British Fires, is an established brand for premium electric fireplaces in the UK, EU and across the globe. The brand was first established in 2019 under the parent company Focal Point Fires and has since grown to become one of the largest electric fireplace brands in the UK. The company’s focus is on ensuring the range of products and brand is marketed as a leading, luxury range of electric products. Combined, their innovative Deluxe Real log fuel bed and realistic flame effect makes our range of electric fires unique. 

Easy Engineering: What are the main areas of activity of the company?

British Fires is now active across the EU through various distribution channel where we work closely with selected partners. 

We focus on the fireplace market and target specialist dealers who are on hand to provide our customers with the best service from both a presentation of the products and installation. It is important we are able to service the full customer journey from purchase right through to after sales so a strong dealer network is important. 

E.E: What’s the news about new products/services?

Our latest addition to the range is a premium upgrade for out New Forest range that can now offer the Black Edition. This takes the product to a new level offering a more premium package for a luxurious look to the fireplace. 

E.E: What are the ranges of products/services

Our Product range consists of a large range of linear electric fireplace models along with grey and white marble effect surrounds to accompany the fires as well as free standing electric stoves. The majority of our models can also be equipped with a  Deluxe option of real oak logs. The Deluxe Real Logs find their inspiration from the New Forest National Park, in the UK, and go through an extensive process to ensure that they have the best quality and have the most realistic look. 

Our New Forest Fires also incorporate a heating system, trade marked and patented as ‘Air Curtain Technology’. This heating system controls the circulating cooler air in and dispersing warmed air back into the room via our dual-outlet system, which is discreetly placed above the glass, creating an efficiently heated space. The Patent for this technology has been granted in the UK across Europe. Our New Forest Electric Fire won the prestigious ‘Art of Fire’ Vesta award for our LED flame-effect technology at the 2020 HPBExpo in New Orleans, USA.  

E.E: What is the state of the market where you are currently active?

There has certainly been a strong growth towards the electric fire category. There seems to be a desire to purchase a fireplace not for the heat but more for the style and look it bring to the room. Homes are now a lot more efficient with many new homes not having gas so electric fires are the number one choice. 

Electric fires today have improved a lot in their designs with the flame effects much more realistic to what they used to be. Due to the way we focus on our designs, keeping with the realism look, we are seeing very extensive demand growing across the globe for our brand and range of product.