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Burning Bright: J&O Fireplaces grows from basement to top regional seller

By Walt Frank 5 min read

DUNCANSVILLE -- Back in the summer of 1976, Joe Panaro decided to buy a wood stove.

"I was so impressed. It was made by Alaska Co. in Bloomsburg. I asked the guy how I could sell them. He said I had to buy three to become a dealer, so I bought three stoves for $1,000 to become a dealer," Panaro said. "I went to the bank and told them I wanted to sell wood stoves. The guy said, 'You are going to sell what?' We started selling stoves out of the basement of our home."

Today, J&O Fireplaces, owned by Joe Panaro and his wife, Ola, on Old Route 22 just west of Duncansville, is one of the largest distribution centers of fireplaces, stoves and hearth products in the mid-Atlantic states.

Panaro ran the business while teaching business classes at Penn Cambria High School.

"I wanted my wife to be a stay-at-home mom and what money we made at J&O we put back into the business. I lucked out with the timing, those were the days of gas rationing. I thought the first year if I could sell ten I would be happy; we sold eight. Several years later I sold 100. Now we sell hundreds a year," Panaro said. "The whole business has transitioned, wood stoves are a thing of the past. Today everybody wants gas, you have to change to keep up with the times."

Panaro said electric fireplaces are also becoming popular today.

"In the beginning, we sold wood stoves, everybody had a wood stove because of the price of fuel, people were panicking,"Panaro said. "Today, 90 percent of my sales are gas fireplaces and stoves; 5 percent are pellet stoves; and the remaining 5 percent are wood and coal. If not for gas, we would be out of business."

Today, J&O Fireplaces has a 6,000-square-foot, two-story showroom with 52 live burning displays.

Panaro said there is an unlimited selection of products.

"I have nine manufacturers and each has up to 12-14 models. All we sell is American made," Panaro said.

A newer product today is inserts.

"Some people who bought wood stoves 20 years ago want to put in gas stoves. Manufacturers make gas stoves and fireplaces, but another big seller is gas inserts, it is like a drawer that slides into existing fireplaces," Panaro said.

People can design their own fireplaces online or in store.

"I got the idea from the Sheetz MTO. The software was designed so they could create their own," Panaro said. "We go to the house and take measurements and see exactly what they want and tell them what it will cost."

Not only does J&O offer a large selection of the best brands in the business, they also install fireplaces, stoves and inserts into homes or offices. The team at J&O can also install a mantel to showcase a new fireplace.

A significant part of J&O's business is selling products to contractors.

He said he sells 25 to 30 fireplaces a year to local contractor Casey McGraw.

"Joe is a dedicated business man. I admire his energy toward his business. He's not afraid to tell someone the way it is, but with care, and I've always appreciated that about him," McGraw said.

Panaro has nine employees, including four installers and two service people.

Panaro said Mendota Hearth out of Cedar Rapids, Iowa, is his biggest seller in gas products.

"Mendota offers the largest selection of options and Mendota is popular because of their lifetime warranty and they are built out of better products," Panaro said.

Mendota has recognized Panaro and his business with several dealer of the year awards for outstanding sales.

"J&O has been a very strong Mendota dealer for the last 35-plus years, he has been a beacon and lighthouse for other dealers in the area, in his continued growth in sales and his enthusiasm for our products," said Bob Maiwald, Mendota senior technical accountant.

Panaro said people buy fireplaces to improve the value of their home and because gas will work even if you lose your electricity.

Jolene Kopriva and her husband, Tom, of Hollidaysburg bought a Mendota gas fireplace about seven years ago from J&O.

"It's one of the best decisions we ever made. It transformed our room. Joe is very helpful. We had no idea what we wanted and he helped us figure that out so it is just what we wanted," Jolene Kopriva said.

Panaro said the key to his business success has been selling top-quality products.

He said it is hard to believe J&O has been in business for 50 years.

"My body tells me I have been in it for 50 years. We take pride in everything we install," Panaro, 79, said.

He said he is optimistic about the future of the business.

"I hope it is nothing but growth. You get your reputation by word of mouth. If you keep customers happy, they are the best advertisers," Panaro said.

Panaro credits his wife for the business's success.

"Without my wife, J&O would not exist," Panaro said.

Mirror Staff writer Walt Frank is at 814-946-7467.

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