RETAILOBSERVER.COM MAY 2026
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Our vision is clear – to join two specialists that provide a compre-
hensive offering that is uniquely Italian, cutting-edge, and that pinpoints
the desires and expectations of the market.
Steel is a global leader in steam oven cooking headquartered and
producing in Carpi, Italy that has represented Italian excellence for over
50 years. Each product is entirely handcrafted in Italy, reflecting artisan
craftsmanship, Italian design, and uncompromising quality and
performance.
Please visit steel-cucine.com for more information about Steel.
All of us here at Elica are excited about our future alongside Steel,
and we are confident that the alliance will bring real value to all our
business partners.
Thank you for your continued support and valued partnership. If you
have any questions, please reach out to any Elica North America team
member.
Best Regards,
Matt Holmes, Vice President North America, Elica
A LEGACY OF AMERICAN CRAFTSMANSHIP FUELS
FIRE MAGIC OUTDOOR APPLIANCE INNOVATION
Over the past 88 years, Fire Magic has built a reputation as one of the
most trusted names in outdoor kitchen appliances. Backed by the
heritage of RH Peterson Co., the brand's legacy of American
craftsmanship, engineering excellence, and continuous innovation has
positioned Fire Magic as a recognized leader in the outdoor living
category. For appliance dealers, this legacy represents more than
history. It exemplifies confidence in a brand known for premium
performance, striking aesthetics, and long-lasting customer
satisfaction.
The outdoor living category continues to experience remarkable
growth as homeowners invest in extending the comfort and luxury of
indoor spaces to the backyard. Today's homeowners are seeking
outdoor kitchens that rival their indoor counterparts. For dealers, this
trend presents a growing opportunity to serve a high-margin category
that continues to gain momentum.
Fire Magic helped create the luxury outdoor appliance segment
and has continued to be at the forefront for decades through a long-
standing commitment to innovation and quality that elevates outdoor
cooking and entertaining. The brand's success is rooted in nearly 90
years of experience designing, engineering, and manufacturing
products specifically for outdoor living.
This deep expertise delivers valuable insights into evolving consumer
preferences and emerging product trends. Fire Magic combines that
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