As RAK Ceramics UK prepares to celebrate its 25^th anniversary in 2025, the company has streamlined its distribution strategy to deliver “enhanced” service levels to retailers.

In response to customer feedback, and following a review of its distribution approach, RAK Ceramics will reduce the number of distribution partners it works with.

The distributors affected are Frontline Bathrooms, Smiths Briten, Robert Lee, Q4 Bathrooms, City Distribution, FBS Plumbing Supplies and Bedfordshire Bathroom Distribution.

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RAK Ceramics will maintain a continued partnership with Ideal Bathrooms and direct distribution of its products, supported by investment into its infrastructure and digital services.

According to the company, the new distribution stategy marks its ongoing commitment to the UK market, and states additional initatives and developments are planned to enhance its service.

Managing director of RAK Ceramics UK Alvin Biggs commented: “We have been fortunate to enjoy successful partnerships with our distributors over the years, and we are incredibly grateful for their contributions.

“However, as we approach our 25th anniversary, it is the perfect time to implement a distribution strategy that strengthens RAK Ceramics’ ability to meet the demands of an evolving market and ensure we deliver the highest standards of service.

“In challenging market conditions, leading manufacturers like RAK Ceramics have a responsibility to invest in their brand and make forward-thinking decisions that protect and support their customers.

“This streamlined distribution strategy will not only improve service levels for our retail partners but also lay the groundwork for long-term success in the UK.”