CTC partners with The Merchant’s Choice group
11th September 2025
UK: Go Geothermal, the UK distributor of CTC heat pumps, has announced a partnership with The Merchant’s Choice, a specialist buying group for plumbers’ merchants.
The strategic trading agreement will include ground-source and air-source heat pumps manufactured by Swedish manufacturer CTC.
“Partnering with The Merchant’s Choice represents an exciting opportunity to expand our reach across the UK market whilst supporting independent businesses in the heating sector,” commented CTC-UK commercial director Darran Burrage.
“We’re committed to providing comprehensive support to all member businesses, and over the next three weeks, I’ll be visiting branches personally to implement point-of-sale materials and deliver essential staff training,” he added.
The Merchant’s Choice was established in 2024 as a buying group for independent plumbers’ merchants and bathroom showrooms, offering enhanced profitability by squeezing better deals from leading suppliers.
