Infinitree: Nailing the Niche

For over a decade, Infinitree has served the spa industry through state-of-the-art spa cabinet design. After launching its patent-pending infiniFRAME and Spa Living furniture line in 2023, the company is embracing its niche of offering high-quality products used on, in and around the spa. 

Brad Evans, national sales manager for Canada-based Infinitree, says the company’s initial targets were not hot tub cabinets; instead, they aimed to sell polystyrene-based materials and designs to outdoor furniture manufacturers. 

“Based on price alone, there’s probably more outdoor furniture in people’s backyards than hot tubs,” Evans says. “But we also found it to be a very competitive landscape.” 

He says Infinitree shifted to hot tub cabinetry, believing it would be a better market. Using its previous experience working with cabinet manufacturers, Infinitree seized the opportunity to innovate while taking design cues from flooring and furniture trends and striving to exceed industry standards in proprietary testing for UV resistance and material quality.

On the spa: Cabinet systems 

From screwless cabinet attachments to advanced surface graphics, Infinitree’s cabinet systems aim to reduce visible eyesores, enable easy maintenance and display cohesive designs. 

With hot tubs, all four sides need to be accessible, and the cabinets need to expand and contract with different temperatures. Evans says the company’s developments have come by asking questions like: “What can we do to minimize fasteners? What can we do to allow that expansion and contraction to happen? How can we make it look more aesthetically pleasing?” 

Some of these features include channels for t-strips to snap into rather than using screws, a j-hook design to hold panels without bottom fasteners and a removable corner design for easy access. Another feature is the mushroom connector, which not only connects to Infinitree’s proprietary infiniFRAME but also to a standard wood or steel frame.

“The mushroom connector will enable you to snap the corner on, and then that corner can overlap on the side panels,” Evans explains. “Essentially, you have no t-strips — another example of the functionality and design.”

In the spa: The infiniFRAME 

The infiniFRAME offers a screwless cabinet attachment, zero scrap pieces to cut off and fast-click assembly. Infinitree can also rebuild any existing spa frame made from metal or wood using infiniFRAME component pieces that result in a “snap together” frame.

The frame works by connecting panel hangers into a female receiver channel. The panel hangers hold cabinet panels and corner blocks, which hold corners. These attachment systems are strong but allow easy setup and removal of the entire cabinet.

“It allows more efficiency in production and reduces the need for saws with wooden frames,” Evans says. “And I think it caters to what that consumer is looking for now, which is a nonwood option for their hot tub.”

Around the spa: The Spa Living Collection 

Evans says Infinitree believes a hot tub should be the focal point of an outdoor living space, and that belief inspired its line of outdoor furniture, the Spa Living Collection.

“The goal was to accent your spa and make it an area you can live around,” Evans says. “Whether it’s dining, the bar, the privacy lattice or the towel caddy, the goal was to wrap that around your spa so you can relax with family and friends.”

Evans says some backyard living retailers will source pieces that may fit next to a spa, but it’s not something that actually goes with it.

“It’s like taking something off the shelf and taking something off of another shelf and pairing it up next to a spa,” he says. “Our goal was to design [outdoor furniture] specific to the needs of a hot tub.”

Infinitree provides marketing kits for dealers to help them display and sell the collection as a natural extension of the hot tub experience. Evans says one of the challenges has been getting retailers to promote the collection as part of the hot tub package instead of relegating it to a different backyard category.

Outdoor furniture typically has a higher profit margin, around 50%, compared to hot tubs, Evans says.

Mike Belau, retail and marketing manager for Pocono Pool and Spa in Stroudsburg, Pennsylvania, says Evans introduced his team to Infinitree furniture two years ago.

“We were a bit skeptical about taking on the furniture because other brands weren’t successful for us in the past,” Belau recalls. “A few of our concerns were durability, assembly and pricing.” But he says the products exceeded expectations. 

“[With] the quality, durability and how well it ties the outdoor spa space together, it was a no-brainer,” Belau says. “Infinitree is also very easy to work with, and warranties are handled quickly.”

Pocono Pool and Spa offers several packages and combines pieces with spa promotions to give customers better pricing and experience. Belau says financing specials, such as interest-free for extended periods, help Pocono’s salespeople ease the customers who are price-conscious or on the fence.

“The customer can get an entire spa space in one spot,” Belau says. “Assembling the products is simple with easy-to-read instructions. Most pieces are preassembled and easy to work with. It isn’t a piece from Ikea.”