Worth checking the manufacturers instructions as most heating appliances state that they must be kept a minimum distance away from combustible materials, so depending how boxed in it is by the wooden shelving unit, it may not be suitable to be placed there as it could be a fire risk.
The electrical point for the fire will need to be spurred off of the sockets ring circuit and suitably fused via a 13amp switched fused spur. If the cable is to be concealed in the wall then it will need RCD protection in order to comply with the current BS7671 wiring regulations.
For your own safety its best to hire a Part P registered electrician to do the small job of installing the spur, and they can then issue an electrical certificate for the works to prove that its safe and compliant.