Bathroom product company Bathroom brands has announced a massive investment in brands, marketing, customer support and a new head office facility.
A £20 million investment is being made to support the firm’s projected growth and will include a new UK head office facility as well as a new flagship brand – Arcade.
A further £1m is to be spent on supporting products out in the marketplace, showroom display materials, inclusion in Virtual Words and display advertising.
The company will now have four brands: Burlington, which will carry the tagline Beautifully Traditional; Clearwater, which will be Simply Exclusive, Britton which is Stylishly Contemporary and Arcade which will offer Timeless Luxury.
“The products here lead the market in innovation and quality in so many ways” said Bathroom Brands CEO Patrick Riley. “The new structure brings our brands together in a compelling package. This venture into high end luxury with Arcade reflects, extraordinary effort and true ingenuity which will benefit both the trade and the end consumer.”
Arcade features Belle Époque styling, with the aim of capturing the feel of of pre first world war Paris and includes a new type of Nickel-finish on baths and shower enclosures that is as hard wearing as chrome.
“We looked very carefully at the market for authentic period bathroom ware before we developed this range, Riley said. “It is a complete collection that brings something different to the market – and the Belle Époque styling means that it will work well in either traditional or contemporary interior. Take the nickel-finish as an example. Rather than the fragile nickel you see currently, we have selected a unique PVD nickel-finish which offers outstanding durability. The resilience of this finish means we can use it for a range of products including baths, shower enclosures and fittings with absolute confidence. Customers at the luxury level demand high standards in design, finish and choice – and this is exactly what Arcade offers them.”