The Ideal Bathroom Magazine 21

Issue 21 | February 2017

THE IDEAL BATHROOM Essential information for bathroom retailers

North Dean Road . Keighley . West Yorkshire BD22 6QY Tel . 01535 613830 www.elationbathrooms.co.uk

WHAT’S INSIDE… 4

JOHN BAGSHAW’S INDUSTRY VIEW Our Managing Director shares his take on price increases, a new Ideal website and why 2017 looks like the ideal year

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THE BUZZ All the latest industry news in one place

10 APRIL ELATION FURNITURE

NEW YEAR RESOLUTIONS A very warm welcome to a new magazine and a new year. 2016 was a challenging yet successful year for us, so we’re very excited about the next 12 months. We’ve got a lot planned to keep us busy!

It may well be a new year, but the Ideal Bathroom Magazine hasn’t changed. As ever, it’s full of interesting articles that lift the lid on our industry in different ways, and The Buzz is still the go-to place for all the hottest industry news.

We’ve got interviews with new furniture brand Elation, Tavistock and Just Trays as well as articles from the Ideal team including Kim Kirby-Earnshaw, Amendeep Bains and, of course, John Bagshaw shares his eagle-eyed industry insight.

This issue’s main feature dissects the first ever Ideal Industry Survey and then goes on to talk about the internet’s impact on our industry. It’s a great read packed with handy tips to help you get the most from your website and social media accounts.

For the third year in a row, a new race is underway. This year’s Race to The Cape is our most exciting race yet, with a once in a lifetime prize up for grabs. Cape Town is a stunning city that has it all, which all the winners will find out! It’s going to be a great race.

The six new ranges give a depth of choice without the hassle of a complicated purchase

12 RACE TO THE CAPE

Find out all the details on our 2017 incentive – The Ideal Getaway

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16 ESSENTIAL NEW YEAR TREATS Amendeep Bains clues us up on the must-have Essential products for 2017

18 SMART SHOWER REVOLUTION Aqualisa Q™ sets the standard for smart mixer showers

20 INDUSTRY REPORT FINDINGS The stats from the first ever Ideal Industry Survey are in

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SHAKING UP DISTRIBUTION Operations Director Kim Kirby-Earnshaw reveals all about Ideal Bathrooms’ new distribution centre

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IN FOCUS...

Junction 2 Interiors share their story and tips

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GETTING TO KNOW Alan Ayres lifts the lid on the Tavistock brand

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WHO IS …

Just Trays owner Paul Crossley cracks the jokes

Here’s to a happy and successful 2017 for us all!

Yours,

Danielle Lillis Commercial Director

Cover image - Race to The Cape.

See pages 12-13 for more information.

GEBERIT AQUALCLEAN The latest cutting-edge collection of shower toilets from Geberit

If you would like to contribute to The Ideal Bathroom please email theidealbathroom@thisisweare.com

0800 634 2600 | atyourservice@idealbathrooms.com | www.idealbathrooms.com

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The latest marketplace news | THE IDEAL BATHROOM

JOHN BAGSHAW’S INDUSTRY VIEW Sharing his first industry view of the year, John takes a retrospective look at increased prices and their implications, before surveying the exciting year ahead, which includes a new Ideal website.

Q. Following Brexit, what are your predictions for the bathroom industry in 2017?

Everyone is quite obsessed with Brexit as a subject but there are other things in the economy that will impact the bathroom industry. I think people will invest in their own houses and obviously bathroom renovations are popular.

From that perspective, I don’t see many difficulties, in fact I think we will see some growth.

Q. In the last six months, 90% of Ideal’s suppliers have increased prices. What are your thoughts on the increases? Do you think they are justified?

People have perhaps taken the opportunity to look at prices. If those prices can be passed on, and the consumer is happy to pay them, then we could do with some profit generation up and down the supply chain. I think some price increases are necessary.

Everyone’s been chasing market share in the relatively recent past and we probably haven’t put prices where they need to be.

What concerns me more than price increase is price realignment. The other dynamic of the industry is the influence of unbranded internet white goods. You

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Q. Following a strong sales year, Ideal faced operational challenges towards the end of 2016.

Q. Ideal have a new website What assurances can you launching soon, how will it give to customers that address customers’ needs? service remains at the As a market leader we need to heart of Ideal Bathrooms? see high price lines discontinued and replaced by more modern designs at lower price points. Overall, I don’t see a huge price inflation across the industry.

give customers choice. We take a phenomenal number of orders over the phone but we have to develop our digital offering to keep pace with changing technology. We’ve developed a website that will be the go-to place for product information, where different brands can be compared and contrasted so customers can make an informed choice. We’re using technology to make product information as accessible as possible. It’s our hope that it will become the reference for the industry.

We had an infrastructure that was capable of more and we filled it at a pace that took us by surprise. When you get 20% more phone calls and 25% more picks on top of a previous year of growth you almost have to go back to square one and examine all your business processes.

We’ve got a new warehouse across the road which means we’ve doubled our warehouse space in Milton Keynes in three years. We now have capacity to grow. About 50% of our fleet has been upgraded as well. We’ve implemented training programmes and driver programmes and created loyalty programmes for staff. We’re up for the challenges ahead and I think our initiative will keep us ahead of the pack. Even in our most challenging days, we still had a very high ‘on time, in full’ percentage. However, there’s room for improvement and we’ll strive to achieve it. We’re good to move forward and people can count on us as they always have done. We’re well set for a successful 2017.

0800 634 2600 | atyourservice@idealbathrooms.com | www.idealbathrooms.com

THE IDEAL BATHROOM | The latest marketplace news

THE BUZZ LATEST NEWS

Small but perfectly formed The e200 range from Twyford Making the most of every inch of space, the e200 range from Twyford packs all the benefits of a bigger bathroom into a compact space. Featuring smart design, the comprehensive range includes washbasins and bathroom furniture in various sizes and configurations to suit any space.

Central to the collection is a compact, wall-hung toilet which boasts concealed plumbing and dual flush cistern with Flushwise™ water-saving technology.

The e200 range also includes a corner washbasin, measuring just 320mm, which can be combined with a stylish vanity unit.

Other washbasins in the collection range from 400mm up to 650mm wide. All can be matched with vanity units for added storage, which feature a hand towel rail on the side.

For more information, visit www.twyfordbathrooms.com

Step in time Aqua-Step reveal additions to waterproof laminate flooring range The Aqua-Step range of 100% waterproof laminate flooring has been extended and now includes a Mini Tile collection. The eight new décors all feature the Brush Finish R10 anti-slip surface and provide a stylish solution for any bathroom. Tiles are sized 8mm x 167mm x 390mm and come in 1m2 packs. The Copper Loft décor in the Ceramics range, in keeping with copper hue trends, is available in the standard ceramics tile size of 5.3mm x 297mm x 592mm also with the R10 finish.

The new Half Plank collection creates the illusion of space in smaller areas. Again featuring the Brush Finish R10 anti-slip surface, they are available in Alpine Oak, Ardennes Oak and Pyrenees Oak, and are sized 8mm x 167mm x 592mm. Three new Half Plank woodgrain designs are available with R9 Feel Finish. They are Sutter Oak, Oak Grey, and Chambord Walnut. All come with a 25-year domestic and 7-year commercial warranty.

0800 634 2600 | atyourservice@idealbathrooms.com | www.idealbathrooms.com

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The latest marketplace news | THE IDEAL BATHROOM

Pumping out stars

A sparkling addition

Salamander Pumps is committed to training staff

GROHE’s Blue Home lets anyone pick their perfect drinking water

Salamander Pumps is strengthening its commitment to service, innovation and development with an in-house apprenticeship programme. Its first student has graduated into a permanent role and seven staff are currently studying for qualifications.

GROHE’s Blue Home tap is changing drinking water in the home. The system lets the user choose from three settings – still, medium or sparkling – so everyone can enjoy water that suits their taste. At the heart of the operations is the cooler. The intelligent component takes the water before filtering and chilling it. It then springs into action to provide whichever water type is requested. It’s the secret behind GROHE Blue Home, and the reason why drinking water will never be the same.

Jayson Shepherd has been appointed as a Research and Development Engineer following a successful 3 year apprenticeship. His apprentice role has already been filled by Lewis Wilkes, who is studying for a HNC in Mechanical Engineering.

Jayson said, “My apprenticeship with Salamander has given me a solid start to my career. I have been lucky to work with, and learn from, a great team of people. To be given the freedom to bring fantastic ideas to life and help to develop the products of the future so early in my career is fantastic.”

For more information, visit www.grohe.co.uk

For more information, please visit www.salamanderpumps.co.uk

The winning race

Rising pressure

Race to … wins big at national awards ceremony

Stuart Turner’s Flomate range solves water pressure problems

At the recent B2B Marketing Awards, Ideal Bathrooms won the ‘Best Use of Digital Techniques or Technologies’ award!

The award recognised our Race to Dubai sales incentive for its innovative use of personal microsites and maps where participants could track their progress as they raced towards an amazing holiday. We saw off some stiff competition from national businesses to scoop the prize. The incentive was also nominated at the same ceremony for ‘Best LimitedBudget Campaign’. “We’re very proud of this amazing accolade and are equally excited about the third instalment of our Race to … campaign,” says Stewart Perry, Ideal Bathrooms Marketing Manager. This year we’re offering you the once in a lifetime chance to win an unbelievable 5-night trip to Cape Town.

Race to the Cape is open for registration now at cape.idealbathrooms.com

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Stuart Turner saw the need for a solution to low or intermittent mains water pressure across the UK. So they made it. Thanks to their Flomate branded range of mains boost pumps, and the new Flomate iBoost, low pressure is no longer an issue.

Designed to be connected directly to the incoming mains supply, Flomate is a simple to install solution. Homeowners need no longer suffer a trickle of water from a shower or tap, whether they live in a one bed apartment or a five bed house.

What’s more, Flomate fits neatly in a kitchen cupboard, is WRAS approved and comes with a 3-year guarantee. Flomate iBoost can deliver up to 4.5 bar pressure at 100ltrs/minute and has a typical performance of 60 ltrs/minute at 3 bar pressure which can adequately deliver 15 ltrs/minute to four showers at the same time.

For more information, visit www.stuart-turner.co.uk

0800 634 2600 | atyourservice@idealbathrooms.com | www.idealbathrooms.com

CONCEPT AIR WHEN LIGHTNESS DESIGNS SPACE With its fine edges, crisp corners and slim, tapering profiles, Concept Air breathes an uplifting sense of lightness into any space. Its weightless beauty gives pleasure to the eye and joy to the spirit. While supremely delicate in form, Concept Air is, above all, robust and functional - performing brilliantly in the modern bathroom.

www.idealstandard.co.uk

CHANGE. TURN YOUR BACK ON OLD HABITS: THE NEW GROHE SENSIA® ARENA SHOWER TOILET.

EXPERIENCE IT YOURSELF NOW! MORE INFO AT WWW.ARENA.GROHE.CO.UK

THE IDEAL BATHROOM | The latest marketplace news

A timeless bathroom Waverley embodies traditional styling For homes built on a traditional look, Waverly by Ideal Standard offers authentic period styling with the quality and reliability of modern manufacturing.

Taking reference from authentic Edwardian and Victorian pieces, Waverley brings a classic elegance to bathrooms, enabling customers to create a complete bathroom suite with a traditional look.

The Waverley range features three basins and four WCs and includes the distinctive, period-defining high-level cistern model synonymous with the days when a WC was a grand affair.

Various size options across the range provide the flexibility required when planning a modern bathroom.

For more information, visit www.ideal-standard.co.uk

Ideal family shower

Lifting the lid

Something in the air

Ideal Standard’s new take on the Alto Ecotherm

The Sandringham 21 range gets new toilet seats

Ideal Standard announce Concept Air Arc

The Alto Ecotherm shower pack, one of Ideal Standard’s bestselling showers, has been revamped. The new valve with improved aesthetics is pleasing to the eye and features a unique fast-fix bracket that mounts directly onto the wall saving time and cost, ensuring a robust installation.

Armitage Shanks’ Sandringham 21 range offers a variety of sanitaryware, bathing and brassware options, all combining contemporary design with value for money.

Launched in March 2016, Concept Air brought an unprecedented elegance to the bathroom. The next phase of Ideal Standard’s Concept Air suite has been designed to further enhance the huge array of choice, solutions and configurations.

With improved Cool Body technology lowering the temperature of the valve, the new design is even safer to touch and features inbuilt safety controls. Throw in an eco-button that promotes water saving and you have a shower that’s ideally suited for a family bathroom.

From 2017, the designs of all Sandringham 21 toilet seats will be upgraded to offer significant aesthetic improvement with no compromise on quality or cost. The changeover to slimmer profile seats will affect three versions of toilet seat – plastic hinge, metal hinge and seat ring only. All are direct substitutes for existing seats.

Concept Air Arc, created by awardwinning designer Robin Levien, is a high quality, contemporary range of ceramics, baths and furniture incorporating lightness at every element of design to offer a combination of practicality and affordable luxury.

It also incorporates the Idealrain S3 shower kit which features a multifunctional hand spray with three spray options.

The entire range of bathroom suites consistently deliver on style and functionality. The WCs are renowned for blending style, durability and economy. And all are suitable for domestic and commercial use.

The new Arc design will feature thin ceramic-walled washbasins and close coupled toilet suites, which offer Arcshaped cisterns to give extra choice while complementing the existing Concept Air range.

For more information, visit www.ideal-standard.co.uk

For more information, visit www.armitage-shanks.co.uk

For more information, visit www.ideal-standard.co.uk

0800 634 2600 | atyourservice@idealbathrooms.com | www.idealbathrooms.com

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The latest marketplace news | THE IDEAL BATHROOM

EVEN MORE DELIGHTFUL FURNITURE Richard Martin, Sales Director at Cavalier Marketing Limited, talks to us about the newest brand on Ideal’s shelves, and tells us everything you need to know about Elation for 2017.

Elation Fitted

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Nara

Ikoma

Sendai

Etienne

0800 634 2600 | atyourservice@idealbathrooms.com | www.idealbathrooms.com

THE IDEAL BATHROOM | The latest marketplace news

Eko

Q. As a new brand to Ideal Bathrooms, tell us a little more about Elation.

The brand is manufactured by Cavalier Marketing Limited and is sold as Elation furniture by April Products. Cavalier is a family-run business based in Yorkshire and April’s heritage in the bathroom market spans more than 100 years. In the last 15 years, we’ve established a good reputation for manufacturing furniture. In 2009 we launched Elation as a branded offering for distribution. It’s been hugely popular thanks to its contemporary designs, relatively few product SKUs and good profit margins for retailers.

Q. What Elation ranges will Ideal be stocking?

The Elation ranges are; Elation Fitted; Eko, which is contemporary wall-hung range; Etienne, which is a beautifully designed range with a traditional appearance; Nara, a modern wall-hung, push opening range; Sendai, again traditionally designed, compact and competitively priced; Ikoma which is a modern freestanding range available in a wide range of sizes; and finally, the L Shape which is a space saving vanity & WC set. They will all be available from the beginning of January.

Q. Ideal and April have shared a very successful partnership, do you expect a similar story with Elation in 2017?

It’s hard to imagine just how much more support a distributor could give to a brand than that given by Ideal Bathrooms to the April enclosure brand. We’ve no doubt at all that they will offer the same support to the Elation brand. We will work closely together on a rolling programme of promotional activity and promotions.

We hope to feature regularly in The Ideal Bathroom publication which is an outstanding marketing tool for both Ideal Bathrooms and its suppliers.

Q. What would you like showrooms to know about Elation?

We’ve got products for everyone in this range. There’s something for more traditional showrooms, some for contemporary showrooms and for the price conscious showrooms. The great thing is that it’s so easy to display. Once you look at the brochure, the range is very easy to purchase as we have around 580 product SKUs over these six ranges.

Competitors of ours have 1,600 SKUs over less choice. I think it’s important showrooms know that.

0800 634 2600 | atyourservice@idealbathrooms.com | www.idealbathrooms.com

Q. As a brand, what are Elation’s plans for the year ahead?

The launch with Ideal is such a huge launch that we’re really looking to consolidate this year. We’ve introduced a lot of new products in the last 12 months and we want to concentrate on making sure that our product offering is exactly what’s needed. We’ve put a lot of effort into making sure our range is perfect and so we’re not going to be doing anything outstandingly different over the next 12 months. We’re concentrating on making our partnership with Ideal a success.

For more information, visit www.elationbathrooms.co.uk

Displays available at RRP less 80% Contact your Ideal Bathrooms ASM now!

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EXPLORE A CITY OF WONDERS A vibrant city nestled between the majestic Table Mountain and the endless blue of the South Atlantic Ocean, Cape Town is a stunning metropolis with a beautiful Mediterranean-style climate – making it the jewel in South Africa’s crown. Famous for its winelands, golden beaches and the must-see historic V&A Waterfront, Cape Town offers the perfect combination of dramatic scenery, enthralling history and exciting activities. So much to experience in a city you’ll never forget!

It’s time to start a new adventure. This is your chance to join us for five days of unparalleled luxury at the 5-star Belmond Mount Nelson Hotel and become part of its star-studded history.

Those who reach their unique sales target will experience every indulgence Cape Town has to offer and see why it’s repeatedly named the best place in the world to visit.

HOW DOES IT WORK? It couldn’t be easier – when you register, you’ll be given a unique sales target. Every purchase takes you one step closer to the ultimate prize. The race starts on 1st January 2017, and if you reach your target before 20th December 2017 you’ll be joining us for an unforgettable five-night experience. * Exclusions apply, see T&C’s on our website for full information cape.idealbathrooms.com

REGISTER NOW!

REGISTER NOW cape.idealbathrooms.com

THE IDEAL GETAWAY ON YOUR MARKS… Get started by visiting cape.idealbathrooms.com to register. You’ll be given your own race microsite where you can track your progress and watch it automatically update as you move closer to the finish line.

GET SET… Once you’ve signed up, you’re in a race against the clock, where every order gets you one step closer to a five-night luxury experience.

GO! Hit your target before the end of the year and you’ll be jetting off with us to Cape Town on an exclusive getaway – now that’s ideal!

ANY QUESTIONS? CALL US ON 01908 276 408 OR SPEAK TO YOUR AREA SALES MANAGER

The latest marketplace news | THE IDEAL BATHROOM

THE WC AWASH WITH FEATURES Bringing cutting-edge technology to the bathroom, the market-leading Geberit AquaClean range of shower toilets set the standard for quality, design and comfort.

AquaClean Mera

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0800 634 2600 | atyourservice@idealbathrooms.com | www.idealbathrooms.com

THE IDEAL BATHROOM | The latest marketplace news

NOW AVAILABLE

from Ideal Bathrooms

AquaClean Sela

From the technologically-advanced Geberit AquaClean Mera and the streamlined Geberit AquaClean Sela to enhancement seats for existing WCs, the collection brings a luxurious experience to the domestic bathroom.

The Geberit AquaClean Mera boasts the latest in toilet technology and has been hailed by the press as the ‘ultimate luxury WC’.

Features include a proximity sensor which automatically raises the WC lid and warms the seat on approach, and patented WhirlSpray shower technology which provides a gentle cleaning with warm water.

A warm air dryer comfortably dries the user, while a built-in odour extraction unit purifies the air. Simple to operate, up to four user profiles can be programmed and stored in the remote control.

Two additional features that make this model perfect for night time use are a turbo flush that ensures quiet operation and a discreet

orientation light which guides the way to the WC with a soft glow.

Designed with compact bathrooms in mind, the Geberit AquaClean Sela is available as a wall-hung or floor-standing version. Created by renowned designer Matteo Thun, Geberit AquaClean Sela has a streamlined look that fits discreetly into even the smallest spaces. At the touch of a button, the shower toilet washes the user clean with a gentle water spray at body temperature. The intensity of the water can be adjusted to one of five levels.

The range is completed with a selection of enhancement seats for retrospective fitting. The Geberit AquaClean 4000, 5000 and 5000plus can be added to an existing WC to offer the benefits of a shower toilet. Quick and easy to install, the Geberit AquaClean enhancement solutions have standard fittings suitable for use with most ceramic pans.

For more details, visit www.geberit-aquaclean.co.uk

AquaClean 5000plus

0800 634 2600 | atyourservice@idealbathrooms.com | www.idealbathrooms.com

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The latest marketplace news | THE IDEAL BATHROOM

Looking to Alaska for inspiration in 2017

NEW YEAR TREATS Amendeep Bains, Essential Bathrooms’ Product Manager talks about success in 2016, and exciting new developments for the year ahead.

2016 was such a great year for Essential.

I joined at a very exciting time for the brand and we have been working to continuously grow the brand identity. A lot of investment has been injected into the brand in 2016 to help support our customers. We have extended the range, created bespoke brochures for our customers and invested in marketing material. This investment has really showcased the brand and we have received very positive feedback. We look to move into 2017 continuing to exceed our customers’ brand expectations!

Like the majority of brands, Essential has had to deal with the impact of Brexit.

There were many economic factors which impacted the brand, resulting in immediate changes. Our main priority through this time was communication – ensuring our customers were fully aware of any changes made. It was also important our customers would still receive valuable products at competitive prices. We are going to carry all this momentum forward to make sure the Essential range continues to adapt to make this year just as successful for our customers.

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Just like last year, 2017 is shaping up to be a very important year for Essential Bathrooms. One of the biggest trends is the increase of popularity in the furniture category. To make sure our stock reflects consumers’ desires and to keep up with market trends, we introduced a brand new feature range called Alaska. This is a replacement for our existing Gem range which was discontinued at the beginning of the year.

Alaska is very similar to Gem in that it offers our customers a good quality furniture range at a competitive price. There are however differences. The Alaska furniture features new

THE IDEAL BATHROOM | The latest marketplace news

handles and a square edge, and will appeal to a wide range of customers looking for a clean, contemporary finish. The range provides a perfect entry-level option without sacrificing style or quality.

To help support the launch of Alaska you will see the range featured on the Essential website, in the Ideal Bathrooms Big Yellow Price Guide and in the new Essential brochure. Eye-catching lifestyle and cut out shots have been photographed to highlight the difference and beauty of the furniture.

Keeping bathroom towels toasty Essential Bathrooms’ beginnings were based on the towel warmer category. Towel warmers were the first product range we ever provided and we continue to focus on expanding this range and providing exciting new products for our customers. Towel warmers are one of life’s luxuries and are a great multifunctional and attractive feature in any bathroom. They’re easy to install and great for drying clothes and towels, or heating robes ready for stepping out of the shower.

New Leo towel warmer

For 2017 we’ve added to our collection and have a selection of new deluxe and designer options. Be sure to take a look at our brand new designer towel warmer range, Leo, which adds a real touch of class to any bathroom.

We also have some new extensions to our best-selling ranges – Taurus, Capricorn and Electric Chrome. We also have new Anthracite options, in four sizes which have been added to our Straight towel warmer range.

Best of both worlds When space is an issue, why choose? With a shower bath you can have the benefits of a shower without missing out on a long soak in the evenings. Our shower bath range offers a range of styles and sizes to suit a variety of spaces. Our best-selling Kensington L shaped bath, for example, boasts an angular, contemporary style that can slot perfectly into any space. For 2017 we have extended this range to include 1500, 1600 and 1800mm options, complementing our current 1700mm range. Available in left or right handed options, you can be sure to find a shower bath to fit any bathroom.

New Alaska range

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The latest marketplace news | THE IDEAL BATHROOM

GET IN THE Q FOR AQUALISA’S SMART REVOLUTION Aqualisa have promised that their latest product, Aqualisa Q™, will revolutionise personalised showering and set a benchmark that all users will come to expect.

The launch of Aqualisa Q™ signals the arrival of a smart mixer shower that couples modern design with outstanding performance.

It offers a choice of pre-set showering experiences as well as the ability to save personalised settings for the ultimate shower experience.

The move also means Aqualisa have doubled the size of the smart mixer shower market as the brand continues to offer users the highest quality engineering and design.

What’s more, Aqualisa’s use of landmark technology means Q™ includes an industry first – a unique proximity sensor which decreases the flow of water when the user steps away from the shower to save water. The touch on/off switch works in a wet environment and is believed to be a world first, while a high-resolution full colour display screen is protected by thermally and chemically resistant glass to make sure Aqualisa Q™ stands the test of time.

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0800 634 2600 | atyourservice@idealbathrooms.com | www.idealbathrooms.com

THE IDEAL BATHROOM | The latest marketplace news

is “theThis future” David Hollander, Aqualisa CEO

A shower for the 21st century The Q™ incorporates Aqualisa’s precision Quartz™ smart technology which checks temperatures 100 times per second to make sure water temperature is consistent. These technological innovations don’t outshine the carefully tailored aesthetics of Q™, which were designed and engineered by the Aqualisa R&D team.

“This is the future,” says David Hollander, Aqualisa CEO. “One day consumers will expect all mixer showers to be like this. There’s no going back, think wheels on a suitcase, pause TV or camera on a phone. We’re set to take over 15% of the current mixer market with the launch of Aqualisa Q™. We believe there is a global trend to personalise every element of the home environment and having the technology, we wanted to take it a step further to bring real innovation to the bathroom market.”

“We approached Aqualisa Q™ from the shower owner’s perspective, innovating and designing through an understanding of every aspect of their morning rituals, and speaking the same language as other smart products in the home,” says Joanne Savage, Brand and Design Director, “This is a shower for the 21st century.”

For more information, visit www.aqualisa.co.uk

FEATURES INCLUDE: ● Three pre-set experiences: Eco, Family and Sport Option to save tailored experiences ● 2.6” TFT full colour display screen ● Optional wireless remote ● Intuitive user interface ● Single or dual outlet ● Proximity sensor reduces flow by 10% when user steps away ● Stardust Silver bezel as standard, option to choose from four other colours: Polar White, Shadow Grey, Lagoon Blue or Sunrise Orange

0800 634 2600 | atyourservice@idealbathrooms.com | www.idealbathrooms.com

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The latest marketplace news | THE IDEAL BATHROOM

HOW DOES YOUR ONLINE OFFERING MEASURE UP? Following the first ever Ideal Industry Survey, we look at some of the key results and focus in on findings around the internet. Technology may be changing every aspect of our lives, but will it change our industry? And if so, how can you get ahead?

Last year we conducted the first ever Ideal industry Survey with a simple aim – to create an in-depth report to help you better understand the bathroom industry. The survey was an overwhelming success, with businesses of all types and sizes across the breadth of the country taking part.

The findings revealed an industry in great health. Only 32% of respondents reported sales growth of less than 5%, with all other respondents reporting growth beyond that figure. The survey gave us a detailed understanding of a wide range of industry topics.

It showed, for example, that 73% of respondents believed Brexit had or would change their business plans and pricing in 2017. Yet despite that, the majority of respondents said the decision to leave the EU gave them confidence in the market, with 89% rating their confidence as three stars or above on a scale of one to five.

All respondents completing the Ideal Industry Survey will receive the Ideal Industry Report once it’s ready, providing them with invaluable industry insight. Packed with detailed statistics, it will allow them to see how their offering compares to their peers and other industry standards.

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One area of particular interest uncovered by the survey was the industry’s use of the internet in a day-to-day business. The internet has drastically changed the way consumers shop over the last decade and will continue to do so for the foreseeable future, but are retailers keeping pace with these demands?

Do people want to buy online?

More people than ever are shopping online. An E-commerce Foundation report released this year suggests that over 43 million Brits shopped online in 2015. And as more of the population becomes internet-savvy and online retailing evolves, online spending continues to rise.

For example, a recent Office for National Statistics report detailed

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THE IDEAL BATHROOM | The latest marketplace news

the UK’s online spending habits and showed average weekly spending online in August 2016 was £965.8 million – an 18.5% increase from the same time in 2015. And the amount spent online in August 2016 accounted for 14.3% of all retail spending in the period – a 1.8% increase from August 2015. In the same timeframe, 10.7% of household goods purchases were made online.

Our industry is a traditional one, so it’s no surprise that bathroom product purchases made online are comparatively lower than other sectors. Due to the nature of our products, to the vast majority of consumers, it’s still vital to visit showrooms to see products firsthand and buy complete packages that include extras such as design, fitting and aftercare.

While our industry hasn’t adopted digital sales like others, it’s important for switched-on retailers to create smooth transitions for customers between online and in store. That way, you can cover as many customer types and touchpoints as possible.

How many of our customers surveyed have a company website?

95% Do you need a website?

And what kind do you need?

It’s becoming more important for modern businesses to have a website and the Ideal Industry Survey verified that point, revealing that 95% of respondents already have a company website.

online sales could be tricky. And online retailers have to compete on pricing and shipping as online consumers will often shop around to find the best price.

A website will certainly do your business no harm, and a transactional website could well help you generate extra business.

Nevertheless, our industry still revolves around traditional showrooms, and physical interaction with products. With the added value coming from dealing with industry experts, a web presence is however a great way to drive this footfall.

How many of our customers surveyed have a website on which customers can purchase products?

22%

For those that don’t, or those looking to upgrade, the good news is that a website doesn’t have to cost the earth. There are plenty of template-based website builders that are user-friendly, meaning you can produce a fully-functional website at not much cost.

Even a single holding page with your company name and contact information is enough to encourage consumers to give you a call and visit your store in person.

Those looking to future-proof their business or to gain a competitive edge can invest in a transactional website where consumers can buy products online. The Ideal Survey showed that 22% of respondents already have a website that allows consumers to directly purchase goods online.

It’s by no means a make-or-break deal having a transactional website, but with three quarters of the UK’s internet users shopping online, it can provide your business with a differentiating edge.

That’s not to say online retail doesn’t come with its issues. Online shoppers expect the same service and delivery they receive from some of the major online retailers such as Amazon, and in some instances products in our industry do not lend themselves well to being able to satisfy these service requirements. Depending on the size of your business, holding the extra stock to fulfil these potential

Of those, the percentage of their annual turnover generated by online sales was: = 0-10% of sales = 10-30% of sales = 30-50% of sales = 50-70% of sales = 70%+ of sales

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WAVERLEY TRADITIONAL ELEGANCE LOVINGLY CREATED

For homes that crave a traditional look, Waverley offers authentic period style with the quality and reliability of modern manufacturing. Taking its reference from authentic Edwardian or Victorian pieces and faithfully incorporating important decorative details, Waverley brings a classic elegance to both bathroom and cloakroom.

www.idealstandard.co.uk

THE IDEAL BATHROOM | The latest marketplace news

What are showrooming and webrooming, and how do they impact your business?

The internet and the wealth of information it provides to consumers has divided shopping into two camps – showrooming and webrooming.

As more widespread access to the internet has changed consumer behaviour, these two ways of shopping have become more commonplace, even in our more traditional industry.

Showrooming is defined as the practise of visiting a store to examine products before going online to buy them at a cheaper price. On the other hand, webrooming is when consumers research products online before heading into a physical store to buy them.

One way for retailers to combat showrooming is to offer products online in the hope that showroomers will buy products from your website. There will always be those consumers looking for the cheapest price and there is little you can do to combat that mindset, but having an online offering allows you to reach to a wider audience, some of whom may go showrooming elsewhere and end up buying from you.

Having a transactional website allows consumers to buy not just products, but showroom add-ons like fitting and aftercare, which could lead to them choosing your company over a product-only, web-based retailer.

As for webrooming, providing consumers with information at the research stage positions your business as knowledgeable and trustworthy. Shoppers who like the reassurance and aftercare of a physical store could visit your website for research and then may be more inclined to buy from you when they’ve decided which products to buy. Once these customers are in store, you can provide them with the professional knowledge and service that the internet cannot offer and hopefully secure their business.

What do consumers expect from your social media?

Taking all this into account, it’s also important to ensure your website is mobile-friendly as more people use their phones rather than computers to buy products online. The Twenga Solutions’ E-Commerce in the UK 2016 report showed that over 30% of E-commerce traffic in the UK now takes place on mobile devices.

Having a website that isn’t optimised for mobile could lead to decreased usability, loss of potential custom and lower rankings in search engine results.

Statistica predicts there will be 35.7 million social media users in the UK in 2017. Even if a single percent of that number is using social media to research or buy bathroom products, that’s an audience you cannot afford to ignore. Thankfully, The Ideal Industry Survey revealed that 73% of respondents use at least one type of social media platform to promote their business. Of that 73%, nearly all used Facebook, 65% used Twitter, 22% used LinkedIn and 17% used Instagram. Only 10% said they had a Pinterest account.

What percentage of those surveyed What percentage use social media of for those surveyed business? use social media for business?

To some, having a company social media account is as important as having a showroom, while for others it’s a daunting foray into a confusing, fast-paced world. Whatever your opinion, the most important takeaway is that millions of people use social media.

Meaning the opportunities for your business are huge.

It’s no surprise that well-established platforms like Facebook and Twitter rule the roost. They have the most active users and offer an unparalleled versatility by letting businesses share text posts, photos and videos. There’s a level of comfort involved in using these familiar platforms, but looking at new platforms could prove to be a savvy move.

Of those...

Of those...

96% 96%

65% 65%

use Facebook

use Twitter

use Facebook

73% 73%

17% 17%

use Instagram

use Instagram

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use Twitter

22% 22%

use LinkedIn

use LinkedIn

10% 10%

use Pinterest

use Pinterest

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Innovation from start to finish

Cleverly concealed Duofix frames and cisterns, elegantly designed flush plates and innovative AquaClean shower toilets. Geberit has a solution for every bathroom. Visit geberit.co.uk/innovation.

/geberit.co.uk

THE IDEAL BATHROOM | The latest marketplace news

Instagram and Pinterest are both visually-orientated social platforms that are often used by people looking for inspiration for home improvement projects. Businesses that use these platforms often find themselves in front of potential customers much earlier in their buying journey – at the planning and inspiration phase. This applies particularly to the webroomers mentioned earlier, who will research products online. Getting your business in front of these consumers at this stage could lead to them heading into your store to buy their desired product at a later date.

With only 10% and 17% of survey respondents stating that they use such platforms, getting your business on Pinterest or Instagram could help boost your market stand-out as platforms like Facebook and Twitter become over-saturated.

Much like setting up a website, creating social media accounts for your business doesn’t have to be a daunting affair. There is a wealth of online resources available that make using social media straightforward. Even a single social media account gives customers and potential customers another way to find you and communicate with you.

Customers will be able to access detailed product data with product specifications, installation instructions and unique cross sells.

We’ve worked closely with our customers over the last 18 months to create a site that has all the functionality and features they require. The site is very simple to use and allows customers access to key information at a click of a button when and where they need it - saving them time and offering this additional route of communicating with Ideal Bathrooms.

Our industry is in fine health and we’re lucky to work in a business where the majority of shoppers still value visiting physical stores to experience products and talk to knowledgeable professionals.

However, there’s no harm in having an eye on the future. As the internet and improved digital offerings change the way businesses operate, we’re committed to being ahead of the curve to provide you with an easy, stress-free partnership.

Sources used: Ecommerce Foundation • Office for National Statistics • Statistica • Techopedia • This is Money • Twenga Solutions

Our digital offer to you Here at Ideal we’ve always got our finger on the pulse to make sure we’re providing you with the best level of service. As well as traditional improvements, like the recent acquisition of the new warehouse in Milton Keynes, we’re currently working on a greatly improved website to provide our customers with the best digital experience possible.

The new website will offer customers a host of improved functionality including a live stock checking tool and the ability to order online 24/7 simply and effectively through a quick order form. Customers will also be able to track their orders and download electronic POD’s and manage their full account online.

Now you know how your online offering measures up… ...look out for Ideal Bathrooms new website launching in April 2017

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The latest marketplace news | THE IDEAL BATHROOM

SHAKING UP DISTRIBUTION

Ideal Bathrooms’ Operations Director Kim Kirby-Earnshaw reveals all about our new distribution centre and our commitment to providing excellent service.

Q. It’s been an extremely busy end to 2016 with the opening of your new Milton Keynes warehouse, can we have an overview on the new operation?

We have acquired 44,000 sq ft unit, as a result of outgrowing our second site. The increase in business we experienced last year (and previous years), coupled with the new brands that we have recently taken on, meant our stock holding needed to increase. We will be using the additional capacity at MK to become the primary distribution centre for the business, taking an increased volume of bulk and distributing it to the other satellite depots.

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Q. We’ve already touched upon the operational changes the business faced last year, how will the new warehouse improve operational efficiencies?

The new site will allow us to increase our pick locations, which will result in a faster and more efficient putaway and pick processes. As mentioned previously, we will be working the new unit as a distribution centre. This will have a significant benefit to the other depots, and Ideal in general.

Q. How exactly will customers benefit from the investment in Milton Keynes?

Q. You’re renowned for driving excellence throughout Ideal Bathrooms operations – what should excellent service mean to an Ideal Bathrooms customer?

Excellent service is ensuring every department works together to make sure the customer experience is exceptional and to the level our customers have come to expect. Always having available stocks to satisfy demand first time, in full, is the benchmark that we continually measure our performance against.

Being an easy company to deal with is very important. That way we provide customers with the best service in the industry, time and time again.

By having new ranges and larger quantities of stock available, satellite depots will free up capacity by holding less bulk and a wider range of fastest moving product lines.

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THE IDEAL BATHROOM | The latest marketplace news

RUNNING HOT Race to The Cape

Progess pictures of the new 44,000 sq ft warehouse

The third race is off to a flying start already. We’re very excited to be offering you a chance to win a once in a lifetime trip to Cape Town, a city famous for its winelands, beautiful beaches, Table Mountain and the gorgeous South Atlantic Ocean. Winners will spend five-nights of luxury at the 5-star Belmond Mount Nelson Hotel. Get racing now if you aren’t already!

B2B Marketing Awards

We won big at this year’s B2B Marketing Awards, scooping the top prize in the ‘Best use of digital techniques or technologies’ category for Race to Dubai. We’d like to thank everyone who has taken part in any of the Race to ... campaigns and for making them a huge Training and developme success. We’ve very lucky and humbled to for individuals do business with such great people who we enjoy going on holidayor with! teams

The new Ideal website To improve our digital offering, we’ve invested in a new website which will be launching shortly.

Designed with customer needs in mind, it will allow you to compare brands and products allowing you to make the right choice every time. Read John Bagshaw’s industry view for more information and keep an eye out for the advert at the back of the magazine.

RUNNING COLD Brexit

IDEAL STOCK AVAILABILITY

£8.6 million

stock holding available to you

21,000 product lines in stock

– unbelievable choice

25

The effects of the Leave vote are becoming clear as the Pound suffers and imports are generally more expensive. John Bagshaw shares his views on Brexit and other issues on page 4.

Over leading brands in stock

99%

of fast moving lines available next day – you want it, we have it!

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27

The latest marketplace news | THE IDEAL BATHROOM

IN FOCUS...

JUNCTION 2 INTERIORS Junction 2 interiors’ impressive 100,000 sq ft showroom in Birmingham

Billy Pnaser, owner of Junction 2 Interiors, gives his views on addressing customers’ needs, building a successful showroom and the possible re-emergence of colour bathrooms.

Q. Tell us the history of Junction 2.

It’s a family-run business based in Birmingham that’s been going for 40 years. We’ve been on the site we’re on now for the last 20 years, it’s a purpose built unit that covers 100,000 sq ft.

Q. How did your career in the bathroom industry start?

Owner Billy Pnaser with Area Sales Manager Stewart Tilling

One of Junction 2’s displays showcasing VitrA products.

My parents had two shops, so when I left school at 18 I went to run one of them. When I first started we were selling bathrooms for £79. Slowly, as the market changed, I put some more displays in as the housing boom took off.

Within a year or two we had 30 or 40 displays in our shop.

When my parents got a bit older we decided to sell the two shops and move to one site, which is where we are now.

Q. How long have Junction 2 been working with Ideal?

I’ve spent a lot of money with them over the last three years but we’ve had an account for about 15 years. We really like the ‘Race to …’ incentives with the holidays! They’ve got good deals on as well.

Q. How do your customers’ needs impact your showroom?

We’ve been doing this a long time, which helps. We’re always looking at trends to see what’s new and we’re always changing displays because we’re not scared to reinvest in the showroom. We have a good rapport with a lot of manufacturers which means they’re always helping us to do that. We sell quality products so that the end user has good guarantees and good back up service. We’ve built our business on customer service because 90% of our business comes from recommendations.

Q. What brands do you currently display in your showroom?

The main brands that we display from Ideal Bathrooms are Ideal Standard, Vitra and Geberit.

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THE IDEAL BATHROOM | The latest marketplace news

All that space means plenty of products to choose from

Q. What industry trends do you see increasing?

We’ve changed from traditional to modern bathrooms in recent years, so we’re selling a lot of that type of product at the moment. I can’t see the modern bathroom changing in the near future. In my personal opinion, just maybe, colour might come back in the long term. We had it before and we’ve had white for the last 15 years. It would be a brave step by someone, but if you’re looking to do something different then why not?

Q. What’s your approach to customer service?

The first thing I say to everyone who comes to work for us is “always put yourself in the customers’ shoes”. You need to make good relationships with manufacturers so if a customer has a problem with a product you can get it solved properly.

We have an online service where customers can do reviews because we take service seriously. We always try to go to the ends of the world for customers. To be honest though, we don’t have many problems because we sell quality products.

Q. What are your plans for the year ahead at Junction 2?

We’ve got some big plans. We’ve just got a new section of taps and showers and sanitaryware that’s cost about £30,000. Ideally, we’ll overhaul the kitchen showroom if time permits. We’re also extending our bathroom showroom as well.

Q. What’s the best piece of advice you could give for running a successful showroom?

There are two types of showroom – smaller ones where they do design and fit, or bigger ones like us. If someone were to set up a business today, I’d tell them to go down the design and install route because the profit margins are small when you’re just selling the products.

One of the ever-changing displays

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29

The latest marketplace news | THE IDEAL BATHROOM

GETTING TO KNOW TAVISTOCK Alan Ayers, Tavistock’s Director of Sales, discusses how the brand is meeting the needs of retail partners, its plans for 2017 and its biggest achievements to date.

Q. Tavistock has been working with Ideal Bathrooms for 12 years. What can we look out for in the year ahead?

As usual, January sees our annual product launch with new ranges across all our furniture, brassware, sanitaryware, and lit mirrors and cabinets. So quite a lot really!

Importantly, we are supporting this year’s launch with the roll-out of our own new instore branding and installation service for selected retailers.

Q. What new products are you looking forward to seeing in 2017?

From this year’s product launch, whilst I’m obviously going to say were really pleased with all the new products, I am personally really excited about our new traditional Vitoria furniture range which will complement our existing Vitoria sanitaryware range and strengthen our offering in this design sector, along with Lansdown range expansion which is still growing.

Q. What has driven these changes?

Whilst the Tavistock brand crosses both modern and traditional designs, with the current growth in traditional and classic styles we felt it important to introduce a new range to this segment, as well as expand the finishes and options within our current offering in the traditional arena.

Q. What are Tavistock’s goals for the year ahead?

We are looking to maintain the level of growth we have seen over the past years Vitoria

30

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THE IDEAL BATHROOM | The latest marketplace news

and, as part of that, the strong double digit growth we have enjoyed from our partnership with Ideal Bathrooms.

Q. What marketing has Tavistock got planned for 2017?

We have just finished putting together a newly redesigned brochure featuring all of the new products for 2017. We’ve also got new POS formats to support retail environments and, as I’ve already mentioned, we are investing heavily in a display and installation service to support selected retailers.

Q. How is Tavistock meeting the needs of its retail partners?

Lansdown

Although the Tavistock brand is almost entirely sold through bathroom distributors we have more recently put a team of four Sales Managers on the road to support the development of the brand at showroom and retail level. We’re hoping to create more demand for Tavistock for our distribution partners. In addition to this is our ‘VFM’ price position in the market.

By this we believe our products across all categories offer outstanding value, design and quality, which is unparalleled at our price points.

Q. What has been Tavistock’s biggest achievement so far?

When the Tavistock brand was acquired

by Roper Rhodes Ltd in 1999, total sales were less than £500k selling just toilet seats and panels! Today, the Tavistock brand sales are circa £14m and we are a specialist manufacturer across numerous bathroom product categories.

Forum

Compass

Vitoria

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Orbit

31

CONCEPT FREEDOM BATH

INTELLIGENT DESIGN FOR ACCESSIBLE LUXURY MODERN DESIGN COMBINED WITH FUNCTIONALITY AND ELEGANCE TO MEET A RANGE OF ACCESS NEEDS The Concept Freedom bath features a unique sitting ledge and lowered height that not only gives complete stability when getting in and out of the bath, but also doubles up as a place for loved ones to sit and assist with bathing. Manoeuvring around the bath is just as simple, with a handy step inside the bath. The contemporary support rails and gel headrest add a touch of luxury for an anxiety free, tranquil space.

For more information please visit:

idealstandard.co.uk

THE IDEAL BATHROOM | The latest marketplace news

A DAY IN THE LIFE OF NICK BROWN Find out how our Purchasing Manager spends his day My department has a remit of product data integrity, product life cycles, system price files, stock and supplier management, forecasts, expediting and order book updating, plus a large amount of data analysis in various areas. My typical week is spent managing these areas by holding supplier meetings, running analysis, tracking KPI’s, monitoring forecasts, order books, lead times etc. and ensuring the department’s actions have been completed. I’m lucky enough to have a very strong professional team in the department that proactively work to achieve the business goals.

Rise & shine

1

6.30am

I start the day with a 23 mile run, oh wait no I don’t, it’s coffee and toast I was thinking of!

7

Leave the house & head to work

Geberit analysis

7:45am

4.00pm

Geberit forecast review discussion with Julie, our Purchasing Analyst

2

6 V&B review

2:30pm

3

V&B price increase review with Rory, our Purchasing Analyst

Power up

8:15am

4 New product stock check

12:30pm

5

With Andrew, our Purchasing Supervisor

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Log on, more coffee, hit the emails and a calendar check

Team meeting

10:00am

Weekly meeting, reviewing projects for the week ahead. Price increase work load alone in December & January has been unprecedented!

33

The Vitoria Collection Bring a classic touch to your bathroom design with Vitoria - elegant, timeless styling makes it the perfect solution for a period home.

Bathroom furniture includes a basin unit and cloakroom unit, in hand painted finishes of soft linen white or striking matt dark grey. Complement these with a choice of high level, low level, close coupled or back to wall WCs. www.tavistock-bathrooms.co.uk

THE IDEAL BATHROOM | The latest marketplace news

THE 0 16 IDEA2 LISTS THE 20S16 S IDEALI T

TH IDEE 201 ALI 6 STS

CUSTOMER SERVICE CHAM HIGPIO HLYN C CU OMM Natalie WoS ERV rma ldIC STOMEENDED YEE O L P E CH R EM E YEAR AMP ION OF TH s in s B u e o n Dic C e n kens Way Awarded to

ded to

Awar

This award recognises individuals who provide customers an outstandin and experience and also g service inspire experience. They go above others to provide their customers with an excellent and beyond for their customers helping the business to , driving loyalty and grow. This Awar with their customers, whether award is aimed at those that have daily contact ded office based, in the warehous e or on the road.

ties to their du duced yond Has pro ess and be above s forward. the busin o go es . for uals whve the busin nally and innovation individ rso as or nises and help dri ss both pe ide , og lism s ard rec siona progre ague This aw their colle d shown their profes an support ding work ar through ye an st tst pa ou over the

to

THE 2016 IDEALISTS

Our annual awards are Ideal Bathrooms’ opportunity to officially recognise the outstanding contributions of employees. It is our people who make us, and we appreciate each and every person who plays their part in our success. Each year we acknowledge those who have made an extra special contribution. Entries are received from other members of staff for two main awards, Employee of the Year and Customer Service Excellence. These nominations are for those who they consider to have gone over and above in their roles over the past year. This makes the awards even more valued as they reflect the opinions of peers rather than senior management alone.

EMPLOYEE OF THE YEAR This year’s Employee of the Year award was won by Wayne Cousins. Wayne is the Wakefield Depot’s Warehouse Manager. He has been at Ideal Bathrooms for 20 years.

His plaudits are exceptional. “Wayne’s commitment to his role is impeccable. He is reliable and dedicated to working with and mentoring his team to produce outstanding results,” says Kim Kirby-Earnshaw, Operations Director.

embrace changes, such as the launch last year of HHT’s (Hand Held Terminals) in the Wakefield warehouse” “Wayne thoroughly deserves this award, his support to new managers through inductions and the example set in his willingness to offer best practice advice and skills to other depots is what Ideal Bathrooms stands for.

He is a credit to himself and the company.”

“Wayne’ is always happy to be the first to

CUSTOMER SERVICE CHAMPION The Customer Service Excellence Award went to Natalie Wormald, Sales CoOrdinator. Natalie started at Ideal Bathrooms in 2011. Natalie’s role involves daily contact with our customers and she is dedicated to both customers and the company. Ensuring customers receive the best possible service 100% of the time. She supports other internal departments and the quality of her work is outstanding. She is customer focused, dedicated and always goes that extra mile for customers and colleagues,” Says Kim. Due to the exceptional number of nominations received for the Customer Service award this year, it was decided to add a highly commended category in addition to the actual winner.

been at the company for 2 years. Kim states, “Ben has shown great dedication in covering an additional role for 8 months this year and has worked endless shifts to ensure our customers’ requirements were met. This kind of dedication to customer service is fantastic to see.”

Kim adds, “These 3 winners deserve our appreciation for a fantastic job they have done on behalf of the company this year.

There is a great spirit in the company and these companies are truly deserving of this recognition. There are, of course, many others throughout the business that fulfil their roles with commitment every day. Our staff are our biggest asset and there are many unsung heroes in the company.”

Highly commended for Customer Service Excellence was Ben Dickens, Driver, who has

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35

UNBOT TLED WATER S T ILL , MEDIUM OR SPA RK LING

REFRESH WI T H G RO HE B LUE H O ME A beautiful and intelligent system that transforms simple water into pure thirst-quenching pleasure. How do you like your water? Still, medium or sparkling, it’s all a matter of taste.

GROHE Blue Home has a simple and intuitive mechanism that lets you carbonate your drinking water at the touch of a button. Deliciously cool filtered water. www.grohe.co.uk

The latest marketplace news | THE IDEAL BATHROOM

WHO IS PAUL CROSSLEY? QUALITY & INNOVATION

JT’s Managing Director Paul Crossley lifts the lid on Just Trays, his influences and his biggest achievements to date.

Q. Tell us a little about JT. Just Trays has been going for over 25 years and, as the name suggests, we just manufacture shower trays. We are the market leader and produce about 1,600 trays a day – I don’t know where they all go! I’ve been with the business for 17 years and for my sins, I’m proud to have ended up owning the business!

Q. How did you get into the bathroom industry?

I won a raffle prize and lost! I worked for a business called Spring Ram, which ended up turning into Jacuzzi UK. It was one of their founders that established shower enclosures and bases about 25 years ago. I went out of the industry for a few years, but it wasn’t long before I was back.

Q. What excites you most about working at JT? I want to make sure that we don’t do the norm, but instead deliver the next generation of products. I’m very passionate about making a difference in terms of our offer to the market and to our customers. My title of Managing Director sounds grand, but behind every great MD is an even better team.

Genuinely, I have a team that makes me look good every day and that’s half the battle of life. I’m really thankful for that.

38

Q. What have JT been doing to continue pushing boundaries?

We’ve recently launched Evolved by JT with Ideal Bathrooms, which is a brand new 25mm low level shower tray. When you look at it, it’s almost like having a wet room. The problem with a wet room is that it involves a vast amount of work to make sure that water stays where it should. The idea of Evolved is that it’s a tray the plumber can easily fit and you know that when you shower, the kitchen ceiling isn’t going to be wet!

We solve problems for the installer. I have an old adage which I use all the time – we are the tyres on the car.

When you buy a car, it can be £10,000 or £300,000, but without those four bits of rubber the car goes nowhere. Quality shower trays are where everything builds from so our products have to be solid and reliable and there on time. In the last few months, Evolved has been shortlisted for several awards and won the Designer Product Innovation Award back in November. It’s amazing when something you scribbled on a pad goes through a journey and ends up winning an award.

Q. Who has had the biggest influence on your career?

taught me the true meaning of working hard. And then there’s a gentleman called Peter Leaman who was Managing Director at Spring Ram, he’s absolute dynamite. I learned a lot from him.

Q. What’s your biggest achievement to date at Just Trays?

We changed the market 16 years ago, when we launched the first ever low level shower tray in the UK. And last year I won the Special Achievement Award at the KBB Awards, which was a total surprise. That was amazing.

Q. What challenges do you think the bathroom industry will face in the next few years?

The same as the past. It’s important to keep changing and to not sit still. What you did yesterday is not what you should be doing tomorrow. The supply chain is a lot more competitive, that’s why we work with Ideal Bathrooms – they’re one of the best.

Q. Describe yourself in three words.

Passionate. Driven. Loyal. And Fun!

My Mum and Dad, who have always

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YOUR RACE TO CAPE TOWN STARTS HERE COMPLETE THE RACE IN 3 EASY STEPS: Register at cape.idealbathrooms.com before 3rd March 2017 Your personal 12-month target will be issued, then simply track your progress and watch yourself race towards the finish line Hit your target before 20th December 2017 and grab your passport – you’ll be joining us in Cape Town!

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