PHAM NEWS | SEPTEMBER 2025 32 Radiators & Towel Warmers
Rail against the norm, embrace bold design
With homeowners continuing to prioritise the quality and fi nish of their bathrooms, elements that were previously considered purely functional have taken on far greater design emphasis. Heated towel rails are an excellent example of this, argues Richard Lister from The Radiator Company.
Richard Lister National sales manager at The Radiator Company
F
or many years, the design of a heated towel rail hadn’t changed much since it was fi rst pioneered
in the early 20th century as a water heated unit. Although the advent of electrical products allowed them to gain popularity in the 1980s, the way they looked altered very little and, until recently, most were only available as a standard ladder rail.
Modern design Manufacturers are now able to off er a huge breadth of styles and designs to complement any bathroom. From curved to tubular, fl at, fl oor standing, modern and traditional, the possibilities are almost endless, enabling customers to tailor their bathroom to their vision. One increasingly popular innovation is the side loading model, which provides a new take on the traditional ladder format but with the increased usability and ease of access provided by both horizontal tubes on the same side. For homes with less space,
installers could recommend a handy horizontal design that allows the space above a bath or below a window to be utilised. Similarly, for those looking to optimise the use of space in their bathroom, designs like The Radiator Company’s Quadraqua Electric rail combines warmed towel shelves with a radiator panel for a statement piece with dual purpose.
Colour is key Colour is also vital for modern homeowners and specifi ers. Gone are the days when white and chrome were the only choice. Now manufacturers like The Radiator Company can off er a huge variety of colours that can enhance a customer’s bathroom.
Boldly fi nished fi xtures
like brass and matt black are incredibly popular choices for taps and shower heads at the moment. By selecting a towel rail in a similar shade and fi nish as other fi xtures you can help homeowners create a cohesive fi nish that aligns with their aesthetic aspirations. Alternatively, you can
encourage homeowners to make a statement with a towel rail in a bright colour. Whether it’s powder pink, forest green, golden yellow or sapphire blue, a bold coloured towel rail can help a customer show some of their personality and unique style. Some may want to do
the opposite of making a statement, so it’s important that installers know all the options available. Working with a supplier such as The Radiator Company that can off er a paint coordination service enables any fi ttings to blend seamlessly with the wall colour. This approach can work well in minimalist homes, but it’s advisable to choose a manufacturer that can off er samples so you can be sure that the colour matches the customer’s requirement.
The Quadraqua electric The Poppy
Upsell opportunities The advantages of installing premium products are not only felt by the customer. The choice of customisation available provides greater opportunities for installers to successfully upsell. By presenting customers
with a range of options that exceed the traditional style and function of standard towel rails, installers are able to provide an improved service and demonstrate their engagement with the homeowner’s needs. This opportunity not only improves the likelihood of additional profi t on the job, it also helps build trust in your company and faith that the service you off er is aimed at fulfi lling the customer’s needs. Customers are now much
The Lupin The Sitar Lato
more in tune with their design requirements and therefore it is crucial that installers are not only aware of the latest design innovations and trends but also work with manufacturers that can help meet these needs. It is always advisable to look for a partner that off ers an extensive range of designs, and one that is able to provide the right range of RAL colours while still off ering high-quality products backed by excellent technical support. ◼
phamnews.co.uk/925/56
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48
