Product strategist helping brands like Urban Outfitters, Miu Miu, Loewe & Acne Studios shape what’s next. I read culture, spot shifts, and turn them into future products, stories & experiences. Ask me anything on trends, branding, or product vision 👀

Victoria Diaz

Thanks for the question — and for bringing forward such a niche yet unexpectedly vital category. I’m actually a big fan (and avid user) of heating devices myself: heated socks, shoulder warmers… even one of my yoga mats has a built-in heating system. My hands and feet are always cold — Perhaps I was a cat living on a radiator in a previous life :-)

Here are my thoughts:

For B2C

1. Don’t sell heating devices — sell emotional companions.Position your products as home companions, soul warmers, or sensorial enhancers, rather than appliances. With solo living rising globally, warmth has become an emotional commodity. From a marketing and design perspective, work with materials and fabrics that feel like a skin-to-skin touch: buttery-soft textiles, natural fibres, or anything that communicates “cozy elevated.”

2. Lead with meaningful innovation.Premium consumers don’t want just heat — they want smart heat.Prioritise:

energy-efficient techprecise, customisable temperature controlconnectivity (mobile app, profiles, timing presets)

Most heating pads switch off automatically after a generic timeframe, which can be frustrating. An easy programming feature — where users set on/off cycles that match their lifestyle — would be a real differentiator.

3. Build emotional resonance through branding + lifestyle content.Comfort and warmth are sensory experiences, so show people using your products.Use:

testimonial videosstorytelling around rituals (morning routine, recovery after training, outdoors)lifestyle imagery that positions your pieces as design objects, not gadgets

Also — tbth: most heating pads are aesthetically… unappealing. Grey, synthetic, medical-looking. You can stand out immediately by investing in elegant, minimalist design that blends into modern homes, boutique hotels, yoga studios, and wellness spaces.

4. Expand the narrative beyond the obvious.Show your products in scenarios people don’t typically associate with heating:

after pilates or gym (muscle recovery)at airports or during long flightsat the officefor managing chronic pain or menstrual crampsat therapy/relaxation studios

Premium is not always price — it’s context, aesthetics, and emotional relevance.

For B2B

This depends heavily on your ambitions.

If “premium B2B” means HoReCa, spas, boutique hotels, architecture and design studios — then it’s feasible, but only if your design language is truly world-class and your tech is robust enough to handle heavy use.

The stronger B2B opportunity might be:

licensing your technology,or collaborating with established home, wellness, or furniture brands that want to integrate intelligent heating into their existing lines (seating systems, loungers, spa beds, outdoor furniture).

If that’s not what you meant by B2B, I’d love more context.

And one follow-up question for you:When you say “premium,” what is your intended price range for each product category?Premium can mean €90 or €900 depending on industry, so it would help me tailor my insights even better.

Thanks for the question — and for bringing forward such a niche yet unexpectedly vital category. I’m actually a big fan (and avid user) of heating devices myself: heated socks, shoulder warmers… even one of my yoga mats has a built-in heating system. My hands and feet are always cold — Perhaps I was a cat living on a radiator in a previous life :-)

1. Don’t sell heating devices — sell emotional companions.

, rather than appliances. With solo living rising globally, warmth has become an emotional commodity. From a marketing and design perspective, work with materials and fabrics that feel like a skin-to-skin touch: buttery-soft textiles, natural fibres, or anything that communicates “cozy elevated.”

Premium consumers don’t want just heat — they want 

Most heating pads switch off automatically after a generic timeframe, which can be frustrating. An easy programming feature — where users set on/off cycles that match their lifestyle — would be a real differentiator.

3. Build emotional resonance through branding + lifestyle content.

Comfort and warmth are sensory experiences, so show 

Also — tbth: most heating pads are aesthetically… unappealing. Grey, synthetic, medical-looking. You can stand out immediately by investing in elegant, minimalist design that blends into modern homes, boutique hotels, yoga studios, and wellness spaces.

4. Expand the narrative beyond the obvious.

Show your products in scenarios people don’t typically associate with heating:

Premium is not always price — it’s context, aesthetics, and emotional relevance.

If “premium B2B” means HoReCa, spas, boutique hotels, architecture and design studios — then it’s feasible, 

but only if your design language is truly world-class

 and your tech is robust enough to handle heavy use.

If that’s not what you meant by B2B, I’d love more context.

When you say “premium,” what is your intended price range for each product category?

Premium can mean €90 or €900 depending on industry, so it would help me tailor my insights even better.

I’m launching a new brand which is specializing in responsible personal heating solutions, such as heated seats, blankets, pillows for horeca and high-end home use. So it is design + tech innovations.

Victoria Diaz

Key elements to focus on in order to differ & make the products appealing to premium B2C/B2B?