Alliance Sanitaryware Products has rebranded as Highlife Bathrooms, to establish itself as a brand name in the consumer retail market.

Left to right: Sales director Michael Jones and co-owner of Highlife Bathrooms Charles Kyriacou

As part of a £100,000 investment into the rebrand, the East Kibride-based bathroom supplier ran consumer groups across the UK, filled out its product portfolio, added to its research and development capabilities, plus developed a brand identity.

Co-owner of Highlife Bathrooms Charles Kyriacou said: “We are already firmly established as one of the most trusted and popular names in the trade market, but strongly believe we have the ideal combination of products – both fresh and modern, and stylishly traditional – and expertise to turn Highlife Bathrooms into a renowned household name.”

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Highlife Bathrooms will continue to sell Alliance’s most popular ranges, but has added over 100 products to its offer.

These include full suite bathrooms, mirror, tap and mixer ranges, as well as showering and wet room solutions, plus rimless WCs and wall-hung furniture.

Sales director of Highlife Bathrooms Michael Jones commented: “The average spend on a new bathroom in the UK now tops £4,500 but what people want, whether they spend £2,000 or £20,000 is an end result that looks a million dollars.

“What all our products have in common is that they deliver exactly that, and do so at a price that allows our customers to make excellent margins, while at the same time delivering excellent value to the homeowner.”

As part of its rebranding, Highlife Bathrooms has published a Lifestyle Companion, aimed at inspiring design ideas.

Charles Kyriacou added: “We’re currently firmly focused on the future, and the new direction we’re taking as a company.

“But we are doing so with an unflinching commitment to the service and product quality beliefs that have been integral to our success during the past 15 years of continuous growth.”