AMD Direct, the company behind grill and outdoor living brands Summerset, TrueFlame, Firegear, SunFire, Crossray and HEATSTRIP, is investing in growth. They named a new manufacturers’ representative for the Western US last week and now they’ve chosen a new distributor.
The new distributor will take over distribution that AMD Direct previously managed directly for the region. It’s a significant change for the company.
They’ve named AF Distributors to be the exclusive distributor for the Western U.S. which includes coverage of California, Arizona, Nevada, Oregon, Washington, Idaho, Montana, Utah, Colorado, New Mexico, and Wyoming. The new distribution model is meant to improve customer service, delivery speed, and dealer engagement.
This partnership allows AMD Direct to focus on brand development while ensuring our customers in the Western U.S. receive best-in-class distribution and support. AF Distributors brings an incredible combination of infrastructure, market knowledge and integrity. We’re confident in their ability to grow our presence and serve dealers at an even higher level.
Dennis Smith, CEO & President of AMD Direct
The choice of AF Distributors was a logical one because they have a long history with the Summerset grill brand. They also have a significant presence in the Western US in the outdoor living and hearth product distribution space. They’re headquartered in Phoenix and have 250,000 square feet of warehouse space across six Phoenix facilities, Sacramento, and Dallas, with a new 100,000-square-foot distribution center that’s almost completed.
For us, this isn’t just a new distribution line. It’s personal. We helped build the Summerset brand in Phoenix from the ground up more than a decade ago, and this partnership is a natural extension of that journey. We know the dealers, we ship fast, we keep deep inventory, and we’re ready to raise the bar on customer support for AMD’s growing brand portfolio.
Keith Richardson, President of AF Distributors
While some brands under the AMD Direct umbrella like Summerset are more established they’re also looking to raise awareness and sales of newer brands like TrueFlame. AF Distributors plan to help with that. They’re building dealer awareness and have an inventory strategy.
Our goal is simple: help our customers succeed. We believe if we put the customer first—whether that’s same-day shipping, personalized sales support, or technical training—the brand will grow organically. That’s how we’ve built our reputation, and that’s what we’re bringing to AMD’s dealers.
Keith Richardson, President of AF Distributors