Bathroom Brands rebrands portfolio

07 May, 14

Eight brands simplified into four, with launch of luxury flagship Arcade brand

As part of a £20million investment, which includes a HQ, Bathroom Brands rebranded its portfolio and unveiled a luxury brand Arcade at Brockett Hall in Hertfordshire.

The company has reduced the number of brands from eight to four, which now includes Britton Bathrooms, Burlington, Clearwater and Arcade.

Burlington Bathrooms remains the company’s traditional offer, with Clearwater its bath brand. However Britton Bathrooms will now include contemporary sanitaryware, alongside furniture from the former Aquacabinets brand, shower trays from the Zamori brand and baths from Cleargreen.

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Arcade is the company’s latest luxury brand, which is positioned to rival the likes of Lefroy Brooks and Imperial, and sell through 100-110 dealers nationwide. Alike the rest of Bathroom Brands’ portfolio, Arcade will be sold through distribution, however it will not be part of its Bathroom Brands Sale.

The Belle Epoque-style Arcade is a collection of baths, brassware, showering and radiators and includes hero products such as a PVD nickel finish on its Albermarle bath.

Speaking exclusively to Kitchens & Bathrooms News, CEO of Bathroom Brands Patrick Riley explained he wanted Arcade “to be the Bentley of Bathrooms”. 

And talking about the rationale of the entire portfolio rebrand, Patrick Riley said: “When we had the Sale last year, shops said our offering was too complicated…The main logic for moving four brands into one is to make it simple for the dealer and the consumer. At the same time, one of the problems Roger Cooper identified was our products are better than we have marketed them. So we had over-engineered products selling lower down the supply chain. The rebranding is to bring the marketing up to the level of the products and to simplify the offering. ”

The rebranding, which took four months, saw the company re-photograph every product in its collection. Together, with the launch of Arcade, Riley stated the cost of these two projects alone was £1.2million.