Q&A
INTERVIEWWITH FITZROY & LONDON Bradley Culmer
Q&A Fitzroy of London
BKU’s Matt Broughton spoke to Bradley Culmer, Business Development Director, Fitzroy of London.
Matt: You recently rebranded NYMAS Group as Fitzroy of London (a popular existing bathroom brand). Can you tell us a little about the decision to rebrand under this name? Bradley: The decision to rebrand as Fitzroy of London was driven by our commitment to delivering exceptional quality and service to our customers. The Fitzroy of London brand already existed within NYMAS Group, with a reputation in the market as a trusted brand associated with
innovative, elegant bathroom solutions. By consolidating the two brands we wanted to unify our identity under one name, to streamline our operations and focus, simplify our messaging, and position ourselves as a single, cohesive brand that speaks directly to our core values of inspirational design, meticulous quality and exemplary service. This move allows us to leverage Fitzroy’s established reputation while setting a clear path for growth and innovation.
Matt: How important do you think brand awareness is for customers? To what degree do they look beyond the product to the company? Bradley: Brand awareness plays a critical role in customer decision-making, especially in our industry. While the product itself is always central - its functionality, design, and reliability - customers increasingly look beyond the product to the ethos and credibility of the company behind it. They want to trust that their supplier shares their values, whether it’s a focus on creativity, sustainability, innovation, or customer care. Fitzroy of London aims to embody these qualities, so when customers choose us, they’re confident in both the product and the partnership.
“
Our main goal for 2025 is to solidify Fitzroy of London’s position as the go-to brand for accessible bathroom solutions across all sectors
Matt: Could you sum up the last year for us? What were the key moments for the company in 2024? Bradley: 2024 has been a transformative year for Fitzroy of London. The rebrand itself was a major milestone, uniting our legacy as NYMAS with the premium quality associated with Fitzroy of London. Another highlight was the launch of our three new ranges - PRO, STYLE, and SIGNATURE - which represent the evolution of our product offering. Additionally, we’ve invested in a new website and CRM that will enhance the customer journey and make it easier to explore our ranges and services. It’s been a year of laying solid foundations for the future.
Matt: Can you tell us a little about those three aforementioned ranges? Bradley: Certainly! Firstly, it’s important to point out that the rebrand does not mean that we have moved away from our NYMAS products. Our existing products remain the same but have been carefully curated into ranges and collections, designed with specific customer needs in mind:
PRO: An essentials range. Focused on high-performance solutions, this range is tailored for commercial and assisted living settings where durability and compliance are key.
6 BKU JANUARY 2025
“
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48
