BATHROOMS
NAVIGATING CUSTOMER CHOICE How can merchants maximise sales in an increasingly dynamic and
competitive bathroom renovation sector? A
s people in the UK continue to spend more time at home, the desire to create warm, cosy and inviting spaces is set to evolve
further and become more refined during the next few years.
That’s according to Kim Cooper, head of marketing and product and distributor PJH. She says: “In the bathroom, this translates into a growing preference for spa-inspired spaces that promote well-being and relaxation. Luxury, opulence and sophistication remain key influences in bathroom design – and for all market levels too. Alongside this, the demand for more personalised aesthetics is becoming increasingly prominent. Customers are seeking bespoke designs that showcase standout features or striking statement pieces, allowing them to express their individuality.” Colours, textures, shapes and a mix of materials are becoming increasingly important across all aspects of bathroom design. Nature- inspired spaces continue to influence product design – transporting elements of the outside world into our homes, fostering a sense of calm and relaxation. Cooper says: “Think woodgrains, earthy muted shades, pastel colours and plenty of contrasting textures. Our Bathrooms2GO Cosmos wall-hung furniture range (pictured here) is finished in a flawless Matt Latte shade and looks stunning in combination with the clean white basin and brushed brass accessories.”
In addition, richer and more opulent colours such as darker shades of green, indigo blues and charcoal greys are also proving extremely popular. She adds that furniture is a great way to inject colour into the bathroom. “Gone are the days of the all-white clinical bathroom so this is good news for merchants’ showrooms.“ PJH has noticed an increasing trend towards fluted design, which is increasingly influencing
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design movement to watch as it continues to influence bathroom product design. Cooper adds: “Incorporating textured or ribbed finishes adds depth to spaces presenting a timeless decorative element capable of complementing many styles. From soft fluted enclosure glass (as shown here with our Bathrooms to Love Iconix Fluted Wetroom panels), to fluted furniture fascias, washbowls and baths, this tactile finish adds a touch of visual interest, perhaps even a statement piece in the room.”
Storage solutions
Bathroom furniture is one of the most exciting product groups in the sector, as design innovation continues to evolve. Clever storage solutions combined with eye catching aesthetics makes it easy to personalise bathroom spaces, where colour, finish, texture and the use of contrasting materials are key. Customers aspire to bespoke designs that showcase standout features, reflecting their individuality, such as statement vanity units and vessel basins.
Cooper says: “Choosing fitted furniture is one of the best ways to maximise storage space in a compact or awkwardly shaped bathroom – as the less bathroom clutter on
show, the more spacious and efficient a small space can become. Fitted bathroom furniture is all about creating storage whilst offering total flexibility in layout and design. With so many styles to choose from, it sets a design theme, uniting all parts of the bathroom. Fitted units allow installers to create tailor- made space-saving solutions for the smallest of rooms by mixing and matching different floor and wall units for a flush and seamless appearance – and great storage capacity.” The latest fitted furniture, such as PJH’s Bathrooms2GO Venosa range works for compact bathrooms with its small footprint and short projection. This 900mm floor- standing unit features an integrated basin with worktop, a storage cabinet beneath and a connected housing area for a concealed cistern and back-to-wall WC.
Coordinate finishes Cooper says that matching metallic tones continues to filter throughout all bathroom categories, such as brassware, showering, enclosures, radiators, mirrors, lighting and even wastes – making it easy to style products together. £In addition to chrome, finishes such as matt black, brushed brass and brushed bronze, can be coordinated throughout bathroom schemes, helping to create an inspired, upmarket look. Many new brushed metallic finishes complement crisp white ceramics, colours and natural finishes perfectly. This also allows homeowners to create more personalised bathroom designs,” she says.
With customers becoming increasingly discerning when it comes to bathroom design, ensuring merchants offer regularly updated, on-trend bathroom products, as well as refreshing showroom spaces often, will help boost bathroom sales. BMJ
www.buildersmerchantsjournal.net May 2025
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