VitrA | SUPPLIER PROFILE


In Turkey, VitrA has the same kind of brand recall as Coca-Cola


The brand’s showroom in Clerkenwell is also used as an event space


“I’ve always admired the VitrA brand from afar,” he explains. “When I was at Ideal Standard it was a brand I had my eye on. I loved the product and it looked so high-end, but even back then I couldn’t believe they weren’t doing more in the market. We do around £30 million in the UK, in a market that’s worth £1.6 billion. There are companies that are younger than us in this market, that are now doing over £100m a piece – that shows that we’re under-indexing.


“When I took on the role of MD, my mandate from the Group was to grow the UK business. I’ve put in place a five- year strategy to double the size of the UK business and I’m confident that will become the springboard for us to grow even further.” Breen’s intentions are clear but in a market that’s currently plagued by challenges, such as the cost-of-living crisis and inflation causing consumer confidence to plummet, what’s the plan to achieve such a bold target? “First and foremost, it was about identifying where the growth could come from,” he says. “Since I came into the business it’s been about lifting drain covers up to understand what’s going on in the business in order to drive that growth. We have a super brand


March 2024 •


and a huge, powerful manufacturing capability – but it has been about channel reach. “It became very clear that the growth would come through taking share in certain categories as we strengthen our offering, as well as through channel development.”


One of the things I really admire about independent retailers is that you get a real honesty from them


One of the most significant elements of his channel development focus is the launch of a new partner programme exclusively for independent bathroom showrooms. But what does that all mean if you’re a retailer already working with the brand or one that could be eyeing the brand up as a potential for their showroom?


“From day one, I’ve been looking into the business to find out what really drives us and that is a big part of how we’ve ended up with the new Vitality Partner Programme,” he explains. “One of the things I really admire about


the independent retail sector is that you get a real honesty from them. Whether you like what you hear or not. If you really want to know how your business is doing, go and ask them. So, that’s what we did. “We’ve taken time to speak to our distribution partners, retailers we work with, and even retailers we don’t work with, to understand exactly where


VITALITY PARTNER PROGRAMME: WHAT’S IN IT FOR YOU?


AN EXCLUSIVE PRODUCT PORTFOLIO: The Vitality Collection has over 1,250 products available only to Vitality Partners.


GUARANTEED AVAILABILITY: The Vitality Collection is backed by a stock promise – over half the products, aka fast- moving stock, will be available next day, with the rest having a one-week lead time.


PRIORITY SERVICE: A dedicated Partner phone line and email for all pre and post- sales queries.


ENHANCED DISPLAY SUPPORT: Access to specifically curated display packages.


TRAINING AND SUPPORT: To better aid designers and help drive sales.


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