General manager of Carisa Radiators Barry Custy talks about the company’s focus on independent KBB retail showrooms, with the launch of its new luxury range.

Having outgrown its premises in Rochester, Kent, Carisa Radiators has moved north to Manchester, into premises which are three times larger than its previous site.

The location provides more space for warehousing, which has allowed for greater stockholding of over 5,000 products, plus a showroom.

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It all forms part of the company’s strategy to further tap into the market for KBB retail showrooms, with the launch of its Luxury collection.

Building a brand

Founded 40 years ago in Turkey, the family-owned business (now in its second generation) started life manufacturing steel vessels that would withstand pressure, like a gas bottle, before moving into residential radiators.

Carisa Radiators has moved north to Manchester, into premises which are three times larger than its previous site in Rochester, Kent

“When the now ubiquitous chromed steel ladder rails came to the fore, the company was among the first to manufacture that kind of product”, explains general manager of Carisa UK Barry Custy.

Exclusively manufacturing for UK OEM at the beginning, Custy continues: “Due to a commercial shift in the market and pressure from Chinese imports, the best way we could assure our business in the UK was to be our own distributor and create our own brand.

“Carisa was born, eight years ago, as a vehicle to manage the company’s own destiny and that is when I was brought on board as a sales agent before taking charge of the UK business.”

Targeting retail showrooms

The majority of its heritage business is still through internet retailers. So how is the company planning to satisfy bricks and mortar retailers targeting the mid to top-end?

The limited edition Adagio is claimed to be the world’s most expensive radiator at £16,000 +VAT

Interestingly, and somewhat at odds with online retail, the company already lays claim to manufacturing the world’s most expensive radiator – Adagio – at £16,000+VAT.

“We’ve not found one more expensive”, says Barry Custy. But have they sold any? “We have sold six. With two sold to homes in New York, two have been sold to the Middle East, and there’s two in London.”

Tellingly, he adds “But we didn’t sell them online”, which perhaps explains why Carisa Radiators has further introduced a 26-strong range of luxury radiators  (although not carrying the same pricetag)  targeted specifically for high-end retail showrooms.

But with the internet open to online discounting, how can Carisa assure retailers providing valuable display space that they’re not entering a price battleground?

Barry Custy is not oblivious to these concerns and explains: “We know that the barrier to us getting bigger in the showroom market previously has been because we’re strong online.

“But we are now offering a portfolio for retail showrooms with products providing exclusive margins, so pure-play retailers can compete and sell with confidence in their showroom.

“In reality, the luxury products are more in line with showrooms. We want to sell to mid to high-end showrooms, that understand the product and want to sell the products.”

Storytelling improves sales

As part of this, he believes there is a greater need for storytelling, to help educate clients particularly with a view to the growing sustainability agenda.

Custy believes KBB retailers are well-positioned with their expertise to tap into the market for sustainable heating. “That story is really hard to sell online”, says Custy.

With the bulk of its products made from aluminium,  he says customers need to know they use up to 80% less water but provide up to 26% greater heat output, hence reducing energy bills, to counter price differentials from steel: “People may say it’s a bit more expensive but, actually, you can have a smaller model and get the same heat output as a steel radiator.

“If you’re in a showroom and a customer going to spend £20,000 on the bathroom, that’s a nice little story.”

He explains the luxury models are also fully supported  by a brochure, customised point of sale and photography and video assets for retailers to use on their social media.

Dedicated retail range

And the company has plans for its next chapter by developing a range dedicated for the KBB retail market: “Going forward, as our business develops, we will design products specifically for retail.”

Made from stainless steel, Alveole measures 500mm and is available in three heights

In fact, Custy reports design innovation as one of the USPs of the company.

Carisa introduced Smart Electric radiators at ISH 2023, including Dry Smart Electric with no boiler or heating connections and Hybrid Smart Electric Radiators, all of which can be operated by apps and voice control.

The Hybrid Smart Electric Radiators are plumbed into the central heating system and connected to the electricity supply.

But unlike traditional dual fuel systems, rather than heating the volume of water inside it uses ceramic plate technology and heats a hidden radiator plate when the central heating is switched off.

Custy also points to the company’s colour offering, including PVD finishes, and ability to bespoke radiator models, tailoring height, width and hue of each model.

He exclaims around 17% of the company’s sales are for radiators which are non-standard and boast a lead time of 4-6 weeks.

“I think that will grow with this retail approach. Everybody likes to say this is our radiator and no-one else has got one that size or that colour.

“People do like to be able to do that. Specifiers also might have a specific space and require specific heat output. So, we’ll design products that will fit and operate as they want them.”

And Custy continues stating the luxury radiators can also offer add-on sales for KBB retailers, as they can expand sales beyond the kitchen and bathroom and throughout the home.

Certainly, Carisa Radiators has ambitious plans for growth for its UK business, forecasting 30% upturn in 2023, and it aims to grow to a network of 100 retail showrooms this year.

Barry Custy concludes: “We’ve got massive growth plans for the business at the minute and if we want to perform in this sector we’re going to need at least 100 showrooms to get the growth to do it.

“If we can grow retail in the same way that we grew online originally, then I’d be delighted with that.”