À Poêle by Seguin

What À Poêle by Seguin does

À Poêle by Seguin (legal name: A Poêle Limoges) is a private heating solutions retailer and installer founded in 2020 and headquartered at 20 rue Frédéric Bastiat, Limoges, France. The company operates a single physical showroom serving residential homeowners in the Limoges area and surrounding Haute-Vienne/Limousin department, offering a curated portfolio of wood stoves, pellet stoves, gas fireplaces, bioethanol stoves, wood and mixed-fuel cookers, and pellet boilers. It functions primarily as an authorized local dealer for the Seguin Group, supplemented by partnerships with Piazzetta (co-development of the Uni(k)4 bioethanol stove), JC BORDELET (high-end design fireplaces and the Gamme Outdoor line), Lohberger (cookers), and Atlantic (reversible air conditioning), with recent 2025 expansion into photovoltaic panels and reversible AC installation.

The underlying technology is not proprietary to À Poêle but is sourced from its brand partners: Seguin's double combustion technology for lower emissions and higher efficiency, pellet stove hydro systems for whole-house water and heating circuits, the Myfire mobile app for remote gas fireplace control, and the Piazzetta-co-developed Uni(k)4 bioethanol flame simulation with 180-degree flame visibility. Products achieve up to 94% combustion efficiency (pellet stoves) and rely on wood as the lowest cost-per-kWh heating fuel. Installation work is performed by the company's own technicians trained directly at Seguin headquarters in Randan, and the company holds RGE Qualibois and Flamme Verte certifications that qualify customers for French government energy efficiency subsidies.

Revenue is generated through three streams: hardware sales (stoves, fireplaces, cookers, boilers, and now PV/climate products), professional installation services, and recurring after-sales maintenance and repairs. Pricing is custom and consultation-based rather than publicly listed, with quotes issued per project after showroom or contact consultation. Go-to-market is direct-to-consumer via the physical showroom, supported by a basic website, Instagram, and Facebook — there is no e-commerce channel and no geographic expansion beyond Limousin. The business is founder-owned and operated by Bruno DEMASSARD, with a team described as young and dynamic but totaling only five employees.

Name

À Poêle by Seguin

Legal name

A Poêle Limoges

Website

https://apoele-limoges.fr

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

À Poêle by Seguin is a private Limoges-based retailer and installer of wood stoves, pellet stoves, gas fireplaces, bioethanol stoves, cookers, and boilers, serving residential homeowners in the Limousin region as an authorized dealer of the Seguin Group and partner brands Piazzetta, JC BORDELET, Lohberger, and Atlantic.

Ownership category

akta.pro rank

Headquarters

HQ city

Limoges

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Heating Appliance Sales: Retail sale of stoves, fireplaces, cookstoves, and heating systems including wood, pellet, gas, and bioethanol variants. Products sourced from Seguin, JC BORDELET, and Piazzetta brands.
2. Installation Services: Professional installation of heating products with trained technicians. The company provides full service from purchase to installation to maintenance.
3. After-Sales Service and Maintenance: Technical support, regular maintenance, repairs, and parts replacement for installed heating appliances to ensure longevity and optimal performance.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

À Poêle by Seguin is a Limoges-based retailer and installer of residential heating appliances, selling wood-burning stoves, pellet stoves, gas fireplaces and inserts, bioethanol stoves, wood and mixed-fuel cookers, and pellet boilers, alongside JC BORDELET design fireplaces and an outdoor convertible brazier/plancha range. Each product is sold together with professional installation and ongoing after-sales maintenance performed by the firm's own RGE Qualibois and Flamme Verte certified technicians, with the company acting as the local authorised dealer for the Seguin Group.

Product overview

À Poêle by Seguin is a heating solutions retailer and installer based in Limoges, France, operating exclusively with the Seguin Group portfolio. The company offers a comprehensive range of heating products including wood stoves, pellet stoves, gas fireplaces, bioethanol stoves, cookers, and pellet boilers. They also distribute JC BORDELET design fireplaces and stoves, along with an outdoor living range featuring convertible brazier/plancha tables. Recent expansions include photovoltaic panel and reversible air conditioning installation services. All products are sold alongside professional installation and maintenance services, with the company holding Qualibois RGE and Flamme Verte certifications.

Differentiator

Problem solved

Functional benefit

Products and services

• Poêles à Bois (Wood Stoves) Wood-burning stoves sold and installed for primary or secondary residential heating, featuring Seguin double combustion technology to reduce greenhouse gas emissions and available in contemporary/design and authentic/traditional styles.
• Poêles à Granulés (Pellet Stoves) Automated pellet-burning stoves sourced from Piazzetta with up to 94% efficiency, including hydro models that transfer heat to home heating and plumbing circuits, plus mixed pellet/wood models (Infinity Plus Line) sold and installed by the firm.
• Uni(k)4 Bioethanol Stove High-end bioethanol stove requiring no chimney or heavy installation, with realistic wood-flame simulation, 180-degree flame visibility and optional finishes (grey brick, beige brick, cast iron), sold and installed by the firm.
• Cheminées et Foyers Gaz (Gas Fireplaces and Inserts) Gas-powered fireplaces and inserts sold and installed by the firm, with instant flame activation via remote control or the Myfire smartphone app, available in 1, 2, 3 or 4-sided configurations and thermostat-controlled temperature regulation.
• JC BORDELET Fireplaces and Stoves High-end design gas or wood fireplaces and stoves, made in France by JC BORDELET (40+ years of craftsmanship), with customisable configurations (central, wall, corner or pivoting), colours and firebox openings, sold and installed by the firm.
• Gamme Outdoor by JC BORDELET (VULX and ONCE) Outdoor convertible table combining brazier, garden table and plancha cooking surface, with the VULX and ONCE models designed for outdoor entertaining, sold by the firm.
• Cuisinières (Cookers / Stoves) Wood or mixed-fuel cookers sold and installed by the firm, including Lohberger models in modern, classic, elegant or traditional designs; central-heating cookers can power water circuits and mixed-fuel models are programmable via a mobile app.
• Chaudières à Granulés (Pellet Boilers) Pellet boilers sold and installed by the firm as an economical and ecological replacement for old oil, gas or coal boilers, with remote control via a mobile application and automatic combustion monitoring and regulation.
• Panneaux Photovoltaïques (Photovoltaic Panels) Solar panel installation services delivered through SEGUIN EnR, including a personalised study, remote-controllable installation via an intuitive app, and optimisation advice for self-consumption, sold and installed by the firm.
• CLIM (Reversible Air Conditioning) Reversible air-conditioning installation for year-round comfort (cooling in summer, supplemental heating in winter), a discreet, efficient and connected solution installed by the firm's trained technicians.
• Professional Installation Services Professional installation of heating products (stoves, fireplaces, cookers, boilers, photovoltaic panels, reversible air conditioning) carried out by the firm's own RGE Qualibois trained technicians.
• After-Sales Service and Maintenance Technical support, regular maintenance, repairs and parts replacement for installed heating appliances, including technical inspection, professional cleaning, repair and parts replacement, and performance optimisation, provided by qualified technicians.

Quantifiable outcome

• Pellet stoves achieving up to 94% efficiency
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Seguin GroupcoreTechnology or IntegrationExclusive partnership with Seguin Group (more than 45 years of expertise) for wood stoves and pellet stoves. Seguin is synonymous with excellence and innovation in heating stoves, providing noble materials, irreproachable quality, and elegant contemporary design. À Poêle Limoges serves as a local authorized dealer and installer.
• JC BORDELETcoreTechnology or IntegrationPartnership for high-end design fireplaces and stoves. JC BORDELET creates exceptional products with bold colors and pure lines for over 40 years, offering central, wall, corner, or pivoting fireplaces made in France, customizable by color and firebox opening.
• PiazzettacoreStrategic or Co-development PartnerCo-development partner for 20+ years. Co-developed the Uni(k)4 bioethanol stove with Piazzetta. Piazzetta provides pellet stove technology achieving up to 94% efficiency. Products feature rounded or cubic designs with optimal flame vision.
• AtlanticTechnology or IntegrationPartnership for reversible air conditioning systems. Atlantic provides residential climate control solutions that complement the heating product portfolio.
• Coste AgencyminorImplementation/ SI/ Consulting PartnerWebsite development and design partner. Coste Agency designed and maintains the company's website (www.apoele-limoges.fr) and holds shared intellectual property rights over the site content.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Brisach: Brisach is a French fireplace, wood stove, and insert manufacturer with a national dealer network. It is a DIRECT_PEER because it competes in the same product categories and customer segment (French residential heating), typically through independent retailers structurally similar to À Poêle.
• JC Bordelet: JC Bordelet is a French design fireplace and stove manufacturer whose products À Poêle retails and installs. It is a DIRECT_PEER because its other authorized dealers (Toulemonde Brustier, etc.) compete in the same high-end design fireplace niche that À Poêle addresses in the Limoges market.
• Invicta Group: Invicta is a major French wood and pellet stove manufacturer with its own national dealer network. It is a DIRECT_PEER because Invicta's authorized retailers sell and install the same product categories (wood stoves, pellet stoves, inserts) as À Poêle and compete head-to-head for the same French residential heating customer.
• Supra (Fontaine-Les-Dijon): Supra is a French heating manufacturer specializing in wood and pellet stoves and fireplaces. It is a DIRECT_PEER because its product range and authorized-dealer distribution model directly mirror À Poêle's Seguin-based retail and installation business.
• Godin SA: Godin is a historic French manufacturer of wood stoves, cookers, and heating appliances with a multi-channel dealer network. It is a DIRECT_PEER because its products (wood stoves, cookers, boilers) directly overlap À Poêle's Seguin and Lohberger offerings, targeting the same residential heating buyer in France.

Broad incumbents

• Seguin Duteriez: Seguin Duteriez is the manufacturer/brand owner whose heating stoves À Poêle sells and installs exclusively. It is a BROAD_INCUMBENT peer because it operates the upstream product portfolio and wider dealer network across France, while À Poêle is the local retail/installation channel for the same product family.
• Atlantic (Groupe Atlantic): Atlantic is a major French HVAC and water-heating manufacturer that supplies the reversible air conditioning line À Poêle now sells. It is a BROAD_INCUMBENT peer because, while it overlaps in residential climate control, its portfolio is much broader and it competes primarily through large national installer networks rather than small local showrooms.
• Leroy Merlin: Leroy Merlin is France's leading DIY and home-improvement retailer, stocking wood stoves, pellet stoves, and fireplace inserts alongside broad home-renovation categories. It is a BROAD_INCUMBENT peer because it competes for the same residential heating-buyer wallet through national-scale retail and installed services rather than a specialized local premium-services niche.

Others

• Poujoulat: Poujoulat is the leading French manufacturer of chimney flues and exhaust systems used in wood and pellet stove installations. It is an OTHERS peer because it is an adjacent enabler/supplier in the same heating-installation value chain rather than a direct competitor for stove sales.

Emerging players

• Piazzetta: Piazzetta is an Italian pellet and wood stove manufacturer with which À Poêle co-developed the Uni(k)4 bioethanol product. It is an EMERGING_PLAYER peer because, while it overlaps in product category (premium pellet stoves), its European distribution is more limited and its brand recognition in France is still building compared to French incumbents like Invicta or Godin.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/19yBtR1X7Z
• Instagraminstagram.com/apoelebyseguin
• LinkedInlinkedin.com/company/%C3%A0-po%C3%AAle-by-seguin

Compliance2 records

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 À Poêle by Seguin