What Decoflame does

Decoflame ApS is a Danish manufacturer of bioethanol and water vapour fireplaces, founded in 2008 and headquartered in Vestbjerg, North Jutland, Denmark. The company designs, develops, and manufactures its entire product range in-house, producing approximately 2,500 fireplaces per year at its single Danish facility. Following a 50% acquisition by Swiss fireplace group RAIS A/S on June 13, 2024, Decoflame operates as a partially owned subsidiary with original co-owner Kjell Thomsen continuing as Managing Director and RAIS CEO Henrik Nørgaard serving as Chairman. The company employs roughly 30 people across design, electronics, blacksmithing, assembly, sales, and administration.

Decoflame's core technology stack spans two combustion regimes: real-flame bioethanol burners (96.5%-97.5% purity fuel, Denver F3/F6 electronic models with app/remote control, CO2 sensors, and safety lockouts) and the Hybrid Mist water vapour system, which atomises demineralised water into LED-illuminated mist to simulate flames without heat or combustion. Additional proprietary features include e-Ribbon split-flame architecture in the LogicWood Linear series, external electronic pump refuelling, anti-condensation top plates, and NanoCoat anti-fog glass coatings. Product lines span built-in, freestanding, wall-mounted, ceiling-mounted, and outdoor configurations, with sub-brands including LogicWood, Montreal Series, Milan, Espoo, and Ellipse Ceiling, plus 100% custom-made fireplace projects handled by the in-house design team.

The business model is hardware sales at premium price points, distributed through an international dealer network (18 named Danish dealers plus resellers in 24+ countries including the UK, Germany, France, the Netherlands, Norway, Sweden, Iceland, Japan, the UAE, and Israel), the Norwegian Varmefag franchise with 40+ locations, and a 600 sqm direct showroom in Vestbjerg. Pricing is quote-based and not publicly disclosed. Customer segments are Private Homeowners (primary), Commercial and Hospitality venues using Hybrid Mist flameless technology, and Architects/Interior Designers specifying custom architectural projects. Revenue is complemented by Decoflame's own premium-grade bioethanol fuel and by custom project work for hotels and residential developments.

Name

Decoflame

Legal name

Decoflame ApS

Website

https://decoflame.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Decoflame ApS is a Danish manufacturer of premium bioethanol and water vapour fireplaces, founded in 2008 in Vestbjerg, Denmark. It produces approximately 2,500 fireplaces annually, 50% owned by Swiss RAIS A/S since 2024, and sells through an international dealer network serving residential, commercial, and architectural customers.

Ownership category

akta.pro rank

Product category

Bioethanol and water vapour fireplace manufacturing

NAICS

Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341)

SIC

Heating Equipment, Except Electric & Warm Air Furnaces (3433)

akta.pro primary industry

Fire Pits & Outdoor Fireplaces (HSAIACAG)

akta.pro secondary industry

Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)

Keywords

• Bioethanol fireplaces
• Water vapour fireplaces
• Custom fireplace manufacturing
• Danish design fireplaces
• Flueless fireplace solutions

Headquarters

HQ city

Vestbjerg

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bioethanol Fireplaces: Sale of bioethanol fireplaces including built-in, freestanding, wall-mounted, ceiling-mounted, and outdoor models. Available with manual or electronic burners. Custom-made solutions available.
2. Water Vapour Fireplaces (Hybrid Mist): Sale of hybrid fireplaces using water vapour technology. Creates flame illusion with LED lights and demineralised water without heat or combustion.
3. Bioethanol Burners: Standalone burner units including Denver F3, Denver F6, and Hybrid Mist burners available in 720mm, 920mm, and 1120mm sizes.
4. Premium Bioethanol Fuel: Decoflame supplies their own premium-grade bioethanol specifically refined for their fireplaces, ensuring optimal performance and pure golden flames.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Decoflame designs, manufactures, and sells bioethanol fireplaces and water vapour (Hybrid Mist) fireplaces from its Vestbjerg, Denmark facility. The portfolio spans built-in, freestanding, wall-mounted, ceiling-mounted, and outdoor configurations, including the LogicWood series, Montreal series, Espoo, Ellipse Ceiling, Milan, and fully custom-made fireplaces. Products are sold via an international dealer network, a flagship showroom, and the Norwegian Varmefag franchise, supplemented by premium bioethanol fuel and custom design consultations.

Product overview

Decoflame is a Danish manufacturer of luxury bioethanol and water vapour fireplaces based in Vestbjerg, Denmark. The core product portfolio consists of Bioethanol Fireplaces (the primary offering, available in built-in, freestanding, wall-mounted, ceiling-mounted, and outdoor configurations), Water Vapour Fireplaces under the Hybrid Mist brand (flameless alternatives using LED-illuminated water vapour), and the LogicWood Linear series (combining real flames with ceramic logs for a traditional wood-fire aesthetic). The Montreal Series represents the flagship built-in fireplace sub-brand with multiple configurations (Front Open, See-through, Clear, Panorama, Vue), while the Espoo and Ellipse Ceiling models offer unique installation options. Supporting products include Denver burners (electronic control modules), Fireplace Walls/Movable Room Dividers (mobile wood panels with integrated burners), and Custom Made Fireplaces (fully bespoke design services). A Gas Fireplaces line, including the Malm terrace heater, complements the portfolio. All products are designed and manufactured in Denmark with a focus on Danish design, quality craftsmanship, and environmental sustainability.

Differentiator

Problem solved

Functional benefit

Brands

• NetZero Fireplaces: A brand mentioned on the website describing the company's fireplaces as combining cutting-edge technology with quality and functionality, including both standard and customised bio- and hybrid fireplaces.
• Hybrid Mist
• LogicWood
• Montreal Series
• Milan Fireplace

Products and services

• Bioethanol Fireplaces Primary product line of fireplaces that burn bioethanol fuel (96.5%-97.5% purity), available in built-in, freestanding, wall-mounted, ceiling-mounted, and outdoor models. Produces real flames without smoke, soot, ash, or the need for a chimney. Sold to homeowners, architects, interior designers, and commercial venues via dealers and the Vestbjerg showroom.
• Water Vapour Fireplaces (Hybrid Mist) Flameless fireplaces using Hybrid Mist technology that atomises demineralised water into ultra-fine mist illuminated by LED lights to create a realistic flame illusion without heat or combustion. Adds slight humidity to dry indoor air. Designed for safe use in residential interiors and commercial/hospitality venues where combustion-based flames are restricted.
• LogicWood Linear Contemporary linear bioethanol fireplace combining living flames with ceramic logs and an illuminated ember bed. Features e-Ribbon split flame configuration, six flame levels including ECO mode, remote control, and smart app operation. Available in three sizes: 720mm, 920mm, and 1120mm.
• Montreal Series Bioethanol Fireplaces Versatile built-in bioethanol fireplace series in minimalist Danish design, offered in multiple configurations: Front Open, See-through (room divider), Clear (indoor/outdoor), Panorama, and Vue models. Targeted at modern new builds and renovation projects.
• Espoo Ceiling and Floor Fireplace Bioethanol fireplace available as a ceiling-mounted model (with 360-degree rotation and adjustable height) and a floor model. Features electronic ignition, external pump for drip-free refuelling, and a built-in temperature sensor that prevents refilling when warm.
• Ellipse Ceiling Bioethanol Fireplace Elliptical ceiling-hung bioethanol fireplace in black or white finish with adjustable suspension for any ceiling height and 360-degree rotation. Breaks from traditional square fireplace shapes.
• Fireplace Wall / Movable Room Dividers Wooden panel walls with integrated bioethanol or Hybrid Mist fireplace burners. Mobile via hidden wheels, combining fire and wood aesthetics for room division in rustic yet modern interiors.
• Milan Fireplace Special bioethanol fireplace combining minimalist Danish design with natural flames. Available with exclusive finishes, and can stand freely, be built in, or be placed on furniture.
• Custom Made Fireplaces Fully customised bioethanol and hybrid fireplaces tailored to specific customer requirements. Decoflame's in-house design team delivers bespoke dimensions, finishes, colours, and features for residential, hotel, and commercial projects, supported by video meetings and in-person consultations.
• Gas Fireplaces Gas fireplace product line including the Malm terrace heater. Burns cleaner than wood but uses natural gas or LPG fossil fuels, emitting CO2 and nitrogen oxides.
• Premium Bioethanol Fuel Decoflame's own premium-grade bioethanol fuel, refined specifically for their fireplaces to ensure optimal combustion performance and pure golden flames.

Quantifiable outcome

• Can raise room temperature by 4-5 degrees in about 20 minutes
• +3 more outcomes

Named customers5 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

Feature7 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Planika: Polish-based manufacturer of bioethanol and gas fireplaces, directly competing with Decoflame in the European bioethanol fireplace category. Planika offers both commercial and residential lines and shares Decoflame's positioning on flame technology without chimneys.
• Ecosmart Fire: Australian-founded, globally distributed bioethanol fireplace brand. Ecosmart Fire is a direct competitor in the premium bioethanol category with overlapping distribution channels and a similar custom-build commercial offering.
• Safretti: Dutch designer of high-end bioethanol fireplaces. Comparable to Decoflame in product positioning, design-led aesthetic, and European dealer-led distribution model.
• Attika Feuer AG: Swiss premium fireplace and stove brand under the RAIS ownership umbrella. Competes with Decoflame in the European design-led fireplace segment, with similar positioning around contemporary aesthetics and customisable installations.
• Eco-Feu: Canadian designer and manufacturer of bioethanol fireplaces targeting the North American and European luxury residential and hospitality markets. Overlaps with Decoflame's value proposition on ambient, ventless flame products.

Broad incumbents

• RAIS A/S: Swiss-owned Danish manufacturer of wood-burning stoves and gas fireplaces with ~115 employees in Denmark. RAIS owns 50% of Decoflame and provides the broader European distribution footprint that Decoflame leverages; it directly competes with Decoflame in the gas fireplace category and is a likely distributor for the bioethanol line.
• Dimplex: Global leader in electric heating and flame-effect products, including Opti-Myst water-vapour fireplaces. Directly competes with Decoflame's Hybrid Mist line at scale through a much broader product portfolio and distribution.
• Napoleon Fireplaces: Large North American manufacturer of fireplaces, stoves, and heating products. Competes with Decoflame in the broader premium fireplace category with a wider product range and larger manufacturing base.

Emerging players

• Flamerite Fires: UK-based electric fireplace manufacturer focused on the premium residential and commercial segments. Provides a directional competitor for Decoflame's Hybrid Mist water-vapour line in the flameless/electric category.
• Ignis Development: US-based developer of bioethanol and eco-friendly fireplace products. A smaller-scale emerging competitor sharing Decoflame's positioning on clean flame technology for residential and commercial interiors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Pinterestdk.pinterest.com/decoflamedk
• Facebookfacebook.com/Decoflamefireplaces
• LinkedInlinkedin.com/company/decoflame-aps

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Decoflame