What ELEMENTI (Ocean Rock EU) does

ELEMENTI (operating entity Ocean Rock EU GmbH) is a Germany-based direct-to-consumer e-commerce retailer specializing in premium outdoor living products for the European market. Founded in 2021 and headquartered in Neuss, the company sells gas fireplaces, ethanol table fireplaces, eco fireplaces, fire tables, and concrete outdoor furniture (coffee tables, side tables, dining tables) under the Elementi brand. The brand originated in Los Angeles and was extended into Europe through this GmbH, owned and managed by Jiebin Lan (Geschäftsführer). Operations are lean at 8 employees, with a single central EU warehouse fulfilling orders to customers in Germany, the Netherlands, Spain, France, and Italy via localized websites in six languages.

The product line is built around a proprietary GFRC (Glass Fiber Reinforced Concrete / GF-Beton) construction that delivers a lighter weight than solid concrete while retaining high weather resistance for outdoor use. All fireplaces carry CE certification, and the company offers lifetime spare-parts support with parts stocked in the EU warehouse and a 2-year warranty on furniture and accessories. The portfolio is organized into four sub-brands — Elementi FIRE (gas fireplaces, fire tables, fire bowls), Elementi HOME (concrete furniture), Elementi WATER (fountains, introduced in 2025), and Elementi ECO FIRE (sustainable fireplaces, launched in 2026) — with premium price points ranging from approximately €70 for entry-level table fireplaces to over €3,000 for premium gas fireplaces and bar tables.

The business model is predominantly D2C hardware sales through elementishop.com, supplemented by a B2B dealer/reseller program for trade buyers and an explicit secondary focus on the hospitality and commercial-property segment (hotels, restaurants, resorts). Revenue is generated one-time at unit-level pricing, with payment optionality spanning Klarna BNPL, PayPal, Stripe, Mollie/iDEAL, Apple Pay, Google Pay, and Ratepay. Marketing is multi-channel: SEO-optimized localized storefronts, Instagram, Pinterest, YouTube, a region-specific TikTok, plus email and SMS automation backed by Meta Pixel retargeting. No external funding, M&A activity, or revenue figures have been disclosed.

Name

ELEMENTI (Ocean Rock EU)

Legal name

Ocean Rock EU GmbH

Website

https://elementieu.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

ELEMENTI (Ocean Rock EU GmbH) is a Germany-based D2C retailer selling premium GFRC outdoor gas fireplaces, ethanol fireplaces, and concrete furniture under the Elementi brand to consumers and dealers across five European countries, fulfilled from a central Neuss warehouse.

Ownership category

akta.pro rank

Product category

Outdoor Fireplaces and Concrete Garden Furniture

NAICS

Home Furnishings Retailers (44912)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)

Keywords

• Outdoor fireplaces
• Concrete garden furniture
• Gas fire pits
• Ethanol table fireplaces
• GFRC outdoor products

Headquarters

HQ city

Neuss

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: One-time hardware sales of gas fireplaces, ethanol fireplaces, and concrete furniture through e-commerce platform. Products sold at various price points from entry-level to premium. Ships from EU warehouse directly to customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

ELEMENTI (operated by Ocean Rock EU GmbH) designs and sells premium outdoor gas fireplaces, eco/ethanol fireplaces, fire tables, and GFRC concrete garden furniture (coffee tables, side tables, dining tables, and fountains) directly to European consumers through its elementishop.com e-commerce storefront, shipping from a central EU warehouse in Neuss, Germany. The portfolio is organized into three collections—FIRE, HOME, and WATER—built around proprietary GF-Beton (Glass Fiber Reinforced Concrete) material technology and CE-certified safety standards, with lifetime spare parts support.

Product overview

ELEMENTI is a brand of Ocean Rock EU GmbH specializing in outdoor living products, primarily gas fireplaces and garden concrete furniture. The product portfolio consists of three main collections: FIRE (gas and eco-fireplaces, fire tables, fire bowls), HOME (concrete furniture including coffee tables, side tables, dining tables), and WATER (fountains and water features). The company manufactures products using GF-Beton (GFRC - Glass Fiber Reinforced Concrete) technology, which offers lighter weight than solid concrete while maintaining high durability for outdoor use. Products are available in multiple surface finishes including concrete-look, sandstone-look, travertine-look, and wood-look patterns. All fireplaces are CE-certified and products ship immediately from EU warehouse. The company provides lifetime support with replacement parts kept in stock, backed by a 2-year warranty on furniture and accessories.

Differentiator

Problem solved

Functional benefit

Brands

• Elementi FIRE: Gas fire pit and fireplace collection featuring smoke-free, safe, and immediately ready-to-use outdoor heating solutions.
• Elementi HOME
• Elementi WATER
• Elementi ECO FIRE

Products and services

• MANHATTAN Gas Fireplace Gas fireplace made of concrete-look GFRC material, dimensions 91 x 91 x 41 cm, available in multiple color variants; priced EUR 1,426.81–1,974.21. CE-certified and shipped from EU warehouse.
• LAFITE Barrel Bar Table with Fire Barrel-style bar table with integrated fire feature in concrete wood-look finish, dimensions 122 x 122 x 110 cm; priced EUR 2,259.81–2,497.81.
• YORK Garden Fire Bowl Gas fire bowl made of concrete, dimensions 68 x 100 x 36 cm, designed for outdoor garden use; priced EUR 653.31–760.41.
• CHRONOS Concrete Coffee Table (Medium) GFRC concrete coffee table in medium size (87 x 87 x 35 cm), available in multiple finishes including cement look; priced at EUR 641.41.
• HAWAII Stone-Shape Concrete Coffee Table Stone-shaped medium GFRC coffee table with natural stone appearance, dimensions 99 x 71 x 32 cm; priced at EUR 629.51.
• COLORADO Sandstone-Look Concrete Side Table Sandstone-look concrete side table series available in multiple sizes and forms (square, rectangular, round, cylindrical) with various surface finishes.
• KYLIX Concrete Side Table Concrete side table collection available in large (50 x 50 x 50 cm) and small round versions (35 x 35 x 46 cm); prices discounted 13%–37%.
• ROME Round Hourglass Concrete Side Table Hourglass-shaped round side table in concrete look (35 x 35 x 50 cm), also available as large coffee table (86 x 86 x 41 cm) and large living room table (101 x 101 x 36 cm); priced EUR 678.30–891.31.
• METROPOLIS Gas Fire Coffee Table Gas fire table in cement finish, dimensions 142 x 81 x 35 cm, with integrated gas fire element; priced EUR 1,843.31–2,951.19.
• HAMPTON Lounge Coffee Table with Fireplace Lounge coffee table with fireplace in concrete style, dimensions 142 x 92 x 35 cm; priced EUR 1,843.31–2,831.01.
• IKARIA Pebble-Stone Concrete Coffee Table Pebble-stone GFRC coffee table with natural pebble appearance, dimensions 107 x 100 x 41 cm.
• KIRA Ethanol Table Fireplace (Stainless Steel) Ethanol table fireplace with stainless steel finish, dimensions 35 x 18 cm, providing smoke-free flame for indoor spaces; priced EUR 94.01–129.71.
• VORNADO Ethanol Table Fireplace (Stainless Steel) Minimalist ethanol table fireplace made of stainless steel, dimensions 20 x 20 x 50 cm, clean odorless flame; weight 2.94 kg; priced at EUR 79.00 (was EUR 99.00, -20%).
• BOULDER Natural Stone Fire Table Natural stone-look fire table, dimensions 110 x 90 x 41 cm, available in multiple color variants.
• NANTUCKET Gas Fire Bowl Gas fire bowl in concrete look, dimensions 67 x 100 x 35 cm.
• LUNAR BOWL Round Gas Fire Table Round GFRC gas fire table, dimensions 107 x 81 x 40 cm.
• PAFFU Ethanol Decorative Fireplace Compact concrete-look ethanol decorative fireplace, dimensions 16.7 x 16.7 cm, for indoor decoration; priced EUR 70.21 (was EUR 94.01).
• MANCHESTER Coffee Table with Integrated Fireplace GFRC coffee table with integrated gas fireplace, dimensions 106 x 92 x 43 cm.
• ENTTA Bioethanol Table Fireplace Bioethanol table fireplace in cement look with stainless steel construction, dimensions 16 x 16 cm.
• CORDOBA Large Round Concrete Dining Table Large round GFRC dining table, dimensions 92 x 92 x 75 cm, designed for outdoor dining.
• Gas Cylinder Cover (ONB406-DG) Decorative gas cylinder cover compatible with Elementi models OFG413, OFG415, OFG416; priced at EUR 299.00.
• Elementi Accessories & Replacement Parts Replacement parts and accessories for Elementi fireplaces and furniture, all kept in stock for lifetime support under a 2-year warranty.

Quantifiable outcome

• All products CE-certified for safety compliance
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor.

• DPD DeutschlandminorOthersShipping and logistics partner for delivery of Elementi products within Germany and Europe.
• DHL (including DHL Express, DHL Freight)minorOthersShipping partner providing package delivery and freight services across European markets.
• Hermes Logistik GruppeminorOthersLogistics partner for parcel delivery services in Germany.
• GLS GermanyminorOthersGeneral Logistics Systems Germany for parcel shipping services.
• FedEx Express GermanyminorOthersExpress shipping partner for time-sensitive deliveries.
• UPSminorOthersGlobal shipping partner for international deliveries.
• Meta Platforms (Facebook/Instagram)minorGTM or Marketing PartnerSocial media platforms used for advertising and retargeting campaigns via Meta Pixel.

Scale indicators2 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Home24: Home24 is a major European online furniture and home accessories retailer operating across multiple EU countries — a broader incumbent that competes for the same online premium home/outdoor furnishings wallet as Elementi.
• Westwing: Westwing is a large European online home and living retailer selling furniture and decor across DE/IT/ES/FR/PL — adjacent competitor that captures premium outdoor and home furnishings demand via its own marketplace, competing with Elementi's online channel for the same shopper.
• vidaXL: vidaXL is a large European online retailer of home, garden, and outdoor products (including patio furniture and fireplaces) — a broader incumbent with overlapping outdoor living and fireplace assortments at more accessible price points than Elementi.

Direct peers

• EcoSmart Fire: EcoSmart Fire is a global premium bioethanol and gas fireplace brand distributed across Europe and Australia — directly competing with Elementi's table fireplaces, gas fireplaces, and ethanol indoor decorative fires in the same design-conscious buyer segment.
• Solpuri: Solpuri is a German premium outdoor furniture manufacturer with strong design credentials and European dealer distribution — comparable to Elementi's high-end outdoor tables and lounging furniture targeted at residential and hospitality projects.
• Planika Fires: Planika is a Polish/European premium bioethanol and gas fireplace brand targeting residential and hospitality buyers with designer fireplaces — directly comparable to Elementi's FIRE and ECO FIRE collections in product category, certification regime, and premium positioning.
• Gloster Furniture: Gloster is a premium outdoor furniture maker (teak, metal, woven) with strong European dealer presence and high-end residential/hospitality positioning — a comparable premium outdoor living competitor to Elementi's concrete GFRC furniture line.
• Barlow Tyrie: Barlow Tyrie is a UK/EU premium outdoor furniture manufacturer with deep dealer networks and a residential/hospitality focus — directly comparable to Elementi's premium concrete outdoor tables and dealer-led go-to-market in Western Europe.
• Kettler: Kettler is a long-established German premium outdoor/garden furniture brand selling patio sets, tables, and outdoor living products through European retail and dealer channels — directly comparable to Elementi's premium concrete outdoor furniture assortment and dealer-led distribution.
• Stern Outdoor Living: Stern is a German manufacturer of premium outdoor furniture (dining, lounge, sun loungers) sold across European garden centers and dealers — competing head-to-head with Elementi for the same premium residential and hospitality outdoor furniture buyer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCfS6nYgGKEK48J8PewFrWNQ
• Instagraminstagram.com/elementi.eu
• TikToktiktok.com/@elementi_spain
• Pinterestde.pinterest.com/elementieurope/_saved
• LinkedInlinkedin.com/company/elementi-eu

Compliance1 record

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 ELEMENTI (Ocean Rock EU)