Now under new ownership, as part of the Bathroom Brands Group, Showerwall is back, moving at pace, and out to prove it is a permanent fixture in the bathroom market.

When former parent company International Decorative Surfaces (IDS) fell into administration, it saw the same fate for its bathroom panel brand Showerwall. And that could have signalled the end of the business.

However, at the same time, looking to grow in a challenging market, Bathroom Brands Group was on an acquisition trail.

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Although undoubtedly a difficult time for the wall panel manufacturer, could it in fact have been serendipitous?

Perhaps, as wall panels were high on the agenda of the group which owns Burlington, Britton, Clearwater and Crosswater brands.

Wall panel moves

Business development director of Bathroom Brands Group Katie Cope comments: “We were already looking at several different acquisitions. M&A [mergers and acquisitions] is high on our agenda. It has been for a couple of years now.”

She explains why acquisition is an important part of the company’s strategy: “We want to continue growing at pace and when you’ve got a market that becomes more challenging, expansion through acquisitions is attractive.

“We decided it was a strategy we wanted to follow, alongside building organic growth. Wall panels were quite high on our agenda, and we had been looking at various opportunities.

“As an area of the bathroom market, wall panelling is really interesting. It’s increasingly innovative. It’s clearly cannibalising tile sales, which is an expansive market, and it’s by no means a mature segment.”

Katie Cope adds it is well-suited to the group, which has seen its showering category grow in strength.

And product manager Steph Harris points to the fit for both brands: “The fact Bathroom Brands is design driven; it has been a perfect match really.”

Stoke-based business

Showerwall makes laminate and acrylic wall panels in Newcastle-under-Lyme, while its new parent company Bathroom Brands is based in Kent.

Having invested in further digital printing technology in 2022, to increase manufacturing capacity for its high-end acrylic panels by 400%, will Showerwall stay at its Central England location?

Katie Cope is adamant: “Production will stay here”. She adds: “We’ve got no intention of moving the business. There’s strengths and capabilities that exist here.

“For example, we are really interested in the home delivery service and considering how it can work as part of the Bathroom Brands Group proposition. So, we intend to develop these facilities.”

In fact, Bathroom Brands Group has already grown the business at its base.

It took across 19 employees under TUPE regulations and has since employed former IDS employees to become a 27-strong team.

Katie Cope comments: “We had to quickly stabilise the business, which we did, and have got it into a really good position.

“So now we’re moving on to the next phase to reinvigorate, accelerate and reconnect with the customer base.”

Group collaboration

Together with re-introducing its product launches from Kbb Birmingham in 2024, the group has already started to work together on new designs.

Jorge Henandez, head of design at Bathrooms Brands Group, has lent his expertise to creating Showerwall product.

“We’ve got a massively experienced team in wall panelling and we have brought in different design thinking to strengthen and ‘superpower’”, says Katie Cope.

The first results, of which, will be launched in June.

Showerwall has also recently expanded its Proclick range, with a 900mm panel, to provide symmetrical coverage for spacious areas like bathtubs and large showers, while reducing material waste from cutting down 1200mm panels.

In addition, Showerwall will provide wall panels, as part of Bathroom Brands Group showroom displays featuring ceramics, furniture and showering.

“We’re working together to make sure retail opportunities are joined up”, says Katie Cope who adds: “However, Showerwall has a broader market. Trade merchants are hugely important, so we have a separate strategy for that”. This will include exhibiting at InstallerSHOW.

And there has been further collaboration across the group, with personnel taking group roles, such as marketing manager of Showerwall Sabine Mané who will also head up marketing for Clearwater.

Offering ply choice

Décors are a clear talking point, when talking about the development of design at Showerwall with its variety of prints, pattern-matching, tile effects and even bespoke designs.

Indeed, product manager Steph Harris says alongside its upcoming launches, it will “relight” products showcased at Kbb Birmingham 2024 which probably didn’t have the opportunity to shine, following the company’s difficulties.

“They’re all still very much on trend”, she explains.

However, what may not be immediately obvious is the balance of aesthetic vision with a commercial approach to design.

As part of this, Showerwall is now offering a choice of exterior grade MDF or plywood held in stock, across its range, to attract installers who have an allegiance to a particular panel type.

Steph Harris comments: “We find that, regionally, some installers prefer plywood.”

But it doesn’t mean a change to the business, as Sabine Mané says Showerwall already offers plywood for large contracts, but the company has now removed the minimum order quantity, opening up sales to all.

And Showerwall is currently completing its FSC audit, a “hangover” from the acquisition as the certification was previously held by its former parent company IDS.

Delivery upturn

Showerwall has also worked hard to improve delivery for its customers.

One of the biggest challenges for Showerwall, following the administration of its former parent company, was the loss of its distribution arm, since IDS had 12 nationwide counters.

However, the brand offers delivery within three working days.

Katie Cope explains; “We had to establish our own logistics solution and that’s probably been one of the most difficult things, when you’re acquiring a business from administration.

“But around Christmas time we started getting messages from customers saying we had turned it around.”

She adds: “We’re really happy with where we’ve got it to, but we know we can keep taking steps forward.”

Its delivery, has also been unaffected by the recent issues blighting Bathrooms Brands, following the introduction of its new computer system.

Speaking about the parent company, Katie Cope adds: “Unfortunately, we have had our challenges, but it’s improving, and we’ll soon be back to a really good place.

“The business is fundamentally really strong. We just need to get service exactly where people expect it to be.”

Making strides

So what has been the biggest surprise of the whole process? “I think it was how well aligned we are”, explains Sabine Mané “and the pace it happened, which from our point of view was within about four weeks”.

Katie Cope agrees, continuing: “We had to move fast because when you’re buying a brand out of administration, you want to retain as much value, and at the same time be mindfully sympathetic to the business no matter where it ended up.”

She says her revelation was the level of energy and enthusiasm within the team, despite the challenges. “We feel like we’ve worked together for years. The whole team is really passionate about the potential of the business.”

Launching new products, building new customers and reactivating existing relationships will cement the success of the acquisition says Katie Cope who adds: “We’re looking for significantly growth of 40%.”

She highlights opportunities with retailers, who may have been slower to embrace design-led wall panels, with education about materials and quality, as well as pointing out the convieniece of reduced installation time.

“It’s a challenging bathroom market but it’s not a flat wall panels market, it’s growing”, Katie Cope states, adding: “Regardless of the market, we’ll make our own destiny.”

Only two months out of administration, Showerwall is already making strides under its new ownership, as Sabine Mané confidently concludes: “We are here to stay.”