Quick Answer: Ashley Furniture’s electric fireplace TV stands split into two genuinely different hardware sources. Most — the Bellaby ($479, down from $599), Cayberry ($799.99), and Moreshire ($926.98, down from $1,189.98) — use Signature Design by Ashley’s own in-house W100-series insert, reusing the identical 1,400W/4,608 BTU (~400 sq ft) or 1,500W/5,386 BTU (up to 1,000 sq ft infrared) heater across different wood finishes and cabinet sizes. But Ashley’s site also resells genuinely different brands, like the Southern Enterprises Rayelland ($594.99) — the same SEI hardware already covered on this site’s Southern Enterprises guide, not an Ashley design at all.
Ashley is one of the largest furniture retailers in the country, so “Ashley Furniture electric fireplace” pulls in a wide mix of listings — some genuinely Ashley-engineered, some just resold under Ashley’s storefront. Here’s what’s actually inside each one, and where the console price and the heater price split into two separate line items.
Ashley Furniture electric fireplaces compared
| Model | Style | Price | Insert | Heat Rating |
|---|---|---|---|---|
| Bellaby 63" Whitewash TV Stand | Farmhouse shiplap | $479 (was $599) | Ashley W100-02 | 1,400W / 4,608 BTU, ~400 sq ft |
| Cayberry 60" TV Stand | Traditional black finish | $799.99 | Ashley W100-101 | 1,500W / 5,386 BTU, up to 1,000 sq ft infrared |
| Moreshire 72" TV Stand | Casual traditional, glazed bisque | $926.98 (was $1,189.98) | Ashley W100-121 (wide) | 1,500W / 5,386 BTU, up to 1,000 sq ft infrared |
| Southern Enterprises Rayelland 60" | Modern media fireplace w/ storage | $594.99 | SEI's own hardware, not Ashley's | ~1,500W, ~400 sq ft |
1. Bellaby 63” Whitewash TV Stand — Best Entry Price
Signature Design by Ashley Bellaby Farmhouse TV Stand with Electric Fireplace
- Dealer listings consistently pair the Bellaby's W331-68 cabinet with the smaller W100-02 insert rated 1,400W / 4,608 BTU — about 400 sq ft of coverage, the same ceiling most plug-in units on our best electric fireplace TV stand guide deliver.
- Shiplap-style whitewash finish fits the same rustic design language as our best farmhouse electric fireplace picks, built around TV storage rather than a standalone mantel.
- Fits TVs up to 60" per the manufacturer listing, with 6-level temperature control and 5 flame-brightness settings on the W100-02 insert.
Rather not wait on showroom delivery scheduling? A free 30-day Amazon Prime trial gets a comparable farmhouse-style console with a built-in heater delivered in two days instead.
The Bellaby’s $479 sale price is the cheapest way into Ashley’s catalog, but it’s running the smaller of the two W100-series inserts — the 1,000 sq ft infrared unit below needs the Cayberry or Moreshire instead.
2. Cayberry 60” TV Stand — Best Traditional Finish
Signature Design by Ashley Cayberry 60" TV Stand with Electric Fireplace
- Pairs a traditional black-finish cabinet with the larger W100-101 insert — 1,500W / 5,386 BTU, rated up to 1,000 sq ft, the infrared-vs-fan-forced jump our sizing guide explains.
- The same W100-101 insert also appears inside the Moreshire below and the Bellaby's optional upgrade trim — the cabinet style is the real differentiator between these Ashley lines, not the heater.
- 7-level temperature setting and 5 flame-brightness levels with remote control, matching the feature set covered on our best electric fireplace with thermostat guide.
If the Bellaby’s 400 sq ft rating isn’t enough for an open-concept room, the Cayberry jumps to the same 1,000 sq ft infrared insert used in Ashley’s larger consoles — for roughly $320 more.
3. Moreshire 72” TV Stand — Best for Large Rooms
Signature Design by Ashley Moreshire 72" TV Stand with Electric Fireplace
- 72" wide cabinet with a wire-brushed, glazed-bisque finish, paired with the W100-121 insert — the same 1,500W / 5,386 BTU infrared spec as the Cayberry's W100-101, just in a wider housing built for this larger console.
- Programmable timer runs 10 minutes to 9 hours, with a remote control and LED display — covered generally on our app and control comparison guide.
- At $926.98 on markdown from a $1,189.98 list price, it's the most expensive Ashley in-house pick here but doesn't heat any further than the smaller Cayberry — the extra cost buys cabinet size, not more BTU.
The Moreshire’s extra width suits a wall built for a larger TV, but buyers chasing more heat than the Cayberry delivers won’t find it here — it’s the same W100-series infrared output in a bigger box.
4. Southern Enterprises Rayelland 60” — Not Actually an Ashley Design
Southern Enterprises (SEI Furniture) Rayelland Electric Media Fireplace with Storage
- Sold directly on Ashley's own website, but engineered and branded by Southern Enterprises — the same manufacturer behind this site's best Southern Enterprises electric fireplace roundup, where the identical catalog is also sold under the "SEI Furniture" name.
- Carries SEI's own heating platform rather than Ashley's W100-series insert, so the specs and warranty terms follow Southern Enterprises, not Signature Design by Ashley.
- Modern storage-cubby design, a different aesthetic from the three farmhouse/traditional Ashley in-house consoles above.
Buying the Rayelland from Ashley’s site feels like buying an Ashley product, but the engineering, the warranty, and the model-number lineage all trace back to Southern Enterprises — Ashley is just the storefront here.
What the “Ashley” name doesn’t tell you
- Ashley’s own insert line is reused across console styles. The W100-02 and W100-101/W100-121 inserts show up inside the Bellaby, Cayberry, and Moreshire — three different furniture looks sharing two heater specs, the same pattern this site’s Menards and Costco guides document under different retailer names.
- The console and the insert are two separate SKUs. At least one independent furniture dealer prices the W100-101 insert alone at $219.99, confirming the cabinet (W331-68, W2721-168, W659-68) and the firebox are distinct parts bundled into one listed price — not a single fused unit.
- Not every “Ashley” listing is Ashley-engineered. Southern Enterprises/SEI Furniture sells through Ashley’s own site under its own brand name and hardware, with zero connection to the Signature Design W100 line.
- Markdowns are common but not guaranteed. The Bellaby, Moreshire, and similar consoles frequently show a “was/now” discount (20%–25% off in the examples here), but — like Wayfair’s rotating sales covered on our Wayfair buying guide — that’s a sale cycle, not a claimable price-match policy.
The bottom line
For most living rooms, the Bellaby is the cheapest way into Ashley’s own in-house line, and the Cayberry or Moreshire step up to the 1,000 sq ft infrared insert without changing the underlying heater spec between them — pick based on cabinet size and finish, not expected heat output. If a Southern Enterprises model like the Rayelland catches your eye on Ashley’s site, remember it’s a different manufacturer’s hardware entirely, with its own warranty — see our best Southern Enterprises electric fireplace guide for the rest of that catalog. For other retailers selling these same kinds of console fireplaces, our Wayfair, Costco, Home Depot, and Menards guides round out this site’s retailer comparisons. And if a TV stand isn’t the format you want at all, our best electric fireplace entertainment center and best electric fireplace mantel guides cover the alternatives.