BATHROOMS


Clockwise from above: Coram Stylus Pivot Panel, Lakes Bathrooms’ Island Collection, the Mira Mode dual shower.


towards their bathroom as a comfortable sanctuary to relax in. They are looking for luxury and longevity.”


“Homeowners are researching what’s available online and completing their shopping in a showroom where, having done the preliminaries, they are now ready to buy. A showroom allows customers to see, touch and experience the quality of the details, ask critical questions, look at the way products are displayed for inspiration and signs of how well the product is lasting under showroom wear and tear.” Tattam continues.


“The big change is that our expectations of showrooms have risen. We really want to see, choose and be able to run our hands over products. The quality of demonstration and explanation is critical. That’s why Lakes will be putting more investment into merchants and bathroom stockist staff training and in how products are displayed. Selling effectively is a partnership between supplier, stockist and installer. The more the chain works as a selling team, the better they sell.”


“A pressing issue at the moment is the duty tariff changes that may arise from Brexit negotiations. We wait with baited breath, as any increases would be a direct hit to our bottom line. I think the market generally is expecting prices to go up as a result of Brexit on Sterling and on general inflation.”


Yet Lakes is looking to the future with its latest products. “We are in the middle of a major wide-ranging review of new product


development. We’ll be launching the first new products arising from that review in the Autumn. It’s a two-part launch with the second part launching in 2019. To some extent it fills a gap in our range, but, more significantly, we have some exciting new enhancements to our frameless range that merchants and their installer customers will love. It’s too soon to announce our plans in detail, but I can say that Lakes is working on some very exciting new developments for merchants, to bring new business to merchants and bathroom stockists while also helping them sell more at more attractive margins.”


Space maximisation


“The bathroom sector is one that’s awakening. Perhaps that’s not a surprise given the important role enclosures play in the effective use of space. Lakes believe the market will become more high-profile and will rationalise down to a more sustainable number of brands that provide stockists with the support they need to develop the market and grow profitably. Developing the market is what leading brands do. We are going through an exciting transition driven by fact-based marketing. We commissioned this independent research to benchmark ourselves against the best in the market so we could learn and put together a strategy and support package to help merchants and bathroom stockists grow and take full advantage of the exciting opportunity.”


Mira Showers are taking the futuristic road in the design of their products. Digital showers are the latest innovation in shower design and technology, offering styling minimalist design with attractive features such as precise temperature control, to within a degree. Mira’s


August 2018 www.buildersmerchantsjournal.net 29


digital shower range includes the new Mode, Platinum and Vision.


“Another key trend,” explains Craig Baker, deputy managing director of Mira Showers ”Is wet rooms, with more and more households looking at it as an option both from a practical and aesthetic perspective.”


“The trend towards digital showers is the latest innovation in the world of smart living where every aspect of our daily lives is benefitting from digital innovations. Generation Z, also known as the digital generation, are the home buyers of the future. Smart homes are becoming more and more desirable, and as the digital generation starts to look at buying a home, this trend will only increase.”


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