SMART KBB INNOVATIONS Pete Mersh
Thirty Eight Degrees (TED): Laying the Foundations
With awareness of digitally controlled showering still developing, TED Digital is concentrating on education, partnerships and experience-led retail, as Owner Pete Mersh explains to BKU Editor, Matt Broughton.
quietly putting the right structures in place.Owner, Pete Mersh, describes the past year as one centred on fundamentals, with the business concentrating on selecting the right showroom partners and giving them the confidence to sell digital showering effectively. “2025 was a defining year for TEDDigital. It wasn’t about chasing headlines – it was about getting the fundamentals right,” he says, pointing to a programme of showroom onboarding, training and practical selling tools, including point-of-salematerials and display options. Alongside this, the business invested heavily in technical support, introducing clearer installation and user guides online and launching a dedicated YouTube channel aimed at simplifying the fitting process for installers. For Mersh, it was a year of “steady progress, learning, and laying strong foundations for sustainable growth”.
F
or TEDDigital, 2025 was less about bold gestures and more about
That long-term thinking carries directly into 2026. Rather than pursuing rapid expansion, TED Digital’s ambition is rooted in reputation and trust. “Our ambition for 2026 is to become one of the most recognised and trusted names in digital showering in the UK,” Mersh explains, emphasising that growthmust be controlled and partner-led. “Quality of experience, both for the customer
and the retailer, is what will drive everything we do.” At the core of the brand is a clear product proposition. TED Digital specialises in digitally controlled showering, basin and bathing systems that deliver precise, consistent control over temperature, flow and outlets. According to Mersh, the emphasis is firmly on usability rather than complexity. “At the heart of the range is a focus on intuitive technology – systems that are easy to use, reliable in everyday life, and designed to enhance comfort rather than complicate it,” he says. Clean, contemporary design, combined with a focus on safety, efficiency and long-term performance, helps ensure that customers can understand the
benefits when experiencing the products in a showroom setting. Despite growing interest in connected and
digital products across the home, awareness remains one of the sector’s biggest challenges. Mersh acknowledges thatmany consumers simply don’t realise digital showering exists, or how it could improve their daily routines. Drawing a parallel with the early days of boiling-water taps, he notes, “It’s a bit like what happened with Quooker 22 years ago. Back then, the concept of a boiling-water kitchen tap was ahead of its time.” Today, of course, that category is firmly established. “We see a similar path for digital showering: once people experience it and understand what it offers, it becomes an essential, everyday upgrade rather than a luxury or a novelty,” he says. Education, therefore, is central to TED Digital’s strategy. The business works closely with its distribution partners, whom Mersh describes as “incredibly important”, to ensure products are placed in the right physical showrooms. “We only supply through physical showrooms, because we believe digital showering is best sold face-to-face, with expert advice and proper support,” he explains. This approach is supported by clear, honest messaging and practical tools designed to help retailers explain the category with confidence. Looking to the early months of 2026, activity
will focus on strengthening those partnerships further, with increased showroom presence and more hands-on demonstrations. At the same time, TED Digital plans to broaden its product range. “We’re expanding our product range, introducing new options that give customers more choice – from classic, timeless designs to more affordable solutions – while maintaining the quality and reliability TED Digital is known for,” says Mersh, adding that real-world feedback will continue to shape development decisions. Underpinning everything is a deliberate, patient
mindset. “TED Digital isn’t about quick wins or wide distribution for the sake of it,” Mersh concludes. “We’re building a brand that respects the trade, values expertise, and understands that showering is a daily ritual – one that deserves thought, quality, and care.”
30 BKU MARCH 2026
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