Our beginnings
Where it started
British Fires, part of the Focal Point Group, has a story that begins with warmth and a touch of British charm. Founded in 1983 by lifelong friends Ivor Mitchell and Alan Pryke, who still own the company today, the journey started when they traded the pace of London life for the tranquility of England’s southern coast. Settling in Milford on Sea, they ran a bustling caravan park through the summer months, and when the seasons turned, Alan opened a small shop on Boscombe High Street selling gas fires.
The start of something
The shop soon became a full time operation and Ivor and Alan started to produce gas fires in the workshop at the back. With Alan’s eye for design and Ivor’s relentless drive, the company moved premises, and quickly became a pioneer in gas fire innovation across the UK. Through the 1990s and 2000s, their dedication to craftsmanship and innovation saw production soar to over 250,000 fireplaces a year. Today, the company stands proudly as one of the most established and respected names in the industry, a testament to decades of passion, creativity, and a commitment to keeping the heart of the home glowing warm.
British Fires. Inspired by nature
British Fires is born
British Fires was born in 2019 from a simple yet powerful vision, to redefine luxury fireplaces. Drawing on decades of expertise from the Focal Point Group, the brand set out to merge cutting-edge technology with timeless British design. The result was a collection of fireplaces that didn’t just imitate nature, but truly captured its essence. What began as a bold new concept quickly gained recognition, with British Fires earning international acclaim for its realism, craftsmanship, and innovation. Today, it stands as one of the world’s leading names in electric fireplaces, proudly bringing the comforting glow of British design and engineering into homes across the globe.
New Forest National Park
Located on England’s beautiful south coast is the New Forest National Park – the inspiration of our electric fireplaces.
The New Forest covers 219 square miles and is home to many parks, farms, golf courses, and outdoor activities. The beautiful New Forest ponies take pride of place and roam free throughout the vast woodland and blend in with the local residents for a unique setting.
Craftmanship
What better way to demonstrate a burning fire than by using real logs? The natural detail of the logs create an authentic and natural look which add a unique beauty to the fires. The art of the fireplace comes from the true craftmanship in cutting, assembling and scorching every piece of wood we use. It is this process we have taken time to master, a true reflection of our dedication for realism.
Proudly inspired by the timeless beauty of the New Forest, Hampshire.
Explore the full range of electric fireplaces in our latest brochure
Global distribution
British Fires operates on a truly international scale. With the help of our trusted partners, we’ve built a distribution network that reaches across the EU, North America, the UAE, and Australia. We’re proud to work alongside great people and companies who share our passion for quality and help carry the British Fires spirit around the world.
At British Fires, innovation isn’t just a feature — it’s part of our DNA. Every detail of our electric fires is the result of years of design refinement and engineering expertise. With multiple patents granted over the years, we continue to set new standards in flame realism and performance.
Our most recent achievement, a patented Air Curtain Technology, redefines the heating system in the fire. Visit our Technology page to find out more.
Get in touch!
Whether you need help with installation or just looking for some inspiration, we can help! Get in touch and our team will be on hand to offer advice, or let us point you in the direction of a dealer to see our products on live display
Find a dealer
British Fires products can only be found in selected and exclusive dealers around the UK
Contact our sales team
Looking for a product on display or want to discuss your project?