June 2, 2023

According to a recent industry report from WarmlyYours, radiant heating sales were buoyed so far in 2023 due in large part to electric towel warmers.

WarmlyYours, a radiant heating manufacturer that specializes in radiant heating products like electric floor heating systems and towel warmers, has released its “Q1 and Annual Industry Report.” This report analyzes the sales of radiant heating products, by using WarmlyYours sales data as a proxy for the industry as a whole, within the wider context of the national housing and remodeling markets. One of the most surprising findings in the report was that growth in the first quarter of 2023 for the company was largely driven by sales of towel warmers.

According to the report, towel warmers — up 4.2% — were, by far, the largest volume driver of radiant heating sales in Q1 2023 for WarmlyYours.

The report also identified several emerging consumer trends related to towel warmer sales. These included the increasing popularity for towel warmers that were freestanding (up 11.8%), dual connection (up 27.9%) or had a black finish (up 63.7%). Julia Billen, owner and president of WarmlyYours, Billen explained that analyzing these trends via sales data is a crucial part of WarmlyYours’s ongoing goal of continuous quality improvement. 

“There’s a lot of things you can do to try and stay ahead in this industry,” said Billen. “You can go to all of the tradeshows, read the best trade publications or watch what your competitors are doing, but the greatest tool you have at your disposal is your own sales data. Your customers are literally telling you exactly what they want, and even sometimes what they don’t want. All you have to do is listen.” 

Additionally, the fastest growing towel warmer models for WarmlyYours in Q1 2023 were the Ibiza (up 150%), the Malta (up 116.6%), Maple (up 110.2%) and the Tahoe (up 49.7%). The Tahoe was by far the largest volume increase — more than the Ibiza, Malta and Maple combined.