As demand for more tailored bathroom spaces continues to grow, consumers are embracing an array of different finishes and taking a more bespoke approach to brassware. Nicola Hanley finds out more.
“The trend for personalisation is redefining the brassware and shower controls market,” says Louise Stalker, VitrA’s head of retail & projects. “Consumers are looking for more control over their bathroom designs, selecting taps and fixtures that align with personal style preferences.”
Jeevan Seth, CEO at JTP, agrees and says the personalisation trend has revitalised the brassware sector. “The growing demand for personalised interiors is helping to expand the brassware market, with consumers moving beyond the usual chrome and stainless steel options in order to create spaces that feel personal to them. This is due to the growing influence from luxury hotels and spas, with homeowners craving the comfort of high-end hotels in their own bathrooms.”
Another noting the luxe effect is BagnoDesign’s brand manager Katy Olsen who says the enduring trend for spa-style bathrooms is making its mark on the latest brassware designs. “Luxury is central to the spa bathroom concept and premium brassware can really set the scene and elevate the space, particularly the new generation of brushed metallic finishes that create a feeling of understated elegance.”
Two new additions to BagnoDesign’s premium portfolio are PVD Soft Burgundy and Oyster which, Olsen says, responds to increased demand for warm-tones and captures the growing quiet luxury trend.
RAK Ceramics’ sales & marketing director Ben Bryden says that cohesion has become more important to bathroom design and the brassware market in particular. “Customers are looking for ways to create a harmonious and unified look, where every element complements the overall design. This is why our brassware collections are designed with matching finishes across taps and accessories. Whether it’s brushed gold or matt black, these finishes ensure that everything from basin mixers to shelving works together seamlessly,” says Bryden. “By offering brassware and accessories in co-ordinated styles, we’re making it easier for customers to achieve a balanced, polished design, creating a bathroom that feels thoughtfully curated from start to finish.”
Lewis Neathey, leader, product management LIXIL EMENA, and Grohe UK, agrees. “The challenge for designers is to create a cohesive finish across all fittings in the bathroom, including taps, showers and even accessories,” he says. “Colours such as Matt Black have become a core offering because they're popular and also easier to match, giving more flexibility than specific metallic colours.”
And what other colours are trending at the moment? "Brushed brass, brushed bronze and matt black are increasingly popular options for homeowners who are looking to create an eye-catching statement,” says JTP’s Seth, who adds that brushed bronze is selling particularly well.
VitrA notes the enduring appeal of chrome. “Chrome remains a staple due to its timeless appeal, but there’s a noticeable shift towards warmer, textured finishes,” says Stalker.
Natalie Bird, brand marketing manager at Roca, also says that chrome is still a big seller. “Chrome remains a timeless classic that will always have a strong presence in the market,” she says, noting that matt black, which has been a firm favourite for a while now, is facing competition. “There is a noticeable shift towards softer finishes like stainless steel, which reflects a growing preference for understated, elegant designs that complement a range of bathroom aesthetics.”
Taking the trend for bespoke brassware to the next level, brands such as RAK Ceramics, Grohe and Varied Forms have introduced ranges that allow consumers to really tailor their taps. “Our Amalfi collection allows retailers to offer a mix and match style with a different finish to the tap handle and body. This eclectic look feeds into the current trend for personalisation and is a style we expect to continue.”
Likewise, Grohe’s Private collection allows consumers to pair the body of their tap with white or black Caesarstone Quartz handles or knobs for a unique look and feel. “Facilitating our customer’s ability to personalise their products is at the core of our brand and has been the leading driver in the way we have set ourselves up – offering a collection of modular components that can be combined together in the creation of something unique for each bathroom,” says Benjamin Peak, co-creative director at Varied Forms.
It’s a trend that will continue to gain traction, believes VitrA’s Stalker. “We’ll be seeing the continued development of different colour finishes as well as material combinations, such as having metal taps with glass-topped controls.”
Varied Forms’ Peak agrees: “We see the continued expansion of customisable offerings as well as some more subtle material innovation such as finishes that remain limescale free.”
