Industry Spotlight: Infinitree Outdoor Living

Craig Smith, Vice President of Sales and Marketing, InfinitreeAfter spending more than a decade behind the scenes, Infinitree has stepped into the spotlight and has been making waves with its spa-focused line of outdoor living accessories. Craig Smith, vice president of sales and marketing, gave us an insight into how this Canadian company continues to innovate with products that help both OEMs and dealers stand out in the market.

AQUA: Tell us about the history of the company and your expertise.

Craig Smith, Infinitree: Most people know us for our work providing major spa manufacturers with their cabinets. Our technical expertise lies in our knowledge of plastics for outdoor use, initially in extrusion, but now across a much broader portfolio. When we started manufacturing OEM cabinets, we recognized that we needed to raise the bar in materials performance. We were not happy with just matching the performance of products already in the field, so we set our own elevated and rigorous test standards to ensure we delivered an exceptional product that our clients can trust to perform year after year. This has served us very well. Our clients are some of the biggest names in the industry with very demanding standards and so they have peace of mind knowing that our quality is first class.

AQUA: What makes Infinitree successful?

CS: Our competitive advantage starts with technical innovation. From the groundbreaking development of extra-wide cabinet profiles to advanced surface graphics, curved profiles and screwless attachment systems, we love to rise to the challenges that our clients frequently present as they push the boundaries in product development. However, it doesn’t end there. We take great pride in the fact that we are an extension of our client’s teams. We combine technical ability with a high level of engineering and design know-how. By working closely with our customers, we bring a complete package that adds value. We will never stop working to deliver our customers what they need — whether that is in the spa, pool or outdoor living market, we will try to be the best vendor we can be.

AQUA: How did the expansion into dealer (consumer) products come about?

CS: We know spas so well that it was a natural progression for us to move into spa-centric accessories. Not only are our materials perfect for demanding outdoor environments, but we also wanted to bring innovations that can enhance the use of a spa. A good example of this is our Banff Bar Shelf & Privacy Screen, which can be folded down from its privacy screen position into a neat spa-side bar at which guests can sit. Whether you are relaxing and need privacy, or hosting a party, the product works! A strategic goal of ours is to be on the spa, in the spa and around the spa and so, through our cabinet systems, our innovative infiniFRAME synthetic spa frame and now our Spa Living Collection, we have products that deliver in all areas.

AQUA: Why should dealers consider adding Infinitree Spa Living accessories to their showroom?

CS: I think because, just like our OEM business, we are 100% focused on your success. Our accessories are designed specifically for the 10-foot space around the spa and are exclusive to dealers (we are not selling this product through online retailers, big box or clubs). Available in a gray-tone and a brown-tone, they coordinate with any color and any brand spa that you might sell. Our products are in stock in our warehouses on both the east and west coasts. You can order by the pallet — a single pallet “showroom” order can set you up with a full display as well as marketing materials that will impress your customers and offer you incremental “upsell” dollars as you sell spa models.

AQUA: What can we look forward to from Infinitree?

CS: For our OEM business, more innovation! Our patent-pending infiniFRAME synthetic spa frame is changing the way spas are built by replacing wood frames that are often twisted, rarely in-square and can rot. The system clicks together, allows screwless attachment of cabinets and eliminates the need — and expense — of a woodwork shop. For our dealers, please visit us at the Dallas show in November (Booth #8907) to check out our entire collection plus our “new for 2025” spa steps and spa-surround deck tiles.

AQUA: For dealers who are interested in working with Infinitree, what is the next step?

CS: Visit our website at infinitreeoutdoor.com to learn more about the products. Our website directs all visitors to buy products through our authorized dealer network, where your retail outlets would be listed. If you would like us to call you (within 24 hours), either complete the form on infinitreeoutdoor.com/dealer or email your contact info to us at [email protected].