Press & Blog
The Allen Group Launches New Brand
Seattle, Washington, March 9, 2016
The introduction of the Allen Home brand marks a significant milestone for The Allen Group, as it’s the first time the company has launched a new brand in the North American home furnishings and electronics market. Established in 1993, the Allen Group’s new brand is rooted deep in the the companies manufacturing heritage and will offer new selections that have been designed specifically to cater to North American style and quality expectations.
The Allen Home brand will envelope the company’s current product selections such as electric fireplace, heaters, furniture, air purifiers, holiday gift, home and garden décor. The company will also introduce new product categories staring with the launch of their new electric infrared food smokers. The Allen Home brand’s unique positioning comes from the ownership of their factories, giving the company the ability to add premium features and finishes at factory direct pricing. This will provide the brands customers the ability to add value to their already existing product lines at a very competitive price.
Kicking off the brand launch with their booth (#1007) at the Hearth Patio and Barbeque Expo (HPBE), Allen Home plans to show their new selection of Infrared Heaters, OEM infrared electric fireplace Inserts and Infrared Log Sets. The Allen Home heater line-up features more infrared heating elements, custom remote controls, premium finishes and their exclusive fan only modes, which allows each of their heaters to be used all year. The four selections of OEM infrared electric fireplace inserts also come loaded with the same features, but boast an array of flame options. Each insert features 5 natural flame colors, 4 flame brightness settings, 3 flame speeds and their exclusive ember bed only mode. Allen Home is also planning the debut of their premium Allen Home Signature line of infrared electric fireplace inserts. These upscale inserts will feature more infrared heating elements, LCD remote controls, unique log set and a variety of sizes, from 18 to 72 inches. Each insert will be available in both modern and classic styles with an option of a curved or traditional flat front design.
Although the brand will also have mantels and media mantles at HPBE, they are planning their first major debut in their new showroom at the High Point Spring Market (#1599). Here the company will display their take on bold new styles in the Home Décor and Furniture markets consisting of mantels, media mantels, wall décor, tabletop and occasional furniture.
Behind the brand is Chairman Allen Chen and industry veteran Managing Director Bill Caples. When asked about the Allen Groups history in manufacturing, Mr. Caples stated “The Allen Group has successfully marketed their products in North America and Europe for twenty plus years. Chairman Allen Chen’s vision is to add a US based design, marketing, operations and sales group focused on developing products for the North American market.”
Caples went on to say “Allen Home is a fully integrated manufacturing company that has complete metal stamping, electrical, wood, laminate, stone, ceramic and resin manufacturing facilities. We believe this gives us a unique competitive advantage over companies that source rather than build their products making the Allen Home brand a complete style solution for your home and garden.”
Chairman Allen Chen plans to continue his acceleration of sales in North America by developing product for the marketplace in heaters, electric fireplaces, furniture, as well as garden and home decor.
About The Allen Group
At Allen Group, making great products is not just a job – it is our way of life. Allen Group is one of the largest manufacturers for home furnishings, home and garden decor and seasonal gifts in China. Our research centers in Shanghai, Guangdong, and our four manufacturing complexes with multiple factories on each campus employs over 3,000 people, giving us a large competitive edge over other manufactures. We work together with our customers to make the highest quality hand sculpted and finished home and garden decor, seasonal decor and gifts, electric fireplaces, heaters and air purifiers and furniture in the industry.