FIREPLACE (UK) LTD

What FIREPLACE (UK) LTD does

FIREPLACE (UK) LTD, operating under the brand Designer Fireplaces, is a family-owned British manufacturer and retailer of handcrafted fireplaces founded in 2011 and headquartered in West Bromwich, near Birmingham. The company designs, builds, delivers, and installs fireplaces entirely in-house from its own workshop, producing fireplace suites, fire surrounds, media walls, stone fireplaces (marble and limestone), oak beams and shelving, hearths, and electric and gas fires. Its core technology centres on handcrafted production using solid oak, premium marble, limestone, and granite, combined with third-party electric fire innovations including Celsi Electriflame VR flame projection technology and Solution Fires' itronic flame effect with app, remote, and Alexa voice control integration.

The company sells direct-to-consumer through an e-commerce website (powered by WooCommerce and Stripe), a freestanding factory showroom, phone ordering (0800 0199 008), and email, complemented by a national in-house installation team providing two installers per job and same-day media wall fitting. Pricing is one-time perpetual purchase with no deposit required and payment on delivery, with media walls priced from £2,899 to £3,999 and add-on options (Farrow & Ball colour match, soundbar cut-out, premium logs) each adding £99-£100. Bespoke design services, free digital drawings, and free sample packs reduce purchase friction for non-standard installations, while a Tree-Nation partnership plants a tree per purchase as a sustainability differentiator.

The customer base consists exclusively of UK residential homeowners seeking standard or bespoke fireplace solutions, segmented horizontally into residential personas and bespoke use cases. Brand credibility is supported by 2,500+ happy customers and 2,000+ five-star Trustpilot reviews. The company has no disclosed external funding, acquisitions, or institutional ownership, operating as a privately held family enterprise with revenue, headcount, and growth metrics undisclosed in available materials.

Name

FIREPLACE (UK) LTD

Legal name

Fireplace (UK) Ltd

Website

https://fireplace.co.uk

Company type

Private

Founded year

2011

Operating status

Operating

Short description

FIREPLACE (UK) LTD (Designer Fireplaces) is a family-owned British manufacturer and retailer of handcrafted bespoke fireplaces, media walls, and fire surrounds, serving UK residential homeowners through e-commerce, a West Bromwich showroom, and a national in-house installation team.

Ownership category

akta.pro rank

Product category

Fireplace Manufacturing and Retail

NAICS

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

SIC

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

akta.pro primary industry

Boiler & Hydronic Heating System Installation (HSAOAGAF)

akta.pro secondary industry

Residential HVAC System Installation (Furnace/AC/Heat Pump) (HSAOAGAA)

Keywords

• Bespoke fireplace manufacturing
• Media wall installation
• Handcrafted fire surrounds
• Electric fireplace retail
• Stone fireplace suites

Headquarters

HQ city

Sutton Coldfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fireplace and Suite Sales: Primary revenue from selling handcrafted fireplaces including fireplace suites, fire surrounds, stone/marble/limestone fireplaces, media walls, oak beams and shelving, and gas/electric fires.
2. Media Wall Installation: Complete media wall solutions including full suite and professional installation by in-house team. Pricing ranges from £2,899 to £3,999 for standard sizes.
3. Professional Installation Services: In-house installation team ensures efficient fireplace installation adhering to highest standards of workmanship and customer service.
4. Bespoke Design Services: Custom sizing and design service for non-standard fireplace requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

FIREPLACE (UK) LTD designs, manufactures, retails, and installs handcrafted fireplaces, fireplace suites, media walls, fire surrounds, and stone fireplaces from its own workshop using solid oak, premium marble, limestone, and granite. The company also supplies electric and gas fires, including branded media walls featuring Celsi Electriflame VR and Solution Fires itronic flame technologies. A dedicated in-house installation team provides nationwide fitting services with no deposit required and payment on delivery.

Product overview

FIREPLACE (UK) LTD operates as a handcraft fireplace manufacturer and retailer under the Designer Fireplaces brand. The core product portfolio consists of fireplace suites (combining surround, hearth, and fire insert), media walls (pre-built units with integrated TV space and electric fires), fire surrounds, and stone fireplaces in various materials (oak, marble, limestone). Supporting products include oak fireplace beams and shelving, fireplace hearths, and a range of electric and gas fires. The company offers bespoke customization services for non-standard installations and provides in-house installation. Notable named products include the Clermont Media Wall (featuring Celsi Electriflame VR fire with app/Alexa control) and the Versailles Floating Media Wall (featuring Solution Fires with itronic flame technology). Additional services include free digital drawings and free sample packs. All fireplaces are designed, built, and hand-finished in the company's own workshop in West Bromwich, UK.

Differentiator

Problem solved

Functional benefit

Brands

• Celsi Electriflame VR: A panoramic three-sided electric fire with Flame Projection Technology, controlled by app, remote, or voice (Alexa/Google Assistant)
• Solution Fires

Products and services

• Fireplace Suites Complete fireplace units combining a surround, hearth, and fire insert, available in oak, marble, limestone, and electric or gas configurations, designed for residential homeowners seeking a unified ready-to-install fireplace.
• Media Walls Pre-built fireplace wall units incorporating integrated TV mounting space and electric fires, offered with custom sizing and colour options (White, Grey, Cream, Farrow & Ball Colour Match) and full installation service, targeted at homeowners wanting a modern focal-point fireplace.
• Fire Surrounds Decorative frames surrounding fireplaces, available in oak (including rustic), marble, and pine finishes, sold to homeowners for fireplace installations and renovations.
• Stone Fireplaces Fireplaces handcrafted from natural stone materials including marble and limestone, hand-finished and made to order for residential customers.
• Oak Fireplace Beams & Shelving Handcrafted solid oak fireplace beams, mantels, and floating shelves, including a Pick-Your-Fireplace-Beam custom selection service for residential customers.
• Fireplace Hearths Non-combustible floor plates and back panels for fireplaces, including hearths designed for log burners, sold to homeowners as standalone fireplace components.
• Electric Fires Electric fireplace inserts including inset fires, media wall fires, electric log burners, and hole-in-wall designs, supplied to residential customers.
• Gas Fires Natural flame gas fireplaces including inset, balanced flue, hole-in-wall, high efficiency, and outset configurations for residential installations.
• Freestanding Electric Fireplaces Standalone electric fireplace units not requiring installation into a surround, aimed at homeowners seeking a simple plug-and-play fireplace solution.
• Discounted Ex-Stock Fireplaces Ready-to-ship fireplace stock available for immediate dispatch at discounted prices, targeting customers who need a fireplace without a manufacturing wait time.
• Fireplace Accessories Supporting products including Care & Maintenance Kits, Oak Mirrors, and fireplace tools for residential fireplace owners.
• Clermont Media Wall Avant-garde named media wall featuring a panoramic three-sided Celsi Electriflame VR electric fire with Flame Projection Technology, 16 preset colours, app control, and Alexa voice control, available in Grande (127cm chimney, £2,899) and Mega (162cm chimney, £2,999) sizes for residential homeowners.
• Versailles Floating Media Wall Chic floating fireplace media wall with angelic ceiling uplight featuring a Solution Fires electric fire with itronic flame technology, available in Petit (130cm, £2,899), Medium (155cm, £3,099), Grande (180cm, £3,299), and Mega (230cm, £3,999) sizes, with Silver Birch, Woodland, or Premium Real Logs fuel-bed options for residential customers.
• Bespoke Fireplace Design Service Custom sizing and design service for non-standard fireplace installations, ensuring flawless fit in any space, including Farrow & Ball colour matching for residential customers with unique requirements.
• Professional Installation Service In-house team providing professional fireplace and media wall installation nationwide with two installers per job, no deposit required, payment on delivery, and no further plastering, filling, or painting required after installation.

Quantifiable outcome

• Delivered and installed by in-house team within 3 weeks (up to 4 weeks for Scotland)
• +2 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Tree-NationminorStrategic or Co-development PartnerEnvironmental partnership where the company plants a tree for every purchase made. Customers receive an email from Tree-Nation to guide them on planting their tree. The company matches each tree planted by customers at the end of the month, doubling the environmental impact.
• StripecoreTechnology or IntegrationStripe payment processing for fraud prevention and detection. Uses __stripe_sid, __stripe_mid, and m cookies for session tracking and payment processing.
• WooCommercecoreTechnology or IntegrationE-commerce platform used for shopping cart functionality. wc_fragments cookie used to remember items placed in shopping cart.
• Celsi FirescoreTechnology or IntegrationElectric fire technology provider for media walls. Supplies Celsi Electriflame VR panoramic 3-sided electric fires with Flame Projection Technology, app control, and Alexa compatibility.
• Solution FirescoreTechnology or IntegrationElectric fire brand used in Versailles media walls. Provides itronic flame effect technology with app control, Alexa voice control, LED lighting, thermostat control, and seven-day programmer. Includes 1-year Parts and Labour Warranty extendable to 2 years.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Focal Point Fires: Established UK fireplace and electric fire manufacturer supplying gas fires, electric suites, and surrounds to retailers and installers. Overlaps with Designer Fireplaces on electric fire products and the suite-based offering.
• Chesneys: Long-established UK designer fireplace retailer offering high-end marble, limestone, and cast-iron fireplace suites to residential homeowners — directly comparable to Designer Fireplaces' handcrafted premium positioning and the same customer profile.
• Stovax: Major UK manufacturer of wood-burning stoves and fireplace heating products, with a strong installer/dealer network. Overlaps with Designer Fireplaces in the gas/electric fireplace suite and surround categories and competes for the same UK residential installation projects.
• Capital Fireplaces: UK fireplace retailer selling suites, surrounds, gas and electric fires to residential customers. Competes for the same direct-to-consumer UK homeowner buyer and the same media wall / electric suite purchase occasions.
• Be Modern: UK manufacturer of fireplace suites, surrounds, and electric fires sold through a national dealer network. Overlaps on product range (suites, surrounds, electric fires) and competes for the same mid-market UK residential customer.
• The Fireplace Company: UK bespoke fireplace manufacturer and installer offering custom-made marble, limestone, and timber fireplace suites — closely comparable to Designer Fireplaces' bespoke, in-house manufacturing and installation proposition.
• Gazco: UK-based sister brand of Stovax specialising in gas and electric fires, including designer and media wall-style electric fires. Competes directly in the electric fireplace/media wall category that Designer Fireplaces has built around Celsi and Solution Fires technology.
• Adam (Horizon) Fireplaces: UK-based manufacturer and wholesaler of the Adam range of fireplaces, surrounds, and electric suites sold widely through independent retailers. Competes at the mid-market on fireplace suites and electric fire inserts.

Broad incumbents

• DFS: UK's largest furniture retailer with growing fireplace and media wall adjacent offerings. A broad incumbent that competes at the lower-end consumer fireplace purchase occasion, where Designer Fireplaces' bespoke positioning is less of a defence.
• Dimplex: Large global electric heating manufacturer whose UK operation sells electric fires, fire suites, and media wall products through a broad retail network. A scaled incumbent in the electric fireplace category where Designer Fireplaces competes, though Dimplex does not offer the same handcrafted, fully bespoke service.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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 FIREPLACE (UK) LTD