Innovative Hearth Products launches new brands

Outdoor fireplaces and fire pits among new products from manufacturer of Lenox Hearth and FMI Products

NASHVILLE, Tenn. - Innovative Hearth Products, the manufacturer of Lennox Hearth Products and FMI Products, today unveiled a new corporate identity with the launch of two retail-oriented brands, and a new brand to represent hearth products specified for builders, remodelers and designers.

Astria
 Iron Strike
 Superior Logo

The company's hearth products will be marketed to the design-build industry under the brand name Superior.

The new retail brands, trademarked as Astria and IronStrike, were designed to address specific target marketplaces within the retail and design-build sectors. This includes a collective product offering of advanced fireplaces and fire systems as well as stoves and inserts. A comprehensive branding campaign is being launched nationwide to promote each brand's individual product information to trade customers and consumers.

The campaign is part of IHP's strategic initiative to streamline and restructure its product lines, following the company's fall 2012 acquisition by the Comvest Group, which included the merger of Lennox Hearth Products, LLC and FMI Products, LLC.

IHP's decision to launch the new brands was based upon a corporate objective to provide retailers and design-build professionals with comprehensive and well-cataloged product offerings in distinct categories. The new Astria, IronStrike and Superior brands contain the most popular and premium products from the former Lennox Hearth Products, LLC and FMI Products, LLC business entities. IHP's branding efforts also involve the development of new products and state-of-the-art product technologies.

Under the auspices of IHP, the new Astria, IronStrike and Superior brands expand the company's footprint in the hearth industry, allowing for a more diverse range of fireplaces, stoves and accessories.

"IHP's new brands encompass a full line of fireplaces, fireplace systems, stoves and inserts with technologically enhanced features and aesthetics that are designed to provide retailers and builders with all-inclusive options for their customers," said Glenn Thomson, executive vice-president of sales and marketing for IHP.

Astria and IronStrike branded point-of-purchase materials will be available to retailers for the purpose of promoting the various offerings within each series of products. Installation guides and brochures will be accessible with the Superior brand, enabling builders and designers to easily specify and install products for residential and commercial construction projects.

IHP's Astria brand is aligned with upscale, stylish, discerning and affluent marketability. It features a diverse scope of traditional wood burning fireplaces, traditional and contemporary direct vent gas fireplaces, traditional B-vent gas fireplaces and traditional and contemporary vent-free fireplace systems.

The Astria brand offers a selection of outdoor products, including wood burning fireplaces, vent-free gas systems, gas logs and fire pits. The line also incorporates indoor traditional and contemporary electric fireplaces, traditional and contemporary vent-free gas fireboxes, and vent-free and vented gas logs.

The company's IronStrike brand represents a collection of products that exude practicality, ruggedness, dependability and advanced technology. IronStrike includes wood stoves, gas stoves, pellet stoves, wood inserts, gas inserts and pellet inserts. These high-end products have been designed to cater toward consumers seeking alternative, efficient home-heating options or have a need for updating existing fireplace systems.

The Superior brand is categorized by its versatile, utilitarian characteristics and encourages simplicity. It comprises a comprehensive line of fireplaces, stoves and inserts that are well-suited for building and remodeling projects. The range of products includes direct vent gas fireplaces, vent-free gas fireplace systems, electric fireplaces and gas inserts, all of which are available in both traditional and contemporary styles.

In addition, Superior provides builders and designers with an array of wood burning fireplaces, EPA fireplaces,; traditional B-vent gas fireplaces, traditional vent-free gas fireboxes, vent-free and vented gas logs, wood burning stoves, vent-free, B-vent and direct vent gas stoves. Outdoor fireplace products such as wood burning fireplaces, vent-free gas fireplace systems, vent-free gas fireboxes and gas logs are also available as part of the Superior brand.

The launch of IHP's new brands will be marketed through new websites for the Astria, IronStrike and Superior brands, brand logos, print collateral, publicity, promotional opportunities and advertising campaigns. In addition, the company has also launched a new Facebook page to interact with its Astria and IronStrike retail and dealer partners as well as directly with consumers.

"The combination of our new websites, marketing plan and collateral materials is designed to communicate Astria, IronStrike and Superior branded product information to our direct customers as well as to support their efforts in selling IHP hearth products to homeowners and others," Thomson said.

Retailers and buyers interested in learning more about the new Astria and IronStrike brands can learn more at www.astria.us.com and www.ironstrike.us.com. Builders, remodelers and designers can find information and resources about the Superior brand by visiting www.superiorfireplaces.us.com.

 

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