real flame
- Company typePrivate
- Founded1980
- HeadquartersScoresby, Australia
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
real flame firmographics
Firmographics- Name
- real flame
- Legal name
- Glen Dimplex Australia Pty Ltd
- Website
- https://realflame.com.au
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Ownership category
- akta.pro rank
real flame industry classification
Industry- Product category
- Fireplaces and Heating Appliances
- NAICS
- Residential Electric Lighting Fixture Manufacturing (335131), Electric Lighting Equipment Manufacturing (33513)
- SIC
- Heating Equipment, Except Electric & Warm Air Furnaces (3433), Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585), Heating Equip, Except Elec & Warm Air; & Plumbing Fixtures (3430)
- akta.pro primary industry
- Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)
- akta.pro secondary industry
- Fire Pits & Outdoor Fireplaces (HSAIACAG)
Keywords
Where real flame is headquartered
LocationHeadquarters
- HQ city
- Scoresby
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
real flame business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Fireplace Sales: Real Flame generates revenue primarily through the sale of gas, electric, and bio-ethanol fireplaces to consumers and professionals. Their product range includes high efficiency gas fires, decorative fireplaces, and outdoor fireplaces.
- Spare Parts and Accessories: Sale of genuine spare parts and accessories for Real Flame electric fireplaces through their online shop.
- Service and Repair: After-sales service calls and repairs through trusted local repairers.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
real flame product offering
Product offeringCore offering
Real Flame designs, develops, and manufactures gas fireplaces at its Melbourne headquarters and sells gas, electric, and bio-ethanol fireplaces (including the flue-free Etlis model) to Australian consumers and trade professionals. The company complements its fireplace range with genuine spare parts, accessories, and after-sales service through a network of trusted local repairers.
Product overview
Real Flame is a fireplace manufacturer offering three core product categories: gas fires, electric fires, and bio-ethanol fires. Their gas fireplaces are designed, developed, and manufactured at their Melbourne headquarters and carry Australian Made certification. The electric fireplace lineup includes various series such as Optimyst (water vapor flame technology), EVO, Ignite XL, Opti-V, Vivente, and Hybrid models. The bio-ethanol range features the Etlis, a flue-free fireplace. Professional design resources (SKP, 3DS, DWG, DXF, OBJ, GSM, MAX, Revit formats) are available for architects and designers across most product lines. Real Flame serves the Australian consumer market while also operating in New Zealand, and operates as part of Glen Dimplex Australia Pty Ltd.
Differentiator
Problem solved
Functional benefit
Products and services
- Gas Fires
Companies that use real flame
Customer profileSegments3 records
Ideal customer profiles3 records
real flame technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
real flame partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Glen Dimplex Australiaparent companyReal Flame is part of the Glen Dimplex Group. Glen Dimplex Australia handles personal information collection and management on behalf of Real Flame. The company is operated by Glen Dimplex Australia Pty Ltd located at 8 Lakeview Drive, Scoresby, VIC 3179.
Scale indicators3 records
real flame competitors and assessment
Company assessmentEmerging players
- Planika Fires: European manufacturer specializing in bio-ethanol and automatic fireplace inserts, competing directly with Real Flame's Etlis flue-free bio-ethanol line in the premium urban segment.
- Bio-Blaze: Belgian bio-ethanol fireplace manufacturer whose flue-free products compete with Real Flame's Etlis in the apartment/high-rise and design-led installation segment.
Direct peers
- Escea: New Zealand-based manufacturer of gas, bio-ethanol, and electric fireplaces, directly competing with Real Flame in Australia/NZ across similar premium residential and architectural segments.
- Regency Fireplaces (FPI): Australian distributor of Regency gas and wood fireplaces, competing head-to-head with Real Flame in the residential high-efficiency gas fireplace category.
- Jetmaster: Australian manufacturer and retailer of gas, wood, and electric fireplaces, directly overlapping Real Flame's product range and target homeowner/builder customer base.
- Wonderfire (Glen Dimplex sister brand): Real Flame's own sister brand within Glen Dimplex Australia, offering gas fireplaces with overlapping products and the same parent distribution footprint, creating internal portfolio competition.
Broad incumbents
- Napoleon Fireplaces: Global fireplace manufacturer with broad gas, electric, and wood product lines, competing with Real Flame across premium and mid-tier residential segments including Australia distribution.
- Heat & Glo: Major US/global gas and electric fireplace brand serving premium residential and architectural customers with similar product positioning to Real Flame.
- Rinnai Australia: Major Australian supplier of gas heating, hot water, and air conditioning, overlapping with Real Flame on gas fireplace products but with a much broader HVAC portfolio and larger scale.
- Dimplex: Sister brand under the Glen Dimplex Group, focused on electric heating and flame-effect products; directly comparable in electric fireplace technology (Optimyst, Opti-V) to Real Flame's electric line.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
real flame social profiles
Digital presencereal flame compliance and trust
Trust signalCompliance1 record
real flame financial estimates
Financial estimateRevenue estimate
Valuation estimate
real flame leadership team
Management profileNumber of profiles
real flame funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
real flame 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 real flame
What does real flame do?
Real Flame designs, develops, and manufactures gas fireplaces at its Melbourne headquarters and sells gas, electric, and bio-ethanol fireplaces (including the flue-free Etlis model) to Australian consumers and trade professionals. The company complements its fireplace range with genuine spare parts, accessories, and after-sales service through a network of trusted local repairers.
Is real flame a public or private company?
real flame is a private company. It is classified as corporate owned and is currently operating.
When was real flame founded?
real flame was founded in 1980.
Where is real flame based?
real flame is headquartered in Scoresby, Australia, in the Oceania region.
How does real flame make money?
Three revenue lines are on record. Fireplace Sales are the primary driver. The others are spare Parts and Accessories and service and Repair.
Who are real flame's main competitors?
Emerging players on record are Planika Fires and Bio-Blaze. Direct peers are Escea, Regency Fireplaces (FPI), Jetmaster and Wonderfire (Glen Dimplex sister brand). Broad incumbents are Napoleon Fireplaces, Heat & Glo, Rinnai Australia and Dimplex.
Does real flame have an API?
No public API is recorded for real flame.
What industry is real flame in?
real flame's product category is Fireplaces and Heating Appliances. Its primary akta.pro industry code is CRAIAIAI, Outdoor Heating, Fire Pits & Fireplaces Retail, with a secondary code of HSAIACAG, Fire Pits & Outdoor Fireplaces. Its NAICS code is 335131 and its SIC code is 3433.