UK online retailer of bathroom products and accessories Victoria Plumbing has announced its intention to float on AIM, a market of London Stock Exchange plc, on or around June 22, 2021.

Founder and chief executive officer of Victorian Plumbing Mark Radcliffe

Headquartered in Merseyside, the company was founded in 1999 and has a showroom in Formby, as well as a 109,000sqft warehouse in Skelmersdale.

In addition to its Merseyside HQ, it boasts a digital growth hub in Birmingham City Centre.

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According to Mintel, Victorian Plumbing is now the UK’s leading online specialist bathroom brand by revenue and second largest retailer of bathroom products in the UK with an estimated 14.2% of the bathroom market by revenue in 2020.

Insights from search marketing agency Evolved Search recently estimated the equivalent cost of Victorian Plumbing online traffic through Google ads would be £4.1million a month.

The company offers a range of more than 24,000 products to consumers and trade customers.

Founder and chief executive officer of Victorian Plumbing Mark Radcliffe commented: “Victorian Plumbing is the most recognised online bathroom brand in the UK; we work hard every day to make sure we are providing consumers with the largest choice of quality bathroom products.

“Our approach is industry leading, as evidenced by our substantial and growing market share.

“It’s been a fantastic and eventful journey growing Victorian Plumbing over the past two decades.

“Our early and sustained investment in digital retailing and the advantages that brings has allowed us to make the most of the structural shift in consumers increasingly looking to buy bathroom products online.

“I’m incredibly proud of all of our employees who have built this unique business and, in the process, have developed an incredibly strong, exciting and trusted brand together with a hard-working and innovative culture.

“As we are now the leading online retailer of bathroom products in the UK, it seems the ideal time to join the UK stock market.

“With the deep sector expertise and talent of our senior team members and the fundamental strengths of our proven business model within a growing market, we are excited for the significant growth opportunities that lie ahead for Victorian Plumbing.”