EcoSmart Fire
EcoSmart Fire is a luxury bioethanol fireplace brand founded in 2004 by Australian parent MAD Design Group, selling ventless fireplaces, proprietary e-NRG fuel, and electric fireplaces globally. It serves residential homeowners, architects, designers, and luxury hospitality chains including Four Seasons, Marriott, Hilton and W Hotels across 75+ countries with 150,000+ installations.
- Company typePrivate
- Founded2004
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What EcoSmart Fire does
EcoSmart Fire is a luxury bioethanol fireplace brand launched in 2004 by MAD Design Group, an Australian strategic operating company headquartered in Sydney. The company designs, manufactures and sells ventless bioethanol fireplaces and proprietary consumable fuel, with a portfolio of 74+ product models spanning built-in inserts (Flex, Frame, Heritage ranges), freestanding designer pieces, fire tables, fire pits, standalone ethanol burners, fireplace grates, and, more recently, electric fireplaces (Switch and Motion Series). Core technical differentiators include the proprietary e-NRG bioethanol fuel (96-97% alcohol content with flame arrester packaging), Fluid Concrete Technology for fire tables and pits, the XL Baffle System for combustion stability, and zero-clearance construction that allows installation directly against combustible materials without chimneys, flues, gas lines or electrical connections.
The business operates a hybrid go-to-market combining direct e-commerce (ecosmartfire.com.au), a global retailer network, and dedicated trade programs for architects, designers, builders, hospitality specifiers and residential professionals, supported by a B2B portal with live inventory, CAD/BIM files and AR/3D models. Revenue is generated through one-time fireplace hardware sales (built-ins, freestanding units, tables, pits, burners, grates), recurring consumable sales of e-NRG bioethanol fuel, and accessories/spare parts. The customer base spans residential homeowners, luxury hospitality groups (Four Seasons, Marriott, Hilton, W Hotels, MGM Grand, Park Hyatt, Hotel The Mitsui Kyoto, Southern Ocean Lodge), architects and interior designers, and builders across 75+ countries, with 150,000+ cumulative installations globally and third-party safety certifications including UL 1370 (North America), EN 16647 BSI (Europe/UK) and ACCC Safety Mandate (Australia).
EcoSmart Fire is a privately held subsidiary within the MAD Design Group portfolio, which also owns HEATSCAPE Heaters, e-NRG Bioethanol, Blinde Design and Fluid Concrete. The company has no venture capital or private equity backing disclosed and operates with a lean headcount of 11-50 employees. Its competitive positioning rests on two decades of category-defining R&D in ventless bioethanol combustion, an internationally certified product portfolio, a strong design pedigree (collaborations with Hiroshi Tsunoda; Good Design, IIDA/HD and BIMsmith awards), and a fuel-anchored recurring revenue model that creates downstream lock-in for the installed base.
EcoSmart Fire firmographics
Firmographics- Name
- EcoSmart Fire
- Legal name
- EcoSmart Fire
- Website
- https://ecosmartfire.com.au
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- EcoSmart Fire is a luxury bioethanol fireplace brand founded in 2004 by Australian parent MAD Design Group, selling ventless fireplaces, proprietary e-NRG fuel, and electric fireplaces globally. It serves residential homeowners, architects, designers, and luxury hospitality chains including Four Seasons, Marriott, Hilton and W Hotels across 75+ countries with 150,000+ installations.
- Ownership category
- akta.pro rank
EcoSmart Fire industry classification
Industry- Product category
- Bioethanol Fireplaces
- NAICS
- Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341)
- SIC
- Heating Equipment, Except Electric & Warm Air Furnaces (3433), Wholesale-Furniture & Home Furnishings (5020)
- akta.pro primary industry
- Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)
- akta.pro secondary industries
- Fire Pits & Outdoor Fireplaces (HSAIACAG), Outdoor & Specialty Major Appliance Retail (Outdoor Kitchens, Grills, Ice Makers) (CRACACAG)
Keywords
Where EcoSmart Fire is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
EcoSmart Fire business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Fireplace Hardware Sales: Revenue from selling bioethanol fireplaces across multiple product ranges including built-in fireplaces, freestanding fireplaces, fire tables, fire pits, ethanol burners, and fireplace grates. Products are sold directly through e-commerce and through a network of retail partners.
- e-NRG Bioethanol Fuel: Recurring revenue from proprietary e-NRG bioethanol fuel cartridges. Each carton contains 20L packaged in 4x5L bottles with flame arrester technology. Fuel is required for fireplace operation and represents a consumable repeat purchase.
- Accessories and Spare Parts: Sales of accessories including fire lighters, lighting rods, bottle adaptors, nozzles, jerry cans, glass cover plates, and spare parts for maintenance and replacement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | e-NRG Bioethanol Fuel - 20L carton (4x5L bottles) |
| Unit Pricing | Pay-as-you-go | Fire Lighter Safety Accessory |
| Unit Pricing | Pay-as-you-go | Lighting Rod Safety Accessory |
| Unit Pricing | Pay-as-you-go | Bottle Adaptor Safety Accessory |
| Unit Pricing | Pay-as-you-go | Nozzle Safety Accessory |
| Unit Pricing | Pay-as-you-go | Jerry Can 5L Safety Accessory |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
EcoSmart Fire product offering
Product offeringCore offering
EcoSmart Fire designs, manufactures, and sells ventless bioethanol fireplaces (built-in and freestanding), fire tables, fire pits, ethanol burners, and complementary e-NRG bioethanol fuel for residential and commercial spaces. The brand sells direct-to-consumer via e-commerce, through a global retailer network, and via dedicated trade programs (Retailers, Builders, Hospitality, Residential) with a B2B portal providing CAD, AR/3D, and live inventory support for architects and designers. Over 150,000 installations have been delivered across 75+ countries since 2004.
Product overview
EcoSmart Fire is a luxury bioethanol fireplace brand launched by MAD Design Group in 2004, offering a comprehensive portfolio of 74+ models across built-in and freestanding formats. The product ecosystem centers on Flex Fireplaces (96 models, built-in recessed inserts in single/double/triple-sided configurations), Frame Fireplaces (5 models, shallow-depth wall inserts), and Heritage Fireplaces (3 models, traditional hearth-style inserts) as the built-in lines. Freestanding offerings include Designer Fireplaces (13 sculptural models: T-Lite, Pillar, Pop, Orbit, Be, Mini T, Ghost, Igloo), Fire Tables (17 models: Sidecar, Chaser, Base, Ark, Mimosa, Mojito, Vertigo, Daiquiri, Manhattan, Martini, Cosmo, Wharf, Gin series), and Fire Pits (8 models: Stix, Pod, Nova, Mix series). Supporting product lines include Fire Pit Kits (6 models), Ethanol Burners (9 models: XL, AB, BK5, VB2), Fireplace Grates (5 models), Switch Series and Motion Series electric fireplaces. All products run on e-NRG Bioethanol fuel, with select Fire Tables also available in gas configurations. The brand is complemented by sister companies HEATSCOPE Heaters, Blinde Design, and Fluid Concrete under the MAD Design Group umbrella.
Differentiator
Problem solved
Functional benefit
Brands
- e-NRG Bioethanol: Proprietary bioethanol fuel formulated for use in EcoSmart Fire ethanol burners, producing clean-burning flame without smoke, soot, or ash. Available in standard and vanilla-scented variants.
- Fluid Concrete Technology
- Flex Fireplaces
- Frame Fireplaces
- Heritage Fireplaces
- Designer Fireplaces
Products and services
- Flex Fireplaces Built-in bioethanol fireplace inserts for wall cavities, offered in single, double, and triple-sided configurations from 457mm to 4,013mm wide. Engineered as zero-clearance units for recessed installation in residential and commercial spaces.
- Frame Fireplaces Shallow-depth wall-insert fireplaces with a toughened glass fire screen and Grade 304 stainless steel burner, suited to slim walls indoors or out.
- Heritage Fireplaces Traditionally styled bioethanol inserts in three sizes (26SS, 42SS, 56SS), designed to sit inside classic hearth openings at home or in hospitality settings.
- Designer Fireplaces Freestanding sculptural fireplace pieces built around compact ethanol burners as focal points in residential and commercial interiors. Includes 13 models: T-Lite, Pillar, Pop, Orbit, Be, Mini T, Ghost, and Igloo series.
- Fire Tables Outdoor entertaining tables with central flame, finished in Fluid Concrete or teak, available with bioethanol or gas burners. Serve dual functionality as tables by day and fire pits by evening. Mimosa 40 round fire table is the latest addition. Includes 17 models.
- Fire Pits Freestanding outdoor bowls and squares in Fluid Concrete, shaped for gathering around in gardens and terraces. Includes 8 models: Stix, Pod, Nova, and Mix series.
- Fire Pit Kits Flat-pack components for bespoke landscape installations in round, square, or linear formats.
- Ethanol Burners Standalone XL, AB, BK5, and VB2 burner units designed to be embedded in architect-specified cabinetry, stone, or concrete. Includes 9 models.
- Fireplace Grates Decorative grate inserts for Heritage units or existing hearths. Includes 5 models.
- Switch Series Electric fireplaces with FX Technology for adjustable flame patterns and accent colors, rated for indoor or covered outdoor use.
- Motion Series Electric fireplaces focused on realistic flame motion, available across multiple sizes.
- e-NRG Bioethanol Fuel Proprietary liquid bioethanol fuel (96-97% alcohol content) formulated specifically for EcoSmart Fire burners. Available in 20L cartons (4x5L bottles) with flame arrester technology. Standard and vanilla-scented variants. Consumable; required for fireplace operation, generating repeat purchases.
Quantifiable outcome
- Over 90% fuel efficiency vs. 70% for gas fireplaces due to no chimney heat loss
- +3 more outcomes
Companies that use EcoSmart Fire
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles4 records
EcoSmart Fire technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
EcoSmart Fire partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered parent company and key design collaborator.
- MAD Design Groupparent companyMAD Design Group is the parent company that launched EcoSmart Fire in 2004. The group operates multiple complementary brands including HEATSCOPE Heaters, e-NRG Bioethanol, Blinde Design, and Fluid Concrete, providing a comprehensive ecosystem of heating and design solutions.
- Hiroshi Tsunodakey design collaboratorBarcelona-based designer Hiroshi Tsunoda created the Stix fire pit range, which has received multiple design awards including Good Design Award, DesignEx Best New Product, and IIDA/HD Award for Excellence. The collaboration represents EcoSmart Fire's commitment to bespoke, design-forward solutions.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
EcoSmart Fire competitors and assessment
Company assessmentDirect peers
- Planika: Polish premium bioethanol fireplace manufacturer offering automatic and manual burner inserts for residential and commercial projects. Direct competitor to EcoSmart Fire in the ventless ethanol category with comparable hospitality specification focus.
- Ruby Fires: Netherlands-based bioethanol fireplace specialist offering decorative burners, fireplaces, and fire pits across European retail and trade channels. Direct peer in product format and design-led premium positioning.
- Decoflame: Danish bioethanol fireplace manufacturer specialising in premium built-in and freestanding units with automated burner technology. Closely comparable to EcoSmart Fire's Flex and Designer fireplace ranges for high-end residential and commercial installations.
- Bromic Heating: Australian-headquartered premium outdoor heating brand offering gas, electric, and infrared patio heaters alongside fireplaces. Highly comparable to EcoSmart Fire's outdoor fire table/fire pit positioning and shared hospitality customer base.
- Solus Decor: Canadian premium outdoor fire pit and fire table manufacturer for high-end residential and hospitality landscapes. Directly comparable product category (concrete fire pits/tables) and design-led premium positioning to EcoSmart Fire's outdoor range.
- Safretti: Dutch-designed bioethanol fireplace brand offering built-in, freestanding, and tabletop fireplaces. Directly comparable to EcoSmart Fire on ventless technology, design-led positioning, and European designer-collaboration model.
- Anywhere Fireplace: US-based ventless bioethanol fireplace brand focused on portable and built-in models for residential and light-commercial use. Direct competitor in the North American market for flame-without-chimney installations.
Broad incumbents
- Napoleon Fireplaces: Large North American fireplace manufacturer offering gas, electric, and wood-burning products across residential and commercial channels. Broad incumbent competing for the same ambience-heating specification occasion as EcoSmart Fire.
Emerging players
- Modern Flames: US-based electric fireplace innovator offering premium LED flame products for residential and commercial builds. Comparable to EcoSmart Fire's Switch and Motion electric series as a same-category competitor capturing share from bioethanol.
Others
- HEATSCOPE: Sister brand under MAD Design Group producing premium electric radiant heaters for indoor and outdoor use. Closely related as a parent-group sibling, often specified together with EcoSmart Fire in hospitality projects.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
EcoSmart Fire social profiles
Digital presenceEcoSmart Fire compliance and trust
Trust signalCompliance3 records
EcoSmart Fire financial estimates
Financial estimateRevenue estimate
Valuation estimate
EcoSmart Fire leadership team
Management profileNumber of profiles
EcoSmart Fire subsidiaries and ownership
Company hierarchySubsidiaries1 record
EcoSmart Fire funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EcoSmart Fire 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 EcoSmart Fire
What does EcoSmart Fire do?
EcoSmart Fire designs, manufactures, and sells ventless bioethanol fireplaces (built-in and freestanding), fire tables, fire pits, ethanol burners, and complementary e-NRG bioethanol fuel for residential and commercial spaces. The brand sells direct-to-consumer via e-commerce, through a global retailer network, and via dedicated trade programs (Retailers, Builders, Hospitality, Residential) with a B2B portal providing CAD, AR/3D, and live inventory support for architects and designers. Over 150,000 installations have been delivered across 75+ countries since 2004.
Is EcoSmart Fire a public or private company?
EcoSmart Fire is a private company. It is classified as corporate owned and is currently operating.
When was EcoSmart Fire founded?
EcoSmart Fire was founded in 2004. It employs 11 to 50 people.
Where is EcoSmart Fire based?
EcoSmart Fire is headquartered in Sydney, Australia, in the Oceania region.
How does EcoSmart Fire make money?
Three revenue lines are on record. Fireplace Hardware Sales are the primary driver. The others are e-NRG Bioethanol Fuel and accessories and Spare Parts.
Who are EcoSmart Fire's main competitors?
Direct peers on record are Planika, Ruby Fires, Decoflame, Bromic Heating, Solus Decor, Safretti and Anywhere Fireplace. Napoleon Fireplaces is listed as a broad incumbent. Modern Flames is listed as an emerging player. HEATSCOPE is listed as an others.
Does EcoSmart Fire have an API?
No public API is recorded for EcoSmart Fire.
What industry is EcoSmart Fire in?
EcoSmart Fire's product category is Bioethanol Fireplaces. Its primary akta.pro industry code is CRAIAIAI, Outdoor Heating, Fire Pits & Fireplaces Retail, with a secondary code of HSAIACAG, Fire Pits & Outdoor Fireplaces. Its NAICS code is 33341 and its SIC code is 3433.