By Sarah Falson

BOTANY, NSW: Omega has branched out from its roots in cooking appliances by entering the “design-orientated” heated towel ladders market with the launch of two wall-mounted models and one free-standing model.

The company, which manufacturers rangehoods, cookers, washing machines and dryers, amongst other appliances, said it is well-placed to capitalise on the towel ladder market due to the absence of some of its major competitors.

“It is a natural progression in the highly design-orientated area of towel ladders with a view to capitalise on our distribution channels which in many cases our major competitors do not trade in,” Omega Appliances marketing manager, Mark Warden, told

Warden said his company hopes to take on the major players in the category, including De’Longhi and Skope.

“We have a great range at prices that, with our trading agreements, put us in a fabulous position,” he said.

Heated towel racks should no longer be considered a luxury, but a “multi-tasking essential for any bathroom”, said Omega, which hopes to cash in on the renovations trade.

“[Heated towel rails] can be surprisingly kind to the renovating budget,” the company said.

The three offerings include a 50-watt S-shaped wall-mounted model (RRP $69), a 65-watt freestanding style (RRP $79) and a wall-mounted towel ladder which comes in a choice of either 50, 70, 95 or 115 watts (RRP $299-599) with either five or 11 bars.

“The most obvious function of the heated towel rail is the provision of warm, fresh, fluffy towels but they also create a warm ambience in a winter bathroom and the cost-efficient heat they emit helps control condensation and hence reduce mildew and mould. A fourth factor is their ability to dry small items of clothing at no extra cost,” said the company.