Our Mission

Our mission is to enhance the pleasures of a real fire. We aspire to be the category leader in all our chosen markets by selling superior, safer products at a price that consumers will value. We will always work in mutually beneficial relationships with our partners and distributors to the highest possible ethical and environmental standards.

Our Values

• Customer-orientated thinking: we aim to be entrepreneurial, innovative and customer-led in out actions and ideas;
• Team-work: we share responsibility for our actions, and we support each other in our pursuit of success;
• Honesty: we expect openness, ethical intentions and personal integrity in all our transactions;
• Understanding: we strive to understand the needs and goals of our customers, retailers, employees, suppliers and other stakeholders;
• Improvement: we aspire in all our ideas and plans to improve the quality and safety of our product for the good of the customer, the company and the environment;
• Profitability: we realise that in all our endeavours we must sustain a business that delivers profitable, cash generative growth.