Simplifying bathroom suite specifications with the likes  of retail bundles, may speed up purchasing, which could be important if the economic tightens 

The Solido All-in-One bundle concept from Grohe includes a WC model and installation components in one box and consumers can choose from classic or modern styles, in basic or luxurious budgets

With a declining economy and the biggest increase in borrowing costs in three decades, a need to break through the barriers of bathroom refurbishments may be on the cards.

Making the process simpler to speed up the purchasing decision, and perhaps offering more cost-effective bathroom suites, may help boost business for retailers in what could be tough trading conditions ahead.

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Simplifying choice

With a greater focus on home interiors, than ever before, it has seen a greater variety of bathroom products spanning styles and finishes.

However marketing manager of Harrison Bathrooms Peter Woodward adds: “Too much choice in bathroom design can be overwhelming for consumers.”

He says: “A simplified bathroom offer can work for both the newbuild market and retailers.”

Bathroom collections to create a holistic look for the room are nothing new to aid specification.

Design manager of Abode Paul Ililngworth states: “We offer complete bathroom solutions including basin mixers, bath fillers and showering solutions, as well as matching wastes.”

But manufacturers have also looked to simplify choice across their ranges.

Looking to the use of technology, Grohe provides a Perfect Match online selector to help end users choose complementary ceramics and accessories based on tap choice or vice versa.

Acquabella introduced a virtual tour and 3D planner to help designers create a bathroom with a cohesive look.

While Ideal Standard opted to enhance its customer service and introduced Singular, which provides one point of contact for designers across ceramics, furniture, bathing, showering and accessories to help speed up specification.

Design manager of Abode Paul Ililngworth comments: “Simplicity is coming to the fore as premium brands look to clearly communicate how product families work together to create perfectly co-ordinated bathroom spaces to make both the customer journey and installation process ever more efficient and straightforward.

“Clarity is king so that end users can make quicker decisions and designers can get blueprints underway.”

Retail bundles

And suppliers have looked to further simplify the bathroom design process, with cost-effective bundles.

Expanding its retail offering, Geberit offers two retail bundle product packs – Sigma wall-hung and Delta back-to-wall packages, which include complementary products

Similarly to kitchen sink and tap packs, bathroom manufacturers have created WC packages.

Geberit has introduced WC bundles for the retail market which include the ceramic and flushplate, while Grohe provides an all-in-one pack for WCs, which additionally features a complementary frame.

Paul Bailey, category specialist UK Lixil EMENA explains why the company has chosen to offer a WC package:  “It’s inevitable that consumer demand will be impacted by the rising cost of living, with many consumers likely to be facing significantly reduced disposable income levels, we expect to see many consumers who are looking to renovate to be seeking better value and quality assurance from their product choices and priorising purchases based on affordability above style and trends.

“From this shift in priorities, money-saving bundles and convenience, quality and best value become leading purchasing decisions.”

And simplified suite choice could be good business for retailers too, explains Peter Woodward of Harrison Bathrooms: “Choosing a simplified bathroom suite can lead to higher profit margins by removing all the complexities.”

Suiting all markets

However, this doesn’t mean simplified bathroom suite sales should only be for the cost-effective end of the market.

Designed in collaboration with Palombo Serafini Associati, the i.life bathroom collection from Ideal Standard  is available thorugh its Singular specification project and design service

Peter Woodward of Harrison Bathrooms says: “We don’t believe that simplified bathroom choice should be low, middle or top-end and should be available as standard.”

And export area manager UK for Acquabella Robert Heredia agrees: “We believe the simplified purchase should be universal, and high-end consumers who are looking to remodel their bathroom are not looking for a complicated journey.

“In this context simple does not mean plain, boring or cheap but is part of a design process which can be altogether superior.”

Indeed, Grohe already offers bundles for its premium showers. Paul Bailey adds: “We offer co-ordinated bathroom solutions for simplified choice and installation across our entire portfolio, from matching brassware fittings to Perfect Match Ceramics.

“At the top of our range, our most popular shower model continues to be concealed shower bundles, where consumers receive all-in-one solutions for their shower set.”

Giving back time

But does a pre-designed bathroom pack de-skill, or worse, devalue the role of a bathroom designer?

Paul Illingworth of Abode counters this argument, stating it could become necessary for time pressured consumers: “Given the amount of information consumers are processing every day at work, life and play and the increased mental load we are all experiencing in the light of the global economy, it seems to me that making any aspect of buying a new bathroom suite easier is a wise move regardless of your client’s budget.”

He concludes: “In my experience, the most precious commodity is time and having a ‘done for you’ product selection often proves attractive to consumers who have limited time for browsing and want a distinctive look for their bathroom or ensuite.”