Real flames,
without the chimney.
A real bioethanol flame for any room. No flue, no building work. Fill it, light it, enjoy it.
- A real flame, not an LED or a screen
- No flue or installation needed
- No smoke, soot or ash
- Quick and easy to set up
- Freestanding and tripod designs
- Free UK delivery · 30-day returns · 2-year guarantee
Why Choose Pure Flame?
No installation required
No flue. No installer. No structural work. Simple to assemble, ready in minutes.
A genuine flame
A real flame, not a simulation. No smoke, no ash, no soot.
Designed as a centrepiece
Built to be the centrepiece of the room, not to blend in.
Designed with intent
Nothing about it is accidental. Every curve has a reason.
A fireplace without a chimney stands in the middle of the room, in full view, lit or not. So we look at it the way a designer would, line by line, long before it reaches your home.
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01
The curve
A soft, rounded bowl that frames the flame and looks right from every angle, even from behind.
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02
The balance
Slim legs and a low centre of gravity: light to the eye, steady on the floor.
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03
The materials
Natural wood, chrome and brushed stainless steel. Honest materials that age well and feel good to the touch.
Beautiful, even with the flame out.
That is the test every Pure Flame has to pass. In the evening it brings the fire; by day it is simply a beautiful object in your home.
Discover the collection
A fireplace, reimagined.
A real fire brings warmth. Flues, permits and construction work keep it out of reach for most homes.
Pure Flame changes that. No chimney. No installation. Fire, designed as an object for your home, not a construction project.
Minimal by design, considered in every detail. Built for a home that feels finished, not filled.
Your questions, answered
Does a bioethanol fireplace give real heat?
Yes, a gentle warmth you can feel nearby. Our fireplaces are designed for atmosphere, not to replace your central heating.
Does it smell?
There is no smoke. You may notice a faint scent when lighting and extinguishing, which fades once the flame is steady. A good-quality bioethanol keeps it to a minimum.
How long does it burn?
The 1.5 L burner gives 3 to 5 hours of flame per fill, depending on the flame setting.
Is it safe to use indoors?
Yes, when used as described in the manual: in a ventilated room, away from curtains and furniture. Never move the fireplace while it is lit, and always let the burner cool completely before refilling.
Where do I buy the fuel?
Liquid bioethanol is sold in DIY stores and online across the UK. Choose a high-purity fuel for a cleaner flame and less scent.
Do I need a chimney or an installer?
No chimney, no flue and no installer. Our fireplaces are freestanding: simply place them on the floor, fill them and light them.