Trade body the Bathroom Manufacturers Association (BMA) has rebranded as the Bathroom Association in what it says is a “new chapter”.

The announcement was made at the association’s Future of Water stage at the InstallerSHOW by chief executive Tom Reynolds and association president Craig Baker.

According to the association, the rebrand marks a new era of unity, purpose, and leadership for the entire bathroom industry, bringing together every business in the bathroom industry.

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Craig Baker said: “The bathroom is a system. To improve it, we need everyone around the table.”

Established since 2001 as the Bathroom Manufacturers Association, prior to that it had its roots in the Council of British Ceramic Sanitaryware Manufacturers.

The Bathroom Association now represents over 60 members from across the bathroom sector.

The rebrand comes with a new visual identity and tagline – Insight. Influence. Impact – which defines its core purpose:

Over the years, the association has launched a support group for MDs, published Insights Magazine and introduced a podcast to break down complex regulations and economic change.

Additionally, the association has also influenced regulations, and engaged in political advocacy.

The association convened the world’s largest bathroom brands at Windsor Castle in 2024 to address water scarcity and antimicrobial resistance.

That summit produced the Windsor Declaration – the first global commitment for the bathroom industry.

Speaking at the launch, Tom Reynolds said: “Our vision remains unchanged: A world where bathrooms are better for people and planet.

“Today is a milestone in that journey, and our new manifesto sets the tone.

“Behind every bathroom are thousands of passionate people who make it possible: a complex supply chain of clients, designers, manufacturers, suppliers, merchants, distributors, retailers, plumbers, builders, electricians, and more.”

The Bathroom Association aims to build bridges between professions, sectors, and perspectives.

“We invite the whole supply chain to join us”, added Craig Baker.

“If you contribute to the creation of a public or private bathroom in the UK, there is a place for you in the Bathroom Association.”