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A Corporate History of Wolf Steel Ltd. & Napoleon

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A Corporate History of Wolf Steel Ltd. & Napoleon 3 A CORPORATE HISTORY OF WOLF STEEL LTD. & NAPOLEON APPLIANCE CORPORATION POSITION ONLY 200% NO TRUNCATION 55742 ????? 0 00000 00000 0 “What the Schroeters have created is inspiring. Napoleon has become a well-respected brand in the industry. The company is DR. ULRICH FRISSE, LL.M. POSITION ONLY innovative: their hearth products are cutting-edge, both in terms of design and technology. The company is diversified: they not 120% NO TRUNCATION only produce and sell fireplaces, stoves, and inserts, but also heating andthe cooling products, art barbecue grills, andof other outdoor fire 55742 ????? living products. Lastly, Napoleon is state-of-the-art: both in terms of the physical facilities and how they operate. What is also 0 inspiring and rare these days is the fact that, despite its size, Napoleon continues to be run as a family business.” Jack Goldman, President & CEO, Hearth, Patio & Barbecue Association 00000 00000 0 POSITION ONLY 110% NO TRUNCATION 55742 ????? the art of fire 0 00000 00000 0 DR. ULRICH FRISSE, LL.M. 0-55653-61710-5 100% POSITION ONLY 0 0-55653-61710-500000 00000 0 POSITION ONLY 90% NO TRUNCATION 55742 ????? 0 00000 00000 0 POSITION ONLY 85% NO TRUNCATION 55742 ????? 0 00000 00000 0 POSITION ONLY 80% NO TRUNCATION 55742 ????? 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 5 FYAMIL BackGROuND — WOLFGANG’S STORY Wolfgang Schroeter, the founder, long-time president and current CEO of Wolf Steel Ltd. and Napoleon Appliance Corporation, was born on June 3, 1949 in Benshausen, Germany—the only child of Karl-Heinz Schröter and Frieda Schröter, née Lapp. From 1949 until the reunification THE ART OF FIRE Wolfgang’s ancestors on his father’s side: Wolfgang’s grandmother is on of the two German states in 1990, Benshausen, located in the state of the far right, his great-grandparents are in the center. Thuringia, belonged to the Communist Eastern German state, the German GROWING Democratic Republic (GDR). The Schröter1 family’s connection with Benshausen came through Wolfgang’s grandparents on his mother’s side NAPOLEON | and Frieda grew up in the community. u P IN GERMANY Wolfgang’s father was a civil engineer who specialized in building bridges. Since many bridges and other important infrastructure had been destroyed during the Second World War, there was no shortage of reconstruction work to be done in the immediate post-war period. One Wedding picture of Wolfgang’s mother and father. of the bridges built by Karl-Heinz Schröter just outside of Benshausen is still standing today. While Karl-Heinz pursued a career in engineering, L to R: Wolfgang’s mother, Wolfgang and his grandmother. Wolfgang’s mother worked in the office of the Mercedes Company in Zella-Mehlis. Mercedes (not to be mistaken for the German car company) was a manufacturer of typewriters. 1 Wolfgang changed the spelling of his family name from “Schröter” to “Schroeter” when he immigrated to Canada. Throughout the pages of this book, the original German spelling of the family’s name will be maintained for Wolfgang’s parents and relatives in Germany, while the adapted English version will be used in relation to Wolfgang and his immediate family in Canada. L to R: Wolfgang’s father, mother and grandmother in their garden in Pforzheim. Wolfgang’s father and grandmother on the motorbike. The wedding party at Wolfgang’s parents’ wedding. 6 7 MOVE to PFORzHEIM East and West Germany became more and more heavily guarded, — WOLFGANG’S STORY suggesting that it might close eventually, the Schröters made the decision In 1949, the year Wolfgang was born, the Federal Republic of Germany that Wolfgang and
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