Mad Design Group
MAD Design Group is a privately-held Australian design and manufacturing group operating four owned brands (EcoSmart Fire, Blinde Design, Heatscope Heaters, e-NRG Bioethanol). It serves residential, commercial, hospitality, and global luxury furniture customers across 75+ countries through proprietary Fluid™ Concrete Technology and in-house manufacturing.
- Company typePrivate
- Founded2002
- HeadquartersAlexandria, Australia
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Mad Design Group does
MAD Design Group is a privately-held, fully integrated Australian design and manufacturing group headquartered in Alexandria, NSW, operating since 2002 (originally as The Fire Company, rebranded in 2016). The group owns four consumer brands — EcoSmart Fire (ventless bioethanol fireplaces, launched 2004), e-NRG Bioethanol (proprietary clean-burning fuel, launched 2011), Blinde Design (concrete furniture leveraging Fluid™ Concrete Technology, launched 2019), and Heatscope Heaters (infrared radiant electric heaters via a German partnership, launched 2020) — and serves residential, commercial, hospitality, and retail customers across 75+ countries through a combination of a global distributor network (13 regions), direct e-commerce via owned brand websites, regional offices in Sydney, Luxembourg, London, and Hangzhou, and a dedicated manufacturing plant in China established in 2017.
The group's core technical asset is Fluid™ Concrete Technology, a proprietary manufacturing system that combines material science (green cement, 95% recycled natural materials that absorb CO2 during curing), precision moulding, curing, sanding, polishing, and surface coating to produce durable refined concrete products at scale. Adjacent technology stacks include the EcoSmart Fire ethanol-burning fireplace platform (multi-award-winning, certified across UL, TUV, CE, UKCA, EN 16647) and the Heatscope infrared radiant heater line, both backed by an extensive compliance portfolio accumulated since 2007.
Revenue is generated through three streams: (1) hardware sales of the four owned brands via distributors and direct e-commerce; (2) custom private collection design and manufacturing for established global luxury furniture brands (OEM/ODM partnerships including Cassina ixc., Outdoor Elegance, and Brown Jordan Fires); and (3) logistics and fulfillment services for manufactured products, supported by in-house packaging, warehousing, and ERP-driven global delivery. Pricing is contact-based rather than publicly disclosed, and the company operates with 60+ employees and has documented 150K+ installations to date.
Mad Design Group firmographics
Firmographics- Name
- Mad Design Group
- Legal name
- MAD Design Group
- Website
- https://maddesigngroup.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- MAD Design Group is a privately-held Australian design and manufacturing group operating four owned brands (EcoSmart Fire, Blinde Design, Heatscope Heaters, e-NRG Bioethanol). It serves residential, commercial, hospitality, and global luxury furniture customers across 75+ countries through proprietary Fluid™ Concrete Technology and in-house manufacturing.
- Ownership category
- akta.pro rank
Mad Design Group industry classification
Industry- Product category
- Designer Furniture and Heating Products
- NAICS
- Industrial Design Services (54142), Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341)
- SIC
- Household Furniture (2510), Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)
- akta.pro primary industry
- Industrial/Product & Furniture Design (BPAHAKAM)
Keywords
Where Mad Design Group is headquartered
LocationHeadquarters
- HQ city
- Alexandria
- HQ country
- Australia
- HQ region
- Oceania
Offices6 records
Markets served
Mad Design Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales - Own Brands: Direct sales of proprietary brands including EcoSmart Fire fireplaces, Blinde Design concrete furniture, Heatscope radiant heaters, and e-NRG bioethanol fuel to residential, commercial, hospitality, and retail customers globally.
- Custom/Private Collection Design & Manufacturing: Design and develop private collections for leading luxury furniture brands and transform early-stage concepts into finished, commercial-ready products for global partners.
- Logistics & Fulfillment Services: Global logistics services including packaging, warehousing, pick-and-pack operations, and delivery for manufactured products.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels11 records
Mad Design Group product offering
Product offeringCore offering
MAD Design Group designs, manufactures, and distributes contemporary design products under four proprietary brands — EcoSmart Fire (ethanol fireplaces), Blinde Design (concrete furniture), Heatscope (radiant electric infrared heaters), and e-NRG (bioethanol fuel) — for residential, commercial, hospitality, and retail environments globally. The group also operates as a fully integrated design-to-distribution partner, offering concept development, prototyping, manufacturing, packaging, logistics, and product launch support to global luxury furniture brands and emerging creators through private-label and OEM/ODM programs.
Product overview
MAD Design Group is a fully integrated design and supply partner offering end-to-end services from concept to creation. The company operates four distinct brands: EcoSmart Fire (fireplaces, launched 2004), Blinde Design (concrete furniture, launched 2019), Heatscope Heaters (radiant electric heaters, launched 2020), and e-NRG Bioethanol (fuel, launched 2011). The company's proprietary Fluid™ Concrete Technology enables scalable manufacturing of durable concrete products. Services span concept development, production/manufacturing, logistics/distribution, and product launch support, serving residential, commercial, hospitality, and retail environments across 75+ countries.
Differentiator
Problem solved
Functional benefit
Brands
- EcoSmart Fire: Multi-award-winning fireplace brand launched in 2004, leading the world in fireplace innovation with representation in more than 75 countries. The brand pioneers design excellence, safety standards, and sustainability.
- Blinde Design
- Heatscope Heaters
- e-NRG Bioethanol
- Fluid™ Concrete Technology
Products and services
- EcoSmart Fire Multi-award-winning fireplace brand offering ventless ethanol fireplaces for residential, commercial, and hospitality spaces, with representation in more than 75 countries and recognized leadership in design excellence, safety standards, and sustainability.
- Blinde Design Concrete craftsmanship brand producing sculptural and geometric furniture pieces for commercial, hospitality, and contemporary residential spaces, built using proprietary Fluid™ Concrete Technology.
- Heatscope Heaters Advanced collection of radiant electric infrared heaters engineered for energy efficiency and architectural appeal, serving residential, commercial, and industrial spaces.
- e-NRG Bioethanol Premium high-performance clean-burning biofuel formulated for ethanol fireplaces, producing one of the longest-burning and brightest flames while maintaining exceptional safety and efficiency standards.
- Concept Development Services Collaborative concept-to-creation services producing detailed illustrations, technical drawings, CAD libraries, and comprehensive documentation for prototyping and testing, offered to global luxury brands, emerging creators, and growing businesses.
- Production and Manufacturing Services
- Logistics and Distribution Services
- Product Launch Support Services
- Custom Private Collections
Quantifiable outcome
- 75+ countries served with global logistics capability
- +3 more outcomes
Companies that use Mad Design Group
Customer profileNamed customers3 records
Segments7 records
Ideal customer profiles5 records
Mad Design Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Mad Design Group partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and major.
- Heatscope (Germany)corePartnership with Heatscope in Germany introduces an advanced collection of radiant electric heaters engineered for energy efficiency, superior craftsmanship, and architectural appeal. MAD serves as the exclusive partner for global distribution and brand development of Heatscope products.
- Cassina ixc.coreMAD Design Group created the Stem EcoSmart Fire exclusive designer fireplace specifically for Cassina ixc.'s most prestigious collections. This represents a strategic partnership where MAD provides custom design and manufacturing for the luxury furniture brand's exclusive product lines.
- Outdoor ElegancecoreMAD Design Group designed the Tequila EcoSmart Fire exclusive fireplace collection for Outdoor Elegance. This custom private collection demonstrates MAD's ability to create exclusive products for established outdoor furniture brands.
- Brown Jordan FiresmajorDistribution and retail partnership with Brown Jordan Fires for fireplace products. Brown Jordan Fires is a recognized luxury outdoor furniture brand.
- Global Distributor NetworkmajorNetwork of distributors appointed globally including Australia, New Zealand, United States, Canada, United Kingdom, Luxembourg, Turkey, Israel, United Arab Emirates, Japan, Korea, Hong Kong, China, Germany, Austria, Scandinavia, France, Lebanon, Italy, Spain, Brazil, New Caledonia, Reunion Island, Benelux, South Africa, Russia/Central Europe.
Scale indicators7 records
Recent moves12 records
Expansion highlights6 records
Mad Design Group competitors and assessment
Company assessmentDirect peers
- Planika: Polish-based manufacturer of premium bioethanol fireplaces competing directly with EcoSmart Fire in residential, commercial, and hospitality channels across Europe and globally.
- Bromic Heating: Australian-headquartered specialist in outdoor radiant heaters and heating solutions, directly comparable to MAD's Heatscope product line in target customer, technology, and channels.
- Decoflame: Danish manufacturer of premium bioethanol fireplaces with a similar designer-led positioning, competing with EcoSmart Fire across European residential and commercial design specifications.
- Cocoon Fires: Bioethanol fireplace specialist operating in the same premium design-led category as EcoSmart Fire, with comparable distribution across design retailers and hospitality venues.
- Anywhere Fireplace: US-based bioethanol and ventless fireplace brand targeting residential and commercial customers with a similar contemporary design proposition to EcoSmart Fire.
Broad incumbents
- RH (Restoration Hardware): Large US luxury home furnishings retailer and brand operator with overlapping premium residential and hospitality customers; competes with MAD's brands through category breadth and showroom scale.
- Roche Bobois: French global luxury furniture retailer and designer offering high-end residential and contract furniture, comparable to MAD's Blinde Design concrete furniture business in customer profile and channel.
- Cassina: Italian luxury furniture designer and manufacturer; both a MAD customer (via the Stem EcoSmart Fire exclusive collection) and a comparable peer in premium design-led contract and residential furniture.
- Knoll: US-based design-led furniture manufacturer for residential and contract markets, comparable to MAD's Blinde Design and OEM/ODM business in design heritage and project specification channels.
- Vitra: Swiss design furniture company with strong designer collaborations and contract presence, comparable to MAD's premium positioning and OEM/ODM model for luxury global brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Mad Design Group social profiles
Digital presenceMad Design Group compliance and trust
Trust signalCompliance11 records
Mad Design Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mad Design Group leadership team
Management profileNumber of profiles
Mad Design Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mad Design Group 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 Mad Design Group
What does Mad Design Group do?
MAD Design Group designs, manufactures, and distributes contemporary design products under four proprietary brands — EcoSmart Fire (ethanol fireplaces), Blinde Design (concrete furniture), Heatscope (radiant electric infrared heaters), and e-NRG (bioethanol fuel) — for residential, commercial, hospitality, and retail environments globally. The group also operates as a fully integrated design-to-distribution partner, offering concept development, prototyping, manufacturing, packaging, logistics, and product launch support to global luxury furniture brands and emerging creators through private-label and OEM/ODM programs.
Is Mad Design Group a public or private company?
Mad Design Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mad Design Group founded?
Mad Design Group was founded in 2002. It employs 51 to 100 people.
Where is Mad Design Group based?
Mad Design Group is headquartered in Alexandria, Australia, in the Oceania region.
How does Mad Design Group make money?
Three revenue lines are on record. Product Sales - Own Brands are the primary driver. The others are custom/Private Collection Design & Manufacturing and logistics & Fulfillment Services.
Who are Mad Design Group's main competitors?
Direct peers on record are Planika, Bromic Heating, Decoflame, Cocoon Fires and Anywhere Fireplace. Broad incumbents are RH (Restoration Hardware), Roche Bobois, Cassina, Knoll and Vitra.
Does Mad Design Group have an API?
No public API is recorded for Mad Design Group.
What industry is Mad Design Group in?
Mad Design Group's product category is Designer Furniture and Heating Products. Its primary akta.pro industry code is BPAHAKAM, Industrial/Product & Furniture Design. Its NAICS code is 54142 and its SIC code is 2510.