the grillpart of our business were easilyreplaced and offset by the replace-ment-parts business.”

In this case, the gray economyproved to have a silver lining forModern Home Products, whichmakes replacement parts for grillssold by Lowe’s, Home Depot,Walmart, and Costco, among others.“We’re in a unique position. We arethe only one who makes replace-ment parts for other companies’grills,” Nitz says. He joined ModernHome Products in 2005, after he hadworked with the company as itsWisconsin distributor.

“Our parts areoften better than theparts that came witha grill,” Nitz says, not-ing that most con-sumers can install theparts themselves. Ifthey can’t, they canfind dealers—whooffer repair servicesafter they see thisniche as a new profitcenter—who will doit. “It is surprisinghow many peoplewill spend $100 toreplace a part for agrill they bought for$199,” he says.

Why would own-ers put that muchmoney into old grillsinstead of replacingthem? “They don’twant to shop aroundfor a new grill, buy it,and then assemble it. They are famil-iar with their grills,” Nitz explains.

Making parts for other manufac-turers’ grills isn’t easy. The cycletimes for repairs are ever changing.Fifteen years ago, grills were builtbetter, Nitz says, and consumerswould repair them three timesbefore investing in new ones. Now,that cycle time has shortened; they

repair a grill once and then buy anew one. Nitz says, ”It is very cycli-cal. It is a major project, and it’s verychallenging to predict which partsto carry.”

Modern Home Products is theparent company of ProFire grills, awholly owned subsidiary. Accordingto Nitz, Modern Home Products hasthe whole package, defined as mak-

ing a wide variety of products forthe grill industry. He says, “We’re aone-stop shop. A lot of people cher-ry-pick what they want. We have gaslamps, UL torches, grill accessories,replacement parts, and grills. Wehave a lot of products that appeal toa lot of customers.”

It was Modern Home Productsthat produced the originalCharmglow gas grill in the 1960s.The company started out making gaslamps, then introduced the first resi-dential gas grill, which was connect-ed to an outdoor lamp. Nitz says, “Itwas the precursor of the outdoorroom. You’d hook your grill up to thelamp, and there it was: the first out-door room, in the 1960s.”

This innovation was driven by theutility companies, which wanted tosell more gas. “Gas companies wereencouraging it. They would do a pro-motion and encourage homeownersto put the gas on their home gas bill,

my TURN

fixing

awhat’s broken

Top: The Phoenix four-in-one grill is manufac-tured by ProFire Grills, a division of ModernHome Products.

Left: Modern Home Products manufactures anarray of replacement parts for dozens of othergrill brands.

Modern Home Products has thrivedduring slow times by focusing onthe aftermarket parts business.by CHERYL DANGEL CULLEN

Tom Nitz, senior vice president, Modern HomeProducts/ProFire Grills



so they got extra gas sales out of it,” Nitz explains.“Now that gas grills have become commonplace,everyone is trying to save on the gas bill.”

To that end, Modern Home Products manufac-tures three different grill lines: its own ModernHome Products freestanding grills, traditional alu-minum grills, and ProFire grills. ProFire, a brand ofstainless-steel grills for the outdoor kitchen, is cur-rently promoting its Phoenix four-in-one grill, whichgrills, roasts, steams, and smokes. It incorporatesindirect cooking to allow the preparation of somefoods (like beef briskets) more slowly, at lower tem-peratures.

Nitz says, “Prior to the economic slump, the pop-ularity of outdoor rooms was growing quickly. Webought ProFire in 2006 to capture that business.Prior to that, we didn’t have a lot of business in thatarea. We got it set up, and by 2007, business startedsliding.”

Fortunately, Nitz sees the tide turning. He says,“Last year, we saw a nice pickup because thePhoenix four-in-one grill really took off, but sodid ProFire’s core business. This year, we’re see-

ing a pickup over last year—which was an upyear. It isn’t dramatic, but it is moving in the rightdirection.”

In coming months, Nitz predicts, people will bebuying even more accessories for their outdoorrooms. He says, “They are doing bigger things andplanning on staying in that location longer, so theyare getting more elaborate with their plans.Individual sales are becoming larger-ticket sales.”

To sell the outdoor-room experience, Nitz sug-gests that dealers emphasize the quality of bothproducts and service. He explains, “Dealers, ingeneral, haven’t necessarily exploited their quali-ty. They have to remember that they are in thecommunity in which the homeowner lives andshops. It isn’t like buying from Home Depot.They are there after the sale, or if the homeown-ers want to expand. Dealers need to promotetheir services, in conjunction with our qualityand warranty.”

Quality and longevity are big selling points, Nitzadds. “Modern Home Products is a conservativeMidwestern company. We’re about the quality of our

products, and it shows. We’re here after the sale.We’re still owned by the same people who ownedthe company back in the 1960s; it is still a family-held company, as it was when Wally Koziol foundedit,” he says.

He continues, “That’s nice because a lot of com-panies in our business were bought by a holdingcompany or larger company, and you hear that thecorporate culture changes when there isn’t a com-mon thread.”

For Modern Home Products, Nitz reports, thefuture looks good. He says, “I don’t think therewill be a turnaround overnight in our economy. Itis a slowly building process, but now, you’ll findthat people want to entertain more than ever athome because it is more economical than goingout or taking a vacation.”

He adds, “For us, no matter how the economyswings, we can help them out, even if they wantto replace a burner in a Home Depot grill that’sover seven years old. We’re in a win–win situation.It doesn’t make it easy, but it does put us in a bet-ter position.”

“I don’t think there will be a turnaround overnight in our economy. It is a slowly building

process, but now, you’ll find that people want to entertain more than ever at home because it is

more economical than going out or taking a vacation.”

http://www.mhgrills.com

an you improve upon suc-cess? Hart & Cooley Inc.

thinks so, and it has been busydoing just that. Headquartered inGrand Rapids, Michigan, Hart &Cooley is a leading manufacturerof air-distribution and vent prod-ucts for forced-air heating and air-conditioning systems, as well asmyriad other products for thecommercial HVAC, refrigeration,and roofing industries. Its productsinclude grills, registers and dif-fusers, flexible ducts, gas vents,and chimney systems, as well ascommercial products (duct-systemcomponents, venting and greaseducts, equipment curbs, roofdrains, roof flashings, roof hatches,and drywall access doors).

Tomkins, Hart & Cooley’s parent company, pur-chased Selkirk Corp. in 2006. In August 2008, theSelkirk and Hart & Cooley businesses werebrought under a common leadership team. There isstrength in numbers, and this approach has paidoff for the company.

As Curt Monhart, vice president of marketingfor Hart & Cooley, explains, “This resulted in

expanded product offerings for each brand, theability to share technologies, additional sales

and marketing tools, and increased logisticalcapabilities. This consolidation furtherstrengthened our already industry-leadingmarket positions.”

Monhart joined Hart & Cooleyin May 2008. In October

2010, the company decidedto retool its structurewhen it established sepa-

rate marketing and salesteams for both residential and

nonresidential business segments. Previously, thefunctions were combined.

“That is, there was a marketing and sales leader-ship team for the residential business, and one forthe nonresidential,” Monhart says. He led the resi-dential team, while Sean Steimle, senior vice presi-dent of sales, led the nonresidential team. Steimlenow leads the sales function, while Monhart headsmarketing.

“The purpose of establishing dedicated teamswas to provide the focus necessary to drive overallperformance,” Monhart says. “With regard to mar-keting, this includes defining where we have thebest long-term chance of winning, especially in thedevelopment of new products. For sales, this meansfocusing on the right customers—that is, those whocan most benefit from our products, services, andoverall capabilities, and can best help achieve ourgrowth objectives.”

Changes have not been limited to the businessstructure, either. There’s been a lot of activity inproduct development, too. At HPBExpo (in Salt

Above: Hart & Cooley and Selkirkventing products: all-fuel chimney,gas vent, direct vent, pellet vent,and chimney liners

Right: Hart & Cooley’s industry-leading product line includes grills,registers, and diffusers for residen-tial and commercial applications.

Below: Hart & Cooley’sUltimateONE is a totally new all-fuel Selkirk chimney line for hearthprofessionals that offers the latesttechnology (with superior durabili-ty, safety, and performance) in fac-tory-built chimneys.


Hart & Cooley is a leader in the HVAC industry

because it constantly focuses on the needs of

its customers.


product INNOVATION

c

BesttheBecoming


Lake City, Utah, in March 2011), Hart &Cooley launched UltimateONE, a total-ly new all-fuel Selkirk chimney line forhearth professionals. UltimateONEoffers the latest technology in factory-built chimney design, providing supe-rior performance, durability, and safety.

UltimateONE’s inner liner andouter casing are of 304 stainless steel,providing resistance to corrosion inexcess of that required by chimneystandards. UltimateONE’s brushed fin-ish gives a very rich and distin-guished look. Its one-inch wall spaceis filled with insulation that hasextremely high temperature resist-ance, providing excellent thermalprotection.

The stainless-steel inner liner andouter casings include laser-weldedseams for a professional appearance,added strength, and resistance tomoisture. “This new line will furthersolidify our leading hearth-marketpositions, both in the United Statesand in Canada,” Monhart says.

The company is making use of theInternet to communicate about itsproducts. To date, social marketinghas played a minor role in Hart &Cooley’s overall marketing efforts, but“its website is a different story,”Monhart says, adding that the compa-ny has made a significant investmentin overhauling the site.

“In January 2010, we launched atotally redesigned website for all ourbusiness areas. The objective was toprovide a common corporate look,ease navigation between businessareas, and share the functionality thateach area offered,” he adds.

Today, Monhart asserts, Hart &Cooley has the broadest product offer-ing in the industry. Products go handin hand with service, and this is whereMonhart thinks that Hart & Cooleystands apart from its competitors.

He says, “We believe our customerservice group is second to none. Thisincludes our technical-support andengineering capabilities. We offer themost advanced sales and marketingtools, and we have a national distribu-tion footprint augmented by fourregional distribution centers that stockall Hart & Cooley brands, providingbundling advantages for customers pur-chasing multiple product lines.”

Changes are unlikely to stop in thenear future. Hart & Cooley is commit-ted to strengthening its industry-leadingposition—and will do what it has to doin order to maintain that position.

Monhart says, “We’ve made majorinvestments in our enterprise resource-planning systems, as well as in newproducts that leverage our existing saleschannels and customer base. We’ve alsoinvested in those areas that furtherstrengthen our operational excellence.When the markets finally rebound, wewill be especially well positioned tocapitalize on the upturn. We’ll bevery tough to beat.”

Even with sophisticated patterns and luxurious textures, Sunbrella® performance fabrics stand up to all the elements can deliver, backed by a 5-year warranty. Plus, GREENGUARD® certification means Sunbrella takes a strong stand for the environment. For more information, contact Glen Raven Customer Service at 336.221.2211 or visit www.sunbrella.com/furniture.

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“In January 2010, we launched a totally redesigned

website for all our business areas. The objective was to

provide a common corporate look, ease navigation

between business areas, and share the functionality that

each area offered.”Curt Monhart

http://www.sunbrella.com/furniture


here is no denying that the landscapeof the casual-furniture industry ischanging. What it takes for specialtyfurniture manufacturers and retailers

to be successful is changing as well.Todd Wingrove, director of sales for

Homecrest Outdoor Living, L.L.C., says,“Competition is tougher for specialty retail-ers because consumers have more choicesof where to shop. Even if we don’t want toadmit it, our competition is the mass mer-chants. They are experts at copying what wedo, and that is our challenge.”

He continues, “If we are going to contin-ue to succeed, we need to be leaders. Weneed to lead the industry in everything wedo—from style to service—so people don’teven consider mass merchants as an option.”Homecrest has taken this challenge veryseriously, and for 2011, it has created awhole new image for itself that has every-one taking a second look.

Since the 1950s, Homecrest (based inWadena, Minnesota) has had a tradition of cre-ating products that revolve around comfortand quality, but fashion always seemed to takea back seat. In 2010, however, the companyembarked on a new mission that took its com-fort and quality and infused it with fashion.

A NEW FACE“People flip through our 2011 catalog and

can hardly believe it’s Homecrest,” Wingroveexplains. The company’s fresh furniturestyles, eye-catching colors, and interesting fab-rics have transformed Homecrest into a com-pany that is ready to deliver the products thatconsumers really want.

Wingrove recalls that when he started inthe furniture business (in 1986), if a companyhad a strong style, it could milk it for 10years. “You can’t do that anymore,” he says.“You have to continue to evolve and changebecause there’s a much shorter window inwhich to be successful. When a company hasa good year, it has to continue innovating soit can have a good year the next year, and theyear after that.”

Homecrest is proud to introduce a richnew lineup of products for 2011. One offer-ing that is causing a stir is the Airo2 deepseating collection. This patented, retro-stylegroup is an original in terms of comfort andfashion. Homecrest has taken its softSensation fabric and stretched it horizontallyto create a cushy seat without using a foamor fiber core.

“Dealers are going crazy over this becauseit combines the comfort of a cushion with

Right: The innovativeAiro2 collection is partof Homecrest's newlineup of fashion-for-ward casual furniture.

Below: CirqueAmerican Classic is aperfect example ofhow Homecrest isincorporating interest-ing fabrics into modern designs.

last WORD

embracing change

tHomecrest redefines itself by introducing products with panache and purpose.

by SHARON SANDERS

the easy care of a sling,” Wingrovesays. It has a modular presentationthat can be tied together to make asofa, love seat, or single seat. Airo2comes in 10 fabrics and 10 finishes,with sterling and brown being themost popular.

Homecrest’s Legendary collectionintroduces a whole new take on clas-sic steel furniture, which Wingroveconsiders to be an underrated materi-al. “People love the hearty feel of steeland associate it with quality, but theyworry about the rust factor. With theright exterior treatment, there are norust issues at all,” he explains.Legendary has a wrought-iron feel,with hammered arms, square stock,and twisted styling that complementthe company’s patented ButterflyBasket® sling.

Another collection that is central toHomecrest’s new DNA is Cirque. Theclean curves of this group are openingretailers’ minds to the possibilities ofmodern design. It includes a versatiledouble conversation lounge, a pneu-matically adjusting chaise, and a funkypersonal umbrella that can be attachedto any Cirque chair or lounge.

Homecrest has also taken a hardlook at its most popular products andredesigned them for maximum styleand comfort. Its Tri-Sling incorporatesan extra layer of soft acrylic fabric inmany of its signature sling pieces.

The company has upgraded its



deep seating collections with comfort-able foam cushions (with a density of1.8 pounds per cubic foot) wrappedin waterproof ticking. It has revampedits tabletop materials to offer theSorrento and Tuscan models and fauxgranite, slate, and sandstone, as well asadding new styles and finishes.

MAKING IT EASY While consumers are looking for

products that are superior in terms ofdesign, they also want it to be easy torealize their visions for their outdoorspaces. With this in mind, Homecresthas created color stories that make itsimple to mix and match its fabricsand finishes.

The company has also upgraded itsfabric selections and eliminated fabricgrades. “Eliminating fabric gradesmakes for a much easier sale, andfrankly, it makes the whole presenta-tion go more smoothly on the floor,”Wingrove explains.

When it comes to delivery, cus-tomers want their purchases rightaway so they can enjoy them in thesummer months, and they usuallydon’t plan ahead. Homecrest has cre-ated a program for dealers thatincludes shipping in 15 or fewerworking days; this helps eliminateunnecessary early buying and allowscustomers to choose the productsthey want, instead of settling for whata retailer has in stock.

If a retailer decides to invest in anearly-buy program, Homecrest makesthat easy, too, by paying for thefreight. All prices are landed costs, sodealers know exactly how to pricethe items in order to meet target mar-gins on their retail floors. “Bottomline: To be a leader, we need to giveconsumers exactly what they wantthrough style, quality, selection, andservice,” Wingrove says.

2011 AND BEYONDOne thing that Wingrove feels

strongly about, when it comes to thefuture of the casual-furniture industry,is the fact that specialty retailers andmanufacturers need to recognize thatthey are all on the same team. “We alllose when we lose to the mass mer-

chants. I personally want to see otherspecialty furniture manufacturers suc-ceed because it strengthens our indus-try,” he says.

For Homecrest, the future looksbright, as the company rides the waveof its new persona. Homecrest hasgrown dramatically over the past fewseasons, and this year, it is looking atgrowth of 40% to 50% or more, basedon early-buy figures. “I think it’s agood testimony that the things thatwe are doing are working—and that’sgood news for us and the industry,”Wingrove says.

Above: The chunky, rustic feel of Homecrest'snew steel Legendary collection blends wellwith any outdoor setting.

http://www.homecrest.com


With more than 7,000 attendees and 288 exhibitors, this year’s HPBExpo (held in SaltLake City, Utah, on March 3–5) was a huge success, suggesting that this year’s sales

of hearth, barbecue, and outdoor-living products will be stronger than they have been duringthe past few selling seasons. The strength of HPBExpo 2011 was largely due to the enormousarray of innovative, affordable, and easy-to-use products displayed by some of the most respect-ed companies in the hearth, barbecue/grill, and outdoor-living industries. Lennox HearthProducts, Hearth & Home Technologies, Napoleon Products, and Weber were some of the larg-er companies participating in the annual event. The retailers and distributors attending theshow were thrilled to learn about emerging trends and new products.

Pictured here are some of the influential leaders of the industry; they were among theexhibitors who showcased groundbreaking products and networked with dealers, distributors,and specialty retailers. Patio & Hearth Products Report is proud to spotlight each of them forhelping to make HPBExpo 2011 a successful show.

HPBExpo

A Really Big Show

ROUNDUP

by CAROL DAUS photography by DAVE CASTEEL

BDS EnterprisesBruce Spangrud (left)Patio & Hearth Products ReportTony Ramos

AEIFrom left: GeorgeSpeicher, Duane Kroeger,and Greg Burks

Big Green EggEd Fisher (left) and Ardy Arani

California Outdoor ConceptsCalifornia Outdoor ConceptsClint BlevinsClint Blevins

ClassicFlame/Twin-StarFrom left: Kevin Killough, Alexia Rouquette, Mark Asofsky, Andy Bandremer, and Bill Caples

MLW StoneRob Taylor (left)and Henry Onians

DuraVentKaren Josephson (left) and Andrea Ricket

EcoSmartJeff Anderson

Napoleon ProductsFrom left: Ted Scott,Greg Thomas, andDavid Coulson

Blaze KingChris Neufeld


The Companion GroupChuck Adams

AEIPeter Arnold (left)

InfratechJohn Mazzota

Looft USAFrom left: Nisse Persson, Richard Looft,St. John Wiles, and Pia Wiles

Hargrove ManufacturingCindy Hargrove and Doug Vineyard

Empire Comfort SystemsEmpire Comfort SystemsNick Bauer (left) and JoeNick Bauer (left) and JoeBrueggemannBrueggemann

Two Dogs DesignsTwo Dogs Designsfor Outdoor Livingfor Outdoor LivingSharon DeFeliceSharon DeFelice

Earth’s FlameLisa Leighton

ENERVEXGitte Hagensen and John Altiere

Golden BlountFrom left: Bill Romans, James Blount, Steve Blount, and Bill Bentley

Selkirk Corp.Curt Monhart

SCHOTT ROBAXKaren Elder

RH Peterson CompanyJulie Velasco (left) and Elaine Remy


HPBExpo ROUNDUP

Kamado JoeBobby Brennan (left) and Kerry Coker

Bull Outdoor ProductsMark Nureddine

The Outdoor GreatRoom CompanyRoss Johnson

WittusAlyce Wittus andNiels Wittus

FMI ProductsMark Klein

Valor/Miles IndustriesPaul Miles

Onward ManufacturingKen Hempen

Hearth, Patio & Barbecue AssociationHearth, Patio & Barbecue AssociationJack GoldmanJack Goldman

Lennox Hearth ProductsCathy Scott

Hearth & Home TechnologiesMary Williams

SunBriteTVChristie Rossi

Select Outdoor KitchensMike Miller

Hearth Products ControlsGreg Steck

DiversiTechRay Shelor

Omega MantelsHenry Medeiros

Hearthland ProductsBob Borgerding

American FireglassMatt Doll


http://www.sunbritetv.com

Pizza OvenBull Outdoor’s pizza oven fits the bill if you’re looking for an easy way to grill pizza outdoors.

Made of heavy-duty stainless steel, it features a separate oven and firebox, smokestack, and cartshelves. With four durable locking casters, it weighs 115 pounds. The oven measures 19.5 inches wideby 14.25 inches deep by 55.5 inches tall. Contact: (800) 521-2855 or www.bullbbq.com.Circle Reader Service No. 101

Deluxe TraditionalFireplace

The new Deluxe traditional fireplace fromEmpire Comfort Systems delivers thatclean-face, no-louver look in a trim footprint,for easy installation in tight spaces. Availablein 32-, 36-, and 42-inch models, eachmeasuring just 16 inches in depth, thesefireplaces are ideal for new construction andremodeling, with or without a mantel.Accentuate the clean-face design with tile orstonework overlapping the fireplace frame, orfinish the installation with the optional trimkits. Discreet openings at the top and bottomhelp circulate warm air, with or without theoptional blower. Choose millivolt (available forLP and natural gas) or direct ignition (offeredfor natural gas only) for even greaterefficiency. Contact: www.empirecomfort.com. Circle Reader Service No. 102

Jazz CollectionCrafted in A356 aluminum, the Jazz collection includes an

armchair, a swivel rocker, a swivel barstool, a stationarybarstool, a love seat, and a 36-inch square table (also availableas a rectangular table). All pieces offer a 15-year limitedwarranty on furniture frames and a five-year limited warranty onpaint finishes in residential use. Contact: www.olfurniture.com.Circle Reader Service No. 103

Hot PinkSunbrella® fabrics has added hot pink to its color portfolio, bringing

a versatile and fun color option to outdoor living. Fabric designers andtextile engineers devoted several months to identifying the right hue ofpink, making it an ideal accent color for landscaping or brighteningshady spaces. The color is available in two new fabrics: Canvas Hot Pinkand Steeplechase Malibu. Contact: www.sunbrella.com.Circle Reader Service No. 104

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Get the Selkirk® Advantage...

All Hearth Products Are Not Created Equal.1.800.992.VENT [8368]1.888.SELKIRK [735.5475]selkirkcorp.com

For complete information

Direct-Temp® systems for use with Gas or Pellet Stoves. New Direct-Temp for Multi-Fuel Stoves fea-tures an AL29-4C Stain-less inner liner for the best corrosion resistance available on the market.

Versa-Liner® is the most versatile stainless liner sys-tem around. Use high-end common components with

in between. An optional insulation wrap completes the job – the way you want it done.

VP Pellet Pipe® includes a 304 Stainless Steel inner liner and gasketed joint system. VP is available in either black or galvanized

1” clearance to combus-tibles

® is a tough rip-resistant product built with a unique seaming process that allows an ap-

tio for increased strength,

smaller cartons.

The Ultra-Temp® All-Fuel Chimney features a unique

id Pack insulation which provides superior insulat-ing value to blanket-type alternatives.

DSP® Double Wall Stove Pipe features a stainless steel inner liner & ¼” insulating air gap to allow only 6” clearance on all diameters. Saf-T Pipe® is a heavy duty single wall 24 gauge black pipe.

Selkirk is the original innovator of prefabricated venting systems. Over 85 years of manufacturing expertise ensures our products, made from quality materials, have the tightest tolerances and we back that with the industry’s best lifetime warranty.

Stainless Steel Chimney Liners

Pellet-PipeFlexible Aluminum Chimney Liners

Stove PipeInsulated Chimney Systems

Direct Vent Pipefor Gas, Pellet, or Multi-Fuel

MAX! HE


http://www.selkirkcorp.com


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Pellet Stove by HearthlandProducts

Made in the UnitedStates with over 65 years ofmanufacturing andengineering expertise,Hearthland’s innovativehearth products deliver theultimate in performance,design, and reliability. Thenew Itasca appeals to bothcontemporary andtraditional designpreferences. It featuresadvanced engineering forhigh performance,superior-qualitycraftsmanship, elegantdesign and impressiveaesthetic appeal, anexpansive glass viewing area, easy access for cleaning and maintenance, andlonger burn times. It heats up to 2,500 square feet. Contact: (888) 883-2260or www.hearthlandproducts.com. Circle Reader Service No. 108

Tel-Tru Temperature GaugeBig Green Egg

Company has added anupgraded Tel-Trutemperature gauge and astainless-steel cookinggrid as standardcomponents for all fiveEGG sizes. Bothcomponents are made inthe United States.Contact:[email protected] www.biggreenegg.com.Circle Reader Service No. 109

Infrared Outdoor Patio Heater

The Vintage series by Patio Comfort combines theclassic and elegant design elements of old-world,handcrafted aluminum components integratedbeautifully into the latest in safety-oriented,functional, high-performance, long-lasting comfortheating products. The Vintage heater is protectedwith an antique bronze polyurethane powdercoating that is electrostatically applied. Thetextured finish and color are designed tocomplement and enhance your outdoorentertaining and dining areas. Contact: (949)474-3070 or www.aeigrillsandheaters.com.Circle Reader Service No. 110

303 ProductsOffersFree-sampleProgram

303 Products, Inc., Palo Cedro, California,will be launching a free-sample program forretailers in the United States and Canadathis summer. Retailers participating in theprogram will receive a display containingfree consumer samples of 303 PatioFurniture Protectant™. An informationalcolor pamphlet will be attached to each sample, and each display will contain 50samples. A toll-free number on the back of the display will prompt the retailer to callwhen sample supplies are getting low. 303 Products will then ship a replacementdisplay to the retailer. 303 Products will pay for all the costs of the program. Contact:(800) 223-4303 or www.303products.com.Circle Reader Service No. 105

New SL-Series Slimline

Single-element HeatersSleek and streamlined, Slimline single-element heaters incorporate a specially

designed electric quartz heating element that produces safe infrared energy. Radiantenergy is only absorbed by solid objects and is not wasted heating the air. With crispmodern styling, brushed-stainless trim with an optional dark contrasting housing, andnarrow profiles, Slimline heaters virtually disappear into the surrounding decor. Theseheaters feature a durable anodized-aluminum housing with an architectural finish thatis capable of withstanding years of outdoor use. The Slimline design also includes a Tslot for flexible mounting options using the included brackets. Slimline heaters areavailable in 1,600-, 2,400-, 3,000-, and 4,000-watt models. Contact:www.infratech-usa.com.Circle Reader Service No. 106

Springfield

Agio continues to bring new, modern looks to the trend of outdoor fire with theSpringfield portable gas firepit. With a lovely slate top in earth tones with blondaccents—and plenty of space for entertaining—the Springfield’s firepit chat groupcreates a warmth and glow that will extend your customers’ evenings and their outdoorseasons. Contact: www.agiousa.com.Circle Reader Service No. 107

http://www.hearthlandproducts.com



http://www.aeigrillsandheaters.com

http://www.303products.com


http://www.agiousa.com

More ThanA Way to Cook

To request a catalog please call 800-521-0505 or email to, sales@ companion-group.com

… a Way o f Li fe !



http://www.companion-group.com


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EmpireComfort’sNew Loft

Empire’s all-new Loftsee-through, direct-vent,36-inch contemporaryfireplace requires barely 18inches of wall depth anduses 4 by 6 5/8-inchventing, which helpsconserve floor space in yourhome. This chic fireplacepacks plenty of features intoa narrow space. The

radiofrequency remote-control system handles flame height from the linear burner, as well asthe dimmer lighting and the variable blower speed. Empire’s exclusive Green Earth Preferredtechnology eliminates the standing pilot for enhanced fuel efficiency, yet still allows thefireplace to operate from a pilot light in the event of a power outage. Complete your fireplacewith decorative fronts, available in matte black or in black and stainless steel. All Loftdirect-vent fireplaces are available for LP and natural gas. Contact: www.empirecomfort.com. Circle Reader Service No. 114

Margarita BistroCollection

Alfresco Home introduces wrought iron to color,style, and fun with its Margarita bistro collection.These brightly colored, retro-styled wrought-ironbistro pieces will put the fun into function, as theyare perfect for any patio setting. Each bistro groupcomes with two chairs and one table. They areavailable in four gorgeous colors. Contact: (610)731-0440 or www.alfrescohome.com.Circle Reader Service No. 115

Cedar Picnic Table

The cross-legged design of this 26-inch cedarpicnic table recalls that classic cookout design, butthe detached benches make it versatile andconvenient. Easy slide-out benches make getting inand out of a seat at the table a breeze. The benchescan be stored in trestle form under the table, andthey can also be stacked on the tabletop forefficient storage. Contact: (724) 444-5361 orwww.creekvinedesigns.com.Circle Reader Service No. 111

Memphis Three-in-oneOutdoor-cooking Centers

Sear a steak at 650 degrees, smoke ribs over a slow heat, or evenbake a pie. The Memphis™ three-in-one is actually three appliancesin one (a high-temperature grill, a low-and-slow smoker, and aconvection oven). The Memphis three-in-one makes it possible toenjoy delicious wood-fire flavors with the convenience of an indooroven. The digital intelligent temperature control (ITC) with meatprobe automatically sets and maintains precise temperatures from180 to 650 degrees. The ITC regulates the feed of 100% naturalwood pellets automatically, to provide delicious flavors andconvenience—set it and forget it. The Memphis is made in theUnited States. Contact: (888) 883-2260 or www.memphisgrills.com.Circle Reader Service No. 112


Enjoy Greener,Cleaner Heat

We are all concerned about our environment.With Infratech heaters, you can entertain outsidewithout producing negative environmentaleffects. Efficient Infratech electric heatersconvert over 90% of input energy directly intoinfrared radiant heat, and they operate for justpennies per hour. Electric heaters are safe foruse outdoors or indoors, operate silently, emitno greenhouse gases or unpleasant odors, anddo not require ventilation. Infratech Comfortheater components and packaging are alsocompletely recyclable. Contact:www.infratech-usa.com.Circle Reader Service No. 113


http://www.alfrescohome.com

http://www.creekvinedesigns.com

http://www.memphisgrills.com


http://www.mlwstone.com


Big Green EggAccessories

Big Green Egg has launched a line offun decorative-accessory items availablein time for the spring/summer giftseason. The new products includeEGG-shaped salt/pepper shakers,tablecloth weights, and corn holders.There are also EGG-shaped citronellavotives and filled ceramic candles. Thedecorative-accessory collection is a partof a set of 27 new items introduced toBig Green Egg dealers last fall. Contact:[email protected] or www.biggreenegg.com.Circle Reader Service No. 116

WillowbrookAgio brings the Willowbrook

dining collection (traditional,yet bold in its simple elegance)to the outdoor arena. Yourcustomers will love to entertainoutdoors with its intricateporcelain-tile–top table.Alumicast® chairs featurelovely, scrolled back detailingand comfortable, earthy,caramel-colored cushions.Willowbrook offers all of thepieces that your customers willbe looking for to enjoy theoutdoor room fully. Contact:www.agiousa.com.Circle Reader Service No. 117

Chopping Block Bull Outdoor’s chopping block is designed to fit in

the same cutout as the company’s current single sideburner. This makes it easy for the contractor,installer, and designer. This item is built from304 stainless steel and includes a cover. Thechopping block and its housing can double asan ice chest for small sodas or other favoritebeverages. Contact: (800) 521-2855 orwww.bullbbq.com.Circle Reader Service No. 118

Island SeriesRedesigned for even bigger impact in

a small space, the Island series byCalifornia Outdoor Concepts steps it up;now at 24 inches tall—and with side-dooraccess to the propane tank—the Islanddelivers on its promise to spice up youroutdoors. Hot colors are still the rage inhome fashion, and the series is offered inlime green, burnt orange, and deep blue,along with standard colors (sage, adobe,chocolate brown, and black).Complemented by glass in 11 colors or bygas logs, the fire will take center stage inany size. Contact:www.californiaoutdoorconcepts.com.Circle Reader Service No. 119




http://www.agiousa.com


http://www.californiaoutdoorconcepts.com

http://www.woodmaster.com


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Cedar Twin Ponds Bench SetCreate an outdoor sitting area with plenty of space for meals,

drinks, projects, books, and magazines. This coordinating collectionincludes a comfortable, deep seated, 5-foot garden bench; a sturdycoffee table; and a matching end table. Each piece of thishigh-quality set is handcrafted from western red cedar in the UnitedStates. Contact: (724) 444-5361 or www.creekvinedesigns.com.Circle Reader Service No. 120

Planet BarbecueSpice Rubs andPastes

This hot new product line from StevenRaichlen features four explosivelyflavorful spice pastes (from Colombia,Morocco, Malaysia, and Jamaica) and fivebold spice-rub blends (from North Africa,Spain, Morocco, Argentina, and Germany).Raichlen spent years on the world’sbarbecue trail, documenting the live-fireculinary traditions of cultures around theplanet. The spice rubs and marinadepastes are an extension of Raichlen’sbestselling cookbook, “Planet Barbecue,”published in 2010 by WorkmanPublishing. Suggested retail prices for the

spice rubs and pastes are $6.99 and $9.99, respectively. Contact: (800) 521-0505,www.companion-group.com, or [email protected] Reader Service No. 121

Tradewinds Hemingway had the right idea—and so does

California Outdoor Concepts. The Tradewinds seriesreally has that romantic air. Deep-mahoganyresin-bamboo shafts and an extremely realisticbasketweave background set these firepits apartfrom all the rest. Multiple units, in sizes from chat tobar height, will wrap your outdoor-living area incasual sophistication. Marry that deep mahoganywith sea-green granite and you could just aboutmove it into the living room. With two other granitecolors—and the availability of multifunctionalaccessories (for dining, for chilling, and for heatingthings up)—there are endless possibilities to ponder.Contact: www.californiaoutdoorconcepts.com.Circle Reader Service No. 122

The Finley Island

The Finley Island offers all you can desire in anoutdoor-cooking cabinet in a compact, sleekdesign. The single drawer is the perfect place tocollect your spices, sauces, or grilling utensils.Underneath the drawer is a larger storage areaperfect for all those necessary bags of charcoal.Additional storage underneath the grill ensuresthat all your cooking accessories can find a clean,dry home within easy reach. The Finley also sportsan umbrella insert for those hot summer days. Thiscabinet has two swiveling casters and two rigidcasters, ensuring that your cabinet goes whereveryou need it to go. Contact: (800) 624-6512 orwww.selectoutdoorkitchens.com. Circle Reader Service No. 123


http://www.creekvinedesigns.com



http://www.californiaoutdoorconcepts.com

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Christmas Trees Can Help Green Your Bottom LineThe number of Christmas trees that decorate homes and untold other locations during the holidays is truly staggering. As a retailer, you

don’t have to sell Christmas trees to benefit financially from this favorite holiday tradition. This year, a new product from DiversiTech,called the Christmas Tree Stand MAT™, is going to solve one of the problems that holiday enthusiasts have wrestled with for years: how tokeep the tree fresh, moist, and green for a number of weeks while avoiding water-stained floors or carpets from constant watering. This30-inch, lightweight, long-lasting round tree-stand mat is something that no tree owner can afford to be without. Its suggested retailprice is $16.95 to $19.95. You will love the generous margins (50-plus points). Contact: (866) 474-5572 or www.grillpad.com.Circle Reader Service No. 124

Foligno byDomusVentures

The new Foligno group fromDomus Ventures includes bothseating and dining, and all piecesare stackable and can be usedwith or without seat pads.Contact: (800) 888-5293,www.domusventures.com, [email protected]. Circle Reader Service No. 125

New Wickford From DimplexThe new Wickford media console from Dimplex North America solves that predicament of modern living: the conflict over a

room’s focal point. How does one accommodate the new flat-screen television and the fireplace in the same space, but not havethem competing for attention? LCD and plasma receivers are the only viable television choices these days; they require awall-mount system or stand for comfortable and safe viewing and also demand lots of storage in close proximity for electronicequipment and media. The Wickford media-console fireplace provides consumers with an attractive and practical solution toboth the focus-of-attention dilemma and the television-placement and storage issues by combining a state-of-the-art fireplacewith a commanding media console. Contact: (800) 668-6663 or www.dimplex.com.Circle Reader Service No. 126

The Next Revolution in Grilling. Other than size and color, Kamado grills have remained

essentially unchanged for over 40 years; until now.

Our engineering team used the advantages of the

ceramic grill as a starting point, then added a generous

blend of innovative design and the latest technology.

The result is a Kamado grill unlike anything available;

until today.

The Pro Joe by Kamado Joe carries a larger cooking

diameter, higher thermal retention, more precise

temperature control, and an ergonomic and aesthetic

design that maximizes efficiency and makes this grill a

true work of art.

Become a Dealer at: KAMADOJOE.COM 2011 Vesta Award Winner

As Much a Trophy as it is a Grill.


http://www.grillpad.com

http://www.domusventures.com


http://www.dimplex.com

http://www.kamadojoe.com


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humidity to the grill, can make such a big difference. MoistlyGrilled® is a two-piece, cast-iron vessel with a vented lid thatgoes into the grill and holds water–or any other flavoredliquid–to add humidity to the grilling environment while foodcooks. The result is succulence defined: quite simply thejuiciest, most flavorful grilled meat you’ve ever experienced.Contact: (800) 521-0505, www.companion-group.com, [email protected] Reader Service No. 127

Grand Terrace FirepitGensun Casual Living has added a

firepit to the popular Grand Terracecollection. This collection representselegant design with exceptional value. Thenew 54-inch firepit features fullcast-aluminum construction, a copperbowl, a firescreen, a poker, and a fire grate,and it is available in 11 frame finishes.Copper bowls are also available separatelyfor use as beverage coolers during thosewonderful summer days. Contact: www.gensuncasual.com.Circle Reader Service No. 128

ThatchGaltech’s faux tiki thatch has been a

perennial best seller for several years. Therealistic-looking polypropylene thatch canopyis featured with Galtech’s exclusivehandpainted-bamboo aluminum autotiltumbrella frame. Contact: (805) 376-1060 orwww.galtechcorp.com.Circle Reader Service No. 129





http://www.galtechcorp.com


ENERVEXENERVEX is introducing a loaner

program for local home shows to helpintroduce the chimney fan to yourcustomers. It is absolutely free to use, andthe company even takes care of theshipping charges. Included in this uniqueloaner program are a chimney fan, a modelchimney, a press release for local media,and a poster. Contact: (800) 255-2923,[email protected], orwww.chimneyfans.com.Circle Reader Service No. 130

FireviewElmira Stove Works’ Fireview

wood-burning cookstove features antiquestyling, a viewing window for monitoringand enjoyment, high-efficiencysecondary-burn technology, and a spacious3–cubic-foot oven. Optional autoignitionpropane burners can run off the barbecue

tank. National advertising support andprotected dealer territories are available.The model shown has an MSRP of $4,995.Contact: (800) 295-8498 orwww.ElmiraStoveWorks.com.Circle Reader Service No. 131



Cuisinart Petit Gourmet Portable Tabletop Gas Grill

Get great grilled flavor every day from this compact, high-performancegrill. Its small format can be put almost anywhere for ultimate convenience.Although the grill is compact, its 145–square-inch cooking grate is largeenough to cook most family meals: eight steaks, eight hamburgers, six to 10chicken breasts, or over 4 pounds of fish. This 5,500-Btu grill heats up veryquickly, and it uses far less gas than a full-sized grill. Best of all, with itsgreat portability features, this grill can cook your meals wherever yougo—the beach, the game, the campsite—anywhere. Folding legs, a grill-lidlatch, a generous carrying handle, and the spill-resistant drip tray allenhance portability. Visit Cuisinart at the National Hardware Show in LasVegas, Nevada, at booth #10437. Contact: Sean Carr at (617) 467-6390,[email protected], or www.cuisinartgrilling.com.Circle Reader Service No. 132


http://www.chimneyfans.com

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M&G DuraVent has added a new direct-ventco-linear kit, featuring a new decorative cap design, toits offerings. The 4 by 6 5/8-inch Prairie cap, paintedblack, includes built-in wind baffles and has beentested for high performance under high-windconditions. Available aluminum flex diameters are 3and 4 inches, both in 30-foot lengths. Contact: (800)835-4429 or www.duravent.com.Circle Reader Service No. 133

HamptonsSummer StripeDeluxe CushionedDouble Swing

Classic and contemporary cometogether here in one of the most ampledouble swings available. The curvy,polished white-oak frame supports apillowy seat of cottony-soft, all-weatherDuraCord® fabric sandwiching a lavish layer of polyester fiberfill batting. The fabric, part of theHatteras Hammocks® Mariner collection, features bold stripes in alternating blues, golds, andwhites—seemingly lifted straight from some nautical flag flapping atop the bow of an ocean-boundyacht. Vinyl-coated steel cables bolster strength and add a distinctly modern, artful flourish. Contact:(800) 334-1078 or www.thehammocksource.com.Circle Reader Service No. 134

Looking for Qualifi ed Dealers and Sales Representatives

Made in the

USAwww.hearthlandproducts.com888-883-2260


A Hot Add-on for Retailers

The common denominator ofpopular-priced gas barbecuegrills and high-end

solid-stainless models is the worry over stains, drips, and greaseand what they can do to a deck, dock, porch, patio, or poolsurround. DiversiTech has introduced The Gas Grill Splatter Mat™

to give the customer real, low-cost relief from a high-ticketpotential problem; in the process, DiversiTech has given retailersan easy, high-margin add-on sales item. Made in the UnitedStates, The Gas Grill Splatter Mat protects the surfaces under gasgrills, covers existing stains, and is easy to clean. It is alsoreversible, and it will not harm composite decking. The standard30x48-inch size enables it to fit under most gas grills on themarket. Contact: (866) 474-5572 or www.grillpad.com.Circle Reader Service No. 135

Sunbrella HighPoint FabricCollection Expands

Sunbrella has added six fabric groups toits High Point collection, with 30 new stylesthat are available to customers as cut yardagefor integration into existing Sunbrellaofferings. Each group is highlighted by agraphic pattern with a wide range of stripes,textures, and new colorways in traditionalsolid fabrics. The entire collection coordinateswith the Sunbrella awning fabric collection,allowing customers to offer a cohesive lookfor outdoor living. Contact:www.sunbrella.com.Circle Reader Service No. 136

LED Galtech’s LED autotilt umbrellas

provide the perfect blend of daytimeshade and nighttime fun. Theon-board LEDs provide a soft amberglow that repels insects and blendsin naturally with surroundinglandscape lighting. Contact: (805)376-1060 or www.galtechcorp.com.Circle Reader Service No. 137

http://www.duravent.com

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Grand TerraceGeo Table

The 72x102-inch Geo table from GensunCasual Living accommodates 10 to 12guests for those wonderful gatheringsunder the sun or the stars. The tablefurther enhances the beautifully detailedand popular Grand Terrace collection.Grand Terrace features 49 differentfurniture pieces to decorate any outdoor

room in beautiful distinction. Over 280fabrics and 11 frame finishes are availablefor additional design customization.Contact: www.gensuncasual.com.Circle Reader Service No. 138

Rustic Timbers byHargrove

Rustic Timbers™ is the latest offering inHargrove’s Vesta Award-winning Radiant Heatvented log series. Rustic Timbers further refinesthe company’s Radiant Riser™ technology, givingradiant-heating efficiency comparable to that of avent-free log set while retaining the beauty andrealism found only in Hargrove vented gaslogs. Hargrove’s innovative new molding processreproduces the intricate textures of nature inceramic fiber, creating a warm and inviting glowin the heart of the log set, with all the detail ofHargrove’s traditional refractory log sets. RusticTimbers works with standard Hargrove ventedburner systems, and is available in 21-inchthrough 36-inch sizes and in see-throughconfigurations. Contact: (800) 725-4166 orwww.hargrovegaslogs.com.Circle Reader Service No. 139



Heat & Glo’s Metro 32The Metro 32 is an affordable, modern-style, direct-vent gas

fireplace. It has the simple lines and seamless presentation that manyhomeowners are looking for today, and is available as both asee-through and a single-sided fireplace. Designed to fit into smallerliving spaces, the Metro has a shallow footprint for easy placement. It isequipped with a porcelain-interior firebox, and there are several choicesfor rich finish colors for the front. Homeowners can also choose fromfour cool custom media options. The Metro requires little space, hasmany options, and can fit into almost any living space—all at a pricepoint that your customers will appreciate. Contact: www.heatnglo.com. Circle Reader Service No. 140



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Refractory PanelsHargrove Premium Products has introduced a new series

of replacement refractory panels. Multiple sizes areavailable, and panels can be cut to fit sizing requirements.Each panel is steel and fiber reinforced. Some models areavailable for UPS shipment. Contact: (800) 725-4166,www.hargrovegaslogs.com, or [email protected] Reader Service No. 143

Cuisinart All FoodsPortable Gas Grill

The Cuisinart All Foods gas grill is a versatile cookingsystem that expertly grills fine foods. Solid grillingperformance is provided by a 12,000-Btu stainless-steel

loop burner, a heat-distributingpanel, and aporcelain-enamel–coatedcast-iron cooking grate. The grillis compact in size, making it idealfor smaller yards and patios.Despite its small size, it is morethan large enough to cook mealsregularly for your whole family.For grilling on the go, featuressuch as folding stainless-steelside shelves and two largecarrying handles make itconvenient to carry to the game

or beach. Features include a precision temperature gauge, the Cuisinart Twist Startignition system, and a removable drip tray. The grill comes equipped to use 16- or14.1-ounce portable LP bottles. Visit Cuisinart at the National Hardware Show in LasVegas, Nevada, at booth #10437. Contact: Sean Carr at (617) 467-6390,[email protected], or www.cuisinartgrilling.com.Circle Reader Service No. 144

Royal RedStripe LargeQuiltedHammock

Part of the new HatterasHammocks® Equestriancollection, the simple, elegantfabric pattern is based in rich,royal red, recalling an old-time jockey’s vest on race day. Woven from the surprisingly softoutdoor fabric DuraCord®, the royal red stripe large quilted hammock resists staining,fading, rotting, mold, and mildew. The spreader bars are richly grained South Americancumaru, among the hardest, most durable woods on earth; hanging hardware iszinc-plated steel. The hammock body measures 55x82 inches, and its total length is 13feet. Contact: (800) 334-1078 or www.thehammocksource.com.Circle Reader Service No. 145

NorthstarNorthstar retro-styled appliances from Elmira Stove Works are

great for kitchens, recreation rooms, and cottages. The Northstar lineincludes refrigerators, ranges, microwaves, range hoods, anddishwashers. They are available in nine colors, plus infinite customcolors. For the model shown, with an optional keg system, the MSRPis $3,995. National advertising support and protected dealerterritories are available. Contact: (800) 295-8498 orwww.ElmiraStoveWorks.com.Circle Reader Service No. 141

Fireplace DraftDamperSystem(FDDS)

The environmentally friendly ENERVEX FDDS is the firstcompletely automated draft-and-damper system for use with gasfireplaces. The FDDS quietly manages a perfect draft andprevents excess heat from escaping through the chimney whenthe fireplace is not in use. It eliminates the need for glass doors,opening up many new design options while allowing for a largerview area of the fire and a more natural look. The system consistsof the RS chimney fan, the mechanical fireplace damper (MFD),and the ADC 100 control. Contact: (800) 255-2923,www.chimneyfans.com, or [email protected]. Circle Reader Service No. 142

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Custom Flex and Custom KitsThere is always a

flexible solution withDuraVent’s DuraFlexcustom lengths andcustom kits. Chooseexactly the length of flexneeded from fourdifferent stainless-steel flex products: DuraFlex Pro, DuraFlex SW, DuraFlex 316, and DuraFlex 304(minimum order of 10 feet). Custom ovalization is available, too. Then, add exactly the components neededto complete a kit. Contact: (800) 835-4429 or www.duravent.com.Circle Reader Service No. 146

Harman Oakleaf Wood Stove

Ideal for smaller spaces, the Harman Oakleaf wood stoveis compact and convenient. With Harman’s exclusive Firedometechnology, the Oakleaf is highly efficient, producing longburn times and steady, even heat. The top-load feature meansthat it’s easy to add wood, and the stove will hold more woodthan other stoves of the same size. It also has an optionalstainless-steel cooking grill that’s easy to remove and clean.The Oakleaf is easy to maintain and has a large ash pan,which means less frequent emptying. With high-qualitycastings, it is available in three finish colors. The HarmanOakleaf brings warmth and comfort to any room. Contact:www.harmanstoves.com. Circle Reader Service No. 147

Adirondack Made from Highwood’s

next-generation syntheticwood material, theHighwood Adirondackcollection is stylish andfunctional. True year-roundperformance makes this theonly furniture set you haveto buy. Proudly handcraftedin the United States byAmish craftsmen, theAdirondack collection isultralow maintenance andboasts an amazing wood look without upkeep. Regardless of the weather, it never splits, rots, warps, orcracks. All items in the collection fold for convenient storage. Contact: [email protected] orwww.highwood-usa.com.Circle Reader Service No. 148

Hitzer 30-95 EZ-Flo Hopper StoveThe Hitzer 30-95 EZ-Flo hopper stove is an outstandingly efficient

and convenient heating source. With a 30-pound hopper, this stovehas extended long burns and produces over 60,000 Btu of evenlywarm temperatures. The advanced technology of a removable hopperis an added convenience of this top-choice stove. Like all Hitzerstoves, the 30-95 is thermostatically controlled, and it providesheating without electricity. With heating capabilities of up to 2,000square feet, the EZ-Flo meets your heating needs, as well asproviding beauty and charm for one’s home. The full-view fireboxwindow allows easy viewing that creates cozy, warm relaxation. Witha stove color to match your home, the Hitzer 30-95 will decorate yourhome, produce cost-efficient heat, and create a warm and soothingenvironment. Contact: (260) 589-8536 or www.hitzer.com.Circle Reader Service No. 149


Elmira’s unique vintage-styled appliance lines offer exclusive territories, national advertising support and excellent profi t potential. Choose

from Antique or retro-cool Northstar.

Looking for originality?

Adorned with nickel, brass, copper or chrome, each custom-built appliance is true to its era.

Models available in gas, electric, wood-burning or dual fuel.

Think outside the stainless steel box.

RANGES • COOKSTOVESRANGE HOODS • MICROWAVES

REFRIGERATORS • DISHWASHERS

ElmiraStoveWorks.com1 800 295 8498


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Ironhaus ScreensIronhaus is proud to introduce the new

addition of freestanding screens to itspopular fireplace-door line. Available inrectangular or arched shapes, and in all the

finishes and textures that your customerslove, this much-anticipated line is sure tobe a hit on your display floor. Screens areavailable in stock and customizable sizes.Call Ironhaus for pricing and details.Contact: (866) 880-0900 orwww.ironhaus.com. Circle Reader Service No. 151

Pro Joe byKamado Joe

Pro Joe hasthe largestcooking area,the highestthermalretention, moreprecisetemperaturecontrol,reengineeredergonomics,and an

exceptionalaesthetic design.Pro Joe is intended forplanned or existing outdoorkitchens. It is made in the United States; acart is optional. Contact: (678) 866-0642 orwww.kamadojoe.com.Circle Reader Service No. 152 Circle Reader Service No. 67

TrentonHomecrest Outdoor Living offers a variety of deep seating collections for 2011. Featured

here is the Trenton deep seating collection, which emphasizes unadorned, clean lines,evoking an Arts and Crafts aesthetic appeal. At home in any setting, the uncompromisingTrenton collection sets the stage for lively entertaining, fun, and games with the family, or arelaxed evening at home. This inviting setting features the Trenton motion chat chairs in theSedona finish. The comfortable cushions are done in the beautiful (and truly authenticlooking) ultra leather (color: Waylan). At the center of this serene setting is Homecrest’s castfirepit, also in Sedona. Contact: www.homecrest.com. Circle Reader Service No. 150


http://www.ironhaus.com



OutdoorDishwasherby KalamazooOutdoor

Kalamazoo Outdoor Gourmethas introduced the first outdoordishwasher specifically designedto work outside and withstand theharshness of the elements,featuring a unique wash systemdesigned to clean dishes thathave been sitting outdoors orpots and pans that have beenover the heat of a grill fire. Theoutdoor dishwasher was designedwith an extra-large tub to accommodate the special demands that come fromcooking and serving meals outdoors. Its adjustable-height, dual-rack system offersmaximum flexibility. At $4,990, the outdoor dishwasher will be available forpurchase in summer 2011 through the network of dealers carrying KalamazooOutdoor Gourmet equipment, from certified design professionals, or directly (at thecompany’s website). Contact: www.kalamazoogourmet.com. Circle Reader Service No. 156

Kamado JoeRib Rack

Kamado Joe’s durable rib rackallows you to cook more ribs byplacing the ribs vertically intoyour grill. You can also placeother cuts of meat, such aschicken pieces or pork chops, inthe rib rack. It is made of 304 stainless steel for years of use and easy cleanup.Contact: (678) 866-0642 or www.kamadojoe.com.Circle Reader Service No. 157

Security Chimneys BIS Ultima CFWith either a clean-face style or traditional louver option, the BIS Ultima™ CF

wood-burning fireplace from Security Chimneys™ offers large rectangular doorsand is designed to fit any contemporary or traditional interior. The latest entry in theBIS family features unique, all-in-one, double air-combustion control to helpmanage wood combustion and allows faster ignition. Learn more about theaesthetic and operating features of this EPA-certified, 86.6% efficiency-ratedfireplace at the company’s website. Contact: www.securitychimneys.com.Circle Reader Service No. 158

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LegendaryHomecrest has introduced Legendary, where classic old-world styling blends

beautifully with today’s modern flair. Steel’s strength and weight have neverlooked better on a chair. Hammered arms, square stock, and twistedstyling—coupled with Homecrest’s patented butterfly sling—make the Legendarycollection by Homecrest the ultimate in craftsmanship, comfort, and style.Contact: www.homecrest.com.Circle Reader Service No. 153

Hitzer StokerCoal Stove Model 608

The Hitzer Stoker coal stove model 608is a superior-quality product that yourcustomers will love. Its features include aBtu range of 7,000 to 90,000, an integratedCoal-Trol thermostatic-control combustionair system, the ability to hold up to 90pounds of coal, cast-iron doors, pewter orgold accents, double-wall construction, a2-inch rear clearance and 4-inch sideclearances, a 320-cfm circulation fan, and agalvanized-steel hopper (optional). EveryHitzer heating system is carefully handbuiltby Amish craftsmen. Only the finest materials areused, and no shortcuts are taken. Each systemprovides efficient burning with effectiveconsumption of secondary gases. The result:more heat with less fuel consumed. Contact:(260) 589-8536 or www.hitzer.com.Circle Reader Service No. 154

H SeriesThe H series hybrid unit

features heavy-duty, combined stainless-steeland cast-aluminum end-caphead construction. The burnersand cooking grid are ofcommercial-quality cast-iron

construction. The Fire Maxx ignition system istruly amazing. The units are fully assembled;just attach the side shelves, hook upthe natural gas or propane, and you are readyto rock. The units are in stock and ready toship for spring. They are sold to and throughindependent dealers only. Contact: GeorgeSpeicher or Pete Arnold at(949) 474-3070 orwww.aeigrillsandheaters.com. Circle Reader Service No. 155


http://www.kalamazoogourmet.com


http://www.securitychimneys.com




TrinidadTrinidad masters the art of graceful living

with double-faced cane sides, arms, andbacks that add an unmistakable sense ofstyle and casual elegance. The rich,kona-colored all-weather woven resin is fullof character and warmth. Trinidad cushionsare available in a wide range of fabrics,allowing clients to personalize theirselections. A sofa, a love seat, an adjustablechaise, an oversized chaise, and diningpieces are available to round out thisdistinctive collection. Contact:www.mallinfurniture.com.Circle Reader Service No. 159

®



BerkshireCreate a timeless look in any

backyard with NorthCape’s newBerkshire collection. Berkshirefeatures a handwoven, thick, richcappuccino weave, with elegantlyshaped arms that will add textureto your porch, deck, or patio. Thesophisticated open-weave sidesand back create style and comfortfor lasting enjoyment throughoutthe summer. Berkshire offers manypieces in this collection, includingplush deep seating, swivel gliders,and dining options. Contact:www.northcapeinternational.com. Circle Reader Service No. 160

Valor LedgeBalancing seamless design with crisp profiles, the Ledge features a

beautiful collection of three complementary finishes. Available inblack, brushed nickel, and artisan patina, the Ledge is the company’slatest addition to the highly successful Portrait series gas-fireplacefamily. Contact: www.valorfireplaces.com. Circle Reader Service No. 161


http://www.northcapeinternational.com


http://www.rhpeterson.com

RH Peterson’s Outdoor CampfyreRH Peterson’s Outdoor Campfyre is ready to use right out of the box, or you

can use your creativity to design a custom firepit. Available in assorted shapesand sizes—and with remote or manual operation—it uses LP or natural gas(70,000 to 120,000 Btu). Complete your firepit with Beachwood logs, river rocks,coals, or 30 different Fyre Glass and Fyre Gems colors. Contact: (800) 332-3973or www.rhpeterson.com.Circle Reader Service No. 164

Prestige Pro 600 SeriesThe new

Napoleon®

Prestige Pro™

600 seriescomes loadedwith all thetoys neededfor completeoutdoorentertaining.Among itsfeatures areup to 1,062square inchesof totalcooking space,up to 95,000 Btu, 3/8-inch stainless-steel WAVE™ rod cooking grids, a deluxehigh top, a space-saving roll-top lid with chrome trim accents and handle, anattractive pedestal base with concealed casters, electronic ignition for easystarting, a ceramic infrared SIZZLE ZONE™ integrated side burner, an enclosedice bucket and cutting board, an infrared rear rotisserie burner, and more.Contact: (877) 588-2220 or www.nacdealers.com.Circle Reader Service No. 165

LuciaThe Lucia

collection is atransitionalwicker collectionthat wasdesigned withthe traditionalwicker chair inmind. Lucia iscomposed ofall-weatherwoven resin onan all-aluminumframe withcomfortable, plush cushions that accent the elegance and timelessness of thisnew collection. The Lucia collection includes a sofa, a love seat, a chaise, anoversized chaise, a coffee table, and dining pieces. Contact:www.mallinfurniture.com. Circle Reader Service No. 166

MLW Stone, L.L.C.,Introduces StacKIT Natural Stacked-stoneFireplaceKits

This new product has thelook and workmanship ofauthentic, natural stacked stone.Integrated with today’s innovativetechnology, it reduces significantlythe cost of installation. Most naturalstacked-stone fireplaces are cut andinstalled in individual pieces—butStacKIT surrounds areprefabricated into panels thatare cut to standardfireplace-kit sizes and can beinstalled in minutes, justas you would install amarble or granitesurround. These kits arestocked in MLW’s threestandard sizes and includea header, two legs, a riser,and a three-piece hearth;6x24-inch interlockingpanels, complete withcorner pieces, are alsoavailable to accommodateraised hearths and wallapplications. The productis available in two colors:Carden gold andmulticolor. Contact: (800)477-7665 Ext. 127 orwww.mlwstone.com.Circle Reader Service No. 162

Dave Lennox Signature CollectionEstate Series

The new Dave Lennox Signature™ collection Estate™ series by LennoxHearth Products features a spectacular 50x36-inch wood-burning fireplace asits flagship. One of the largest wood-burning units available on the market, itmakes a grand statement for custom builders and the homes of their clientele.Newly designed brick-patterned liners with large grout lines and exquisitedetailing replicate the look of hand-laid brick, and a high dome design ensuresthat smoke is drawn out of the room. Easily converted to be ready for gas logs,if so desired, the fireplaces are also available in 36- and 42-inch widths.Contact: www.lennox.com.Circle Reader Service No. 163

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ValorWindsorArch

The Windsor Archevokes an era whenthe art of castfireplace surroundsflourished and anopen fire warmedevery room.Handcrafted castingshighlight exquisite

detail and beautiful craftsmanship. The Windsor Arch is available in two finishes:handpolished chrome or all black. Contact: www.valorfireplaces.com. Circle Reader Service No. 167

Montrachet Collectionby OW Lee

French renaissance sophistication and antebellumcharm merge beautifully in the 100% handcraftedaluminum Montrachet collection. The Montrachetcollection uses unique detailing applications such as ahexagonal extrusion, a fluted bar on the arms, andarched castings in the back and sides to create distinctdetails taken directly from European renaissance style.Handforged wrought aluminum—coupled withcomfortable pillow cushioning—creates a collection ofexceptional comfort and beauty. High-quality T6061aluminum alloy, used throughout the entire frame,enables Montrachet to withstand any climate. Contact:(800) 776-9533 or www.owlee.com.Circle Reader Service No. 168

Grill Mat

Modern Home Products Corp. is now offering a grillmat made of 100% recycled materials. Made in theUnited States, this sturdy mat protects patios anddecks, is vented to help prevent mold and mildew, andis UL 94 HB burn-test approved. The mat is relativelymaintenance free and can be easily cleaned with soapand water. Available in two sizes, 42x30 inches and60x30 inches, the mat also comes with a limited lifetimewarranty. Contact: www.modernhomeproducts.com.Circle Reader Service No. 169

New Garden Pavilion by Treasure Garden

This introduction is in perfect timing with the megatrend of outdoor rooms. TreasureGarden’s 12x12-foot square pavilion has all-aluminum construction, an awning-grade fabrictop, decorative corner draperies with tiebacks, and three choices of fabric side walls, aswell as several other innovative and exclusive features. It’s smart, solid, and sophisticated.Shown is the GP12120 in the bronze finish. Contact: [email protected] orwww.treasuregarden.com.Circle Reader Service No. 170





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Phoenix Charcoal GrillProFire Grills, a division of Modern Home Products Corp., has released the

new Phoenix charcoal grill. This innovative new design combines high-qualityconstruction with unique temperature controls, including independentlyadjustable dual charcoal trays and upper and lower vents that can be fullyopened for searing or partially closed for slow cooking. The vents can also becompletely closed to extinguish the fire–saving the charcoal. The grill’sheavy-duty construction is backed by a lifetime warranty. Contact:www.profiregrills.com.Circle Reader Service No. 171

Majestic Direct-vent Echelon WideView and See-Thru Series

A wide viewingarea (but compactdesign) lets youinstall this modelalmost anywhere.Bronze glassbeads, naturalstone, and anoptional driftwoodlog offer customersa modern interiorlook. Majesticoffers the onlylinear see-through fireplace on the market that can be installed between aninterior and exterior wall. Both models come standard with the exclusive TotalSignature Command™ system and touchscreen remote, plus interior lighting toshowcase the fireplace even when it’s not lit. Contact:www.majesticproducts.com.Circle Reader Service No. 172

SunBriteTV:Model4630HD

Your customers can nowenjoy quality outdoortelevision viewing in theirbackyards with SunBriteTV’snew model 4630HD, a46-inch, full-HD (1080p),all-weather, outdoor LCD

television that is designed for permanent outdoor installation. Model 4630HD isengineered with an outdoor-rated ASA plastic resin exterior that protects theinternal television components from rain, dirt, insects, and extreme temperatureranges. Built into the exterior are 20-watt speakers and an antireflective, impact-and scratch-resistant window that protects the LCD screen. Contact: (866)357-8688 or www.sunbritetv.com.Circle Reader Service No. 173


WHD31 Wall-hanging Gas FireplaceThe WHD31 Plazmafire™ is a modern gas fireplace that simply hangs on your

wall. Ideal for modern and contemporary rooms, Napoleon’s WHD31 Plazmafirefeatures easy installation, plus all of the conveniences of a gas fireplace. It offersvirtually endless installation possibilities; installing it is almost as easy as hanginga picture on the wall. With an impressive 30x15-inch viewing area and an output of20,000 Btu, Napoleon’s Plazmafire is a great addition to the company’s modernfireplace collection. Contact: (800) 461-5581 or www.napoleonfireplaces.com.Circle Reader Service No. 174

MalibuGrande

Malibu Grande is a newaddition to thealready-successful Malibucollection. Malibu Grande’screscent-shaped sofa andwedge-shaped end tablecan be arranged bythemselves or with piecesfrom the Malibu collection,in a variety of differentconfigurations. Choose from the high coffee table (which features an umbrellahole) or the oversized circular ottoman as the Malibu Grande centerpiece. MalibuGrande has a lightweight aluminum frame; durable, UV-protected polyethylenewoven resin; and plush deep seating for added comfort. Influenced by a richchocolate texture, the Java flat-weave style and unparalleled durability are perfectfor the Malibu Grande collection. Pictured in orange and wheat hues from thecompany’s newly expanded fabric library of over 150 textures and colors, MalibuGrande is sure to make a huge statement in your backyard retreat. Bring a freshnew approach to your outdoor room with NorthCape’s new Malibu Grandecollection. Contact: www.northcapeinternational.com. Circle Reader Service No. 175

SCHOTTROBAXMagic

SCHOTT ROBAX® Magicglass-ceramic panels aredesigned for use as a highlyresistant interior lining forstoves/fireplaces. Thematerial reflects the flames,providing a remarkable viewof the fire. The view will lasta lifetime because SCHOTT

ROBAX Magic is easy to clean, compared with conventional materials used insidecombustion chambers. Contact: (941) 831-2200 or www.schottrobax.com.Circle Reader Service No. 176

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Palazzo Collection by OW Lee

The Palazzo collection brings a sense of classicelegance to the most fashionable outdoor spaces.Using Grecian style as its inspiration, the Palazzocollection offers a transitional look while maintainingthe strength and durability of handcrafted wroughtiron. Palazzo’s details, including its understated finials,create a sense of casual elegance. Contact: (800)776-9533 or www.owlee.com.Circle Reader Service No. 177

Phifer SheerWeaveLook to Phifer SheerWeave interior

sun-control fabrics infused with Microban®

antimicrobial product protection for anadditional level of cleanliness protection.Built into the shade during themanufacturing process, Microban protectionhelps prevent the growth of stain- andodor-causing bacteria, mold, and mildew thatcan damage the shade. SheerWeave isavailable in a variety of weaves and colors.Contact: (800) 633-5955 or www.phifer.com.Circle Reader Service No. 178

FlorenceSectionalLoungingCollection

Outdoor Lifestyle’sFlorence collection iscrafted in A356aluminum and offers anarmchair, a swivelrocker, a swivelbarstool, a stationary barstool (both available in balcony height), and a love seat. Piecesoffer the company’s 15-year limited warranty on frames and a five-year limited warrantyon paint finishes in residential use. Contact: www.olfurniture.com.Circle Reader Service No. 179

Dartmoor CollectionThe Dartmoor collection is

handsome and sturdy, with subtledesign features adding asurprising sophisticated look. Twobar tables measuring 28 incheswide allow for easy conversationand closeness while providingspace for four to twelve people.Seating is available in a backlessbarstool and bar chair. Both havean ample and sturdy footrest foradded comfort. The entireDartmoor collection is available infinishes of natural shorea woodand stained shorea wood (in brownumber). Contact: (877) 866-3331 orwww.oxfordgarden.com.Circle Reader Service No. 180

Seville CollectionThe Seville collection features a formal dining set for

2011 with sleek lines and crisp angles of aluminumcomplemented by large, handwoven-aluminum backs. Thesingle-cushion seat style provides the formal touch for atransitional design. Hand-applied detailing adds adesigner look to the weather-resistant powder-coat finish.Stationary and rocker seating are available for the set.Contact: (954) 735-9800 or www.pridefamilybrands.com.Circle Reader Service No. 181




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Real-Fyre’s New G21 Contemporary Burner

Light up indoor andoutdoor rooms withReal-Fyre’s new G21contemporary burner. Itfeatures polished-stainlessconstruction, a remote-readyvalve system, andvented/vent-free certification,and it is specially engineeredfor glass and gems. Dazzlingwith Fyre Glass or Fyre Gems,the burner is available in 18-,24-, and 30-inch sizes.Contact: (800) 332-3973 orwww.rhpeterson.com.Circle Reader Service No. 182

UltimateONEUltimateONE offers the latest technologies in factory-built chimney

design, providing superior performance, durability, and safety.UltimateONE’s inner liner and outer casting are constructed of

all-welded 304 stainless steel for superior strength andcorrosion resistance. Engineered with a web coupler

design using an inch of Superwool insulation thatmakes contact at the seam, UltimateONE allows

for pipe expansion and eliminates cold-airinfiltration. Because UltimateONE is

locked together with a latch-typelocking band, no-tool

installations are quick, solid,and secure every time. Contact:(800) 433-6341 (United States)or (888) 735-5475 (Canada).Circle Reader Service No. 183

Monessen Direct-vent Belmont BLDV Series

Featuring a contemporaryclean-face design with no louvers,the Belmont series provides anexpansive viewing area. With avariety of interior options, includingtraditional logs, stones, or a glassburner; a black porcelain liner; and avariety of firebrick options, it’s theperfect addition to any room. Anoptional lighting kit allowsconsumers to enjoy the unit as ashowpiece all year long. In addition,the convenience of the exclusiveSignature Command™ systemcomes standard, providing safe andefficient operation. Contact:www.monessenhearth.com.Circle Reader Service No. 184

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Atmosfire Dry Wiper

SCHOTT Home Tech, a division ofSCHOTT North America, Inc., hasintroduced Atmosfire™ dry wiper, acleaning pad developed specificallyfor ROBAX® glass-ceramic viewingwindows in fireplaces and stoves.The ergonomically shaped sponge features a textured surface that istough enough to remove soot and dirt without using chemicalcleaning fluids or scratching the surface of the glass. SCHOTT workedwith Oscar Weil GmbH to develop, test, and approve the Atmosfire drywiper. Fireplace owners can clean cold ROBAX glass-ceramic panelsby wiping the dirty or sooty surface of the panel with the rough sideof the Atmosfire dry wiper. The sponge can then be cleaned andreused simply by knocking off the soot. Using the Atmosfire dry wiperbefore or after every fireplace or stove firing ensures a clear view of awarm and safe fire for years to come. Contact: (941) 831-2200 orwww.schottrobax.com.Circle Reader Service No. 185

Be a Leaderand Back It

WoodMaster’s Flex Fuel seriesoffers a money-back guarantee and13 years of proven reliability.Engineered using world-leadingtechnology with WoodMasterquality built right in, it offersefficiency levels of over 95% andthe ability to burn cordwood, woodpellets, and/or wood chips. Yourcustomers can choose the leastexpensive fuel and burn less ofit—guaranteed. Contact: WoodMaster.com.Circle Reader Service No. 186

BaxterTwin-Star’s Baxter, with

its handsome transitionalstyle, features a

combinedwine-storagecabinet, mediaconsole, andelectricfireplace in abeautifulempire cherryfinish. Themantel features

multiframe mitered left andright locking doors with smoked glass and

brushed-nickel pulls measuring 7.75 inches long. Storage on the leftside features a stemware rack and an adjustable wood shelf, whilethe right side stores 18 wine bottles in a dual-zone thermoelectriccooler. The Baxter is stunning from top to bottom, with a matchbookpattern crowning the cabinet and a sturdy box-style base thatfeatures a shadow-line accent. Contact: www.twinstarhome.com.Circle Reader Service No. 187


AERO MarketUmbrella

The ZipJack AERO market umbrellachanged the look of the classicmarket umbrella forever. Its patentedcanopy design gives the umbrelladistinctive styling, while crosswindsand updrafts pass right through thecanopy’s venting system. Easymaintenance enhances itsattractiveness. The ZipJack AEROmarket umbrella can help everyspecialty patio retailer stand outabove the crowd. Contact: (914)592-2000, www.zipjackumbrellas.com,or [email protected] Reader Service No. 188

SunBriteTV:Model 5510HDIn an effort to expand its marketreach, SunBriteTV recently intro-duced two new televisions to its all-weather outdoor-product line.SunBriteTV’s high-end introduction ismodel 5510HD, which sports a 55-inch, 1,080-pixel full HD LCD screenwith a refresh rate of 120 Hz. Thistelevision is ideal for homeowners

who are looking for home-theater–quality viewing in their outdoor spaces (see page 72 forSunBriteTV’s other new product). Contact: (866) 357-8688 or www.sunbritetv.com.Circle Reader Service No. 189

Team Grillin 2011

Make 2011 yourchampionship season with theTeam Grill. These high-endbarbecue grills, featuring thecolors and logos of yourfavorite sports teams, are nowin their third season. Thisunique product is now sold at500 retailers—but not atbig-box stores. For moreinformation on becoming aTeam Grill dealer, visit thecompany’s website. Contact:www.teamgrill.com/SELL.Circle Reader Service No. 190

South Terrace (All-weather)South Terrace is one of two debut collections for Biltmore®, the largest privately owned

residence in the United States, located in Asheville, North Carolina. Inspired by pieces ondisplay in the winter garden of Biltmore, South Terrace brings a distinctive sophistication to

this selection of all-weatherseating and dining options.Crafted with resin over analuminum frame with Viro®

weave, it is ideal for year-roundoutdoor use. Exposed,bamboo-inspired legs and aunique fretwork design draw theeye with this refined aesthetic.Contact: www.whitecraftinc.net.Circle Reader Service No. 191

Select Cutting Board

Select Outdoor Kitchens is pleased tooffer its newest product, Select cuttingboards, exclusively to dealers. Every cookneeds a great cutting board, and thecompany has developed one that willbecome your trusted sidekick in thekitchen or at the grill. The cutting boards are 12x18 inches, oval shaped, and available in 10colors. The material, approved by the Food and Drug Administration and the NationalScience Foundation, is the same material that you will find in the best restaurant kitchensin the United States. Each cutting board has an attractive depression to catch any cookingjuices. Cutting boards can be sold as is or customized with store logos. Contact: MikeMiller at [email protected] or www.selectoutdoorkitchens.com.Circle Reader Service No. 192

OceanMaster MAXManta

Inspired by the depths ofthe sea, TUUCI’s Ocean MasterMAX Manta creates anopen-air space that is tranquiland aesthetically pleasing. Itfeatures maximizedcomponents that increaseshade coverage and provideunparalleled durability. Thiscombination of beauty andfunction boasts an invitingshade escape. Contact: (305)634-5116 or www.tuuci.com.Circle Reader Service No. 193

WeatherReadyOutdoor Coversfor Fountains

Two Dogs Designs for Outdoor Livinghas introduced WeatherReady™ fountaincovers, featuring heavyweight polyester,double stitching, a PVC lining, andVelcro® tab closures on four sides. Foreven better protection against theelements, the fountain covers have Velcromidtie fasteners and elasticized bottoms.Representing good quality at a very goodprice, they are available in three sizes,and they come in black or khaki. Formore information, contact Two DogsDesigns for Outdoor Living. Contact:(866) 896-3644,[email protected], or www.twodogsdesigns.com.Circle Reader Service No. 194

VientoViento is one of eight new

collections that Summer Classics hasunveiled for 2011. Just as winds passover the earth in wave patterns, theViento arm curves to meet its leg.Viento (the Spanish word for wind) iscrafted in solid-aluminum stock with N-dura resin. This collection offers simplicity andsophistication with its clean lines and design details. Perfect for any outdoor space,whether small or large, the Viento collection includes a variety of dining and seatingoptions. In this collection, Summer Classics offers a rectangular dining table, as well as aunique hexagonal dining table. Both armchairs and side chairs are available, in addition tobarstools. The entire collection can be viewed at the Summer Classics website. Contact:www.summerclassics.com.Circle Reader Service No. 195


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Mercury Bed and Sun LoungeTUUCI’s Mercury bed and sun lounge is constructed with TUUCI’s

polished-titanium Armor-Wall™ aluminum frame and modularmarine-grade components. High-performance fabric cushions, bedcoverings, and sheer privacy curtains, all topped with shade, createthe ultimate in open-air relaxation. Contact: (305) 634-5116 orwww.tuuci.com.Circle Reader Service No. 196

Team Grilland MLBPlay Ball

Team Grill has introducedthe newest members of theTeam Grill MLB lineup.Joining the team for the 2011season are the Cubs, Mets,Phillies, and Cardinals. Theyjoin Team Grill’s already

formidable starting lineup, which includes the Red Sox and Yankees.For complete program information and to join the company’s team ofover 500 retailers, visit the company’s website. Contact:www.teamgrill.com/SELL. Circle Reader Service No. 197

Collar-tilt Umbrella byTreasure Garden

The elegant anddurable collar-tiltcollection fromTreasure Garden setsindustry standards forfashion and design.This premier collar-tiltstyle makes shade aseasy as rolling yourumbrella into place,twisting the collaronce the umbrella iscranked up, and tiltingthe canopy to obtaininfinite degrees of shade and comfort. Shown is the UM8004 DC7 inthe Firenze finish. Contact: [email protected] orwww.treasuregarden.com.Circle Reader Service No. 198

Taste thePotential

Achieve old-fashioned,smoky flavor and smokinghot profits with theWoodMaster pellet grill. It’seasy to envision the salespotential—and even easierwhen you get a bite of thetasty, wood-fired results. Addsizzle to your sales. Contact:WoodMasterPelletGrills.com.Circle Reader Service No. 199

SMART ERVEnergy-recoveryVentilator

SMART air & energy solutions™ is acollection of HVAC products designed toenhance comfort, improve indoor airquality, and save energy forhomeowners. Today, everyoneunderstands that we need to exploreoptions for saving energy—whileremaining comfortable in our homes.SMART air & energy solutions offersproducts designed to provide economicaloptions while maximizing comfort. The newest addition to the SMART product lineup is theSMART ERV energy-recovery ventilator. This unit provides a fresh-air supply andhumidity-control unit for residential housing. The unique poly wheel yields up to anindustry-leading 80% heat-recovery efficiency, and the twin variable-speed fans allow theinstaller to adjust airflow from 50 to 240 cfm—so the single unit can be adjusted for aresidence of almost any size. Contact: www.smartairandenergy.com.Circle Reader Service No. 200

Shade, Safety, and Fun, All in One

ZipJack Custom Umbrellas introducesa new line of patio umbrellas designed toprovide colorful, shaded play spaces foryoungsters. KidBrellas are a great way toprotect kids from the sun. KidBrellaseasily convert from table umbrella to playspace and feature bright, boldsilkscreened animal illustrations withextended side panels that provide extracoverage. Contact: (914) 592-2000,[email protected], or www.zipjack.com. Circle Reader Service No. 201

Klassic CharacterOutstanding good looks and classic style

are a standard with the Klassic wood-burningstove, designed by Bent Falk of Denmark andproduced by Wittus in the United States. Thiswell-crafted, multifunctional stove can be thehome’s best secondary heat source—and abaking and roasting oven, to boot. Themodern, EPA approved firebox canaccommodate logs of up to 24 inches, andthe self-cleaning glass door feature is abonus in every cook’s eye. Contact: (914)764-5679, [email protected], orwww.wittus.com.Circle Reader Service No. 202


Capel Rugs Names MarkJerdon Regional SalesManagerCapel Rugs (Troy, North Carolina) has namedMark Jerdon regional sales manager for its Mid-Atlantic territory. He brings more than 25years of experience in selling to dealers in theMid-Atlantic region to the position. During histenure, Jerdon has proven himself as a top-per-forming salesperson, establishing many benefi-cial connections with retailers.

Allen Robertson, vice president of sales,says, “Mark’s outstanding track record and highlevel of regard in the sales industry make hima valuable addition to the Capel team. We’reexcited to see the positive changes he willsurely bring to our retailers in the Northeast.”

Skyline Design Unveils NewChicago Showroom To establish a stronger presence in the casual-furniture Industry, Skyline Design NorthAmerica has opened a permanent showroomon the 15th floor of the Design Center at theMerchandise Mart in Chicago, Illinois. JudithCalzadilla, vice president of Skyline DesignNorth America, says that success at the ChicagoInternational Casual Furniture & AccessoriesMarket™ “is ultimately driven by great prod-ucts, and now, with a permanent presence, weare excited to showcase some of SkylineDesign’s innovative outdoor furniture.” Theshowroom manager is Dianna Gniadek, whocan be contacted at [email protected].

Groovystuff Partners WithAuburn UniversityGroovystuff (Dallas, Texas), the manufacturer ofunique home furnishings and accents pro-duced from reclaimed teak, has renewed itscommitment to young furniture designers bypartnering with Auburn University to offer aprogram for students. Sixteen students, includ-ing two graduate students from the College ofArchitecture, Design & Construction, will gainexposure to the home-furnishings industry byparticipating in a design project that givesthem real-world experience, a chance to earnroyalties on a successful design, and a reasonto choose the home-furnishings industry aftergraduation.

Chris Bruning, cofounder of Groovystuff,says, “We need to embrace these talentedyoung students from across the country andencourage them to seek a career in the home-furnishings industry.” Bruning adds that inorder to appeal to consumers from generationsX and Y, the industry needs designers whohave fresh, young perspectives.

Under the leadership of Professor Tin-ManLau, and with creative direction from ChrisBruning, the students have been challenged todesign (using sustainable manufacturing prac-tices) a residential indoor or outdoor home-decor accent, furniture, or lighting collectionthat refines the Groovystuff product line toattract a more modern and contemporary audi-ence represented by the Dick Idol celebritybrand; to submit presentation boards describingtheir inspirations for the products that they have

designed; and to create miniature models oftheir products for display at the April 2011 HighPoint Market and at the July AmericasMart® inAtlanta, Georgia.

The student whose design has the most popu-lar votes will be presented with a $500 cashreward. Groovystuff will then produce the stu-dent designs and determine the grand prize win-ner by measuring which student design gener-ates the most sales at the October 2011 HighPoint Market.

“In October, we will display the original draw-ings, along with the finished product, so buyerscan see the transformation of the concept into afully executed consumer product. We’ll ask thebuyers once again for their comments andvotes—but also for their orders. The final winningdesign will be the one with the top sales,”Bruning says. “That student will not only win a$1,000 cash prize and a permanent royalty on allfuture sales, but will also be included in the pres-tigious and celebrity-endorsed Dick Idol collec-tion of home furnishings.”

Federal Tax Credit Extended for All Morsø US Wood StovesWith all U.S. wood stove models qualified for theIRS consumer tax credit, Danish manufacturerMorsø and its large network of authorized deal-ers welcome the federal biomass tax-creditextension, which provides a 10% tax credit (upto $300) for the purchase of a new biomass heat-ing appliance in 2011.

Craig Shankster, Morsø US president, says,“The original tax credit and this recent exten-sion give an incentive to smart homeownerswho are adding energy-efficient zone heating orreplacing dated heating appliances sooner,rather than later, and have also helped spur thegreen-living trend.”

This tax-credit extension was part of the$858 billion tax package that President Obamasigned into law on December 17, 2010. Byextending this tax credit, Congress signaled itssupport of the renewable-fuel industry. The2011 federal biomass credit now includes a 10%consumer tax credit (up to $300) for the pur-chase of 75% efficient biomass-burning stoves(such as energy-efficient Morsø wood stoves orfireplace inserts).

For more information, visit www.morsona.comor call (866) 883-9619.

HD Expo to AttractThousands: May 18–20The Hospitality Design Exposition & Conference(HD Expo), to be held at the Sands Expo andConvention Center in Las Vegas, Nevada, onMay 18–20, is the premier event for the hospi-tality-design industry. With exciting competi-tions, idea-generating conference sessions,panel discussions, and special events focusedon having an impact on industry change, HDExpo will provide attendees with the tools tosucceed year-round in this ever-changing, ultra-competitive field.

Presented by Hospitality Design (HD) mag-azine and produced by The Hospitality DesignGroup, the show draws more than 7,000attendees each year to view the most innova-

tive products from more than 900 exhibitors,showcased in over 260,000 square feet.Products and new solutions range from acces-sories, artwork, bedding, electronics, furni-ture, and case goods to flooring, lighting,plumbing and bath fixtures, textiles, wall cov-erings, and window treatments. The tradeshow brings together interior designers, archi-tects, purchasing agents, hotel owners, andoperators, as well as other buyers, sellers, andhospitality-design influencers.

Wittus Selected to ImportBodart & Gonay HearthProductsWittus – Fire by Design was recently appointedto serve as the exclusive importer for theBodart & Gonay product line, previously man-aged by Lucky Distributing. The collectionincludes the Optifire 783 (currently availablewith flat or curved door options), and in thefuture, it will include a selection of new prod-ucts from the Bodart & Gonay collection thatare not currently available in the United States.

Bodart & Gonay, which has been in businessfor over 50 years, is a Belgian manufacturer oftop-quality wood- and gas-burning appliances.Bodart & Gonay’s latest developments combineaesthetic and technical performance with newproduct lines, delivering high power, high effi-ciency, and extremely low pollution. For moreinformation, visit www.wittus.com.

FifthroomMarkets.comLaunched as HoldingCompany of MultisiteMarketplace Concept With the launch of FifthroomMarkets.com,online retailing veteran Tim McTighe and hisPittsburgh, Pennsylvania, online-commercetechnology team have created the structure forthe latest initiative in consumer online market-places. By harnessing years of successful onlineretailing and the collective expertise of its teamof project advisors, FifthroomMarkets.com fea-tures five specialty shops that work together asa high-quality market district. Providing guid-ance in specific areas of expertise, these shopswill operate under one holding site and benefitfrom centralized customer service and orderfulfillment.

McTighe, owner of FifthroomMarkets andnumerous successful Internet-based retail sites(including CedarStore.com), says, “We believethat the online-shopping experience hasreached a point where it has to move beyondjust clicks and carts. We want to create a totalexperience that incorporates a unique, high-end, and specialized shopping experience.FifthroomMarkets.com has been created as anonline marketplace with shop sites featuringproducts for home, garden, and family living.”

While drawing upon the small-town market-place concept, FifthroomMarkets incorporates21st-century capabilities with a depth of prod-ucts. “We are poised to create dedicated spe-cialty-shop experiences through individualizedsites with the benefit of proven customer-service features across all six websites,”McTighe says.

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Advertiser Phone Website Page

AEI ..............................................(949) 474-3070 ..........www.aeigrillsandheaters.com..............67

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

Big Green Egg ..............................(770) 938-9394 ..........www.biggreenegg.com ....................41

Bull Outdoor Products ......................(800) 521-2855 ..........www.bullbbq.com ............................33

California Outdoor Concepts ............(877) 274-6773 ..........www.californiaoutdoorconcepts.com ....25

Companion Group..........................(800) 521-0505 ..........www.companion-group.com ..............55

DiversiTech ....................................(866) 474-5572 ..........www.diversitech.com ........................60

DuraVent........................................(800) 835-4429 ..........www.duravent.com ..........................65

Elmira Stove Works ........................(800) 295-8498 ..........www.elmirastoveworks.com ................66

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

ENERVEX ......................................(800) 255-2923 ..........www.chimneyfans.com ......................63

The Fulham Group ..........................(617) 467-6390 ..........www.cuisinartgrilling.com ..................73

Galtech International........................(805) 376-1060 ..........www.galtechcorp.com ......................79

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

Glen Raven/Sunbrella ....................(336) 221-2211 ..........www.sunbrella.com ..........................45

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

Hargrove Manufacturing ..................(800) 725-4166 ..........www.hargrovegaslogs.com ................30

Hearth & Home Technologies............(800) 669-4328 ..........www.hearthnhome.com ....................80

Hearthland Products ........................(888) 883-2260 ..........www.hearthlandproducts.com ............62

Highwood USA..............................(262) 501-2580 ..........www.highwood-usa.com....................61

Hitzer............................................(260) 589-8536 ..........www.hitzer.com ................................64

Homecrest ....................................(877) 599-4803 ..........www.homecrest.com ........................47

Infratech ........................................(800) 421-9455 ..........www.infratech-usa.com ......................11

Kamado Joe ..................................(678) 866-0642 ..........www.kamadojoe.com........................59

Lennox Hearth Products ....................(800) 9-LENNOX ..........www.lennox.com ................................3

Mallin Casual Furniture ....................(800) 251-6537 ..........www.mallinfurniture.com ....................39

Miles Industries ..............................(800) 468-2567 ..........www.valorfireplaces.com ..................29

MLW Stone ..................................(800) 477-7665 ..........www.mlwstone.com ..........................56

Modern Home Products ..................(888) 647-4745 ..........www.mhpgrills.com ..........................43

Monessen Hearth Systems ................(800) 867-0454 ..........www.majesticproducts.com ................27

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

NorthCape International ..................(708) 563-2890 ..........www.northcapeinternational.com ........15

Outdoor Lifestyle ............................(800) 294-4758 ..........www.olfurniture.com ..........................23

OW Lee........................................(800) 776-9533 ..........www.owlee.com ................................9

RH Peterson Company ....................(800) 332-0240 ..........www.rhpeterson.com ........................69

SCHOTT ROBAX ............................(914) 831-2200 ..........www.schottrobax.com........................17

Select Outdoor Kitchens ..................(800) 624-6512 ..........www.selectoutdoorkitchens.com ..........35

Selkirk Corp. ..................................(800) 992-8368 ..........www.selkirkcorp.com ........................53

SunBriteTV......................................(866) 357-8688 ..........www.sunbritetv.com ..........................51

Team Grill ......................................(978) 635-1800 ..........www.teamgrill.com............................71

Treasure Garden/Shademaker ..........(626) 814-0168 ..........www.treasuregarden.com ..................21

TUUCI ..........................................(305) 634-5116 ..........www.tuuci.com ..................................2

WoodMaster ................................(800) 932-3629 ..........www.woodmaster.com ......................57

ZipJack Custom Umbrellas ................(914) 592-2000 ..........www.zipjackumbrellas.com ................20

ad INDEX product profiles DIRECTORY

Company Page

303 Products ............................................................................................54AEI ....................................................................................................54, 68Agio ..................................................................................................54, 57Alfresco Home............................................................................................56Big Green Egg ....................................................................................54, 57Bull Outdoor Products ............................................................................52, 57California Outdoor Concepts ..................................................................57, 58Companion Group................................................................................58, 60Creekvine Designs ................................................................................56, 58Dimplex ....................................................................................................59DiversiTech ..........................................................................................59, 62Domus Ventures ..........................................................................................59DuraVent..............................................................................................62, 66Elmira Stove Works ..............................................................................61, 64Empire Comfort Systems ........................................................................52, 56ENERVEX ............................................................................................61, 64The Fulham Group ................................................................................61, 64Galtech International..............................................................................60, 62Gensun Casual Living ............................................................................60, 63Glen Raven/Sunbrella ..........................................................................52, 62The HammockSource ............................................................................62, 64Hargrove Manufacturing ........................................................................63, 64Hearth & Home Technologies..................................................................63, 66Hearthland Products ..............................................................................54, 56Highwood USA ..........................................................................................66Hitzer ................................................................................................66, 68Homecrest ..........................................................................................67, 68Infratech ..............................................................................................54, 56Ironhaus ....................................................................................................67Kalamazoo Outdoor Gourmet ......................................................................68Kamado Joe ........................................................................................67, 68Lennox Hearth Products ..........................................................................68, 70Mallin Casual Furniture ..........................................................................69, 70Miles Industries ....................................................................................69, 71MLW Stone ..............................................................................................70Modern Home Products ........................................................................71, 72Monessen Hearth Systems ......................................................................72, 74Napoleon Products................................................................................70, 72NorthCape International ........................................................................69, 72Outdoor Lifestyle ..................................................................................52, 73OW Lee..............................................................................................71, 73Oxford Garden ..........................................................................................73Phifer ........................................................................................................73Pride Family Brands ....................................................................................73RH Peterson Company ..........................................................................70, 74SCHOTT ROBAX ..................................................................................72, 74Select Outdoor Kitchens ........................................................................58, 75Selkirk Corp. ........................................................................................74, 76Summer Classics ........................................................................................75SunBriteTV ..........................................................................................72, 75Team Grill............................................................................................75, 76Treasure Garden/Shademaker ................................................................71, 76TUUCI ................................................................................................75, 76Twin-Star/ClassicFlame ................................................................................74Two Dogs Designs for Outdoor Living ............................................................75Whitecraft ................................................................................................75Wittus ......................................................................................................76WoodMaster ......................................................................................74, 76ZipJack Custom Umbrellas ......................................................................75, 76

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. March/April 2011, Vol 6, No 2 © 2011 Peninsula Media. All rights reserved. No part of this publication may be reproduced in any form without written permission from the publisher. POSTMASTER: Send addresschanges 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 theaccuracy of the materials presented in Patio & Hearth Products Report, they are not responsible for the correctness of the information and/or opinions expressed.




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Patio and Hearth Products Report - Mar/Apr 2011