Irish bathroom brand Sonas, which has 45 years’ experience distributing to retailers and merchants, has announced its expansion to the UK.

Left to right: Paul Harris, area sales manager, Northwest/West Midlands; Leon Varrier, area sales manager, Northeast/East Midlands; Richard Sloan, CEO Sonas Ireland and UK; Chris Bosher, area sales manager, South East; Doug Jones, area sales manager, Anglia North Greater London

Following a management buyout in 2021 and having strengthened its senior management team, the company believes 2023 is the time for expansion.

CEO of Sonas in Ireland and the UK, Richard Sloan said “This is the start of another exciting chapter for the business.

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“Sonas has grown to be the market leader in Ireland and whilst this is a strong position to be in, we see the UK market as a wonderful opportunity for further development.

“Ambition is one of our core values and I am really happy to welcome some impressive new talent with strong industry knowledge to Sonas as part of our expansion.”

Joining the Sonas UK team is a team of four area sales managers, including Paul Harris who will be tasked with Northwest/West Midlands and Leon Varrier who will be responsible for the Northeast/East Midlands region.

Doug Jones will be in charge of the Anglia & North Greater London area, while Chris Bosher will look after customers in the South East region.

Richard Sloan continued “With this group of experienced bathroom experts joining our wider team of 90 employees, we are well placed to replicate our Irish model which is to be a leading brand of choice for retailers in the bathroom industry serving refurbishment, maintenance and improvement (RMI), new house build and commercial channels.

“Whilst products will be delivered duty paid from our Dublin HQ in the initial period, we will be investing in a new UK distribution centre as service and efficient supply is central to our proposition.

“Having stock on the ground for quick delivery will be a key component of success with our target audience of bathroom retailers and merchants.”

Sonas focuses on “high-end design at affordable prices” and supplies sanitaryware, baths, furniture, brassware, shower enclosures, trays, mirrors and mirrored cabinets, as well as heated towel rails.