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Organic growth for Flamestyle by The Soot Doctor

George Tracey talks to Build & Renovate

Story Highlights
  • "It's an exciting time!"
  • "We sell everything."

The Soot Doctor Ltd is a family run Irish run company based in Bray, County Wicklow. They are specialists in chimneys, fireplaces, stove and heating appliances. This company prides themselves in being the leaders in flue system and chimney requirements for the home or business.

The Soot Doctor Ltd was founded in 2011 by George Tracey. Mr Tracey founded the company as a response to the amount of chimney and house fires caused by poorly installed solid fuel appliances and chimney systems. All of these were unfortunately preventable.

George is a qualified professional firefighter with extensive knowledge on fire safety, building regulations, chimney fire investigation and fire training. He is passionate about both historic and new build construction methods.
This company specialise in all aspects of chimney construction, chimney investigation, chimney relining and rebuilding work.

Through years of experience, they can recommend the best chimney lining solution for your boiler, gas, fire, stove or open fire; resulting in a seamless installation and guaranteed work that you can trust. Their attitude is that anything is possible, carrying out work to your specifications.

The Soot Doctor Ltd are certified by OFTEC and HETAS to install, inspect and service all stoves and flues. This company uses only the highest quality, leading brands of chimney products to ensure all work is finished to Building Regulations Document.

At The Soot Doctor Ltd, the team are not simply suppliers of high quality stoves and range cookers. As part of their complete service, they offer a pre-site survey and installation programme, the design and supply of complete flue and chimney systems, post fire investigation and repair service.

This company’s promise is to offer experienced professionals, certified experts, technologically innovative products as well as being reliable and secure. Their services include chimney restoration, bespoke chimney builds, consultancy and design, fast and reliable installation and service, pioneering technology and equipment professional chimney sweeping services, chimney surveys and post fire investigations.

“I started to assess chimneys and then organically I started to survey old houses and I invested in camera equipment and I took over the surveying of castles such as Slane Castle and Powerscourt and then I set up a shop. 10 years on and I employ nine staff, have a big shop in Bray and we sell all kinds of beautiful things,” said George Tracey.

“I’ve found people have slowed down a lot and people have realised that it is about spending time with family at home and being cosy. Our business is going really well, we’re flat out as people are investing in their homes and our work is all mainly word of mouth. We employed two more people in recent weeks.

“We’re a nationwide business; we would do a lot of work for the Office of Public Works (OPW) also,” enthused Mr Tracey.

As to what are popular purchases currently?
“We do a high efficiency open fire which is a combination of an open fire and high efficiency. With this fire, you don’t lose the picture, the flame or the sound of the crackle of the fire. It’s similar to a stove with no glass and it is free standing.

“We sell everything from the ultra, ultra modern in passive houses to open fires and commissions. We do a lovely electric fire with 5D technology and it has glass on three sides and you can see a flame which is deadly,” imparted George.

As to the future of The Soot Doctor?

“We have just opened Flamestyle which is the retail end of the business and The Soot Doctor is the service end of the business so we’re now known as Flamestyle by The Soot Doctor. “We are just about to launch our outdoor range of outdoor heating, wood burners, pizza ovens. We’re looking forward to the next few months and it’s an exciting time!” Concluded George Tracey.



Words: Emer KellyImages: Webpress

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