“ROBAX NightFlame® elevates fireplaces into design elements”
My name is Fernando Martinez, and I am the Sales and Marketing Manager of Bosca. Bosca is a Chilean company with more than 40 years of experience and a market leader in wood and pellet heating solutions. With a strong industrial and innovation-driven mindset, we design, manufacture, and market stoves, cookers, and fireplaces that combine energy efficiency, durability, and contemporary design – developed for real-life use.
Today, Bosca holds nearly 50% market share in the wood and pellet stove segment in Chile, making us the undisputed number one and one of the most valued brands in the industry. Our brand is strongly associated with high-quality, reliable products.
What truly sets us apart is our commitment to quality and sustainability. More than 90% of our products are manufactured in Chile, allowing us to maintain full control over the entire production process and pursue a long-term, sustainable approach that meets increasingly stringent environmental regulations. This is complemented by a strong network of our own retail stores, B2B partners, and technical service teams, enabling us to stay close to the end user and deliver a consistent experience before, during, and after the purchase.
As the first company to launch ROBAX NightFlame® in South America, why did Bosca decide to integrate this glass-ceramic into its product portfolio, and how did the transition from transparent glass-ceramic unfold?
Integrating ROBAX NightFlame® into our product portfolio reflects a clear strategic conviction at Bosca. We have long observed that the heating industry tends to compete primarily on price, with limited differentiation in terms of perceived value. At Bosca, we have consistently worked to break away from this logic by differentiating ourselves not only through performance and quality, but also through design and user experience.
In this context, ROBAX NightFlame® represented a clear opportunity to stand out from the competition while addressing a genuine consumer need: heating appliances that integrate seamlessly into living spaces. Especially during spring and summer, when stoves are not in use, they should still contribute positively to the overall aesthetics of the home.
The transition from transparent glass-ceramic to ROBAX NightFlame® was natural and very well received. When the appliance is turned off, ROBAX NightFlame® enhances the product’s appearance with a cleaner, more contemporary look. When in operation, it intensifies the contrast of the flames, creating a more emotional and premium fire-viewing experience.
What makes ROBAX NightFlame® unique compared to transparent glass-ceramic, and how has it been received by your customers?
From our perspective, the key difference lies in the overall experience ROBAX NightFlame® delivers. By concealing soot and visual clutter when the appliance is turned off, it allows the stove or fireplace to appear more refined and design-driven, rather than purely functional.
Since introducing ROBAX NightFlame® into our portfolio, customer feedback has been very positive, particularly regarding aesthetics and spatial integration. Consumers appreciate that the appliance looks cleaner, more sophisticated, and less technical when not in use – an important factor for those who see their stove or fireplace as an integral part of their interior design.
This has been especially evident in the pellet stove segment, where we noticed that design plays a central role in purchasing decisions. We therefore introduced ROBAX NightFlame® primarily in the mid-range and premium segments, where customers place greater value on materials, design quality, and the overall product experience. Within these segments, ROBAX NightFlame® has become a key element of our Black Vision line and a strong differentiator in the market.
ROBAX NightFlame® in the fireplace Black Vision Burdeo by Bosca when off and on.
Have you observed any notable trends or shifts in consumer preferences related to fireplace design or functionality?
Yes, we have observed a clear shift in consumer preferences toward design-driven fireplaces and stoves. Today, customers no longer view these products solely as heating appliances, but increasingly as architectural and decorative elements that need to look appealing even when turned off.
In our view, there is a strong trend toward minimalist aesthetics, darker finishes, and cleaner fronts, with greater emphasis on the visual quality of the fire itself. Reducing visual clutter and technical elements has become increasingly important. At the same time, efficiency and environmental performance are largely taken for granted. This shift reinforces our commitment to product lines such as Black Vision, where design, materials, and the fire-viewing experience come together to deliver both functional and emotional value.
How has ROBAX NightFlame® impacted your business in terms of customer interest, brand perception, and commercial success? Are customers willing to pay more for a stove with ROBAX NightFlame® included?
We have seen positive effects across all these areas. Since introducing ROBAX NightFlame®, we have recorded increased customer interest, improved sales performance within the respective segments, and a noticeable enhancement in brand perception.
From our experience, customers are willing to pay up to five percent more for a fireplace equipped with ROBAX NightFlame® - a level that is commercially feasible and works well with our overall product positioning. What we clearly observe, however, is that ROBAX NightFlame® helps customers choose our products over more traditional heating solutions, acting as a meaningful differentiator in the decision-making process.
Today, customers actively ask for “the stove with the dark glass,” which clearly shows how strongly this feature has resonated in the market. This recognition is the result of several years of focused positioning and confirms the long-term value of investing in differentiated design and technology.
Do you see ROBAX NightFlame® shaping the future design language of your brand or even the industry? And how do you view the potential of curved fire-viewing panels?
Yes, we see ROBAX NightFlame® as a real game changer. It brings new momentum to the category by refreshing how fireplaces and stoves are perceived – shifting the focus toward design, emotion, and the visual experience of fire.
So far, we have not observed a strong trend toward curved or round-shaped fireplaces in the Chilean market regardless of whether transparent or tinted fire-viewing panels are used. However, this does not mean that customers would not see value in such designs. It rather reflects the fact that this type of solution has not yet been actively showcased in our region.
From our perspective, curved fire-viewing panels are particularly suited to more design-oriented and premium concepts, where we do see clear potential for future product lines as expectations around aesthetics and differentiation continue to evolve.
Wood fireplace Gold 500 from the black vision line by Bosca
Pellet fireplace Fit + from the black vision line by Bosca
Could you share your perspective on your partnership with SCHOTT and collaboration throughout the launch process? How would you describe the level of support and service you've received from SCHOTT?
Our experience working with SCHOTT has been highly positive and collaborative from the very beginning. Over the past 40 years, SCHOTT has been more than a supplier to Bosca – it has been a strategic partner, supporting us closely throughout different stages of our development.
We particularly value the high level of technical, commercial, and service support, as well as the SCHOTT team’s strong commitment to understanding our design philosophy, brand positioning, and market requirements. This close collaboration enabled us to integrate ROBAX NightFlame® efficiently and reliably, ensuring that the final result fully aligned with Bosca’s quality standards and the value proposition we aim to deliver to our customers.
Looking ahead, we believe that continued closeness – such as on-site visits to the SCHOTT facilities in Mainz, closer involvement of development teams, and targeted training for our sales force – will be key to strengthening our partnership and ensuring long-term success.
All photos: Bosca
February 2026
Gabrielle Bouren
Sales Manager SCHOTT ROBAX®