Having identified the electric fire that I wanted to purchase, I found that The Fireplace Company were offering it at one of the most competitive prices that I could track down on the internet. As the other (very slightly cheaper) sellers were located much further away than The Fireplace Company (I live in the north west of England) I picked them for my purchase, and was very pleased that i) they accepted AmEx despite saying that they didn't on their website, ii) they called the next day to say that the fire would be delivered the day after, and it was. If I had one minor quibble, it would be that there was no indication that the fire was actually in stock, which would have helped me with the decision to buy from The Fireplace Company, but I got what I paid for very quickly and it’s working nicely. Cheers!