Stoke Fireplace Studio

What Stoke Fireplace Studio does

Stoke Fireplace Studio is a privately held specialty retailer and installer of premium fireplaces, headquartered in Dunedin, New Zealand. The company operates seven gallery-style showrooms across New Zealand (Auckland, Christchurch, Queenstown, Wellington) and Australia (Adelaide, Melbourne, Sydney), with each location led by an independent director-owner team. It curates a portfolio of premium and world-class fireplace brands, including New Zealand-manufactured Escea (gas, wood, and electric models featuring Direct Vent, Flexible Flue, Zero Clearance, and the Flame-Map holographic system), MODE luxury gas fireplaces with unconventional corner and peninsula configurations, German-engineered Spartherm wood fireplaces, Ambe electric and infrared outdoor heaters, and Maxen ULEB-compliant wood fireplaces.

The business model is sales-led and experiential: customers visit showrooms for consultation, fireplace selection, and design support, with no e-commerce channel. Revenue is generated through one-time product sales supplemented by professional services including site visits, technical design support, project management, and full installation coordination with carpenters, gas fitters, electricians, and stone workers. The company targets three primary customer segments: residential homeowners undertaking new builds or renovations, architects and interior designers specifying fireplaces for projects, and a smaller commercial segment.

Stoke differentiates via exclusive access to premium technologies (Escea's Direct Vent, Flexible Flue, Zero Clearance, and Flame-Map systems; MODE's corner/peninsula formats), repeat media exposure through The Block Australia, and long-term relationships within the architectural and design community. Operations remain family-owned in structure, with showroom-level autonomy and no public financial disclosure.

Name

Stoke Fireplace Studio

Legal name

Stoke Fireplace Studio

Website

https://stokefires.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Stoke Fireplace Studio is a privately held specialty retailer and installer of premium fireplaces operating seven gallery showrooms across New Zealand and Australia, serving homeowners, architects, and interior designers with curated brands including Escea, MODE, Spartherm, Ambe, and Maxen.

Ownership category

akta.pro rank

Product category

Fireplace Retail and Installation Services

NAICS

Plumbing, Heating, and Air-Conditioning Contractors (238220), Interior Design Services (54141)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)

akta.pro secondary industry

Fireplace Cleaning & Maintenance (Wood/Gas) (HSAEANAE)

Keywords

• Premium fireplace retail
• Fireplace installation services
• Gas and wood fireplaces
• Architectural heating solutions
• Showroom design consultation

Headquarters

HQ city

Dunedin

HQ country

New Zealand

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fireplace Product Sales: One-time sale of fireplaces (gas, wood, electric) and accessories through gallery-style showrooms. Products range from entry-level to luxury price points across multiple brands.
2. Installation Services: End-to-end installation services including site visits, project management, and coordination of tradespeople (carpenters, tilers, joiners, stone workers, gas fitters, electricians). Services include full commissioning of the fireplace.
3. Design Consultation and Technical Support: Functional design support in early project stages, consultation on architectural plans, and ongoing technical support and servicing post-installation.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Stoke Fireplace Studio retails a curated portfolio of premium indoor and outdoor fireplaces (gas, wood, electric) sourced from five partner brands — Escea, MODE, Spartherm, Ambe, and Maxen — through seven gallery-style showrooms across Australia and New Zealand. The company sells the fireplace units along with complementary accessories (niches, hearths, mantels, plinths) and provides concept-to-completion services including design consultation, technical support, project management, and full installation coordinated with tradespeople.

Product overview

Stoke Fireplace Studio offers a curated portfolio of premium fireplaces across gas, wood, and electric fuel types, organized as a platform of world-class brands with installation services. The portfolio centers on Escea (NZ-made gas, wood, and electric fireplaces including the DF/DS/DN/DFS Series gas fireplaces, TFS/TC Series wood fireplaces, LE Series holographic electric fireplaces, and outdoor EK/EF/EP Series fireplaces), MODE luxury gas fireplaces (KS and KB Series in various configurations), Spartherm German wood fireplaces, Ambe electric fireplaces and infrared outdoor heaters, and Maxen ULEB-compliant wood fireplaces. The company also offers an accessories collection (niches, hearths, mantels, plinths) and provides full concept-to-completion installation services.

Differentiator

Problem solved

Functional benefit

Products and services

• Escea DF Series Gas Fireplaces Linear gas fireplaces designed for retrofit installations, featuring Escea's Flexible Flue technology and Zero Clearance technology that allows TV placement above the fireplace. Targeted at residential homeowners and renovation projects.
• Escea DS Series Gas Fireplaces Modern linear gas fireplaces available in single and double-sided configurations, featuring Flexible Flue technology for versatile placement. For residential new builds and renovations.
• Escea DN Series Gas Fireplaces Contemporary multi-sided gas fireplaces available in corner and peninsula configurations for unconventional fireplace designs. For residential design projects requiring unique configurations.
• Escea DFS Series Freestanding Gas Fireplaces Minimalist freestanding gas fireplaces with large viewing windows, suitable as standalone features or for smaller residential spaces.
• Escea TFS Series Freestanding Wood Fireplaces Freestanding indoor wood fireplaces using Escea's Direct Vent Flue Technology for better overall home performance, with Clean Air and ULEB compliant options available.
• Escea TC Series Inbuilt Wood Fireplaces Inbuilt wood fireplaces designed for new builds, featuring Escea's Direct Vent Technology for efficient heating without compromising room air quality.
• Escea LE Series Holographic Electric Fireplaces Holographic electric fireplaces featuring Escea's Flame-Map technology for realistic flame display. Marketed as the first holographic electric fireplaces designed and crafted in Australasia.
• Escea LEFS800 Freestanding Electric Fireplace Freestanding holographic electric fireplace offering realistic flame display without the mess or maintenance of traditional fireplaces.
• Escea Outdoor Wood Fireplaces Outdoor wood burning fireplaces including the EK Series and EW5000, made in New Zealand for alfresco entertaining.
• Escea EF Series Outdoor Gas Fireplaces Outdoor gas fireplaces offering low maintenance heating at the touch of a button with no need for flue or wood stacking.
• MODE KS Series Gas Fireplaces Luxury gas fireplaces featuring crystal clear glass and unconventional designs including corner, peninsula, and tall configurations. Includes flexible flues and frameless installation. KS1460 corner and peninsula variants launched in 2024.
• MODE KB Series Gas Fireplaces Luxury gas fireplaces available in multiple sizes (1150, 1400, 1650, 1900) and configurations including single and double-sided options.
• Spartherm Wood Fireplaces German-engineered wood fireplaces available in single, double-sided, corner, and freestanding configurations. Clean Air and ULEB approved options available.
• Ambe Electric Fireplaces Electric fireplaces available in single, corner, and bay models for indoor installation without the mess or maintenance of traditional fireplaces.
• Ambe Infrared Outdoor Heaters Outdoor infrared heaters including Midnight Series (ceramic) and Sunset Series for extending outdoor entertaining seasons.
• Maxen ULEB Wood Fireplaces Ultra Low Emission Burner (ULEB) wood fireplaces including St Clair 350 and Cargill 350 models for compliant heating in New Zealand.
• Fireplace Installation Services End-to-end installation services including site visits, project management, and coordination of tradespeople (carpenters, tilers, joiners, stone workers, gas fitters, electricians). Services include full commissioning of the fireplace.
• Design Consultation and Technical Support Functional design support in early project stages, consultation on architectural plans, and ongoing technical support and servicing post-installation.

Quantifiable outcome

• Enables fireplace placement virtually anywhere with Flexible Flue technology
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered primary, core and flagship.

• EsceaprimaryChannel Partner/ Reseller/ DistributorEscea is a New Zealand manufacturer whose gas, wood, and electric fireplaces form a core part of Stoke's product portfolio. Escea fireplaces feature innovative technologies including Flexible Flue, Zero Clearance, and Direct Vent systems. Stoke carries the full Escea range including DF Series, DS Series, DN Series, DFS Series, TFS Series, TC Series, LE Series, EK Series, EF Series, and EP Series.
• MODEprimaryChannel Partner/ Reseller/ DistributorMODE is an exclusive luxury gas fireplace brand featuring unconventional designs including corner, peninsula, and tall configurations. MODE fireplaces offer flexible flues and crystal-clear glass with seamless detailing. Stoke is a primary retailer for MODE products.
• SparthermcoreChannel Partner/ Reseller/ DistributorSpartherm is a German manufacturer of premium wood fireplaces. Stoke offers Spartherm's range of Clean Air and ULEB-approved fireplaces including single-sided, double-sided, corner, and freestanding models.
• AmbecoreChannel Partner/ Reseller/ DistributorAmbe provides electric fireplaces including single, corner, and bay models, as well as outdoor infrared heaters (Midnight Series and Sunset Series). Ambe products complement the gas and wood fireplace offerings.
• Maxen FireplacescoreChannel Partner/ Reseller/ DistributorMaxen offers ULEB (Ultra Low Emission Burner) wood fireplaces including the St Clair 350 and Cargill 350 models, which meet strict New Zealand emissions standards for clean air compliance.
• The Block AustraliaflagshipGTM or Marketing PartnerStoke has featured on The Block Australia television renovation show in multiple years (2020, 2024), installing fireplaces in contestant homes. This provides significant brand exposure and credibility with homeowners and design professionals.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• European Home: Specialty fireplace retailer with showroom-style galleries across North America offering a curated portfolio of premium European fireplace brands and design-led consultation. Closely comparable to Stoke's curated gallery concept, designer/specifier focus, and premium positioning.
• Real Flame: Specialty retailer-style brand of premium electric fireplaces and fireboxes sold through dealer and online channels. Comparable to Stoke's electric fireplace offering and premium positioning.
• Jetmaster: Established Australian and global fireplace brand and retailer with showrooms in Australia, New Zealand, and other markets. Directly overlaps with Stoke's product categories (gas, wood, electric) and geographic footprint in AU/NZ.

Regional players

• Designer Fireplaces (UK): UK-based premium fireplace retailer with showroom experience offering curated global brands and design consultation. Conceptually comparable to Stoke's gallery-style showroom model, but operating in the UK rather than ANZ.

Broad incumbents

• Kalfire: Dutch premium gas fireplace manufacturer known for high-end designer fireplaces with realistic flame technology. Comparable to MODE within Stoke's portfolio in terms of design-led, luxury positioning.
• Travis Industries: U.S. manufacturer of premium wood, gas, and pellet fireplaces and stoves (Lopi, Fireplace Xtrordinair, DaVinci Custom Fires). Comparable premium positioning and multi-fuel offering to Stoke's curated portfolio.
• Heat & Glo: Leading U.S. premium fireplace brand (part of Hearth & Home Technologies) offering gas, wood, and electric fireplaces via dealer showrooms. Competes in the same premium category as the brands Stoke retails, with overlapping technology emphasis (direct vent, linear designs).
• Regency Fireplace Products: Major North American fireplace manufacturer offering gas, wood, and electric units sold through dealer networks. Comparable to Stoke as a brand in the premium fireplace space with overlapping product categories, though operates through independent dealers rather than company-owned showrooms.
• Napoleon (Wolf Steel): Large North American manufacturer of fireplaces, stoves, and heating products sold through dealer networks. Comparable to Stoke's portfolio in gas, wood, and electric categories and premium positioning, with broader HVAC exposure.
• Dimplex: Global electric heating and fireplace manufacturer with broad product range including electric fireplaces and outdoor heaters. Comparable to the Ambe and Escea LE lines within Stoke's portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/stokefireplacestudio
• Instagraminstagram.com/stokefireplacestudio
• Pinterestpinterest.nz/stokefireplacestudio
• LinkedInlinkedin.com/company/stoke-fireplace-studio

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

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 Stoke Fireplace Studio