There’s a quiet shift happening in the fireplace market. Customers still want the warmth and theatre of a real flame, but they increasingly want it on their terms: cleaner, simpler to install, and flexible enough to suit modern living spaces. That’s exactly why CALFIRE’s decision to expand beyond our highly successful toast-e electric range and introduce two new bio ethanol fires is more than a product launch—it’s a clear statement about where the sector is headed.
We also know that many homes—especially new builds, apartments, and extensions—don’t have a chimney. Therefore bio ethanol fires meet this need. They offer a genuine flame experience with a heat output of 2-3 kW and straightforward installation. For consumers, the appeal is immediate: a contemporary focal point that can work in rooms where a conventional fireplace simply isn’t practical. For the trade, it’s a category that can broaden project opportunities—particularly where timelines are tight and customers want a “fire feature” without major hassle.
This is also where CALFIRE’s breadth becomes a genuine advantage. Few suppliers can credibly span traditional fireside products including cast iron, British-made fire screens and baskets, maintenance essentials, and modern flame solutions under one roof. Adding bio ethanol strengthens that “complete fireplace” proposition: one supplier, one relationship that can serve a wide range of interiors—from heritage homes to minimalist living spaces without compromising on quality. Ultimately, expanding into bio ethanol isn’t about chasing a trend; it’s about responding to how people live now.
By launching two new bio ethanol fires alongside toast-e, CALFIRE are giving retailers and consumers more ways to create that focal-point, supported by our product knowledge, service standards and industry experience that have defined our business for decades.
Come and see us on stand B27 to learn more!
You can visit the CALFIRE website here.
