Part of the Sanipex Group, Bagnodesign is refocusing its retail strategy on ‘bricks and mortar’ showrooms, stopping sales through online channels.

UK and export sales director of Sanipex Lee Palmer said: “As from January 1, 2025, we will stop selling through Victorian Plumbing”..

Entrenched in projects, such as high-end hotels, Bagnodesign is now seeking to supply a UK retail network of 50 “consistent partner” showrooms, building up to 100.

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It plans a tiered retail approach with Gallery showrooms displaying a select number of products and Lifestyle showrooms providing greater display commitment.

Commenting on why now is the right time to refocus its retail strategy, Lee Palmer said: “We now have the right retail strategy in place. Our brand lends itself to be in prestigious, high-end showrooms.

“The feedback from retailers is that our product has always been amazing but the strategy before wasn’t right.

“People love the brand and love the product; it’s just been about how we’ve conducted ourselves in the past.”

Palmer stated previously the business had a “scattergun approach” to retail, adding: “It’s now about consistency and building the brand is going to be something we focus on over the next couple of years.”

Explaining Bagnodesign will supply retailers direct, offer exclusivity and displays, he added: “In-store sales only is a definite attractiveness of the brand.”

The brand has recently appointed Nick Taylor as national retail account manager to review and build the showroom network, which now includes Luck & Fuller in Billercay and Premiere Klasse in Ascot and Basingstoke.

Commenting on what the brand is looking for from retailers, Nick Taylor states: “It’s a collaborative partnership. We want to work with the right partners and have reciprocal support. We want to grow our business through key partners.”

Speaking at the Hix Event, where the company introduced Toko coloured ceramic showers, PVD Oyster and Burgundy taps, and Japandi-style bathroom furniture, Taylor highlighted the company’s USPs: “We’ve got unique products. We offer something a little bit different to the market both product-wise and commercially.

“We can offer exclusive brands to our dealers, and when you combine that with how much support we can give, it’s an attractive offer.”

Bagnodesign rebuffs any notion the brand could change its strategy, again, as Lee Palmer states: “We’re here for good. There was lots of talk about us coming out of the UK market. There’s no way that’s happening. We are really primed for this market.”