ShoparoundGone are the days when a chrome towel rail was the height of sophistication and radiators came in white, white or white.

Discerning homeowners are now going for towel rails that look like sculptures and radiators made from wood. The Irish radiator market is worth between €30-€35 million a year but the old pressed steel radiator has had its day and radical radiators and designer towel rails are where it's at now.

Sales of designer radiators have "shot through the roof", according to Andrew Treacy from Versatile Bathrooms and Interiors in Navan, Co Meath.

"People don't want the old pressed steel-panel radiators in their homes any more. They are replacing them with multi-column, coloured and designer radiators," he says.

In the new homes market the demand is even stronger. People building homes, and developers, have realised that by not putting in standard radiators they are adding to the value of their house or development and giving them an edge over others.

Colour is a big consideration for homeowners with shades of anthracite black and titanium silver particularly popular at the moment, but you can get a radiator in any shade you want, he says.

While designer radiators will cost at least three times as much as an ordinary radiator, people are willing to spend the extra money, he says.

Typically a traditional radiator fit-out for a three-bed semi or apartment will cost around €500 compared to at least €1,500 for a more unusual designer look, he explains.

And they most certainly are unusual to look at.

French Acova manufacture some pretty eye-catching offerings. At entry level is the super slick chrome-plated Toga towel rail - a contemporary bar ladder rail, which costs from €500.

We like the Yuka, which merges a curvy mirror with horizontal bars (€2,200).

In radiators, the unusual Altima, in a dimpled copper or stainless steel finish, looks like a groovy work of art (from €1,800).

For something wackier check out Italian Tubes - a company that will make a radiator for you in any shape, size and colour you want (from €2,000).

And for the ecologically minded you could go for Belgian company Jaga's wooden radiator called Knockonwood.

Versatile Bathrooms and Interiors, Beechmount Industrial Estate, Navan,

Co Meath. Tel: 046 9029444.