Luxus Design UK

What Luxus Design UK does

Luxus Design UK is a Preston-based multi-brand e-commerce retailer specializing in home heating and bathroom products, serving UK homeowners and trade customers through five distinct branded storefronts: Just Radiators, The Radiator Warehouse, Designer Radiators Direct, Just Baths, and Radiator Valves Direct. The group operates a multi-brand, multi-segment strategy that spans budget to premium price points, with Just Radiators and Designer Radiators Direct targeting premium buyers, The Radiator Warehouse targeting affordability, and Radiator Valves Direct addressing accessories. Two proprietary own-brand lines - Lux Heat (premium steel radiators with a 5-year warranty) and Lux Rad (designer-style radiators) - provide margin control and differentiation against third-party-brand resellers.

The business model is direct-to-consumer and trade e-commerce, supported by a physical showroom at Rhodes House, Preston, and a trade counter with same-day collection at the Leyland warehouse. Distribution is anchored in a 2,515m² warehouse stocking 13,000+ radiators, with free UK mainland delivery offered across brands and a price match guarantee on Just Baths. Marketing is conducted through organic social media (Facebook, Instagram, YouTube, Pinterest), trade and regional press, content marketing, and a sustained programme of regional industry awards (Red Rose Awards, BIBAs, SME Awards, Diamond Distinction). The company is privately held by co-founders Dave O'Keefe (Managing Director) and Lewis Birch (CEO), with no external institutional investment disclosed.

Growth has been driven by category expansion during the 2020 pandemic (turnover doubled in 2020 and again in 2021), subsequent brand launches (The Radiator Warehouse in 2023, Lux Heat Column Radiators), and repeated warehouse and showroom capacity expansion (2021 £250k investment, 10,000 sq ft facility in June 2023, 2,515m² facility in June 2025, new showroom and trade counter in November 2025). The combined TrustPilot reputation across brands exceeds 5,400 reviews at 4.7-4.8 stars, and the business has won multiple regional awards including Red Rose Retailer of the Year (2022) and Diamond Distinction Radiator Specialists - North West England (2026).

Name

Luxus Design UK

Legal name

Luxus Design

Website

https://luxusdesign.co.uk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Luxus Design UK is a Preston-headquartered multi-brand e-commerce retailer selling radiators, bathroom products, and accessories to UK homeowners and trade customers through five branded storefronts, a physical showroom, and a trade counter.

Ownership category

akta.pro rank

Product category

Home Heating & Bathroom Retail

NAICS

Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Bath Fixtures & Wellness (Showers, Tubs, Steam, Saunas) Showrooms (CRAIAFAD)

Keywords

• Designer radiators
• Bathroom products
• Heating solutions
• Radiator accessories
• Home improvement retail

Headquarters

HQ city

Preston

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Radiator Sales: Primary revenue from selling radiators across multiple branded websites. Products range from budget-friendly options to premium designer radiators. Includes own-brand Lux Heat and Lux Rad products alongside third-party brands.
2. Bathroom Products Sales: Sales of bathtubs, basins, showers, toilets, and bathroom accessories through Just Baths brand. Premium designer baths from manufacturers including BC Designs, Charlotte Edwards, Hurlingham, and Nuie.
3. Radiator Accessories Sales: Sales of radiator valves, pipe sleeving kits, and accessories through Radiator Valves Direct brand.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels4 records

Core offering

Luxus Design UK operates a portfolio of specialist e-commerce brands selling radiators, bathtubs, and bathroom fixtures directly to UK consumers and trade customers. The group operates five branded storefronts (Just Radiators, The Radiator Warehouse, Designer Radiators Direct, Just Baths, Radiator Valves Direct) targeting different price points and segments, complemented by two proprietary own-brand product lines (Lux Heat and Lux Rad). Sales are fulfilled through online ordering with UK mainland delivery, a physical showroom in Preston, and a warehouse trade counter for same-day collection.

Product overview

Luxus Design UK is a multi-platform retail group operating five distinct e-commerce brands focused on home heating and bathroom products. The portfolio includes Just Radiators (premium radiators), The Radiator Warehouse (affordable radiators with extensive stock), Designer Radiators Direct (high-end designer radiators), Just Baths (designer bathtubs and bathroom products), and Radiator Valves Direct (accessories). The group also operates proprietary brands including Lux Heat (premium own-label radiators with 5-year warranty) and previously launched Lux Rad as its first own-brand product line. The business combines online retail with physical showrooms in Preston, Lancashire, offering product selection, expert advice, and same-day collection capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Lux Heat: Own premium brand of radiators including Flat, Oval, and Column radiators made from high-quality steel with competitive pricing. Available in horizontal and vertical styles with 5-year warranty.

Products and services

• Just Radiators Premium radiator e-commerce retailer offering hand-picked high-quality radiators from leading brands including Reina, DQ, Paladin, and Eskimo, featuring vertical designer radiators, electric towel radiators, and traditional cast-iron styles. Rated 4.8 on TrustPilot with over 3,100 reviews.
• The Radiator Warehouse E-commerce platform offering a wide range of affordable designer radiators with over 13,000 units in stock. Features same-day collection from the Preston warehouse and free UK mainland delivery, with a 4.8 TrustPilot rating.
• Designer Radiators Direct Premium designer radiator retailer with over 10 years of trading history. Offers a wide range of colours, sizes and finishes with expert in-house advice, achieving a 4.7 star TrustPilot rating with over 2,300 reviews.
• Just Baths Premium bathtub and bathroom retailer featuring carefully selected designer baths from manufacturers including BC Designs, Charlotte Edwards, Hurlingham, and Nuie. Offers freestanding baths, slipper baths, and copper baths alongside complementary bathroom products, with a price match guarantee.
• Radiator Valves Direct Specialist e-commerce retailer of high-quality designer radiator valves and accessories, including thermostatic radiator valves, manual radiator valves, and pipe sleeving kits, with a focus on performance, style and value.
• Lux Heat Proprietary premium own-brand line of radiators including Flat, Oval, and Oxford Column designs, made from high-quality steel with competitive pricing. Available in horizontal and vertical configurations with a 5-year warranty and free UK delivery.
• Lux Rad Own-brand line of designer-style radiators launched to offer premium aesthetics at affordable prices, targeting the gap in the market for accessible designer-style models.
• Custom Coloured Radiators Range Range of custom coloured radiators with a vast selection of colours and special finishes, available through The Radiator Warehouse brand for customers seeking bespoke aesthetic options.

Quantifiable outcome

• 400,000+ annual website visitors per brand
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor.

• ZehnderminorOthersOfficial stockist for Zehnder radiators. Just Radiators (part of Luxus Design) secured status as an official stockist for Zehnder alongside Bisque, expanding their premium brand offering.
• BisqueminorOthersOfficial stockist for Bisque radiators. Just Radiators secured status as an official stockist for Bisque radiators, adding to their portfolio of premium brands.
• Two Zero Lancs (Scaleup Leaders Network)minorGTM or Marketing PartnerDave O'Keefe, Managing Director of Luxus Design, is currently participating in Two Zero's Scaleup Leaders Network, a scaleup business support programme in Lancashire.

Scale indicators7 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Pure Radiators: UK specialist radiator retailer offering designer and traditional styles via e-commerce. Comparable in product depth, D2C channel, and premium positioning.
• Soak.com: UK online bathroom retailer specializing in baths, showers, and accessories with design-led positioning. Comparable to Just Baths in target customer, premium assortment, and e-commerce-led GTM.
• BestHeating: UK-based online radiator and heating retailer offering designer, column, and electric radiators with multi-brand selection. Most direct comparable in product category, D2C e-commerce model, and target customer base.
• Victorian Plumbing: UK-listed online bathroom retailer offering baths, showers, and accessories with extensive own-brand and third-party assortment. Direct comparable for the Just Baths side of the business at scale.
• Drench: UK online bathroom retailer specializing in designer baths, showers, and brassware. Direct comparable for Just Baths in premium positioning, curated brand assortment, and consumer D2C model.
• BTU Radiators: UK specialist radiator retailer offering designer radiators, valves, and accessories online. Comparable as a niche specialist competing on assortment and customer service in the same category.
• Trade Radiators: UK online radiator specialist serving both trade and consumer customers with multi-brand ranges and same-day collection. Closely mirrors Luxus's trade counter + consumer D2C hybrid model.
• HeatAndPlumb: UK online retailer of radiators, towel rails, valves, and bathroom products. Comparable in multi-brand e-commerce strategy and consumer/trade hybrid target customer base.

Broad incumbents

• City Plumbing: UK plumbing and heating merchant serving trade customers with showrooms and trade counters nationwide. Comparable for the trade counter / B2B trade channel component of Luxus's hybrid model.
• Plumbworld: UK online plumbing and heating retailer with broader product range including radiators, bathrooms, and boilers. Overlaps with Luxus's portfolio but operates at larger scale and broader category breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@JustRadiators
• Facebookfacebook.com/JustRadiatorsUK
• Instagraminstagram.com/justradiators
• LinkedInlinkedin.com/company/luxus-design-uk

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries5 records

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 Luxus Design UK