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Lowering Prices/ Products Has Been Great, but High Prices Pipe Ethanol Hearth Products Aquafires International has introduced three new tabletop models into its unique, By Bill Sendelback very contemporary Pureflame line: the a few custom-built fireplaces. Spherical Glass Fire featuring a stainless- “Even with this economy, we’re steel bowl, the Concave Fire with a stain- doing quite well,” says Stephane less-steel concave pedestal, and the Pipe, Thomas, CEO of Australian manufac- featuring a stainless-steel bowl mounted on turer Eco-Smart Fire. “Reception to the a marble pedestal styled like a smoking Lowering Prices/ products has been great, but high prices pipe. Also new is the company’s Burner are an impediment to the market. The Insert, a less expensive burner featuring a hearth industry is fairly conservative, 55-ounce fuel capacity. Aquafires also and most dealers don’t know how to offers its Purefuels brand ethanol fuel. Call deal with high-end price points.” 1-866-647-9225, visit www.pureflame.com Eco-Smart Fire, a manufacturer at Gaining Ground Aquafires - Spherical Glass Fire. or circle reader service number 071. the very high end of the price range with models up to $20,000, is now intro- ducing units at prices as low as $400 Ethanol is to “reinforce our high end.” New from The Bio Flame is its SEK, a Planika USA, with products made 43-in. wide, freestanding, see-through experiencing the in Holland, claims a 30 percent sales model with a 36-in. burner, and the Sek increase in 2009. “Our 2010 percent- XL, a 58-in. wide version with a 48-in. classic hearth age sales increase was a little bit lower,” burner. A Bio Flame model was the admits Matt Mnich, managing director. winner of the 2010 Vesta Awards Outdoor problem: Few “It’s still a niche product, but we’re Hearth Products competition. Call (403) seeing more movement among fireplace 444-8888, visit www.thebioflame.com or consumers know dealers, and consumers are hearing more circle reader service number 072. about ethanol models.” SEK by The Bio Flame. that it exists. One of the acknowledged marketing problems with ethanol hearth products is that few consumers know about this Condar Company has revised its fuel tray technology. Most manufacturers see expo- for its Flamenco brand, gel ethanol log set to sure to consumers as a increase the burn time by 50 percent. The key to growth in the company’s gel ethanol log sets are available category. “We’re just in 18- and 24-in. sizes. Condar also offers its seeing the tip of the Flamenco Ethanol Gel fuel. Call (828) 894- iceberg,” according to 8383, visit www.condar.com or circle reader Madi Ferencz, presi- Flamenco ethanol log set. service number 073. dent and CEO of Any- where Fireplace. “Very few consumers know about ethanol models, New from Decoflame is its smaller size, stainless-steel City and black Madi Ferencz. but there is incredible interest among the con- Urban wall-hung models. Both feature sumers that do. It’s burn times of as long as five hours amazing how word-of-mouth has spread, and retail for less than $1,100. For because these units have a real fire and 2011, the company will introduce auto require little or no construction.” ignition and two insert models. It also Lack of consumer awareness and offers its Decofuel brand ethanol fuel. knowledge of ethanol models is certainly Call (626) 246-0790, visit www.decoflame.ca or circle reader thanol as a fuel for hearth products is still new, Anywhere Fireplace slowing growth. “Hearth retailers have service number 074. E and the market for these appliances still small. has introduced five new looked at it and, for the most part, are Stainless-steel City. However, thanks in part to new lower prices, the models into its line that open to it,” says Tom Owen, general category is growing. offer suggested list prices manager of Black and Stone, “but the “Ethanol units have picked up some steam in our store,” ranging from $100 to customer is reluctant.” Black and Stone has introduced says Don Richardson, president of Arizona Fireplaces in $400. Included are the “We’re doing very well with hearth square and round ethanol burners for Phoenix. “Ethanol is relatively new with undeveloped demand. wall-mounted Soho Black, retailers, but we’re dis- patio tables; they also will be included in the company’s new Vioflame brand People come in and are pleasantly surprised by the product. Tribeca 2 floor-stand Soho Black. appointed at consumer They want to buy it, but are turned off a lot by the high model, Lexington white interest,” says Tim patio tables. The company’s very con- prices. With lower consumer pricing, it will pick up speed.” lacquered tabletop model and larger sized Hudson Lane, director of sales temporary models have suggested Richardson is apparently getting his wish as most manu- and Madison tabletop models. The Hudson also can and marketing for retail prices ranging from $500 to facturers, even at the very high end, are introducing mid- and be used as a wall-hung model. The company offers Decoflame. “The hearth $1,000; it also offers its Viofuel ethanol lower-price models. The suggested retail price range now lower priced, contemporary models. Call (914) 834- industry is in transi- fuel. Call 1-800-605-2515, visit stretches from $100 for some tabletop models to $20,000 for 5855, visit www.anywherefireplace.com or circle tion,” according to Eco- www.blackandstone.com or circle reader service number 070. Smart’s Thomas, “like VioFlame round burner in table. reader service number 075. ABOVE: Tribeca from Anywhere Fireplace. Tom Owen. when we went from 16 HEARTH & HOME FEBRUARY 2011 FEBRUARY 2011 HEARTH & HOME 17 Ethanol Hearth Products By Bill Sendelback Lowering Prices/ Gaining Ground Ethanol is experiencing the classic hearth problem: Few consumers know that it exists. thanol as a fuel for hearth products is still new, Anywhere Fireplace E and the market for these appliances still small. has introduced five new However, thanks in part to new lower prices, the models into its line that category is growing. offer suggested list prices “Ethanol units have picked up some steam in our store,” ranging from $100 to says Don Richardson, president of Arizona Fireplaces in $400. Included are the Phoenix. “Ethanol is relatively new with undeveloped demand. wall-mounted Soho Black, People come in and are pleasantly surprised by the product. Tribeca 2 floor-stand Soho Black. They want to buy it, but are turned off a lot by the high model, Lexington white prices. With lower consumer pricing, it will pick up speed.” lacquered tabletop model and larger sized Hudson Richardson is apparently getting his wish as most manu- and Madison tabletop models. The Hudson also can facturers, even at the very high end, are introducing mid- and be used as a wall-hung model. The company offers lower-price models. The suggested retail price range now lower priced, contemporary models. Call (914) 834- stretches from $100 for some tabletop models to $20,000 for 5855, visit www.anywherefireplace.com or circle reader service number 070. ABOVE: Tribeca from Anywhere Fireplace. 16 HEARTH & HOME FEBRUARY 2011 Aquafires International has introduced three new tabletop models into its unique, very contemporary Pureflame line: the a few custom-built fireplaces. Spherical Glass Fire featuring a stainless- “Even with this economy, we’re steel bowl, the Concave Fire with a stain- doing quite well,” says Stephane less-steel concave pedestal, and the Pipe, Thomas, CEO of Australian manufac- featuring a stainless-steel bowl mounted on turer Eco-Smart Fire. “Reception to the a marble pedestal styled like a smoking products has been great, but high prices pipe. Also new is the company’s Burner are an impediment to the market. The Insert, a less expensive burner featuring a hearth industry is fairly conservative, 55-ounce fuel capacity. Aquafires also and most dealers don’t know how to offers its Purefuels brand ethanol fuel. Call deal with high-end price points.” 1-866-647-9225, visit www.pureflame.com Eco-Smart Fire, a manufacturer at Aquafires - Spherical Glass Fire. or circle reader service number 071. the very high end of the price range with models up to $20,000, is now intro- ducing units at prices as low as $400 to “reinforce our high end.” New from The Bio Flame is its SEK, a Planika USA, with products made 43-in. wide, freestanding, see-through in Holland, claims a 30 percent sales model with a 36-in. burner, and the Sek increase in 2009. “Our 2010 percent- XL, a 58-in. wide version with a 48-in. age sales increase was a little bit lower,” burner. A Bio Flame model was the admits Matt Mnich, managing director. winner of the 2010 Vesta Awards Outdoor “It’s still a niche product, but we’re Hearth Products competition. Call (403) seeing more movement among fireplace 444-8888, visit www.thebioflame.com or dealers, and consumers are hearing more circle reader service number 072. about ethanol models.” SEK by The Bio Flame. One of the acknowledged marketing problems with ethanol hearth products is that few consumers know about this Condar Company has revised its fuel tray technology. Most manufacturers see expo- for its Flamenco brand, gel ethanol log set to sure to consumers as a increase the burn time by 50 percent. The key to growth in the company’s gel ethanol log sets are available category. “We’re just in 18- and 24-in. sizes. Condar also offers its seeing the tip of the Flamenco Ethanol Gel fuel.
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