BATHROOMFURNITURE Richard Sloan
Frombathroomfurniture to UK growth
Richard Sloan, Chief Executive Officer at SONAS Bathrooms, shares his insight into the growing popularity of pill-shaped sanitaryware and bathroomproducts.
to see strong growth in theUK since launching in themarket in 2023, and the biggestmilestone for us this year is the opening of our newdistribution centre in Redditch this summer. It’s a big investment in the UK and reflects how
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much our business has grown, with a 125% compound annual growth rate over our first three years andmore than 500 retail partners now working with SONAS. Themain focus for us has been building a
strong, long-termpresence in the UK andmaking sure we have the right infrastructure to support our customers as we grow.Our new distribution centre will bring our stock closer to customers, improve reliability and help us offer deliveries within 24 hours. For the rest of 2026 and into 2027, our
priority is really about building on the progress we’vemade, strengthening our relationships with customers and continuing to establish SONAS as a leading bathroommanufacturer in the UKmarket. As we continue to grow our presence in the
UK, we’re also keeping a close eye on the design trends shaping the
bathroommarket.One trend that has really gathered pace is themove towards
026 has been a really exciting year for SONAS Bathrooms.We’ve continued
softer,more rounded forms, with the pill-shape becoming increasingly popular. Launched in 2025, SONAS’ LIVING collection
introduced a versatile,modern bathroom collection characterised by pill-shaped lines and a refined colour palette,made up of five carefully curated shades: GlossWhite, City Stone,Metro Blaze, Parkland and Riverside. The collection has continued to evolve, with
the pill-shaped design now carried across wall hung vanity units, sanitaryware,mirrors, basins, taps and flush plates, allowing retailers and designers to create a coordinated look throughout the bathroom. For September 2026, SONAS is extending the
LIVING Collection further with the introduction of LIVING Shower Doors. Featuring aminimalist 22–25mmframe and standing 2000mmhigh, the doors are available in five contemporary finishes, with Easy Clean 8mmglass and a pill-shaped handle that carries the collection’s signature shape through to the showering space. The ETERNA illuminatedmirror is another
example of the pill shape within the LIVING Collection. Its elongated silhouette is complemented by LED lighting, adjustable colour temperatures and an integrated demister pad, combining the collection’s signature styling with practical functionality.
This soft, rounded formflows throughmirrors,
basins, taps, and flush plates, bringing a sense of calm, balance, and continuity to your space. It’s subtle, elegant, and quietly confident—a design that feels as good as it looks. Richard Sloan, Chief ExecutiveOfficer at
SONAS Bathrooms, shares his insight into the growing popularity of pill-shaped sanitaryware and bathroomproducts: “The pill shape has become one of the defining
forms inmodern bathroomdesign because it strikes a rare balance between structure and softness. Sitting between a rectangle and a circle, it combines the practicality and architectural order of straight lines with the comfort and calmness of curves. That balancemakes products feel refined without feeling cold, and soft without losing precision. “Thismatters because bathrooms today are
expected to delivermore than function alone. They are spaces connected to wellbeing, routine and retreat. The pill shape naturally supports that shift. It softens hardmaterials, reduces visual harshness and creates a gentler flow within the room, while stillmaintaining a clean, contemporary aesthetic. Inmany ways, its popularity reflects a broadermove in interior design toward spaces that feel emotionally calming as well as thoughtfully resolved.”
24 BKU SEPTEMBER 2026
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