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Written By Cheryl Dangel Cullen
HEARTH MANUFACTURERS PREDICT that 2010 will BRING a new SPIKE in fireplace SALES.
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The Vogue fireplace from Miles Industries features an elegant, clean smoked-glass surround. |
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| Monessen’s Belmont direct-vent fireplace is shown here with a porcelain black liner and contemporary glass kit. |
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The RED series from Heat & Glo has beautiful lines and linear appeal, and it has a variety of stone and glass media options. |
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Napoleon’s HD35 direct-vent gas fireplace boasts a simple (yet sophisticated) design. |
With natural-gas prices low and the economy showing some signs of turning around, manufacturers are predicting that 2010 will heat up fireplace sales. Paul Miles is director of sales, Miles Industries Ltd. (North Vancouver, British Columbia), manufacturer of Valor fireplaces. He says, “Sales already have picked up for the past four months, and they continue to be strong. The retail renovation market has been the most stable. Natural-gas prices have been low and will stay low, making gas the best and cleanest choice for fireplaces.”
Jeni Forman, vice president of dealer marketing at Hearth & Home Technologies™ (Lakeville, Minnesota), adds, “We are beginning to see an increase in activity both in new construction and in the remodeling market.”
Greg Thomas, director of sales at Napoleon® Fireplaces & Grills (Barrie, Ontario) notes that while the economy has some dealers struggling to keep their doors open, he sees bright spots. Topping his list is what he notes is a “huge increase in gas-insert sales.” Thomas also records an increase in Napoleon’s outdoor-product category due to the desire for outdoor rooms, as well as growth in the modern category—especially with custom builders and commercial applications.
Differentiation is Key
There appears to be consensus that going forward, builders will be looking to fireplace manufacturers for something new. Miles explains, “New housing will improve, and builders will look for new designs and technology to differentiate their products.”
Forman is optimistic that fireplace sales will remain strong. She says, “Despite the economy, people continue to recognize the overall value a hearth appliance brings to their homes.” To that end, value is what manufacturers are bringing to market this year.
“Fireplaces must have the capability of being part of smart homes,” Miles explains. “Valor has always stressed the comfort aspect of our products, and this won’t change. What will change is technology to control fireplaces and provide the maximum effect with the minimum amount of fuel.”
Napoleon is now working on some new direct-vent gas fireplaces, both modern and traditional, as well as on new pellet and wood products; many of these will be shown at HPBExpo in Orlando, Florida, in March. The company is also working on revamping one of its gas inserts and on new fronts and door kits for gas fireplaces.
Meanwhile, Hearth & Home Technologies continues to focus on innovation, with recent product introductions in wood, pellet, and direct-vent gas fireplaces. Heatilator is launching the PureSky, a clean-burning wood fireplace designed to meet Environmental Protection Agency (EPA) fine-particle (PM2.5) standards in nonattainment areas across the country.
Heat & Glo has introduced the new RED series of modern landscape fireplaces in 40- and 60-inch sizes, with a variety of media options available to customize them to meet homeowners’ needs. Heat & Glo has also introduced the new 6000-8000 C series of direct-vent gas fireplaces. “For many years, the 6000 has been the bread and butter for Heat & Glo, and this new and improved model lineup is following suit,” Forman says. Quadra-Fire continues to promote its EDGE 60, which uses the company’s Advanced Energy technology to burn multiple types of fuel.
Monessen Hearth Systems Company (Paris, Kentucky) has a very aggressive new-product–introduction plan for 2010 as well. “All of our brands will have new units to sell for the heating season,” Zach Tweardy, product planning manager, states. “We are forever adding accessories or making improvements to existing products.”
The company will round out its contemporary offering by introducing a larger version of its 42-inch wide-view fireplace, as well as a see-through version. Tweardy says, “We have some new, innovative technology to add to our wood-stove offering in our Vermont Castings line, along with some new wood and gas inserts. We are introducing a line of touchscreen remote controls under our Ambient Technologies brand that will allow our fireplaces to operate even more efficiently then they do now.”
In With the New
In addition to offering new features that increase efficiency, many manufacturers will be featuring more contemporary designs this year, which prompts a question: Is contemporary design here to stay or a passing trend? “Contemporary design is huge right now,” Tweardy says. “We released a few contemporary fireplaces in 2009, and we were very pleased with the results—so pleased that we have two more contemporary designs in the plan for the early part of 2010.”
Miles adds, “Contemporary design has been a big part of our new-product design for the past two years. Having said that, the traditional designs have also been cleaned up, and still make up a sizable part of our business.” Forman says, “We have experienced a significant uptick in interest for these contemporary fireplaces over the past few years. It appears that modern fireplace design is not a fad, and that it is here to stay.”
Thomas cautions that the modern product trend still has a long way to go, “but as more retailers put them on the floor and, we hope, as more builders offer them, the demand will grow,” he predicts. “These products appeal greatly to the new generation, where floor space will be a primary concern.”
Getting in the Zone
Contemporary design isn’t the only trend. Thomas sees a strong demand for zone-heating applications to reduce energy consumption and costs. Forman agrees, suggesting zone heating will be key to an industry rebound. “The fireplace market in 2010 will begin to regain strength as consumers look for more ways to save money. Zone heating is an excellent way to accomplish this goal,” she says.
Zone heating is also a green feature that homeowners will want. Forman says, “The growing emphasis on the environment will also have an impact on the industry, both in 2010 and in the long term. We will see homeowners looking for more and more ways to be kinder to the environment.”
She continues, “This will result in continued strength in biomass appliances, such as EPA fireplaces, and we hope that we will see more pellet fireplaces hit the market as well, opening a new category for the hearth industry.” Tweardy concurs. “There has been a huge shift to producing a greener product. It has become a major criterion in every new product we develop,” he says.
Forman adds, “Homeowners expect more from a fireplace than just heat and ambience. They want to save money through zone heating, and they want to know how fireplaces can help them live a greener lifestyle. They are embracing heating with biomass fuels and are interested in maintaining air quality—indoors and outdoors. Consumers are more discerning, weighing their options in light of a continuing economic downturn.”
PHPR January/February 2010
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