Stelrad enters electric radiator market

Radiator manufacturer Stelrad has announced it is expanding its portfolio to include new electric models for the first time.

The announcement was made by the company’s head of marketing, Chris Harvey, who spoke about Stelrad’s new Electric Series at a recent launch event.

The Electric Series is launching with 13 products across three technologies: dry, dry stone, and fluid. Products include standard radiators, as well as towel rails and warmers targeted specifically at bathrooms and en suites.

Stelrad acquired the De’Longhi brand in 2022, and said that this was instrumental in deciding to move into the electric radiator market.

Harvey clarified that Stelrad still plans to continue to manufacturer its line of hydronic heating products, but that the company believes that it needs to further its product offering into the electric market to take advantage of the growth that is forecast for the UK radiator market.

Harvey also emphasised that Stelrad is focused on supporting retailers and installers. The brand reportedly has two sales teams that are entirely focused on the new electric products, with loyalty schemes, training courses, and CPD schemes planned to be introduced further down the line.

He said: “It’s a big step for Stelrad, as up until now, we’ve been a fully hydronic manufacturer. Electric is something we looked into before Covid, but then we acquired DL [De’Longhi] Radiators last year. I’m sure everyone knows DL for their coffee machines, but they had already established electric technology in their products, so this saved us a job. Acquiring DL has offered opportunities for us in new markets, with new products, and new technology.

“Stelrad UK has over 50% of the market share. Post-Covid, the market has had its challenges, but Stelrad has performed strongly. In our position in the market, we need to be the go-to one-stop-shop company, and I think electric is something we can introduce to secure that position.

“While Stelrad will continue to work closely with traditional plumbers merchants, we’re investing in the developing market, as well as the changing buyer, and we’ve got to evolve with the market. I think we’re very good at this, and I think that’s why we’ve kept our position even in today’s difficult market.

“We’ve only just released these products onto the market and already I’m getting reports that we’ve had sales, so I’m over the moon with that.”

Earlier this year, Stelrad reported record-breaking sales figures for the 2022 financial period, which it attributed to its ‘resilient’ business model. Total revenue was up by 15% across the company, with the UK and Ireland market specifically seeing a 6.5% rise.

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