Outland Living

What Outland Living does

Outland Living, operated by FMI Brands Inc., is a privately held Canadian direct-to-consumer brand founded in 2010 by Willie Fisher and Frank Fan and headquartered in Surrey, British Columbia, with a sourcing office in Guangzhou, China. The company designs, sources, and sells portable propane-powered outdoor living products — most notably the Outland Firebowl line introduced in 2012 — including fire pits, fire tables, propane stoves, vertical gardens, patio lighting, propane tank covers, and supporting accessories. Its core technology is CSA-certified smokeless propane combustion using steel construction with powder coating and enamel finishing, with proprietary elements such as the Helios X-shaped burner design intended to produce a fuller, more natural decorative flame.

The company operates a dual-channel go-to-market model combining direct e-commerce (outlandliving.com with free everyday shipping) with retail distribution through Costco Canada, Costco USA, and Canadian Tire. Product pricing follows a one-time unit-purchase model ranging from approximately $40 (tank covers) to $730 (Granville Fire Table), with the portfolio anchored around $140-$280 mid-range fire pits. Customer segments span individual outdoor enthusiasts and RV travelers, residential homeowners, campground and RV park operators (e.g., Inn Town Campground), and commercial hospitality patios.

The business generates revenue exclusively through hardware sales, with no subscription, recurring service, or financing revenue model in evidence. Marketing is executed through organic social (Instagram, Facebook, TikTok, YouTube), content marketing (fire pit vs. patio heater guides, fire-ban FAQs), email capture with first-order discounts, and earned media in outlets such as The New York Times, Forbes, and Rolling Stone. Founder-owned with no disclosed institutional funding, no subsidiaries, no acquisitions, and no M&A activity, the company has grown from a 1,000 sq. ft. office in 2010 to its current multi-location footprint through retained earnings and operational scaling over 14 years.

Name

Outland Living

Legal name

FMI Brands Inc.

Website

https://outlandliving.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Outland Living, operated by FMI Brands Inc., is a Canadian direct-to-consumer brand designing and selling portable propane-powered fire pits, fire tables, stoves, gardens, and outdoor lighting through its own e-commerce store and Costco and Canadian Tire retail distribution across North America.

Ownership category

akta.pro rank

Product category

Outdoor Fire Pits & Outdoor Living Equipment

NAICS

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

SIC

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

akta.pro primary industry

Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)

akta.pro secondary industries

Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD), Camping Furniture & Camp Kitchen Retail (CRAMAMAC)

Keywords

• Outdoor fire pits
• Propane fire pits
• Smokeless fire technology
• Outdoor living products
• Portable fire tables

Headquarters

HQ city

Surrey

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through own online storefront with everyday free shipping. Revenue generated from one-time hardware purchases of fire pits, fire tables, stoves, and accessories.
2. Retail Distribution: Wholesale distribution through major retailers including Costco Canada, Costco USA, and Canadian Tire. Products sold as finished goods through retail store locations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Outland Living designs, sources, and sells propane-powered smokeless fire pits, fire tables, stoves, tank covers, lighting, and outdoor living accessories through direct-to-consumer e-commerce and major retail partners including Costco (Canada and USA) and Canadian Tire. The product line emphasizes CSA-certified, fire-ban-compliant equipment engineered for residential backyards, RV travel, camping, and outdoor entertaining.

Product overview

Outland Living is a direct-to-consumer brand operated by FMI Brands Inc., offering a diversified portfolio of portable propane-powered outdoor living products centered around the Outland Firebowl concept introduced in 2012. The core product line includes Fire Pits (Lake Country, Firecube, Standard, Premium, Mega, Cypress models), Fire Tables (Granville rectangular and Robson square), and the Summerland Stove for outdoor cooking. Supporting product categories encompass Lighting (Astra LED Lantern, 1lb Tank Tonga Torch, Auros String Lights), Tank Covers (Dunbar, Propane Tank Cover, Propane Tank Cozy), Gardens (Greenwood, Fernie, Terrace vertical gardens, Raised Garden Bed, Savona Tomato Garden), and Outdoor Gear (Bella Coola Camping Chair, Trail Camping Blanket). Replacement parts are available for all fire pit and fire table models. The company emphasizes portability, smokeless operation, and CSA approval for fire ban compliance, positioning products for both residential backyard use and camping/outdoor recreation.

Differentiator

Problem solved

Functional benefit

Brands

• Outland Firebowl: The original flagship portable propane fire pit product line that established the company's reputation, including the Ban Buster, Firebowl, and Firebowl Deluxe models.

Products and services

• Smokeless Fire Pits Propane-powered smokeless fire pits (models include Odyn, Habanero, Cypress, Tumbleweed, Sequoia, Castille, and Mojave) designed for backyards, patios, RVs, and camping. CSA-certified and engineered for fire-ban-compliant use.
• Fire Tables Propane-powered outdoor fire tables that combine ambient fire with functional table surfaces for residential patios and outdoor entertaining spaces.
• Outdoor Stoves Portable outdoor stoves for camping, tailgating, and backyard cooking use.
• Propane Tank Covers Decorative covers designed to conceal and protect standard propane tanks used with the company's fire pits and tables.
• Outdoor Lighting Outdoor lighting products designed for patios, gardens, and outdoor living spaces.
• Outdoor Gear & Accessories Complementary outdoor gear and accessories (including cooking kits, garden items, and related supplies) sold alongside the core fire pit lineup.

Quantifiable outcome

• Fire pits withstand sustained winds up to 31 mph (50 km/h) per CSA testing requirements
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Costco USAcoreChannel Partner/ Reseller/ Distributor · 1 January 2014Following the 2013-2014 season, Costco USA also began stocking the Outland Firebowl Deluxe across majority of store locations, expanding market reach to US consumers.
• Costco CanadacoreChannel Partner/ Reseller/ Distributor · 1 January 2013Costco Canada began offering the Outland Firebowl in 2013. The following season Costco Canada stocked the Outland Firebowl Deluxe across majority of store locations, providing significant retail distribution for the brand.
• Canadian TirecoreChannel Partner/ Reseller/ Distributor · 1 January 2010Initial retail partner that picked up the Ban Buster Portable Propane Fire Pit in 2010, providing early distribution across Canada. This was the company's first major retail account.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• TIKI Brand: TIKI Brand is a category-leading outdoor torch and tiki brand carried in mass retail and DTC; comparable product overlap (propane torches, outdoor lighting) and similar big-box distribution strategy.
• BioLite: BioLite designs portable outdoor cooking and energy products (camp stoves, fire pits) for camping and backyard use, targeting the same RV/camping enthusiast segment with overlapping DTC + retail distribution.
• Real Flame: Real Flame is a long-standing manufacturer and retailer of indoor and outdoor fireplaces, fire pits, and fire tables sold through big-box retailers and DTC — directly comparable product range and channel strategy to Outland Living.
• Solo Stove: Solo Stove is the most direct competitor in portable smokeless fire pits, marketing a similar DTC + retail proposition with comparable price points and an overlapping outdoor enthusiast customer base.
• Breeo: Breeo makes premium smokeless fire pits with grilling and sear plate accessories for backyard and patio use, competing head-to-head in the propane/wood hybrid outdoor fire category with similar premium positioning.
• Blue Sky Outdoor Living: Blue Sky Outdoor Living (formerly Endless Summer) is a private-label outdoor heating brand carried in big-box retailers like Lowe's and Walmart, competing in propane fire pits and outdoor fireplaces at accessible price points.
• Bond Manufacturing: Bond Manufacturing produces outdoor fire pits, chimineas, and patio heating products under multiple brand labels for mass-market retail and hardware stores — competing in the same big-box fire pit category as Outland.

Broad incumbents

• Napoleon Products: Napoleon is a large established outdoor heating and grill manufacturer with fire pit, patio heater, and outdoor kitchen lines sold through big-box retailers — same product category, broader product portfolio, and overlapping retail channels.
• Cuisinart (outdoor line): Cuisinart's outdoor line (stoves, grills, pizza ovens, fire pits) is sold through big-box retailers and overlaps with Outland's outdoor cooking and fire pit SKUs at comparable mass-market price points.

Emerging players

• Blomus: Blomus makes premium outdoor fire bowls, torches, and planters with a design-led European positioning, competing for design-conscious patio and backyard consumers in an adjacent premium segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/outlandliving
• Facebookfacebook.com/OutlandLiving
• Instagraminstagram.com/outlandliving
• TikToktiktok.com/@outlandliving
• Xx.com/outlandliving
• LinkedInlinkedin.com/company/fmi-brands-inc-

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Outland Living