BATHS, BASINS & WC’S Richard Sloan
SONAS builds momentum in the UK
BKU Editor Matt Broughton speaks with SONAS Bathrooms CEO Richard Sloan about UK expansion, new collections and the company’s continued investment in customer experience.
underway across the UK, SONAS Bathrooms is continuing to strengthen its position through improved service, design-led collections and a focus on making life easier for retailers, installers and specifiers alike. The first quarter of 2026 delivered a strong
W
start for SONAS Bathrooms, with the business outperforming a challenging wider market. “Sales were up 11% year on year, against a
market that has remained flat and challenging,” Richard explains. “For us, that says something important. Customers are responding to the brand, but also to the way SONAS is approaching themarket.” The company’s wider strategy for the year
centres around simplifying the customer journey across every touchpoint. “We want to take friction out of the customer experience,” says Richard. “That means making SONAS easier to reach, easier to specify, easier to buy from and easier to work with.” To support that ambition, SONAS has continued investing heavily in its UK infrastructure and sales operation, including expanding its UK sales team and preparing to open a new UK Distribution Centre in Redditch later this year. “We have added four Retail Sales Managers in
the UK, bringing the total to eight,” Richard says. “We are also preparing to open our UK Distribution Centre in Redditch in the second half of the year, while making our products available through Virtual Worlds.” The new distribution
facility remains one of the company’s biggest priorities heading into the second half of the year. “For customers, that should mean quicker access to product, improved turnaround times and a more dependable service experience across the UK,” Richard explains.
ith sales growing in a difficult market andmajor investment
SONAS is also increasing its visibility within the
installer market, with the business preparing to exhibit at InstallerSHOW for the first time. “That is an important step for us, because installers are central to how our products are designed,” Richard says. “Our Technical Director, Gavin McGarry, is an installer by trade, so he brings practical site experience as well as manufacturing knowledge.” The company’s SONAS Select trade brand will
also be showcased at the event for the first time. Specification growth is another major area of
focus, supported by the appointment of Dave Larreta as UK Strategic Growth Director. “Dave is an experienced industry hire with 20 years in the sector, and his role will focus on high-impact customers and specification opportunities,” Richard explains. On the product side, Richard highlights the company’s LIVING Collection as a strong example of its ‘Assured by Design’ philosophy. “The LIVING Collection is about making bathroom choices easier for retailers, designers and homeowners,” he says. “It has been designed for everyday living, with a soft pill-shaped design language that creates a calm and consistent look across the space.” The collection brings together multiple product categories into one coordinated offering, helping simplify the specification process. “For consumers, it keeps choice easy with five curated colours
across furniture and sanitaryware,” Richard says. “For retailers and designers, the collection is easy to display, easy to explain and easy to specify.” Alongside this, the REED Collection introduces
a more tactile and nature-inspired aesthetic. “Where LIVING is about coordination and clarity, REED is about texture, movement and warmth,” Richard explains. “The fluted detail reflects the feeling of reeds by a lake and gives the range a soft, textured identity.” A key addition to the collection is the new Stillwater Alder finish. “Wood finishes are re-emerging strongly in bathroom design,” says Richard. “Customers are looking for spaces that feel warmer, softer and more connected to nature.” Looking ahead, Richard says customers will
begin to see the impact of SONAS’ recent investment strategy more clearly across the remainder of the year. “A major focus will be optimising the new UK Distribution Centre and building the service offer around it, with stronger availability, faster turnarounds, next-day capability and a continued focus on on-time-in-full performance.” New product launches are also planned from September onwards. “Product vitality is one of the key measures we track,” Richard explains. “Our Product Vitality Rate is above 30%, which reflects our commitment to keeping the SONAS range current, relevant and closely aligned with market trends and customer demand.” Sustainability also continues to shape
REED 80cm Countertop Unit in Stillwater Alder
the business at both operational and product level. “Sustainability is a core value for SONAS, but we see it as something that must show up in practical decisions,” Richard says. The company currently holds EcoVadis Committed recognition, while its products carry certifications including EPD and Unified Water Label approvals. The new Redditch facility has also been designed with sustainability in mind, featuring “an EPC A rating, BREEAM Excellent rating, PV panels, rainwater harvesting, LED lighting, EV charging points and cycle spaces.”
28 BKU JUNE 2026
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 |
Page 49 |
Page 50 |
Page 51 |
Page 52
