3 Key Messages From IBS - Can you afford not to know them?

Jenn-Air New Oiled Bronze Suite

Having just finished the IBS show last week, it is fresh on my mind. Attendance was down, but I noted that everyone I spoke to had a compelling reason to attend. The mood of the show attendees was positive, optimistic, yet realistic. Builders were searching for solutions to support differentiating their homes, increasing their profitability, and better meeting consumer needs. It was the most 'consumer-centric' builder show I have ever attended. And maybe that is a good thing...

Among the exhibits that were well received, there were some common themes that builders seemed engaged in - The big 3:

Innovation - (Including the categories of Green, Energy Efficiency and Health such as Indoor Air Quality)
Aesthetics - (Design and Differentiation)
Emerging Consumer Markets - (Including Multi Family, Affordable Housing, Custom/Urban/High Rise and Mixed Use Developments)

Innovation was everywhere with the big product brands; focus on green, high efficiency, easier installation, increase in product features...In the Heat & Glo, Heatilator and Quadra-Fire booth key standouts included the Quadra-Fire EDGE, the first ever pellet fireplace, which was profiled on Apartment Therapy and HGTV. We had plenty to discuss with builders in AFUE rated product and high efficiency options, as well as patented IPI pilot technology, which saves a home owner $15 monthly on the gas bill by only lighting when needed versus a standing pilot.

The Quadra-Fire EDGE Pellet Fireplace, with contemporary front

Direct-Vent gas fireplaces also were the preferred product discussed by builders interested in earning LEED points or building to NAHB Green Building Standards. Watch this short video about Fireplaces that Green the Home.

Progress Lighting was showcasing tons of innovation in design, Energy Star fixtures, and new LED versions. The Westin series had recently received the 2008 Lighting for Tomorrow award - the 15w fixtures are ENERGY STAR qualified – the mark of quality for energy efficient, green friendly lighting and have a lifeline of 10,000 hours. The clean lines of this collection were appealing, well designed, and should be a great product for upgrade and option sales. The Progress booth was beautiful!

The Westin Lighting Collection from Progress

Aesthetics were also keenly on the mind of the builders I met. This had a great deal to do with the competitive buyers market right now, and the continuing consumer focus on design.

In the upper end, there were many ground breaking products that took your breath away - Whirlpool's launch of the Jenn-Air Oiled Bronze Suite was a standout. The warm copper and bronze tones had a striated finish and a lovely texture.

Jenn-Aire's New Oiled Bronze Suite

Heat & Glo showcased a number of unique contemporary and transitional looks. The move up and custom builders seemed very engaged in the new see thru large format Escape See Thru direct-vent gas fireplace, shown with a new texture and color in a beautiful Macchiato cast surround, (surround available in Summer 09).

Heat & Glo Escape See Thru Large Format Direct-Vent Gas Fireplace

Contemporary design was in demand by the upper end builder, the Heat & Glo RED 60" direct-vent linear fireplace was very well received. (Available Summer, 2009) We showed it wrapped in Absolute Black Granite, a very clean and compelling statement.

Heat & Glo Red 60

Emerging Consumer Markets were a common discussion point for agile builders seeking to capture the upcoming Gen Y market, as well as those building and developing mixed use, upper end urban multi family, active adult and even affordable housing. Heatilator had a terrific response on the Aveo Fireplace, which has a terrific price point and frames in less than a foot. Because storage is a great selling point with multi-family, we show cased the Aveo in an available optional shelving surround. (Isn't it adorable?!)

Heatilator Aveo Direct-Vent Gas Fireplace, frames in 11 1/2"

All in all, it was a terrific show, with the focus in the 'right stuff' that will help builders (and manufacturers) position themselves for success in Innovation, Design and with Emerging Markets.

I enjoyed meeting many of you who sought me out at the show. The 'Profit Solutions' Presentation that I presented at the show was well attended, by builders, design and architects. Click here to watch a short webinar if you were unable to attend. (yep, that's my voice...)

I also had several interviews, including this impromptu 30 second interview by Jim Adams of NewHomesDirectory.com. Yikes - could you sell your product in 30 seconds? Sometimes that is all we have! A little lipstick could have been helpful, but considering no notice, not bad. :)

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Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Krisann is a member of the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

Contemporary and Green - Heat & Glo Gets The Cover Shot!

The growing trend for contemporary design is melding with the consumer demand to be as green as possible. In the April issue of Met Home, the cover story is "Renovation Goes Green and Gorgeous!" The title of the article is "Urban Eco-tecture", which highlights Bay Area architect Anne Fougeron's rework of a SoMA loft into a family home and work offices. The live-work project won an honor award from the American Institute of Architects.

The Heat & Glo multi-sided fireplace is featured prominently in the dining area, framed "in a floating eight-foot high Carara marble wall". A raised hearth extends the length of both sides of the fireplace, and creates a niche perfect for seating or displaying art. See a slide show of finished images of the loft.

Finishes for the home include original concrete, poured resin and concrete, steel, glass and wood. Furnishings include trademark mid-century pieces, and staples from Design Within Reach. Accessories are original pieces of art, minimally and strategically placed, with appropriate scale for the high ceilings of the loft.

Your new home purchasers will also be interested in contemporary and clean design, balanced by green materials, products and practices. Heat & Glo offers a very exciting line of contemporary fireplaces that meet National and regional green building programs, The Modern Collection.

When specifying fireplaces, you can be confident that a direct vent fireplace will meet LEED and other green building programs. IPI technology, available on many Heat & Glo products, is a patented technology that saves gas, energy and money by lighting only when needed, rather than a standing pilot light. In addition, you can speak to your home buyer about protecting the indoor air quality of your tightly constructed homes by using a direct vent system versus unvented or wood fireplace systems.


A recent white paper from Calvert, a 'socially responsible' investment management firm, surveyed sustainable practices by the top U.S. home builders. From the "Greener Pastures for America's Homebuilders?" report: "In the green building market there is a first mover advantage: Companies that make a concerted effort to integrate sustainability into project sites, construction materials, and construction processes, as well as to provide energy, water and habitat conservation options in finished products, will be able to build a brand image as the environmental choice for home construction. This brand will help environmentally conscious consumers make their selection of a home builder." You can receive a free copy of the white paper here.


A key point of the report indicated that lower scoring builders may or may not be addressing the green issue, but the lowest ranked builders "make virtually no mention of the environment on their Web sites or in other reports...".


Consumers understand that green is not an all or nothing proposition. Most likely at this point, (just from a controlling cost perspective) you have already improved your impact on sustainability, conservation and environmental factors. Your current product assortment already reflects some green choices: make sure you are calling it out to your consumer, through your Web site, printed materials, design centers, point-of-sale and especially through your selling team. Work with your manufacturer partners for information and training to sell options and upgrades to green minded consumers. For more information on how fireplaces fare with the green building programs, read this informative article from my colleague, Jim Plucker.

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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for the upcoming decor and lifestyle trends.

Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Krisann is a member of the Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.