BATHROOMFURNITURE
Building flexibility into the bathroom
Richard Fitzmaurice 2
026 has already been a significant year for JT Ellis, with the company
expanding its furniture offering and introducing one of its biggest modular launches to date. Richard explains that the focus has been on giving retailers more freedom when creating bathroom schemes. “The expansion of our bathroom furniture
range has been a major driver this year, particularly with our new modular collection,” says Richard. “We can now offer retailers any of our 80-plus colours with any basin combination, which gives showrooms much more flexibility when creating individual bathroom solutions.” The company has also strengthened its sales
operation, with a focus on developing relationships with new showroom partners who share its approach. “Our ambition is to keep growing our retailer
base while helping our partners stand out,” Richard adds. “We’ve invested in products and services that offer greater choice, stronger margins and real exclusivity, while still maintaining the lead times, pricing stability and service levels associated with UK manufacturing.”
A major modular launch The latest furniture development represents a major milestone for JT Ellis, with the Stretton range leading the collection. The handleless design is available in 21 contemporary colours and has already generated strong interest among retailers and consumers. “Stretton has been a really important launch for
us,” Richard explains. “The response has been extremely positive, and we’re already seeing displays installed in showrooms across the UK.” Alongside the new range, JT Ellis has introduced
a 350mm-deep shallow furniture option to sit alongside its existing 455mm collection, helping retailers create solutions for smaller bathrooms without compromising on design. The wider launch includes new basins,
WC units with integrated tops to simplify installation, and a cloakroom unit designed for compact spaces. “Personalisation is becoming increasingly
important, and retailers want the ability to create project-specific solutions rather than simply choosing from standard combinations,” says
20 BKU JULY 2026
BKU Editor Matt Broughton speaks with JT Ellis Head of Sales & Marketing Retail & OEM, Richard Fitzmaurice, about the company’s latest modular furniture launch, retailer-only approach, British manufacturing and creating greater flexibility for bathroom design.
Richard. “Our variable modular units mean Ellis furniture can work with virtually any basin, and with bespoke sizing and 80 colour choices, the design possibilities are greater than ever.”
Protecting the showroom model JT Ellis continues to operate a retail-only model, choosing not to sell online in order to support independent showrooms. “We don’t sell online, and that protects our
retail partners from internet price-cutting and margin erosion,” Richard explains. “It gives showrooms confidence that they’re investing in products that won’t simply appear online at discounted prices.” While this approach means the brand does not
follow a high-volume online strategy, Richard believes it strengthens long-term relationships with retailers.
Responding to trends Colour and personalisation continue to influence product development, with Richard highlighting changing preferences among consumers. “Green continues to be extremely popular, but
we are also seeing red tones slowly making a return,” he says. “More broadly, customers are looking for products that feel personal and tailored to their homes.”
Sustainability also remains a key consideration,
with British manufacturing playing an important role. “Being a UK manufacturer means we
significantly reduce the transport impact associated with imported products,” Richard explains. “We’re also FSC accredited, ensuring responsible sourcing of timber-based materials, while our made-to-size approach helps minimise waste.”
Looking ahead For the remainder of 2026, JT Ellis will continue developing its modular platform while supporting retailers with reliable supply and design flexibility. “We’ll keep expanding the options available to
retailers, with a focus on innovation, flexibility and supporting our partners with dependable lead times and British-made quality,” says Richard. The company is also exploring future
opportunities beyond its current bathroom offering, with further developments potentially on the horizon. “We’re always looking at ways to bring more
value to our retail partners,” Richard concludes. “We’re also exploring how we might bring our wider kitchen expertise to them — but that’s a conversation for another day.”
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