As a relatively new hearth store owner, I knew I was taking a risk by opening a business in an industry that’s been struggling to compete with modern home heating technologies. Although I’ve worked as an installer for a couple of decades, I was well aware of the challenges—tightening emissions regulations, the rise of heat pumps and mini splits, and the decline in fireplace sales compared to decades past, when many businesses built their foundations on booming demand.

Still, I believed in the industry. I knew there was life left in it, and I opened our doors with confidence.

In just under four years, we’ve grown from a small team of three to eight, and we’re now booking months in advance. We’re actively hiring more installers and have seen consistent growth. While this may not seem monumental to some, it’s proof that opportunity still exists in this space.

In our first year, new sales were slow. So we pivoted, focusing on the service side of the business, which many other stores were overlooking in favor of new installations. This decision expanded our customer base dramatically and brought in new opportunities daily. Many appliances are aging and in need of parts or replacement. This not only opened the door to upgrading older units with more efficient models; it turned out to be highly profitable. When you’ve got a gas technician and a couple of chimney sweeps out all day, the revenue adds up quickly and often leads to more work or a new install.

A strong service department means faster customer turnaround and better reviews. Those reviews built trust, and now we’re seeing stronger sales in full installations, driven by customer feedback and referrals. There’s a whole world of existing customers who already understand the comfort and joy a fireplace brings. We need to concentrate on those existing customers.

But today’s new consumer is different from the traditional fireplace owner. Many younger customers walk through our doors with no clear idea of what they’re looking for. The first thing they notice is the look of a fireplace or stove, not its heating capabilities. That’s because they’re not relying on these appliances for full-time heating anymore. They have heat pumps and other convenient systems, and they’re generally seeking something aesthetically pleasing.

We’re seeing increased demand for high-end and unique fireplace products that make a statement. Of course, customers want comfort, but they also want style. Even though a lot of these units may not offer long overnight burns, they deliver cozy evenings and weekend ambiance. And in today’s busy world, not everyone has time to maintain a fire all day. Here in Newfoundland, gas isn’t a practical heating option, so we need to sell the experience, the aesthetics, the comfort, the joy of gathering around the fire with family, just as much as the heating capabilities.

I speak from experience because I am one of those customers.

Opening a business during a pandemic taught me that there’s still plenty of opportunity in this industry. But it’s different now. We have to pivot to stay profitable. Just because new appliance sales aren’t what they were 15 years ago doesn’t mean a hearth business can’t thrive. There are thousands of existing customers out there who already know the value of a fireplace.

So if you’re a hearth retailer like me, focus on your service department, and watch it fill in the downtime and generate profits when installs are slow. Offer inspections of existing fireplaces, remembering that they often lead to repair work or full replacements. Hire a mason. Cross-train your installers to handle minor masonry repairs like repointing and flashing. And don’t be afraid to showcase some higher-end, unique fireplaces or stoves on your showroom floor.

There are fireplaces in homes all across our communities. Take care of those customers, and they’ll recommend you to friends and family. You’ll earn not just a sale, but a lifetime of service work and future installs.