Peter Mintoft from Charlton & Jenrick considers how electric fires can support comfort, design flexibility and clear homeowner expectations within increasingly efficient new build homes and developments.
As new homes become more energy efficient, the way residents use heat is changing. Better insulation, airtightness and system control reduces the overall energy needed to maintain a stable temperature within the home. However, purchasers still value the comfort, ambience and focus created by a fireplace. For housebuilders, the opportunity lies in treating an electric fire as a planned element rather than an accessory added after the room layout is fixed.
The distinction between primary and secondary heating is essential. The 2026 edition of Approved Document L for dwellings is scheduled to take effect in England from 24 March 2027 for building work not connected with higher risk building. Setting out how the energy and emissions impact of secondary heating should be included in the approved calculation.
It also states that a heat pump should meet the full design demand without assuming support from secondary heat sources. An electric fire therefore needs a defined role. It may provide local comfort and visual ambience, but it should not compensate for an undersized primary heating system or weak building fabric. Secondary heat sources can add complementary short-term, rapid response for these comfort warmth needs.
When that role is established early, the specification can support the wider design strategy. Almost all new electric fires allow the low energy flame display to operate independently from the heater, so the feature can contribute to the character of a living space throughout the year. When warmth is required, local temperature, presence and time controls can help residents use the flexible heating function for defined periods in the room they occupy. Developers should present this as a desirable choice for rapid response and comfort rather than a guaranteed energy saving, since actual use, tariff, controls and the efficiency of the primary heating system all affect running costs.
Early coordination also protects the architecture. The fire influences the width and depth of a feature wall, the position of a television, the route of electrics, and the need for future service access. If these points are left to the fit-out stage, you may risk an awkward projection, trailing cables or a layout that limits furniture placement. A coordinated approach allows the appliance, surrounding materials and adjacent joinery to read as one part of the room. It also gives the electrical designer and fire manufacturer an opportunity to confirm power requirements, clearances and any enclosure ventilation provisions before work gets underway.
Standardisation can make this approach best practice across a development. A housebuilder may select a small number of configurations matched to popular house types, with each arrangement supported by a clear drawing and specification. The base build can include the necessary power supply and wall depth, while the fire itself is offered as standard in selected plots or as a buyer option for a turnkey property. This reduces late variations and gives site teams a repeatable template. It also helps procurement teams compare costs on a consistent basis, including the appliance, framing, finishing, electrical work and commissioning.
The size of the room matters as much as the size of the fire. In a compact living room, a wide installation would dominate the elevation and restrict storage. In a larger open plan space, a smaller appliance may feel visually disconnected from the architecture. The chosen proportions should respond to the wall, viewing distance, TV sizing (particularly if located above) and possible furniture arrangement. Heat output also needs consideration because new homes can warm quickly. Thermostatic control and suitable heating settings can reduce the risk of the room becoming too warm, but correct product selection remains important.
Developers should also consider how the feature will be explained at point of sale and on handover. Buyers may assume incorrectly that every visible fire is intended to heat the whole home, or that a low energy LED or LCD electric flame effect always consumes the same power as the heater. Clear marketing copy and resident instructions should distinguish the low power flame display function from the heating function, state the rated heat output, explain the controls and describe the appliance as secondary heating. The intended purpose for flexible rapid response to comfort warmth needs, not continuous heating, is a strong selling point that should not be missed. This protects trust and helps residents operate the home as designed.
Product choice should follow the service strategy. Access for maintenance, replacement parts and eventual appliance removal should be resolved without damaging the finished wall. Check that the appliance supplier can provide full technical support, spares and that the products can be serviced fully from the front when installed. Where a television is positioned above the fire, the design team should follow the relevant installation instructions and consider the effect of any heat on surrounding equipment and finishes. Materials should be selected for their suitability in the completed assembly, not simply for their appearance in a showroom image.
Electric fires can also support consistency across mixed tenure and varied plot sizes, provided the specification remains disciplined. The same design principles can be adapted for apartments, starter homes and larger family properties without forcing one visual solution into every room. A restrained schedule of sizes and finishes gives buyers meaningful choice while keeping the construction detail manageable. For developers, that balance between personalisation and repeatability is often more valuable than an extensive options list.
The broader lesson is that responsive comfort features should be part of design coordination from the outset. As building fabric improves and primary heating systems become more carefully engineered, secondary appliances need an equally clear purpose. An electric fire can add focus, atmosphere and rapid transitional local warmth, but its success depends on proportion, controls, installation detail and honest communication. When these issues are settled before work begins on site, the finished feature can support and enhance both the performance of the home and the experience of the purchaser.
Peter Mintoft is managing director at Charlton & Jenrick