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Plug into the ‘Designer’ market

David Marquez, CEO of Haverland, discusses the new business opportunities in the ‘Designer’ sector of the electric heating market.

Plug into the ‘Designer’ market

A key driver for domestic central heating products through 2009 has come from the refurbishment sector. Rising fuel prices and new legislative measures have made householders more aware of energy efficiency and the environmental impact of energy using products, such as those used in domestic heating systems.

Electricity as a source of fuel is growing in popularity, with electric systems now accounting for around 12% of the total UK domestic heating market - a figure that is continuing to grow. However, in the UK at least, it is probably true to say that ‘stylish contemporary design’ has not been one of the reasons for its popularity!

Until now, anyone opting for an electric heating system or standalone radiator – whether for domestic or commercial applications – has had a very limited choice of radiators, aesthetically-speaking. The choice of traditional panel, storage and oil-filled heaters, for example, has not been very inspiring from a design point of view and is increasingly out of step with today’s consumer and specifier demands – with more of us developing a taste for contemporary interiors.

Clean, modern lines
So, why does the humble radiator have to be so humble? After all, whether the heating system is gas, oil, solid fuel, or electric, the radiator is the ‘public face’ of the system, the component that forms a noticeable part of the décor - seen day in, day out wherever it is installed. For this reason, Haverland believes that heating should be as stylish as possible to complement its setting.
Haverland’s ‘Designer’ TT range of thermal transmitters offer clean, modern lines, which has been designed to enhance any contemporary design scheme. Offering great ‘comfort zones’ in the domestic environment, they also offer an elegant heating solution in retail or commercial environments too.

What is the Designer Market?
Our own research has identified the primary market for ‘Designer’ TT as being, approximately, 13 million ABC 1 income group home owners, 475,000 retail outlets and 1.8 million businesses.

However, the ‘Designer’ TT range is not just ‘a pretty face’. Importantly, this latest generation heating solution also offers superior performance in terms of energy efficiency, heat output and cost-savings, an important consideration for installers and end-users today.

Manufactured to the highest quality European standards in our ISO 9011 factory, the ‘Designer’ TT range can be supplied as a complete integrated heating system or a stand-alone heating solution.
Its five different Thermal Transmitter sizes and thermal outputs ensure that any specific installation requirement can be met.

More thermal output for less energy input
‘Designer’ TT is based on ‘Therma max’ – a new, high-density inertia media specially developed by Haverland to store and transmit warmth for longer periods than traditional, electric radiators.
‘Therma max’ allows ‘Designer’ TT radiators to heat up quickly but release their thermal capacities in a controlled, more efficient manner. In addition, rooms are always heated to the desired temperature using the minimum amount of energy. In this way, ‘Designer’ TT delivers more thermal output - for less energy input.

No plumbing requirements
The ‘Designer’ TT range ticks the cost-savings box in other ways too. There is no central heating boiler, pipe work or routine maintenance to worry about – another key consideration for both installers and end-users.

Another important consideration for end-users today is the environmental impact of the product . the ‘Designer’ TT range is an environmentally healthy product, using a clean technology that keeps interior design and décor stain, dust and soot-free.

All things considered, there are considerable business and profit opportunities to be made by electrical wholesalers who can offer their customers contemporary design electric heating systems which tick all the right boxes with the end-user. Haverland have published an information pack and brochure for Electrical Wholesalers.

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