High fashion aesthetics married with a demand for well-being is driving interest in concealed showers, at most levels of the market

Inspired by social media, style-savvy consumers are increasingly seeking spa-like bathrooms for their next project.

Houzz has noted a 37% uptick in the search term “spa bathrooms”, according to its Emerging Summer Trends Report.

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And this has been reflected in shower design, with growing interest in concealed models to create a sleek, stylish environment and offer a premium experience.

Growth of sales

Leader of product management Lixil EMEA and Grohe UK Lewis Neathey points out the popularity of concealed showers: “Shower sales have evolved significantly in recent years, with a growing trend towards concealed showers as consumers and designers favour minimalist, streamlined designs that enhance the overall use and aesthetic of the bathroom.”

Simplifying concealed showers installation, the House of Piccadilly HOP Box is available for a choice of outlets and features a built-in spirit level

“This shift reflects the increasing importance of bathrooms as wellness spaces, promoting investments in high-quality, concealed fittings for a spa-like experience at home”, he adds

While marketing director of Sonas Bathrooms, Louise Murphy, offers statistics on sales: “Our current sales of concealed showers account for approximately 25% of all shower sales, with some regions reporting higher numbers than others.”

Simplifying installation

With pipework fitted behind the wall, concealed showers have more complex installation than exposed counterparts.

The Grohe Rapido shower frame features preassembled, tested, components and has been designed to suit a variety of wall constructions.

However, manufacturers have worked hard to simplify the fitting of concealed showers, meaning less time on site.

It has seen installation boxes for one, two or three water outlets, with built-in spirit levels for alignment, and behind-the-wall products have developed further with pre-assembled components including mixer water pipes, and adjustability for wall depth.

So while, historically, fitting of the concealed shower has been a higher price to reflect the time and skills require for installation, with products simplifying the process, it could make them more cost-effective and widening sales opportunities.

Certainly that’s the view of Louise Murphy of Sonas Bathrooms who adds: “Streamlining the installation process could lower overall costs, making concealed showers more accessible to a broader audience. This evolution may lead to a rise in mid-range installations.”

Maximising space

Concealed showers could be particularly useful for designers to maximise space in small areas, where the structure allows for scribing rather than building out.

Alita Thermostatic two outlet shower, from Sonas Bathrooms, combines overhead and handshower,

While often associated with expansive spaces, concealed models could be considered for over-the-bath situations to optimise the showering areas.

In fact, product manager of Abode David Boddy states space-saving could be the key for growing the market for concealed showers.

He explains: “Given the need to maximise space in the home, I think it would make sense for concealing showering to become the default option in the new build market over time, as a streamlined look is both appealing and ergonomic.”

Popular options

So for retailers or designers looking to maximise on concealed showers, whether serving the newbuild or refurbishment market, Lewis Neatlhy of Grohe highlights the most popular models.

Reflecting the trend for multifunction spray heads, Solos offers a handspray and overhead shower with integrated LED light and concealed valve

He comments: “The combination of overhead rain showers and hand showers continue to dominate as the most popular configurations for concealed systems.”

And Yiota Toumba, senior designer at Ideal Standard UK, agrees: “One thing is clear, combinations of overhead showers with hand showers and optional bath filling using a three-way valve are still king.”

Interestingly, and regardless of concealed shower configuration, brand and communications manager for Hansgrohe UK Emma Freeman points to the advantages designers can create with the thoughtful positioning of controls.

She explains: “It is worth thinking where the shower control will be located. If this is in-line with the shower, the customer will have to reach in and potentially get wet to turn it on. For this reason, it sometimes works better to have the control nearer to the shower entrance.”

Luxury personalisation

As a rising generation of buyers now have greater aspirations and expectations of bathroom aesthetics, regardless of budget, with concealed showers filtering down the market, how will that impact concealed shower sales in the luxury market?

Offering a choice of concealed thermostatic shower valves and compatible 7mm circular showerheads, Abode offers this model in Antique Brass

Bathroom experts believe customisation, will remain key for the luxury market.

Brand and communications manager for Hansgrohe UK Emma Freeman adds: “When choosing a concealed shower, customers are able to personalise the configuration to their unique needs – in terms of how many shower outlets they have, the type and the position.

“In terms of luxury and high-end bathrooms, we are seeing an increasing number of overhead showers with multi-function spray patterns, which can only be operated by concealed valves.”

Lewis Neathey of Grohe points to the addition of body jets for levelling up a concealed shower experience.

He comments: “For those seeking an added layer of luxury body jets, such as the Grohe Spa Rainshower Aqua Body Sprays are an increasingly attractive option, offering a spa-like experience in the comfort of the home. Such models are already rising in popularity.”

And designers servicing the luxury market will even be conscious to consider the position of controls so the shower can be switched on before a user enters the shower space.

Emma Freeman of Hansgrohe UK explains: “It is worth thinking where the shower control will be located. If this is in-line with the shower, the customer will have to reach in and potentially get wet to turn it on. For this reason, it sometimes works better to have the control nearer to the shower entrance.”

Retailer role

Certainly there has never been more choice in the concealed shower market, opening up the market, and personalising the shower experience.

But Harry Pashby, managing director of House of Piccadilly, adds: “Retailers will play a crucial role in educating consumers about the benefits of concealed showers, helping to facilitate this market growth.”

Pashby echoes the thoughts of the industry, as he concludes: “Overall, we anticipate a broader acceptance of concealed showers across various customer segments, from luxury buyers to those looking for stylish and functional bathroom solutions.”