PRODUCTS | Sanitaryware
believe this will continue to grow as manufacturers offer a more comprehensive range of sanitaryware to suit every type of user by default.” Although every element in the bath- room is equally important, from brassware choices to tiles, the ceramics and sanitaryware are often a focal point, as they are usually the most prominent pieces in the design. Most agree that freestanding baths, or luxurious baths, will never go out of style. They are the focal point and often the most expensive part of a design, so starting with a bath makes a lot of sense. “Sanitaryware can either be the focal point or a support act, and deciding on what role the pieces will play in the bathroom design will have an impact on the budget,” says Sally Cutchie, marketing manager at BC Designs. “A freestanding bath is often the hero of the show, and where a large proportion of the budget is spent, while money can be saved on basins – which are a base for other products, such as brassware.”
Ceramics are an investment and retailers should discuss the importance of product durability with customers, so they understand that investing in good quality items will help their bathroom continue to look good for years. Companies like Geberit have invested in creating high-quality sanitaryware that is also affordable. Sophie Weston, consumer marketing manager for Geberit UK, says, “When renovating a bathroom, homeowners should expect a significant portion of the budget to be dedicated to sanitaryware. That’s because the bathroom is one of the busiest rooms
The Vitra Equal range was created by Claudio Bellini and includes the rimless Rim-Ex WC
Ergonomics has become a new way to focus on form and function in the
bathroom Graham Bucktrout, managing director, IBC Group
in the home, and ceramics are therefore used multiple times a day by all members of the household – so it’s vital that they’re durable and will stand the test of time.”
As businesses, there is a lot that individual manufacturers are doing to help reduce carbon emissions. For example, BC Designs is moving to a model of planting a tree for every bath sold. Roper Rhodes has removed all
The Wing collection from Whiteville is available in a variety of colours and textures. It is pictured in matt black
polystyrene from its packaging. Two-thirds of Bette’s energy is generated from renewable sources, while Grohe was in the top three of Germany’s Most Sustainable Big Companies at the 2020 German Sustainability Awards.
While brands are doing their bit, retailers can also help by creating eco-friendly designs for their clients that are functional too.
Victoria and Albert’s Napoli bath mixes the style of a traditional freestanding bath with added drama in its curves
54 · June 2021
Image credit: Tamara K Honey
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