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Bathroom Brands has ambitious plans to grow its leadership position in the traditional market starting with a stunning new collection for Burlington…
ompanies should never stand still if they want to grow and truly change the market. Through change comes leadership and, despite the pandemic, Bathroom Brands Group continues to push the boundaries of the sector. This is perfectly illustrated in the recent revealing of an innovative new strategy for Burlington. The ‘traditional’ brand was launched in 2009 with
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a clear, and very successful, focus on reproducing Victorian and Edwardian designs and it has grown ever since to become the leading brand in the traditional sector of the bathroom market. But now the brand is expanding its creative remit to become less about reproduction and more about reinterpretation – continuing to use clear references to the past, while also updating them to appeal to consumers with a more modern sensibility. “Our clear vision is that the traditional market should be about taking what’s gone before and being creatively inspired by it, not copying it,” says Bathroom Brands CEO Stephen Ewer. “The result should be something new that strongly invokes the feeling and essence of what’s gone before, but looks fresh and stylish in a modern home.” Ewer, who took on the CEO role a year ago, is clearly passionate about what he believes Burlington – and by default Bathroom Brands Group – is capable of in this sector of the market and this ‘reinterpretation’ approach marks a subtle, yet significant, change in the brand’s position. The expansion of this concept opens up new avenues of design and imagination that should only reinforce Burlington’s enviable position. “There is such an opportunity for us and our retail partners to really change the game in the traditional side of the bathroom market,” Ewer says. “We’re really excited by the prospect of what’s possible. Traditional style and design can enhance and add nuance to modern spaces and that concept is so intriguing that it needs to be explored by a market- leading brand that can push the boundaries.”
Riviera Collection
This creative passion is encapsulated by the new Riviera Collection – a complete suite of furniture, ceramics, and brassware inspired by the design freedom and fashion of Europe in the 1920s. Designed in collaboration with UK design group, Christian Booth Design, the Riviera collection encompasses the 1920s era, taking inspiration from the Art Deco architecture that defined the infamous French coast and the lavish décor and decadent features seen in homes during the period.
June 2021 · 1.
Our clear vision is that the traditional market should be about taking what’s gone before and being creatively
inspired by it, not copying it Stephen Ewer, CEO, Bathroom Brands Group
And while the elements of traditional styling demonstrate that it is unmistakably inspired by the Roaring Twenties, the subtle yet clear modern twists on the theme mean that the whole Riviera Collection can seamlessly enhance the look of any contemporary home. “We’re really proud of what we’ve achieved with this collection,” Ewer says. “It sums up everything we want Burlington to be and what the true potential is for us and our retail partners to do something very special in the traditional bathrooms arena. “And Riviera is just the start, others will follow and this new strategy gives us enormous scope for continuous development and exploration of other key periods and design movements. They will become the influence and focus of future collections that will keep stimulating and thrilling the market we lead.”
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www.burlingtonbathrooms.com/riviera 01322 473 222
info@bathroombrands.com
1. Riviera D-shape basin with full pedestal, basin mixer in Chrome, close-coupled full back-to-wall WC with soft-close seat, dual outlet valve with hose, handset and bath filler in Chrome 2. Riviera dual valve, slide rail, handset and hose and 9in Airburst shower head / arm in Chrome, D- shape basin with semi-pedestal, 3-hole basin mixer in Chrome, wall-hung WC with soft-close seat 3. Riviera 580mm Square basin with 580mm Matt Pink vanity unit, 3-tap hole basin mixer in Gold finish, close-coupled open-back WC with cistern and soft-close seat, 3-hole bath filler in Gold finish
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