Iceberg
Iceberg is a Brittany-based specialty retailer and RGE Qualibois-certified installer of wood and pellet stoves and fireplace inserts, operating four showrooms across the region and serving over 3,000 individual homeowners since 2015 with a full-service purchase-to-maintenance model.
- Company typePrivate
- Founded2015
- HeadquartersTréguex, France
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Iceberg does
Iceberg is a Brittany-based specialty retailer and installer of wood-burning stoves, pellet stoves, and fireplace inserts, founded in 2015 as a 100% Breton SARL under the holding company Groupe Valeor. The company operates four physical showrooms across the region — Trégueux (the founding location), Saint-Malo, Lorient, and Vannes — plus a website (poele-iceberg.com) for appointment booking and a YouTube channel for customer education. Its assortment is a curated multi-brand portfolio of five European manufacturers: Termatech (Denmark), Edilkamin (Italy), Kunst (Spain), Nordica-Extraflame (Italy), and Laudevco (France), supplemented by Lorflex for chimney and ventilation components. All products carry Flamme Verte and Ecodesign certification, and all installation and maintenance work is performed by RGE Qualibois-certified technicians, which qualifies customers for Ma PrimeRénov' (up to €2,500) and CEE government subsidies.
Iceberg's business model combines one-time product sales with bundled professional services: on-site technical audits, certified installation, first-ignition demonstration, and after-sales maintenance with a 48-hour response commitment. Revenue is complemented by Financo installment financing and guided support for subsidy applications. The target customer is the individual homeowner in Brittany (Ille-et-Vilaine, Morbihan, Côtes-d'Armor) seeking energy-cost savings of up to 30% and carbon-footprint reduction through wood or pellet heating. To date, the company has served more than 3,000 households and employs 38+ collaborators across its four stores.
Go-to-market is sales-led through physical retail, with each store staffed by a director and Qualibois-certified stove experts who guide customers from quote through installation. Distribution is exclusively regional — no e-commerce shipping, no national footprint — and the company differentiates through an experiential retail concept that integrates an in-store coffee bar (Iceberg Coffee), experience rooms, art exhibitions, workshops, and EV charging. Marketing combines local SEO, YouTube content, a referral program (Pifapapa), and lifestyle brand partnerships. Iceberg does not develop proprietary technology, has no app, and holds no patents; its competitive position rests on regulatory certifications, regional brand equity, and full-service execution rather than technology differentiation.
Iceberg firmographics
Firmographics- Name
- Iceberg
- Legal name
- Iceberg Trégueux
- Website
- https://poele-iceberg.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Iceberg is a Brittany-based specialty retailer and RGE Qualibois-certified installer of wood and pellet stoves and fireplace inserts, operating four showrooms across the region and serving over 3,000 individual homeowners since 2015 with a full-service purchase-to-maintenance model.
- Ownership category
- akta.pro rank
Where Iceberg is headquartered
LocationHeadquarters
- HQ city
- Tréguex
- HQ country
- France
- HQ region
- Europe
Offices5 records
Markets served
Iceberg business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Others
Revenue model
- Stove and Insert Product Sales: Sale of wood stoves, pellet stoves, and fireplace inserts from partnered brands (Termatech, Edilkamin, Kunst, Nordica-Extraflame, Laudevco). One-time product revenue with prices varying by brand and model.
- Installation Services: Certified installation by RGE Qualibois technicians. Full service from technical audit to installation and first lighting demonstration. Installation included as part of the customer journey.
- Maintenance and After-Sales Service: Ongoing maintenance and repair services with 48-hour response commitment for SAV requests.
- Financing Services: Partnership with Financo providing financing options for customers purchasing heating solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Government Subsidies - Ma PrimeRénov' 2024 |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
Iceberg product offering
Product offeringCore offering
Iceberg is a Brittany-based specialty retailer selling wood-burning stoves, pellet stoves, and fireplace inserts from European partner brands (Termatech, Edilkamin, Kunst, Nordica-Extraflame, Laudevco), with installation services carried out by RGE Qualibois-certified technicians. The company bundles every purchase with at-home technical audits, certified installation, after-sales maintenance with a 48-hour response commitment, Ma PrimeRénov'/CEE subsidy assistance, and Financo financing, all delivered through four experiential showrooms.
Product overview
Iceberg is a 100% Breton (Bretagne, France) retail chain founded in 2015, operating as a specialty retailer and installer of wood-burning and pellet-burning stoves and fireplace inserts. The company operates 4 showrooms across Brittany (Saint-Malo, Vannes, Lorient, Trégueux) and serves over 3,000 customers. Iceberg's product portfolio consists of three core product lines — poêles à bois (wood stoves), poêles à granulés (pellet stoves), and inserts — complemented by full-service installation, maintenance, and after-sales support. The retail assortment features five partner stove brands: Termatech (Denmark), Edilkamin (Italy), Kunst (Spain), Nordica-Extraflame (Italy), and Laudevco (France), all carrying Flamme Verte and Ecodesign certification. Iceberg also offers financing support through Financo and assists customers with Ma PrimeRénov' state energy transition grants. All installation and maintenance is carried out by RGE Qualibois-certified technicians.
Differentiator
Problem solved
Functional benefit
Products and services
- Wood-burning stoves (Poêles à bois bûches) Iceberg's wood-log stoves (poêles à bois bûches) retailed from partner brands including Termatech, Edilkamin, Kunst, Nordica-Extraflame, and Laudevco, marketed as offering up to 30% savings on energy bills and reduced carbon footprint, sourced for residential customers and installed by RGE Qualibois-certified technicians.
- Pellet stoves (Poêles à granulés) Iceberg's pellet-burning stoves (poêles à pellets) sold at retail, delivering programmable and efficient heating, sourced from partner brands and installed by RGE Qualibois-certified technicians for residential customers in Brittany.
- Fireplace inserts (Inserts) Fireplace inserts retailed by Iceberg to upgrade the efficiency of existing open fireplaces, all carrying Flamme Verte certification and installed by RGE Qualibois-certified technicians.
- Iceberg Installation Services Full-service installation of stoves and inserts, including at-home technical audit, feasibility assessment, optimal placement determination, and first ignition performed by RGE Qualibois-certified technicians serving as the mandatory conduit for customers to access state energy-transition subsidies.
- Iceberg Maintenance & After-Sales (SAV) Ongoing maintenance and after-sales service (SAV) for Iceberg-installed stoves and inserts, with a committed 48-hour response time to keep customer appliances operational year-round.
- Financo Financing Customer financing arrangements offered in partnership with Financo, enabling buyers to spread the cost of stove purchases and certified installations through installment plans.
- Ma PrimeRénov' Assistance Iceberg helps customers navigate Ma PrimeRénov' state-funded energy transition grants (up to EUR 2,500) and CEE certificates, available for eligible wood and pellet stove installations performed by RGE Qualibois-certified installers.
Quantifiable outcome
- Up to 30% savings on energy bills
- +2 more outcomes
Companies that use Iceberg
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Iceberg technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Iceberg partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- Iceberg Plus SRLminorIceberg Plus SRL coordinates FIT EDIH 2.0, a European Digital Innovation Hub in Romania with reinforced AI focus, funded by EU's Digital Europe Programme. Iceberg (this entity) is not explicitly stated as a partner in this project; Iceberg Plus SRL is the coordinating entity.
- TermatechcoreDanish stove brand offering high-performance wood stoves with elegant Danish design. All products comply with strictest European standards and are Ecodesign certified. Iceberg is an authorized reseller across all 4 stores.
- EdilkamincoreItalian brand known for cutting-edge technology, safety, programming, and high efficiency (up to 90%). Features Leonardo® combustion system, Wi-Fi connectivity, and weekly programming. Iceberg is an authorized reseller.
- KunstcoreSpanish family business with 65+ years of experience, 200+ employees. Controls 100% of manufacturing process from design to painting. Products are Ecodesign and Flamme Verte certified. Iceberg is an authorized reseller.
- Nordica-ExtraflamecoreItalian manufacturer offering 100% Made in Italy wood and pellet stoves with high efficiency and low emissions. Products are Ecodesign certified. Iceberg is an authorized reseller.
- LaudevcocoreFrench brand selecting best appliances based on performance, reliability, and user satisfaction. Products are Ecodesign and Flamme Verte certified. Iceberg is an authorized reseller.
- LorflexminorBreton-origin distributor specializing in smoke ducts, ventilation, and technical insulation for networks. Part of Sphering Group, present in France and Luxembourg with 22 agencies. Provides Iceberg with quality chimney and ventilation products with local anchoring.
- FinancominorFinancing service partner enabling customers to access installment payment plans for stove purchases and installations.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Iceberg competitors and assessment
Company assessmentBroad incumbents
- Seguin Duteriez: Seguin Duteriez is a major French manufacturer of wood-burning stoves, fireplaces, and inserts with direct and distributor-led retail. Compared to Iceberg, it is broader in scale (manufacturer plus retail), supplies similar products, and competes for the same French homeowner adopting energy-transition heating.
- MCZ: MCZ is an Italian pellet-stove and fireplace manufacturer with strong European distribution and a growing presence in France. It shares Iceberg's pellet-stove focus and goes after the same energy-transition-driven homeowner segment but as a brand-side incumbent rather than a retailer-installer.
- Supra: Supra is a long-standing French wood and pellet stove manufacturer distributing through independent retailers and its own channels. It offers directly competing SKUs to Iceberg's catalog (e.g., pellet stoves, inserts) but as a supplier-side incumbent rather than a regional retailer-installer.
- Invicta: Invicta is one of France's largest wood-stove manufacturers with a strong brand in cast-iron stoves and direct-to-consumer sales. It overlaps Iceberg's product range and target customer but operates at a much larger scale as a manufacturer-distributor rather than a regional installation specialist.
- Godin: Godin is a historic French heating manufacturer (cast-iron stoves, wood burners, ranges) selling through a national dealer and own-store network. It competes in the same wood-heating category as Iceberg but is much larger and more brand-driven, sitting closer to a broad incumbent than a regional specialist.
- Palazzetti: Palazzetti is a large Italian manufacturer of fireplaces, wood and pellet stoves with established French distribution through independent retailers. It competes with Iceberg via similar products at the high-end of the pellet-stove range and brand-led marketing that some of Iceberg's own customers compare against.
Emerging players
- RIKA: RIKA is an Austrian pellet-stove specialist known for design-led, automated units sold across Europe. It competes with the higher-end pellet SKUs Iceberg offers (overlap on Edilkamin/Nordica-Extraflame ranges) and is increasingly pursuing direct distribution in France, making it an emerging threat on both supply and demand sides.
- Haas + Sohn: Haas + Sohn is an Austrian wood and pellet stove manufacturer selling through European dealers. Comparable to Iceberg via overlapping product categories (wood stoves, pellet stoves) and the same end-customer migration toward low-emission European-certified heating appliances.
Direct peers
- Cheminée Poullain: Cheminée Poullain is a French wood-stove retailer and installer serving homeowners through a showroom-led model. It is comparable to Iceberg because it operates in the same niche of certified heating retail + installation, offering the same types of products (wood stoves, pellets, inserts) into the same end-customer segment.
- Brisach: Brisach is a leading French specialist in fireplaces, wood stoves, and hearth products, operating its own showroom and installation network across France. It is the closest comparable to Iceberg by product category (wood/inserts/flues), go-to-market (specialty showroom + certified installation), and target customer (homeowners seeking energy-transition heating upgrades).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Iceberg social profiles
Digital presenceIceberg compliance and trust
Trust signalCompliance2 records
Iceberg financial estimates
Financial estimateRevenue estimate
Valuation estimate
Iceberg leadership team
Management profileNumber of profiles
Profiles6 records
Iceberg subsidiaries and ownership
Company hierarchySubsidiaries4 records
Iceberg funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Iceberg 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 Iceberg
What does Iceberg do?
Iceberg is a Brittany-based specialty retailer selling wood-burning stoves, pellet stoves, and fireplace inserts from European partner brands (Termatech, Edilkamin, Kunst, Nordica-Extraflame, Laudevco), with installation services carried out by RGE Qualibois-certified technicians. The company bundles every purchase with at-home technical audits, certified installation, after-sales maintenance with a 48-hour response commitment, Ma PrimeRénov'/CEE subsidy assistance, and Financo financing, all delivered through four experiential showrooms.
Is Iceberg a public or private company?
Iceberg is a private company. It is classified as corporate owned and is currently operating.
When was Iceberg founded?
Iceberg was founded in 2015. It employs 11 to 50 people.
Where is Iceberg based?
Iceberg is headquartered in Tréguex, France, in the Europe region.
How does Iceberg make money?
Four revenue lines are on record. Stove and Insert Product Sales are the primary driver. The others are installation Services, maintenance and After-Sales Service and financing Services.
Who are Iceberg's main competitors?
Broad incumbents on record are Seguin Duteriez, MCZ, Supra, Invicta, Godin and Palazzetti. Emerging players are RIKA and Haas + Sohn. Direct peers are Cheminée Poullain and Brisach.
Does Iceberg have an API?
No public API is recorded for Iceberg.