1st Quarter Report 2018
Floor heating growth in the first quarter of 2018 was primarily driven by growth in ecommerce sales for radiant heating products like floor heating cable and electric towel warmers.
Hello and welcome. My name is Cameron Whitbeck, and I'm the Marketing Communications Manager for WarmlyYours Radiant Heating. Today, we are here to discuss our first quarter 2018 industry report. This document analyzes the sales of radiant heating products within the broader context of the remodeling and housing markets. For those interested in a deeper dive, the full report can be found in our press area on warmlyours.com.
Let's begin by examining some of the first quarter channels of growth for WarmlyYours. Amazon sales experienced remarkable growth, nearly reaching 250%. This surge was followed by increases in other e-commerce channels, such as Home Depot and various E-tailers, which grew by 36.7% and 13.9%, respectively. The significant increase in Amazon sales can be attributed primarily to the rising demand for electric floor heating elements, which saw a growth of 107.5%, and floor heating underlayment, which skyrocketed by 447.5%. This trend may indicate a shift in consumer behavior among both DIY enthusiasts and professional installers, as Amazon provides a convenient one-stop shop for nearly everything needed for floor heating installation.
The most popular combination for floor heating sales continues to be the TempZone cable paired with the uncoupling membrane Perdesso. This combination has gained traction among trade installers and homeowners alike, growing by 17% to account for nearly 20% of all floor heating sales. Notably, this quarter marks the first time that the Perdesso membrane has surpassed Cerazorb in underlayment sales. Additionally, our tile warmers have shown impressive growth, with an overall increase of 44%. This product line has demonstrated consistent quarter-over-quarter growth for several years, but this is the largest increase we've seen to date. The Riviera tile warmer, in particular, grew the fastest, achieving a remarkable 101.3% increase and now constituting 28% of all tile warmer sales. Meanwhile, the Infinity tile warmer remains the best-selling unit by volume, making up one-third of all tile warmer sales.
For anyone considering a remodeling project for a bathroom, adding an electric towel warmer is certainly worth considering. These units are an affordable way to introduce a touch of luxury, and the demand for them is clearly evident.
Finally, let's take a look at our projections for the second quarter of 2018. Most national metrics for measuring remodeling activity and the housing market are predicting positive growth. At WarmlyYours, we have identified three markets where we anticipate significant growth in the upcoming quarter: Kansas City, Dallas, and Indianapolis. In Kansas City, the median home price is 25% lower than the national average, and an affordable standard of living is attracting more homeowners to the area. We expect radiant floor heating sales to increase by 130% in the next quarter.
The Dallas housing market has been exceptionally active for several quarters, and while we anticipate a slight cooling, we believe that continued home sales will drive radiant heating sales up by a substantial 115%. In Indianapolis, with its low median home prices, low unemployment rate, and a first quarter increase in pending home sales of 15%, we project radiant heating sales to grow by an astounding 230%. For more information or to read the report in full, please visit the press page at warmlyyours.com.
