Stiebel Eltron UK is a Best Buy Label holder in Ethical Consumer's heat pump guide.
Q&A with Stiebel Eltron UK
We sat down with Nick Maddison, Head of Sales & Marketing for STIEBEL ELTRON UK, where he leads the company’s commercial and brand strategy within the renewable heating sector, to find out more about the company and what makes them a Best Buy heat pump company.
Ethical Consumer: Tell us a bit about Stiebel Eltron
Stiebel Eltron: We are a family-owned German manufacturer of heat pumps, heating, ventilation and hot water products. We have been developing heat pumps for 50 years in 2026 and been heating water using electricity for 102 years.
The company is still owned by the son of our founder Dr. Theodor Stiebel, who developed a coil immersion heater in his backyard workshop in 1924 and we’ve been producing sustainable products ever since.
We now have around 5000 colleagues worldwide and manufacture products in nine countries across the globe, producing products near to the location they are to be used to ensure minimum impact on the environment.
EC: Why do you think you received our Best Buy Label? What separates you from other heat pump providers?
Stiebel Eltron: We take a ‘start to finish’ approach to heat pumps, it’s not just the headline efficiency figures that are important to us. STIEBEL ELTRON focus on delivering systems that are reliable and efficient in real homes and responsibly manufactured.
Supporting our products with honest advice and aftercare is a non-negotiable for us. We’re transparent about performance, our products are designed for simple installation, and we prioritise long‑term value for customers.
This combination of technical integrity, ethical manufacturing processes, and customer trust is what positions us where we strive to be.
EC: Do you see a growing demand for eco heat pumps?
Yes, we’re seeing clear and sustained growth in demand, driven both by regulation and by improved system performance. Advances in compressor technology, inverter control, and output optimisation have significantly improved seasonal coefficients of performance (SCOP), even in lower‑temperature climates.
Using refrigerants with lower Global Warming Potential can allow a greater envelope of operation. As a result, modern heat pumps can now reliably deliver space heating and hot water with far lower lifecycle emissions than fossil‑fuel alternatives.
There is also greater awareness of system design factors such as heat loss calculations, flow temperatures, and proper emitter sizing, which has helped improve real‑world outcomes. Combined with decarbonising electricity grids and rising fossil fuel costs, heat pumps are increasingly recognised as a technically viable and economically sensible solution.
This shift is reflected not only in consumer enquiries but also government legislation, with increasing demand from developers and retrofit projects seeking long‑term compliance and efficiency. This, combined with greater incentives for homeowners to switch to heat pumps, is contributing to a bigger shift towards renewables.
EC: What does “ethical business” mean to you, and how do you integrate this philosophy into your day‑to‑day operations?
To us, ethical business means taking responsibility for the impact of every decision we make - not only on our customers, but also wider communities, the environment, and every part of the supply chain.
This means fair treatment of our colleagues and partners, responsible sourcing of materials, honest marketing, and products designed with longevity are key.
EC: What is the most challenging aspect of running an ethical business, and how do you overcome those challenges?
In a competitive and growing market, short-term price advantages are often considered more than long term responsibility. Ethical sourcing, fair labour practices, and environmentally conscious manufacturing all require greater planning and upfront investment. There is pressure to compromise when costs increase and supply chains are disrupted, For more than a century however, STIEBEL ELTRON has taken a long‑term view of value rather than focusing solely on short‑term margins. Investing in quality, durability, and trusted suppliers reduces risk, improves reliability, and solidifies stronger relationships with customers. Being ethical is a non-negotiable for us.
EC: How do you engage with your customers regarding ethical and sustainability issues?
The relationships we have formed with our customers over the years have earned us their trust. We focus on clear explanations, including how heat pumps work, what makes them efficient, and the real environmental benefits they can expect. Whilst heat pumps can be used to heat any property, we also provide honest guidance on projected running costs, so that consumers can see the impact on their bills and be sure that this is the right choice for them.
Even though we are a private company we openly publish information about our sustainability and human rights commitments for all to read on our website. There is even a public whistle-blower system to keep us accountable.
