The Fireplace Ltd
The Fireplace Ltd is a New Zealand specialty retailer and exclusive distributor operating the country's largest fireplace showroom in Auckland, distributing 18+ premium international fireplace brands to residential homeowners, architects, and builders via a flagship store and 20+ authorized dealer showrooms nationwide.
- Company typePrivate
- Founded1995
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Fireplace Ltd does
The Fireplace Ltd is a New Zealand-based specialty retailer and exclusive distributor of fireplaces and heating solutions, headquartered at 12 Tawari St, Mt Eden, Auckland. Operating under the DBA "The Fireplace," the company has run New Zealand's largest fireplace showroom for over 30 years, featuring more than 40 working fires on display. It distributes 18+ international brands including Decoflame, Visionline, Stovax, Gazco, Jetmaster, Kalfire, Rinnai, Stûv, Solo Stove, Morsø, Onyx, Focus, Rais, and others, holding exclusive import rights for several premium brands such as Decoflame (Denmark) and Visionline. The product portfolio spans indoor wood, gas, electric, pellet, and bioethanol fires, outdoor fire pits, BBQs and pizza ovens, insulated flue systems, infrared space heaters, and accessories.
The company's business model combines direct retail through its flagship Auckland showroom, a nationwide authorized dealer network of 20+ heating specialists across every major NZ region (Northland to Otago), an e-commerce platform for accessories and smaller items, and a direct architectural specification channel serving architects, designers, and builders. Pricing ranges from approximately NZ$2,795 for entry-level bioethanol burners to NZ$29,995 for premium Decoflame and Visionline units, with professional installation services provided through certified gas fitters and solid-fuel technicians. The Fireplace also partners with the NZ Home Heating Association (NZHHA) and Master Plumbers/Gasfitters for installer certification and training, reinforcing compliance under NZ's National Environmental Standards for Air Quality.
The customer base is concentrated in residential homeowners undertaking new builds, renovations, or replacement heating installations, with a parallel B2B segment of architects, designers, and builders specifying products for projects. Marketing is driven by showroom experience, content marketing (projects blog, news articles), organic social media (Facebook, Pinterest, Instagram), and technical resource libraries (CAD drawings, installation manuals, compliance documentation) hosted on platforms including Masterspec and Archipro. The company is privately held with 24 employees and no disclosed external investors.
The Fireplace Ltd firmographics
Firmographics- Name
- The Fireplace Ltd
- Legal name
- The Fireplace Ltd
- Website
- https://thefireplace.co.nz
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Fireplace Ltd is a New Zealand specialty retailer and exclusive distributor operating the country's largest fireplace showroom in Auckland, distributing 18+ premium international fireplace brands to residential homeowners, architects, and builders via a flagship store and 20+ authorized dealer showrooms nationwide.
- Ownership category
- akta.pro rank
The Fireplace Ltd industry classification
Industry- Product category
- Fireplace & Heating Retail
- NAICS
- Furniture and Home Furnishings Retailers (4491)
- SIC
- Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)
Keywords
Where The Fireplace Ltd is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices5 records
Markets served
The Fireplace Ltd business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Fireplace Product Sales: Retail sales of fireplaces including wood, gas, electric, pellet, and bioethanol fires along with accessories and flue systems through showrooms and dealer network.
- Online Product Sales: E-commerce sales of smaller fireplace accessories, fire pits, pizza ovens, wood pellets, and heating accessories through the company's online shop.
- Installation Services: Professional fireplace installation services coordinating with certified gas fitters, solid fuel appliance installation technicians, and other trades for complete fireplace installations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bioethanol Fires - Entry to Premium Range |
| Unit Pricing | Pay-as-you-go | Wood Fires - Clean Air Approved |
| Unit Pricing | Pay-as-you-go | Wood Pellets - Online Purchase |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
The Fireplace Ltd product offering
Product offeringCore offering
The Fireplace Ltd retails and exclusively distributes fireplaces and heating solutions across New Zealand through its flagship Auckland showroom, a nationwide authorized dealer network of 20+ showrooms, an e-commerce shop, and direct architectural specification services. The portfolio covers indoor fireplaces (wood, gas, electric, bioethanol, pellet), outdoor fires/BBQs/pizza ovens, insulated flue systems, and infrared space heaters from 18+ premium international brands. Professional fireplace installation services and architectural/builder specification support complement the product portfolio.
Product overview
The Fireplace Ltd operates as a specialty retailer and distributor of luxury fireplaces and heating solutions in New Zealand. The product portfolio consists of two core categories: Indoor Fires & Accessories (wood fires, gas fires, electric fires, bioethanol fires, pellet fires) and Outdoor Fires, BBQs & Pizza Ovens. The company distributes over 20 internationally-sourced brands including Visionline, Stovax, Stûv, Gazco, Rinnai, Decoflame, Kalfire, Herschel, Jetmaster, Solo Stove, Morsø, Onyx, Rais, Ravelli, Focus, Vermont Castings, Warmington, Woodpro, and Firenzo. The portfolio also includes proprietary insulated flue systems (Visionline IFS and AFS+), infrared space heaters, and fireplace accessories. The company operates primarily as a distributor/retailer, importing and selling products through showrooms and a dealer network throughout New Zealand, with its main showroom in Auckland's Mount Eden featuring over 40 working fire displays.
Differentiator
Problem solved
Functional benefit
Products and services
- Indoor Fireplaces Complete range of indoor fireplace products including wood fires, clean-air wood fires, bioethanol fires (Decoflame BEV), gas fires (Gazco, Rinnai), electric fires (Gazco eReflex, Kalfire E-ONE, Onyx Avanti), and pellet fires (Stûv P10, Ravelli), distributed across New Zealand. For residential homeowners, architects, and builders.
- Outdoor Fires, BBQs & Pizza Ovens Outdoor heating and cooking solutions including outdoor wood fires, gas fires, fire pits (Solo Stove), pizza ovens (Solo Stove Pi, Morsø Forno), and BBQ accessories from brands such as Jetmaster, Focus, and Morsø, designed for New Zealand outdoor living and entertainment areas.
- VisionLINE Insulated Flue Systems (IFS and AFS+) Premium insulated flue systems (Insulated Flue System and Advanced Flue System+) for wood burners, designed for the New Zealand market with compliance to local standards. These flue systems enhance fireplace performance by maintaining heat rather than losing it through the flue, improving efficiency compared to standard air-cooled flues.
- Space Heating Solutions (Herschel Infrared Heaters) Indoor and outdoor infrared heaters using advanced infrared radiation technology to directly heat objects rather than surrounding air. Includes Herschel Summit, California, Hawaii, and Malibu models, plus panel heaters for various residential and commercial spaces.
- Fireplace Installation Services
Quantifiable outcome
- Products approved under National Environmental Standards for Air Quality (NES)
- +2 more outcomes
Companies that use The Fireplace Ltd
Customer profileSegments4 records
Ideal customer profiles3 records
The Fireplace Ltd technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
The Fireplace Ltd partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, major and minor.
- DecoflamecoreExclusive distributor of Decoflame bioethanol fireplaces from Denmark. Decoflame has been designing and developing bioethanol fireplaces since 2008, offering luxury BEV (Burning Ethanol Vapour) technology fireplaces.
- VisionlinecoreExclusive distributor of VisionLINE insulated flue systems (IFS and AFS+) and Taurus wood fire range. VisionLINE products are designed for the New Zealand market with compliance to local standards.
- StovaxcoreAuthorized distributor of Stovax Studio wood fireplaces including Clean Air approved models. Stovax is a UK-based manufacturer known for quality heating appliances.
- GazcocoreAuthorized distributor of Gazco gas, electric, and balanced flue fireplaces including the Reflex, Riva2, Studio, and eReflex ranges with smart home integration features.
- JetmastercoreAuthorized distributor of Jetmaster universal indoor and outdoor fireplaces, BBQs, and alfresco heating solutions designed for NZ conditions.
- RinnaimajorAuthorized distributor of Rinnai linear gas fires and electric holographic fireplaces for the New Zealand market.
- StûvmajorAuthorized distributor of Stûv wood and pellet fireplaces including the Stûv 21, Stûv 30, and Stûv P10 ULEB pellet ranges from Belgium.
- Solo StovemajorAuthorized distributor of Solo Stove fire pits and pizza ovens for outdoor heating and cooking applications.
- KalfirecoreAuthorized distributor of Kalfire E-ONE holographic electric fireplaces featuring 3D flame technology for realistic visual effects.
- NZHHA (New Zealand Home Heating Association)corePartnership with NZHHA for training and certification of installers, ensuring proper installation standards across the dealer network.
- Master GasfitterscorePartnership with Master Plumbers Association for certification and training of gas fitting professionals for gas fireplace installations.
- MasterspecminorProduct listings on Masterspec platform for architect and specifier discovery and specification in building projects.
- ArchiprominorProfessional directory presence on Archipro platform for architect and designer discovery.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
The Fireplace Ltd competitors and assessment
Company assessmentBroad incumbents
- Solo Stove: Solo Stove is a US outdoor fire pit brand whose products The Fireplace distributes; it operates its own direct e-commerce globally, competing for the outdoor lifestyle segment in adjacent channels.
- Kalfire: Kalfire is a Dutch premium electric fireplace brand (E-ONE) distributed by The Fireplace in NZ; it operates direct premium channels in Europe, overlapping in the high-end electric fireplace segment.
- Jetmaster: Jetmaster is an Australian indoor and outdoor fireplace manufacturer whose products The Fireplace distributes; it operates its own Australian distribution that overlaps with The Fireplace's alfresco heating range.
- Decoflame: Decoflame is a Danish luxury bioethanol fireplace manufacturer whose products The Fireplace distributes exclusively in NZ; it has growing direct international sales channels overlapping with The Fireplace's premium bioethanol segment.
- Rinnai New Zealand: Rinnai is a major Japanese/ANZ gas heating brand whose products The Fireplace distributes; it also sells direct via its own ANZ dealer network, overlapping with The Fireplace's gas fireplace segment.
- Stovax (Gazco Group): Stovax is a UK-based premium fireplace manufacturer whose brands The Fireplace distributes; while not a direct NZ retailer, Stovax competes for the same premium specification channel globally.
Regional players
- Real Flame: Real Flame is an Australian fireplace and gas log retailer with a similar show-and-spec sales model; serves the trans-Tasman segment adjacent to The Fireplace's NZ operations.
Emerging players
- Heatable: Heatable is a UK-based direct-to-consumer online fireplace retailer; an emerging competitor archetype The Fireplace does not yet face directly in NZ, but useful as a comparator for online-forward fireplace selling.
Direct peers
- Escea Fires: Escea is a New Zealand-based fireplace manufacturer and retailer with its own dealer network, competing directly with The Fireplace for premium residential fireplace sales and specification in the same NZ market.
Others
- Archipro: Archipro is the NZ architectural product discovery platform partnered with The Fireplace for specifier lead generation; it is an enabling channel partner rather than a competitor, but operates in the same NZ architecture ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
The Fireplace Ltd social profiles
Digital presenceThe Fireplace Ltd financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Fireplace Ltd leadership team
Management profileNumber of profiles
The Fireplace Ltd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Fireplace Ltd M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Fireplace Ltd
What does The Fireplace Ltd do?
The Fireplace Ltd retails and exclusively distributes fireplaces and heating solutions across New Zealand through its flagship Auckland showroom, a nationwide authorized dealer network of 20+ showrooms, an e-commerce shop, and direct architectural specification services. The portfolio covers indoor fireplaces (wood, gas, electric, bioethanol, pellet), outdoor fires/BBQs/pizza ovens, insulated flue systems, and infrared space heaters from 18+ premium international brands. Professional fireplace installation services and architectural/builder specification support complement the product portfolio.
Is The Fireplace Ltd a public or private company?
The Fireplace Ltd is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Fireplace Ltd founded?
The Fireplace Ltd was founded in 1995. It employs 11 to 50 people.
Where is The Fireplace Ltd based?
The Fireplace Ltd is headquartered in Auckland, New Zealand, in the Oceania region.
How does The Fireplace Ltd make money?
Three revenue lines are on record. Fireplace Product Sales are the primary driver. The others are online Product Sales and installation Services.
Who are The Fireplace Ltd's main competitors?
Broad incumbents on record are Solo Stove, Kalfire, Jetmaster, Decoflame, Rinnai New Zealand and Stovax (Gazco Group). Real Flame is listed as a regional player. Heatable is listed as an emerging player. Escea Fires is listed as a direct peer. Archipro is listed as an others.
Does The Fireplace Ltd have an API?
No public API is recorded for The Fireplace Ltd.
What industry is The Fireplace Ltd in?
The Fireplace Ltd's product category is Fireplace & Heating Retail. Its primary akta.pro industry code is CRAIAIAI, Outdoor Heating, Fire Pits & Fireplaces Retail. Its NAICS code is 4491 and its SIC code is 5070.