BATHROOMS, SHOWERS & KITCHENS SANIFLO SPRINGS FORWARD


BMJ fired some questions at Dave Cook, managing director of bathroom equipment supplier Saniflo to find out what the company has instore for this year.


BMJ: What’s the latest news from Saniflo? Dave Cook: From 5 May 2026, SFA Saniflo UK will be operating from Unit 2, Watford Logistics Hub, 1 Clive Way, Watford, Hertfordshire WD24 4PX. The new office is on the same industrial estate and within walking distance of the existing premises. The new site gives us more space to increase our stockholding; an extra 10,000 sq ft of warehouse, which means better stock availability for the trade, and we also have space for a larger showroom and a purpose- built training facility. With the new training centre we will be able to better support our customers through training on the installation, maintenance and servicing of our products.


BMJ: Who will you be training there? DC: Primarily installers and merchants, but also retailers and specification partners. The focus is hands-on and practical, so, how to install, how to maintain, how to sell with confidence. The people who specify and fit our products are our best advocates, and we want to equip them properly. Training has always been part of what we do, but we made it work around the constraints of the old space. The new facility is purpose-built so we can run structured programmes, take more people through at once, and do it consistently.


BMJ: What is happening in the bathroom industry at the moment? DC: Installers are under real-time pressure as every hour on site costs money, so products that can be installed quickly and reliably are sought after. At the same time, homeowners have more design awareness than ever. They’ve seen what a well-specified bathroom looks like, from staying in boutique hotels and accommodation. Walk-in showers, statement wall panels, and low-level trays, for example, becoming the standard expectation.


BMJ: What changes are you making? DC: We’re broadening what we do. Saniflo has always been known for wastewater solutions, but with the Clear Water range launched last summer, we moved into full


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We’re not immune to the pressures affecting the whole sector, including materials, energy, and logistics costs, which have all risen. But the value conversation is bigger than the price point. A product that saves two hours on site is worth more to an installer than a cheaper alternative that doesn’t. That’s the case we make, and merchants who understand it can make it to their customers too.


water management. The new Saniboost Smart, a variable-speed booster pump for mains-fed systems, is a good example of how we have updated our range from grey and black waste to moving clear water. On the Kinedo side, we’re adding new Kinewall designs to our innovative range of shower panels and we refreshed our the walk-in range of showers last year with some outstanding glass designs and options – offering bolder choices to design conscious consumers. The thread running through all of it is the same: better availability, easier installation and maintenance, and more choice. Across the industry, the direction is the same with fewer separate products and more complete solutions requiring less time on site, and giving less margin for error. Sustainability is no longer a nice-to-have; it’s written into regulation and increasingly into what specifiers are asking for. Companies that are set up to answer all three of those pressures together are the ones that will grow.


BMJ: So, what’s new? DC: The Saniboost Smart is probably the standout new arrival. It’s a variable-speed mains booster pump that addresses a genuine problem in properties with poor water pressure. On the Kinedo side, as well as further Kinewall designs, we introduced the Kinediva shower tray, featuring a modern design and a unique lateral water flow that ensures efficient drainage. This designer tray with extra-flat waste cover is easy to cut and customise to a specific space. It is offered in a range of colours including a stand-out blue version that can be matched to a number of Kinewall panels for a real design statement.


BMJ: What are you doing to market sustainable products to merchants? DC: We take sustainability seriously and, in 2024, received the EcoVadis Bronze Medal Award, which is the world’s most reliable corporate sustainability evaluator. This result places the SFA Group among the top 35% of companies assessed by EcoVadis. The EcoVadis evaluation is based on international sustainability criteria, such as GRI (Global Reporting Initiative) standards, the United Nations Global Compact, and ISO 26000 standards, covering over 200 categories of contributions across more than 160 countries. We don’t lead with “sustainability” as a headline. We lead with performance. But the two are connected. Products designed to use less water, last longer and install faster have a lower environmental footprint by definition.


BMJ: How can merchants make more money in this sector? DC: Products that save installers time, reduce snagging and offer a premium finish create clear opportunities for margin growth. The Kinedo range of shower cubicles and Kinewall wall panels are great examples. The best merchants know their products well and can have a proper technical conversation with an installer. But the category is moving fast, and it’s hard to keep up across everything. Where we see the gap most is in solution-based selling, moving from “here’s the product” to “here’s the answer to your problem”.


BMJ: What effect is government legislation having? DC: It’s significant. The Future Homes Standard is pushing the whole sector on water efficiency and sustainability, and accessibility requirements are becoming more embedded in specification decisions, not just in social


www.buildersmerchantsjournal.net May 2026


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