How to Build a Distributor Radiator Range

A strong distributor range covers common needs without multiplying stock faster than demand.

Map the customer and application

Separate replacement, renovation, new-build, bathroom and design-led demand. Record typical heat loads, wall constraints, preferred connections and price positions.

Create a good-better-feature structure

A dependable panel range can cover broad demand, column products can serve renovation and character interiors, and selected designer or bathroom models can add differentiation.

Control the matrix

• Prioritise dimensions that solve recurring room layouts.
• Limit launch colours to forecastable choices.
• Standardise compatible valves and accessories.
• Use clear product codes across quotations, labels and stock systems.

Validate before expanding

Launch with a focused group, review enquiries and repeat orders, then add sizes or finishes based on evidence. A smaller range with reliable availability is often easier to sell than an impressive but fragmented catalogue.