Napoleon BBQ, a Canadian company known for its barbecues, fireplaces, and HVAC systems, is navigating the complexities of manufacturing at home amidst a US trade war initiated by Donald Trump. While its high-end Prestige line is made in Canada, lower-end grills are produced in China, and a new facility is opening in Mexico to stay competitive. The company, which emphasizes its 'made-in-Canada' identity, has had to raise prices in the US due to tariffs but is still aiming for growth and having a 'very good year' despite the economic headwinds.
Barbecue maker Napoleon has always been proud to be made-in-Canada. But a closer look shows the harsh reality of manufacturing at home
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TL;DR: Key points with love ❤️Napoleon BBQ, a Canadian company known for its barbecues, fireplaces, and HVAC systems, is navigating the complexities of manufacturing at home amidst a US trade war initiated by Donald Trump. While its high-end Prestige line is made in Canada, lower-end grills are produced in China, and a new facility is opening in Mexico to stay competitive. The company, which emphasizes its 'made-in-Canada' identity, has had to raise prices in the US due to tariffs but is still aiming for growth and having a 'very good year' despite the economic headwinds.
Trending- 1 1970s: Wolfgang and Ingrid Schroeter founded Wolf Steel (parent company of Napoleon).
- 2 1979: Oil crisis boosted sales of wood stoves.
- 3 1980s: Maple Leaf flag first strung up outside the Barrie plant.
- 4 1995: Napoleon introduced cooking grills to address seasonal demand.
- 5 Late 1990s: Napoleon began offshoring lower-end grill production to stay competitive.
- 6 2018: Chris and Stephen Schroeter took over as co-CEOs.
- 7 February 2025: Schroeter family released an open letter urging support for Canadian manufacturers amid Trump's tariff war.
- 8 April 2025: Napoleon raised prices in the US by about 10% to cover tariff expenses.
- 9 Future: Napoleon plans to open a new manufacturing facility in Mexico.
- Increased prices for Napoleon products in the US due to tariffs
- Incurred millions in tariff fees
- Challenges for Canadian manufacturing due to global supply chains and lack of domestic suppliers for some parts
- Growth in brand awareness and sales for Napoleon despite economic headwinds
- Continued employment for over 1,000 people in Ontario
What: Napoleon BBQ, a Canadian manufacturer, is balancing its 'made-in-Canada' identity with global manufacturing realities, including offshoring production to China and Mexico, while navigating the impact of US tariffs initiated by Donald Trump.
When: 1970s (company founded), 1980s (Maple Leaf flag strung up), 1995 (cooking grills introduced), late 1990s (offshoring began), 1998 (first tried selling in Germany), 2018 (Chris and Stephen Schroeter became co-CEOs), February (open letter released), 2020 (Mike Tzimas joined), April (prices raised in US).
Where: Barrie (Ontario, Canada), Mississauga (Ontario, Canada), Simcoe County (Ontario, Canada), Canada, United States, Europe, Guangzhou (China), Mexico, Kitchener (Ontario, Canada), Germany.
Why: Napoleon aims to stay competitive with big-name brands, keep production going year-round, and retain staff. The company faces challenges from US tariffs and the need to offer products at lower price points, which necessitates offshoring. The 'made-in-Canada' message resonates with consumers, especially during trade disputes.
How: Napoleon manufactures its high-end Prestige line in Canada while producing lower-end grills in China and soon Mexico to manage costs. The company has raised prices in the US to offset tariff expenses. It emphasizes its Canadian identity in marketing, particularly in Canada and Europe, and invests in R&D for new products like electric grills and net-zero home solutions.