Merchant Flame opens third bathroom showroom

Flame Heating Group establishes Azure Bathrooms brand

24 Jul, 19

North-east based heating and plumbing merchant Flame Heating Group has opened its third bathroom showroom, following a £100,000 investment.

Merchant Flame opens third bathroom showroom


The 1,600sg ft showroom shares the site of its existing trade counter in Sunderland, on Riverside Industrial Estate, after the company acquired the branch’s adjoining unit.

The Mayor of Sunderland, Councillor David Snowdon, and his Mayoress, Cllr Dianne Snowdon, marked the official launch of the bathroom showroom.

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It follows the opening of a bathroom showroom in Cramlington earlier in 2019, after the Boldon-headquartered company unveiled its first in 2017, in Durham.

The showroom will form part of newly-established Flame brand Azure Bathrooms, with each of its existing bathroom showrooms featuring the branding.

As well as displays, the showroom boasts CAD using Virtual Reality.

Investor director of the Sunderland branch Glenn Neal said: “The addition of our new bathroom showroom will support our growth and allow us to enter new markets and serve even more customers on Wearside.

“This investment further demonstrates our commitment to the area and will support the creation of local jobs that are imperative to the regional economy.

“The VR experience is an innovative addition to our service and provides people with an immersive experience in which to visualise our quality products.

“Our use of VR reflects the company’s willingness to embrace new technology and improve the whole customer experience.”

Managing Director of Flame Heating Group John Savage, added: “This is an exciting phase in the development of the company as we continue to diversify and enhance our bathroom showroom offering throughout the North East.

“I am excited by this latest launch and the potential of our Azure Bathrooms brand as we continue to invest in our existing branch network and new sites.

“The recognisable and appealing Azure brand will be integral to our future success.”

Flame currently operates 12 trade counters across the UK and is expecting to invest further in its branch network, as well as double its headcount over the next three years.