RADIATORS
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It’s not just a heating appliance anymore!
Radiators have changed in nature in recent years. Whilst their purpose is still very much to share the heat from a heating system around the home, which they do very well, they have taken on a role that is far more than simply that of a functional heating appliance
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hilst the most popular radiators from a sales point of view are still the standard compact type radiators – albeit,
aesthetically much more pleasing than their elderly relatives, now with rounded edges, side panels and grilles the standard accompaniment – the very definite move in the marketplace is towards seeing radiators as very much part of the décor. They now add a focal point in many rooms rather than being hidden away behind the sofa or other furnishings. The trend for this began with the advent of the heated towel rail in the bathroom – usually chrome plated and often only capable of heating the towels, rather than the whole room – but these options have become more sophisticated and the bathroom radiator is today a thing of beauty and the range available is massive. Sized properly, the feature designer radiator for the bathroom will heat the towels but also provide a cosy bathroom, as warm as the rest of the house. The ‘designer option’ trend then spread to the kitchen, then to the whole house with the arrival of decorative and designer radiator options, and has since moved on to offer highly attractive and extremely efficient vertical radiators. Now the trend for coloured radiators is taking off – most of Stelrad’s range is available in up to 35 colour options – rather than every radiator having to be white. Many more homeowners are looking to feature designer radiators in the key rooms in the house – in the lounge, the entrance hallway and perhaps the master bedroom as well. The trend for mix and match is with us. The options are wide and the opportunity to impress family and friends is a very real one with the wide range of options now available. Whilst clearly a designer radiator will be more expensive than a standard panel radiator, not hugely so in this day and age – it’s well worth asking the question and taking a closer look at the options especially with vertical radiators becoming a realistic option in the kitchen and hallway or where wall space may be limited. Of course, it’s also a new profit opportunity for the
more enterprising installer – so why not start suggesting designer options in some rooms rather than simply quoting for a ‘new boiler and eight rads’! Give your customers the option and see what they say to a slightly higher cost for the job but a far more impressive home. You may be pleasantly surprised at the reaction. Dave Thornback, sales director – trade at QRL
34 February 2018
Radiator Group, believes the HVAC professionals who can offer customers both form and function are best-placed to reap the commercial rewards. He says when it comes to domestic radiators, gone
are the days when customers’ options were limited to plain white rectangular models. Although traditional panel radiators are still a popular, affordable and reliable choice (and as such remain commonplace in UK homes), house-proud homeowners are now developing a growing taste for models that complement their interior décor. In response, an ever-increasing plethora of designer radiators in eye-catching colours, shapes and sizes are emerging. Dave says this shift represents an exciting growth sector and subsequent profit opportunities for HVAC professionals.
But but what do they need to know about the market to make the most of this?
Most of Stelrad’s range of radiators (examples above and below) is available in up to 35 colours
The drivers The growing trend for designer is partly a by- product of the digital age: thanks to the internet, people now have access to unlimited interiors inspiration and products through tools like Pinterest. Given many people ‘buy with their eyes’, it’s no surprise that visual appeal is absolutely key. With so many styles and colours available, it’s easier than ever to choose a radiator to suit the look and feel of a room. Another selling point is versatility, as designer radiators come in such an array of shapes and sizes. Sleek vertical models, for instance, are a popular choice for rooms with limited wall space, and can double up as a deliberate focal point too. Lastly, the fact that designer radiators are now
becoming ‘mainstream’ has made them more affordable – yet another draw for style- and budget- conscious consumers. That said, price points are still higher in comparison to traditional panel radiators, which means greater profit margins for installers.
The efficiency question
While greater choice, availability and freedom to self-specify are all positives for the consumer, HVAC professionals must ensure their customers choose products that deliver on performance as well as style. Those who can offer both can count on having happy customers – and happy customers mean more referrals, more business and more profits. “Our Barlo Design radiators feature the same
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