Celebrating its 90th anniversary this year, Stelrad Radiators recently welcomed members of the trade press to its annual media update event at the London Transport Museum.
The event provided an opportunity to update attendees on the company’s achievements, future plans and the state of the heating sector.
Beginning its operations in 1936 just down the road in Southall, Stelrad’s presentation covered the supplier’s current performance, the UK radiator market, the growing importance of ‘premiumisation’, the company’s role in the decarbonisation of the UK heating sector, and its plans for 2027.
Despite very challenging market conditions, the business was “pleased to report that it had outperformed its competitors over the past full year,” while it “continues to dominate the European marketplace, holding a consistent 24% market share.” Stelrad’s top 10 markets account for 96.1% of its total steel panel radiator sales volume, with the company holding the number one position in five European markets and ranks second in Poland, Sweden and Ireland, third in Germany and fourth in Turkey. (all data attributed to BRG Building Solutions reports)
Stelrad’s four key strategic objectives remain unchanged: growing market share, improving product mix, optimising routes to market and positioning the business effectively for decarbonisation.
In the UK steel radiator market, conditions have typically “remained relatively stable, apart from periods affected by major macroeconomic events, such as the Covid-19 pandemic and the current economic challenges.” The UK radiator market contracted by 3% in 2025 and, following a forecast decline of 7% in 2026, the market is “expected to return to gradual but sustained growth.”
In 2025, again citing BRG Building Solutions data, Stelrad Group plc was said to be “the clear market leader in the UK, with a 51.3% market share.”
Driving demand for higher-value, higher-margin products
When it comes to premiumisation in the UK market, Stelrad’s “clear strategic focus has driven 242% growth in designer radiator volumes since 2015.” At the heart of the company’s premiumisation strategy are three pillars: leveraging its strengths in the trade market, boosting consumer appeal and optimising distribution, all intended to “capitalise on this structural growth opportunity by driving demand for higher-value, higher-margin products.”
More broadly, steel panel radiators will “remain the leading heat emitter technology, regardless of the heat source selected.” Adoption of the technology is high, with steel panel radiators commonly used in both new-build and repair, maintenance and improvement (RMI) sectors across all markets.
The company stated that the “advantages of the technology include proven performance, ease of installation, long service life, fast response times and full recyclability. Installation and running costs are also low. Steel panel radiators compare favourably with electric radiators, hybrid radiators and hydronic underfloor heating systems.”
Furthermore, Stelrad asserted it is “leading innovation to support growth across future heating systems,” arguing that heat emitters are suitable for the low- and zero-carbon systems of the future and have the potential to deliver increased revenue and higher profitability. Accordingly, its product development strategy is devised to position the company for “profitable growth, whatever direction the market takes over the longer term.”
For example, the manufacturer is promoting high-output conventional radiators, developing hybrid products for low-temperature systems and introducing electric ranges into its core markets.
In the developing UK market, Stelrad says it has increased sales volumes of K3, vertical and 900mm-high radiators by 128% since 2022. Electric radiators were introduced in 2023, and volumes increased by 208% between 2024 and 2025.
In addition, it has worked closely with new-build, social housing and commercial specifiers to develop “cost-effective, high-performance solutions for low-temperature systems.”
Expanding portfolio
The company has expanded its UK portfolio of high-output heat emitters. These include its K3 ranges, featuring three panels and three sets of convector fins, and its K4 ranges, featuring four panels and four sets of convector fins. Stelrad has also extended its vertical radiator range and added new height options, including 200mm, 500mm, 900mm and 1200mm.
Driven by UK Building Regulations, Stelrad’s average heat output per radiator has increased by 7% since the first half of 2024.
In addition, although still relatively new, Stelrad’s Electric Series “continues to build momentum and offers significant potential for further growth.”
During 2026, Stelrad has introduced a number of improved sales tools to support those selling its radiators. An updated Advanced Heat Loss Programme, also known as STARS, has been released alongside a new, basic version.
The company has also introduced its new interactive, 3D-powered room visualiser, which uses augmented reality. This enhances customer engagement by allowing users to visualise radiators in 3D, customise product options and preview them in their own spaces.
Installer rewards
Attendees at the event were also told that the Stelrad and Henrad Installer Loyalty Clubs have gone from strength to strength. Installers can earn rewards through their spending on Vita, Softline and Henrad premium products, excluding Standard Compacts, earning one point for every £10 spent.Rewards include Love2shop vouchers, Virgin Experience Days, free radiators, branded workwear and other freebies.
Looking ahead to 2027
On the product front, Stelrad plans to expand its colour offering across all product ranges and continue extending its Column range. The company will also increase its range of products that support decarbonisation, including towel rails, and provide tailored information for specific sales channels and customer groups.
Stelrad will continue to invest in its people and a range of training programmes. These include training at local branch academies, where teams can develop their expertise and become Stelrad Specialists, as well as the continued rollout of CIBSE-accredited CPDs.
The UK remains the largest radiator market in Europe, although its size attracts intense competition from both domestic and international manufacturers. However, ninety years after its beginnings in Southall in 1936, Stelrad asserts that it “continues to drive the industry forward through innovation, investment and a clear vision for the future as it progresses towards its centenary in 2036.”
