In this month’s Face to Face we speak with Ashley Smith, Product Manager at Vent-Axia, and find out more about the ventilation sector.
When was Vent-Axia formed and how has the company evolved over the years?
This year marks Vent-Axia’s 90th anniversary. We were founded in 1936, the same year we invented the first electrically operated window ventilator, and innovation has remained at the heart of the business ever since.
There have been many milestones along the way, from launching our Standard Range extractor fan in 1961, a design classic that sold over one million units, to introducing our Lo-Carbon range in 2009, helping drive the industry towards more energy-efficient ventilation.
Although Vent-Axia has evolved over the years, one thing that has not changed is the breadth of our product range and our focus on meeting the needs of the market and providing the right ventilation solution for the application. Intermittent fans continue to be an important part of our range for the retrofit market, but following changes to Part F of the Building Regulations in 2021, we have seen increasing demand for continuous ventilation, including decentralised mechanical extract ventilation (dMEV), as well as decentralised heat recovery.
Evolution is not just about products either. Supporting wholesalers with product knowledge, regulatory guidance, marketing materials and access to experienced sales representatives remains a key part of what we do. Having a trusted manufacturer behind you can make a real difference.
Has greater awareness of indoor air quality and energy efficiency changed what customers are looking for?
Absolutely. As energy prices have risen and homes have become more energy efficient, customers are increasingly interested in ventilation solutions that minimise heat loss while helping maintain good indoor air quality.
Heat recovery is an important part of this. Traditionally, Mechanical Ventilation with Heat Recovery (MVHR) has involved a central unit and extensive ductwork, which can be challenging in retrofit applications.
But by opting for decentralised MVHR using smaller wall and ceiling units, dramatically reduces the amount of ductwork required. At Vent-Axia we have a comprehensive range of decentralised MVHR including the Lo-Carbon Heat Save, Lo-Carbon Tempra and Lo-Carbon Calido, which help maximise energy savings by introducing heat recovery into properties.
Positive Input Ventilation (PIV) also remains popular, particularly for existing homes experiencing condensation and mould. Installed in the loft, PIV provides electricians with an effective whole-house solution that replaces stale, moisture-laden air with filtered, drier air. PIV units like Vent-Axia’s Lo-Carbon PureAir Home are highly energy efficient, unobtrusive, near silent, and help provide a healthy environment, with PIV offering a simple install for electricians. Vent-Axia’s PureAir home is uniquely flexible offering two installation methods, high-sided anti-vibration legs and a hanging set come as standard, allowing it to be installed quickly in any size loft.
How can electrical wholesalers make the most of the growing dMEV market?
Continuous-running dMEV now accounts for around one in four fans sold into the UK, creating a significant opportunity for wholesalers.
By stocking high-quality, feature-rich dMEV products, wholesalers can help electricians move towards more advanced ventilation solutions while benefiting from higher-value sales.
There is also a clear upselling opportunity. Products offering intelligent controls, quiet operation and improved indoor air quality give installers something tangible to discuss with customers rather than simply competing on the price of a basic extractor fan. This helps installers secure higher-value projects, offering an upsell or spec-break.
For example, Vent-Axia’s PureAir Cleanse is the industry’s first dedicated continuous-running dMEV to feature an integrated IAQ sensor. As well as intelligent humidity control, it can detect and respond to total volatile organic compounds (TVOCs) generated by everyday activities including cooking, cleaning and showering.
For wholesalers, products like this provide a strong over-the-counter opportunity as they offer installers additional functionality while remaining straightforward to recommend and install.
What products are currently proving particularly popular?
Intermittent fans remain popular, but the direction of travel is clearly towards continuous ventilation.
As homes become more airtight through insulation and other energy-efficiency improvements, effective ventilation becomes increasingly important. The amendments to Part F of the Building Regulations have helped redress the balance between energy efficiency and ventilation, but there is still a need to improve awareness of the requirements.
In existing homes, moving from intermittent to continuous ventilation can provide a straightforward route to compliance while also offering an energy-efficient solution for households.
This creates an opportunity for wholesalers to help electricians understand the different technologies available and select the appropriate solution for each project.
What is Vent-Axia doing to improve sustainability?
At Vent-Axia we are committed to improving indoor air sustainably. We have set a target to achieve Net Zero by 2040, a decade ahead of the UK Government’s 2050 target.
Our approach covers both the products we manufacture and how we manufacture them. We have been transforming production by moving from virgin to recycled plastic, while continuing to develop low-carbon products that can help customers reduce energy use and decarbonise buildings.
For wholesalers looking to identify energy-efficient products quickly, our Lo-Carbon range provides a simple signpost, with products featuring energy-efficient EC/DC motors.
Heat recovery will also be an important part of the journey towards lower-carbon homes because it allows properties to maintain effective ventilation while recovering heat that would otherwise be lost.
What are Vent-Axia’s priorities for wholesalers over the next 12 months?
Supporting our wholesaler customers remains a major priority, particularly as the market continues its shift towards dMEV and other continuous ventilation solutions.
That means increasing product knowledge and awareness and providing wholesalers with practical tools, including customer cheat sheets and marketing collateral, to help branch staff confidently answer questions and recommend appropriate products.
We are also introducing a new Point of Sale (POS) range designed to improve product visibility and help wholesalers engage customers with ventilation.
Importantly, unlike traditional POS, the displays are reusable. As products, promotions and campaigns change, the fan and printed bulletin can be updated without replacing the entire display. This gives branches a longer-lasting solution that can remain relevant throughout the year while reducing waste.
Ultimately, our objective is to make ventilation easier to sell, giving wholesalers the products, information and manufacturer support they need as the market continues to evolve.
Find out more about Vent-Axia here
Catch up on previous ‘Face to Face’ articles here
