Crosswater | ADVERTISEMENT FEATURE
LIMIT: Crosswater’s new wood textured furniture collection
encapsulating the ‘outside in’ trend
“This lies at the heart of everything we do,” explains Steve Maguire, product development director, Bathroom Brands Group (incorp Crosswater) “We’ve always worked incredibly closely with our retailers and designers, and we know that they own the relationship with the end consumer. It is their skill and expertise that creates these amazing projects, and our job is to make sure that they have the best possible range of products to choose from to do so.” Crosswater calls this principle ‘Complete Bathroom Solutions’ and while, on the surface, this could simply mean having options across many categories – taps, enclosures, furniture, sanitaryware, baths and accessories – it wouldn’t be Crosswater if it didn’t take that idea so much further.
It began by matching colours across these categories, giving designers the chance to use accents in the taps to mirror the handles on the furniture, or flush plates on the WC for example. “The idea of linking colours in this way was something totally new to the Crosswater market and it was wildly successful,” says Maguire. “In fact, in 2021, we saw an increase in demand for Brushed Brass core brassware products of over 50% compared to 2020. It showed us just how much
June 2022 ·
CANVASS: Crosswater’s new transitional furniture collection which creates a traditional spin on contemporary
designers appreciate brands who really understand and listen to what they want. That’s why we decided to just keep going and do even more.” And this wide colour choice has now been extended into texture and material too to create an unrivalled choice – a true complete bathroom solution. “We have used metallic accent linking over the last few years to create a sense of family across key bathroom products,” Maguire explains. “And in 2022
we multiply that with an equally stunning selection of textures and materials. “Texture is increasingly dominating interiors and we have already launched texture aspects in brassware, but this year we are also adding furniture texture to our options. On top of this, quality material has always been critical to us as a premium brand and we’re now launching a high-grade stainless-steel range of brassware to Crosswater as well.” These stunning new 2022 launches are comprehensive ranges that span several categories and are the perfect encapsulation of Crosswater’s continuing commitment to the independent retail sector. By giving an almost limitless combination of styles, finishes, textures and colours, the idea of a complete bathroom solution from a single premium brand isn’t hyperbole, it’s a reality. And that’s especially true when this concept is combined with the brand’s customer service values, marketing expertise and consumer know-how. “Crosswater is about making retailers’ lives easy,” says Juan Pillay, marketing director, Bathroom Brands Group (incorp Crosswater). “We have the products, and these new launches are incredible, but we have to back that up with the service, that’s what makes it a partnership. It’s about having the stock in the warehouse, it’s about having the perfect website, it’s about working with CAD platforms to make sure designers can start designing with those products straight away and giving them every resource they need to become experts in them. “Crosswater is nothing without this constant pipeline of product innovations, premium service and deep knowledge of what our retail partners really want and need.”
You can find full details of Crosswater’s new ranges at
crosswater.co.uk or via their supportive team of ASMs.
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