The Radiator Shop

What The Radiator Shop does

The Radiator Shop, operated by Midgy-Byte Ltd, is an Irish direct-to-consumer e-commerce retailer specializing in designer radiators, heated towel rails, and complementary heating accessories such as thermostatic valves and pipe covers. Founded in 2006 as a radiator importer and distributor, the company launched its online storefront in July 2010 and recorded Ireland's first online central heating radiator sale on 18 July 2010. The product catalogue spans vertical, horizontal, electric, cast iron, aluminium, and traditional column radiators, alongside the premium Foundry Heritage Collection of hand-finished radiators produced on Ireland's North East coast in nine metal finishes.

The business is 100% Irish owned and operated from Donegal Town Enterprise Centre, Co. Donegal, running on a Shopify-powered e-commerce site that sells exclusively to end consumers (homeowners and, to a lesser extent, tradespeople) across the island of Ireland, with the United Kingdom also listed within its operating geographies. The technology stack is standard off-the-shelf e-commerce rather than proprietary; supporting assets include a BTU calculator, heating glossary, FAQ content, email newsletter, and social channels (Twitter, Facebook, Instagram, WhatsApp chat) used to drive organic and direct acquisition.

Commercially, the company operates a one-time-purchase unit-pricing model with no subscriptions, supported by free island-wide delivery in Ireland, a 30-day money-back guarantee on stock items, a Lowest Price Guarantee, and Guaranteed Irish membership as trust signals. Pricing spans roughly €118.99 (entry-level single column) to €1,067.49 (premium designer), with valves from €38.99. The business is bootstrapped with no disclosed external funding, no subsidiaries, and no parent company.

Name

The Radiator Shop

Legal name

Midgy-Byte Ltd

Website

https://theradiatorshop.ie

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

The Radiator Shop is an Irish e-commerce retailer selling designer radiators, heated towel rails, and heating accessories direct to Irish residential homeowners via a Shopify storefront, with free island-wide delivery and operations based in Donegal Town.

Ownership category

akta.pro rank

Headquarters

HQ city

Fort Worth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Radiator and Heating Product Sales: One-time product sales of radiators, towel rails, valves, and accessories. The company sells a wide range of designer radiators including vertical, horizontal, electric, cast iron, aluminium, and traditional column radiators along with complementary products like thermostatic radiator valves and pipe covers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

The Radiator Shop is an Irish online retailer that sells designer radiators, vertical radiators, electric radiators, aluminium radiators, cast iron radiators, traditional column radiators, heated towel rails and radiator valves/accessories to Irish homeowners. It also offers the Foundry Heritage Collection of hand-finished radiators made in Ireland and a free BTU calculator to size radiators by room.

Product overview

The Radiator Shop is an Irish e-commerce retailer specializing in home heating products, primarily selling radiators and heated towel rails through a Shopify-powered online store. The product portfolio includes vertical radiators, designer radiators, electric radiators, aluminium radiators, cast iron radiators, traditional column radiators, and heated towel rails, complemented by valves and accessories. Key product lines include the Foundry Heritage Collection (hand-finished on Ireland's North East coast with nine unique metal finishes), Ovale, Kolom, Consol, Tallis, Raiden, Neva, Casina, and Colona radiator ranges. The company operates exclusively as an online retailer with telephone and email customer support, offering free delivery across Ireland and a 30-day returns policy.

Differentiator

Problem solved

Functional benefit

Products and services

• Vertical Radiators Collection of vertical-orientation designer radiators for Irish homeowners with limited wall length, sold online via the Shopify storefront.
• Designer Radiators Collection of contemporary designer radiators in styles such as oval, flat-panel and column variants, sold online to Irish homeowners.
• Electric Radiators Collection of electric-powered radiators for homeowners without a central heating system or needing independent room heating, sold online.
• Aluminium Radiators Collection of lightweight aluminium radiators offering fast heat-up times and modern finishes, sold online to Irish homeowners.
• Cast Iron Radiators Collection of traditional cast iron radiators for period-style and heritage interiors, sold online to Irish homeowners.
• Traditional Column Radiators Collection of classic horizontal column-style radiators in 2-, 3- and 4-column variants, sold online to Irish homeowners.
• Heated Towel Rails Collection of wall-mounted heated towel rails for bathrooms and ensuites, sold online to Irish homeowners.
• Valves & Accessories Collection of radiator valves (manual and thermostatic), pipe covers and accessories required to complete a radiator installation, sold online to Irish homeowners.
• Foundry Heritage Collection In-house sub-brand of cast iron radiators hand-finished in Ireland, targeting Irish homeowners seeking heritage and period-style heating.

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Guaranteed IrishminorOthersThe Radiator Shop is a member of Guaranteed Irish, the national symbol of trust that helps consumers identify products and services that are better choices for Irish community and life. Membership requires meeting criteria in three areas: jobs, community, and provenance.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• BestHeating: Large UK online retailer of radiators, heated towel rails, and heating accessories. Competes head-to-head with The Radiator Shop on designer and electric heating SKUs across the UK/Ireland trade corridor.
• Radiator Outlet: UK-based discount and trade online radiator retailer. Comparable in being a pure-play e-commerce radiator specialist, but skewed more toward trade buyers than The Radiator Shop's homeowner focus.
• DQ Heating: UK online heating retailer offering designer radiators, heated towel rails, valves, and accessories. Near-identical product mix and D2C model to The Radiator Shop with overlapping supplier base.
• Heat Merchants: Irish specialist heating and plumbing retailer with branch network and online presence. Directly comparable Irish heating-product retailer competing for the same Irish homeowner and tradesperson customer base.
• Hurricane Radiators: UK online specialist in designer, aluminium, and column radiators at value price points. Directly comparable D2C e-commerce model with overlapping product depth and similar target homeowner segment.
• Trade Radiators: UK-based online radiator retailer selling designer, column, electric, and towel-rail heating products direct to consumers. Closest direct competitor to The Radiator Shop's model, operating in a larger UK market with a similar e-commerce-led GTM.
• Reina Heating: UK designer radiator brand that combines manufacturing/own-brand distribution with direct online sales. Comparable in product range (vertical, horizontal, electric, aluminium) and in selling both to consumers and trade.

Broad incumbents

• Stelrad: One of Europe's largest radiator manufacturers with broad residential and commercial ranges. An upstream incumbent whose branded products are sold by The Radiator Shop, and a potential supplier or competitive threat at scale.
• Chadwicks (Grafton Group): Irish builders' merchants and trade supplier with radiators and heating products as part of a much wider construction-materials catalog. Overlaps with The Radiator Shop on the tradesperson and renovator customer segment.
• Woodie's (Grafton Group): Ireland's leading DIY and home-improvement chain with radiators, towel rails, and heating accessories across physical stores and online. Competes with The Radiator Shop on convenience and breadth, not specialist depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-radiator-shop

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 The Radiator Shop