Tennessee-based Innovative Hearth Products (IHP), previously known as Lennox Hearth Products and FMI Products, recently unveiled three new, high-tech websites, one for each of the company’s new primary brands—Astria, IronStrike (pictured) and Superior.
A new corporate website for IHP was also created and announced. The new websites were developed to assist hearth dealers, design-build professionals and consumers in making well-informed decisions about their upcoming fireplace, stove and insert purchases.
The retail brands, which were introduced Jan 2014, have been trademarked as Astria, which features stylish and technologically advanced indoor and outdoor fireplace systems, and IronStrike, comprising energy-efficient stoves and inserts. The company’s hearth products are being marketed to the design-build industry under the Superior brand name.
Retailers and consumers can visit the Astria website at www.astria.us.com and the IronStrike website at www.ironstrike.us.com for a comprehensive overview and well-cataloged list of product offerings in distinct selling categories. The Superior brand website, www.superiorfireplaces.us.com, is specifically geared for builders, designers and remodelers to learn about a diverse range of home-heating products for their mass-residential or hospitality design-build projects.
All three websites contain specific information and photos of products and available accessories. Videos about Astria and IronStrike are also featured on the websites, enabling customers to learn intimate details about the various brands and their products.
Each website incorporates links to dealer locators, press coverage and tech support. The prominent navigation bars and clean layout of the sites makes them user-friendly for the company’s varied customer base.
With the newly-activated websites, IHP is in the process of executing a strategic marketing plan designed to communicate Astria, IronStrike and Superior branded product information to its direct customers, as well as to support their efforts in marketing IHP hearth products to homeowners and others.
The new websites were launched as 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, LLC and FMI Products, LLC.