Patio & Hearth Product Report September/October 2017 by Peninsula Media

ENVIRO

SKYLINE DESIGN

DELTA HEAT

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CASTELLE

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

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

BAYSIDE The transitional look of the Bayside Collection offers clean lines, woven elegance and bold cushioned comfort in the love seat as well as across all the deep seating and dining pieces.

From pure luxury aluminum to collaborations with all-weather wicker or Resin wood, designs for luxury outdoor living, affordably priced, are found in Elements by CASTELLE.

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DESIGN. QUALITY. COMFORT.

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contents

September/October 2017 • Volume 12, Number 5

74 82 Features GUEST EDITORIAL – IT’S YOUR WIN TO GET INVOLVED By Ingrid Schroeter

The chair of the Hearth, Patio & Barbecue Association reveals how the association’s resources benefit retailers, manufacturers, and consumers. 8 SPOTLIGHT – HOT HOUSING TREND By Greg Thompson

The choices in outdoor-kitchen products continue to expand as homeowners look for the latest ways to entertain and prepare food outside. 18 MARKETING MANEUVERS – SEEING IS BELIEVING By Kimberly Rodgers

Alluring accessories and seasonal products make this a destination shop for residents of Long Island.

26 HEARTH RETAILER – ON FIRE By Maura Keller

Wisconsin’s Elite Fireplace grows by staying on top of ever-evolving products and trends in the hearth industry. 30

OUTDOOR GRILLING – THE POWER OF PATIENCE By Cheryl Dangel Bartolini

First-time and repeat customers go to Grill & Hearth for the best products and accessories for outdoor cooking. 34 SHOWROOM SHOWCASE – A STELLAR STORE By Sharon Sanders

Patios Plus, with its design-savvy showroom and stylish merchandise, is one of the most successful retailers in the industry. 38 AS I SEE IT – OUTER SPACE By Sharon Sanders

Outdoor-furniture manufacturer Windward is revered for its high-quality products, comfortable designs, and competitive prices. 42 MY TURN – PRODUCT FOCUS By Sharon Sanders

78 INSIGHT – AESTHETIC APPEAL By Cherise Forno

Four–year-old Plank & Hide continues to add innovative and stylish products to its outdoor offerings. 56 SHOP TALK – AN EMOTIONAL CONNECTION By Ryan Bloom

Many of today’s consumers (especially millennials) make buying decisions based on story-centered content. 62 LAST WORD – A TROPICAL PARADISE By Cheryl Dangel Bartolini

Enviro has a knack for developing fireplaces and stoves that customers want (and love). 44

Beach-inspired designs and Midcentury Modern lines are featured in Ratana’s new outdoor-furniture collections. 63

PRODUCT INNOVATION – SMART INNOVATION By Cheryl Dangel Bartolini

In Every Issue

Travis Industries is a respected leader in the hearth industry for its technical know-how and ability to create new products at lower prices. 48

Publisher’s Viewpoint

GRIT

INDUSTRY NEWS – Edited by Kris Kyes

Celebrating 40 years of business and new leadership, luxury-furniture manufacturer Castelle has big plans for the future. 50

CASUAL MARKET CHICAGO ROUNDUP

INSIGHT – PERK UP THE PATIO By Cherise Forno

Paradise Cushions’ ability to recognize and respond to trends in the marketplace has resulted in a wide inventory of fashion-forward pillows, cushions, and umbrellas. 54 Follow us on Twitter: @patiohearth www.facebook.com/patiohearthproductsreport

PRODUCT PROFILES

PRODUCT PROFILES DIRECTORY AD INDEX

On the COver | Castelle; www.Castelleluxury.COm

SEPTEMBER/OCTOBER 2017

WHAT’S NEW:

6 Hot Products to Sell Now

CORPORATE PROFILE – CELEBRATING SUCCESS By Kimberly Rodgers

PATIO & HEARTH PRODUCTS REPORT

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publisher’s viewpoint

Grit You wouldn’t think that Angela Lee Duckworth, Ph.D.—as someone with degrees from Harvard and Oxford—would be the kind of person who would discount intelligence and instead promote noncognitive skills. Duckworth, however, has become one of the foremost authorities promoting the concept that grit is one of the keys to success. As Kay S. Hymowitz explains in The Wall Street Journal of June 24, 2017, Duckworth’s best-selling book, “Grit: The Power of Passion and Perseverance” (Scribner, 2016), has government officials, CEOs, ordinary helicopter parents, teachers at every level, world-class coaches, and award-winning researchers seeking her out to pick her brain. They want to know how to make people grittier. Duckworth defines grit as “the tendency to pursue long-term goals with passion and persistence.” Personality psychologists define conscientiousness as selfcontrol, orderliness, punctuality, and responsibility. In Hymowitz’s article, Duckworth maintains that grit deserves its own entry in the socialscience lexicon. Duckworth first came upon the concept of grit after she left a managementconsulting company Justin Ramos to teach at a school on the Lower East Side of Manhattan, New York, and then moved on to teach at a more affluent school in San Francisco, California. What she observed is that the students with the greatest natural skills (in math, for example) were not necessarily the ones who did best on tests. Instead, it was the most dogged who excelled. Duckworth maintains that how much heart you put into something will often determine your level of success. She says, “. . . privileged parents worry their kids don’t have enough grit—the path has been

smoothed for them.” Since we first launched Patio & Hearth Products Report in August 2006, we have profiled 268 specialty retailers/dealers in the Hearth Retailer, Marketing Maneuvers, Outdoor Grilling, and Showroom Showcase columns. While all specialty retailers/dealers have different methods and paths that have contributed to their success, exhibiting grit—during the startup phase of a company and in a challenging business environment—is at the heart of almost every company we have profiled. Management changes, seasons that are challenging due to inclement weather or a weakening economy, and increased competition from within and outside the industry have tested nearly every specialty retailer/dealer in our industry. Sound business-management decisions, combined with grit, have seen these businesses through the toughest of times. Casual Market Chicago 2017 brought three stories of grit to mind. Oliver Ma, founder and CEO of Treasure Garden (Baldwin Park, California), received the Lifetime Achievement Award from the International Casual Furnishings Association. During his acceptance speech, Ma recounted his story of arriving in New York from Taiwan to start his shade-products business in the United States—and being kicked out of his first sales call. He was told to come back when he could speak English. A large amount of grit, over the years, has propelled Ma to success, along with Treasure Garden and a number of other businesses that Ma owns. Mike McClanahan, owner and president of Carolina Casual Outdoor Furniture

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Tony Ramos tramos@peninsula-media.com

(Jarvisburg, North Carolina), broke his arm in two places in a car accident on the Thursday before Casual Market Chicago. On the following day, McClanahan had surgery to install a steel rod in his right arm. He discharged himself from the hospital on Saturday morning at 4 a.m. and boarded a plane for Chicago at 6 a.m. “The show must go on,” he says. While visiting Tim Le Roy, president and CEO of Peak Season (Irondale, Alabama), I was reminded that Le Roy launched Peak Season in 2009, at the height of the great recession. As Tim likes to say, “Most people thought I was a lunatic to launch a company at that time.” No, Le Roy’s not a lunatic; rather, he’s someone with a ton of grit. Speaking of grit: Over the summer, my family and I visited the island of Kauai, Hawaii. During our vacation, we went deep-sea fishing. We caught only one fish—but what a fish it was. Our younger son, Justin, reeled in a 160-pound yellowfin tuna. Justin wrestled with the fish for 45 minutes. Justin calls this one of the toughest workouts he has ever gone through, even though he is a powerlifter who spends countless hours in the weight room. Hauling in such a fish also takes a good boat captain, the captain’s able assistant, a good rod and reel, and a fair amount of luck. At the same time, if not for grit on Justin’s part, that yellowfin tuna would still be swimming off the coast of Kauai. I am sure Duckworth would agree that sometimes, it takes grit to put food on the table.

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GUEST EDITORIAL

By Ingrid Schroeter PUBLISHER Tony Ramos

It’sYour Win toGet Involved

tramos@peninsula-media.com

EDITOR

fresh ideas into your store. That’s another step toward reaching new consumers and being successful in today’s competitive marketplace. Don’t risk not being ready for these consumers. Investing in attending HPBExpo ensures that you are doing everything possible to get up-to-date information and secure the consumer’s purchase. That starts with knowing which products are on the market and how to diversify to become the consumer’s go-to source. HPBExpo also helps you identify ways to streamline operations so that you can free up staff time to make your business more efficient and add value in other areas that need to be made more effective. A range of education sessions, along with exhibitors’ offerings, will make this easily achievable, from business-management systems to technology to technical knowledge. If you look at the cost of the education sessions, what a bargain you’ll find. You would have to spend hundreds of dollars more to enroll in courses from other companies. Initially, being away from the office at HPBExpo for several days seems like a lot to undertake. The weeks or months that would be spent independently collecting and experiencing everything found at HPBExpo, however, would be far more costly. In our industry, there are just too many moving parts to keep track of in a silo. Taking some of your staff members to HPBExpo not only will invigorate them, but will be appreciated and will add to the worth of your business. The regulations facing the hearth side of our industry are just one example of how attending HPBExpo keeps us all updated. The HPBA government-affairs team holds a number of briefings on the efforts underway to protect the industry’s interests. As an active HPBA member, I also see yearround benefits to our business. Save My Natural Gas is a campaign that educates residents of Vancouver, British Columbia,

Ingrid Schroeter

How is it possible to do everything, with limited hours in the day? It first seems impossible, but it often is not. I felt that way 40 years ago, when my husband and I started a hearth shop in our home garage—and 17 years later, when we expanded into the barbecue business. I still share the same sentiment today, interacting with retailers, distributors, and other members of the hearth and barbecue industries worldwide, as the CFO of a successful 1,500-person manufacturing team. Staying on top of business and industry trends has always afforded us the ability to find solutions to the toughest businessoperation questions quickly, so we could maximize the productivity of our company, day by day. How to expand our company’s reach to meet consumers’ evolving and increased demands has always been one of our most challenging questions. Consumers today, in particular, expect product choice and specialized knowledge from sales and customer-service teams. Gone are the days when consumers had to rely on retailers and their staffs even to start their product research and become informed. Today’s average consumers walk into a store with a request to see a specific product or a detailed list of questions about what they’ve read online. That’s why having a website that attractively displays the range

of products available in your store is so vital to the consumer’s buying process. In fact, I wouldn’t be surprised if someone pulls out a smartphone to show you social-media discussions or product reviews and asks if what’s being said is true. Are you ready for those questions? Consumers want an expert’s opinion on how one product’s features compare to those of another product—or on which product category is better for a specific heating need or a certain home layout. Outdoor-living inquiries are also trending upward for outdoor fire features, patio furniture, and barbecue products. The 2017 barbecue-consumer survey conducted by the Hearth, Patio & Barbecue Association (HPBA) found that flavor is the top reason that consumers grill and spend time in their backyards or outdoor rooms. We must be prepared for detailed questions on which grill or smoker will best suit customers’ personal cooking techniques, preferences, or lifestyles. Even if consumers speak in the singular, my experience has been that they’re usually expecting to see an array of options from which they’ll make a final choice, referencing what they learned online and comparing it with the retailer’s advice. Let’s not forget the need to attract young talent to your business to help you with online/socialmedia coordination and to bring

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PATIO & HEARTH PRODUCTS REPORT

Carol Daus cdauswrite@socal.rr.com

ART DIRECTOR Cassandra Estes cassestes1968@gmail.com

ASSOCIATE EDITOR Kris Kyes

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

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

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NEWS BY

KRI

SK YES

Industry Empire Celebrates 85 Years of Success Employees turned out in employees to show their families droves for the 85th anniversary their job locations and tasks; raw Family Day of Empire Comfort materials at the beginning of the Systems (Belleville, Illinois) production line became finon August 26. This ished products at the was no surprise, as end. employee loyalty Empire was has played a critifounded (in cal role in the 1911, by Henry success and Bauer) as a small longevity of the sheet-metal family-owned shop and was hearth company. formally incorpoRoughly 500 emrated on August ployees and their fam25, 1932, as Empire ilies attended the event, Stove Company. In which included games, Carol Burtz; Empire named its 2002, the company Carol Rose Coastal collection raffles, an obstacle purchased manufacturafter her because of her 57 course, a corn-on-theing rights for years with the company cob cook-off (using Broilmaster grills. This Broilmaster® grills), addition helped keep kid-sized hamster balls, live music, employees working during the offand food. An open house allowed peak season for heaters and fire-

Nick and Pamela Bauer

places, and it gave the sales force an added tool for calling on customers. Empire is owned by third-generation family members Brian and Pamela Bauer; their daughter, Jane; and their son, Nick (president). There’s already talk about Jane’s son eventually becoming the fifth-generation owner. Nick was humbled by the turnout for Family Day. “Although I’m the president, I’ve only been here for 10 years, so it was very

Castelle Holds Reception With Celebrity Designer Barclay Butera at Casual Market Chicago The much-anticipated collaboration between Castelle, awardwinning manufacturer of luxury outdoor furnishings, and renowned author and interior designer Barclay Butera debuted for the casual industry at Casual Market Chicago. A meetand-greet reception kicked off the launch and introduced retailers and designers to Butera and his creations for Castelle. The custom expertise of Castelle and the artistry and aesthetic of Butera were on display across the Barclay Butera Outdoor collection for Castelle, previously introduced during High Point Market. Derek Ritzel, president and CEO, says, “The Barclay Butera Outdoor collection has received a very

positive response during the seating group features previous introductory intricate side and back markets. We see this castings, highlighted by expertly executed colstrong, curving arms and lection as a complement gold-tone finials. to the diverse high-end Completing the designofferings we provide.” er’s signature look are a The collaboration glossy white finish and with Butera was initially coordinating navy textiles. Barclay Butera announced in June Butera says, “I was 2016. Starting then, the looking for a fresh, trandesigner worked with the Castelle sitional look that will appeal to both manufacturing team in the creation traditional and contemporary and execution of the cushioned dining tastes. Castelle allowed me to comand deep seating pieces, including bine, within this collection, my two dining chairs, a sofa, a love seat, a favorite things: high design and luxlounge chair, an ottoman, and coordiurious outdoor living. The result nating tables. Based on inspiration was elegant, while open and found in a European ceiling-tile motif, approachable at the same time.”

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PATIO & HEARTH PRODuCTS REPORT

touching to look around and see so many employees who have worked for us for over 10 years—and one who has spent 57 years with us,” he says. “Empire wouldn’t be here today if it weren’t for all our dedicated employees over the years. We are extremely grateful for all their hard work and support.” Empire employees have recorded 4,016 total years of service since the company’s inception.

Agio Names Industry Veteran Ray Harm to Sales Post Raymond Harm has been named sales representative for the Southeastern united States for Agio, uSA. Harm will represent Agio in Georgia, North and South Carolina, Tennessee, Virginia, and West Virginia. “Agio is a recognized leader in the outdoor industry and a brand name that I’ve been familiar with for years. I’m excited to join the team,” Harm says. “Maintaining Agio’s strong relationships in the Southeast and Mid-Atlantic is my top priority, but I’m also looking forward to the challenge to increase the adoption of the outdoor category by traditional-furniture retailers in those areas.” Mike Gaylord, vice president of sales for Agio, USA, says, “Ray’s 35 years in the furniture industry and

Contemporary Styling Highlighted in New Castelle Hermosa and Sunrise Collections Castelle has introduced two additions to its 2018 contemporary lines: the Hermosa deep seating Hermosa and Sunrise collections.

sales background for both indoor and outdoor categories make him a great fit for our company. We need his presence in that territory, and we’re pleased to have him join our brand, especially as we move forward in today’s evolving sales environment.” Bob Gaylord, president of Agio, USA, says, “Whenever you have a chance to add an industry veteran to your team, you do it. Ray’s experience and knowledge of the category and the industry players will enable him to hit the ground running. We’re looking forward to having him as a part of our company.”

ICFA Recognizes Top Retailers With Apollo Awards

Each features crisp angles, curves, and graphic elements that capture contemporary chic. The collections deliver unparalleled quality, Sunrise sectional seating with cast- and extruded-aluminum construction and a durable multistage powder-coat finish. The Hermosa collection captures elegance through its lines and angles, with a unique intersectingribbon design prominently featured on the sides of all seating. Delivering a slender profile, the Hermosa collection is the ideal seating option for an outdoor space of any size. The dual-finish arm design also adds interest to all seating. An inverted-hourglass design highlights the arms of the Sunrise collection, conveying a modern appeal. In addition to dining and seating options, the Sunrise collection has lounge pieces that include a sectional with multiple configurations. Derek Ritzel, president and CEO, says, “The Hermosa and Sunrise collections are synonymous with the contemporary look and luxury appeal for which the Castelle brand currently is being recognized. Alongside the new traditional and transitional styles, these collections are a reflection of our design team’s efforts to provide diversity in casual furnishings that benefits our retail partners—and ultimately, their customers.”

Sunnyland Furniture (Dallas, Texas) received the Apollo Award at Casual Market Chicago in the single-store category. Outside in Style (Austin, Texas) received the award in the multistore category. Finalists in the single-store category were Kolo Collection (Atlanta, Georgia); Patios Plus (Rancho Mirage, California); Rustic by Design Fireplace & Patio (Morgantown, West Virginia); Villa Terrazza Patio & Home (Sonoma, California); and Village Green Home and Garden (Rockford, Illinois). Finalists in the multistore category were ABSCO Fireplace & Patio (Birmingham, Alabama); Daylight Home, Lighting & Patio (San Luis Obispo, California); Elegant Outdoor Living (Bonita Springs, Florida); Pacific Patio (Santa Monica, California); and Today’s Patio (Scottsdale, Arizona).

Couristan Strengthen Sales Force by Hiring Two Industry Veterans Couristan Inc. has appointed Chris Bushur and Mark Chris Mark O’Neill. Bushur is the new Bushur O’Neill residential territory manager for Northern California and Northern Nevada. He has more than 35 years of

Inspired by the place you love Produced in the place we live Only a fabric envisioned and woven in Italy can be called Italian. The inspiration, elegance and originality cannot be duplicated. Ask an Italian, ask Tempotest!

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NEWS

Industry experience in the industry, selling high-end broadloom and area rugs to the trade and to designers, retailers, and furniture stores. O’Neill is the new residential territory manager for Central and Northern Illinois (including Chicago), Wisconsin, Minnesota, and Iowa. He has been in the industry for 30 years, selling high-end carpeting and area rugs for Momeni, Kaleen, and Oriental Weavers.

Sunbrella Fabrics Introduces Its Artisan-inspired Makers Collection Representing innovation, precision, and heritage, the new Sunbrella® Makers collection by Glen Raven Custom Fabrics is centered on the principles shared between time-honored handweaving and modern manufacturing. Greg Voorhis, design director, says, “There is

an intimate connection between the skill required to create a textile and the final product. The Makers collection tells a story of what lies beneath the product to connect consumers to the fabric, from the yarn to the finished piece.” Makers fabrics incorporate the performance qualities of Sunbrella into authentic designs tied to generations of makers. The collection portrays the importance of preserving the conventional element of craft while advancing technologically. By combining new, experimental techniques with traditional style, the artisanal fabrics are perfectly suited for both indoor and outThe door upholstery. Makers Exemplifying Sunbrella design innovation and technocollection logical advances, the jacquard pattern Adaptation juxtaposes matte and shiny PVC yarn. The pattern is reminiscent of handforged-metal designs, with a simple geometric

NorthCape and Libby Langdon Unveil New Collections and Accessories NorthCape and designer Libby Langdon introduced four new outdoor collections at Casual Market Chicago. The new designs include rugs, lighting, and accessories from a growing list of brand partners. “Retailers came to market looking for something fresh and new to excite shoppers,” Langdon says, “and our goal was to present them with fashion-forward, high-quality furniture for the outdoors—in an inspirational environment, packed with great ideas that they could take back to their stores. Along with the new furniture collections, buyers and designers found outdoor lighting from Crystorama and outdoor rugs from KAS Rugs.” The creative force behind Libby Interiors Inc. (New York, New York), Libby Langdon has one of the fastest-growing home-furnishings brands and quickly is making her mark in the outdoor category. As a high-profile advocate for her brand partners, she understands the needs of retailers and designers; she wowed visitors to the 2017 Hampton Designer Showhouse with a patio space reflecting her easy, elegant, everyday style. With a fresh aesthetic powered by near-daily conversations with consumers, Langdon says, “More and more people are realizing that they can create complete, cozy, and comfortable outdoor rooms in the same way they would their indoor rooms.” Alisa Jamieson, sales and customer-service manager at retailer LuxeDecor (Chicago, Illinois), says, “The new collections for NorthCape by Libby Langdon incorporate all the design elements you would expect to see in your living room, but instead are available to furnish your outdoor space. The innovative and uniquely designed collections feature a relaxed (yet tailored) look that is visually pleasing and comfortable.” Tom Murray, president of NorthCape, says, “We had a strong history of on-target product development that helped us attract and build a great dealer base, but we also knew there were more dealers and end users out there. Engaging

Libby Langdon to attract those new dealers and excite existing dealers was a no–brainer.” The new licensed outdoorlighting collection is Libby Langdon for Crystorama. According to Langdon, “Finding chic, transitional lighting that’s not too traditional or fussy—and not too modern and cold—has long been a challenge.” Norman Wollach of Jackson’s Home & Garden (Dallas, Texas), says, “I’ve been looking for an outdoor-lighting line that is fresh and exciting—that balances elegance and sophistication with affordability. Libby hit the mark.” Also popular with Casual Market Chicago attendees were outdoor rugs from Langdon’s latest licensing partnership with KAS Rugs. Tammy Wheatley, buyer for Statuary World Patio & Fireside (Oklahoma City, Oklahoma), reports, “It’s going to be great to offer outdoor-rug options that have been custom designed by Libby to coordinate with our current outdoor fabrics.” Langdon’s NorthCape furniture designs further blur the lines between elegant interior and exterior design. The clean-lined Taylor collection combines upholstered Textiline® all-weather material, luxe cushioning, and a dark wood-look aluminum frame. Mixed textures and materials add dimension and versatility—from the nutmegcolored slubby-weave material on the outside of the upholstered chairs, sofa, and love seat to the tabletops (with travertine stone-look ceramic tile that has creamy marbling). The transitional dining table features a dark wood-look aluminum frame, an angular base, and clear glass that shows off its sleek lines and details. Sleekly styled, with angular, architecturally influenced lines, the Weston collection is designed to work in a variety of settings. With a narrow stainless-steel frame wrapped in naturallook jute twine, Weston fits in spaces of all sizes.

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Libby Langdon and her NorthCape Taylor dining set

It pops against dark wooden decks, is ideal for modern light-tile patios, and is stunning in gray saltwashed settings. The geometric woven-resin lower shelf is highlighted by glass tops on the side and cocktail tables and is echoed on the fire table, where a stainless-steel band wrap emphasizes the mixed-material theme. Generous innerseating width and depth make for great comfort. Mooring by Libby Langdon for NorthCape is a sophisticated combination of textures and materials, creating an elegant look that is tailored and transitional, with exceptional durability. Mixing side-by-side dark-walnut willow-weave panels with an oil-rubbed bronze finish on the aluminum frame feels rich and luxurious, while the high legs on the sofa, love seat, and lounge chair keep the look light and airy. Finished in oilrubbed bronze aluminum, the dining table’s beautifully styled, classically inspired trestle is set off by a Dura-Wood smoke-gray wood-textured top. Stationary and swivel dining chairs feature a slim profile—with comfortable and generous inner-seat cushions. The Live Edge table collection by Libby Langdon for NorthCape is designed to work beautifully with numerous NorthCape and Libby Langdon collections. Offered in dining, end, and cocktail tables, the natural wood-look slab tabletop features a stylish (yet simple) oil-rubbed base. The emphasis is on creating an eclectic mix of unique pieces that work seamlessly with many different dining-chair and lounge-seating styles.

PATIO & HEARTH PRODuCTS REPORT

OUTDOOR FURNITURE AND KITCHENS

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

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NEWS

Industry

Treasure Garden Expands Outdoor-rug Program for 2018 Treasure Garden’s outdoor-rug program is growing, with four new designs introduced during Casual Market Chicago. The outdoor-rug program, introduced in 2013, will now boast Treasure Garden’s 18 designs (each in two popular sizes). The Mosaic ruby outdoor rug rugs are produced exclusively for Treasure Garden by Belgian artisans and constructed to the highest quality standards. Crafted for easy care, the rugs are of 100% uV-stable polypropylene, with a one-year warranty against fading. Candy Chase, national sales manager, says, “With this year’s introductions, we are offering on-trend designs and colorations, while each continues to coordinate with products and fabric selections in our shade lines, as well as casual-furniture styles.” The 2018 designs being added are Hampton Bay blue, Mosaic ruby, Cobblestone gray, and Silverton slate.

pattern in tonal colors. Midori is inspired by traditional Japanese Shibori, in which folding, twisting, or bunching fabric; binding it; and then dyeing it creates one-of-a-kind pieces. The Sunbrella design team recreated this look with modern weaving equipment, making

the fabric look more primitive and handmade—while preserving Sunbrella’s legendary performance. A traditional menswear-inspired pattern, Paradigm, pairs well with the contemporary patterns throughout the collection. The collection adds new stripes

and expands colorways for some of the company’s most trusted solids. A standout among the new stripe patterns is Artistry. Inspired by Mayan backstrap weaving, this fabric represents the custom-woven pattern of vintage textiles. A new texture, Blend, is made of a heavier yarn, for a soft, textured hand in a wide range of colors. “The Makers collection is an example of how Sunbrella rises above just the performance benefits with the evolution of craftsmanship and improvements in ageold methods of production,” Voorhis says. “With evolving technology, we are able to imitate handmade processes, yet still withstand Mother Nature at her worst.” The collection is rooted in a deep connection to a community of makers, such as those on the Sunbrella design team. With a combined 145 years of experience in textile design, these makers live and breathe design. They collect inspiration from many different sources, including travel, personal experiences, art, and other forms of craft, weaving these inspirations into textile designs.

Ortal Front Facing Clear 130 Fireplace

The Makers collection is available to the manufacturing trade and will be available at retail this fall. Like all Sunbrella fabrics, the textiles are easy to care for, fadeproof, and bleach cleanable.

Phifer Rolls Out New Designed Fabrics Stock Line and Product Binder Phifer’s new 2018–19 Designed Fabrics stock line offers a gener-

Phifer’s new Designed Fabrics stock line

ous helping of ideas for making subtle or dramatic updates to indoor and outdoor spaces. The new collection features softly textured, milky pearl colorations. New gray introductions will help bridge the continued on page 86

REIMAGINE FIRE The infinite design possibilities of an Ortal gas fireplace turn any room into a conversation. Install a contemporary Ortal direct vent fireplace in any wall or any space to reveal its true drama and warmth. Ortal Power Vent makes it easy to build and vent in virtually any structure. Express your creativity. Reimagine fire.

www.ortalheat.com 1-844-ORTAL-HEAT Circle Reader Service No. 16

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

JAN 28 - FEB 1, 2018 Register now at LasVegasMarket.com Circle Reader Service No. 17

SPOTLIGHT

HotHousingTrend Outdoor kitchens heat up as consumers add value to their homes by creating more functional space. BY GREG THOMPSON

The outdoor kitchen concept is here to stay, with consumers lavishing attention on outdoor spaces. Industry veterans such as Shiva Noble, vice president of Cal Flame® (Pomona, California), have seen the phenomenon firsthand.

Hestan’s built-in kitchen in matador

DANVER AND BROWN JORDAN OUTDOOR KITCHENS Finish and functionality are the main drivers at Danver™ and Brown Jordan® Outdoor Kitchens (Wallingford, Connecticut). For Mitch Slater, president, this means that the look and style of the outdoor-entertainment space come before everything else. “Over 85% of our cabinetry is now powder coated when it leaves the factory: Between the two brands, we offer a broad range of colors and realistic powder-coat wood grains,” Slater explains. “The designers and architects love the fact that they can create, outdoors, with the same design freedom that was once relegated to indoor spaces.” Danver and Brown Jordan Outdoor Kitchens

STEVEN PAUL WHITSITT PHOTOGRAPHY

“Consumers like diversity and flexibility, and they want to be able to do everything they can do in a traditional indoor kitchen outdoors,” Noble says. “Consumers are also really attracted to lighting options. No one wants to cook in the dark.” Custom offerings (as well as express kitchens) are doing well across several markets, and not all are in the warmer climates of the Southwest. Some are not even in backyards. Jim Ginocchi, president of Coyote Outdoor Living Inc. (Dallas, Texas), says, “We see all geographic markets involved. People in the Northeast want the space to maximize warmer weather conditions by adding fire or heating elements. We are also seeing the growth of outdoor kitchens in international markets. Even people in high-rise buildings are getting into the act, maximizing their small balcony or deck spaces for maximum enjoyment.” Short- and long-term projections are solid for dealers who have the right products on hand. Optimism is high, and specialty retailers who want to capitalize on it should investigate the offerings of outdoor-kitchen manufacturers.

A project in mica from Brown Jordan Outdoor Kitchens, designed by Atlantic Outdoor Living, with a beadboard door style

are continually innovating, creating cabinetry and products that enhance the beauty and functionality of outdoor spaces. In the past year, the company has introduced the ASA-D2 (featuring Dekton by Cosentino countertops) exclusively in the Brown Jordan Outdoor Kitchens line, as well as a post-and-panel system—plus expanded ADA–compliant offerings in both brands. Mobile food/beverage-service carts from Brown Jordan Outdoor Kitchens have even made a splash in the hospitality market in recent years. Slater is keen to take advantage of “indoorlike outdoor-entertainment spaces,” he says, with low seating, a separate cooking area, and an array of

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appliances encompassing all cooking and entertaining styles. “The advent of today’s outdoorentertainment space opened up rooftops, decks, and transition rooms to become complete outdoor kitchens,” he adds. “We came outdoors from indoors. In the beginning, we built cabinetry for indoor kitchens. We understand the homeowner’s desire for form, function, color, and style.” Like makers of wooden indoor cabinetry, Danver and Brown Jordan Outdoor Kitchens manufacture a complete cabinet line (measured in 3-inch increments). The differences are that the cabinetry is made from stainless steel, is made to order in the Connecticut factory, and is opti-

PATIO & HEARTH PRODUCTS REPORT

Cal Flame’s outdoor entertainment center

The Sizzler Pro grill from Summerset

The Elite outdoor kitchen and Brahma Elite grill head from Bull

mized for any outdoor environment. CAL FLAME Cal Flame’s LBK (for luxury backyard kitchen) 402 is not even a year old, making its debut late last year and featuring a side table that can seat three people comfortably. It comes standard with a four-burner grill, an access door, and outdoor electrical components. The company, following the LBK, released the outdoor entertainment center, designed to offer a top-notch viewing experience. It has space for a large television, refrigerators, and “anything you might want to place on the countertop. It really completes your outdoor space,” Noble says. Cal Flame’s P4 and P5 grills continue to be the company’s best sellers, with Noble attributing their success to value. “We focus on quality, so you’re not replacing your grill every year,” she says. “Each grill also comes with a smoker, a rotisserie, a griddle, and a cover. It is equipped with our exclusive V-pat-

terned grate and our exclusive knobs, with independent igniter switches.” Cal Flame grills can be used as convection ovens, charcoal/gas grills, searing zones, or smokers. Noble explains, “Unlike grills you find at homeimprovement stores, our grills are not spotty, meaning they cook consistently—no matter where you place your food on the grill.” For customers looking for a quick solution, outdoor kitchens from Cal Flame are portable. “A kitchen can be installed in an hour or so, and you can cook on it that day,” Noble says. “The kitchens are also predesigned to make it easy for consumers; simply pick your size and color, and you’re good to go.” SUMMERSET A little more than two years ago, Summerset® Professional Grills (Huntington Beach, California) launched the American Muscle Grill (AMG), a 36-inch multifuel grill that allows chefs to cook with gas or the solid fuel of their choice. A few months

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ago, Summerset updated the successful AMG with a 54inch model that sold out on its first run. Tim Elder, national sales manager, sees the AMG’s success as part of a solid lineup that has, for years, included the 32-inch TRL, the company’s number-one grill. As the centerpiece of any outdoor kitchen, the TRL’s classic lines, U-shaped stainless-steel burners, and LED lights are appealing to the eye (and fit a Turbo grill cutout). In 2017, Elder reports, the company’s 32inch Sizzler has taken the sales lead. Elder says, “The Sizzler has all the features people want in their grills: cast stainless-steel burners, heat-zone separators, briquettes, lights on the inside, and blue LED lights over the control panel. Add a great price of $1,699, and it’s a home run for customers looking for features at a reasonable price.” Make no mistake: Customers are looking. In fact, Elder believes, “The outdoor kitchen has replaced the indoor kitchen as the place family and friends gather.” Options are crucial because customers “want it all—only space limits and higher costs keep consumers from building more stuff into their outdoor space,” he adds. Summerset’s multifuel cooking has helped to provide those options, as well as a wide array of price choices. “We offer a lineup of seven grills that fit everyone’s budget,” Elder says. “From $999 to $7,999, we have a grill—and the accessories to go with it. All of our products, in their design and development, begin with Jeff Straubel, our founder and president.” BULL Constant improvement is a mantra at Bull® Outdoor Products Inc. (Lodi, California), where the company strives

PATIO & HEARTH PRODUCTS REPORT

to learn what people want in a dream kitchen. Frank Mello, vice president of sales and marketing, says, “We provide our kitchens, grills, and components at a value, with products that work, and we include lifetime warranties on the most important parts of our flagship grills.” New components, large storage drawers, and pantry inserts that turn a regular door into a 304 stainless-steel enclosed pantry (for storage that’s safe from vermin and easy to clean) are some of the many features that customers appreciate. Bull’s 30-inch grills sell best “because the size and cooking power work for most families,” Mello says, thanks to more space being left on the counter for food preparation. “They love the massive cooking power from these grills,” he adds, “and the lifetime warranty on the grates, firebox, and burners that we offer with the Angus grill.” Customers have responded well to Bull’s line of Elite grills, islands, and components. Elite has extra features not offered in the regular Bull line, including lights on the control knobs, the sear zone, black-nickel accents, hexagonal cooking grates, and a free cover. Key retailers have become part of the Bull family, over the years, and they provide clear, unfiltered feedback to make constant improvement a reality. Bull’s keys to increasing outdoorkitchen sales include picking a company as a partner that can do it all (grills, components, outdoor kitchens, pizza ovens, and barbecue accessories). Make sure you have space to display products because people want to see the core items (try Bull’s media center if space is limited). Designate a guru of the program in your store and have that person trained by the manufacturer biannually, at a minimum. Start simple and stay focused (Mello recommends the quick-ship or EZY Order programs for new outdoor-kitchen dealers). Stock key items for cash-and-carry business—because people want them now. Use your current account list to let potential customers know that you are now in the outdoor-kitchen business.

SPOTLIGHT

MEMPHIS During autumn 2017, Memphis Wood Fire Grills (Bloomington, Minnesota) will be introducing stainless-steel doors and drawer cabinets to match its built-in line of grills. Sharla Wagy, general manager, says, “Our dealers have been asking for doors and drawers, made with the same high-quality 304 stainless steel, to match Memphis grills. These units also have stainless-steel slides and soft-touch closures to ensure long-lasting quality and convenience.” On the high-tech side, the Memphis Wi-Fi app for Apple and Android is increasingly attractive to today’s consumers. Wagy explains that the Memphis app is cloud based and can be used from anywhere, allowing grillers to monitor and manage their cooking from a golf course, lake, or office. The grill cannot be started with the app, but it can be turned up, down, or off; with the meat probe, the meat’s temperature can be monitored to ensure that it will be finished when the time is right. Double-walled insulation and oven-grade gasketing help to maintain a consistent temperature. “The stainless steel (both 430 and 304) and handcrafted design provide consumers a stylish look consistent with a high-end outdoor kitchen,” Wagy says. “Temperatures ranging from 180 to 700 degrees, along with both indirect and direct grilling options, allow grillers to prepare most anything on our grills.” Wagy maintains that good dealers create inspiration, building outdoor kitchens and rooms that inspire consumers to update their homes. A showroom complete with a designated Memphis area can shape an outdoor motif, displaying pellets in a unique way. “Many consumers are still totally unaware of pellet grills, so introducing this new wood-fire cooking idea is an education process,” Wagy says, “but it will differentiate dealers from many others in their markets who only sell gas and charcoal products.” NAPOLEON Product launches are right around the corner for Napoleon Grills (Barrie, Ontario, and Crittenden, Kentucky). 2018 will see an extensive lineup of outdoor-kitchen doors, drawers, and built-in burners. Jeff Kozak, vice president of sales, grills, North America, reports that the company’s built-in Prestige Pro series continues to do well, offering “affordable luxury with ultrapremium finishes and uncompromising quality,” he says. The Prestige Pro 825 unit, in particular, offers infrared technology, rear-burner rotisserie cooking, an integrated wood-chip smoker, and more than 1,245 square inches of capacity. “There are many ultrahigh-end features, such as zero-gravity lids, available on new built-in

“Offering cookouts and demos will allow consumers a hands-on approach to qualify a grill’s features.”

Memphis’ Elite built-in grill

heads,” Kozak says. “In addition, the market continues to grow as a result of both consumer appetite to invest in backyard projects and more dealers representing the category. Consumers have an even greater choice of products and brands available to them.” Napoleon’s research/development team exceeds 50 people and changes based on projects, timing, and seasonality. Kozak explains, “We have the opportunity to flex our workforce dedicated exclusively to grills and draw on people from our HVAC or hearth teams. We have a system in place that requires a business analysis to be conducted at the conception of an idea or a project, and we measure success at key milestones throughout design, launch, and distribution. Product innovation and launch include review of products that are on the downward sides of their life cycles, with consideration of innovation enhancements.” Ultimately, Kozak believes, outdoor-kitchen buyers are looking for choice, expertise, and one-stop shopping. “To be considered in the outdoor-kitchen category, it is a prerequisite to have a selection of products that consumers can touch,” he says.

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PATIO & HEARTH PRODUCTS REPORT

COYOTE The most recent product launches from Coyote include the Coyote Asado cooker and the versatile electric grill. The Asado cooker is a ceramic vessel that effectively conducts heat and is able to hold temperatures in a controlled environment—perfect for grilling or smoking. For dealers who wish to capitalize on the growing ceramic-cooker niche, Coyote offers attractive accessories, such as pizza stones and chicken thrones, to make the appliance adaptable to any cooking style. “The electric grill that we released this year is an indoor/outdoor cooking dynamo,” Ginocchi says. “Because urban outdoor living is on the rise, Coyote wanted to create an appliance for those who might have space constraints or limitations on open-flame/gas use.” Ginocchi explains, “The difference, with our electric grill, is that it functions as an outdoor barbecue. We have ceramic briquettes built into the product to sustain that great barbecue Napoleon’s flavor. Our elecOasis built-in tric heating elePro 825 grill ment can get up to 600 degrees in about eight minutes. Our dishwasher-safe Teflon®–coated grate retains fantastic heat, and you can still get grill marks.” The grill comes with its own cover and a twopiece tool set. For safety, there is a 60-minute automatic-shutoff timer, as well as a surge protector built into the unit. Dealers can build the unit into an outdoor kitchen or can get it as a tabletop/stand model. The 36-inch S-series grill is the hottest offering, and at $2,199 (MSRP), Ginocchi believes, its features and benefits are unparalleled. “First, it’s entirely made with 304 stainless steel (not just the box or hood), and that is an important attribute,” he says. “The grill also has three pro-style Infinity burners that generate tremendous heat. In addition, this grill features a sear burner, as well as an infrared rear burner and a rotisserie kit.” He continues, “Add a smoker box, hood lights, and the LED backlit knobs on the front face of the grill, and you are ready to barbecue in style. No other grill in our class can match these features and

Circle Reader Service No. 21

SPOTLIGHT benefits at this price level. We also offer a lifetime warranty on the stainless steel and the burners, to protect the investment for the lifetime of ownership.”

RH Peterson’s Fire Magic DL660 L-shaped island package in French barrel oak

Coyote’s hybrid built-in grill (C1HY50)

RH PETERSON The new L-shaped island package from RH Peterson Company (City of Industry, California) combines the company’s popular French barrel oak finish (from the American Fyre Designs line of glass-fiber–reinforced concrete) with frequently requested Fire Magic grill products. These include the Echelon E660 grill with Diamond Sear cooking grids, a double side burner, and a kegerator. According to Bob Dischner, senior vice president of marketing, the design lets retailers enhance the package with seating and an umbrella. “Another recent and continuing success is the Fire Magic Black Diamond edition series grill line in a retro-themed black-porcelain finish,” Dischner says. “Every Fire Magic grill is built (in our Southern California production facility) with heavy-gauge 304 stainless steel,” he adds. “Our exclusive advanced heat-

distribution system, searing options, smoking capability, rotisserie, and charcoal-grilling features keep Fire Magic positioned as the most versatile grill on the market.” Enhancing the true value of an in-person retail location depends on sales training and display programs to support dealers. Dischner reports that RH Peterson backs marketing campaigns such as the Magic Days of Summer promotion to bring customers to stores. “From the development of the Magic View window, the first window to appear on a grill—allowing cooks to view their food while it cooks without lifting the hood and losing heat—to the recent launch of our

Diamond Sear cooking grids to optimize cooking performance and food flavor,” he says, “Fire Magic has continued to pioneer luxury gas-grill advances to enhance the consumer’s grilling experience.” TWIN EAGLES After a complete redesign of product offerings from Twin Eagles Inc. (Cerritos, California), the venerable grill manufacturer is well positioned to take advantage of aesthetic trends in the growing outdoor-kitchen category. Brian Eskew, marketing director, says, “We realized that a lot of times, with consumers, the products

COLOR. DESIGN. STYLE. INNOVATION.

203.626.5625 | brownjordanoutdoorkitchens.com | 1 Grand Street, Wallingford, CT 06492 BROWN JORDAN is a registered trademark of Brown Jordan International, Inc. and is used under license to CT Acquisition, LLC.

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innovation outdoors Step into an aficionado’s outdoor kitchen. Admire the sleek, luxurious, meticulously engineered grills, as beautiful as they are high performance. Get up close and personal. You’ll appreciate the unique and innovative designs, precisely cut and shaped by our master craftspeople from the finest stainless steel. Enjoy grilling, eating and spending time together as much as we do – making memories that linger long after the grill cools down.

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twineaglesgrills.com Call 800 789 2206 to learn how you can become an authorized dealer.

SPOTLIGHT

that they trend toward depend on what the equipment looks like. It is a permanent installation in their backyards.” The idea behind the recent updates is to create a striking aesthetic appeal while avoiding any features that might be deemed extreme. The result is a refined, elegant, and contemporary look. The front of the control panel is angled, for example, as is the Twin Eagles’ 54-inch Premium grill

front hood. To accentuate that, the company redesigned the handle endcaps. “They take on a wider base, and that makes the product look more contemporary,” Eskew explains. “We changed the illumination characteristics on our control panel. Other manufacturers were using a little blue LED light shining down on the knob. That illumination feature became more of an aesthetic appeal for consumers—more so than being functional. We asked, ‘What can we do to make it more functional?’ We have basically included a graduated illuminated line behind a glass bezel that is behind the knob.” The illuminated notch on the knob tracks along with the graduated line, so there is no mistaking the temperature setting. “It is beautiful—really elegant and sophisticated,” Eskew says. “When the illumination is off, the knob looks like it is floating on a black-glass bezel. When you push for illumination, you get a nice indigo graduated line.” Twin Eagles also took the rotisserie motor off the side of the grill, in what amounts to an aesthetic and performance upgrade. Now, the rotisserie motor is completely internal, built into the unit itself. A chain- and gear-driven mechanism is concealed in the right side of the grill. “You don’t have the clunky motor hanging off the side of the grill. A

little push button on the control panel activates the rotisserie,” Eskew says.

The L1000253 grill from Bonfire

FORSHAW After almost 150 years in business, Forshaw (St. Louis, Missouri) and its 100-plus employees know that customers want maximum choice. Philip Chamberlain, national sales manager, makes sure that consumers have the flexibility to design their own aesthetic, rather than just picking a stock look. “They can pick their own granite and their own stone,” Chamberlain says. “We have seven colors of stone for the front, six colors of granite, and four colors of tile. A lot of landscapers put these in—so often, homeowners want to match the stone that they may be using on the terrace or wall. They can do that with our product because it is not prefinished. It is unfinished, so they finish it themselves.” In 2017, the company increased the selection of finishes. On the component side, Chamberlain says, “People are wanting built-in gas Forshaw’s grills with ceramic charcoal Cay smokers. Those are two different products and cooking methods, and people want to use both.” The research/development department features dedicated engineers with CAD drawings. With Forshaw’s system, people can pick their own appliances, and company staff will design the layout. “We will make sure that the whole kitchen will fit in the space allotted,” Chamberlain explains. “There are so many appliances out there, and if someone wants to pick a kegerator with a wine chiller, we have the capability.” According to Chamberlain, there are three steps in creating a kitchen. First, the consumer picks appliances. Second, Forshaw designs the layout and makes sure everything fits. Third, the buyer chooses finishes for the complete kitchen. The retailer will typically do the installation. “We usually won’t sell our product to people who can’t install it,” Chamberlain says. “We also have some express kitchens that are all laid out, so that’s a bit easier. Those are doing really well. They allow retailers to quote a kitchen on the spot. The Melbourne express kitchen has been a particularly good seller. Put it outside the showroom, and cook on it during a busy Saturday.”

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BONFIRE Bonfire Production Corp. (Ontario, California), dba Bonfire Grills and Bonfire Outdoor, is capitalizing on the DIY movement with the ESA barbecue island. According to Jack Zeng, vice president, ESA stands for easy self-assembly, and the fully equipped and customized island comes in a few boxes. The Bonfire 4 and Bonfire 3 are the biggest sellers for the company. “These are probably the grills with the best value in the market, so far,” Zeng says. “Consumers are also responding to our charcoal tray, smoker, griddle, and refreshment center.” Zeng points out that Bonfire relies on premium materials (such as heavy-gauge 304 stainless steel), seamless construction, and affordable prices—backed by a lifetime warranty. “I would personally go to customers’ houses with the products, see the problems, and hear the comments— good or bad,” Zeng says. “Customers are not just talking to a rep: They are talking to the decision maker and manufacturer at the same time.” The research/development department is housed in the company’s factory in China. It has three head engineers with eight crews. One of the three head engineers is always working in the U.S. division, and Zeng reports that if there are any technical problems, most can be solved within 24 hours. “The U.S. divisions collect comments from our dealers and customers and report back to the factory in China daily,” Zeng says. “All of our products are CSA certified. We will randomly ask customers to use our products and make necessary changes based on their comments.” HESTAN Hestan Commercial Corp. (Anaheim, California) has been extremely busy in 2017. The company launched a new (and affordable) luxury line in March called Aspire by Hestan. In addition, the company introduced Outdoor Living Suites—completely 304 stainless-steel islands in 8- and 12-foot lengths, with and without raised bars—prewired for ease of installation. These moves build on momentum that started last year with the launch of Hestan Outdoor at HPBExpo, where the Hestan grill won Vesta Awards for best gas barbecue and outdoor-room best in show.

According to Basil Larkin, vice president of sales, the 36- and 42-inch models have been strong sellers. “When consumers and dealers sell or show premium grill products, they want to do it right, so they don’t tend to go for the smaller grills,” he says. “It helps that those sizes won two Vesta Awards, a gold Excellence in Design Award, and a TWICE magazine VIP Award.” The awards are a testament to Hestan’s commitment to performance. Nonetheless, “No matThe Paradise grill and side-burner ter what, consumers have to like the way someisland from Gensun thing looks, first and foremost,” Larkin says. To attract those customers, Hestan features 12 signature Hestan grills, we shipped each of our distributors a finish colors, with citra leading the way. prepilot production unit for testing and evaluation,” “It tends to stop customers in their tracks to look at Larkin says. “A five-page survey was sent along with the the beauty of our product,” Larkin says. “They are also units so that they could rate us, provide feedback, and loving our Horizon™ hood, coupled with our motionprovide pictures—from packaging to burner perform™ activated Stadium halogen under-hood lighting. Both ance. We also meet weekly, for hours, reviewing our are patent pending. We are getting some inquiries about tests and feedback from all our customers.” power burners and pizza ovens as well, so we are looking GENSUN into those products.” It’s been an eventful three years for Gensun (Rancho At four awards and counting, Hestan “looks like Cucamonga, California), with the 2014 introduction of nothing else in the industry, and we have been recogtraditional-design cabinets to its outdoor kitchens in nized for bringing something new and unique to a some2014 and a 2016 expansion of outdoor kitchens featurwhat stale category,” Larkin emphasizes. Hestan grill ing 11 predesigned kitchen islands. These islands products include 10 patented or patent-pending items. include cabinets, countertops, and fascia panels. To continue this winning streak, members of the Jan Trinkley, vice president, director of marketing sales team and engineering department will continue to and sales, says, “Consumers buy their grills separately, interact with distributors and retailers. “As an example, choosing from five grill companies and 15 grill sizes. At before launching our Hestan Outdoor and Aspire by

Casual Market Chicago, Gensun introduced new cabinets in a contemporary design. Consumers can now choose traditional or contemporary cabinets, and the 11 kitchen islands are also available in both cabinet styles.” Gensun’s cabinets can be finished in 23 different colors, while countertops can be finished in 26 different colors. These color options provide consumers with the ability to customize their outdoor kitchens and match almost any decor. Trinkley believes that dealers should urge consumers to choose among options to fit their spaces and then choose their countertops—granite, marble, cement, or other materials. He says, “Gensun outdoor kitchens, predesigned or design your own, are shipped like indoor kitchens, with cabinets packaged separately. This makes for easy transportation to the location of choice for the kitchen. Gensun kitchens offer adjustable leg height, so leveling is addressed.” Fortunately for dealers, Trinkley is convinced that the outdoor-kitchen market is just getting started. After all, he says, “Consumers have been buying grill carts for years. They want more than a grill, a tank compartment, and two little shelves. They want a refrigerator, a side burner, more countertop for preparing and serving food, and storage. The list can include many more options, such as an eating area, a bar center, and a firepit.”

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Marketing Maneuvers LAURA’S HOME AND PATIO

SeeingIsBelieving Laura’s Home and Patio helps customers convert outdoor spaces into distinctively stylish outdoor rooms. BY KIMBERLY RODGERS

PHOTOGRAPHY BY KARL RIVENBURGH

The store inspires customers with its unique displays

opportunity to display even more outdoor furniture, Since Laura Merlein opened her retail including eye-catching colorful umbrellas and large, store in 1991, her goal has been to bright planters. The remodeling project was a help her customers create beauty huge success, drawing an increase in traffic in their homes. She started by offering and leading Laura’s Home and Patio to fresh and silk floral arrangements, gift and be honored, in 2017, with a national accessory items, and seasonal decor to award for the best storefront. the residents of Long Island. At a store From the moment people walk originally called Laura’s Floral into the store’s 7,000–square-foot Elegance (East Northport, New showroom, “We hope to inspire our York), Merlein expanded her product customers with our unique displays offering in 2007 with the addition of and help them envision what the patio furniture. furniture could look like in their In 2011, the store’s name was own outdoor spaces. Customers changed to Laura’s Home and Patio begin to think about how to transto reflect the direction of the business form their own patios, with the use of better. Today, the retailer continues to colorful accessories, into backyard oases,” assist customers with an array of high-qualMerlein says. ity products to help bring elegance and beauty All dining and seating sets are adorned with Laura Merlein (left) to both the inside and the outside of the home. placemats, acrylic partyware, throw pillows, and Kerri Medina Since 2007, the furniture business has grown rapidumbrellas, and plants. Decorative displays are frequently ly, and the patio category currently represents about 50% of restyled, and vignettes get a makeover when the store simply the store’s annual sales. A store expansion in 2015 gave Merlein the changes the color palette of accessories. Merlein comments, “Many

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SHORELINE WOVEN Circle Reader Service No. 27

Marketing Maneuvers LAURA’S HOME AND PATIO

customers say they wish they could host their next dinner party at our store because they love the decor and fun atmosphere. We help them achieve this look for their own homes.” For the past several years, the client base has been favoring larger dining tables with a more contemporary look. “We are fortunate to have a good relationship with our primary vendor in this category, Alfresco Home. The company understands our customers’ need for larger tables, After remodeling and expansion, the store displayed furniture outside, drawing in traffic and it works with us to expand this offering continually with its unique Accessories are added to reflect designs,” Merlein says. upcoming holidays and the In addition to carrying changing seasons. “It is traditional cast-aluimportant to our cusminum dining and tomers, though, that we deep seating also continue to offer groups, Laura’s everyday home accesHome and sories throughout the Patio showcases year,” Merlein notes. innovative new Decorative accents and During the products. floral arrangements are Christmas season, Merlein reports, part of the product mix the merchandise “This year, we focus shifts from outintroduced an door furniture to holioutdoor collection day decor, with a display of in eucalyptus wood more than 25 fully decorated (by Alfresco Home) trees (using various themes and that features straight lines colors). The variety of holiday accesand a more contemporary look. sories is extensive, including table toppers, servIt was well received, and we plan to expand ing pieces, lanterns, figurines, stockings, pillows, this offering.” linens, runners, and tree skirts. The staff can creAlthough the store has carried firepits for ate custom-designed trees, wreaths, garlands, and several years, demand for them has increased tabletop arrangements to help clients hold memthis year, prompting the addition of fire bar orable holiday gatherings. tables. Agio is the retailer’s primary vendor in From its conception, the store has offered the category. Merlein says, “It offers extraordifresh floral arrangements for any occasion nary designs and a variety of options, allowing us through its Laura’s Floral Elegance division. Silk to have a selection that offers something for floral arrangements are also available. A staff of everyone. Firepits truly let our customers talented and dedicated florists provides design expand their outdoor season.” consultation, and flowers for local or nationFLORAL AND SEASONAL PRODUCTS wide delivery can be ordered online Decorative accents and floral arrangements have (www.laurasfloral.net). always been an integral part of Laura’s Home and Merlein says, “Many loyal customers have Patio, and its design specialists are experts in this shopped with us since the beginning, and we market segment. The store is noted both throughhave provided flowers for their weddings and out Long Island and nationally for its innovative family events. Now, we are doing flowers for presentation of home-decor items; in 2015, it their children’s weddings or silk arrangements received an industry award for its use of accessories. for their first homes.” The floral category repreThe store’s accessories showcase an array of colsents about 25% of the retailer’s business. ors, styles, and themes not available from other EXPERT KNOWLEDGE retailers or mass merchants. Merlein explains, “We The store’s website (www.laurashomeand try to offer exclusive and unique products: We patio.com) offers a wealth of information and want our customers to have confidence that when photos. Merlein says, “Over the past year, we they shop here, they will find something special.”

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have spent time redesigning our website, and we continually work to keep the pages interesting and up to date.” As a result, she continues, “We have noticed the website getting a fair amount of traffic and have even seen interest from out of state.” Laura’s Home and Patio advertises in a daily major newspaper primarily serving Long Island—Newsday—with inserts throughout the year. In addition, the business uses direct mail and email to reach an ever-growing customer base. There is also a Facebook page with inviting, colorful displays of store accessories (as well as manufacturers’ product photos). Merlein notes, “We try to update this periodically, but as social-media use continues to grow as a way to interact with our customers, we know we need to spend more time focusing on this marketing aspect.” The staff at Laura’s Home and Patio is well trained in all categories the store offers. Merlein explains, “We pride ourselves on making sure all members of our staff have extensive product knowledge, and we hold regular meetings to make sure employees stay up to date. This helps our customers feel confident about their purchases. Since the staff is not commissioned, it is not overly aggressive. We have created an atmosphere that allows the team to work together to help customers, rather than feeling competitive toward one another.” In addition, customers receive design advice on many aspects of their indoor and outdoor spaces. Merlein says, “Often, customers bring in sketches of their backyards or show us photos on their phones. This enables us to help them select the correct furniture pieces and accessories for their spaces.” Staff will go the extra mile and dismantle accessories on a particular vignette, restyling it to meet customers’ own tastes and needs. Merlein adds, “This helps clients completely visualize everything, even before they get products home.”

PATIO & HEARTH PRODUCTS REPORT

LLOYDFLANDERS.COM Cayman Collection

New for 2018

Circle Reader Service No. 29

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

Hearth Retailer ELITE FIREPLACE

OnFire

Each fireplace is in its own stand-alone display

As demand for hearth products heats up, sales boom for Elite Fireplace. When Eric Romenesko, owner of Elite Fireplace (Appleton, Wisconsin), started his career in the hearth industry, he began by working with Allied Fireplace, an all-encompassing outfit that included retailing, building, and distribution in Appleton.

BY MAURA KELLER

PHOTOGRAPHY BY PERRYBEPHOTOGRAPHY.COM

The hearth industry had always intrigued Don (left) and Romenesko because of Romenesko says. With his Eric Romenesko the diversity of its supportive wife and famproducts. ily, he began prepara“The industry was tions for Elite Fireplace, small in comparison which opened for busiwith others, and I ness in February 2008. saw many opportuni“Working with custies within the organitomers has always been zation,” Romenesko something I truly enjoy. I says. At the time have found, over the years, Romenesko started with that honesty, building trust, not Allied Fireplace, the company overpromising, and treating people had four locations across Wisconsin, and the way I like to be treated were very imporit was the largest hearth retailer in the state. Its tant, whether those people were shoppers, supproducts varied from hearth products to lightpliers, or employees,” Romenesko says. “My ing to patio furniture. experience has been that these attributes will As the business evolved, an opportunity bring success.” arose for the owner, Ron Skoronski, to merge Staying on top of the ever-evolving prodhis locations with those of Kirk Sorenson of ucts and trends in the patio/hearth industry Fireside Corner (Roseville, Minnesota). also is a must. Today, hearth items make up Together, the businesses became known as the majority of Elite Fireplace’s sales. In addiAllied Fireside Inc., and Romenesko was protion to offering wood, gas, and pellet stoves, vided with an opportunity to learn from myriElite Fireplace also features wood, gas, and ad industry professionals. electric fireplaces; wood, gas, and electric “I was able to capitalize on this learning inserts; custom fireplaces; hearth accessories; and served many different roles within the gas logs; chimney products; grills; and firepits. company, over the years,” Romenesko recalls. “My products are diversified—ranging As mergers continued among manufacturers from entry-level builder items up to high-end of hearth products, many changes took place products,” Romenesko says. “Many of the in the industry, including the closing of the items in the showroom are high-quality, highoriginal Appleton store for Allied Fireplace. er-end items.” He also finds that today’s “At that time, I went to work for a comclients are not typical first-time homebuyers; petitor of ours in Appleton and quickly they really want high-quality products that are learned we were not a good fit. It had always unique and trendy. been a goal of mine to have my own store,” “I think the customers are really starting to

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think differently,” Romenesko explains. “My product offering is a blend of models, catering to everyone’s needs. A portion of my business is builder business, but my primary focus is really on higher-end products.” Manufacturers represented in his lineup include Astria, Avalon, Kingsman, Majestic, Dimplex, Lopi, Mendota, Modern Flames, Stellar, Fireplace Xtrordinair, and The Outdoor GreatRoom Company. Romenesko prides himself on offering products that exude quality and uniqueness, based on whether he thinks customers will be receptive. “I really follow no particular model. I do what I feel is right to meet customers’ needs and desires,” he says. “I want customers to feel that their needs and expectations are being met at Elite Fireplace, and I want the store to be one that inspires customers.” While Elite Fireplace is still a relatively new business, Romenesko’s goal is to become a showcase showroom. “I am not afraid of my competition. They sell by price alone. I don’t want to be that company. In truth, that does neither of us any good. A low price then becomes the expectation of the customer and leaves income on the table,” he says. Fireplace stores are shopping destinations; therefore, Romenesko doesn’t take customers for granted. Instead, he sells products that customers want (rather than need). The store’s tag line is Life Is Just Better in Front of a Fireplace, and Romenesko recognizes that he is selling a lifestyle: drawing the family together. Elite Fireplace’s showroom is arranged so

PATIO & HEARTH PRODUCTS REPORT

Circle Reader Service No. 31

Hearth Retailer ELITE FIREPLACE

Launched in 2008, the store offers entry-level to high-end hearth products

that each fireplace is in its own stand-alone gas inserts to complete display. The company’s best-selling products installations, from start are gas fireplaces and gas inserts. “I go to great to finish. We slip lengths to bring in the best products and variinstallations for ety available,” Romenesko says. “Gas fireplaces builders in between, to have always been a strong-selling item for make sure their needs many stores in the industry, and gas inserts also are met.” continue to grow. People today want to Sales of custom fireupdate their fireplaces and make them more places for commercial efficient. Convenience also plays a role. jobs have grown signifHearth appliances have risen to the top of cusicantly for Elite tomers’ want lists again.” Fireplace, and Among products of interest to his cusRomenesko sees no tomers, Romenesko is seeing linear fireplaces slowdown in sales this continue to grow, as are ribbon burners with year. “Over the past glass crystals and added lighting. Shiplap and few years, my sales subway-tile surfaces also are popular now, so have increased about the clean lines of re-engineered fireplaces work 20% each year,” he well in today’s homes. says. “That has been “Today, everything is about clean lines,” substantial growth for Romenesko reports. “Ever-changing us. I expect sales to be technology also plays a large role in up about 25% this year. A lot of that today’s products. In addition, growth will come from higherSurrounds and full-function controls are an ticket items being sold.” mantels play big important item because of Considering its growth roles in purchasing decisions their convenience.” over the past few years, the biggest challenge ONGOING Elite Fireplace faces is GROWTH lead time in the compaAs Elite Fireplace conny’s daily schedule. tinues to grow, “We run out of hours in Romenesko relies on a day,” Romenesko says. word-of-mouth advertis“The amount of time coning (rather than social-media sumed by the business creor print advertising). Quite ates challenges with family simply, he relies on the reputation time as well.” he’s established among repeat customers. With the growth pace of Elite “2017 has been an interesting year, and I Fireplace continuing to rise, Romenesko expect sales to continue to be very strong,” believes that the future is bright for his business, Romenesko says. “Customers are spending. The as well as the industry as a whole. “All indicasummer months are usually the strongest builder tions seem to point toward sales continuing to months in our market; I am currently booked trend upward. I think the industry is hot right out for weeks with retail work—from tearouts to now,” he says. “With fireplaces high on cus-

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Displays help architects, designers, and contractors with their projects

tomers’ priority lists, I see great things.” Romenesko has established key goals that will help Elite Fireplace continue to distinguish itself in the industry. Currently, his main goal is for Elite Fireplace to be the showcase hearth-design center in its market. Romenesko wants every architect, designer, and contractor to come to Elite Fireplace for inspiration. “Much of my success is the result of the people I surround myself with: Having well-trained employees who are driven by customer service is imperative,” Romenesko says. “They treat my business as their own. It helps us build a healthy culture, and this benefits our customers. It’s about making sure the customers get the products and services they expect.” He adds, “Being a true professional hearth expert and building a customer relationship are what it’s all about. My reward is putting a smile on the customers’ faces and giving them a product they will enjoy for years to come. If it makes them happy, it makes me happy.”

PATIO & HEARTH PRODUCTS REPORT

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“We insisted on Valor replaces for our new home. Not only do they look beautiful, the replaces e ciently heat our 4000 square foot home.” 3ValorClub owners, Kelowna, British Columbia*

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Circle Reader Service No. 33

Outdoor Grilling GRILL & HEARTH

ThePowerof Patience Grill & Hearth is poised to capture the rebounding Florida market. BY CHERYL DANGEL BARTOLINI

PHOTOGRAPHY BY DAVID BRINKO

From left: Jimmy Gagliano, Brian Graf, and Andrew Tuohy

A premium grill from Hestan is popular

The store carries smokers in various sizes

The store doubled its space in 2016

Grill & Hearth (Palm Coast, Florida) is among the elite businesses. It

not only survived when the realestate bubble burst, but is better for having lived through it. Brian Graf, president and coowner, says, “It is a badge of honor now. Along with us, there are several key builders in this neighborhood who made it through the downturn. People will look at us and say that they can trust walking into this store. They can invest in outdoor kitchens, knowing that five to 10 years from now, they can still get someone to answer the phone.” Andrew Tuohy, vice president and Graf’s 50–50 partner in the business, says, “He’s right. We

The showroom features a diverse range of portable and built-in grills

were able to maintain this business through the downturn because we provide service and education. The key is to be smart. We didn’t overextend ourselves, and we didn’t have any debt.”

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The partners agree that longevity is what sets Grill & Hearth apart from its competition. “We have a really strong reputation,” Graf explains. “People know us in the community. They

PATIO & HEARTH PRODUCTS REPORT

know we’ve been here. Customers buy a product, build a new house, and come back in again when they sell it and have bought another house. We’re seeing generations coming through the

Circle Reader Service No. 35

Outdoor Grilling GRILL & HEARTH

door, and I attribute a lot of that to how we operateâ&#x20AC;&#x201D;and how we educate customers and service what we sell.â&#x20AC;? The store has been in business for 20 years. Graf founded the business in 1997, and it was mildly successful, but it didnâ&#x20AC;&#x2122;t really take off until a couple of years later, when he partnered with Tuohy. â&#x20AC;&#x153;Andy and I built the place together,â&#x20AC;? Graf says. At the time, there was no other store of its kind in Flagler County, which was the fastestgrowing county in the state when they were setting up shop. â&#x20AC;&#x153;There was definitely a need for a specialty retailer here,â&#x20AC;? Graf says. â&#x20AC;&#x153;Before us, there were just propane dealers who had no selection. They had one brochure, a demo log set, and a 30inch range (getting dusty in the corner).â&#x20AC;? Tuohy adds, â&#x20AC;&#x153;We wanted to be more of a spe-

cialty showroom. We wanted to have more displays, give people lots of choices, and educate them as well.â&#x20AC;? The partners still consider themselves to be among a handful of forward thinkers in the industry. â&#x20AC;&#x153;There arenâ&#x20AC;&#x2122;t a lot of people as willing to invest as heavily as we did to get the level of products we offer. We have the products and the choices when you come in,â&#x20AC;? Graf states. â&#x20AC;&#x153;As a result, builders in our market have the luxury of telling clients to go to this store to become educated. They have choices.â&#x20AC;? When the pair first started, their storeâ&#x20AC;&#x2122;s size was 1,200 square feet. In 2005, they more than doubled its size. They sat tight during the downturn between 2008 and 2012. â&#x20AC;&#x153;Those years were horrible,â&#x20AC;? Tuohy recalls. Then, last year, with the

The store has many repeat customers for Big Green Egg products

downturn behind them, they doubled their space again, and they now operate in a 5,000â&#x20AC;&#x201C;squarefoot space. â&#x20AC;&#x153;Business has been increasing each year, so now, weâ&#x20AC;&#x2122;re having the best years we ever had,â&#x20AC;? Tuohy says.

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SEPTEMBER/OCTOBER 2017

STAYING CURRENT Grill & Hearth sells a variety of grills, including products from Weber, Big Green Egg, Napoleon, American Outdoor Grill, and Alfresco. While the storeâ&#x20AC;&#x2122;s owners admit that buyers can become enamored of a grillâ&#x20AC;&#x2122;s bells and whistles, when it comes down to it, all buyers want one thing. â&#x20AC;&#x153;Thatâ&#x20AC;&#x2122;s a good warranty,â&#x20AC;? Graf states. â&#x20AC;&#x153;They want to make sure it will last. We are very close to the Atlantic Ocean; many customers live right on the ocean, and it is a brutal climate, so warranties and performance are big factors.â&#x20AC;? In response to customer inquiries, Grill & Hearth recently added grills from TEC to its product lineup. These 100% infrared grills use ceramic-glass technology. Also new is Hestan, a line of luxury grills. In addition, the store has added a display of NatureKast weatherproof outdoor cabinetry to the showroom. The goals are to stay current and to expand even further into the outdoor-kitchen market, which currently accounts for about 40% of the storeâ&#x20AC;&#x2122;s grill sales. Grill & Hearth is a one-stop shop for outdoor-kitchen buyers. The only things it doesnâ&#x20AC;&#x2122;t supply are granite countertops. In fact, the store has found a way to make that omission work for it. â&#x20AC;&#x153;We align ourselves with other local companies with the same level of quality and service we have. We work well with them and are very confident in recommending them for granite installations,â&#x20AC;? Graf says.

PATIO & HEARTH PRODUCTS REPORT

The same situation arose with a landscaping company that builds exotic firepits and other outdoor structures. Graf reports, “It uses our firepits in its projects. It cross-promotes, and we do, too. It is a way to offer more to the consumer: more choices and better options for the finished product.”

down on needless repairs and expenses down the road.” Occasionally, the store will hold an open house, inviting customers to meet grill makers’ representatives. An outside company manages Grill & Hearth’s social-media presence on Facebook, Twitter, and Pinterest. Its website (www.grillandhearthpc.com) is being overhauled, and a new design will

BETTER SERVICE When choosing products, Graf and Tuohy give priority to manufacturers that will protect them from unscrupulous internet pricing. “We don’t fear losing a consumer to price or knowledge. We already have the disadvantage of sales tax,” Graf explains, “but internet sellers don’t care about the consumer. There is no such thing as service. Buyers will ask about the price, but never ask what happens when a burner wears out in a grill. Will that seller go to a buyer’s house and diagnose a problem?” In the future, Grill & Hearth will base its purchasing decisions on whether manufacturers cater to the specialty retailer and want their grills represented in a specific way. “It’s a struggle when you have to negotiate from the internet price up, versus from the list price down,” Tuohy says. “I’m doubtful anyone is spending good money on the internet without having seen a grill and touched it at a specialty grill store.” While online sellers might provide only FAQ lists in response to consumer inquiries, Grill & Hearth prides itself on education. The owners, along with their four employees, will instruct buyers on everything having to do with a grill before the purchase. They are taught everything from how to turn it on and operate it to how to clean it. “This all helps us on the service end because there are fewer service calls. Then, when buyers really do need us, they know they can count on us for a repair,” Tuohy says. When products are delivered, buyers get white-glove service. Graf says, “We show them everything. They are right there in front of us, so we review everything. This all cuts

launch in the fourth quarter of 2017. “Florida is a beautiful state, and there’s a constant influx of people. Building is booming. There are several large-scale projects going on in the area, and we plan to be a part of them,” Graf says. “We know down times will be back: That’s always the cycle—but we are leaner and meaner from being

Circle Reader Service No. 37

SEPTEMBER/OCTOBER 2017

PATIO & HEARTH PRODUCTS REPORT

down,” Tuohy notes. Graf adds, “We learned some hard lessons, so if there’s another downturn, we’ll be prepared.” For the near term, the outlook is good. “I’m very positive,” Tuohy says. Why wouldn’t he be? The area has interested grill buyers year round, the housing market is on the rebound, and the store is poised and ready to ride the uptick.

AStellarStore Patios Plus, winner of multiple Apollo Awards, is a respected leader among outdoor-living stores. BY SHARON SANDERS PHOTOGRAPHY BY CHRIS MILLER

PATIOS PLUS

ShowroomShowcase

It is no coincidence that Patios Plus™ (Rancho Mirage, California) has won the industry’s prestigious

Apollo Award three times—and has been nominated 18 times in the past 25 years. This family-owned retailer has managed to take an ordinary business and turn it into something extraordinary. Located among Southern California’s popular desert communities, which embody the indoor/outdoor lifestyle, Patios Plus has made a name for itself by knowing and catering to its market. In 1992, Les Schultz and his children, Jim and Kristine, purchased a 20–year-old patio store that also sold indoor rattan. They were new to retail, but what they lacked in experience, they made up for in business savvy and sheer determination. Jim (a former insurance executive) and Kristine (an interior designer) took the reins of the new venture. “The first thing we had to do was learn the ins and outs of retail,” Kristine Schultz recalls. “We were fortunate that the sales reps who called on the store gave us advice that put us on the right track. They were very candid about what it takes to run a successful patio store.” The Schultzes spent the first few years experimenting and determining what they wanted the store to be. They decided that the area already had plenty of patio stores (including their own) offering merchandise at midrange prices, so they shifted their focus to high-end products. “There were a number of up-and-coming luxury residential building projects in town, so we knew the time was right to move forward in a new direction,” Schultz says. The decision was the right one, and the business took off: Eight years later, the family purchased land and built a new store. It featured a spacious 10,000–square-foot showroom, along with offices and an on-site warehouse. “It was the real turning point for our business,” Schultz explains, adding that owning the land has freed the family to do many of the things that it had dreamed of doing with the business. Today, the store’s showroom is unlike anything else in the desert, with an eclectic,

Amanda Smith (left) and Kristine Schultz

sophisticated style and one-of-a-kind merchandise. In addition to having designers and architects as customers, it has clients ranging in age from their 30s to their 80s. Patios Plus is so well known for its showroom experience that people come from neighboring Palm Springs, Cathedral City, Palm Desert, and Indian Wells—and even from Los Angeles, 120 miles away—to see all that the store has to offer. As an interior designer, Schultz has created an environment that is uniquely inspirational. “We tend to sell more contemporary than traditional furniture, so we carry lines that cater to sleek design, such as Brown Jordan, Gloster, and Barlow Tyrie. Our twist is that we don’t just show collections by manufactur-

SEPTEMBER/OCTOBER 2017

PATIO & HEARTH PRODUCTS REPORT

er; instead, we mix,” she says. “For example, we might pair a Gloster sectional with a chair from another vendor or combine aluminum with resin wicker. We also love to pair cocktail tables from different manufacturers.” Each season, Schultz and her niece, Amanda Smith (Jim’s daughter), who is vice president and is in charge of day-to-day operations, select a color scheme for the showroom and then use it as the palette for all of the fabric, umbrella, and accessory selections. Schultz says, “We have furniture mixed together on our showroom floor that many people would never think to combine.” She continues, “When people are shopping online, they can browse collections and pieces, but they don’t see them in interesting fabrics

The Patios Plus showroom inspires its discerning customers

The store’s color palette changes each season

or get ideas on how to put them together. The experience of coming into a store and seeing furniture in a merchandised setting is unique.” Schultz and Smith do all the buying for the store and seek out trade shows that offer something different. “Everything just starts to look the same, after a while. We are not going to win over customers with items that can be bought at every patio store,” Schultz says. Patios Plus is probably best known for its exclusive product lines, which give the store its dis-

Modern furniture is a top seller in the area

SEPTEMBER/OCTOBER 2017

PATIO & HEARTH PRODUCTS REPORT

tinctive personality. “When you run a business in a small community like ours, you have to find a way to set yourself apart, or you won’t survive,” Schultz says. In its area, the store is the exclusive source of products from Brown Jordan, along with a number of other manufacturers, including Janus et Cie. Schultz adds, “Last year, Brown Jordan partnered with Michael Smith (interior designer for the Obama White House), and we were able to feature a number of Smith’s pieces on our floor.” She explains that people see designer furniture in magazines

PATIOS PLUS

ShowroomShowcase

Gios by OW Lee

such as Architectural Digest and then come to the store looking for it. Many of the high-end manufacturers do national advertising, so the store has been able to take advantage of that opportunity to draw in new customers. As a longtime member of the American Society of Interior Designers, Schultz has relationships with many design professionals who have come to know and trust her. “If they live locally, they can come here instead of driving to Los Angeles to find patio furniture for their clients. We also carry a large selection of indoor accessories that designers can purchase for their interior installations as well. A bonus is that the accessories look fantastic merchandised on our showroom floor,” Schultz says. In 2018, the store plans to partner with

one of its manufacturers to create its first store within a store. She notes, “It is unique opportunities like this that allow us to offer something that our competitors don’t have.” The client base of Patios Plus continues to grow and diversify: The area is undergoing a surge of redevelopment, and a new generation is discovering what the desert communities offer in art, concerts, music festivals, golf tournaments, tennis, and dining. Many people are choosing to live in the area full time, which has changed the dynamics of the store. “Our business is nearly 70% special order, which is a big change for us, as we used to sell primarily in-stock merchandise that we kept in our warehouse. People are willing to wait for custom

Santa Cruz Dining Group Crafted using FSC ® 100% certi ed Roble timber. www.jensenleisurefurniture.com Circle Reader Service No. 40

SEPTEMBER/OCTOBER 2017

PATIO & HEARTH PRODUCTS REPORT

orders because they aren’t just in town for vacations,” Schultz reports. She adds that many residents own several homes and appreciate the convenience of having one place to go for everything. “We do a lot of drop shipments because once people have a good experience with us, they want to replicate it in their other homes,” she says. Patios Plus has big plans for the future. It recently hired an agency that has brought new life to its advertising and helped it tap into today’s consumer market. Schultz says, “There are so many ways to attract customers, with Instagram, blogs, and other social media. We are learning, every day, how that needs to work.” She has discovered that shoppers will look everywhere for something unique and are willing to drive to the store to get it. They might do research online, but they want to experience products in the showroom. “I know many retailers are concerned about what the future holds for brick-and-mortar stores, but I believe that people will always want to sit in, touch, and see patio products,” Schultz adds. “We just need to have stores worth visiting—and sales staff with knowledge and experience in customer service. Those are irreplaceable things people will never get online.”

Introducing the new

Ridgewood Collection

Circle Reader Service No. 41

OuterSPACE Windward goes the extra mile to create stylish, comfy furnishings that brighten outdoor areas. BY SHARON SANDERS

Windward

AS I SEE IT

Amber Schinas

Florida is a magnet for outdoor living, and Windward Design Group® (Sarasota, Florida) has called the state home ever since it started there, as Royal Patio Manufacturing, in 1991. The family-owned company is an industry influencer that expertly manufactures the majority of its outdoor-living products, from furniture frames to tables to cushions, in its Sarasota facility—with an eye on quality, style, and customer service. Patio & Hearth Products Report sat down with Amber Schinas, marketing manager, to uncover the latest The new Terra news from this steadily growtable in Capri ing company.

The newly redesigned Skyway II collection

times a priority; with that idea, we launched a two-week wicker quick-ship program last year for all special orders.

What is one of the brand’s standout moments from the past few years? Schinas: We introduced a line of marine-grade polymer (MGP) products a few years back, What is Windward’s niche with just when MGP was starting to generspecialty retailers? ate a buzz in the industry. The line Schinas: Windward has always took off and is performing been about strong products tremendously for us. Adirondacks in and strong partnerships. People like MGP because of Stetson (left) and We are known for our the look it provides, and azure formula of quality prodbecause it’s easy to maintain; ucts, exceptional comit doesn’t peel, rust, or ever fort, and competitive have to be refinished. We see prices: the backbone of endless potential for our who we are, as a company. MGP as we continue to eduWe are also committed cate our dealers (and their custo being a manufacturer that tomers) on the benefits of this helps dealers succeed. One way we durable material. do this is by being approachable. If a Then, last year, we introduced six dealer needs a rush order or help solving an issue, wicker collections and two cast collections, all of we will do everything we can. which have performed incredibly well for us. A partnership means listening and taking With these products, we allow dealers to special action, and that is the core of our company. order from our factory—without forcing them We’re also very committed to making short lead to commit to a container program. SEPTEMBER/OCTOBER 2017

How does Windward approach product development? Schinas: When we are considering new products, we focus on the audience we are creating it for and what their main desires are. To accomplish this, we make it a point to connect with our dealers and salespeople (who are the most knowledgeable in this area). Every two years, the company invites a crosssection of dealers from different territories to a dealers’ council meeting. The meeting is a chance for us to have one-on-one conversations with them so we can find out how we are doing as a company, how our products are doing on their showroom floors, and in which direction they see the industry going. We also host an annual open house, every August, that is essentially our own private trade show. This gives our dealers the chance to see new products and fabrics before they are officially launched. It also gives them an opportunity to get to know our company, meet the customerservice specialist they work with, and engage in a factory tour. The whole experience allows them to see us in a new light, so we become more than just a company on the other end of a phone line or email. It makes our relations more personal. What have Windward’s top-selling products been for 2017? Schinas: Our Oxford woven foam collection,

PATIO & HEARTH PRODUCTS REPORT

which we introduced last year, has performed phenomenally well for us. The draw is its driftwood wicker color, in addition to the new option of a woven foam seat that eliminates the need for a cushion. People like the cushionless design because it’s easier to take care of than a cushion, and it has a unique, sophisticated look that sets it apart from the average piece of outdoor furniture. Oxford has done well in both retail and commercial channels. Our Hampton MGP collection also tends to be a top performer for us every year. Which Windward pieces/collections are you most excited about for next year? Schinas: This year, we focused on expanding our table offerings, as well as on rounding out some of our collections with additional pieces. We have a few new furniture collections that we will be introducing (such as the redesigned Skyway sling collection), but the stars of the show are going to be our new table options. One of the tables we are premiering,

called Terra, features a faux-wood top that is actually printed aluminum. The print has texture to it, so it has a very realistic look, and it’s ultradurable. It will come in four different prints that coordinate with the various finishes and fabrics in our furniture collections. Terra, like most of our tables, is universal, so it can be used—across the board—with our different furniture collections. Demand also continues to be strong for our MGP program, so we are adding a new group this year, Kingston sling, as well as two new frame colors: Stetson (taupe) and azure. How does a manufacturer stay relevant in today’s rapidly changing marketplace? Schinas: It’s about being adaptable and knowing that your job is never done. I think it’s important to be adaptable not only with trends, but with what is going on in the economy. For example, we really grew, as a company, when the market dipped in 2008—because we focused on creating a wider variety of products

that people could afford at that time. We didn’t get hung up on just trying to get people to purchase the higherend products because we knew expendable income was limited for many people. Now that the economy is stronger, we have balanced our offerings. I know dealers appreciate our adaptability because that means they always have the furniture they need to make a sale. In product preferences, are there big differences between regions? Schinas: Absolutely: Trends will vary because lifestyles and home styles are incredibly different, depending on where you are. When you get into larger cities, you have to be able to accommodate smaller spaces and balconies. In more rural areas, homeowners have more outdoor space to work with, so they want larger setups. Last year, at our biennial dealers’ council meeting, we debuted a number of new collections, and the feedback

from many dealers was that they liked some of the smaller pieces because they would fit easily on balconies. In particular, they were drawn to the Madrid aluminum deep seating sectional and the Oxford wicker collection, both of which have smaller footprints. We can see pretty clear color trends by region as well. What will the future hold for Windward? Schinas: Windward is proud to be a family-owned business that manufactures the majority of its products in the United States. We will continue to focus on what we do best: making innovative, high-quality products at a good value. Our trend, for the past eight years, has been steady growth. We have a long-term strategy in place to manage future growth, from our infrastructure to our product lines. We have a solid lineup of products that our dealer base is having success selling, but you won’t see us being complacent, either. Our goal is continual improvement.

THE BEST OF BOTH WORLDS You know us for Vented

Get to know us for Vent-Free

Rustic Timbers

Country Blaze

www.hargrovegaslogs.com Circle Reader Service No. 43

SEPTEMBER/OCTOBER 2017

PATIO & HEARTH PRODUCTS REPORT

ProductFocus Retailers appreciate Enviro’s diversified lineup of fireplaces and stoves.

Enviro

MY TURN

BY SHARON SANDERS

Cherbel Yousief

There is something to be said for a company that doesn’t seek the spotlight, but ends up in the spotlight anyway. Enviro®/Sherwood Industries Ltd. (Victoria, British

Columbia) is one of those companies because it knows how to build hearth products that people want (and love). Enviro has managed to hit the mark with all of its products since it came onto the scene in 1989. While it has flown under the radar for many years, its new focus is causing the hearth industry to take notice. Cherbel Yousief, president and CEO, describes how Enviro has evolved from a wood/pellet-appliance manufacturer into a full-line hearth company. “We were the first to pioneer bringing pellet stoves into Europe. Ours were the stoves of choice because of their quality—and the fact that they could burn a variety of fuels, including crushed walnut and almond shells. We were the largest player in Europe for many years,” he explains. Once regulations started to tighten in Europe, Enviro began to focus on growing in North America. Initially, it continued on its path as a pellet-stove manufacturer (known for its solid products and customer service), but eventually, the time came for broader ventures. Yousief says, “The pellet segment was the springboard to get us into the market, but things have taken a different turn, and we are changing for the better.” In 2014, the company broadened its offerings to include gas fireplaces, introducing five models. “We hit it out of the park with all five,” Yousief says. “It confirms that we are

The C34 fireplace, with a log set and a ledgestone liner

The C60 fireplace, with a log set and a fluted liner

not just a pellet-stove manufacturer. We are serious about creating great products in an innovative way.” He adds that Enviro’s successful foray into the gas category has been one of its defining moments. The expanded focus not only has appealed to longtime Enviro dealers, but has opened the door to some other dealers who see the company in a new light. “Now that we have a broad product range, dealers can rely on us to supply a complete product line,” Yousief notes. In 2017, Enviro jumped into modern design with a full line of linear gas fireplaces— including the C34, C44, and C60, all of which have done well for retailers. For 2018, the company is introducing five new gas

SEPTEMBER/OCTOBER 2017

products: a 72-inch linear fireplace (C72) that will be the biggest unit in its linear lineup, two large fireplaces (Q5 and Q6), and two high-end fireplace inserts (EX32 and EX35) that round out its insert offerings. Gas sales have steadily taken on a life of their own. Yousief says, “I can comfortably say that gas-product sales have surpassed our pellet-product sales by 30% in just a short time—which is huge, when one realizes that we are a business that built its reputation on pellet products.” Enviro considers itself a company that relates to its dealers, which is one reason that it is able to develop products that sell through for dealers. Yousief explains, “We are a small company, so we have the luxury of being able

PATIO & HEARTH PRODUCTS REPORT

Enviro

MY TURN

to tailor our products for our dealers. When we develop new models, we consider everything from how easy they will be to install and service to how simple they will be to operate.” When Enviro does research for new products, it is eager to get dealers involved in the process. “We draw on their experience for ideas, build the product, and then have them tinker with it a little bit, so they can almost sign off on it for us,” Yousief reports. He adds that dealer involvement in the research/development process is effective, in part, because it lets the company know what’s needed in different regions. Enviro is constantly working on better ways to partner with its dealers. “We don’t want just to give them products to sell; we

Over the years, the company has assembled a strong network of distributors to sell its products, and it considers the network a key to its steady growth. Yousief says, “We wouldn’t be where we are today without them. They have strong relationships with dealers, they know our products, and they work hard to get the right products into the hands of the right dealers. The C44 fireplace, Distributors are a part of the backbone with a log set and of our company because they undera ledgestone liner stand the needs of small businesses.” are committed to coming up with incentives Yousief and his business partner, Stuart and programs that drive consumers to their O’Connor, see extreme value in maintaining showrooms,” Yousief explains. Among the a personal connection with dealers as well. best-received ideas have been conducting “We make it a priority to be accessible at all coupon programs and offering a free item times. If they call us, they get through to us. (blower, door, or vent kit) with a purchase. If they send us an email, we get back to them the same day,” Yousief says. “Dealers will be motivated to sell products from companies they know will give them 100% support. Our distributors are as service oriented as we are, so by working together, dealers have an amazing resource for getting personal product/service support. It makes them feel that they are part of the family.” In 2017, Enviro has seen an increase in sales and has performed above expectations. It is working to hit a 21% increase for autumn and hopes to round out the year with growth of close to 30%. “Dealers have been busier this year than I’ve seen them in the past several years,” Yousief explains. The company has ambitious plans for 2018. It hopes to raise its profile in the industry as it pushes forward its new image as a full-line hearth company. In the short term, it plans to invest heavily in product research/development and has started a separate team focused exclusively on gas products. “We want to continue creating innovative products that hit the mark on all fronts for dealers. If there were a checklist of 10 things that dealers want in a fireplace or stove, we would want them to be able to check off all 10,” Yousief says. The company is also investing in equipment that makes its operation more efficient. Yousief predicts, “A key factor for our growth is going to be our ability to manufacture products more frequently, so we don’t overburden our distributors with inventory. If they are able to turn inventory quickly, they will be able to offer more new products to our dealers. This will make us stronger in the market.” Over the long term, the company intends to diversify. Yousief says, “We have a couple of ideas that will come into play in the next few years. We want to be diversified within the industry so we can continue to grow our business.” Circle Reader Service No. 46

SEPTEMBER/OCTOBER 2017

PATIO & HEARTH PRODUCTS REPORT

Circle Reader Service No. 47

Product Innovation Travis Industries

SmartInnovation Travis Industries takes the path less traveled. BY CHERYL DANGEL BARTOLINI

About three years ago, Travis Industries Inc. (Mukilteo, Washington), an undisputed industry leader making fireplaces and wood/pellet stoves, came to a crossroads: The company had to make

an important decision if it wanted to continue enjoying the success of its previous 40 years. Would it be better to take the path straight ahead or forge a new path? As Kurt Rumens, president, recalls, “It was Kurt time to make a strategic decision. We asked Rumens and a fireplace ourselves, ‘If we were starting this all over from the today, would we do anything differently?’ We DaVinci Maestro thought about it, and everyone bought into collection the idea of taking a new path. We’re not going to do the same things we did in the past.” It was a radical undertaking. As part of a new program named Crossroads, Rumens added several management positions to every part of the company; no one was replaced. “We just added expertise, and the group has gotten more focused and stronger,” he says. For example, in production, Travis Industries’ veteran team led by Ken Sandness, vice president of manufacturing, added a manufacturing-component lead, Jordan Fisher, who formerly worked for Tesla Inc. as a production manager. The company is focusing on explains, citing it as another example of lean manufacturing and on the Crossroads program at work. bringing in new technologies. He says, “We have this high-value, These include fiber-optic feature-driven, price-point product, as lasers, which Rumens well as the most extraordinary high-end describes as 40% faster than fireplaces in the world, our DaVinci standard laser technology. Custom Fireplaces. We are pushing both As a result of these changes, ends of the market, and at the same time, the company has already debuted we continue to improve our core products.” new products at lower prices. The Lopi Deerfield FOUR VESTA AWARDS Travis Industries manufactures five pellet stove ® This year alone, Travis Industries is brands: Lopi , Fireplace releasing 25 new hearth-appliance modXtrordinair®, Avalon®, ® els, from wood-burning and gas fireDaVinci Custom Fireplaces , places to pellet stoves, gas stoves, and and Tempest Torch®. dozens of accessories. “These are new “There were consumers who ways dealers can grow their businesscouldn’t afford our high-end es, this year alone,” Rumens states. products, but wanted quality Many are already proven winners, as products, so this new category Travis Industries won four 2017 Vesta added market share. It has not Awards at HPBExpo. taken away from our high-end The Maestro™ line from DaVinci sales, but expanded the customer The TouchSmart won the Vesta Art of Fire Award. The base for our dealers,” Rumens controller

SEPTEMBER/OCTOBER 2017

Maestro collection focuses on a vertical fire, with units that are 3 feet wide and either 4 or 5 feet tall. They are available in single-sided, see-through, and indoor/outdoor versions. The Bon-Fyre™ burner takes fire to an entirely different level of presentation, with or without its accompanying birch log set. So impressive is the fire that Travis Industries created an equally dramatic unveiling of the unit, complete with a darkened room and music composed by the lead designer: Rumens himself. “I composed the music based on what the fire sounded like to me,” he notes. The copyrighted soundtrack was recorded by a local orchestra and is featured on the DVD included with a Maestro purchase. “The fire has magic, and I was able to convey that to people,” Rumens says, explaining that the name Maestro was a natural choice. “We looked at the DaVinci line and thought that Leonardo was the maestro of his era. The name presented itself, and because it has to do with music, it tied in perfectly with the product,” he adds. The new TouchSmart™ controllers took home a Vesta Award in the category of hearth/barbecue components and controls. Prior to Crossroads, Travis Industries relied on an outside company to design the software and hardware for its fireplaces. Now, it has its own electronics/engineering department in-house, and it created the award-winning TouchSmart technology for pellet and gas appliances. “We understand our customers range from tech-savvy first-time homeowners to homeowners of all ages who just want to enhance their lifestyles, so the technology interface has to be intuitive,” Rumens explains. The touchscreen TouchSmart system is mounted via category 5 wiring and incorporates the same technology familiar to consumers in their smartphones. The company’s third Vesta Award was in the pellet-products category and went to the Lopi Deerfield™ cast-iron stove (the FoxFire™ is the steel version). “Pellet stoves, when they are operated correctly, are among the most satisfying for consumers. We were able to put together software and hardware that make correct operation easy to understand,” Rumens notes. “Both have TouchSmart technology, which has been three years in development,” he continues.

PATIO & HEARTH PRODUCTS REPORT

continued on page 88

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1-800-654-1177 Circle Reader Service No. 49

CelebratingSuccess Castelle commemorates its 40th anniversary in grand style.

Castelle

CORPORATE PROFILE

BY KIMBERLY RODGERS

The Barclay Butera Outdoor collection

This year is going to be an exciting one at Castelle (Fort Lauderdale, Florida) as the award-winning designer and manufacturer of luxury casual furniture celebrates its 40th anniversary. It’s also

a noteworthy year for Derek Ritzel, who joined the company in January as president and CEO. In 2015, the Lowsky family, which founded Castelle in 1977, sold the company to New Water Capital LP, a private equity company. Ritzel replaced Steve Lowsky, the former CEO, who remained with the company for 20 months after the sale to ensure a successful transition. Ritzel, a furniture-industry veteran, joined Castelle after a successful career with bedding manufacturer Tempur Sealy International Inc. He most recently served as COO of Tempur Sealy Canada and is enjoying his new role, working in a different market segment of the business. He says, “I truly have fond memories of my time in the mattress industry, but I have grown to love the casual-furniture seg-

Ventura sling dining

ment. It’s a market where you have a lot of really nice folks, and you have the opportunity to help outfit consumers’ homes with products they either want or need. The furniture business is fun: It’s a nice little village.”

SEPTEMBER/OCTOBER 2017

In 2016, the company underwent a corporationwide rebranding, changing its name from Pride Family Brands to Castelle. The new focus included a revision of marketing literature, social media, advertising, packaging, and showroom signage. All three of the company’s showrooms (in Chicago, Illinois; High Point, North Carolina; and Atlanta, Georgia) also underwent redesigns to feature the Castelle logo. Pride Family Brands continues as the overall mantle for both Castelle and SummerWinds brands. Ritzel comments, “The

PATIO & HEARTH PRODUCTS REPORT

rebranding effort also has helped fine-tune and paint a clearer picture of the Castelle name and our portfolio of products, including our contemporary and transitional lines, as well as what we are best known for: traditional lines.” INCREASING RETAIL SALES Having served in many areas with Tempur Sealy, including holding senior positions in sales, brand marketing, product innovation, and new-product development, Ritzel brings a wealth of knowledge about the retail sector to Castelle. “My commitment to our retailers is that we are going

employees, finding out what Castelle truly stands for, he recalls. “Everyone articulated the same theme: Castelle offers the best quality available in the marketplace, with full customization any way a customer wants it. These two characteristics represent the core of our being,” he says. He adds that as trade professionals become more directly involved in designing outdoor spaces, the need for custom products is increasing. He explains, “Designers are really getting into the outdoor space and starting to understand it more, and full customization of

Castelle

CORPORATE PROFILE

Napoli

to continue to do everything we can to help them generate more grossprofit dollars than any other company we compete against,” he says. Ritzel believes that the casualfurniture industry is currently undergoing a major transition. He explains, “Companies see the outdoor industry growing, and it seems that everyone wants to jump into the pool. There are a lot of new players in this space, but they really don’t understand it.” These unfamiliar faces might offer products at an attractive cost, but without an understanding of how to keep a retail store profitable—or how to meet the intrinsic needs of the specialtyretail environment. Ritzel says, “Many new competitors are differentiating themselves through lower pricing—versus the quality, style, innovative manufacturing techniques, and customization Castelle offers.” He continues, “Coming from the mattress business, I understand the process: the value of branded products and growing average sales price. This helps retailers tremendously. I want to help the industry increase the average ticket price, rather than compress it.” He explains that bringing up the average ticket price is the best way for specialty retailers to continue to thrive and to compete against online merchants and mass retailers. “In the specialty arena, it is all about giving consumers a compelling reason to trade up: This is how a retailer will grow,” Ritzel says. “The way to do that might be to

Sonesta

get selected buyers into a product that is more affordable initially, but then to show them the differences in quality as they are ready to step up,” he adds. “A lot of quality-furniture customers will naturally move themselves toward better products if they have a good education on what the differences are.” Ritzel believes that in the luxury market, specialty retailers can set themselves apart from online merchants through the showroom experience. “You can only command a certain retail price by having somebody actually sit in and feel the product—and highend casual furniture feels unbelievable,” he says. THE CASTELLE ADVANTAGE To help retailers achieve sales growth, the company introduced Elements by Castelle at the July 2017 ICFA Preview Show™. Ritzel says, “Elements is very fashion forward, with the great designs and the superior quality you associate with Castelle—at a more affordable price.” He continues, “The goal, with Elements, is to help facilitate and increase our retailers’ sales. We also

SEPTEMBER/OCTOBER 2017

want to provide a logical progression and a move up for the consumer within the Castelle line.” By providing a portfolio of products, Castelle can cover key components within the luxury segment. Ritzel explains, “Retailers sell good–better–best lines. We already have the category of best covered, and now, with Elements, we have the better level taken care of as well.” The idea for Elements came soon after Ritzel’s arrival at the company. “The employees at Castelle are fantastic. They were waiting to be turned loose on a project like this, and they made it happen unbelievably fast,” Ritzel reports. To date, Elements has been well received by both new and current Castelle dealers. Ritzel says, “The line has generated a lot of buzz and excitement, especially for its style and the direction of its prices.” In addition, the company is excited about two other new lines: Legend and Napoli. “They have been very well received, and both work very well with transitional-furniture customers,” he adds. When Ritzel joined Castelle, he took a lot of time to talk to

PATIO & HEARTH PRODUCTS REPORT

products is essential for them.” Castelle would also like to make it convenient for consumers to gain access to luxury products. “This is one of the reasons we have initiated our new quick-ship program, which is all about making our four topselling collections available for shipment within 48 hours of receiving a purchase order. We want our retailers to be able to capture more midseason sales without having to stock a full warehouse of inventory.” Shipments will originate from Castelle’s warehouses in Fort Lauderdale and in Houston, Texas. For Ritzel, Castelle’s 40th anniversary is not only a celebration, but a great way to reinforce what differentiates the company from the rest of pack—especially newer manufacturers. He says, “Some of our oldest employees have with been with Castelle for well over 30 years, so that wealth of knowledge continues to compound itself. We really do have an impressive group of people working here.” He concludes, “Experience does matter, and we bring 40 years of history and a vast knowledge base to our retailers. We know what works and what doesn’t.”

your way across the show floor. Find the products to help increase sales tempo. HPBExpo 2018. North America’s largest indoor-outdoor industry showcase electrifies businesses and produces hit after sales-charting hit. From the expansive show floor to the adjacent Outdoor Burn Area just outside the venue doors, no other event allows you to preview products the way they were meant to be experienced. New business strategies and relationships are waiting to be discovered amidst the exciting buzz of Nashville. REGISTRATION IS NOW OPEN AT HPBExpo.com/register.

EXHIBITION: MARCH 8-10, 2018

EDUCATION: MARCH 7-9, 2018 Circle Reader Service No. 53

Bright Ideas in Music City.

MUSIC CITY CENTER

NASHVILLE, TN

PerkUpthePatio Paradise Cushions’ colorful pillows, umbrellas, and cushions add pizzazz to outdoor areas.

INSIGHT

Paradise Cushions

BY CHERISE FORNO

Paradise Cushions by FiberBuilt (Fort Lauderdale, Florida) has established a strong position in the outdoor-furniture industry by providing a wide variety of highquality cushions, pillows, and shade products with both cuttingedge and classic designs. The compa-

ny continually delivers durable products that are on trend, as well as reasonably priced. Debra Maytidu, sales manager, says, “Paradise Cushions’ goals are to continue to be a trusted and reliable resource for online and brick-andmortar retailers, to stay ahead of seasonal trends, and to provide the highest-quality products on the market—at a fair price.” Paradise Cushions’ eye for design is not the only element that sets it apart. Its commitment to the use of high-quality materials and construction allows it to create a product it stands behind proudly. “All of our cushions and pillows are manufactured in our Fort Lauderdale facility and shipped all over the country,” Maytidu says. “Our experienced production staff allows us to handle custom orders with ease and makes sure that every cushion or pillow is made to exacting standards.” For example, the company’s cushions use an open-cell design, so they dry quickly after being exposed to rain, high humidity, or other moisture. They also fit many styles of furniture, including pieces in aluminum, iron, teak, wicker, and woven resin. One Paradise Cushions product performing exceptionally well is the Channel chaise cushion (with an optional headrest). “Because it’s able to be used in a multitude of settings and on different chaise forms, we don’t foresee any decline in its popularity,” Maytidu says. In fact, she predicts that current trends in the industry could spur even more demand for the cushion. “The continued prominence of fashionable woven-wicker furniture means that we’ll be seeing even more requests for deep seating cushions as well,” she explains. The versatility of its cushions allows the company to offer customers choices (including customization) in size, shape, fabric, and filling material. Its standard furniture-grade cushions are available in a good variety of neutral, bright, and deep hues in its most-requested colors. Many more patterns and colors are also avail-

Heavy-duty Diamante umbrellas

A chair cushion in gingko; a pouf and a Channel chaise cushion in Pacific blue

able in premium grades A through F. Paradise Cushions’ ability to recognize and respond to trends in the marketplace allows it to be attuned to its customers and to deliver products that meet their needs. Maytidu reports that the company has noticed more requests for outdoor fabrics that use patterns, textures, and themes in their designs, so Paradise Cushions has added more of these options—to provide consumers with the same number of choices for outdoor spaces as for indoor areas. “The fabric mills are broadening their lines of exterior-grade options, so the outdoor room can incorporate as much comfort and as many design elements as any indoor room,” Maytidu says. “This allows us to manufacture cushions and decorative pillows that speak to the most sophisticated, chic, and fun looks of the moment.”

SEPTEMBER/OCTOBER 2017

PATIO & HEARTH PRODUCTS REPORT

Some of the most popular patterned fabrics offered are from the Spectrum and Cast collections, as well as the Icon collection (selected colors). Affirmation pillows are also available; they have positive words—such as family, love, or friendship—embroidered on them, adding a warm personal touch. Umbrellas and pop-up tents are other products that Paradise Cushions makes to help consumers elevate their outdoorliving areas. For convenience, all garden, patio, and terrace shade products are part of the company’s quick-ship program, which guarantees shipping in three to five business days. This is an example of how the company works to offer superior customer service. This wide variety of products (for a broad range of customers) makes Paradise Cushions a powerhouse in the outdoor-furniture industry. “Given the breadth of furniture styles, from traditional and retro to transitional and ultramodern, our strength is staying as nimble as possible to serve the widest audience,” Maytidu notes. Paradise Cushions’ strong team caters to everyone, from homeowners looking for colorful throw pillows for their outdoor furniture to businesses designing large, eye-catching outdoor spaces. The company continues to make its customers a priority as it expands and refines its offerings. Maytidu says, “Our objective is to maintain fast turnaround times so that retailers can offer in-line and custom deep seating, dining, and chaise cushions—and all kinds of decorative pillows—to accommodate their customers’ varied needs.”

Circle Reader Service No. 55

AestheticAppeal Industry newcomer Plank & Hide finds success by offering fresh products that attract discerning consumers. The Saba lounge chair

BY CHERISE FORNO

INSIGHT

Plank & Hide

The Adeline deep seating collection

Built on a vision to deliver innovative products to invigorate retailers and customers alike, Plank & Hide Company™ (Cincinnati, Ohio) has excelled at this mission by adding multiple product lines, each year, to delight consumers. Erik Mueller, founder and CEO, says, “The company started out of a desire to bring some fresh and exciting products to the market.” The entrepreneur sought to use his more than 25 years of retail experience to bring something groundbreaking to the industry, giving customers unique, on-trend products that would also satisfy retailers who focus on maximizing sales volume and having a competitive advantage. The relatively new company, established four years ago, has its roots in Watson’s (Cincinnati), a retailer operating throughout the Midwest for more than 50 years. Watson’s occupies a similar space in the market, offering home-recreation products, indoor and outdoor furniture, billiards/game tables, pools, spas, fireplaces, and more. Mueller had observed the trends in the indoor-furniture industry and wanted to make those relevant for outdoor selections. This insight allowed him to use Plank & Hide to bring modern trends to the market in a truly individual way. The company’s founder also intended to pair the mindset of a retailer with the ingenuity of a strong, forward-

thinking design team. “Our goal was to bring the marketplace higher-quality products, with current trends, at an exceptional value to the retailer,” he explains. Plank & Hide’s products have become more varied each year, with numerous products and collections introduced successfully. One combination of materials that has performed extremely well is the company’s synthetic wicker with aluminum, as featured in the allweather Marin collection. This has proved popular because of its design appeal and durability. “Mixedmedia products of wicker and aluminum have done very well,” Mueller says. “They offer an upscale look, and those products are superdurable for the consumer.” The use of these materials together came about through the company’s ability to respond to what customers were looking for and adapt nimbly by modifying an earlier line. The collection offers staples such as a lounge chair, a sofa, and an ottoman, as well as a motion lounger and a storage coffee table. Weather-resistant cushions covered in Sunbrella® fabric complement SEPTEMBER/OCTOBER 2017

the collection’s beautiful dark driftwood finish. Plank & Hide’s commitment to staying ahead of trends and using high-quality manufacturing is seen throughout its collections and in its development of many one-of-akind products. The Russel hexagonal coffee table, for example, is the The Sadie epitome of a confunctional versation piece, firepit with a unique star pattern in a classic walnut color. The Sadie collection has consistently been a strong performer for Plank & Hide. The Sadie functional firepit boasts a patented tabletop that opens and closes—helping this product remain in high demand, year after year. The Saba firepit features a 3D top that is functional and aesthetically pleasing, with handfinished black iron. The firepit even has areas ideal for holding drinks. The Saba chaise combines a modern design with the company’s reticulated-foam cushion, complete with Sunbrella fabric for a sleek and comfortable finish. It also pairs an aluminum base with handwoven weatherproof, UVresistant wicker. Innovative designs such as the Sadie end table with patented orbiting bowls are perfect for entertaining. The two-tone wenge finish, paired with handfinished black iron, is also visually stunning. The St. Kitts collection is popular because it offers useful, beautiful products in three heights. A tall multifunctional piece, for example, can disguise a trash bag or can hold an ice chest next to chip and dip PATIO & HEARTH PRODUCTS REPORT

servers. “These products all sell very well,” Mueller reports. As the company focuses on delivering an eclectic mix of furniture that is unique (while still appealing to a large number of people), it wants to keep the design element of its products in the forefront. “We are trying to put energy behind the design end of our furniture,” Mueller says. He explains that Plank & Hide makes the design of its furniture a priority, not an afterthought. Mueller wants the company to have innovative concepts first and then to execute them properly to produce top-of-theline eclectic pieces to excite people each season. Another advantage of Plank & Hide’s furniture is that consumers can mix and match items from different collections to create a customized look. The company’s designs and colors also keep up with current styles. Mueller notes that furniture, over the past few years, has changed from emphasizing brown hues to favoring all shades of gray, complementing any design or color palette. “Gray tones are hot,” he says. This ability to spot trends and respond to them is something that Plank & Hide applies to its goal of introducing several new collections each year—with eyecatching designs and features that are in high demand. “We’re continuing to build our product line, every year,” Mueller explains. In addition to adding outdoorfurniture products, Plank & Hide will concentrate on expanding another of its strong collections: billiards tables; game tables, such as the Gaston shuffleboard table, with its large, rustic frame; and game furniture that elevates any entertainment space. Mueller says, “We’re doing extremely well with that.”

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Circle Reader Service No. 57

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CASUAL MARKET CHICAGO ROUNDUP

IndustryStars BY CAROL DAUS PHOTOGRAPHY BY ROB BAKER

Although the devastating hurricanes in Texas and Florida affected attendance at this year’s Casual Market Chicago, Mother Nature’s one–two punch didn’t negatively impact business. Hundreds of specialty

International Casual Furnishings Association Jackie Hirschhaut (center) Patio & Hearth Products Report Tony Ramos and Carol Daus (right)

C.R. Plastic Products Meaghan Robinson and Mark Cliffe

retailers from unaffected regions of the country researched (and purchased) new merchandise for their stores. Held on September 12 through 15 at Chicago’s Merchandise Mart, the show generated steady sales, revealing that the uptick in U.S. economic growth and consumer spending continues to strengthen the industry. As in past years, attendees were pleased to be part of the most comprehensive showing of furniture, outdoor products, and design accessories in North America. Firepits and fire tables were showstoppers, while stylish accessories drew attention, as consumer demand remains high for outdoor rooms that resemble interior rooms. Many of the new furniture designs for 2018 feature sleek, compact lines that appeal to young consumers who prefer contemporary looks in compact spaces, such as townhomes and condominiums. Pictured here are industry leaders and exhibitors who devoted long hours and hard work to this year’s show. Patio & Hearth Products Report appreciates their commitment, knowledge, and experience, all of which play a vital role in the growth of the industry.

Brown Jordan Outdoor Kitchens José Infante

Gold Eagle/303 Products From left: Debbie Williams, Jennifer Robertson, and Lindsay Zientek

NorthCape Kim Golson (left) and Libby Langdon

Veranda Classics by Foremost From left: Hennie Yea, Danny Jelley, and Kimberly Jones

Summer Classics From left: Bew, Wynne, Wendy, and William White

FiberBuilt Umbrellas Paul Knapp

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ARTiculatedshade Jennifer Arndt (left) and Megan Torbert

PATIO & HEARTH PRODUCTS REPORT

Outdura Caroline Land (left) and Gloria Tsocos

Parà Tempotest USA Jeff Jimison

Sunbrella From left: Greg Voorhis, Emily Crosgove, Alexis Maklakoff, Esther Chang, and Allen Gant III

Peak Season John Diorio

The Outdoor GreatRoom Company Joey Shimek (left) and Paul Nigon

Treasure Garden Oliver Ma and Margaret Chang

American Fire Glass From left: Leo Glaubitz, Johnny Vento, Matt Doll, and Dave Wick

Gensun From left: Lisa Zhou, Jan Trinkley, and Sherry Cai

The Hammock Source From left: Jay Branch, Reid Roney, Marty Walsh, Lisa Monterroso, and Walter Perkins III

Sunset West Wes Stewart

Big Green Egg From left: Brian Farrell, Lou West, Greg Nichols, and Sean Cassidy

POLYWOOD Brady Maller and Megan Pierson

Windward Design Group From left: David Peace, Carrie Morales, Christine Krasley, Amber Schinas, and Dawn Shaw

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Lloyd Flanders Dudley Flanders

OW Lee From left: Terri and Paul Rogers; Leisa Rogers-McCollister

Patio Renaissance From left: Mark Gorr, Andrea Dibello, and Albert Lord

PATIO & HEARTH PRODUCTS REPORT

Outdoor by Design Becky Sturdivant-French

CASUAL MARKET CHICAGO ROUNDUP

Carolina Casual Outdoor Furniture Amber and Michael McClanahan

Kingsley Bate Clay Kingsley

SunVilla Christy Peterson and Matt Weiss

Tropitone From left: Frank Verna, Jennifer Morse, and Demetrius Linebarger

Mallin Casual From left: Jay Weber; Amber and Ken Chen

Agio, USA Mike Gaylord

Skyline Design Daniel Guelbart

Castelle Derek Ritzel (left) and Barclay Butera

Jensen Leisure Furniture Janet Wansor and Hlodver Olafsson

Couristan Ron Couri (left) and Jeff Forwood

Brown Jordan Stephen Elton

Telescope Casual Henry (left) and Bill Vanderminden

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

Ratana David and Joanna Leung

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SHOP TALK Urban Bonfire

AnEmotionalConnection Meaningful content and skillful storytelling make products and brands stand out to customers.

BY RYAN BLOOM

With major shifts in consumer behavior over the past decade, content is now the leading factor in how people perceive both brands and dealers when buying grills, outdoor kitchens, furniture, and accessories. Gone (or

slowly going) are the days when grill brands could simply communicate fact-based features about their products. Today’s evolving consumers (especially millennials) will be making buying decisions based on their emotional connections to products, brands, and companies. Buyers today have remarkable access to websites, reviews, YouTube videos, social media, and industry information. So much information is available to them that the role of the dealer has shifted from information provision to storytelling. People do not buy products; they buy feelings and emotions. This has never been more true, and with content flooding the internet, buyers learn about the products that they are considering from their peers, independent reviewers, dealers, and manufacturers. As a result, original, storybased content has never been as essential as it is today. The most successful brands have shifted advertising and marketing (in all media forms) away from features such as Btu levels, grades of steel, and types of burners. Instead, they expose present and future clients to story-based emotional content. Consumers today seem less drawn to professional spokespeople and celebrity chefs telling them about the features and benefits of grills—and more likely to align themselves with founders,

designers, and people sharing authentic stories. One of the industry’s more compelling examples of storybased content is that of Kalamazoo Outdoor Gourmet (Chicago, Illinois). Obviously, at the price level of this company’s product line, it is appealing to an affluent customer base, but even the wealthiest and most discerning clients want emotional connections to the products they buy. Kalamazoo shares the story of its products and brand via compelling videos that give existing and future clients a portal into the company’s history and manufacturing process. It doesn’t hide people who are welding and bending metal; it celebrates them. It demonstrates the pride that the artisan craftspeople who make the products take in all that they do. One of the most prominent characters in the videos that Kalamazoo produces is its chief product designer. This allows dealers and clients to have an emotional, story-based connection to the real person who has helped design the grills and pizza ovens that will eventually end up in their showrooms and backyards. Apple has always provided a shining example of story-based content. Steve Jobs was not a designer, and he didn’t write code professionally—but he added the human, authentic face to Apple. Clients wanted and needed to hear from him because people knew that he was the visionary behind products that would help improve their communication (and their lives). As dealers, we have a challenge: the opportunity to create our own voices. Clients in our local markets want to hear what

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Ryan Bloom

we think about the products we sell. They want us to inform, inspire, and direct them to make buying decisions about the products that are best suited to their individual needs. How we tell the story of our value proposition is paramount. Content is the delivery tool for telling our story as dealers—and adding our own thoughts and opinions gives us credibility and positions us as experts. Content is the key to this formula. We have the ability to create low-cost, high-impact content, including cooking and product videos, articles on relevant subjects in our local markets, media appearances, community and philanthropic work, and socialmedia posts. The quality of the photographed, filmed, written, and designed aspects of our con-

PATIO & HEARTH PRODUCTS REPORT

tent is the measurement used by consumers to evaluate us. We have the ability to expose (and welcome) future clients to our businesses before they ever set foot in them. In most cases, consumers will have done homework on us as dealers (through websites, social media, and consumer reviews)— and on the brands we carry— before they visit us. As a result, we must ensure that our best uses of content and storytelling are in the forefront of everything we do.

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

ATropicalParadise Taking its cues from nature, Ratana offers designs that complement the great outdoors.

The Seville collection

Ratana

LAST WORD

BY CHERYL DANGEL BARTOLINI

The Cape Town collection

The Copacabana collection

Ratana International (Seattle, Washington) has made a name for itself by drawing design inspiration from its surroundings: nature, culture, and trends. While the

company has long been a groundbreaker in its use of design, this year, it has gone a step further, collaborating with an international design company to take its newest collection to the next level. After seeing the work coming from Design Intervention (Singapore), specialists in interior and architectural design, Ratana invited its principals, Nikki Hunt and Andrea Savage, to collaborate with the manufacturer on a special contract project. The resulting Piña Colada collection is designed around the pineapple— a symbol of luck and prosperity in Asia and of friendship and hospitality in Europe and North America. Winnie Ng, sales manager, has been with Ratana for 17 years. She says, “Tropical designs are making a resurgence, reinterpreting the 1970s look into a glamorous and fun-loving lifestyle that reminds us of sunny vacations, sandy beaches, and fruity cocktails. Our one-of-a-

kind Piña Colada collection and the Copacabana collection speak to this feel-good tropical vibe.” The company obviously is doing something right. Year after year, Ratana has continued to grow. In 2017 (the company’s 37th year), Ratana has achieved what it calls promising growth in sales, despite a late start to the season. “On the West Coast, we’ve seen a great start to what we believe to be another great season ahead,” Ng says. “We are also seeing growing demand from our retailers on the East Coast. We continue to expand our collections to cater to the tastes not only of the traditional market, but also of younger customers. Our products and designs showcase a lifestyle that truly celebrates outdoor living, and certain industries have taken notice—particularly in the luxury-retail sectors.” NEW OFFERINGS This year, Ratana worked to refine its product style. “We did that with a contemporary, fresh look

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featuring mixed-material combinations. Our newest lines are an extension of Midcentury Modern design, a trend in the interiordesign market,” Ng says. Ratana launched several new collections at the ICFA Preview Show™ in July and expanded other collections with new pieces. All have been well received, Ng reports. “The North American market is beginning to become more influenced by European design. The simple, clean, and sleek look is on trend as outdoor furniture embraces more indoor-furniture design, such as Midcentury Modern styles,” Ng adds. “For this season, the tropical theme is also a big trend, while the color that stands out is weathered gray, which is a theme you see in a lot of our new collections.” Cape Town is a deep seating collection that blends premiumgrade weather-resistant resin in stone gray with a powder-coated aluminum frame in a rich ash gray. “The extruded-aluminum tapered legs, impeccably slanted woven back, and flawlessly polished arm-

PATIO & HEARTH PRODUCTS REPORT

rests bring a distinctive look to any outdoor space,” Ng says. “The Seville collection is a winner in every exterior space,” she adds. “Sophisticated, ultramodern, and versatile, Seville can be transformed into any configuration to suit any outdoor setting. The tailor-made contoured cushioning elevates the stunning aesthetic curves and seamless beauty in craftsmanship.” The trendy Copacabana collection features a clean, open contemporary design and a modular configuration. “With tailored deep cushioning, this contractgraded series is extremely durable and weather resistant, offering many seasons of enjoyment,” Ng explains. It has a classic-black powder-coated aluminum frame that is complemented by brown braided-polypropylene rope. The Bolano and Lucia collections have been expanded with wedge sectionals. “The launches of both collections were so successful that we decided to extend the lines of our two popular series continued on page 86

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WHAT’S NEW

6 Hot Products to Sell Now Empire Comfort Systems Empire is expanding the popular vent-free Boulevard linear fireplace series with the addition of the 60-inch see-through model (40,000 Btu). The unit installs as a conventional see-through unit on an interior wall or as an indoor/outdoor see-through unit on an exterior wall. With a true 60-inch viewing area, an integrated multicolor LED lighting system, and an optional handpainted log set, the newest Boulevard fireplace makes a bold statement—indoors and out. It’s available through White Mountain Hearth and American Hearth dealers. Contact: (800) 851-3153, www.americanhearth.com, or www.whitemountainhearth.com. Circle Reader Service No. 101

Couristan Designed to make a statement with a warm and casual welcome, these novelty outdoor/indoor mats are the perfect design element for entryways, porches, and decks. Covington Accents offers 14 summertime novelty designs, each decorated in a range of casual and festive summer hues. Because they are made of the finest 100% fiber-enhanced Courtron polypropylene, Covington Accents mats are water resistant and can be used in a multitude of spaces, including covered outdoor patios, mud rooms, sunrooms, kitchens, and many, many more. Treated to prevent the growth of mold and mildew, these multipurpose mats are exceptionally easy to clean and are even considered pet friendly. They’re an ideal decorating choice for families with young children or for those who frequently entertain. Contact: (800) 223-6186 or www.couristan.com. Circle Reader Service No. 102

Bull Outdoor Products

Castelle The Barclay Butera Outdoor collection for Castelle is handcrafted to capture luxury, sophistication, and designer chic. Artistic chaises are a result of the collaboration of Castelle artisans and celebrity designer and author Barclay Butera. Inspired by European tiles, the cast fretlike design and gentle curves have made the collection perfect for any outdoor terrace— from Palm Beach to Newport Beach. Contact: (855) 612-9800 or www.castelleluxury.com. Circle Reader Service No. 103

Enviro The popular driftwood log set is now compatible with the E30 and E33 gas fireplace inserts. This log set pairs well with contemporary decor and adds to the many firebox options available for the E series. Contact: (250) 652-6080 or www.enviro.com.

If you’re looking for modern performance with a throwback retro look, then look no further than the Bel Air retro refrigerator. Designed to fit the classic 1950s vintage style, these durable 4.06–cubicfoot refrigerators come complete with LED interior lighting, a two-bottle wine rack, and two (plus a half) easy-clean glass shelves. The Bel Air retro vintage refrigerator is a perfect addition to any office, garage, dorm room, or backyard. Contact: (800) 521-2855 or www.bullbbq.com.

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Jensen Leisure Furniture The Eflex Richmond dining group premieres the Philip Behren Eflex chair. The soft comfort and flexibility of Sunbrella® Strap, in bronze or charcoal gray, is tailored handsomely with FSC® 100% certified ipê timber. Contact: (800) 403-0403 or www.jensenleisurefurniture.com.

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product profiles Aurora Deep Seating Fresh, forward, and fabulous: Agio® continues to offer exciting new looks designed to take entertaining outdoors to bold and elegant new levels. With coordinating collections that combine outdoor seating, dining, and firepit chat options (such as the Aurora collection), consumers have the opportunity to create comfortable, engaging settings for enjoying life outdoors. New contemporary looks in handwoven all-weather wicker feature trendsetting new color/pattern combinations. Contact: (888) 997-7623 or www.agio-usa.com. Circle Reader Service No. 107

Peak Season Decorative Accessories

Carmel Round Firepit With 42-inch Black Mahogany Top

Living in your outdoor space means that many homeowners seek personalized comfort, function, and convenience above all else—and the new-product introductions in the Inspired Visions decorative-accent gallery fit that need perfectly. The new Peak Season decorative accessories allow today’s consumers to make their outdoor-living spaces their own. They can choose from truly personalized decorative accent pillows and combine those with accent tables, lanterns, and poufs, all in the configurations that they want to create for very specific and personalized spaces in their homes. Contact: (205) 259-1793 or www.peakseasoninc.net.

The stylish Carmel firepit from American Fire Glass is sure to be a hit with customers looking for a dramatic focal point for their backyards. Featuring a solid 1.25–inch-thick, 42-inch black mahogany granite top with an elegant brown base and a stainless-steel burner, Carmel provides warmth on cool nights, with its powerful 63,000-Btu output. Other features include an integrated tank cover, an anodized black trim ring, natural-gas orifice conversion, a gas-tank access door, and 30 pounds of 0.5-inch clear fireglass. The Carmel firepit is 24 inches tall, and a standard 20-pound LP tank fits in the base. Contact: (888) 264-1017 or www.americanfireglass.com. Circle Reader Service No. 108

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Danver Stainless Outdoor Kitchens

Big Green Egg Acacia Table Big Green Egg’s new Acacia table has a fine grain that shows off the beauty of the solid wood. The table is handcrafted to the highest quality standards and offers an ample, convenient working and serving area for XLarge and large EGGs. Contact: (770) 938-9394 or www.biggreenegg.com.

Cabinetry from Danver Stainless Outdoor Kitchens provides optimal storage while accommodating all outdoor appliances—to deliver stylish, functional solutions for even the most creative outdoor-kitchen layouts. Cabinets are available in an array of styles, sizes, and finishes, including 14 powder-coat colors and nine realistic powder-coat wood-grain finishes that protect against the harshest elements. Shown is a design featuring powder-coated stainless-steel cabinet doors with a frosted-seaglass–look center panel. Contact: (203) 889-9713 or www.danver.com.

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Belvedere Sling Dining and Aluminum-slat Table Winston Furniture’s 2018 quick-ship program has expanded to 17 collections, with more than 111 SKus, shipping in three business days FOB Haleyville, Alabama. Belvedere sling’s extrawide, multidimensional aluminum frame, offered with the ultimate high-back stationary and swivel dining chairs, pairs beautifully with Winston’s slat-top aluminum dining tables, available in three sizes. Contact: (205) 486-9211 or www.winstonfurniture.com. Circle Reader Service No. 112

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product profiles Boulevard 48 Linear See-through Fireplace

Pit Boss 8.5 Vertical Pellet Smoker Never before has smoking been this versatile. The Pit Boss 8.5 vertical pellet smoker lets you smoke at temperatures from 150 to 450 degrees, unlike any other smoker on the market today, the company says. Experience how Pit Boss is redefining the smoker industry. Contact: (877) 303-3134 or www.lousiana-grills.com.

The new Boulevard 48 direct-vent see-through fireplace features a true 48-inch viewing area, a fully recessed burner, and white LED under-floor lighting. This system installs in an interior wall to brighten adjoining rooms—or in an exterior wall with the optional stainless-steel outdoor kit for a beautiful view, indoors and out. Customize the look with liners, logs, fronts, and decorative glass. It’s available through White mountain Hearth and American Hearth dealers. Contact: (800) 851-3153, www.americanhearth.com, or www.whitemountainhearth.com.

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H Series Three-sided Vent-free Fireplace by European Home This three-sided gas fireplace features a contemporary, sleek, and trimless open-front style. It holds an impressive efficiency rating of 99% and leaves no barrier between you and the view of the flames. Show is an H series installation in the historic St. Gregory Hotel (Washington, D.C.). A gorgeous custom bronze hood helps keep the fireplace in the forefront of the lobby. Contact: (781) 324-8383, info@europeanhome.com, or www.europeanhome.com. Circle Reader Service No. 115

The Ventura Collection The Ventura collection from Castelle delivers a fresh, arching design with a transitional aesthetic and a luxury appeal. With gently crossing elements engineered of cast- and extruded-aluminum elements, the handcrafted precision of Ventura delivers strength of form and artistry of design. uncomplicated beauty is found across the Castelle Ventura collection’s cushion dining, featuring a cross-design back and arm/leg detail. Contact: (855) 612-9800 or www.castelleluxury.com.

Ultimate 5 Gas Logs The artistically created, ultradetailed ultimate 5® gas logs from Eiklor Flames are made of high-heat (2,600-degree) ceramic refractory material and are heated by the company’s patented five-burner system, with unique stainless-steel components and heavy-duty iron grates, to give you an extraordinarily realistic, energy-efficient, toasty-warm fire. Sizes range from 18 to 36 inches. Contact: (888) 295-5647 or www.eiklorflames.com. Circle Reader Service No. 117

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Cottages Collection Distinctively designed for open-air living spaces, the Cottages collection from Couristan has been styled to complement the finest outdoor furnishings in today’s market. Crafted of 100% PET, each area rug is reversible and handwoven of recycled-plastic materials. This uV-stabilized area-rug collection features durable construction, which allows it to be the perfect foundation piece for today’s most stylish outdoor-living environments. Carefully colored in a fresh, natural palette, Cottages is represented in three relaxed and easy patterns, with each design developed for its ability to complement the latest fashions. These durable area rugs are mold and mildew resistant and, over time, will show no signs of fading or deterioration. Contact: (800) 223-6186 or www.couristan.com. Circle Reader Service No. 118

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St. Bernardus

New Edge and Wave Collections From Gensun

St. Bernardus is mLW Stone’s latest and most cost-effective natural-stone fireplace facing. Available in three standard sizes, St. Bernardus is a sound and durable honed-limestone fireplace surround that is consistent in color from piece to piece and set to set. Its warm, clean, and neutral color lends itself well to any traditional or contemporary decor. For samples, email orders@mlwalker.com. Contact: (800) 477-7665 or www.mlwstone.com.

Edge and Wave are fraternal twins. Both collections feature slender (yet strong) legs and arms with graceful curves. The two back designs came to life at the same time, with Edge’s linear back and Wave’s flowing-water back: your choice. Contact: (866) 964-4468 or www.gensuncasual.com. Circle Reader Service No. 121

Deerfield Cast-iron Pellet Stove by Lopi The award-winning Deerfield™ from Lopi® is the company’s new premium, large-capacity pellet stove, combining exquisite-quality cast-iron construction with optimal heating performance. Deerfield features a huge 60-pound hopper and the award-winning TouchSmart™ control panel, which is seamlessly integrated into the glass fuel-loading door. Contact: (425) 609-2500 or www.travisindustries.com.

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Tempotest StarScreen Tempotest uSA has introduced a new screen fabric, StarScreen®, that provides shade and privacy—and absorbs up to 97% of the heat caused by solar radiation—while allowing for the passage of light. The 11 designer colors add to the beauty of any structure and can be used indoors or outdoors. made from recyclable PET solution-dyed yarns, the fabric is PVC free and fire retardant. It is fade resistant and is treated with Teflon® for easy cleaning. Contact: (972) 512-3534 or www.tempotestusa.com. Circle Reader Service No. 120

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product profiles Santa Cruz Deepseat Collection New Santa Cruz Deepseat collection, designed by Povl Eskildsen, combines a hyacinth Virofiber weave, in soft rustic brown, with FSC® 100% roble timber. The collection includes a lounge, a love seat, a sofa, a swivel rocker, and chat and side tables, along with Santa Cruz dining options. Contact: (800) 403-0403 or www.jensenleisurefurniture.com. Circle Reader Service No. 123

The New Phoenix S-Fire Copper Fire Feature

Northstar Pro-style Six-burner Dual-fuel Range It’s retro inspired, with high-end modern features, chrome trim, and vibrant colors. Also available are refrigerators, microwaves, range hoods, splashbacks, and dishwashers. Create your dream kitchen from Elmira Stove Works. Contact: (800) 295-8498 or www.elmirastoveworks.com. Circle Reader Service No. 124

The same beauty and quality you’ve come to expect from HPC: This handmade work of art is a staggering 47 inches long, 18 inches tall, and 25 inches wide. This feature comes with a 36x14-inch S-Fire burner, with the unique ability to use any ignition style. This feature’s hammered finish will perfectly match any of the HPC copper bowls sold previously. It is also available with a rectangular H burner or a linear trough insert. Contact: (877) 433-7001 or www.hpcfire.com/phoenix. Circle Reader Service No. 125

Lloyd Flanders The latest introduction from Lloyd Flanders’ proprietary Lloyd Loom collection is an updated classic from the Lloyd Loom archives. Leading casual-furniture design team John Caldwell Designs reinterpreted this profile by emphasizing the legs as an important design element. The gentle curve of the base and the wrapped ferrules create an understated elegance. Contact: (800) 526-9894 or www.lloydflanders.com. Circle Reader Service No. 126

Ortal’s Traditional

Memphis Grills Doors and Drawers

rediscover fire with Ortal’s Traditional line, integrating modern technology into traditional hearths. Benefit from Ortal’s Cool Wall technology, ensuring that walls surrounding the fireplace remain cool to the touch. The Traditional fireplace adds warmth and character to virtually any space. Contact: (844) OrTAL-HEAT or www.ortalheat.com.

Built with 304 stainless steel, this line of memphis accessories provides beauty, durability, and convenience in your outdoor kitchen. The line includes two- to four-drawer stacks in 15- or 21-inch widths, as well as trash and built-in controller options. Lower drawers and access doors match the width of the memphis built-in grill options. Contact: (888) 883-2260 or www.memphisgrills.com.

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Splitwood Logs The new Splitwood logs for the Valor L1 and L2 linear series offer depth and interest with a realistic split-log set—with glowing embers—that differentiates it from the company’s standard log or driftwood options. When it’s combined with the fluted black or reflective glass liner, your linear fireplace is sure to impress. Contact: (800) 468-2567 or www.valorfireplaces.com. Circle Reader Service No. 129

Porta-Chef AT220

Zen Firepit by OW Lee

The new all-terrain Broil King Porta-Chef™ AT220 is designed for the adventurous outdoor grill master. Compact and convenient, this grill is perfect for tailgating and camping. Just unfold it, stand it up, and you’re set. Featuring a 16,000-Btu stainless-steel tubular burner system, a cast-iron cooking grid, and 360 square inches of total cooking surface, the Porta-Chef AT220 offers an unprecedented amount of cooking capacity for a portable grill. Contact: (800) 245-5138 or www.broilkingbbq.com.

New for 2018: The concept of Zen is centralized in the idea of being one with all that surrounds you. With the new Zen firepit, OW Lee brings together elements of color, light, and fire to create an extraordinary place to entertain. With more than 1,600 color options on the LED light display, it is easy to bring together all aspects of your backyard to a single oneness. Contact: (800) 776-9533 or www.owlee.com. Circle Reader Service No. 130

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product profiles Cayman Chaise The Cayman collection brings classic styling and a unique weaving material together in a striking new seating and dining collection. The sculpted profile pleases from every angle and provides luxurious deep seated comfort. The collection includes a sofa, a love seat, a lounge chair, a swivel glider lounge chair, an ottoman, a chaise, and an armless dining chair. Contact: (800) 526-9894 or www.lloydflanders.com. Circle Reader Service No. 132

Trenton Deep Seating Clean, elegant lines never go out of style, and Agio’s Trenton deep seating collection will illustrate just that as your customers enjoy years of entertaining and relaxing on this elegant all–weather-wicker collection. Weather-resistant, neutral-toned cushions are ultrasoft and comfortable. They are set off by four modern, geometric accent pillows. Contact: (888) 997-7623 or www.agio-usa.com. Circle Reader Service No. 135

Hatteras Collection Valor LX2 Threesided Series Valor’s first-ever three-sided linear fireplace has arrived. Designed for 90-degree enjoyment, the LX2’s outstanding radiant performance will heat any living space—without compromising on safety. Available with Splitwood logs, driftwood, rock and shale, and two types of glass firebeds, the LX2 three-sided model will suit homeowners who value aesthetics, performance, and safety. Contact: (800) 468-2567 or www.valorfireplaces.com.

Hatteras Hammocks’ distinctively different tufted hammock is handcrafted in North Carolina of the finest materials offered. Sunbrella® Echo sangria, shown on the top layer, has a vibrant peach color and is one of this year’s new fabric selections from the Hatteras collection. All Hatteras Hammocks are secured between deeply grained, unfinished South American cumaru spreader bars. The tufted hammock (item TADV2) includes a matching, attachable, trapezoidal tufted head pillow, which shares the same cottony-soft, plush center of recycled-polyester fiberfill found in the hammock body. The hammock and pillow are shown with the signature roman Arc hammock stand (item SAr2), made from Southern cypress wood. Contact: (877) 601-9967 or www.hatterashammocks.com.

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LG Estate Series Fueled by 100% natural hardwood pellets, the prestigious LG Estate series reaches temperatures of up to 600 degrees while cooking your food evenly. Complemented by an elegant stainless-steel body, the Estate series is made for those who like to barbecue in style. Contact: (877) 303-3134 or www.lousiana-grills.com.

Winston Furniture’s 2018 quick-ship program has expanded to 17 collections shipping in three business days, with more than 111 SKus—and now, the company offers a special-order quick-ship program for nine cushion collections shipping in five business days. Belvedere’s extrawide, multidimensional aluminum frame, along with high-back cushion buckets designed with kidney cushions, provides exceptional comfort in this deep seating collection. Contact: (205) 486-9211 or www.winstonfurniture.com.

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Belvedere Deep Seating

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Orlando 2017 EXPO: NOV. 1-3, 2017 CONFERENCE: OCT. 29-NOV. 3, 2017

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deeper connections The International Pool | Spa | Patio Expo brings together 10,000 professionals representing all segments of the pool, spa, and outdoor living industries for three days of product review, education, and networking.

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www.PoolSpaPatio.com

*Discounts not applicable to Manufacturing Agents/Dealers, non-exhibiting Manufacturers/Distributors or Wholesalers registrations. Discounts apply to new registration only; no refunds issued for pre-existing registrations. Circle Reader Service No. 75

product profiles Lancaster Ultrahigh-back Seating Collection The Lancaster collection of ultrahigh-back seating from the Inspired Visions collection by Peak Season offers both personal configuration and the comfort of your family recliner, with the modern advances of all-aluminum construction and Sunbrella® fabrics for durability. This group features a transitional hand-accented frame and a durable porcelain tabletop. The Lancaster chat configuration invites relaxation and long, meaningful conversations with family and friends. Contact: (205) 259-1793 or www.peakseasoninc.net. Circle Reader Service No. 138

Delta Heat Outdoorkitchen Products

Memphis Wood Fire Grills: Pro

The grill is the cornerstone of any outdoor kitchen, but it is the complementary products that bring it to life. Delta Heat has thought through your customers’ cooking, storage, and entertaining needs. The company’s offering is complete, giving customers the products that they need to create a space that is unique to them: a space that suits their personal cooking and entertaining styles. The company invites you to explore the complete Delta Heat offering. Contact: (800) 422-0091 or www.deltaheat.com.

Double-walled stainless-steel construction, oven-grade gaskets, and convection fans provide the ability to smoke, sear, roast, or bake with the superior flavor and moisture of wood-fire grilling. This award-winning grill makes any grilling novice into a gourmet chef at the touch of a button. Contact: (888) 883-2260 or www.memphisgrills.com.

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Heat & Glo Palazzo The innovative, sleek Palazzo from Heat & Glo features an industry-first power screen that moves up and down at the touch of a button, allowing an uninterrupted view of the flames. marine-grade stainless steel ensures that it will maintain its luster, and multicolored LED lights shine through crushed glass. Contact: (888) 427-3973 or www.heatnglo.com. Circle Reader Service No. 141

Santa Cruz Square Firepit With 48-inch Rusty Slate Mosaic Top

A graphically pleasing inverted-hourglass design highlights the Castelle Sunrise collection, conveying a modern appeal for luxury outdoor living. The sectional lounge pieces of Sunrise offer multiple configurations in an oversized profile. Elegance is captured in the dual-finish arm-frame design, creating added interest on all seating. Contact: (855) 612-9800 or www.castelleluxury.com.

The Santa Cruz firepit from American Fire Glass transforms backyards into relaxing retreats. Featuring a solid 1.25–inch-thick, 48-inch rusty slate mosaic top and a brown wicker base, Santa Cruz provides warmth on cool nights, with its powerful 63,000-Btu output. Other features include an anodized black trim ring, natural-gas orifice conversion, a gas-tank access door, a deck guard, and 30 pounds of 0.5-inch clear fireglass. The Santa Cruz firepit is 24 inches tall, and a standard 20-pound LP tank fits in the base. Contact: (888) 264-1017 or www.americanfireglass.com.

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Circle Reader Service No. 143

Castelle Sunrise Collection

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Interactive App From Brown Jordan Outdoor Kitchens

Brown Jordan Outdoor Kitchens offers a new app for iPad® and Android tablets. The interactive app makes it easy to view the company’s numerous outdoor-kitchen offerings at the touch of a button or swipe of the screen. Created to enrich the customer experience, the app serves up design inspiration with a gallery of high-res images showcasing the brand’s outdoor-kitchen projects in real-world settings, along with curated product images displaying a broad array of options. Detailed product information (including unique features supported with video clips) and an interactive color/finish selector are also available. Contact: (203) 599-3305 or www.brownjordanoutdoorkitchens.com. Circle Reader Service No. 144

Big Green Egg Cast-iron Skillet Introducing the new Big Green Egg cast-iron skillet, perfect for searing, braising, baking, sautéing, or roasting: use the skillet in your EGG for everything from seared steaks and seafood, braised meats, casseroles, and gratins to cornbread, biscuits, and cobblers. It’s designed with two easy-to-grip handles and built to deliver a lifetime of cooking enjoyment. Contact: (770) 938-9394 or www.biggreenegg.com.

The Largest CSA– certified Rectangular H Burner What used to be a custom build is now standard product. The company was seeing its dealers buying more and more custom H burners, so it responded with three new large sizes of H burners. You can now order inserts at 66x16 inches, 78x16 inches, or 90x36 inches (at 350,000 Btu). HPC has the firepit you are looking for if your customers are seeking a custom look at off-the-shelf pricing. Contact: (877) 433-7001 or www.hpcfire.com/h-burn. Circle Reader Service No. 147

Circle Reader Service No. 145

The FIREVIEW

Wood Cookstove The Fireview is a high-efficiency, airtight, wood-burning cookstove that is perfect for home, cottage or camp. It serves as a high-output room heater, a cooking appliance and, with an optional water jacket, a source of hot water. For even more cooking versatility add the optional gas side burners. Models also available in all-gas, all-electric or dual fuel.

Sky T MKII Direct-vent Fireplace by Element4 The tech-friendly, eco-friendly Sky T mKII vertical fireplace is a stunning 5 feet tall. With the optional ProControl app system, the intuitive interface allows users to have complete control of their fireplaces, which can save up to 45% on gas consumption. European Home is the exclusive distributor of Element4 in North America. Contact: (781) 324-8383, info@europeanhome.com, or www.europeanhome.com.

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product profiles The Original Pawleys Island Chaise Handcrafted in the Carolinas, the Original Pawleys Island chaise (item SrCL1rD) features a back with five adjustment angles to provide the utmost in comfort, any time you feel inclined to recline. The arms fold down to make getting in and out of this chaise as easy as can be. recently added are two wheels, making it effortless to move the chaise between morning and afternoon sunshine. Edges and corners are eased and softened. Joints where the end of a board meets the face of another are mortise-and-tenon style. Hardware consists of marine-grade 316 stainless steel, and the heads of the hardware match the color of the HDPE lumber. There’s no hardware visible from the front on the seat, back, legrest, or arms. Contact: (800) 334-1078 or www.pawleysislandhammocks.com. Circle Reader Service No. 148

Country Blaze Vent Free Hargrove introduces the massive Country Blaze vent-free log set. It incorporates rugged, beautifully detailed logs, along with a wide ember-glow presentation, to achieve a premium vent-free look. Country Blaze is available in 18-, 24-, and 30-inch sizes, with manual, millivolt, or variable-flame valve options. Contact: (800) 725-4166 or www.hargrovegaslogs.com. Circle Reader Service No. 149

Vineyard Deep Seating Rocking Chair This cozy rocking chair combines the comfort of a deep seating chair with the relaxing motion of a rocker. Featuring soft buttoned back pillows covered in durable Sunbrella® fabric, the new Vineyard deep seating rocking chair is available in both vintage and classic POLYWOOD® lumber finishes. Contact: (877) 457-3284 or www.polywoodoutdoor.com. Circle Reader Service No. 151

Silver Bullet Outdoor Kitchen Food suddenly became significantly tastier following the arrival of the Silver Bullet® outdoor kitchen, made by Sunrise metal Shop—a fourth-generation family-owned business. Constructed of premium 304 stainless steel, this exquisite high-quality kitchen is recognized for its aesthetics and durability. The Silver Bullet outdoor kitchen appeals to backyard chefs who desire a first-class grill that lasts a lifetime. Contact: (260) 463-4026 or www.silverbulletgrill.info.

Introducing the new Aspen collection: Inspired by the rockies and all things outdoors, the Aspen line will elevate your soul and excite your imagination. After the slopes, hiking, or rafting, Aspen welcomes you back to your lodge for some fireside fun with friends. Adventurous and fresh, Aspen has athletic, clean lines that are on trend, but built to thrive in any season, just like you. Play, enjoy, and relax. Contact: (866) 690-5673 or www.patiorenaissance.com.

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Aspen

Harman Allure50 Pellet Stove The Allure50 has the powerful performance that the Harman name demands—plus sleek style and exclusive technology. The legendary PelletPro™ and ESP technologies provide low maintenance and customized comfort. The exclusive EASY Touch control has the industry’s most intelligent touchscreen, the company says, with built-in diagnostics, a schedule feature, and much more. The Allure50 boasts over 52,000 Btu and is available in gloss black, gloss red, gloss white, satin black—and now, brushed stainless steel. Contact: (800) 664-3119 or www.harmanstoves.com. Circle Reader Service No. 153

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Durability and Grace Why should you compromise? The Sea Breeze folding chair and Celebration drop-leaf table combine style, comfort, and rugged durability in an easy-to-store, low-maintenance dining set. Crafted from high-quality hardwood, Arboria casual outdoor furniture provides strength and resistance to nature’s elements. Contact: (800) 459-8718 or www.arboria.com. Circle Reader Service No. 154

American Outdoor Grill: Grill Enhancements and New Island Bundles

Skyway II by Windward Sophisticated, stylish, and comfortable are the words that come to mind when enjoying the quality of the Skyway II collection. This sleek group is a great option for those seeking a contemporary look and the lasting quality that Windward is known for, such as the 15-year frame/finish warranty. Skyway II is proudly made in the united States. Contact: (941) 359-0890 or www.windwarddesigngroup.com.

This season, all American Outdoor Grill® (AOG) T and L series grills will boast Diamond Sear cooking grids with a flat-top design that delivers more contact surface for faster grilling and restaurant-style sear marks. A new larger and heavier warming rack has also been added. All AOG L series grills will feature backlit control knobs. New AOG island bundles include a dedicated GFrC island, featuring an AOG 30-inch built-in grill with some of the most popular AOG accessories. Contact: (800) 332-3973 or www.americanoutdoorgrill.com. Circle Reader Service No. 156

Circle Reader Service No. 155

Ortal Front Facing Clear 130 Beautifully integrated into walls and architectural elements, Ortal frameless Front Facing fireplaces transform any space into an extraordinary one. The advanced Cool Wall technology and double-glass heat barrier make Ortal fireplaces as versatile as your design concepts. Contact: (844) OrTAL-HEAT or www.ortalheat.com. Circle Reader Service No. 157

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product profiles Strips Daybed The captivating look of the Strips collection reinforces the fact that outdoor furniture is more than one-dimensional in design. With bold geometric lines and plush deep seating, the Strips daybed offers the alluring appeal of fine outdoor rattan, without the extra maintenance or upkeep. Contact: (877) 595-4634 or www.skylinedesign.com/northamerica. Circle Reader Service No. 158

Shaker Stove: Contemporary Classic

Pacifica by OW Lee

Artfully designed by Italian architect and product designer Antonio Citterio with Toan Nguyen and inspired by classic Shaker furniture design, the Wittus Shaker stove is streamlined, functional, and comfortable in contemporary and traditional settings. Crafted from matte-black steel, it is available in two versions; Shaker short or Shaker long bench. The short bench measures 41 inches tall by 34 inches wide by 21 inches deep, and the long bench measures 6 feet wide. Both styles have the choice of a left- or right-loading door. Contact: (914) 764-5679 or www.wittus.com.

New for 2018: modern lines meet luxurious comfort in the new Pacifica collection. With clean lines and gentle curves, Pacifica is reminiscent of the gently rising swells that roll onto California beaches as the tide rises at sunset. Included in this collection is the new proprietary Flex Comfort parabolic-fabric dining system, which allows for extreme comfort in a dining chair, but with slinglike ease of maintenance. Contact: (800) 776-9533 or www.owlee.com.

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Bull 38-inch Renegade Five-burner Grill Cart The key to a great barbecue is starting with a world-class grill. Outdoor grilling gives your food a touch of fire and a kiss of smoke that are impossible to get from indoor cooking. Introducing an affordable premium grill that is simply built for performance: Constructed of the finest-quality materials, the 38-inch renegade five-burner, 75,000-Btu stainless-steel grill cart has plenty of room for grilling—and plenty of storage under the grill for your propane tank and tools. The Bull renegade grill gives you the features and flexibility to be the best grill master in the neighborhood. Contact: (800) 521-2855 or www.bullbbq.com. Circle Reader Service No. 161

Shoreline by Tropitone

Castelle Sonesta Collection

The Shoreline woven collection combines materials in a unique way. Tropitone’s Shoreline woven features simple, graceful aluminum arms and legs paired with a woven element to create stylish outdoor furniture for dining and lounging environments. With powder-coated aluminum and woven elements, Shoreline offers numerous options for customers creating their own designs. Contact: (949) 951-2010 or www.tropitone.com.

Beauty and elegance of design are found in the Castelle Sonesta collection. With curves and an open, decorative seat-back medallion, the Sonesta collection delivers a fresh traditional-seating choice. With strong, curving arms—with a clean side profile and finessed leg supports—the Sonesta collection delivers durability and elegance. Contact: (855) 612-9800 or www.castelleluxury.com.

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Exterus Charcoal Cay The Exterus charcoal Cay outdoor kitchen includes a Fire magic Black Diamond gas grill, along with a Primo ceramic oval smoker. Contact: (800) FOrSHAW or www.exterusoutdoor.com. Circle Reader Service No. 164

Tempotest Visualizer: The New App for Awnings Parà Tempotest has introduced a new app for Apple and Android devices that makes it quick and easy to project, with your camera phone or tablet, what your door, window, or wall will look like with an awning installed. The awning can be a retractable, fixed, or canopy style, and a virtual image of the fabric selected can be added to the awning. The full line of Tempotest awning fabrics offered by The miami Corp. (www.miamicorp.com) can be selected and changed to find the perfect look for the home or office. The app is free to download. Contact: (972) 512-3534 or www.tempotestusa.com. Circle Reader Service No. 165

Fireview Antique-style High-efficiency Wood-burning Cookstove Fireview offers the latest advance in the way things used to be. It has a viewing window, a spacious 3–cubic-foot oven, and optional gas burners—and it heats up to 1,800 square feet. Contact: (800) 295-8498 or www.elmirastoveworks.com. Circle Reader Service No. 166

Mombo Gas Log System The mombo® gas log system by Eiklor Flames is an exclusive, patented, large two-burner technology for small and huge fully vented commercial and residential fireplaces or firepits—for indoor and outdoor use. Sizes range from 3 to 10 feet long. Contact: (888) 295-5647 or www.eiklorflames.com. Circle Reader Service No. 167

All-new Delsol Grills Delsol products are designed with passion and are engineered to perform. Perfected by a passionate group of experts in high-performance grills and outdoor-kitchen equipment, Delsol products are engineered with the lasting satisfaction of your customers in mind. Final assembly and a detailed quality inspection are conducted at the company’s factory in California. Every grill is fire tested and packaged in the united States. A wide range of built-in accessories will complement the 40-, 32-, and 25-inch built-in grill models. Built-in grills’ retail prices start at $1,199. Contact: (800) 422-0091 or www.delsolgrills.com. Circle Reader Service No. 168

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product profiles Axis Living Set The Axis collection is like nothing you’ve seen before. With its ultramodern look, Axis incorporates an avant-garde quality in outdoor furniture. Bound in a sunproof Textilene®, which is extremely durable and high-quality material—100% synthetic and resistant to mildew, the Axis collection is ideal for pool areas. Contact: (877) 595-4634 or www.skylinedesign.com/northamerica. Circle Reader Service No. 169

Pendleton by Sunbrella New Cabrisa Collection From Gensun

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

Cabrisa combines elegant curves and flowing angles, creating an exquisite transitional design. Sling seating provides comfort and easy outdoor care. relaxing outdoors doesn’t get better than this. Contact: (866) 964-4468 or www.gensuncasual.com.

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Berkeley Cast-iron Gas Stove Enviro is proud to introduce the Berkeley cast-iron freestanding gas stove. This new stove has an impressive 40,000-Btu input. European–made castings create a timeless look, while the three-sided construction offers a 180-degree viewing angle. The Berkeley stove is a sight to behold. Contact: (250) 652-6080 or www.enviro.com. Circle Reader Service No. 172

Terra Faux-wood Tables by Windward

Onward Manufacturing From necessities such as tongs and turners to innovative accessories such as rib roasters and pizza stones, the Broil King line of premium grill accessories offers grill enthusiasts more ways to enhance their outdoor-cooking experience. Contact: (800) 245-5138 or www.broilkingbbq.com.

Terra tables provide the desired wood look with the lasting quality of aluminum tables. This new table collection features four different wood designs printed on aluminum and has a high-quality uV-protectant layer. The color options are walnut, smoke, Capri, and beechwood (shown). Terra tables are proudly made in the united States. Contact: (941) 359-0890 or www.windwarddesigngroup.com. Circle Reader Service No. 174

Circle Reader Service No. 173

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Martinique Introducing the all new deep seating line for martinique: Inspired by the volcanic black-sand beaches and coral reefs of this Caribbean island, this design feels both mystical and tropical. With back detailing that recalls seaside cliffs and the shoreline caves of martinique, this collection stands out; the bold framing is strong as a rock, the look is organic and tranquil, and the feel is sublime. Contact: (866) 690-5673 or www.patiorenaissance.com. Circle Reader Service No. 175

Metal-Fab

Mont Alpi

metal-Fab Air-Cooled Temp/Guard® chimney, diameters 8 to 12 inches, is now uL approved for use with decorative chimney shrouds and listed for use with appliances that have a flue temperature that does not exceed 1,700 degrees. Chimney shrouds are required to be built and installed in compliance with installation instructions, form no. L2376. Air-Cooled Temp/Guard chimney is designed for use with masonry fireplaces or building-heating appliances burning gas, liquid, or solid fuels. The chimney is to be installed in accordance with the installation and maintenance instructions, form no. L2751. Contact: (800) 835-2830 or www.mtlfab.com. Circle Reader Service No. 176

The new mont Alpi 805 island with granite side cabinets is the perfect outdoor kitchen for backyard chefs. The unit contains six 304 stainless-steel burners, ceramic infrared rear and side burners, faux-granite surfaces (white), all 304 stainless-steel components, a rotisserie kit with an electric motor, two cooking-surface halogen lights, control knobs with blue LED lights, electronic ignition, natural-gas and propane readiness, a propane-tank pullout for easy access, and large rollerball drawers. mont Alpi is looking for distributors in the united States. Contact: John Hartwig, john@montalpionline.com, (949) 698-2225, or www.montalpionline.com. Circle Reader Service No. 177

Forshaw Mantels Forshaw offers the widest selection of styles and finishes, all available in custom sizes. Since 1871, the Forshaw name has stood for exceptional quality and value. Experienced craftspeople employ only the finest materials in producing a finished product that is not only beautiful, but durable as well. Forshaw guarantees your complete satisfaction with its products, from its rich oak and attractive poplar mantels to imported marble and slate surrounds and hearths. Products are shipped within seven to 10 working days. Contact: (314) 874-4315, pchamberlain@forshaws.com, or www.forshaws.com. Circle Reader Service No. 178

Carbon by Phifer Perfect for the outdoors: Phifer has added a new hue, carbon, to its SunTex 95® range, joining eight neutral color options in this collection (designed specifically for exterior roller-shade applications). made from vinyl-coated polyester, SunTex 95 is thinner and lighter in weight than traditional SunTex fabrics and is a full basketweave. Blocking approximately 95% of the sun’s hot rays, SunTex 95 offers increased heat/glare control for a cooler, more comfortable outdoor environment. By reducing the sun’s penetration to interior rooms, these shades can lower cooling demand and reduce energy consumption. Contact: (800) 221-5497 or www.phifer.com. Circle Reader Service No. 179

American Fyre Designs Reclaimed Wood Collection Combining the look of real wood with the durability of GFrC, the new reclaimed Wood collection by American Fyre Designs® brings a unique and natural look to any outdoor room. Finish options include rustic French barrel oak and the new weathered silver pine. Fire-table styles include the tapered Cosmopolitan and the low-profile Contempo. Both versions feature the black lava finish and black burner pans. Fuel choices are natural gas or propane (Cosmopolitan bases have a removable door to house a 5-gallon propane tank). Contact: (800) 332-3973 or www.americanfyredesigns.com. Circle Reader Service No. 180

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product profiles Phenix Green Neo The Wittus Phenix Green Neo zero-clearance built-in fireplace, made by Bodart & Gonay of Belgium, has set a new standard for wood burning. It’s equipped with the latest retractable-door technology, so the fire can be viewed with the door open or closed. With the door lifted, the warmth of an open fire can be fully enjoyed; with the door closed, the efficiency range is 76% to 82%, and the unit has exceptional heating power. Landscape-style fire viewing is available in three styles: Phenix Green 85, 95 (shown), and 120. Contact: (914) 764-5679 or www.wittus.com. Circle Reader Service No. 181

Silver Bullet Charcoal Grill Food suddenly became significantly tastier in 2014 following the arrival of the Silver Bullet® charcoal grill. The company designed and manufactured this premier charcoal grill, which is constructed of premium 304 stainless steel. Since its debut, the Silver Bullet has shattered all expectations. Its appealing aesthetics and durable exoskeleton make it the most sought-after insulated grill on the market, the manufacturer says. Burgers desire to be prepared with supremacy. With four sizes available, the line provides perfection for all your grilling needs. Exquisite, full-scale stainless kitchens are also available. Contact: (260) 463-4026 or www.silverbulletgrill.info. Circle Reader Service No. 182

Madera Tabletops by Tropitone

Weathered Oak Vent Free Weathered Oak is a reasonably priced vent-free log set that has two rows of flames and wonderfully crafted logs. It’s available in 18- and 24-inch sizes, with manual or millivolt control-valve options. Contact: (800) 725-4166 or www.hargrovegaslogs.com.

madera tabletops are made of marine-grade polymer, but look like natural wood. Wide center planks surrounded by a sculpted edge create a substantial (yet elegant) tabletop. Tropitone’s madera tabletops are available in three colors and multiple sizes, including accessory, bar, and dining styles. Contact: (949) 951-2010 or www.tropitone.com.

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Bellevue 27 From IronStrike

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

IronStrike introduces the newest member of the Bellevue family, the Bellevue 27—offering the beauty of burning logs with the efficiency of a gas fireplace. Combining a circulation blower and ceramic glass for unobstructed views of the flame, the Bellevue 27 adds beauty and warmth to an existing hearth. A sleek black interior highlights yellow dancing flames coming from the five handpainted and detailed oak timber logs. Three decorative-accent trim kits (sold separately) complement the look of any decor, while easy-to-use controls offer flame and heat at the touch of a button. Contact: (615) 925-3427 or www.ironstrike.us.com/products/bellevue-27. Circle Reader Service No. 186

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Radiant Plus Gas Inserts by Lopi The radiant Plus™ collection from Lopi® is a new value-priced gas-insert line designed to provide comforting radiant heat—plus excellent natural convection. These inserts are available in two models—standing-pilot millivolt or basic GreenSmart® intermittent-pilot ignition—and in three sizes: large, medium, and small (available in autumn 2017). Contact: (425) 609-2500 or www.travisindustries.com. Circle Reader Service No. 187

Modulounge modulounge is a lounge/pergola with an innovative modular design that combines fashion and function with affordability and durability, making it perfect for residential and commercial use. Its aluminum structure is made from a strong honeycomb extrusion and has been tested to withstand winds of 100 mph. The sliding, dome-shaped retractable roof is made with waterproof Sunbrella® awning-grade fabric. The vertical poles use a simple, strong insertion mechanism to allow the installation of many options—including curtains, LED lighting, misting systems, walls, and slat sections—to enhance modulounge’s aesthetic and practical appeal. Contact: (450) 965-2223 or www.modulounge.com.

New Bay Breeze Sectional The new modular Bay Breeze sectional is easy to assemble and offers multiple configurations to fit any customer’s needs. Bay Breeze’s contemporary look features clean lines and flowing design, with sleek, curved arms and legs made possible by the company’s unique mold extrusion process. This collection is available in five traditional plastic-frame colors and 23 Sunbrella® stock fabrics. Contact (800) 490-1283 or www.crpproducts.com.

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New AMC Gas-grill Series mHP has done it again, combining high quality and value in a u.S.–made grill. The AmC grill series offers a full lineup of gas grills made of the high-quality materials you expect from mHP, with all the features and mounting options backyard grillers will love. In designing the series, the company made the ordering process dealer friendly, with a built-in profit for you at a price consumers will love. Contact: (888) 647-4745 or www.mhpgrills.com/grills/amc/. Circle Reader Service No. 190

FLEX Grill Sheets Prevent buildup on grill grates and keep food moist. With FLEX Grill Sheets™, steak, chicken, pork, and seafood retain their moisture and stay tender. They are also perfect for smaller items such as veggies, pizza, and crab cakes—and for wet foods such as pancakes and eggs. Durable and heat resistant to 600 degrees, the sheets come in different shapes and sizes, are easy to clean, and are reusable many times. Contact: (800) 521-0505, sales@companion-group.com, or www.companion-group.com.

Geo Coffee Table Veranda Classics introduces the new Geo collection to its eclectic occasional-table program. made from 100% TerraFab, the handsculpted coffee table is rendered in a contemporary hexagonal shape. It features the company’s new gray frame finish, is completely weatherproof, and complements indoor furnishings just as well as outdoor furnishings. It is available as a direct-import item or through the Veranda Classics domestic-warehouse program. Contact: (321) 312-8293 or www.verandaclassics.com. Circle Reader Service No. 192

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GUEST EDITORIAL about what banning natural gas could do to their home-energy costs and local job market. Vancouver is the market where regulation is most imminent, but the zero net energy movement is quickly gaining momentum in cities and states across the United States as well. In addition, a portion of the EPA’s New Source Performance Standards (step 2) continues to cause concern about keeping certain products affordable and available for sale. Both scenarios could greatly limit the products you can carry in your store and threaten the well-being of our industry. For the foregoing reasons, our company is one of manufacturers investing in these and other government-affairs efforts. To date, the HPBA and its member manufacturers have invested nearly $10 million in federal-level rule making, legal challenges, and advocacy. As a united industry, we’ve achieved many successes in preventing regulation, including reversing a burn ban in Utah and creating a voluntary standard for glass-fronted gas fireplaces. The rewards of being an HPBA

NEWS

Industry

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yellow-based neutrals of the past with emerging color trends in cool grays. High texture and natural imperfection will continue to be important as new stock patterns mimic natural woven materials with handmade attributes. Phifer’s new two-year binder showcases the full Designed Fabrics line of GeoBella® cushion and Phifertex® sling fabrics. The refreshed binder features color-themed swatch cards to distinguish between the two product lines and an increased number of application photos. Swatch cards have also been redesigned for easier handling. GeoBella is a line of high-end cushion fabrics made from recycled yarns. Touchably soft, these 100% recyclable furniture fabrics mirror the comfort of indoor furniture, yet have the stability, strength, and durability needed for high-traffic applications. Phifertex fabrics are a timeless option for outdoor seating, combining clean lines and a stylish look with comfort and high performance. Quick-drying, moisture-wicking Phifertex is woven to endure extreme weather conditions and is fade resistant. These fabrics are naturally stain resistant and easy to clean—even with bleach. Both GeoBella and Phifertex are highly durable, antimicrobial, and stain resistant.

member go beyond having a team of government-affairs experts available to me. Serving on a number of productive committees has been particularly gratifying. It’s been helpful to get more insight, to see the behind-the-scenes activities that shape the industry’s future, and to get to know the HPBA’s affiliate associations. I’ve learned to appreciate the many teams that support our industry. You don’t have to join a committee, however, to be an active HPBA member. There are a number of microvolunteering opportunities that require only short commitments of time (or one-time assistance with a particular task). Get involved to gain a front-row seat for what is happening in your industry. The HPBA has something for everyone. How can you afford not to be a member? I can’t, and neither can Napoleon Products.

Outdura Appoints David Heiman Casual-furniture Sales Manager Outdura has hired David Heiman as casual-furniture sales manager. Heiman’s career in the performance-textiles David Heiman industry spans 12 years, as he has served as a sales manager in the outdoor market. David Meeks, vice president of casual furniture, says, “David has outstanding knowledge and experience in the performance-textiles

Ingrid Schroeter is chair of the Hearth, Patio & Barbecue Association and co-owner of the Napoleon Group of Companies (Barrie, Ontario).

continued on page 87

Ratana

LAST WORD

continued from page 60

further with wedge-sectional items. The curves and design allow for the ultimate in comfort while lounging outside, all season long,” Ng notes. ADVICE FOR RETAILERS Ng encourages retailers to get to know the company. “Our diverse collections—from conventional and contemporary sectional, living, and dining furniture to an array of accessories—perfectly accompany any lifestyle,” she explains. “Understanding Ratana’s brand and vision (and who we are, as a company) will go a long way in selling our furniture,” Ng continues. “We stand behind all of our products. Bolano and Lucia, two collections we have expanded, prove that Midcentury Modern styles are selling extremely well

this year. For unique and contemporary design needs, Seville, Cape Town, and Copacabana would be perfect selections.” To optimize sales, retailers should focus on offering unique designs with value. Ng says, “Maximizing sales is more than just fixating on the furniture and products themselves. Social-media presence reaches a wider audience and is a vital avenue to growing any retail business. For stores to have a real presence on social media, it’s important to use the visual aspects of different platforms and to show customers how to use products.” Ng adds, “Specifically, retailers should structure their photos to create an atmosphere that attracts viewers into wanting the furniture for their own homes. The more retailers and their SEPTEMBER/OCTOBER 2017

staffs understand products and listen to customers, the more confident customers will be in making purchases.” According to Ng, as Ratana completes its fourth decade, it will continue to build on its strength: a commitment to designing high-quality, trendsetting, versatile furniture. That’s not all that makes it one of the most respected names in the outdoor-furniture industry, however. In addition to creating luxury lifestyle furniture, Ratana understands the importance of providing unparalleled customer service, excellent inventory management, and timely delivery. Ng points out that Ratana, as an environmentally conscientious company, strives to minimize its carbon footprint. As part of its green commitment, all of its resins

PATIO & HEARTH PRODuCTS REPORT

and aluminum frames are 100% recyclable, nontoxic materials are used during the coating process, and zero emissions are created during the manufacturing of its cushion foam. “The future looks bright, and that’s not just because we enjoy sitting on our own furniture, outside in the sun,” Ng says. “As outdoor living continues to flourish—becoming a fashionable business and an important lifestyle trend—consumers are becoming more knowledgeable about the choices, quality, and trends on the market. For supply chains, we can’t stress enough the importance of prompt delivery and cost efficiency. At Ratana, our focus continues to be on providing high-quality products that enhance the luxury outdoor-living experience.”

industry. His product and industry knowledge will be a great asset to our team. We look forward to David taking a prominent role on our sales team and further developing business for many years to come.” Heiman will manage key customer relationships in the United States and Canada, in addition to fostering new business opportunities. He will also provide direction and leadership to the insidesales and customer-service teams while managing responsibility for customer satisfaction and market share within his assigned region.

Outdura Appoints David Meeks Vice President, Casual Furniture Outdura has promoted David Meeks to the position of vice president, casual furniture. Meeks’ career in industry spans 19 years, with leadership roles in the indoor and outdoor David contract and Meeks residential markets. He joined Outdura in 2014 and became its director of casual furniture in 2015. Chris Duerk, senior vice president, says, “David is a natural leader. His vast product and industry knowledge and ability to develop strong relationships with our customers make him an invaluable asset to our team.”

Skyline Design North America Celebrates 10 Years Skyline Design North America is celebrating 10 years of providing exceptional quality and craftsmanship in luxury outdoor furniture. José Revert, CEO of Skyline Design Global, says, “Skyline Design is now represented in over 50 countries, with the North American headquarters and distribution center located in South Florida and with showrooms in Chicago, Las Vegas, and North Carolina.” Allen Calzadilla, president of Skyline Design North America, says, “Over the past 10 years, it has been a real pleasure working with great, talented designers and landscape architects, as well as our loyal dealers and retailers.”

Castelle’s 2018 Rollout Continues With Ventura Collection The Ventura collection is the latest transitional addition for the 2018 season from Castelle. Ventura features a bold, arching design with crossing elements that are punctuated by gentle curves and open supports. Derek Ritzel, president and CEO, says, “The Castelle design team strives, each season, to deliver all original designs that reflect the varied lifestyles of our customers. The Ventura collection is a valuable addition to these efforts, as it provides strength of form and artistry of design through our use of high-quality materi-

als and an unparalleled manufacturing process.” The crossed arches of the entire Castelle Ventura collection create a distinctive look that carries over to the leg Ventura sling dining and arm details. This uncomplicated styling is found across the collection’s deep seating and cushioned/sling dining pieces, made using a combination of cast and extruded aluminum. Each unit is available with hundreds of options, including tailored performance-fabric cushions, multistage finishing, and optional hand-applied antiquing.

Castelle Adds Napoli Collection to 2018 Line Castelle has added Napoli to its award-winning transitional collections. The collection delivers

thing else on the market. With its sling and cushioned construction, we are providing a seating option that maximizes overall comfort.” fresh lounge and dining Napoli’s arm and leg designs allow options. The unique feature of for bold curves, creating an open Napoli cushioned dining Napoli is that it incorporates side with bottom and back upholsling support and cushioned seating for improved comfort. stered panels. The sling dining incorporates a strong cagedDerek Ritzel, president and CEO, says, “Castelle designback design. All Castelle pieces are handcrafted to the highers have provided our retail partners with an original style est standard of quality, from intricate aluminum castings and that will excite their customers. Napoli is a look unlike anymultistage finishing to full customization of fabrics.

Castelle’s 2018 Sonesta Collection Features Traditional Style The Sonesta collection is crafted to exhibit traditional influences in a wide array of coordinating pieces, including standard and crescent deep seating and cushioned/sling dining. With hammered curving arms and an open decorative seat-back medallion of intersecting lines, the Sonesta collection delivers a fresh traditional choice. Derek Ritzel, president and CEO, says, “With the Sonesta collection, Castelle’s team of designers and artisans has shown its ability to develop casual furnishings meeting the needs and preferences of multiple customer segments. Although contemporary and transitional collections are garnering attention, Castelle continues to recognize the impor-

Sonesta crescent deep seating

tance of traditional design.” Intricate details in the Sonesta collection include slender extruded-aluminum legs and hammered curving arms. The simple, traditional, seat back highlights intersecting lines grouped into a central decorative element. Each cushioned piece is available in high-quality solution-dyed acrylic crafted to withstand the elements. A multistage finishing process and optional hand-applied antiquing are featured, along with hundreds of options available for this classic seating choice.

The Outdoor GreatRoom Company Hosts Third Annual Conference

Staff, sales representatives, and customers of The Outdoor GreatRoom Company enjoy a dinner cruise on the Mississippi

SEPTEMBER/OCTOBER 2017

The Outdoor GreatRoom Company (OGC) hosted its third annual conference in August at its new corporate headquarters in Burnsville, Minnesota. The two-day event included staff, sales representatives, and a number of customers. This educational event featured showroom, factory, and engineering tours; hands-on product training; and round-table discussions. Evening activities included curling and a dinner Mississippi cruise through Minneapolis. This event brought the company closer to its customers and provided vital feedback on how OGC can help them succeed.

PATIO & HEARTH PRODuCTS REPORT

Product Innovation Travis Industries continued from page 48

“It is a very simple product for end users to integrate into their homes. It features an onboard therThe mostat that senses the Timber mantel temperatures around the unit and of the air coming into the convection chamber, allowing it to give users their desired temperature—even if they are 20 feet away in the room.” The fourth Vesta winner, in the category of hearth accessories, was for fireplace decor. This includes several items; among them are a new MetalSmith face trim kit (formerly called the Coppersmith face trim kit) and noncombustible mantels. “Crossroads is not just about price point. In design, we want extraordinary contemporary and traditional designs. We offer believable designs that look and feel handmade—because they

are,” Rumens says. Travis Industries blacksmiths work at anvils in the factory, using hammers and a forge to create the MetalSmith face, a steel frame with a hammered-copper insert in a choice of patinas. Some look like aged bronze, and Tiffany red is available, along with a steel face. The company also offers a new Timber mantel cast from high-temperature reinforced-concrete material. “We have the original timber on display, and you can’t tell them apart, even by touch. When you have products that put out so much heat, you can’t put a wooden man-

ever. “Where do we go from here? We continue on this constant-improvement path, and as we try to attract consumers to our products and our dealers, we try to The MetalSmith face attract the next gentel that close, but our Timber maneration to our industry. It is our tel can be within 12 inches of the job to show people how cool this fireplace,” Rumens says. industry is,” Rumens says. In response to dealers’ requests More important, by following for help offering financing the Crossroads model, Rumens options, Travis Industries has believes the company has raised aligned itself with Wells Fargo. the bar. “There’s been a landslide This can simplify transactions for of creativity, of new ideas and new dealers, letting them build their products—more products this businesses by helping customers year than we’ve offered in a threewho are looking for credit. year period,” he says. “Crossroads Looking back, Rumens was a catalyst for creative thinking observes that the strategic plans that has really propelled everyone laid in place three years ago are in our organization to think difcoming to fruition, producing ferently. We now have this cregreater margins for dealers on a ative landslide of ideas that has wider spectrum of products than tremendous momentum.”

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PATIO & HEARTH PRODUCTS REPORT

HelpingDealersGrow In its efforts to partner with dealers to grow their businesses, Travis Industries Inc. (Mukilteo, Washington) has

The superstore at company headquarters

launched two significant initiatives this year, one being its Family Reunion event. The second is its new Lunch and Learn program. In June, Travis Industries hosted the Family Reunion for dealers at company headquarters. The event marked two days of intense learning and sharing of ideas, and the 325 dealers who attended got to meet the service department and the manufacturing people in person. Kurt Rumens, president, says, “We dedicated time for hands-on factory learning so they could see how we build the quality into our products.” The Family Reunion event in June The cornerstone of the event was the company’s superstore within its headquarters, where 10,000 square feet were dedicated to a permanent, working showroom featuring all the products Travis Industries makes—on display, hooked up, and vented—in one place. Now, people visiting the facility for a tour find a stop in the superstore to be among the day’s highlights, while others are coming to tour the giant showroom strictly for educational purposes. The Family Reunion was full of fun, teamA monster-truck building camaraderie rally at the Family Reunion (complete with a car show and a monstertruck rally), but it also gave dealers plenty of in-depth education to take home. “We focused on current and new products and accessories—and a host of things to add value to their The Family Reunion marked the businesses,” Rumens notes. “The first time in four years that Travis Family Reunion is one of the great Industries had hosted such an stories of the year for us. There event, and based on the response, was a lot of learning and it won’t be the last. Rumens promexchange of information. ises to make it an annual event Everyone was unified in how we because, he says, “There is so are going to tackle the market. much content to share.” The family feeling was incredible. This decision plays into the We were all united as a team.” Crossroads model again, with

SEPTEMBER/OCTOBER 2017

Rumens changing the way the company has operated by forging a new path. Specifically, Travis Industries will continue to exhibit at HPBExpo, but the company will have a smaller footprint. The money saved will be channeled into the annual Family Reunion event at the factory, in addition to doubling the company’s presence

PATIO & HEARTH PRODUCTS REPORT

at the NAHB International Builders’ Show® in Orlando, Florida, in January 2018. “We think we have an opportunity to grow the business with the dealers, get in front of builders and architects, and make connections at that show. We’re seeing the strongest dealers have a very successful retail business with a wholesale builder/architect component,” Rumens explains. Travis Industries has pursued builders and architects in the past, but now, it is a priority. Last January, the company rolled out its Lunch and Learn initiative as a pilot program in the state of Washington. Travis Industries hired a specialist to spearhead the program and structure educational presentations for American Institute of Architects (AIA) accreditation. The company hosted classes at its headquarters expressly for architects and designers who were looking for continuing-education credits. The classes, all accredited by the AIA, proved to be popular and widely attended. “Architects are hungry for information on fireplaces,” Rumens says. In June, Travis Industries took the program nationwide. Today, the company’s representatives and distributors are teaching the AIA– accredited classes around the country. Dealers who want to reach out to the architectural community are welcome to get involved.

AdvertiserIndex Advertiser

Phone

ProductProfiles Directory Website

Page

Agio, USA ..........................................(888) 997-7623 ................www.agio-usa.com....................................5 American Fire Glass ............................(888) 264-1017..................www.americanfireglass.com................64–65

Company

Page

Agio, USA ..............................................................................................68, 74 American Fire Glass ................................................................................68, 76 American Fyre Designs (RH Peterson) ..............................................................83

Big Green Egg ....................................(770) 938-9394 ................www.biggreenegg.com ..........................46 Brown Jordan Outdoor Kitchens............(203) 626-5625 ................www.brownjordanoutdoorkitchens.com....22 Bull Outdoor Products ........................(800) 521-2855 ................www.bullbbq.com ..................................35

American Hearth (Empire Comfort Systems) ....................................................66 American Outdoor Grill (RH Peterson)..............................................................79 Arboria ........................................................................................................79 Big Green Egg ........................................................................................68, 77

Castelle..............................................(855) 612-9800 ................www.castelleluxury.com ........................3, 7

Broil King (Onward Manufacturing) ............................................................73, 82

Couristan ..........................................(800) 223-6186 ................www.couristan.com ................................57

Brown Jordan Outdoor Kitchens ......................................................................77

Dansons ............................................(877) 303-3134 ................www.louisiana-grills.com ....................14–15

Bull Outdoor Products..............................................................................66, 80 C.R. Plastic Products ......................................................................................85

Eiklor Flames ......................................(888) 295-5647 ................www.eiklorflames.com ............................69

Castelle ......................................................................................66, 70, 76, 80

Elmira Stove Works..............................(800) 295-8498 ................www.elmirastoveworks.com ....................77

The Companion Group ..................................................................................85

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

Couristan................................................................................................66, 70 Danver ........................................................................................................68

Enviro/Sherwood Industries ................(250) 652-6080 ................www.enviro.com ....................................45

Delsol (Twin Eagles) ......................................................................................81

European Home..................................(781) 324-8383 ................www.europeanhome.com ........................36

Delta Heat (Twin Eagles) ................................................................................76

Forshaw/Exterus ................................(800) 367-7429 ................www.exterusoutdoor.com ........................71

Eiklor Flames ..........................................................................................70, 81 Elmira Stove Works ..................................................................................72, 81

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

Enviro/Sherwood Industries ....................................................................66, 82

The Hammock Source..........................(800) 334-1078 ................www.thehammocksource.com..................88

European Home ......................................................................................70, 77

Hargrove Manufacturing ......................(800) 725-4166 ................www.hargrovegaslogs.com ......................43

Exterus (Forshaw) ..........................................................................................81 Forshaw ......................................................................................................83

Hearth & Home Technologies ..............(800) 669-4328 ................www.myhht.com ....................................92

Gensun ..................................................................................................71, 82

Hearth, Patio & Barbecue Association....(703) 522-0086 ................www.hpbexpo.com ................................53

Hargrove Manufacturing ..........................................................................78, 84

Hearth Products Controls ....................(877) 433-7001..................www.hpcfire.com ....................................55

Harman (Hearth & Home Technologies) ..........................................................78 Hatteras Hammocks (The Hammock Source) ....................................................74

Informa Exhibitions..............................(888) 869-6522 ................www.poolspapatio.com ..........................75

Hearth Products Controls ........................................................................72, 77

International Casual Furnishings Association ......................(336) 881-1016 ..................www.icfanet.org ......................................37

Heat & Glo (Hearth & Home Technologies) ......................................................76

Jensen Leisure Furniture ......................(800) 403-0403 ................www.jensenleisurefurniture.com ..............40

Jensen Leisure Furniture............................................................................66, 72

Las Vegas Market/IMC ........................(702) 599-3046 ................www.lasvegasmarket.com ........................17

IronStrike (Innovative Hearth Products) ............................................................84 Lloyd Flanders ........................................................................................72, 74 Lopi (Travis Industries) ..............................................................................71, 85

Lloyd Flanders ....................................(800) 526-9894 ................www.lloydflanders.com ..........................29

Louisiana Grills (Dansons) ..............................................................................74

Memphis Wood Fire Grills ....................(888) 883-2260 ................www.memphisgrills.com..........................25

Memphis Wood Fire Grills ........................................................................72, 76

Miles Industries/Valor Fireplaces ..........(800) 468-2567 ................www.valorfireplaces.com ........................33

Metal-Fab ....................................................................................................83 MLW Stone ..................................................................................................71

MLW Stone ........................................(800) 477-7665 ................www.mlwstone.com ................................81

Modern Home Products ................................................................................85

Onward Manufacturing........................(800) 265-2150 ................www.broilkingbbq.com............................51

Modulounge ................................................................................................85

Ortal ..................................................(844) ORTAL-HEAT ............www.ortalheat.com..................................16

Mont Alpi ....................................................................................................83 Ortal ......................................................................................................72, 79

OW Lee..............................................(800) 776-9533 ................www.owlee.com......................................41

OW Lee ..................................................................................................73, 80

Patio Renaissance................................(866) 690-5673 ................www.patiorenaissance.com ......................61

Patio Renaissance ....................................................................................78, 83

Peak Season ......................................(866) 606-6330 ................www.peakseasoninc.net ..........................67

Pawleys Island (The Hammock Source) ............................................................78 Peak Season............................................................................................68, 76

RH Peterson........................................(800) 332-3973 ................www.firemagicgrills.com ..........................21

Phifer ..........................................................................................................83

Skyline Design ....................................(877) 595-4634 ................www.skylinedesign.com ............................9

Pit Boss (Dansons) ........................................................................................70

Sunbrella............................................(336) 221-2211 ..................www.sunbrella.com ..................................2

POLYWOOD ................................................................................................78 Skyline Design ........................................................................................80, 82

Sunrise Metal Shop ............................(260) 463-4026 ................www.silverbulletgrill.info..........................73

Sunbrella................................................................................................82, 84

Tempotest USA ..................................(972) 512-3534 ................www.tempotestusa.com............................11

Sunrise Metal Shop..................................................................................78, 84

Travis Industries ..................................(800) 654-1177..................www.travisindustries.com ........................49

Tempotest USA ........................................................................................71, 81 Tropitone................................................................................................80, 84

Tropitone ..........................................(949) 951-2000 ................www.tropitone.com ................................27

Valor Fireplaces (Miles Industries) ..............................................................73, 74

Twin Eagles ........................................(800) 789-2206 ................www.twineaglesgrill.com ........................23

Veranda Classics (Foremost Groups) ................................................................85

Windward Design Group ....................(941) 359-0890 ................www.windwarddesigngroup.com..............91

White Mountain Hearth (Empire Comfort Systems) ............................................70 Windward Design Group..........................................................................79, 82

Winston Furniture................................(205) 486-9211..................www.winstonfurniture.com ......................47 Wittus ................................................(914) 764-5679 ................www.wittus.com......................................79

Winston Furniture ....................................................................................68, 74 Wittus ....................................................................................................80, 84

PATIO & HEARTH PRODUCTS REPORT (ISSN 1939-6929) IS PUBLISHED BIMONTHLY BY PENINSULA MEDIA, 21250 HAWTHORNE BLVD., SUITE 700, TORRANCE, CA 90503. US POSTAGE PAID AT LEBANON JUNCTION, KY 40150. SEPTEMBER/OCTOBER 2017, VOL. 12, NO. 5 © 2017 PENINSULA MEDIA. ALL RIGHTS RESERVED. NO PART OF THIS PUBLICATION MAY BE REPRODUCED IN ANY FORM WITHOUT WRITTEN PERMISSION FROM THE PUBLISHER. POSTMASTER: SEND ADDRESS CHANGES TO PENINSULA MEDIA, 21250 HAWTHORNE BLVD., SUITE 700, TORRANCE, CA 905035514, PATIOANDHEARTH@HALLDATA.COM, PHONE: (847) 763-9261. WHILE THE PUBLISHERS HAVE MADE EVERY EFFORT TO ENSURE THE ACCURACY OF THE MATERIALS PRESENTED IN PATIO & HEARTH PRODUCTS REPORT, THEY ARE NOT RESPONSIBLE FOR THE CORRECTNESS OF THE INFORMATION AND/OR OPINIONS EXPRESSED.

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