Thermogroup

What Thermogroup does

Thermogroup Trading Pty Ltd is an Australian private company founded in 2006 and headquartered in Leeton, New South Wales, that designs, distributes, and supplies electric heating and bathroom comfort products for the residential and light-commercial market. Its core portfolio spans five product families sold under multiple sub-brands: Thermorail electric heated towel rails (round, flat, pill, curved, triple-tube, and square profiles in polished stainless, matt black, brushed nickel, brushed gold, and other finishes, available in 12V and 240V variants); Thermorad, an in-wall invisible towel-dryer panel that uses a 160-watt heating element with 20mm non-combustible rear insulation to reduce towel drying time by up to 70% and is the subject of a pending Australian patent application (2022201917); underfloor heating systems; outdoor space heaters (mid-wave Ash/Cedar and long-wave Lotus series, 1200-2500W); and the Ablaze mirror range (back-lit, demister, shaving, framed/frameless, and cabinet configurations), with a solid-surface bathroom furniture line and a premium Jeeves heated-rail sub-brand extending the SKU set.

The business is a hardware reseller-channel model: Thermogroup manufactures/imports and distributes finished goods at Recommended Retail Price through a domestic Australia-wide network of bathroom and tile showroom resellers, electrical wholesalers, selected online resellers, and a certified installer program (CUBE), with direct specification engagement into architects, designers, and property developers for multi-unit residential and hospitality projects. Revenue is one-time unit-based with no subscription or recurring component; pricing spans approximately $125-$3,049 AUD across the range. Customer mix is intentionally diversified across homeowners (via resellers), trade installers, hospitality operators (e.g., W Melbourne, Shangri-La Cairns, QT Gold Coast, The Swanston), residential developers (Croydon Cronulla, Tara Maree, Greenwich, Vue Scarborough, Derby Place Kew), construction firms, and niche OEM buyers (e.g., Everest Caravans). There is no disclosed AI/ML capability, no software platform, no API surface, and no app; competitive positioning is built on the trade channel, multi-brand portfolio, 20 years of Australian brand presence, and the Thermorad proprietary heating architecture.

Name

Thermogroup

Legal name

Thermogroup Trading Pty Ltd

Website

https://thermogroup.com.au

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Thermogroup is an Australian private company that designs and distributes electric heated towel rails, in-wall towel dryers (Thermorad), underfloor heating, outdoor heaters, and bathroom mirrors through a nationwide network of resellers, certified installers, and direct architect/developer specification.

Ownership category

akta.pro rank

Product category

Electric Home Heating Products

NAICS

Small Electrical Appliance Manufacturing (335210), Heating Equipment (except Warm Air Furnaces) Manufacturing (333414), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Electric Housewares & Fans (3634), Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)

akta.pro primary industry

Luxury / Spa Bathroom Upgrades (Steam Showers, Saunas, Jetted Tubs) (HSAPABAO)

Keywords

• Electric underfloor heating
• Heated towel rails
• Bathroom heating solutions
• Outdoor space heaters
• Bathroom mirrors demisters

Headquarters

HQ city

Leeton

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Hardware Product Sales: One-time sale of physical heating products including heated towel rails, underfloor heating systems, in-wall towel dryers, outdoor heaters, bathroom mirrors, and bathroom furniture. Products are sold through resellers at recommended retail prices with no recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Thermogroup designs, supplies, and distributes electric home heating and bathroom comfort products across Australia. Its core offerings include Thermorail electric heated towel rails, Thermorad in-wall invisible towel dryer panels, electric underfloor heating systems, mid-wave and long-wave outdoor space heaters, Ablaze bathroom mirrors, and solid surface bathroom furniture. Products are sold at RRP via a trade network of bathroom/tile showrooms, electrical wholesalers, online resellers, and certified installers.

Product overview

Thermogroup is an Australian home heating company celebrating 20 years in business, offering a portfolio of complementary bathroom and heating products. The core product lines include: Thermorail electric heated towel rails (available in numerous configurations and finishes); Thermorad in-wall invisible towel dryer panels; underfloor heating systems; space/outdoor heating products (mid-wave and long-wave outdoor heaters); Ablaze bathroom mirrors (back-lit, shaving mirrors, cabinets); and solid surface bathroom furniture. The brand Jeeves provides a premium sub-brand of heated towel rails. The products share a focus on bathroom comfort solutions and are distributed through resellers and installers across Australia, with the company headquartered in Leeton, NSW.

Differentiator

Problem solved

Functional benefit

Brands

• Thermorad: Invisible in-wall towel dryer system that reduces towel drying time by up to 70%. The panel is installed behind towel rails to provide radiant heat.
• Thermorail
• Ablaze

Products and services

• Thermorad In-Wall Towel Dryer An invisible in-wall heating panel installed behind towel rails (robe hooks, single bars, or ladders) that provides radiant heat to dry towels up to 70% faster. Uses 160 watts with 20mm non-combustible rear insulation that directs heat forward; backed by a 10-year warranty. Designed for homeowners, renovators, and trade installers.
• Thermorail Electric Heated Towel Rails Electric heated towel rails in multiple bar configurations and finishes that warm and dry bathroom towels. RRP ranges from $479 to over $3,049 AUD. Designed for residential bathrooms, hotels, and apartment developments.
• Thermorail Timers and Controls Touch screen timers, boost timers, and eco timers that control Thermorail heated towel rails and Thermorad panels. Designed for homeowners and installers who want scheduled or on-demand operation.
• Jeeves Heated Towel Rails Premium sub-brand of heated towel rails featuring high-end designs (Tangent W, Tangent L, Tangent M, Spartan Boxx) in polished stainless steel and additional finishes. Targeted at premium residential and hospitality projects.
• Electric Underfloor Heating Systems Electric underfloor heating systems that provide floor-level warmth throughout homes and commercial spaces. Designed for residential renovations, new builds, and apartment developments, with an online quoting tool and running cost calculator for sizing projects.
• Outdoor Space Heaters (Mid-Wave and Long-Wave) Electric outdoor heaters for patios, balconies, alfresco areas, and entertaining spaces. Includes mid-wave infrared heaters (Ash, Cedar series) and long-wave infrared heaters (Lotus series) ranging from 1200W to 2500W, priced $529-$829 AUD RRP.
• Ablaze Bathroom Mirrors Bathroom mirrors including back-lit mirrors, shaving/make-up mirrors, mirror cabinets, framed and frameless mirrors, mirrors with integrated demisters, and standalone demister pads. Available in oval, pill, round, D-shaped, arch, rectangle, and square shapes across multiple finishes; back-lit mirrors range $845-$1,799 AUD RRP.
• Solid Surface Bathroom Furniture Solid surface bathroom furniture including bath caddies (Holly, Jasmine) and shower stools (Willow, Ivy) made from solid surface materials. Designed to complement Thermogroup's heating and mirror product lines in residential bathrooms.

Quantifiable outcome

• Reduces towel drying time by up to 70% compared to non-heated rails
• +2 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Reina: UK designer of heated towel rails, radiators, and bathroom heating products. Comparable in heated rail product category and design-led positioning, but UK-focused rather than Australian.
• Bisque: UK-based designer and manufacturer of heated towel rails and radiators. Comparable in heated rail product, finish customization, and showroom-led distribution, but primarily serving the UK market rather than Australia.

Direct peers

• ThermaSol: US maker of luxury steam shower systems, residential steam generators, and bathroom wellness products. Comparable as a premium bathroom-comfort/hidden-infrastructure plays in residential and hospitality builds, addressing the same luxury specifier channels.
• Amba Products: US manufacturer of heated towel rails and towel warmers under the Amba and Jeeves brands (Jeeves is also a Thermogroup sub-brand). Direct competitor in the heated towel rail category with similar finish, configuration, and showroom-led distribution model.
• ThermoSoft International: US manufacturer of electric radiant floor heating mats, panels, and controls. Direct overlap with Thermogroup's underfloor heating product line and thermostats/timer category in technology, customer, and installer channel.
• Bromic: Australian-headquartered designer and manufacturer of premium outdoor heaters and gas/electric heating products. Directly comparable to Thermogroup's outdoor space heating line, with overlap in hospitality and alfresco consumers and Australian trade channels.
• Runtal: Premium US/European manufacturer of heated towel rails, hydronic and electric radiators, and design radiators. Comparable in premium heated rail aesthetics, finish options, and architectural specification positioning.
• WarmlyYours: US-based specialist in electric radiant floor heating, heated towel warmers, and snow-melting systems. Directly comparable to Thermogroup's underfloor heating and towel rail businesses in product, customer (homeowner + trade installer), and channel model.
• Mr. Steam: US-based luxury steam shower and bathroom spa equipment manufacturer. Comparable in targeting premium residential and hospitality bathroom upgrades with hidden-infrastructure electric heat products, similar to Thermorad's retrofit value proposition.

Broad incumbents

• Dimplex: Global electric heating manufacturer (part of Glen Dimplex Group) with broad portfolios including radiators, underfloor heating, fireplaces, and indoor climate products. Comparable as an overlapping incumbent in the electric underfloor heating and heating-controls space, though Dimplex competes across many categories beyond Thermogroup's niche.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ThermogroupAU
• LinkedInlinkedin.com/company/1421645

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Thermogroup