Steve Birch of Vogue (UK) discusses how the market for radiators and towel warmers has become increasingly sophisticated, and how greater attention is being paid to the look as well as the functionality of heating solutions
In a world where personalisation is becoming an increasing part of the shopping experience, consumers are becoming more open to exploring the advantages of having customised heating solutions. However if they are ‘going bespoke’ it should be positioned as optimising end user comfort and adding value to their property, and this may be what helps ‘seal the deal.’
With much uncertainty present around the economy, many consumers will be inclined to invest in their properties in 2021, so bespoke heating options can be a good way to add personality and flair to a bathroom as well as serving a practical purpose. A timeless contemporary or traditional design can be co-ordinated with existing bathroom fixtures and fittings, for example, or a bespoke finish can add a welcome splash of colour into a room without detracting from the rest of the suite. Although RAL colour matching is well-known for decoration projects and is also entering consumer consciousness with premium bath tubs, it may be something an end client had not previously encountered in terms of heating, but it can transform bathroom decor.
Many manufacturers have found that extending the range of finishes available has led to increased creativity in heating design which helps to ensure that the bathroom has an attractive spa-like ambience rather than a clinical feel. This can be a concern for example if a classic white suite is not carefully augmented with organic elements. Warm metallic or iridescent finishes are a subtle way of injecting colour into the bathroom, and it is likely that will be seeing more of these in 2021, as consumers continue to enjoy more choices.
Another point to consider is that as the desirability of having more than one bathroom or ensuite in a house increases, there will be a corresponding need for more bathroom heating and towel warmers.
This opens the door to more individuality in bathroom designs, especially if they are being designed with particular end users in mind. Therefore, bespoke options could include different colours or finishes on the same model throughout the house so that there is a common thread without it feeling overly uniform.
Trends predict the monochromatic shades of white, grey and black will continue to top the charts and undergo constant reinvention, thanks to new and special finishes being introduced such as iridescent and/or weathered finishes. You can also get the best of both worlds with metallics in 2021 by embracing both warm and cool metals – independently and in combination – alongside colour matched heating controls, valves, brackets and fixtures.
Antique Bronze and Polished Gold, alongside matt and satin lacquered finishes, are going to help define the look of towel warmers and radiators, creating a showpiece in the room that can compete with the latest interior designs.
Other key trends to be aware of is consumers’ desire for something extra special which will enhance their quality of life with minimal effort. Be sure to highlight foldaway storage rails, mirrors and remote control functions to make modern life easier. It’s true that this sort of attention to detail does need to be priced in, but when the end user is going to reap the benefits every day, the cost per use is really quite negligible.
A helpful way of bridging the gap between the perception of highly priced bespoke products and off-the-peg heating is the ability to offer ‘custom-made’ solutions. This is something that some manufacturers offer across their standard portfolio, which allows for quick modification of existing models in terms of design and construction. This win-win solution helps the end user save money while achieving a ‘luxury look for less’ and reaping the benefits of an enhanced amount of choice and a greater level of personalised customer service. Clients will also be satisfied that
‘custom-made’ products are held to the same exacting standards as everything bespoke, as our highly skilled craftsmen and designers advise clients on all the elements of design, like style, material, finish and practical requirements.
Other bespoke services include corrosion-resistant materials, 90° from wall positioning and floor to ceiling fixing, through to gravity fed system modifications and concealed hot water/electrical connections, through to factory pre-setting, low surface temperatures, and low voltage adaptations to name a few.
Attention to detail and putting the customer at the heart of their heating project, remains the key to really understanding market needs. Having the ability to offer tailor-made products is a great point of difference in today’s competitive bathroom market.
Steve Birch is sales director at Vogue (UK)