American Fire Glass

What American Fire Glass does

American Fire Glass, operating legally as American Fire Products, is a US-based manufacturer and direct-to-consumer retailer of premium fire glass, fire pit components, and burner systems, founded in 2004 and headquartered at 570 3rd Street, Lake Elsinore, California. The company sells a curated catalog spanning multiple fire glass sizes and finishes (Premium and Classic collections in 1/2" and 1/4" sizes, Pre-Mixed blends, Fire Glass 2.0 cubes, Recycled glass, Fire Beads, and Zircon), DIY fire pit kit bundles, fire pit pans, rings, H-burners, Warming Trends Crossfire Brass Burners, and supporting accessories such as flame guards, burner covers, AWEIS components, and propane installation kits. Many burner products are CSA-certified, and the company offers a lifetime guarantee on its products. There is no proprietary technology platform disclosed; the offering is a curated physical-goods e-commerce assortment rather than a software or AI-driven business.

The business model combines direct-to-consumer e-commerce (the company's own storefront, supplemented by phone sales at 888-264-1017, live chat, and PayPal/Google Pay/Apple Pay checkout including buy-now-pay-later) with a wholesale dealer program for landscape contractors, pool builders, and outdoor living specialists, plus an American Fire Pro membership for professional installers. Pricing is per-unit (e.g., 10 lb jars/bags of fire glass), with a 10% discount on DIY kit bundles, free shipping over $199 for consumers and over $1,500 for dealers, and custom quotes for bespoke fire feature installations. The company emphasizes operational performance, claiming same-day shipping on 99% of ground orders, and serves three primary customer segments: DIY homeowners (primary), dealer/contractor accounts (B2B), and American Fire Pro installers (professional). The firm is privately held with no disclosed funding rounds, parent company, or institutional ownership, and operates exclusively in the United States.

Name

American Fire Glass

Legal name

American Fire Products

Website

https://americanfireglass.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

American Fire Glass (legal name: American Fire Products) is a US e-commerce retailer and manufacturer of premium fire glass, fire pit kits, burners, and accessories, founded in 2004 in Lake Elsinore, California, serving DIY homeowners, wholesale dealers, and professional installers.

Ownership category

akta.pro rank

Product category

Fire Glass and Fire Pit Products

NAICS

Glass and Glass Product Manufacturing (32721), Glass Product Manufacturing Made of Purchased Glass (327215)

SIC

Glass Products, Made Of Purchased Glass (3231)

akta.pro primary industry

Fire-Rated Glass & Glazing Assemblies (IMADAHAH)

Keywords

• Fire glass products
• Fire pit burners
• Outdoor fire features
• Fireplace accessories
• DIY fire pit kits

Headquarters

HQ city

Lake Elsinore

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Fire Glass and Media Sales: One-time sales of fire glass products including 1/2 inch and 1/4 inch premium and classic collections, pre-mixed fire glass, recycled fire pit glass, fire beads, and zircon fire glass. Sold in various weight increments (e.g., 10 lbs jars/bags).
2. Fire Pit and Burner Components: Sales of fire pits, burner kits, fire pit pans, fire pit rings, H-burners, electronic ignition kits, spark ignition kits, and Warming Trends Crossfire Brass Burners. Products sold as individual components or bundled DIY kits.
3. Accessories and Installation Products: Sales of flame guards, burner covers, AWEIS accessories, fire pit installation kits, and related hardware. Complementary add-on sales to primary product categories.
4. Dealer/Wholesale Program: Approved dealers can create accounts and purchase products wholesale, suggesting a B2B distribution revenue stream alongside direct-to-consumer sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

American Fire Glass is a manufacturer and e-commerce retailer of premium fire glass media, fire pit burners, and fireplace accessories. The company sells its own branded fire glass lines (Premium, Classic, Fire Glass 2.0, Recycled, Zircon, Fire Beads) along with gas fire pits, DIY fire pit kits, burner pans/rings/H-burners, lava rocks, and installation accessories. Products are sold direct-to-consumer via their website and through a network of approved dealers and contractors.

Product overview

American Fire Products operates as an e-commerce platform selling premium fire features and accessories. The core product offerings center on gas fire pits (including fire bowls and fire & water combinations), complemented by DIY fire pit kit bundles for self-installation. Supporting products include fire pit burners (pans, rings, H-burners, Warming Trends Crossfire Brass Burners), fire media (fire glass in various sizes and styles including Premium, Classic, Fire Glass 2.0 cubes, Recycled, Beads, and Zircon; plus lava rocks, tumbled stones, and lite stone products), and accessories (flame guards, burner covers, AWEIS accessories, and installation kits). The company serves both direct consumers and dealers, offering tools like a Fire Glass Calculator and Fire Pit Builder for planning installations.

Differentiator

Problem solved

Functional benefit

Products and services

• Fire Pits Curated collection of premium gas fire pits for outdoor use, selected for performance, durability, and design. Includes gas fire pits, fire bowls, and fire & water combination features.
• DIY Fire Pit Kits Complete do-it-yourself fire pit kit bundles including CSA certified burner pan kits, electronic ignition kits, and spark ignition kits designed for building custom fire pits.
• Fire Pit Pans Fire pit pans including round drop-in pans, linear drop-in pans, and square drop-in configurations for various fire pit installations.
• Fire Pit Rings Circular burner rings for fire pit installations providing even flame distribution.
• H-Burners H-style burners for rectangular or linear fire pit configurations, available in stainless steel for natural gas or propane.
• Warming Trends Crossfire Brass Burners Premium brass burners featuring Crossfire technology from Warming Trends, designed for superior flame performance.
• 1/2" Premium Fire Glass Half-inch premium fire glass collection featuring reflective finishes for enhanced flame appearance in fire pits and fireplaces.
• 1/4" Premium Fire Glass Quarter-inch premium fire glass with smaller profile for different aesthetic and heat distribution characteristics.
• 1/2" Classic Fire Glass Standard half-inch classic fire glass collection for fire features.
• 1/4" Classic Fire Glass Quarter-inch classic fire glass for standard fire feature applications.
• Pre-Mixed Fire Glass Pre-mixed color combinations of fire glass for convenient selection and aesthetic variety.
• Fire Glass 2.0 Next-generation fire glass featuring cube-shaped pieces for modern fire feature aesthetics.
• Recycled Fire Pit Glass Environmentally conscious recycled glass media for fire pits.
• Fire Beads Bead-shaped fire media alternative to traditional fire glass.
• Zircon Fire Glass Premium zircon fire glass with luster finishes for enhanced visual appeal.
• Lava Rocks, Stones & Balls Natural fire media including black lava rocks, tumbled stones, tumbled element stones, gas fireplace logs, lite stone fire balls, and lite stone cobble.
• Flame Guards Wind guards and flame guards to protect flames from wind and enhance safety.
• Burner Covers Protective covers for fire pit burners when not in use.
• AWEIS Accessories Accessories for the AWEIS (All Weather Electronic Ignition System) for enhanced functionality.
• Fire Pit Propane Installation Kit Installation kits for propane fire pit setups including key valves and necessary components.
• Wholesale Dealer Program Approved-dealer wholesale purchasing program providing landscape contractors, pool builders, and outdoor living specialists with wholesale pricing, dealer login portal, dealer tools, custom quotes, and free shipping on orders over $1,500.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Blaze Outdoor Products: Specialty outdoor kitchen and fire feature brand selling grills, fire pits, and burners through dealers and online. Overlaps with American Fire Glass's outdoor fire pit and dealer channel.
• HPC Fire (Hearth Products Controls): Manufacturer and direct-to-consumer seller of fire pits, burners, fire glass, and electronic ignition systems with a dealer network model very similar to American Fire Glass. Comparable product breadth across burners, pans, and fire media.
• Real Flame: Manufacturer and DTC retailer of indoor and outdoor fireplaces, fire pits, and related accessories including fire glass and lava rock media. Direct overlap with American Fire Glass's decorative fire media and fire pit offerings.
• Celestial Fire Glass: Specialty manufacturer and retailer of fire glass, fire beads, and lava rock media, selling direct to consumers and dealers. Direct overlap with American Fire Glass's core fire glass product line.
• The Outdoor Plus: Specialty manufacturer of premium fire pits, fire bowls, fire & water features, and burner components, selling through both direct e-commerce and dealer channels. Overlaps directly with American Fire Glass's core fire pit and burner lineup.
• Outdoor Great Room Company: Designer and seller of outdoor gas fire pits, fireplaces, and kitchen islands with both DTC and dealer distribution. Competes in the same premium outdoor fire feature category with overlapping burner and fire media SKUs.

Emerging players

• Paloform: Designer of modern concrete and stone fire pits and fire tables sold through specialty dealers and online. Competes in the premium designer fire pit segment adjacent to American Fire Glass's premium offerings.
• Warming Trends: Premium brass burner manufacturer (Crossfire technology) sold both direct and through dealers; American Fire Glass already resells Warming Trends burners, and Warming Trends competes in adjacent fire pit/burner SKUs.

Broad incumbents

• Wayfair: Mass-market online home goods marketplace that aggregates many fire pit and fire glass sellers, often at lower price points. Represents the structural competitive threat from scale-driven discovery and pricing pressure on specialty retailers.
• Plow & Hearth: Established multi-category retailer of outdoor living, hearth, and home goods with a strong catalog and e-commerce presence. Sells fire pits, fire glass, and outdoor accessories as part of a broader assortment, competing for the same DIY homeowner buyer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/AFGfireglass

Revenue estimate

Valuation estimate

Number of profiles

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 American Fire Glass