Interview with Steve Birch, National Sales Manager
Are designer bathroom radiators popular? Is the consumer willing to spend on this item?.jpg)
In recent years radiators have been transformed into a desirable item designed to not only fulfil a basic function, but to act as a stylish statement within the home. With the market now offering such an innovative selection of radiator designs, consumers have been encouraged to update their current heating products. Homeowners are now investing in items that are considered to be far more than just a radiator and which add depth and interest to a room. Designer radiators have become increasingly popular and I feel sure that the interest shown in these products will continue to increase.
What styles, shapes, materials and finishes are selling well?
With consumers now prepared to invest in a designer radiator, they are looking for a product that is not only stylish, but durable, reliable and long-lasting. Materials such as brass and stainless steel are guaranteed to provide the consumer with longevity and therefore remain a popular choice despite being a more costly option.
Chrome remains an on-trend finish and lends itself well to both modern and traditional designs. In spite of the pressure currently placed upon manufacturers to produce designs with a strong, contemporary edge, there remains a high demand for classic models that also make a bold statement.
What can we expect next in terms of design and innovation?
With the boundaries of innovation constantly being challenged, companies must continue to enhance their product portfolio in order to maintain a prominent position in the market place. In short, their products must stand out from the crowd. It is likely that there will be an increase in the number of heating products that perform multiple functions, such as the combined heating and mirror solution manufactured by Vogue (UK) Ltd. Companies will continue to strive towards providing consumers with a creative and unique choice that enables them to make a statement throughout their home.
Is heat output/efficiency more of an issue with designer radiators than standard panels ie does exciting design come at a cost to performance?
Any well regarded heating brand will ensure that a balance is achieved between form and function, without a compromise having to be placed on aesthetics or efficiency. Despite the design of a product now being a prominent factor in the decision making process, the main purpose of the radiator should not be forgotten and this is to effectively distribute the necessary heat output.
How can the bathroom specialist tap into/continue to grow this market?
It is important for bathroom specialists to ensure that an array of products are offered ranging from traditional to contemporary, brass to chrome and towel rails to radiators. It is also essential that the products on display complement the style of the bathroom suites available to enable the consumer to envisage how well the heating product and sanitaryware work together in order to boost sales.