As St James England launches its Living collection of sinks and taps, we talk to GB sales director Mark Davidge to hear all about the latest trends in kitchen taps and bathroom brassware.
Q: How closely do you follow consumer purchasing trends at St James?
A: We are very conscious of the need to offer an array of products in a variety of finishes to provide our retail partners with a portfolio that meets consumer demands. Both our sales and customer service teams are in very close contact with customers, to ensure we are always kept abreast of market requirements. As a result, the St James portfolio boasts the very latest styles and on-trend finishes. For example, products in our Victorian-inspired St James Traditional range are available in classic chrome, plus the latest on-trend finishes such as polished brass, unlacquered copper and brushed nickel.
Q: Are consumers still going for coloured finishes at the moment?
A: Consumers are definitely still keen on coloured finishes – it’s an element of personalisation for their bathroom, which we continue to see in bathroom design. Additionally, the more unusual, natural tones are proving particularly popular at the moment too. Our warmer metallic finishes including brushed brass, unlacquered copper and unlacquered brass are consistently being specified within bathroom designs. The graphite finish, available within our contemporary Distinction collection, is also really taking off as it offers a completely different kind of aesthetic to traditional chrome bathroom fittings.
Q: What is your current best-selling brassware finish?
A: Chrome is still our most popular finish, its attraction is enduring and universal with many consumers choosing chrome with a long term, non-trending appeal in mind. Classic chrome finishes are available throughout the St James portfolio. Within the St James Traditional collection, which blends classic design influences with exquisite materials, bathroom designers can offer bespoke detailing, allowing their customers to customise their chrome product with white, black, crystal clear or metal touches to match their individual bathroom design.
Q: Are there any other brassware trends retailers should be aware of?
A: We do keep an eye on the latest trends, however many of our collections that will be on display at kbb are borne from our own identity. St James’ products boast a strong heritage. This has evolved from over 50 years of experience in the designing and manufacturing of exquisite brassware that is fit for purpose, high performing and of great value.
Q: What new products do you have coming in the pipeline?
A: We’ve been extremely busy during the last few months developing a number of exciting new bathroom products that will form part of our St James Living collection. The St James portfolio has recently been enhanced with the addition of our Living range of kitchen brassware and sinks. A selection of bathroom brassware is joining the Living range and will be unveiled at KBB Birmingham. Our Living collection offers fresh new designs to complement any space and we are very much looking forward to showcasing these on our stand at KBB.
In addition, we have a developed brand new range of POS displays to help retail partners elevate their showrooms and provide their own customers with an even better experience. New brochures for the Traditional, Distinction and Living collections have also been collated to present the very latest features and on-trend finishes available in the St James portfolio.
Q: What is the best approach to incorporating finishes in a bathroom design?
A: Choosing the right brassware partners that provide access to a comprehensive collection. We have a number of finishes across our portfolios, some of which are also aligned with finishes available from our sister company Flair Showers.
