Direct Heating Group announced that it has acquired Fireplace Superstore.

The 5,000 square foot fireplace showroom is based in Cheadle Hulme in the North West. This purchase is a strategic move as Direct Heating Group seeks to further build its brand by increasing awareness and reach with an omni-channel offering across the UK.

With its large selection of high-end branded stoves and fireplaces, and a huge variety of media walls and units, Fireplace Superstore is ideally placed to make it easy for people to find their perfect fireplace or stove.

Adam Leah, CEO of Direct Heating Group, said:

“The purchase of Fireplace Superstore allows Direct Heating Group to further strengthen its portfolio. Fireplace Superstore offers a level of choice that amplifies our current offering and allows us to reach even more customers across the country. We believe this to be the best showroom within the region, and in a prime location to reach and engage our customer base. It’s another exciting move for the business as we strive towards becoming the UK’s leading multi-channel stoves and fireplaces retailer.”

The recent acquisition of Fireplace Superstore follows a £3m investment from Arete Capital Partners and Tosca Impact Fund in early 2022 when the business also acquired Fairways Fireplaces in the Midlands. The deal was led by Mike Bound from Arete, with Terry Moore and Olivia Sturgess and Charlotte Hook of Myerson advising on legals. The investment, acquisition and organic growth has generated an impressive 47% increase in Group turnover in FY23.

As well as complementing its digital presence as the UK’s #1 online retailer of stoves & fireplaces (www.Direct-Stoves.com / www.Direct-Fireplaces.com ), Fireplace Superstore offers Direct Heating Group customers the added benefit of being able to view, touch, feel and experience the products before making a purchase.

Customers will now benefit from more choice and premium offering thanks to the new showroom and this latest move demonstrates Direct Heating Group’s commitment to growing the business and its ambition to become the UK’s largest end to end heating retailer providing everything from the stove and fireplace through to installation, across the UK.