The Fireplace Company

What The Fireplace Company does

The Fireplace Company is a family-owned UK specialist retailer, founded in 1986 and headquartered in Morecambe, Lancashire. The business operates as a multi-brand reseller of fireplaces, gas and electric stoves, wood and multi-fuel stoves, media wall fires, and related accessories, aggregating products from over 30 third-party manufacturers including Stovax, Gazco, British Fires, Onyx, Solus, Elgin & Hall, Celsi, Dovre, RAIS, and Varde. Pricing spans from entry-level products around £275 to premium media wall fires and stoves exceeding £6,000, supported by a Price Match guarantee and free delivery to mainland UK. The business holds no proprietary technology and is fundamentally a distribution and merchandising operation rather than a product manufacturer.

The company monetizes exclusively through one-time product sales, with no recurring or subscription revenue streams. It serves two customer segments: residential homeowners seeking heating and aesthetic fireplace solutions (primary), and trade professionals — installers, builders, and heating engineers — purchasing for client installations (secondary). GTM is omnichannel: a national e-commerce website (thefireplacecompany.co.uk), a physical showroom in Morecambe (Unit 2 Whitefield Place), and a Trade Application program for B2B customers. Marketing relies on category-filtered SEO-optimized product pages, brand-specific landing pages, a blog, and showroom footfall. The company has no parent, no subsidiaries, no disclosed funding history, and no evidence of external investment — it has operated independently since founding.

Name

The Fireplace Company

Legal name

The Fireplace Company

Website

https://thefireplacecompany.co.uk

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1–10 employees

Short description

The Fireplace Company is a family-owned UK specialist retailer, founded in 1986 and based in Morecambe, that resells fireplaces, gas and electric stoves, multi-fuel stoves, and media wall fires from over 30 third-party brands to residential homeowners and trade installers via e-commerce and a physical showroom.

Ownership category

akta.pro rank

Product category

Fireplace and Stove Retail

NAICS

Furniture and Home Furnishings Retailers (4491)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)

akta.pro secondary industry

Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD)

Keywords

• Fireplace retail
• Wood-burning stoves
• Electric fires
• Gas stoves
• Heating appliances

Headquarters

HQ city

Morecambe

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Product Sales: Revenue generated from the sale of fireplaces, stoves, and heating products. Customers purchase units outright with no recurring revenue component. The company offers multiple payment methods including credit/debit cards, PayPal, and Klarna buy-now-pay-later options.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

The Fireplace Company is a family-owned UK multi-brand retailer of fireplaces, stoves, and heating products established in 1986. It retails Media Wall Fires, Wood & Multi-Fuel Stoves, Electric Fires, Gas Fires, complete Fireplace solutions, outdoor fires, accessories, and clearance items sourced from over 30 manufacturer brands. Sales are made directly to consumers through an e-commerce website with UK mainland delivery and to trade professionals (installers/builders) through a dedicated trade application. The offering spans budget options from £275 to premium models exceeding £6,000, supported by Price Match guarantees and a physical showroom in Morecambe, Lancashire.

Product overview

The Fireplace Company is a family-owned UK retailer established in 1986, specializing in premium fires, stoves, and fireplaces. The company operates as a multi-brand retail platform offering an extensive portfolio of heating solutions across five core product categories: Media Wall Fires (electric inset fires for modern media walls), Wood & Multi Fuel Stoves (traditional and contemporary log burners), Electric Fires (wall-mounted, inset, and fireplace suites), Gas Fires (with various flue options), and Fireplaces (surrounds and complete fireplace solutions). The product lineup features over 40+ international and British brands including Stovax, Gazco, British Fires, Onyx, Dovre, RAIS, Elgin & Hall, and Celsi, ranging from budget-friendly options under £300 to premium models exceeding £5,000. The company also offers outdoor heating solutions, accessories, and ex-display/clearance items. Key product differentiators include SIA Ecodesign Ready compliance, DEFRA approval for smoke control areas, app-controlled electric fires with realistic flame effects, and multi-sided installation options. The business provides free delivery to mainland UK, price matching, and operates a physical showroom in Morecambe, Lancashire.

Differentiator

Problem solved

Functional benefit

Products and services

• Media Wall Fires Modern inset electric fires designed for installation within media walls, featuring panoramic flame effects and contemporary styling. Available in luxury and budget options across various sizes from under 1m to over 1.8m, sourced from brands including British Fires, Onyx, Gazco, and Solution Fires. For residential customers installing ambient focal points in living rooms and lounges.
• Wood & Multi-Fuel Stoves Traditional and contemporary log burners and multi-fuel stoves in cast iron or steel with heat outputs ranging from 3kW to 14kW. Includes DEFRA Approved and SIA Ecodesign Ready models from brands including Stovax, Dovre, RAIS, Varde, Chilli Penguin, and Hunter Stoves. For residential home heating and trade installation.
• Electric Fires Wide range of electric fires including wall-mounted, inset, hole-in-the-wall, electric stoves, and fireplace suites with realistic flame effects. Heat outputs typically between 0.75kW and 2kW, sourced from brands including Celsi, Elgin & Hall, Gazco, FLARE, and Vision Futura. For residential customers seeking flame-effect heating without a flue.
• Gas Fires Gas fires and stoves offering consistent warmth with various installation options including conventional flue, balanced flue, pre-cast flue, and flueless models. Heat outputs range from 1.3kW to 7.9kW, sourced from brands including Gazco, Flavel, and Focal Point. For residential customers with appropriate gas supply and flue arrangements.
• Fireplaces Complete fireplace solutions including surrounds, fireplace inserts, cast iron fronts, and full fireplace suites designed for use with various fire types (electric, gas, solid fuel). For residential customers completing or refurbishing fireplace installations in their homes.
• Accessories / Extras Supporting products for fireplace and stove installations including hearths, non-combustible beams, chambers, stove benches, log holders and baskets, and fire guards. For residential customers completing fireplace and stove installations and ongoing maintenance.
• Outdoor Stoves & Fires Premium outdoor fires and patio heaters including wood-burning garden stoves and bioethanol fireplaces that blend warmth, style, and ambiance for outdoor spaces. Sourced from brands including Dragonfly and Le Feu. For residential customers enhancing garden and patio spaces.
• Clearance / Ex-Display Fires Ex-display and clearance fire products offered at discounted prices from showroom inventory across all product categories. For price-sensitive residential customers seeking discounted end-of-line or ex-display units.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

24 partnerships are on record, tiered core and minor.

• StovaxcoreChannel Partner/ Reseller/ DistributorStockist of Stovax wood-burning stoves, multi-fuel stoves, and inset cassette fires. Products include the Studio, Vogue, Riva2, Huntingdon, County, and Stockton ranges.
• British FirescoreChannel Partner/ Reseller/ DistributorPremium stockist of British Fires electric fireplaces, including the New Forest range of electric media wall fires with cutting-edge flame technology.
• OnyxcoreChannel Partner/ Reseller/ DistributorStockist of Onyx premium electric fires including the Avanti, Avita, Fusion, and Mirage ranges. Onyx is known for Chromalight Plus technology and high-end electric fireplaces.
• RaiscoreChannel Partner/ Reseller/ DistributorStockist of RAIS (Rais) Scandinavian-designed wood-burning stoves, known for minimalist Nordic design combined with advanced heating technology. Includes Nexo and other premium ranges.
• FireFXminorChannel Partner/ Reseller/ DistributorStockist of FireFX electric fires and Atlas wood-burning stoves. FireFX offers innovative flame technology and modern fireplace designs.
• ClockminorChannel Partner/ Reseller/ DistributorStockist of Clock traditional and contemporary stoves including the Blithfield range. Clock focuses on creating warm, cosy, and secure home heating experiences.
• Chilli PenguinminorChannel Partner/ Reseller/ DistributorStockist of Chilli Penguin stoves featuring British manufacturing, contemporary designs, and distinctive colour options including Polar Bear Belly and Penguin Black.
• SoluscoreChannel Partner/ Reseller/ DistributorStockist of Solus premium electric fires including the Vision E-Line with patented TruBurn Flame Technology, creating stunning three-dimensional flame effects.
• VardeminorChannel Partner/ Reseller/ DistributorStockist of Varde Scandinavian wood-burning stoves including the Aura and Shape ranges, known for premium Scandinavian design and innovative features.
• DovreminorChannel Partner/ Reseller/ DistributorStockist of Dovre wood-burning and multi-fuel stoves featuring cast iron construction, Nordic design influences, and models like the Sense, Bold, Rock, and Vintage ranges.
• CelsicoreChannel Partner/ Reseller/ DistributorStockist of Celsi electric fires including Ultiflame VR and Electriflame VR ranges, offering modern designs with smart technology integration.
• Solution FiresminorChannel Partner/ Reseller/ DistributorStockist of Solution Fires products including the TrueFlame 150 3DX electric fire with cutting-edge flame realism technology.
• EverhotminorChannel Partner/ Reseller/ DistributorStockist of Everhot electric stoves and heaters, hand-built in the Cotswolds with heat storage expertise and elegant, efficient designs.
• Elgin & HallcoreChannel Partner/ Reseller/ DistributorStockist of Elgin & Hall products including Pryzm electric fires and fireplace suites with 5D flame effect and multi-LED fuel bed technology.
• EsceaminorChannel Partner/ Reseller/ DistributorStockist of Escea holographic electric fires designed and engineered in Dunedin, New Zealand, featuring exquisitely refined holographic flame technology.
• WikingminorChannel Partner/ Reseller/ DistributorStockist of Wiking wood-burning stoves made in Denmark, combining refined Scandinavian design with impressive heating performance.
• FlavelminorChannel Partner/ Reseller/ DistributorStockist of Flavel gas fires, electric fires, and the Proflame range, offering contemporary and traditional designs with various control options.
• Focal PointminorChannel Partner/ Reseller/ DistributorStockist of Focal Point Eccentra electric fires featuring soft, glowing flame visuals and LED display technology.
• EkofiresminorChannel Partner/ Reseller/ DistributorStockist of Ekofires products including the eko 1610 and electric fireplace suites, offering sophisticated design combined with LED technology.
• FLAREminorChannel Partner/ Reseller/ DistributorStockist of FLARE products including the Rodwell, Invision, Desire, Ignite, Hereford, and Lorento ranges of electric fires and fireplace suites.
• Vision FuturaminorChannel Partner/ Reseller/ DistributorStockist of Vision Futura electric fires including the VF1500 and VF1800, designed for modern media wall installations with advanced flame effects.
• Hunter StovesminorChannel Partner/ Reseller/ DistributorStockist of Hunter Stoves products including EF60 and EF72 inset electric fires with realistic flame pictures and app/remote control.
• DragonflyminorChannel Partner/ Reseller/ DistributorStockist of Dragonfly products including the Firenza Barbecue Plancha range featuring Corten steel construction for outdoor heating and cooking.
• Le FeuminorChannel Partner/ Reseller/ DistributorStockist of Le Feu bioethanol fireplaces featuring Danish design, flue-less operation, and contemporary aesthetics suitable for indoor and outdoor use.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Direct Fireplaces: UK-based multi-brand online and showroom fireplace and stove retailer. Highly comparable in assortment breadth across gas, electric, and wood-burning categories and in DTC-plus-trade GTM motion.
• Fireplace Superstore: UK specialist fireplace and stove e-tailer with a broad multi-brand catalog and trade offerings. Directly comparable as an online-first fireplace/stove retailer serving UK homeowners and installers.
• Capital Fireplaces: UK-based specialist retailer of fireplaces, surrounds, and stoves operating online and through showrooms. Closely comparable assortment and customer base to The Fireplace Company.
• Stoves Online: UK online retailer specializing in wood-burning and multi-fuel stoves from leading brands. Direct competitor for the core stove segment of The Fireplace Company's catalog.
• Pure Heating: UK multi-brand retailer of fireplaces, stoves, and heating products with both online and showroom presence. Comparable in scope, brand portfolio, and consumer/trade customer mix.
• Radiance Fireplaces: UK-based fireplace retailer focused on gas, electric, and media wall fires. Overlaps directly with The Fireplace Company's modern electric and gas-fire assortment.
• The Fire Store: UK specialist retailer of fires, fireplaces, and surrounds operating online. Direct comparator in product mix and DTC-led distribution.

Broad incumbents

• John Lewis & Partners: Major UK omni-channel home retailer carrying fireplaces and home heating products as part of a much broader home furnishings assortment. Relevant as a broader incumbent competitor for premium and middle-market customers.
• B&Q: UK's largest home improvement and DIY retailer with nationwide stores. Offers fireplaces and heating products adjacent to its core DIY range, competing for value-conscious and trade customers.
• Wayfair UK: Large online home furnishings marketplace with a broad fireplace and electric fire assortment. Comparable as a multi-brand online home retailer competing for the same digital shopper, especially in electric and media wall categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/thefireplaceco2
• Facebookfacebook.com/TheFireplaceCompanyMorecambe
• LinkedInlinkedin.com/company/the-fireplace-company-morecambe-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Fireplace Company