The difference is all about distribution channels and branding.
Stelrad is generally sold to the big national merchant chains, at relatively high margins, but with a lot of support available for contract users. If you buy Stelrad, you must negotiate hard for discount. There will be lots of Stelrads reps running round talking to specifiers, housebuilders, architects etc.
Henrad is sold through distributors to independent merchants at relatively low, nett prices, but without any frills. There will probably only be about three reps across the whole country, and it will rarely be specified or go into major newbuild.
A lot of the internet dealers aren't actually stockists. They are people with good web-design skills and an account with a national merchant at very good terms. It might be a smooth-talker working out of a back-bedroom. They take the order and the money, and immediately pass the order to the national merchant, who either delivers direct to the customer, or to the web-dealer for onward shipping.
Thats fine, until there is a problem - then you are in the middle of a three cornered service problem.
There are other web-based merchants who are genuine stockists with real buildings and people.
This isn't just our trade, it happens in several different sectors. If I want to buy something on the net of high value, I sometimes look up the address on their "contact us", and then use google streetview to see whether its a huge warehouse, or a flat above a chippie. If I can't find an address, I don't order.
