Innovative Hearth Products (IHP), manufacturer of Lennox Hearth Products and FMI Products, unveiled a new corporate identity with the launch of a new brand of products, named Superior, specifically for landscape architects, designers and outdoor room specialists. IHP’s Superior brand comprises advanced outdoor fireplaces and fireplace systems. Landscape professionals will also find interest in select outdoor fireplace systems within the company’s new Astria brand.
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 brand was based upon a corporate objective to provide landscape architects and outdoor design professionals with comprehensive and well-cataloged outdoor product offerings. The new Superior brand contains 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 technologies.
Under the auspices of IHP, the Superior brand expands the company’s footprint in the specialty hearth manufacturing industry. This allows for a more diverse range of outdoor heating products for landscape designers and architects to specify for residential and commercial exterior, design-build installations.
“IHP’s new Superior brand of outdoor fireplaces with technologically enhanced features and aesthetics are designed to provide landscape architects and designers with an assortment of products to complete their outdoor room projects,” said Glenn Thomson, executive vice-president of sales and marketing for IHP.
The Superior brand is categorized by its versatile, utilitarian characteristics and encourages simplicity. Its line of products includes wood burning fireplaces; vent-free gas fireplace systems; vent-free gas fireboxes; and gas logs. The launch of IHP’s Superior brand will be marketed through new a website, brand logo, printed collateral, publicity, promotional opportunities, and advertising campaigns.
“The combination of our new www.superiorfireplaces.us.com website, marketing plan, installation guides, and brochures is designed to strategically communicate Superior branded product information to all builders, to include outdoor room designers and landscape architects,” says Thomson.
Design-build professionals interested in learning more about the new Superior brand can visit its newly launched website at www.superiorfireplaces.us.com.