The company's omni-channel model, combining e-commerce, physical locations, and trade sales, has driven both market share and margin gains.
Direct Heating Group, the UK’s leading retailer and trade supplier of stoves, fireplace and chimney products has returned to growth after a strong start to FY26, as the market stabilises. At group level, sales are up 15%, with the retail division delivering 21% growth.
The company's omni-channel model, combining e-commerce, physical locations, and trade sales, has driven both market share and margin gains while expansion into BBQs and outdoor living has reduced seasonality and sustained year-round trading momentum.
DHG’s trade division (Flue and Ducting Ltd), which specialises in flues, chimney products and wood burning stoves, has been a key growth driver. As independents consolidate or retire, more consumers are buying directly through installers. Well placed to serve this shift, DHG supplies both components and own-brand stoves, driving market share and margin growth.
The retail division is also benefitting from these market conditions. With small local showrooms closing and a shift online, they are taking market share with their strong online presence and large regional showrooms along with further product expansion into outdoor living.
Favourable regulatory developments, including the Future Homes Standard and the reversal of a proposed Scottish ban on wood burners in new build homes, have further boosted confidence in wood-burning stoves. With volatile energy prices, stoves are increasingly valued as sustainable, affordable, and reliable secondary heating solutions.
Adam Leah, Founder & Director of Direct Heating Group, said: “We’re pleased to see strong growth across both our retail and trade divisions. By extending our summer range, expanding our own-brand stoves, and supporting installers through our trade business, we’re reaching more customers and meeting their needs in new ways.
"As the market changes and more people look for sustainable, independent heating solutions, we remain focused on serving customers and supporting the industry’s future.”
