RANGE REVIEW: KITCHENS & BATHROOMS T
his collaboration marks the largest implementation of Virtual Worlds by any company in the UK and is
already delivering measurable improvements in customer engagement, design capability and trade collaboration. The Bathroom Showroom is part of the award-winning Highbourne Group, which has a brand portfolio that includes some of the sector’s most well-known and respected names, including City Plumbing and PTS. City Plumbing, with over 300 branches and more than 3,000 colleagues, and The Bathroom Showroom, with 290 showrooms nationally, have a unique place in the market, offering a one-stop solution that gives tradespeople confidence in sending their customers for expert service and advice. The rollout of Virtual Worlds
represents a major investment in creating a more
immersive
and efficient customer journey, designed to help trade customers save time, increase sales and deliver exceptional service to their clients. Stephen Smith, Managing Director of Bathrooms, explains the thinking behind the move: “We wanted to align with Cyncly’s forward-looking technology and Virtual Worlds was the obvious choice for the future of bathroom design. The realism of the renders and the intuitive tools are transforming how our showroom teams engage with customers and bring their ideas to life.”
Virtual Worlds
From 2D design to 3D environment The transition from predominantly 2D design to fully interactive 3D design environments required large-scale training and careful change management. Working closely with Cyncly, internal showroom champions were trained to support more than 200 colleagues nationwide. The rollout was completed across all showrooms in just a few weeks, going live in time
combines lifelike 3D bathroom designs with 4D virtual reality
for the key January trading period. With Virtual Worlds, showroom managers can now create highly realistic, compelling 3D designs that bring customers’ visions to life faster and more effectively. This not only supports direct-to-consumer sales but also strengthens The Bathroom Showroom’s way of working by
The Bathroom Showroom is part of the award-winning Highbourne Group
14 DIY WEEK FEBRUARY 2026
partnering with trade professionals, handling the design aspect, saving time and helping them be more profitable. In addition, with The Bathroom Showroom’s fast-paced product development cycle, Virtual Worlds ensures that catalogues are always up to date, allowing teams to access the latest ranges immediately and respond quickly to customer needs. For Cyncly, the project demonstrates how collaboration and tailored implementation can drive transformation at scale. “Our partnership with City Plumbing and The Bathroom Showroom is a great example of how the right technology, supported by the right training, can unlock huge value,” said Ben Roberts, Enterprise Sales Director at Cyncly. “By empowering showroom teams to design in 3D, we’re helping them deliver faster, more confident purchasing
CYNCLY AND HIGHBOURNE GROUP PARTNERSHIP TRANSFORMS SHOWROOM EXPERIENCE NATIONWIDE
Cyncly, the leading global provider of software and content solutions that help design amazing spaces for living, is celebrating the success of its partnership with City Plumbing following the nationwide rollout of its Virtual Worlds 3D design software across The Bathroom Showroom estate.
decisions and a richer experience for trade and retail customers alike. It’s rewarding to see how quickly the teams have embraced the software and how it’s already contributing to stronger trade relationships and increased customer satisfaction.”
Since implementation The Bathroom Showroom has already seen significant early wins. Customers are benefiting from a more engaging and visual design experience, with realistic renders helping them make quicker and more
trade professionals, the service adds value by removing the need to produce their own designs and ensuring their clients receive a seamless, professional experience from consultation to completion. Eye-catching 3D designs are also driving visibility on social media, boosting footfall and online engagement across showrooms nationwide. With Virtual Worlds in place, The Bathroom Showroom is now better positioned to innovate, respond swiftly to market trends and maintain its leadership within the sector.
Smith adds: “The results of the partnership speak for themselves. Our teams have embraced Virtual Worlds and are producing outstanding designs that really capture our customers’ imagination. This investment is already helping us drive stronger trade partnerships and future-proof our showrooms.” The partnership between Cyncly and City Plumbing represents a shared commitment to innovation, operational excellence and customer success. By integrating cutting-edge design technology with trusted trade expertise, both companies are setting a new standard for the bathroom retail and installation sector.
• For more information, please visit
www.cyncly.com
www.diyweek.net
confident decisions. For
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