Lyrical Communications has announced a cross-brand partnership with the Bathroom Manufacturers Association (BMA) across InstallerSHOW, InstallerDIGITAL and elementalLONDON brands.

It builds on its existing partnership which has seen the BMA help deliver Installer Kitchens & Bathrooms –  including the Future of Water theatre,

The cross-brand partnership will see BMA events co-located at both InstallerSHOW, which saw a record number of visitors in 2024, and elementalLONDON in 2025, as well as increased input into mixed media content for the kitchens and bathrooms stream of the InstallerDIGITAL platform.

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CEO of the Bathroom Manufacturers Association Tom Reynolds commented: “Today’s announcement is a natural evolution of the longstanding and fruitful collaboration between BMA and Lyrical Communications.

“As an industry, bathroom manufacturers and installers are critical in the effort to make the UK’s building stock fit for the 21st century.

“Lyrical’s full portfolio, including elementalLONDON and the expanded Installer Kitchens & Bathrooms, brings together all the relevant stakeholders.

“The partnership, therefore, perfectly aligns with our association’s mission.”

Managing director of Lyrical Communications Michael Costain added: “This is a partnership that has flourished over a number of years, and we’re delighted to be able to expand our collaboration across the entire Lyrical portfolio.

“Working together in this way ensures we are able to deliver valuable content which benefits the entire kitchens and bathrooms supply chain – whether online or in person.”

Installer Kitchens & Bathrooms at InstallerSHOW 2025 will take place on June 24-26 at NEC Birmingham and will be designed to bring together manufacturers, retailers, designers, distributors, specifiers and installers.

Its aim is to bring the supply chain closer through education, knowledge sharing, and networking opportunities.

According to the organise it will include a content programme across theatres focusing on bathrooms, kitchens and surfaces, covering topics such as water and energy efficiency, design innovation, sustainable and smart technology, best practice, and legislation.

elementalLONDON has the ethos of “Advancing the efficiency of buildings” at its core and takes place at ExCeL London from 19-20 November.

It will deliver an informative and engaging conference, exhibition and networking programme that combines insight with practical understanding of the challenges faced by building owners, operators, and the supply chain with whom they work.

Completing the trio is InstallerDIGITAL, an online platform for tradespeople in the heating, plumbing, electrical and kitchen and bathroom sectors.