Char-broil Announces Expansion into Australia

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Char-Broil, one of America's best-selling gas grill brands, begins distributing a line of infrared gas barbecues (grills) in Australia for the 2011 grilling season.

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“We believe we have a very strong opportunity to capture a big part of the market -- this is an innovative infrared technology new to Australia and it will quickly set Char-Broil apart from all other gas barbecues.” - Gary Butler, Char-Broil

Char-Broil, a division of the W.C. Bradley Co. and the leading manufacturer and marketer of gas grills in the United States and Latin America, today announced that the company will begin selling a line of infrared gas barbecues (grills) in Australia for the 2011 grilling season. The company has formed a partnership with OZTrail Leisure Products, the top distributor of camping equipment and outdoor products in Australia and New Zealand, to manage retail sales efforts.

Char-Broil will be offering a TRU-Infrared™ line of gas barbecues which includes its best-selling Commercial Series™ grills (four burner, three burner and two-burner models), as well as the Grill2Go ICE®, a portable barbecue/cooler combination, and The Big Easy® infrared oil-less turkey fryer, which will be rebranded as The Char-Broil Infrared Camp Oven™ for the local market. With cooking systems that use more than 65% natural infrared heat, Char-Broil barbecues feature an infrared technology previously unavailable in Australia. All of Char-Broil’s barbecues are AGA certified.

Australia represents five percent of the global gas grill market. With more than 90% of all Australian households owning a gas barbecue, the demand potential is high for Char-Broil’s infrared product.

“We know Australian consumers will fully appreciate the efficiency and flexibility of our TRU-Infrared cooking systems,” said Gary Butler, director of business development for Char-Broil. “We believe we have a very strong opportunity to capture a big part of the market -- this is an innovative, superior infrared technology new to Australia and it will quickly set Char-Broil apart from all other gas barbecues.”

The partnership between Char-Broil and OZTrail Leisure Products was formalized over the last 18 months and has significant potential for both companies. Char-Broil will capitalize on OZTrail’s contacts and widespread reach, initially tapping into the company’s established sales network in Brisbane, Sydney and Melbourne and warehouse facilities in Perth and New Zealand. The addition of a barbecue brand to OZTrail’s well-established product mix helps the company broaden its outdoor focus.

“OZtrail has a long and established history of bringing innovation and quality to the family camping market in Australia and New Zealand. That’s the number one reason we’re excited to be introducing the Char-Broil range of BBQs with their superior cooking systems,” said Graeme Whittaker, executive director of OZTrail. “Our two companies share the same philosophy – we both believe that quality and innovation do not have to come at the penalty of high prices. We are confident the consumers down under will embrace this new cooking technology and ensure success for the new OZtrail and Char-Broil partnership.”

About Char-Broil: Based in Columbus, Georgia, U.S., Char-Broil is a division of W.C. Bradley Co. and is one of the oldest and most respected outdoor cooking brands. More Char-Broil gas grills are distributed across the United States than any other brand. The company sells Char-Broil branded grills in the United States and Canada, throughout Latin America, and Australia. In addition to the Char-Broil label, the company manages and manufactures a portfolio of outdoor cooking brands including World Famous Oklahoma Joe’s Smoker Company®, New Braunfels Smoker Company® and Thermos®. Char-Broil is #1 in Infrared.

About W.C. Bradley Co.: The W.C. Bradley Co., founded in 1885, is a privately owned company headquartered in Columbus, Georgia, U.S. It is a multi-brand supplier of high-quality consumer goods and services focused primarily on the home and leisure lifestyle markets. It is comprised of Char-Broil (Columbus, Georgia), W.C. Bradley Co. Real Estate (Columbus, Georgia), Zebco Brands (Tulsa, Oklahoma), Lamplight (Menomonee Falls, Wisconsin), and the PGA Tour Stop (St. Augustine, Florida).

About OZTrail Leisure Products: OZtrail began in 1994 as a designer and wholesaler of quality camping products for the Australian and New Zealand markets. By concentrating on delivering exactly what consumers want at mass-market prices, OZtrail has consistently stayed one step ahead of the competition and has realized unprecedented growth in the outdoor industry. Today the company sells a complete range of camping equipment and outdoor products to a diverse customer base that includes both large chains and individual specialist outdoor retailers.

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Mary Eitel
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