CLASSIC & TRADITIONAL STYLES Jeevan Seth
JTP
BKU’s Matt Broughton spoke with JTP CEO, Jeevan Seth, about the company’s impressive year of growth, its renewed commercial focus, and the long-term strategy behind its steady expansion.
bathroom brand reporting significant growth and a renewed energy across every aspect of the business. “We’re pleased to report strong business performance for 2025,” says Jeevan Seth, CEO of JTP. “With a 20% year-on-year growth increase, we attribute our success to launching the right products and expanding into previously untapped showrooms and commercial partnerships. While some major brands reported a slowdown, we have focused on broadening ourmarket reach, particularly within the contractor and developer sectors. Recent wins on large-scale commercial and residential projects have opened up new territories, and backed by ongoing reinvestment in the business, we are on a positive trajectory as we head towards the end of the year.”
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Intentional growth Jeevan describes the company’s 2025 strategy as one driven by focus and purpose rather than scale for its own sake. “The driving force behind our strategy in 2025
has been about intentional growth,” he explains. “Rather than chasing scale for the sake of it, we’ve focused on expanding in ways that add long-term value – strengthening our presence in underrepresented sectors, entering new showrooms with care, and building the right commercial partnerships. A key part of this has been refining our product offering to meet the evolving needs of both residential and commercial clients. It’s been less about reacting to the market and more about confidently steering our own course.” This disciplined approach has positioned JTP as
a trusted partner for both retailers and developers, with a growing footprint in the contract and project sector, where quality and reliability are paramount.
The Grosvenor Collection Among the year’s highlights is renewed attention for one of JTP’s most enduring product lines – the Grosvenor Collection. “The Grosvenor Collection continues to resonate with customers who value timeless design,” says Jeevan. “It’s a range that bridges traditional aesthetics with modern functionality, which explains its enduring popularity.
34 BKU DECEMBER 2025
025 has been an excellent year for JTP, with the London-based
We like to revisit the collection regularly to spotlight its relevance in today’s interiors, especially as we see a growing appetite for classic, heritage- inspired styling across both residential and commercial projects. It’s a great reminder that not every innovation needs to be brand new – sometimes, longevity speaks volumes.” Today’s bathroom customers are increasingly design-led, expecting consistency across every element of their space. “It’s more important than ever,” Jeevan says. “Today’s customers, whether homeowners, designers or developers, are looking for a complete, considered look, not just individual pieces. A cohesive bathroom solution streamlines decision-making, ensures design consistency, and ultimately delivers a better end result. From a brand perspective, it also allows us to showcase how our collections work together, with finishes, forms and functionalities all aligned to create a unified space. People aren’t just buying taps or showers anymore; they’re investing in a design vision. And it’s our role tomake that vision easy to achieve.”
Sustainability and responsibility Environmental responsibility is another key focus for JTP as it evolves. “Sustainability is an important consideration for us and for the wider industry,” Jeevan notes. “We’re continually looking at how we canmake responsible choices across different
areas of the business – from product development to operations. One of the key ways we contribute is by designing products built for longevity, both in terms of quality and timeless design, which naturally supports a more sustainable approach.We’re committed to making improvements where we can and staying mindful of our environmental impact as we continue to grow.”
Expanding horizons The next 12 months promise to be equally dynamic, with JTP preparing for amajor warehouse expansion and new product introductions. “While we can’t share specifics just yet, we’re planning a new launch, which we’re very excited about,” Jeevan reveals. “With a 40,000 sq. ft warehouse in West London, we are investing in further expansion through the installation of advanced racking systems. The upgrade will increase storage capacity by an additional 800 pallets, enabling the company to hold more stock and support its ongoing growth and future scalability. With the opening of our new warehouse showroom, we’ll be able to offer both trade professionals and consumers the opportunity to experience JTP’s high-quality design up close.”
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