Bathroom accessories are not just functional but are integral to a successful bathroom design – what's more they can help increase your sales too. Sally Smith looks at the latest products on offer.
Brands have responded to consumer demand for design-led bathroom accessories to complement their bathroom scheme by expanding their ranges offering more innovative products, in more colours and finishes, and offering ‘accessory bundles’ that are an easy all-in-one solution for customers.
"Consumers are keen to see a range of options, from different sizes to various finishes and are looking to retailers to advise them on the latest accessories on offer. For example, ‘over-shower’ hooks create extra space both in and out of a shower, especially if they have a hook design on each side. Many homeowners are looking for ways to modernise accessible bathrooms, by adding more contemporary grab rails to offer additional support to those who may need them," explains Richard Ticehurst, brand expert at Crosswater.
He adds: "Whether or not a customer is designing a traditional-style bathroom or opting for a contemporary aesthetic, accessories from mirrors to niches pull together every look. Shower niches with integrated lighting are particularly popular at the moment."
Lewis Neathey, leader, product management Grohe UK, Lixil, EMENA, agrees: "In recent years, there has been a noticeable shift in the importance of accessories as integral parts of overall bathroom design and aesthetics. Consumers increasingly view co-ordinated brassware and accessories as decorative pieces that complete the look of the room, rather than purely functional fittings."
Offering complete accessory packages is proving to be a cost-efficient and convenient option for consumers. Neathey says: "This all-in-one solution offering essential products in matching designs and colours, eliminates additional planning steps for consumers and helps create a seamless and elevated bathroom design. These ‘accessory bundles’ are an attractive option even when at a higher price point providing retailers with an ideal upsell opportunity."
"Bathroom accessories are now almost as important as taps and showers, and sales continue to rise for us in this category," says Julie Lockwood, product manager at Bathrooms to Love by PJH. "The levels of quality, finish and durability have really improved over the last few years as the ‘personalisation’ trend continues to flourish. This has opened up great sales opportunities for the retailer, helping to increase the value of sales orders, especially when accessories are shown throughout showroom displays."
"We are seeing a growing demand for holistic bathrooms. It is no longer sufficient to merely provide a hand shower as customers are looking for matching accessories," explains Erika Dodds, channel marketing manager (retail) for Hansgrohe UK. "Providing cohesive bathroom accessories displays, grouping selected products together by colourway and style creating ‘pops’ of inspiration for customers helps demonstrate the added value accessories can bring as well as simplifying their shopping experience. For example, our XtraStoris wall niches or AddStoris accessories, include toothbrush tumblers and soap dispensers."
While Chrome remains a timeless classic and Matt Black fittings are an increasingly fast-growing category, more neutral colours are also growing in popularity.
Katy Olsen, brand manager at BagnoDesign, says: "Earthy tones add warmth and nature-inspired elements to spaces. Our styles range from minimalist to industrial and vintage-inspired designs. We would recommend suggesting accessory bundles that pair well together, like matching towel racks and soap dispensers. Visual displays or mood boards can also help customers envision the complete look and feel of their bathroom."
Charlotte Tilby, head of marketing at Woodstock Trading Co, has seen a shift towards more natural finishes. "We’ve seen a real surge in demand for natural brass finishes, with its warm golden hue and unique ability to age gracefully, adding a touch of luxury and character to bathrooms. Our cabinet handles are machined from solid brass and lacquered for durability, designed to suit both modern and traditional styles making them the perfect finishing touch for any bespoke vanity unit."
Ben Bryden, sales & marketing director at RAK Ceramics UK, says: "Accessories and finishing touches are crucial for selling aspirational bathrooms. They enhance the overall design, add functionality, and create a cohesive, polished look. Stylish, well-co-ordinated accessories can transform a basic bathroom into a luxurious space, appealing to customers' desire for elegance and comfort. It’s worth taking on board customer feedback to keep up with trends and preferences, making sure you offer what people really want. Focus on offering a range of styles and finishes to match different tastes ensuring the products are functional and easy to install."
"We have just introduced a brand-new range of accessories to the Illustrious range including towel rail, towel ring, shelf, soap dispenser, toilet brush, toilet-roll holder, toothbrush holder and robe hooks," says Nicholas Cunild, MD of Swadling Brassware. "We highly recommend retailers include bathroom accessories in their designs and instore installation so that their customers can visualise how accessories can bring the whole design together, particularly by matching the accessories to the other bathroom brassware."
