fireplace warehouse
Fireplace Warehouse Ltd (trading as Direct Fireplaces) is a UK-based independent retailer selling electric, gas, and bioethanol fires, fireplaces, surrounds, and packages online and through three showrooms in Stockport, Cheadle, and Bromsgrove, serving residential homeowners and trade professionals.
- Company typePrivate
- Founded2004
- HeadquartersStockport, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingServices
What fireplace warehouse does
Fireplace Warehouse Ltd, trading as Direct Fireplaces, is a UK-based fireplace and fire products retailer founded in 2004 and headquartered in Stockport. The company sells electric fires, gas fires, bioethanol fires, media wall electric fireplaces, freestanding stoves, fireplaces and surrounds (limestone, micro marble, black granite, cast iron, wooden, and period/Victorian), hearths and back panels, and complete coordinated fireplace packages across multiple price points and brands including Evonic, Dimplex, British Fires, Elgin & Hall, Celsi, and Gazco.
The business operates an omnichannel model combining a full e-commerce storefront at direct-fireplaces.com with three physical showrooms in Stockport (headquarters), Cheadle (Greater Manchester), and Bromsgrove (Worcestershire), supported by phone sales, an email newsletter, and an active social presence on Facebook, Instagram, YouTube, X/Twitter, and Pinterest. There is no proprietary technology disclosed; the company functions as a multi-brand aggregator and reseller, with an extensive content library (buying guides, fireplace terminology glossary, blog, media wall TV size guide) supporting organic search and purchase decision-making.
Revenue is generated primarily through one-time unit sales of fireplaces and accessories, complemented by a trade account program for installers and contractors and a partnership with Direct Heating Services that facilitates certified-engineer installation bookings. Customer finance is offered via V12 Finance (0% APR), Klarna, PayPal Pay in 3, and Clearpay, with the company operating as an FCA-regulated credit broker. The company has no disclosed funding rounds, no parent or subsidiary entities, and operates as an independent private limited company serving residential homeowners and trade professionals across England.
fireplace warehouse firmographics
Firmographics- Name
- fireplace warehouse
- Legal name
- Fireplace Warehouse Ltd
- Website
- https://direct-fireplaces.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Short description
- Fireplace Warehouse Ltd (trading as Direct Fireplaces) is a UK-based independent retailer selling electric, gas, and bioethanol fires, fireplaces, surrounds, and packages online and through three showrooms in Stockport, Cheadle, and Bromsgrove, serving residential homeowners and trade professionals.
- Ownership category
- akta.pro rank
fireplace warehouse industry classification
Industry- Product category
- Fireplace Retail
- NAICS
- Furniture and Home Furnishings Retailers (4491), Home Furnishings Retailers (44912)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)
Keywords
Where fireplace warehouse is headquartered
LocationHeadquarters
- HQ city
- Stockport
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
fireplace warehouse business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: One-time product sales of fireplaces, fire surrounds, fireplace packages, electric fires, gas fires, and bioethanol fires. Products range from budget-friendly options to premium installations.
- Installation Services: Fireplace installation services facilitated through third-party certified engineers, booked via [email protected].
- Trade Account Program: Dedicated trade account program for professionals, likely offering wholesale pricing or account terms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Media Wall Electric Fires |
| Unit Pricing | Pay-as-you-go | Fireplaces and Fire Surrounds |
| Unit Pricing | Pay-as-you-go | Fireplace Packages |
| Other | Monthly | Finance Options |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
fireplace warehouse product offering
Product offeringCore offering
Fireplace Warehouse (trading as Direct Fireplaces) is a UK retailer that sells electric fires, gas fires, bioethanol fires, fireplaces and surrounds, hearths and back panels, complete fireplace packages, and stoves from multiple manufacturers. The company serves residential customers online via direct-fireplaces.com and through three physical showrooms in Stockport, Cheadle, and Bromsgrove, with finance options and certified installation partner referrals.
Product overview
Direct Fireplaces (Fireplace Warehouse Ltd) is a UK-based fireplace and fire retailer offering a comprehensive range of heating products. The portfolio centers on three main fire types: electric fires (including media wall and inset variants), gas fires (for various chimney configurations), and bioethanol fires. Supporting product lines include complete fireplace packages (coordinated surround, hearth, back panel, and fire sets in limestone, marble, granite, wood, and cast iron), standalone fireplaces and surrounds, hearths and back panels, and stoves. The offering spans both traditional period/Victorian styles and contemporary modern designs, with branded products from manufacturers including Evonic, Dimplex, British Fires, Elgin & Hall, Celsi, Gazco, and others.
Differentiator
Problem solved
Functional benefit
Products and services
- Electric Fires Range of electric fires including inset, wall-mounted, freestanding, hole-in-the-wall, and electric fireplace suites for contemporary and traditional interiors, sold to UK residential homeowners online and through showrooms.
- Gas Fires Selection of gas fires for brick chimneys, pre-cast flues, no-chimney installations, and balanced or power flue setups, including high-efficiency variants, sold to UK residential customers online and through showrooms.
- Bioethanol Fires Eco-friendly bioethanol fires including freestanding, wall-mounted, built-in, ceiling-mounted, and bioethanol stoves with various burn times, marketed to homeowners wanting ventless flame features.
- Media Wall Electric Fires Built-in electric fireplaces sized for stud wall and media wall installations, compatible with TVs from 32-inch to 85-inch sizes, sold with a dedicated Media Wall TV size buying guide and 141+ listed products.
- Fireplaces & Surrounds Stone, cast iron, wooden, and period/Victorian fireplaces and surrounds in limestone, marble, micro marble, black granite, and cast iron, comprising 366+ listed fireplace products across traditional and contemporary designs.
- Fireplace Packages Complete coordinated fireplace sets including surround, hearth, back panel, and fire (electric, gas, or solid fuel) offered across limestone, wooden, marble, micro marble, jura stone, black granite, cast iron, and Aegean limestone materials, with 148+ listed package products at price points ranging from approximately £787 to £2,748+.
- Hearths & Back Panels Granite, marble, and slate hearths and back panels sold individually to complement fireplace installations, targeted at customers completing or refurbishing a fireplace surround.
- Stoves Range of traditional and contemporary stoves for residential home heating, sold alongside electric stoves under the electric fires range.
- Fireplace Installation Services Fireplace installation brokerage connecting customers with certified engineers via [email protected], providing everything needed for fireplace setup as a value-added service for retail purchases.
Companies that use fireplace warehouse
Customer profileSegments2 records
Ideal customer profiles2 records
fireplace warehouse technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
fireplace warehouse partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Direct Heating ServicescoreInstallation partner for fireplace installations. Customers can book certified engineers through [email protected]. Provides complete installation service including everything needed for fireplace setup.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
fireplace warehouse competitors and assessment
Company assessmentDirect peers
- Bonfire: UK online fireplace retailer focused on gas, electric, and bioethanol fires with comparable product breadth. A direct e-commerce-led competitor in the same category.
- Capital Fireplaces: UK-based specialist fireplace and fire retailer offering a comparable multi-brand range of gas, electric, and fireplace suites across styles. Direct competitor in the same niche with overlapping showroom and online retail model.
- Focus Fireplaces: Specialist UK fireplace retailer with multi-brand electric, gas, and solid fuel offerings plus installation services. Closely comparable on product mix, target customer (homeowners + trade), and omnichannel retail approach.
- Oakleaf Fires & Fireplaces: UK fireplace specialist selling cast iron, gas, and electric fires plus surrounds. Comparable mid-sized niche retailer competing for the same residential and trade customer base.
- Fireplace Centre: Specialist UK fireplace retailer offering fireplaces, surrounds, and fires from leading brands. Comparable multi-brand retailer serving the same residential upgrade and renovation use cases.
Broad incumbents
- B&Q: UK's largest home improvement retailer carrying electric fireplaces and surrounds within a much broader DIY/home portfolio. A broad incumbent whose fireplace range competes at the value/mid-tier end.
- Wickes: UK home improvement retailer with a fireplace and stove category alongside kitchens, bathrooms, and building materials. Overlaps with Direct Fireplaces on electric fireplaces and surrounds for renovation projects.
- Homebase: UK home and garden retailer with fireplace and heating offerings as part of a wider home furnishings assortment. Competes at the broader home-improvement level rather than specialist depth.
- John Lewis: UK department retailer with a curated fireplace and home furnishings assortment under the John Lewis & Partners brand. Competes at the premium end of the same homeowner segment.
- Wayfair UK: Large online home furnishings marketplace carrying fireplaces, surrounds, and electric fires from multiple brands. Competes primarily on price, selection, and delivery convenience.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
fireplace warehouse social profiles
Digital presencefireplace warehouse financial estimates
Financial estimateRevenue estimate
Valuation estimate
fireplace warehouse leadership team
Management profileNumber of profiles
fireplace warehouse funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
fireplace warehouse 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 fireplace warehouse
What does fireplace warehouse do?
Fireplace Warehouse (trading as Direct Fireplaces) is a UK retailer that sells electric fires, gas fires, bioethanol fires, fireplaces and surrounds, hearths and back panels, complete fireplace packages, and stoves from multiple manufacturers. The company serves residential customers online via direct-fireplaces.com and through three physical showrooms in Stockport, Cheadle, and Bromsgrove, with finance options and certified installation partner referrals.
Is fireplace warehouse a public or private company?
fireplace warehouse is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was fireplace warehouse founded?
fireplace warehouse was founded in 2004.
Where is fireplace warehouse based?
fireplace warehouse is headquartered in Stockport, United Kingdom, in the Europe region.
How does fireplace warehouse make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are installation Services and trade Account Program.
Who are fireplace warehouse's main competitors?
Direct peers on record are Bonfire, Capital Fireplaces, Focus Fireplaces, Oakleaf Fires & Fireplaces and Fireplace Centre. Broad incumbents are B&Q, Wickes, Homebase, John Lewis and Wayfair UK.
Does fireplace warehouse have an API?
No public API is recorded for fireplace warehouse.
What industry is fireplace warehouse in?
fireplace warehouse's product category is Fireplace 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 5700.