How Focal Point Fires maintains old world charm in its modern electric fireplaces
Focal Point Fires was established in 1983 and is still owned by the two founders, Ivor Mitchell and Alan Pryke. The company started out with a small retail store in Bournemouth, England, which moved production of fires from the back of the shop. From these humble beginnings the business quickly took off, springboarding it towards what it has become today.
Michael Athay, Group Managing Director, outlines this journey. “Over the years, we’ve earned a reputation for our innovative designs, high quality, safety, and craftsmanship. We have evolved to create products that align with both aesthetic and energy efficiency goals. As the business has grown, we have always stayed true to our roots while embracing modern, eco-friendly solutions. The latest success story has been the launch of British Fires in 2019 which has rapidly grown and is now well established in the domestic and international markets as a leading brand for premium and luxury electric fireplaces to the specialist fireplace sector.”
Focal Point Fires offers a broad portfolio, ranging from traditional, gas-effect fireplaces to innovative designs that take a new approach. Michael expands: “Our
product range includes stylish wall-mounted fires, inset models, and freestanding designs that blend seamlessly with contemporary home decor. Our electric fires not only provide warmth but also enhance the ambiance of any space, thanks to innovative flame effects and patented energy-efficient technology. Fireplace media walls are the biggest single transformation we have seen in the last decade, particularly for living areas, with linear models that have a log arrangement and television above. The electric fireplace and media wall style products have been the quickest growing category of the fireplace market. The depth in our portfolio of products allows us to offer models across the company in various brands, that range in price from £100 up to nearly £5000, making sure we can provide the right product for every customer.”
Recognized brand
Maintaining a heritage of products made in Britain can be difficult to balance with staying competitive in a global market, Michael outlines how the company treads this line. “We’re proud of our British label, which represents craftsmanship, quality, and reliability. We have an experienced and dedicated team of in-house product designers and engineers who continue to develop and innovate new products.
“Our newest product range, British Fires, is the pinnacle of the company’s progression in research and development, which has fueled global sales growth year on year. We were granted the rights to use the name British Fires by the UK Government. To be granted this, we were required to prove that we are preeminent in our field, and best in class. British Fires is a brand name that is now recognized across the industry.
“By constantly innovating, adopting advanced manufacturing techniques, and offering energy-efficient products that meet international standards, our global presence continues to grow. We are now actively selling across Europe, North America, Oceania and the UAE. We are very proud of the partnerships we have built and established across the world and this has enabled us to penetrate markets effectively with an understanding of the local cultures whilst ensuring the we can target the right sales channels.”
Committed collaboration
One of the longest standing domestic retail partners has been B&Q, a relationship which spans more than 20 years. Michael highlights how this has benefitted the business. “The partnership has been highly successful due to our shared values of quality, customer satisfaction, and innovation. We work closely with B&Q’s team, and as a long-term supplier to them, we have supported their growth in the fireplace category. Their vast network allows us to reach a broad audience, while our high-quality products enhance their range of home improvement solutions. The collaboration thrives because both companies are committed to delivering value to customers and promoting sustainable solutions in the home heating sector.”
It’s not just the products themselves that meet sustainability needs, Michael explains how the manufacturing processes have evolved to become more environmentally responsible. “Sustainability is at the core of our manufacturing approach. We’ve implemented energy-efficient processes, minimized waste, and source eco-friendly materials whenever possible such as the FSC-certified wood we use in our products, ensuring that the timber we source comes from responsibly managed forests. Our electric fires are also designed to consume less energy while still delivering warmth and comfort. We’re committed to reducing our carbon footprint and ensuring our products align with eco-conscious living.”
Sustainable options
Recent investments the business has made reflect this commitment. Michael expands: “We’ve made significant investments in Smart Factory technologies to enhance our production efficiency and reduce environmental impact. By integrating automated systems and advanced data analytics into our processes, we’ve been able to streamline operations, improve product quality, and reduce energy consumption. These innovations ensure that we remain at the cutting edge of both technology and sustainability.”
This commitment to sustainability and continuous evolution is also evident in the company’s new products. Michael continues: “One of our more recent projects has been the integration of using natural and sustainable materials in our electric fires, specifically using a real oak log for the decorative fuel bed. The logs are sourced from a sustainable forest in the UK. The idea for this was to provide the most realistic look to an electric fireplace and it has since been integrated into the full range of products in place of plastic or ceramic logs. It is a much better option; not only aesthetically, but also environmentally.”
As people are looking for greener and more efficient ways to heat their homes, without losing the old-world charm of fireplaces, Focal Point Fires seeks to capitalize on the growing demand not just at home in the UK but across the globe.