Starfire Direct
Starfire Direct is an online-only specialty retailer founded in 2007 selling premium outdoor fire pits, fireplaces, fire glass, patio heaters, and BBQ grills across 50+ premium brands to residential homeowners and trade professionals via DTC and B2B channels.
- Company typePrivate
- Founded2007
- HeadquartersTemecula, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Starfire Direct does
Starfire Direct is a privately-held, online-only specialty e-commerce retailer founded in 2007 and operated by Starfire Acquisition, LLC. The company sells premium outdoor fire features, fireplaces, fire glass, patio heaters, and BBQ grills through a Shopify-based storefront at starfiredirect.com, supplemented by a dedicated B2B Trade portal at starfiredirect.account.myshopify.com. Its catalog spans 1,286 fire pit SKUs across 50+ premium brands including The Outdoor Plus, American Fyre Designs, EcoSmart Fire, Prism Hardscapes, HPC Fire Inspired, Bromic Heating, Real Fyre, Elementi, and Fire Pit Art, alongside proprietary sub-brands Starfire Designs (the Beton GFRC concrete collection) and Starfire Glass (proprietary fire media). Product prices range from approximately $109.95 for entry-level wood-burning pits to $15,479.95+ for premium copper gas fire pits, with free shipping on orders over $149.
Starfire Direct firmographics
Firmographics- Name
- Starfire Direct
- Legal name
- Starfire Acquisition, LLC
- Website
- https://starfiredirect.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Starfire Direct is an online-only specialty retailer founded in 2007 selling premium outdoor fire pits, fireplaces, fire glass, patio heaters, and BBQ grills across 50+ premium brands to residential homeowners and trade professionals via DTC and B2B channels.
- Ownership category
- akta.pro rank
Starfire Direct industry classification
Industry- Product category
- Outdoor Hearth and Patio Retail
- SIC
- Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)
Keywords
Where Starfire Direct is headquartered
LocationHeadquarters
- HQ city
- Temecula
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Starfire Direct business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Direct Product Sales (B2C): Primary revenue stream from direct-to-consumer sales of fire pits, fireplaces, fire glass, patio heaters, BBQ grills, and accessories through the e-commerce platform. Products are sold at fixed retail prices with occasional seasonal promotions and sales.
- B2B Trade Program Sales: Wholesale and bulk sales to trade professionals including interior designers, contractors, architects, and hospitality businesses through the dedicated B2B portal with tiered pricing based on purchase volume.
- Dropshipping/Retailer Fulfillment: Dropshipping services offered to qualified retail partners who want to resell Starfire Direct products. This provides additional revenue from bulk orders to resellers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with free shipping threshold |
| Transaction based/ take rate | Pay-as-you-go | Tiered B2B trade pricing based on purchase volume |
| Other | Multi-year contract | Deposit payment terms for large orders |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Starfire Direct product offering
Product offeringCore offering
Starfire Direct is an online specialty retailer selling fire pits, fireplaces, fire glass, patio heaters, BBQ grills, and outdoor kitchen equipment. The company carries its own proprietary brands, Starfire Designs and Starfire Glass, alongside more than 50 premium third-party brands, and supports purchases via a B2B Trade Program for industry professionals.
Product overview
Starfire Direct is a Shopify-based direct-to-consumer e-commerce retailer specializing in premium outdoor fire features, heating solutions, and outdoor cooking equipment. The company has operated since 2007 and offers a comprehensive portfolio organized around six core product categories: Fire Pits (gas, wood-burning, ethanol, and specialty models in various materials), Fireplaces (gas, electric, and log options), Fire Glass & Alternatives (decorative media), Patio Heaters (gas, electric, commercial), and BBQ & Outdoor Cooking (grills, kitchens, components). Supporting these are add-on modules including Fire & Water Bowls, Specialty Fire Pits, Fire Pit Accessories, Fire Pit Burners & Components, and Fireplace Accessories. The company carries multiple branded collections including their proprietary Starfire Designs Beton line of concrete GFRC fire pits, EcoSmart Fire ethanol products, and products from The Outdoor Plus, American Fyre Designs, Prism Hardscapes, American Fire Products, Elementi, and Real Fyre. A B2B Trade Program offers exclusive pricing, bulk discounts, and priority support for trade professionals including designers, contractors, architects, and hospitality businesses.
Differentiator
Problem solved
Functional benefit
Brands
- Starfire Designs: Proprietary brand of fire pits and outdoor fire features sold exclusively through Starfire Direct
- Starfire Glass
- Starfire Trade
Products and services
- Fire Pits Online retail category of fire pits sold through starfiredirect.com, offered under proprietary brand Starfire Designs and multiple third-party premium brands for residential outdoor use.
Quantifiable outcome
- BTU outputs ranging from 30,000 to 100,000+ for fire pits providing optimal heat for various space sizes
- +2 more outcomes
Companies that use Starfire Direct
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Starfire Direct technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Starfire Direct partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and major.
- Starfire DesignscoreStarfire Designs is the company's proprietary/premium brand featuring the Beton Fire Pit Collection, known for maximum durability and modern flair. Includes concrete fire pits in various finishes (Sand, White, Graphite, Natural Gray) and sizes. The Beton collection is described as a staple in the fire feature industry.
- The Outdoor PluscoreThe Outdoor Plus (TOP) is a key brand partner offering premium fire pits, burners, and outdoor products. Products include Sedona Wide Ledge Concrete Gas Fire Pits, Pismo Steel Gas Fire Pits, Coronado Steel Gas Fire Pits, and Unity Fire Pits with GFRC and steel material options.
- American Fire ProductsmajorAmerican Fire Products provides premium fire glass and fire products. Starfire Direct carries their complete fire glass line including 1/2 inch Azuria, Black, Bronze, Clear, Cobalt Blue, Copper, Gray, Pacific Blue, and Starfire varieties.
- HPC Fire InspiredmajorHPC Fire (Hearth Product Controls) is a premier brand partner providing fire parts and control products including electronic ignition systems, push button spark ignition kits, and burner system components.
- EcoSmart FiremajorEcoSmart Fire is a key brand partner specializing in ethanol fireplaces and bioethanol-burning fire features. Products include Mix, Nova, Pod, Base, and Igloo series fire pits with stainless steel and black burner options. Known for clean-burning, ventless operation suitable for indoor and outdoor installations.
- American Fyre DesignsmajorAmerican Fyre Designs provides premium fire tables and fire pits including Contempo, Cosmopolitan, Fiesta, and Legend collections. Products feature GFRC construction with various finishes and French Barrel Oak decorative options.
- Prism HardscapesmajorPrism Hardscapes is a premier brand partner offering concrete fire pits and hardscape products including Cilindro, Tavola, Rotondo, and Tavola 7 series in various colors (Cafe, Ebony, Pewter, Natural, Ultra White).
- Real FyremajorReal Fyre is a premium brand partner specializing in gas logs products including Vented Gas Logs, Ventless Gas Logs, Steel Gas Logs, and Replacement Gas Logs for fireplace applications.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Starfire Direct competitors and assessment
Company assessmentDirect peers
- Fire Pits Direct: Online specialty retailer focused on fire pits, fire glass, and outdoor hearth products — directly comparable e-commerce model and category assortment to Starfire Direct.
Broad incumbents
- American Fyre Designs: Premier manufacturer of GFRC fire features, fire tables, and fire pits that Starfire Direct carries; operates brand-direct D2C alongside trade distribution, representing both a key supplier and competitive channel.
- The Outdoor Plus: Manufacturer of premium concrete and steel fire pits, burners, and outdoor products that Starfire Direct distributes; sells direct and through dealers, directly competing for the same trade and consumer buyers.
- EcoSmart Fire: Specialist manufacturer of ethanol fireplaces and fire pits (Mix, Nova, Pod, Base, Igloo lines) carried by Starfire Direct; sells brand-direct and competes for the premium ventless/ethanol segment.
- Real Fyre: Leading gas logs brand carried by Starfire Direct; sells through dealers and direct, competing for the vented/ventless gas log and fireplace project buyer.
- Prism Hardscapes: Manufacturer of premium concrete fire features and hardscape products (Cilindro, Tavola, Rotondo lines) distributed by Starfire Direct; brand-direct sales overlap with Starfire's premium hardscape assortment.
- Frontgate: Premium outdoor living retailer carrying fire pits, patio furniture, and outdoor kitchens; comparable premium positioning and outdoor category breadth, with a catalog-plus-showroom model.
- Pottery Barn Outdoor: Major home retailer with growing outdoor living assortment including fire pits and heaters; competes in the premium consumer segment with stronger brand awareness and physical retail.
- Bromic Heating: Manufacturer of premium patio heaters carried by Starfire Direct; sells direct to dealers and consumers, competing in the outdoor heating sub-category that Starfire also retails.
- HPC Fire Inspired: Manufacturer of electronic ignition systems, burner kits, and fireplace controls that Starfire Direct distributes; brand-direct and dealer channels overlap with Starfire's trade and DIY buyer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Starfire Direct social profiles
Digital presenceStarfire Direct financial estimates
Financial estimateRevenue estimate
Valuation estimate
Starfire Direct leadership team
Management profileNumber of profiles
Starfire Direct funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Starfire Direct M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Starfire Direct
What does Starfire Direct do?
Starfire Direct is an online specialty retailer selling fire pits, fireplaces, fire glass, patio heaters, BBQ grills, and outdoor kitchen equipment. The company carries its own proprietary brands, Starfire Designs and Starfire Glass, alongside more than 50 premium third-party brands, and supports purchases via a B2B Trade Program for industry professionals.
Is Starfire Direct a public or private company?
Starfire Direct is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Starfire Direct founded?
Starfire Direct was founded in 2007. It employs 11 to 50 people.
Where is Starfire Direct based?
Starfire Direct is headquartered in Temecula, United States, in the North America region.
How does Starfire Direct make money?
Three revenue lines are on record. Direct Product Sales (B2C) is the primary driver. The others are B2B Trade Program Sales and dropshipping/Retailer Fulfillment.
Who are Starfire Direct's main competitors?
Fire Pits Direct is listed as a direct peer. Broad incumbents are American Fyre Designs, The Outdoor Plus, EcoSmart Fire, Real Fyre, Prism Hardscapes, Frontgate, Pottery Barn Outdoor, Bromic Heating and HPC Fire Inspired.
Does Starfire Direct have an API?
No public API is recorded for Starfire Direct.
What industry is Starfire Direct in?
Starfire Direct's product category is Outdoor Hearth and Patio Retail. Its primary akta.pro industry code is CRAIAIAI, Outdoor Heating, Fire Pits & Fireplaces Retail. Its SIC code is 5070.