Total Fireplace
Total Fireplace is a family-owned retailer and wholesale distributor of hearth products, including gas, wood, electric, and pellet fireplaces, inserts, accessories, and maintenance supplies, serving residential homeowners via a Lodi, CA showroom, e-commerce site, and Amazon Marketplace.
- Company typePrivate
- Founded1991
- HeadquartersLodi, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Total Fireplace does
Total Fireplace Inc is a family-owned specialty hearth-products retailer and wholesale distributor based in Lodi, California. The company's roots trace to 1978 when Jim and Shirley Walz founded Jim Walz Distributing, a wholesale business selling hearth accessories such as trivets, ash buckets, wood racks, fireplace tool sets, and Stove Bright high-temperature paint. In 1991 the Walz family expanded into direct retail by opening the Total Fireplace store in Lodi, CA. The business is now managed by the founders' granddaughters, Bea and Theresa, representing the second generation of family leadership. Both the wholesale distribution arm (Jim Walz Distributing) and the retail store (Total Fireplace Inc) continue to operate under common family ownership with no evidence of outside institutional investment.
Total Fireplace's product portfolio spans complete fireplace units (gas, wood-burning, electric, pellet stoves, and fireplace inserts) and outdoor fire features (outdoor fireplaces, fire pit components, Dagan Fire Rings), augmented by an extensive catalog of accessories, replacement parts, and maintenance products. The accessories catalog includes Pilgrim, Brass, and Seymour fireplace tool sets; log racks and wood carts; ash shovels, ash buckets, and coal hods; cast iron pots and trivets; and Stove Bright high-temperature paint formulations (aerosol and brush-on), along with products from manufacturers such as Heat & Glo, Kozy Heat, Regency, Enviro, Osburn, Dimplex, Modern Flames, Real Fyre, and Skytech for remote and valve systems. Notable technical or IP assets include a U.S. Patent (7,296,589) on a Universal Decor Flange sold through the store.
The company generates revenue through one-time retail product sales across three distribution channels: a brick-and-mortar showroom at 2379 Maggio Circle #F5, Lodi, CA; a direct e-commerce website at totalfireplace.com; and an Amazon Marketplace storefront. Pricing spans approximately $2.99 (basic maintenance items like the Soot Eraser) to $785 (premium gas log sets), with regular and discounted pricing tiers. The go-to-market is direct-to-consumer targeting residential homeowners with wood-burning, gas, pellet, or electric fireplaces; large/heavy items such as hearth pads are restricted to store pickup. The company employs 1-10 people and serves customers nationally through its e-commerce operations while drawing in-store traffic locally to its single Lodi showroom.
Total Fireplace firmographics
Firmographics- Name
- Total Fireplace
- Legal name
- Total Fireplace Inc
- Website
- https://totalfireplace.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Total Fireplace is a family-owned retailer and wholesale distributor of hearth products, including gas, wood, electric, and pellet fireplaces, inserts, accessories, and maintenance supplies, serving residential homeowners via a Lodi, CA showroom, e-commerce site, and Amazon Marketplace.
- Ownership category
- akta.pro rank
Total Fireplace industry classification
Industry- Product category
- Hearth & Fireplace Retail
- NAICS
- Warm Air Heating and Air-Conditioning Equipment and Supplies Merchant Wholesalers (42373)
- SIC
- 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
Where Total Fireplace is headquartered
LocationHeadquarters
- HQ city
- Lodi
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Total Fireplace business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Retail Product Sales: Company sells hearth products including fireplaces, stove accessories, fireplace tools, replacement parts, and outdoor fire features through both physical retail location and online e-commerce platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for hearth products and accessories |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Total Fireplace product offering
Product offeringCore offering
Total Fireplace is a specialty retailer (and adjacent wholesale distributor via Jim Walz Distributing) that sells complete fireplace units, stoves, and a comprehensive catalog of hearth accessories, replacement parts, maintenance products, and outdoor fire features. Offerings span gas, wood-burning, electric, and pellet fireplaces; inserts; Skytech remote and valve control systems; Stove Bright high-temperature paint and cleaners; chimney components; tools; and decorative hearth items, sold through its Lodi, CA showroom, e-commerce site, and Amazon Marketplace.
Product overview
Total Fireplace is a brick-and-mortar retail store and wholesale distributor (operating as Total Fireplace Inc. and Jim Walz Distributing) specializing in hearth products. Founded in 1978 by Jim and Shirley Walz as a wholesale business, the company expanded in 1991 to include a retail store in Lodi, California. The business is now managed by their granddaughters Bea and Theresa. The product portfolio consists of multiple product categories that work together to serve residential hearth needs. The core offering includes gas fireplaces, wood burning fireplaces, pellet stoves, fireplace inserts, and electric fireplaces. These main heating products are complemented by extensive hearth accessories including fireplace tool sets (Pilgrim, Brass, and Seymour brands), wood log racks and storage (Black Tubular Log Rack, Circular Log Rack, Pilgrim Heavy Duty Wood Cart), ash handling products (Black Ash Shovel, Black Ash Bucket, Coal Hod), and cast iron products (Dagan Cast Iron Pot, 7-inch Sunburst Trivets). For maintenance, the company sells Stove Bright high-temperature paint products (aerosol and brush-on formulations), glass cleaners (Stove Bright, Rutland, Meeco, Imperial brands), creosote management products, cements and silicones, chimney brushes and cleaning tools, and replacement parts including fireplace screens, refractory panels, catalytic combustors, fire bricks, and chimney caps. A significant product category includes Skytech remote control systems for gas fireplaces (On/Off Remote, 1001T-LCD-A, 3301, 5301 Touch Screen, Smart-Stat-IV, AFVK valve kits, FK-180-RT Fan Kit). Outdoor products include outdoor fireplaces, fire pit components, and Dagan Fire Rings. The company also carries products from major fireplace and stove manufacturers as a dealer.
Differentiator
Problem solved
Functional benefit
Products and services
- Gas Fireplaces Gas-powered fireplace units sold at the Total Fireplace retail store and online for residential heating and ambiance.
- Wood Burning Fireplaces Traditional wood-burning fireplace units for residential installation.
- Electric Fireplaces Electric-powered fireplace units offering convenient heating without fuel requirements.
- Pellet Stoves Pellet-fueled heating stoves offering efficient alternative heating solutions.
- Fireplace Inserts Insert units designed to convert existing fireplaces into more efficient heating systems.
- Outdoor Fireplaces & Fire Pits Outdoor heating products including outdoor fireplaces and fire pit components for exterior living spaces, from brands such as American Fire Products, Warming Trends, and Firegear Outdoors.
- Hearth Accessories (Trivets, Kettles, Wood Racks, Cast Iron) Wide range of hearth-related accessories including trivets, kettles, ash buckets, wood racks, fireplace tool sets, and cast iron pots for stove-side use.
- Tools Sets, Coal Hods and Ash Buckets Fireplace tool sets (Pilgrim Vintage Iron, Brass, Seymour 30-203) plus ash-handling products (Black Ash Shovel, Black Ash Bucket and Shovel, Black Coal Hod).
- Wood Log Racks Log storage racks including Black Tubular Log Rack-Medium, Circular Log Rack, and Pilgrim Heavy Duty Wood Cart.
- Cast Iron Pot and Trivets Dagan Cast Iron Pot with black finish and chrome handle (13 inches wide) and 7-inch Cast Iron Sunburst Trivets for stove-top use.
- Fire Starters & Rainbow Crystals Fire starting products including Lightning Nuggets, Lightnin' Bug Fire Starters, Meeco's Sure Start Firelighting Squares, plus decorative Rainbow Crystals.
- Gasket Rope & Insulation Gasketing materials including Quadra-fire Pellet and Gas Tadpole Gasket and self-adhesive fiberglass insulation for fireplace sealing.
- Dampers Cast Iron Damper and other fireplace damper components for controlling airflow.
- Stove Pipe Stove pipe products for venting pellet stoves and other heating appliances.
- Glass Cleaners Cleaning products including Rutland Stove/Grill/Hearth Conditioning Glass Cleaner, Stove Bright Gas Glass Cleaner, Stove Bright Wood Stove Glass Cleaner, Meeco's Conditioning Glass Cleaner, Rutland White Off Glass Cleaning Cream, and Imperial gas fireplace glass cleaner.
- Gas Log Lighters, Keys and Valves Gas fireplace components including Universal Gas Valve Key, Straight Valve, Connector Ball Valve, Tranquiline Stainless Steel Flex Connectors, and Steel Gas Flare Male Fittings.
- Stove Polish Polishing products including Meeco's Raven Black Stove Polish and Rutland Stove Polish Paste for renewing cast iron stoves, grills, and ornamental ironwork.
- Cements, Mortars & Silicones Sealant and adhesive products including Meeco's Furnace Cement & Fireplaces Mortar, Meeco's Hi-Temp Silicone Sealant (clear/red/black), Imperial Red Silicone Sealant, Rutland 600°F RTV High Heat Silicone Sealant, Meeco's Gasketing Cement, and Meeco's Direct Vent Sealant.
- Chimney Brushes and Rods Cleaning tools including Rutland square and round wire cleaning brushes, pellet stove brushes, 3-inch fiber pellet flue brushes, and fiberglass extension rods.
- Replacement Panels and Fire Bricks Skamolex Refractory Replacement Panels (1 x 24 x 39-5/8 inches) for factory-built and zero clearance fireplaces and Imperial Fire Brick 9 x 4-1/2 x 1-1/4 inches.
- Chimney Caps Draft King Single Flue Chimney Cap in black galvanized steel with bolt-on installation for chimney protection.
- Stove Bright High Temperature Paint (Aerosol) Aerosol high-temperature paint for wood stoves, gas stoves, pellet stoves, gas fireplace inserts, and vent pipe. Heat resistant to 1200°F (650°C). Available in multiple colors including black and satin black. Flagship maintenance product offering.
- Stove Bright Brush On High Temperature Paint Brush-on high-temperature paint for wood stoves, vent pipe, refractory brick, masonry, boilers, and automotive headers. Heat resistant to 1200°F (650°C).
- Stove Bright Paint Prep Surface preparation cleaner specially formulated to remove grease, dirt, and grime from metal surfaces before applying Stove Bright paint.
- Stove Bright Firestarter Gel Gel-based fire starter for wood stoves, pellet stoves, and camp fires dispensed from a squeeze bottle.
- Gas Log Sets, Media & Accessories Gas log sets including the Arcadia 18 Vented Gas Log Set with ceramic fiber logs and burner system, plus decorative media such as Peterson Real Fyre Glowing Embers.
- Hearth Pads Protective floor pads including 32x32, 36x28 octagonal, 48x48, and 54x63 corner hearth pads in various colors to protect combustible flooring beneath certified appliances (store pickup only for large sizes).
- Skytech Remote & Valve Systems Skytech remote controls and valve kits for gas fireplaces including the FK-180-RT Universal Fan Kit System, On/Off Remote, 1001T-LCD-A, 3301 Thermostat Remote Control, 5301 Touch Screen Thermostat Remote, Smart-Stat-IV Smart Series Thermostatic Remote, AFVK-SP-MH-L Spark to Pilot Valve Kit, and 1001-A On/Off Remote Control.
- Universal Decor Flange With Bushing Universal decor flange for 1/2" and 3/4" gas valves with matching 3-inch key; U.S. Patent 7,296,589. Sold through Total Fireplace as an exclusive specialty component.
- Featured Fireplace Brand Portfolio (Authorized Dealer) Authorized dealer of fireplace and stove brands including Kozy Heat, Regency, Enviro, Heat & Glo, Osburn, Kuma Stoves, MF Fire, Dimplex, Modern Flames, Real Fyre, Design Specialties, Hearth Craft, DuraVent, Skytech, and Pearl Mantels.
Companies that use Total Fireplace
Customer profileSegments1 record
Ideal customer profiles1 record
Total Fireplace technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Total Fireplace partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Kozy HeatcoreTotal Fireplace is an authorized retailer of Kozy Heat fireplace products. Kozy Heat manufactures gas and wood fireplaces.
- Regency Fireplace ProductscoreTotal Fireplace carries Regency fireplace products. Regency manufactures gas, wood, and pellet fireplaces.
- EnvirocoreTotal Fireplace is an authorized dealer of Enviro hearth products including fireplaces and stoves.
- Heat & GlocoreTotal Fireplace carries Heat & Glo fireplace products. Heat & Glo is a leading manufacturer of hearth products.
- OsburncoreTotal Fireplace offers Osburn fireplace and stove products.
- DimplexcoreTotal Fireplace carries Dimplex electric fireplace products.
- Modern FlamescoreTotal Fireplace offers Modern Flames electric fireplace products.
- SkytechcoreTotal Fireplace carries a wide range of Skytech fireplace remote controls and fan kit systems.
- Real FyrecoreTotal Fireplace offers Real Fyre gas log sets and accessories including glowing embers.
- American Fire ProductsminorFeatured outdoor fireplace brand carried by Total Fireplace.
- Warming TrendsminorFeatured outdoor fire feature brand for burners and plates.
- Firegear OutdoorsminorFeatured outdoor fireplace brand.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Total Fireplace competitors and assessment
Company assessmentDirect peers
- Fireplaces.com (formerly Woodland Direct): Large online specialty retailer of fireplaces, stoves, inserts, and hearth accessories with multi-brand authorized dealer relationships. Directly comparable to Total Fireplace as a DTC online hearth specialist, but at meaningfully larger scale.
- eFireplaceStore: Online-only fireplace and hearth accessory retailer carrying gas, electric, and wood units plus remotes, mantels, and parts. Closely comparable business model to Total Fireplace's e-commerce channel.
- Northgate Fireplace & Patio: Specialty retailer of fireplaces, stoves, and outdoor patio products operating both physical showrooms and an online store. Comparable to Total Fireplace's combined showroom + e-commerce model with overlapping brand portfolio.
- Fireplace Doors Online: Online specialty retailer of fireplace doors, screens, surrounds, and replacement parts. Comparable niche DTC model focused on a hearth sub-category where Total Fireplace also competes.
Broad incumbents
- Hearth & Home Technologies (HHT): Manufacturer of Heat & Glo, Heatilator, Quadra-Fire, and Majestic fireplaces and stoves — all major brands Total Fireplace also retails. Comparable as a broad incumbent supplier in the same hearth category rather than a retailer peer.
- Amazon (Hearth Marketplace): Where Total Fireplace itself sells as a third-party merchant; broader Amazon hearth catalog (Wayfair, Home Depot, etc.) competes directly with Total Fireplace on price, selection, and shipping speed.
- Houzz (Hearth category): Large home improvement marketplace with significant fireplace and hearth category traffic that competes for the same homeowner buyer Total Fireplace targets online.
Others
- Stove Bright (Forrest Paint Co.): Manufacturer of Stove Bright high-temperature paint, the flagship maintenance product Total Fireplace sells. Comparable as the upstream supplier whose brand Total Fireplace carries and helps distribute.
- Skytech (Kemper Group): Manufacturer of fireplace remote controls and fan kit systems, with Total Fireplace as an authorized dealer. Comparable as a key supplier whose products form a major accessory category for Total Fireplace.
Regional players
- The Hearth Shop: Regional fireplace retailer specializing in gas, wood, and electric units plus accessories. Comparable to Total Fireplace as a similarly sized specialty hearth retailer but operating in a different U.S. geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Total Fireplace social profiles
Digital presenceTotal Fireplace financial estimates
Financial estimateRevenue estimate
Valuation estimate
Total Fireplace leadership team
Management profileNumber of profiles
Profiles2 records
Total Fireplace subsidiaries and ownership
Company hierarchySubsidiaries2 records
Total Fireplace funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Total Fireplace 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 Total Fireplace
What does Total Fireplace do?
Total Fireplace is a specialty retailer (and adjacent wholesale distributor via Jim Walz Distributing) that sells complete fireplace units, stoves, and a comprehensive catalog of hearth accessories, replacement parts, maintenance products, and outdoor fire features. Offerings span gas, wood-burning, electric, and pellet fireplaces; inserts; Skytech remote and valve control systems; Stove Bright high-temperature paint and cleaners; chimney components; tools; and decorative hearth items, sold through its Lodi, CA showroom, e-commerce site, and Amazon Marketplace.
Is Total Fireplace a public or private company?
Total Fireplace is a private company. It is classified as family owned and is currently operating.
When was Total Fireplace founded?
Total Fireplace was founded in 1991. It employs 1 to 10 people.
Where is Total Fireplace based?
Total Fireplace is headquartered in Lodi, United States, in the North America region.
How does Total Fireplace make money?
One revenue line is on record: retail Product Sales.
Who are Total Fireplace's main competitors?
Direct peers on record are Fireplaces.com (formerly Woodland Direct), eFireplaceStore, Northgate Fireplace & Patio and Fireplace Doors Online. Broad incumbents are Hearth & Home Technologies (HHT), Amazon (Hearth Marketplace) and Houzz (Hearth category). Others are Stove Bright (Forrest Paint Co.) and Skytech (Kemper Group). The Hearth Shop is listed as a regional player.
Does Total Fireplace have an API?
No public API is recorded for Total Fireplace.
What industry is Total Fireplace in?
Total Fireplace's product category is Hearth & Fireplace Retail. Its primary akta.pro industry code is CRAIAIAI, Outdoor Heating, Fire Pits & Fireplaces Retail, with a secondary code of CRAMAMAD, Outdoor Cooking, Grills & Fuel Retail. Its NAICS code is 42373 and its SIC code is 5070.