Real Flame
Real Flame, founded in 1974, is a London fireplace specialist selling gas, bio-ethanol, electric, and solid fuel fires plus accessories from its New Kings Road showroom, and providing installation, maintenance, chimney sweeping, and gas safety services.
- Company typePrivate
- Founded1974
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Real Flame does
Real Flame (London) Ltd is a London-based fireplace specialist operating since 1974, employing 11–50 staff and anchored by a showroom on New Kings Road. The company sells gas fires, bio-ethanol fires, electric fires, and solid fuel fires together with related accessories, and provides installation, maintenance, chimney sweeping, and gas safety certification services. Its customer base spans individual residential homeowners and prestige institutional clients, with documented installations at Buckingham Palace, Kensington Palace, and Lambeth Palace functioning as marquee credentials.
Revenue is generated through a combination of showroom product sales, bespoke installation projects, recurring maintenance and chimney sweeping contracts, and gas safety certification work. The company holds distribution or authorized-retailer relationships with several manufacturers including GlammFire, Neverdark, Stovax, and Smart Fire, which broadens the product catalog available to customers. A dedicated Commercial Contracts Division has been established to pursue larger institutional and commercial installation projects beyond the core residential base.
Over time Real Flame has broadened its product portfolio to include bio-ethanol fires (offered for over a decade) and an outdoor fires category alongside its traditional gas and solid fuel offerings. The company competes on five decades of operating history, Gas Safe registered installation capability, and physical showroom presence in a high-net-worth London catchment, with no public signals of technology-led or AI-driven differentiation.
Real Flame firmographics
Firmographics- Name
- Real Flame
- Legal name
- Real Flame (London) Ltd
- Website
- https://realflame.co.uk
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Real Flame, founded in 1974, is a London fireplace specialist selling gas, bio-ethanol, electric, and solid fuel fires plus accessories from its New Kings Road showroom, and providing installation, maintenance, chimney sweeping, and gas safety services.
- Ownership category
- akta.pro rank
Real Flame industry classification
Industry- Product category
- Fireplace Retail and Installation
- NAICS
- Plumbing, Heating, and Air-Conditioning Contractors (238220)
- SIC
- Steam & Air-Conditioning Supply (4961)
- akta.pro primary industry
- Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)
- akta.pro secondary industry
- Fireplace Cleaning & Maintenance (Wood/Gas) (HSAEANAE)
Keywords
Where Real Flame is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Real Flame business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Fireplace and Fire Product Sales: Sale of fires, fireplaces, mantels, grates, and accessories across gas, electric, bio-ethanol, and solid fuel categories
- Installation Services: Professional installation of fires, fireplaces, flues, and associated components by Gas Safe registered engineers
- Servicing and Maintenance: Ongoing servicing, repairs, chimney sweeping, testing, and certification services for installed fire systems
- Commercial Contracts: Specialist fireplace solutions for larger residential and commercial projects including hotels, clubs, and major buildings
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | The Cyl outdoor fireplace - bioethanol model |
| One time/ perpetual license | Pay-as-you-go | Riva Vision Gas Stove - various sizes available |
| One time/ perpetual license | Pay-as-you-go | Club Fenders - made to measure |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Real Flame product offering
Product offeringCore offering
Real Flame supplies and installs fireplaces, gas fires, electric fires, bio-ethanol fires, solid fuel stoves, mantels, firegrates, and outdoor fire products, alongside professional installation, chimney sweeping, servicing, and gas safety certification services. The company operates from a London showroom and serves residential homeowners, interior designers, property developers, and commercial clients across London and the Home Counties.
Product overview
Real Flame is a London-based fireplace retailer and installer established in 1974, offering a comprehensive portfolio of heating and fireplace products. The core offering encompasses multiple fire categories: gas fires (including balanced flue, convector, glass fronted, and open fronted), bio-ethanol fires (manual and remote control burners, fire boxes), solid fuel fires (wood burning and multifuel stoves), and electric fires (inset, wall mounted, and freestanding stoves). Supporting products include firegrates, platform grates, hole-in-the-wall fires, mantels (stone, timber, cast iron, reproduction French), outdoor fires, fireplace inserts, fascias, and accessories (firedogs, fireguards, firescreens, firebacks, bellows, fenders, coals/logs/pebbles). The company also provides installation and maintenance services including firegrate conversions, chimney sweeping, bespoke fireplace installations, flue systems, servicing, and gas safety certification. Real Flame operates a commercial contracts division for larger residential and commercial projects and has installed fires in notable locations including Buckingham Palace, Kensington Palace, and Lambeth Palace.
Differentiator
Problem solved
Functional benefit
Products and services
- Gas Fires Gas-powered fires including balanced flue, conventional flue, open fronted, and glass fronted models for efficient home heating.
- Bio-Ethanol Fires Eco-friendly fires using renewable bio-ethanol fuel, including manual burners, remote control burners, and fire boxes for built-in installations.
- Solid Fuel Fires Traditional fires burning solid fuel including wood and multifuel stoves, available in freestanding and inset configurations.
- Electric Fires Electric-powered fires including inset fires, wall mounted fires, open fires, and electric stoves offering hassle-free heating without flue requirements.
- Real Flame Firegrates Fire grates for open fires available in traditional polished brass, black steel/iron, and modern designs.
- Real Flame Hole In The Wall Fires Bespoke recessed wall-mounted fireplaces installed flush into walls for contemporary minimalist aesthetics.
- Real Flame Mantels Fireplace mantels and surrounds available in stone, timber, cast iron, and reproduction French styles.
- Outdoor Fires External fireplaces, firepits, and outdoor gas burners for gardens, patios, and outdoor living spaces.
- Gas Stoves Gas-powered stoves available in traditional and contemporary styles, including flueless and balanced flue options with realistic flame effects.
- Wood Burning Stoves Solid fuel stoves burning wood, available in contemporary and traditional designs for freestanding or inset installation.
- Electric Stoves Electric-powered stoves replicating traditional wood burner aesthetics without flue requirements, featuring adjustable flame effects and heat settings.
- Fireplace Installation Full installation service by Gas Safe registered engineers for fires, firegrates, mantels, and hearths.
- Bespoke Installations Custom design and installation services for bespoke fireplaces including minimalist and hole-in-the-wall designs.
- Chimney Sweeping and Testing Professional chimney maintenance including sweeping, testing, and certification prior to fire installation.
- Servicing and Maintenance Fire servicing and repair services by Gas Safe registered engineers to restore and maintain fire performance.
- Gas Safety Certificates Gas safety certification services for landlords covering all gas appliances in properties.
- Firegrate Conversions Custom conversion service transforming existing firegrates to accept Real Flame gas fires.
- Major Installations Large-scale fireplace installations for prestigious locations including palaces, government buildings, and commercial properties.
Companies that use Real Flame
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles4 records
Real Flame technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Real Flame partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- GlammFirecoreReal Flame stocks GlammFire bioethanol burners - an extensive range of stylish fires suitable for any interior or exterior setting. GlammFire is described as a leading brand in contemporary bioethanol fireplace technology.
- NeverdarkcoreNeverdark is a company specializing in innovative bioethanol burners. Real Flame has introduced the Neverdark Bioethanol Range to their customers, describing it as a fantastic range suitable for various applications.
- StovaxcoreReal Flame distributes Stovax products including the Riva Vision Gas Stove range. Stovax is a manufacturer of premium gas stoves, electric stoves, and wood burning stoves with associated accessories like Riva stove benches.
- Smart FirecoreReal Flame offers the new range of manually operated Bio Ethanol Burners from Smart Fire. Real Flame has been at the forefront of providing bio ethanol fires in London for over 10 years and now distributes Smart Fire products.
Scale indicators4 records
Recent moves4 records
Expansion highlights3 records
Real Flame competitors and assessment
Company assessmentBroad incumbents
- Stovax: Major UK manufacturer of wood burning, multifuel, and gas stoves, plus fireplaces, sold through a nationwide dealer network — Real Flame is a Core-tier dealer of Stovax. Comparable as the upstream brand whose products Real Flame resells and installs.
- Gazco: UK designer and manufacturer of gas and electric fires and stoves, part of the Stovax Group, distributed through specialist fireplace retailers. Comparable to Real Flame in product categories (gas fires, electric stoves) and dealer-based distribution model.
Direct peers
- Capital Fireplaces: UK fireplace retailer offering gas, electric, and solid fuel fires, surrounds, and installation services. Comparable to Real Flame in product breadth and trade/installation-led business model.
- Designer Fireplaces: UK fireplace retailer specialising in designer, contemporary, and traditional fireplaces across gas, electric, and bio-ethanol categories. Comparable to Real Flame in design-led positioning and bio-ethanol product exposure.
- Town & Country Fires: UK manufacturer and retailer of high-quality gas fires, stoves, and fireplace suites with strong trade and installation channels. Comparable to Real Flame in product categories and trade/installer go-to-market.
- Chesneys: Chesneys is a London-based luxury fireplace retailer and manufacturer offering high-end gas, wood, and electric fireplaces with bespoke design and installation services. Directly comparable to Real Flame in premium London positioning, product range, and trade customer base.
- Focus Fireplaces: UK online and showroom-based fireplace retailer with broad gas, electric, and solid fuel ranges plus installation services. Comparable to Real Flame in retail-plus-installation model and multi-category product offering.
- The London Fireplace Company: London-focused fireplace specialist retailing and installing gas, electric, and solid fuel fires with bespoke surrounds and showroom-based sales. Comparable to Real Flame in geographic focus, multi-fuel product range, and bespoke installation offering.
Emerging players
- Planika: European designer and manufacturer of premium bio-ethanol and fireplace products sold through distributors across Europe. Comparable to Real Flame in the bio-ethanol category and design-led fireplace retail.
- Nu-Flame: UK-based bioethanol fire specialist offering flueless, design-led bio-ethanol fires and burners for residential and commercial interiors. Comparable to Real Flame's bio-ethanol category and design-led positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Real Flame social profiles
Digital presenceReal Flame financial estimates
Financial estimateRevenue estimate
Valuation estimate
Real Flame leadership team
Management profileNumber of profiles
Real Flame funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Real Flame 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 Real Flame
What does Real Flame do?
Real Flame supplies and installs fireplaces, gas fires, electric fires, bio-ethanol fires, solid fuel stoves, mantels, firegrates, and outdoor fire products, alongside professional installation, chimney sweeping, servicing, and gas safety certification services. The company operates from a London showroom and serves residential homeowners, interior designers, property developers, and commercial clients across London and the Home Counties.
Is Real Flame a public or private company?
Real Flame is a private company. It is classified as family owned and is currently operating.
When was Real Flame founded?
Real Flame was founded in 1974. It employs 11 to 50 people.
Where is Real Flame based?
Real Flame is headquartered in London, United Kingdom, in the Europe region.
How does Real Flame make money?
Four revenue lines are on record. Fireplace and Fire Product Sales are the primary driver. The others are installation Services, servicing and Maintenance and commercial Contracts.
Who are Real Flame's main competitors?
Broad incumbents on record are Stovax and Gazco. Direct peers are Capital Fireplaces, Designer Fireplaces, Town & Country Fires, Chesneys, Focus Fireplaces and The London Fireplace Company. Emerging players are Planika and Nu-Flame.
Does Real Flame have an API?
No public API is recorded for Real Flame.
What industry is Real Flame in?
Real Flame's product category is Fireplace Retail and Installation. Its primary akta.pro industry code is CRAIAIAI, Outdoor Heating, Fire Pits & Fireplaces Retail, with a secondary code of HSAEANAE, Fireplace Cleaning & Maintenance (Wood/Gas). Its NAICS code is 238220 and its SIC code is 4961.