Stovesonline

What Stovesonline does

Stovesonline is a UK-based e-commerce retailer and a trading brand of Certatherm Ltd (registered in England, company number 04636920), supplying wood-burning stoves, wood-pellet stoves, boiler stoves, inset stoves, electric, gas, and bioethanol stoves, together with chimney and flue systems, heat pumps, thermal stores, load units, valves, heat shields, installation accessories, and spare parts including custom-cut ceramic glass. Founded in 2001 and headquartered at Flightway, Dunkeswell Business Park in Devon, the company maintains a warehouse and a Devon showroom; the technology base is a commodity e-commerce platform (stovesonline.co.uk) with payments processed via PayPal, PayPal Credit and Checkout.com, address validation via PCA Predict/Loqate, and analytics via Google Analytics — the firm itself is a multi-brand reseller of partner-manufactured hardware rather than a technology developer.

The business sells across price tiers from budget stoves under £750 through mid-range £750–£2,000 to premium and designer units above £2,000, with auxiliary accessory SKUs ranging from £165 load valves to £660 heat shields. Revenue is generated almost entirely through one-time unit sales, augmented by free flue design and renewable heating system design services that act as deal-closing consultative support rather than separately billed lines. Go-to-market is e-commerce-first with phone-based inside sales (0800 246 1250) backed by knowledgeable in-house advisors, plus the Firepower dealer network for Klover pellet boiler distribution; marketing is concentrated on organic SEO via extensive help-and-advice content, complemented by Facebook and Pinterest channels.

Customer concentration is diffuse. Primary buyers are individual UK homeowners seeking primary, secondary or replacement room heating, with secondary segments comprising HETAS-registered trade installers, self-build DIY customers, and renewable-energy seekers eligible for grant funding; named testimonials and case studies are uniformly small (named individuals and small commercial sites such as Hardwick House) with no enterprise anchor accounts. Headcount is 11–50, of which a meaningful portion is warehousing and advisory staff, and the company self-describes as having designed and supplied thousands of renewable central heating systems. There is no disclosed fundraising, no public listing, no M&A activity, and no AI/ML capability in evidence, making the business a privately held, operationally focused hardware retailer with steady organic extension into renewable heating categories.

Name

Stovesonline

Legal name

Certatherm Ltd

Website

https://stovesonline.co.uk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Stovesonline is a UK-based e-commerce retailer (trading brand of Certatherm Ltd) supplying wood-burning stoves, pellet boilers, chimney systems, heat pumps, and accessories to homeowners, trade installers, and DIY customers nationwide, with phone-based expert advisory support.

Ownership category

akta.pro rank

Product category

Wood Stoves and Heating Equipment Retail

NAICS

Heating Equipment (except Warm Air Furnaces) Manufacturing (333414)

SIC

Heating Equip, Except Elec & Warm Air; & Plumbing Fixtures (3430)

akta.pro primary industry

Outdoor & Specialty Major Appliance Retail (Outdoor Kitchens, Grills, Ice Makers) (CRACACAG)

akta.pro secondary industries

Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD), Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)

Keywords

• Wood burning stoves
• Pellet stoves
• Chimney systems
• Heating equipment
• Stove installation

Headquarters

HQ city

Dunkeswell

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Stovesonline generates revenue primarily through the sale of wood-burning stoves, pellet stoves, boiler stoves, chimneys, flues, and related accessories. Products are sold at various price points ranging from budget options under £750 to premium stoves over £2000. The company also offers design services for renewable heating systems and chimney design.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Stovesonline is a UK specialist retailer of wood-burning stoves, wood-pellet stoves, boiler stoves, inset stoves, electric/gas/bioethanol stoves, heat pumps, and chimney/flue systems, selling third-party brands such as Invicta, Klover, and TermaTech. The company also supplies installation accessories (heat shields, hearths, load units, valves, spares) and provides bespoke flue design and renewable central heating system design services. It serves homeowners, DIY buyers, trade installers, and commercial/institutional customers across the UK via its e-commerce site, telephone sales, and Devon showroom.

Product overview

Stovesonline is a UK-based supplier of stoves and renewable heating solutions operating as a trading brand of Certatherm Ltd. Their product portfolio centers on wood burning stoves and pellet stoves available in various types (free-standing, inset, wall-hung, boiler stoves, double-sided, cooker stoves), complemented by a comprehensive range of chimney and flue systems (twin wall, flexible liners, pumice systems), central heating products (heat pumps, thermal stores, load units), installation accessories (hearths, heat shields, ventilation), and spare parts including custom-cut ceramic glass. They offer design services for flues and complete renewable heating systems. Key product lines include Invicta cast iron stoves, boiler stoves with backboilers for central heating integration, and pellet stoves with automation features. The company provides value-added services including free chimney design, heating system design, and expert technical advice, positioning themselves as a one-stop solution for both stove purchases and complete heating system implementations.

Differentiator

Problem solved

Functional benefit

Brands

• Firepower: Trading brand of Certatherm Ltd, mentioned alongside Stovesonline in privacy policies.

Products and services

• Wood Burning Stoves Solid-fuel wood-burning stoves from multiple third-party brands such as Invicta, sold to UK homeowners and trade installers for domestic heating, including DEFRA-exempt models for Smoke Control Areas.
• Wood Pellet Stoves Automated wood-pellet stoves from brands including Klover, marketed for higher efficiency and ease of use versus traditional wood burners.
• Boiler Stoves Solid-fuel boiler stoves that connect to a central heating system to heat domestic hot water and radiators.
• Inset Stoves Inset wood-burning stoves designed to be recessed into a fireplace opening or chimney breast for a built-in look.
• Electric Stoves Electric stoves that mimic the appearance of a wood burner for homes where a flue is unavailable or impractical.
• Gas Stoves Gas-fuelled stoves sold as a convenient alternative to solid-fuel wood burners.
• Bioethanol Stoves Bioethanol-fuelled stoves marketed as a flue-less, decorative heating option.
• Heat Pumps Heat pump products supplied as part of the company's renewable/central heating offering.
• Thermal Stores Thermal store cylinders for use with boiler stoves and renewable heat sources to manage domestic hot water and heating.
• Chimney and Flue Systems Chimney, flue liners, twin-wall flue, and related components supplied alongside stoves for safe installation.
• DEFRA Exempt Stoves Range of stoves certified for use in UK Smoke Control Areas (DEFRA exempt).
• Invicta Stoves Curated range of stoves from French manufacturer Invicta, including the Invicta Kamin boxed range.
• Renewable Heating System Design Service Bespoke in-house design service for renewable / central heating systems based on a customer's property, provided as a paid professional service.
• Flue Design Service Bespoke flue design service providing tailored chimney/flue system specifications for a customer's installation.
• Stove Spares Replacement spares and parts for stoves sold by Stovesonline, including grate bars, baffle plates, glass clips and seals.
• Custom Cut Stove Glass Custom-cut replacement stove glass supplied to customer dimensions as a made-to-order service.
• Heat Shields Heat shields and adjacent-wall protection products sold to enable safe installation close to combustible surfaces.
• Load Units and Load Valves Load units and load valves (e.g., ESBE LTC261) used to manage thermal load distribution between stove, thermal store, and heating circuits.
• Hearths and Floor Plates Hearths and floor plates supplied as required safety/compliance accessories for stove installations.
• Biomass Heating Installations (e.g. LK 810) Biomass heating installations such as the LK 810, sold and supported for commercial/domestic sites (e.g., Hardwick House, Pelynt Forest School).

Quantifiable outcome

• Thousands of renewable central heating systems designed and supplied
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Invicta StovescoreOthersInvicta is a French manufacturer of cast iron wood-burning stoves. Stovesonline is an authorized Invicta dealer. The partnership involves the sale and distribution of Invicta stove products including Sedan, Brio, Itaya, Pow Wow, Tipi, Ove, Ovatio, Mandor, Alcor, Bradford, Modena, Argos, and Chamane models.
• Opus StovescoreOthersStovesonline stocks and sells Opus stove products including Melody LS, Harmony D, and Trio models. Opus stoves can be connected to external air supply.
• Dik GeurtscoreOthersDutch manufacturer of contemporary wood-burning stoves. Stovesonline sells Dik Geurts products including Ivar 8 log store and Ivar 5 low models.
• Klover (Birdshill Klover)coreChannel Partner/ Reseller/ DistributorStovesonline distributes Klover wood pellet boiler stoves through the Firepower network of fully trained dealers and installers covering locations across the UK. Products include Klover Smart 120, Klover Soft 80, and Diva Mid Klover pellet burners.
• LK ArmaturminorOthersSwedish manufacturer of load units and load valves for boiler stoves. Stovesonline stocks and sells LK Armatur products including the LK 810 ThermoMat G load unit.
• ESBEminorOthersManufacturer of stove load valves and load units. Stovesonline stocks ESBE products including VTC512 stove load valves and LTC261 stove load units.
• PayPalcoreOthersPayment processing partner. PayPal and PayPal Credit are accepted as payment methods on the Stovesonline website.
• Checkout.comcoreOthersCard transaction provider handling credit and debit card payments. Checkout.com is GDPR and PCI DSS compliant and stores transaction information securely.
• VlazeminorOthersManufacturer of vitreous enamel heat shields. Stovesonline stocks Vlaze heat shields available in black, white, and basalt colors in various sizes.
• PCA Predict by LoqateminorOthersAddress lookup service used on the website to provide accurate postcode address lookups for delivery information.
• Google AnalyticsminorOthersWebsite analytics service used to track user statistics, graphs, and trends. IP addresses are encrypted and analytics data is deleted/archived every 26 months.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Purely Stoves: UK online retailer specializing in wood-burning stoves, gas, and electric fires from multiple brands. Direct competitor for the same consumer installation projects as Stovesonline.
• Direct Stoves: UK online specialist retailer of multi-brand wood-burning and multifuel stoves, selling competing brands across similar price tiers with online ordering and delivery. Directly comparable in product mix, target customer, and e-commerce-led GTM.
• National Flue & Chimney Supplies: UK specialist supplier of flue and chimney systems, twin-wall flue, and flexible liners. Overlaps with Stovesonline's flue/chimney product category and serves the same installer and self-build customer base.
• Riverside Stoves: UK stove retailer offering multi-brand wood burners and pellet stoves with delivery across the UK. Comparable online-led GTM targeting homeowners shopping for primary and secondary heating.
• Fireplace Superstore: UK online retailer of fireplaces, stoves, fires, and surrounds with a similar multi-brand model. Competes directly with Stovesonline on consumer stove search traffic and same-day/next-day dispatch positioning.
• The Woodburning Stove Company: UK online retailer focused on wood-burning and multifuel stoves with installation services. Comparable online specialist positioning in the same branded stove category as Stovesonline.

Emerging players

• Heatable: UK online boiler and heat pump installation platform with design-and-quote functionality. Competes for the same end customer going through a heat-pump or biomass purchasing journey and overlapping with renewable heating procurement.
• nu-heat: UK renewable heating specialist focused on heat pumps and underfloor heating systems with design and supply services. Comparable to Stovesonline's renewable central-heating design offering and heat pump product line.

Broad incumbents

• Stovax Group: Larger UK stove and fireplace manufacturer/retailer with a network of showroom retailers. While primarily a manufacturer, it competes for the same end consumer through its brand portfolio (e.g., Stovax, Yeoman).
• Focal Point Fires: UK established fireplace and stove brand with retail channels selling both its own brand and competitor products. Comparable incumbent position in the heating/fireplace category with broader product portfolio than Stovesonline.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/stovesonline
• Pinterestpinterest.co.uk/stovesonline
• Xx.com/stovesonline
• LinkedInlinkedin.com/company/stoves-online

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Stovesonline