Baseboarders™ launches new site to enhance user experience

Author: Renovation Brands PR

Release Date: Dec 19, 2018

BOULDER, Colo., Dec. 19, 2018 /PRNewswire/ -- Baseboarders™ recently launched a new version of its' website that introduces a simplified process for specifying and ordering the company's iconic replacement baseboard heater covers.

"The objective was to create a simple, self-guided process of specifying and ordering our award-winning replacement baseboard heater covers," said Rick Morse, Founder of Renovation Brands. "We have distilled the process into a few easy steps that are supported by great new visual images and videos. We think the new site experience is a tremendous upgrade."

Focus was also placed on refining the elements that are important to specific customer types including do-it-yourself consumers and contractors. Homeowners have indicated an appreciation for the ease of installation, durability and safety as critical differentiators, while contractors appreciate the value of Baseboarders™ products when you consider that they are made of high-quality materials that are guaranteed to last and can be installed quickly without tools or specialized labor.

For more information on Baseboarders™ new website, click here.

About Baseboarders™:

Baseboarders, a company of Renovation Brands, is the manufacturer of easy slip-on replacement baseboard covers that replace old dented, rusted, outdated baseboard heater covers. Baseboarders offers three modern styles with a full complement of accessories that work for most replacement projects for both residential and commercial applications. The company offers competitive pricing, quick shipping, and personalized service by phone.

Reggio Register Introduces Versailles Metal Grilles

Author: Renovation Brands PR

Release Date: Nov 14, 2018

BOULDER, Colo., Nov. 14, 2018 /PRNewswire/ -- Reggio Register, a manufacturer of registers and grilles, introduces the Versailles metal grille, inspired by ornate wrought iron gates found at French estates. This new product line is crafted in the Reggio Register factory using a high-powered laser cutter offering unparalleled precision in design execution. This new product is now offered in 30 sizes, 6 finishes, 3 thicknesses and 2 materials. There is also an underside lip option for floor installations. Prices start from $18.25 for our laser cut Versailles design and that includes the cost of the powder coated finish.

"We are excited to bring this collection to market because its design is emblematic of our approach to partnership: interconnected, consistent, and strong," said Spencer Chiaro, General Manager of Reggio Register. "Offering a range of material thicknesses, materials, finishes and sizes, our customers can select the combination of characteristics that meet their needs for design and performance."

The design, driven by the customer need for more grille options, was established by the product development team. The team researched trending designs that would complement any interior style. This do-it-yourself upgrade takes into consideration ample airflow with solid construction to solidify the lifetime product guarantee.

"Reggio Registers applies stringent quality control to each grille before it leaves our warehouse," said Alison McPherson, Senior Marketing Manager of Reggio Register. "The products are individually inspected for superb condition - and that is the Reggio Register promise, unparalleled, premium fabrication."

To learn more about this new product offering, click here.

Digital Fuel Capital Exits Investment In Logo Sportswear

Author: Digital Fuel Capital

Release Date: Nov 01, 2018, 20:00 ET

NEWTON, Mass., Nov. 1, 2018 /PRNewswire/ -- Digital Fuel Capital ("Digital Fuel"), a private-equity firm focused on e-commerce businesses, announced today the sale of its portfolio company, Logo Sportswear ("Logo"), to Digital Room, a leading on-line printing solutions company.

Logo Sportswear, headquartered in Wallingford, CT, is a leading online provider of custom apparel to companies and teams. Logo Sportswear is differentiated by its breadth of premium merchandise, its quick-turn in-house production capabilities and its proprietary on-line designer. Digital Fuel acquired Logo Sportswear in 2015 in partnership with Logo management and Gladstone Investment Corporation.

"We have had an extraordinary partnership with Patrick Cerreta (CEO of Logo) Jeff Martin (Vice President of Marketing at Logo) and the rest of the talented team at Logo Sportswear," said Carson Biederman, President of Digital Fuel Capital. "Under Pat and Jeff's leadership, the team at Logo has grown the business significantly based upon enhancements to customer experience, marketing optimization and a commitment to operational excellence. We wish them the best in the next chapter of Logo Sportswear's growth."

Renovation Brands Adds Warehouse in Alabama to Accommodate Customer Demand

Author: Renovation Brands PR

Release Date: Sep 27, 2018

BOULDER, Colo., Sept. 27, 2018 /PRNewswire/ -- Renovation Brands opened a new warehouse and distribution facility in Florence, Alabama earlier this month to accommodate growing customer demand. The new facility will stock products for many of the brands in its product portfolio including Electric Fireplaces Direct, Electric Fireplaces Canada, Mantels Direct and American Tin Ceilings.

"Our expansion into this larger warehouse facility comes in response to a substantial increase in customer demand across many of our brands," said Marc Sieger, CEO of Renovation Brands. "Increased capacity will help us better support our rapid growth and enable us to continue to quickly fulfill customer orders."

The new warehouse opened on August 13, 2018 and consists of more than 83,000 sq. ft., which is nearly three times the space that Renovation Brands had previously occupied.

"We are very pleased to be expanding our operations in Florence," said Rick Morse, Founder and Chairman of the Board, Renovation Brands. "The Florence - Lauderdale Industrial Expansion Committee was very supportive and worked diligently to assist us with this project."

This strategic location and expansion will help reduce lead times and will offer a larger selection of quick ship products. Customers will now have the option of same day shipping on specific product offerings, Monday through Friday.

The company was founded in Florence, Alabama by Rick Morse in 2002 and maintains offices in Alabama, Colorado, Florida, Massachusetts and Pennsylvania.

American Tin Ceilings enhances user experience in real-time with interactive design tool

Author: Renovation Brands PR

Release Date: Sep 19, 2018

BOULDER, Colo., Sept. 19, 2018 /PRNewswire/ -- American Tin Ceilings introduces the Visualizer Tool, an online interactive tool that lets customers test different design and color combinations for tin tiles. This tool combines the American Tin Ceilings' product catalog with real-life home images to let customers see their final project before purchasing.

"Our team uses this tool every day. It really helps our customers understand what their ceiling or backsplash will look like once the tiles are installed," said Spencer Chiaro, General Manager at American Tin Ceilings. "It helps you visualize color combinations and patterns without actually having them installed. It truly takes inspiration to the next level."

The conversion rate for those who used the visualizer nearly doubled, which in turn has increased customer satisfaction with a significant reduction in returns. The interactive components include images of kitchen backsplashes, accent walls and ceilings. Once a user has picked their background, they can then pick a tin tile pattern and color combination that suits their style.

"This truly takes the guesswork out of designing a space," said Alison McPherson, senior ecommerce and marketing manager. "We have people of all design backgrounds being able to easily use this in their space, or with their clients. You can now tweak your designs with our entire product catalog until you feel comfortable with your choice."

For more information on American Tin Ceilings' Visualizer Tool, click here.

About American Tin Ceilings:

American Tin Ceilings, a business of Renovation Brands, is the manufacturer of designer tin ceiling tiles in Bradenton, Florida. American Tin Ceilings offers an extensive selection of tin panels for ceilings, walls, retail accents, and backsplashes for residential and commercial applications. With high-quality finishes, diverse patterns, competitive pricing, quick shipping, design support, and personalized service, American Tin Ceilings is the preferred manufacturer of tin ceiling tiles internationally.

Renovation Brands Improves Overall Site Experience with Google AMP

Author: Renovation Brands PR

Release Date: July 24, 2018

BOULDER, Colo., July 24, 2018 /PRNewswire/ -- Renovation Brands, a top 500 e-retailer for multiple fast-growing home improvement brands, launches Google AMP across mobile and desktop web pages for a better overall digital experience. The e-retailer has been actively working with a dedicated Google AMP team to quickly implement optimized pages across all aspects of a user's online experience - including digital visualizers, desktop pages and mobile pages.

"Over the past 6 months Renovation Brands have built AMP pages that load faster than all but the most highly optimized HTML pages," said Ryan Warrender, Google Mobile UX Lead - AMP Project. "The idea of using AMP for desktop pages is commonly ignored, but Renovation Brands took this as an opportunity to fine tune their entire retail experience."

Focusing on the overall digital experience for a user, the development team at Renovation Brands was looking to increase site speed, increase duration on site, enhance the UI, and A/B test pages at a faster rate to continue improving site interaction. All of these components needed to work together seamlessly without increasing the development team's time.

"AMP has allowed us to abandon a more complex JavaScript framework without losing the ability to increase the UI for our interactive components," said Aaron James, Director of Web Development. "We have been able to unify all front-end development by deploying AMP across multiple platforms, allowing us to decrease development costs by 60%."

Once AMP was implemented, web sessions increased by 27% combined with a 30% decrease in bounce rate. Google Shopping campaigns were also positively impacted. The campaigns that drove traffic to these newly implemented AMP pages versus non-AMP pages increased session duration by 124%, decreased load times by half, and increased conversion rate by 79%.

To read more about the case study, click here.

Renovation Brands Partners with Bread to Offer Innovative Consumer Financing Technology Online

Author: Renovation Brands PR

Release Date: May, 2018

NEW YORK — May 1, 2018 — Renovation Brands, the parent company of multiple fast-growing home improvement brands, announced today that it has selected Bread as its strategic technology partner to provide consumer financing. This innovative tech partnership will enable the brands to tap into Bread’s seamless financing solution and improve access for customers through affordable payment options.

"We are extremely excited to partner with Bread and integrate a consumer financing program that will allow us to tailor the solution to our product set and individual brand dynamics. We pride ourselves on our exceptional service, and offering Bread allows us to better serve our customers by providing affordable options to pay over time," said Marc Sieger, Chief Executive Officer of Renovation Brands.

The financing solution will roll out across many of its sites over the next month. Consumers turn to Renovation Brands for niche home renovation products ranging from fireplaces to tin ceilings to custom cabinets. Online brands such as Electric Fireplaces Direct, American Tin Ceilings, RTA Cabinet Store, and Mantels Direct have all built a name for themselves as leading players in its niche and are trusted sources of both service and quality goods.

"Renovation Brands' portfolio of diverse home improvement brands and commitment to customer service and transparency is the perfect match for Bread,” said Josh Abramowitz, CEO of Bread. “We are excited to partner with Renovation Brands and offer powerful consumer financing solutions to help drive incremental sales while providing consumers with flexible payment options and simple, easy-to-understand terms."

Bread, a leading platform for pay-over-time solutions, allows shoppers to finance their purchases in low monthly installments. Bread’s white-label capabilities and full-funnel solution, which allow retailers to offer financing anywhere on their e-commerce site — not just at checkout — will enable websites within the Renovation Brands portfolio to offer financing earlier in the shopping journey to boost AOV, increase conversions, and lift sales.

About Renovation Brands

Renovation Brands serves both residential and commercial customers in the renovation space. With a distinct focus and competence in the digital space, Renovation Brands is a top e-retailer. Renovation Brands is currently comprised of eight specialty e-commerce brands. Consumers, as well as professional clients - including architects, designers, builders, and property managers, use these brands to achieve superior renovation products and service.

About Bread

Bread is a leading platform for pay-over-time solutions that help merchants reach more customers by allowing them to offer financing online. Merchants partner with Bread to transform the shopping journey and offer diversified loan products that boost sales, increase AOV, and improve the customer experience. Bread integrates seamlessly with numerous e-commerce platforms and is a full-funnel white-label solution designed to optimize conversion and offer a seamless customer experience. To learn more, please visit

Renovation Brands Names Marc Sieger as New CEO

Author: Renovation Brands PR

Release Date: September, 2017

Florence, AL – (September, 2017) – Renovation Brands, LLC, parent company of Mantels Direct, Electric Fireplaces Direct, Electric Fireplaces Canada, American Tin Ceilings and Reggio Register, announced today that has selected Marc Sieger as the organization's next chief executive officer. Mr. Sieger, who recently served as the CEO of Craft Retail, Inc. and the President of the Orchard Portfolio for Bluestem Brands, Inc., succeeds Rick Morse, the company's founder and current CEO.

"After a comprehensive search process, the board and I are pleased to have found the best individual to assume leadership of this growing organization," said Rick Morse, "Marc has a track record of strong leadership with multi-brand, multi-channel organizations. This combined with his deep knowledge of direct marketing, makes Marc uniquely qualified to lead Renovation Brands successfully through the next phase of growth."

The selection of Sieger caps a lengthy search process that included a large initial prospect pool that was narrowed by stages to a group who were vetted, then interviewed by board leadership.

"Marc is highly qualified to drive the strategic direction of Renovation Brands," said Carson Biederman, Managing Partner of Digital Fuel Capital. DFC is a private equity firm based in Auburndale, MA who made a significant investment in Renovation Brands in 2012. Digital Fuel Capital's mission is to invest in exceptional e-commerce companies, empowering them with opportunities to collaborate, access best-in-class resources to improve their businesses and implement technologies that change the game.

Sieger holds a bachelor's in finance and marketing from Syracuse University. Marc spent 13 years at General Electric in a variety of functions and leadership positions in three GE businesses including Vice President – Digital & e-fulfillment in his final role with GE before joining Circuit City. At Circuit, he was responsible for the inception and development of the Firedog technology services business that grew to over $350M in revenues in three years. He was President & Chief Operating Officer of Orchards Brands Corporation and helped lead its sale to Bluestem Brands, Inc. in 2015. Following the sale, Marc served as the President of the $1B Orchard Portfolio and was responsible for co-leading the integration with Bluestem in 2016.

"I am looking forward to the opportunity to lead Renovation Brands through its' next phase. Rick and his team have developed a terrific business that is well positioned for continued growth – both organically and through acquisition, said Sieger. "The company has established a strong and defensible position in the market segments that it serves and continues to develop a best-in-class marketing and sales services group to support the businesses."

Rick Morse will continue to support the business through his role on the board of directors.