Name

fireplaces direct

Legal name

Basingstoke Fireplace Centre Ltd

Website

https://fireplacesdirect.co.uk

Company type

Private

Founded year

1994

Operating status

Operating

Ownership category

akta.pro rank

Product category

Fireplace and Stove Retail

NAICS

Plumbing, Heating, and Air-Conditioning Contractors (238220)

akta.pro primary industry

Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)

Keywords

• Fireplace retail
• Stove installation
• Gas fire sales
• Wood burning stoves
• Fire surround supply

Headquarters

HQ city

Basingstoke

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time sales of fireplaces, fires, wood burning stoves, multi-fuel stoves, and fire surrounds. Products sold include gas fires, electric fires, and various fire surround materials (natural stone, timber, contemporary designs). No recurring revenue component.
2. Installation Services: Professional fireplace installation by Gas Safe Registered engineers. Includes removal of old fireplaces, installation of new units, chimney breast construction, and plasterwork. Bespoke installation service available.
3. Design Services: Bespoke design and survey service for homes, ensuring optimal fireplace selection and installation. Includes home survey to assess requirements.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Fireplaces Direct is a manufacturers' outlet based in Basingstoke, Hampshire, supplying and installing gas fires, electric fires, wood burning stoves, multi-fuel stoves, and bespoke fire surrounds in natural stone, timber, contemporary hole-in-the-wall, and traditional cast-iron styles. The company operates a showroom displaying 50+ branded products and delivers a complete design, supply, and installation service using in-house Gas Safe Registered engineers and HETAS-approved solid fuel expertise.

Product overview

Fireplaces Direct is a manufacturers' outlet based in Basingstoke, Hampshire, operating since 1994. The company offers a comprehensive portfolio of fireplace products and services, centred around three core fire types — gas fires, electric fires, and wood burning/multi-fuel stoves — complemented by fire surrounds in natural stone, timber, contemporary hole-in-the-wall, and traditional cast-iron styles. The product range spans sub-brands and series including Stovax & Gazco (Riva, Stockton, Huntingdon, Marlborough, Studio, Vogue, Vision, View), Gazco (Studio 1/2/3/22, Logic HE, Logic2), Dovre (Dovre 250), and Firebelly, among others. Electric fires are available in hearth-mounted, inset/hole-in-the-wall, and stove formats; gas fires in hearth-mounted, inset, and stove formats; and wood burning/multi-fuel stoves in contemporary, traditional, and hearth-mounted/inset styles. Many wood burning stoves carry SIA Eco Design Ready certification. In addition to product sales, Fireplaces Direct offers a bespoke fireplace design and installation service, with engineers who are Gas Safe Registered and the company as a HETAS Approved Retailer.

Differentiator

Problem solved

Functional benefit

Products and services

• Gas Fires Cost-effective and efficient gas-powered heating fires for residential customers, available in hearth-mounted, inset/hole-in-the-wall, and freestanding stove formats. Brands include Riva, Stockton, Huntingdon, Marlborough, Studio, Vogue, Gazco Studio 1/2/3/22, Logic HE, and Logic2 ranges.
• Electric Fires Electric fires offering practical, chimney-free heating for residential properties, available in hearth-mounted, inset/hole-in-the-wall, and stove formats. Plug-in installation requires only a 13 amp socket. Models include Skope and Logic2 ranges.
• Wood Burning and Multi-Fuel Stoves Solid fuel stoves providing an efficient and stylish home heating option for residential customers, available in contemporary and traditional styles and in hearth-mounted and inset formats. Brands include Stockton, Riva Plus, Huntingdon, Sheraton, Vogue, Studio, Vision, View, Dovre, and Firebelly, with many SIA Eco Design Ready certified.
• Fire Surrounds Decorative fireplace surrounds for residential customers in four material and style categories: natural stone (limestone and granite, including Funchal, Palma, Portela, Barcelos, Algarve, Napoli, Barcelona ranges), timber (oak and pine, including Kensington, Alborg, Brompton, Georgian, Deighton styles), contemporary hole-in-the-wall (Studio 1, 2, 3, 22, Riva 2, Riva 67 ranges), and traditional cast-iron "Weird & Wonderful" mantels (Georgian, Pembroke, Victorian Corbel, Claremont styles).
• Bespoke Fireplace Design and Installation Service End-to-end fireplace design and installation service for residential customers, including an initial home survey, custom fireplace design tailored to property requirements, removal of old fireplaces, chimney breast construction, professional installation of the new fire or stove, and plasterwork finishing. Installation is carried out by in-house Gas Safe Registered engineers, with HETAS-approved solid fuel expertise.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• West Green House OperaminorOthers · 1 January 2021Fireplaces Direct was a sponsor of the West Green House 2021 Opera Season, supporting the arts following the pandemic. West Green House Opera is a performing arts venue hosting opera productions.
• Stovax & GazcocoreChannel Partner/ Reseller/ DistributorStovax & Gazco is a major fireplace and stove manufacturer. Fireplaces Direct is an approved retailer displaying the Stovax & Gazco approved retailer logo on their website. The partnership provides Fireplaces Direct with access to a wide range of branded stoves, fires, and fireplaces for sale through their showroom.
• Rotary Club of BasingstokeminorOthersFireplaces Direct is a Basingstoke Rotary Business Support Partner, providing sponsorship support to the Rotary Club of Basingstoke which undertakes charity work and provides funding and support for local charities in the community.
• Hook and Newnham Basics Cricket Club ColtsminorOthersFireplaces Direct chose to sponsor the Hook and Newnham Basics Cricket Club Colts during the Covid-19 pandemic, supporting youth team sport and helping combat isolation among young people.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Direct Fireplaces: UK online-led fireplace and stove retailer selling gas fires, electric fires and wood burners nationwide. Direct Fireplaces targets the same residential customer as Fireplaces Direct but competes primarily on price and convenience rather than showroom experience.
• The Bespoke Fireplace Company: UK retailer focused on bespoke fireplace design, surrounds and installation. Comparable as a design-led, full-service competitor emphasising custom fireplace projects — directly mirroring Fireplaces Direct's design-and-installation proposition.
• British Fires: UK designer and manufacturer of electric fires and fireplace suites sold through retailers and online. Comparable because British Fires competes for the same electric-fire and suite sales that form a core category at Fireplaces Direct.
• Fireplace World: UK fireplace and stove retailer selling a broad range of gas, electric and wood-burning products online and via showrooms. Competes with Fireplaces Direct for residential customers shopping across fuel types and surround styles.
• Nu-Flame Fireplaces: UK specialist retailer of fireplaces, gas/electric fires and surrounds. Comparable as a competing independent fireplace retailer operating in the same product categories and customer segment as Fireplaces Direct.
• The Fireplace Company: UK fireplace retailer offering gas, electric and wood-burning fires plus surrounds. Operates in the same product categories and residential customer segment as Fireplaces Direct, with a similar multi-brand sourcing model.
• Flamerite Fires: UK manufacturer of electric fires and fireplace suites distributed through a national dealer network. Overlaps with Fireplaces Direct's electric-fire and suite category, supplying competing brands to many of the same UK retailers.
• Cast Iron Fireplace Company: UK retailer specialising in traditional cast-iron fire surrounds, mantels and antique fireplaces. Comparable because they sell into the same "weird & wonderful" / traditional cast-iron surround niche that Fireplaces Direct lists under that category.

Broad incumbents

• Stovax & Gazco Group: Manufacturer of the Stovax, Gazco and other premium fireplace and stove brands that Fireplaces Direct retails. Overlap is via distribution: Stovax operates showrooms and a national approved retailer network (Fireplaces Direct is one such approved retailer), making it both supplier and channel competitor.
• Be Modern: Established UK manufacturer of fireplaces, surrounds, gas and electric fires with a national retailer network. Be Modern overlaps with Fireplaces Direct across gas/electric fires and surrounds, and competes for the same UK homeowner channel through showroom and trade distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 fireplaces direct