Bathroom manufacturer Imex Ceramic UK has acquired Puraflow brassware and Puracast bath collections from Pura Bathrooms.

It means that from May 1, 2022,  Puraflow and Puracast products will only be available to buy through Imex Ceramic UK, but will retain product codes and range names.

Over the coming months, the packaging will be altered to become Imex-branded and the company plans to increase the offering.

Sponsored Video

Quarter sawn Tulipwood

According to Imex, it plans to build the product offering to become a complete bathroom solution brand.

Speaking about the decision to acquire the brands, Imex Ceramic UK retail sales director James Wood commented: “We have had a fantastic response to our Imex UK product collection. Following feedback from our partners there is a huge demand for Imex to provide a complete offering.

“Our global strategy is to also become a complete bathroom solution to our customers.”

He continued: “As our Imex products were previously distributed by Pura Bathrooms in the UK and share, in most instances. the same range names, coupled with the commercial understanding of their Puracast Baths and brassware sales, made this decision of acquisition very easy.

“The brassware is already seeing good growth within the UK and will see an increase in customer support as well as product development from our own Imex UK team.”

James Wood added: “Imex are employing all staff involved within the acquisition and growing both our internal and external teams almost immediately.  This will fast track the extra support and communication needed to our customers.

“We are very confident we will see a much quicker response to our customer needs.”