BestHeating
BestHeating is a UK-based e-commerce retailer selling designer radiators, heated towel rails, valves, and heating accessories primarily to UK homeowners through bestheating.com, with a parallel Irish storefront and a trade account programme for installers and contractors.
- Company typePrivate
- Founded2012
- HeadquartersBurnley, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
What BestHeating does
BestHeating is a UK-based direct-to-consumer e-commerce retailer specialising in designer radiators, heated towel rails, and heating accessories. Founded in 2012 and headquartered in Burnley, Lancashire, the company operates as part of Limitless Digital Group LTD (company number 03955231) and serves primarily UK homeowners through bestheating.com, with a parallel Irish storefront at bestheating.ie. Its core product portfolio spans multiple radiator categories (designer, column, central heating, vertical, horizontal, and electric), heated towel rails in numerous configurations, and complementary accessories including radiator valves, central heating controls, and sample colour boxes. The proprietary Milano brand encompasses sub-lines such as Aruba, Alpha, Windsor, and the recently introduced Erin range, and is sold alongside third-party brands including Stelrad.
The company runs a standard e-commerce platform with account management, wishlist, basket, secure checkout, and integrations including Amazon Pay and PayPal Pay in 3 installment payments. Its technology stack includes smart heating control integrations (WiFi thermostats and valves) and a BTU calculator tool for radiator sizing. Value-added services include a dedicated trade account programme for plumbers, heating engineers, interior designers, and contractors, and a sample box service covering 50+ colour finishes.
The business model is straightforward one-time unit sales of physical products with tiered volume-based discounts (Spend & Save from £100+ to £1,000+) and a free delivery threshold of £399. Marketing is driven by an extensive editorial Advice Centre (covering heating efficiency, radiator design, and eco heating), multi-platform organic social media, email newsletters, an affiliate programme operated through the Webgains network, and earned media coverage in home improvement publications. The company has accumulated 65,000+ Trustpilot reviews rated 'Excellent'.
BestHeating firmographics
Firmographics- Name
- BestHeating
- Legal name
- Limitless Digital Group LTD
- Website
- https://bestheating.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- BestHeating is a UK-based e-commerce retailer selling designer radiators, heated towel rails, valves, and heating accessories primarily to UK homeowners through bestheating.com, with a parallel Irish storefront and a trade account programme for installers and contractors.
- Ownership category
- akta.pro rank
Where BestHeating is headquartered
LocationHeadquarters
- HQ city
- Burnley
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
BestHeating business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Direct e-commerce sales of designer radiators, heated towel rails, radiator valves, and heating accessories to consumers and trade customers in the UK market.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with volume-based discounts |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
BestHeating product offering
Product offeringCore offering
BestHeating is an online retailer selling designer radiators, heated towel rails, electric radiators, and heating accessories (valves, thermostats, controls, sample boxes) directly to UK consumers via bestheating.com and to Irish customers via bestheating.ie. The range spans vertical, horizontal, column, central heating, electric, and cast iron formats under the proprietary Milano brand alongside third-party brands such as Stelrad, complemented by value-added tools including a BTU calculator and dedicated trade account pricing.
Product overview
BestHeating is an online retailer offering a comprehensive portfolio of designer radiators, heated towel rails, and heating accessories. The core product range spans multiple radiator types (designer, column, central heating, vertical, horizontal, and electric radiators) and heated towel rails, supported by complementary accessories including radiator valves, central heating controls, and sample boxes. The company operates primarily under its proprietary Milano brand (encompassing sub-lines like Alpha, Aruba, Windsor, and others) alongside third-party brands such as Stelrad. Key value-added services include a BTU Calculator tool for sizing radiators and a trade account program.
Differentiator
Problem solved
Functional benefit
Brands
- Milano: Designer radiator and heated towel rail brand featuring collections including Aruba, Windsor, Alpha, Ayre, Capri, and other designer radiator lines
- Aruba Collection
- Windsor Collection
- Alpha
- Ecoso
- Sterling
- Milano Select
Products and services
- Designer Radiators Style-focused radiators in vertical, horizontal, electric, anthracite, black, white, coloured, chrome, and middle-connection variants, designed for homeowners seeking heating that doubles as interior decoration.
- Column Radiators Traditional column radiators in double, triple, and four-column configurations, available in white, anthracite, black, coloured, electric, cast iron, and seat & bench designs for period-style interiors.
- Central Heating Radiators Standard central heating radiators in Type 22 double panel, Type 21 double panel plus, Type 11 single panel, Type 33 triple panel, and flat panel variants for conventional heating systems.
- Vertical Radiators Space-saving upright radiators in double panel, single panel, flat panel, modern, traditional, coloured, and electric configurations for rooms with limited wall length.
- Horizontal Radiators Horizontal radiators in double panel, single panel, low level, flat panel, modern, traditional, coloured, and electric variants for standard wall-mounted installations.
- Heated Towel Rails Bathroom heating solutions including coloured heated towel rails, ladder style (straight and curved), electric heated towel rails, traditional heated towel rails, and designer heated towel rails.
- Electric Radiators Electric-only heating products for rooms without central heating, including vertical and horizontal electric designer radiators, dry thermal and ceramic core electric radiators, and plug-in electric radiators.
- Electric Heating Comprehensive electric heating solutions including electric radiators, dry thermal and ceramic core heaters, wall mounted and portable heaters, electric fires, electric underfloor heating, and smart connected heating systems.
- Radiator Valves Controls for radiators including angled, corner, H-block, straight, manual, thermostatic (TRV), and dual fuel valves available in various finishes (manual radiator valves from £25.00).
- Central Heating Controls Heating management products including heating elements, smart thermostats and valves, and WiFi heating controls for remote temperature management.
- Radiator Sample Boxes Sample packages offering over 50 colour finishes so customers can validate radiator finishes against their interior décor before purchase.
- Milano Brand Radiators BestHeating's proprietary Milano brand offering radiators across collections including Aruba (Slim, Flow, Ayre, Low Profile, Aiko), Windsor, Alpha, Ayre, Viti, Reflect, Java, Capri, Skye, Riso, Icon, Mono, and Electric Milano lines.
- Stelrad Radiators Third-party branded radiators from Stelrad offered alongside the proprietary Milano brand range.
Companies that use BestHeating
Customer profileSegments2 records
Ideal customer profiles2 records
BestHeating technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
BestHeating partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- WebgainscoreBestHeating promotes its affiliate programme through Webgains, an affiliate marketing network. Affiliates can sign up through Webgains to promote BestHeating products and earn commission on sales. The programme offers a 10-day cookie duration and increased commission rates for affiliates generating more than 10 sales per month.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
BestHeating competitors and assessment
Company assessmentEmerging players
- ManoMano: European online marketplace specializing in home improvement, DIY, and garden products including heating and radiators. Comparable in e-commerce-led home-improvement focus and growing UK presence, but operates a marketplace model rather than first-party retail.
Broad incumbents
- Wayfair: Large global online home furnishings retailer with a significant UK operation, including designer radiators and towel rails. Comparable as a design-led, assortment-wide e-commerce competitor for the same UK homeowner, though much broader in category.
- Victorian Plumbing: Largest UK online bathroom retailer, publicly listed on AIM, selling a wide range of bathroom and ancillary home products via e-commerce. Comparable as a UK DTC home-improvement specialist, though broader in category (bathroom-led) than BestHeating's heating focus.
- Screwfix: UK trade and DIY home improvement retailer (part of Kingfisher), with a broad heating/radiator assortment alongside plumbing, tools, and building products. Overlaps in trade-customer segment and heating SKUs, but is a much larger multi-category incumbent.
- B&Q: UK's largest home improvement retailer (Kingfisher), with a significant radiators and heating controls assortment sold online and in-store. Competes with BestHeating for UK homeowners and DIY buyers across overlapping heating product lines.
- Drench: UK online bathroom retailer with a designer-led assortment, including heated towel rails. Comparable in DTC e-commerce, UK homeowner target market, and design-forward positioning, though it spans the full bathroom rather than heating specifically.
Direct peers
- Trade Radiators: UK online specialist retailer of radiators and heated towel rails, with a similar B2C plus trade-customer model. Directly comparable in product range, target buyer (UK homeowners and installers), and e-commerce-led distribution.
- Plumbworld: UK online retailer of plumbing, heating, and bathroom products sold to both consumers and trade customers. Comparable in adjacent heating-product assortment, UK focus, and DTC e-commerce + trade hybrid model.
- Radiator Outlet: UK online radiator retailer offering designer, column, and electric radiators to consumers and trade buyers. Closely overlaps with BestHeating in product category, channel, and price-point positioning.
Others
- Stelrad: UK's largest radiator manufacturer and a key third-party brand stocked by BestHeating. Comparable as a participant in the same UK heating-radiator value chain, though operating as a supplier/manufacturer rather than a retailer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
BestHeating social profiles
Digital presenceBestHeating financial estimates
Financial estimateRevenue estimate
Valuation estimate
BestHeating leadership team
Management profileNumber of profiles
Profiles2 records
BestHeating funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BestHeating 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 BestHeating
What does BestHeating do?
BestHeating is an online retailer selling designer radiators, heated towel rails, electric radiators, and heating accessories (valves, thermostats, controls, sample boxes) directly to UK consumers via bestheating.com and to Irish customers via bestheating.ie. The range spans vertical, horizontal, column, central heating, electric, and cast iron formats under the proprietary Milano brand alongside third-party brands such as Stelrad, complemented by value-added tools including a BTU calculator and dedicated trade account pricing.
Is BestHeating a public or private company?
BestHeating is a private company. It is classified as corporate owned and is currently operating.
When was BestHeating founded?
BestHeating was founded in 2012. It employs 101 to 250 people.
Where is BestHeating based?
BestHeating is headquartered in Burnley, United Kingdom, in the Europe region.
How does BestHeating make money?
One revenue line is on record: product Sales.
Who are BestHeating's main competitors?
ManoMano is listed as an emerging player. Broad incumbents are Wayfair, Victorian Plumbing, Screwfix, B&Q and Drench. Direct peers are Trade Radiators, Plumbworld and Radiator Outlet. Stelrad is listed as an others.
Does BestHeating have an API?
No public API is recorded for BestHeating.