Aurora Fireplaces, which is now wholly owned by Fired Up Corporation has seen a 400% increase in turnover since it evolved the business, which had previously been known as Aurora Marble. It is on track to increase turnover by a similar proportion in line with the companies 2020 targets.
Identifying the potential to return Aurora to profit, Fired Up Corporation utilised its experience from previous successful turnarounds. Adam Fireplaces and Corby of Windsor were two acquisitions that have been integrated into the Fired Up group of companies and had their brand identities revitalised. In their latest venture, Fired Up have reformed Aurora into a leading fireplace brand sell exclusively and nationally to the independent showrooms.
Following on from a restructure of the business and investment in machinery, the firm now employs over 100 staff across its two sites in Huddersfield. The firm has also significantly invested in online activity to promote the Aurora brand online directing consumers to the high street, demonstrating significant support for its resellers.
Moving forward, the firm has plans to introduce a range of new products into the market this year in response to the way the interior design market is evolving along with plans to expand its showroom partner footprint.
Commenting on the growth, Jonathan Bradley, Fired Up Managing Director said: “Our customers’ requirements have set the direction for the Aurora brand and our team at Fired Up are successfully delivering. We know that the incredible value of an Aurora product needs to be seen to be believed. We also know that the owners of independent showrooms want to compete offline and away from national resellers.
For these reasons, you will only find Aurora products on display within independent showrooms. It is the core offering of the Aurora brand. Here at Fired Up, we have a vision to make Aurora the leading Fireplace brand within the independents market. Everybody involved has bought into this vision, and it has been fantastic to see each person take ownership of their part in the plan – the perfect blend of an ambitious team working towards a customer focussed long-term vision, is fuelling Aurora’s success”.
