We investigate how on-trend tap finishes, ease of installation and continued sustainability drive impact tap choice

The Essence basin mixer from Grohe is available in a choice of heights, including XL, and is shown in Brushed Cool Sunrise finish

Regardless of whether the market is prosperous or challenging, retailers have the ability to capitalise on bathroom tap sales.

They can form part of a quick bathroom refresh or a holistic wellness space refurbishment, and  in the current unpredictable market, it seems like both avenues offer sales.

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Marketing manager of Frontline Bathrooms Hayley Bowman points out: “The brassware ranges in our Price Crash promotion have seen a huge uplift…We’ve seen orders increase for our Basin Mono and Bath Filler products, plus budget WC options, which is often a telltale sign of a home having a more affordable glow up.”

Whereas managing director of House of Piccadilly Harry Pashby states: “In the current economy, while some customers may consider quick updates, our products are predominately being purchased as part of overall bathroom redesigns, rather than minor refreshes.”

Either way, accomplished retailers will consider the choice of brassware, recommending brands with on-trend and durable finishes, ease of installation and water efficient flows.

Brushed finishes

In terms of on-trend finishes, there seems to be a consensus over on-trend brassware finishes.

Designed by Antonio Citterio for Axor, Citterio C features this basin mixer with conical body and comes with optional cubic cut handle

Black is still in the mix, as experts suggest it suits a variety of styles, along with the likes of Brushed Brass finish, which provides the additional benefit of concealing fingerprint marks.

However, now making headway in sales at the premium end of the market is Brushed Bronze and the underlying golden and brownish tint of Brushed Nickel.

Aqualla added Brushed Bronze to its Hanna range of brassware at Kbb Birmingham.

National sales manager of Faucets Patrick Gough explains how the fashionable finishes reflect in his company’s sales: “Brass and copper tones continue to be popular, with Meir’s Tiger Bronze and Champagne finishes being standout examples of these classic hues.

“Additionally, we’re seeing a growing demand for Brushed Nickel and Gunmetal, offered as Meir Brushed Nickel and Shadow.”

Putting some statistics to sales, category manager of HiB Robert Pattern points out: “While chrome remains the most popular finish, accounting for 39% of sales, other finishes are quickly catching customer’s attention.

“Brushed Brass has seen a significant surge in recent years, now capturing 30% of the market.Black finishes are also strong, holiding 27% of sales.

“Interestingly the newly launched Brushed Bronze and Gunmetal, in particular, has been notably popular and Bronze is seeing increased repeat purchases, indicating growing customer interest in these newer, unique, finishes.”

Durable design

This focus on colour and metallic finishes, along with ensuring customer receive value for money, see accomplished retailers pay greater attention to the durability of the brassware.

Part of the Meir brassware range, from distributor Faucets, is this Universal Round Curved Spout in Gunmetal

Head of marketing at Roca Group David Bromell considers the finish, commenting: “A durable finish ensures that the product maintains its aesthetic appeal over time, resisting wear and tear, tarnishing and corrosion.

“This longevity is not only attractive to the consumer but also reduces the likelihood of returns or complaints, enhancing the retailers’ reputation.”

For selected coloured brassware, Roca offers PVD or Physical Vapour Deposition, while Meir uses DZR (Dezincification Resistant) brass to avoid corrosion.

Lewis Neathey, leader of product management at Grohe UK, Lixil EMENA states durability also plays an important part in his company’s portfolio: “For our wide range of coloured finish brassware, we use durable PVD technology which is 10 times more scratch resistant than standard processes.”

He also points out the company’s Starlight is three times stronger than a traditional chrome finish.

All of which offers consumers and retailers reassurance, particularly if backed by a warranty.

Ease of installation

Few could argue the importance of durable and timeless aesthetics when selecting taps, with an array of choice from  deck to wall-mounted mixers.

House of Piccadilly Vienna comes in a choice of deck-mounted and wall-mounted basin mixers, two hole bath filler and freestanding bath mixer

However, industry experts agree ease of installation is as significant in specification as the look.

“The appearance of the brassware is essential, aligning with the customer’s desire for exemplary design”, explains Harry Pashby.

He adds: “Equally important is ease of fit, which ensures a smooth installation process and reduces time and effort for both installers and customers.”

And group head of brand and trade marketing at Bathroom Brands Group Richard Ticehurst agrees: “The visual appearance is important as it must alight with current traditional and contemporary design trends, but equally important are the technical aspects, such as water flow and ease of installation.”

Low-flow mixers

And here is perhaps the most recent change in bathroom design and specification, as consumers have become more aware about water and energy use.

Part of the Bathrooms to Love brand is the Pescara Brushed Brass range, available in deck mounted, floorstanding and wall-mounted fillers

It has been helped by manufacturers creating a raft of water-efficient taps, as David Bromell of Roca adds: “Water flow is crucial in the effort to conserve water.

“Therefore Roca basin mixers have been meticulously designed to achieve an optimal flow rate of 5 litres per minute.

“Given that Roca’s product line primarily comprises  low-flow rate mixers, these eco-friendly, water-saving mixers dominate our sales.”

Interestingly, saving water and energy is not just at the cost-conscious bracket of the market.

Sales and marketing director at Dornbracht UK Craig Johnstone remarks: “The recent energy crisis put a new spotlight on water usage and certainly made consumers at all budget levels of the market more switched on to products which use less water.”

He adds: “Consumers who have a reasonable budget to spend on their bathroom brassware will want to see products which offer a reduction in water usage but which are able to maintain a luxury experience.”

But water usage is just one part of making a more sustainable choice, with Dornbracht introducing ReCrafted, selling reconditioned taps in Europe and the UK.

Craig Johnstone adds: “We believe that consumers will start to look for more sustainable options in bathroom design, particularly in terms of circular systems.

“As manufacturers and retailers, it is our job to help consumers see the value in a circular economy.”

Personalised style

So while brassware manufacturers are working hard on delivering stylish aesthetics, easy to fit, durable and sustainable fittings, what will be next for designers and specifiers?

Collaborating with Glass Design, Dornbracht has introduced the MEM mixer in a choice of finishes and with glass handles

Experts agree personalisation in taps will be key.

As part of the Grohe Spa collection, Grohe teamed with Caesarstone to combine a choice of mineral surface with metallic finishes.

Dornbracht introduced collections with Nature Squared, a sustainable brand which uses seashells and eggshells and turns them into handle inlays, as well as Glass Design.

While designer brand from Hansgrohe Axor  offers MyEdition, with a choice of material inlays for its mixers.

And Robert Pattern of HiB says: ”The next big thing in taps is likely to be the increasing demand for unique, textured and personalised finishes.”

So take another look at the humble bathroom tap which not only delivers long-lasting, customisable looks but can help protect the planet too.