The Bathroom Showroom at City Plumbing has made the “biggest ever” change to its product range,  providing a wider selection at a choice of price points.

It has seen the company introduce an entry-level brand, Vitellio, expand its iflo collection with 1,000 new lines and introduce the Hansgrohe brand to its offer.

To complement the expansion, The Bathroom Showroom has also revamped its Bathroom Collection brochure, designed to ease navigation and improve shopability.

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These changes have been made in direct response to customer and colleague feedback.

The entry level Vitellio brand spans traditional through to contemporary designs and includes ceramics and baths, furniture, taps and accessories, enclosures and screens, and shower trays.

Building on its popular iflo range, The Bathroom Showroom has added 1,000 new products, including more affordable options, trend-led styles and colour options.

It has also been revised with a fresh look and feel to the iflo brand, to reflect its focus on products that appeal to both luxury and mid-market audiences, availability and sales service.

Completing the offer The Bathroom Showroom has introduced Hansgrohe to its portfolio of brand partners, which include Ideal Standard, Roca and Multipanel.

All the products are available in a new brochure with “inspirational” images combined with icons to highlight features and benefits, SKU and product information.

The Bathroom Showroom has also updated its CAD catalogue with 1,400 3D models.

Steve Smith, managing director of The Bathroom Showroom which is part of Highbourne Group, said: “Ultimately, we’re here to help the trade. We want to reduce hassle, letting them focus on fitting and creating beautiful bathrooms.

“These significant changes to our bathroom offering strengthen our ability to do this and are all in response to our customer and employee feedback.

“With over 6,000 products in our brochure, the old style could be difficult to navigate, but the new design is easier to shop, supports the in-branch experience and is more inspirational – vital for when installers are helping their own customers design their new bathrooms.

“On top of the new brochure, the introduction of our entry-level range, Vitellio, the extension of our iflo brand, and the addition of even more products from our branded partners, both old and new, means our customers have access to everything they need for a whole range of projects, from budget to luxury.”

He added: “The brochure and new product range are just the start. With over 290 showrooms across the UK, we’re investing heavily in updating our branches, and we have plans to enhance our bathroom offering even further with new colour finishes on taps and showers, additional furniture options and new bathroom accessories.”