WarmlyYours
WarmlyYours is a founder-owned electric radiant heating manufacturer founded in 1999, selling floor heating, snow melting, deicing systems, and towel warmers directly to homeowners, DIY consumers, and trade professionals across the US and Canada via owned e-commerce sites and an installer network.
- Company typePrivate
- Founded1999
- HeadquartersLake Zurich, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What WarmlyYours does
WarmlyYours is a private, founder-owned manufacturer of electric radiant heating products, founded in 1999 by Julia Billen and headquartered in Lake Zurich, Illinois, with a Canadian operation in Richmond Hill, Ontario. The company designs and sells floor heating systems (TempZone™ mats and cables, Environ™ mats for floating floors, slab heating), outdoor snow melting and deicing systems (driveway/walkway mats and cables, roof and gutter deicing, pipe freeze protection heat tape), and a portfolio of towel warmers spanning 20+ models with finishes including polished stainless, brushed stainless, matte black, and gold. Complementary comfort products include Ember infrared heating panels (glass, mirror, and flex variants), LED mirrors, mirror defoggers, and countertop heaters. Underlying technology centers on low-voltage electric heating elements integrated into mats, cables, and wall-mounted fixtures, with the proprietary TempSmart™ overheat-protection feature limiting surface temperatures to 149–167°F depending on model.
The company generates revenue almost entirely through direct hardware sales via owned US and Canadian e-commerce storefronts, supplemented by a dealer/installer network and a Trade Professional Program serving flooring contractors, electricians, builders, designers, roofers, and landscapers. Pricing is unit-based and material-specific: towel warmers range from $115 for compact plug-in models to $920+ for large-capacity premium-finish units, while floor heating and snow melting systems are quote-based on coverage area and configuration. Free SmartPlan installation planning, 24/7 US-based technical support, industry-leading 25-year warranties on TempZone™ floor heating elements, 98.4% customer satisfaction across 2,700+ reviews, and 99% same-day shipping from dual warehouses constitute the operational backbone of the customer experience.
The business serves two primary customer segments: (1) residential DIY consumers and homeowners undertaking renovation or new-construction projects who purchase products directly through the e-commerce site, and (2) trade professionals who specify and install radiant heating on behalf of clients. A luxury/high-end residential segment is addressed through premium finishes, partnerships with home improvement media (Better Homes & Gardens, DIY Network's Bath Crashers, Bargain Mansions), and higher-capacity products. cULus certification supports cross-border US/Canada distribution. The company reports 600,000+ cumulative installations across its 27-year operating history, with no disclosed external funding, M&A activity, or public revenue.
WarmlyYours firmographics
Firmographics- Name
- WarmlyYours
- Legal name
- WarmlyYours.com, Inc.
- Website
- https://warmlyyours.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- WarmlyYours is a founder-owned electric radiant heating manufacturer founded in 1999, selling floor heating, snow melting, deicing systems, and towel warmers directly to homeowners, DIY consumers, and trade professionals across the US and Canada via owned e-commerce sites and an installer network.
- Ownership category
- akta.pro rank
WarmlyYours industry classification
Industry- Product category
- Electric Radiant Heating Equipment
- NAICS
- Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341)
- SIC
- Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)
- akta.pro primary industry
- Radiant Floor Heating Installation (HSAOAGAG)
- akta.pro secondary industry
- Radiant Floor Heating Installation (Underfloor Systems) (HSAPAGAJ)
Keywords
Where WarmlyYours is headquartered
LocationHeadquarters
- HQ city
- Lake Zurich
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
WarmlyYours business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Electric Radiant Floor Heating Products: Sale of heating mats, cables, thermostats, underlayments, and accessories for floor heating applications. One-time hardware purchase with optional professional installation.
- Snow Melting & Deicing Systems: Sale of snow melting mats, cables, controls, and accessories for outdoor applications including driveways, walkways, and roof deicing.
- Towel Warmers: Sale of wall-mounted and freestanding electric towel warmers in various finishes (stainless steel, matte black, gold) and configurations (hardwired, plug-in, dual connection).
- Comfort Products: Sale of infrared heating panels, LED mirrors, mirror defoggers, and countertop heaters as complementary comfort products.
- Trade/Professional Sales: Volume sales to flooring contractors, electricians, builders, and other trade professionals through dedicated pro program.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level towel warmers (compact, plug-in models) |
| Unit Pricing | Pay-as-you-go | Mid-range towel warmers (standard size, dual connection) |
| Unit Pricing | Pay-as-you-go | Premium towel warmers (large capacity, high-end finishes) |
| Unit Pricing | Pay-as-you-go | Floor Heating Systems |
| Unit Pricing | Pay-as-you-go | Snow Melting Systems |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
WarmlyYours product offering
Product offeringCore offering
WarmlyYours manufactures and sells electric radiant heating products for residential and light commercial applications. Core product lines include floor heating mats and cables (TempZone™), snow melting systems for driveways and walkways, pipe freeze protection (heat tape), roof and gutter deicing, towel warmers, infrared heating panels, and complementary comfort products (LED mirrors, mirror defoggers, countertop heaters). Products are sold directly to consumers via e-commerce and to trade professionals through a dedicated pro program and dealer network.
Product overview
WarmlyYours is a radiant heating manufacturer offering a comprehensive portfolio of electric heating solutions for residential and commercial applications. The core product lines include floor heating systems (TempZone™ mats and cables, Environ™ mats, Slab Heating), snow melting systems (mats and cables for driveways and walkways), deicing solutions (Heat Tape for pipes, Roof & Gutter systems), and a diverse towel warmer collection. The towel warmer line spans 20+ models across three main categories: Round Bar (Barcelona, Bellagio, Elements, Ibiza, Infinity, Malta, Maui, Riviera, Rome, Summit, Vancouver, Vida), Square Bar (Tahoe, Metropolitan, Palma, Sierra), and Flat Bar (Maple, Milan, Grande) designs. Additional comfort products include Ember infrared heating panels (Glass, Mirror, Flex), LED mirrors, mirror defoggers, and countertop heaters. The company operates on a platform-plus-accessories model where core heating products are supported by smart thermostats, WiFi-enabled controls, timers, and underlayments. Founded in 1999, WarmlyYours serves the US and Canadian markets from locations in Lake Zurich, IL and Richmond Hill, ON.
Differentiator
Problem solved
Functional benefit
Products and services
- TempZone™ Floor Heating Mats Electric radiant floor heating mats designed for easiest installation under tile and stone flooring, providing even radiant warmth. Backed by up to 25-year warranty on TempZone™ elements.
- TempZone™ Floor Heating Cables Flexible electric floor heating cables that are cost-effective for heating any room layout, offering custom installation flexibility for irregularly shaped spaces.
- TempZone™ Custom Floor Heating Mats Made-to-order floor heating mats configured for any room shape, providing tailored radiant heating solutions for non-standard room layouts.
- Environ™ Floor Heating Mats Floor heating mats specifically designed for floating floors, providing gentle radiant warmth under laminate, engineered wood, luxury vinyl, and other floating floor types.
- Slab Heating Systems Embedded power systems for concrete slabs that deliver radiant heat through solid floor surfaces, for new construction and concrete-pour installations.
- Snow Melting Mats Pre-spaced electric snow melting mats that automatically melt snow and ice on driveways, walkways, stairs, ramps, patios, and other outdoor surfaces.
- Snow Melting Cables Flexible electric cables for custom snow melting installations that can be adapted to any outdoor area shape, paired with controls and accessories.
- Heat Tape Systems (Pipe Freeze Protection) Self-regulating heating cables for pipe freeze protection that prevent water pipes from freezing and bursting in cold conditions, including plug-in and hardwired configurations.
- Roof & Gutter Deicing Systems Heating cable systems installed on roofs and gutters to prevent ice dams and dangerous icicle formation, compatible with metal, asphalt shingle, and slate shingle roofs.
- Towel Warmers (Wall-Mounted and Freestanding) Electric towel warmers in 20+ models including Wall-Mounted (Maple, Milan, Grande, Tahoe, Metropolitan, Palma, Sierra, Riviera, Rome, Summit, Vancouver, Ontario XL) and Freestanding (Barcelona, Ibiza) configurations, plus higher-capacity models (Bellagio, Maui, Vida). Available in brushed, polished, matte black, gold finishes; hardwired, plug-in, or dual connection; with TempSmart™ overheat protection. Priced $115 to $920+.
- Ember Infrared Heating Panels (Glass, Mirror, Flex)
Quantifiable outcome
- 98.4% customer satisfaction from 2,700+ reviews
- +3 more outcomes
Companies that use WarmlyYours
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
WarmlyYours technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
WarmlyYours partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
WarmlyYours competitors and assessment
Company assessmentDirect peers
- Mr. Steam: Mr. Steam is a leading manufacturer of residential steam shower systems and complementary bathroom products including towel warmers. It competes with WarmlyYours in the premium bathroom comfort category, particularly on towel warmers.
- Heatizon Systems: Heatizon Systems produces electric radiant heating solutions for snow melting, roof deicing, and floor warming using Tuff Cable and ZMesh products. It overlaps with WarmlyYours' snow melting and outdoor deicing product lines.
- Nuheat (Pentair): Nuheat is a Canadian manufacturer of electric radiant floor heating systems, now owned by Pentair. It is one of WarmlyYours' most direct North American competitors in electric floor heating mats, cables, and thermostats.
- Warmup: Warmup is a global leader in electric underfloor heating, offering heating mats, cables, and thermostats for residential and commercial projects. It directly competes with WarmlyYours' TempZone™ floor heating line across similar customer segments in North America and globally.
- ThermoSoft International: ThermoSoft International manufactures electric radiant heating systems for floor, wall, and ceiling applications, including heating mats, films, and thermostats. It is a direct competitor in the residential electric radiant heating category.
- SunTouch (Watts Water Technologies): SunTouch, part of Watts Water Technologies, manufactures electric radiant floor heating mats and cables sold through plumbing and HVAC wholesalers. It overlaps directly with WarmlyYours' floor heating product line and trade distribution channel.
- Runtal North America (Zehnder Group): Runtal, part of Zehnder Group, manufactures designer hydronic and electric towel warmers, radiators, and panel heaters. It competes directly with WarmlyYours' towel warmer line and infrared heating panel products in the premium residential segment.
- Schluter Systems (Ditra-Heat): Schluter Systems offers Ditra-Heat, an electric floor warming system integrated with its uncoupling membrane for tile installations. It competes head-to-head with WarmlyYours TempZone™ in tile-and-stone floor heating applications.
- Amba Products: Amba Products designs and sells heated towel rails, towel warmers, and electric radiators across a range of finishes. It directly competes with WarmlyYours in the wall-mounted and freestanding towel warmer category.
Broad incumbents
- Danfoss (DEVI): Danfoss, through its DEVI brand, is a global incumbent in electric heating cables and floor heating systems used in residential and commercial buildings. It competes broadly with WarmlyYours in electric floor heating, thermostats, and outdoor deicing applications.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
WarmlyYours social profiles
Digital presenceWarmlyYours financial estimates
Financial estimateRevenue estimate
Valuation estimate
WarmlyYours leadership team
Management profileNumber of profiles
Profiles1 record
WarmlyYours funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WarmlyYours M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WarmlyYours
What does WarmlyYours do?
WarmlyYours manufactures and sells electric radiant heating products for residential and light commercial applications. Core product lines include floor heating mats and cables (TempZone™), snow melting systems for driveways and walkways, pipe freeze protection (heat tape), roof and gutter deicing, towel warmers, infrared heating panels, and complementary comfort products (LED mirrors, mirror defoggers, countertop heaters). Products are sold directly to consumers via e-commerce and to trade professionals through a dedicated pro program and dealer network.
Is WarmlyYours a public or private company?
WarmlyYours is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WarmlyYours founded?
WarmlyYours was founded in 1999. It employs 51 to 100 people.
Where is WarmlyYours based?
WarmlyYours is headquartered in Lake Zurich, United States, in the North America region.
How does WarmlyYours make money?
Five revenue lines are on record. Electric Radiant Floor Heating Products are the primary driver. The others are snow Melting & Deicing Systems, towel Warmers, comfort Products and trade/Professional Sales.
Who are WarmlyYours's main competitors?
Direct peers on record are Mr. Steam, Heatizon Systems, Nuheat (Pentair), Warmup, ThermoSoft International, SunTouch (Watts Water Technologies), Runtal North America (Zehnder Group), Schluter Systems (Ditra-Heat) and Amba Products. Danfoss (DEVI) is listed as a broad incumbent.
Does WarmlyYours have an API?
No public API is recorded for WarmlyYours.
What industry is WarmlyYours in?
WarmlyYours's product category is Electric Radiant Heating Equipment. Its primary akta.pro industry code is HSAOAGAG, Radiant Floor Heating Installation, with a secondary code of HSAPAGAJ, Radiant Floor Heating Installation (Underfloor Systems). Its NAICS code is 33341 and its SIC code is 3585.