The manufacturer has outperformed its competitors over the past full year, despite very challenging market conditions.
Leading radiator manufacturer Stelrad Radiators' annual media event at the London Transport Museum on Tuesday 13 October provided an opportunity for the company to share its achievements, future plans and the state of the heating sector.
Celebrating the company's 90th year in business, the presentation covered Stelrad's 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.
It continues to dominate the European marketplace, holding a consistent 24% market share. Stelrad's top ten markets account for 96.1% of its total steel panel radiator sales volume. The company holds the number one position in five European markets and ranks second in Poland, Sweden and Ireland, third in Germany and fourth in Turkey.
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 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 three per cent in 2025. Following a forecast decline of seven per cent in 2026, the market is expected to return to gradual but sustained growth.
In 2025, Stelrad Group plc was the clear market leader in the UK, with a 51.3% market share. Purmo held 20.3%, Elginkan 20.4%, Brand X 5.6%, and other manufacturers accounted for the remaining 2.4%.
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 Stelrad's strengths in the trade market, boosting consumer appeal and optimising distribution.
Stelrad UK has a clear strategy to capitalise on this structural growth opportunity by driving demand for higher-value, higher-margin products.
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 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.
Stelrad is leading innovation to support growth across future heating systems. 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. Stelrad's product development strategy positions the company for profitable growth, whatever direction the market takes over the longer term.
The company 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 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.
Stelrad has worked closely with new-build, social housing and commercial specifiers to develop cost-effective, high-performance solutions for low-temperature systems.
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.
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.
STARS is one of the most widely used software packages for radiator sizing and heat-loss calculations. 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.
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, what does the year have in store?
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.
Ninety years after its beginnings in Southall in 1936, Stelrad continues to drive the industry forward through innovation, investment and a clear vision for the future as it progresses towards its centenary in 2036.
