Astria's Envy direct-vent gas fireplace.

Innovative Hearth Products (IHP), the manufacturer of Lennox Hearth Products and FMI Products, unveiled a new corporate identity at the recent HPBExpo with the launch of two new retail-oriented brands, and a new brand to represent hearth products specified for builders, remodelers and designers. The retail brands have been trademarked as Astria and IronStrike. The brand name under which the company's hearth products will be marketed to the design-build industry is Superior.

Each new brand was 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 and FMI Products.

IronStrike's Grandview wood-burning stove.

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," says Glenn Thomson, executive vice-president of Sales and Marketing for IHP.

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 also offers a selection of outdoor products, including wood-burning fireplaces, vent-free gas systems, gas logs, and firepits. 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 to consumers seeking alternative, efficient home-heating options or have a need for updating existing fireplace systems.

Superior's DRT2000 Merit Series direct-vent fireplace.

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.

Retailers and buyers interested in learning more about the new Astria and IronStrike brands can learn more at the Astria website and the Ironstrike website. Builders, remodelers and designers can find information and resources about the Superior brand by visiting the website.