Fireplace Warehouse ETC

What Fireplace Warehouse ETC does

Fireplace Warehouse ETC, doing business as Flatirons Fire Denver, is a privately held, for-profit retailer founded in 2011 that specializes in hearth products and outdoor living equipment. The company operates a single physical showroom at 5353 N. Bannock Street, Denver, Colorado, serving residential homeowners across the Denver metro area and the broader Front Range of Colorado, including Thornton, Westminster, Broomfield, Northglenn, Erie, and Firestone. The core product portfolio spans gas, electric, and wood fireplaces, gas inserts and gas stoves, outdoor fireplaces and fire pits, supplemental heaters, accessories (logs, surrounds, mantels), and outdoor kitchen equipment, sourced from a curated set of third-party manufacturer brands including Napoleon, Ortal, Montigo, Regency, Heatilator, Ironstrike, Blaze Grills, and Bull. The company also provides professional repair and installation services alongside its retail operations.

The business operates on a direct-to-consumer, showroom-led go-to-market motion. Customers visit the physical location to consult with staff, evaluate products in person, and receive quotes; the company supplements this with an e-commerce website at flatironsfire.com for browsing, lead capture, and potentially online purchase across gas, electric, wood, outdoor, heater, and accessories categories. Pricing is quote-based rather than publicly listed, consistent with the high-consideration, configuration-driven nature of premium hearth and outdoor kitchen purchases. Marketing relies on showroom foot traffic, the website, and a mailing-list/newsletter channel—there is no evidence of paid digital acquisition at scale, dealer/wholesale revenue, or B2B contracts.

No proprietary technology or AI/ML capability is disclosed. The company has no public funding history, no disclosed revenue, no institutional investors, and no parent company identified in the source material. Headcount is reported at 51–100 employees, consistent with a regional specialty retailer that combines showroom sales, installation crews, and service/repair functions under one roof. The most recent material strategic action on record is the 2024 opening of the new Denver showroom and accompanying assortment expansion into outdoor living categories.

Name

Fireplace Warehouse ETC

Legal name

Flatirons Fire Denver

Website

https://fpwhs.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Home Hearth & Outdoor Living Retail

akta.pro primary industry

Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)

akta.pro secondary industries

Grills, Smokers & Outdoor Cooking Retail (Fuel, Accessories) (CRAIAIAH), Fireplace Cleaning & Maintenance (Wood/Gas) (HSAEANAE)

Keywords

• Fireplace retail
• Hearth products
• Outdoor living
• Home heating solutions
• Gas fireplaces

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Retail sales of fireplaces, inserts, stoves, outdoor products, and accessories from various manufacturer brands including Napoleon, Ortal, Montigo, Regency, Blaze Grills, Bull, Ironstrike, and Heatilator.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Fireplace Warehouse ETC (operating as Flatirons Fire Denver) is a single-location fireplace and outdoor living products retailer serving the Denver metro area and Front Range of Colorado. The company retails gas, electric, and wood fireplaces; gas inserts and gas stoves; outdoor fireplaces and outdoor living products (including fire pits and outdoor kitchen components from brands such as Blaze Grills and Bull); heaters; and fireplace accessories such as logs, surrounds, and mantels, carrying multiple premium manufacturer brands including Napoleon, Ortal, Montigo, Regency, Ironstrike, and Heatilator. The company also provides repair and installation services alongside its retail operations.

Product overview

Flatirons Fire Denver is a curated home-enhancing products retailer specializing in fireplaces, inserts, stoves, accessories, and outdoor living products. The company operates as a single-location showroom serving the Denver metro area and Front Range of Colorado. The product portfolio spans multiple heating technologies including gas, electric, and wood options, organized into product categories for fireplaces (gas, electric, wood, outdoor), inserts, stoves, heaters, and accessories. The company also provides installation services alongside its retail operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Gas Fireplaces Gas-powered fireplaces providing convenient, adjustable heating with realistic flame effects for indoor residential home heating. Carries premium brands including Napoleon, Ortal, Montigo, Regency, and Heatilator.
• Electric Fireplaces Electric-powered fireplace units offering easy installation and flame effect heating without the need for gas lines or venting, designed for residential customers seeking simple setup.
• Wood Fireplaces Traditional wood-burning fireplaces providing authentic combustion heating and aesthetic appeal for residential customers.
• Outdoor Fireplaces Outdoor fireplace products designed for exterior living spaces, patios, and backyard heating for residential customers.
• Gas Inserts Gas fireplace inserts designed to convert existing traditional fireplaces into efficient gas heating units for residential retrofit applications.
• Gas Stoves Freestanding gas stoves providing heating with stove-style aesthetics and convenient operation, including Ironstrike Winslow model.
• Heaters Heating appliances including portable and mounted heater units for supplemental warmth in residential spaces.
• Accessories Supporting products including logs, surrounds, mantels, and maintenance items for fireplaces and stoves.
• Outdoor Living Products Outdoor heating and living products including fire pits and outdoor kitchen components, featuring Blaze Grills and Bull outdoor kitchen and grilling equipment brands.
• Fireplace Repair and Installation Services Professional repair and installation services provided alongside retail operations for fireplaces and related heating products purchased by residential customers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core.

• NapoleoncoreChannel Partner/ Reseller/ DistributorPremium fireplace and heating brand whose products are sold through the Flatirons Fire showroom. Napoleon is featured prominently on the product display carousel.
• OrtalcoreChannel Partner/ Reseller/ DistributorDesigner fireplace brand featured in the product display carousel. Products sold through the showroom.
• MontigocoreChannel Partner/ Reseller/ DistributorFireplace manufacturer whose products are carried by Flatirons Fire Denver showroom.
• RegencycoreChannel Partner/ Reseller/ DistributorEstablished fireplace brand featured in the product display carousel at the showroom.
• Blaze GrillscoreChannel Partner/ Reseller/ DistributorOutdoor grilling brand whose products are sold through the Flatirons Fire outdoor living product line.
• BullcoreChannel Partner/ Reseller/ DistributorOutdoor kitchen and grilling equipment brand carried by the showroom for outdoor living products.
• IronstrikecoreChannel Partner/ Reseller/ DistributorStove and heating brand featured in the product collection, including the Winslow gas stove model.
• HeatilatorcoreChannel Partner/ Reseller/ DistributorEstablished fireplace brand whose products are featured in the showroom's product lineup.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Home Depot: The largest U.S. home improvement retailer with broad assortment across fireplaces, stoves, and outdoor living. Comparable because it competes for the same residential fireplace and grill purchases, but competes on selection breadth and price rather than premium curation.
• Lowe's: National big-box home improvement retailer carrying fireplaces, patio heaters, and grills. Comparable as an alternative shopping channel for the same Denver-area residential customers, but with mass-market positioning rather than premium curation.
• Hearth & Home Technologies: The largest U.S. manufacturer of hearth products (parent of Heat & Glo, Heatilator, Quadra-Fire). Comparable as both a supplier to the subject retailer and a broader incumbent shaping the distribution and competitive landscape for fireplaces and stoves.
• Napoleon: Canadian manufacturer of premium fireplaces, stoves, and grills whose products are sold by the subject retailer. Comparable as a brand-side incumbent that competes for the same end-customer premium positioning while also serving as a key supplier.
• Regency Fireplace Products: Manufacturer of gas, wood, and pellet fireplaces and stove products, carried by the subject retailer. Comparable as a supplier-incumbent competing for the same end-customer brand consideration in the premium hearth segment.
• Heat & Glo: Premium gas and wood fireplace brand owned by Hearth & Home Technologies. Comparable as a brand-side incumbent for the same residential premium-hearth customers the subject retailer serves.

Direct peers

• Woodland Direct: Online-direct retailer of fireplaces, fireplace inserts, stoves, and chimney products. Comparable as a fireplace-specialist competitor reaching the same end customer through a digital-first, broader-geography model.
• Fireplaces Direct: Online retailer specializing in fireplaces, mantels, and hearth accessories. Comparable as a fireplace-only direct competitor reaching customers nationally, in contrast to the subject's regional showroom-only model.

Emerging players

• MagikFlame: DTC electric fireplace brand selling premium holographic-flame units direct-to-consumer online. Comparable as an emerging niche player competing for the same residential premium-electric-fireplace purchase the subject retailer offers.
• Bull Outdoor Products: Manufacturer of outdoor grills and outdoor kitchen components, carried by the subject retailer. Comparable as an adjacent outdoor-living incumbent whose products compete for the same backyard project budget as the subject's outdoor living assortment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/FireplaceWHSEtc
• Facebookfacebook.com/FireplaceWarehouseColoradoSprings123
• LinkedInlinkedin.com/company/fireplace-warehouse-etc

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 Fireplace Warehouse ETC