Focal Point Fires Ltd (British Fires)
A British Fires lorry in the New Forest
The New Forest 2400 Media Wall Electric Fire
A Netherlands hotel with Ashlett Electric Fireplace
Established in 1983 by founding partners Ivor Mitchell and Alan Pryke, Focal Point Fires has grown from humble beginnings in Christchurch, Dorset into an internationally recognised manufacturer, while remaining proudly independently owned. More than 40 years later, Ivor and Alan still own the business today – with the same entrepreneurial spirit and commitment to quality that first launched the company. In 2019, the company launched British Fires, a A LEADING LIGHT
For more than four decades, Focal Point Fires has remained one of Britain’s most respected fireplace manufacturers, combining heritage, innovation and craftsmanship to create products that have transformed homes across the UK and around the world
British Fires, a title that carries tremendous value and significance both within the UK and internationally. The use of the word “British” within a company name is highly protected and cannot simply be adopted without approval. To secure the rights to the name, the business was required to demonstrate to the UK Government that it was pre- eminent within its field, representing best-in-class standards in quality, manufacturing, innovation and reputation. For the company, the approval was far more than a naming decision; it was recognition of decades of dedication to British manufacturing, product innovation and industry leadership. Today, the British Fires name stands as a mark of pride, reflecting a commitment to creating world-class electric fireplaces that are designed, developed and recognised as leaders within the global marketplace. From the outset, British Fires was designed to challenge perceptions of what an electric fireplace could be. The goal was not simply to produce another appliance, but to create a truly aspirational product that would become the
centrepiece of modern living spaces. Through advanced flame technology, premium materials and exceptional attention to detail, the brand quickly established itself as one of the most influential names in the industry. Global Expansion Since its launch, British Fires has experienced remarkable growth and has become a powerhouse within the global fireplace market. The brand now leads the UK electric fireplace sector and exports internationally to countries including the United States, Canada, Europe, Australia and the UAE, with ambitious plans to continue expanding across the world. This international success reflects not only the strength of British manufacturing and design, but also the universal appeal of the modern media wall concept. Across the globe, homeowners are embracing the idea of creating stylish social spaces within the home, with the fireplace acting as the natural focal point of the room. British Fires products have become synonymous with this movement,
premium electric fireplace brand created with a clear ambition: to develop market- leading electric fireplaces with an uncompromising focus on quality, realism and design innovation. One of the proudest moments in the company’s history was being granted the rights to use the name
Ivor Mitchell (Founder) and Michael Athay (MD)
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