BATHS, BASINS & WC’S Alvin Biggs
RAK Ceramics UK
Alvin Biggs, Managing Director of RAK Ceramics UK, was in conversation with BKU’s Matt Broughton.
KU last checked in with RAK Ceramics UK in February of this year. I ask Alvin Biggs how business has been since then in 2025: “We’ve had a busy start to the year and sales have been strong for RAK Ceramics UK,” he tells me. “We had a fantastic time at ISH 2025 in March where we showcased our latest innovations and cutting-edge product developments, and we were delighted to welcome many of our UK customers onto our stand. We also took part in Clerkenwell Design Week again this year, which is always a highlight in our calendar.”
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2025 is a big year for RAK Ceramics UK as it celebrates its 25th anniversary. “As we looked to celebrate our achievements over the last 25 years, we’ve also made moves to strengthen the brand as we look to the future. As you know, back in November we started the process of refreshing and streamlining our distribution strategy by consolidating our operations and strengthening our close partnership with Ideal Bathrooms while maintaining direct distribution of our products. We also made significant investments in our infrastructure and digital services. The implementation of our new distribution strategy
has been really successful, and our customers have welcomed the changes, which are building the foundations for long-term growth and success in the UK market.”
I’m curious as to how RAK Ceramics UK manages to present its vast product range to customers in a coherent way. Alvin explains: “We find that in today’s marketplace, customers are increasingly looking for complete bathrooms from a single brand. It’s something that really sets us apart as we can offer everything from sanitaryware, showering products and brassware to furniture, flushplates, bathtubs and accessories. We’re also the market leading manufacturer of wall, floor and outdoor tiles so we really do offer a one-stop shop solution.”
I ask Alvin what he would pick out as RAK Ceramics UK’s ‘jewel in the crown’: “Without doubt, the ‘jewel in the crown’ for RAK Ceramics UK is our full service offering and comprehensive portfolio. We are a complete lifestyle brand, which is really important to customers who are looking to create cohesive designs throughout the home.”
Alvin tells me that what really sets RAK Ceramics UK apart from other brands is the quality of its products and the ability to offer that complete solution. But it’s not just the breadth of
the offering that’s unique, it’s also the depth, as it covers all sectors of the market. “As well as luxurious, designer products created in collaboration with some of the world’s most celebrated designers, we also offer affordable, entry-level ranges that are big sellers, and this really makes RAK Ceramics UK stand out.” This year 2025 the company has seen the trend for individuality increasingly influencing bathroom design as consumers become more colour confident and embrace texture, with unique finishes becoming more widely specified. The spa-style trend is also still having a huge impact on bathroom design as homeowners look to create serene spaces that promote wellbeing without compromising functionality. Sustainability has been, and always will be, very important to RAK Ceramics UK, as Alvin explains: “We’re committed to being a responsible manufacturer. We are continuously looking at ways in which we can reduce our environmental footprint, whether that be by adopting more eco-friendly manufacturing processes, optimised packaging, lower material use and utilising recyclable materials. Last year alone we saved over 500 tonnes of packaging, which is the equivalent of around 12,000 trees.”
22 BKU JUNE 2025
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