SHOWERS, TRAYS & ENCLOSURES Jo Edwards
Building momentum through partnership and practical innovation
BKU Editor Matt Broughton speaks with Jo Edwards, Sales Director, UK Showering Division at Sanbra Ltd, about a strong start to 2026 for Flair, the importance of supporting the trade, and what’s next for the brand.
he first quarter of 2026 has set a confident tone for Flair, with Jo highlighting a period defined by growth and strengthened partnerships. “The first quarter of 2026 has been a strong one for Flair,” she says, pointing to new agreements with The Independent Plumbing Group (IPG) and the Plumbing Heating Group (PHG) as key milestones. “Their members now have access to our installer-friendly Flair PRO Collections and our premium Harmony Collections,” she explains. “Joining both buying groups is a real marker of the momentum we’ve built in the UK. It reflects the trust we’re earning with merchants.” Alongside these partnerships, product development has remained a priority. Responding to the rise in compact living spaces, Flair introduced BABY AYO, a reduced-height solution within its Harmony Collections. “At 1800 mm high, it’s designed specifically for lower ceilings and tighter spaces, without compromising on design or performance,” Jo says. “It gives our trade partners more flexibility when planning layouts, which is exactly what they’ve been asking for.”
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Supporting retailers and installers continues to sit at the heart of the business. Rather than a single initiative, Jo describes a broad, joined-up approach. “We provide printed and digital brochures, a wide library of lifestyle and product imagery, and videos that bring our testing and design processes to life,” she says. “These tools help build customer confidence, even when a physical display isn’t available.”
That support extends in-store too, with point-of-sale materials designed to present collections clearly, while training remains a major focus. “We offer product and installation training for retailers, merchants and their installer networks, including hands-on sessions for our Click Fit and Click Fit PRO systems,” she explains. A major step forward in this area came with the opening of Flair’s Visitor Centre in Santry, Dublin. “Visitors can explore our full collections in showroom zones and see how the products perform in real settings,” Jo says. “The testing area, in particular, always sparks conversation and really demonstrates why we stand behind our 20-year warranties.”
To reach partners more directly, Flair has also taken its training on the road. “Our Flair PRO
mobile showroom travels across the UK, giving merchants and installers the chance to try the Click Fit PRO assembly system for themselves,” she notes. “It’s one of the most effective ways to show how quick, safe and straightforward installation can be.”
Ease of installation is a clear theme across the brand’s innovation. Jo highlights how systems have evolved: “Traditional installations used to be a two-person job, relying on lots of screws and two tradespeople to hold everything in place. Our systems change that, offering a simple, screw-free assembly that one installer can handle with ease.”
Education is another area where Flair is investing, particularly for those new to the industry. “We’ve created an introductory Training Manual… designed to give new starters a solid foundation and help them feel confident from day one,” she adds.
Looking at the wider picture for 2026, Jo is clear about the company’s direction. “Our focus remains consistent: strengthening distribution across the UK while ensuring our product portfolio meets the needs of retailers, installers and end-users,” she says. “Ultimately, we want Flair to be the brand that UK retailers and installers choose – and confidently recommend.” As the year progresses, that commitment will continue to centre on both product and partner support. “We’ll continue expanding the support we offer, with more tools designed to help retailers and installers simplify the buying journey,” Jo concludes. “Our trade partners play a huge role in our success, and we’re committed to helping them deliver great results for their customers.”
24 BKU MAY 2026
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