Matt Doll, founder and CEO of American Fire Products, is known in the casual industry for being outspoken. This attribute has helped his company not only survive for over 20 years but also thrive despite myriad challenges.
Doll launched the company in 2005 at the ripe age of 25 with no formal business experience. And what began as a garage-based operation with his wife, Kelly, quickly gained momentum.
Over the past two decades, American Fire Products has continued to thrive, establishing itself as a leader in the industry. Last year, the company celebrated 20 years of innovation, growth and industry leadership by rebranding to American Fire Products.
We caught up with Doll to get his thoughts on the state of the industry, and he didn’t hold back.
What opportunities does the casual industry have this year?
The popularity of outdoor living spaces continues to grow and consumers are still investing in their backyards. The opportunity we see right now is in large high-end firepits—not small tables with fire as an afterthought. We are seeing a huge trend toward concrete and heavy-duty metal units. I may be biased, but my family goes outside to sit around our firepit 10 to 1 compared to sitting at a dining table. Designers and contractors are speccing complete fire feature installs more than ever. We’re seeing more interest in firepits as focal points, not afterthoughts.
What are the biggest challenges the industry is facing?
I’m sick of talking about tariffs. It’s gone from a reason things slowed down to an excuse. We’ve had enough time to adjust.
I believe the biggest issue we are facing is a lack of people buying/selling homes. Most people who move into a new home put their stamp on the backyard and get new patio furniture, barbecues and firepits immediately. Home transactions are at historic lows, and that will continue to cause a slowdown in anything backyard related.
How do you predict the industry will fare this year as a whole?
Cautiously optimistic. The high-end segment should be OK. Consumers who invest in quality outdoor living products tend to be less price sensitive. Retailers that focus on the mid and lower tier may feel more pressure. Dealers who are well-stocked and have strong contractor relationships should do fine. Those relying purely on impulse retail traffic will struggle.
What should the industry be paying attention to now?
A handful of things:
- The housing market (see comments above).
- The credit market. (As a business, cash flow is the only thing that will help you survive. Lenders are tightening up.)
- It’s an election year. Expect some chaos and roll with it.
- The overall economy. Our stock market is in a tech bubble and “Main Street” is struggling. Plan accordingly.
What are you most excited about now?
Honestly, the expansion of the fire feature category. The market has matured, and the product has matured with it. We’re manufacturing high-end firepits and adding new firepit brands to our lineup this year. I think the category has a lot of runway left.
