Superior Fires: A reputation for excellence

We got the chance to visit the experts at Superior Fires to find out more about their line of bespoke focal points. ‘All things fire’ professionals Ben Upham and Michael Athay took the time to tell us more…


30 Years Experience
As the current leading online retailer of high-efficiency gas and electric fires, it’s no surprise that Superior Fires have decided to set-up a static showroom, right here in Dorset. Located in Christchurch, their showroom boasts an incredibly wide range of fires; stoves, gas, electric, even LED screens that simulate a roaring blaze. The possibilities are endless.

Someone you might not have heard of (but will most certainly know of) is their parent company ‘Focal Point Fires’; the single largest gas fire manufacturer in the UK, with clients including DIY giant, ‘B&Q’. Chances are if you have ever looked for a fire in B&Q it’s probably one that has been made by Focal Point. Superior Fires is actually a subsidiary of Focal Point – the same talents with new ambitions. The company was set-up with the aim to create an entirely new direction and a service that enabled customers to create something that would fit in perfectly with their home.



On Trend; Stoves
For top-notch interior designers the stove is the new ‘it’ focal point – one flip through the pages of a luxury home magazine would tell you that. The stove represents both traditional and contemporary style, which is why it has become increasingly popular over the last couple of years. The superior quality of SF’s products is much unlike your average stove; using only the best materials, Superior Fires create the desired authenticity of a log burning fire, without the hassle or up-keep.

Flue Who
It’s a common misconception that those without a flue or chimney are unable to have a fire in their home, but Superior Fires are breaking convention with innovation! Their unique technological advancements allow them to achieve 100% efficient fires without a chimney or flue.

On Trend; Inset Wall Fires
For a sleek and stylish look, inset wall-mounted fires are the best. Their extensive range of high-spec fires adds a touch of sophistication to any room and being inset into the wall means no loss of space. There’s no need to worry about installation either, as their team will handle it all.


Visit Their Showroom
Set-up with a unique layout, the Superior Fires showroom provides the ultimate shopping experience. The space is a collection of chambers, showcasing a wide range of styles, in a variety of different room settings. “The idea is to enable visitors to better visualise our fires in their home”, Michael explained.

From Net to Door
Their brand-new seamless online ordering system allows customers to explore their range, with full customisation options too. Their team of skilful installers work nationwide, installing Superior Fires in homes across the country – making shopping for your next fire totally hassle-free and fun!


For more information contact Superior Fires on:
t. 01202 588632
a. 10 Avon Trading Park, Reid Street, Christchurch, Dorset, BH23 2BT

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