About Us
Bringing the warmth of real flames to wherever you are
What fuels us
At imaginfires, we believe everyone deserves the joy of a real fire. There’s something so calming about sitting beside a fire; watching the orange glow of the flickering flames, hearing the gentle crackling of wood, and feeling the warmth on your skin. But in a world filled with smoke control areas and rental restrictions, traditional fires just aren’t possible for all of us.
Thirteen years ago, we saw a problem: the magic of fire was becoming out of reach. So we set out to bring real flames back into people’s lives and make bioethanol fireplaces more accessible to all.
How it all sparked
In 2012, we were working as buyers for high street retailers. We discovered bioethanol fireplaces being sold by a handful of luxury UK brands and were amazed by this cleaner, simpler kind of fireplace. One that delivered the real flame experience people craved, with no smoke, no chimneys, and none of the usual hassle. And from that spark, imaginfires was born.
Our bioethanol fireplaces can now be seen in thousands of homes across Britain. We’re proud to design 99% of our fireplace range right here in the UK, and we’ve also developed a range of industry-leading features, including our patented non-spill fuel box. Our friendly, knowledgeable team is always on the end of the phone to answer all your burning questions on bioethanol fires and help you find the right model for your home.
Flames without the footprint
Want to experience the joy of real fire without harming the environment? Bioethanol fires are powered by cleaner-burning, plant-based fuel, with none of the toxic emissions that come from burning logs or coals; making them much healthier for you, the planet, and your wallet. You get all the ambience of a real flame at the flick of a lighter, with no smoke, soot, or mess to worry about.
There’s no chimney or flues to install (although we do offer a small range of false flues for aesthetic purposes), making our bioethanol fireplaces exceptionally easy to set up. You can simply unpack and enjoy straight out of the box. They’re lightweight and portable, and can be easily moved from room to room (or even outside) as you please. All our fires are certified to the latest bioethanol fireplace standard BS16647, and are safe for use around children and pets. With ranges starting from just £180, you can bring home the beauty of real fire, without burning through your budget.
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