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ekbbusiness october 2015
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.
Laufens marketing manager Joanne Langton believes its 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 & Rowes 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
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
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 dcor, 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 its important that these products are visible to your customers, says Laufens 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 & Rowes 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 its 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 BATHROOMDean 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
ekbbusiness october 2015
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: Whats 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 thats 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 bru