A Corporate History of Wolf Steel Ltd. & Napoleon

“What the Schroeters have thecreated is inspiring. art Napoleon has becomeof a well-respected fire brand in the industry. The company is POSITION ONLY innovative: their hearth products are cutting-edge, both in terms of design and technology. The company is diversified:200% they NOnot TRUNCATION only produce and sell fireplaces, stoves, and inserts, but also heating and cooling products, barbecue grills, and other outdoor living products. Lastly, Napoleon is state-of-the-art: both in terms of the physical facilities and how they operate. What is55742 also ????? inspiring and rare these days is the fact that, despite its size, Napoleon continues to be run as a family business.” A CORPORATE HISTORY OF WOLF STEEL LTD. & NAPOLEON APPLIANCE CORPORATION

Jack Goldman, the art of fire President & CEO, Hearth, Patio & Barbecue Association 0 00000 00000 0

POSITION ONLY 120% NO TRUNCATION 55742 ????? DR. ULRICH FRISSE, LL.M.

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POSITION ONLY 110% NO TRUNCATION 55742 ?????

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100% POSITION ONLY 0-55653-61710-5 0-55653-61710-5 DR. ULRICH FRISSE, LL.M. 0 00000 00000 0

POSITIO 9 0% NO N ONL TR Y 55742 ?????UN CATION

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0 00000 00000 0 A CORPORATE HISTORY OF WOLF STEEL LTD. & NAPOLEON APPLIANCE CORPORATION

DR. ULRICH FRISSE, LL.M.

2013 Table of Contents

Introduction, Jack Goldmann, president of HPBA...... V

Chapter 1 | Wolfgang’s Story — Growing Up in Germany...... 3

Chapter 2 | New Beginnings — Immigration to Canada and Early Entrepreneurship...... 27

Chapter 3 | Lighting the Fire — Building the First Stove and Becoming a Wood Stove Manufacturer ...... 57 © Copyright Ulrich Frisse 2013 Chapter 4 | Why Not Napoleon? — The Birth of the Napoleon Brand and Business Development during the 1980’s...... 65 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means without the written permission of the publisher. Chapter 5 | Fanning the Flames — Napoleon during the 1990’s...... 91

Published by Transatlantic Publishing, an Imprint of Historical Branding Solutions Inc. Chapter 6 | Spreading the Fire — Napoleon Becoming a Global Player in the 21st Century...... 121 93 Anvil Street, Kitchener, ON, N2P 1X8, Canada Chapter 7 | Pillars of Success — The Napoleon Business Philosophy...... 153 For inquiries visit our website at www.historicalbranding.com or email us at [email protected] or call 519-501-1412. Chapter 8 | Chris and Stephen Schroeter — The Second Generation of Napoleon Family Entrepreneurs...... 179

Printed by Cober Evolving Solutions in Ontario, Canada. Chapter 9 | Napoleon in the Community — Involvement, Corporate Philanthropy, Awards and Accreditations...... 191 ISBN number: 978-0-9736372-9-8 Cataloging data available from Library and Archives Canada (www.collectionscanada.gc.ca). Chapter 10 | Napoleon Today and Outlook into the Future...... 201 V

Introduction What is also inspiring and rare these days is the fact that, despite its size, Napoleon continues to be run as a family business. Over the years, I was asked if I would be interested in contributing to the volume being written Wolfgang and Ingrid have shared leadership in the company. As their about Wolf Steel. My answer was immediate – I would be delighted! sons, Chris and Stephen, have become adults, they have joined their parents and the family values that Wolfgang and Ingrid have instilled in I have been in the hearth industry, with the Hearth, Patio & Barbecue the running of the company have been applied to everyone connected to Association (HPBA), for 12 years, and have learned the “players” in the Wolf Steel – their staff, dealers, vendors, and consumer base. The result industry. You learn which companies are innovative, which companies are is a strong thread of loyalty throughout the company and to those outside run well, which companies have integrity. Wolf Steel clearly encompasses people who work with the company. This book is dedicated to all Napoleon all of these traits. These values are also seen in the Schroeters giving back to the hearth and associates and customers. Thank you for It has been a pleasure to get to know Wolfgang and Ingrid Schroeter, as well barbecue industries, and to society as well. There is a culture of getting as their sons Chris and Stephen. The pride in their work and what they have involved in industry issues, and collaborating with other companies in your support over the years. achieved is evident and well-deserved. They have grown a start-up business the industry, through HPBA, for the greater good. Ingrid has volunteered into a corporation with over a thousand employees, operating globally. I can extensively for the HBPA of Canada, as Treasurer and as a current Board personally identify with their history – as immigrants from Germany – and member; she currently serves on HPBA’s Expo Committee, which helps the challenges of making such a huge change in their lives. My parents also guide policy on our important trade show. Other staff members at Napoleon emigrated from Germany and made a new life in North America. I know serve on HPBA committees, such as the Government Affairs and Technical that starting in a new country involves humility and determination. Committees. Napoleon is also very generous with its time and money, such The Schroeter Family as contributing to Habitat for Humanity, to name just one example of many. What the Schroeters have created is inspiring. Napoleon Fireplaces and Grills has become a well-respected brand in the industry. The company is I am honored to have been asked to contribute to a volume on Wolf Steel. innovative: their hearth products are cutting-edge, both in terms of design More importantly, I am proud to know the Schroeters and other members of and technology. The company is diversified: they not only sell fireplaces, their company. I work in a wonderful industry, and Wolf Steel is one reason stoves, and inserts, but also heating and cooling products, barbecue grills, for my feeling this way. Congratulations on your successes and best wishes and other outdoor living products. Lastly, their company is state-of-the-art: for many more in the future! both in terms of their physical facilities and how they operate. Jack Goldman, President & CEO, Hearth, Patio & Barbecue Association 1

WOLFGANG’S STORY — GROWING UP IN GERMANY 4 NAPOLEON | THE ART OF FIRE L toR:Wolfgang’s father, motherandgrandmotherin theirgardeninPforzheim. L toR:Wolfgang’s mother, Wolfgang andhisgrandmother. the farright,hisgreat-grandparentsareincenter. Wolfgang’s ancestorsonhisfather’s side:Wolfgang’s grandmotherison Wolfgang’s father andgrandmotheronthemotorbike. The wedding party atWolfgang’sThe weddingparty parents’wedding. Wedding pictureofWolfgang’s motherandfather. relation toWolfgang and hisimmediatefamilyinCanada. maintained forWolfgang’s parentsandrelativesinGermany, whiletheadaptedEnglish versionwillbeusedin spellingofthefamily’sto Canada.Throughoutthepagesofthisbook, theoriginalGerman namewillbe 1 Democratic Republic(GDR).TheSchröter state,theGerman German Thuringia, belongedtotheCommunistEastern statesin1990,Benshausen,locatedthestateof of thetwoGerman Schröter andFriedaSchröter, néeLapp.From1949untilthereunification onlychildofKarl-Heinz June 3,1949inBenshausen,Germany—the Y of Wolfgang Schroeter, thefounder, long-timepresidentandcurrentCEO F was amanufactureroftypewriters. carcompany) Zella-Mehlis. Mercedes(nottobemistakenfortheGerman Wolfgang’s motherworkedinthe officeoftheMercedesCompanyin still standingtoday. WhileKarl-Heinzpursuedacareerinengineering, of thebridgesbuiltbyKarl-HeinzSchröterjustoutsideBenshausenis reconstruction work tobedoneintheimmediatepost-warperiod.One destroyed duringtheSecondWorld War, of therewasnoshortage infrastructurehadbeen bridges. Sincemanybridgesandotherimportant Wolfgang’s fatherwasacivilengineerwhospecializedinbuilding and Friedagrewupinthecommunity. Benshausen camethroughWolfgang’s grandparentsonhismother’s side Wolfgang changedthespellingofhisfamilyname from“Schröter”to“Schroeter”whenheimmigrated amil Wolf on SteelLtd.andNapoleonApplianceCorporation,wasborn

Bac k gro u nd

1 family’s connectionwith

P IN GERMANY IN P U GROWING WOLFGANG’S STORY — STORY WOLFGANG’S 5 6 NAPOLEON | THE ART OF FIRE stored byBenshausen’s wine tradersinspecially-constructedwinecellars remain someofGermany’s mostrenowned wine-growingregions,was wine-trading center. Winefrom theMain,RhineandMoselareas,which dates backto838AD.Bythe11 of Benshausen) (today apart The first officialmentioning ofEbertshausen agree thatFrankishsettlersfoundedthetownmuchearlier, around 800AD. Benshausen wasnotusedinwrittendocumentsuntil1274, historians to theBronzeAge(1800-700BC).Althoughitseems thatthename are manifestationsoftheearliesthumansettlementinarea, datingback slope oftheThuringianForesthasalonghistory. Nearbyburialmounds Benshausen, locatedinthevalleyofLichtenauRiveratSouthern H local count.Duringthe15 under the presidencyof andhadacourt seat ofregionalgovernment istory

th century, Benshausenbecameknownasa Bensha th century,asthe Benshausenserved u sen people. (http://benshausen.creanetsoft.com) the oldestinentireregion. Today Benshausenishometoabout2,500 withitsRomanic-styleelementsisoneof the towndistrictofEbertshausen residents enjoyedthroughoutthecommunity’s longhistory. Thechurchin made fromstoneandcastiron,representtheprosperitymany Benshausen houses, thehistorictownhallsquare(builtin1423)and largememorials historical roleinthewinetrade.Inadditiontooriginal timber-frame asmarkersofBenshausen’sfor winestoragearestillinexistence,serving opportunity. Manyoftheoriginal timber-frame houseswithbasementvaults was a natural economic right on the trading route to Oberhof, transport Sincethetownwaslocated economic activitywasfreighttransportation. where thewineagedbeforebeingsold.Thetown’s secondmainareaof times sothathecouldsee his wifeandson.Astheborderbetween several While livinginPforzheim,Karl-Heinz hadtraveledbackandforth cross illegallyintotheWest. side had received orders to shoot anyone German who tried to Eastern “guard thelineofdefensewiththeirlives,”border guardsonthe by soldiers. As per Stalin’s to Government advice to the East German demarcationlineoftheColdWarthis singlemostimportant waspatrolled 1952, whentheborderwasclosedandabarbedwire fenceerected, atthetime established, itwasnotyetfortified Until Wolfgang wasborn. states had already Although been the border between the two German lived thereformanyyears. came throughWolfgang’s grandparentsonhisfather’s side,whohad parents inBenshausen.TheSchröterfamily’s connectionwithPforzheim that time,Friedaandtheirinfantson,Wolfgang, stayedbehindwithher to workinhisprofessionasacivilengineeremployedbythecity. At Karl-Heinz relocatedbacktohishometownofPforzheiminWest Germany Following theirwedding,Wolfgang’s parentslivedinBenshausenuntil bloc. oftheCommunistEastern part important oftheWesternbecame part AlliancewhiletheGDRdevelopedintoan AlliesoftheSecondWorldgrew betweentheformer War, theFRG werefoundedasindependentstates.Astensions that isEastGermany) (FRG, thatisWest DemocraticRepublic(GDR, andtheGerman Germany) In 1949,theyearWolfgang the FederalRepublicofGermany wasborn, M ove

to P for z heim

of the Eastern German border guards, Frieda had given Wolfgang German of the Eastern some without incident.Afraidthathe mightscreamandthusattracttheattention the bordertogetherwiththeir smallchildren.Thistimetheygotacross towards his motorcycle,whileFriedaandLenecontinuedwalking further they intendedtocrossintoWest Germany, Oskarwentbackhomeon Oskar’s motorbike. When they reached the forest near the place where and pushingWolfgang’s babycarriage andridingasapassengeron townneartheborder,East German walking thetwowomentookturns into West home.After arrivingbytraininthe andthenreturn Germany Lene andChristelweresupposedtotravelwithFrieda andWolfgang accompanied her. TheplanwasforOskartohelpthemget totheborder; Oskar, hersisterLene,aswellLene’s three-year-olddaughterChristel train stationontheotherside.Duringsecondcrossing,Frieda’s brother later they attempted to cross again, and this time made it safely to the she andWolfgang werehidingintheforestclosetoborder. Aweek whenFriedaheardshotswhile night inSeptember1949,wasaborted the traintoPforzheimreunitewithKarl-Heinz.Theirfirstattempt,one town ofMellrichstadt,Bavaria.Fromthere,theyweresupposedtotake territory,German theyweretoproceedatrainstationinthenearby guards.OnceonWest German of BavariaundetectedbytheEastern stateofThuringiaandtheWestern German the Eastern state German The planwasforFriedaandWolfgang tocrosstheborderbetween three monthsold,heandhismotherjoinedfatherinPforzheim. West aswell.InSeptember1949, whenWolfgang Germany wasabout that Wolfgang and his mother should cross over and take up residency in suggesting thatitmightcloseeventually, theSchröters madethedecision East andWest becamemoreandheavilyguarded, Germany

P IN GERMANY IN P U GROWING WOLFGANG’S STORY — STORY WOLFGANG’S 7 8 NAPOLEON | THE ART OF FIRE been worried because she had expected them a week earlier. From there, sale ofFrieda’s whohad theymetupwithHerta, stockings.In Schweinfurt by train,payingfortheticketswithmoneyleftfrom to Schweinfurt Christel andWolfgang rodethefifty-kilometers-distance fromMellrichstadt wife andson’s journey. Afterspendingaweekatthe cloister, Frieda,Lene, a girl friend of Frieda’s to help cover the costs of his in nearby Schweinfurt, agreed upon,Karl-HeinzhadsentWest Mayer, MarkstoHerta German and Wolfgang endedupstaying there foranentireweek.Aspreviously two smallchildrenandtookthemin.Well caredfor, Frieda,Lene,Christel forthetwowomenandtheir with refugeesaswell,theabbessfeltsorry wascrammed they couldstaythenightthere.Althoughmonastery andaskif The innkeepersuggestedthattheygobacktothemonastery were toldthatalltheroomsatinnalreadyfilledwithrefugees. inn toeatandstaythenight.Whentheyaskedforaccommodations, Marks inherpockets, Frieda, Leneand their childrenwenttoanearby her andshesoldthemforWestern currency. German WithWest German trading objectontheblackmarket,Friedahadbroughtnylonstockingswith Knowingthattheywouldbevaluabletothemasa across theIronCurtain. bench infrontofamonastery, greatlyrelievedthattheyhadmadeitsafely to continuetheirjourney. InMellrichstadt,thetwowomenrestedona escape Communismatthattime,thewomanadvisedthemofasaferoute so manyotherrefugeescrossingintoBavariafromThuringiainorderto local woman.NoticingthatthegrouphadfledfromEastGermany, like directions tothenearbytrainstationintownofMellrichstadtfroma territory. Upontheirarrival inWest Germany, FriedaandLeneaskedfor in hiscarriagewhile she pushedhimacrosstheborderintoWest German andWolfgangthe oppositeeffect wasunsettledandextremelyagitated Schnapps sothathewouldsleep.To herdismay, thealcoholhadexactly died onDecember26,1952 attheyoungageof32. where FriedaandWolfgang visited himmany times. Karl-Heinz Schröter final months of his life he was hospitalized in the Schömberg Sanatorium, smoker, causinghishealthtodeteriorateevenmorequickly. Duringthe be removed.To makemattersworse,Wolfgang’s fatherwasaheavy shot inthechestand,duetoitslocationbody, thebulletcouldnot tankcommanderinRussia,Karl-Heinzwas asaGerman While serving sustained duringtheSecondWorldquickly astheresultofaninjury War. as afamilylastedforonlythreeyears,Karl-Heinz’s health deteriorated thelocaltabletennisclub.Unfortunately,and musicalsaw),started life active person,Karl-Heinzplayedanumberofinstruments (piano,violin Wolfgang’s father was highly involved in the local community. A very of thecityand98percentcity’s center. killed 17,600peoplewithin22minutes,aswelldestroying80percent 23,1945had engineer likeKarl-Heinz.AnalliedairraidonFebruary foranexperienced ampleopportunity the surroundingarea,affording urgencyinPforzheimand war reconstructionwasamatterofparticular tremendousdestructionduringtheSecondWorldhad suffered War, post- as anengineerintheconstructionofbridgesPforzheim.Sincecity many years.SimilartohisworkinBenshausen,Wolfgang’s fatherworked the housefromCooperativeofArlinger(Genossenschaft)for Arlinger. Wolfgang’s grandmotheronhismother’s sidehadbeenrenting In Pforzheim,theSchröterslivedinatownhousesubdivisionof finally reunitedwith Wolfgang’s father. Frieda andWolfgang continuedbytraintoPforzheim,wheretheywere Lene andChristeltookthetrainbacktoEastGermany, asplanned,while several times.In1645,asthe Thirty-Years War reached itsfinalstage,the independence. Throughout the 17 losingitsformer jurisdiction ofthemargraves ofBaden,thuseffectively 1486, followingaperiodofconsistentgrowth,thecity cameunderthe 1080, which was crucial for its future development and prosperity. In the medieval town of Pforzheim received the right to hold a market around First mentionedinadocumentissuedbyEmperorHeinrich IVin1067, roadconnectingthecities ofStrassburgandCannstatt. and military ofaRomanlong-distancetrading commerce becausethecrossingwaspart and times, thedevelopingsettlementwasofsignificancefor themilitary from settlement atacrossingpointoftheriverEnz.Thecity’s nameisderived of over120,000residentstoday, PforzheimwasfoundedasaRoman (37kilometers).Acity the citiesofKarlsruhe(25kilometers)andStuttgart edgeoftheBlack Forest,witheasyaccessto onthenorthern Württemberg state of Baden- of the German part Pforzheim is located in the northwestern H separating wall into the Schröters’ townhouse where Frieda was mourning large familyChristmascelebration. The joyful sound traveled through the husband, butthatsamenight,theirneighbourshappenedtobehavinga moments inthelifeofFriedaSchröter. Notonlyhadshejustlosther from thattime.ThenightWolfgang’s fatherdiedwasoneoftheworst no personalrecollectionoftheeventbutrecountshismother’s memories Wolfgang, whowasonlythreeyearsoldatthetimeofhispassing,has istory , meaningharbourorrivercrossinginLatin.DuringRoman Portus

of P for th century, Pforzheimwasdestroyed z heim

Pforzheim downtownbeforethewar. without the support offamily.without thesupport andFriedafoundherselfalonewithheryoungson Germany to Eastern home authoritiestoattend.Followingthefuneral,theyreturned German and hisparents-in-lawwhowereallowedbytheCommunistEastern December 31,1952,inthepresenceofhisbrother-in-law, OskarLapp, the untimelypassingofherhusband.Karl-Heinz’s funeralwasheldon

P IN GERMANY IN P U GROWING WOLFGANG’S STORY — STORY WOLFGANG’S 9 10 NAPOLEON | THE ART OF FIRE Pforzheim aftertheSecondWorld War. demonstrated throughthefactthat,asearly16 downstream. Thegrowingeconomicsignificanceofthe timber businessis in thelow-layingfloodplainofPforzheimandthenshipped themfurther rivers Enz,NagoldandWuerm. Theyrebundledthemintolarge-sizerafts from theBlackForest,whichwereusedasbuildingmaterial,down economic activitiesforPforzheimresidents.Raftsmenfloatedthetrees the junctionofthreerivers,raftingtimberbecameoneforemost Due tothecity’s uniquelocationattheedgeofBlackForestand downthreemoretimesbyFrenchtroops. burned during thePalatineWar ofSuccession,Pforzheimwasplunderedand downbyBavariantroops.Between1689and1697, city wasburned aristocratic family transformed Pforzheim into one of its most important Pforzheim intooneofitsmostimportant aristocratic familytransformed allocated significantresources tothecity’s growth.Step-by-step,this by the margraves of Baden, who to various initiatives undertaken part, periods, thecityanditsresidentsprospered.Thiswas due, atleastin andModern From theMiddleAgesonandthroughoutEarlyModern forshippingtreesfrom theBlackForestallwaytoHolland. waterways had acustomsstationwhereraftsmenpaiddutiesinorder touselocal Pforzheim downtownafterthewar. th century, Pforzheim the history of jewelry makingfromthebeginning untilpresentday. ofjewelry the history its 90thanniversary. museum,locatedintheReuchlinhaus,tells Ajewelry and clockmakingschoolinall ofGermany. In2011,theschoolmarked Pforzheim ishometotheonlygoldsmithschoolwithanintegrated watch- made in Germany.75 percentofalljewelry present-day Furthermore, and watch production to the present day. Today, the city produces about Pforzheim hasmaintaineditsstandingasGermany’s maincenterofjewelry orwatchcity“, world. Referredtointerchangablyasthe“gold,jewelry aroundthe fromPforzheim werebeingexported watches andjewelry number ofproductionfacilitiesinthecityhadgrownto about 900,and inallofGermany.the productionofwatchesandjewelry By1800,the he laidthefoundationforPforzheim’s futureroleasthemaincenterfor byresidentsofthelocalorphanage.Indoingso, plant thatwasstaffed 1767, margrave Karl Friedrich of Baden founded a watch manufacturing as well as the trades contributed to the city’s overall affluence as well. In industries,suchastanning,themakingofclothingandtogs, important Pforzheim residentsinvolvedintheraftingandtradingoftimber, butother activity andunprecedented levels ofgrowthandprosperity. Notonlywere economic boomthatwerecharacterizedbyalargeincreasein centers ofinfluence.The13 th to15 The ArlingersuburbofPforzheim. th centuriesinparticular, wereyearsof born near Ulm in Southern Germany, nearUlminSouthern born one ofsevensiblings—fiveboysand Eisele andtookhersecond husband’s name.Wolfgang’s stepfather was When Wolfgang wassevenyearsold,hismothergotremarried toHeiner pushed thebulletsthathadfallenoutbackintofire with astick. Completely unawareofthedangertheywereputtingthemselves into,they ammunition in,andhidbehindthetreeswatchingasbullets exploded. to theammunitionbox.Withgreatexcitement,theybuilt afire,threwthe theirattention could notgetthemachineguntowork.Theythenturned box fromtheSecondWorld War. Althoughtheytriedtheirhardest, forest, thefriendsfoundanoldmachinegunwithammunition inasteel houses inhischildhooddays.Ononeoccasion,whileplayingthe allowed themtotalkallnight.Wolfgang remembersbuildingalotoftree the twoboysspunawireacrossyardas“telephoneline”,which a goodfriendofWolfgang’s whilegrowingup.Whentheywereyoung, Peter Jankowski,wholivedinthehouserightbehindSchröters,was old thatWolfgang gothisfirstbicycle. really beenhopingforwasabicycle.Itnotuntilhetwelveyears him asapresentwaslittlejackknife,whensheknewthatwhathehad togive atChristmasoneyearbecauseallshecouldafford mother crying provide forhersonandherself.Wolfgang stillvividlyremembershis employmentshecouldfindto she tookonwhateverkindofpart-time war Germany, lifewasnoteasyforFrieda.Afterherhusband’s passing, School(ArlingerVolksschuleElementary ). Beingasinglemotherinpost- While growingupinPforzheim,Wolfgang attendedtheArlinger S chool Y ears

in P for z heim Wolfgang andhismother. Pforzheim Arlinger, whereWolfgang grewup. Heiner during anexcursion. Wolfgang, hismotherand stepfather Wolfgang’s stepfatherHeinerEisele.

P IN GERMANY IN P U GROWING — STORY WOLFGANG’S 12 NAPOLEON | THE ART OF FIRE Wolfgang goingintograde 1attheageof6. Wolfgang infrontofhisschool inLederhosen. Wolfgang’s schoolclasswithWolfgang elementary inthemiddlerowtoleft. in theArlinger. Wolfgang onafloatduring theannualchildren’s parade Wolfgang and neighbours. timeinthebackyard:InfrontWolfgang’sCoffee with hismotherUrsulaLapptotheright.Back Row LtoR:Fritz,Heiner, cousinSiegbert Frieda, Wolfgang’s LutheranConfirmation. Reception atWolfgang’s LutheranConfirmation. Wolfgang withhisfriendCharlotte andneighbours. dressedupas a Chineseduringcarnival

P IN GERMANY IN P U GROWING — STORY WOLFGANG’S 14 NAPOLEON | THE ART OF FIRE in Wolfgang’s possession. melted italltogetherandmade himselfasolidgoldwatch,whichisnow When heretiredhadcollectedsomuchgoldoverthe yearsthathe Heiner wasallowedtokeepten percent ofthescrapmetalforhimself. bracelets plusthescrapmaterialbacktocompany. Underhiscontract, ordered jewelry. Thefollowingweekhetooktheskillfullycraftedgold producing fortopickupthedrawingsandgoldsheetmetals forthepre- thathewas week, hewenttothefactory getting work.Onceevery heneverhadtrouble braceletsoutof24kgold. Arealartist, jewelry townhouse ashisworkshopformakinghighlyvaluable, custom-made business outofhishouse,usingtheatticandbasementfamily’s Working in his trained profession as agoldsmith, Heiner ran his own named Ruth. was hissecondmarriageandhehadadaughterfromfirstmarriage, being releasedfromaprisoner-of-warcampinRussia.LikeFrieda,this forcesinRussia.HemetWolfgang’sbridges fortheGerman motherafter During theSecondWorld War, asasapper, Heinerhadserved building make adecentlivingafterleavingtheorphanage. to the residents of the orphanage the opportunity as a goldsmith afforded productionwasthemainfocusoflocaleconomy,jewelry beingtrained else in theorphanage, he hadbecome a goldsmith.Since everybody amount oftimeinanorphanagePforzheimwhilegrowingup.Like Asaresultofthis,Heinerhadspentconsiderable when foodwasshort. some of their children to the orphanage to be looked after and fed at times two girls.SinceHeiner’s parentsdidnothavealotofmoney, theytook task atworkwastogoaround theplantandtakedownbreakfastorders Wolfgang’s morning, watch casesand wristbands forwatches.Every first andwatches, making businesses involvedintheproduction ofjewelry the week.TheAntonFischerCompanywasoneofPforzheim’s many as anapprenticeattheAntonFischerCompanyforremainderof Wolfgang attendedclassesfortwo andahalfdaysthenworked going to trade school and gaining practical experience on the job. Thus, day,continues tothisvery apprenticesdividetheirtimeequallybetween 1967. Under Germany’s dual apprenticeship training system which Feinwerktechnik) inPforzheim.Heattendedthatschoolfrom1963until Precision MechanicsEngineering(Heinrich-WielandBerufsschulef ür Wolfgang enrolledattheHeinrich-WielandVocational SchoolforFine school, aftercompletinggradeeightofelementary At agefourteen, T told thewaiterthatallhewantedwaspotatoeswithbutter. Not usedtoescargot, brain, olives and similar “delicacies,” Wolfgang course afterofexoticfoodsthatWolfgang hadneverseenbefore. dined inarestaurantfromnoontoeighto’clockatnight,beingserved One weekend,astheywereattendingAnneMarie’s they confirmation, moved toStrasbourg,Wolfgang andhisfamilyvisitedthemoccasionally. Morocco manytimestovisitCharles’parents.AftertheRivièreshad their Volkswagen showedamillionkilometersfromdrivingtoand before movingtoStrasbourgintheAlsace,France. The odometer on and George.ThefamilylivedinMarrakesh,Moroccoformanyyears a Frenchman from Morocco. They had two children, Anne Marie Heiner hadasisternamedTrudel whowas marriedtoCharlesRivière, rade S chool grinder to grind some of the material off morequickly.grinder togrindsomeofthe material off When the teacher of halfayear. Onetime,Wolfgang remembers,theyusedthe bench while filing their U-profile byto handcut overcorners the course trying they enteredtradeschoolin1963.Notsurprisingly, theyoungladswere Wolfgang yearsoldwhen andhisfellowapprentices wereonlyfourteen of tradeschoolthateventodaynobodycanshowmehow todoitbetter.” Wolfgang “Thefilingwassointenseduringthosefirstsixmonths confirms: Even today, whenever he takes a file into his hand, the outcome is perfect. because hisfirstjobsintheNew World requiredexactlythatfinesse. skillhewastobenefitfromgreatlyaftercomingCanada, perfectly—a see thebenefitofsuchintensefilingattime,ittaught Wolfgangtofile the youngapprenticesweretestedfrequently. Eventhoughhedidnot piece downtoacubeofone-by-onecentimeters.Throughouttheprocess for sixmonths.Theywereassignedthehighlyrepetitivetaskoffilingthat given asix-inch-long U–profile pieceofsteel,whichtheyhadtoworkon At thebeginningoftradeschool,Wolfgang andhisfellowstudentswere happytimeinhislife. remembers thosedaysasavery their respectivecompaniestodeliverthefood.Lookingback,Wolfgang regularly metintheparktohavelunchtogetherbeforegoingback been assignedthesametask.Duetotheirsimilartasks,twofriends who wasdoinghisapprenticeshipwithanothercompanyintown,had gave Wolfgang foodforhimselffree.HisclosefriendEckhardEngel, day. Sincehebroughtsomuchbusinesstotheirstore,theownersalways had ordered.Foranentireyear, Wolfgang hadtodothisthreetimesa bakery, thebutcher, they aswelltothegeneralstorebuyeverything for eachofthecompany’s 15to20toolmakers.Hethenwentthelocal Excerpt fromWolfgang’s tradeschoolworkbook.

P IN GERMANY IN P U GROWING — STORY WOLFGANG’S 16 NAPOLEON | THE ART OF FIRE Wolfgang’s Kreidlermotorbike. obtained his diploma as a certified toolanddiemaker.obtained hisdiplomaasacertified grinder again.In1967,aftergraduatingfromtradeschool, Wolfgang Needlesstosay, were hurting. arms tousethebench theydidnottry Wolfgang theirpunishment, andhisfellowapprentices hadserved file andmadethemusethisheavytooluntiltheend of theday. After found out,hehandedthemeachaheavythree-by-three-inch-large square rode as a group together. Looking back, Wolfgang remembers the years time. SincemanyofWolfgang’s friendshadmopedsaswell, theyoften a source of friction between him and his mother as he was gone all the as vehicle gavehimmoreindependence.Atthesametime, italsoserved himself a50ccKreidlermoped.Thiswassignificantbecause havinga the RollingStones.Whenhewasaroundsixteenyearsold, Wolfgang got Wolfgang’s teenageyearstookplace duringthetimeofBeatlesand T M eenage opeds , C Y ars ears

and

d Wolfgang’s friendEckhardEngelonthemotorbike. u ring A ccidents

the S i — x ties Motorbiking withafriend. Wolfgang motorbikingwithfriends. however, wasbadlydamaged. Hisunclelivednotfarfromthesiteof thebike,theywerenotinjured.Theirmoped, passenger werethrownoff was supposedtoyieldin the door. Luckily, althoughWolfgang andhis went straightthroughtheintersectionandendeduphitting thecarthathe has the right of way. Ignoring this fundamental rule of the road, Wolfgang there is no traffic sign, the vehicle going through the junction from the right Wolfgang hadacollisionwithcar. InGermany, atintersectionswhere risks, resultinginseveralaccidents.Once,whileriding hismoped, life. However, thisalsoprovedtobeatimeoftakingmany unnecessary he and his friends spent on and around their mopeds as a great time in his L toR:FriedaEisele,Wolfgang’s HeinerEisele. auntUrsulaLapp,JackAstrenskyandhiswifeHerta, his bike included taking the engine apart andtuningitup,drillingupthe his bikeincludedtakingthe engine apart andlooksof Some ofthemanythingshe did toenhancetheperformance some timetuninguphismoped beforehehadtobeginhisworkday. heoftenleftearlyforworktospend like realmotorcycles.Inthemorning friends workedonthemallthetimeinordertomake fasterandlook Since theirmopedswerelimitedto50ccbylaw, Wolfgang andhis fine totheRedCrossforfailingyieldandcausingan accident. took themhome.Whenthepolicegotinvolved,Wolfgang hadtopaya accident soWolfgang andhisfriend walkedtohisuncle’s houseandhe

P IN GERMANY IN P U GROWING — STORY WOLFGANG’S 18 NAPOLEON | THE ART OF FIRE installed abar. The“BeatCellar” becametheirregularmeetingplace a cellar, namedthe“BeatCellar” inwhichWolfgang andhis friends building wasalsohometo the localpolicestation,aswellhousing catwalk abovethestagewherelightswerepositioned. Thetheater froma attend alotofplaysforfree.Theyoftenwatchedperformances friends wasthejanitoratlocalcitytheater;thisallowed thegroupto was alwaystheonewhogotthemhomesafely. Thefatherofonehis girls asateenager. andgotdrunk,he Whenhisfriendsattendedparties shyandquietperson,WolfgangA very hadabsolutelynointerestin toplayatrickonthegroup. as anopportunity laughingatthatmoment.Theyhadusedtheaccident passenger started even dead,theothersshookthem.To theirgreatrelief,Eckhardandhis or lying inthefieldmotionless.Scaredthattheymightbeseriouslyhurt andwere the accident,Eckhardandhispassengerhadbeenthrownoff moped tosoarhighupintotheair. Whenthefriendsreachedsceneof Eckhardhadfailedtomakethecorner,too fastintothecurve, causinghis high upinthetreesandtheyinstantlyknewwhathadhappened:going to goaround.Suddenly, thegroupsawlightbeamfromEckhard’s bike intheroad,Eckhard,whowasleadposition,first a curve the biggest Schnitzel in the entire area. As they were approaching served mopeds, wereontheirwaytofavoriteplace—arestaurantthat One night,Wolfgang andhisfriendsridinginagroupofabout15 on theracetracks. he hadfinished,themopedlookedlikearacingmotorcyclereadyforuse as replacingthemoped’s forkwithafromrealmotorcycle.When carburetor, polishing the intake, grinding down the cylinder head, as well first car—a1959 Hehadsavedup themoney Volkswagen Convertible. In 1966,oneyearbeforehis eighteenthbirthday, Wolfgang boughthis race cardriverJimClarkewaskilled. Wolfgang 2raceduringwhichBritish wasinattendanceofthe Formula races atHockenheim,hewitnessedalotofaccidents.On April7,1968, Wolfgang liked motorcycles with sidecars. While attending particularly of Germany’s foremost racetracks, to watch motorcycle and carraces. Wolfgang andhisfriendsregularly wenttotheHockenheimRing,one clothing,Wolfgangwith military anewtrend. started for himselfandpassedtheothersontogroup.Byprovidinggroup friends Wolfgang orderedtwentyjackets.Whentheyarrived,hekeptone well-suited forbeingusedasmotorcyclegear. Aftershowingtheadtohis friends didnotevenhavehelmets),thesejacketswithlotsofpocketswere there wasnospecialmotorcycleclothinginthosedays(Wolfgang andhis day, Wolfgang jackets.Since noticed anadforinexpensiveusedmilitary popular intheStates.WhileflippingthroughamagazineatJack’s one were introducedtoturkeyandlargehamsaswellotherfoodsthat the officers’casinowithfood.Throughthisfriend, Wolfgang andhisfamily In hisprofessional capacity at thebase,Jack was responsible for supplying real hamburger. Heremembersitbeingsohugethathecouldnoteatall. Wolfgang there,Wolfgang andhisfamilygotinvitedtoaparty hadhisfirst When at the Patch Barracks base in Stuttgart. working for the US military Jack Astrensky, afriendofWolfgang’s parents,wasanAmericancitizen in frontofthatbuilding. day, room.Onanormal and party therewere15to20mopedsparked car’s One weekend,whilehewasworkingonthebrakes, performance. taking the engine out, rebuilding it and making other improvements to the working onthecartomake itfaster. handsfrom Healwayshaddirty In thesamewaythatheworkedonhismoped,Wolfgang wasconstantly askingquestions. and start theroadasquicklypossiblesothatpolicewouldnotnoticeit it off tothecarandgot they immediately returned hitchhiked home.Afterwards, waitingforacartogivethemride,they for whatfeltlikeaneternity Marie andGeorge,whentheyranoutofgas.Aftersitting bytheroad licence orinsurance,hewasdrivingwithhiscousinsfrom France,Anne considering that hisparentsneverhadone.One time, beforehehadhis teenage years,havingacarwasbigthingforWolfgang, particularly himmobilityduringhis Even moresothanhismoped,whichhadafforded home andgavethemtohismotherasagift.Friedawasdelighted. in them.Sincetheseitemshadbeendisposedofasgarbage,hetookthem the waste baskets, Wolfgang found beautiful prototypes of custom jewelry forChanelinParisfromtoptobottom.Oneday,jewelry whileemptyingout thatproduced factory the nexttime.OnSaturdays,theycleanedafive-story the buildingwasnotcleanenough,theyspentanextrahalfhouronjob usually taketocleantheentirebuilding.Whenclientcomplainedthat hours, theywerepaidforfivebecausethatwasthetimeitwould windows. Althoughtheyusuallycompletedthejobinlessthanone-and-a-half emptying out garbage, mopping and waxing the floors, as well as cleaning nights, Wolfgang andEckhardEngellookedafterthelocalHydrobuilding, window cleaningfortheKreutzCompanyafterhours.OnWednesday as an apprentice, as well as from additional work he did from his salary When itgotdarkthatnight, Wolfgang switchedonthelights and tohis whilethecardiesinmiddleofdriving. so quicklythatafterashort However, onatnight,thelightsdrainbattery oncethelightsare turned when thegeneratorfailsenginestillworksbyitself during daytime. car wasnotworking.Wolfgang had notnoticedthedefectbecauseeven Another timewhiledrivingintheBlackForest,generator ofWolfgang’s together aftertakingthecartoaVolkswagen repairshoptohaveitfixed. am goingtotakethetrainhome.”Inend,theyallcontinued theirjourney right intothetruck.Upset,Heinersaid:“Iamnotdrivingwith youanymore.I slow thecardown.Histireshadnogriponicyroad and theircarslid Wolfgang screamedbackathim:“Iamhittingthebrakes!”,ashetriedto truck, itsuddenlysloweddown.Hisstepfatheryelled:“Hitthebrakes!” road conditionswouldsoonprovehimwrong.Whiledrivingbehinda Wolfgang said:“We willbeok-Idon’t needchains”.To hisgreatsurprise, saying thatsnowchainswererequiredduetotheicyconditionofroad. Switzerland inWolfgang’s Volkswagen theynoticed a sign Convertible, and hisfamilytoLenzerheide,Switzerland.Aftercrossingtheborderinto One yearduringthewinter, Wolfgang’s uncleOskarLappinvitedWolfgang did nottellhismotherthatthebrakesoncarwereworking. he coulduseduringthetripwascar’s emergencybreak.Ofcourse,he inacarwithoutfunctioningbrakes.All up drivingallthewaytoStuttgart visibly upset.Feelingtheneedtoappeasehismother, Wolfgang ended I needyoutodrivemesomewhere,somehowitneverworks,”Friedasaid got madathim.“You arealwaysworkingonthatcar. Thosefewtimesthat brother there.WhenWolfgang explainedthathecouldnottakeher, she sothatshecouldvisither his motheraskedhimtodriveherStuttgart

P IN GERMANY IN P U GROWING — STORY WOLFGANG’S 20 NAPOLEON | THE ART OF FIRE suddenly their car was hit from behind very hardbyanother vehicle. As suddenly theircarwashitfrom behindvery While drivingaroundinItaly, Wolfgang hadstopped ataredlight,when other carastheyweregoingthroughthemountains. his friendhadleftforhim.ThatwayWolfgang alwayscaughtupwiththe beforehimandslipintothespace would thenspeedup,passeveryone oncoming traffic. Assured byhisfriendthatpassingwassafe, Wolfgang stopped, PetertoldWolfgang over thewalkie-talkiewhentherewasno standstill becausetherewerejusttoomanycarsontheroad. Whentraffic up fiftyorevenmorecarsaheadof Wolfgang’s beforetrafficcametoa to makeitupthemountainroads.SeveraltimesPeter’s Volkswagen ended going, passingmanycarsinfrontofhim,whileWolfgang wasstruggling Wolfgang would always fall behind. Having more horse power, Peter kept other duringthetrip.AstheyweregoingupserpentinesinAlps, they carriedawalkie-talkieineachcarsothatcouldtalkto friends oftheirs.Sincewalkie-talkieswerethelatestthinginthosedays, and SilvanKiefer. IntheothercarwerePeterKuntzmannandtwo In Wolfgang’s carthere were Wolfgang and his friends Eckhard Engel Wolfgang’s oldone,andhisfriendPeterKuntzmann’s brand-newone. Another time,Wolfgang andhisfriendsdrovetoItalyintwoVolkswagens— on driving.Heeventuallymadeithomethatway. oncoming carhadpassed,Wolfgang againandkept thelightsoff turned not comeonfully, itwassufficientfortheotherdrivertoseehim.Once time in order to be noticed. Although the lights did on the lights for a short lights inthemiddleofnight.Wheneveracarcamehisway, heturned what theproblemwas.Trying togethome,hecontinueddrivingwithout great surprisethecar died. Afterchecking the enginehe quickly realized horse hair, thevehiclecaught firewhilethefriendsweredrivingbetween the brokenmuffler. Further, sincetheheatingchamberswereinsulatedwith any morecartrouble,Wolfgang’s careventuallyoverheated because of Asiftheyneeded around insuchabeat-upcarforeigncountry!” daredrive outrageous,” oneoftheguardssaid,“thatyouasGermans “Thisis travelingoutsidetheirowncountry: was creatingaboutGermans did notappreciatethenegativeimageandimpressionthat theirnoisycar the stateofhiscareither. cleartothemthatthey Theofficialsmadeitvery border,at theGerman borderguardswerenotimpressed with theGerman standing bytheroadjustshakingtheirheads.Whenfriends finallyarrived which madeanextremelyloudnoise.Wolfgang remembersthepolicemen theirVolkswagenonly waytorestart wastorolldownthehillbackwards Since thepolicemenhadstoppedthemastheyweregoingupahill, to keepquietwhich,ofcourse,waseasiersaidthandonewithoutamuffler. because oftheloudnoisethattheircarwasmaking.Theofficerstoldthem the Dolomites,inmiddleofnight,theywerestoppedbypolice D’Ampezzo,ahigh-endtouristtownin While rumblingthroughCortina they ranthecarwithoutaworkingmufflerallwayhometoGermany. to replacethemuffler, whichhadbeendisconnectedduringtheaccident, just enoughsothattheycouldkeepdrivinghome.Withinsufficientfunds forced to push their car to a nearby repair shop where they had it fixed was notthecase,officersleftagain. Wolfgang andhisfriendswere intheaccident.Sincethat interested inwhetheranyonehadbeenhurt The friendscalledthepolice.Whenofficersarrivedtheywereonly from Sweden,apologizedforhavingfallenasleepbehindthewheel. approached bythedriverofcarbehindthem.Themanwhowas they gotoutoftheircartoseewhathadhappened,thefriendswere tornado andWolfgangtornado fixeditup,doingallthebodyworkhimself. Since damagesfroma bought ausedOpelKadettCoupe . Thecarhadsuffered After scrappinghisVolkswagen followingthefriends’triptoItaly, Wolfgang not beentenderevenaftercookingitonthebarbecuefor hours. stolen.” Thatmoment,thefriendsinstantlyknewwhybig oldrabbithad fromthelocalnewspaper.story The article’s headlineread:“Prizerabbit aftertheircampingtrip,EckhardshowedWolfgangMonday morning a Wolfgang remembersitbeingtough andtastingawful.Backatworkon day their campingtrip.Oneoftherabbitswashuge,and to thisvery them aftertheyhadassuredhimthatbought therabbitsfor TheytooktheanimalstoEckhard’sfriends spedoff. father, whobutchered remembers therabbitsrunningaroundincarallexcitedwhile but, luckily, theywereabletoescapewithout getting caught. Wolfgang withtheanimals, somebody hadnoticedthemwhiletheyweretakingoff arabbitinhishands.Apparently friends emerged,eachofthemcarrying the car. Suddenly, therewasloudbangingandacrashingnoise;thetwo Eckhard and Silvanwent into the garden plot while Wolfgang waited in the meatduringtheircampingweekend.Puttingplanintoaction, raising rabbits.Theideawastohavetheanimalbutcheredandthengrill a rabbitfromnearbygardenplotwheretheyknewsomeonewas again. ItwasthemiddleofnightwhenSilvansuggestedstealing tents,theygotintotrouble weekend campingtripinborrowedmilitary Another timeasWolfgang andhisfriendsweregettingreadyfora who hadcausedtheaccidentinItaly, butneverheardbackfromhim. sound, Wolfgang had to scrap the car. He contacted the Swedish man Althoughthey eventually made it home safe and Munich and Stuttgart. Standing nexttoWolfgang’s KadettfromLtoRareFrieda and HeinerEisele,familyfriendMrs.Wiegand andWolfgang. Wolfgang AutomotiveShow. checkingoutnewcarsattheFrankfurt

P IN GERMANY IN P U GROWING — STORY WOLFGANG’S 22 NAPOLEON | THE ART OF FIRE bridge inPforzheim,thedriver ofanothercarfailedtoseehimandhithis on it— Wolfgang went for a driveinto town. Ashe was crossingthetrain Three dayslater—thistimeafter hehadthecarregisteredandputinsurance policeman. Wolfgang hadalotof explainingtodothatday. officer. cameoutandstared at Everyone Wolfgang ashewastalkingtothe thatWolfgangtelling everybody hadjustarrivedtogetherwithapolice the twocarsarrived.Noticingpolicecar, thecousinsran intothehouse, together andWolfgang’s wereplaying outside when cousins from Stuttgart Wolfgang’s parents’house.Frieda andHeinerwerehavingafamilyget man, hetookhimbacktohiscarandhadfollowthe policecruiserto and tocomewithhimthepolicestation.Afterinterrogatingyoung ThepolicemantoldWolfganghim inthecurve. toleavehiscarbehind thattheofficerhadbeenonwaytoworkwhentheypassed learned emergingfromtheothercar.they sawapolicemaninfulluniform Theylater and thefriendswaitedforwhatwouldhappennext.To theirgreatsurprise FollowingEckhard’sthe curve. advice,Wolfgang broughtthe car toahalt Wolfgang stopthecarandapologizetootherdriverforpassinghimin car alwaysstayedclosebehindhim.Eckhardeventuallysuggestedthat onto gravelsideroadsseveraltimes.Nomatterwhathetried,thepursuing hispursuer,an attempttoshakeoff Wolfgang off acceleratedandturned mirrorfollowingthem.In kinds ofcars,henoticedacarintherearview andpassingall Ashewasspeedingthroughalongcurve to showoff. during oneoftheirfirstdrivestogetherinthenewcar, Wolfgang decided friends weredrivingitalready. Whenhisfriendschallengedhimtogofaster registered –ithadnoplatesandwasnotinsuredyet–Wolfgang andhis Althoughthecarwasnot latest thingatthetime,tohideimperfections. he couldnotget the roof smooth, hesprayed on a leather coating, the with hiscarandthathecould notdriveitwhilewasgettingfixed. herthat,aswassooften thecase,somethingwaswrong he informed needed hercarwasthathe hadjustflippedhisownvehicle.Instead, car. Ofcourse,Wolfgang could not tellhisauntthatthereasonwhyhe Wolfgang’s mothersuggestedthat heaskhisauntifcouldborrowher Sincehiscarwasdestroyed, grandmother fromthetrainstationinFrankfurt. The day after the accident, Wolfgang was supposed to pickup his upset andalmostburstintotears. When hetoldherthathadflippedthecarwhiledriving, shewasvery asked, knowinginstantlythatsomethingwaswrong.“Where isyourcar?” his motherwastalkingtotheneighbours.“Whyareyouwalking?”she the accidenthadtakenplace.Uponhisarrivalatparents’house, take thebusandthenwalkfromstationtoreachhishouseafter other driver. Sincehiscarwascompletelydestroyed,Wolfgang hadto thattheaccidentwasnothisfault,andpolicecharged determined the hospital.“Me,”Wolfgang answered,“Iamthedriver.” Thistimeitwas crowd whothedriverwas,wonderingifhehadalreadybeentakento the policefinallyarrived,officerlookedatcarandasked many peoplegatheredatthesceneandtalkingaboutaccident.When wrecked carwaitingforthepolicetoarrive,henoticedthattherewere Ashewasstandingbesidehis His OpelKadettwasanotherwrite-off. leavingwhitestreaksontheroad. when fixingupthecarhadcomeoff, to astop,Wolfgang climbedoutquickly. Allthebodyfillerhehadused collapsed allthewaydowntowindows.Whenhiscarfinallycame on the roof. Due to the weight of the car body, the leather-coated roof side oftheroad,causing it tospinsidewaysbeforeflipping andsliding car frombehind.TheimpactofthecrashpushedWolfgang’s cartothe mother inPforzheimforafew days.Atrainedengineer, hesoonfound After hissuccessfulescapetoWest Germany, Oskarstayed withWolfgang’s built in1961)andjoinedhimtheWest. untiltheBerlinwallwas (which remainedaloopholeintheIronCurtain the barrier. HiswifeandsonlaterenteredWest throughBerlin Germany for fearofnegativerepercussionshisfamily, anddrovestraightthrough sothattheCommunistborderguardswouldnotbeabletoidentifyhim off wife andsonjoinhim.HedrovehiscartoBerlin,tookthe licenseplates go toWest andtoestablishhimselftherefirstbeforehavinghis Germany am notstayinginthisCommunistcountry, Iamleaving!”Hisplanwasto fromRussia,heannouncedtohisfamily, state.Afterreturning German “I after theendofwar, oftheCommunistEastern whenitbecamepart which madeitimpossibleforhimtocontinuelivinginhishometown in RussiancaptivityhaddevelopedhimadeephatredforCommunism, camp becausetheRussianswereusinghimasatranslator. Hisyearsspent prisoner-of-war camp,hehadbeenthelastPOWtobereleasedfrom theRussianlanguagequicklywhilebeingina man whohadlearned forcesandhadbecomeaprisonerofwarinRussia.Asmart the German after theendofwar. DuringtheSecondWorld War, hehadfought in beforeleavingfortheWest Germany in Benshausen,Thuringia,Eastern his role model. Like Wolfgang’s parents, Oskar had grown up and lived While growingup,Wolfgang alwayslookedathisuncle,OskarLapp,as E his grandmotherinFrankfurt. Believing him,hisauntlenthimhercarandhewasthenabletopickup ntreprene u rial R oots things backthenthatstillmake businesssensetoWolfgang even today. andmakingitsuccessful.Oskarsaid alotof he waspushingitforward those times where his uncle talked about his company and theways that together. Wolfgang remembers listening tomanyconversationsduring theydid had moremoneythantheEiseles,andpaidforeverything Since his uncle had become a successful entrepreneur, the Lapps always While Wolfgang wasgrowingup, hisfamilyoftenvisitedwithcousins. Lapp. cousins, AndreasandSiegbert close to1billionEurosayear. Itisrunbythefounder’s sons, Wolfgang’s Kabel—is oneofthelargestcablecompaniesinworld,with salesof being a goldsmith. Today, the company Oskar Lapp established—Lapp number of years,Heiner eventually went back tohis chosen profession of manufacturing plant.Aftercableforhisbrother-in-lawa coating was woven around the wire that Oskar produced in his own forWolfgang’s factory spin-off parentsinPforzheim where thecable wire aroundelectricalcablesinstead.Oskareventuallyestablisheda these machines so that they would braid metal Heiner Eisele, converted that had been originally designed for making rope. Wolfgang’s stepfather, own name. As he became a successful entrepreneur he bought machines hisownfactory,cable. Lateron,Oskarstarted producingcablesunder his ownersdidnotyethavethemoneytopurchaseentirerolesof factory right afterthewartherewasagreatneedformaterialssuchasthese,and whatever quantity manufacturers needed. His business prospered because and selling factories and supplying them with specialty cable, cutting off abusinessoutofhishouse,goingaroundto out onhisownandstarted he ventured radios, among other things. After a few years at Harting, Company,a jobattheHarting whichmadeelectronicequipment and

P IN GERMANY IN P U GROWING — STORY WOLFGANG’S 24 NAPOLEON | THE ART OF FIRE Wolfgang’s grandparents’houseAmWasser 3inBenshausenbeforethecreekwasmovedunderground. World War, hadfoundedLappandRoth,a Eduardandapartner entrepreneurial influenceon himwhilegrowingup.PriortotheSecond Wolfgang’s grandfatherinBenshausen,EduardLapp,was another first businessventure. money toreplacethem,thelossofhistoolsmarkedsudden endofhis of histoolswerestolenfromtheshop.SinceWolfgang did nothavethe One day, afterthebodyworkandpaintingwerealreadycompleted,all Ghia. Wolfgang intendedtorestorethe carandthentosellitforaprofit. Karmann first projectasanindependentcarmechanicwasaburned-out hisowngarage.His he boughttools,rentedasmallshopandstarted set up his first business in Germany. Having a knack for fixing up cars, It wasnotuntiltwoyearslater, atageeighteen,thatWolfgang triedto Wolfgang’s goalwastorunhisowncompanyoneday. to becomeanentrepreneuraswell.Bythetimehewassixteenyearsold, Mainly becauseofhisuncle’s influenceonhim, Wolfgang wasdetermined Wolfgang andhisfamilywenttoBenshausenforsixweeks ofsummer From thetimethathewasabout eightyearsolduntilhebecameateenager, colours, theyhadtheinventionpatented. were thefirsttocreateapencilthatgaveitsusersaccess tofivedifferent that allowed their pencils to change colours by drop action. Since they developedasystem innovators, EduardLappandhisbusinesspartner the company produced mechanical pencils with retractable leads. Being do andwhatdirectiontotakethebusinessin.Under newregime, grandfather wasnowbeingtoldbytheCommunist authorities whatto employees. Although he had been an entrepreneur all his life, Wolfgang’s managethecompanyasstate grandfather andhisbusinesspartner tookownershipofthebusinessandhadWolfgang’sGDR Government the prohibitionofprivateentrepreneurship.UnderCommunistdoctrine, hadresultedin done welluntiltheCommunisttakeoverinEastGermany Operating amachineshopwithlathesandmillingmachines,theyhad shears,bull-rings,andcorkscrews. company fortheproductionofpoultry and Siegbert. Wolfgang withhiscousinsandgrandparentsinBenshausen.LtoR:Joachim,Manfred,Andreas, Wolfgang (behindAndreas) being extremelyrude.When lookingthroughthewindow, he noticed well assearchingwithmirrors underthetrain.Wolfgang remembers them inspectingpassengersandtheirluggage,as train withdogsandstarted East andWest Germany, Communistborderguardsgotontothe armed borderbetween day oftravel,astheirtrainstoppedattheheavily-fortified Benshausen, wassupposedtotakehimbackPforzheim bytrain.Onthe twenty-year-old IreneHengelhaupt,whoseparentslived inatownnear came toanend,oneofWolfgang’s greatcousinsfrom West Germany, his parentshadalreadygonebackhometoPforzheim.When hisvacation Wolfgang hadstayedbehindwith hisgrandparentsinBenshausenafter were separatedbythewall.Onetimewhenhewasabout tenyearsold, personal meaningforWolfgang familiesthat asforsomanyotherGerman Having familyinbothWest andEastGermany, hada theIronCurtain parents visitedtheirrelativesinEastGermany. going hisownway. From then onhestayed home duringthetimethathis was aboutsixteenyearsoldandhadhisfirstmoped, Wolfgang started always enjoyedthefamily’s summervisitstoBenshausen,bythetimehe watched withhorrorfromthewindowhowpigwaskilled.Althoughhe each yearonthepremisesforprivateconsumption.Onetime,Wolfgang cows, chickens,rabbitsandpigs,EduardLappslaughteredonepig wasillegalundertheCommunistregime,Lappsraised private farming grandfather, like as many well. GDR Although residents, was a small farmer business,Wolfgang’sto thestatusofstate-employedmanagerhisformer Inadditionto being anentrepreneur who hadbeen demoted as onthefarm. Wolfgang helpedinhisgrandfather’s businessassemblingpencilsaswell these extendedstaysathisgrandparents’house,locatedAmWasser 3, holidays eachyeartovisithisgrandparents,cousinsandotherfamily. During never be allowed back into East Germany toseeherparentsagain. never beallowedbackinto East Germany by theCommunistauthorities thatifshedidnotpaythefinewould several thousandDeutschmarks(inWestern currency)andwasthreatened stay behindattheborder, notonlylostherfurcoat,butshe wasalsofined border andheeventuallymadeithome.Irene,whohad beenforcedto connecting train,Wolfgang explained tohimwhathadhappenedatthe train toPforzheim.Whenaskedforhisticketbytheconductor onthe a ticket.Luckily, fellow passengershelpedhimontotheright inFrankfurt, himself. Since Irene had carriedall their papers,hedidnotevenhave gotten back,andten-year-oldWolfgang by wasonhiswaytoFrankfurt moving again before his cousin had All of a sudden, the train started passengers onthetrainwereallscared. saying that she wouldbeback shortly. Bythen,Wolfgang and the other thetrain,IrenetriedtocalmWolfgang, off was abouttobeescorted interrogation.Asshe thetraintoundergofurther They orderedIreneoff noticed thatthelabelhadbeenstitchedinbyhandandnotmachine. officials, however, became suspiciousand, uponcloserinspection, would thinkthecoatoriginallycamefromWest Germany. TheCommunist had sewn a West label into the fur coat so that German the border guards to theWest wasdeemedillegalbytheCommunistauthorities,women asapresent.SincetakingvaluablesfromtheEast mother inEastGermany Irene hadbroughtafurcoatwithherwhichshereceivedfrom the trainfeelevenmoreintimidated. and someoneyellingordersmadeWolfgang andtheotherpassengerson watch towersandsoldierswithmachineguns.Listeningtodogsbarking

P IN GERMANY IN P U GROWING — STORY WOLFGANG’S 2

NEW BEGINNINGS — Immigration to Canada and Early Entrepreneurship NEW BEGINNINGS — I mmigration to C anada and E arly E ntrepreneurship 29 Wolfgang boarding the Rendsburg and heading for Canada. Wolfgang (1969) ge assa P was an old freighter traveling from Hamburg to Chicago Rendsburg was an old freighter traveling from Hamburg tlantic young man such as Wolfgang. Looking for a true adventure, Wolfgang Wolfgang adventure, true a for Looking Wolfgang. as such man young on but booked himself by airplane, not to travel to Canada decided with In October 1969, instead. Toronto from Hamburg to a freighter Engel drove him to to leave for Canada, his friend Eckhard set Wolfgang While famous Reperbahn. the on time some spent they where Hamburg, recruiter for the two friends were approached by a sitting in a club, the Eckhard a very and large man promised Wolfgang French legion. The three years of which was to be paid out after their amount of money and Eckhard were tempted For a moment, Wolfgang service over. were the recruiter was under the ready-to-sign contract that to put their signatures left for Canada on the Wolfgang carrying with him. In the end, however, back home. as planned, and Eckhard went Rendsburg freighter, The the Scotland, to way the on While Toronto. and Quebec Scotland, via engine—a meter and a half in two-cylinder cylinder rings of the ship’s the crew only out the cylinder, diameter—required repairs. After pulling had one chance to restart with compressed the engine because it was done sound, and safe Scotland to it made ship the and successful were They air. 7, 1969. In Scotland, Wolfgang landing at Grangemouth on October a taxi and drove to Edinburgh and some of his fellow passengers rented where they visited the famous castle. there were six passengers on board: Wolfgang In addition to the crew, shared his cabin with a retired lawyer from Chicago whose wife had passed away and who was now traveling around the world on freighters. A As a matter of fact, he had not been taught any English at school. His English at school. not been taught any of fact, he had As a matter one-week- a took he when was language English the to exposure first just before in Pforzheim School course at Berlitz Language long language In response, the interviewingleaving for Canada. officer suggested to of Ontario, located in the province that he go to Kitchener, Wolfgang formerly called Berlin, had Kitchener, of Toronto. about one hour west Due to its been a center of German the early 1800’s. immigration since County had German area of Waterloo heritage, the city and surrounding of post-WWII immigrants who had startedattracted thousands businesses, out, would make which, the officer pointed clubs and other institutions to adapt to life in Canada. Determined to leave it easier for Wolfgang for filled out the papers and applied as soon as possible, Wolfgang startedwhile he great surprise, his their putting to Canada. To immigration pulled friends, one after the other, joint group plan into action, all of his the only one left. Undeterred, the out. It was not long before he was nineteen-year-old informed who was his mother of his plans. Frieda Eisele, the idea of her only son moving quite shocked by his plan, did not like change his mind, she asked him across the ocean. Hoping that he might During that until he turnedto stay home for another year and wait twenty. to aunt as well as his other family members also tried Wolfgang’s year, convince him not to immigrate to Canada. stayed in Germany for another advice, Wolfgang Following his mother’s in October of 1969, less than four When he finally left for Canada year. for his plan was to live in Canada months after his twentieth birthday, two years and then move on to South Africa for another two years before emerging at the As both countries were eventually returning Germany. to time, the plan held the promise of great experiences for an adventurous migrate E to

ecision D

he T a tool and die worked as Wolfgang his apprenticeship, After completing nineteen He was now in the automotive industry. maker for a company years old and particularly the fact that his friend Eckhard Engel enjoyed were Although their tasks him in the same factory. was working with was a good job and they learnedrather repetitive, it a lot. One night, about doing something and his friends talked while at a pub, Wolfgang different restlessness and an adventurous with their lives. Driven by youthful everyone to settle into a routine yet. Since spirit, they felt too young was talking about America as the country of unlimited opportunities, Wolfgang a number of years to learnsuggested that they go to the US for English Everybody agreed with his proposal: and then come back to Germany. announced they said. Wolfgang what we should be doing!” that’s “Yes, US authorities. When he went to that he would enquire about it with the young for looking indeed was US the that told was he Embassy, US the warnedalso was the he in year one after that However, tradespeople. Vietnam country US in the to fight for the they would be sent to Vietnam immigrants were subject to mandatory Under the law of the day, War. militaryfriends conditions, the those As a result of service army. in the US the US. With the US no longer an decided not to pursue immigrating to was going to Canada. Wolfgang option, the next best thing in their minds went to the Canadian Consulate in Stuttgart about the possibility to inquire was also looking for young men of immigrating to Canada. Canada Governmenttrained in the trades. The Canadian even running was ads on German an attempt to recruit skilled young tradespeople. TV in official, language skills by the Canadian When asked about his English answered that his knowledge of the language was very limited. Wolfgang

THE ART OF FIRE OF ART THE | NAPOLEON 28 30 NAPOLEON | THE ART OF FIRE Wolfgang onthefreighterRendsburg,October1969. leavingGermany crew’s conversations. his Englishwasnowherenear goodenoughtoallowhim to followthe taken a one-week-long language course just before leaving for Canada; orEnglish.Althoughhehad officers andcrewspokeeitherHighGerman trouble communicatingattheofficers’tablebecause alloftheship’s inCanada.Wolfgang tospeakHighGerman learned remembershaving althoughhecouldunderstandit—heonly dialect, butnoHighGerman, Wolfgang onlyspokeSchwäbisch freighter,Atlantic onaGerman communicationwasnoteasy. Atthetime, door to the officers’ dining hall waslocked. Although he wascrossing the to belatefordinner, Wolfgang had toeatwiththecrewbecause times onboardwereabsolutelypunctual,dayswhenhehappened onboardwasfirstclass.Sinceeating wereexcellent;everything service with thecaptain,firstofficerandship’s radiooperator. Foodand At dinnertime,thepassengerswereseatedatofficers’tabletogether ofthehullfromoutside. had beenassignedthetaskofpaintingparts when hisshipmateshadtohanghimoverboardinabasketbecausehe forduty—thisonaday did notevenrememberhisnamewhenreporting thathe remembers oneofthecrewmembersbeingsodrunkmorning would sleepinwhilethecrewhadtogetupandwork.Wolfgang thepassengers waters.Afteranightofpartying, made ininternational Alcoholwascheapsincetherewerenotaxesonpurchases the morning. on board,which,morethanoneoccasionlasteduntilfiveoclockin passengers, including Wolfgang, and the ship’s crew had huge parties including thebridgeanddownstairscrewarea.Thethreeyoung the voyage,passengerswereallowedtomovefreelyaroundship, menwho,likeWolfgang,German wereimmigratingtoCanada.During Another fellowpassengerwasfromPeru;andtherewerethreeotheryoung (Swabian), aSouth-Western German the overallswithhimtoplant inabigbag.Whenhewassenttothe boiler suitsatwork.Onhisfirst dayatElectroPorcelain, Wolfgang carried Germany, itwasstandard practiceforworkerstowearthosekindsof Anton” (BlueAnton)or“Blaumannman)withhimtoCanada.In as“Blauer brought hisblueworkoveralls,commonlyreferredtoinGerman Canadian workdresscodewouldbethesameasinGermany, hehad Wolfgang vividlyremembershis firstdayatwork.Expectingthatthe working atElectroPorcelaininKitchener’s twincityWaterloo. On theseconddayafterhesetfootonCanadiansoil,Wolfgang started Englishseveraltimesaweekintheeveningsafterwork. he wouldlearn and wasshownConestogaCollegeonKingStreetinWaterloo, where same dayWolfgang hadajobinterview, arrangedforroomandboard, since thatday, Wolfgang hasspelledhisfamilynameSchroeter. Thatvery to Schroeter, sinceUmlautsarenotusedintheEnglishlanguage.Ever great surprise, the teller changed the spelling of his name from Schröter Wolfgang tothebankopenhisfirstaccountinCanada. To his theshipintheirhouse.Thenextday,first nightoff hishostfamilytook him upinToronto andtookhimtoKitchener, whereWolfgang stayedhis Wiegand family, whowerefriendsofhismother’s. TheWiegandspicked ship. Wolfgang carriedwithhimtheaddressandphonenumberof to be processed, before going on to Toronto, the where he got off two daysinMontreal sightseeing andwaitingforhisimmigrationpapers Quebec City, wheretheyhadtowaitforaday. Wolfgang then spent After crossingtheAtlanticfromScotland,Rendsburglandedin Kit S tarting chener Ou , O t ntario

rship u ntreprene E arly E and anada C to mmigration I — EGINNINGS B NEW 32 NAPOLEON | THE ART OF FIRE late RudiLipowitz. Wolfgang withfriends,circa1972.LtoR:Wolfgang, Penzendorfer, RenateLipowitz,Bert BrigittePenzendorfer, Ingridandthe 2 When Wolfgang calledhiminKitchener, Rudipickedhimup inahuge he hadgottenRudi’s fromtheyoungman’s contact information parents. Once Wolfgang knew that he would be immigrating to Canada as well, Rudi hadleftforCanadaWolfgang hadalmostboughtacarfromhim. upon arrivalinKitchener. TheyhadpreviouslymetinPforzheim, andbefore Besides theWiegands,RudiLipowitzwasanothercontact Wolfgang had from growingupinGermany. big country.lookedhugecomparedtowhat hewasusedto Everything a wide—big streets,bighouses,cars,shoppingmalls –inshort: Wolfgang’s wasbigand firstimpressionsof Canada werethateverything were allowedtowearwhatevertheywanted. Anton”, becausenobodyinCanadaworeworkoveralls.Instead,workers colleagues lookedathimstrangelywhenhecameoutwearinghis“Blauer no doors in front of the toilets. Equally odd was the fact that his new bathroom tochange,Wolfgang wassurprisedtofindthattherewere According to the 1971 Census, over 35,000 people or 32% of Kitchener residents, were of German ethnicorigin (CensusofCanada,1971). Accordingtothe1971 Census,over35,000peopleor32%of Kitchener residents,wereofGerman Playing party gameswithfriendsinCanada. Playing party many recent immigrants, particularly from Switzerland and Austria. many recent immigrants, particularly people fromalloverEuropeandWolfgang soon becamefriendswith hadbeenright:KitchenerwashometomanyGerman-speaking Stuttgart quickly realizedthattheCanadianofficialatConsulatein Rudi introducedhimtohismanyfriendsandacquaintances,Wolfgang Galaxy 500Coupe.Wolfgang wastrulyimpressedbythesizeofcar. ceramic parts out of the drying oven and to put them into the furnace. oven and to put them into the furnace. out of the drying ceramic parts Itwashisjobtotake the ovenandthefurnace. between thedrying Hydro andforresidentialcooktops, Wolfgang’s workstationwasplaced At Electro Porcelain, which produced ceramic insulators for thepot. to itandplacedcandlesonthefloorunderneath light fixtureontheceiling,tiedittoaclothhanger thathadapotattached did nothavethepropertoolsforit.Improvising,theyputa ropearoundthe a goodtime.Onenighttheyhadmadeplanstomakecheese fondue,but Wolfgang andhungout,alwayshaving andhisnewfriendshad parties inWaterloobasement apartment quicklybecamethemeetingplacewhere Ontario 2 Rudi’s workers weremakingaround $4.00anhourwhilehewasonlybeing After afewmonths,Wolfgang thathistwoCanadian co- learned it downthemomenttheysawMr.turning Vanderzwaag approaching. up theheat in theowner’sturning absence, always watching carefully and freeze. ItgotsocoldintheshopthatWolfgang andhiscolleaguesstarted However, it down again, leaving when his he employees left he to turned whilehewasinthebuilding. sothattheplacewaswarm up thethermostat during thewinter. Whenheplannedoncomingintothe shop, heturned a garageattachedtohouse.Mr. Vanderzwaag alwayssavedonheat only twootheremployees,bothofthemCanadians.The shop lookedlike Vanderzwaag Tool andDiewasatinyshopwhereWolfgang workedwith to hisparents:“GotacarbiggerthanMercedes!” American car, ausedChevrolet,for$200.00.Overjoyedhewrotehome While workingatVanderzwaag’s, Wolfgang bought hisfirstNorth therewas$1.65anhour.salary 1970atVanderzwaagJanuary Tool andDieinWaterloo. Hisstarting initiative ofhisforeman,Wolfgang hissecondjobinCanada started profession. Overjoyed, Wolfganghis learned thanked him. Due to the The foremanhadfoundatoolanddieshopthatwouldtakehimonin and diemaker, hehadbeenlookingaroundforabetterjobhim. foreman approachedWolfgang; knowingthathewasatrainedtool not complain and kept doing his job. Glad thathehadfoundemploymentsoquicklyafterhisarrival,did today Wolfgang thinksitwasprobablytheworstjobinentirefactory. Although itwasOctober, thateven itwassohotbetweenthetwofurnaces After two months, the company’s left, realizingthatsellingthe car backwasnotanoption. of whathehadpaidforthe car. “I’llthinkaboutit,”Wolfgang saidand the carbacktohim,dealer toldhimthathewouldonlygivehalf backtothedealer.two beforehewaslaidoff, tosell Whenheoffered take thebrand-newVolkswagen, whichhehadboughtonlyaweekor back toGermany. tohisnativecountry, Intendingtoreturn hedecidedto himself,WolfgangWith nojobtosupport seriouslyconsideredgoing within lessthanayear. whichresultedinWolfgangeconomy wasinadownturn losinghisjob immigrantlikehim,andwithhisbossatHeffner’s,German theCanadian Wolfgang likedworkingtogetherwithhisnewcolleague,whowasa from hisprevious place ofemployment. Although was completelydifferent It wasagreatjobandheenjoyedtheexcellentworkingatmospherethat from theConcordiaClubinKitchener. Therehewaspaid$4.50anhour. Toolfound anewjobatHeffner andDieintheKramerBuildingrightacross Wolfgang feltthatitwastimetomoveon.Helookedaroundandquickly With norealperspectiveforprofessionaldevelopmentatVanderzwaag’s, a raise,hepaidhim$1.70anhour. and kept asking, and when Mr. Vanderzwaag finally agreed to give him Wolfgang wouldbepaidmoreaswell.Wolfgang remainedpersistent Vanderzwaag seemed to suggest that once he had more experience, workingwithnon-metricmeasurements.Mr.and thathestillhadtolearn other things,hesaidthatWolfgang’s Englishwasnotgoodenoughyet, made allkindsofexcusesastowhyhecouldnotpayhimmore.Among Wolfgang approachedhisemployer. To hissurprise,Mr. Vanderzwaag paid $1.65.Whentheysuggestedtohimaskhisbossforaraise,

rship u ntreprene E arly E and anada C to mmigration I — EGINNINGS B NEW 34 NAPOLEON | THE ART OF FIRE tool roomatChromalox.Surprised byhisyoungage,newcolleagues At twenty-oneyearsold,Wolfgang wastheyoungestemployee inthe in hisapplication,Wolfgang andhelandedthejob. wasinterviewed, the companywasalwayslookingforqualifiedtoolmakers. Afterhanding Toronto. Thefriend’s uncle,whowasemployedatChromalox, knewthat at Chromalox Electric Heat (now owned by job opportunity hiring. ThiswaswhenWolfgang throughafriendofpossible learned with theeconomygoingthrougharecession,nolocal companies were employment anywhereinKitchener-Waterloo. Despitehispersistence, After losinghisjobwithHeffner’s in1970,Wolfgang triedtofindnew M View ofToronto circa1970. oving

to T oront o Dimplex) in share an apartment onthe16 share anapartment students from York University whowere looking for a thirdroommate to through theclassifiedadsin Toronto Star, hefoundan ad,placedby suggested thathelookforsharedstudentaccommodations. Whilegoing lookingforanotherplacetolive,someone not pleasedwithit.Ashestarted room wasrentedoutindividually. Itwasanoisyplace,andWolfgang was Chromalox, thefirstplacehelivedinwasaboardinghousewhereevery When Wolfgang hadmovedfromKitchenertoToronto toworkfor work atChromalox,receiving$6.50anhour. the tool shop whocould do them.Wolfgang was paid well forhis skilled gave manydifficultjobsto Wolfgang knowingthathewastheonlyonein suggested thathecoulddoit—anddid!Fromthenonhissupervisors been outsourcedtoanothercompany. Confidentinhisability, Wolfgang job was considered too difficult tobe donein-house, it hadalways to itsspiralshapethemoldhadbemilledoutspherically. Sincethe usedinelectricranges.Due at Chromaloxwasmoldsforspiralburners filing byhandnowcameinhandy. Oneofthetoolstheywerebuilding colleagues. Themanymonotonoushourshehadspentattradeschool accomplish moredifficultjobsthanhisolderandmuchexperienced one ontopofthat.Duetohisin-depthtraininginGermany, hecould Wolfgang toolmaker, was not only a certified butalso ahighly skilled said, “Hecan’t beatoolmaker, heiswaytooyoung!”To theirsurprise, as a Second Language (ESL) course at York University. Since Wolfgang English speakers.Whileliving inToronto, Wolfgang alsotook anEnglish toimprovehisEnglishbylivingwithnative excited abouttheopportunity enjoy the camaraderie of living with Canadians his own age, he was also Wolfgang called,metwiththestudents andmovedin.Notonlydidhe th floor of a high-rise building on Jane Street. floorofahigh-risebuildingonJaneStreet. moved intogetherwithanother friend. had enough,asthatwas definitelynothislifestyle.Hemovedoutand sellingthemattheuniversity.and seedsstarted Bythen Wolfgang plants outofthebag,cutbranchesintolittlepieces,separated leaves Marijuana, Wolfgang hadnoidea whattheyweredoing.Theytookthe withagarbagebagfullof his roommatescamebacktotheapartment sold themMarijuana,whichtheypaidforwiththeirwinnings. When where theywon$1,000.00.Ontheirwayback met amanwho One day, Wolfgang’s roommateswenttothehorseracesinToronto weight andtheriskofwaterdamage. out thatitwasillegaltoputwaterbedsintohigh-risebuildingsduethe they eventuallygottheirwaterbedsfilledwithwater. Eventually, theyfound and messy and did not work well at first, valves. Although it was dirty thevacuumcleaner,they tookthehoseoff andranitintothebeds’filling buy waterbeds.Aftercoming home late at night with their new purchases, became thenewestfashion,Wolfgang andhisroommatesdecidedto set which,ofcourse,alsorequiresamattress.Lateron,whenwaterbeds for twomonths,notknowingthattheboxspringisonlybaseofabed When Wolfgang was given aboxspring, he slepton it inasleeping bag andhewouldhavefoodfortheentireweek. touch hisstuff hisroommatesdidnot bread,andpumpernickel, sausage, herring,rye a whileWolfgang food,suchasblood realizedthatifheboughtGerman found himselfeatingpeanutbutterandjamfortherestofweek.After To hissurprise,bySundaynightallthefoodwasgone,andWolfgang storetogetheronFridaystodotheirshoppingfortheentireweek. grocery was theonlyoneamongroommateswithacar, theydrovetothe Ingrid andWolfgang’s engagementannouncement,Christmas1971. wife-to-be, in February 1971.Thesecondtimetheirpathscrossed wife-to-be, inFebruary immigrants atthetime.ThiswaswhereWolfgang firstmetIngrid,his the knew IngridfromEnglishschoolandinvitedhertojointhemforadanceat Wolfgang andhisgirlfriendBrigitte thattherewasanewgirlintown.Bert first time.Oneweekend,ashewasvisitingKitchener, hisfriendstold that Ingrid and Wolfgangfrom Austria. It was through Bert met for the is still a good friend of Ingrid and Wolfgang’s today, was an immigrant Kitchener, he usually stayed at Rudy’s Penzendorfer’s. or at Bert who Bert, went backtoKitchenerspendtheweekendswithhisfriendsthere.In Although hewasworkingandlivinginToronto, Wolfgang always and M , which was one of the local hubs for German-speaking Schwabenclub, which was one of the local hubs for German-speaking eeting G etting I ngrid M arried

rship u ntreprene E arly E and anada C to mmigration I — EGINNINGS B NEW 36 NAPOLEON | THE ART OF FIRE Ingrid andWolfgang getting married,July1,1972(theironlywedding photo). Wolfgang andIngridwith HeinerEiseleinfrontofWolfgang’s parent’s’ townhouseinPforzheim. Wolfgang andIngridduringtheirhoneymooninGermany. Wolfgang andIngridjustbeforegettingengagedatIngrid’s parents’home. Wolfgang’s parents’townhouse. Wolfgang andIngridwith FriedaandHeinerEiseleinfrontof Munich inthe1960’s. Körting largest radiomanufacturerin allofEuropeatthetime,andthenforKörting Ingrid’s fatherwasanelectronic engineerwhoworkedforGrundig,the graduated fromin1970. Neusprachiges Gymnasium),aprivatehighschoolforgirlsthatshe the up in Ottobrunn until moving to Munich in 1961 where she attended the daughter of Helge Heide and Hildegard Heide, née Michl. She grew on June 29, 1951 in Ingrid Ottobrunn was near born Munich, Bavaria, I toCanada. before returning and puttingonalotofkilometerstheysoldthecarfor550Deutschmarks they bought an old Opel Italy andbackthroughAustriatoGermany. Ratherthanrentingacar, on aroadtripthroughFrance(wheretheycampedinParis),Monaco, exchanged theirvows.Forhoneymoon,IngridandWolfgang went their absence.Ingridwas21andWolfgang was23atthetimethey guests ataninn.Wolfgang’s motherhadorganizedtheweddingin wheretheyhadasmallweddingwithabouttwenty Day—in Germany decision. Wolfgang andIngridgotmarriedonJuly1,1972—Canada advancement in Canada. Looking back, they have never regretted that for to staybecausetheyfiguredthatwouldhavemoreopportunities her BAdegreeatWilfridLaurierUniversityinWaterloo. Theydecided wanted togobackGermany, studyingfor butIngridhadjuststarted until theygotengagedChristmasof1971.Atthetime,Wolfgang had was atBrigitte’s boss’s party. birthday weekend Afterthat,theymetevery ngrid Anger Cloister Modern LanguagesHighSchool Anger CloisterModern ’ s S tory Kadett for 500 Deutschmarks. After six weeks

(Anger Kloster

rship u ntreprene E arly E and anada C to mmigration I — EGINNINGS B NEW 38 NAPOLEON | THE ART OF FIRE Ingrid (ontheright)modelling foraKnittingCompanyinRotthalmuenster, Bavaria,in1954. Ingrid’s parentscirca1951. Ingrid attheageof2. Ingrid andhermother, circa1955.Thepicturewastaken anddevelopedbyIngrid’s father. Ingrid infrontofthefamilyhomeOttobrunnatEaster. Ingrid’s first day atschool. Ingrid andherbestfriend RoswithaLentes(néeMinderer)duringMardi Gras(Fasching). L toR:Ingrid’s mother, godmotherElisabethWinter, Ingrid,godfatherHelmutWinterduringIngrid’s intheCatholicChurch,circa1965. Confirmation Ingrid’s Holy Communion. Confirmation intheCatholicChurch, circa1965. Confirmation Ingrid withhergodmother ElisabethWinterduringIngrid’s

rship u ntreprene E arly E and anada C to mmigration I — EGINNINGS B NEW 40 NAPOLEON | THE ART OF FIRE Ingrid’s grandparents onhermother’s sideontheir weddingday. friends, 1963. friends, 1963. Ingrid flyingtotheUSA andCanadaforthefirsttimewithherparents and Graduating fromYork University, LtoR:Ingrid’s father, Ingrid,Ingrid’s mother, andIngrid’s aunt,thelateIngeborgSchuster. Ingrid, Claudia. Ingrid withherfriends during aschooltriptoDenmark.LR:Ulli, Gabi, Ingrid doinggraphicdesignworkathergodparents’company. Ingrid withherbestfriends fromhighschool,LtoR:Ingrid,Marietta, Ulli,Elisabeth(“Beschi”),Veronika (“Vroni”). Family vacationinCroatia(thenYugoslavia). LtoR:Ingrid,herparents,cousinGerhard Schusterandafriend. and hermotherfollowedon Sept. 5,1970. first.Ingrid’sin Germany fatherimmigrated inMayof1970,andIngrid another year, however, until 1970, so that Ingrid could finish high school for to immigrateaswelljointheirfamilyinCanada.They heldoff uncle’s wedding.Following the second visit, Ingrid’s parentsdecided twice in Canada—in 1963, and again in 1969 to attend one of her in 1959.Ingridandherparentsvisitedgrandparents anduncles pregnant withIngrid.Ingrid’s father’s brotherAxelfollowed hisparents to stayinGermany, becausehehadjustgottenmarried andhiswifewas Ingrid’s uncle— immigrated to Canada in 1951, Ingrid’s father decided When Ingrid’s grandparents,togetherwiththeiryoungest son Rudolf— entrepreneurship aswell. entrepreneurs andbusinessowners,Ingrid’s includes familyhistory World War. SimilartoWolfgang, whoseuncleandgrandfatherwere when theywereevictedbytheCzechsatendofSecond theyhadlosteverything minority(theSudetenGermans), ethnic German inAsch.AsmembersofCzechoslovakia’sand operatedaknittingfactory Sudetenland, intoday’s CzechRepublic,whereherfamilyhadowned Canada. Ingrid’s inBerlin,whilehermotherwasfromthe fatherwasborn beforegoingto English, hadworkedinSwedenfortheGovernment grandfather, Swedishand AlexHeide,whowasfluentinGerman, on her father’s side who hadimmigrated in 1951 via Sweden. Ingrid’s Ingrid’s familyconnectionwithCanadawasthroughhergrandparents machines forthewood-workingindustry, fortwentyyears. for the as a secretary representativeandaccountmanager.Kiefel asservice Hermotherworked Fritz Jugan Company in Munich, a small retailer of

rship u ntreprene E arly E and anada C to mmigration I — EGINNINGS B NEW 42 NAPOLEON | THE ART OF FIRE 1969 FirebirdConvertible. IngridandWolfgang’s uncleOskarLappinfrontoftheLippincottStreethomeToronto nexttoWolfgang’s Ingrid enrolledintheBAprogram atWilfridLaurierUniversityinWaterloo more possibilitiesforprofessional advancementinthefuture.In1971, Ingrid education instead,astheyfelt thatauniversitydegreewouldoffer program. Thiswaswhenherparentssuggestedthatshepursue auniversity designer. SheappliedatConestogaCollegeandwasaccepted intothe Ingrid’s originalplanaftercomingtoCanadawasbecome agraphic kitchen attheKWHospital.Hergrandmotherworkedthere asadietician. in thedeli’s butchershopforabouttwomonthsandthen got ajobinthe cook. Ingrid worked local lunch delis, where she worked as a part-time the Westmount areaofWaterloo. Ingrid’s motherfoundajobatoneofthe Kitchener. InMay1971,theypurchasedahouseon37 RoslinAvenue in Canada andendeduprepairingradiosTVsintheirnewhometown qualified immigrants,couldnotfindajobinhisprofessionaftercomingto In spite of being an electronic engineer, Ingrid’s father, like many other

Ingrid andWolfgang infrontoftheirfirsthome Toronto, 1972/73. their absence with their lawyer looking after all the paperwork. Itwasnot their absencewithlawyer lookingafterallthepaperwork. toget married.Thehousehadclosedin and hadthenleftforGermany onit savings). Theyhadlookedat thehouseonlyonce,madeanoffer for thatpurpose;and the other$1,000.00came out ofWolfgang’s $3,000.00 ($2,000.00ofwhichtheyhadreceivedfrom Ingrid’s parents Lippincott Street in Toronto for $22,000.00 with a down-payment of In 1972,Wolfgang andIngridbought anold2-bedroom-bungalowon F degreeinlanguages(FrenchandGerman). studies withaBachelorofArts applied foratransfertotheUniversityofYork, whereshecompletedher married in1972,withWolfgang workingatChromaloxinToronto, she with thegoalofbecomingatranslator. AfterIngridandWolfgang got irst -T ime H ome O wners gave themcarpetsamplebooks whichtheytookhome.Although and Ingridwenttoacarpet storetobuycarpet.Thehelpfulclerk When theydecidedtoredo theirseven-foothighbasement,Wolfgang Sale” signupontheirfrontlawnandsoldthemforaprofit. went backandboughtfivemore.Afterfixingthemall up,heputa“For refurbished ittomakeworkagain.Seeingabusiness opportunity, he bought anon-workinglawnmowerfromthewreckers for $5.00and budgetof$15.00,WolfgangIngrid operatingonaweeklygrocery so thattheycouldtakecareoftheirlawn.Sincemoney wastight,with Being first-timehomeowners, Wolfgang andIngridneededalawnmower updatesthatdidnotcostalotofmoney.were limitedtonecessary shingles.Astheywerestrugglingtomakeendsmeet,renovations worn-out the roofwithtar, becausetheydidnothaveenoughmoneytoreplacethe heavy cast-ironbathtubandputinanewbathroom.Theyfixedtheleaks owners), changedthecolourofkitchencupboards,toreoutold and even the interior doors had been painted green by the previous Chromalox. Theyrepaintedtheentireinteriorofhouse(allwalls marriage, IngridwenttouniversitywhileWolfgang continuedworkingat would shakeatnightasthetrainswentby. Duringtheirfirsttwoyearsof The youngcouple’s firsthomewassoclosetothemainrailroadthatit owner tocatchthewaterseepinginthroughhome’s leakyroof. filledwithwater,twenty-five pailspartially placedtherebytheprevious first time,he noticed at least opened the door to the attic for the very they tookasecond,morecriticallookattheirfirsthome.When Wolfgang fromtheirhoneymooninEurope that until theymovedinafterreturning the ballstheyhadused on theirfirsttwolampshades weretooexpensive, that way, theydecided tomaketheminproductionandsellthem.Since first lampshade stayed in shape on its own. After building two prototypes the resinhaddried,theytookballoutand,totheirgreat delight,their wound thesisalropearounditandappliedliquidfiberglass resin.When called their business company namefirst.Usingtheinitialsoftheirfirstnames, theysimply In ordertobeablebuytheropewholesale,theyhad tomakeupa theywenttoastorebuyropeandtwojumping-onballs. their return, producing andsellingtheminCanada.After and Ingriddecidedtotry popularinEurope atthetime.Onawhim,Wolfganglook, theywerevery Ingrid noticedlampshadesmadeoutofsisalropes.Withtheirmodern on vacation,WolfgangIn 1973, whilethey were back in Germany and J IW L —I and putitdownintheirbasementatnocostwhatsoever. the samplesfromallvariousbooks,theycreatedapatchworkcarpet stores andcollectedoldcarpetsamplebindersfromthemaswell.With they couldhavemoreoldbooks.Theythenwenttoseveralothercarpet basement inspiteoflimitedfunds,Wolfgang andIngridaskedwhether toachievetheirgoalofhavingnewcarpetinthe an instantopportunity sample booksandthattheycouldkeepthemifwanted.Seeing the store.To theirsurprise,thestoreownertoldthemthatthesewereold any of them, and took them back to realized that they could not afford liked alotoftheproductthatwassampledinbinders,theyquickly oint ngrid ampshades

B u

siness and IW Lampshades.Backat home, they inflated the ball, W V olfgang

ent u re ’ (1973) s F irst

rship u ntreprene E arly E and anada C to mmigration I — EGINNINGS B NEW 44 NAPOLEON | THE ART OF FIRE Ingrid’s parents,1973. Building thefamilycabin onRoseIsland.LtoR:Wolfgang, Ingridand Cottaging onGeorgianBaywithfriends.LtoR:HeinzandHeidiBrast,Ingrid’s mother, GiselaKratsch,Ingrid’s father. Ingrid’s father boatinginGeorgianBay. Wolfgang’s parents atthecottagewithfamilydog“Red”. Ingrid’s father enjoyingfishinginGeorgianBay. Ingrid’s fatherfinishingtheroofof familycabinonRoseIsland. foot aluminumboatwitha three-horse-power motorandhadbroughtit be broughtinbyboat.Wolfgang andIngridhadfoundacheap twelve- All materialfortheisland cottage thatwas being built on ahillhadto they builtasmallcabinwherestayedwhilebuilding thecottage. to helpthemovertheweekends.Atfirst,theysleptinatent andeventually up fromKitchenerandIngridWolfgang cameupfromToronto inorder Kitchener. building the cottage, Ingrid’s When they started parents drove then, Ingrid’s father was making good money working for thelandandtobuildacottagetherebecauseby were abletoafford Sound.They a cottagelotonRoseIslandinGeorgianBaynearParry their failedfirstattemptatprivateentrepreneurship,Ingrid’s parentsbought In 1973,aroundthesametimethatIngridandWolfgang hadundertaken not pursuetheideaanylongerwhentheyencounteredthesedifficulties. With norealcommitmenttobecominglampshadeentrepreneurs,theydid hadbeenmaderatherspontaneously.Instead, thedecisiontogiveitatry entrepreneurs whentheyhadcomeacrossthelampshadesinGermany. tobecome easier sincetheyhadnotbeenlookingforanopportunity plan ofbecomingmanufacturerslampshades.Thatdecisionwasmade labour-intensive anddislikingthesmellofresin,theygaveupon a lotofmoneyforthem.Realizingthatmakingthoselampshadeswastoo shades cavein.Thefailedexperimenthadcostthem$138,whichwas the plasticofballs,causingairtoevaporateandmaking had collapsed.To Ingrid’s andWolfgang’s dismay, theresinhadmelted theyfoundthateachofthelampshades,excludingone, next morning, When theywenttocheckthemthe overnight. in theirbasementtodry theceiling made theirfirstbatchoftenlampshadesandhungthemoff they decided to use beach balls instead. With the new material, they Electrohome in

rship u ntreprene E arly E and anada C to mmigration I — EGINNINGS B NEW 46 NAPOLEON | THE ART OF FIRE Ingrid andWolfgang ontheroofoftheirhousewhileputtinganaddition. as possible places to relocate to. Originally, they wanted to move to Parry finished universityandthey were lookingat Trenton, KitchenerandBarrie Wolfgang andIngridfeltthatitwastimetomoveonagain. had around a union sign, as well as for other reasons, was too proud to carry In 1974,theemployeesatChromaloxwentonstrike. Since Wolfgang M as well.IngridandWolfgang remember thisasagreattimeintheirlives. of thecottage. Family friendshelpedwithconstruction over theweekends allthelumberandotherbuilding materialneededintheconstruction carry bought twoyearsearlierinthefallof1971.Theyusedthissmallboatto up toGeorgianBayontopoftheFirebird ove

Barrie (1974) Convertible thatWolfgangConvertible had Ingrid andWolfgang puttinganadditionontotheirhouseinUtopia. their real estate agent there suggested they could get $65,000.00 for their realestateagentthere suggestedtheycouldget$65,000.00for the closingdateonly 6 weeks away, on July 15, 1974. Back in Toronto Wolfgang on the houseinUtopiawith andIngridputanunconditionaloffer house in Toronto. Confident that their Toronto home would sell immediately, truly aseller’s market,theyanticipatedhavingnoproblem sellingtheir Utopia”. SincetherealestatemarketinToronto wasexcellent atthetime, outside ofBarrieinthecountry, withamailingaddressthatread“RR#1, buy itat$34,000.00.ThehousewaslocatedintheTownship ofEssa, them atwo-year-oldhomewhichtheylikedsomuchthat theydecidedto a newhome.InBarrie,theymetwithrealestateagent whoshowed was onstrike,IngridandWolfgang hadtimetoexploreandlookfor they soonfeltthatBarriewastherightplacetogo.WhileChromalox looking between TorontoSound, but when they started Sound and Parry Mr. Hickling,aswellwith sixotheremployees.Foundedin1971, at for a new job and quickly found a position as a tool and die maker have topayitsemployeesovertheholidays.Wolfgang looking started before Christmas.Thiswasstandardpracticesothatthecompany didnot About threemonthsafterhehadbeenhired,Wolfgang wasletgobyGE worked fortwohoursadayandtheworkingmoralewas terrible.” “No wondertheGEplanthadtoclosedowneventually: theyonlyreally emphasizing thatthiswasaunionjob.Lookingback, Wolfgang says: steward approachedWolfgang and askedhimtoslowdowninhiswork, workingforGE,theunion as wellandacoupleofweeksafterhestarted a toolanddiemakeratGeneralElectric(GE)inBarrie.GEwasunionized In September1974,soonaftermovingtoBarrie,Wolfgang washiredas the movewithnoneedtoenacttheiremergencyplan. they tookpossessionoftheirnewhomeinUtopia,allowingthemtomake price to$45,000,however, theirhouseinToronto soldoneweekbefore a filingclerkatMoore’s . Whentheydroppedtheasking BusinessForms ofthatplan,IngridlookedforajobinTorontopart workingas andstarted supposed togoBarrie,whileIngridwouldstayinToronto atfirst.As Toronto beforetheirnewBarriehomeclosed.Inthatcase,Wolfgang was plan forthepossibilitythattheywouldnotbeabletoselltheirhousein same time.Fearingthisoutcome,theydrewupanemergencycontingency thattheymightendupowningtwohousesatthe increasingly concerned toselltheiroldbungalowandWolfgangwere trying andIngridbecame However, totheirsurprise,themarketinToronto wentdown,justasthey their housewhichtheyhadboughtfor$22,000.00onlytwoyearsearlier. Prodomax inBarrie.Thereheworked withthecompany’s founder, that wouldlatercomeinhandy whendealingwithcustomersafterthe enablinghertodevelopinterpersonal skills training incustomerservice, highly beneficialtotheyoung couple:notonlydidshereceivethorough from withintheorganization.Ingrid’s employmentatBell Canadawas candidate tobehiredforthatjobsinceBellCanadausually promoted that allowedhertomakefairlygoodwages.Ingridwas thefirstexternal representative, a positionwhichsheenjoyedlotand a customerservice 1975 shewashiredbyBellCanadaas good thingbecauseinJanuary Looking back,Ingridbelievesthatlosingherjobatthenewspaper wasa her academicbackground,shewaseventuallyletgoafter afewmonths. with. As itbecame increasingly apparent that the workdid not match the taskoflookingafteraccountingwhichshehadnorealexperience movies. Inadditiontooperatingtheswitchboard,Ingridwasassigned couldcommunicatewitheachother—justlikeintheold so thatparties she remembersherroutineofputtingtelephoneplugsintotheswitchboard into the office where she operatedone ofthe switchboards. With a smile, to getthephotosreadyforprintingpress.Fromthere,shemovedup was firstassignedtoworkwiththephotographer. Herresponsibilitywas for the local newspaper,part-time the Barrie Examiner. In that position, she working her educationalbackground,Ingrid,inSeptember1974,started move toBarrie.Sincetherewerehardlyanyjobsavailablethatsuited Like Wolfgang, Ingridcontinuedtoworkasanemployeeafterthecouple’s dependingonwhethertherewasenoughworkforhim. and off, the midst of a recession again, Wolfgang was employed at Prodomax on manufacturing ofcustomproductionmachinery. Sincetheeconomywasin grown intoafairlylarge-sizeoperation,employingover100peopleinthe Prodomax wasasmallcompanybackthen.Today, thebusinesshas

rship u ntreprene E arly E and anada C to mmigration I — EGINNINGS B NEW NEW BEGINNINGS — I mmigration to C anada and E arly E ntrepreneurship 49 Wrought iron patio sets made by Wolfgang. Wrought

teps

S t o ’ ailings , 1975-1977 , R arly r u —E ’ stries s u k or nd I W rnamental ro ntreprene O ‘P E s

ron k n I A er s rom and ‘D do nothing, of man who could sit around and Not being the kind built a two-car garage on his house while he was off work Wolfgang built almost everythingfrom Prodomax. He accomplished and himself, foundations with a shovel and establishing the out the including digging forms for pouring the foundations. On one particular day in 1975, after Knowing was talking to his neighbor. building the garage, Wolfgang was looking for work, the man told him of a barn that that Wolfgang approach had burned down in the area and suggested that Wolfgang the farmer it. Following and inquire whether he needed help rebuilding drove out to the farm, but to his disappointment this advice, Wolfgang farmerthe and began barnthe Wolfgang As rebuilt. been already had talking, the farmer for an install mentioned that he had just received a quote whether he When he asked Wolfgang of new calf stalls on his property. never welded before, Wolfgang could weld, and even though he had the farmeranswered, “I can do anything.” At this, “Why don’t countered, the He handed Wolfgang you give me a quote for the calf stalls then.” went plans and drawings the other company had provided. Wolfgang home, worked out a proposal, went back to the farmer and quoted him was in farmerthe ahead,” job. “Go for the $12,000.00 Wolfgang said. founding of their own company, but Ingrid having a steady full-time job having a steady full-time but Ingrid of their own company, founding pursued further to carry put her in a position through while Wolfgang them as an entrepreneur. his first steps F A

Pro Industries paperwork.

WOLF STEEL LTD. & NAPOLEON CORPORATION NAPOLEON & LTD. STEEL WOLF | FIRE OF ART 48 50 NAPOLEON | THE ART OF FIRE Ingrid andWolfgang’s steel. stationwagonthattheyusedfortransporting bars tobeplaced in front of thestallwindow where his bull washoused Wolfgang remembers one install in particular. wanted steel The farmer intheBarriearea, Of themanyjobsthatheaccomplished forfarmers intheareaaswell. the finalproductthathereferredhimtootherfarmers wassopleasedwiththequalityofWolfgang’sThe farmer workandwith the metalwithhishacksaw, painted itwithabrushandinstalledhimself. steel tubingherequiredforthestallsontopofcar. Wolfgang cutall the24-foot-long Rambler stationwagonsothathewouldbeabletocarry ordered all of the material he would need, and even built a rack for his an electricweldingmachineandsetupthetoolsinhisgarage. Hethen business. He went to Canadian Tire, bought a hacksaw, a vise as well as Derks RailingsInvoice. you,” Ingridsaid. caused therooftocollapse. ”This isthelasttimeIampickingupsteelfor had putsomuchsteelontothe roofthattheweightofsteeltrusseshad for her. OnedaywhenIngridcamebackfrompickingup theorder, they he sentIngridtopickupthematerialsthatsteelworkers wouldputiton tubing and 20-foot rods onto his car himself. He noticed, however, that if station wagon.Attheplant,employeesmadehimload 24-foot-long steel herequiredforjobsdirectlyfromthesupplier inhisRambler While operatingasanindependentcontractor, Wolfgang pickedupthe firsthockeygamein very Toronto. fireplaces. Astheybecamebetteracquainted,hetook Wolfgang tohis coming toCanadahadopenedastorewherehesoldwoodstovesand andafter chimneysweepwhohadbeentrainedinGermany a former Wolfgang was forhim.Norman guessesthatthemanfeltsomewhatsorry store inToronto Lookingback, whopurchasedsomeofhispatiofurniture. ownerofa Lenz,theGerman nobody wantedit,untilhemetNorman he tookpicturesofitandtriedtosellinBarrieToronto. Atfirst to keephimselfbusyin-betweenrailingjobs.Afterbuildinghisfirstset, buildingwrought-ironpatiofurniture wrought-iron railings,hestarted toexpandhisbusiness.Havinggainedknow-howinmaking an effort an independentcontractor, Wolfgang alwaysattemptednewprojectsin of hisgarageProIndustries.Whilegatheringvaluableexperiencesas Wolfgang decidedtonamehissmallbusinesswhichheoperatedout his footandrefusedtomoveforovertenminutes. installing andfasteningthesteelbarstowall,bullwasstandingon While hewas because thebullalwayskickedoutglasswithhishorns. the firsttoquithisdayjob and Wolfgang followedlateronce theyhad to runtheirbusinessonthe side.Afterbusinesspickedup,Derkswas for bothofthemtocontinue working attheirdayjobsProdomax,and and rentedspaceonMorrowRoadinBarriefortheirshop. Theideawas RailingsandIronWorksOrnamental in1976 apartnership , theyformed OperatingunderthenameofDerks decided tobecomebusinesspartners. and muchmoreexperienceinbuildingrailings—theygot togetherand English,hadmoremachines, Derks wasaheadofhim—hespokeperfect Derks, wasdoingexactlythesamething.AlthoughWolfgang feltthat One ofhisco-workersatProdomax,aDutchimmigrant thenameJohn wrought-iron railingsforsale”. in the paper “Custom compiling them into a catalogue and advertised put hisplanintoaction,Wolfgang drovearound,tookpicturesofrailings, having toborrowmoney, tokeephisoverheadlow. andalsoserved To Wolfgangultimately afforded toenterthatmarketwithout an opportunity way. makingrailingsdidnot requirealotofequipment.This Furthermore, easy to obtain, he hoped to break into the new construction market that similartothecalfstallshewasdoingalready.very Sincejobswerenot decided tobuildwrought-ironrailingsforhousesbecausetheworkwas inthearea,WolfgangAfter doingvarioussteelfabricatingjobsforfarmers eventually brokethroughtheplywoodflooroftrailer. bounced upanddownsomanytimesthat the legs of themachine had builtdirectlytohiscar. Onthewayup Highway 400,themachine order to bring the machine home, he had to attach the trailer that he machine ever—fromWalter indowntownToronto. HaasMachinery In Wolfgang still vividly remembers buying a usediron worker—his first

rship u ntreprene E arly E and anada C to mmigration I — EGINNINGS B NEW 52 NAPOLEON | THE ART OF FIRE philosophies that were not compatible in the long term. Bytheendof philosophies thatwerenot compatible inthelongterm. it becameobviousthatDerks andWolfgang business helddifferent over time all three of them. Furthermore, money to be made to support proved tobetoomuchfortheirsmallcompany, astherewasnotenough When Derkseventuallybroughthissonintothebusiness aswell,this throughBarrie. around curves traffic, becausetheyneededtheentirewidthofroad whiledriving trailer, whentherewashardlyany leavingatthreeo’clockinthemorning to beinstalled,theyhauledittheparkontheirimprovised extended and Derksweldedalongaxleontothetrailer. Whenthe archwasready itinwasastationwagonandtrailer,all theyhadtocarry Wolfgang the archtoparkafterpieceswerealreadyweldedtogether. Since sizeofthestructure,mainchallengetheyfacedwasgetting enormous arch tobeinstalledinaparkInnisfil,justoutsideofBarrie.Duethe iron workaswell.Onetime,theyquoteda30-foot-widewrought-iron In additiontowrought-ironrailings,Wolfgang andDerksdidotherwrought- as shecontinuedtoworkfull-timeatBellCanada. after theadministrationanddoingbookshoursonweekends, Prodomax already. Ingridwasinvolvedinthebusinessaswell,looking not beingabletofindasinglejob–andthisaftertheybothhadquitat Orillia toNewmarketandfromWasaga BeachtoPeterborough,and Wolfgang remembersdrivingaroundforawholeweek,travelingfrom This was not an easy venture though. As the economy went down again, to inquireaboutandsubsequentlyacquirepossiblejobsfortheirbusiness. the installs,whileWolfgang woulddrivearoundandtalktohomeowners them both. They decided that Derks would do enough orders to support for this modification of the doors was that many times when the guards for thismodificationofthe doors wasthatmanytimeswhentheguards without directcontactbetween theinmatesandguards.Thereason bars intothecelldoorsinorder thatfoodcouldbedeliveredtothecells inPenetanguishine. Thebidwasforputtingwindowswith the penitentiary public invitation to tender, for a job to issued be by done the at Government proved extremelydifficult.Onedayaroundthistime, a Wolfgang noticed in recession.AlthoughWolfgang hecould,findingjobs dideverything At thetimewhenWolfgang hired Ransom,theeconomywasonceagain Building MaintenanceSupervisor. joinedin1978.Heisstillwiththecompany today,Noordhoff, as serving his business occupied 1,000 squarefeet. Their second employee, Ron his garage,Wolfgang rentedspaceonVespra StreetinBarriewhere home togetherwithhiswife.Afterlessthansixmonthsofworkingout Glen stayedwithWolfgang afoster foraboutthreeyearsuntilhestarted thought thathewastheboss.Wolfgang gladlylethimplaythatrole. a result,customers often went to Glen instead of Wolfgang because they who, atthetime,stillhadsomeproblemswithEnglishlanguage.As employee. GlenwasaCanadian,andheolderthanWolfgang, business nameofSimcoeRailings,Wolfgang hiredGlenRansom,hisfirst In 1977, as he was back on his own again, operating under the WN T back tohisgarage. separate. DerkstookovertheleaseofbuildingwhileWolfgang went 1976, aftereightmonthsofworkingtogether, theyeventuallydecidedto S imcoe he D a R ailings

W olf , 1977-1979 S teel : various jobsforsomeofthe localbuilders,includingDonPratt,who Keen onbreakingintothenew constructionmarket,Wolfgang tookon the beginning,wewouldnothavebeenabletostayinbusiness.” to makeadecentincome.IfithadnotbeenforIngrid’s steady incomein Wolfgang comments:“Nobodyin hisrightmindtodaywouldwait7years makingsomedecentmoney.years untilhefinallystarted Lookingback, Wolfgangto support andcoveralloftheirlivingexpenses.Ittookseven make good money during this time working for Bell Canada, allowing her the entireyearwasnomorethan$3,000.00.Luckily, Ingridcontinuedto during thefirstyearonhisownaftersplittingupwithDerks, hisincomefor Wolfgang hadmade$18,000.00asatoolanddiemaker. Incontrast, through timesofdoubtanduncertainty. InhislastyearatChromalox, eachother quit, buttheystayedstrongandheldon,mutuallysupporting TherewasoneyearthatWolfgangmaking solittleinreturn. wantedto Ingrid’s parentsthoughttheyhadlosttheirmindsforworkingsomuchand money, andmostofthemoneytheymadeputbackintocompany. together.everything little Theearlyyearsweredifficult,astheyhadvery From thebeginningoftheirbusinessventures,Wolfgang andIngriddid quoted thejobextremelyhightoensurethathewouldnotgetit. thathehadseenatthepenitentiary,cell. Basedoneverything Wolfgang confinementinhis one oftheinmateswhowastotallynakedinsolitary beaten inthefacethroughanopencelldoor. HethenshowedWolfgang asked himwhathadhappened,andthemanrepliedthathebeen byanofficialwithablackeye. inthepenitentiary was escorted Wolfgang inmates. WhenWolfgang tohandinhistenderhe wenttothepenitentiary the opened thedoorsofficerswouldbeassaultedbyflyingfistsfrom Simcoe RailingsInvoice andIncomeStatement,1978.

rship u ntreprene E arly E and anada C to mmigration I — EGINNINGS B NEW 54 NAPOLEON | THE ART OF FIRE for theentireweek.Iconsidered thatawasteofmyresources.” Wolfgang says: “Others would have most likely bought or rented a welder nextday.the night,andtookrented toolbackthevery Lookingback, real weldingusingthelargerwelderbyworking24hours straightthrough and thenrentalargeronefordayonly. Hewasabletocompletethe staircase, putitintoplaceattheconstructionsitewithhissmall welderfirst, tool rentalfortheentiredurationofthatjob,hedecidedto buildtheentire purchased atCanadianTire. SinceWolfgang didnotwant topayfora was thatbuildingstairsrequiredalargerwelderthanthesmall onehehad figured outquicklyhowtodothem.Thebiggestchallenge thathefaced, Having anaturalaptitudeforbuildingandengineeringthings, Wolfgang done thembefore,Wolfgang said“Noproblem,Icandothatforyou.” When DonPrattaskedhimtodosteelstairsforhim,despitehavingnever soon builtareputationforbeingabletodeliverwithinanytimeframe. railing businessbyworkingwithotherbuildersaswell.SimcoeRailings Following hisfirstjobwithDonPratt, Wolfgang wasabletogrowhis the railingsforme.” that hetoldWolfgang: “Ifyouworklikethatallthetime,cando by noonthenextdayhehadrailinginstalled.Donwassopleased you have a job.” Wolfgang took the measurements, worked all night, and approached Wolfgang, andsaid:“Ifyoucandotherailingbytomorrow, nextday,a closingonhouseandneedingrailingforthevery he onceinawhile.OnedaywhenDonwasbind,having jobs every tried toconvincehimletdoalltheworkandnotjustindividual Knowing thatDonhadhisownpeoplemakingrailingsforhim,Wolfgang through IngridwhowastakingprenatalclassestogetherwithDon’s wife. owned thelargestconstructioncompanyintown.Wolfgang metDon do?” Wolfgang onwith asked,realizingthathecouldnotsimplycarry would beheldresponsible for theirwages.“What doyou want me to theirjobsandWolfgangsite twothousandunionworkers wouldwalkoff unionized companyandthreatenedthatifWolfgang keptworkingonthe wasafully representative before.TheyrepeatedthatCadillacFairview Wolfgang toldthemthesamething thathehadtoldtheotherunion union representatives.Whentheyaskedhimforhis cardagain, behind theconstructionofEatonCentre,andother threewere the install.OneofthemwasfromCadillacFairview, oneofthepartners hours laterfour men in suits showed upatthe site wherehe wasdoing two days,”andcontinuedworkingwhileignoringtheunion official. Two answered him,“IamjustfinishingmyjobandIwillbeoutofherewithin You can’t workhereifyouarenotintheunion.”Inreply, Wolfgang thatisbuildinghereandtheyarefullyunionized. it isCadillacFairview have union cards,”Wolfgang replied. The man countered, “You realize and askedthemtoshowhimtheirunionmembershipcards:“We don’t an houronthejob,amanapproachedWolfgang andGlenRansom elsecameinbigtrucks.After looking athimstrangelybecauseeverything largest constructionsiteinallofCanada.Uponarrival,henoticedpeople onto theroofofhisgreenBuickstationwagonanddrovedownto install, Wolfgang thatherequiredintothetrunkand loadedalltheparts quoted themandsubsequentlygotthejob.Whenhewasreadyfor was built on two floors needed stairs to connect their premises. Wolfgang the EatonCentrewasunderconstruction,oneofrestaurantswhich wascompleted.While part was built,andinAugust1979thesouthern Toronto, section 1977, the northern was built in two stages. In February stairs intheEatonCentreToronto. TheEatonCentre,alandmarkin Another jobthatWolfgang wasconstructingsteel remembersinparticular wood railingsaswell.Atthe beginning,Wolfgang founditquite difficult howtodocurved since customersweredemanding it,hequicklylearned for Wolfgang, becausehehadnoexperienceinwoodworking. However, in high-endhomes.Thetransitionfromsteeltowoodproved challenging popular wood railingsbecameparticularly railings withspindles,curved new homeownersatthetime.Whentrendlaterchanged tointerioroak which gave them their unique antique look and made them a favorite among railings were usually made out of polished and hammered Swedish steel he built had been mainly interior and exterior steel railings. The interior When Wolfgang hadgotteninto the railingbusinessin1976,railings without theminthefirstplace. and GlenRansomcompletedthejobwhichtheycouldhavefinishedfaster workers $35.00anhoureachforsittingaroundatthejobsitewhilehe put itupourselves.”Asaresult,Wolfgang endeduppayingtwounion Wolfgang instructedthem:“JustsitdownhereandmyhelperIwill do that.” ”I don’t weld.”“Ionly tighten screws.” Running out ofpatience, day. Inreply, theunionworkersansweredhim,“We don’t knowhowto theprevious material wasandtoldthemtocontinuethejobhehadstarted workers showedupasarranged.Wolfgang showedthemwherethe twounion theunionrepresentativereplied.Thenextmorning morning,” to help him put up steel stairs. “They morning will be at the site tomorrow union officialattheofficethatheneededtwomembersfornext workers sittingaround,smokingandplayingcards.Wolfgang toldthe to the Union Hall the same day. When he got there, he noticed many day tofinishtheinstallforhim.Withnootheroption, Wolfgang went two Union members there and bring them back to the job site the next his job.TheyexplainedthathewouldhavetogotheUnionHall,hire Railing builtbyWolfgang. even earlyoninhisentrepreneurship. success ofWolf day—isclearlyvisible SteelandNapoleontothisvery tendency towardsdiversificationofproduct—onethekeypillars gates, staircases,fireescapesaswellsolidoakrailings, Wolfgang’s as forthecityofBarrieitself.Ashewasproducingwrought-ironrailings, installing many railings for home-builders in and around Barrie as well adapt to changes in the marketplace, Wolfgang ended up building and change youwilleventuallygooutofbusiness.”Throughhiswillingnessto ever since:“Thereisalwayschangeinbusiness.Ifyoudonotgowiththe lessonthathehasappliedtohisentrepreneurship animportant he learned he finallyfiguredouthowtodoitproperly. Asaresultofthisexperience, oakandittookhimmanyattemptsuntil to makethehandrailoutofcurved

rship u ntreprene E arly E and anada C to mmigration I — EGINNINGS B NEW 3

Lighting the Fire — Building the First Stove and Becoming a Wood Stove Manufacturer 58 NAPOLEON | THE ART OF FIRE Early Timberwolf insert, Model1500–1980. insert, Early Timberwolf Early Timberwolf singledoorstove, Model1400–1979. Early Timberwolf Fisher stoves under license and paid Fisher a royalty in return. Fisher stovesunderlicenseand paidFisheraroyaltyinreturn. These manufacturingbusinesses, one ofwhichwas locatedinBarrie,built producing andsellingthousands ofunitstheirhighlypopularmodels. Company hadfranchisefactoriesalloverCanadaandthe UnitedStates, his stovesexclusivelyinOregon.Bythelate1970’s, the FisherStoves Before developing branch plants, similar to franchises, he had sold steel-platestovethatwasweldedtogether.developed thefirstairtight stove market.FisheroperatedoutofOregon,where Bob Fisherhad Back inthelate1970’s, FisherStoveswasabignameinthewood W B S tove u olf ilding S

and teel

the

the L td F F irst . o u nding W ood Early Timberwolf woodstove,Model 2000–1979. Early Timberwolf

looked through the window in the back, Wolfgang noticed some welding were built and sold, the building was already closed for the day. As they When Wolfgang andIngridwenttotheplantinBarriewhere Fisherstoves million dollarcompany. hewasabouttolaythefoundationforamulti- no ideathatwiththisoffer build himoneinsteadusingtheFisherstoveasamodel. Wolfgang had to did nothavealotofcontractsforhisbusinessatthetime, heoffered that hewantedtobuyaFisherwoodstoveforhishouse. Since Wolfgang extremely coldoutside.Onedayin1978,Ingrid’s father toldWolfgang eventhoughitwas one ofthetrailersanditkepttrailernicewarm withicesculptures.AFisherstovewasusedin hosted awintercarnival Wolfgang hadfirstseenaFisherwoodstovewhenthecityofBarrie

rer u fact u an M tove S ood W a Becoming and tove S irst F the ilding u B — ire F the ighting L 60 NAPOLEON | THE ART OF FIRE Gravenhurst, around1980. manningtheboothwithahandpaintedsignduringcompany’sRon Noordhoff firstexhibitattheHomeShowin had finished constructing his first wood stove, his father-in-law took it home Wolfgang everbuiltwasastovewith“Johnson”dooronit. doors forhisstove.SinceBarrie Welding hadnoobjections,the firststove “Johnson”. Wolfgang askedwhether hecouldbuyanduseoneoftheir own brandofwoodstoves.Thenametheircast-iron door modelwas Welding wasoneofmanycompanies thatwerealsomanufacturingtheir according tohisspecification.Inadditiondoingcustom jobs,Barrie Welding andaskedthemtocutthesteelplatesforhimbend them In preparationforbuilding his firststove, Wolfgang wenttoBarrie operate outofexactlythatlocation. had noideathatonlyafew father-in-law wantedtohaveonehedecidedpursuetheproject. butsincehis technology around,suchasgas,oilandpropanefurnaces that anybody would buy awoodstove when there was moremodern equipment andseveralwoodstoves.Atthetime,hethoughtitstrange years laterhisownstovecompanywould When he He Wolfgang duringthecompany’s firstexhibitattheHomeShowinGravenhurst,around1980. making railings.Andso,in1979, Wolf Steel name reflectedthefactthat theywerenolongerjustinthebusinessof Wolf Steelbecausethemoregeneralcharacterandnatureofthat new the sameandhaditregistered.Wolfgang decidedtonamehisbusiness operatingunder Railings becauseacompany in Keswick, Ontario started In 1979,Wolfgang hadtochange the nameofhis company fromSimcoe doors. one witha“Johnson”doorandtwoTimberwolf productindustry,his firsttwoyearsinthehearth Wolfgang built3stoves, neighbour whowantedoneaswellafterseeingWolfgang’s. In1978/79, worked, Wolfgang made a stove for himself and another one for his After seeinghowwellthewoodstovehehadbuiltforhisfather-in-law with it,becauseitheatedtheentirehouse. to Kitchenerandhookeditupinthebasement.Hewasextremelyhappy . was born andregistered. Ltd. wasborn units’ large,rugged,andsolid appearance.Ayearlater, in1980,the because ofhisownname,but alsobecausethenameseemedtofit larger double-doorunit.He named bothmodels“Timberwolf that illustratedWolf Steel’s firsttwomodels:asingle-doorstoveand door modelaswell.Wolfgang and Ingridthendevelopedapamphlet sunburst. Thedoorcouldbeusedbothasaleftandright dooronatwo- large cast-irondoorwithaspindraftinthemiddlethatmade itlooklikea In designinghiscompany’s firstmarketmodel, Wolfgang createdasingle leader andemploysaround700people. for hisfather-in-law. Today, samecompanyhas becomeamarket thatvery Wolfgang beganbuildingacompanyaroundthefirststovehehadbuilt business asstronglyhecould.Seeingagreatopportunity, producing woodstoves,Wolfgang decidedtobreakintothewoodstove Bear” and “Papa Bear”). With so many manufacturers making a living by andFisher(whosemodelswerenamed“BabyBear”,“Mama Converter”), Crafted, estimates thattheremusthavebeenbetween10and15,including manufacturers ofwoodstovesinCanada.InBarriealone,Wolfgang At thetimeofenergycrisisinlate1970’s, therewereover300 oil, peoplebeganbuyingwoodstovesingreatnumbersasaprecaution. oil inthemarketandfearsthatWestern nations wouldeventuallyrunoutof stoves werebecominghugelypopular. of Facedwithasevereshortage At theendof70’s, whenWolfgang builthisfirststove,wood-burning M Becoming an Millscraft, BarrieWelding (theirmodelwascalledthe“Johnson u fact

u a rer W ood S tove

® ”, in part ”, inpart barrels (950,000m nationalized oilrefineriesinitiallyreducedproductionfrom6million In November1978,astrikeby37,000workersatIran’s T H L energies peaked. oil inthefuture,demandforcheaprenewableandalternative fears grewthatdevelopedcountriescouldrunoutofaffordable lines appearedatgasstations,justastheyhad6yearsearlier. As motoristsbeganpanicbuyingandlong of the1973oilshortage, at thepumpsthananytimebefore.Duetocollective memory next 12 months. As a result,peopleendedup paying higher prices of crudeoil from $15.85per barrel to$39.50 perbarreloverthe Iranian revolution,thisderegulationledtoanincreaseinthecosts deregulation ofoilpricesinApril1979.Coincidingwiththe theUSadministrationbeganaphased the marketshortages, AmericaandEurope.Inordertodealwith markets inNorth onthe had proclaimedanoilembargowithdevastatingeffects Countries(OAPEC) the OrganizationofArabPetroleumExporting a repeatofthe1973oilcrisis.Duringthatcrisis,members leader, theShahofIran,fledcountry, peopleinthe West feared per day. Two monthslaterwhenthecountry’s Western-oriented he ate istorical O 1970’ il C 3 ) toabout1.5millionbarrels(240,000m risis s

Bac

of k gro

the u

: 3 )

rer u fact u an M tove S ood W a Becoming and tove S irst F the ilding u B — ire F the ighting L 62 NAPOLEON | THE ART OF FIRE Early Timberwolf woodstove,Model2000–1979. Early Timberwolf “Timberwolf silver-black lookthatwaspopular withcustomers. togiveitthe intothesteel,which wasthenpolishedoff pressed apattern atthetime:it as aSwedishsteelmachine. Thelatterwasstate-of-the-art machines, anironworkertocutthemetal,apolishingmachine, aswell railings inpaintinsteadofspray-paintingthem.Theyalso hadwelding had adiptank,builtbyWolfgang fordippingthe andRonNoordhoff, about beingamanufacturerofwoodstoves.Forequipment, thecompany continued makingrailingsthereaswell,whilebecoming moreserious Although productionspaceonVespra Streetwaslimited,Wolf Steel own dealernetwork,sellingdirectlytoconsumerswasamatter ofnecessity. the beginning,while their businesswas still toosmallforestablishing their asIngridhaddonepreviously.them withexactlythesameinformation At usually endedupclosingthedealwithWolfgang, eventhoughheprovided customers becausetheyhadtroublebuyingastovefromwoman.They to getWolfgang tocomefromthebackandspeakwithsomeofmale to convincepeoplepurchaseastove.Thereweretimeswhenshehad Looking back,Ingridremembersitbeingdifficultattimesforher, asawoman, while Wolfgang workedinthebackorganizingandmanagingproduction. wood stoves.Fromher“office”,Ingridlookedaftercustomersinthefront the showroomandawarehouseand,asresult,wasalwaysfilledwith Vespra StreetfacilitywassosmallthatIngrid’s officefunctionedalsoas theirstovestocustomers.The store onthepremiseswheretheyoffered building onVespra StreetinBarrie,Wolfgang andIngridhadasmallretail From thedayWolf operatingoutofthecompany’s Steelstarted firstrented employees andthatyeartheysoldabout30woodstoves. ® ” was introduced in 5 different models.Wolf” wasintroducedin5different Steelgrewto5 beginnings into a market leader in the hearth andbarbecueindustry.beginnings intoamarketleaderinthehearth the slightestideathatWolf Steelwouldeverdevelopfromsuchhumble or Wolfgang deliveredortriedtosellthem.Atthattime,noonehad had dried,thestoveswereloadedontotruck,andRonNoordhoff plywood onthesnow, andgetafewunitspaintedthatway. Afterthepaint theywouldwaitforanicesunnyday,the wintertime, throwapieceof team paintedthestovesonplywoodsheetsoutsidebuilding.During to allow for asprayboothinside the plant, Wolfgang and hisgrowing Due tothefactthattherewasnotenoughroominVespra Streetfacility Early Timberwolf woodstove,Model1500–1979. Early Timberwolf

rer u fact u an M tove S ood W a Becoming and tove S irst F the ilding u B — ire F the ighting L 4

Why Not Napoleon? The Birth of the Napoleon Brand and Business Development during the 1980’s Why Not Napoleon? The Birth of the Napoleon Brand and Business Development during the 1980’s 67 °C

°F). Due to the product’s high temperature heat-resisting capability, heat-resisting capability, high temperature °F). Due to the product’s

The First Napoleon woodstoves during the early 1980’s. The First Napoleon woodstoves was that CorningWare was produced using Pyroceramic glass which using Pyroceramic glass which was produced was that CorningWare is a glass- sudden temperature changes. Pyroceram made it resistant to thermalof withstanding material capable ceramic of up to 450 shocks (840 at the time that was using their there was another wood stove manufacturer contacted Corning, Wolfgang When clear cooking dish as a glass door. they confirmed heat or thermo-shock. under that their glass did not break he also learnedabout ten times the price that it was expensive, However, asked the Corning representative to send of tempered glass. Wolfgang him a sample nevertheless. he found that, as When he tested the material of extreme it did not break under conditions asserted by the manufacturer, single- Wolfgang set out to design a new heat. Confident in the material, a single door instead of a double door wood stove. He decided to use as being more consumer-friendly because it was easier to produce, as well to order wood. In with stove the reloading for door the opening when warp (if the frame warped, the ensure that it was solid and would not out of cast iron. glass would break), the frame was made While using Pyroceram glass had effectively eliminated the risk of glass breakage, there was yet another challenge that needed to be resolved:

ash . CorningWare -W ir yroceram A : P ” in five differentfive in ” selling and models and ®

irsts F (1980) oors -D stry u lass ystems nd G S I “Timberwolfthe introducing After about 30 units in 1979, Wolfgang noticed that customers were particularly about 30 units in 1979, Wolfgang you put a glass door on don’t interested in stoves with glass doors. “Why stoveswood buyers of that Realizing asked. always stoves?” they your Wolfgang stove was operating, wanted to see the flames while the a a glass-door model. He found began looking into ways of designing the name of Solarwoodmanufacturer working out of Orillia by , who was of tempered glass in a steel using two pieces producing a glass door, those glass doors though, one offrame. There were a lot of problems with broke as a result of suddenthe most serious being that the glass frequently result, Wolfgang Unhappy with this temperature changes inside the stove. would be both durable and safe. set his mind to designing a glass door that , a manufacturer of soon came across Corning Glass Works Wolfgang of name brand the under sold was that cookware glass What made this product unique and particularly interesting to Wolfgang The Deluxe Insert, one of Napoleon’s best sellers in the 1980’s. the 1980’s. best sellers in The Deluxe Insert, one of Napoleon’s oad R arm F Bell

to moved from its original 1,000 square foot moved from its original Steel Wolf

ove location on Vespra Street into a multiple-unit building on Bell Farm Street into a multiple-unit Road location on Vespra square feet. rented a unit which gave them 2,000 in Barrie where they of metal had at the plant on a truck, each sheet When material arrived did not have a by hand since the company to be unloaded individually after Wolfgang type of work became much easier forklift at the time. This a which came with both from a carpet company, bought a used forklift pole and forks. Steel took over six Within 2 years of moving to Bell Farm Road, Wolf space in a business unit across the units in the building and rented more they used for painting. Production road on Alliance Boulevard, which feet on Bell Farmspace had grown to 5,000 square plus an Road, the After welding Boulevard. on Alliance feet 1,000 square additional employees their and Bell Farmthe at stoves Wolfgang location, Road to Chevy pickup truck and took them over loaded them onto Wolfgang’s Steel painted. At the time, Wolf their Alliance Boulevard building to be workers who were part of a large group employed several Vietnamese refugees who had found refuge in Canada of over 50,000 Vietnamese people who were eager in 1979 and 1980. They were hard-working to learn. other areas, they had to many of them had skills in Although Ron Noordhoff language barrier. take on production jobs because of the with painted stoves together taught them how to weld and they built and the other employees. M a wood stove about becoming got serious as Wolfgang In 1980, manufacturer, ” in their ®

: : ndations u 1980’ evelopment o F D the

had become a national Canadian company which was had become a national Canadian 3 nnovation

I ring ilding siness Napoleon wood-burning stove with a single Pyroceram glass door—the

u u u eon product was manufactured by Wolf Steel and the Napoleon name only existed as a brand and Steel and the Napoleon name only existed as a all Napoleon product was manufactured by Wolf Although prior to the founding of the Napoleon Appliance Corporation (NAC) in 1995 for the manufacturing of barbecues represented from coast to coast. As their hearthrepresented from coast to coast. As became ever products units of the “Timberwolf sales increased from 30 more popular, first year of production (1979) to thousands of Napoleon glass-door units first year of production (1979) to thousands the first Napoleon gas fireplace By developing by the end of the 1980’s. and entering the gas fireplace market towards the end of the decade Ingrid and their team laid the foundations for even (1988), Wolfgang, more growth in the future. 3 d wood-burninga period of continuous growth, as new were The 1980’s grew from 5 added and the number of employees stove models were of the decade. (1985) to over 70 people by the end (1980) through 28 to 45,000 increased from 1,000 manufacturing space Correspondingly, Steel during this developments in the historysquare feet. Landmark of Wolf time include the birth of the Napoleon brand (1980) and the introduction of the Wolfgang and first of many subsequent industry innovations pioneered by space was needed, operations As more his company—that same year. current were moved to Bell Farm Road (1980) and then to the company’s become Napoleon Road (1983). location on what was to eventually of new state-of-the-artOther milestones include the acquisition production Quebec where a warehouse was equipment, territorial expansion into then through agents into Western established in Montreal (1982), and Steel/ Canada (1985) and Eastern Wolf Canada (1986). By 1986 Napoleon B on B not as a company name, the names Wolf Steel and Napoleon will be used interchangeably in the following, with Napoleon referring to the “Napoleon” brand, to Wolf Steel or to the Napoleon Appliance Corporation, depending on in the following, with Napoleon referring to the “Napoleon” brand, to Wolf Steel and Napoleon will be used interchangeably not as a company name, the names Wolf the specific context.

THE ART OF FIRE OF ART THE | NAPOLEON 66 68 NAPOLEON | THE ART OF FIRE Napoleon insert installedinIngridandWolfgang’sNapoleon insert homeinUtopia. the name“Timberwolf modifications. Whenthedoorwasfinished,itlookedbeautiful. Feelingthat fromthelabeltostovedoordesign with some added theornaments on itslabel.Wolfgang wentback tothestore,purchasedabottleand cognac bottle he had seenattheliquorstore with beautifulgoldembossing glass door. Whenthinkingaboutdesignoptions,he remembereda and taste,Wolfgang elementstohis decidedto introducemodern-style and feminineinnature.To keepupwithchangingcustomerpreferences thedesignsthatconsumersfavouredwerebecomingmoreelegant industry: continued tobuildhisbusiness,henoticedachangeinthewoodstove In spiteofthesuccessearly“Timberwolf W standard. air-wash technologyhasbecometheindustry successful, anditbecameoneofmanymilestonesforWolf Steel.Today, air-wash systemsintheindustry. Thisnewtechnologyprovedtobevery push againsttheglassfrominside,Wolfgang designedoneofthefirst sides ofthedoorwhereairgoesintofireboxandmaking regardless ofthequalitywood.Byputtingspindraftson fire, thingstoensurethattheglassstayedclean Wolfgang trieddifferent complaints fromcustomerswhosaidthattheycouldnolongerseethe andblackened overtime.Facedwith glass onthedoorbecamedirty depending onhowwetthewoodwasthatstovefiredwith, for thestoveaswell?”Discussing theprosandcons,theybothfeltthat again, Wolfgang asked: “Why not Napoleon? Wouldn’t that name work namefor thenewstove.Takingdifferent inspirationfromthecognacbottle created dooranylonger, Wolfgang thinkingabouta andIngridstarted hy

not

® ” didnotfitthemorepolisheddesignofnewly- N apoleon ® ? ” models,asWolfgang stoves, theownerWalter Elzner, wasnotinterestedinNapoleon products stoves intheBarriearea.Since theywerehighlysuccessfulinsellingFisher store inOrilliacalledtheFireplaceBoutique , whichsoldalargenumber of Wolfgang interested in getting his product into a retail was particularly was consideredjustanotherstovemanufacturercompeting formarketshare. Napoleon stoves,becausenotonlyweretheyunknown,but Wolf Steel the marketplace.Establishedfireplacedealersdidnot wanttotakeon whose productswerewell-known,andasaresult sellingwellin because hisproducts. Atfirst,hemetwithalotofresistance Ontario whowouldcarry togrow,As thecompanystarted Wolfgang soughtoutretailersinSouthern T After coming out with the first Napoleon stoves in 1980, Wolf Steel/ Napoleon Bonaparte’s famoushat. was developedinasimilarfashion,asitfeaturesstylizedrenderingof introduced to the market under that name. Later on, the company logo models withPyroceramhigh-temperature glass andair-washsystemwere the sophisticated stoves that they were about to produce. Thus, in 1980, fitforthemore language,wasaperfect name, whichisthesameinevery standards forproductsafety, aswellotherevaluationcriteria. approval meantthatthe“Napoleon”stovemetorganization’s various stove approvedbytheCanadianStandardsAssociation(CSA).CSA productmanufacturerstohavetheir Napoleon wasoneofthefirsthearth rade brand was born, andthecompany’sNapoleon brandwasborn, single-cast-iron-door Fisher, S Heritage, andVermont Castingwerelargemanufacturers hows

and D istri bu tion

s 1980’ the ring u d evelopment D siness u B and Brand apoleon N the of Birth he T ? apoleon N ot N hy W 70 NAPOLEON | THE ART OF FIRE Ingrid exhibitingNapoleonproductsattheNationalHomeShowinToronto, early1980’s. produce fastenoughtomeet customerdemand.Inordertokeepupwith high atthattimeWolf Steel wasrunningoutofspaceand couldnot to beindependentfromoil. Customerdemandforwoodstoveswasso duringtheoilcrisisofearly1980’sparticularly wanted wheneveryone Fireplace BoutiquewasextremelysuccessfulinsellingNapoleon product, stove aswell.Duetothestove’s uniquedesignandexcellent quality, the future, Mr. Elzner eventually decided to take on the Napoleon glass-door was cutting into his market and that glass-door design was the way of the homeowner tobuyhisglass-doormodelinstead.Realizing thatWolfgang competitor atthetime.Wolfgang, however, succeededinconvincingthe wished himgoodluck.Mr. Elznerobviouslydidnottake him seriouslyasa time thathewasgoingin.WithachuckleandlaughingatWolfgang, he stove installinaprivateresidence,Mr. Elznerwascomingoutatthesame at first. Wolfgang remembersonetimewhenquotingajobforwood constantly claiming that his glass-door stove was inferior to their non-glass constantly claimingthathisglass-door stovewasinferiortotheirnon-glass Wolfgang insisted. Wolfgang had grown tired of breaking aswell.“No,they don’t break, theycantakealotofforce”, no goodbecausenotonlydidtheysmokeup,but wereproneto Boutique alreadyandthat Mr. Elzner hadtoldthemthatglassdoorswere thattheyhadbeentotheElzners’Fireplace their conversationhelearned Napoleon glass-doormodel,Wolfgang approached them.Throughout was attachedtotheplantbuyastove.Astheywere lookingatthe early daysofthecompany:onedayacouplecameinto thestorethat With a chuckle, Wolfgang remembers the following incident from the first inlinetogetasmanyunitstheElznersneededfortheirstore. Napoleon plantat5a.m.,twohoursbeforetheyopened,inordertobe the suddenboomforwoodstoves,Mr. Elzner’s wifewasfrequentlyatthe Napoleon’s competitors sales associateofHansMartin. Napoleon attheNationalHomeShowinToronto. (EnergyMiserdealer),Wolfgang, LtoR:HansMartin the firsttime,Wolf Steel showedboththeir“Timberwolf largest consumershowforhomeproducts.Whileexhibiting inToronto for at theNationalHomeShowinToronto, Canada’s longest-runningand like NewmarketandGravenhurst,Wolfgang exhibiting andIngridstarted In 1982,afterexhibitingtheirproductatlocaltrade shows inplaces but, toWolfgang’s relief,boughta Napoleonglass-doorstovenevertheless. tosavethesituation. Thecouplehesitatedforamoment, as hewastrying acuttohishandandthebloodwasdrippingontofloor He hadsuffered instantly. Hispersonalembarrassmentoutweighedthephysicalpainbyfar. glass fullforce.To hisgreatdismay(andphysicalpain),theglassshattered models, andso,toprovehispoint,heclenchedfist,tookaimhitthe walking by their booth, laughing and making derogatory remarks atthe walking bytheirbooth,laughing andmakingderogatory Napoleon stovewiththeglassdoor. Wolfgang rememberscompetitors ® ” modelsandthe

Trade showinMontreal,Quebec,circa1983/84. told Wolfgang thathehadrequestedFisher’s headoffice inOregon the mansaid:“Icantellyour glass-doormodelisdoingreallywell.”He talking, not have a model with a glass door at that time. As they started whom theywerecompetingwith.UnlikeWolf Steel , FisherStovesdid At anothertradeshow, Wolfgang mettheownerofFisherStovesinBarrie most popularmodel,sellingthousandsofunits. the much larger. Themarketsoonprovedhowever, thatsmaller wasbetter, as comparatively small-sizestove,atatimewhencompetitors’ unitswerestill this model,Wolfgang haddesigned andintroducedtothemarketa specifically toheatsmallspacesofup1200squarefeet.With door stoves.Thatmodelwasnamed“1200”becauseitdesigned small sizeofthe“N1200”,whichwasonetheirNapoleonglass- wood-burning stovewiththesingleglassdoorbecametheir Napoleon wood-burning

s 1980’ the ring u d evelopment D siness u B and Brand apoleon N the of Birth he T ? apoleon N ot N hy W 72 NAPOLEON | THE ART OF FIRE Custom fireplaceglass doors. Napoleon Model1200. Highly efficientN2001 DeluxeStovewithtiles. Napoleon productline intheearly1980’s. Wolfgang infrontoftheNC-16Napoleonstove. W I Napoleon begandistributingfireplace accessories,includingachimney Furthermore, Napoleon namewithacatalyticcombustor forcleanburn. modelwasbrought intothemarketplaceunder new wood-burning In1985,the“N2001”,a of the“NFIDeluxe”and“Classic”inserts. In 1982ahotwaterheating jacket wasadded.1983sawthelaunch top aswellanextra-largeceramicglasswindowwere introduced. Deluxe”andthe“DeluxeStove”withceramictilesonside Insert new productsthroughoutthe1980’s. In1981,theNapoleon “Fireplace high-temperature glassandair-washsystem,Wolfgang developedmany featuringasingle door withaceramic stovesandinserts wood-burning Building ontotheearlysuccessofcompany’s firstNapoleon lineof G stove manufacturingplantsshutdownwhileNapoleoncontinuedtogrow. was asking for Napoleon products. Eventually the Fisher andotherBarrie it was too late. By then, the Napoleonnamehad spread and everybody a glass-doormodeltheycouldnolongermeetcustomers’changingtastes, not getdirty. Whenotherstovemanufacturersfinallyrealizedthatwithout he hadalsodesignedacleaningsystemthatensuredtheglasswould that model whichmetwithcustomers’desiretowatchtheflames,butfurther aglass-door in thismarketwasobviouslythathiscompanynotonlyoffered overtime.Wolfgang’sbecause theglasswouldgetdirty crucialadvantage stoves down, arguingthatglassdoorswerenotsuitableforwood-burning compete withWolfgang. Fisher’s headoffice,however, him hadturned design astovewithglassdoorundertheirbrandname,sothathecould nnovation rowth ood - B u

thro rning : A u dding gh P rod

N u ct ew

s 1980’ the ring u d evelopment D siness u B and Brand apoleon N the of Birth he T ? apoleon N ot N hy W 74 NAPOLEON | THE ART OF FIRE Napoleon productbrochures. the “Timberwolf brand, becameidentifiedbyconsumersasNapoleonwell. ever-more popular, Wolf Steel,themanufacturerbehind Napoleon stylesandmodels. AsNapoleonproductshadbecome indifferent inserts a completelineof fireplaces, stovesand wood stovemodel to offering years popularity andcorrespondingdemandforNapoleonproduct.Within10 Napoleon and“Timberwolf popular lineofstovesandfireplaces.Bythattime,afterproducing “Lowboy”fireplacecompletedNapoleon’splus the“WM-1020”masonry toEnvironmentalProtectionAgency(EPA)tested andcertified standards, and undoubtedlymadeitaninstantsuccess.In1989,threenewstoves, whichcontributed to its popularity,one ofthelargestdoorsinindustry productfeatured tocustomersforthefirsttime.Thisparticular was offered zero-clearancemodel(“NZ2000:Prestige®”) fireplace, awood-burning 1988, seeingtheneedforwoodstoveefficiencyinazero-clearance large salesincreaseinbothstandard-andcustom-doorassemblies.In the glassdoorlinewaschangedtoaluminumextrusion,resultingina doors undertheDynastylabel,aswellwrought-irontoolsets.In1987, line. In1986,Napoleonbeganmanufacturingtheirowncustomglass product within Canada. In 1982, and Ingridbeganlookingfor waystoexpandthedistributionoftheir As demandfortheirNapoleon stovescontinuedtogrow, Wolfgang within F T erritorial rom Wolf Steel/Napoleonhaddevelopedfrommanufacturingasingle C ® ” line had been discontinued due to the overwhelming ” line had been discontinued due to the overwhelming C oast anada ® ” modelsside-by-sideforanumberofyears,

Ex to C pansion Wolf Steel/Napoleon broke into oast –

for Wolfgang hisvisionintoreality. tofocusonplanning,andturning hisshoulders,Ingridmadeiteasier administrative sideofthebusiness off intheirrespectiverolesovertheyears.Bytaking each otherperfectly Wolfgang alwayslookingatthe bigpicture,theyhavecomplemented detail-orientedand distributors andcustomers.WithIngridbeingvery administration, shedidalotoftalkingtoandnegotiatingwith theirdealers, marketing, accountingandsalesadministration.Inlooking aftersales concentrated ontheadministrativesideofbusiness: HR, advertising, new products,aswellonpurchasingandproduction, whileIngrid Wolfgang’s mainfocuswasonresearch, designanddevelopmentof together as an entrepreneurial team, separated their functions early on. areas,IngridandWolfgang,strengths indifferent whilealwaysworking With bothofthembeingstrong-willedpersonalitiesandhavingparticular J Napoleon wasrepresentedcoast-to-coast. as a distributor in the East Coast market, signed on to serve an agentinWestern Canada.When, in 1986,CompactAppliances byadding Napoleon expandeditsgeographicalscopeevenfurther the agent for manyyears. Jean was instrumental in establishing a market for them becausehelikedtheirwoodstovesandremainedQuebec with wondered.” Inspiteofhisearlyskepticism,heagreedtopartner them: “WhenIsawyou,youtwoyoungkids,forthefirsttime,seriously their Quebecagent.Manyyearsafterthatfirstmeeting,Jeanconcededto Wolfgang traveledtoMontrealmeetJeanBerlie(BerbecDistributions), the QuebecmarketbyopeningawarehouseinMontreal.Ingridand oint Napoleon brandinQuebec.Threeyearslater, in1985,Wolf Steel/ L eadership Wolf Steel/ Road but the railing side of the business was terminated in1988.With Road buttherailingsideof the businesswasterminated Wolf Steel hadcontinuedtomakerailings evenafterthemovetoNapoleon stoves had become the company’sAlthough wood-burning main product, and in1986moreofficespacewasadded. shipping andreceivingareawarehousewasintroduced in1985 to grow. To andincomingordersanadditional keepupwithinventory year,added tobitbyevery as demandfortheirstovescontinued gavethemroomtoexpand.Thepremiseswere while the7-acreproperty immediately provided them with 10,000 square feetof operating space Roadintothatfacility.operations fromBellFarm Thenewlocation 1984, following immediate renovations, on Innisfil Beach Roadas adown-payment. In the company property Wolfgang boughtthelandand10,000squarefootbuilding,using Spencer aboutthepossibilityofpurchasingit.Afteragreeingonaprice, facility inBarrie,Wolfgang approachedtheownerofproperty, Mr. KnowingthatFisherStoveshadcloseddownits better inthelong-term. thatwouldaccommodatetheircompany property a completelydifferent looking for for their manufacturing needs as well. As a result, they started wouldsoonbetoosmall property could alreadyforeseethatparticular and Wolfgang realized how well things were continuing to progress, they to buildanewplantrightbesideHighway400.However, whenIngrid onInnisfilBeachRoad,wheretheyintended bought aone-acreproperty Road was bursting rented at plant its on seams, Bell the Farm company onamajorhighway.always wantedtoownaproperty In1982,astheir Knowing thatlocationwouldbekeytocontinuousgrowth,Wolfgang M ove

to N apoleon Wolf Steel/Napoleon moved R oad

s 1980’ the ring u d evelopment D siness u B and Brand apoleon N the of Birth he T ? apoleon N ot N hy W 76 NAPOLEON | THE ART OF FIRE until 2001. hiswifeJeanandDonFoster whomanagedtheretailstoretogetherwith hiswifeMargCharlebois L toR:RonNoordhoff, a warehouseintheback. The planton9NapoleonRoadcirca1986afteraddingatesttower, officesandawholesaleshowroomatthefront on9NapoleonRoadwhenpurchasedin1983. The originalproperty smoke. With the showroom attached to the plant, Don had fired up a yelling “Open the doors!” asthe showroom was quickly filling up with his wifeMargCharlebois), would comerunningintothemachineshop once that their store manager Don Foster (who ran the store together with ithappenedmorethan foot showroom.Oncolddaysinthewintertime, After movingtoNapoleonRoad,thecompanyhada 1,000square just go‘bang’dependingonthetypeofsteelweused.” steelplates.AccordingtoRon,“itwould punching flueholesintoquarter associate,remember thegroundshakingastheybegan longest-serving few drillpresses.Wolfgang Wolf andRon Noordhoff, Steel/Napoleon ’s ironworker, asmallpunchpressfromGermany, abeltsander, aswella For equipment, Wolf Steel had a 90-ton mechanical shear, a little Schuler movebypullingalever.able tomaketheplatform hooking thehydraulicpumpofforkliftontoanelectricmotor, theywere electricforklift. After andattachedittothemastfromaworn-out platform own elevatorsystem.Aftercuttingaholeintothefloortheyconstructed the stovesupanddown,Wolfgang andhisteamdesignedbuilttheir were paintedwaslocatedinthebasement.Inordertobeablemove While production was on the main floor, the spray booth where the stoves second “assemblyline”wasestablished. rolled downthelinetonexttable.Asvolumecontinuedincreasing,a the welders placed at the front, the fireboxes, after being welded together, With by conveyorsfortheproductionofNapoleon“Deluxe”inserts. product, sufficient spaceavailableandanever-growingdemandforNapoleon Wolf Steelbuiltitsfirst“assemblyline”ofwork-stationsconnected right away. shewantedtotakehimthehospitalbut Deeply concerned, he walkedthrough the door, Ingridnoticed that somethingwaswrong remembers theridebackto the plantasbeingextremelypainful.When into hisopenwoundsandgravelpiecesstillstuckin flesh, Wolfgang highway tomakehiswaybackthecompany. Withthewindblowing picked uphismotorcycle,and,aftercheckingitover, got backontothe Deeply embarrassedandhopingthatnoonehadseenhim fall,Wolfgang andthegravelpenetrateddeepunderhisopenskin. wounds onhisarms, but noprotectiveclothing,Wolfgang severalabrasionsandopen suffered andahelmet, fall”, beforehehittheasphalt.Onlywearingjeans,ashirt noticed gravelontheroad.Hedidn’t evenhavetimetosay“Iamgoing fast in those days”, Wolfgangdoing everything adds), he all of a sudden athighspeed(“Iwas Ashewasflyingaroundthecurve next turnaround. In ordertoget onto the highway, Wolfgang first had togodown tothe motorcycle toridebytheplantonHighway11havealookforhimself. the nearby highway. In order to convince himself, he jumped onto his up Wolfgang wantedtomakesurethattheflagwouldbevisiblefrom hadweldedthepoleoutofsteelpipeandwhenitwent Ron Noordhoff with alargeCanadianMapleLeafflaginfrontoftheNapoleon plant. At onepointinthe1980’s, Wolfgang decidedtoputupaflagpole non-smokingwoodstove! wanting tobuyaclean-burning, and filltheshowroomwithsmoke.Notagoodimpressionforcustomer in thebuildingthatitwouldsimplyreverse,causingstovetobackup amountoftime,somuchnegativepressurehadbuiltup After acertain booth intheplant,andthisultimatelycreatedavacuumbuilding. plant. Inthosedaystheydidnothavemakeupairwhenrunningthespray wood stoveintheshowroomwhilespray-boothwasoperating hand-made wrought-ironfireplace accessoriesbeganin1985. additional storagespacefor thefinishedproduct.In-houseproductionof in thebackofbuildingtoaccommodateproduction andtoprovide for theproductionofwrought-ironaccessories,andadded awarehouse way ofworkingtheiron,Wolfgang boughtanairhammerandtools blacksmith, Wolfgang hiredhim. To accommodatetheman’s traditional oneoftheircraftsmen,aPolish accessories forthemassmarketlaidoff to beanaturalfit.WhenBarriecompanythatwas making fireplace stoves,accessories,suchasshovelsandpokers,seemed wood-burning to complementtheirexistinglineofproducts.Fora manufacturer of wood stoveswereselling well, Wolfgang waslookingfornewopportunities numbershadincreasedto28peopleandNapoleon By 1985,asstaff W F motorcycle atagaragesalelessthanyearlater. by driversgoingtheplantonHighway11.IngridsoldWolfgang’s location and that the flag wasofthe right sizetobe noticed in a perfect second trip,thistimebycar, thattheflagpolehadbeenplaced tolearn whatsoever tothevisibilityofflagpolefromhighway. Ittooka back totheplantfollowingaccident,Wolfgang hadpaidnoattention the remaininggravel.Needlesstosay, thatwhileridinghismotorcycle he waslookedafterprofessionallyandhiswoundswerecleanedupfrom pain hadgottensobadthathefinallyagreedtogothehospitalwhere injuries themselves,whichtheydidatfirst.Afterfourhours,however, the Wolfgang insistedonjustcleaninguphiswoundsandlookingafter ireplace ood S tove A ccessories

and

s 1980’ the ring u d evelopment D siness u B and Brand apoleon N the of Birth he T ? apoleon N ot N hy W 78 NAPOLEON | THE ART OF FIRE Wrought irontoolsets. invaluable part of thebusinessanditsoverallgrowthoveryears. invaluable part Inthatcapacity,in chargeofmarketingandadvertising. shehas beenan all theaccounting,collections,credit,dealerrelations,as wellasbeing roleinthebackground,doing Napoleon, Ingridreassumedherimportant the company. AsthepersoninchargeofadministrationWolf Steel/ towork,becausehefeltthatreallyneededherhelpinrunning to return stayed home. Two years later, in 1982, however, Wolfgang asked Ingrid an associatetolookaftertheadministrationofbusiness whileIngrid would stayhomeuntilbothsonswereinschool.Asa result, theyhired in1980,Wolfgangson Stephenwasborn andIngriddecidedthatshe the administration and marketing, among other things. When their second Chris waslittle,shetookhimtotheofficewithher, asshewaslookingafter representative,andwasworkinginthebusinessfull-time.While service in1977,IngridhadquitherjobatBellCanadaasacustomer was born role inthedevelopmentofcompany. BythetimetheirfirstsonChris From themomentWolfgang hadgoneintobusiness,Ingridplayedamajor N and I a companyfromFrance,assupplierofqualitycastingsfortheirstoves. of theWolf Steelline-up.In1986,Wolf beganusingFrancoBelge Steel, Kem maintenanceproductsandFiremate screens, stainless steel linersaswell as prefab chimneys.Ayearlater, Kel were addedfordistributionthatsameyear, suchasKemstoneboards, In additiontofireplaceaccessoriesmadebyWolf Steel,otherproducts ngrid apoleon

the ’ s C R omp ole

u in teri

the fireplace toolsets became part fireplace toolsetsbecamepart z C ation ompany

Ingrid withStephen(3 monthsold)andChris. Ingrid intheplant,1984. Chris andStephen,1982. Chris andStephen,1980.

s 1980’ the ring u d evelopment D siness u B and Brand apoleon N the of Birth he T ? apoleon N ot N hy W 80 NAPOLEON | THE ART OF FIRE Chris andStephenat the cottage,1986. Chris andStephen,1982. Chris andStephen,1986/87. performance standards (http://csa-international.org). standards(http://csa-international.org). performance safetyand organization forcompliance withnationalandinternational byanindependent CSA approvalmeansthattheproducthasbeencertified services. CSA isanaccreditedproviderofproducttestingandcertification product is approved by the glass-door stovein1980,Wolfgang hasensuredthatWolf Steel/Napoleon Due to the nature of their product, ever since the introduction of the of P advertising material. advertising in Frenchallowedhertodoalltheproofreadingoftheirlanguage entered theQuebecmarket,Ingrid’s academicbackgroundandtraining andmarketingmedia.WhenWolfand otheradvertising Steel/Napoleon brochures, whilesketchingoutdesignsforpaperadvertising, advertising, company. Havingaknackfordesignhashelpedhergreatlyinrole business, shehasbeenhighlyproactiveontheadministrativesideof tostreamlineprocessesandsimplifyrunningtheir who isalwaystrying payroll, HR,salesandotheradministrativefunctions.Apracticalperson business andmanufacturingworldbecamecomputerized,usingthemfor introduced computers (Apple, AppleIIplus) to thecompanybefore driving forcebehindthecomputerizationofWolf Steel/Napoleon,Ingrid up hadfosteredinIngridakeeninterestcomputers.Actingasthe computers, amongotherthings,andthisearlyexposurewhilegrowing Ingrid’s fatherwasanelectronictechniciandevelopingmonitorsfor C rod ertification

the u ct T est T esting Canadian Standards Association T ower

and , CSA

B u ilding (CSA). The (CSA). The Napoleon

sets from Taiwan, possibilities in China was somewhat of exploring further really likeandhadtooffer. tool SinceNapoleonwasalreadyimporting andtheywantedtoseewiththeirowneyeswhatChina was the country At thetime,there was somuchtalk,both negative andpositive,about inadditiontosomesightseeing. explore potentialbusinessopportunities In 1987,Wolfgang firsttimeto andIngridtraveled toChinaforthevery F house whilesavingconsiderableamountsoftimeandmoney. Napoleon tocontinuetestingallproductsandchimneyconfigurations in- wasthetower’sso important height.At55feettall,itallowsWolf Steel/ 700 squarefeetofspacetothefacility. Whatmadethisplantextension towerbuildingadded employees to50.Theconstructionofthelaboratory wasadded,bringingthetotalnumberof was builtin1988andmorestaff Wolfgang decided to go with the second option: As a result, a test tower a testingfacilityontheirownpremisesandmovethein-house. either fly their stoves to Wisconsin and have them tested there or build under the new parameters, there were two options: Napoleon could previously useddidnothavethelegally-required space forCSA-testing to beentirelyencasedinplywood.SincetheToronto companytheyhad mandatedthatduringtestingthefireplaceandchimneyhad CSA further house—atleast40feethigh—withabasement. simulated atwo-story and environmentalstandards,Napoleonrequiredatestingfacilitythat productsweremeetingincreasedsafety andgashearth wood-burning requirements becamemorestringentovertheyearstoensurethat had acompanyinToronto doingproducttestingforthem.AsCSA Prior tobuildinganin-housetestfacilityin1988,Wolf Steel/Napoleon irst T rip

to C hina (1987) spoke English and there were very fewWesternersspoke Englishandtherewere very attendingthefair. ToCanton Fairinthemorning. their greatsurprise,noneoftheexhibitors The dayaftertheirarrivalinGuangzhou, IngridandWolfgang wenttothe totouristsfromlittlecarts. locals weresellingartifacts construction already. Wolfgang andIngridwerefascinatedbyhowmany smallscale,therewasalotof onavery private enterprisewasjuststarting of theworld’s economieshadnotyetbegun.Although mostimportant ownership,asthetransitionofChinaintoone were stillunderGovernment vehicles or taxis. All major were factories either and Government stores were, eventhoughtherewerehardlyanycarsyet.Theonly carstheysaw of bicycles on the roads and they were amazed at how wide the streets Communism inWestern eyes.Wolfgang andIngridnoticedthousands thathavebecomesynonymouswithChinese dark blueMaouniforms inChinastillworethe happening inside.Duringthisperiod,everyone tocatchaglimpseofwhatwas standing infrontofthebuildingtrying people werenotallowedinthehotel,theysawmanyChinese was oneofthenewestandmostprestigioushotelsattime.Sincelocal picked upbyablacklimousinethattookthemtotheGardenHotel,which Upon arrivalattheGuangzhoutrainstationWolfgang andIngridwere Pearl River, ofHongKong. about120kilometers(75miles)northwest Kwangchow, China’s third-largestcity, Chinaonthe locatedinSouthern time, theytookthetraintoGuangzhou,knownhistoricallyasCantonor After flyingintoHongKong,whichwasstillanEnglishcolonyatthe as welltakinginsomeofthecountry’s maintouristsites. Fair, China’s mostprestigioustradeshowwhichisstillheldtwiceayear, a naturalstep.WhileinChina,IngridandWolfgang visitedtheCanton

s 1980’ the ring u d evelopment D siness u B and Brand apoleon N the of Birth he T ? apoleon N ot N hy W 82 NAPOLEON | THE ART OF FIRE Ingrid andWolfgang ontheGreatWall duringtheirfirsttriptoChina. Wolfgang and Ingrid eventually realized that they were talking to the of the language barrier, but also because there were no sales people. the exhibitors,butfoundit difficult tocommunicate,notonlybecause house. Afterdecidingwhichitemstheywantedtobuy, theyapproached personal items,likevases,hand-paintedpictures,andsculptures fortheir America,theyendeduppurchasing sale throughtheircompanyinNorth and ofwhichitemsmightbesuitableforimport a businesssenseinterms of the craftsmanship displayed at the show. Since they could not develop Chineseculturewasaswellbytheoutstandingquality by howdifferent looking atthemanyitemsexhibited,Wolfgang andIngridwereamazed the cleanestroominentirehotel.Astheystrolled through thefair, had beensobadthathesleptinthelobbybecause Wolfgang andIngridthatonlyafewyearspreviously, accommodations good hotels in town, the White Swan and the thattherewereonlytwo Chinese individualsthattheymet,learned When talkingtoamanfromGermany, whowasoneofthefewnon- Garden Hotel. The man told ofagsoigteoiia aoengsfrpaelnu tataeso,18.FirstCNCpunchpressusedintheproductionoffireplaces,late1980’s. Wolfgang showingtheoriginalNapoleongasfireplacelineupatatradeshow, 1988. items withChineseexhibitors when,allofasudden,bellrang.Almost At thefair, IngridandWolfgang werenegotiatingthepurchase ofvarious theSchroetersasfirewood foranentiremonth. served that notasingleitemwasbrokenordamaged.Thewood fromthecrates Canada 5monthslater, theyweresowellpackagedin wooden crates paintings, wereextremelywell-priced.Whentheirpurchases arrivedin shipping, as the handcrafted items, including vases and reverse glass items intheirstore.Theirordertotaledamere$2,500.00 including they wereinterestedin,withthemindsetthatwouldsell theadditional Wolfgang endeduppurchasing 10unitsofmanytheproductsthat insisted onthembuyingmorethan1unitofeachproduct.Ingridand they expressedtheirintenttobuyonesingleitem,theChinesecraftspeople able toengagewiththeChinesecraftsmen.To theirsurprise,whenever show. AfterfindinganEnglish-speakingpersontoassistthem,theywere actual craftsmenwhowereexhibitingandsellingtheirownproductatthe ship hisstockofNapoleon woodstovesbacktoBarrie. Whenasked Representative Max,called Wolfgang andtoldhimthatheintended to Western Canada throughanagentinVancouver, Napoleon’ s West Coast sellingwoodstovesin In 1988,threeyearsafterthecompanyhadstarted M E Wall aswellBeijingwiththeForbidden CityandtheMingtombs. time sightseeing.TheyvisitedtheLiRiver(Guangxi),Guilin, theChinese Once they were finished at the show, Ingrid and Wolfgang spentsome that itwaslunchtimeandtheshowhadcloseddownfortwohours. perplexed visitorsaskedaWesterner what wasgoingon;theyweretold and Ingridthattheyhadtoleaveaswell.Outsidethebuilding, instantly, communicatingtoWolfgang tookoff, theirnegotiatingpartners ntering ar k et (1988)

the G Stove production. Stove production. as F ireplace

seeing right—customer demandwaschangingfromwoodtogas stoves.When fromEnglandandHolland.Maxhadbeen gas fireplacesimported his arearepresentative,Wolfgang noticedthatretailerswerealloffering happening. While visiting all kinds of showrooms in BC together with Wolfgang decidedtoflyoutimmediatelyseefirst-handwhatwas were notsellinganymoreandthatcustomerswantedgasstovesinstead. Wolfgangfor anexplanation,heinformed products thatwood-burning had any background in gas, Wolfgang and several fireplace marketimmediately. Sinceneither Wolfgang norhisemployees plane backtoToronto, Wolfgang knewthathehadtogetinto thegas products toswitchthismarketovergas.”Bythetime hewasonthe by myself.We gas needmoremanufacturers toproduceandadvertise makinggasfireplacesbecauseIcannotgetthismarketgoing to start show. Onthatoccasion,Garrett hadtoldhim:“Wolfgang youhave remembered meetingGarrettFaber, theownerofcompany, atatrade Faber gas fireplaces from Holland inBC showrooms, Wolfgang Wolf Steel/Napoleon

s 1980’ the ring u d evelopment D siness u B and Brand apoleon N the of Birth he T ? apoleon N ot N hy W 84 NAPOLEON | THE ART OF FIRE Napoleon’s first EPA approved wood stoveinsert. quickly as customers appreciated the fact that they do not require a chimney to quickly ascustomersappreciated thefactthat they do notrequirea chimney to By the end of thedecade,direct-vent fireplaces came intothemarketvery soaked inbrine,whichgavethesefireplacestheyellow glow oftheflame. with aseriesofholesinit.Usingcementlogs,theinsulation materialwas fireplaces werequitesimple:theirmaintechnologywas a pan-typeburner units waslaunched.Comparedtothehighlysophisticated “GI2113” insert was Model“3622”,whichaventedproduct.Also in1988,the The firstgasfireplace Wolfgang designedandintroducedtothemarket line toaccommodatethegrowingdemandforgasfireplaces andinserts. In 1988,DynastygasproductswereaddedtotheNapoleonproduct customer demands. whatever needstobedoneinorderadaptandreactchanging an entrepreneur, hisforesightintothemarketandwillingnesstodo Napoleon’s moveintothegasmarketatteststoWolfgang’s strengthas in ordertobroadenhisproductrangefromwrought-ironwoodrailings, Asinthepast,whenWolfgangelectronic parts). hadacquirednewskills purchased components(includinggasvalves,switches,andsomeofthe the muchlightergaugematerialsneededtodevelopaproductwithmore side, ashewentfromheavyplatesteel,bricks,andcast-irondoorsinto Getting intogasfireplaceswassomewhatofagambleon Wolfgang’s they settothetaskofdevelopingfirstNapoleongasfireplaces. previous positionwithabarbecuemanufacturerinBurlington,andtogether Lilly,hired Cliff productsfromhis whohadexperiencewithgas-burning employees tookthegasfittercourseatGeorgianCollege. Wolfgang then Napoleon ismanufacturingtoday, thecompany’s originalgas glass of the Government due to growing environmental concerns. duetogrowing environmentalconcerns. glass oftheGovernment time when wood stoves were increasingly coming under the magnifying ata productcategory tointroduceasecond,alternate with theopportunity technology providedWolffireplaces, butgas-burning Steel/Napoleon Not only did anincreasing number of customers feel drawn to gas move inreactiontoachangingmarketplace. market hadbeenanecessary productandventuringintothegasfireplace Developing agas-burning EPA P “Yellow DancingFlames Theand marketinghis caption team to createa highly realistic flame pattern. assembly,improved gaslogconfigurationandburner allowed Wolfgang technologyaswell over 100feetinahorizontaldirection.Newburner feet horizontal.Its“PowerVent” ventingsystemwascapableofexhausting vent capabilitiesthananyotherdirect-ventfireplaceonthemarketat40 1989, wasdesignedasadirect-vent,zero-clearancefireplace,withgreater be operatedin a home.Model “GD3000”, which madeits appearance in employing aworkforceofover70people. had becomeoneoftheleadingfireplacemanufacturersinCanada, manufacturing spaceof45,000squarefeet.Bythattime,Napoleon area and 12,000 square feet of manufacturing space), resulting in a total 15,000 squarefootadditiontotheplant(3,000feetofstorage company’s growingmanufacturingneeds,1989sawthecompletionofa had tobeenlargedalmostimmediately. Inordertoaccommodatethe thatproductionfacilities outtobesooverwhelming new productturned As Wolf Steel/Napoleonventuredintothegasmarket,demandfortheir rod u ® ” was introduced. ” wasintroduced. ct C ertification

s 1980’ the ring u d evelopment D siness u B and Brand apoleon N the of Birth he T ? apoleon N ot N hy W 86 NAPOLEON | THE ART OF FIRE Direct vent gas fireplace GD 3000, another Napoleon bestseller with the most realistic flame pattern onthemarket,1989. Direct ventgasfireplaceGD3000,anotherNapoleonbestsellerwiththemostrealisticflamepattern wood-burning technologyinorder to meettheEPAwood-burning standardforproduct thatreachedtheoutside.Whenredevelopingtheir amount ofparticles combustion),thussignificantlyreducing the time withintheunit(secondary thesmokeasecond air tubes thatburned the introductionofsecondary solution, chosenbyWolf Steel/Napoleon andothermanufacturers,was ensure compliancewithEPA requirements.However, amoresophisticated the US market. Catalytic combustors provided the simplest approach to seriously eventuallyfellbythewayside,astheybecame excludedfrom their products.Companiesthatrefusedtotakethenew requirements EPA’s initiative,manymanufacturersofwoodstovesredesigned regulatory numberofgramsperhournottobeexceeded.Inreactionthe a certain allowedtobeemittedthroughthechimney,on theamountofparticles with cleaner. After devising specific test procedures, the agency imposed limits to thisgrowingproblembydefiningstandardsmakewoodstovesburn smoky hazefromstovesusedforheatinginthewinter. TheEPA reacted air, someofthesmalltownsinmountainousareasexperiencedathick At times,withthewindcomingovermountainsandstagnating frompollutioncausedbywoodstovesduringthewintertime. suffering states likeOregon,Colorado,andWashington Stateinparticular, were in theUS.Withwoodstovesbeingahugelypopularproduct,mountain woodstovescouldbesold the authoritytoensurethatonlyclean-burning larger mandate,theEPA, withjurisdictionfortheUSonly, wasvestedwith enforcing regulationsbasedonlawspassedbyCongress.Withinthis mandate toprotecthumanhealthandtheenvironmentbydeveloping Agency (EPA), bodyestablishedin1970withthe anAmericanregulatory bytheEnvironmentalProtection sold intheUS,stovesrequiredcertification EPA-certified wood stoves to the company’s line of product. Inorder tobe In 1989,asNapoleonbegansellingintheUS,Wolfgang introduced As aresultofWolfgang alltheinsandoutsof direct- andhisteamlearning problems with glassbreakage,amongotherthings,stillremained. certain to ensurecustomersafety, becausewhentestingtotheCSAstandard, thatthetestmethodsmandatedbyCSAwerenotrigorousenough learned technicians. Astheyfine-tunedtheirunittomakeitCSA-compliant, they evenings, nightsandweekendstogetherwiththecompany’s engineersand that it met both tests at the same time, Wolfgang worked tirelessly long get theNapoleondirect-ventfireplacethroughthesetestsandtoensure Inorderto (that isanexplosion)test,toobtainCSAsafetycertification. fireplaces passtwotests—aleakagetest,aswella delayedignition Canadian StandardsAssociation(CSA)hadmandatedthatdirect-ventgas engineers designed the first were noteststandardstocomplywith.BythetimeWolfgang andhis When direct-vent gas fireplaces were first released into the market,there T T F Napoleon inthemarketplace. improvethe quality of their products and distinguish to further opportunity requirements as yet another the plate again, using the new regulatory of challenges for manufacturers, Wolfgang and his team stepped up to was notmandatedacrossCanada.WhileEPA complianceposedalot production ofnon-EPA approvedproductsaltogether, eventhoughthis comply withthenewstandard.Thus,Napoleondecidedtoterminate product health andcostbenefitsofhavingalltheirwood-burning sold intheUS,Wolfgang andhisteamfullyrecognizedtheenvironmental, a ireplaces esting k ing

D the Napoleon irect C direct-vent fireplace, however, the hallenge -V ent G as —

s 1980’ the ring u d evelopment D siness u B and Brand apoleon N the of Birth he T ? apoleon N ot N hy W 88 NAPOLEON | THE ART OF FIRE Napoleon productbrochures. infringement lawsuitagainst Wolf SteelandClareBrothers.Whenasked to bepushedoutofthemarket, theownersofCFMlaunchedapatent in BC.Expectingthattheywould betheeasiestamongtheircompetitors in Orillia,ClareBrothersCambridge,andCanadianHeatingProducts manufacturers hadadoptedthetop-flueventingconcept, includingHunter configuration.Theywerenottheonlyones,asmanyother particular Wolf producingthe“GD3000”direct-ventfireplaceinthat Steelstarted vent fireplacewithatop-flueoutletalreadyhadpatent onthatdesign, Canadian FireplaceManufacturersLtd. of sensefromatechnicalperspective.Notrealizingthat theircompetitor placing thefluegasoutletattopofunitmade themostamount introduced to the market in 1989, Wolfgang came to the conclusion that When designingthe“GD3000”direct-ventgasfireplace,whichwas CFM damaging effects toamanufacturingcompany’sdamaging effects reputation. was ledbythegoalofavoidingsuchrecallsatallcostsbecause standards. IndevisingthemorerigorousNapoleonstandard,Wolfgang experienced recallsontheirproducts,inspiteofcomplyingwithCSA decided togothatwaybecausemanyofNapoleon’s competitors andmandatedbyCSA.Wolfgangstandard thantheoneformulated day,this very Napoleon tests products to a significantly higher company their model remained fully heat-resistant at even higher temperatures. To temperature, Wolfgangto withstand a certain and his team ensured that two-test procedure.Forinstance,whenCSAmandatedthattheglasshad standard foritsownproductthanwhatCSAhaddemandedthrough vent technology, Napoleoncreatedamuchhigherandmorestringent vers u s W olf who was offering adirect- (CFM) whowasoffering S teel

with theirargumentthatplacing theflueontopoffireplacewasnot agreed prior toCFMandhadshown ittothepublic.Thejudgefurther Vancouver, BC, owned byDanBinzer, whohadusedthesamedesign across design patented.Intheirresearch,Wolfgang andhisteamhadcome already beenusedbyanothermanufacturerbeforeCFM hadthe that CFM’s patentwasnotnovel,andthatthetop-venting technologyhad four categoriesofapatent:mostimportantly, theywereabletoprove When CFMandWolf design withglassallthewayarounditthatwasusedin lighthouses. similar designs.Inhisresearch,hefoundatop-ventedcombustionchamber PatentOfficelookingfor spent twodaysinthearchivesofGerman patented their design. Wolfgang flew to Munich, Germany, where he technology withtop-flueventinghadbeeninexistencebeforeCFM researchingallkindsofpatentstoprovethatdirect-vent his teamstarted by the laws of physics, since gas naturally rises to the top, Wolfgang and that placingtheventontopofunitwasonlylogicalandprescribed settlement, thelawsuitbetweenCFMandWolf Steelproceeded.Knowing patent infringementlawsuitsarealmostalwaysresolvedbyanout-of-court Although Wolfgang hadchangedthedesignandinspiteoffactthat technology already. another competitor, HeatandGlointheUS,hadpatentedrear-vent at thebackofunit;however, thatoptionwasnotavailablebecause wouldhavebeentoplacethefluegasoutlet other logicalalternative came upwitha45degreeangledesignandhaditpatented.The by hislawyerswhetherhecoulddesignthemodeldifferently, Wolfgang , a hearth productmanufacturerin Canadian HeatingProducts,ahearth eventually met in court, thelatterwononall Steel eventuallymetincourt, rather thanmonopolization. byqualityandprice open marketbasedonfaircompetition,determined tokeep producingdirect-ventfireplacesinan the abilityofindustry seemed tobeontheline.Bywinninglawsuit,Wolf Steel safeguarded existenceoftheircompany dollars—but emotionallyaswell,thevery Ingrid, notonlyfinancially—thelawsuitcostthemabout halfamillion Although they won in the end, this was a tough period for Wolfgang and remained accessibletoanygasfireplacemanufacturer. CFM’s patenthadbecomenullandvoid,top-flueventingtechnology roomonchargesofpatentinfringement, and hiscompanyintothecourt that design.Instead,becauseCFMhadinsistedonpushingWolfgang could havemadethemona45degreeanglebecausetheypatented owned themarketfordirect-ventfireplaceswithabackflueand WolfSteel direct-vent fireplaceswithatop-fluegasoutlet;HeatandGlowouldhave that CFMwouldhavebeentheonlymanufacturer allowed toproduce If later, butthefinaloutcomeremainedsame. ayear was void.WhenCFMappealed,thecasewentbacktocourt naturally risestothetop.ThejudgethereforedecidedthatCFM’s patent manufacturer of gas fireplaces, asit madeuse of thephysical fact thatgas flue technologywasbasedoncommonsensethatobvioustoany the resultofsophisticatedresearchsolelyownedbyCFM,butthattop- Wolf Steelhadlostthatpatentinfringementlawsuit,itwouldhavemeant

s 1980’ the ring u d evelopment D siness u B and Brand apoleon N the of Birth he T ? apoleon N ot N hy W 5

Fanning the Flames — Napoleon during the 1990’s Fanning the F lames — N apoleon during the 1990’ s 93 Napoleon product brochures. pansion evelopment D Ex ct u ’s existing production space, machineryspace, existing production manpower and Steel’s Wolf fireplaces. Consequently, a 130,000 square foot building building foot square 130,000 a Consequently, fireplaces. Napoleon rod a P Steel/Napoleon continued to diversify their as Wolf During the 1990’s new stove and fireplace models product lines, the company presented many West Canada’s with decade, the of beginning the At marketplace. the to Coast having become their largest growth area, particularly due to the widespread use of Napoleon fireplaces in new residential construction, builder less-expensive new, a as “GD1800” the introduced Napoleon was well positioned for further was well Napoleon of its position as a expansion in the Northmarket leader American hearth and grill industry. F CILITY and Ingrid building on 9 Napoleon Road, Wolfgang After purchasing the about 120,000 it until it reached a total size of continued adding onto Corporation was at the time the Napoleon Appliance square feet. In 1995, of barbecues, company for the manufacturing founded as an associated all of rapidly increasing demand were already being used to satisfy customers’ for to accommodate the company’s was purchased on Bayview Drive in Barrie new gas grill division. a building supplies chain that had Previously named Cashway Road, after Steel/Napoleon’s where Wolf been located there, in 1996, the street production plant is located was Corporate Head Office and main renamed Napoleon Road.

, , line, and fireplaces for ® nnovation I iversification of

D ct rowth u G Logs”, gas barbecues, the Continental ecade ® rod the builder market), new servicesas the (consumer financing) as well US and market presence (expansion into the widening of Napoleon’s companies to shut them out of China). An attempt by the large utility with bonds closer of forging the in resulted fireplaces gas for market the . By 1994, with affiliated dealers through the Napoleon Dealer Alliance Steel/Napoleon staff numbers having increased to 125 people, Wolf sector employers in the Barrie area. had become one of the largest private was bornIn 1995, the Napoleon Appliance Corporation (NAC) as of high-quality gas barbecues, a separate company for the production Steel, and in 1996 opening up a second primary market. In 1995 Wolf Lifetime and the “President’s NAC achieved ISO quality designation born,applied was processes of sophistication the to attesting Warranty” Napoleon in the production of Napoleon product. Continued demand for hearth combined with the instant success of the barbecue division products within workforce its doubled almost had company the 1997 by that meant century, the of close By the 240 employees. to grown having years, three A D and and Ingrid had laid strong foundations Wolfgang Building onto the period of marked another decade, the 1990’s during the previous of the defined by a multiple-stage expansion continuous growth, square feet space to 250,000 manufacturing/warehouse company’s square feet on on Napoleon Road, plus 130,000 (120,000 square feet Technology, development of new products (Porcelain Bayview Drive), the “Phazer P

The NAC building after renovations. Second expansion to add production and warehouse space to the plant. Second expansion to add production and warehouse space Adding production space during a plant expansion at 9 Napoleon Rd. Adding production space during

THE ART OF FIRE OF ART THE | NAPOLEON 92 94 NAPOLEON | THE ART OF FIRE GD3014 gasinsert. be impossible. Masonry fireplaces (“WM-1020” and “NM-2020”) were fireplaces(“WM-1020”and“NM-2020”) were be impossible.Masonry bebelow grade and regularinstallation would would otherwise the terminal product lineincludeda“periscope” whichallowedforinstallationswhere toenhancethecompany’swood stoves.Othernewitemswhichserved gas Steel/Napoleon addedporcelaincolourstotheirEPA lineoffree-standing stoves,WolfIn 1991,ascustomershadbegunfavouringmorecolourful directly throughtherearandtooutside. other modelsbutstoodoutthroughitsgreaterinstallationease, asitvented as a“heater”.Ithadthesamedistinctivearched-doorlook as thecompany’s The “GD1800” was a“rear-vent” direct-vent fireplace thatwas introduced and accommodatethegrowthofNapoleonproductinWestern Canada. model. Atthesametime,newdistributioncenterswereaddedtofacilitate in North America. in North 85% steadystateefficiency, stove thiswasthemostefficientgas-burning of the“GDS3700”direct-vent stovewithan85%efficiencyrating.At prefabricated zero-clearancefireplaces.1994marked theintroduction (“GI-3600”)designedtofit colours, aswasanewsmallergasinsert In 1993,the“GS3500”gasstovewaslaunchedin4porcelain enamel providinganenvironmentallyfriendlyheatingoption. “high tech”insert, “EPI-1600”alsoenteredthemarketthatsameyearasa wood-burning totheflames.The realisticcharm glowing emberswhichaddedavery The newmodelwasredesignedasahigh-efficiencyheater withunique replaced the “GD3000” which had been launched three years earlier. tested and“listed”tothenewULClinerstandard.In1992,“GD3200” Franco Belge Oil Stove imported byWolfFranco BelgeOilStoveimported SteelLtd. market. The “GD45” as well as the “GD17” with tempered glass doors American one oftheirEuropeansuppliers, andreleaseditontheNorth oilstovemodelsmadebyFranco-Belge , importing Napoleon started America, options. Whencast-ironoilstovesbecamepopularin North window kit,complementedtheextensiveline-upofNapoleon product Double- andtriple-sidedsee-through units, aswellanadd-onbay behind thelogs,actingasa“turboboost”when extra heatisrequired. burner heatexchanger and withanadvanced“furnace-type” secondary same year, Napoleonlaunchedthe“GDS50”direct-ventgasstovewitha (“GDI50”).That insert gas/propane stove(“GD50”)anditscounterpart builders unit.OthernewproductoptionsincludedahighBTU free-standing the markettocomplement“GD22”,satisfyingdemandforatop-vent In 1996,anewdirect-ventgasfireplace(“GD27”)wasbroughtinto entire home when installed in conjunction with its central heating option. met withgreatcustomerapprovalaswell,itwascapableofheatingthe fireplace,was sales projections.The“NZ-25”,asingleunitwood-burning fireplace in1995,itbecameaninstantsuccess,quicklyexceedingall When featurespreviouslyunheardof. both designandperformance boasting marketbystorm, whichtookthefireplaceinsert Window) insert, saw theintroductionofpatentedandhighlyefficient“GI3014”(Bay designed exclusively for the highly competitive builder market. 1994 also 1994, the“GD22”wasaddedasamoreefficientandlarger-BTUmodel as thecompany’s firstbuildermodelatthebeginningofdecade.In eversincetheintroductionof“GD1800” increasingly moreimportant mainly with the private consumer in mind, the builder market had become While inthepastWolf Steel/Napoleonhadproducedgasfireplaces Napoleon began offering the“GD3200”asa“BayWindow”gas began offering crucial totheoverallappearance andappealofthefireplace.As that boththequalityandplacement ofthelogsinsidefireboxwere From themomentheentered thegasfireplacemarket, Wolfgang knew PHA American fireplaceindustry. catapulted an incredibleamountofnewproductlaunchesanddevelopment and and openedupnewsaleschannelsforthecompany. The1990’s saw to breaknewgroundinthehighlycompetitiveconstruction market for builders and contractors, this innovative product allowed fireplaces weredevised in thelate 1990’s as acompletelynew line were introducedasdecorativeadd-onstoallunits.WhenContinenta line withitsnaturaldraftdesign.Various webbedarcheddoorfacias entered themarketthatsameyear, completedtheNapoleonfireplace as acatalyticvent-freefireplacefortheUSmarket.The“GD20”,which new constructioninplaceswherefloorspaceisatapremium,aswell “GD33”, auniquefireplaceonly12”indepthwhichmadeitidealfor vent fireplaces.Newproductsaddedtothelinein1998included the firstcompanytomanufactureaconvenienthingeddoorfordirect- direct-ventgasstovestonaturaldraft.In1998,Napoleonwas to convert introduced, aswasthe“GS-150KTBvent”adaptor, apatenteddevice capabilitywere held remotecontrolswithdigital read-out andthermostatic fireplaceforthebuildermarket.Thatsameyeartwohand- a single-burner stood outthroughitssize,beinga“huge” gas fireplace,the “GD17”was diversification inthestove/fireplacesegment.Whereas“GD45” were presentedtoconsumersin1997,leadingevenmoreproduct Z into the market as a serious player in the North Napoleon intothemarketasaseriousplayerinNorth ER® L ogs (1994) Napoleon l®

the anning F apoleon N — lames F 1990’ the ring u d s 96 NAPOLEON | THE ART OF FIRE Porcelain Technologies, CookStoves. theenameling plantco-ownedwithBradMichaelofHeartland and cons of all sorts of names, when Napoleon ’sand cons of all sorts sales manager at the been sittingintheboardroom forseveralhoursalreadydiscussingthepros logs that would catch the buyers’ attention. Wolfgang and his team had After devisingceramicfiberlogs,anameneededtobe found forthenew realistic flamesandglowinglogsintheindustry. technology,burner Wolfgang andhisteamwereabletocreatethemost a glowingemberbed,incombinationwithNapoleon’s state-of-the-art more realistic appearance. By using ceramic fiber logs in the creation of placing thelogsrightintoflame,givingfireplace aricherandmuch black),theuseofceramicfiber logsallowedfor thattheglassturns effect unit (ifmoveddirectlyintotheflamecementlogscreatecarbonto logs. Whereascementlogshadtobecarefullypositionedwithinthe kinds ofmaterialovertime,Napoleonwentfromcementtoceramicfiber company’s researchanddevelopmentteamexperimentedwithdifferent burning product.MarketedunderNapoleon’sburning “Yellow DancingFlames to replicateatrulyrealisticglowinglogfire. the fireboxes,company decidedtoventureintoporcelainenameling instead ofthetraditionalblack orbrownthatwasspray-paintedonto towards stovesinavarietyofcolours When customerdemandturned P trademark, PHAZER time Roger Gripton suggested calling them PHAZER name today, NapoleonusesPHAZER a catchy, name that people would remember. modern A registered trade name associatedwithphazergunswouldstick.PHAZERappearedtobe being incrediblypopularatthetime,assumptionwasthataproduct L Production inthePorcelainTechnologies facility. td orcelain . (1994) ® Logs wereanimmediatesuccessduetotheirability T echnologies ® Log setsinawiderangeofgas- ® Logs. With Star Wars

® ” Grand openingoftheWolf Steel/NapoleonfacilityinKentucky. beneficial partnership toproduceporcelainthroughajointly-owned beneficial partnership over athe mutually porcelain-finishing process they decided to form toestablish control they werefacedwiththesame problem.Inaneffort While talkingtoeachotheroneday, Wolfgang andBradrealizedthat in Cambridgewasanothermanufacturerwhoalso usingGarland. highly unpredictable. Brad Michael,the owner of fromGarland,makingthisbusinessrelationship they weregettingparts quality oftheirworkwasexcellent,Wolfgang couldneverrelyonwhen own product,resultinginlongwaittimesforNapoleon . Althoughthe line ofcookwareaswell,thecompanyalwaysgave prioritytotheir finishing forthem.However, sinceGarlandwasproducing theirown Napoleon usedGarlandAppliancesinToronto fordoingtheporcelain than paint,butalsogivesititsdistinctshinyfinish.Atfirst,Wolf Steel/ pigment init,which,whenmeltedontothemetal,isnotonlymoredurable technology. Porcelainenamelingusesground-upglasswithacolour Heartland Appliances Heartland Napoleon exhibitingattheHPBAExpo. let alonebewillingtotake onanunfamiliarproductlineintruckload a brandname,nobigdistributor in the UShad heardofNapoleon, be achallenge,becauseunlike inCanadawhereNapoleonhadbecome was makinginroadsintotheUSmarket.Distribution, however, provedto PatioandBarbecueAssociation(HPBA)since1985,Napoleon Hearth, patioandbarbecueproductsputonbythe largest tradeshowforhearth, America’s PatioandBarbecueExpo,North After exhibitingattheHearth, D Napoleon owningitoutright. Thecompanyisstillinoperationtodaywith in Mississaugawasborn. to leadtheenamelingplant.Thus,in1994,PorcelainTechnologies Ltd. interest inworkingwiththem,hejoinedWolfgang andBradasapartner company. WhenthemanagerofPorcelainlineatGarlandexpressed eveloping

the

U S M ar k et

the anning F apoleon N — lames F 1990’ the ring u d s 98 NAPOLEON | THE ART OF FIRE Laser machinery usedforprecisioncutting. Laser machinery intheNapoleonplant. Use ofhightechmachinery Delivery ofanewautomatedpunch presstotheNapoleonplantinKentucky.Delivery Airport inToronto.Airport togettherein less thanan-hour-and-a-half from Pearson International staff are convenient flights from Toronto to Cincinnati, allowing Wolfgang and away,further Third,there itwouldhaveresulted inathree-day-turnaround. nextday.drive backthevery Ifthedistributioncenterhadbeenlocatedany product fromBarriecangetthereinoneday, unloadtheirproductand most destinations in the US within one day. Second, trucks bringing in their Kentuckydistributioncenter, Wolf Steel/Napoleon candeliverto infrastructure networkwhichmetalloftheirkeyrequirements. First,from Kentucky foritscentrallocationwithintheUS,aswell foritsexcellent a distributioncenterfortheUSmarket.Wolfgang andIngridchose as and a20,000squarefootfacilitywasrentedinKentuckytoserve In 1998,Wolf SteelUSAwasfoundedasanindependentsubsidiary, as insellingtoUSdistributorswhorecognizedthequalityoftheirproduct. establishing relationshipswithUSdealersintheirareasofinterestaswell tosignupindividualdealers.Napoleonwassuccessfulin when trying readily availablemadeitmucheasierforNapoleon’s salesrepresentatives time.Havingproduct tosupplytheirproductinamuchshorter opportunity themthe product toUSdealersanddistributors,aswellaffording warehouses intheUSallowedNapoleon andAlbany,warehouses inSacramento,California; NewYork. Having Minnesota; as well as St.Louis,Missouri. 1994 saw theestablishment of year. Indiana; St. Paul, In1993 more warehouses were added in Elkhart, 1990, followedbyasecondwarehouseinLakeForest,Illinois,thesame Napoleon established their first public warehouse inDenver, Coloradoin in the US it was vital to have warehouses south of the border, presence quantities. Realizingthatinordertoestablishamorepermanent representatives toshowtheir Wolf Steel/ technology withitsunprecedented levelofprecision,accuracyandspeed process. Astheywerecoming outwithnewproductallthetime,laser technology hadamassive impact onthecompany’s entireproduction Napoleon Roadfacilityhadtobebuiltfirst.Theintroduction oflaser In ordertoaccommodatethelarge-sizemachines,an extension tothe laser machinesforthecompany’s stoveandfireplaceproduction aswell. in theproductionofbarbecues1995,Wolfgang boughttwo5x10 Realizing the benefit of laser technology afterfirst using laser machines consistently high-qualityproducts. pace withthecompany’s growthandfurther, toensuretheproductionof acquired highly automated and computer-controlled machines to keep Napoleon beganrobot-welding.Throughouttheentiredecade, technology wasintroducedandoneyearlater, in1991,Wolf Steel/ CNC as advancedtechnologybecameavailable:In1990,modern quality ofNapoleonproduct,Wolfgang addednewmachinesandtools process. Neverhesitanttoinvestintonewtechnologythatenhancesthe allowsforthehighestlevelsofprecisioninproduction edge machinery As atrainedtoolanddiemaker, Wolfgang appreciatesthatusingcutting- the I products exclusivelyfortheUSmarketatKentuckyfacility. of theborderexpanded,Wolf Steel/Napoleonbeganmanufacturing then distributedittotargetareasintheUS.Astheir market presencesouth meaning that Wolf Steel Canada sold product to its US subsidiary, which At thebeginning,Wolf SteelUSAwasusedmainlyfordistribution, nvesting -A rt M

achinery into S tate

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NAPOLEON | THE ART OF FIRE anti-competitive behavior was destroying the livelihood of independent anti-competitive behaviorwas destroyingthelivelihoodofindependent utility companies were engaged in unfair practices, and that their allegedly Government’s business-regulating authorities. There they argued that the Conditioning InstituteofCanada(HRAI)andtooktheircasetotheProvincial gas appliancesorganizedacoalition,theHeating,Refrigeration,Air In ordertostaycompetitive,independentdealersand distributorsof it withprofitsoutoftheirgassupplyoperations. a lossonthesaleofappliancesbecausetheycouldalways compensatefor with companyassetsinthebillionsofdollars,theywere a positiontotake dealers could not compete with them any longer. As large utility providers fireplaces andotherappliancesintheirstoresatsuchascalethatindividual heavily,gas appliancesvery buttheywerealsosellingdiscountedstoves, By 1995,thesebig players inthegasutilitymarket were notonlypromoting could getouttoconsumers,themoregastheywouldbeablesellaswell. these companies,basedontheconsiderationthatmoreappliancesthey focus onsellingenergy, applianceretailingwasameanstoanendfor appliancessuchasfireplaces.Withtheirprimary they soldgas-burning Enbridge GasDistributionInc.)hadalwaystheirownstoreswhere utility companies.UnionGasandtheConsumersCompany(now Around 1995,Napoleonwasfacinganewchallengefromthebiggas L and C assembly capability. was awayofkeepingupthepaceproductionwithNapoleon’s high arge hanges S tr

Utility u

ggling in

the C M ompanies

with ar k etplace

the

was the main supplier of appliances to Union Energy at the time. In Wolf Steel’s competitorCanadianFireplaceManufacturers Ltd. independently-owned applianceretailers. threatening privatemanufacturers’abilitytoselltheir product through in themarketplace:practiceoftheselargeenergy companies was by thesethreecompanies.Thiswasmorethanjustregular competition Wolfgangovernight, lostmanyofhisdealersastheywereboughtup spending largeamountsofmoneytoputthisprograminto place.Almost the OntariodivisionofUnionEnergy, that thecompanywas helearned Gas andLennoxIndustries.WhenWolfgang metwiththe president of stores wereboughtupainbuyingfrenzybyUnionGas,Consumers appliance marketevolved,andmanyspecialtyfireplacebarbecue over someofthegasenergymarket.Amajorbattleformarketsharein became deregulated and imposed businessstructure.Ataroundthesametime,gasindustry with newtrucks,totakeon the competitionunder the newGovernment- andinstallationdepartments impressive “superstores”,includingservice of business.Duringthatyear, ConsumersGasestablishedmanylargeand unfair, itgavethemoneyearinwhichtheyweretoseparatetheirtwolines When theOEBruledthatenergyproviders’businesspracticewas through combiningtheirgasandapplianceretailoperationsovertheyears. the utilityprovidershadalreadybeenabletotakesignificantmarketshare as dealers welcomedthisdecision,thedamagewasdonenevertheless, operations fromthesaleofgas-poweredappliances.Althoughappliance Energy Board (OEB) ordered the gas companies to separate their gas supply appliance dealers.Manyyearslaterandaftermanymeetings,theOntario Union Gas from BC moved into Ontario taking (CFM) Room withNapoleon GD-36 fireplaceand“Simcoe”modelmantel.

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NAPOLEON | THE ART OF FIRE “Bonaparte” modelwoodmantel. “Bonaparte” Tools usedintheproductionofNapoleonwoodmantels. “Princess” modelwood mantel. “Thomasville” modelwood mantel. more efficiently thantheir largecorporatecompetitors. Althoughmostof in theend.Wolfgang creditsthistotheirabilityrunoperations much not giving up, however, price competitionwiththelargeutilitycompanies.”Being persistentand of moneybyhavingtooperateourownretailstoresand through head-on share. “Itwasatoughfewyears”,remembersWolfgang, “welostalot ended upwithtwelvestoresinOntarioanattempt tokeepmarket withothers,Wolfsome ofthemoutrightandpartnering Steel/Napoleon with thoseretailerswhodidnotwanttosellouthiscompetitors. Buying Realizing theseriousnessofsituation,Wolfgang up decidedtopartner independently-owned dealers. whereas grown itsbusinessthroughclosecooperationwiththeutilityproviders, and theircompetitorCFM.ManufacturingoutofMississauga,CFMhad clash betweencontrastingbusinessphilosophiesappliedbyNapoleon operated manufacturer and large energy corporations. It was alsoa than justaconflictbetweenanindependently-ownedandindependently- with some of Canada’s largest utility companies as being much more Looking backatthischallengingperiod,Wolfgang remembershisstruggle theirretailneeds. did notserve NapoleonandotherproductinareaswhereCFM and onlycherry-pick acquired stores.TheywouldkeepsellingCFMproductforthelargestpart Napoleonproductintheirnewly- were generallynotinterestedinoffering oftheirgrowthstrategy.as part Wolfgang gottheimpressionthat they they intendedtotakeoversmallretailersacrossCanadaandintheUS meetings withexecutivesfrombothcompanies,Wolfgang that learned Wolf Steel/Napoleonhadalwaysworkedinconjunctionwith Wolf Steel/Napoleon was able to persevere hand-carved wood mantels madeout of selected solid hard wood(the hand-carved option. Napoleonbeganmanufacturingavariety ofmantels,including producing mantelsin-house.Wolfgangstarted went withthesecond in mantelproductionaltogetherormovedtheequipment toBarrieand therefore hadtomakeadecision:heeitherdiscontinued hisinvolvement only wantedtheretailstore,butnotmantelproduction. Wolfgang respectively. the Maltonstoretoitsmanager, Whenheoffered thelatter during thestrugglebacktooriginalownersor storemanagers companies wasover, Wolfgang sold theretailstoreshehadacquired standards. AftertheconflictwithConsumersGasand othergasutility of workmanship and managementwasbroughtinlinewithNapoleon someone to look after it. That way he was able to ensure that the quality resolve this issue, Wolfgang bought new equipment for the shop and hired inefficiently.mantels there, but soon found that the shop worked very To had amantelshopattachedtoit.Hedecidedusethefacilitybuild corporations, Wolfgang boughtaretailstoreinMalton,Ontario,which At thesametimethatNapoleonwascompetingwithutility I M product backon. was abletosignmostofthestoresthathadpreviouslycarriedNapoleon ownersortothestoremanagers.ThatwayWolfformer Steel/Napoleon the retailmarket,storestheyhadacquiredweresoldbacktotheir competitors. Whenthelargeenergycompanieseventuallypulledoutof year,each andevery Wolfgang wasconvincedthathecouldoutlasthis the retail stores n oving -H o u Wolf Steel/Napoleon had opened up were losing money se M antel P rod u ction

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NAPOLEON | THE ART OF FIRE Dealer triptoMorocco. First dealertriptoLondonandParis.Gettingontothehovercraftcrosschannel. Ingrid andWolfgang duringadealertriptoGreece. foreveryone. Dealer triptoItaly–DavidMalcomofOverridgehadmadeupshirts Ingrid andWolfgang inMexico withSandraandShaunMullanonthe right. Dealer trip–raftingin Jamaica. Dealer trip–relaxinginPuntaCana,DominicanRepublic. duringtheNapoleondealertriptoTunisia.Enjoying refreshmentsinthemiddleofdesert Dealer triptoItaly. Dealer triptoTunisia.

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the anning F apoleon N — lames F 1990’ the ring u d s Fanning the F lames — N apoleon during the 1990’ s 107 Niagara Falls wine tour during the 2010 Napoleon Alliance dealer meeting.Niagara Falls wine tour during the 2010 Napoleon Alliance 2010 Napoleon Alliance meeting.

Alliance Dealer Program Alliance Dealer Program product, the decision was made was decision the product, lliance A Napoleon rogram P apoleon N

ealer he T Although dealer incentive trips to exotic locations had servedAlthough dealer incentive an important bonds between to the forging of strong personal purpose by contributing staffNapoleon of dealers and to discontinue the trip incentive program in 1999. Not only did organizing incentive program in 1999. Not only to discontinue the trip and Ingrid also time, but Wolfgang a lot of Ingrid’s these trips take up a much greater spent on trips could be used to realized that the funds key dealers who had been partadvantage for their of the Napoleon success story from early on. As Napoleon was reaching the top in terms competition became more cut- of being recognized as a brand name, throat with individual competitors starting product and pricing to copy their as well. Furthermore,having become much more competitive when the big startedcompanies energy across dealers independently-owned up buying to help those dealers that Ontario, it became imperative for Napoleon product selling Napoleon keep to and independent remain to decided to order In corporations. utility the against competitive more become to their twelfth told his key dealers during achieve that goal, Wolfgang incentive program, they needed trip and final trip under the company’s for better pricing from Napoleon so that they had more funds available advertisingWolfgang stores. their into consumers drive to promotion and Steel/Napoleon was terminating the trip incentive announced that Wolf program and was launching the Napoleon company put the money previously instead. Under this new program, the spent on trip incentives towards preferential treatment of Alliance dealers on deliveries, special offers, higher discounts on builder models, as well as further levels. Napoleon also helped Alliance dealers with rebate D

e k a I M olfgang W and ”

ame N y ireplaces chroeter F “M S partsDealer trips to various world created many shared memories of the and Ingrid, their staff on as well as their key dealers: between Wolfgang behind in the desert. was left In for instance, Wolfgang their trip to Tunisia, Portugal, The funniest experience, however, bus. push the to all had they on one of their occurred laugh to this very day, which makes Wolfgang entertainment staff put on when the cruise company’s cruises. One night, Vice main theatre, Napoleon’s an impersonator competition in the ship’s Gripton, having had a few drinksPresident of Sales at the time, Roger makeup and signed dressed up as a woman, put on a wig and already, up for the event. After performing on stage, the winner of the competition was determined Towards by applause, with Roger coming in second. the host interviewed the participants in front of thethe end of the show, they were from and what they didaudience, asking for their name, where Ingrid and many of their staff and dealers were for a living. Wolfgang, turn questions. to answer those sitting in the audience when it was Roger’s is could not believe his ears when Roger replied: “My name Wolfgang Schroeter; I am from Barrie, Ontario, and I make fireplaces.” Wolfgang as they switched on the TV in theirThey all had a big laugh. The next day Roger again: was it there channels, the through flipping were and cabin a woman pretending that he wasin full makeup and dressed up like entertainment program had their surprise, the previous night’s To Wolfgang. home channel all been video-recorded and was broadcast on the ship’s day long. This anecdote has remained one of the most treasured personal over 35-year-long history to this present day. stories in the company’s

and key

in many ways: In ways: In many in Napoleon ealer D product they purchased, dealers purchased, they product Napoleon rogram P apoleon N

he ncentive was launched Until 1999, when the Napoleon Alliance Dealer Program to make dealers of Napoleon product more competitive, the company dealers as a company incentive. organized twelve major trips for their of amount the on Depending for participatingqualified Paris, as London, such to destinations trips in Portugal, as well as two Greece, Italy Costa Rica, Morocco, Tunisia, and Ingrid, their sales staff and key executives cruises. With Wolfgang participating additional forum in these trips, dealer trips provided a great between Napoleon for solidifying close personal relationships between a manufacturer dealers that went well beyond typical relationships and store-owners carrying in their product. Whether it was riding camels the Saharan desert, or participating exploring historical sites in Europe the for responsibility assumed who Ingrid, Morocco, in Ramadan in dealer incentive program, put a lot of effort into designing and organizing these dynamic trips that were highly popular with Napoleon dealers, the sales staff and management alike. company’s T “Westchester” and “Thomasville” models) as well as the Napoleon as well as the “Thomasville” models) and “Westchester” “Signature Series” which incorporates a variety of styles from traditional from traditional a variety of styles Series” which incorporates “Signature to modern “Simcoe”, “Metro”, of “Georgian”, the product names under “Princess”, “Bonaparte”, Having an in-house wood shop and “Elegance”. benefitted has makers, cabinet skilled with building product mantels, the wood shop has been addition to producing custom-furniture trade shows, as well as making displays for used that is in different departments of the company. I

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NAPOLEON | THE ART OF FIRE L toR:RaymondandRosieTeasdale, KevinDixonandwife. Dress uptimeduringthe2010AlliancedealermeetinginNiagara. 2012 AlliancetriptotheDominicanRepublic. and the dealers and continues to grow every year.Napoleon andthedealerscontinues togrowevery the day,working withthecompanyunder theAllianceprogramtothisvery Napoleon line-upwithotherproduct.Asmanyloyaldealershave been to thesellingofNapoleonproduct,leavingthemroom fillholesinthe Alliance dealer, store-ownerscommitted80percentoftheir retailspace and suggestionsonhowtoimproveproduct.Inorder tobecomean manufacturer/dealer meetingswheredealerscouldprovide feedback aswellorganizingregular efforts, their marketingandadvertising Napoleon Alliance Dealer Program has worked out very wellforboth Alliance DealerProgramhas workedoutvery

Napoleon Alliancemeeting. ata Roger Griptondressedupasafairy even betterinthefuture.One year, whenNapoleon dealersanddistributors on howtoimproveproduct and howtosupport purpose ofexplainingnewproduct andtogatherfeedbacksuggestions and distributors.Thesemeetingsalwaysincludeaseminar sessionforthe year, Oncea additional avenueforlisteningtodealers’feedbackandconcerns. dealers anddistributorsonapersonalbasisaswell as providingan oftheSchroeters’approachtogettingknowtheir were, arestillpart Currently, dealertrips,thoughmuchmorelimitedinscopethantheyonce Opening ofFinance2000withAnnGayosandWolfgang inthefront.AnnGayoswasinstrumental inmakingtheprogramasuccess. staff and management meet with their Canadian dealers andmanagementmeetwiththeirCanadiandealers Napoleon staff put on a costume party put onacostumeparty 1998 Qu weeks. “No power, no problem!” was issued byEnvironmentCanada thatpoweroutagescouldlastforseveral their owninstallationsbecause theywantedheatinviewofwarnings knew who was next in line. A lot of people ended up doing that everyone usinganumberingsysteminordertodealwithdemandso stores started who werepushingtogettheirinstallationsdonebefore others.Some long lineupsintheirstores. Even fistfightsoccurred betweencustomers day. Ontarioevery to QuebecandEastern TheirQuebecdealershad power failuresituations,Napoleonshippedalmostatruckloadofproduct a manufacturer of wood and gas stoves and fireplaces that also work in were sellingstovesinhugequantities.SinceNapoleon wasknownas NapoleondealersinQuebec As peoplepreparedfortheicestorm, power outageslastedformonths. transmission towerscollapsedunderthatweight,someoftheresulting layers oficemainlyinQuebec.Whentrees,hydro-andutilitypoles 1998,freezingraincreatedthree-tofour-inch-thick For sixdaysinJanuary asoneofthecountry’sCanadian history largestrecordednaturaldisasters. USthathasgonedownin ofNewBrunswickandthenorth-eastern parts Ontario, inQuebec,Eastern 1998 wastheyearofgreaticestorm C H one criticallookathisVPandsaidjokingly, “You arefired!” Roger Gripton,andhiswife,showedupdressedasfairies.Wolfgang took for theirAlliancedealers,thecompany’s Vice PresidentofSalesatthetime, risis elping : N e Ou apoleon b ec t

I in ce T S Napoleon’s slogan. advertising imes

and torm

of the

only openduringbusinesshours. In2011,realizingthattheycouldnot whereasNapoleon’s departments had 24/7service betterprogramsbecausethey 2000 market.Thebankscould offer consumer credittobelow$1,000.00aswell,cutting into theFinance as banksandotherfinancialinstitutionsloweredtheir dollar figuresfor to agencies. However, aftertwoorthreeyearsofproviding consumercredit tocollection down withthemandworkoutaplaninsteadofresorting their regular payments any longer, a Napoleon representative would sit consumers foundthemselvesinfinancialdifficultiesand couldnotmake aswell:Whenindividual more flexiblethancomparablebankservices in the lower dollar segment, but their program was more personal and not onlybecausetheywerethefinancecompanyprovidingcredit product.Inthebeginning,Finance2000wasquitesuccessful, particular the financingcompanieswouldfinanceconsumerswantingtobuythat $2,000.00. SinceNapoleonbarbecuesweresellingforless,noneof banks generallydidnotgrantconsumercreditforamountslessthan a lotofconsumerfinancingavailablethroughfinancialinstitutions, was toprovideconsumercredittheircustomers.Althoughthere Finance 2000.ThepurposeofthisprogramunderIngrid’s leadership theirownconsumerfinancecompany,and Ingridstarted dubbed In 1998,afterrealizingagapinconsumerfinancingoptions, Wolfgang F the ice storm. the icestorm. of when facedwithextendedpowerfailuresduringandintheaftermath Thanks to inance Napoleon customers,thefinancingsidebecamemorecompetitive Napoleon product, a lot of people had heat in their homes 2000 phone lineswere

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NAPOLEON | THE ART OF FIRE fireplaces wereinstalled. One ofthehighrisesinVancouver whereNapoleongas F C of fireplacestobeputinto newcondounits.TheCanadianhigh-rise were builtthroughoutthedecade, developersorderedlargenumbers construction industry. Asmanynewhigh-risecondominium complexes manufacturers didwellbysellingdirect-ventgasfireplaces tothenew- Beginning in the early 1990’s, product Napoleon and other hearth M S down theircompany’s financingprogram. compete withthebanksinlongrun,Schroetersdecidedtoclose erving ireplaces ondomini ar k et –

the N u

apoleon in m C H D highrise building. forthegasfireplacesarevisible ontheoutsideofthis The terminals Vancouver onstr igh evelopments -R

u ise ction

electric fireplaces, which are easier to install and more cost effective. In electric fireplaces,whichare easiertoinstallandmorecosteffective. time, developers,architects andcondominiumownersswitchedto having becomelesspopular innewcondominiumconstruction.Over to the condo market. Today, the market has changed with gas fireplaces Napoleon washighlysuccessfulinpromotingandsellinggasfireplaces and theirregionaldistributor, Delco,inLangleyandNanaimo,BC, of apoweroutage.Drawingonthecombinedstrength ofNapoleon intheeventualityvalue, butalsobecausetheywouldkeeptheunitswarm were wellreceivedbynewcondoowners,notonlyfor theiraesthetic unit.”Gasfireplaces condominiums inBChaveagasfireplaceevery Home in2002,Wolfgang said:“Ibelieve about80percentofnew and withHearth were designedwithfireplacesinmind.Inaninterview in market with gas fireplaces started Vancouver where most new units

Entrance totheNACbuilding. The NACbuildingwhenpurchasedandbeforerenovations,1995.

Introducing thenewgrillstoNapoleonsalesteam,circa1996. Napoleon grillsboothattheNationalHomeShowToronto, 1997. manufacturer of stoves and fireplaces over the years, the fact that hearth manufacturer ofstovesandfireplaces overtheyears,factthathearth Although the G Becoming to thecondoowner. andotherbenefits condo marketisbasedonpriceratherthancomfort hard tofindinnewcondominiumsthere,as Toronto’s highly competitive never aswidespreadinVancouver. Eventoday, electricfireplacesare Toronto, thesecondlargestcondomarketinCanada,gasfireplaceswere A ppliance rill F Wolfa Steel/Napoleon hadundergonesignificant growthas o M u an nding

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barbecues asapossibilityfor quitesometime,Wolfgang finally decidedto keep hispeopleemployedall yearround.Afterlookingatmanufacturing second productlinetotheirmanufacturing operationsinthespring,hecould was littledemandforfireplaces. a Wolfgang believedthatifhecouldadd employeesafterthefallseasonwhenthere the factthattheyhadtolayoff and Ingridasentrepreneurswhofeelresponsiblefortheir associates,was the company’s retailstoreonHighway11.Mostdisturbing forWolfgang selling barbecues(Ducane forheatingproducts,Napoleon fireplaces duringtheoff-season early 1990’s, decreasedsalesnumbersofstovesand inordertooffset as wellthecompany’s needforlabourroseandfellaccordingly. Inthe their product fluctuating considerably based on the seasons, sales volume challenges.Withdemandfor products wereseasonalposedparticular and other brands) as well as chain saws in and otherbrands)aswellchainsawsin began began

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NAPOLEON | THE ART OF FIRE Napoleon productbrochures. area down to the bare steel and refurbishing it, putting in new windows, area downtothebaresteel and refurbishingit,puttinginnewwindows, majorrenovations,includingstrippingtheentireoffice time andundertook Napoleon purchasedtherun-downbuilding whichwassittingemptyatthe Wolfat somepointbeforebeingownedbyRockwellInternational. Steel/ Bayview Drive,whichhadbeenaRadioShackDistribution Warehouse fortheproductionofbarbecues.Theycameacross214 additional property Napoleon Roadalready, Wolfgang andIngridbeganlookingforan Strapped forspaceintheirstoveandfireplacemanufacturing planton own intothefirstNapoleongasbarbecue. what heconsideredtobetheirbestfeaturesaswellmany ideasofhis examined all barbecueson the market, dissected them andcombined good friend,freshoutofengineeringschoolinMay1994.Wolfgang develop thefirstNapoleonbarbecuehehiredSteveSchwarz,sonofa Wolfgang Inorderto ignoredtheskepticsandwentaheadnevertheless. and thatwasbackedbyanexcellentwarrantywouldsellforprice, product, whichoutlastedcompetitors’cheapermodelsbymanyyears significantly less-expensiveincomparison.Believingthatahigh-quality a barbecueforsuchhighpricesinceallothergrillsonthemarketwere Wolfgang was told time and again that he could not succeed in selling family andtohiscompany’s executives,itwasmetwithgreatskepticism. a pricetagof$999.00.WhenWolfgang presentedtheideatohis out inthemarketplacethroughitsexceptionallevelofqualitythatjustified Wolfgang’s goalwastoproduceahigh-endgasgrillthatwouldstand the productionofbarbecuesunderNapoleonbrand. asanindependentcompanyfor Appliance Corporation(NAC)wasborn enter thatmarketonthemanufacturingside.Thus,in1995Napoleon introduction ofthe“308series”, Napoleoncontinuedtodevelopand Followingthe porcelain base,aswelloptional rearandsideburners. unitwithfoldingshelves,a was launched.Thisasmaller two-burner were trulybreakingnewground.Then,in1996,the“308 series”grill involvedthatthey on BayviewDriveatthebeginning,itfeltforeveryone With only20peopleworkinginthehuge130,000square footfacility 1995. Wolfgang’s goal for the first year was to produce 1,000 units. shelves. FullproductionofNapoleonbarbecuesbeganinthesummer porcelainized steelconstruction,witharoll-toplidaswell aswoodenside (inthe“BC60”model).Thesegrillswerebuiltin optional sideburner with astainless-steelinfraredrearburner, and an 3maintubeburners 1995. Thesewerethe“BC50”and“BC60”units,whichequipped prototypes tobe shown tothe public at the HPBA showin the springof Steve Schwarzandtheirteamworkedtirelesslyondevelopingthree foundations ofNACasabarbecuemanufacturingcompany, Wolfgang, Throughout 1994andearly1995,astheywereestablishingthe reached closeto240,havingalmostdoubledsince1994. numbersinbothcompanieshad andby1997,staff ISO certification and fireplacesthenewNapoleonApplianceCorporation,achieved year, bothcompanies,Wolf SteelasthemanufacturerofNapoleonstoves Once again, Wolfgang same had proven the skeptics wrong. That very for bringing in tenants, as barbecues undertheNapoleon Withinayearafterbeginningproductionofhigh-end and torentoutparts. out—Wolfganga companythatwasjuststarting decidedtosubdivideit sizefor finished facilityamountingto130,000squarefeet—anenormous a new entrance, andnewoffices,among otherthings. Withthe newly Napoleon was using the entire space already. brand, however, therewasnomore need In 1997,NapoleonlaunchedthePresident’s Choicebarbecueasthefirst their grillunitslessboxyaswellprovidingmanynewdesignoptions. usingcastingsintheproductionofbarbecues,thismade Napoleon started slats wereintroducedforsideshelvesinthenew“450series”.When was redesignedtoimprovecorrosionresistanceandlongevity, andplastic caps insteadoftheearliermodel’s thebase weldedlid.Furthermore, the older“BC50”. The new unit included a sheetmetal lid with cast end launch newproductyearafteryear. In1997,the“450series”replaced Napoleon grillcookbooks.

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NAPOLEON | THE ART OF FIRE Napoleon saucesand spices. market, thecompanywasfacedwithseriouschallenge ofestablishing In thebeginning,followingNapoleon’s firstventuringintothebarbecue and toaddmoredesignflexibility. model, thepurposeofconversionwastoimprovecorrosionresistance to acastaluminumtub.SimilarNapoleon’s earliercastaluminumtub units (“360”and“540”).Stillin 1999, the“450model” was converted same year also saw the introduction of two more sizes of “ULTRA CHEF®” unittoNapoleon’sadded alargefour-burner line-upofbarbecues.That looking unitsbuiltentirelyoutofstainlesssteel.In1999,the“P600model” design flexibility. The“SS308”and450”weremorecommercial to improvecorrosionresistanceandcost,aswellallowingformore toacast-aluminumtubinorder in 1998,the“308model”wasconverted SPOGA, Europe’s largestoutdoortradeshowinCologne,Germany. Still forsaleinEuropeallowing certified “405” models.Thatsameyear, the“308”and“450series”unitswere series” ofgrillsmadeitsappearanceinthemarketwith“315”and Jack Daniel’s, President’s Choice, of manyprivatelabel/promotionalunitsforcompaniessuchasLoblaws/ Coffee Time, amongothers.In1998the“ULTRACoffee CHEF® M&M MeatMarkets, to start showingproductsat Napoleon tostart , Tim Hortons Rickard’s Red, spices, cookbooks,andother items. retailers and specialty shops a complete line of gas grill accessories, offers also developedtheir“Continental Specialties”accessoriesprogramwhich phenomenal growthinthegasgrillaccessoriesmarket, Napoleonlater dayforan entiresummerseason.Respondingto barbecued meatevery testing theirfamilyandfriends’favouriterecipes,the Schroeters had Napoleon supplied witheach barbecue unitsold. While gathering and fully standsbehind,Wolfgang decided towriteacookbook,which In additiontoproducingahigh-qualitygrillwithwarranty thecompany company hadbeenusinginthemanufacturingofstoves and fireplaces. cutting stainlesssteel,whichwashardtocutontheAmadamachines for at thetime,butlasermachinesalsoprovedtobeperfectly-suited 4 x8Mazaklasermachines.Notonlywerelasersthelatesttechnology to produce barbecues, When starting and promotedthemintheirstores. barbecue specialtydealersenthusiasticallytookonNapoleonbarbecues on themarketandmostofthemweresoldthroughmassmerchants, away. Combinedwiththefactthattherewerenotenoughbarbecues in barbecues recognized the outstanding quality of Napoleongrillsright fireplace dealersremainedskeptical,ownersofretailstoresspecializing fully developthebarbecuedistributionsideofbusiness.Whiletheir and ittookWolfgang, IngridandtheNapoleonteamseveralyearsto Many oftheirestablisheddealersdidnottakethemseriouslyatfirst, “Why areyougoingintobarbecues?You areinthefireplacebusiness!” Napoleon fireplacedealers,thetypicalresponsereceivedfromthemwas a distributionnetworkfortheirnewproductcategory. Whenapproaching Napoleon purchased its first two snake and turtle blood andmeat. snake andturtle Taipei unusualfoods, including whichisfamousforits restaurantsthatserve well, including a visit toSnake alley, anight market in the oldestdistrict of inTaiwan,potential businessopportunities theydidsomesightseeingas AmericafromTaiwaninto North andChina.Inadditiontoexploring change as a greater number of less-expensive barbecues were imported and others.Bytheendof1990’s, however, themarket beganto bycompaniessuchasWeberand offered , America had stillbeendominatedbyproductmanufacturedin North Americanmarket the manufacturingofbarbecuesin1995,North fromTaiwan.expensive grillsimported WhenNapoleonhadgotteninto the barbecuesegmentwithmassmerchantswhoweresellingmuchless- them thatitwasbecomingincreasinglyharderfortocompetein Americanmarket.ThiswasinreactiontoNapoleondealerstelling North barbecuesmadeinTaiwanwere consideringimporting forsaleonthe America,Wolfgang tradeshowsinNorth prices atdifferent andIngrid Taiwanese reasonable manufacturers exhibiting their barbecues at very with Taiwanese barbecuemanufacturersinparticular. Afterseeing the tripwastomeettheiragent, look fornewaccessories and connect thereandinmainlandChina.Thepurposeof business opportunities that thetimewasrightforthemtotravelTaiwan andexplorefurther fireplaceaccessoriesfrom import Taiwan, Wolfgang andIngriddecided In 1997,10yearsaftertheirfirsttriptoChinaandsincebeginning P E T rip resence sta

b to lishing T aiw

in C an

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C and ompany

Broil King,

Fiesta, Ducane

Ingrid andWolfgang rubbing Buddha’s bellyforluckduring theirvisittoTaiwan.

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the anning F apoleon N — lames F 1990’ the ring u d s Fanning the F lames — N apoleon during the 1990’ s 117 production production Napoleon’s offered volume Napoleon they considered the all because to purchase from everythingsince that quickly realized Ingrid and small. Wolfgang them too volume went by manufacturing marketplace and Chinese in the Taiwanese an alternative develop toto business needed their they wanted they if Asia.increased manufacturing capabilities in really benefit from Ingrid started and thinking challenges, Wolfgang Confronted with these their own factoryabout establishing only would they be in China. Not but instead of product in any quantity they required, able to manufacture have their own that were not reliable, they would dealing with factories that product coming out of China quality control system in place to ensure high standards. met their company’s to immediately began implementing his plan Back in Canada, Wolfgang establish a permanent met company presence in China. The Schroeters with Ming Zhang, a Chinese-born in Canada national who had lived and worked as an engineer for 10 years, become a Canadian citizen in the automotive industry Ming before moving back to China. When his wife and son had stayed had moved back to his native country, his schooling in London, in Canada so that the latter could complete met Ming through Ontario. When Wolfgang in China making sneakers. Ming was working for a company manager, because in his previous job he had He was not satisfied with this position that produced three million been general manager for a bicycle company looking for a position with more Knowing that Ming was bikes a year. responsibility that was more suited to his level of experience, Wolfgang and his next visit to see his family in Canada, and Ingrid hired him during established a Wholly Foreign Owned Enterprise (WFOE). Under Chinese This, their second trip to Asia, confirmed the impressions which Wolfgang confirmedsecond trip to Asia, This, their which the impressions 10 to mainland China their previous visit had gained during and Ingrid Taiwan and China mainland both in that people found earlier: they years difference The main they perceived was that there were veryfriendly. roads in Taiwan and quite a few cars on the were millions of motorcycles the main mode China, where bicycles had been as opposed to mainland of transportation first visit. From a business perspective, at the time of their China, and was more advanced than mainland they found that Taiwan business people among Taiwanese that there was also a tendency further, in China were into China because labour costs to move manufacturing Taiwan, whereas labourers, of abundance an to due lower significantly by limited human resources. being a small island, was challenged plants during their trip toAfter visiting several barbecue manufacturing and Ingrid started importing stainless steel barbecues Wolfgang Taiwan, their surprise, every time they opened a container, To from that country. were and Ingrid Wolfgang the product was not what they had ordered. were dealing manufacturer they learning the hard way that the Taiwanese without telling them, making use ofwith always changed things around for production. Sometimes, whenwhatever material they had available used other steel products instead.running out of stainless steel, they simply different.At other times the screws would be completely Dealing with these to be a real nightmare, as it was manufacturers proved small Taiwanese was coming out of their factories.difficult to ensure that consistent product manufacturers was that The second issue when working with Taiwanese they were always looking for large volume orders. Many Taiwanese barbecue manufacturers were not interested in producing for Napoleon at The Huadu plant at work. Wolfgang in front of the Wolf Steel/Napoleon facility in Huadu. in front of the Wolf Wolfgang Steel/Napoleon facility in Huadu. Ming Zhang in front of the Wolf

Wolfgang at the Wolf Steel/Napoleon facility in Huadu. at the Wolf Wolfgang Wolfgang enjoying the local food in China. enjoying the local food Wolfgang

THE ART OF FIRE OF ART THE | NAPOLEON 116 118

NAPOLEON | THE ART OF FIRE possible to troubleshoot from Canada if problems occurred in the production possible totroubleshootfromCanada ifproblemsoccurredintheproduction forWolfgangprograms wasimportant because that wayitwouldbe and computer ones theywereusinginBarrie. Compatibilityofmachinery identicalwiththe were, forthemostpart, programs forthemachinery and histeamboughtmachinessetupproductionlines. Thecomputer before floors, kitchens,landscaping,lighting,electrical,aswell astransformers, the lease was signed, the owner still had to finish the structure, including tiles, house theemployees.Sinceonlyshellofbuildingwas upatthetime buildingbesideitto manufacturing spaceaswellasecondthree-story still underconstruction. The owner of the facility waswilling to lease the rent, theycameacrossa30,000squarefootbuildinginHuaduthatwas to Napoleon wasdealingwithinChina.Whenlookingforafactory purchasing productsanddoingqualitycontrolatsomeofthesuppliers Ming, togetherwithanotheremployeehehiredforthecompany, began itintothecompany’srenting spaceinGuangzhouandturning localoffice. operationsinChinaby After bringingMingonboard,Napoleonstarted partner.Chinese companyasaformal to operateinChinaundertheirownnamewithouthavingrelyona the maintoolforWestern businessestoinvest intheChinesemarketand up toforeigncompaniesdoingbusinessinthecountry, WFOE’s became however,to become moreexport-oriented, as China gradually opened asameansofencouragingChinesemanufacturers Chinese Government organization a year earlier. Originally, WFOE’s were developed by the onlyintroducedWFOE’sThe ChineseGovernment ofbusiness asaform investor that is allowed to operate in China without a Chinese partner. law, WFOEisaLimitedLiabilityCompanywhollyownedbyforeign Napoleon wasabletomovein.Followingconstruction,Wolfgang entrepreneurs to establish themselves in that particular marketplace.With entrepreneurs toestablishthemselves inthatparticular thatit has becomemucheasierforWesternthe effect companies and the country,and its people.Today, itshistory Chinahaschangedto dobusinesstheretheyhadtoeducatethemselvesabout to effectively think anddobusiness.They strongly believedthatinorder to beable aboutthecultureandhowChinesepeople books inordertolearn When IngridandWolfgang became involvedinChina,theyreadmany quality ofproducts. is aconstantexchangeofemployeestoensuresmooth operationsand andthere Canadian teamworkscloselywiththeirChinesecounterpart the locationofNapoleon’s persevered andgottheplantuprunning.To thisday, eventhough some timetogetpasttheseinitialhurdles,butWolfgang andhisteam this undeniably made it hard to establish the organization. It took quite stamps andotherauthorizationsfromtheCommunistauthorities, regulationsrequiredthatforeigncompaniesobtain because Government The beginningofmanufacturingoperationsinChinawasquitedifficult began manufacturingbarbecuesintheHuaduplantaswell. Asia fortheproductionoffiberlogsgasfireplacesatfirst.Later, they Napoleon used its new manufacturing capability in production started. Ilie Flueras,overfor3monthstosetupmachinery, and get trainstaff, 2005,Napoleonsentoneoftheiremployees, operations inJanuary When theirrentedmanufacturingplantinHuadu,Chinacommenced overseas, theywouldbefamiliarwiththeequipmentalready. inthecasethatNapoleonemployeeswent process inChina.Furthermore, operations inChinahaschanged,Napoleon’s

and approached In 1996, Sears,one of Canada’s largest and most reputable retail chains mainlygasfireplacesandinserts. offers Launched in1998withbuildersandcontractorsmind, Continental through massdistributorssuchasWolseley Wholesalers acrossCanada. as aseparatebrandforlineofproductsoldtobuilders andcontractors as welltheirspecialtydealers,Wolf Steel thusdevelopedContinental couldnotbeignored.InordertoprotecttheirNapoleon opportunity quantity offireplacesputinbyindependentHVAC contractors, thebusiness not specificallytrainedonNapoleonproduct.However, giventhehuge carefully,to be undertaken since independent HVAC contractors were mass distributorsmeantapotentialincreaseinsales,itwasalsostep market.Whilesellingthrough how togettheirproductintothatparticular growthforthecompany,create further askingthemselves theystarted contractors. Realizingthatutilizingthisadditionalsalesavenuewould selling competitivebrandsoffireplacestoindependentbuildersand sales channel,theynoticedthatmassdistributorsofHVAC productswere Heating, Ventilation, andAirConditioning(HVAC) marketasapotential When, inthelate1990’s, Wolfgang andhisteambeganexploringthe C Wolfgang originallyventuredintoChina,thingswerestillquitedifferent. English languageandWestern thinking, whereas atthetimeIngridand American universities,thecountry’s businesselitehasadaptedtoboththe a lot of young Chinese people being trained at European and North ontinental C Wolf Steel/Napoleon , astheywerelookingforfireplaces to ooperation ® F ® ireplaces

with

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name ® available to end consumers as a cash-and-carry item. available toendconsumersasacash-and-carry bought atSearswasalsoexclusivelyinstalledbyandnotmade Wolf themtheContinental Steeloffered storenetwork.Assuch, be soldandinstalledthroughSears’country-wide within theContinental customerdemographics,alimitedproductrange dealers duetodifferent Napoleon’s ontheirown cooperationwithSearshadnonegativeeffect and astove. sold under the Kenmore label: a gas fireplace, an insert a lengthyprocess,Wolf units Steel beganproductionofthreedifferent exclusively. WithSearsprovidingthecriteriaandaftergoingthrough well. Kenmoreisthehighly-respectedhousebrandcarriedbySears was subsequentlyaskedbySearstomakeaKenmorelineforthemas thatWolfsold sowellinSearsstoresacrossthecountry Steel/Napoleon ®

Napoleon’s Continental productbrochure. and Kenmorelines,aswellthefactthatproduct ® line.Continental ® Fireplaces

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Spreading the Fire — Napoleon Becoming a Global Player in the 21 st Century Spreading the F ire — N apoleon Becoming a G lobal P layer in the 21 st C entury 123

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apoleon Retail Store and Showroom were added. added. were Showroom and Store Retail Napoleon N pansion

Ex ew N lant Head Office facility, the unfinished building was hit by a major storm. the unfinished building was hit The Head Office facility, for the building steel pillars and the been poured had already foundations during the night created a domino were already up, when heavy winds effect,the steel pillars to collapse one by one, bending all the causing steel, and causing the foundations to crack. The damage from the storm set construction back by around three months. P the production space, the had once again outgrown In 2000, as Napoleon 24 Napoleon piece of land on what has since become company bought a on 9 Napoleon Road. With room Road across from their existing facility and Ingrid decided to create another for further expansion, Wolfgang and warehousing space in three 250,000 square feet of manufacturing 80,000 2001, in completed was which stage, first the during stages: 5,000 square feet of office space square feet of warehousing space plus new the as well as in 2003, another 33,000 square During the second stage, completed space were created. A furtherfeet of manufacturing and warehousing and manufacturing space) 80,000 square foot expansion (warehouse total space to the company’s in 2005 marked the third stage, bringing two Barrie locations. close to 500,000 square feet at Napoleon’s one particular’s phase of the construction of Napoleon

st : :

, layer P al b lo G evelopment a

D century. By 2006, following a multiple-step expansion plan, century. st siness u total company manufacturing space in Northtotal company manufacturing space had grown to America 500 dedicated associates and over 500,000 square feet. With over a large dealer network, Napoleon had become the largest privately- owned hearth of North products and gas grill manufacturer in all America. since the beginning of the 21 The exponential growth of the company century is illustrated by the grill division’s doubling of sales in 2001 alone. 2001 in of sales doubling centurydivision’s the grill by illustrated is added and existing ones furtherNew innovative product lines were waterfallsdiversified. New product lines included waterfall/fireplace and including the first gas furnace products combinations, pellet stoves, HVAC North“proudly engineered in Canada for winters”, as well American as patio furniture. in Kentucky The opening of new manufacturing plants of various company offices (2001) and China (2009), the establishment in Europe (2009-2011), as well as the launch of a central warehouse for the European market in Holland (2011) laid the foundations for Napoleon truly becoming a global player. 2001-2012 2001-2012 Becoming B of stoves, millennium as a diversified manufacturer Entering the new underwentfireplaces and barbecues, Napoleon further significant during the first decade growth, expansion, and product diversification of the 21 The collapsed steel structure after a windstormThe collapsed steel structure after had to start the construction of the 24 Napoleon Road facility – the contractor during all over again. Plant, warehouse and offices at 9 and 24 Napoleon Road. Plant, warehouse and offices Grand Opening of the new Retail Store. L to R: Joe Tascona (MPP Simcoe Centre), Ingrid, Mayor Hughes (Oro (MPP Simcoe Grand Opening of the new Retail Store. L to R: Joe Tascona Garfield Dunlop (MPP Simcoe North) Medonte), Aileen Carrol (MP Barrie), Wolfgang, Front of the Retail Store on 24 Napoleon Road.

Ingrid and Wolfgang at the Grand Opening of the new Retail Store. Ingrid and Wolfgang

THE ART OF FIRE OF ART THE | NAPOLEON 122 124

NAPOLEON | THE ART OF FIRE “GDIZC” in2000.Although the unit hasalargeglass door, itfitsintovery of thebusiness.Infireplace segment,thecompanyintroduced product after2000,bothon thefireplace/stoveandbarbecueside As inpreviousdecades,Napoleondevelopedandlaunchedalotofnew of D immediate andhonestfeedbackabouttheproductsfrom theircustomers. public, theretailstoreisalsoanexcellentmeansforcompany toobtain operations. In addition tomaking to their associates, a manager, Steve Gauci, looks after the retail store’s well. Today, asWolfgang andIngridhavebeendelegatingmoretasks of the company, did the decorating and décor for the new showroom as setting. Ingrid,whohadlookedaftertheretailstorefromearliestdays abouttheentirerangeofNapoleonproductsinanactualretail learn also asanexample for Napoleondealers,since they couldcome in and alotofselection.Thenewshowroomserved shop inbigstoresthatoffer retailer wouldmakethemoneybackinhighersales,ascustomerspreferto of thatsizemeantadditionalcosts,theSchroeterswereconvinceda company’s entireline-upofproducts.Althoughmaintainingashowroom of having a showroom large enough to exhibit their in the importance by customersanddealersalikeconfirmed Wolfgang andIngrid’s belief old storeinanentireyear. receptionoftheirshowroom Theoverwhelming as manysaleswithinthefirstmonthNapoleon The newshowroomandretailstorewasaninstantsuccess,resultingin 8,000 squarefootshowroomwaslaunchedwithaGrandOpening. After completingthefirstexpansionstagein2001,Napoleon’s new evelopment N ew P rod u

and ct Napoleon products available to the L a had achievedintheir u nching

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NAPOLEON | THE ART OF FIRE “Timberwolf shapes anddesignfeatures,wasaddedin2008.Thatsameyear, the line”offireplaces,whichdistinguishesitselfthroughinnovative “Modern vent fireplaces,whichisusedalotinnewconstruction.Napoleon’s new units oftheir“breadandbuttermodel”–the“GD36series”direct- In 2005,Napoleoncelebratedthefactthattheyhadbuiltover200,000 look. authentic masonry as wellthe “Madison™” gas fireplace whichstandsoutthrough its fireplace, alargeoversizedwood-burning 6000-High Country™”, electric fireplaceseries(2003),the“STARfire™” gasfireplace,the “NZ additions totheNapoleonlineoffireplaceswere“ElectroGlow™” bytheflipofaswitch.Other onandoff as theheatcouldbeturned electric fireplacethatcouldbeusedbothduringthesummerandwinter, “Manhattan™” asapatented,“world’s firstandonly”integratedgas the small existingfireplaceopenings.In2003,Napoleonbeganoffering new “Prestige introduced anallstainlesssteelversionofthe“450grill” and Napoleon’s On the barbecue andoutdoorproduct side of the business, wood andpelletstovesinserts. was resurrected for more traditional, yet highly efficient “Economizer™” beginning ofWolf Steelasastoveandfireplacemanufacturerin1979, cast clamshell unit (cast top and bottom). Offered as a cart, pedestal and asacart, cast clamshellunit(casttopand bottom).Offered a cabinet. That same year, the “U405 series” entered the market as a drawers and as well as dual side burners, infrared main and rear burners, lights,on-boardpower,grade stainlesssteel,wasequippedwithinternal launch ofthe“PFseries”.Theseries”,madeentirely from304-high- ® ” brand, named after the original stove that had marked the ® IIseries”grillsin2001.Thiswasfollowed2003bythe Napoleon

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NAPOLEON | THE ART OF FIRE Christmas party with Kentucky staff in2010. withKentuckystaff Christmas party year. 2009markedtheintroduction ofboththeApollo addedtoNapoleon’sfull-size charcoalgrillfurther barbecuelineupthat electric “215–CityGrill”,the “605”charcoalgrillandthe“Mirage™” the“Mirage™series”waslaunchedinEurope.Thenew CE-certified, is manufacturedattheNapoleonplantinChina.In2008,afterbeing as aseparateline.DesignedentirelyinCanada,the“Mirage™ series” introduced the “Mirage™ series” ofgrills (“M485”, “M605”, “M730”) at theSPOGAinCologne,Germany, thatsameyear. In2007,Napoleon was awardedtheVesta awardattheHPBAExpoandnamed“BestGrill” added totheNapoleonproductline.Dueitsuniquefeatures,thisunit drawer—was andawarming plussideburners conventional burners, theotheronewith unitwithduallids—oneinfraredburners, burner for Europe a year later. In 2006, the “Gemini™ 750 model”, a large five- ofthe“215” including naturalgasversions,followedbythecertification That sameyear, forEurope, the“405series”ofgrillswascertified camping, andcondoapplicationswithvariousmountingkitsavailable. grillformarine, of the“215model”asanall-stainlesssteelportable expanded of the“Patioflame™”aswell“GSS36outdoorfireplace”in2003 post-mount, allmodelsintheseriesusesamegrillhead.Thelaunch Napoleon’s lineofoutdoorproducts.2004sawthelaunch ® smokeranda O warehouses anddistribution centerinKentucky. Inordertoposition acompleteproductlinethroughtheir as thecompanywasoffering By 2000, W The Wolf Steel/NapoleonplantinKentucky. reintroduced tothemarket. previous “450”models;andthe“308”wasredesigned andsuccessfully models;thenewlineof“500”grillswasintroducedtoreplace cart line wasexpandedwiththeadditionofacharcoalkettleinbothlegand thecharcoal of innovationandimprovementinthebarbecuecategory: forEurope.2012hasbeenanotheryear 600” modelswerecertified launched inChina2011.Thatsameyear, the“PRO450”and plant inChinaandoverseenbyNapoleonCanada,the“SEseries”was “PRO 600”, which were introduced in 2010. Designed by Napoleon’s and built-inlightsareuniquecharacteristicsofthe“PRO450” America.Chrometrim launch ofthe“L485series”inEuropeandNorth sizzlezonegrillandbuilt-insideburner,built-in portable aswellthe in pening olf C rittenden Napoleon had made substantial inroads into the US market, S teel

a U

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NAPOLEON | THE ART OF FIRE winning the annualsalesaward. Napoleon representative inQuebec, ontheoccasionof Daniel Ingrid andWolfgang with DanielPatry, ownerofMaxiflamme, the Napoleon LogisticsCentreinMontreal,Quebec. Snowmobile trip with Quebec dealers. Snowmobile tripwithQuebec dealers. One ofMaxiflamme’s decaledvehicles. same productlinesintheUS asinCanada. marketed in Canada. Aside from these differences, marketed in Canada. Aside from these differences, includes agreaternumberof larger-sizedmodelsthanthelineofproduct for larger fireboxes, ashomeownersintheUStend to haveapreference market. Furthermore, of their UScustomers, are installedforpurelydecorativepurposes.Inordertomeet thedemand statesintheSouth. Therefireplaces inthewarmer consumers particularly bymanyUS decision ofconsumersinCanada,isdeemedlessimportant heating efficiency, factorsinthepurchasing oneofthemostimportant Canadian climateandarethusnotpopularinthe market.Also, oftheUSwouldnotbesuitableforcolder fireplacesinparts masonry incustomerpreferences:Someofthelogsetsused through differences Statesaswell climateintheSouthern ultimately definedbyawarmer inconditionsare conditions oftheUSmarketplace.Thedifferences in theUShasallowedNapoleontomoreadequatelycaterunique products, gaslogsaswellbarbecues.Havingamanufacturingplant The company’s vent-free USfacilityproduceswoodstovesandinserts, expansioninthefuture. for further Napoleon USAisnowoperatingoutof120,000squarefeetwithroom space. Afteraddinganother80,000squarefeetin2010,Wolf Steel/ Grand Openingand40,000squarefeetofmanufacturingwarehouse in theUSmarket.Theplantwasopenedayearlater, in2001,witha demand thatwouldservice Kentucky forthepurposeofbuildingafactory border. Thus,in2000,Wolf Steel/NapoleonboughtlandinCrittenden, Ingrid decidedtoestablishtheirownmanufacturingplantsouthofthe themselves formoreaggressivegrowth in theUSmarket,Wolfgang and Napoleon product manufactured for the US market offers a vent-free product line for the US Napoleon offers Napoleon offers the offers P possibilities, Mingandhisteam foundthatalmostallexistingindustrial Napoleon’s thatwould serve property needs.Whenlookingatdifferent plant inChinaaswell.Heasked hismanagerMingZhangtolookfora an existingbuildingora lot andestablishacompany-owned all oftheirfacilitiesoutright,Wolfgang topurchase wasdetermined plant inHuadu.Since,withtheexceptionofChina,Napoleon owned China, the company had outgrown manufacturing space in theirrented By 2008,after3yearsofmanufacturingsomeNapoleon T Maxiflamme overseetheoperationanddistribution. at andhishighlydedicatedstaff was openedin2002.DanielPatry on Highway40(theTrans CanadaHighway)inMontreal,Quebec Centre, a32,000squarefootofficeandwarehousecomplexright discoveredthreesolidly-builtwalk-insafes.Napoleon’sstaff newLogistics which metalloftheircriteria.Whilerenovatingtheoffices,Napoleon consulateoftheCzechRepublic possibilities, theypurchasedtheformer Centre for the Quebec market. Following a trip to Montreal to explore asthecompany’spurchase abuildinginMontrealtoserve newLogistics warehouse inMontreal.Asaresult,Wolfgang andIngriddecidedto for theQuebecmarketwasbeingstoredanddistributedoutofapublic had apresenceinQuebecsincetheearly1980’s, productintended one oftheirmainareasfocusforexpansion.AlthoughNapoleonhas By 2002Wolfgang andIngrididentifiedtheProvinceofQuebecas Qu he lant e

b N ec apoleon

in W C areho hina M an u se u

fact u products in ring

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NAPOLEON | THE ART OF FIRE and Stephen as well as several managers, including their wives. Prior to in 2010,Wolfgang andIngridwereaccompaniedbytheir sonsChris When travelingtoChina attend theGrandOpeningoftheirnewplant quicklyandtocomplete constructionwithinoneyear.build very process, with100beingonsitealmostallthetime,allowing Napoleon completed theevent.Upto300workerswereemployedin theconstruction Alargefireworksdisplay the buildingcontainingallkindsofartifacts. a timecapsulesteelboxwascementedintotheground underneath During thegroundbreakingceremony, withWolfgang andIngridpresent, park, Napoleonmaximizedthespacewithafour-floorbuilding. in the levels right from the beginning. Buying one of the smallest properties ensuresthatmanufacturersproduceatmaximumcapacity Government investors tobuildthemaximummanufacturingspacepossible,Chinese withabuilding.Byforcingcorporationsandprivate fill theentireproperty ownerisobligatedbylawto industrial buildinglotinChina,theproperty operations in Canada was impossible in China. When purchasing an that thisconceptwhichhehadsosuccessfullyappliedtohiscompany’s years, addontotheplantstepbystep.Wolfgang wassurprisedtolearn first andthen,asNapoleon’s manufacturingneedswouldgrowoverthe inthepark,putasmallbuildingontolotat a large-sizeproperty Siemens, organized, beingoccupiedbymanyWestern companiesincluding Theparkisbeautifully-landscapedandwell- it fromtheGovernment. in an Economic Development Industrial Park in Guangzhou and bought economic powerhouse.Eventually, Napoleon buildings hadalreadybeenoccupied,asChinawasemergingan Thyssen andothers.Wolfgang’s originalplanwastopurchase came across a property came acrossaproperty to to products no longer being manufactured in North Americaatall,ifa products nolongerbeingmanufactured inNorth been agreatassetforNapoleon . Intoday’s marketplace,with certain productshas Having aplantinChinafor theproductionofcost-effective both fromtheirownfacilityandsuppliers. of consistently high-quality parts suppliers and by assuring the delivery business structurebycoordinatingshipmentsfromNapoleon ’s functioninthecompany’s animportant in Guangzhouserves overall Napoleon’sthat areextremelylabour-intensive.Furthermore, plant forfireplacesandbarbecues fireplaces, aswellallkindsofsmallparts that aresoldmainlythroughmassmerchants,fiberlogs forNapoleon Napoleon’s plantinChinamanufactureshighlycompetitivebarbecues computer programstothelargestextentpossible. equipped thenewplantwithidenticalmachines,productionlinesand to maintaincohesionacrossNapoleon’s manufacturingfacilities,they manner thatwashighlycompatiblewiththeirBarrieoperations.Inorder his teamsetupthenewNapoleon rentedproductionspaceinHuadu,WolfgangSimilar totheirformer and togetasenseofChinaasitreallyis.” opportunities wanttoshowWesternreporters viewers,whereastravelingprovides about China”,heexplains,“becausewhatweseeonTVisonly firsthand whatChinawasallabout.“Manypeoplehavethewrongideas and avisittoHongKong.Wolfgang wantedhismanagerstoexperience as wellGuangzhou.Otherhighlightsofthetripincludedarivertour they visitedtheGreatWall, Beijing,theForbiddenCity, theMingTombs, the GrandOpeningtheytouredChinatogether;amongotherplaces, manufacturing plantinChinaa

Asian Land whereNapoleon’s Chinaplantwasbuilt. Groundbreaking ceremonyforthenewNapoleonplantinChina. The buildings in the back are temporary housingfortheconstructionworkers. The buildingsintheback aretemporary

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ry u ent C al b lo G a Becoming apoleon N — ire F the preading S 21 the in layer P st Spreading the F ire — N apoleon Becoming a G lobal P layer in the 21 st C entury 135 Grand Opening of the Napoleon plant in China. Debbie Scott, Cliff Lilley and his wife Karen, L to R: Ingrid, Wolfgang, Napoleon managers sightseeing on the Great Wall. Scott and Greg Thomas. Ted Grand Opening of the Napoleon plant in China. L to R: Greg Scott in front of the building. Thomas, Stephen Schroeter and Ted Grand Opening of the Napoleon plant in China. Starting up production in the new plant. Cafeteria at the Napoleon plant in China. pening of the Napoleon plant in China. O David Coulson barbecuing at the Grand At the Grand Opening of the Napoleon plant in China. L to R: Mariann Canova, Jilla Gripton, Sandy Debbie Scott, Cathy Coulson, Ingrid, Wolfgang, Schwarz, Wendy Motyka, Karen Lilley. Wolfgang and Ingrid in traditional Chinese dress at the Grand Opening of the and Ingrid in traditional Chinese dress at the Grand Wolfgang Napoleon plant in China.

The Napoleon plant in China after completion. Grand Opening of the Napoleon plant in China. Grand Opening of the Napoleon

THE ART OF FIRE OF ART THE | NAPOLEON 134 136

NAPOLEON | THE ART OF FIRE Book signingoftheNapoleon GrillBookbyrenownedChefAndreas RummelatSPOGA2012. SPOGA 2012.LtoR:ChrisSchroeter, Ingrid,AdiMatzek(two-timesWorld Championingrilling),RudolfJaeger(publisher). SPOGA 2012.LtoR:JimMcLeanandhiswifeDonna,LaurieHardy, Ingrid. The buildingthathouses theNapoleonofficesinEngland. Wolfgang andChrisSchroetervisitingMichaelVoragen, ofNapoleon'sEuropeanteam,andfamilyin2010. whoispart Guangzhou plant received ISO 9000 certification, confirming thatthe confirming Guangzhou plantreceived ISO 9000certification, buys whichproductinwhat quantity atwhattime.In2011,Napoleon’s retail purchasingsituationwhere themanufacturerneverknowswho it easytoplanforandorganizeproductionincomparison tothestandard include theexactnumberofunitstobeshippedeachweek, thusmaking production over several months ahead of time. These detailed forecasts companies provideearlyforecasts,allowingmanufacturers to schedule contracts fromlargeretailchainssuchasCanadianTire becausethese in theirGuangzhouplant.ItisadvantageousforNapoleon toobtain mass merchantsandspecialtydealers,mainlyontheEuropean market, Napoleon hasbeenproducingbarbecuesforCanadianTire andforother Canadian Tire asalarge-volumecustomer. Since2008, Wolf Steel/ to take on quality standards. This has provided them the opportunity on theirexactmanufacturingneedsandinlinewiththecompany’s high- into a position to produce more product in much higher volumes, based Owning andoperatingaproductionfacilityinChinahasputNapoleon market segmentstheyarecurrentlyrepresentedin. manufacturer inChinahelpsensurethatNapoleonstayscompetitiveall mentalityandculture,Napoleon’swith atotallydifferent at aglobalscale.Thoughitalsocreatesmanychallengesindealing overall, asithasallowed,andcontinuestoallow, foradditionalgrowth adding manufacturing capacity in China has made the company stronger the productionincompany’s Americanplants.To North thecontrary, is thatitincreasesNapoleon’s overallproductionoutputwithouthurting The greatbenefitinmanufacturingsomemodelsandaccessoriesChina at thesametime,theyhavenootheroptionbuttobuildtheminChina. company wantstokeepproducingtheseproductsandstaycompetitive presence asa methods to make them clean-burning andhavethemEPA-certifiedmethods tomakethemclean-burning are very They are, however,counterparts. rather limited in looks because the testing comparedtotheirEuropean models areextremelyclean-burning American In thewoodstovesegment,fromatechnicalperspective, North popular stylesinEurope. American marketplace, constitute the most not well-known in the North stoves.Tiledmodern-looking stoves andScandinaviandesigns,whichare narrow,larger stovesandfireboxes,Europeansprefervery high,and Americancustomerstendtobuy whileNorth is significantlydifferent: but eveninrelationtothatproductcategory, consumers’designpreference England, Holland,andBelgium.Europeansgenerallypreferwoodstoves, gas fireplaces are almost non-existent in Europe, with the exception of America, productsinNorth are thepreferredchoiceofbuyershearth inreferencetofireplaces.Whereasgasfireplaces America, particularly incomparisontoNorth The Europeanmarketiscompletelydifferent inNapoleon’sbecome moreimportant overallgrowthstrategyaswell. close personal ties to Europe. From a business perspective, Europe has Having grownupinGermany, IngridandWolfgang alwaysmaintained Ex Eu growing middleclasstobesoldintheChinesemarketplace. as the Schroeters have their eyes set on developing product for China’s facility inChinawillbecomeevenmoreadvantageoustothecompany, management systems.Withaneyetothefuture,Napoleonproduction company’s ChineseoperationsmeetISOstandardsrelatingtoquality pansion ropean M

in ar

the k et

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NAPOLEON | THE ART OF FIRE Napoleon EuropeanAdvertising. Winner intheBarbecueCategory. SPOGA 2007GoldAward Certificate valid CE-markingaffixedtoa A In ordertobesoldinEurope,gasfireplacesrequireCE-certification. Americanmanufacturers,isaconceptnotusedinEurope. among North gasesinuseacrossEuropeandflex-venting,whichispopular different duetothefactthattherearemany challenges aswell.Thisisparticularly Manufacturing gas fireplaces for the European market presents its own with EPA standards. several Europeanmanufacturershavebegunproducinginaccordance Americanmarket,as European modelshaveappearedontheNorth have therequiredtechnology. Overthelastfewyears,however, some Americabecausetheydonot European stovescannotbesoldinNorth American stovesgenerallydonotsellwellinEuropeandalternatively, not somuchbythetechnologyinsidestove.Forthosereasons,North pass theEPA test,whereasinEuropethestyleisdefinedbydesignersand stovesaredevelopedwiththegoal in mindto designs forwood-burning stringent and expensive. Consequently, America, styles and in North and thusnotsuitablefortheEuropean market. Based ontherealizationthat outtobesimplytoobig American-style fireplaceturned adapted North littleresponse. Their a tradeshowinHarrogate, England,butgotvery productat European waters,theNapoleonteamexhibitedthatparticular Americanmarket.Inordertotestthe developed originallyfortheNorth ononeoftheirgasfireplaces various models,obtainedCE-certification At theendof1990’s, Napoleon,aftermakingalotofchangesto Union-wide commonproductsafetystandard. adopted byECMinistersin1985anattempttoestablish aEuropean relevant European‘NewApproach’ProductSafety

product indicatesthatit

Directives, whichwere

complies withthe conveying two messages: first, that there is no difference intastebetween conveying twomessages:first, thatthereisnodifference Napoleon’s marketingstrategyfortheEuropean marketisthusbasedon is to convince theEuropean hardcore charcoal enthusiast toswitch to gas. American barbecuemanufacturersintendingto sell theirproductin Europe company’s market.ThetaskathandforNorth shareinthatparticular forNapoleontobecomemoreinvolvedandincreasethe opportunity barbecuing beingarealpassionformanyEuropeans, there isagreat With many grill schools and grilling competitions all over Europe and promoting theirbrandinEurope. and has doneagreatjobinopeningupthegasbarbecue category grills in various countries. keepsgrowing,someretailersareexcellinginsellinggas market category barbecue markethasbeenchangingoverthelastfewyears:as $100 charcoalgrilltheywereusedtobuying.However, theEuropean gasgrillcompared to the not appreciate thecost of a $3,000 luxury Europeanssimplycould too largebyEuropeanstandards.Furthermore, in Europe,Napoleon’s American-madegasgrillswereconsidered North offered was metwithlimitedsuccess.Similartotheirfirstgasfireplace company’s firstrealventureintotheEuropeanbarbecuemarketin1998 andGardenshowsinEuropeforseveralyearspreviously,Sports the predominantly charcoalbased.AlthoughNapoleonhadexhibitedat among grillingenthusiastsinEurope,theEuropeanmarketisstill On thebarbecue side, whilegasisbecomingincreasinglypopular in Europeatthistime. anygasorwoodfireplaces America,Napoleonisnotoffering for North productdeveloped Europe isnotamarketformodifiedversionsofhearth Napoleon’s competitor, Weber , in particular Utrecht, Holland. The Schroeters chose Utrecht for its close distance to opened inthespringof2011) aswellpurchasingawarehousein Austria (fallof2010),andHolland (lookingafterBeneluxandGermany, European marketbyopeningupcompanyofficesin England (2009), they werelookingfor. Wolfgang thusdecidedtogofullforceintothe growing interestintheircompany’s product,yetnotthekind ofcommitment Europeancountries,Wolfgang,in different Ingridandtheirteamfound Ever since breaking into the European market, when dealing with distributors spaces thatarecommoninEurope. foldable sideshelves,theseunitsarewell-suitedforthe smalleroutdoor grill aswellarangeofsmallerandless-expensivegasunits.With European consumers: thus, in 2011, Napoleon introduced a charcoal producing barbecuesthataregearedtothedistinctpreferencesof tocontinuedesigningandproduct developmentteamaredetermined Europe. Withaneyetothefuture,SchroetersandNapoleon’s different, smaller grills in particular. Since the barbecuemarket in Europe remains most Europeansstillmaintaintheirpreferenceforcharcoaland American-stylegasgrillshavebecomemorepopular,Although North grill withthetraditionalflairofgrillingcharcoal. grilling enthusiasts,asitallowsthemtocombinetheconvenienceofagas optional charcoaltrayforgasgrillsisincrediblypopularamongEuropean on,withoutcreatingsmoke(convenience argument). Napoleon’s turned time, a gas grill is ready for barbecuing almost immediately after being (quality argument);andsecond,whilecharcoalgrillingtakespreparation meat grilledongasversuscharcoalastestshaveproven Napoleon has designed a range of products exclusively for

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NAPOLEON | THE ART OF FIRE offer productspecifically designedwiththeEuropeanconsumerinmind. offer growth potentialinEurope thefutureastheycontinuetodevelopand European countrieshardlytouched yet,theNapoleonteamseesalotof pushing theirownidentityintheEuropeanmarketplace, andwithmany McLean inplace,with2011havingbeenthecompany’s firstyearof With theirdedicatedEuropeansalesforceundertheleadership ofJim timelymanner.there toallofEuropeefficientlyandinavery with Utrecht only half an hour away, ofRotterdam,and in fromCanadaorChinaenterEuropethroughtheport European marketofmorethan350millionconsumers:shipments coming Rotterdam, oneofEurope’s thatprovidesagatewaytothe mainports Napoleon can ship product from dynamic elements. From a practical perspective, a waterfall putsmoisture dynamic elements.Fromapractical perspective,awaterfall creates abeautifulcontrast between twoofnature’s and mostpowerful to pleasetheviewer’s senses. Placedabovethefireplace,waterfall possessesasimilarability viewer throughitsever-movingflame,awaterfall ofaesthetics,likeafireplace thatmesmerizesthe Interms waterfalls. and inapracticalsenseaswell.So,2006,Napoleon beganoffering complement thecompany’s existinglinesoffireplaces both aesthetically product line-up,Wolfgang wouldnaturally realized thatwaterfalls Always lookingfornewwaysofaddinginnovativeproduct toNapoleon’s TERFALLS W W a a terfall C

and om b F inations ireplace -

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NAPOLEON | THE ART OF FIRE situations ofpowerfailure.More importantly, pelletstovesare dependent product category. Sincepelletstovesrequireelectricity theydonotworkin their use,whichexplainsWolfgang’s originalhesitation in regardstothis disadvantagesto therearecertain clean-burning, heaters andarevery Although pellet stoves, if properly designed and manufactured, are good productionbecausetheirproductdidnotworkproperly.terminate downs. Severaloftheoriginalpelletstovemanufacturerseventually hadto products, wasaratherunstablemarketcharacterizedby alotofupsand operate, and,second,thepelletmarket,incomparison tootherhearth two reasons:first,pelletstovesaremorecomplicated toproduceand productmainlyfor hesitantaboutgettingintopelletburning been very product undertheNapoleonbrandname.Wolfgang andhisteamhad In 2006,Napoleonintroducedpelletstovesasyetanothernewlineof P models, aswellfree-standingunits. thatcanbeeasilymountedtoindoorwalls,built-inandsee-thru waterfalls Today,are offering. Napoleon’s created aninnovativenicheproductthatnoneofhisdirectcompetitors bacteria. sterilizesthewater,installed inaNapoleonwaterfall killingalgaeand removes impuritiesinthewater. anoptionalultravioletlight Furthermore, through a filter unit, which system that catches and cleans the particles attached tothewater. arebuiltwithawaterfiltration Napoleonwaterfalls become functionsasanaircleanerbecausedustparticles further waterfall back intothehouseduetoitscharacterasanaturalhumidifier. Anindoor ellet By making built-in waterfalls forindooruse,WolfgangBy makingbuilt-inwaterfalls has S toves

Waterfall Collectionincludes hanging stoves onthemarket.TheNapoleon pelletstovehasbeenrated “Best oneofthebestandquietest pellet becausetoday Napoleonoffers off year.team continuedtomakeimprovements every havepaid Theseefforts the firstgenerationofNapoleonpelletstovesin2006,Wolfgang and his the stove was finally released into the market. Following the introduction of and developmentteamdidalotoftestingfine-tuning aswellbefore night,makingitquieterand more efficient.Thecompany’severy research Wolfgang put a model unit into his own house and worked on it almost a top-qualityproduct.WhiledesigningthefirstNapoleon pelletstove, ofapelletstove,Wolfgangthe performance todevelop wasdetermined ofvariablesaffecting he hadpreviouslystayedawayfromforconcerns team beganresearchingpellettechnology. Ashewasenteringamarket stove tomeetconsumerdemand,Napoleon’s researchanddevelopment When Americanconsumers. “think green”,muchmoresothanNorth expensive, Europeanslikeusingbiomassproductbecausetheyto 180,000 units(http://www.depv.de). Althoughthesesystemsarevery alonein2011andprojectionsfor2012beingatotalof in Germany central heatingpurposeswith155,000pelletboilersoperatinginhomes heating systemeachyear, inEuropepelletsareusedgreatquantitiesfor fewpelletboilersareinstalledinhomesasacentral where onlyvery dependent on demand in the European market. In comparison to Canada, particular, Americaishighly andsoldinNorth thepriceofpelletsoffered due to the great popularity of biomass heating products in Europe in becausetheycouldnotusetheirstoves.Furthermore, consumers angry of pellets, making past, in years of high demand, there were shortages on theabilityofpelletmillstosupplypelletsinsufficientquantities.In Napoleon dealerskeptpushingthecompanytodevelopapellet

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NAPOLEON | THE ART OF FIRE living spaces. provide numerous possibilities for the design of fully customized outdoor OASIS™ModularIslands patioflames, patioheatersand outdoorfurniture, Napoleon’s extensivelineofoutdoorfireplacesandaccessories, suchas the individualneedsandpreferencesofcustomer. Combined with anycombinationtosuit a productthatcanbeassembledinvirtually theseversatileunitsas Oasis inyourownbackyard,”Napoleonoffers OASIS™ Modular Islands and the marketing slogan “Create an outdoor centers.Underthetrademark bar tops,eatingareasandentertainment into outdoorkitchens,islands,andotherliving spacessuchas modular outdoorcabinetsandbuilt-ingrillheadsthatcan becustomized to newdevelopmentsinthemarketplacebydesigningandmanufacturing outdoor livingspaceintheirbackyards,Napoleononceagainadapted Recognizing agrowingtrendamonghomeownerstowardscreatingan lines thatcomplementthecompany’s alreadyextensiveproductrange. increase its market share by opening up new innovative product further Asia andstrongcompetitionfrombigboxstores,Napoleonwasableto from selling grillseventuallyhadtogiveupasaresultofcheapimports On thegasgrillsideofbusiness,whilemanyretailersthatdabbledin O Timberwolf undertheNapoleon, advise consumers.Pelletstovesarecurrentlyoffered ofitsmissionto that testsandratesthousandsofproductsannuallyaspart , anindependentnot-for-profitorganization Choice” byConsumerReports Ou asis tdoor ® , andContinentalname. ™ M L od iving u lar S I paces slands

and

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NAPOLEON | THE ART OF FIRE company’s distinctivelineardesign withabedofprecision-cutcrystals the “LHD50SSLimitedEdition LinearFireplace”,whichcombinesthe The mostuniqueamongNapoleon ’s Design”Fireplacesis “Modern • Various andthe clean-face front fireplaces such as theCrystallo™ • TheTorch™ GT8standsoutthroughitsreflectiveprism-shaped firebox • TheTureen™ fireplaceshowcasinga isatotallyuniquemodern-style vent gasfireplaces: this challenge,resultinginthecompany’s Collection”ofdirect- “Modern designstyles.Napoleonhasnotonlymet,butexcelledinmeeting modern a line of innovative fireplaces that stand out through their unique and appliances, suchasbigscreenTVs,havechallengedNapoleontodesign customer preferencesforhigher-endproductsthatmatchotherhigh-end and manufacturers’perceptionofwhatconstitutesafireplace.Growing bychangingcustomers’ thinking hasredefinedthefireplaceindustry develop andlaunchnewexcitingproducts.Ultimately, theirinnovative to have usedtheirabilitytorecognizenewtrendsasanopportunity aswell,theSchroetersandtheirteam In thefireplaceproductcategory M below. ember bedandCRYSTALITES™ from lightswhichaccentthe crystals Manhattan™ use Napoleon’s trademarked sparkling CRYSTALINE™ inthemarketplace. offered fromanyotherfireplace with asingleluminousflamethatisdifferent a toweringflame. ceramicbowlthatisaccentedwithstylishriverrocksand contemporary odern D esign F ireplaces

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NAPOLEON | THE ART OF FIRE

Vortex inside the heat exchanger increases effi ciency by disrupting the natural airfl ow which extracts the maximum heat from the fl ue gases.

™

Proudly Made in Canada turbulator • Up to 97.1% AFUE • Two-stage furnace with ECM

• Most efﬁ cient 2-stage furnace on the market Built-in• service lights in upper and lower cabinets

Stainless• steel heat exchanger Optional• UV light puriﬁ er variable speed blower motor

continentalheatingandcooling.com come on automatically when opened 1.800.461.5581 Napoleon productbrochures.

Innovative Heating Solutions entering theHVAC marketon thedistributionsideonly. Rheem, andothers,Wolfgang choseacautiousapproachatfirst by established heating companies such as name. Sincetheywerecompetingformarketsharewith largeandwell- manufacturers whobuiltanHVAC lineforthemunder theNapoleon Napoleon firstenteredtheHVAC with fieldin2007/8bypartnering bigger thanthefireplaceandbarbecuemarketscombined. units), theHVAC marketisamulti-billiondollardisproportionately 17 million units a year (with gas barbecues accounting for about 12 million Americanmarketforbarbecues million unitsin1998)andthetotalNorth intheUSwasabout833,000units(downfromahighof2.8 and inserts growth inthefuture.Whereas2011totalmarketforfireplaces,stoves company forfurther asagreatopportunity inparticular identified furnaces Heating, Ventilation, andAirConditioning(HVAC) market,Wolfgang manufacturing (fireplacesandbarbecues)incomparisontothatofthe products they were When looking at the total market size of the different in Becoming L business. crystal-cutting and cutter with more than 100 years of experience in the jewelry crystal fireplacemanufacturerandSwarovskiasaleading as astate-of-the-art this one-of-a-kind fireplace drawsonthe combinedstrengths ofNapoleon made withSWAROVSKI ELEMENTS.Cateringtothehigh-endcustomer, aying

the HVAC M

the

a F M o ar u ar ndations Lennox, Carrier, Goodman, Trane, k k et et

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the financingfordevelopmentofNapoleon’s firstlineofgasfurnaces. Wolfgang andIngrid’s son,Stephen Schroeter, wasinstrumentalinsecuring inCanada, setting outtobecometheonlymanufacturerofgasfurnaces AsNapoleonwas product manufacturerintothefirstNapoleonfurnace. asahearth combined thebestideastogetherwiththeirownexpertise manufacturertheywereabouttocompetewith,testedthemand every the the competition.Whileconductingextensiveresearch,Wolfgang and that would outperform to develop a high-efficiency furnace was determined smallCarbonfootprint, towards high-efficiencyunitswithavery Wolfgang was progressing division. industry Realizing that the trend in the furnace for anewjobinCanada,hehiredhimtoleadNapoleon’s When Wolfgang thatOlsenengineer MarkRobinettewaslooking learned that decidedtomovetheentirebusiness,includingproduction,US. company locatedintheWoodstock area,wassoldtoaUScorporation presenteditselfwhenOlsenManufacturing,anOntario opportunity would havetodesignandmanufacturetheirownproductin-house.An andtobecompetitive,Napoleon ofthebusinesslong-term to growthispart After distributing HVAC products for several years, Wolfgang felt that in order feature that no other furnace manufacturer haseverincorporated, feature thatnootherfurnace company’s patentedSureView™ system windowisaunique burner incorporates manydistinctelements typicalofNapoleonproduct.The that The outcomeofextensiveresearchandtestingwas afurnace N in “T orth research and development team bought models from Napoleon researchanddevelopmentteamboughtmodelsfrom he C anada O A nly merican G –D as esigned Fu W rnace inters

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HPBA Expo 2012 Best in Show and Best in Category Winner,HPBA Expo2012Best inShowandBestCategory Napoleon Hybrid150furnace.

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NAPOLEON | THE ART OF FIRE throughout theheatingseason. The“Ultimate97”modelfeaturesbuilt-in results inquieteroperation cyclesandlessenergybeingconsumed increased heatingdemand. Ultimately, thisbalancingofheatproduction automaticallyswitchestothesecondstagesatisfy days thefurnace fire forgreatestefficiencythroughoutmostoftheheating season,oncolder by upto80%overconventionalblowermotors.Whileoperating onlow- as anelectronically-commutedmotorthatreduceselectrical consumption Napoleon’s two-stage “9600 Series” features a two-stage gas valve as well andbrightcolours,includingredblue. line inmodern features and a new look to the market, Napoleon looking modelsingreyindustrialcolours.Eagertobringsomeexciting basic- hasbeenstagnantforalongtime,onlyoffering entire industry line inthemarketplacewasthatofstyleandcolour. Inthisrespect,the his teamrealizedthatanotherfeaturewoulddistinguishtheirfurnace When looking at thedesigns of theircompetitors’ models,Wolfgang and Americanwinters.” for North madeinCanada–designed is beingpromotedas“Theonlygasfurnace have alsoshapedNapoleon’s line marketingapproach,astheirfurnace of theirownproductforonlyaboutayear. Theirhigh-efficiencyratings the beginningstages,havingbeeninHVAC marketasamanufacturer considering that the company is still in major achievement, particularly onthemarket.Thisis a thehighestefficiencytwo-stagefurnace offers two-stage modeland97%efficiencyontheir“Ultimate”unit,Napoleon 95% efficiency rating ontheir one-stage model, 96% efficiency on their processinoperation.With a firingupaswelltheburning burners allowing homeownerstoseetheignitiontakingplaceandwatch came out with a furnace came out with a furnace

industry, sold intheworld. whichisthesmallestBTUsizeofanygasfurnace inthe that lineNapoleonisintroducingthefirst30,000 BTUgasfurnace effective, cost forbuildersandtheretrofitmarket.Sincethisproductisvery furnace In 2012, next fiveyearstoaccommodatethecompany’s expected growth. plant inBarrie,andhireupto200newassociatesover the courseof Napoleon willaddanother250,000squarefeetlogisticscentre to the new productpresentationwasaccompaniedbytheannouncement that that whentheserieswasofficiallylaunchedonOctober11,2011,this line-up successoftheirultra-efficientfurnace so confidentinthelong-term grill lineandsteadygrowthinthefireplacesegment.TheSchroetersare expansionoftheNapoleon combinedwithfurther high-efficiency furnaces, five years,drivenprimarilybytheirexcellentpositioninginthemarketfor for the almostunlimitedHVAC market,Wolfgang envisionshugegrowthpotential venturing fromthecomparativelysmallfireplaceandbarbecuemarketsinto HVAC markettogetherwiththecompany’s existingsalesforce.Astheyare In 2011,Napoleon other models,resultinginanextendedwarranty. steel heatexchangerincomparisontoaluminizedexchangersthe astainless isrunning.Inthistopmodel,Napoleonalsooffers the furnace usesultravioletlightsinordertokillbacteriatheairwhile 97” furnace is opened,thelightscomeonautomatically. the“Ultimate Furthermore, lights tomakemaintenanceeasierforthetechnician.Themomentunit Napoleon. He foresees a doubling of the company’s overall sales within expects the volume to be quite substantial. Also with Napoleon expectsthevolumetobequitesubstantial.Alsowith Napoleon decided to launch in 2013 a 92% efficiency gas hired Bill Harris as a sales manager to open up the hired BillHarrisasasalesmanagertoopenupthe core productsinthefireplace,barbecueandHVAC market segments. and to keep concentrating on Napoleon’snumber of products offered in2013toreducethe decision wasmadetodiscontinuepatiofurniture complemented the company’s many other outdoor products. In 2012, the byNapoleonwasyetanotherproductlinethat offered The patiofurniture product thatwouldsatisfyconsumerdemandforhigh-quality patio furniture. totheSchroetersthattheydistributeadurable years, itwasimportant 2010. AswithanynewproductlineNapoleonhasopenedupoverthe in wickerpatiofurniture manufacturing themselves,theybeganimporting decided nottoenterthatmarketonthemanufacturingside.Insteadof and realizinghowlabour-intensivetheproductionprocesswas,they wasmade.Afterseeinghowthesecompaniesoperated, wicker furniture and Ingridapproachedmanufacturersvisitedseveralfactorieswhere marketsegment,Wolfgangmanufacturing capabilitiesinthatparticular Americanmarketthere.Inordertoexplore fortheNorth wicker furniture a popularproductamongconsumersatthetime,heconsideredbuilding do withthetopfloorthatwouldremainempty. was Sincewickerfurniture regulations,Wolfgangwith ChineseGovernment askedhimselfwhatto a buildinglargerthanwhattheyneededatthetimeinordertocomply their own plant in China. As the Schroeters were in the process of erecting market moreseriouslypresenteditselfatthetimeNapoleonwasbuilding toventureintothat backin1976,anopportunity iron patiofurniture After anearlyandratherunsuccessfulattempttoproducesellwrought- TIO P a Fu rnit u re

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Pillars of Success — The Napoleon Business Philosophy Pillars of Su ccess — T he N apoleon Business P hilosophy 155

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developing many firsts in the industry. firsts in the industry. Napoleon developing many etting tandard industry standard today and vertical (“Deluxe N2001”) off for venting mirror to enhance flame appearance at the time it was launched nnovation S S I drive and his eye for detail, which innovative Wolfgang’s resulted strengths as an entrepreneur, are among his main in includes: extensive list of firsts Napoleon’s with Pyroceram ceramic glass—an • Single-cast-iron door system with a side air intake stove air-wash • Wood at 40 feet horizontal • Direct-vent fireplace with venting adapter • Combination direct-vent and b-vent in wood stoves • First down-draft combustion system take- angle degree 45 a with fireplace direct-vent First • acts as a triple • Porcelainized sheet metal system that • Night lights for fireplaces • Combination gas and electric fireplace • Hinged door for direct-vent fireplaces market the on fireplace gas largest the – Dream” “The • • Double-lid barbecues

eting k ar M and

dvertising A advertising together company’s the of after all looked Ingrid 2000, Until was which design graphic of exception With the assistant. one with outsourced, advertising in-house. Today, and marketing was done advertising department, which is headed by David Coulson, Napoleon’s involvement has become limited has grown to nine people, and Ingrid’s to final design decisions. Advertising activities have and marketing advertisingdeveloped over the years from magazine as the company’s cross-promotions, as well as traditional advertising venue to Radio, TV, the Internet. beenhave initiatives resulting and strategies marketing Napoleon’s spirit and out-of-the-box approachcharacterized by the same innovative overall. Around the yearthat characterize the culture of the company advertising2000, after many years of exclusive trade and in Canadian consumer magazines, the advertising team began promoting Napoleon product in popular North American home innovation and interior design magazines geared to end consumers. Reaching out to individual buyers One of the Mercer Napoleon decaled trucks. One of the Mercer Napoleon engineers Napoleon’s well as for operations in China, all of which report to Wolfgang and Chris and in China, all of which reportwell as for operations to Wolfgang Senior Vice older son and Napoleon’s Ingrid and Wolfgang’s Schroeter, the company product-driven, Being personally. Operations, President of of the business. puts a lot of resources into the R&D side and Chris spend about two hours a day on average Wolfgang Today, them with direction, guidelines engineers, providing with the company’s that they envisioned through and feedback as they take a new product Seeing his current role and development. the various stages of research wants Wolfgang advisor, an of that as primarily to do their own thinking. As a result, he limits his role to overseeing the overseeing to role his limits he result, a As thinking. own their do to R&D process to ensure that the department down the right path is heading and to intervene in case adjustments need to be made. As a hands-on entire his throughout things new built and created has who entrepreneur particularly enjoys the research and development adult life, Wolfgang to make a decisive impact. At aspect of the business where he continues this point he does what he enjoys, and he looks forward to going to work every day because it gives him a deep sense of satisfaction to see what new ideas and products the R&D teams are developing. Napoleon trailer. evelopment D and

esearch R has always predominantly Wolfgang As a trained tool and die maker, with his ability to envision which worked with his hands. In combination particular products will perform well in the marketplace, this has positioned ever since startinghim at the forefront of new product development out eager to learnas an entrepreneur in 1976. Always about the as much past, while attending trade shows in the market as possible, Wolfgang, not only looked at the products offered but he also by his competitors, talked to their sales people to determinesupplementary which models and his own innovative drive and items were selling well. Combined with provided him with a good vision creative spirit, this approach has always the marketplace. of what products can be successful in of seeking out new ways earliest days, Wolfgang, From the company’s development and research all in involved been has products, improving as each company division has its own decisions on a daily basis. Today, research and development department staffed with its own managers, as there are R&D departments for barbecues, fireplaces, biomass, HVAC,

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NAPOLEON | THE ART OF FIRE Ted Readersigninghiscookbook forWolfgang's cousinJoachimMarrattheBBQChampionshipinBarrie2005. three cookbooksandseveralcross-promotionswithhim. Reader, a cateringcompanyandteaching”(tedreader.com). InworkingwithTed demonstrations, radio cookingshowsandappearancesaswellculinary TVand performances, cookbooks, shelvesoffoodproducts,liveculinary Napoleon sponsored his barbecue TV series, as well as doing Napoleon cookbooks. VP SalesRogerGriptonannouncingachallengeduringanAnnualMeeting. opportunities toconnect withconsumersinengagingways. opportunities and the most recent release of an buyer oftheirproduct.TheusenewSocialMedia,such asFacebook, Napoleon to usetheir online presence to the greatestadvantage of the well asconstantimprovementstothecompany’s websites, haveallowed over onemillionhitsayear. Onlinecontests,regularcontent updates,as the company’s onlinepresencewasexpanded,Napoleon’s sitesachieved well as“howto”videosfornewandexistingproduct.When, in2002, product: manuals, brochures,as looking forwhenresearching a certain consumers are their websites,Napoleonmakesavailableeverything web address to drive customers to oneof the Napoleonwebsites. On materialcontainthecompany’sbrochures andallotherprintedadvertising function inconnectingandcommunicatingwithconsumersaswell.Product napoleongrills.com; napoleonheatingandcooling.com ) have takenonakey napoleonfireplaces.com; Napoleon’s websites(napoleonproducts.com; additiontoprint ads, commercialsandcross-marketinginitiatives, In iTunes design app, provides additional D T D and benefits ofthoseitems. Dubbed“Barbecue University”,this event new productsfortheupcoming seasonandtotrainthemonthefeatures Napoleon justbeforethegrillseasonstarts, In thespringtime,usuallyinFebruary product inquiriesandansweranyquestionrelatedtoNapoleon product. provides for barbecuesandfireplacesintooneundertheleadership ofDanaMoroz, recent combiningofthecompany’s departments previouslyseparateservice ofcommunicationswithdealers,installersandconsumersalike.The part has remaineda central department “how to” productvideos, the service Although thecompany’s websitesallowNapoleontoassistcustomerswith T raining he ealers epartment

with increased combined manpower to respond to Napoleon withincreasedcombinedmanpowertorespond N brings dealers from all over the country to Barrie to explain the brings dealers from all over the country apoleon

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of In ordertoensurethatinstallersarefamiliarwiththespecific requirements with newproductintheirmarketsegmentaswell. formakingtheirfireplacedealersfamiliar Napoleon usesthesameformat that way. ofthefireplaceseason, EachyearinAugust,priortothestart productimprovementfromtheirdealers of feedbackandideasforfurther benefit ofdealersandthecompanyalike,asNapoleonreceivesalot products againstthecompetition.“BarbecueUniversity”worksto andmarketingsessiononhowtosellthesenew also includesaservice year becausethefrequentrelease ofnewproductmakesregularupdates process is usually repeated every Napoleon product. The certification installers of leaveascertified After a2-daylongsession, participants of theplantsaswellprovidinghands-ontrainingforNapoleon AmericatoBarrieonaregularbasis,givingthemgrandtour over North Towards that end, through their owncorporatetrainers. training installers and salesstaff Napoleon product, the company maintainsanintensiveschedule for Napoleon brings technicians and installers from all product.

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NAPOLEON | THE ART OF FIRE A sense of ownership amongNapoleon employees that has helped make the grow andtotakeresponsibility ineachoftheirrespectiveareas,thereisa to putting alotofemphasisonproviding theirassociateswithopportunities have broughtmanyfreshideastothecompany. WiththeSchroeterfamily Wolfgang hasalwaysselectedand hiredintelligentanddrivenpeoplewho people whomakeusweare.”Fromthecompany’s earliestdays, and Administration,emphasizes:“We maybeproduct-driven,butitisthe Stephen Schroeter, Napoleon’s SeniorVice PresidentSales,Marketing into what it is today without their associates. Ingrid and Wolfgang’s son The Schroetersrecognizethattheircompanycouldnot have developed T has beentrainingover1,000peopleannually. and equipment.Sinceestablishingthetrainingfacilityin2001,Napoleon uptodateonnewproduct initiatives tokeepdealers,installersandstaff Napoleon’s in-house training facility allows for continuous onsite training reputation asthemanufacturerwell. favourably onthedealer’s reputation,and,byextension,onNapoleon’s product knowledgemakesinstallerslookprofessionalaswellreflecting andresourcesintotraininginitiativesisbecausein-depth puts alotofeffort process andwithtroubleshootingproduct.AnotherreasonwhyNapoleon safety, withtheinstallation becauseitmakesinstallersfeelcomfortable installers intheirownlocations.Training isacrucialelementinproduct training to dealers, distributors and across Canada and the US to offer indispensable. he ssociates

N apoleon Napoleon’s corporatetrainersalsoextensivelytravel Y F amil

associates without their supervisors and to-face with groups of Napoleon associates without their supervisors once ayearStephenandChrisSchroetermeetface- setting. Furthermore, withinthisformal and anythingelse that needstobebroughtforward to discussplant,healthandsafetyissues,thecompany’s general direction, that capacity, associatesmeetwithmanagementatleastfourtimesayear andnightshifttobecomeamemberoftheARC.In including theafternoon management. Employeeselectoneoftheirownineach department to organized forumforassociatestocommunicateissues ofconcern In 1995,theAssociateRelationsCommittee(ARC)wasinitiatedasan the Schroeterfamilyatanytime. maintained anopen-doorpolicy:employeescancometoanymemberof company’s twoBarrielocations,Wolfgang, Ingridandtheirsonshave largest manufacturerintheBarrieareawithover500associates day.one basiseachandevery EventodayasNapoleonhasbecomethe together withhisemployees,buildingpersonalrelationshipsonaone-on- During theearlyyearsofcompany, Wolfgang workedonthefloor cancer, inhismemory. agolftournament theSchroetersstarted When associateatover30yearswiththecompany.being thelongest-serving have been with the company for more than 10 years, with Ron Noordhoff how bigthecompanyhasgrown,wearestillfamily!”Manyassociates states:“Itdoesnotmatter RonNoordhoff Building MaintenanceSupervisor by theSchroeters,butcompany’s associatesaswell.Napoleon’s know their jobs well. “We are family here,” is a statement made not only satisfaction. Havingastableworkforcemeansthatthecompany’s associates ratesandhighlevelsof employee company strong,resultinginlowturnover Wolf Steel/Napoleon’s firstsalesmanager, LenFuller, diedof tournament was held in his memory formanyyears. was heldinhismemory tournament Len Fuller, Napoleon's firstsalesrepresentative,whopassed awayattheageof61.Agolf Wolfgang's with“MarilynMonroe”,Napoleonassociatesandfamily. 50thBirthday 2012 Halloween.

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NAPOLEON | THE ART OF FIRE Jim Mills (Ontario sales associate) and Ingrid Schroeter having fun with a snuff machine, Jim Mills(Ontariosales associate)andIngridSchroeterhavingfun withasnuff Company picnicaround1986.LtoR:Wolfgang, MichaelSchwarzasNapoleon,Ingrid. Napoleon's firstsales representativeLenFuller(ontheleft)andJohn Quinn. Wolfgang posingasNapoleon.LtoR:Wolfgang's uncleFritzLapp,Wolfgang, Chris,Stephen,Wolfgang's motherFriedaEisele. One of the first Napoleon picnics. L to R: Cliff Lilley,One ofthefirstNapoleon picnics.LtoR:Cliff LenFuller, RonNoordhoff, JohnQuinn, BarbFuller. teamwinsthe2012Halloweencontest. Napoleon R&DHearth Group ofAssociatesvisiting attheSchroeters’cottage. Ingrid's - Mrs. Napoleon - Birthday Cake. Ingrid's -Mrs.NapoleonBirthday Gripton, GregThomas,DavidCoulson. Ingrid’s 50thBirthday. asVillageLilley, PeopleareLtoR:Cliff Performing Roger

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NAPOLEON | THE ART OF FIRE pool ofthatyear’s awardrecipients andtheassociatewhocameupwith award. Onceayear, acommittee drawsthebestoverallideafrom committee onamonthlybasis andthebestproposalreceivesamonetary to improveprocessesandproduct.Theseproposalsare evaluatedbya withproposalsonhow tocomeforward associates withtheopportunity and processimprovements.Thecompany’s improvement awards provide including continuous improvement awards to foster teamwork, quality associates, theSchroetershaveputinplacemanyincentive programs, role of their agents, all free of charge. In recognition of the important professionals, suchaslawyers,healthconsultants,dietitians, andtravel Napoleon associatescanphoneinandgetallkindsofadvice from oftheirlatestbenefitinitiativeforassociates, length ofemployment.Aspart associates aremorevacationdaysthaninmostcompaniesdependingon Among themanybenefitsWolf Steel/Napoleonprovidesfortheir competitive andtokeepattractinggreatpeopletheircompany. the Schroeterswantwagestobeontopofballpark,inorderstay ispaying,bothinunionizedandnon-unionizedenterprises, the industry without theneedtobringinaunion.Alwayskeepingabreastofwhat This mechanismgivesNapoleonassociatescollectivebargainingpowers to reachanagreementthatworksforboththeassociatesandcompany. proposal, companymanagement goes into negotiations withthecommittee and benefitsassociateswantthecompanytoprovide.Afterexamining through theARC.TheARCsubmitsaproposalidentifyinglevelofwages 2years,WolfEvery negotiateswageswiththeiremployees Steel/Napoleon personal directlinewithassociatesatalllevels. managers present.ThatwaytheSchroetersensurethattheymaintaina function andqualityofthemachinery. $75,000ayear),aswellimproving the (avoidingscrap worth parts This simple process has dramatically reduced the amount of defects in the anti-static sheettoreducethestaticbuildup. with theideaofusingadryer finish.In2009/10,NapoleonassociateMarcelHeatoncameup part the residuescratchesmetal,leavingsmalldentsand slug marksinthe the metal.Thiscreatesaprobleminmanufacturingprocess because When usinglaserstocutholesintomagneticmetalsheets, slugsticksto downtime. machinery company about$10,000ayearincoolant,blanketfilters andreduced atacostof$1.25perpair.particles Thisnewsimplepracticesavesthe standard pairofknee-highstockingstocovertheendhosecapture Napoleon associateChantalDesforgescameupwiththeideaofusinga more oftenandresultingin2hoursdowntimeeachtime.In2011, tochangethecoolantmixtureinmachine dust, makingitnecessary twomonths,thefilterdoesnotstopmetalgrinding of $138.56every toolgrindersatacost When usingblanketmaterialasafilterincertain through thecompany’s associatesimprovementrewardprogram: associates havedevelopedovertheyearsandwhichbeenrecognized The followingarejustthreeexamplesofthemanyinnovationsNapoleon product isavailableforpurchaseatextremelylowpricestoclearoutstock. product atdiscountedratesandduringspecialsalesmanytimesayear Napoleon aswellaChristmasbonus.Associates are alsooffered off, Napoleon associatesreceiveaproductionbonus,specialbonusdays award.Furthermore, the bestoverallideareceivesasubstantialmonetary Skate, as wellweeklybarbecuesinthesummer. ForaneventcalledFamily Christmas Party, aChildren’s Party, asummerpicnic,curlingcompetitions Among themanysocialactivitiesputonbycompanyisanannual company timeandmoneyhelpkeepNapoleoncompetitive. bytheassociatesthatsave It isoftensimpleideasbroughtforward in evenhigherannualsavings. practice can be utilized on up to 30% of setups company-wide, resulting $25,000 whenusedforonly10%ofsetupsatNapoleon.Thenew instead saveshalfanhourpersetup,resultinginannualsavingsofover associate KenChatten’s 2011ideatousetwoflatplatepiecesofsteel the processrequiresasignificantamountoftimetosetup.Napoleon When usingWilsonTool thatrequireflattening, flatteningbarsforallparts scavenger huntfortheassociates’ children. popular picnicactivitiesinclude arope-pullingcompetition,aswell area.Other annual stove-throwingcompetitionwasmovedtoadifferent on topofacar. Needlesstosaythataftermemorable experiencethe one oftheassociatesthrewstovesofarthatitlanded in theparkinglot picnic. Oneyear, Ingridwoninthewomen’s competition! Inanotheryear, open tomen,womenandchildren,itwasalwaysthe highlight of the wasthewinner.could throwthatstovethefarthest Thecompetitionwas hadweldedalittlestoveforthatpurpose.Theindividualwho Noordhoff annual summerpicnic,theyalwayshadastove-throwing competition. Ron Schroeters andtheirassociates.Backinthe1980’s, duringthecompany’s Suchsocialeventshavecreatedmanymemoriessharedbythe wintertime. Napoleon rents the Molson Centre in Barrie for four hours in the Napoleon AssociatePicnic, late1990’s. Napoleon AssociatePicnic,late1990’s. makingballoonsforthechildrenataNapoleoncompanypicnic. Manufacturing managerBobMartin Napoleon AssociatePicnic,1989.

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NAPOLEON | THE ART OF FIRE company picnic. hishandat thestovethrowata The lateLenFullertrying Wolfgang's PersonalAssistantCatherineLindegaard. Napoleon companypicnic.BehindIngridtotheleftisand inthestove-throwingcompetitionat Ingrid participating Employee picnic. Wolfgang inthestove-throwingcompetition, around1986. participating Sawing competitionat oneofthefirstassociatepicnics.Chrisand StephenSchroeterintheback. Napoleon AssociatePicnic,1989. Balloon tossatthe1989NapoleonAssociatePicnic.ChrisSchroeterinfrontleft. Ingrid’s businessphilosophy: beliefs andentrepreneurialimperativesthatdefine Wolfgang and The overallsuccessofNapoleonisbuiltonthefollowingcore B W 12) 11) 10) 3) 4) 5) 2) 9) 8) 7) 6) 1) u ork asateamtocomplementandmaximizeyourstrengths.

olfgang

better wayofdoingbusiness,donotbeafraidchangingit. When Be hands-on,approachableandleadbyexample. successful entrepreneurship. Money andprofitisnottheonlygoal,butbyproduct of Grow strategicallywithouttakingonhugedebtloads. W communication andhonourthatrelationshipatalltimes. the overallsuccessofcompany, maintainopenlinesof Recognize theimpor and allowsthem to takeownership,beinnovativeandexcel. production inanatmospherethatisappreciatedbyassociates conducive tomaintaininghighstandardsofqualityand Cultivate aworkingrelationshipwithassociatesthatis Once youhavedevelopedanidea,implementitandmakework. prices thatsuittheever-changing needsoftheconsumer. things inpursuitofthegoaltoprovidequalityproductsatcompetitive Be creativeandinnovativedonotshyawayfromtr Be ethicalandfairinallbusiness dealings. Do notjudgeabookbyits cover Delegate andtrustinothers’ abilitytodothejobright. siness realizing that something does not work or that there is a P

tance ofyourdealersanddistributorsin hilosophy and I . ngrid ’ s ying new ying new

product evenifitmightonly sell 100unitsayear. Napoleon’s what consumers want, they do not shy away from developing a certain the bottom line, Ingrid and Wolfgang are open-minded. Understanding in thecontinuousdiversificationoftheirbusiness.Instead oflookingat product linetocomplementtheirexistingrangeofproducts, resulting Wolfgang haveneverbeenafraid oftakingonordevelopinganew to doone-stopshopping.”Withtheirmindsalwaysgoing, Ingridand complementing ourproductlines,wearemakingiteasy forourdealers are amust.Ourcompanyhasalwaysexcelledinthatarea. Byconstantly ideas. Ingridpointsout:“Inordertobecompetitive,innovative products creativity, aninnovativemindandtheabilitytoalwayscomeupwithnew Being abletocatertheever-changingneedsofconsumersrequires product madebyourcompetitors.” segment, it will still have significantly higher quality componentsthan the todesignsomethingforthelowermarket product. Evenwhenwetry Schroeter explains:“We asafamilycannotbuildcheap,low-quality product isbuilttolast,usingthebestcomponentsavailable.Stephen preferences. BuiltonWolfgang’s Europeanphilosophy, Napoleon and thecompany’s abilitytoreactchangingcustomerdemandsand strength becauseabrandstandsandfallswiththequalityofitsproduct quality ofproductthecompanymanufactures.Thisisanimportant Napoleon isproduct-drivenwhichreflectedbothinthevarietyand suit theever-changingneedsofconsumer. goal toprovide qualityproducts atcompetitivepricesthat do notshyawayfromnewthingsinpursuitofthe trying First BusinessImperative: Be creativeandinnovative and

Corporate

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Advertising Manager David Coulson adds: “Wolfgang has a very sharp Business innovation, one of the key trademarks of Napoleon, is an extension Leading through P illars mind; he can look at something and come up with an idea, e.g. putting of Wolfgang’s adventurous spirit, which defines parts of his private life as Innovation: charcoal on a gas grill. One of Wolfgang’s main strengths is that he does well. Stephen explains: “He [Wolfgang] will order the weirdest thing off Napoleon PaTENTS

not think linear, but out here and out there.” the menu in a restaurant and make sure that everyone else tries it too.” of

Stephen and Chris Schroeter remember having friends over for dinner ORNAMENTAL DESIGN FOR A BARBECUE CART DOOR (US) Su

When asked what he considers being the main strength of their company, while growing up. On several of those occasions Wolfgang would offer ORNAMENTAL DESIGN FOR A COOKING GRILL (US) ccess Wolfgang explains: “Many other companies of our size are organized as a food item that he had brought home from a trip abroad to their friends. ORNAMENTAL DESIGN FOR A FREE-STANDING GAS STOVE (US)

corporations and led by people who only look at the bottom line, focusing Not taking their polite “No, thank you” for an answer, he would insist: ORNAMENTAL DESIGN FOR A GAS APPLIANCE VENT ADAPTER (US) — T

exclusively on the stock market and on increasing shareholders value. By “How do you know that you don’t like it if you have never tried?” ORNAMENTAL DESIGN FOR BARBECUE LID SIDE PLATE (US) he

only caring for the corporate side, these business leaders do not have a feel ORNAMENTAL BARBECUE LID TRIM (US)SUMMER DAMPER FOR N NAPOLEON | THE ART OF FIRE for their product or for the needs of their dealers, customers and associates. It is that same adventurous spirit and drive to always try and experience CABINET FOR A HEATING APPLIANCE WITH INTERGRATED apoleon We, on the other hand, have maintained a great level of flexibility, since new things that has resulted in Wolfgang and Ingrid hiking the Andes, ORNAMENTAL DESIGN FOR A WOOSTOVE (US) we are not responsible to shareholders and can reinvest profits into the the Inca Trail in Peru, and the Copper Canyon in Mexico, and Wolfgang BARBECUE DESIGN FOR PEDESTAL BARBECUE (US)

company instead of having to split them up and divide them among undertaking many motorcycle adventure rides through the Alps, across APOLLO PEDESTAL BARBECUE (US) B u

shareholders each year. Combined with our ability as a family business to North America and most recently through Kenya and Tanzania in Africa. APOLLO PEDESTAL BARBECUE (UK) siness make decisions fast, we have been able to constantly move ahead, to try APOLLO PEDESTAL BARBECUE (Germany)

new things, to remain creative and innovative in everything we do. Just as Second Business Imperative: Once you have developed an ARCHED STOVE DOOR (Canada) P

Jack Welsh says: ‘If your company is stagnating, your company is dead.’” idea, implement it and make it work. ZERO CLEARANCE FIREPLACE (US) hilosophy ZERO CLEARANCE FIREPLACE (Canada) When asked for what in his view distinguishes his father as an After devising an idea, Wolfgang and Ingrid pull people together to find FLAME SIMULATING APPARATUS (Canada) entrepreneur, Wolfgang and Ingrid’s son, Stephen Schroeter, elaborates: out how to make it work, drawing on the team’s collective strength. If the FLAME SIMULATING APPARATUS (US) “My Dad’s level of entrepreneurship is very high; he can translate ideas idea turns out to be justified, they do not wait, but add its implementation FURNACE CABINET PANEL (Canada) into opportunities and put them into play. Being forward-thinking, he can to their schedule right away. As a matter of principle, when a decision is VIEWING WINDOW (Canada) shut down within seconds what sounds like the best idea in the world at made, it is acted upon, unlike in many other companies where great ideas FURNACE CABINET PANEL (US) first. He gets through to the core of any idea almost instantly. Knowing are often laid to rest by putting them into the business development plan BARBECUE CART DOOR (US) how to ask the right questions, he recognizes flaws in a product or idea to be implemented two years down the road. Ingrid points out: “Being GAS BARBECUE (Canada) real fast. He should be on Dragon’s Den.” a family-oriented company, we can make changes quickly if necessary, GAS BARBECUE ASSEMBLY (US) resulting in our ability to develop and offer a wide range of product.” FIREPLACE (US)

Exhibiting Napoleon products. 170

NAPOLEON | THE ART OF FIRE Wolfgang Mercer (ontheright)inSedona,Arizona. motorbikingwith Garry Ingrid andWolfgang hikingatMachuPicchuintheAndes,Peru2000. Wolfgang Mercer’s onGarry motorbikeinArizona. Ingrid andWolfgang travellinginSouthAfrica,2008. Ingrid andWolfgang hikingatCopperCanyon,Mexico. attempt tokeeptheirassociates steadilyemployedallyearround.Made In 1987,Wolfgang beganproducingsteel-fabricatedanchors asan a flop,butmostofthetimeproductswedeveloped were homeruns.” error. AsWolfgang says,“Sometimes youhaveahomerun,sometimes by Being trial a and successful entrepreneur sometimes means learning productrequiredtimeandfinancialresources. developing thatparticular to letsomethinggothatmayhavebeensuccessfulfor a while,evenif newthings allthetime,butalsoawillingness years notonlymeanstrying instead. Growingaproduct-drivenbusinessoverthecourse ofover35 product preferences which required them to focus on developing different In othercases,theyrecognizedachangeinconsumerdemandand have takenawayfromtheirabilitytofullyfocusonmainproduct. a sophisticated separate distribution system for a side line which would for onereasonortheother. Insomecases,theywouldhavehadtodevelop production main linesofproduct,andsometimeslaterdecidedtoterminate product, theyventuredintomanynewproductcategoriesrelatedtotheir With Wolfgangthe long term. to develop new and Ingrid always trying outtobesuccessfulin theycreatedturned Looking back,noteverything business, don’t be afraidtochangeit. does notworkorthatthereisabetterwayofdoing Third BusinessImperative:Whenrealizingthatsomething process improvementovertheyears. continuous calculatedgrowththroughconstantproductdiversificationand have beenabletotranslatenewideasandbusinessdecisionsinto Without theexecutivehavingtoansweraboard,IngridandWolfgang At the time circulatingfireplaces. hot waterjackets,aswellmasonry for awhile,butdidnotpursueinthelongrun,wereaxes, splittingmauls, from made inTaiwan aswell,firstfromadistributoroutofOregon, andthen buyingaccessories theproductionandstarted Napoleon terminated the marketswitchedtoshinybrassproductmadeinTaiwan, Wolf Steel/ resulting line of high-quality tool sets sold well for some time, but when a blacksmithtomakewrought-ironfireplaceaccessoriesin-house.The In themid-1980’s, asmentionedpreviously, Wolf Steel/Napoleonhired get outofthatmarket. sitting outsidetheplant,Wolfgang andIngriddecidedthatitwastimeto being theironlyrealcustomer, andwithboxesuponofanchors main product.WhenSandyCoveMarineinBarrie,Ontario,endedup attempt tomakeuseofscrapmaterialleftoverfromtheproductiontheir was notfeasibleconsideringthattheanchorswerenomorethanan they wouldhave had todevelopmoreproductthan just theanchor, which their fireplaces. In order to be successful in the boating accessories market, distributionchannelthantheonetheyhadsetupfor completely different theanchorsrequireda atthetime.Furthermore, product category Anchor,whichwasthemainbrandnameinthatparticular Danfourth sell. OnereasonwasthatWolf Steelwascompetingwiththepopular out ofscrapsteelusedintheproductionfireplaces,anchorsdidnot many existing open masonry fireplaces in peoples’ homes were very fireplacesinpeoples’homes werevery many existingopenmasonry popularatthattime, because custom doors.Customdoors werevery with also beganproducing their ownfireplace glassdoors,starting out of California. Otherproducttheymanufactured Dagan IndustriesoutofCalifornia. Napoleon started manufacturing fireplace accessories, they started

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NAPOLEON | THE ART OF FIRE The Schroeterswith"Napoleon"atthe2005HPBAtradeshow. Thesandcastlewasbuiltby customerScottDodson. much more efficient inserts for gas- and wood-burning fireplacesinstead. forgas-andwood-burning much moreefficientinserts was nolongerviable,discontinued itandfocusedonmanufacturingthe preferences, Wolfgang eventuallydecidedthatglassdoor production fireplacewithaglassdoor.masonry Recognizingachangeincustomer efficient, heat-producingfireplacesratherthanjustupdating theirexisting ashomeownerswantedtohavenew,changed tofireplaceinserts, finishes. However,they producedin many different themarketeventually a production-madeglassdoormadefromaluminum extrusion, which fireplaces. Later on, inefficient masonry sold manyofthemtocustomerswhousedprimarily toupdatetheir successful for quitesometimeandthecompany built glassdoorswerevery customized glassdoorwouldpreventthatheatloss.Wolf Steel’s custom- airfromthehouseupchimneytooutside.Puttingina the warm inefficient. Withonlyhavingascreeninfrontofthem,theyweredrawing Wolf Steel/Napoleon developed appliance option. pursuingthekitchen insteadoffurther developing high-efficiencyfurnaces strength. Asaresult,Wolfgang toconcentrateon and histeamstarted fireplaces andthustoNapoleon’s andinnovative coreareaofexpertise of thebusinesswouldbebetterchoicebecauseitis morerelatedto that kitchenrange, he decided later onthat developing the heating side built aprototype.AlthoughWolfgang spentalmostayearworkingon Wolfgang and histeamdesignedacompletehigh-end kitchen rangeand options couldbehandledbythecompany’s existingproduction equipment, by designing and manufacturing entirekitchenranges. Realizing thatboth developthehomeappliancesideofbusiness conditioners, ortofurther was consideringeithergoingintoHVAC andair product,suchasfurnaces At one point before Napoleon expanded into the HVAC market, Wolfgang 2012), StephenSchroeter, Roane(ManufacturingManager). Gilbert (R&D),ClaireWoodardRichard Tjart (long-timeassociatewhoretiredin L toR:RickMotyka(GeneralManager),KimCross(Manufacturing Sales), RogerGripton(retiredVPSales-Fireplaces). JuliaSamuals(CustomerService- Ontario), LisaInnis(OfficeServices), NinoSebastiano(FireplaceRep. Supervisor-Sales), (Customer Service DarleneBritnell (Accounting ),BettyLouBedford(CustomerService-Sales), L toR:RaymondTeasdale Canada),LesleyThornton (agentforEastern instrumental in the design and testing of many hearth products. instrumental inthedesignandtestingofmanyhearth memberofNapoleon’sRichard Tjart, R&Dteamand Ontario salesrepresentativesNinoSebastianoandJimMills. SalesConference,mid-1990’s.Annual Hearth of acustomerbase,Wolfgang productionafter a decidedtoterminate “Manhattan™” andsolda few hundredunits.Inspiteoftheexistence two years,Napoleonlaunchedthefireplacein 2003 underthename be technically two fireplace unitsinone.Afterworkingonitforover operation out were to not interchangeable, the integrated model turned the heat-producingcomponentsandelementsused forelectrical developing Wolfgang andhisteamwerefaced withsomegreatchallengeswhen a great benefit forcustomers in having such a dual-purpose fireplace, be switchedfromelectricitytogasinthewinter. Although therewas fireplace thatdoesnotcreateanyheatinthesummer, but thatcaneasily aswell.Hedecidedtodesignandmanufactureanelectric summertime that could be used not only during the cold winter season, but in the Early in the new millennium, Wolfgang had the idea to create a fireplace Napoleon’s integrated electric/gas fireplace model: since Napoleon accounting department foralmost25years. Napoleon accountingdepartment instrumental inthesmoothrunningofWolf Steel/ Accounting ManagerLouAnneClark,whohasbeen Ron Noordhoff points out:“WolfgangRon Noordhoff letshisassociates dotheirjob. entrepreneur, When asked what he considers the main strength of Wolfgang as an allows themtotakeownership,beinnovative andexcel. in anatmospherethatisappreciatedbyassociates and maintaining highstandardsofqualityand production relationship withassociatesthatisconducive to BusinessImperative: Cultivateaworking Fourth extra inordertoenjoythebenefitsofanintegratedyear-round fireplace. Napoleon but itwasalso too expensive due tothe doubling of components. Finally, while becausenotonlywastheintegratedfireplacedifficulttoproduce, Manager), David Coulson (Corporate Advertising Manager). Manager). Manager), DavidCoulson(CorporateAdvertising atdealermeeting,2005.LtoR:ChrisSchroeter,Staff JimMills (OntarioSalesRep.),Terry Hicks(NationalSales sales peoplefounditdifficulttoconvinceconsumerspay Wolf Steel/Napoleon’s BuildingMaintenance Supervisor

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NAPOLEON | THE ART OF FIRE a DealerconferenceattheHarborCastleinToronto. SalesManagerGregThomaswithhiswifeLaurieduring Hearth that When talkingtoassociatesatalllevels,itbecomes instantly obvious they alsolisten.Ifsomeonehasapoint,listenandembrace it.” Manager DavidCoulsonadds:“TheSchroetersnotonlywork reallyhard, to suggestionsfromtheiremployees.Napoleon’s NationalAdvertising Wolfgang wanttheirpeopleto take ownership,theyarealwaysopen operations inclosecooperationwiththeirassociates.SinceIngridand successoftheircompany,to thelong-term theyareconstantlyimproving management andassociatesbeingkeytoagreatrelationshipthus many processes.Asbothofthembelieveincommunicationbetween Wolfgang andIngridencourageconstantimprovementstothecompany’s best.” Basedonthecompany’s motto“Work nothard,”both smart, toalwaysdotheir them thetools,responsibilityandopportunity He allowsthemtobeinchargeoftheirspecificareaandhegives having graduallydeveloped into thelargestprivately-ownedmanufacturer others). WithNapoleonnotonlybeingahighlystable company, but (General Electric, Tire, HayesDana, Volkswagen, among success story. Sincetheearly1980’s, Barriehaslostalotofbigindustry Napoleon associates are proud to be part of the company’sassociates are proud to be part overall Diamond Fireplaces. Wolfgang membersof Stampedewithstaff andIngridatthe2004Calgary company, beinga family-ownedandfamily-orientedbusinessenablesthem relationships withtheirdealers anddistributors.Despitethesizeof through theircorporate structures, Napoleonmaintainspersonal In contrasttomanyothercompaniesthataredefined almost exclusively honour thatrelationshipatalltimes. company andmaintainopenlinesofcommunication and your dealersanddistributorsintheoverallsuccess ofthe of Fifth Business Imperative: Recognize the importance Schroeters’ respectforallassociatesandco-workersat levels. isamanifestationofthe high-quality standardsanddedication.Itfurther relationship thatisconducivetoemployeesatisfactionandresultingin contributingtoa associates makeemployeesfeelappreciated,further door policy plus regular face-to-face meetings between management and professionals graduatingfromschoolsinthearea.TheSchroeters’open forengineersandother work forNapoleonwithitsmanyopportunities schools aswellthelocalcollegeareanxioustogettheirstudents in the entirearea, the company provides people with secure jobs. Trade Napoleon representativeforQuebec. Long-time Napoleonsalesagents,LtoR:SandraandShawnMullan(Western Canada).BehindSandraisJeanBerlie, negative effects on theirspecialtydealernetwork. negative effects selective in dealing with these companies in order to avoid possible takingon some massdistributionchains,theyremaincarefuland started Napoleon product.Although they haverecently stores” wantingtocarry downbig“box from thebeginning,Schroetershaverepeatedlyturned almost of the Napoleon success story loyal dealers who have been part fortheir big “boxstores”inahighlycompetitivemarket.Outof concern tokeepthemaheadofthe among otherthings,Napoleonisdetermined helping dealers with improvements to their showrooms and advertising, dealers along as the company has grown constantly over the years. By their fullmarketpotential.Napoleonhasbroughtmanyoflong-time it astheirjobtoensurethatdealersgrowbusinessandrealize usually family-ownedlikeNapoleon.TheSchroetersandtheirteamsee has beenfocusedonworkingwithindependently-owneddealersthatare could providethisexperience.Napoleon’s salesandmarketingstrategy however, he was wrong in the conclusion that only large “box stores” right insofarascustomersprefertoshopplaceswherethereisselection; inthelongrun.Thecompetitorwas specialty dealerswouldnotsurvive years agothatonlythebig“boxstores”wouldbesuccessfulandsmall One oftheircompetitorswhosincehasgonebankruptpredictedmany whosefeedbackisalwayswelcomeandappreciated. rather aspartners their dealersnotsimplyasameansforsellingNapoleon benefit boththeirdealersandthecompany. Wolfgang andIngridlookat ofpersonalcontact conversations, regulartrainingsessionsandotherforms sales representatives,Alliance Dealer meetings, dealer trips, visits,phone distributors alike.One-on-onemeetingsbetweendealersandNapoleon to listenthemarketthroughfeedbackfromendconsumers,dealersand product, but product, but leadership modelintothenext generation. asuccessful business Administration, workswith Ingrid, thuscarrying Schroeter, inhisroleas Senior Vice PresidentSales,Marketingand Operations, ChrisSchroeterisworkingwithWolfgang, whileStephen the same:Inhiscapacityascompany’s SeniorVice Presidentof providing eachotherwithmutualinput.Today, theirtwosonsaredoing Ingrid andWolfgang alwaysconsulted eachotheronthedesignside, they feltneededtobedone.Whilekeepingtheirfunctions separate, the samegoalsandwantingcompanytosucceed,they didwhatever decisionstogetherasateam.Sharing each otherandmadeimportant together. theyalwayssupported Althoughleadingseparatedepartments, they did,IngridandWolfgang emphasizethattheyalwaysworkedwell When askedwhytheythinksucceededasentrepreneursatthelevel and maximizeyourstrengths. Sixth BusinessImperative:Work asateamtocomplement which enablesustohelpourdealersgetthroughfinancialhurdles.” of notbeingcorporately-ownedisthatwecanmakedecisionsonthefly Vice “Oneofthebigstrengths PresidentofSales,RogerGripton,confirms: to be upfront with them in case of difficulties. have beenwiththemformanyyears,Wolfgang andIngridexpectthem challenges oftoday’s economy. Duetothefactthatmostoftheirdealers and bringingincollectionagencies.Thatwaytheyhelpthemthroughthe the work relationship out a viable solution together instead of terminating finance teamsitsdownwiththemasiftherewasafamilycrisisandthey gettingintofinancialdifficulties, Napoleon’s Napoleon productstart Based onthatsamecaringapproach,whenindividualdealersof Napoleon’s recently retired

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NAPOLEON | THE ART OF FIRE and long-term return. return. and long-term advanced machines,becausethosekindsofinvestments providevalue Ingrid donothesitateatallwhenspendingmillionsofdollars onthemost company moneyonthingsconsiderednottobeessential, Wolfgang and withspending gets afairandreasonableprice.Whilebeingconservative Wolfgang always asks for a minimum of three quotes to ensure that he people sometimeshaveatendencytoinflatethingson abigcompany, successful inavoidingwasteofcompanyresourcesover theyears.As Wolfganga senseofwhatanitemshouldbeworth, andIngridhavebeen the manufacturingcapacityforit.”Knowingvalueofmoneyandhaving worse,” saysWolfgang, “thantakingonahugecustomerandnothaving pursue growthbytakingonnewlarge-sizecustomers.“Thereisnothing reasonably methodicalandstrategicallycarefulinhowaggressivethey increases insalesovertheyears,Wolfgang andIngridhaveremained back intothebusiness.Astheircompanyhasseenfairlysubstantialsteady company. Basedonthatsimplephilosophy, theyhavealwaysputprofits inthe in doingasmuchatatimetheycanwiththeircashreserves debt. Insteadofusing someone else’s resources,theyarestrongbelievers machinery,buying state-of-the-art theyneveraccruedanyconsiderable borrowing money. Evenwhenundergoingcompanyexpansionsand Wolfgang making railingsbackin1976,hedidsowithout started oftheirgrowthstrategy. debtloadspart and Ingridmakecarrying When Neither intheirprivatelivesnorgrowingcompanydidWolfgang and grow strategically without takingonhugedebtloads. Seventh BusinessImperative:Knowthevalueofmoney President ofSalesRogerGripton adds:“Customersvisitingourexhibitat sales associatesandcustomers alike.Napoleon’s recentlyretiredVice them agreatdealofrespectfromtheir whatever isneededhasearned day. Wolfgang andIngrid’s oftheirteamandtodo willingnesstobepart picking upabroomtosweepthefloorofboothat endofalong work, beithelpingwiththesetupofdisplay, talkingtocustomers,or not justrepresentingthecompanyasco-owners,butdoing theactual shows theyarerightthereonthefloortogetherwiththeir salesassociates, been involvedinallaspectsoftheirbusinessonadaily basis.Attrade As theownersofaprivatecompany, Wolfgang andIngridhavealways and leadbyexample. Ninth BusinessImperative:Behands-on,approachable stability andgrowth. However, makingprofitsisimperativetoensuringanycompany’s financial things movingintowhathedeemstobetherightdirectionforbusiness. keep theNapoleonbrandnamewherehethinksitshouldbeandto hundredsofthousandsdollarsinorderto downbigdealsworth turned factors forbeinganentrepreneur. Thisexplains why inthepasthehas of evenlargerprofitsrankslowamong Wolfgang’s personalmotivating growthpotentialinthefuture,expectation seemingly unlimitedfurther Even todayasNapoleonhasbecomeamulti-milliondollarenterprisewith money, butsothathecouldbehisownbossandcontroldestiny. Wolfgang’s motivationforgoingintobusinessonhisownwasnottomake only goal,butthebyproduct ofsuccessfulentrepreneurship. Eighth Business Imperative:

Money andpr ofit is not the ofit isnotthe suggestions onlywhenneeded. oversees theadministrativeside ofthebusiness,steppinginandmaking sales,andmanyotherareas,shenow accounting, invoicing,advertising, bring it to fruition. By the same token, while Ingrid used to be involved in and manyotherthings,henowthrowsouttheidea lets otherpeople tool making,settingupanassemblyline,productdevelopment, selling, onhissideof thebusiness,frompurchasingthrough involved ineverything generation offamilyentrepreneurs.Whereasinthepast Wolfgang was the transitionofleadershipincompanytotheirsons asthesecond pass onmoreandresponsibilityastheyaregradually preparing not tomicromanage,whichissharedbyIngridaswell, allowsthemto it, thatdoesnotmeanitisdonewrong!”Theabilitytoletgoand and eventhoughitmaynotbedoneexactlythewayyouwoulddo keep doingallthesethingsonyourown.Giveittosomebodyelse, handling multipletasksinhiscapacityasDirectorofSales:“You can’t remembers Wolfgang sayingtohimonedayashewassimultaneously stepalongtheway.job withouthavingtocontrolevery RogerGripton thingsovertohisassociatesandletthemdotheir ability toletgo,turn Another keystrengthofWolfgang asapersonandentrepreneurishis ability todothejobright. Tenth BusinessImperative:Delegateandtrustinassociates’ business philosophyintothenextgenerationoffamilyentrepreneurship. of their parents’ yet another defining part hands-on approach, carrying parents’ example,ChrisandStephenSchroeterhaveadoptedthesame a companyofoursizearetheretotalktheminperson.”Followingtheir large tradeshowsareamazedthatthepresidentandviceof distributors andassociatesalike. suppliers,dealers, excellent reputationwithcustomers,businesspartners, Napoleonits become thevaluesoftheircompanyaswell,havingearned honest withtheircustomers.Byextension,personal valueshave business peopletoallsideswhodonotmanipulateand who arealways ethical inthewaytheymakedecisions.Thishasresulted thembeingfair Knowing whatisrightandwrong,Wolfgang andIngridarevery business dealings. Twelfth Business Imperative: Be ethical and fair in all your you aretalkingto,”heconcludes. negotiating the purchasing of thousands of units. “You never know who as he does to the CEO or president of a multi-billion dollar corporation trade showwhoisinterestedinputtingonesinglefireplaceintohishouse buyers. Wolfgang paysthesameattentiontoanindividualcustomerata business dealings;theydrawnodistinctionbetweensmallandlarge a matterofprinciple,the Schroeters treatallpeoplethesameintheir or task. As inspired his sons to never overlook a person or opportunity he is dealing with before making a judgment. Towards that end, he has picture, Wolfgang hasalwaysmadesuretounderstandtheindividual the firstimpressionofapersonislessthanonepercentoverall Private entrepreneurshipisalotaboutdealingwithpeople.Knowingthat its cover. Eleventh Business Imperative: Do notjudgea book by

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Chris and Stephen Schroeter — The Second Generation of Napoleon yFamil Entrepreneurs Chris and S tephen S chroeter — T he S econd G eneration of N apoleon Family E ntrepreneurs 181 worked in the company every summer in-between school terms. Stephen’s the company everyworked in school terms. summer in-between Stephen’s three filing. He then spent photocopying and the office was first job in the into holes drilling stoves, wood of doors for production the in weeks the barbecue and fireplace production he went into hinges. From stove before going working in maintenance and packaging side of the business, to the production production, where he was assigned back into fireplace years, the Throughout two summers. for logs fireplace of painting and have tried their hand in everyboth Chris and Stephen department on the important was It level. floor learn to plant them the for on involved is what in production. know and respect the people who work floor and to get to Furthermore, working from the ground up has allowed Chris and Stephen of how a decision they make to develop and cultivate an understanding processes at the floor level. at the management level today may impact work came to Stephen when age 21, at university, in year second his During him to plan for her and Wolfgang’s Ingrid told him about for that summer, spend a day or two working every of single position in the administration doing other peoples’ Thus, Stephen spent an entire summer the company. associates. jobs under the guidance of various Napoleon everyLooking back, Stephen sees working position in the administration as a huge advantage, as it allowed as well as his on-the-floor experience Chris also recognizes the him to learn how things work. In the same way, areas of the business. As a teenager, benefits of having been exposed to all Wolfgang, he sometimes thought by when he was assigned specific tasks realizes the benefits he however, of them as a waste of his time. Today, of doing things like taking a machine apart, because knowing both the allows various processes as well as the technology used in the company,

the arly

E and

within

re u

pos Ex evelopment ompany irst D C F sons Wolfgang’s entrepreneurial parents, Ingrid and Being the children of time that they were exposed to the company from the Chris and Stephen were very Chris with her to the young. Whether it was Ingrid taking office after returningseeing their Dad developing and to work in 1978, discuss business at home, or having both parents testing new product present in was always entrepreneurship family table, dinner the at matters both introduced Chris and Stephen were the Schroeter home. Naturally, early teens. Chris startedto working casually in the plant in their going during the summertime while being off school to work with Wolfgang Cutting the grass was his first work when he was around 13 years old. the plant was working in the assignment. Later on, his first job inside shipping department for two years doing before moving into the tool room jigs, learning the mill, lathe, and taking machines apart. When he was put him into the R&D lab, where, among other things, about 18, Wolfgang Chris computers, for knack a Having projects. small in involved was Chris equipment and computer-based took on the role of looking after computer programs to Committed to utilizing computer processes in the company. a lot of unnecessarythe largest extent possible, he replaced paperwork in other things. the company through e-filing, among his of that to similar was company the in development early Stephen’s told him When Stephen was about 15 years old, Wolfgang older brother. one Sunday night during his summer vacation that starting the next day he would be working in the plant for two weeks. From then on, Stephen Chris Schroeter working in the plant during summer school holidays. Chris Schroeter working in the Stephen with an air gun for shooting out T-Shirts at hockey tournaments in Kelowna, B.C. Stephen with an air gun for shooting out T-Shirts Chris and Stephen in the warehouse.

The Schroeter family. Stephen and Chris Schroeter in front of one of Napoleon’s bestselling gas burning inserts, GD3014. Model Stephen and Chris Schroeter in front of one of Napoleon’s

THE ART OF FIRE OF ART THE | NAPOLEON 180 182

NAPOLEON | THE ART OF FIRE Stephen makingadonation toRoyalVictoria HospitalinBarrieonbehalfofNapoleon. Commerce in Management, Economics, Industry andFinance atthe Commerce inManagement, Economics,Industry at Laurentian and Ryerson University, while Stephen did a Bachelor of During theirtimeatuniversity, ChrisstudiedMechanical Engineering from theearliestdayson.” always inus.Seeingourparentsdoandbuildthingsdefinitely shapedus business. Chrisadds:“We theentrepreneurialspirit,itwas didnot learn he hadnotjoinedthecompany, hisown hewouldhavemostlikelystarted the time.Asateenagerhebuiltspeakerboxesandsoldthem tofriends.If Even whilegrowingup,heremembers,havingthedriveto buildthingsall about anythingelseforacareerotherthanjoiningthecompany full-time. and they took on the challenge. Stephen never thought great opportunity they would be able to lead the company. Chris and Stephen realized the and Stephenthattheywouldbetoughonthemtoensureoneday for them;tothecontrary, IngridandWolfgang cleartoChris madeitvery pursue their future within the company it would not be a walk in the park Wolfgang intellingtheirsonsthatiftheydecided to werestraightforward the secondgenerationwasalwaysanoffer, butnoobligation.Ingridand outside ofthefamilybusiness.Taking overthebusinessandleadingitinto whether theywantedtoeventuallyjointhecompanyfull-timeorpursuealife Ingrid andWolfgang alwaysleftituptotheirsonsdecideforthemselves Fu J was beneficialforthefuture. We justcouldnotseeit.” ourparentsdidforusbackthen of Operations.Chrisadds:“Everything him tomakeeducateddecisionsinhiscurrentroleasSeniorVice President oining ll -T ime

the

C ompany

new training initiatives, an extended Internet presenceanduseofonline new traininginitiatives,anextended Internet at university to aspects the of company,what they learned resulting in sincetaking onleadershiproles,theyhaveappliedvarious Furthermore, Stephen havebeenattheforefrontofmanynewcompany initiatives. Chrisand Having grownupwithcomputertechnologyandtheInternet, and C convey therightmessagetocustomer. of thenewproducttheyaredevelopingsothathave theabilityto onthefeaturesandbenefits to bepersonallyinvolvedintrainingsalesstaff developing newproduct.Towards thesameend,herecognizesneed workcloselytogetherthroughoutthevariousstagesof R&D departments ofhisroletohelpensurethatthemarketingand it anessentialpart ofthebusiness being closelyinterconnected, he considers various parts aspects of product development. Based on his understanding of the purchasing, productionandlogistics.Chrisispersonallyinvolvedinall Senior Vice PresidentOperations,heoverseesresearchanddevelopment, control, scheduling,purchasingaswelllogistics.Today, inhisroleas IT untilStephenbecameinvolvedinthatarea,thengoingintoproduction closely withWolfgang, inresearchanddevelopment,doing off starting administration ofthebusiness.Chris,onotherhand,hasbeenworking aswellthe accounting,marketingandadvertising, Ingrid, learning of dividingupresponsibilities.Stephenhasbeenworkingexclusivelywith aspects ofthecompany, thebrothershavefollowedtheirparents’pattern operations side,andStephen’s interestsmoreinlinewiththeadministrative University ofGuelph.WithChris’focusdirectedmoretothetechnicaland omp N u ew ters O pport , the I u nternet nities

Chris intheplantchecking parts. Steve Gauci(NapoleonRetailManager),DellaDwyer. Taste theWorld CharityEventinBarrie2011.LtoR:Chris,LindaMuszynksi,Stephen,HeatherFord,

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NAPOLEON | THE ART OF FIRE Napoleon virtual fireplaceDVDandFall2010FireplacedesignAPPadvertisement. Napoleon virtual for himpersonally. gratifying time remembers workingondeveloping thatprogramasavery under whichitsellstoother manufacturersaswell.Lookingback,Chris program workssowellthatthesoftwarecompanyhasput abrandonit computer programtogetherwithasoftwarecompanyout ofToronto. The all times.Chrisandtheirshippingmanagerdeveloped thiscustomized at their associates’abilitytokeeptrackofcomponentsand inventory work byimplementingabarcodescanningsystemthat hasincreased helpedeliminatealotofpaper During astintinlogistics,Chrisfurther of timebyhavingtheprogramdomostscheduling workforthem. a newPC-basedsystem(MRP-PC)whichsavesNapoleon While workinginproductioncontrolandscheduling,Chrisimplemented administrative processes,amongotherthings. applications, aswellincreasedcomputer-basedautomationof associates alot do theirresearchonlinebefore eversettingfootintoastore.Chrissays: mostconsumersgoing intoastoretogather basicproductinformation, people researchproductthese dayshaschangedentirely. Insteadof only onemouseclickaway, andthus,incrediblyaccessible,theway beingrethink theirunderstandingofthesalesprocess.With Internet that changesinconsumerbehaviorrequiredthecompany toadaptand believedpossibilities in doing things online,Chris and Stephen firmly computer-savvy generationwithasharpsensefor the manynew ofayoungerweb-and by launchingtheirownwebsites.Beingpart indealingwith their customersuse oftheadvantagesInternet online sales,theirgoalwastopersuadeNapoleondealersmake Never intendingtobypasstheirnetworkofloyaldealersthroughdirect asasalesandmarketingtool.strong promotersofusingtheInternet forum for product research and sales, Chris and Stephen developed into becameanincreasinglypopularAround theyear2000whenInternet homeowners, designers,architects, buildersandallotherusersto to-use fireplaceconfiguration device,Napoleon’s popularAPPallows fireplace designtoolstoNapoleon Design StudioiPhoneAPP,whichintroducesthenextgenerationof Napoleon’s inthecompanytoconstantly makeimprovements. everyone products online;infact,theyappreciatesuchfeedbackbecause itforces having owners of ofcustomerfeedback,theSchroetersarenotafraid as well.Interms and othernewsocialmediaoutletsasawaytoconnect withconsumers to alargenumberofpotentialbuyers,NapoleonusesFacebook, wayofpromotingproduct remainsthemosteffective While theInternet look likeintheirspacebeforemakingthepurchase. changing trimandmantelcolours,toseeexactlywhatthefireplacewill for. fireplacemodels,aswell different Intothatpicturetheycaninsert to uploadapictureoftheroomthattheyarethinkingbuyingfireplace Fireplace Design Studio, a web-based design tool that allows homeowners Napoleon’s website(http://www.napoleonfireplaces.com) includesa already convincedthemselvesofpurchasingthatitem.” buying thatproduct.Whentheyeventuallywalkintoastore,have itcreatesalmostasenseofownershiptowardsby usingtheInternet, ontheirownChris continues:“Whenpeoplegatherproductinformation of thehandstheirdealers,holdgreatadvantagesatsametime. of the sales process outcustomer habits, in spite of having taken parts “If they can’t find iton the web,they won’t buyit.” Thesechanged

most recentmovewasthelaunchoftheirFireplace Napoleon product post their opinion of the company’s customers. Designedasan easy- Twitter access to step-by step guides. Simple repetitive processes such as turning access tostep-bystepguides. Simplerepetitiveprocessessuchasturning representatives,givesconsumers easy the availabilityofcustomerservice the company’s productvideos,incombinationwith homepage.Offering of their fireplace,Napoleon puts a “How to light the pilot” video right on lightsthepilotlight the beginningofheatingseasonwheneveryone Napoleon’s Thus,forinstance,at department. extensivecustomerservices consumers whopreferdoingthingsthemselves,ratherthan making use of believe in automation for its own sake, but as a means of reaching out to Theydonot extent with theuseof the Internet. communication to a certain representative, Chris and Stephen are strong promoters of automating troubleshoot aproblemforthemselvesbeforecalling customer service are doingbusiness.Withmanyconsumerswantingtodoresearchand hascausedNapoleontochangethewaythey preference fortheInternet Product videospostedonlineisanotherareawhereconsumers’growing “one ofthebestAPP’s everforhomedécor.” itunes.apple.com) describethedesigntoolasa“musthave”and charge. CustomerreviewsoftheAPPonApple’s iTunes website(http:// The APPismadeavailableasadownloadforiPhonesandiPodsfreeof to Facebook and share the finished imagewith theirFacebookfriends. allowscustomerstouploadtheirownfireplacedesign The APPfurther integrated built-inGPSthatguidescustomerstothestoreclosestthem. aswellanthe APPincludesaDealerLocatorwithcontactinformation, surrounds, louvers,logs,stonesandmanyotherfeatures.Furthermore, are availableforNapoleonproduct,suchasavarietyofmantlesand modelswithallthevariousdesigneraccessoriesthat stove andinserts APP provides endless possibilities for configuring Napoleon fireplace, from their phone. Thecreate the look of their fireplace, stove or insert

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NAPOLEON | THE ART OF FIRE challenges immediatelyand efficiently. how makinguseofcomputer technologyenablesNapoleontoreact the sameprograms and databasesasbefore.This isjust one example of minutes, theemployeeisupandrunningagainwithimmediate accessto computer outoftheboxandconnectingittonetwork. Within20 fails, allittakestogettheworkstationgoingagainis takinganother day,throughout thedayevery meansthatintheeventonecomputer making redundancychecksonthecompany’s mainhard drive repeatedly their ITmanagertakemirrorimagesofeveryone’s computeraswell ensures aneasytransitiontoanothercomputerunitifnecessary. Having company look more professional, saves money for operations upkeep and uses identicalcomputermodels,whicheliminatesredundancy, makesthe matters whilesavingmoneyintheprocess.”Today, theentirecompany increases ourassociates’andownabilitytofocusonwhatreally and replacingthemwithacomputer-basedautomatedtrackingsystem of principle,eveneliminatingsomethingassmallredundantlabels money in order to stay competitive. Stephen elaborates: “As a matter tostreamlineprocesses,andultimately,paperwork, tosavethecompany increase cohesionwithinthecompany, fromunnecessary tofreestaff eliminating redundanciesandthus,promotetheuseofcomputersto and the administrative side. Stephen and Chris both feel committed to programs inthecompany’s manyprocesses,bothontheproduction isthemaximizationofcomputer Closely relatedtotheuseofInternet add newthingsinstead.” managers repetitively doing things; we want them to be proactive and to well tothatlevelofautomation.Chrisexplains:“We don’t wantour on thepilotlightatbeginningofheatingseasonlendthemselves appreciate thequalityand value thatmoneycanbuyifusedproperly. they werebroughtup.Theydetest wastingmoney, whileatthesametime, Chris andStephenunderstand thevalueofmoneybecauseway Decisions AndToMake Forward-Looking Always Be Proactive First Conviction: Debt Limits Entrepreneurs In Their Ability To their parentsaswell. Schroeter familyentrepreneursarebasedonvaluesand beliefsheldby core convictionsthatdefineChrisandStephenasthenext generationof and cultivatingtheirownbusinessphilosophy. Notsurprisingly, thefive development oftheirleadershipskills,buthasalsohelpedtheminshaping and gettingconstantfeedbackfromthemhasnotonlyacceleratedthe Working closelywiththeirparentsinrespectiverolesthecompany throughout thetimethattheyworkedwithincompanyasteenagers. young,and entrepreneurial valuesfromthetimethattheywerevery and StephenwereexposedtoWolfgang andIngrid’s personaland Having grownupinafamilyofhighlysuccessfulentrepreneurs,Chris P C Napoleon’s characterasaproactiveratherthanreactivecompany. enhances making consistentimprovementstothevariousprocessesfurther they canfocusoninnovation,growthandexpansion.Streamlining taskssothat eliminate jobs,buttofreeuptheirassociatesfromunnecessary process automationandforhavingcomputers replace paper work isnotto Both ChrisandStephenemphasizethattheirpersonalmotivationfor hilosophy ore V al u es

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have themoneyforitfirst. As theyweregrowingup, Wolfgang would Stephen from early on that if they wanted to buy something they had to and toalwaysbeproactive. Wolfgang andIngridinstilledin Chrisand decisions loads limits entrepreneurs in their ability to make forward-looking heavydebt unsound investments,aswelltheunderstanding that carrying betweensoundand thedifference From theirparentstheyhavelearned were usingcreditfortheirpurchases. Americanconsumers, they thanthem because,likemostNorth more stuff Looking back,ChrisandStephen remembertheirfriendsoftenhaving If theanswerwas“No”,hesimplytoldthem“Thenyou cannotbuyit.” something, heaskedthem:“Doyouhavethatmoneyin youraccount?” not lethischildrenborrowmoney. Whenevertheywantedtopurchase

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NAPOLEON | THE ART OF FIRE in the past, the Schroeters often decided against it. Chris explains: “There in thepast,Schroetersoften decidedagainstit.Chrisexplains:“There topurchasecompanies option. AlthoughNapoleonhashadopportunities capabilities ratherthanbuying somebodyelse’s companyisnotthebetter whetherexpandingtheir ownmanufacturing ofdetermining importance great opportunity. the Bythesametoken, ChrisandStephenhavelearned a thanjumpingontowhatatfirstsightmightlooklike better long-term that slower, controlledgrowthissaferandmaybenefit thecompany want topursueinthefuture.Theyfullysharetheirparents’ understanding questions incaseacquisitionsofothercompaniesissomething theymay tolookdiligentlyforpotentialpitfallsandalwaysasktheright determined ended upintrouble.Withthatexperiencemind,Chris and Stephenare the mid-1990’s, withmanyofthepurchasingcompanieseventuallyhaving managed properly. hasseenmanyacquisitions since industry Thehearth is thatgrowth,whilebeingaconstantgoal,hastobecontrolledand fromtheirparents’example Another valueChrisandStephenlearned Be Controlled Second Conviction: Growth While Being Desirable Has To make thecompanyevenstrongerinfuture. to midst ofarecessiongivesNapoleoncompetitiveedgethatwillserve machinesinthe in thepresent.Havingabilitytobuynewstate-of-the-art oninvestmentsintothefutureduetofinancialcommitments have toholdoff fact thattheycanbeproactiveinatimewhenmanyothercompanies and equipment owned outright, Stephen and Chris greatly appreciatethe own philosophyaswell:withnodebtonthecompanyandallbuildings philosophy, oftheir ChrisandStephenhavemadethe no-credit-rulepart Having seenhowfartheirparentshavetakenthecompanywiththis it requiresustoventureintocountries wehavenotdealtwithpreviously.” We do notstoplookinguntilwefindwhataresearching for, evenif Canada or the US, it may be available somewhere in Europe or Asia. isnotavailablein part have beendoing.Stephenexplains:“Ifacertain America,justasWolfgangbeyond theboundariesofNorth andIngrid as aglobalplace.Theyrecognizethattostaysuccessful theymustlook experiences havehelpedthemcultivatetheirownperspective ofthemarket values,beliefs,strengthsandweaknesses.These cultures withdifferent Mexico, China,andothercountrieshaveexposedthem topeopleand to theworldthroughtheirparents.FamilytravelsEurope, theCaribbean, young, ChrisandStephenwereintroduced From thetimethattheywerevery Conviction:LookAtTheWorldFourth AsAGlobalPlace basic valuesaslongyouusecommonsenseanditistherightvalues.” Chris concludes:“You canmakehugemanagementdecisions on very always askthemselves:“Doesthismakesense?Dowereallyneedthis?” Similar totheirparents’managementanddecision-makingstyle,they values. in makingbusinessdecisionsbasedoncommonsenseandfirm ChrisandStephenstronglybelieve without beingmanagementexperts, Having seen their parents build a hugely successful company over the years Firm Values GoALongWay Third Conviction:DecisionsBasedOnCommonSenseAnd company becausemorelikelythannotthereissomethingwrongwithit.” retires andtherearenoheirs.Anyotherreason,Iprobablydonotwantthat is onlyonegoodreasonforsellingacompanyandthatiftheowner operated business. itselfintoasecond-generationfamily-ownedand will graduallytransform continuitywithinthecompany,leadership promiseslong-term asNapoleon and Wolfgang, andsharingmany oftheirparents’corevalues,joint and responsibilitiesinthecompanydividedalongsame linesasIngrid development, makingthempotentialleadersinthefuture. Withtheirroles how they are dealing with specific issues has been invaluable in their so closelywiththeirparentsandgettingconstantfeedback fromthemon leave their personal mark in the company. They both agree that working themto addition totheirownaccomplishmentshasalreadypermitted family entrepreneurs.Sharingleadershiproleswiththeirparentsin process, todevelopandadopttheirownvaluesassecond-generation to explore all aspects of family entrepreneurship and, in the opportunity ofthe business, has provided Chris and Stephen the in various parts and engineering,severalyearsofpersonalprofessionalgrowth Growing upinanentrepreneurialfamily, universitytraininginbusiness and abondofmutualloyaltythatwithstandsalmostanychallenge.” the trencheswiththem.Indoingsoyoudevelopapersonalrelationship Stephen elaborates:“You havetobetherewiththedealers,gothrough personal andbusinessrelationshipsissomethingthathastobeearned. is thatitimpossibletobuyloyaltyfrompeople.Loyaltyandrespectin Another corevaluethatChrisandStephenhaveadoptedfromtheirparents Earned AtAllTimes Fifth Conviction:LoyaltyIsNotAGivenButHasTo Be Stephen andWolfgang at atradeshowinEngland. BuilderShowTeam.The NapoleonInternational

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Napoleon in the Community — Involvement, Corporate Philanthropy, Awards and Accreditations Napoleon in the Community — I nvolvement, Corporate Philanthropy, Awards and Accreditations 193 , and of David David of and Napoleon, product, but about growing the barbecue categorythe barbecue growing about but product, Napoleon , a with Kempenfest The event coincided the competition. well, entered with of Kempenfelt Bay right on the shores event held large community music performances, a children’s arts antique show, crafts, an annual and of fun activities. Napoleon has been a sponsor village and many other grew The Canadian Barbecue Championships Kempenfest since 2002. the event and final year, and in 2010, its fifth larger each and every year, attracted thirty-three Denmark, Switzerland, including teams from countries in cash the US and Canada. With $35,000.00 Belgium, England, differentprizes to be won in (such as beef, ribs, fish, dessert, categories out more prize Barbecue Championships paid and sauces), the Canadian Championships. money than the World in Barrie, this was not about Although the championships were held promoting various corporate sponsors, the as such. A great community event with national press, as the winners were Barrie championships created a lot of the because Daniel’s as Jack such competitions bigger to on go to able as a qualifier. Barrie championships were recognized but it took by the community, The event was extremely well received effortand money of lot a partthe on of year after year. to keep hosting the championships Coulson in particular, annual competition, David passed After five years of organizing the group of volunteer organizers. on the responsibility to a web-based after realizing how much work is involved in organizing Unfortunately, there are still some smaller regional the event, they let it die. Today, championships, but the national event is no longer being held (http:// canadianbarbecueassociation.com).

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hampionships C e u anadian ec b C ssociation ar he A T B Corporate Advertising and Napoleon’s Wolfgang In 2004, Ingrid, traveled to GermanyManager David Coulson, together to attend the hosted in Germany Championships, which were Barbecue World in Europe and championships are hugely popular Barbecue that year. World particularly such as the annual Jack Daniel’s in the US, where events big have been drawing Tennessee, in Lynchburg, Invitational Barbecue local events, there was nothing aside from some crowds for years. Yet, the absence of a national Canadiancomparable in Canada at the time. In Canadain national event a host to act as could Association that Barbecue and Ingrid decided to explore the possibility of similar standing, Wolfgang Championships in Barrie. In theirof launching the Canadian Barbecue and Championships, Ingrid capacity as judges at the 2004 World learned how to judge contestants’ performance and how to Wolfgang a long conversation with theorganize the championships. Following suggested Wolfgang Ralf Zubler, organizer of the world championships, on their return Barbecue to Canada that they establish the Canadian was to serveAssociation. The purpose of the organization for as a catalyst category barbecue the growing anof host the as act and to Canada in competition. David Coulsonannual Canadian Barbecue Championships in building theinstrumental both became charge and in was placed Barbecue Championships.organization and in organizing the Canadian In 2005, the first year the Canadian Barbecue Championships were held in Barrie, eleven teams, mostly from Canada and some from the US as Napoleon Grill balloon at the BBQ Championship in Barrie. Trophies at the 2006 BBQ Championship. Trophies

BBQ Championship in Barrie, organized by Napoleon. Wolfgang and one of the participants the 2005 BBQ Championship. at Wolfgang

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NAPOLEON | THE ART OF FIRE largest Hamburger. David Coulsonoperatingthegrillduringgrillingofworld's Hamburger withNapoleonassociateslookingon. Wolfgang andTed Readerposinginfrontoftheworld’s largest was almosttriplethesizeof the previousworldrecordholder. Napoleon pounds oflettuceallonasingle “monsterbun”–thismegalithicburger pounds ofcheese,20 ofonions,12poundspicklesand30 in theworld.Weighing with50 inat590 pounds,afterbeinggarnished Toronto to witness the creation of what could become the largest hamburger In thesummerof2010,crowdsonlookerswereonhand indowntown H T he am W bu orld rger ’ s L argest The world'slargestHamburgergrilledonaNapoleoncustomgrillindowntownToronto.

to theGuinnessWorld ofRecordswebsite,therecordburger’s official record burgerandheoversaw thecookingprocessaswell.According custom grill.CelebrityChef Ted Readerhadcreatedtherecipefor taken the company’s engineersover 3 months to design and build this was abletofliptheburgermidwaythroughcooking process.Ithad specially-designed, hydraulic-enhanced,“MonsterGrilling Machine”that Napoleonhadengineereda on tothebunandaddallgarnishes. and itwasnotuntilnoonthattheywerereadytoslidethe massiveburger cookingthe300pounds ofbeefat4a.m.inthemorning started staff Napoleon, 2009. Opening oftheGeorgianCollegeInnovationLabsponsoredby over theyears.Aslargest privately-ownedemployerintheBarriearea theyhavehad The Schroetersaregratefulfor theamazingopportunities C injuries. program forchildrenwithburn within thecommunityraisedover$8,500.00forCampBucko , acamp the massive,record-breakingburger, individualsandorganizations from title is “LargestHamburger Commercially Available.” By placingbids on harity Su pport Family skate.LtoR:StephenandhiswifeShannon,CharlieHorse(mascotoftheBarrieColtsOHLhockeyteam),Ingrid. Sound Hospital. As part oftheirongoingcommitmenttothecommunity,Sound Hospital.Aspart Victoria HospitalinBarrie,SimcoeHospice, Gilda’s Club,andtheParry over the years are the Royal and organizations they have supported benefits handicappedchildrengoingtocamp.Amongthe manycharities ofReachfortheRainbowinTorontotheir companyaresupporters which teams,schoolsandmanycharities.TheSchroeters homes, sports and product donations to hospitals, nursing say no, resultingin monetary approached bycharitiesandotherlocalorganizations,they donotliketo they seeitastheirresponsibilitytogivebackthecommunity. When

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NAPOLEON | THE ART OF FIRE Napoleon DragonBoat racingteam2010. Napoleon soccerteam. Tassone. FrontrowLto R: ChrisSchroeter, JohnKennedy. Napoleon ballhockey team.BackrowLtoR:RonKoosman,Todd Bush,StevenSchwarz,Bruno Stephen andChrisSchroeterontheNapoleonsoccerteam. for-profit housingprojects. Habitat forHumanityCanada,inanongoing products toHabitatforHumanitybeinstalledinnot- offurnace worth fall of 2011, Napoleon announced their plans todonate $100,000.00 Upon thelaunchofcompany’s inthe seriesofhigh-efficiency furnaces and liveauctions.(http://tastetheworldbarrie.com). at silent host, Napoleon donates product to the event to be auctioned off foods, wine and beer pairings. In addition to acting as different to try stationsthatallowguests culinary adventurewithinternational a culinary partner Club andtheir 2012 eventraised$68,000.00fortheKempenfeltRotary fundraising eventcalledTaste TheWorld. Withover300ticketssold,the In additiontohosting,Napoleonisalsoamajorsponsoroflargeannual theseactivitieswithfunds. and supports ballhockey, teams(darts, to joinorganizedsports golf,amongothers) encourages their associates children fromthearea.The company further and contributes to the costs of maintaining fields and facilities used by also sponsorsBarrie’s OHLhockeyteam,aswellmanysoccerteams engineering studentsfromGeorgianCollegetothecompany. Napoleon combined withtheconstantgrowthofNapoleon,helpsindrawinglocal recognizes thecompany’s contributiontothecollege.Thispartnership, forthree-dimensional prototyping.Aplaqueoutsidethelab machinery art has sponsoredtheInnovationLabatGeorgianCollegewithstate-of-the- As atechnology-basedcompanythatemploysmanyengineers,Napoleon towards theestablishmentofacancercareunit. the SchroetershavebeenprovidingRoyalVictoria Hospitalwithfunds IOOF SeniorsHomesInc.Localandregionalrestaurants provide Columbus-Barrie; Women & Children’s Shelter-Barrie. Programs;Knightsof (Simcoe) Community;Psychiatric Support Activities); HospiceSimcoe (PallativeCareFacility);Wendat ReStore; HawkestoneCommunity Association (LocalChildren’s Tim Horton’s Children’s Foundation; HabitatforHumanity-The Women’s Gymnastics; Gilda’s Club- Barrie (Cancer Facility); Energies Lab,Wellness Facility, Scholarships);Team Ontario Simcoe County Museum; Georgian College (Sustainable Arts); Centre forGrievingChildren;FestivalofSound(TheBarrie Area Shelter;ElmvaleFireFighters;Seasons County; SalvationArmy Chapter; RVH CancerCareFacility;EasterSealsofSimcoe (Children withSpecialNeeds);Crohns&ColitisSociety-Simcoe of Barrie(Various CommunityEvents);ReachfortheRainbow Children’s SoundHealthCentre;City Wish Foundation;Parry Assisting Kids(UnderPrivilegedChildrentoAttendCamp); Canadian SpecialOlympics-Simcoe Chapter; PAK- Players Cancer Society-SimcoeChapter;OvarianCanada; Brothers-Big Sisters;OutoftheColdProgram-Barrie;Canadian Soccer Club(Team Sponsorships);Oro-MedonteMuseum;Big Bank; Oro-MedonteMinorSoccer(Team Sponsorships);Barrie Colts HockeyTeam; Oro-MedonteFireFighters;BarrieFood Ontario-Simcoe County;MSSociety-SimcoeBarrie Alzheimer Society-Barrie Chapter; MADD Canada; Autism Su Being O C omm rgani pported

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NAPOLEON | THE ART OF FIRE A personally have been recognized for their contributions to the hearth, patio patio personally havebeenrecognizedfortheircontributionstothehearth, Over theyears,Wolf Steel/NapoleonandIngridWolfgang N Humanity housingprojects. about payment andsustainableno-interest, familiesanaffordable partnering withlow-incomefamilies,HabitatforHumanityoffers partnership oftheorganization’s aspart to thebuildingoftheir home. Furthermore, have mettherequiredcommitmentofcontributing500volunteerhours families who materials, Habitat for Humanity sells these homes to partner own home.Buildinghomeswhileusingvolunteerlabouranddonated their wouldnotbeabletoafford to low-incomefamilieswhootherwise attempt tobreakthecycleofpoverty, housingaccessible makesaffordable ccredit apoleon furnace productsbeingputtogooduseinHabitatfor Napoleon furnace

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no down- Napoleon awardsand accredations. hearth productscategory.hearth win the prestigious the Vesta andwentonto Award inthecentralheatingsystemscategory combinationwashonoredwithwinning and “9600”wood/gasfurnace 2, 2012 drawer—was recognizedforitsqualitywiththeVesta Award. OnMarch andawarming plussideburner the otheronewithconventionalburners, grillunit,withduallids—oneInfraredburners, a largefive-burner andbarbecueindustry.hearth In2006,forinstance,theNapoleon companies for their innovation in product design and technologyin the many awards.TheVesta Awards werecreatedtorecognizeandhonor Napoleon producthasconsistentlybeenamongthefinalistsandwon the annualVesta Awardsproductsexcellencein2001, forhearth Patio and BarbecueAssociation (HPBA) introduced Ever since the Hearth, awards. innovative spiritofthecompanyhasresultedinanumberindustry andtheeconomyoflargerBarriearea.The and barbecueindustry

at theHPBExpoinAtlanta,Georgia,Napoleon’s “HMF200” Daniel J. Melcon Award for

The “HMF200/9600” combo furnace won for wonfor The “HMF200/9600”combofurnace

best-in-show product in the product in the “750”, “750”, Affairs Committee. Affairs organizationasamemberofthe HPBAGovernment industry important the isamemberoftheExpocommittee Committee oftheHPBAC.Shefurther She currentlyisaboardmemberandofthe Communications on the Executive Committee of the HPBAC astreasurer PatioandBarbecueAssociation(HPBA).Ingridserved Hearth, Association ofCanada(HPBAC)anditsumbrellaorganization, the Napoleon has been closely affiliated with the Business Woman oftheYear Award forthecityofBarrie. An entrepreneurinherownright, Ingrid wasafinalistforthe2008 “Gemini™ Grill”alsowonfirstplaceinthebarbecuecategory. awards. In2007,NapoleonwastheGoldAward winner, and their from 63countries,inCologne,Germany, thecompanyhaswonseveral show forthepromotionofoutdoorproductswithover2,500exhibitors Camping andGardenLifestyleShow(SPOGA),theworld’s largesttrade Since 1998,when backed byawarrantyassystem-anotherfirstintheindustry. Ontario facility and unlike other manufacturers, the entire combination is thatwererecognizedthroughtheVestagas furnaces Award intheirBarrie, up to80%onelectricitybills.Napoleonmanufacturersboththewoodand alsofeaturesaDCmotorthatcansave bonus, theultra-efficientgasfurnace As an added starts. calls for heat and the gasfurnace a second thermostat in electricitycostsperyear. diesdown, Whenthefireinwoodfurnace energysavingsfeaturethatsavesahomeownerabout$600 its industry-first HPBA. StephenSchroetercontinues theSchroeters’involvementinthis Sport, exhibitingproductattheSport, Napoleon started for several years until 2012. Hearth, Patio and Barbecue Hearth,

Wolfgang isbeingpresented withtheQueen’s Lehman. DiamondJubilee medalonApril15,2013bytheMayor ofBarrie,Jeff Wolfgang andIngridwelcomingPremierHarristotheplant. Wolfgang WinnerattheHPBAExpo2012. withtheNapoleonHybrid150,BestinShowandCategory (Premier ofOntario,1995-2002). L toR:Wolfgang, JoeTascona (M.P.P.), MikeHarris

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Napoleon T oday and Ou tlook into the Fu ture Napoleon T oday and Ou tlook into the Fu ture 203 State-of-the-Art Machinery have technologies manufacturing latest the into investments Continuous with the most advanced being the company resulted in Napoleon machineryin the industry in North Napoleon America. In recent years state-of-the-artpurchased many brand-new machines, including a new With the majority of the machinery System from Finn Power. Night Train positioned for future the company is well almost new, in the plant being equipment in to make major investments into new growth without having the near future. Testing In-House Product all sophisticated for doing allows facility test EPA computerized Napoleon’s certification in-house. Furthermore, their testing which is required for EPA the company does not have to lab is credited by CSA, meaning that Napoleon ads. product redesigned

has the product

Outdoor Living

Waterfalls

Casual Furniture

napoleonﬁ replaces.com/FDS

HVAC

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has led the way with new and innovative, patented technology and design. We are proud to say that our

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Time after time, Napoleon products continuously surpass industry standards, our inspiration is you and your customers. Wood, pellet, gas, oil, electric, mantels, waterfalls, gourmet grills, HVAC, patio heaters, casual furniture, outdoor living products and accessories – Napoleon line that’s right for you.

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| ’s main market is NorthNapoleon America, Napoleon’s mantels, barbecue accessories and outdoor products. HVAC products products HVAC outdoor products. and barbecue accessories mantels, offered furnaces biomass combination by Napoleon include gas, (oil, furnaces gas high-efficiency of series a as and well as wood) and electric specialty retailers and product is sold through air conditioners. Napoleon wholesale distributors. Global Reach Although is sold in Europe, South America and Asia Minor as well. Napoleon has America and Asia Minor is sold in Europe, South New Russia, Africa, South Romania, Turkey, Arabia, Saudi to product sold the national gas company in Israel Zealand, Australia and India. When market, Napoleon became involved in the fireplace retail of these units were sold in Israel product specifically for them. Many to terminateuntil the Israeli utility company decided in the its involvement appliance business. offersNapoleon wood-burning, gas-burning, Store in Mexico selling Napoleon products. have earned and the company an excellent reputation by consumers the Napoleon brand name has reached beyond dealers alike. Today, a loyal customer base at an the boundaries of Canada and attracted international quality and scale. Consumers trust the brand to be of great for being fully supported and by Wolf by an extensive dealer network Steel/Napoleon as the manufacturer. Range of Products side, fireplace the on Today, and pellet-burning both for the fireplaces, as well as electric fireplaces residential and the builder market in numerous sizes, colours, and finishes. On the barbecue side, they provide a full line of grills (cart and builtin portable Complementary models). lines include waterfalls, product oday T apoleon Although having become the largest employer in the Barrie area with around Although having become the largest employer Barrie facilities alone, Napoleon two 500 associates in the company’s business. family-operated and family-owned percent a 100 remained has ago, the company has grown From humble beginnings over 35 years in all and grills of fireplaces manufacturer privately-owned largest the into of North9 America. The Napoleon Group of Companies encompasses 750 people worldwide. separate facilities and employs around a complete range of With global reach, state-of-the-art machinery, products including many industry firsts and innovative, modern design in different categories, Napoleon has become an industry product leader in supplying cutting-edge, high-quality products to the market, which N

Store in Punta Cana, Dominican Republic, selling Napoleon products. Store in Punta Cana, Dominican Republic, selling Napoleon

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NAPOLEON | THE ART OF FIRE L toR:ShannonandStephenSchroeter, Wolfgang andIngrid,FriedaEisele,ChrisSchroeter, HildeHeide,DianaSchroeter(Chris'swife). fireplaces andstoves.Influenced byEuropeandesignandideasbased Since 2006,Napoleonhasintroducedagreat variety ofmodern Modern DesignandDistinguishingProduct Features test equipmentiscalibratedregularlyinordertoensurehighest accuracy. process.All in-house of the product certification Napoleon lab aspart and witnesscombustion,explosion,temperatureother testsatthe testlaboratoriesatall.Instead,CSAofficialscomein rely onexternal the replacementoflogswith glasschips,stones,anddriftwood,aswell fireplaces.Clean straightlines,louverlessdesign, line ofmodern-style innovative mindsethasallowed Napoleontodevelopacomprehensive still thinkingalongmoretraditionallines,thecompany’s creative spiritand American manufacturersare design.WhereasmanyotherNorth modern at out withalargerselectionofhigher-endunits.Today, looks theindustry inparticular,frequent trips to Europe and Germany on currenttrendsthatWolfgang andIngridrecognizedduringtheir Napoleon asthemostadvancedmanufacturerandaleader in Napoleon hascome Ingrid limitshercurrentroleas CFOtocheckingonthings,goinginwhen responsibility, and marketing, that isforaccounting,sales,advertising and that competentpeoplewere hiredinallofherareasexpertise and interactingwithassociatesonaregularbasisinparticular. Knowing Ingrid thoroughlyenjoysherongoinginvolvementinthe familybusiness, the various stages of developing new product. Similar to Wolfgang, with on the research and development side of the company, spending time As previouslymentioned,Wolfgang continuestomakeadecisiveimpact Family Leadership continue todistinguishNapoleoninthemarketplace. corresponding desiretoprovidecustomerswithauniqueexperiencewill NapoleonproductandtheSchroeters’ devising waysofperfecting even moreappealingtothecustomer?”Ascompanymovesforward, andmakeit Which additionalfeatureswouldenhanceperformance engineering team: “What can we do to make this product even better? has beenaskinghimself,andbyextensionthecompany’s designand Over theyears,wheneverlookingatdevelopingnewproduct,Wolfgang isoperating. bacteriawhilethefurnace ultra violetlightsthatkillairborne Napoleon SureView™ window, burner built-inlightsfortheinstaller, or additional featuresthatareuniquetotheNapoleonbrand,suchas Furthermore, Furthermore, bytheircompetitors. to bemorevisuallypleasingthanmodelsoffered hasreinforced that high-efficiency furnaces fireplaces. TherecentlaunchofNapoleon’s lineof stylishandcolourful as thepopularflame-onlymodelsdefine Napoleon’s teamofengineersandactingasanadvisorthrough Napoleon furnaces offer customers a wide range of offer furnaces Napoleon’s line-upof modern Napoleon productisdesigned continues inthesecondgenerationofSchroeterfamilyentrepreneurs. Wolfgang aretrulyexcitedthattheirsuccessfulteamleadershipmodel Chris hastakenonaleadershiproletheoperationsside,Ingridand of Ingrid’s previousworkontheadministrativesideofcompany, and people withherknowledge.AstheirsonStephenhastakenovermost she realizesaneedtoimproveprocesses,andguidesupport for fireplacesstillgoingstrong intheUS,Napoleonisconcentrating builder marketexpectedtorecover inthefuture,andhigh-endmarket oftheUSmarketisabout5%today.recognized, theirportion With theUS strongmarketpresence andthebrandnameiswell Napoleon hasavery market forsignificantincreasesinshare.Whereas inCanada, offices andwarehouses.Closertohome,theUSremains thelargest opened uptheEuropeanmarketthroughtheirownnetwork ofcompany development potentialfortheirbarbecuedivisionnowthat Napoleonhas billion dollarmarket,thecompanyleadershipteam also seesgreat While foreseeingthebiggestgrowthonHVAC side, thatisamulti- company intheirrespectiverolesasCEOandCFO. structure. Wolfgang andIngridcontinuetobeactivelyinvolvedinthe business andtokeepbuildingimprovingonNapoleon’s corporate ascompanypresidenttotakeovertheday-to-day hired RonMcArthur process ofthecompanyintonextgeneration,Schroetershave ofthisgradualtransitioning to growthecompanyinfuture.Aspart put Wolfgang isatapointinhislifeasanentrepreneurwherehewantsto Ou on a platform fromwhichChrisandStephencancontinue Napoleon onaplatform tloo k I nto T he Fu t u re

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NAPOLEON | THE ART OF FIRE Napoleon USA. • Usesoveronemillionfeet of gasketmaterial.Spreadout, • Uses10,000gallonsofpaint.At20perhouse, • • Uses16millionscrews.Iftheywereputendtointo • Uses20millionpoundsofsteelincludinga • Shipsover30,000courierpackagesinCanadaalone. At present,onayearlybasis,Wolf Steel/Napoleon S Uses 511,000 square feet of glass. That is the equivalent Uses511,000squarefeetofglass.Thatistheequivalent it wouldreachfromBarrie to Kingston. that amountwouldpaint500homes. houses, ifanaveragehousehas100squarefeetofwindows. amount ofglassneededtoputwindowsintoover5100 way toSudbury. one longscrewthatwouldreachfromBarrieallthe Ford Mustangs. of stainlesssteel.Thatistheequivalentweight6,000 ome

Uniq u e S tatistics

Napoleon Barrie. Napoleon Quebec. manufacturing plant in China for the production of barbecues for mass manufacturing plantinChina fortheproductionofbarbecuesmass The company’s leadership team intends to keep developing Napoleon’s market. well positionedforfuturegrowthinthatparticular undergone an80,000squarefootexpansionin2010, thecompanyis US goesintonewconstructionprojects.WithWolf Steel USAhaving construction market.Today, abouthalfofNapoleonproductsoldinthe tosignificantlyincreasetheirpresenceintheUS with agreatopportunity line of some ofthelargestbuildersinUSwhointendtoinstall themodern bytherecession.Recently,affected Napoleonhasbeenapproachedby there rightnowatatimewhenmanyUSmanufacturersarenegatively on itsgrowthstrategyintheUS,becausetheycantakemarketshare Napoleon fireplaces in their developments, providing Napoleon Napoleon Barrie. Porcelain Technologies Mississauga. Realizing thatwiththegrowth ofahealthymiddleclassinChinaand Ingrid’s visionistodevelopa productgearedtosellintheAsianmarket. With aneyetothefutureof theirChineseoperations,Wolfgang and of thenext5yearsandadda250,000square-footlogistics center. intention tohireanother200associatesfortheirBarrieplant overthecourse of ofthelaunch in October2011,aspart segments. Asamatteroffact, overall global production andgainmore market share in additional market America, butratherlookattheNapoleonplantinChinaasawaytoincrease interested indownsizing the company’s manufacturing capacity in North in CanadaandtheUSforspecialtymarket.TheSchroetersarenot merchants andwholesalers,whilecontinuingtoexpandmanufacturing Napoleon’s line,Wolfgang newfurnace announcedthecompany’s Napoleon England. Napoleon China. hearth products,barbecuesandHVAChearth industry. Americanmarketleaderofglobalreachinthe company intoaNorth built onthevaluesandcommitmentsthatguidedthemwhile growingthe under the joint leadership of their sons No matterwhatthefutureholds,IngridandWolfgang areconfidentthat are currentlyworkingondevelopingproductsforthatpurpose. market globallyforanyconsumerproduct.Itiswiththis in mindthatthey market intheworldforsomeitems,willeventuallybecomelargest other areasofAsiaaswell,theAsianmarket,whichisalreadylargest Napoleon Austria. Napoleon Holland. Napoleon will continueto be

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