Innovative Hearth Products launches new brands

Innovative Hearth Products (IHP), the manufacturer of Lennox Hearth Products and FMI Products, unveiled a new corporate identity 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 are 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.

According to IHP, the campaign is part of its initiative to streamline and restructure its product lines following Comvest Group’s acquisition of IHP in 2012. The acquisition included the merger of Lennox Hearth Products LLC and FMI Products LLC.