Product manager of Abode David Boddy talks through the Focus 60 bathroom collection, and how it creates a co-ordinated look for smaller spaces

Q: What was the research behind the launch of Focus 60 and product categories of  countertop shelves, accessories, mirrors, basins?

A: The design team at Abode have long been focused on the desire to give the wash zone a makeover, on par with new product developments in the kitchen sink and tap market.

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The British bathroom is typically compact in size, so being able to save space and add utility around the wash zone has become important. We decided the 600mm wash zone was the most appropriate and universal solution.

Having matching taps, basins, furniture, mirrors and lighting, takes the guesswork out of colour-matching and ensures every inch of space is used to its best advantage.

Q: What is the size and scale of the range and what are the USPs?

A: Focus60 includes a series of new taps and showers, washbasins, plus a curated mix of mirrors and accessories.

Abode has created 12 basin packs, which feature either the Cava or Iox round or tablet shaped basins with Tableau shelves, mirror, brassware and accessories.

Cava basins are crafted from RemaStone material, constructed from 35% recycled content, which is 20% lighter in weight yet 20% more impact resistant than standard composite stone material and optional metal plinth in a choice of finishes.

Iox is crafted from 3mm gauge stainless steel with PVD Nano coating in Black or Brass.

There are two brassware ranges which include an energy-saving cold start valve and 5-litre/min flow restrictor to save water.

Levarto features a slimline spout and handle with cut-out design in black/brass or white/brass finishes, while Aquip basin and bath mixers feature soft design elements and come in Matt Black, Brushed Brass and Chrome.

Tableau basin shelves are made from RemaStone, with smooth, rounded corners and an anti-splash rim.

Each shelf has a choice of single or dual towel rails and they can be used side-by-side.

The new Bathroom Mirror Collection offers round and tablet shaped designs with or without a frame.

All Abode mirrors are available with optional, dimmable and adjustable colour temperature LED backlighting, including “Candlelight” setting.

Operated by fingertip controls on the glass, they also boast a demist function.

Uno Showers feature a rounded square form and span shower heads, handshowers and concealed shower valves, operated by push button controls and fitted using the Abode Installation Box.

Lastly, Uno accessories include towel rails, robe hooks and toilet roll holders, through to matching basin and bath wastes, plinths and bottle traps.

All Uno Accessories are made from solid brass and offer hex key installation with Allen key supplied.

Q: Where is Focus 60 positioned in your price hierarchy?

A: Focus 60 is a premium collection, which is designed to be affordable.

We believe Focus 60 will allow retailers to serve both the mid-market end-user who wants to invest in their home for the long term, alongside the affluent home buyer looking for a luxurious solution, which is high quality and custom by design.

Q: As a sink, tap and shower manufacturer, what investment or changes have you made at the company to become more of generalist than a brassware specialist?

A: This has been a conscious process over the past two years, as we have been developing our team structure and our future direction of travel in line with consumer trends and market demand.

I was brought in as product manager to take Focus 60 from concept to delivery. Having experience in lighting and sinks, my role is now focused on the development of our bathroom portfolio as well as our kitchen sinks offer.

We know how much the customer buying journey has changed, matched with the importance of everything being easily co-ordinated in the bathroom.

Q: What has the reaction been like from bathroom retailers?

A: The feedback has been positive. Retailers really like the simplicity of suggested packages of products to make the ordering process as simple as possible.

There has been a lot of positivity around the new brassware collections and their efficiency credentials.

The recycled properties of the Cava basins and Tableau shelves offer something different and the Iox basins have been noted as showstoppers at affordable prices.

The brochure has also received a lot of praise for its eye-catching imagery, new format size and “simple to navigate” structure.

Q: Why did you choose PJH as your only route to market for this product?

A: As an existing Abode distributor and after seeing significant growth in its own Bathrooms to Love Collection, we were confident PJH was the right partner.

On top of that, its impressive UK warehousing capacity, set to grow with its new flagship distribution centre in Wolverhampton, is well-placed to rollout our latest collection and support our operations with next-day delivery to 93% of UK postcodes.

Q: How will you be supporting bathroom retailers?

A: We are currently running a special display offer for retailers up to October 1, 2025.

There are eight Focus 60 display packages, each with a selection of basin, shelf, brassware, mirror and accessories.

We have enhanced warranty terms for our full bathroom portfolio, and invite retailers to speak to us about our loyalty rewards program, Abode Accumulate, where rewards can be earned from selling Abode products.

We are also working hard on bringing our new brand website to life and a suite of new POS material to help our retailers and their customers choose the right solution for them.