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essential special report bathroom accessories ekbbusiness october 2015 59 www.kbbdaily.com A ccessories have always been a notorious hard sell for showrooms as they are considered an afterthought for most consumers when buying a new bathroom,” says Vado UK sales director Dean Pamphilon. But according to the latest figures from AMA Research* this may be starting to change. Demand for bathroom accessories in the UK market declined 11% in 2008-09, but by 2017 it is estimated the market will be worth some £239m. This represents an increase of 21% when compared to the estimated market size in 2013. Laufen’s marketing manager Joanne Langton believes it’s at the higher end of the market where independent retailers are cashing in on accessory sales. “The lower end of the market is saturated by the DIY chain stores and online purchasing,” she says. “At the top end of the market consumers tend to opt for accessories that form part of a complete bathroom collection and are willing to spend a little more as a result.” Perrin & Rowe’s sales director David Cole agrees and suggests that many consumers now have a greater appreciation of high-quality materials and design and are actively seeking these out. “Bathroom accessories handcrafted from the same raw materials as the existing or replacement brassware is growing in popularity, with consumers catching on to the fact that if they invest a little more, then both quality of design and overall aesthetics are incomparable.” Fine From single soap dispensers to co-ordinating collections, high-quality bathroom accessories can be the finishing touches a great design needs – and help increase turnover too Words Sam Guiry MOOD COLLECTION Porcelanosa Tel: 08444 818 952. www.porcelanosa.com The Mood collection of accessories from Porcelanosa can be integrated around the sink and mirror to create one complete functional area

ekbbusiness october 2015 Fine bathroom accessories · bathroom accessories. ekbbusiness october 2015. ... 972mm wide and is designed for the Amalfi, Barcelona, ... The Revive 1.0

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Accessories have always been a notorious hard sell for showrooms as they are considered an afterthought for most consumers when buying a new bathroom,” says Vado UK sales director Dean

Pamphilon. But according to the latest figures from AMA Research* this may be starting to change. Demand for bathroom accessories in the UK market declined 11% in 2008-09, but by 2017 it is estimated the market will be worth some £239m. This represents an increase of 21% when compared to the estimated market size in 2013.

Laufen’s marketing manager Joanne Langton believes it’s at the higher end of the market where independent retailers are cashing in on accessory sales. “The lower end of the market is saturated by the

DIY chain stores and online purchasing,” she says. “At the top end of the market consumers tend to opt for accessories that form part of a complete bathroom collection and are willing to spend a little more as a result.”

Perrin & Rowe’s sales director David Cole agrees and suggests that many consumers now have a greater appreciation of high-quality materials and design and are actively seeking these out. “Bathroom accessories handcrafted from the same raw materials as the existing or replacement brassware is growing in popularity, with consumers catching on to the fact that if they invest a little more, then both quality of design and overall aesthetics are incomparable.”

FineFrom single soap dispensers to co-ordinating collections, high-quality bathroom accessories can be the finishing touches a great design needs – and help increase turnover tooWords Sam Guiry

MOOD COLLECTIONPorcelanosa

Tel: 08444 818 952. www.porcelanosa.com

The Mood collection of accessories from Porcelanosa can be integrated around the sink

and mirror to create one complete functional area

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ARMANI/ROCA COLLECTION

RocaTel: 01530 830 080. www.uk.roca.comSaid by the company to tap into a trend for

unusual finishes at the top end of the market, the four-piece accessory set from the Armani/Roca Collection – pictured in dark oak and Greige – includes a soap dispenser, toothbrush holder,

tissue-box holder, and soap dish. It is also available in white or a textured Nero finish

STARGAZE MIRRORSBathroom OriginsTel: 0208 599 8080. www.bathroomorigins.co.ukPart of Bathroom Origins’ illuminated mirror collection, Stargaze LED colour-changing mirrors are available in three sizes – 700 x 700mm, 950 x 700mm, and 1200 x 400mm. They are IP44 rated and the two larger mirrors can be hung either vertically or horizontally. The mirrors feature vinyl-backed 5mm safety glass and they are operated via remote control, which allows the user to switch them on and off, alter the colour and brightness levels and the speed of the colour change

“Accessories have a significant effect on the overall appearance of a room, they are an essential part of the décor,” says Antonio Citterio, creator of the Axor Universal collection. But what can bathroom retailers do to get this across to consumers and boost sales in the process? “To maximise sales it’s important that these products are visible to your customers,” says Laufen’s Langton. “Displaying them in situ alongside sanitaryware and furniture will enable customers to see for themselves just what an important role they have in the overall design of their new bathroom.” Roca Group UK marketing manager Georgina Spencer agrees and suggests accessory boards as a display tactic. “They work well in bathroom showrooms, as they enable retailers to demonstrate the range of accessories available and these will act as a good talking point,” she explains.

Talking to customers about accessories from the start could be key, says Perrin & Rowe’s Cole. “If retailers and bathroom designers included accessories in the original concept design, not only would they sell

more but also be able to sell ranges with a higher price tag that may have been previously viewed as an afterthought,” he says. “Make sure bathroom accessories are included in the design and quote right from the beginning so that they are seen as an integral part of a cohesive design and not as add-on items that can be bought at a later date,” advises Roper Rhodes product designer Joe Stephens.

Utopia Furniture Group marketing manager Sam Ball also thinks it’s important to flag up the part accessories play at the beginning of the design process, and emphasises that accessories represent “a valuable source of additional sales” and a “real opportunity for retailers to increase the overall order value”. “Most people planning either a completely new bathroom or an update will need new accessories such as towel rings, toilet-roll holders, decorative shelves and so on,” she says. “It makes sense to offer a one-stop shop.” ■

* Bathroom Market Report – UK 2013-2017 Analysis. For more information call 01242 235 724 or visit www.amaresearch.co.uk

AQUILA TOWEL WARMERVogueTel: 01902 387 000. www.vogueuk.co.ukThe Aquila towel warmer can be either right- or left-hand mounted and is manufactured from mild steel. Suitable for closed and indirect heating systems it has a heat output of up to 436W and comes with a 10-year guarantee. It is available in two sizes – 1200 x 500 x 118mm and 1400 x 600 x 118mm

CHIC COLLECTIONFrontline Bathrooms

Tel: 0845 470 2427. www.frontlinebathrooms.co.uk

Reflecting the trend for what Frontline Bathrooms' sales and

marketing director Michael Sammon describes as “rigid, linear

outlines”, the Chic collection forms part of the company's Aquaflow Italia

range. It includes towel rails, a toilet-roll holder, bath-robe hook,

cistern lever and the wall-mounted soap holder, and soap dispenser, pictured. The

soap dispenser measures 118mm high by 52mm wide and the soap holder

measures 56mm high by 136mm wide, and both are available in chrome only

“ACCESSORIES HAVE ALWAYS BEEN A NOTORIOUS HARD SELL FOR SHOWROOMS AS THEY ARE CONSIDERED AN AFTERTHOUGHT FOR MOST CONSUMERS WHEN BUYING A NEW BATHROOM”Dean Pamphilon, UK sales director, Vado

SHAMAVadoTel: 01934 744 466. www.vado-uk.comVado UK sales director Dean Pamphilon says that square styles are proving most popular at the high end of the market. The Shama accessories range from Vado includes a frosted glass shelf, robe hook, basket, toilet brush and holder, and the wall-mounted double towel rail, pictured

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EUROCUBE ACCESSORIES SETGroheTel: 0871 200 3414. www.grohe.comGrohe UK training manager Michael Gray says Eurocube accessories offer “a bold and striking look”. The set comprises a toilet-roll holder, glass soap dish, towel ring, robe hook, toilet brush set, bath grip, towel bar, spare toilet-roll holder, and multi-towel rail with all items finished in Grohe's Starlight chrome, which the company says is 10 times more resistant to scratches than a normal chrome finish

GENESIS TVAquavisionTel: 01442 872 665. www.aquavision.tvAquavision's waterproof TVs are IP65 rated, with waterproof speakers, heated anti-mist screens, and remote controls. Sizes range from 16 to 65 inches and all feature full high-definition screens with wide viewing angles. The Genesis TV, pictured, can be connected to a Sky box and includes Digital Freeview, USB input, HDMI connections and it is fully compatible with wireless home audio systems

Consumer wish list: What’s trending when it comes to bathroom accessories?

» “Perrin & Rowe is experiencing a strong demand for its classically styled bathroom accessories, partnered with traditional brassware for a look that’s the height of opulence” David Cole, sales director, Perrin & Rowe

» “The two shapes currently dominating bathroom design are rigid, linear outlines and smoothly curving shapes and we have ensured that there is an accompanying accessory for bathrooms taking inspiration from both of these contrasting looks” Michael Sammon, sales and marketing director, Frontline Bathrooms

» “Consumers looking for branded, quality accessories are looking for something that will stand out so striking shapes or unusual metallic finishes are very popular. Our Juno and Elegance ranges provide a choice of accessories in gold, copper and chrome finishes” Margaret Talbot, marketing manager, Vitra UK

QUANTUMUtopia Furniture GroupTel: 01902 406 402. www.utopiagroup.comUtopia's three chrome accessory collections include Spa, Palermo and Quantum, pictured. All offer a robe hook, toilet-roll holder, towel ring, towel rail and glass shelf. The Quantum chrome and glass shelf, shown here, measures 500mm wide by 30mm high, with a depth of 130mm

KIRI TOWEL RACKDomicilio FurnishingsTel: 07780 932 232. www.domiciliofurnishings.comDesigned by David Doicini, and manufactured by Arlexitalia, the Kiri Collection of steel accessories includes towel and robe hooks, and a towel rack and shelf combined, pictured, from Domicilio Furnishings. It is available in three sizes including 900 x 93 x 180mm, pictured

TRADITIONALPerrin & RoweTel: 01708 526 361. www.perrinandrowe.co.ukThere is a strong demand for classically styled bathroom accessories at Perrin & Rowe says sales director David Cole. The Traditional set of accessories, pictured, includes a wall-mounted shaving mirror, soap tray, double towel rail, pivot-bar toilet-roll holder, and wall-mounted toilet brush holder, all in a chrome finish

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AXOR UNIVERSAL ACCESSORIESHansgroheTel: 01372 465 655. www.hansgrohe.co.ukDesigned by architect Antonio Citterio, the modular and multi-functional Axor Universal range of accessories has been designed to use individually or as a complete systems solution. Wall bars can house accessories such as soap dishes and toothbrush holders, which can then be moved about simply by unclipping them – the wall bars can also be used as towel rails. They are available in six scratch-resistant PVD-treated surface finishes – either polished or brushed – in chrome, rose gold, black chrome, nickel brass, bronze or gold optic, pictured

TOMBOLO BATH RACKVictoria + Albert BathsTel: 0207 351 4378. www.vandabaths.comVictoria + Albert Baths’ Tombolo bath rack with white laminate finish is made from durable layers of FSC-certified European-sourced hardwood and features two integrated wine glass holders and a space to hang a towel. It is available in two sizes – the Tombolo 08 measures 872mm wide and is suitable for the Mozzano and Ravello baths, while the Tombolo 10 bath rack measures 972mm wide and is designed for the Amalfi, Barcelona, Edge, Ios and Napoli baths

KARTELL BY LAUFENLaufenTel: 01530 510 007. www.uk.laufen.comThe Kartell by Laufen collection includes a wide range of accessories that inject colour into the bathroom. Made from plastic the products can create a strong co-ordinated look with a palette that includes Amber, Blue, Transparent Crystal, Smoky Grey and Tangerine Orange, pictured here on the Sound-rack stackable storage rack and Max Beam stool and bath shelf

Key stats for the bathroom accessories market » For 2015, the market is forecast to be worth £215m at manufacturers’ selling prices

» The bathroom accessories market is estimated to be worth £239m by 2017, an increase of 21% compared to 2013

» In 2013 it was estimated that the accessories market value was £197m

» The product share for the market in 2012 was 43% fittings, 25% heated towel warmers, 15% toilet seats, 15% mirrors and scales, and 2% bath panels

Bathroom Market Report – UK 2013-2017 Analysis. For more information call 01242 235 724 or visit

www.amaresearch.co.uk

REVIVE 1.0 LED MIRRORBauhausTel: 0345 873 8840. www.bauhaus-bathrooms.co.ukBauhaus' range of illuminated mirrors features a smart on/off infrared sensor switch, demisting heat element, underside lighting, a digital clock and a recharging socket. The Revive 1.0 LED mirror, pictured, also has a Bluetooth connection and stereo speakers to allow users to listen to music. Revive 1.0 measures 600mm wide by 800mm high with a depth of 65mm, is IP44 rated and uses eight 0.6W white low-energy LEDs

EOS TOWEL WARMERAestusTel: 01902 387 080. www.aestus.co.ukForming part of the Designer Italian collection by Graziano, the Eos towel warmer measures 400mm high by 1000mm wide with a depth of 130mm. Shown here in stainless steel with a satin finish, it is available in coloured finishes on request. It comes with a 20-year guarantee, is supplied with a built-in thermostatic valve kit and the controls can be sited up to five metres away from the towel warmer. It can only be installed in a horizontal position