NASHVILLE, Tenn. – April 18, 2014 – Innovative Hearth Products (IHP), the manufacturer of Lennox Hearth Products and FMI Products, today unveiled its new corporate identity with the launch of two new retail-oriented brands, including Astria and IronStrike. IHP’s Astria brand comprises advanced fireplaces and fireplace systems, while IronStrike includes stoves and inserts. The branding campaign is part of IHP’s strategic initiative to streamline and restructure its collective 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 with comprehensive and well-cataloged product offerings in distinct selling categories. The new Astria and IronStrike 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 and IronStrike brands expand the company’s footprint in the specialty hearth retail marketplace, allowing for a more diverse range of fireplaces for the end consumer.
“IHP’s new brands encompass a full line of fireplaces, stoves and inserts with technologically enhanced features and aesthetics that are designed to provide retailers and dealers with all-inclusive options for their customers,” says Glenn Thomson, executive vice-president of sales and marketing for IHP.
Astria and IronStrike branded point-of-purchase materials and in-store displays will be available to retailers for the purpose of promoting the various offerings within each series of products.
IHP’s Astria brand is aligned with upscale, stylish, discerning, and affluent marketability. It features a diverse range 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 also 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 is inclusive of wood stoves, gas stoves, pellet stoves, wood inserts, gas inserts, and pellet inserts. These high-end products have been designed to cater towards consumers seeking alternative, efficient home-heating options or have a need for updating existing fireplace systems.
The launch of IHP’s new brands will be marketed through new websites for both the Astria and IronStrike 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 retail and dealer partners as well as directly with consumers.
“The combination of our new websites, marketing plan, and point-of-purchase materials is designed to communicate Astria and IronStrike branded product information to consumers,” says Thomson. “Simultaneously, our branding efforts will supply engaging resources and correlated support for our distributors and dealers.”