From Knysna to the World: An Interview with Mark Bennett of Jeeves Heated Towel Rails

In this exclusive interview, we speak with Mark Bennett, founder of Jeeves Heated Towel Rails, the pioneering South African brand that has become a global leader in luxury bathroom heating solutions. From humble beginnings in Knysna in 1995, Jeeves has grown into an internationally recognised name, exporting to markets like the UK, US, Europe, and Australia.

Mark shares the inspiration behind the brand, insights into their sustainable manufacturing practices, and the challenges and triumphs of building a premium product with worldwide appeal — all while staying rooted in local craftsmanship and community values.

What inspired you to start Jeeves in 1995 — and why heated towel rails specifically?

We saw a gap in the South African market for high-quality, luxury heated towel rails which were virtually unknown locally at the time. The inspiration came from European travel, where these products were already popular and added real comfort and style to everyday life. We believed there was an opportunity to not only introduce heated towel rails to South Africa, but to design and manufacture a superior version that could compete on the global stage. Jeeves was born out of a desire to combine craftsmanship, function, and a little indulgence in daily routine.

How did you grow from a South African startup into a brand exporting to key markets like the UK, US, Europe, and Australia?

It was a combination of drive, quality, consistency and word-of-mouth. We focused relentlessly on building a product that met and exceeded international standards, not just in looks but in performance and longevity. Our use of Grade 304 stainless steel, our proprietary heating technology and our customisable designs helped set us apart. We began attending international trade shows, building distributor relationships and adapting our offerings to suit various regulatory and aesthetic requirements abroad. Exporting came organically once we proved we could consistently deliver world-class products.

What makes Knysna the ideal base for Jeeves’ manufacturing operations?

Knysna offers a unique combination of skilled craftsmanship, natural inspiration and a strong community ethos. Being based here gives us access to talented artisans and allows us to foster a hands-on, quality-focused production process. The serene surroundings also influence our company culture – focused, sustainable and detail-driven. Having our headquarters in such a beautiful part of the world is a daily reminder to keep quality of life at the heart of what we do.

Why choose stainless steel as your core material, and how does it enhance your products in terms of hygiene, durability, and sustainability?

Stainless steel is, quite simply, unmatched when it comes to durability and hygiene. It doesn’t rust, corrode, or flake which makes it ideal for the damp conditions of bathrooms. It’s naturally antibacterial, easy to clean, fully recyclable and aligns with our sustainability values. Unlike cheaper alternatives, locally sourced Grade 304 stainless steel allows us to offer a lifetime product that performs reliably and maintains its appearance for decades.

Your products incorporate technologies like Automatic Heating Technology (AHT) and Hydronic Heating – how do these contribute to efficiency and performance?

AHT is an advanced, energy-efficient heating system that maintains the optimal surface temperature without the need for manual intervention – it ensures the towel rail is warm when you need it, without wasting energy. Our Hydronic models do away with electrical heating elements as they are designed to operate as part of a recirculating hot water system. Both technologies are about offering comfort without compromising on efficiency.

Sustainability clearly plays a big role in your business. What steps does Jeeves take to minimise environmental impact?

Sustainability is woven into every step of our process. We use the highest quality stainless steel – which is a 100% recyclable material – and design our products for longevity to combat throwaway culture. Our factory operates with energy-efficient machinery, and we minimise waste through precision manufacturing and recycling offcuts. Even our packaging is designed to be minimal and recyclable. We also source locally where possible, reducing our carbon footprint.

Heated towel rails were once considered a luxury – now they’re standard in many premium homes and hotels. What do you think changed in consumer perception?

People have come to appreciate the value of comfort and convenience in their living spaces, especially post-pandemic. The bathroom has evolved from a purely functional space to a place of self-care. Heated towel rails are no longer seen as indulgent; they’re viewed as practical investments in comfort, hygiene and energy efficiency. Improved design, affordability and increased awareness have all contributed to this shift.

You’ve often said people like to “start their day the Jeeves way.” What does that phrase mean to you personally?

It’s about elevating the ordinary into something enjoyable. “Starting your day the Jeeves way” means wrapping yourself in a warm, dry towel straight off the rail – a small luxury that sets a positive tone for the day. It’s a symbol of self-care, comfort, and quality. Personally, it’s also a daily reminder of why we do what we do, bringing a little warmth into people’s lives, quite literally.

What were the biggest challenges in scaling Jeeves internationally, while staying true to your roots in Knysna?

One major challenge was navigating the different certification and compliance requirements across countries, from electrical standards to product testing. Logistics and currency fluctuations also posed hurdles. But perhaps the biggest challenge was maintaining our handcrafted ethos while scaling production. We’ve stayed true to our roots by keeping our core manufacturing in Knysna, prioritising quality over volume and continuing to invest in our local team and community.

What advice would you give to other South African entrepreneurs looking to build a premium brand with international appeal?

Don’t compromise on quality, ever! Know your value, be patient, and build strong relationships. Your story, your craftsmanship and your authenticity are your greatest assets. Be proud of your South African roots, they bring a unique perspective and strength to the global market. And above all, never underestimate the power of consistency and attention to detail.

Finally, what’s next for Jeeves? Any new directions or developments on the horizon?

We’ve recently launched an expanded palette of finishes and we’ll continue to monitor and evaluate design options to meet evolving interior trends. Sustainability remains a core focus and we’re looking at even more efficient manufacturing processes and energy-saving features. Ultimately, our goal is to continue innovating without losing sight of the craftsmanship and care that define Jeeves

Contact: Jeeves Heated Towel Rails 

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