The relaunch of the retro radiator brand Barlo has proved so successful for independent merchants that sales are 50% ahead of its own manufacturer targets in the first year alone.
Owner Quinn Radiators relaunched the 100% British Barlo radiator last summer following a period of absence from the UK marketplace. The radiators are now being sold in over 85 stockists nationally, including major merchants with multiple branches and numbers increasing every month.
Yet it’s not just nostalgia that is driving demand for this British radiator institution. Dermot MacNeill, Barlo brand director, explained: “We knew there was demand for the Barlo products and that they would fill a gap in the market but sales so far have exceeded all of our expectations. Many of our competitors import products and installers and merchants alike have been looking for competitively priced products they can trust, with quality guarantees, which are locally produced for quick and reliable delivery. The Barlo range combines the heritage and reputation of the brand with pioneering designs and state-of-the-art manufacturing techniques to offer the most efficient radiators in the market.
“Unlike imported products, we are able to offer significant support for our stockists, such as back selling and technical assistance. While there is nostalgia towards the brand, the reason that Barlo was and is so successful is because merchants make money from it; it’s a popular product that meets a need in the market and helps to boost sales figures.”
In addition to a comprehensive selection of panel radiators, the Barlo range also includes a suite of design and towel products, which offer a short lead time of just a few days from order to delivery, rather than the industry six week standard.
