HUNTINGTON BEACH, CA — AMD Direct has sold its Firegear and Heatstrip brands to Earthcore Industries, a strategic transaction designed to strengthen both organizations and position them for continued growth in their core markets. As part of the transaction, Earthcore will assume exclusive distribution rights for Heatstrip in the United States.

The sale marks an important step in AMD Direct’s evolution. By concentrating resources and expertise on its primary outdoor living brands — Summerset Grills, TrueFlame, and Sunfire Grills — AMD Direct will focus on advancing product development, improving customer support and expanding its presence in premium outdoor cooking and living solutions.

“This transaction reflects a carefully considered strategic decision that benefits all parties,” said Jeff Straubel, owner of AMD Direct. “By focusing our resources on our core brands, we can deliver even greater value to our customers and distribution partners. At the same time, Firegear and Heatstrip gain the dedicated focus and synergies they need to reach their full potential under Earthcore’s ownership.”

For AMD Direct, the sale enables more focused investment in its core product lines, greater operational efficiency and faster response to market needs. For Firegear and Heatstrip, the acquisition aligns Firegear’s outdoor fire features and Heatstrip outdoor heating solutions with an owner whose business centers on fire and hearth solutions, creating a strong platform for scaling the brands and serving customers.

AMD Direct and Earthcore are coordinating a transition plan to help ensure continuity in orders, service and product support for Firegear and Heatstrip customers and partners. AMD Direct remains fully committed to serving its dealers, distributors, and end customers.

www.amddirect.com