SMR Set To Create A New Niche Site

LONDON, UNITED KINGDOM–(Marketwired – Sep 19, 2014) – Leading heating and bathroom specialist SMR Bathrooms is preparing to launch a new site dedicated solely to cast iron radiators. This will see cast iron radiators disappear from the their current range of sites and feature solely on this new domain.

The firm, based in Portsmouth, Hampshire, will launch to cater for the increasing demand for cast iron radiators. The move will allow the company to create a bespoke service for the cast iron radiator market by having a dedicated cast iron team. This will allow the company to provide even greater levels of customer support.

Cast iron radiators have become increasingly popular among British home makers and DIY enthusiasts. They are commonly associated with Victorian-era houses and designs but have enjoyed a resurgence in recent years as retro-chic styles have been revived.

Decorators have returned to cast iron radiators due to their flexibility of design. Their classic style means that they are ideal for homes with traditional décor while modern colours and finishes make them at home in contemporary settings designs. It is this revival that has urged SMR to remove cast iron radiators from its sites and launch the new dedicated business.

Steve Jordan, marketing manager at CR4U, believes that the launch of this new site is essential for both the company’s wider bathroom goods operation and the growth of the niche radiator sites.

“We were taken aback by the level of increased customer demand for cast iron radiators,” he says. “The ever growing range of styles and finishes available coupled with this increased demand prompted us to create this wholly dedicated site, meaning we can adapt our teams to meet the changing needs of our customers.”

Online retail in the UK continues to boom. The Office for National Statistics (ONS) reported continued growth in the online retail sector up until December 2013, increasing by 11.8% from December 2012. UK online spending amounted to over £91bn in 2013, with that figure set to rise again this year.

SMR intends to take advantage of this growing market by offering its customers what Jordan describes as “low prices and fast delivery” while also offering them a 14-day money back guarantee and a 10 year guarantee on purchases in order to compete with traditional high street outlets – in addition to their obvious specialisation in the products.

Jordan also cites CIR4U’s UK-based production arm as a feather in the cap for the new launch. “Buying British” has proved a major USP in other sectors, although CIR4U also intends to showcase a range of cast iron radiators from Italy.