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More HVAC Installers & plumbers buy directly from manufacturers

The share of HVAC installers that purchase directly from the manufacturer has increased in Europe. This development is particularly visible in Germany and the United Kingdom. This is one of the results of the Q3 2017 report of the European Mechanical Installation Monitor, theme: "Purchase Channels." USP Marketing Consultancy has investigated which purchase channels (pure online, specialized wholesale, DIY stores, and so on) are used by the European HVAC installers & plumbers and what share of wallet each channel has. The results of this research of USP Marketing Consultancy are based on 1,200 successful interviews with HVAC installers & plumbers in six European countries.

Share of direct purchases at the manufacturer in 2015

In 2015, the first purchase channels research among HVAC installers & plumbers was conducted and it showed that about half of the Belgian, Polish and German HVAC installers and approximately one third of the Dutch, French and British  installers purchased directly at the manufacturer. Looking at the share of wallet, it was clear that the Polish installers spent the most (14%) and the Dutch installers the least (7%) via this channel.

Share of direct purchases at the manufacturer in 2017

Compared to 2015, the share of HVAC installers & plumbers that purchase directly at the manufacturer has increased in most of the countries, with the exception of France and the Netherlands. In France and the Netherlands, the lowest share of installers are purchasing directly at the manufacturer (30%)  The highest increase can be seen in Germany, Poland and the United Kingdom. In  the United Kingdom, the largest share of wallet is spent via this channel (17%).


The specialized wholesaler is still the most dominant channel in 2015 and 2017. The increase in the number of installers purchasing directly at the manufacturer could eventually become a threat to the specialized wholesale. But at this moment the position of the specialised wholesale remains stable. Nevertheless, it’s clear that the HVAC market is becoming more omnichannel as other channels are also more and more used.