Owner David Herbert on why he chose to refocus, relocate and rebrand his retail business
“WE’RE IN A GOOD PLACE TO ATTACK THE MARKET”
Following meteoric growth, sales director of MyLife Bathrooms says the company doesn’t plan to slow down
5First word
Editor’s comment
6News
Round-up of industry headlines
11People
Appointments and promotions
13Talking shop
Brand communications manager of Blanco Tamsin Mills on how educating consumers can raise awareness, drive sales through showrooms, and build long-lasting relationships
14Retailer focus
Owner of Lansdown Kitchens & Bathrooms David Herbert explains why he chose to relocate, refocus and rebrand his retail business
16Interview
Head of marketing at Roxor Group Jon Walker discusses BC Designs’ rebrand, its development into a full bathroom collection and awareness strategy to support retail
18Supplier profile
MyLife Bathrooms has experienced a meteoric rise in sales, exclusively through bathroom showrooms. Introducing one of its biggest product launches, sales director Gavin McCrossan says there is no sign of a company slow down
20Kitchen furniture
Is the slim-framed Shaker just a modern tweak on classic furniture, or do healthy sales suggest design advantages?
24Just out
Latest kitchen products
27Showers
How the spa bathroom is driving interest in concealed showers, throughout the market, and how retailers can maximise sales
30Just out
Latest bathroom products
32Company matters
SME advice offering support across sales, management, financial, marketing and social media topics
As is customary at this time of year, we review the past 12 months and see what lessons can be learned for 2025. Certainly, 2024 has been challenging, with retailers having to navigate unpredictable buying patterns, impacted by the higher cost of living and election uncertainty. Now the budget has been laid bare, with a growth in business rates, increased employer contributions and higher minimum wage costs. Together with the recent outcome of the presidential election, 2025 could pose another series of tests in equally uncertain times. According to a LinkedIn poll asking KBB professionals about confidence following the budget, half of respondents said they were now less optimistic.
However, what KBB retailers can take from the past 12 months has been the power of co-operation. Manufacturers have merged, retailers have co-located, franchises have blossomed, and trade association the Kbsa partnered with buying group Der Kreis. Whichever way you cut it, and however the industry chooses to unite, strength is in numbers
and coming together. It’s no real surprise then that KBB Birmingham reported its biggest visitor turnout in a decade, MHK reported its largest ever membership growth, and most recently Kbsa reported its largest monthly membership growth.
The KBB industry also took the past 12 months as a chance to consider opportunities, expanding portfolios, extending or increasing premises and finding new markets. These themes were prevalent in manufacturing, distribution and retailing. And they will remain the focus for accomplished independent retailers in 2025.
Whatever the economy, independent
retailers are resilient and adaptable to the market, and remain the backbone of the UK. Together with consumers’ increasing emphasis on how bathrooms and kitchens improve the way they live their lives, it all supports and sustains sales.
The coming year may see retailers adapt the way they reach consumers, playing greater attention to social media to attract a variety of demographics. It could see them dive deeper into societal and legislative changes to home improvements, getting ahead of the curve, to better meet needs of customers. It could also see retailers work in greater partnership with suppliers to create even more exciting retail experiences and with associations and trade media to help them navigate all these changes.
Whatever the next 12 months has in store, collaboration will be key. So in the spirit of coming together may we wish you all a very merry Christmas and a healthy, happy and prosperous New Year.
Editor
Advertisement Manager
Philippa Turrell
e: pturrell@hamerville.co.uk
Designer
Donna Booth
Production Assistant
Claire Swendell
e: claire@hamerville.co.uk
Group Advertisement Manager
Craig Jowsey
e: craig@hamerville.co.uk
Marcus Hooper
e: mhooper@hamerville.co.uk
Digital Manager
Jasmine Smith
e: jsmith@hamerville.co.uk
Digital Assistant
Myfanwy Gathard
e: mgathard@hamerville.co.uk
Printer
Stephens & George Ltd
Kitchens & Bathrooms News, Hamerville Media Group Ltd, Regal House, Regal Way, Watford, Herts, WD24 4YF.
Editorial & Sales Enquiries
Phone: 01923 237799
ABC total average net circulation 10,360 (for 8 issues distributed between January to December 2023)
KBB leaders described the Autumn Budget, focused on stabilising the economy and longterm growth, as “give and take” on a recent industry podcast.
The discussion formed part of the latest episode of The KBB Unstoppable Business Owner Podcast, which was focused on what the budget means for KBB businesses.
Chair of the Kbsa and owner of KSL Richard Hibbert, chief executive of the Bathroom Manufacturers Association Tom Reynolds and Michael Costain, MD of Lyrical Communications which organises InstallerSHOW, joined podcast host Kevin D. Bannister.
Chartered accountant Kevin D. Bannister provided an overview of budget headlines, including introduction of 40% business rates, stable corporation tax and increasing National Insurance Contributions.
Michael Costain of Lyrical Communications exclaimed there was “give and take” in his appraisal of the budget.
Richard Hibbert of the Kbsa stated: “The National Insurance [increase] doesn’t really affect me because of the allowances for small businesses.”
However he said the rise in minimum wage could have a ripple effect up an employee chain.
The mixed picture was a
“give and take”
theme reiterated by the BMA’s Tom Reynolds, who added: “For us it was a budget of both challenges and opportunities; challenges in respect of the wage bill.
However, Tom Reynolds said the RMI market, which is linked to housing transactions and interest
Following Ideal Standard acquisition, Villeroy & Boch reaches record sales
rates, will hopefully pick up. The discussion panel all agreed, after the uncertainty surrounding the election and the budget, it was now “business as usual”. Listen to the podcast episode at www.rdr.link/KBD044
Bathroom giant Villeroy & Boch Group has reported revenue of €1billion, for the first time, following its acquisition of manufacturer Ideal Standard.
In the first nine months of the 2024 financial year, the Villeroy & Boch Group generated €1,007.8 million, including licence income.
The group was up €357.2million or 54.9 % on the same period of the previous year of €650.6million, with Ideal Standard contributing €364.6million to group revenue from March 1, 2024.
In the first three quarters of 2024, EBIT was €64.5million, which was 11.6 % higher than the previous year.
Net profit was €5.6million, due to acquisition-related, “oneoff” financing costs, which was significantly lower than the previous year of €37.7million.
Despite the subdued development of the construction sector, the largest revenue increases were achieved in the sanitary ceramic and fittings business areas.
The Bathroom & Wellness Division generated revenue of €799.5 million in the first nine months of the financial year, an increase of 83.5 % due to the acquisition.
It generated an operating profit (EBIT) of €52.3 million in the first nine months of the 2024
financial year, an increase of 14.4% over the previous year.
The Dining & Lifestyle Division generated revenue of €206.2 million, down 2.9% or €6.1 million on the previous year.
Its e-commerce sales increased slightly compared to the previous year and Villeroy & Boch reported a “stable” sales performance in the company’s retail sales.
By contrast, sales declined in concession shops and at stationary retail partners.
Villeroy & Boch reports €26.7 million was attributed to the Bathroom & Wellness Division and €4.3 million to the Dining & Lifestyle Division.
Additions connected with the Ideal Standard acquisition, from the initial consolidation on February 29, 2024, are not included in the investment figures.
Management board of Villeroy & Boch AG continues to expect a “significant, acquisitionrelated” increase in revenue, operating result (EBIT) and investments.
Former CDA MD takes helm
AGA owner Middleby Residential has named Dominic Worsley as UK group managing director. He will be tasked with heading up its portfolio of luxury appliance brands including AGA, Rangemaster, Rayburn, La Cornue, Novy and Josper.
Worsley joins Middleby Residential from Nottinghamshire-based kitchen
appliances brand CDA, where he was managing director for the past two years.
He brings a wealth of experience in sales and marketing, having held key roles across various industries.
Reflecting on his new role at Middleby Residential UK, Worsley said: “I’m hugely inspired by the heritage of the
Retailers honoured at awards
AGA Rangemaster brands, along with the other premium Middleby Residential brands and the passionate individuals I’ve met so far.
“The launch of stunning new products and models – coupled with more than 100 years of UK manufacturing legacy – presents a wealth of opportunity.
“I’m excited to work with
teams across the business to uncover stories that can drive disruptive marketing and sales activities, boost growth and increase consumer interest in these truly iconic British and European brands.”
Trade association the Kbsa announced the winners of its Designer Awards at The Belfry Hotel in Sutton Coldfield, West Midlands.
Presented by comedian and impersonator Ronni Ancona, awards were presented across eight categories, spanning kitchen, bathroom and bedroom design, as well as customer service.
The Kbsa Designer Award
winners of 2024 were as follows:
•Customer Service
– Regal Kitchens
•Young Designer of the Year –Andreya Ciampa of Lima Kitchens
•Kitchen Concept Designer of the Year – Lauren
Goodbrand of Kitchens
International
•Kitchen Designer of the Year (up to £25k) – Francis Russell of Callerton Kitchens & Interiors
•Kitchen Designer of the Year
(£25k-£50k) – Hollie Clark of Bauen Design
•Kitchen Designer of the Year (£50k and over) – Carissa Snelling-Doe of Nicholas Anthony
•Bedroom Designer of the Year – Alistair Glover of Alexander
The Kbsa awarded Highly Commended to Liam Butler at
Butler Interiors and Bilal Pital of Design Studio for Bathroom Designer of the Year.
Plus Supplier of the Year, was presented to Hafele.
Homeowners are looking to create bigger bathrooms, with one in five homeowners choosing to increase the space during renovations (20%), says design platform Houzz. As reported in the UK Houzz Bathroom Trends Study, nearly half of bathrooms (47%) measure 50sqft or more, following refurbishments. It has also seen a growth in spend, with the average spend up 33% to £7,000 from £5,250 in 2023. Read more at www.rdr.link/KBD001
Independent kitchen, bathroom and interiors retailer Kitchens International is celebrating 30 years in business. It has six showrooms throughout Scotland and, in 2021, Kitchens International became part of 164-year old family business, the Donaldson Group. Since then, the business has expanded to offer bathrooms and fitted interiors. View the story at www.rdr.link/KBD002
Combined Independents Holdings (CIH), part of European electrical buying group Euronics, has announced its CEO Paul Tyler will step down from April 4, 2025. Paul Tyler joined CIH in January 2022, as CEO, following a career with BSH, Miele, and 10 years working as an independent electrical retailer. Discover more at www.rdr.link/KBD003
Handmade
Premium kitchen specialist Harvey Jones has opened a flagship showroom at the furniture and homewares store Heal’s on London’s Tottenham Court Road.
The kitchen maker and retailer has opened a 670 sqft retail space on the lower ground floor.
The newly-designed showroom includes six kitchen and home spaces, featuring Shaker, Arbor, Linear and Hampton ranges, a pet kitchen, utility installation, and a new collection.
Appliances featured in the Harvey Jones kitchen displays include Fisher & Paykel, Miele and Quooker.
The Heal’s opening follows two showroom refurbishment projects this year – Brighton and Hove and Chester – and another
new showroom opening by 2025.
CEO at Harvey Jones Vince Gunn commented: “We are delighted to launch our latest flagship showroom at a premium central London location, in an iconic store that has been part of the UK’s interior design history for over two centuries.
“The core values of Harvey Jones and Heal’s align perfectly with design excellence and craftsmanship that transform living spaces into a beautifully functional experience.
“This new opening is a strategic imperative for the
Achieving £100million turnover for first time Tile Mountain
“record” turnover
UK tile and bathroom retailer Tile Mountain Group has achieved over £100million turnover for the first time, in its year-end accounts for 2023.
The Group has 12 showrooms and an e-commerce platform reporting a total turnover of £101,873,573, an increase of 17.5% year-on-year.
In addition to its recordbreaking turnover, the Group posted profit before tax of £7.445million, a 94% increase compared to the previous year.
Chairman Mo Iqbal commented on the group’s results: “Crossing the £100million turnover mark is a major milestone for us and a testament to the hard work of our team, the loyalty of our customers, and the trust our business partners place in us.
“We’ve seen tremendous growth, and we’re well on track for even bigger achievements in 2024/25.”
To support increased demand, the company is set to
Harvey Jones brand refresh we have been rolling out this year, evolving our brand positioning and extending into the wider homes space.
CEO at Heal’s Hamish Mansbridge added: “We’re very excited to welcome Harvey Jones as our new kitchen partner.
“As the needs of our customers continue to evolve, this new partnership allows us to extend our expertise into the heart of the home, offering even more comprehensive design solutions, ideally suited to modern families.”
open a state-of-the-art automated warehouse in Q4 2024, to enhance logistical efficiency and boost its ability to serve customers across the UK.
Looking ahead, the Group has plans to increase its showroom presence to 30 locations over the next few years.
Department store restores kitchen offer
Britih department store John Lewis has relaunched its fitted kitchen service, through a network of refurbished showrooms.
The fitted kitchen showrooms have returned to branches, including Oxford Street, Edinburgh, Cambridge and Bluewater, plus 25 department stores before the end of 2024.
Partnering with Omega and Symphony, the department store will supply two kitchen ranges –John Lewis Element and John Lewis Edition.
John Lewis Element Kitchens span contemporary and traditional designs and come with a 10-year guarantee.
While John Lewis Edition Kitchens offer over 300 options and come with a 20-year
guarantee on cabinets.
Providing design and fitting services, the pre-assembled kitchens will be fitted by approved installers, who will also remove the existing kitchen.
Category lead for John Lewis fitted kitchens, Marissa Woodley commented: “We’ve been selling fitted kitchens for over 70 years, so know what customers want –and bring all our skills and experience to every design we create.
“We are really excited to be working with our new suppliers to launch two new high quality ranges, which offer something for everyone – from handcrafted traditional designs to sleek and modern finishes.”
Retail sales director at Omega
Online retailer sells over one million orders
James Bishton said: “Omega is excited to partner with John Lewis on their Fitted Kitchen Service.
“The Edition Collection provides an extensive selection of both contemporary and traditional options for John Lewis to create customers’ dream kitchens.”
Speaking about its new partnership, group marketing & retail sales director at Symphony Simon Collyns added: “We previously worked with John Lewis about six years ago, so it’s brilliant to partner with them again.
“Our familiarity with their business and customer base allowed us to hit the ground running, and we’re really proud of the range.
“John Lewis’ customers are stylish and discerning, and we’re so excited to get to work.”
In addition to the new ranges, the department store will continue to work with “trusted suppliers”, including Blanco, Franke and Abode.
John Lewis has also updated its back-end systems and becomes one of the first major retailers to move to Winner, CAD software provided by Cyncly.
Bathroom retailer Victorian Plumbing Group has announced record orders of over one million and 4% growth in revenue for 2024.
Its full year trading results for 2024 reported, excluding the impact of the acquisition of Victoria Plum, revenue growth of 1% on a like-for-like basis.
According to the company, adjusted EBITDA for 2024 is anticipated to be in line with market expectations.
Victorian Plumbing Group reported customer demand, together with the acquisition, had driven market share gains
and order volume growth of 10% versus 2023 (or up 3% on a likefor-like basis).
In addition, it announced a “record” 1,021,000 orders delivered, up on last year which recorded 932,000.
Victorian Plumbing offers over 34,000 products to B2C and trade customers, with more than 150 own and third party brands.
Average order values have reduced around 5% (4% like-forlike), as the retailer reports consumers are choosing ownbrand products.
However, it states this has
been offset by strong gross margin gains, which increased 300bps to 50%.
Victorian Plumbing has announced Doncaster-based bathroom retailer Victoria Plum, which it acquired on May 17, 2024 and which contributed £15m revenue and incurred
EBITDA loss of around £2million, will close operations by December 31, 2024.
The Group confirmed its distribution centre in Lancashire, is operational, with more than half of all daily orders being dispatched from the new site.
The Bathroom Manufacturers Association (BMA) has welcomed Irish manufacturer Sonas Bathrooms as its latest member. Sonas Bathrooms has joined the association as part of its ongoing commitment to “advancing innovation, sustainability, and quality standards within the industry”. Founded in 1978, Sonas Bathrooms operates from Dublin-based headquarters, employs around 100 people, and has a turnover of €50million. Read more at www.rdr.link/KBD004
Luxury KBB retailer Nicholas Anthony has been presented two accolades at the United Kingdom Property Awards. Nicholas Anthony was honoured with the 5-Star Best in Essex for Bathroom Design Award and 5Star Best in Essex for Kitchen Design Award at a gala event, held at The Royal Lancaster in London. View the story at www.rdr.link/KBD005
Furniture fittings manufacturer Hettich UK has opened its first Innovation and Training Centre at its headquarters in MediaCityUK, Manchester. The 225sqm space features 12 furniture solutions arranged by use and application. These span kitchens and bedrooms through to flexible, multi-purpose living spaces. Discover more at www.rdr.link/KBD006
Inaugural world summit, organised by BMA, sees “landmark” agreement
Global bathroom manufacturers signed a “landmark” agreement to reduce billions of litres of waste water from toilets, taps and showers around the world.
At the same time, they pledged to innovate and design new products to reduce the risk of potentially deadly bacteria like c.diff and ecoli spreading through using bathrooms.
In an historic summit, organised by UK-based Bathroom Manufacturers Association (BMA), the top 10 global bathroom leaders signed the deal at a two-day summit at Windsor Castle.
They included owners and
executives of global bathroom giants Kohler, Fortune Brands Innovations, Hansgrohe SE, GWA Group, Norcros UK & Ireland, Kohler Mira, Roca Group, Thomas Dudley, Bristan, Sato, LIXIL, Lecico, Ideal Standard and Villeroy & Boch.
BMA chief executive Tom Reynolds said the summit was
“Original” architect of fitted kitchens passes away
significant because it enabled the global industry to make a commitment to address the critical issues which are threats to humanity.
“We’re taking water preservation and AMR to the next level, and as a sector, we will be following up regularly to measure the impact of this declaration.”
Neville Bernard Johnson, (June 1943 – September 2024) business entrepreneur and industry pioneer, has passed away at the age of 81.
Often considered to be the “original” architect of the fitted kitchen concept, he leaves behind a professional legacy.
Johnson started out as a mechanic’s apprentice the first van he sold was the Beatles’ official tour bus!
However, it was the kitchen industry where he made his career, selling Formica worktops from his garage in Whitefield after securing an £1,000 loan from a friend’s father.
From these humble beginnings, he started his first
business – Kitchen Queen –building a network of retail stores and factories across the UK, with one officially opened by Prince Philip.
When Johnson floated the company on the Stock Market in 1979, shares were reportedly 33 times oversubscribed.
Setting up his eponymous company Neville Johnson Kitchens, in 1987, he expanded the offer of bespoke fitted furniture to corporate and commercial clients.
By 1991, Neville Johnson identified a niche in the prime residential market to offer offices and bedrooms.
He further expanded the business in 2010 to introduce
Neville Johnson Staircases.
He retired from business at the age of 73, and sold his businesses in multi-millionpound deals, but his name can still be seen across Neville Johnson showrooms.
The Johnson family has been inundated by an outpouring of messages, which they state is a testament to his legacy.
Appointments and promotions across the industry
Kbb distributor Waterline has promoted regional sales manager Steve Flynn to the role of northern national sales manager. Flynn has been with the distributor for 14 years. In his new role, he will oversee six regional sales managers (RSMs) across the North of the UK, and continue his responsibilities as the regional sales manager for the East Midlands.
Manufacturer and supplier of board, doors and furniture fittings, Hill’s Panel Products (HPP) has appointed Ian Jones to the newlycreated role of category manager. Joining the company from IDS, Jones will concentrate on HPP’s decorative panel and worktop categories. He will be tasked with generating new business and supporting existing customers.
Kitchen manufacturer Callerton has appointed Caroline Bligh as sales and marketing director. With over 20 years of experience in sales, marketing, retail, and design, she brings a wealth of expertise, to Callerton. In her new role, Bligh will be focused on enhancing Callerton’s digital presence and engaging with partners on marketing initiatives.
Woodstock Trading Co has appointed Iain Dunleavy as regional manager for Scotland, to strengthen relationships and support customers across the region. With over 10 years of experience in the KBB industry, he brings a wealth of knowledge and expertise to his new position. Dunleavy has an understanding of retail, having worked as a kitchen and bathroom designer for Ashley Ann.
Brand communications manager of Blanco Tamsin Mills explains how educating consumers can raise awareness, drive sales through kitchen showrooms and build relationships
As a brand that has been at the forefront of premium kitchen solutions for nearly 100 years, Blanco understands educating consumers is key to growing a retailer’s reach and enhancing customer relationships. For many consumers, navigating high-end kitchen products can be overwhelming. From multifunctional taps to integrated water filtration systems, the options available today require a greater level of understanding, which means consumer education is an essential part of the job for kitchen retailers. Today’s homeowners are more discerning than ever, which for kitchen retailers means that beyond offering high-quality products they also need to inspire confidence, build trust, and ensure customers are informed about the value of their investments.
Aimed at driving awareness, Blanco launched a 10-week digital campaign for its Blanco Choice drinks system and Blanco unit. To be able to fully understand the target audience’s motivations and the most powerful places to reach them, Blanco invested in detailed consumer studies. These showed that social platforms are the number one channel where consumers find inspiration.
Targeted campaigns are essential for raising awareness and driving customers to retail locations. Offering clear informative content, that highlights the practical benefits of products, helps to educate consumers in a way that feels approachable and relevant to their daily lives. By explaining more complex features, it empowers homeowners to feel more comfortable about exploring premium options in kitchen showrooms and in turn supports retail customers
Blanco’s digital campaign focused on educating consumers about how easy it is to customise the Blanco Choice. The drinks system combines the Blanco Choice Icona semi-pro tap with the Choice.All water conditioning unit and the set up offers boiling, chilled, still, or sparkling water directly from the tap.
Through detailed digital content, how-to videos and in-store materials, the campaign guided customers on how to use the system, showcasing its practicality and versatility. By educating consumers at this level, the brand not only increases product understanding but hopes to drive footfall to kitchen showrooms, and support retail partners in the process.
By educating consumers, the brand not only increases product understanding but hopes to drive footfall to kitchen showrooms and support retail partners in the process.
Educating consumers also does more than just increasing initial sales, it can help to build longterm relationships, driving brand loyalty. Loyal customers are more likely to make additional purchases and deliver word-of-mouth referrals. When consumers are educated, they make more confident purchasing decisions, are less likely to experience buyer’s regret, and are more inclined to upgrade or invest in complementary products. When customers understand how a product works, they are more willing to explore high-end options. Plus, they could be likely to remain engaged with the brand and explore additional offerings, for example sink organisation. Furthermore, providing added value through promotions can encourage consumers to take the plunge on a new product.
Blanco is continuing to make consumer education a core component of its retail strategy. In the last 12-months, the business has invested in supporting consumer awareness and engagement, showcasing its products at key events including the Ideal Home Show, Grand Designs Live London and Clerkenwell Design Week. Blanco’s presence at these shows offers attendees the chance to interact with the products first-hand. This direct engagement is important in building a trusted relationship between the brand, the consumer, and ultimately, the retailer.
Owner of Lansdown Kitchens & Bathrooms David Herbert relocated, refocused and rebranded his retail business. We find out why.
Arecent move to The Site in Cheltenham, Gloucestershire, which hosts a collective of construction businesses under one roof, has brought new business opportunities for Lansdown Bathrooms. Not only has it seen David Herbert double the size of his showroom, boosting relationships with bathroom suppliers, but also launch into kitchens in a major way. It has meant an investment of £150,000 into the new 2,000sqft premises, as well as a rebrand for the business into Lansdown Kitchens & Bathrooms. But why now? “It was clear to me that there was a gap in the market for a high-end showroom in Cheltenham. I think it’s often a good time to build your business up when there is uncertainty in the economy”, says owner
David Herbert, who explains business is currently good but is planning ahead for when the economy improves. “There was always a view to relocate here”, he says.
David Herbert who has over 30 years’ of experience in the industry, established his business seven years ago. Having started out on a dining room table, before moving to a showroom at the back of an industrial unit, he sold bathrooms to builders. And builders are still the majority of his business, however his client base now numbers architects, interior designers, developers and small-to-medium housebuilders. So it’s easy to see why he chose to relocate to The Site which features a
raft of construction companies. “It’s a onestop shop for trade professionals or self builders” explains David, adding “In this building is a planning consultant, architect, quantity surveyor, drainage specialist, a construction company, an interior designer, structural engineer, and our kitchen and bathroom company. There is also an in-house accountancy and legal firm, plus a digital marketing business. We can all recommend each other and collaborate on projects.”
Having taken a year from receiving the keys to opening the showroom doors, with some structural building changes undertaken by the landlord, David says the biggest challenge was actually the layout of the showroom, making it flow with 15 bathroom and six kitchen displays.
However, such has been the resulting quality of the purpose-built showroom, it has seen the business benefit from retail customers.
1. OWNER
David Herbert has over 30 years’ experience in the bathroom industry and established his own business seven years ago.
2. COLLABORATIVE SPACE
Co-located with construction businesses, in The Site, Lansdown Kitchens & Bathrooms has opened a two-floor showroom
3. VILLEROY & BOCH DEALER
The new showroom design has seen the company attain main dealer status for Villeroy & Boch
4. EXPANDING INTO KITCHENS
Euromobel offered an “out of the box” kitchen retail solution with Sachsenküchen furniture and Küppersbusch appliances
5. CUSTOMER JOURNEY
Creating a flow around the showroom layout, was a challenge with 15 bathroom and six kitchen displays
Offering a space for one of its premium bathroom suppliers, Villeroy & Boch, the company has attained main dealer status.
“We were an Express Dealer but being a main dealer for Villeroy & Boch has been a gamechanger for the business. It is intrinsically linked to our increased footfall with retail”, explains David.
Alongside Villeroy & Boch, the showroom includes brands such as Keuco with an inclusive design concept by FA Porsche, Ambiance Bain, Water Baths of Ashbourne, BC Designs, Tissino, Saneux and Vado. And relocating to the new premises has seen the average bathroom order grow around 50%. The increase is particularly impressive considering the business also deals with more competitively-priced, contract bathrooms, tempering the overall average.
But, arguably the biggest move for the company has been into kitchen design and sales, reflected in its name change. David admits he started selling British made kitchens from his old showroom two years ago, following request from clients. But investment into the new, two-level showroom has seen the company move into mid-to high-end German kitchens. Through a family friend, who works in the industry, David was introduced to the Sachsenküchen brand. Although trepidatious about making major moves into a new product sector, he met Bodie Kelay, UK MD for Euromobel, who represents Sachsenküchen furniture. Having been shown the quality of the products, taken to the factory in Germany, and presented an “out of
David took the plunge. The move into kitchens also meant investing in talent, bringing expertise into the business. “I found a really great kitchen designer working at a local kitchen showroom –actually he approached us when he found out what we were doing – and we have employed a trainee kitchen designer as well. It’s important to bring in the next generation”, says David. The business is already reaping dividends, as he explains “The market we are pitching at is £20,000 - £50,000 kitchens. We are currently working on a kitchen project worth £60,000 and there are enquiries in the pipeline which might be £100,000. We have successfully sold a good number of kitchens from this showroom, already.”
Despite the challenging market, business has been good for Lansdown Kitchens & Bathrooms. Serving Gloucestershireencompassing the Cotswolds – and into Oxfordshire, Swindon, Bristol, Worcestershire and even West Berkshire, David attributes it to an affluent client base. But, alongside this, he points out the importance of offering the right products as “without great brands we haven’t got a business”, and his laser focus on service. “When I went into business, there were three core things that were really important to me. Number one was service. Number two was service and I’m going to let you guess number 3 – service!”, exclaims David.
A reluctant salesperson as “I have a loathing for pushy sales people. I don’t think there’s a need for it”, says David, he even
\5
claims to be an accidental businessman, “I joke with my team that I’m just the unfortunate one that owns the business. But it’s really important to me, on a serious note, that we all do the same job. Our job is to design, supply and project manage the installation of kitchens and bathrooms. We present beautiful products and then our clients can make their buying decision.”
He says brands and customer service have helped establish client trust. “Business is good because our clients trust us. Our clients are time poor and so have to trust the product and service. In my experience, sales is about trust and giving clients service.”
And to reach his wide customer base, David has employed the service of a digital marketing agency. “I think lots of people try to do social media, but to draw a comparison with this industry there are tilers and there are tilers. I don’t have time to do social media myself, neither do I have the skillset. I’m a great believer the most powerful thing in marketing is word of mouth recommendations. My business grew because of word-of-mouth recommendations. Still to this day word-ofmouth recommendations are number one in marketing my business, although followed very, very closely by social media.”
So what are his expectations for the KBB industry and Lansdown Kitchens & Bathrooms going forwards? “This year won’t be a record-breaking year for us, as we’ve invested into our new showroom and kitchens, but next year will be the payback. I actually think 2025 will be a really good year, with construction and retail picking up again.”
Head of marketing at Roxor Group Jon Walker discusses BC Designs’ rebrand, its development into a full bathroom collection and awareness strategy to support retail
QHow is business, currently, at BC Designs?
A: We’re seeing growth. Sales are now on par with last year and that’s a trend we’ve seen since COVID. We’ve averaged double digit growth over the past three or four years. We’re in a good place. But we always want more. Business is harder to win. I know other suppliers in the industry are saying they are down on last year, so the fact we’re up is a good sign, but it’s competitive out there.
QWhat has made you so successful in such a challenging market?
A: I think it’s because we control a lot of our supply chain. We manufacture a lot of products and we’re able to hold good levels of stock. Customers don’t have to wait for their order. That is key.
QSo, the question must be, why have you then felt the need to rebrand BC Designs?
A: If you stand still, you’re not going to continue to grow. At Roxor Group, we’re always trying to evolve our brands. The BC Designs brand had been as it was for some time, and the fact we’re aiming to grow that brand, we felt the time was right for it to be brought more up-to-date.
1.
QWhat was your design brief to agency Fresh Britain, who created the visual identity?
A: We talked to them about the heritage of the brand, where it had been, where it was now, and where we want it to go. We wanted to expand the reach for the brand. We wanted them to look at what other luxury brands were doing, in all kinds of industries.
We asked people inside and outside of the organisation to talk to Fresh Britain about what they thought was the real strength of our brand and how it could develop. We asked Fresh Britain what should this brand be now and how can we portray this to consumers?
QAnd what did you want to get across to your trade customers?
A: The big message was the bath as the centrepiece of any bathroom design, with everything designed around it for a luxury feel. Using the brand’s initials, we wanted to promote being British and created the tagline
2. CAPSULE FURNITURE CATEGORY
BC Designs offers a capsule collection of modular furniture, available in a curated colour palette of natural tones and tactile finishes. \2
British Centrepiece. We also wanted to get across how our products are manufactured with care, and can be made bespoke or Beautifully Crafted.
QWhat has been the reaction from your retailers?
A: It has been positive. They like the look and feel of what we’ve done. They like the new brochure and find it easier to talk through with their customers. They like the new products that have been added into the portfolio, with the new BC Designs brand etched on to brassware, which adds value to the product. Our sales team have talked to
The big message was the bath as the centrepiece of any bathroom design, with everything designed around it for a luxury feel.
our retailers about the story behind the rebrand, what it stands for and the messages we want to get across, so that they can communicate that to their customers.
QCoinciding with the rebrand, you have launched new products to “strengthen the portfolio”, so could you tell us about them?
A: The furniture category saw the addition of two new ranges of furniture. There were some additional ceramic products and a brassware range. They all have a more modern look than the traditional offer associated with BC Designs. We call them transitional, in that they wouldn’t look out of place in a traditional bathroom. It gives the option to provide different looks to consumers, creating a broader appeal. Although we want the bath to be the centrepiece of bathroom design, we also want to be known for more than just the bath. We will continue to expand our product portfolio.
QBC Designs invested £250,000 into manufacturing, last year. Has that continued and how?
A: There’s been a lot of investment and most recently it has been in furniture production. There’s been investment into renewable energy, including biomass technology, and warehousing and logistics, so we can accommodate all the extra stock and get it out to retailers quickly.
QHow does being part of the Roxor Group inform product introductions for BC Designs?
A: We have a robust new product development process and we are always talking about bringing new products to market. Other brands in the Roxor Group do have a full offer, so we have experience in other categories. We are able to see where growth is coming from, to help us work out which product categories we should be working on first for the biggest sales impact. But we also talk to customers. We know they think of us for the bath and might go to another manufacturer for furniture. We want to give
3. BROCHURE WITH REBRAND
The British brand now features a tagline using its initials – BC – to introduce the bath as a British Centrepiece
those customers more options and be able to get the full bathroom from BC Designs.
QWhen can we expect to see BC Designs transform into a complete bathroom offer?
A: We are well on the way to having the complete range in place now, and new product development over the next couple of years will see us achieve the goal. I would say, we will have a complete bathroom offer in the near future.
QHow are you supporting bathroom retailers for the rest of the year and into next?
A: Going forward, we see the rebrand and new product development program helping retailers. The biggest request from retailers has been help with displays. One size doesn’t fit all, so we’re offering a tailored display program with key partners to help them sell their products. Our sales team is working with them on the best products to show, how
best to display them, and how can we work as a partnership to give them what they need.
Online we have a showroom locator and design tool that are great helps for retailers. Consumers can pull together a bathroom design with BC Designs products, or retailers can sit down with a customer and use our design tool to create their bathroom in front of them. We’re investing in PR, on social media, and working with influencers, to bring the name to a wider audience, and so consumers ask for the BC Designs brand.
We’ve also exhibited at shows that we’ve never done before to promote the name to installers and interior designers. We exhibited at The InstallerSHOW this year and Decorex, hopefully generating noise, sparking conversations and driving people into store
QWhat will be the greatest challenges and opportunities for BC Designs?
A: I think the biggest challenge is the macro challenges of the industry, with declining footfall and reduced consumer spend. In the short term, the slowdown in house building is a challenge because we see our products going into luxury housing. This will remain a challenge for the rest of this year, at least.
However, driving people back into retailers is a huge opportunity. The rebrand itself is an opportunity, offering new products and promoting our brand to consumers, installers and interior designers.
Discover more about BC Designs at www.rdr.link/KBD012
Made from Cian solid surface, the Kurv bath has a rimless design and comes in a choice of Matt White, Polished White, Marble finish or ColourKast palette.
“We’re in a good place to attack the market”
MyLife Bathrooms has experienced a meteoric rise in sales. Now introducing one of its biggest product launches, sales director Gavin McCrossan says there is no sign of the company slowing down.
Although family-owned MyLife Bathrooms has celebrated its 10th anniversary, the business is still a relative newcomer to the industry. Founded by Andrew O’Brien in Newry, Co Down, the brand has had a meteoric rise from its humble beginnings. It has grown from a small warehouse to three distribution centres located in Ireland, Scotland and England, boasting a total of 129,000sqft stock holding, and employing 130 people.
Sales director Gavin McCrossan says the company’s rapid rise has been its strategic focus on quality, products, service, as well as
selling exclusively through bricks and mortar retailers. Such has been its success, MyLife Bathrooms was recently presented Supplier of the Year at Ireland’s Bathroom Trade Awards.
Having established the brand in Ireland, eight years’ ago MyLife Bathrooms expanded into mainland UK. It brought its mix of products, all designed by an in-house team, which now spans ceramics, furniture, baths, brassware, mirrors, accessories and heated towel rails. “What we saw in the UK is customers are crying out for something different and a
brand that delivers on top quality service”, explained Gavin McCrossan.
Importantly, its portfolio has been supported by the company’s ethos of selling through bathroom retail showrooms, with its products not available online. Gavin McCrossan states: “We sell exclusively through bricks and mortar bathroom showrooms. It’s very important for us. We want to protect the brand, and we want to protect our retail customers.”
At the same time, it saw the company set up distribution centres, to service its bathroom retail showrooms and establish a
1. SALES DIRECTOR
Gavin McCrossan is sales director of MyLife Bathrooms
2. CALIA FURNITURE
Floorstanding vanity and WC is combined with wall mounted unit, all in a Terracotta finish
3. DISTRIBUTION CENTRES
Headquartered in Newry, Co Down, MyLife Bathrooms also has distribution centres in Wishaw, Scotland, and Southam in the West Midlands \3 \1 \2
dedicated UK sales team. MyLife Bathrooms set up a distribution centre in Wishaw, Scotland, which was followed by warehousing in Hailsham on the South Coast of England, before relocating it to Southam in the West Midlands. “Towards the tail end of last year, we relocated the Hailsham warehouse to just outside Coventry, so that gives us better opportunity to service all of our customers, on our own vans, with next-day delivery – and that’s the same across Ireland, Scotland and England”, McCrossan reports. He adds: “We like to have our own vans on the road with our own employees delivering our own product. It’s all about service. That’s what our business is built upon.”
“We are personable”, says McCrossan, continuing “It’s all about people at the end of the day. You need to be competitive in the market, but our retailer customers understand that service also comes at a price and are willing to pay for good quality product with good quality service and good stock levels.” He adds a personal approach is important to create a sustainable business. “We always talk in terms of partnerships, when working with our retail customers”, McCrossan adds. So how has business been, with the retail sector being somewhat of an unpredictable and challenging environment? McCrossan reports, despite the economy, MyLife Bathrooms business has been “really good”. He continues: “Maybe we’re lucky that we’re a growing company. But you can’t take anything for granted; you need to continue to
do the fundamentals correctly. If you continue to approach the marketplace with care and continue to keep your service levels, it all falls into place.”
With sales growing at a rate faster than the market, McCrossan says the business has taken market share. Adding to the launch of its affordable MyStyle brand, most recently the company expanded its premium MyLife portfolio. “We launched an incredible amount of new products, at the beginning of the year, including a new category of fitted furniture. And we’ve really mastered the uniformity of coloured finishes, over the years, so our Brushed Brass taps match our Brushed Brass furniture handles, for example.” He also points to MyLife Bathrooms as being able to offer a fully coordinated bathroom look: “We have a lovely spread across all categories, so an end user can generate their bathroom from top-to-toe from our one brochure. Consumers (and retailers) will go where it’s easy for them to buy. It’s particularly important when consumers have been taking longer to make buying decisions.”
But MyLife Bathrooms shows no signs of slowing, having recently introduced one of its biggest launches – featuring around 600 new products – complemented by a new brochure. “We’re in a good place to attack the market in 2025. We’ve launched a new range of shower doors in different colours, which is going to be massive for us. We’ve launched a complete, new range of accessories and a complete, new range of heated towel rails. They are all premium products.”
4. ZOLA FURNITURE
Featuring an integrated, scooped handle, Zola is floorstanding and is shown in Flax
5. OTTO
Showcasing its ability to match finishes, the Otto sliding door and side panel features a Brushed Brass finish which matches the shower, niche and vanity handles
“Absolutely delighted” with the sales growth of MyLife Bathrooms so far, McCrossan says it has established a network of displaying retailers across the UK. However, the company is always looking to grow business: “We have some really healthy accounts in England. We will obviously look to add customers in England, but we want to do it in a strategic way; it’s quality over quantity.” He is seeking retailers who will partner with the company: “We want good displays in showrooms that are able to showcase the product, support us and we’ll support them in return.”
McCrossan points not only to product, service and stock availability but also providing retailers with marketing material, from instore POS, through to social media assets, inclusion in Virtual Worlds, ArtiCAD, as well as training and customer support. “I recently had a retailer in England contact me to sing the praises of one of our customer support team, who had only been with us 6-8 weeks. That’s a reflection what we’re doing is right.”
And Gavin McCrossan is confident about business in 2025. He concludes: “We’re confident. There’s no doubt about it. We’ve put in a lot of hard yards to get ourselves ready to hit the ground running at the beginning of the New Year.”
Discover more about the latest MyLife Bathrooms collection at www.rdr.link/KBD013
Is the slim Shaker just a modern tweak on classic furniture, or do healthy sales suggest design advantages?
The love affair with the Shaker in kitchen design is seemingly endless. It’s versatility and timeless appeal has seen the door able to meet most (if not all) interior and furniture trends. Quiet luxury? Painted finishes? Handleless? Japandi? The simple Shaker door has been able to answer the needs of designers and their consumers, looking for on-trend styles.
However to meet this wide variety of tastes, the Shaker has seen gentle reinvention, with its latest evolution featuring slimmer stiles and rails. Welcome to the “skinny Shaker”. It spans frame widths from 65-75mm, with ultra-slim
options now available measuring 20mm and even 12mm. “The slim Shaker trend is an organic design development, offering a new take on the traditional look with its sleek modern frame”, says designer at Crown Imperial Sophie Devonald.
Marketing manager of Callerton David Knaggs explains why the slim-framed Shaker has become so popular: “Skinny Shakers bring a fresh, contemporary twist to a beloved classic. The slimmer frames offer a modern look without losing the essence of the Shaker style, appealing to those who appreciate its timeless charm but want something more current.”
The skinny Shaker offers clear design advantages beyond a simple update. It’s narrower frame adds a modern, minimalist touch to traditional Shaker kitchens, making it ideal for smaller or more compact spaces by creating the illusion of more space.
Such has been the impact of the skinny Shaker, it has been a focus of many manufacturer portfolios and launches. Managing director of Daval Simon Bodsworth comments: “In the market, as a whole, there is an increasing variety of Shaker styles and I’ve noticed that a growing number are slimframed.” Uform category manager Sara Cotter explains how the company has responded to the trend: “At Uform, we have adapted to the growing interest in skinny Shaker styles by introducing a choice of finishes and price points… Our product portfolio currently has seven ranges of narrow Shaker door styles.” While Kbb Birmingham also saw Caple launch a skinny Shaker kitchen.
Kitchen category manager at LochAnna Sinead Trainor explains how the brand has modified its portfolio to suit the market: “The increasing trend toward skinny Shakers has
1. CALLERTON
Balham 70 door skinny Shaker in two bespoke painted finishes, with bi-fold appliance garage and Hamilton canopy. Photo credit: Darren Cheung. See the range at www.rdr.link/KBD014
2. CAPLE
Farrington features cross rail doors, flat cornice and pelmet, with plain and reeded plant end panels. Discover more details at www.rdr.link/KBD015
encouraged us to diversify our offerings to include a wider range of slim-framed options… Currrently, slim-framed Shakers constitute more than 30% of our overall Shaker offerings.”
Although the skinny Shaker kitchens are blossoming, there is still plenty of room for sales growth. Head of UK operations at Rotpunkt Matt Phillips comments: “Given that slim-framed Shaker styles are the new kids on the block in the world of kitchen furniture, they have not reached the market penetration of more classic offerings. But the proportion is growing steadily.’
Sales have and will continue to be supported by the skinny Shaker’s ability to complement
a variety of décor choices, including the revival of woods. Matt Phillips of Rotpunkt states: “I think there’s a great opportunity to bring a new twist to the wooden kitchen
with a sleek and slender frame around the natural whorls and grain of a solid oak front”. Whereas furniture manager at Caple Doug Haswellsays it is painted finishes
3. LOCHANNA KITCHENS
Offering a budget-friendly alternative to solid timber, Ainsdale is a slim-framed woodgrain effect Shaker. View the palette at www.rdr.link/KBD016
4. CROWN
Verona is a slim Shaker with a subtle step in the frame. It is shown here in a two-tone woodgrain kitchen. Watch the video at www.rdr.link/KBD017
5. ROTPUNKT
Available in 2025, Walnut joins the Shaker-Style Smala kitchen concept, which features a 12mm frame. Discover more at www.rdr.link/KBD018
6. OMEGA
Serenity blends a traditional with more up-to-date shaker look, with a grained finish, thinner rail and detailed beading. View the full range at www.rdr.link/KBD019
which will further drive skinny Shaker sales, with the company offering a bespoke paint service: “While wood and wood-effect finishes are seeing a resurgence, the real demand is for painted Shaker styles. Painted finishes provide versatility, enabling homeowners to choose from a wide range of colours that complement any décor from bold and modern to classic and understated.”
The skinny Shaker can also be used to complement or contrast with materials and door styles. David Knaggs of Callerton adds: “Skinny Shakers are particularly well-suited to smooth painted finishes, but we also enjoy mixing them with contrasting textures for a unique look.”
However, the popularity of skinny Shakers is not just about creating style-led kitchen schemes but experts state they can offer design advantages. They point to Shaker as leading for small spaces and being suitable for whole house styling. Sinead Trainor of LochAnna Kitchens explains: “The skinny Shaker offers clear design advantages beyond a simple update. It’s narrower frame adds a modern, minimalist touch to traditional Shaker kitchens, making it ideal for smaller or more compact spaces by creating the illusion of more space.” Sara Cotter of Uform agrees: “In terms of design, the slimmer profile of the furniture can be advantageous for smaller spaces, as it helps create a sense of openness and airiness.”
Whereas Simon Bodsworth points out skinny Shakers can “elevate the feel of a
kitchen living space and be effortlessly carried through to laundry rooms, second kitchens, day pantries and breakfast rooms as a universal design.”
But is the slim-frame door an extreme of the pendulum swing for Shaker styling? Will the skinny version shortly be consigned to interiors of the past, with the return of broader frames? “While future design trends are always evolving, industry experts can never be truly certain which way they could progress. With the current popularity of skinny Shaker doors, there could be leanings towards the adaption and variation of Shakers. An example of this being the features and aesthetics such as a bead or a step detail to the internal profile of the frame”, explains Sara Cotter of Uform.
But ultimately, kitchen leaders believe slim-framed furniture is now essential for specialist retailers. Sinead Trainor comments: “The current preference for sleek, slim profiles suggests the skinny Shaker will continue to be a strong design choice for the foreseeable future.” And design manager of Symphony Josie Medved agrees, concluding:
“In terms of longevity, we believe the skinny Shaker style will remain a staple in kitchen design for years to come. It’s ability to offer a
cost-effective, classic look that appeals to a wide range of tastes and budgets ensures its lasting relevance.”
\1
Tiles and engineered flooring supplier Domus has introduced Meridian, a porcelain tile range created in collaboration with designer Lindsey Lang. Meridian comprises three pattern layouts – Wedge, Spin and Luna – with all designs taken from the geometry of a circle, hence the name Meridian. The designs are based around Lang’s signature mid-century style and come with a complementary set of plain options in 10 colours. View the entire collection at www.rdr.link/KBD020
Zip Water UK has launched the HydroTap Celsius Plus All-in-One, which joins a pullout spray version. Although it offers the same functionality – filtered boiling, chilling, sparkling, plus unfiltered hot and hot – it now has improved energy efficiency of 55%. With a classic swan-necked spout and an antibacterial touchpad, HydroTap Celsius Plus All-in-One tap comes in seven finishes. See the range at www.rdr.link/KBD021
\3 \2
Premium appliance manufacturer Elica has launched the NikolaTesla Velvet vented induction hob. Available in three widths, the hob features a bridge function, and automatic modes, including Autocapture, with extraction automatically adjusted to optimise energy consumption. NikolaTesla Velvet operates at 44dB-68db and boasts filters that can be regenerated. Read the technical details at www.rdr.link/KBD022
Sink and tap manufacturer The 1810 Company has introduced the Zen10 Slim Bridge sink range. Made from 1.2mm thick stainless steel, the range features 10mm radius corners, designed to allow for easier cleaning. The sinks can be undermount or inset and come with Insusound to retain water temperature and reduce noise. See all the models at www.rdr.link/KBD023
Brassware manufacturer Qettle has launched boiling water and mixer tap bundles of its British-made Signature range. The bundles, which can be configured to suit, include a Qettle Signature Modern, Classic or Mini 100°C boiling water tap, with a matching Signature Modern or Classic Mixer tap. Qettle Signature mixers come in modern or classic styles, with either single or dual handles, round or square spouts and a choice of coloured finishes. See the Qettle tap bundles at www.rdr.link/KBD025
Premium built-in appliance range from LG Electronics, Signature Kitchen Suite now features Wine Cellars in two column models and an undermount version. The Column wine cellars come in 18”and 24” widths with a capacity of 113 and 71 bottles, respectively. Depending on model, the wine cellars come with two or three adjustable zones for temperature and humidity for red, white and sparkling wine. Discover more about the brand at www.rdr.link/KBD024 \4 \5 \6 \7
Building on its existing lighting offer, with the aim to provide solutions for every room in the house, manufacturer and distributor Häfele UK has introduced a selection of lamps from Eglo. It includes decorative pendants, ceiling and wall lights, downlights, bathroom lighting, track lighting and LED ceiling fans. Browse the Eglo range at www.rdr.link/KBD026
How the spa bathroom is driving interest in concealed showers and what retailers, throughout the market, need to know to maximise sales
Inspired by social media, style-savvy consumers are increasingly seeking spa-like bathrooms for their next project. Houzz has noted a 37% uptick in the search term “spa bathrooms”, according to its Emerging Summer Trends Report. And this has followed through to shower design, with growing interest in concealed models.
Leader of product management Lixil EMEA and Grohe UK Lewis Neathey points out the popularity of concealed showers: “Shower sales have evolved significantly in recent years, with a growing trend towards concealed showers as consumers and designers favour minimalist, streamlined designs that enhance the overall use and aesthetic of the bathroom. This shift reflects the increasing importance of bathrooms as wellness spaces, promoting investments in high-quality, concealed fittings for a spa-like experience at home.” While marketing director of Sonas Bathrooms, Louise Murphy, offers statistics on sales: “Our current sales of concealed showers account for approximately 25% of all shower sales, with some regions reporting higher numbers than others.”
With pipework fitted behind the wall, concealed showers have more complex installation than exposed counterparts previously holding back sales.
However, manufacturers have worked hard to simplify the fitting of concealed showers, meaning less time on site. It has seen installation boxes for one, two or three water outlets, with built-in spirit levels for alignment. And behind-the-wall products have developed further with pre-assembled components including mixer water pipes, and
adjustability for wall depth.
So while, historically, fitting of the concealed shower has been a higher price to reflect the time and skills required for installation, with products simplifying the process, it could make them more costeffective and widen sales opportunities. Certainly that’s the view of Louise Murphy of Sonas Bathrooms who adds: “Streamlining the installation process could lower overall costs, making concealed showers more accessible to a broader audience. This evolution may lead to a rise in mid-range installations.”
Concealed showers could be particularly useful for designers to maximise space in small areas, where the structure allows for scribing rather than building out. While often associated with expansive enclosures, concealed models could be considered for over-the-bath situations to optimise the showering space. In fact, product manager of Abode David Boddy states spacesaving could be the key for growing the market for concealed showers. adding: “Given the need to maximise space in the home, I think it would
Streamlining the installation process could lower overall costs, making concealed showers more accessible to a broader audience. This evolution may lead to a rise in mid-range installations.
1. GROHE
The Grohe Rapido shower frame features preassembled, tested, components and has been designed to suit a variety of wall constructions. Watch the video at www.rdr.link/KBD027
2. HOUSE OF PICCADILLY
Simplifying concealed showers installation, such as this thermostatic valve in Brushed Gold, the HOP Box is available for a choice of outlets and features a builtin spirit level. View its showers at www.rdr.link/KBD028
make sense for concealed showering to become the default option in the new build market over time, as a streamlined look is both appealing and ergonomic.”
So for retailers or designers looking to maximise on concealed showers, whether serving the newbuild or refurbishment market, Lewis Neatlhy of Grohe highlights the most popular models. He comments: “The combination of overhead rain showers and hand showers continue to dominate as the most popular configurations for concealed systems.” And Yiota Toumba, senior designer at Ideal Standard UK, agrees: “One thing is clear, combinations of overhead showers with hand showers and optional bath filling using a three-way valve are still king.”
As a rising generation of buyers now have greater aspirations and expectations of bathroom aesthetics, regardless of budget, and concealed showers filtering down the market, how will that impact concealed shower sales in the luxury market? Bathroom experts believe customisation, will remain key for premium sales.
Emma Freeman, brand and communications manager at Hnsgrohe UK, adds: “When choosing a concealed shower, customers are able to personalise the configuration to their unique needs – in terms of how many shower outlets they have, the type and the position. In terms of luxury and high-end bathrooms, we are seeing an increasing number of overhead showers with multi-function spray patterns, which can only be operated by concealed valves.” Lewis Neathey of Grohe points to the addition of body jets for levelling up a concealed shower experience. He comments: “For those seeking an added layer of luxury body jets, such as the Grohe Spa Rainshower Aqua Body Sprays, are an increasingly attractive option, offering a spa-like experience in the comfort of the home. Such models are already rising in popularity.”
And designers servicing the luxury market will even be conscious to consider the position of controls, so the shower can be switched on before a user enters the shower space. Emma Freeman of Hansgrohe UK explains: “It is worth thinking where the shower control will be located. If this is in-line with the shower, the customer will have to reach in and potentially get wet to turn it on. For this reason, it sometimes works better to have the control nearer to the shower entrance.”
Certainly there has never been more choice in the concealed shower market, opening up the market, and personalising the shower experience. Managing director of House of Piccadilly Harry Pashby adds: “Retailers will play a crucial role in educating consumers about the benefits of concealed showers, helping to facilitate this market growth.” He concludes: “Overall, we anticipate a broader acceptance of concealed showers across various customer segments, from luxury buyers to those looking for stylish and functional bathroom solutions.”
3. ABODE
Offering a choice of concealed thermostatic shower valves and compatible 7mm circular showerheads, is this model in Antique Brass. Discover more at www.rdr.link/KBD029
4. IDEAL STANDARD
Reflecting the trend for multifunction spray heads, Solos offers a handspray and overhead shower, with a choice of three spray modes, plus integrated LED light. See the collection at www.rdr.link/KBD030
5. SONAS BATHROOMS
The Alita Thermostatic two outlet shower, combining overhead and handshower, is the company’s fastestgrowing model. Download the brochure at www.rdr.link/KBD031
As part of its 13-strong range of space-saving bathroom products, HiB has just introduced the Bastille collection of mirrors and mirrored cabinets. Bastille has been designed with a mesh texture in a choice of Black Chrome or Brushed Brass. Featuring technology such as colour temperature illumination and a heated pad to reduce condensation, Bastille comes in two sizes. View the models at www.rdr.link/KBD032
Premium bathroom manufacturer Keuco has extended the options on selected brassware and accessories, with four new brushed finishes. Selected products from the Keuco Edition 400, Edition 11, Collection Moll and Ixmo are now available in brushed finishes of Red Gold, Brass and Titanium Black as well as Stainless Steel. All are manufactured in Germany, using galvanic electro-plating to increase corrosion resistance. Read more at www.rdr.link/KBD033
Featuring a fluted design, mirroring London’s historic architecture, Monument furniture from Saneux is available in a choice of three colours and range of sizes. It includes 400mm and 500mm units, with 360mm projection, for compact rooms. However, designers can combine 600mm and now 800mm units, with 20mm spacers to create personalised storage in larger bathrooms. Discover the technical specification at www.rdr.link/KBD034
Bathroom manufacturer Tissino has launched Stratto, a range of fluted, wall-hung furniture. Stratto is available in five sizes of 600mm, 800mm, 1000mm, 1200mm and a larger size of 1400mm, with each of the units featuring a hidden internal drawer with Grass mechanism. Designers can choose from Terracotta Blush, Tuscan Green, Dusky Blue, Soft Taupe and Matt White. View the furniture ranges at www.rdr.link/KBD035
Complementing its Modular Walk-in collection, surround manufacturer Lakes Showering Spaces has now launched a Linear Shower Tray range. With a low height profile, the trays can be installed on the floor or level with the floor surface and are designed to work with larger or multiple overhead shower heads. The Linear Shower Trays come complete with a 10-year guarantee. View the technical details at www.rdr.link/KBD037
Manufacturer of concrete wash basins Kasthas introduced three large basin models – Brin, Lars and Rue. Brin features curved edges and a broad, shallow bowl, while Lars (pictured) has a softly sculpted offset bowl –in right or left orientation – and extended vanity area. Completing the trio, Rue offers a ribbed texture, deep bowl, and recessed vanity area. Discover more at www.rdr.link/KBD036
Bathroom brand RAK Ceramicshas introduced the RAK-Ingot stainless steel, recessed niches to provide storage for toiletries, candles and decorative items. Available in Black, Brushed Brass and Brushed Nickel, they complementRAK Ceramics Ingot washbasins. RAK-Ingot niches are offered in a range of sizes, with one or two dividing shelves. Find more details at www.rdr.link/KBD038
Offering support for independent kitchen and bathroom firms because your business is our business
Is paid search best to attract customers?
Head of activation at Door4 Tom Morton delves into the pros and cons of paid media channels, offering strategies to shape a successful marketing approach
The rise in paid digital media – from Google’s ‘shopping ads’ to social commerce - has transformed how consumers search and shop. But what about in the kitchen and bathroom sector where purchases are more considered, and consumers’ shopping habits are firmly entrenched? Is paid search, Google Shopping, and paid social a way to drive growth for challenger brands in a space where they must do more with less, do things differently, and do them smarter?
Paid search is a highly effective digital marketing strategy, allowing brands to appear at the top of search engine results when users enter relevant keywords or demographics. This approach helps businesses reach potential customers precisely when they are searching for products or services. Alphabet Inc, Google’s parent company, generates 57.3% of its revenue from paid search alone, underscoring its dominance and global impact.
It’s an invaluable tactic for reaching customers at key points in their buying journey, particularly when they are ready to make a purchase, request a quote, or seek services. The channel’s strength lies in its ability to target users based on location, demographics, and interest—ensuring ads connect with the right audience at the right moment. However, each click incurs a fee. In the home improvement sector, cost-per-click (CPC) averages between £0.50 and £2.00, with rates rising by 10% annually.
Unlike text-based ads, shopping ads visually display products to users actively searching and ready to buy. This visual appeal lets brands highlight key product attributes like images, prices and details. Shopping ads stand out by making kitchen and bathroom products or services more visible on search engine results pages. They display features that standard text ads can’t match, attracting customers who are ready to make purchasing decisions. For this approach to succeed, brands must focus on optimising their product feed —ensuring high-quality images, clear product titles, and detailed descriptions. Additional elements like colour specifications and Global Trade Item Numbers (GTIN) also enhance performance.
Even as new campaign types like Performance Max emerge, the product feed remains the most crucial factor for success. Investing time in optimisation is essential for brands to maximise the potential of shopping ads.
Paid social encompasses advertising on various social media platforms, each evolving rapidly. With such diversity among platforms, there is no one-size -fits-all strategy for
running ads. Here though, marketers can follow key principles to optimise their budget and reach the right audience effectively.
Understanding your target audience is crucial for paid social ads. Paid social thrives on engaging visual assets that can be tested and refreshed, unlike paid search, which primarily needs a destination website. Data shows while paid search remains valuable, paid social is becoming more cost-effective, with lower costs and higher conversions. So while all of these channels play different roles within the marketing funnel, to engage users who are ready to make a purchase, search and shopping ads are highly effective. If the goal is to reach a specific audience and build brand awareness, paid social is ideal for putting your brand front and centre.
Success in paid media hinges on the ability to evolve, optimise and continuously improve campaigns. With the wealth of data available on these platforms, marketers have numerous opportunities to refine their strategies, enhance targeting, and drive better results. Constant analysis and adaptation are key to maximising performance and return on investment.
Discover Door4’s services at www.rdr.link/KBD039
Sell your business to employees for a smooth exit
Director
an
When business owners consider the next phase of their life, with retirement a strong possibility, selling the business to their employees makes more sense than selling their life’s work to a third-party buyer they may have competed with for decades.
Recognising your people have helped make your business successful, whilst understanding its value and importantly its potential for continued growth, it is clear why this transition to employee ownership is gaining favour amongst business owners.
Research by the Employee Ownership Association in October 2023 backs up this view, finding there are at least 1,650 employee-owned businesses, with around 330 of these created in the last 12 months, including many in the construction industry and related supply chain.
One business that made the transition to Employee Ownership in March 2023, is worktop distributor Blackheath Products. Former chairman of Blackheath Products, Ian Foster commented: “I was a fourth generation member of this family business and in my family’s view, selling the company to the highest bidding competitor was a betrayal of all the creativity and hard work my family and our colleagues had put into Blackheath over its 90-year history.
“So, in 2022 when I became aware of the Employee Ownership Trust route, I leapt at the opportunity to give our colleagues the chance to take Blackheath successfully forward. This is not a route that will suit all
businesses and it’s essential you take the very best available advice to avoid the pitfalls. But if you can get the process right, it can be a truly honourable way of exiting your business.”
Owners seeking an exit from their business, but one they control fully, can transition ownership of the business to colleagues through an Employee Ownership Trust (EOT). The exiting owners must sell a controlling stake to their employees, but if they choose to retain up to 49% of the share capital, they stay in control of the exit process and can remain involved in the short-term future of the business.
Given there is no need for any immediate or dramatic changes in senior management roles, this typically delivers a smoother exit. After the sale to the trust, it owns the shares on behalf of the employees, who own the business indirectly. Importantly, selling to a trust provides a clear framework for employee ownership and offers significant tax advantages for the selling owners.
Although third-party funding is available from specialist lenders, typically the sale of shares to an EOT is paid for by the company out of its existing reserves and future profits. The selling owners effectively lend the funds for the trust to buy the company, with a repayment period of around five to six years.
As the end of the repayment approaches and the owners decide it is finally time to leave, planning the future is critical to the enduring success of the business.
Transitioning to employee ownership through a sale to an EOT has far less impact on the business, its activities and its customers, than selling to a potentially unknown buyer..
• It is tax-efficient, as selling the controlling
stake in a business to an EOT is tax-free, with all sellers receiving 100% Capital Gains Tax (CGT) relief.
• The seller[s] controls the transaction, avoids the need to find a buyer and complex negotiations, with the required due diligence.
• Selling to an EOT can secure the future of the business, helping protect the business and employees
• Selling to an EOT rewards existing employees and keep them engaged.
• There can be financial benefits, as once the selling owners have been paid, the remaining employees can often expect increased pay, as a profit share scheme can be introduced.
• There can be an element of tax-free pay, with each employee able to receive a bonus of up to £3,600 per year tax-free.
• Selling to a third-party can unsettle employees, which can all be avoided with an EOT.
• Transitioning to an EOT can deliver a gradual and planned transfer of ownership that ensures the business runs effectively during the sale process.
• Typically the selling owners will stay with the business throughout the transition, at least, which allows the business to continue to benefit from their experience.
• When employees are given a stake in the future through a sale to an EOT, their sense of connection to the business will increase, which in turn leads to greater engagement, loyalty and productivity.
Find out more about RMZ Corporate Finance www.rdr.link/KBD040
What has been driving KBN’s website traffic?
Here are the top three stories with the biggest hits in October on www.kandbnews.co.uk
UK supplier of bathroom equipment and radiators Brand K Group has acquired the Aqualux brand and select assets for an undisclosed sum. It is the eighth acquisition for Brand K Group, which also owns Just Trays and Vogue (UK). The Brand K Group plans to build upon Aqualux’s near 40-year legacy and supply, where possible, Aqualux’s customers with its showering and bathroom products range. View more at www.rdr.link/KBD041
British department store John Lewis is relaunching its fitted kitchen service, through a network of refurbished showrooms. The fitted kitchen showrooms will return to branches, including Oxford Street, Edinburgh, Cambridge and Bluewater, plus 25 stores before the end of 2024. It will supply two kitchen ranges – John Lewis Element and John Lewis Edition. Read the story at www.rdr.link/KBD042
Trade association the Kbsaannounced the winners of its Designer Awards at The Belfry Hotel in Sutton Coldfield, West Midlands. Presented bycomedian and impersonator Ronni Ancona, awards were presented across eight categories, spanning kitchen, bathroom and bedroom design, as well as customer service. Read the full list of winners at www.rdr.link/KBD043
Here is a useful summary of all the adverts that appear in this issue of Kitchens & Bathrooms News.
Each is listed with its page number and a direct URL that will get you straight to the relevant online information.
Aqualla Brassware................................................(page 11)
www.rdr.link/KBD100
Crown Imperial............................................(page 36/OBC) www.rdr.link/KBD101
Getley UK..............................................................(page 23)
www.rdr.link/KBD102
Greg Rowe Ltd..........................................................(page7) www.rdr.link/KBD103
Hafele UK Ltd..................................................(page 2/IFC) www.rdr.link/KBD104
Hill’s Panel Prods..................................................(page 21) www.rdr.link/KBD105
KBSA......................................................(inside back cover) www.rdr.link/KBD106
Kudos Shower Prods Ltd....................................(page 26) www.rdr.link/KBD107
MyLife Bathrooms................................................(page 29) www.rdr.link/KBD108
Reginox UK Ltd........................................................(page 4 www.rdr.link/KBD109
SFA Saniflo UK Ltd................................................(page 12) www.rdr.link/KBD110
