Elmira is renowned for its 1950s-style kitchen appliances.

Retro-look appliance maker to get rebranded

By Alan Wolf, YSN

Elmira Stove Works, the Canadian manufacturer of vintage-style kitchen appliances, has been acquired by Ontario-based conglomerate Plaintree Systems.

Elmira has been making and distributing retro-look ranges, refrigerators, microwaves, wall ovens, range hoods, dishwashers and wood-burning stoves since 1975, and currently serves a network of over 300 dealers across North America. Its product line includes 1850s- and 1950s-inspired products under the Northstar, Heritage and Fireview sub-brands.

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Its new corporate parent is a diversified manufacturer with interests in the aerospace, telecommunications, and structural design sectors. CEO David Watson said he was impressed by “the quality and uniqueness of their lines” and first expressed interest in acquiring the business in 2013.

“Eight years later I got the call,” he said.

“This is like selling my child,” said Elmira founder and outgoing CEO Tom Hendrick. “We had a number of suitors, but the enthusiasm from David, along with the Plaintree team’s commitment to excellence, convinced us that Elmira is passing into the right hands.”

Aside from Hendrick’s departure, Elmira’s sales and marketing infrastructure will remain intact to maintain the company’s dealer and consumer focus, Plaintree said. The new owner plans to rebrand the company and its products, launch a new website, and provide “enhanced online and in-store customer experiences,” and has already relocated the appliance maker’s headquarters and manufacturing to Plaintree’ s 135,0000-square-foot, state-of-the-art facility in Arnipor, Ontario, although it will continue to operate a sales office and showroom in its old hometown of Elmira.

“This is a great match,” added Tony Dowling, Elmira’s Sales & Marketing VP. “We’re celebrating two years of outstanding growth and have put into place an aggressive sales and marketing plan to leverage that momentum. We are excited about what the future has in store.”

For more information, visit ElmiraStoveWorks.com or call (800) 295-8498.

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