ImaginFires

ImaginFires: smokeless, flueless bioethanol fireplaces in the UK

ImaginFires is a British retailer specialising in bioethanol fireplaces, a type of decorative heating that runs on plant-based fuel and requires no chimney, flue, wiring or mains power connection. The company has been operating since 2013 and, according to its own presentation, has sold to many thousands of homes in almost every town and city in the UK.

Bioethanol fireplace catalogue

The range is organised into several product families:

• Woodburner-style bioethanol fireplaces.
• Freestanding bioethanol fireplaces, portable and easy to move between rooms or outdoors.
• Wall-mounted bioethanol fireplaces, fixed with the fittings included.
• Outdoor bioethanol fireplaces.
• Bioethanol baskets.
• Bioethanol suites.
• Inserts.

The catalogue includes models such as Alden Black, Ledbury, Stow Black and Howarth White, with prices that at the time of analysis started at £180 and reached £999 for some of the featured designs. The shop indicated a limited-time offer on the Bredon model with £100 off and twelve free bottles of fuel.

Fuel and accessories

In addition to fireplaces, ImaginFires sells bioethanol fuel and accessories such as decorative pebbles, artificial logs and flues. The fuel is described as a renewable energy source obtained by fermenting the sugars and starches from plant by-products, primarily sugarcane and grain crops.

Features and operation

According to the company's information, bioethanol fireplaces are characterised by:

• Producing no smoke, soot or ash.
• Providing a real flame and heat without the need for a chimney or flue.
• Being portable and easy to install and maintain.
• Incorporating a fuel box with a 'No Spill' anti-spill system.
• Being tested to safety standard BS EN 16647.

The company states that bioethanol burns with 98% efficiency and that the only combustion products are carbon dioxide and water. However, it clarifies that these fireplaces are not intended as the main heat source for the home, although their energy efficiency is higher than that of a wood-burning stove, which can lose around 40% of its heat up the chimney. For wall installations, assembly instructions and all necessary fittings are included. For freestanding fireplaces, it is recommended to wait at least 30 minutes after extinguishing the fire and to check that the fuel box has cooled before moving them. For outdoor use, the company warns of the need to keep them away from flammable materials and that the perceived warmth will be lower due to the larger volume of the space.

Shipping and payment methods

ImaginFires offers free delivery (with conditions) and flexible payment options. Accepted payment methods include PayPal, Mastercard, Visa, American Express, Maestro, Apple Pay and Google Pay.

Customer support resources

The website provides users with useful videos, FAQs, a blog with articles on interior design and fireplace styling, and a space to share photos on Instagram. The company also maintains a contact section for customer service.

Location and contact

20 Wenlock Rd, London N1 7GU, UK · Email: support@imaginfires.com