ACR Heat Products

What ACR Heat Products does

ACR Heat Products Ltd is a privately held UK family business founded in the 1980s and headquartered at Unit 1 Weston Works, Birmingham. The company began as an importer of woodburning stoves and pivoted in 2009 to designing and manufacturing its own product range, which now spans over 45 models across woodburning, multifuel, gas, and electric stove categories. Approximately 100,000 ACR stoves have been installed in UK homes and internationally, supported by 35 years of industry experience and a workforce of 11-50 employees.

The company's core technology centres on SIA EcoDesign Ready clean-burn combustion with DEFRA/Smoke Exempt approval across the entire wood-burning range, advanced airwash systems, battery-free thermostatic air control, and refractory panel construction. The flagship Tempus platform, launched 2025, draws on long-burn combustion technology from Canadian sister company Blaze King, delivering up to 10 hours of heat from a 7 kg load at 85.4% efficiency in continuous mode. Electric ranges use 3D holographic flame projection and LCD flame technology with app-based control; gas models use balanced or conventional flue systems with Symax remote controls.

ACR operates an exclusive channel partner go-to-market model: stoves are sold only through an approved UK dealer network (with extended warranty incentives of up to 10 years versus 1 year through non-approved channels), supplemented by four named international distributors in South Africa, Northern Ireland, France, and the Netherlands. Revenue streams include wholesale hardware sales to dealers, direct-to-consumer spare parts ecommerce through the company website, and professional installation/servicing delivered via HETAS-registered dealers. End customers are UK and European homeowners seeking regulatory-compliant, low-emission, aesthetically driven heating solutions, including those in smoke-controlled urban areas where DEFRA exemption is a hard requirement.

Name

ACR Heat Products

Legal name

ACR Heat Products Ltd

Website

https://acrheatproducts.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

ACR Heat Products is a privately held UK family-owned manufacturer of EcoDesign Ready and DEFRA-exempt woodburning, multifuel, gas, and electric stoves, selling exclusively through an approved UK dealer network plus four international distributors to homeowners across the UK, France, the Netherlands, South Africa, and Northern Ireland.

Ownership category

akta.pro rank

Product category

Home Heating Stoves

NAICS

Heating Equipment (except Warm Air Furnaces) Manufacturing (333414), Air-Conditioning and Warm Air Heating Equipment and Commercial and Industrial Refrigeration Equipment Manufacturing (333415), Power Boiler and Heat Exchanger Manufacturing (33241)

SIC

Heating Equipment, Except Electric & Warm Air Furnaces (3433), Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)

akta.pro primary industry

Boilers, Furnaces & Process Heating Equipment (IMAHAKAD)

akta.pro secondary industries

Heat Transfer Equipment (Heat Exchangers, Boilers, Condensers) (IMAHAEAC), Automotive Heat Exchangers Manufacturing (Radiators/Condensers/Evaporators/Heater Cores) (IMACALAC)

Keywords

• Woodburning stoves
• Multifuel stoves
• Electric stoves
• Gas stoves
• Eco design ready

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Stove Hardware Sales: ACR designs and manufactures over 45 woodburning, multifuel, gas, and electric stove models sold exclusively through approved dealer network. Revenue generated from wholesale stove sales to retailers who then sell to end consumers.
2. Spare Parts Sales: Direct-to-consumer spare parts sales through the company website. Customers select their stove model and order consumables (grates, firebricks, glass, door rope, ashpans, etc.) for home delivery via courier nationwide.
3. Professional Services (via Dealers): Installation, servicing, and maintenance services provided through the approved dealer network. Dealers include HETAS-registered installers who ensure proper installation compliance.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

ACR Heat Products designs, manufactures, and supplies a range of over 45 woodburning, multifuel, gas, and electric stoves and fireplace inserts from its Birmingham facility. The company sells complete stoves exclusively through an approved UK and international dealer network, while operating a direct-to-consumer spare parts e-commerce channel on its own website for consumables and replacement components.

Product overview

ACR Heat Products is a UK-based manufacturer of EcoDesign Ready stoves and fireplaces, offering over 45 products across four fuel types. The portfolio comprises: (1) Woodburning & Multifuel Stoves including traditional cast iron models (Ashdale 7kW, Buxton II 5kW, Larchdale 9kW, Malvern II Classic 5kW, Oakdale 5kW, Rowandale 5kW, Astwood II 5kW) and contemporary designs (NEO XC, NEO XP, NEO1F-ECO, NEO3F-ECO, Trinity1-ECO, Trinity3-ECO, Novus 5kW, Osprey 5/8, Osprey eVe with log-store or pedestal base); (2) The flagship Tempus with long-burn technology delivering up to 10 hours heat from single load; (3) Electric Stoves (Astwood Electric, Malvern Electric, NEO3C Electric with side glass, NEO3F Electric, Trinity 3 Electric) featuring flame projection technology and app control; (4) Electric Fireplace Inserts (Seren 130/150/70 for media walls, PR-1200E/900E/600E) with LCD flame technology; (5) Gas Stoves (Kelowna, NEO3C Gas, NEO3FG, NEO3PG) with balanced or conventional flue; (6) Insert Stoves (T400 ECO-BG, T400ECO, T550 ECO-BG, T550ECO) for fireplace recess installations. All products are SIA EcoDesign Ready certified and DEFRA exempt. Warranty terms vary: 10 years for standard woodstoves, 5 years for Woodpecker range, 3 years for gas stoves, 2 years for electric models.

Differentiator

Problem solved

Functional benefit

Products and services

• Woodburning & Multifuel Stoves A range of cast iron and contemporary woodburning and multifuel stoves including Ashdale (7kW), Buxton II, Larchdale (9kW), Malvern II Classic, Oakdale, Rowandale, Astwood II, Trinity1-ECO, Trinity3-ECO, Novus, NEO XC, NEO XP, NEO1F-ECO, NEO3F-ECO, Osprey 5, Osprey 8, and Osprey eVe variants. All models are SIA EcoDesign Ready certified and DEFRA exempt for use in smoke-controlled areas.
• ACR Tempus Woodburning Stove Next-generation clean-burn woodburning stove offering Continuous Burn Mode (up to 10 hours, 85.4% efficiency, 0.05% CO) and Intermittent Burn Mode (79.7% efficiency, 0.02% CO, DEFRA approved). Features thermostatic air control without batteries or mains power and ThermoKera refractory panels. Inspired by Canadian sister company Blaze King's long-burn technology and refined for the UK market.
• Electric Stoves Contemporary electric stoves including Astwood Electric, Malvern Electric, NEO3C Electric, NEO3F Electric, and Trinity 3 Electric. Feature 3D holographic flame projection, 1-2kW heat output, 4 flame settings, and smartphone app control with 7-day programmable scheduling. NEO3C and Trinity 3 Electric models are winners of the Hearth & Home Exhibition Electric Appliance of the Year award (2018 and 2019 respectively).
• Electric Fireplace Inserts (Seren and PR Series) Premium insert electric fireplaces designed for media walls, including Seren 130/150 (large premium inserts), Seren 70 (compact insert), and the PR-1200E, PR-900E, and PR-600E range. Feature LCD Flame Technology with up to 12 LED colour settings, real fire crackling sound, smart app control, ambient downlight, and ember bed lighting with glowing ceramic logs. Heat output 0.8-2kW depending on model.
• Gas Stoves (Kelowna, NEO3C, NEO3FG, NEO3PG) Gas stove range offering both conventional and balanced flue options. Models include Kelowna Gas Stove (conventional flue, ceramic log set, remote control, Natural Gas or LPG), NEO3C Gas Stove (6.75kW, cupboard base, side glass, Symax remote), NEO3FG Gas Stove (three-sided glass, balanced flue), and NEO3PG Gas Stove (three-sided glazing, pedestal base). NEO3C achieves 82.3% efficiency.
• Insert Stoves (T400 ECO-BG, T400ECO, T550 ECO-BG, T550ECO) Contemporary insert stoves designed for standard 16-inch fireplace openings and media wall installations. T400 ECO-BG and T550 ECO-BG feature sleek black glass doors with optional 3 or 4-sided frames. T400ECO takes logs up to 25cm and T550ECO accommodates logs up to 40cm with a 5kW output. All DEFRA exempt.
• Spare Parts Direct-to-Consumer Direct-to-consumer spare parts e-commerce offering consumables and replacement components for all ACR stove models. Customers select their stove, browse parts (ashpans, grates, firebricks, glass, door rope, handles, screws), and receive courier delivery nationwide. Pricing per unit with VAT added.

Quantifiable outcome

• Up to 90% reduction in emissions compared to open fires, up to 80% less emissions than 10-year-old stoves
• +5 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Five partnerships are on record, tiered core.

• J MacDonald & Sons cc (trading as MCD)coreChannel Partner/ Reseller/ DistributorInternational distributor for South Africa based at 39-41 Golf Course Road, Sybrand Park, Mowbray, Cape Town. Manages local sales and distribution of ACR stoves within South Africa.
• Micon Distribution LtdcoreChannel Partner/ Reseller/ DistributorNorthern Ireland distributor at 1A Hallstown Road, Ballinderry Upper, Lisburn. Manages local distribution of ACR products throughout Northern Ireland.
• Nova GroupecoreChannel Partner/ Reseller/ DistributorFrench distributor located at 17 Avenue de Londres, 13127 Vitrolles, France. Manages ACR stove distribution in the French market.
• Haardecenter / E-Tailer Group BVcoreChannel Partner/ Reseller/ DistributorDutch distributor at De Trompet 2236, 1967 DC Heemskerk, Netherlands. Manages ACR product distribution in the Netherlands market.
• Blaze KingcoreStrategic or Co-development PartnerCanadian sister company whose renowned long-burn technology inspired the ACR Tempus. ACR refined Blaze King's technology to suit the UK market requirements while maintaining the extended burn time benefits.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stovax Heating Group (Gazco): UK-based manufacturer of woodburning, multifuel, gas and electric stoves and fires under Stovax and Gazco brands. Direct competitor to ACR across fuel types and traditional/contemporary styles, with overlapping UK dealer network and EcoDesign/DEFRA-compliant ranges.
• Clearview Stoves: UK designer and manufacturer of high-end woodburning and multifuel stoves with a strong traditional aesthetic. Overlaps with ACR on DEFRA-exempt, EcoDesign-compliant wood/multifuel ranges and a UK showroom/dealer-led GTM.
• Morsø: Danish heritage manufacturer of cast-iron woodburning stoves with a strong UK retail presence. Comparable to ACR in cast-iron construction, traditional styling and EcoDesign/DEFRA compliance targeting UK homeowners.
• Dik Geurts: Dutch manufacturer of woodburning, gas and electric stoves under the Dik Geurts and Spartherm brands. Comparable to ACR's Dutch distribution via Haardecenter and similar DEFRA/EcoDesign-equivalent compliance positioning.
• Invicta: French manufacturer of cast-iron woodburning, gas and electric stoves with a broad contemporary and traditional portfolio. Direct competitor in the French market through ACR's distributor Nova Groupe and in adjacent European channels.
• Jetmaster Fires: UK manufacturer of gas, electric and woodburning fires and stoves with established dealer network. Overlaps with ACR's gas and electric stove lines, particularly the NEO3C and contemporary styling.
• Charnwood Stoves: Family-owned UK manufacturer of woodburning and multifuel stoves based in the Isle of Wight. Closely comparable to ACR in heritage, traditional/contemporary portfolio, EcoDesign Ready + DEFRA-exempt positioning and UK dealer-led distribution.

Emerging players

• Blaze King: Canadian sister company whose long-burn clean-burn technology inspired the ACR Tempus. Comparable in underlying combustion technology and efficiency claims (high efficiency, low emissions, extended burn times) but focused on the North American market.
• British Fires: UK-based manufacturer of premium electric fires and fireplace inserts positioned for media-wall installations. Direct competitor to ACR's Seren and PR electric insert ranges in the fast-growing LCD-flame media-wall category.

Broad incumbents

• Dimplex: Largest UK/European manufacturer of electric heating and fires under the Dimplex brand. Broad incumbent competing with ACR's electric stove and insert lines, with deeper retailer relationships and R&D scale in smart/connected heating.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/acrstoves
• Xx.com/acrheat

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 ACR Heat Products