Flameglow moves to number two in electric fireplace category

By Matthew Henry

SYDNEY: Flameglow Heaters, the brand operated by former Breville national sales manager, Bill Starr, claims to have become the second largest supplier in the burgeoning electric fireplace category behind category leader Dimplex.

The electric fireplace category grew by 600 per cent in 2006 according to GfK, accounting for around four per cent of the total heating category.

Electric fireplaces typically use an electronically-generated flame-like lighting effect to create a warming ambiance with an integrated fan heater to heat the room.

Flameglow, a relatively new entrant in the category, claims to have moved into the number two position with its wide range of electric fireplaces, ahead of competitors including De’Longhi, Heatwave and Raypack.

“Consumers can continue to expect great things from Flameglow in 2007, with an entry price point of around $199 up to $899,” said Flameglow national sales and marketing manager, Bill Starr.

“We have also expanded our range of products to include many new styles that are not only practical and efficient but beautifully designed pieces. The Flameglow brand will also continue to enjoy a substantial and well drive advertising and marketing campaign combined with a heavy-duty publicity drive.”

The electric fireplace market has undergone a shift to cheaper price points in the last 12 months, with 45 per cent of sales now in within the $100 to $199. In 2005, 40 per cent of sales were over $700.

Dimplex has held the majority share of the category for a number of years, and will this year introduce the Allegri model with 2000 watt fan heater.

For more information about Dimplex’s heating offerings for 2007, see the Heating Feature in Appliance Retailer February 2007.

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