Group marketing director of Bathroom Brands Juan Pillay stated the market had toughened and been “a bit of a tightrope” at the company’s Summer Celebration 2024.

In response to the market, Bathroom Brands has held and cut prices, as part of a “back to basics” campaign focused on product, price, place and promotion.

“We see potential for a long, tougher economic cycle until 2026 when we might see some green shoots”, said Juan Pillay but was hopeful the new government could bring “accelerated change”.

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“It really has been a bit of a tightrope. It’s still a road moving forward but it’s been a bit of a tightrope, as I mix my metaphors.

“We are really clear that any business that has been won has been a little bit harder to win than last year or the year before that.

“Navigating our way through that has required new thinking.”

With a vision to be “internationally recognised as a design-led bathroom interiors company”, Pillay explained product continues to be the lifeblood of the business.

It has seen the company introduce Tambour and Avenue vanity units in its Crosswater range, unveil an 8mm shower collection and extend into bathroom storage niches, all supported by style-led, recyclable consumer brochures designed to appeal to emotions.

Group head of brand and trade marketing Richard Ticehurst  also pointed to the roll-out of Apple Store-inspired POS displays created to “redesign how people experience our products in retail stores”, with QR codes for selected products.

Currently installed in 30 studios in the UK, he reported the POS would be in a  total of 75 store locations by the end of this year.

“We are starting to develop a brand presence that maybe we haven’t had in years gone by”, Ticehurst said, adding the brand has expanded its social media outreach with LinkedIn campaigns.

He also pointed to improving the  ‘find a retailer’ section on its website, prioritising search depending on level of retailer investment.

In a bid to support its retailers, the business has also restructured pricing of its portfolio, holding prices across all its brands in January and lowering prices of key brassware ranges, to remain competitive in the sector.

The company has conducted strategic reviews of its furniture, where Pillay admitted it has been “under fire”, and reduced prices of three of its biggest selling ranges, including multi-million pound turnover Glyde.

The business has also lowered prices of its 6mm showering glass ranges, to allow “breathing space” to create a price proposition of 6mm, 8mm and 10mm options and made “key, strategic changes” in baths “to get to specific price points”.

“By the end of 2024, we would have held prices or decreased strategic prices for 24 months”, stated Pillay and said it was a “supportive” story “because we want to make sure the relative value is right for us and our customers at the right time.”

He explained the focus of the company was on sureity to help retailers plan and of  its ability to play in the sectors, competitively, not just through pricing but through new product and promotions.

Bathroom Brands introduced a free taps promotion for Burlington and the Big Bathroom Sale to celebrate the 25^thanniversary of Crosswater, adding to its traditional Autumn sale, which will be extended by a week.

Pillay stated: “The results have been better than expected. We have created stimulus for us and our partners, something we are very proud of”, and said it would continue to drive stimulus in the market and promote design with its instore POS.