Electric Heating
to meet Net Zero targets and incentives like the BUS, VAT relief and the Warm Homes Plan have made low-carbon alternatives more attractive to both homeowners and landlords.
Energy pricing is also creating new dynamics in customer behaviour. Time-of-use tariffs where electricity is significantly cheaper during off-peak hours make smart electric heating a cost-effective and attractive solution. Combine this with the widespread rollout of smart meters and there is a natural alignment with energy storage solutions that can automate when energy is drawn and released.
A proposed ban on gas boilers in new homes by late 2025 and an increasing push to reduce fossil fuel reliance across all housing tenures means electric heating is becoming the default choice, not the backup.
The commercial opportunity for wholesalers As adoption grows, demand for electric heating systems is rising; and not just among contractors and installers. Housing associations, private landlords, developers and homeowners are also retrofitting for efficiency.
This is where wholesalers have a strategic role to play in guiding this market shift. Those who understand and stock the latest smart thermal storage solutions are not only meeting demand but actively helping to shape it. Providing the right mix of products, expertise and support will help installers transition smoothly and gives end users confidence in their choice.
The smart storage category is also a powerful opportunity to stand out from the crowd. By moving beyond commodity product sales and embracing solution-led conversations focused on energy savings, system design and control integration, wholesalers can position themselves as long-term partners in the energy transition. At the heart of this opportunity is the Dimplex Quantum – a trusted, proven solution – far superior to outdated or low-performance alternatives – which delivers on both performance and practicality. Easy to install, with no wet system or flue required, Quantum can
The role of flexibility in a renewable grid One often-overlooked benefit of modern storage heating is its role in supporting the UK’s evolving energy grid. As more renewable generation comes online - particularly wind and solar - the grid faces greater supply variability. Solutions like smart storage heaters act as thermal batteries, storing energy when it is abundant and cheap and releasing it when demand is high. This helps to reduce curtailment costs (e.g. paying to turn off wind turbines), reduce reliance on fossil fuel backup generation and lowers grid stress during peak periods.
often be retrofitted in just a single day, offering minimal disruption and maximum value.
Supporting installers
As with any technology shift, support and education are essential. Electric heating still carries legacy misconceptions - from dated performance to high costs - that no longer reflect reality. Wholesalers are in a prime position to tackle these myths head-on by equipping contractors with the facts, training and confidence to recommend thermal storage systems as a viable, long-term option. Success can also come from wholesalers who run in- branch events, webinars and demo days that allow installers to see smart storage systems in action and ask questions in a hands-on environment.
It is a concept that is gaining serious traction with energy suppliers and system operators and smart electric heating is well-positioned to be part of the solution. For wholesalers, this adds another important layer to the value proposition: not only are they selling a heating solution but also contributing to a more sustainable and resilient energy system.
Preparing for the winter surge Now is the time for wholesalers to assess their ranges, upskill staff and talk to manufacturers about support. The demand for electric heating typically rises from September, and with energy costs still front of mind for many households, this year’s uptick could be even sharper. Being prepared both in stock and in knowledge allows a quick response to customer needs. Whether helping a landlord upgrade an old heating system, supplying a developer with low-carbon options, or advising an installer on tariff-compatible controls, being prepared creates loyalty, sales and long-term partnerships. This is not just a passing spike or compliance-driven rush. The shift to smarter electric heating is part of a broader structural change in how we think about energy use in buildings.
For wholesalers, that means now is the time to get proactive: review stock profiles, engage with manufacturers such as Dimplex on training and support and have the right conversations with contractors. The era of reactive heating supply is fading, giving way to a smarter, value- led approach - one where those closest to the customer are best positioned to deliver meaningful impact.
As the UK advances toward a low-carbon future, smart flexible electric heating is quickly becoming a vital part of the energy mix. At the centre of this revolution is the wholesaler - trusted, technical and ready to respond. By embracing innovation and helping customers adapt to changing energy needs, they will position themselves for long-term success in an increasingly electrified world.
ewnews.co.uk
September 2025 electrical wholesaler | 23
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