Where the Magic Happens

Fire Magic Grills offers a wide array of ultra-premium island systems and bundles. 

Fire Magic Grills can help spark outdoor luxe sales

By Janet Weyandt, YSN

To set themselves apart from the competition and attract premium customers, independent dealers can look to the outdoor market. Fire Magic is a good place to start. 

The American-made, high-end legacy business has been manufacturing luxury outdoor cooking installations since 1937, said Dirk Leslie, vice president of the Appliance & Commercial Division of parent company RH Peterson. 

In its earliest days, Fire Magic made a charcoal unit that would fit inside a brick surround, converting a fire pit into a cooking area. Fire Magic’s products were designed for consumers who needed direct replacement, Leslie said.

“We know for the mid-level appliance dealers, a big part of their business is replacement,” he said. “Nobody else in our part of the market has that kind of heritage.”

Leslie, who came aboard RH Peterson a year ago, was charged with creating a new division to focus on the appliance and builder channels because of his extensive experience in retail. Up to then, the company’s main distribution network was through hearth dealerships — retailers of fireplaces, wood stoves and similar products.

“The appliance channel is very new to the outdoor business,” Leslie said. “We’ve historically gotten to the consumer through a totally different pathway. Consumers have known about us for a lot of years, but appliance dealers have not had a lot of experience with the brands.”

Independent-Minded
Fire Magic focuses on the independent dealer segment — including a new partnership with BrandSource. 

“Independent dealers — they’re everything,” Leslie said. “We do no business with big-box stores at all.”

It’s a natural collaboration for several reasons, Leslie said, including the fact that appliance dealers are already in the business of selling cooking appliances. 

“If they’re not selling outdoor cooking but have high-end customers, that’s an important category to help add revenue,” Leslie said. “The way I’ve set up the program, for retail sale my expectation is a 40- to 44-point margin.”

To pave the way for ongoing partnerships in the appliance category, the distribution network has expanded. 

“Where we could engage an appliance distributor, we have,” Leslie said. “But where there aren’t a lot of options, we use our existing distribution to service the appliance channel as well. Wherever the independent dealer is across the country, we have distribution that will meet their needs.”

RH Peterson, based in Industry, Calif., has three other brands in addition to the ultra-premium Fire Magic: Real Fyre (indoor heating), American Outdoor Grill (mid- to upper-mid-level market) and American Fyre Designs (outdoor heating). Fire Magic occupies the high end of the spectrum, including all the surrounding infrastructure and accessories for a luxury outdoor cooking space. 

“We don’t just build the grill,” Leslie said. “We build the thing the grill goes into as well, and the products and patio accoutrements to complete the lifestyle.”

Leslie said there is potential for BrandSource members to see great results in a partnership with Fire Magic Grills.

“We can be the leader for BrandSource when it comes to these categories we specialize in,” he said. “It’s something our channel should be looking at — products designed to give you the same type of lifestyle that indoor products do. It’s a very important part of the lifestyle story that we’ve told for years.”

YSN publisher AVB BrandSource is the nation’s largest merchandising and marketing co-op for independent appliance, mattress, furniture and CE dealers. 

The post Where the Magic Happens first appeared on YourSource News.