Solo Stove Expands Portfolio with Introduction of the new Solo Steelfire™ 30 Stainless Griddle

Rhea-AI Summary

Solo Stove (NYSE: DTC) has announced its entry into the outdoor griddle market with the launch of the Solo Steelfire™ 30 Stainless Griddle, priced at $899 or $1,199 with stand. The professional-grade griddle features a proprietary 3-ply stainless steel-clad surface and patent-pending Solo Racetrack Burner configuration, heating up 35% faster than traditional cast iron griddles. It reaches 300-800 degrees in just 7 minutes and requires no seasoning. The product includes an integrated grease trap and modular stand with foldable side tables. Solo Stove will also offer customizable accessory kits including Burger Kit, Chefs Kit, and Essentials Kit. Pre-orders begin June 11th with shipping starting in early July, and early orders include a gift with purchase.

Positive

• Entry into new product category expands company's market presence and revenue potential
• Premium pricing at $899-$1,199 suggests healthy profit margins
• Innovative features like 35% faster heating and no seasoning requirement provide competitive advantages
• Additional revenue stream potential through accessory kit sales

Negative

• High price point may limit mass market adoption
• Entering a competitive outdoor griddle market with established players
• Seasonal product that may experience cyclical sales patterns

Insights

Consumer Products Industry Analyst

Solo Stove's expansion into premium outdoor griddles represents strategic product diversification with potential for incremental revenue growth.

Solo Stove's launch of the Steelfire 30 Stainless Griddle marks a significant product portfolio expansion for Solo Brands (NYSE: DTC). Priced at $899 standalone or $1,199 with stand, this premium griddle enters the competitive outdoor cooking market with several technical differentiators.

The company is leveraging its brand equity in outdoor lifestyle products to enter the growing outdoor griddle segment, which has seen substantial growth as consumers invest more in home entertaining spaces. The product's premium positioning is evident through its technical features: 3-ply stainless steel-clad surface, patent-pending burner configuration, and 35% faster heating than traditional cast iron alternatives.

This launch follows Solo Stove's established pattern of category expansion beyond their core fire pit products. The accessory strategy with additional kits (Burger Kit, Chefs Kit, Essentials Kit) creates potential for higher-margin add-on sales and increased customer lifetime value.

From a commercial perspective, the direct-to-consumer launch approach through SoloStove.com maintains margin control while the pre-order strategy with gift incentives helps gauge initial demand while building an order backlog. The timing of the July shipping window positions the product for the peak summer outdoor entertaining season.

While the immediate revenue impact remains to be seen, this expansion reflects the company's continued execution of a broader outdoor lifestyle ecosystem strategy rather than remaining a single-product company.

The Outdoor Griddle is Designed to be the Star of Backyard Entertaining

GRAPEVINE, Texas, June 12, 2025 /PRNewswire/ -- Solo Stove, the leading outdoor lifestyle brand within Solo Brands (NYSE: DTC; OTC: DTCB) and creator of the world's most-popular smokeless fire pit, is expanding into yet another new category with the introduction of its new Solo Steelfire^™ 30 Stainless Griddle. The new launch is set to disrupt the griddle market by delivering a professional-grade outdoor cooking experience to backyard chefs and hosts—redefining what's possible in outdoor entertaining.

Engineered by the innovative team behind the smokeless fire pit, the Steelfire^™ Griddle is designed to heat up in just 7 minutes, deliver culinary control, and give consumers professional-grade performance. The proprietary 3-ply stainless steel-clad surface heats perfectly, resists rust and cleans up effortlessly, with no seasoning required for years to come. Its patent-pending Solo Racetrack Burner configuration maximizes every inch of cooking space, eliminating hotspots and dead zones for consistently even results across the entire cooking surface.

Raising the bar for outdoor cooking, the Steelfire^™ Griddle heats up over 35% faster than traditional cast iron griddles due to its stainless steel surface and patent-pending Solo Racetrack Burner configuration, reaching optimal temperatures of 300 - 800 degrees in just seven minutes. An integrated grease trap streamlines clean-up, while the modular stand with foldable side tables adapts perfectly to the chef and their space, making every cookout feel custom-built for performance.

"In yet another expansion that brings outdoor hosting and entertaining to the next level, we are thrilled to enter into the outdoor griddle space, with an innovation that goes beyond cooking," said John Larson, CEO. "With the Steelfire^™ 30 Griddle, we are introducing another product into our portfolio that will create unforgettable moments and lasting memories with family and friends, all while enjoying the simple joy of easy, outdoor entertaining."

Additionally, the Steelfire^™ 30 Griddle brings culinary enthusiasts a line of customizable accessories created to make everything from Saturday morning breakfasts to smashburgers or hibachi nights a breeze. Available later this summer, the Burger Kit, Chefs Kit, and Essentials Kit feature premium, custom accessories that transform the griddle into a complete outdoor cooking command center.

The innovative Solo Steelfire^™ 30 Griddle will be available exclusively on SoloStove.com for $899 or $1,199 with stand. Pre-orders begin on June 11^th and include a gift with purchase, with shipping to start in early July. For more information, visit SoloStove.com online, and follow the brand on social @solostove to stay up to date on future launches and brand news.

About Solo Brands, Inc.
Solo Brands, headquartered in Grapevine, TX, is a leading omnichannel lifestyle brand company. Leveraging e-commerce, strategic retail relationships and owned retail stores, Solo Brands offers innovative, premium products to consumers through five lifestyle brands – Solo Stove and TerraFlame, known for the world's most popular smokeless firepits, award-winning pizza ovens, premium coolers, accessories, and more; Chubbies, a premium casual apparel and activewear brand; ISLE, maker of inflatable and hard paddle boards and accessories; and Oru Kayak, innovator of origami folding kayaks.

Contact: solo@finnpartners.com

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SOURCE Solo Stove

FAQ

What is the price of Solo Stove's new Steelfire 30 Stainless Griddle?

The Solo Steelfire 30 Stainless Griddle is priced at $899 for the base model or $1,199 with the stand included.

What are the key features of DTC's new Steelfire Griddle?

Key features include a 3-ply stainless steel-clad surface, patent-pending Solo Racetrack Burner configuration, 7-minute heat-up time, temperature range of 300-800 degrees, integrated grease trap, and foldable side tables.

When will Solo Stove's Steelfire Griddle be available for purchase?

Pre-orders begin June 11th, 2025, with shipping starting in early July 2025. Pre-orders include a gift with purchase.

What accessories will be available for the Solo Stove Steelfire Griddle?

Solo Stove will offer three accessory packages: the Burger Kit, Chefs Kit, and Essentials Kit, available later in summer 2025.

How does the Steelfire Griddle's heating time compare to traditional griddles?

The Steelfire Griddle heats up over 35% faster than traditional cast iron griddles, reaching 300-800 degrees in just seven minutes.