Leading radiator manufacturer Stelrad Radiators recently welcomed members of the media to its annual media update event at the London Transport Museum. The gathering highlighted the company’s achievements, strategic outlook and trends in the UK heating sector as it marked its 90th year in business. Founded in Southall in 1936, Stelrad has grown into a dominant force in Europe’s radiator market.
According to the presentation, Stelrad outperformed its competitors over the past full year despite challenging market conditions. The company maintains a consistent 24% market share across Europe, with its top 10 markets accounting for 96.1% of total steel panel radiator sales. It leads in five European markets outright and ranks second in Poland, Sweden and Ireland, third in Germany and fourth in Turkey. The firm’s four strategic objectives—growing market share, improving product mix, optimising routes to market and positioning for decarbonisation—remain unchanged.
UK Market Performance and Challenges
In the UK, conditions have been relatively stable except during macroeconomic disruptions like the pandemic and current economic pressures. The UK radiator market contracted by 3% in 2025, with forecasts predicting a 7% decline in 2026 before returning to gradual growth. Stelrad dominated the UK market in 2025 with a 51.3% share, significantly ahead of Purmo (20.3%) and Elginkan (20.4%). Brand X and other manufacturers held smaller portions.
The company has driven 242% growth in designer radiator volumes since 2015 through a premiumisation strategy focused on trade market strengths, consumer appeal and distribution optimisation. Steel panel radiators continue leading heat emitter technology due to proven performance, ease of installation and low operating costs. Stelrad is developing high-output conventional radiators, hybrid products for low-temperature systems and expanding electric ranges.
Sales of K3, vertical and 900mm-high radiators surged 128% since 2022, while electric radiator volumes jumped 208% between 2024 and 2025. Driven by UK Building Regulations, average heat output per radiator increased 7% in the first half of 2024. The company introduced improved sales tools including an updated Advanced Heat Loss Programme (STARS) and a new basic version, alongside a 3D-powered room visualiser using augmented reality.
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Installer Loyalty and Training Initiatives
Stelrad’s Installer Loyalty Clubs reward professionals purchasing Vita, Softline and Henrad premium products with points redeemable for vouchers, experiences and equipment. Looking toward 2027, the company plans to expand colour options across all product ranges, extend its Column range and increase offerings supporting decarbonisation like towel rails. Investment in training programs includes local branch academies and CIBSE-accredited CPDs to enhance installer expertise. These initiatives aim to equip professionals with skills for emerging heating technologies.
Ninety years after establishing operations in Southall, Stelrad continues advancing its vision toward a 2036 centenary celebration. The UK remains Europe’s largest radiator market, though intense competition from domestic and international manufacturers persists. The company’s commitment to innovation and its clear strategic direction position it for continued growth in evolving heating technologies. Stelrad’s decarbonisation efforts include developing products compatible with low- and zero-carbon systems, with potential for increased revenue and profitability. The company has worked closely with new-build, social housing and commercial specifiers to create cost-effective, high-performance solutions.
Product Portfolio Expansion and Decarbonization
Expansion of its high-output heat emitter portfolio features K3 ranges with three panels and convector fins, K4 ranges with four panels, and extended vertical radiator options including 200mm, 500mm, 900mm and 1200mm heights. These products, with multiple panels and convector fins, enhance heat distribution efficiency. Partnerships with specifiers in new-build and social housing sectors have accelerated the adoption of sustainable solutions tailored to low-temperature systems.
Towel rails are set to join the decarbonisation-focused product range, providing practical applications for heat retention and energy efficiency. Stelrad’s enhanced sales tools, including the updated STARS software and 3D-powered AR visualiser, empower customers to make informed decisions. The visualiser allows users to preview radiator placements in real-world settings, boosting engagement and customization. Meanwhile, the Installer Loyalty Clubs continue rewarding professionals with vouchers and experiences for purchasing premium products, reinforcing Stelrad’s trade market strength.