For most retailers, solar power has traditionally been the preserve of specialist installers, trade professionals, and homeowners prepared to invest thousands of pounds in rooftop systems. But according to Maplin CEO, Ollie Marshall, that perception is about to change.
The consumer electronics boss believes the arrival of plug-in solar systems in the UK – compact solar panels and battery-ready kits that consumers can install themselves without major electrical work – could fundamentally reshape the market in which his business operates and the UK’s relationship with energy.
“This is really about the miniaturisation and consumerisation of solar,” he says. “The technology isn’t new, but what’s changing is that it’s becoming smaller, more accessible and much easier for ordinary consumers to adopt.”
His comments come at a pivotal moment for the sector.
Following months of consultation, the government confirmed earlier this month that compliant plug-in solar products will become legal to sell and install across Great Britain from 27 August, creating an entirely new retail category that has already transformed markets such as Germany. The new framework allows approved systems of up to 800W to plug directly into a standard three-pin socket, provided they meet strict technical and safety requirements, including anti-islanding protection that automatically disconnects the system during a power cut.
The legal exemption only covers solar-generation devices; not other plug-in devices that draw electricity from properties and store it to feed back later. The change in legislation also comes with significant warnings to users about ensuring household safety, and meeting local planning rules.
But the legislation is expected to trigger a wave of new product launches across UK retail. Businesses, including Currys, B&Q, Screwfix, Wickes, Amazon, Asda and Lidl, were all involved in consultation with the government earlier this year – discussing the technology’s role in the ongoing move towards ‘clean’ energy.
Plug-in solar systems will open up affordable solar generation to millions of households that previously had little or no access to the technology. The products, already widely used across mainland Europe, are expected to appeal particularly to renters, flat-dwellers, and homeowners who are unable or unwilling to install conventional rooftop solar arrays.
Broad opportunity
For Marshall, however, this is about much more than a new product launch.
“We’re seeing several trends colliding at once,” he says. “You’ve got higher energy prices, AI driving huge electricity demand, smarter grids, battery storage and consumers wanting to take more control over their own energy. Plug-in solar sits right in the middle of all of those.”
Marshall has been following developments across Europe for several years and points to Germany as the market that proved the concept.
“Germany really demonstrated what was possible,” he explains. “High electricity prices, particularly after the war in Ukraine, accelerated demand. Portable power brands started adapting their products, adding grid-compliant inverters, and suddenly consumers had an affordable way to generate some of their own electricity.”
While Germany has become Europe’s largest plug-in solar market, Marshall says the Netherlands illustrates another reason why demand is growing.
“They’ve already got very high levels of rooftop solar, but now they’re dealing with grid balancing challenges,” he explains. “Batteries and retrofit solutions are becoming increasingly important.”
For the UK, however, he believes the opportunity could be even broader.
Unlike traditional rooftop installations, plug-in solar systems are designed to offset a property’s everyday electricity demand rather than power an entire home. The 800W limit is intended to cover what Marshall describes as a household’s “base load” – the continuous electricity used by appliances such as fridges, broadband routers, televisions and lighting.
“If you put the kettle on or start cooking, you’ll obviously use far more than 800 watts,” he says. “But for much of the day many homes are only drawing a few hundred watts. That’s exactly where these systems make sense.”
The economics are equally attractive, with Marshall estimating many systems could achieve payback in around two years – considerably quicker than conventional rooftop solar installations, which he argues can often take closer to eight years.
“If you move house, you simply unplug the system and take it with you,” he says. “You can’t do that with a traditional rooftop installation.”
What’s more, the Renters’ Rights Act 2025 states that landlords in England and Wales cannot unreasonably refuse improvements that tenants want to make to a property. And this could dramatically widen the market for plug-in solar as they come into circulation in the coming weeks.
“Historically, renters simply haven’t had access to these technologies,” Marshall says. “Now we’re opening solar up to people who often have the least control over their energy costs.”
Responsible retailing required
Despite the excitement, Marshall says retailers – including Maplin – have a significant responsibility as the category develops.
One of the most important safety features built into compliant systems is the aforementioned anti-islanding technology, which needs to be in place to protect engineers working on the electricity network.
“If your system continued feeding electricity back into the grid during an outage, someone repairing that line could be seriously injured,” the Maplin CEO explains.
“There is a responsibility across the industry,” he says. “Retailers need to work with reputable manufacturers, sell compliant products and help consumers understand how to use them properly.”
For Maplin, education will become just as important as merchandising. And Marshall even suggests it could strengthen the case for Maplin’s fledgling plans to open stores again – as these spaces could double down on providing the expertise customers will require to successfully use plug-in solar.
“There’ll be lots of guidance consumers need – common mistakes, best practice, where not to position equipment, understanding compatibility. This isn’t a category where customers should be expected to navigate every technical specification themselves.”
Marshall believes retailers that successfully combine trusted products with clear advice will be best placed to capitalise on what could become one of the fastest-growing categories in consumer electronics.
The CEO also identifies a plug-in solar market for small to medium-sized enterprises, which Maplin serves through its business-to-business arm. He is also mapping out ways his organisation can take the lead in the reverse logistics and responsible waste management of these devices when some inevitably get damaged in the supply chain journey or are returned by customers due to faults.
“Our goal is to become the place consumers think of first when they think about plug-in solar,” Marshall says.
If he’s right, 27 August may mark the start of something much bigger than a regulatory change. It could be the moment solar power becomes an everyday consumer technology – and several retailers certainly view it this way.
“We will have products available from 27 August,” says Marshall.
“My feeling is we’re really testing the market during the back end of this summer and there’ll be some early adopters, but then we’ll be building up for a big Easter bank holiday and onwards next year – as I think this could be when plug-in solar will really take hold in the UK.”
[image credit: Maplin/Ollie Marshall]
