Julia Billen, founder and president of WarmlyYours, has spent more than two decades championing the benefits of radiant heating in North America. As a recognized authority in the industry, she has played a pivotal role in transforming electric towel warmers from a niche luxury into a widely embraced comfort solution for modern homes. In this blog, Billen explores the evolution of electric towel warmers—tracing their European roots, detailing their introduction to the North American market, and sharing insights into how innovation and design have shaped their growing popularity.
From Europe’s Hydronic Roots to Electric Convenience
Towel warmers originally gained popularity in Europe, where hydronic models were connected to a home’s central heating system. These units did double duty—warming towels and adding gentle heat to the room. But the plumbing requirements made them difficult to install in many homes.
With the development of electric towel warmers, everything changed. Suddenly, homeowners could enjoy the same comfort and function with simplified installation and flexible design options. Despite their growing appeal overseas, electric towel warmers had yet to make a significant impact in North America.
A Pioneer in Radiant Bathroom Comfort
In 1995, Julia Billen recognized an opportunity: electric towel warmers, so common in Europe, had the potential to transform the North American bathroom experience. With a background rooted in radiant heating solutions and a deep interest in user comfort, Julia took the initiative to introduce towel warmers to the market.
Julia first introduced electric towel warmers to the Kitchen & Bath Industry in 1995—the same year she entered the radiant heating business. Her passion for comfort-focused innovation helped forge a strong relationship with BKBG (Bath & Kitchen Business Group), a national network of more than 150 best-in-class showrooms across the U.S. This early partnership not only helped bring towel warmers into the spotlight but also positioned WarmlyYours as a trusted, forward-thinking brand within the industry.
Her approach wasn’t just about bringing in a new product—it was about educating homeowners and professionals on the benefits of radiant warmth, integrating safety and usability features, and ensuring that every product delivered both style and performance.
Role in Industry Standards and Technical Leadership
Beyond product innovation, Julia Billen has played a significant role in shaping the safety and performance standards that govern the radiant heating and electric appliance industries. Her deep commitment to advancing the industry is reflected in her active participation in numerous technical and standards organizations:
Organization / Committee |
Role |
Focus Area |
|---|---|---|
TC61 USTAG (IEC Appliance Safety Standards) |
Active & Voting Member |
U.S. Technical Advisory Group for IEC appliance safety standards |
STP 1673 |
Active & Voting Member |
Product safety standards for the electric heating industry |
STP 1042 |
Active & Voting Member |
Product safety standards for electric room heaters |
Radiant Panel Association (RPA) |
Active & Voting Member |
Codes & Standards, Hydronics Industry Alliance – Radiant & Commercial Committees |
UL Standards & ISO |
Contributor & Advocate |
STP participation, promoting international harmonization with ISO standards |
Julia’s involvement in these panels underscores her influence in both advancing product innovation and ensuring safety, reliability, and integrity across the radiant heating industry.
Setting the Standard With WarmlyYours
As Julia helped set safety and performance standards across the radiant heating industry, she brought those same high standards into her company and the products they developed. Through her leadership, WarmlyYours became one of the first companies to make electric towel warmers widely available and accessible in the North American market. Key focuses included:
• Offering both plug-in and hardwired models for various installation needs
• Expanding design options with multiple finishes and styles
• Prioritizing built-in safety features like TempSmart™ temperature regulation
• Supporting customers with exceptional service and education
WarmlyYours quickly earned a reputation for combining European-inspired comfort with North American practicality—an approach that continues to define the brand today.
Industry Innovations and Design Firsts
Julia’s commitment to design and innovation has continued well beyond her early contributions to the industry. In 2022, she introduced another industry-leading first: Austrian cut crystal towel warmer accents. This unique design element brought a new level of elegance and luxury to towel warmers, further cementing WarmlyYours as a brand that blends performance with premium aesthetics.
It’s one more example of how Julia continues to elevate everyday comfort into something truly extraordinary.
A Legacy of Warmth, Comfort, and Innovation
What started with Juli Billen’s vision in 1995 has grown into a trusted product category that continues to improve how people experience their homes. “When we introduced towel warmers to North America, we weren’t just launching a product—we were changing how people think about comfort at home.”
WarmlyYours remains a leader in electric towel warmers, offering models in stainless steel, matte black, brushed gold, and more—all designed to balance form, function, and safety. With a total of 37 models available across five elegant finishes—Polished, Brushed, Black, Bronze, and Gold—there’s a style to suit every bathroom aesthetic.
Ready to elevate your bathroom experience? Explore our full towel warmer collection and find the perfect match for your space today.
Have questions or need help choosing the right model? Contact us — our team is here to help!
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