Norwegian company enters UK heating market

Following rapid growth in its international business, premium Norwegian heating brand Mill has launched in the UK.

Liverpool-based Benross Marketing, a homewares and electrical appliances distributor, has obtained the exclusive UK distribution license for the UK and is making a number of Mill’s high-end heating products available to retailers in the coming weeks.

Formed in 1992 by Cato Bryn, Mill is available in large retailers across Scandinavia, and over 21 countries globally, but this is the first time the brand’s products have been available to UK stockists.

The launch collection includes a number of fully WiFi integrated panel heaters which can be controlled via a free-to-use app; an LED display convection heater and a new generation plug-in oil-filled radiator with ‘heat boost’ technology, capable of heating a room up to 29% faster than a traditional oil-filled radiator.

Retail stockists will receive marketing and merchandising support in the form of display stands, point of sale materials and information leaflets, the company adds. All products also come with a two-year manufacturer’s guarantee.

Benross Marketing commercial director Jon Brennan said: “We believe these products will inject some much-needed excitement into the UK’s portable heating market. Heating products aren’t necessarily known for their design, but Mill’s products combine beauty with efficiency and practicality. The products, which continue to be designed exclusively in Norway – a climate considerably cooler than ours – exude Scandi style, as well as exceptional performance. We are confident that we can offer attractive margins to retailers on a product that will capture the interest of UK consumers.”