026 HPM 1012

HPM October 2012

BUSINESSPROFILE WWW.HPMMAG.COM Got a story? Ring us on 01732 748041 or e-mail twood@unity-media.com Clever thinking for commercial advantage Purmo has had a presence in the UK since the early 1980s and is still one of the country’s foremost radiator brands. The company has been quick to adapt to a changing and uncertain marketplace, as Chris Edwards, sales and marketing director and leader of the Purmo UK team, explains... Cdeveloping bathroom radiators and Purmo manufactures the vastUK and uses British steelmajority of its products in thehange is something that Purmo hasnever been afraid of. As early as the‘80s and ‘90s, the company began other decorative models in response to a market that was taking a keen interest in interior design and home improvement. One of the earliest exponents of these designer styles, Purmo has always been careful to maintain quality in the pursuit of form and beauty. More recently Purmo has been spearheading the use of radiators for low temperature heating systems, challenging a host of lingering myths which might suggest that the radiator could have had its day. “Not a bit of it,” says Chris. “There’s no doubt that in the right setting, underfloor heating has a really valuable contribution to heating, particularly with renewables, but it definitely isn’t the universal solution that some would have you believe. Radiators still react more quickly and emit more efficiently in a lot of applications.” network over many years to help educate the one radiator manufacturer, and it would like to Championing the cause of the highly efficient, market by providing product training and highly achieve that in the UK too, says Chris. lower temperature radiators has paid off for professional and informative marketing “In the rest of Europe, our innovation is more Purmo, which has increased its market share for campaigns. widely recognised, but the UK has a rather richer the past two years, despite some challenging “It’s important to be able to use the research history of radiators, with more experts, and here market conditions. that we undertook in enlightening ways so that we all vie with one another.” installers can in turn teach homeowners about Purmo’s recent ‘Clever’ campaign, with LONG TERM STABILITY the most efficient ways to heat their homes,” says educational videos and seminars to explain and The market has unquestionably also been hit by Chris. “Although the green agenda may be higher promote the science gained during its recent a combination of the halt in construction and on consumers’ agendas than it was, they will still research is one way that it has sought to create overcapacity throughout Europe. Purmo sees its rely on the installer to advise and guide them as clear water between the Purmo brand and others. pan European nature as a huge bonus for the to the best solutions for their requirements. And “There’s not much point in proving the point installer as well as for its own long-term stability. the installer frequently relies on the merchant for through research if you fail to communicate it in “We manufacture a great number of our new product knowledge.” a way that installers and end users can products in the UK,” says Chris. “That is Purmo also supports installers and specifiers understand,” Chris points out. important as it gives each product a lower carbon with a design service which helps to create The UK economy doesn’t look as if it will get footprint and naturally, we use British steel system designs using radiators with both much easier for some time yet, so Purmo which is high in quality. However, we also have traditional and renewable heat sources. This is believes that quality products backed up with the backup of multiple manufacturing sites essential, the company says, as renewables have genuinely helpful customer support has to be the across Europe which ensure product continuity – moved from theory to reality and many more way forward. It’s worked hard at being realistic in if there should be a materials shortage or a installers will find themselves installing its messages to the market. Differentiation is sudden spike in demand for our products here, renewable systems in the future. “Manufacturers important in a buyer’s market, but budgets are we can still achieve an uninterrupted supply. have a repository of knowledge on the subject under immense pressure. Purmo has been quick “It’s tough in the market at present, so we’ve and we see it as an essential part of our role to to point out that distinction and style needn’t deliberately set out to support the professional pass that on,” adds Chris. cost the earth but can be achieved by specifying installer in maintaining high standards in the Installer support is also delivered through flat fronted radiators, a modest upgrade which face of the most pressurised budgets and slender Purmo’s network of technical sales experts who keeps a careful eye on costs. margins we’ve seen for some decades. There’s a will assist with specifying and product advice, and High end consumers are still around so a new careful balancing act to be done in achieving this too represents part of Purmo’s plan to win range of decorative radiators has been created to value for money and it’s vital not to sacrifice more marketshare in the future. Product appeal to this more affluent market. quality for the sake of lower prices – that’s just as development is another vital element, Purmo The ability to innovate and adapt in the face of true for manufacturers as it is for installers.” being the first to develop specifically designed changing circumstances, while adhering strongly Working closely with the merchant network is vertical models, for example, rather than simply to its principles of quality and dependability, is also paramount in Purmo’s success. The turning a horizontal model on its side. what keeps Purmo at the forefront of the company has collaborated with the merchant Across Europe, Purmo-Rettig is the number industry, across Europe, as well as in the UK. 26 OCTOBER 2012 HEATING & PLUMBING MONTHLY enquiry number 121


HPM October 2012
To see the actual publication please follow the link above