PRODUCT | Baths and showers
spa experience, leading to a multitude of bathroom renovations within the home. James Abrams, sales director at The Roxor Group, explains: “One constant throughout the pandemic has been the bathroom providing a room in which to escape – our very own sanctuary and makeshift spa, which has been increasingly crucial during lockdowns. From adding an en suite, to the installation of more shower-baths, to maximising the space and experience, we’ve seen it all in the past 12 months.” Ben Bryden, sales and marketing director at RAK Ceramics, agrees. “What we have seen is a greater onus on creating a spa-like setting at home, whether that be with a generously-sized tub or a multi- functional shower head.” Bryden also suggests that doing multiple projects in one house gives more options to have both a bath and a separate shower. He says: “It is a case of no conflict between the two. In the family bathroom, baths and showers will quite often be sold together as they both have their advantages.”
Helen Clark, head of marketing at Utopia Bathrooms, has a similar thought process. She says: “Many homes now have an en-suite bathroom as well as a family bathroom, which allows home- owners to retain a bath in the family bathroom and opt for a luxurious shower in the en suite.” The family bath may be re - quired for practical uses, like bathing children, while the
parents can create a sanctuary with a luxury wet room.
Bigger and better
While large showers have seen a resurgence, the popularity of baths – especially free standing models – has been on the rise for many years. According to Fernando Maceda, product design manager of Acquabella, “freestanding bathtubs have become a reinvented classic whose design has been updated to suit the most modern bathrooms”. He adds: “During this period, many people who have renovated their bathrooms have opted for freestanding bathtubs, because only a bathtub is capable of transporting us to a world of peace and tranquillity in which we can recover our balance.”
The bath usually is one of the most prominent pieces in a bathroom, mainly down to the amount of space it takes up in the floor plan. It is also one of the most expensive items a customer will purchase for the bathroom, making it a vital decision.
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Freestanding baths with tap mixers can have a modern twist, as seen here with the Grohe Grandera tap
What we have seen is a greater onus on creating a spa-like setting at home, whether that be with a generously-sized tub or a multifunctional
shower head Ben Bryden, sales and marketing director at RAK Ceramics
Bette’s head of marketing, Sven Rensinghoff, says: “While in recent years sho w ers have be - come more and more important to consumers, we have seen a change in the past few years, with customers wanting a bath in
their bathroom again.”
The benefits of bathing are too numerous to be listed in one article. Emma Joyce, brand manager for Victoria and Albert, says they range from helping to de-stress and make sleeping easier, to physical health aids like reducing back pain and opening and unclogging pores.
The concept of having a bath in the bedroom has also come back into fashion after being out of favour for nearly a century. It could be a space- saving solution for those with compact bathrooms who still desire a full freestanding bath. Or an option for those who want the bathroom to remain a practical, functional space, but want the tub out of that space, as it is associated more with relaxing. According to a survey by Grohe, 43% of people have changed how they see the bathroom since the start of the pandemic and now view it as a place for relaxation. However, it is essential to note that Grohe has also seen an acceleration in at-home wellness, as it was already a consumer
Symmetry curved furniture in Midnight Grey Gloss with
Symmetry curved bath and shower screen from Utopia Bathrooms
trend before 2020.
Baths are synonymous with relax- ation, yet showers are now being seen more and more to do with wellness. A long shower can be calming with a soft spray or a rainfall shower, or rejuvenating if the water is powerful. Leanne Adamson, marketing mana- ger at Abode, sees many benefits to showers and they’re not just about hygiene. She says: “Consumers want the shower to be rejuvenating, invigorating, and relaxing, depending on the time of day, and showers give them these multiple options, bringing spa-like levels of luxury into the
domestic bathroom and being an excellent space-saver when needed.” According to AMA Re search’s Shower Market Report UK 2021- 2025, despite seeing an overall drop in value of 12%, since the pandemic started, the report showed – perhaps unsurprisingly – that the premium end of the shower market is still buoyant. Baths used to be the main focal point of a bathroom, but with the increased demand for statement tiles, there is now more emphasis on the showering area.
Feature walls are still popular in bedrooms and living rooms, and
· July 2021
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