At a time when tariffs are creating an uncertain economy and price increases have become the norm, American Fire Products has found a way to reduce prices across its product catalog — some by up to 40%.
The move comes almost a year after the company rebranded from American Fireglass to American Fire Products, a name that aligns with the flame guards, firepit burners, fire glass and other fire-related products the company makes.
When Casual News Now last spoke with the company’s CEO Matt Doll, he said that American Fire Products manufactures in the U.S., Mexico, Indonesia and China, and because of the uncertainty of the tariff situation, they had put all production on hold.
As it turns out, the company not only made it out of its tariff situation unscathed but also found a way to help its customers during an uncertain time.
The strategic pricing update follows a yearlong operational efficiency initiative that is focused on strengthening customer value. Over the past year, the company streamlined manufacturing, sourcing, logistics, packaging and internal systems to eliminate unnecessary costs. These efficiencies now enable more affordable pricing without compromising product quality, safety or performance.
Over the last year, my team and I have worked hard to make products more affordable by cutting costs, becoming leaner and expanding what we manufacture in the U.S,” Doll said. “We found a better way to run a manufacturing business.”
The update comes as material costs, labor expenses and project budgets remain under pressure across the construction and outdoor living industries. Rather than passing those pressures on, American Fire Products absorbed internal costs and optimized operations to deliver meaningful savings to customers.
“Our responsibility is to support our customers, not add to their challenges,” Doll said. “We’ve taken disciplined steps to improve efficiency so we can make our products more affordable to everyone while maintaining the quality and reliability our customers depend on. This reinforces our commitment to long-term relationships and shared growth.”
This initiative reflects a long-term strategy centered on operational discipline, supply chain optimization and sustainable partnership. By reducing waste and strengthening supplier relationships, American Fire Products continues to position itself as a stable, dependable partner in an evolving market.
“At the end of the day, our focus is simple,” Doll said. “Deliver better value, support more projects and remain a reliable partner in a changing economy.”
