american fire products
- Company typePrivate
- Founded2005
- HeadquartersLake Elsinore, United States
- Headcount—
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
american fire products firmographics
Firmographics- Name
- american fire products
- Legal name
- American Fire Products® Inc.
- Website
- https://americanfireproducts.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Ownership category
- akta.pro rank
american fire products industry classification
Industry- Product category
- Outdoor Fire Features
- SIC
- Heating Equipment, Except Electric & Warm Air Furnaces (3433)
- akta.pro primary industry
- Fire Pits & Outdoor Fireplaces (HSAIACAG)
- akta.pro secondary industry
- Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)
Keywords
Where american fire products is headquartered
LocationHeadquarters
- HQ city
- Lake Elsinore
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
american fire products business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Fire Glass Sales: Revenue from selling fire glass media including premium, classic, reflective, and recycled variants in various sizes and colors. Products sold by weight (10 lb bags/jars).
- Fire Pit Burners and Components: Sales of burner pans, fire pit rings, H-burners, and Warming Trends Crossfire Brass Burners. Both residential and commercial grade products.
- DIY Fire Pit Kits: Bundled DIY fire pit kit packages offering savings (typically 10%) compared to buying components separately. Includes various ignition options.
- Lava Rocks and Fire Media: Sales of lava rocks, tumbled stones, Lite Stone products, and gas fireplace logs as fire media alternatives.
- Accessories: Flame guards, burner covers, installation kits, fittings, and replacement parts.
- Custom Fire Features: Custom fire pit and fire feature fabrication services for specialized installations.
- Dealer/Wholesale Program: B2B sales to approved dealers and retailers with free shipping on orders over $1500 for approved dealers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Fire Glass products from $21.99 per 10 lb unit |
| Unit Pricing | Pay-as-you-go | DIY Fire Pit Kits with 10% bundle savings |
| Other | Pay-as-you-go | Free shipping on orders $199+ (dealers $1500+) |
| Unit Pricing | Pay-as-you-go | 72-inch Rectangular Flat Pan with AWEIS - $2,843.99 |
| Unit Pricing | Pay-as-you-go | AWEIS Standard Capacity System - $2,282.99 |
| Unit Pricing | Pay-as-you-go | Real Fyre Ember Glow accessory - $23.00 |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
american fire products product offering
Product offeringCore offering
American Fire Products manufactures and distributes premium gas fire pits, fire pit pans and burners, fire glass media, lava rocks, and related accessories under its own American Fire Glass brand. The company also offers bundled DIY fire pit kits, an All-Weather Electronic Ignition System (AWEIS), and custom fire feature fabrication services through AFG Studios for commercial and high-end residential installations.
Product overview
American Fire Products is a manufacturer and retailer of premium fire pit and fireplace products based in Lake Elsinore, California. The company operates as a single unified brand with a portfolio centered on fire feature components and accessories. The core product line includes American Fire Glass® (fire glass media in multiple sizes, finishes, and colors), Lava Rocks/Stones/Balls (natural volcanic media and ceramic stones), Fire Pits (curated gas fire pit collection), DIY Fire Pit Kits (bundled burner/ignition systems), Fire Pit Pans & Burners (structural components including pans, rings, H-burners, and specialty brass burners), and Fire Pit Upgrades/Accessories (flame guards, burner covers, AWEIS electronic ignition systems). The company also offers custom fabrication services through AFG Studios and provides digital tools including a Fire Glass Calculator and Fire Pit Builder. Products are backed by a Lifetime Guarantee and same-day shipping on in-stock items, with over 5,000 retail partners across North America.
Differentiator
Problem solved
Functional benefit
Brands
- American Fire Glass®: The company's branded fire glass product line, featuring premium and classic fire glass in various colors and styles.
- AFG Studios
Products and services
- American Fire Glass Premium fire glass media in multiple sizes (1/4" and 1/2") and finishes including Premium Reflective, Classic, Pre-Mixed, Fire Glass 2.0 Cubes, Recycled, Fire Beads, and Zircon for gas fire pits and fireplaces.
- Lava Rocks, Stones & Balls Natural volcanic lava rock and ceramic stone media including Black Lava Rocks, Tumbled Lava Stones, Tumbled Element Stones, Gas Logs, Lite Stone Fire Balls, Lite Stone Cobble, and Lite Stone for fire pits and fireplaces.
- Fire Pits Curated collection of premium gas fire pits including Gas Fire Pits, Gas Fire Bowls, and Gas Fire & Water features from trusted brands.
- DIY Fire Pit Kits Complete do-it-yourself fire pit burner kit bundles including DIY Fire Kit Bundles (save 10%), CSA Certified Burner Pan Kits, Electronic Ignition Kits, and Spark Ignition Kits.
- Fire Pit Pans & Burners Fire pit structural components including Fire Pit Pans (Round, Square, Linear, Rectangular Drop-In), Fire Pit Rings, H-Burners, and Warming Trends Crossfire Brass Burners.
- AWEIS (All-Weather Electronic Ignition System) Electronic ignition system for fire pits that operates in all weather conditions including wind, rain, and snow, with thermopile flame sensor, automatic safety shutoff, and 290K BTU/hr maximum gas output.
- Flame Guards (Wind Guards) Tempered glass barriers that surround fire pit burners to block wind, stabilize flame, and protect surrounding surfaces from direct heat.
- Burner Covers Protective lids for fire pit burners that keep out rain, leaves, debris, and critters when the fire pit is not in use.
- AFG Studios Custom Fire Features Custom fire feature design and fabrication service for bespoke fire pit and fireplace builds for commercial and high-end residential installations.
Quantifiable outcome
- 99% of ground orders ship within 1-2 days
- +2 more outcomes
Companies that use american fire products
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles4 records
american fire products technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
american fire products partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Warming TrendscoreWarming Trends is a key supplier of Crossfire Brass Burners sold through American Fire Products. These high-quality brass burners are featured as a product category on the website with various configurations including round plate and rectangular plate options.
- National Fireplace Institute (NFI)coreNFI certification is required or recommended for professional fire feature installation. American Fire Products directs customers to nficertified.org to find NFI certified installers. Products are designed for installation by NFI certified professionals.
- 5,000+ Retail PartnerscoreOver 5,000 retail partners across North America including Hardscape, Hearth, Patio, Pool, and Landscape retailers distribute American Fire Products. Partners include Hart Concrete Design and Republic Fire Bowls among others.
- PayPalminorPayPal financing option offered at checkout enabling buy now, pay later functionality for customers.
- Hart Concrete Design (HCD)minorConcrete fire bowl designer featured as a brand under the Fire Bowls category on the website.
- OC OutdoorscapesminorOutdoor living brand featured alongside American Fire Products products on product pages.
- ArchpotminorArchitectural pot brand featured alongside fire pit products as complementary outdoor living products.
Scale indicators6 records
Recent moves1 record
Expansion highlights5 records
american fire products competitors and assessment
Company assessmentDirect peers
- Real Fyre (Peterson Real Fyre / R.H. Peterson): Long-established manufacturer of gas logs and fire media distributed through hearth dealers; explicitly listed as a supplier/partner of AFP and a competitor in vented gas log sets and ember accessories.
- HPC Fire Inspired (Hearth Products Controls): Manufacturer of gas fire pit components, electronic ignition systems, and outdoor fire features sold through dealers and direct — directly comparable to AFP's burner pans, AWEIS, and DIY kits in product, channel, and customer.
- Warming Trends: Maker of premium Crossfire Brass Burners — a category AFP itself resells — making Warming Trends both a supplier partner and a direct competitor in the high-end brass burner niche.
- Firegear International: Specializes in gas fire pits, burners, and outdoor fire features, overlapping heavily with AFP's burner kits, fire glass, and lava rock assortment and serving a similar dealer + DIY customer base.
- Stanbroil: Online-focused competitor selling fire glass, fire pit kits, and lava rock across e-commerce channels — a direct SKU-level rival to AFP's commodity fire media lines.
Others
- Plow & Hearth: Multi-category outdoor living retailer that stocks fire pits, fire glass, and hearth accessories — comparable as a go-to-market channel and customer-experience benchmark rather than as a direct manufacturer peer.
Broad incumbents
- AZ Patio Heaters: Broad outdoor heating and patio products brand distributed through mass-market and online channels; adjacent competitor in outdoor fire and heating with overlapping DIY and dealer audiences.
- Bromic Heating: Broader outdoor heating brand with gas, electric, and patio heating products including fire tables; competes in adjacent outdoor living segments and overlaps on commercial/hospitality fire feature deployments.
- Napoleon Home Products (Napoleon Fireplaces): Large fireplace and outdoor heating manufacturer offering gas fireplaces, fire tables, and burner systems — broader portfolio than AFP and serves an overlapping hearth/outdoor dealer channel.
Emerging players
- Outland Living: Consumer-facing brand focused on portable propane fire pits and outdoor living accessories — overlapping with AFP's DIY/residential segment but with a more retail/DTC orientation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
american fire products financial estimates
Financial estimateRevenue estimate
Valuation estimate
american fire products leadership team
Management profileNumber of profiles
american fire products funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
american fire products 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 american fire products
What does american fire products do?
American Fire Products manufactures and distributes premium gas fire pits, fire pit pans and burners, fire glass media, lava rocks, and related accessories under its own American Fire Glass brand. The company also offers bundled DIY fire pit kits, an All-Weather Electronic Ignition System (AWEIS), and custom fire feature fabrication services through AFG Studios for commercial and high-end residential installations.
Is american fire products a public or private company?
american fire products is a private company. It is classified as unknown and is currently operating.
When was american fire products founded?
american fire products was founded in 2005.
Where is american fire products based?
american fire products is headquartered in Lake Elsinore, United States, in the North America region.
How does american fire products make money?
Seven revenue lines are on record. Fire Glass Sales are the primary driver. The others are fire Pit Burners and Components, DIY Fire Pit Kits, lava Rocks and Fire Media, accessories, custom Fire Features and dealer/Wholesale Program.
Who are american fire products's main competitors?
Direct peers on record are Real Fyre (Peterson Real Fyre / R.H. Peterson), HPC Fire Inspired (Hearth Products Controls), Warming Trends, Firegear International and Stanbroil. Plow & Hearth is listed as an others. Broad incumbents are AZ Patio Heaters, Bromic Heating and Napoleon Home Products (Napoleon Fireplaces). Outland Living is listed as an emerging player.
Does american fire products have an API?
No public API is recorded for american fire products.
What industry is american fire products in?
american fire products's product category is Outdoor Fire Features. Its primary akta.pro industry code is HSAIACAG, Fire Pits & Outdoor Fireplaces, with a secondary code of CRAIAIAI, Outdoor Heating, Fire Pits & Fireplaces Retail. Its SIC code is 3433.