UK manufacturer rebrands and looks to diversify

Ideal Boilers is to rebrand as Ideal Heating, to future-proof the positioning of its increasingly diverse range of products and solutions.

The brand has offered cylinders and controls with its award-winning range of domestic combi, system and heat-only boilers – alongside a comprehensive product range for the commercial market.

The move is designed to communicate Ideal’s total heating system offering, with further expansion into low carbon technologies planned for the coming months.

Chief marketing officer at Ideal Heating, Jo Shepherd, commented: “We’re keen to dispel any misconceptions that could come with our name – for years we’ve offered so much more than just boilers, and there’s more exciting innovation to come.

“Our ambition is to be the number one choice for installers, consumers and businesses when selecting a heating and hot water system.

“We believe that having a more holistic, future-focussed brand will help us achieve that, supported by an industry-leading product range, compelling installer incentives and the creative marketing activity we’ve become famous for.”

The Ideal Heating logo now features a green dot on the ‘i’ in place of the previous red one, to reinforce the association between Ideal Heating and a more sustainable future.

As part of this refocus, the business’s newly-formed Environmental Division will be overseeing a programme of investment into research, product development and stakeholder engagement, to support the decarbonisation of domestic and commercial heating. 

Ideal’s parent company has been the French market leader in heat pumps for more than 15 years, and will work closely with the Environmental Division in the UK and Ireland.

Shepherd added: “We have a unique opportunity to combine our group-wide heating expertise with our in-depth knowledge of the UK and Irish markets, to develop new, greener solutions that meet our customers’ individual needs.

“We remain committed to our loyal installers and to future-proofing their businesses as we adapt and diversify our own.

“We will be investing in our training offering to give installers the skills they need to work with the latest heating technologies, while educating end-users about the benefits to help drive demand.”

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