Article Number : 3183 |
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| Date | 4/16/2008 9:22:54 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=3183 |
| Abstract | By Louis Iannaco While the current economic conditions continue to be just as frigid as much of the weather is in many areas of the country, manufacturers of radiant heating believe flooring dealers have an opportunity to help themselves... |
| Article | By Louis Iannaco While the current economic conditions continue to be just as frigid as much of the weather is in many areas of the country, manufacturers of radiant heating believe flooring dealers have an opportunity to help themselves. How best to thaw stagnant sales than with the warmth of radiant heating, of course. Producers of these underfloor systems envision retailers profiting by upgrading flooring jobs through adding a touch of warmth to the soles of the feet of end users. “In times where store visits may be lower than usual,” said Nicolas Mottet, marketing communications manager for WarmlyYours, “it is particularly important for dealers to offer upgrades to customers to increase the average profit per job. “In a 5 X 10-foot bathroom,” he explained, “an electric floor heating project can generate an additional $400 in product sales and $100 to $150 in extra installation revenues. In a 10 X 12 kitchen, an electric floor heating system can generate an additional $800 to $1,000 in product sales and $150 to $300 in extra installation revenues. “The cost for the dealer to carry WarmlyYours and start selling the systems is close to zero,” Mottet added. “For example, our heated countertop display is a very effective selling tool and costs only $85, rebated with the first order.” Dan Chiles, vice president of marketing for Watts Radiant, agreed with Mottet, saying radiant systems can be very profitable, especially electric radiant. “Given the high cost of bathrooms and kitchens, radiant flooring is not a big add-on, but it is the most important part of the owner’s comfort. “People love warm tile floors,” he explained. “Females are the most important decision makers here and all presentations need to cater to their concerns: How much time does she spend on cold tile floors, and wouldn’t she love to have warm feet?” Hydronic radiant floors, are popular, Chiles noted, because they can use any kind of fuel that can warm water including natural gas, electric resistance, propane, water source heat pumps, solar or biomass. “Radiant floors are stingy with energy, so operating costs are lower and that makes them popular in ‘green’ projects of all kinds.” While there are no official, reliable numbers to measure the segment’s growth over the last few years, Mottet noted, “A study was done recently by a company, which was probably close to market realities. However, the firm, Frost & Sullivan, did not factor in the recent downtrend in the remodeling market, and it is likely that its forecasted 30% to 35% growth will be closer to 5% to 15% in 2008 (with overall market sales closer to $120 million than $140 million in 2008).” Tale of two systems According to Chiles, the radiant market is divided into two parts—electric radiant floors which use heating elements in cable form or in mats, and hydronic radiant floors which use tubing embedded in floors to circulate warm water. “Electric systems typically go under hard surfaces, are used in smaller rooms like bathrooms and kitchens and are wildly popular in remodels,” he explained. “The market is holding up just fine. “Hydronic systems are more common in new construction, for larger areas and have equal shares in residential and commercial markets. They have fallen off with housing starts, but are enjoying new attention because they are extremely efficient to operate.” According to Monica Irgens of Electro Plastics, makers of Step Warmfloor, there is a system for each application. “Normally, when new construction goes down, the remodeling market goes up. Radiant heat is now being promoted and sold by dealers in the flooring, HVAC, plumbing and heating, as well as electrical industries. “As the radiant heating industry grows,” she added, “more companies are entering the market and with them come new technologies. There are new products, including improvements made in the components and installation procedures. For example, a hydronic system can now be installed on boards that can go over concrete slabs or plywood floors, and some control panels come pre-made and are more energy efficient. “Although most electric systems are constant wattage,” Irgens explained, “such as heating cables, flat ribbons, metal mesh, thin films and mounted panels, there are now PTC elements. The uniqueness of the PTC elements is that they are self-regulating, which means that as the material gets warm, they pull less electricity.” Chiles believes radiant floors fit well with future trends. “Housing will get smaller with more amenities and more energy efficiency. As the population ages, comfort is becoming more important. Avoiding slip and fall accidents on wet floors will be a bigger issue, and radiant floors, with the help of snowmelting systems, can be a big help. Radiant is both trendy and timely. It’s popularity is spreading from it’s traditional home in cold climates to anywhere people are installing tile.” |