MOST people watch a Bond film for the car chases and glamorous locations - but staff at one Bingley firm tuned in hoping to spot a radiator.

One of the many stylish products sold by Feature Radiators - the T&A’s Trader of the Week - took pride of place in James Bond’s swanky London apartment in the film Spectre. The period radiator features prominently as Daniel Craig and co-star Naomie Harris - as Miss Moneypenny - meet in his Notting Hill flat.

The company’s wares have not only been used on film sets, but have been sought by many A-list stars including Brad Pitt, Angelina Jolie and Blur frontman Damon Albarn. They have supplied radiators to celebrities such as Rory Bremner, Gok Wan and Shakin’ Stevens, as well as to famous institutions including Eton College and many National Trust properties. Recently, their radiators were plumbed in at a cabin in the Alps.

Feature Radiators was established in 2002 by husband and wife team Phil Jackson and Katie Findlay. “They came upon the idea at an antiques fair when they saw old cast iron radiators for sale,” says general manager Joel Newiss. “Upon further enquiries the products were readily available as brand new models but no one was bridging the gap between manufacturers and customers.

“Back then manufacturers /importers had designer radiators in the UK but only a small number of informed people were buying them - nothing like the numbers we see now. Feature Radiators saw an opportunity to bring the varying designs to people. Since then we have developed our own products, had exclusive designs which only we have sold and look to expand our electric range as we seek out environmentally conscientious products.”

He adds: “It took many years of marketing and good sales literature to get the point across that radiators could be much more than just a functional piece of equipment. Now we are in a new dawn of interior conscientiousness where people look to the radiators to complement interior styling and/or be a feature to focus the interior around.”

The business began in Bingley Railway Station, Wellington Street, where it was based for 12 years before moving in 2015 to bigger premises in Main Street.

“We expanded into the UKs largest radiator showroom - nobody has the range and amount of radiators we have on display, with more than 250 models,” says Joel, who has been with the company for 15 years.

“We are radiator geeks, and if we don’t whip customers into a frenzy with our enthusiasm, they still get excited. People are so much more interested and involved in their interiors now - Instagram helps - and are surprised by the range and variety available.”

Radiators are generally designed by engineers and designers with specific skills, says Joel. “Many are Italian designers, Italy being a big manufacturer of radiators. Some newly manufactured cast iron radiators use original castings of models that might be extremely old - this helps with authenticity.”

While radiators are not made on site, the firm - which exports across the globe - is aware of the manufacturing processes for all the models they sell, to be able to best advise customers. The manufacturing process varies from model to model and differs on the material. We sell steel, aluminum and cast iron, each being manufactured differently.

“We cherry pick the range we stock,” says Joel. “Each model has a purposeful place and we believe meets the needs of customers.”

Customers can choose radiators that are tailor-made for them. “Bespoke is more prominent than ever - customers want absolute control over what they are buying and the ability to have radiators specific to their requirements. We can do everything and don’t believe in the word ‘compromise’.”

The size of a radiator is important when styling a room. “We sell an increasing number of tall models these days as they free up wall space,” says Joel.

They can match any colour. “I don’t think we have had to compromise on colour yet. Bespoke products have become more prevalent, as customers seek out more unique paint finishes.”

With electric radiators increasing in popularity, the firm has sought out products with the ability for WiFi control via an app-based system. “We offer this on many models now as we move towards complete control,” says Joel. “In central heating (gas) radiators, being able to be completely bespoke and have vast size and colour options available is extremely important to meeting customers’ needs.”

*featureradiators.co.uk