What Northline Express does

Northline Express is a US-based online retailer specializing in fireplace, chimney, hearth, and adjacent outdoor living products, operating via a Shopify-powered e-commerce storefront at northlineexpress.com. The company was founded in 1994 by Rob Cochran and is headquartered in Greensburg, Pennsylvania, with a 23,000 sq. ft. warehouse that supports an inventory of 10,000+ SKUs. Its catalog spans Class A chimney pipe, stove pipe, chimney liners, caps, fireplaces (gas, wood, electric, outdoor), fireplace grates, doors, gas logs, grills and outdoor cooking equipment, patio and space heaters, mosquito traps, chimney maintenance products, and storage structures from brands such as DuraVent, Shasta Vent, Selkirk, Superior, Napoleon, and Bull Outdoor, alongside its proprietary WoodEze private-label brand launched in 2007.

The business runs a self-serve e-commerce go-to-market, with two proprietary configuration tools, the Chimney Wizard and the Stove Pipe Wizard, that help customers design complete chimney or stove pipe installations and compare prices across brands. Customers transact directly through the storefront, supported by phone-based live technical guidance from fireplace and stove professionals, a DIY project help blog, and an 18.5M-view YouTube channel. A corporate/wholesale account program adds a B2B revenue stream with volume discounts and dedicated commercial support for business and government buyers. Pricing is unit-based across a wide range, from $0.85 accessories to over $10,000 premium grills, with 141K+ happy customers and 4.5/5 average ratings across 8,205+ reviews supporting customer trust.

Northline Express was acquired by Online Stores in 2017, becoming part of a portfolio of niche e-commerce brands that includes Safety Gear, English Tea Store, Light Up, United States Flag, and Plastic Place. The company is privately held with 51-100 employees and operates exclusively within the United States.

Name

Northline Express

Legal name

Northline Express

Website

https://northlineexpress.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Northline Express is a US-based online retailer of fireplace, chimney, hearth, and outdoor living products, operating a Shopify storefront with 10,000+ SKUs and proprietary Chimney Wizard and Stove Pipe Wizard configuration tools. It serves DIY homeowners and a secondary B2B/wholesale segment from a 23,000 sq. ft. warehouse in Greensburg, PA.

Ownership category

akta.pro rank

Product category

Fireplace & Chimney Retail

SIC

Retail-Catalog & Mail-Order Houses (5961), Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)

akta.pro secondary industry

Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD)

Keywords

• Chimney pipe retail
• Fireplace supplies
• Stove pipe products
• Hearth accessories
• Outdoor heating equipment

Headquarters

HQ city

New Stanton

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales (B2C & B2B): Direct e-commerce sales of fireplace, chimney, hearth, and outdoor products to consumers and businesses. Transaction-based model with products ranging from $0.85 accessories to $10,586+ premium grills. Volume discounts available through corporate accounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Northline Express is an online retailer selling fireplace, stove pipe, hearth, and chimney products through a Shopify-powered e-commerce storefront with 10,000+ SKUs across categories such as Class A chimney pipe, chimney liners, caps, fireplaces, grates, gas logs, grills, patio heaters, mosquito traps, and maintenance supplies. The company supports customers with proprietary online configuration tools (Chimney Wizard, Stove Pipe Wizard), live phone support from fireplace/stove professionals, and a corporate/wholesale account program for business and government orders, fulfilling from a 23,000 sq. ft. warehouse.

Product overview

Northline Express is a leading online e-commerce retailer specializing in fireplace, chimney, and hearth products, along with outdoor living and heating equipment. The company operates as a comprehensive one-stop shop with over 10,000 products across distinct categories: chimney and stove piping (Class A chimney pipe, stove pipe, chimney liners, chimney caps, flashing, pellet vent, dryer vent, direct vent gas pipe) primarily from DuraVent, Shasta Vent, Selkirk, and Superior brands; fireplace and hearth products (fireplaces, fireplace grates, fireplace doors, gas logs, fans/blowers, firewood accessories); grills and outdoor cooking (gas BBQ grills, charcoal/pellet grills, Solaire infrared grills, camp stoves, pizza ovens); their proprietary WoodEze brand offering wholesale-priced hearth and outdoor products; mosquito traps and pest control; patio and space heaters; chimney maintenance supplies; and ShelterCoat storage structures. The company differentiates through proprietary online configuration tools (Chimney Wizard and Stove Pipe Wizard) that help customers design complete installations with brand comparisons. Business and wholesale accounts are available for volume purchases. Founded in 1994 and headquartered in Greensburg, PA, Northline Express operates a 23,000 sq. ft. warehouse and has served over 1 million families.

Differentiator

Problem solved

Functional benefit

Brands

• WoodEze: Wholesale pricing brand created in 2007 offering outdoor cooking stoves, ovens, hearth pads, wall-boards, risers, patio heaters, and 4-Ton Electric Log Splitter.

Products and services

• Class A Chimney Pipe Double and triple-wall insulated chimney pipes for safe venting of wood, coal, and multi-fuel appliances, available in stainless steel and galvanized finishes for residential and light commercial installations.
• Stove Pipe Single and double-wall black stove pipes for interior wood stove connections, including Snap Lock, Single Wall, Double Wall, and HeatFab variants for residential heating applications.
• Chimney Liner Flexible and rigid chimney liners in 3" to 8" diameters for relining existing masonry chimneys, including Lifetime Chimney Liner branded products.
• Chimney Caps Rain caps, spark arrestors, decorative caps, top-sealing dampers, animal guards, and downdraft solutions in round, multi-flue, and single-flue configurations for chimney protection.
• Fireplaces Complete fireplaces including gas, wood-burning, electric, and outdoor models for residential heating and ambiance.
• Fireplace Grates Lifetime, steel, and cast iron fireplace grates in sizes from 12" to 31"+ for holding firewood in fireplaces, including Custom Firescreen and Lifetime branded offerings.
• Fireplace Doors Glass fireplace doors in stock, custom, and rectangle configurations with arched tops and varied color finishes to improve heating efficiency and safety.
• Gas Logs Vented and vent-free gas log sets, fireballs, shapes, stones, replacement logs, burners, and components for converting or upgrading existing fireplaces to gas operation.
• Fans & Blowers Heat reclaimers, fireplace grate heaters, fireplace blowers, dampers, and wood stove fans to improve heating efficiency and air circulation in residential fireplaces.
• Firewood Storage & Handling Firewood carriers, rolling carts, indoor racks, outdoor storage solutions, and log splitters for handling and storing firewood in residential settings.
• Gas BBQ Grills Gas-powered outdoor grills including built-in and freestanding models in LP gas and natural gas configurations, including premium infrared Solaire grills in Marine Grade 316 stainless steel.
• Mosquito Traps SkeeterVac mosquito traps covering areas up to 1 acre, with bait blocks, refills, and trap accessories for residential outdoor pest control.
• Patio Heaters Umbrella and freestanding patio heaters for residential outdoor heating, extending outdoor living seasons on patios and covered spaces.
• Space Heaters Electric space heaters, garage heaters, propane heaters, and kerosene heaters for residential and light commercial heating applications.
• Chimney Maintenance Products Chimney brushes, cleaning rods, creosote removers, repair products, and professional cleaning systems for chimney upkeep and safety.
• Storage Sheds & Garages Wind- and snow-rated ShelterCoat storage sheds, garages, and carports in over 300 varieties, rated for wind speeds up to 90 mph and snow loads up to 40 lbs per square foot.
• Corporate/Wholesale Account Program Volume discount program with dedicated commercial support and account management for business, contractor, and government buyers placing bulk orders across the fireplace, chimney, grill, and outdoor product lines.

Quantifiable outcome

• Tens of thousands of satisfied customers for chimney installations
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the northlineexpress.com online store. Provides payment processing, order management, and infrastructure for the website. Also enables personalized advertising with third-party services.
• DuraVentmajorChannel Partner/ Reseller/ DistributorLeading manufacturer of chimney and venting products. Northline Express is an authorized retailer carrying extensive DuraVent inventory including DuraTech, DuraPlus, DuraBlack, DuraChimney II, and DuraFlex product lines.
• Shasta VentmajorChannel Partner/ Reseller/ DistributorChimney pipe manufacturer known for exceeding industry safety standards. Carried as a top brand for chimney products.
• SelkirkmajorChannel Partner/ Reseller/ DistributorIndustry-leading chimney manufacturer. Products carried include SuperPro and other Selkirk chimney pipe brands.
• SuperiorminorChannel Partner/ Reseller/ DistributorChimney pipe manufacturer whose products are available through Northline Express.
• WoodEzecoreOEM/ Whitelabel/ Licensing PartnerProprietary brand created by Northline Express in 2007 to provide wholesale pricing on popular products. Includes outdoor cooking stoves, hearth pads, patio heaters, log splitters, and firewood racks. WoodEze brand makes products accessible to everyone at wholesale prices.
• SkeeterVacminorChannel Partner/ Reseller/ DistributorMosquito trap manufacturer. Northline Express is an authorized retailer for SkeeterVac products including the popular SV3100 Mosquito Trap.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Wayfair: Large online home goods retailer with a fireplace, hearth, and outdoor living category that competes on discovery and shipping logistics. Broader catalog and lower specialty depth than Northline Express on chimney and stove venting.
• Lowe's: National home improvement retailer with a fireplace, hearth, and outdoor living assortment that overlaps with Northline Express's portfolio. Carries mass-market brands rather than the configuration-heavy specialty chimney SKUs.
• Amazon: Marketplace with significant third-party and first-party selection in stove pipe, chimney caps, fireplace tools, and patio heaters. Competes on price and Prime shipping, but lacks the dedicated chimney configuration expertise that Northline Express markets.
• The Home Depot: National home improvement retailer carrying a meaningful fireplace, chimney, and hearth assortment alongside much broader categories. Overlaps with Northline on DuraVent, Selkirk, and grills, but does not specialize in the high-end chimney configurator niche.

Direct peers

• Hearth.com / Hearth & Home Technologies: Long-running fireplace, hearth, and chimney retailer and content publisher. Comparable product mix, strong DIY install content library, and direct overlap on premium gas/wood fireplace SKUs.
• Chimney King: Specialty online retailer of chimney pipe, liners, caps, and related venting components. Carries comparable brands (DuraVent, Selkirk) and targets the same DIY and contractor audience as Northline Express.
• Woodland Direct: Online retailer specializing in fireplace, chimney, and hearth products with a similar product configuration and educational content model. Direct head-to-head competitor in the same niche of premium chimney and fireplace ecommerce.
• eFireplaceStore: Direct-to-consumer online retailer of fireplaces, stove pipes, and hearth accessories. Comparable SKU breadth, similar self-serve install-planning content, and overlapping customer base of DIY homeowners.
• Fireplaces Direct: Online fireplace, insert, and stove retailer carrying many of the same brands (Napoleon, Heatilator, etc.). Competes in the same DIY-to-pro customer segment with a similar self-serve ecommerce model.

Emerging players

• BBQ Guys: Specialty online retailer focused on grills, outdoor kitchens, and patio heating. Overlaps directly with Northline Express's grill and patio heater categories (Napoleon, Bull, Solaire), representing a stronger niche competitor in outdoor cooking.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/NorthlineExpress
• Facebookfacebook.com/NorthlineExpress
• Instagraminstagram.com/northline_express
• Pinterestpinterest.com/northlinexpress
• Xx.com/NorthlineExpres
• LinkedInlinkedin.com/company/northlineexpress

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Northline Express