Heatrae Sadia has launched an electrical division, covering electric central heating boilers, panel heaters, water heaters and solar thermal products.
The company says its desire to meet growing demand in the electric heating market has led to the launch of the new division headed up by Robin Wood.
The number of electric heating installations taking place in the UK is rising, with evidence suggesting that residential landlords and developers of high rise buildings are choosing electric heating products over their gas counterparts.
Robin Wood said: 'Electric heating has a very positive future ahead, and the electric sector is working hard to ensure that modern, well-developed heating products are available. But we understand that when using electric heating and hot water solutions, installers and specifiers might need some assistance, especially in meeting SAP ratings and the demands of the Code for Sustainable Homes.
'So, as well as having a dedicated sales team to sell our products to wholesalers, installers and end users, we also have a team of people who can offer technical help, design assistance, installation/specification support and service', he added.