Words: Francesca Seden

From turn-of-the-century industrial aesthetics to sleek sculptural forms, which might not look out of place in a modern art gallery, bathroom heating is a crucial element in designing the perfect bathroom scheme.

In terms of trends, towel warmers and radiators are just as important to consumers in terms of achieving the right look, coming as they do now, in a range of different finishes. 

In a market where personalisation and customisation is often top priority, matte black still remains popular, but many of our respondents note how their radiator options are available in up to 200 RAL colours. 

Coordinating metallics, and particularly brushed brass, with other elements such as brassware and hardware has also been identified as a key trend.

As Tanna Molyneux, product manager at Bathrooms to Love by PJH comments: “Coordinated metallic finishes continue to evolve throughout all bathroom categories, such as heated towel rails, radiators, brassware, showering and accessories. Matt black, brushed brass and brushed bronze finishes for example, complement a wide range of materials and textures within any bathroom project. 

“Maintaining the same metallic theme throughout designs allows for a more personalised and sophisticated look.”

Peter Woodward, marketing manager for Scudo Bathrooms, believes that drivers for current trends are also to do with the bathroom evolving into a space for wellness and relaxation, moving beyond its traditional functional role. 

“As we spend more time in this area, consumers are becoming braver in their choices, increasingly embracing bolder, and more design-led finishes,” and co-ordination is perhaps one of the keys to creating harmony.

We asked about the latest innovations in this area, and those that responded noted that innovations were mainly design-led, playing with different shapes and designs, and creating slimmer profiles. 

Performance 

Richard Lister, national sales manager at The Radiator Company mentions just a few of the extensive options – “There are vertical and horizontal models, ones that are floor-mounted, and ones that incorporate shelving and mirrored surfaces. There are options for both electric and dual fuel too.”

Generally being fed by hot water, sustainability and efficiency are fundamental, and this is another area where innovation is focused. Some are designed, as Lister notes, “to require less water content, improve surface area, use advanced materials for thermal performance, as well as use special coatings and insulation which can all contribute to improved energy performance.”

Others also note prioritising the use of durable materials and responsible production methods to minimise environmental impact, or using materials which can easily be recycled at the end of its radiator life.

Tissino’s senior product manager, Richard Eaton, adds: “Where we’ve focused development is on ensuring the best heat output through minimal heat input to drive efficiency. We’ve done this through loading on bars and not scrimping in this area, which also provides more value to retailers for less.”

Offering tips on how to effectively sell heating options, our contributors recommend having plenty of options on show, at a wide variety of price points, and by making heating a focal point in the showroom – “position it as a design feature, not just a necessity”, House of Piccadilly MD Harry Pashby, says. 

He adds that radiators and towel warmers “should be placed alongside baths and brassware in a well-considered bathroom scheme, to highlight their ability to seamlessly coordinate with the overall design.”

Selling service

Eaton similarly continues that retailers shouldn’t be afraid to invest in “decent heating products as part of your overall design and don’t make them a secondary or add-on product”. 

Jeevan Seth, CEO of JTP, says it’s crucial to ensure that your sales staff are trained to explain the benefits of the different options, about comfort, heat output and efficiency. 

He recommends focusing on energy efficiency, by highlighting smart heating solutions with thermostats, app controls and programmable timers.

There is also a fine line to walk between offering enough options, and overwhelming, or confusing the customer, which might lead to losing the sale. It’s important to establish what your customers want from their heating, how warm they like it, what styles they are interested in, and offer a curated selection based on their responses.

When giving information, make sure you couch it in terms the customer will understand, and avoid using too much technical language or jargon which is likely to be off-putting.

On the question of why retailers should sell bathroom heating, Seth notes how it is the “perfect add-on sale”, and that “bundling heating with other upgrades can increase average order values”.

House of Piccadilly’s Harry Pashby adds: “Heating completes the luxury bathroom experience. High-end radiators and towel warmers enhance comfort and style, making them essential for retailers looking to offer a complete and premium solution.”

Retailer view

We asked retailers what consumers want from their bathroom heating options, what sells best in the showroom, and areas where manufacturers could be doing better.

Firstly, Frazier Goodwillie of Billingham Kitchens notes how his customers want “just a simple affordable option that will hold towels and heat the room”. He sells mostly standard ladder rail type, even though customers can see various options in the company’s showroom and believes that there is a wide choice on the market with “too many” options.

Our other contributors, Justine Bullock from The Tap End and Julie James, Showroom Manager at Plumbits Bathroom Showroom in Stafford talk about BTU (British Thermal Unit) outputs and the importance of getting this right to ensure the customer is satisfied with the heating levels.

Bullock says: “Our customers will typically say they don’t want a chrome ladder radiator again as it didn’t give out enough heat. We explain about BTU’s output and specify something suitable. This is perhaps the easiest thing for a bathroom designer to address and one of the things that makes such a difference to clients if they go from having a cold bathroom to a nice toasty one!”

James adds: “Some of the heated towel rails look beautiful, but their BTUs are too low to effectively heat the room. Much like everyone’s styles and tastes are different, so too is their temperature requirement. At Plumbits, we always check how warm a customer like their bathroom to be, to ensure that the BTUs will give the necessary output.” 

Bullock wishes for “something inventive to hit the market specifically for bathrooms – possibly in the same vein as skirting board radiators or something sleek and short projection for behind doors!”

James adds: “I am still struggling to find a Gun Metal finished towel rail that delivers an adequate BTU output, and there is definitely a market for more stone colour heated towel rails, so that they blend in with the tiles rather than stand out.”