Head of brand and marketing at hib. Deb Freeman on how seasonal edits have transformed product launches and inspired retailers

Q: Could you explain the concept of launching product in seasonal edits?

A: Launching a product in seasonal edits means curating and releasing collections that reflect evolving lifestyle aesthetics and seasonal influences, while still maintaining a timeless core.

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Rather than following fleeting trends, these edits serve as inspiration points, showcasing how versatile, investment-worthy products can adapt to different moods, palettes, and styles throughout the year.

This approach allows consumers to refresh their space with confidence, knowing they are building around a high-quality, long-lasting foundation that will remain relevant well beyond the current season.

Q: Who is the audience for the seasonal edits – consumers or trade?

A: The seasonal edits are intended for both consumers and trade professionals.

For consumers, they offer curated design inspiration and practical ideas for transforming their bathrooms into spaces that reflect personal style and wellbeing.

For trade professionals, such as retailers, the edits act as a valuable tool for understanding emerging preferences and guiding customers more effectively through product selections.

Q: What are the benefits to bathroom retailers of collating product into edits?

A: For bathroom retailers, grouping products into curated edits helps streamline the shopping experience for customers by showing how individual pieces work together as part of a cohesive design vision.

This approach also enables retailers to tell a compelling story around each trend, potentially increasing cross-category sales and creating opportunities for upselling.

Additionally, regularly updating these edits keeps displays engaging and encourages repeat visits from customers.

Q: How do you promote the edits to your proposed audience/s?

A: We promote seasonal edits through a comprehensive strategy that balances inspiration with practical support.

We use a mix of digital marketing campaigns, website features, and social media storytelling, all designed to highlight how our products can be styled across seasons to make every home owner ‘feel bathroom fabulous’!

Printed brochures further bring the edits to life, offering tangible, take-home inspiration.

Q: What has the reaction been like?

A: The reaction to our edits has been positive.

Many of our retail partners eagerly anticipate each launch and the edits have become a valuable source of inspiration, helping retailers engage their customers and refresh their displays with confidence.

Internally and within the wider market, the response has reinforced our position as a design-led brand committed to innovation and relevance.

Each launch helps strengthen our connection with both trade and consumer audiences, and the momentum continues to grow with every edition.

Q: How do you determine the interior trends?

A: Our product development team are true experts in their field, travelling internationally to explore emerging design movements and attend leading trade shows.

This first-hand research is combined with in-depth market analysis and close observation of evolving consumer lifestyles and expectations.

By blending insight with instinct, we’re able to identify meaningful interior trends that feel relevant today but have the design integrity to endure, ensuring every product we develop offers long-term appeal as well as seasonal inspiration.

Q: What are the seasonal edits for Spring/Summer 2025?

A: The seasonal edits for Spring/Summer 2025 include four distinct design directions.

“Warm Minimal” is a calming, nature-inspired aesthetic that softens traditional minimalism.

“The New Luxe” offers a sophisticated interpretation of comfort and elegance, ideal for those seeking boutique hotel-style refinement at home.

“Modern Retro” introduces bold, nostalgic elements with expressive personality.

Finally, “Light Industry” delivers a more polished take on industrial design, with softened edges and understated strength.