Q INTERVIEWWITHWETWALL UK &A JoanneMailen
Wetwall UK
BKU’sMatt Broughton spoke with JoanneMailen, Product Lead atWetwall UK, about the company’s growing installer andmerchant network, new research into panel usage, product development and the investment planned for 2027.
Can you take us throughWetwall UK's 2026? What have been the key ‘moments’ for the company so far this year? First is our Installer survey, designed to give us better insight into customers habits and perceptions. It’s the first time we’ve gone out at scale to get real, honest, and actionable insights frominstallers on the use of boards. For us, these insights are critical in understanding not just what installers think, but to help informhow we communicate with themand convertmore to usingWetwall. Earlier in the year we released a new joint
system,Wetlock, across ourMermaid PLY range. Wetlock has been designed to deliver the same trusted benefits installers and customers already expect fromWetwall panels, while introducing a new joining profile that provides a smooth, seamless fit. Installers familiar with T&G will instantly recognise this and understand how it comes together. This year has also been about developing
deeper relationships with ourmerchant and trade customers. Particularly, we’ve been growing our network ofmerchants and showrooms which will allow greater coverage and access to products. It’s
off the back of a good year of getting back into events and being part of the conversation.With more coming on board, it’s a great testament to the strength of the brand and the product, and goes to show themarket is reacting to the demand fromhomeowners for high-quality bathroompanels. Linked to the above, we’ve improved regional
presence as well, with a focus on Scotland as a key region.With enhanced service in Scotland, we’ve been able to get closer to our customers there and growWetwall’s presence.
Is there an overarching goal that’s driven the company’s efforts this year? Key is improving our customer intimacy with buying groups andmerchants. By improving our relations there and onboardingmore, we’re improving the coverageWetwall has in the UK. Customer intimacy on the day-to-daymeans getting out into branches, showrooms, talking to staff and understanding the needs of themand their customers, whilemaking sure they’ve got everything they need to sellWetwall to their customers. At a higher level, it’s having better relations with the key decisionmakers and
providing the best quality service through the business. We’ve built a great platformfor our service
levels and now this year has been about getting back out tomarket, shouting about our product and service, and getting customers excited about what’s on the horizon.
What are you focused on right now? Getting closer to our customers, both those who sell our products and those who use them.With a range refresh in 2027, it’s ensuring we’ve laid the groundwork behind the scenes tomake the launch as successful as possible. That includes making sure all ourmerchant and showroom partners have everything they need fromus and are getting the best possible service in line for the new range.
Youmentioned the survey you conducted with installers; can you tell us a bit about the reason behind the survey and take us through some of the key findings? It was about understanding the position of panels in themarket.We are seeingmore demand come through and in order to fully capitalise on it, we need to understand the drivers. It’s also helpful to know what installers and homeowners love about panels so we’re able to better able to develop our range to suit. The biggest takeaway was the prevalence of panels, with almost 99% of those survey using panels and continuing to do so. Interestingly, a lot of demand is being driven by homeowners which is then converting installers to using panels longer term. Speed, unsurprisingly, is a big factor as panels enable users to install far faster against tiling. Demand is growing, 87% of installers have seenmore customers interested in panels. There are some other fascinating stats that have come through, but the crux of it panels are in a great position going forwards and demand is showing no sign of slowing down.
What else can we expect fromyou through the rest of 2026? We’re continuing on the path set out earlier in the year, bolstering our presence in themarket to
6 BKU SEPTEMBER 2026
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