Stelrad targets specification market for radiators

Space heating, Stelrad, radiator
New radiator for market growth — Stelrad’s Vertical Ultra.

As part of an investment of over £1 million in its sales and marketing organisation, radiator manufacturer Stelrad now has dedicated teams for one-off and contract business. The previous sales team is now dedicated to the contract sector, and a totally new, marketing-led one-off team is being created.

John Colling, business-development director, explains, ‘In the contract sector, where we lead the market, the established sales team will now focus entirely on specification, and our experienced sales team will be dedicated to maintaining and developing Stelrad’s specification business.

‘The London commercial-sales organisation, mainly targeting M&E consultants, will also continue.

‘The specification sales organisation will be supported by our business-intelligence team.’

The objective is to increase the specification of Stelrad products, particularly those with higher added value, through closer alignment with customers.

Seven sectors have been identified for the continuance of the development of strong relationships. They include commercial and contract merchant organisations, especially estimating and sales teams. Also targeted are M&E consultants and contractors, energy companies, local authorities, housing associations, NHS trusts and regional housing developers.

John Colling says, ‘Specification is central to our continued success, and Stelrad’s share growth in 2014 was exceptional.’

Specification business will be routed via merchants and will drive their stocking patterns.

On the product front, Stelrad has launched a range of decorative and designer radiators for bathrooms and kitchens — the Aqua series, which comprises the Decorative collection and the Designer collection. The Softline range has also been extended with the addition of Softline Deco and Softline Plan to join the existing Compact radiators.

The Designer collection includes Vertical Ultra, a vertical version of the Vita range, Excel (part screen and part radiator), the Arc and wave designed with precision curves and fine tubes, Vistaline (with neat, slim tubes), Ellipse with C-shaped tubes and the Optia range with shelves for stacking towels.

Marketing manager Chris Harvey says, ‘The company has always offered specialist radiators for kitchens and bathrooms, but the launch of the Aqua series signifies a change in attitude to this sector. It’s a sector we’re targeting and one we want to see significant growth in over the next 12 months.’

The two additions to the Softline range increases the choice of designs from one to three and the number of available models from 102 to 182.

Softline Deco is described as the epitome of minimalist, sleek design, and the Softline Plan has a flat exterior.

Chris Harvey says, ‘Softline Compact already has a place in many installers’ and specifiers’ hearts, and the addition of these two exquisite additional designs will increase the options available and give then additional flexibility — along with important additional choice when they are recommending radiators to their customers or design teams.’

For more information on this story, click here: November 2015, 100
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