By the Electric Fireplace Hub UK Team · Updated May 2026 · Independent, reader-supported

Dimplex vs Be Modern vs Adam: Which UK Electric Fire Brand Is Best?

If you're shopping for an electric fireplace in the UK, you've probably spotted these three names appearing consistently. Dimplex, Be Modern, and Adam are the brands you'll see most often on the high street and online. But they're quite different in approach, and the "best" one really depends on what you're after.

I've spent time with units from all three, and the honest answer is: there's no single winner. Each brand excels in different areas. Let me walk you through how they compare on the things that actually matter when you're investing £400 to £2,000+ in a fireplace.

Flame Effect Quality

This is the main reason people buy electric fireplaces, so it matters.

Dimplex leads here. Their Optiflame technology is genuinely the most realistic on the market. The flame moves with natural-looking depth, and it doesn't have that flat, repetitive look you get with cheaper units. Whether you go for their 3D effect or standard Optiflame, the motion reads as convincing, even when you're standing close. Their newer models use LED technology that avoids the flickering-bulb issue older electric fireplaces suffered from.

Be Modern produces very good flame effects through their Celsi-sourced technology. They're crisp and detailed, with decent colour options. The flames move naturally, though some users report they're slightly less "alive" than Dimplex's best units. That said, the difference is subtle—most people won't spend time comparing them side-by-side in the shop.

Adam offers decent flame effects, but they tend towards the simpler side. Their units are perfectly adequate, and the flames don't look cheap, but there's less visual interest than the other two. If you're buying an Adam, you're prioritising style and value over premium flame realism.

Build Quality and Design

Dimplex manufactures solidly. Their casings use decent materials, and the fixtures feel robust. They tend towards traditional and contemporary designs—nothing particularly adventurous, but the build inspires confidence. Expect to find thermostats that actually work intuitively and controls that don't feel plasticky.

Be Modern also builds well. They've made a deliberate effort to modernise their range over the past few years, with sleeker surrounds and more design-focused options. The build quality matches Dimplex overall, though their materials sometimes feel slightly less premium. Their designs are fresher and more on-trend than Dimplex's.

Adam is where you notice cost-cutting. Their units are still solid, but the casing is lighter, some finishes are more plasticky, and the overall heft is less. Where Dimplex or Be Modern feel like they'll last 15+ years, Adam feels more like 10–12 years. That's not a criticism—it reflects their position in the market.

Warranty and Support

Dimplex offers a 2-year warranty on most units, with some extending to 5 years on specific models. They're established enough that finding local installers or getting spare parts is straightforward. Support is solid, though you might wait a day or two for a response.

Be Modern typically offers 2-year warranties, occasionally 3 years on premium models. Support is reasonably quick, and spare parts are widely available through UK retailers.

Adam usually gives 1 year standard, with extended warranties available for purchase. This is a red flag for some buyers, though it reflects their lower price point. Support turnaround can be slower.

Spare Parts Availability

This is practical but often overlooked. If your heater element dies in year 3, can you actually get a replacement?

Dimplex wins decisively here. They've been in the market for decades, and parts are stocked by most large retailers and specialist online shops. You'll find replacement elements, fan motors, and even control panels readily available.

Be Modern also has good availability, though slightly less ubiquitous than Dimplex. You'll find parts, but you might need to order online rather than picking up locally.

Adam is trickier. Parts exist, but you're more likely to be reliant on online ordering, and availability can be spottier. This is less of a problem if you buy from a dealer who stocks their own spares.

Price and Value

Dimplex is premium-priced. A decent Dimplex inset or wall-mounted unit will run £700–£1,500+. You're paying for the brand reputation and flame quality.

Be Modern occupies the middle ground. Similar units cost £500–£1,200. You get very good quality without the Dimplex premium.

Adam is the budget option: £350–£900 for comparable-looking units. You're not getting the same build quality or flame realism, but the saving is real.

Which One Should You Actually Buy?

Choose Dimplex if: You're fitting an inset fireplace into an existing chimney breast, want the best flame effect available, and plan to keep it for 15+ years. The premium is worth it for longevity and visual quality.

Choose Be Modern if: You want a modern design, excellent build quality, and good flame effects without overpaying for the Dimplex name. They're the sensible middle choice for most buyers.

Choose Adam if: Budget is your priority, you rent and can't commit long-term, or you want something stylish that works well without financial overcommitment. Just accept that parts might be harder to source in year 5.

The honest bottom line: all three are legitimate UK brands that won't let you down. Dimplex is the safest choice, Be Modern offers the best all-rounder value, and Adam is fine if cost matters most.