Alex Cleveland’s Role in Bringing Kiwi Innovation to North America

For Alex Cleveland, Escea’s North American Manager, the Pacific Northwest represents both opportunities, and challenges.

After nearly a decade with Escea, Alex made the bold move from New Zealand to Seattle to spearhead the company’s entry into the North American market. With a clear mission to introduce Escea’s pioneering gas fireplaces to architects, designers, and homeowners, he sees a market ready for a much-needed shift in fireplace design.

A Global Perspective on Fireplaces

Alex’s career has taken him from hands-on experience as a joiner to fireplace retail manager in Australia, then to Escea where he excelled in managing our extensive network of retailers. With this experience, he knows what it takes to successfully bring products to market, deliver exceptional customer experiences and build long-lasting industry relationships.

Now, he’s on the ground in the United States, excited about the opportunity to bring Escea’s advanced fireplace technology and contemporary designs to a market ripe for innovation.

“North America is massive,” Alex reflects. “The population of California alone is bigger than New Zealand and Australia combined. But despite its size, the market here has remained stagnant for over 15 years in terms of technology. While design trends have evolved, the technical side of fireplaces hasn’t kept up. And that’s where Escea comes in.”

What Sets Escea Apart

Alex attributes Escea’s appeal to one core principle: design freedom.

“Our fireplaces don’t just look stunning; they’re incredibly flexible to design around,” he explains. “Architects and designers can feel confident specifying our products because they blend seamlessly into their projects. Whether it’s our true Zero Clearance technology or flexible venting options, we remove traditional design constraints and open a new world of possibilities.”

Escea’s Zero Clearance technology, which allows customers to clad fireplaces in a wide range of materials, is particularly revolutionary.

“Traditionally, homeowners had to choose materials that could withstand heat, which often disrupted the flow of their design. With Escea, there are very few limitations when it comes to choosing a surround material – designers can choose a surround that blends into the home, or choose bold, unique materials to make a statement. There just hasn’t been these options for them, until now.”

He adds, “This technology also allows us to have one of the lowest TV Clearance requirements in the market. Living spaces are getting smaller, so maximizing space is crucial. By putting the TV above the fireplace, homeowners get the best of both worlds.”

Alex notes the reactions of North American dealers and architects when they first encounter Escea’s technology. “It’s almost disbelief. They’re surprised that this level of innovation is even possible. One architect recently told me, ‘I’m finding a project right now just so I can use this fireplace.’ That kind of enthusiasm is what drives me.”

Designing for the Pacific Northwest

Based in Seattle, Alex is immersed in a region where sleek, minimalist design is celebrated, and winters demand fireplaces that combine style with substance. Escea’s frameless aesthetic, paired with its high-performance features, resonates deeply with architects and homeowners alike.

“Our fireplaces stand out for their attention to detail,” Alex says. “From the stepped-forward media and high quality flame, to the frameless look, every element is designed to enhance the space. It’s these finer details that make Escea fireplaces not just a source of heat but a design statement too.”

The Journey Ahead

Bringing a New Zealand brand to North America is no small feat, but Alex is confident in Escea’s success. “It’s challenging, no doubt, but also incredibly exciting,” he says. “We’re introducing a level of innovation that hasn’t been seen here before. It’s not a matter of if we succeed; it’s a matter of when.” Escea's journey begins with a selection of our gas fireplace models, and we're excited that our offering will soon expand to include a broader range of Escea's products.

As he settles into his new life in the U.S., Alex looks forward to seeing Escea fireplaces in homes across the Pacific Northwest and beyond. One project he’s particularly excited about is a waterfront home on Lake Washington. “I can’t wait to see the fireplace in action, with the flames against the backdrop of gray, wintry weather. It’s going to be stunning.”

If you’re an architect, designer, or specifier in North America, don’t hesitate to contact Alex directly for expert advice and support on all your projects here.