Villeroy & Boch Group UK MD Lisa Whitfield talks about forming the multi-brand powerhouse, the benefit for retailers and its responsibility to help shape the bathroom industry

Lisa Whitfield joined the company in 2023, from modular flooring company Interface and prior to that worked for Newell Brands

When experienced business leader Lisa Whitfield joined Ideal Standard UK & Ireland in 2023 as managing director, from her role as sales director of flooring company Interface, the acquisition by Villeroy & Boch was just six months away.

Fast forward to today and the deal is complete – marking the fusion of two global bathroom giants.

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She now leads the integrated business Villeroy & Boch Group for the UK.

Not only has Lisa Whitfield helped bring together Ideal Standard, Villeroy & Boch and Armitage Shanks brands under one roof, but all of this has been while influencing broader industry change, as a board member of the Bathroom Association, and navigating a turbulent market.

“It’s been crazy busy but we have a solid plan ahead”, she exclaims, which probably accounts for how the new organisation has settled so quickly.

And she points out what it means for the business. “Now with two global power brands under the group – Villeroy & Boch and Ideal Standard – as well as our local brand Armitage Shanks, we’re really excited about the opportunity ahead”, she says.

“We’re capitalising on our expanded product portfolio and channel expertise to deliver solutions across the market.”

Multi-brand powerhouse

The merger has seen the alignment of Villeroy & Boch high-end retail brand, alongside Ideal Standard, which has a broader reach, including projects, and boasts an established fittings business.

Based in Clerkenwell, London, the London Design & Specification Centre now features Villeroy & Boch brand alongside Ideal Standard bathroom collections

It creates a well-rounded proposition for residential and commercial markets.

Following the acquisition, Villeroy & Boch Group reported 56.7% growth and a record turnover of €1.421billion – largely attributed to the integration of Ideal Standard.

According to the company, it is now one of the biggest players in the bathroom market, globally.

“If we look at the UK, the Ideal Standard business has had a very successful legacy in the project business and in retail with our Atelier Collection, and the Villeroy & Boch business had a very successful background in retail”, Lisa Whitfield comments.

“We see that as our absolute recipe and formula for success as we move forwards”, she explains.

A clear example of this synergy was unveiled during Clerkenwell Design Week, where the group unveiled its newly rebranded Design & Specification Centre, during Clerkenwell Design.

The space featured product launches from ISH with the Skyla bathroom range from Villeroy & Boch and Ideal Standard Alu⁺ shower collection in a new bronze finish.

“If you drop a pin in the centre of the architect and design community, it would be Clerkenwell, so it makes absolute sense for that to become our joint Design and Specification Centre”, explains Lisa Whitfield, adding “We will do some further work to it, probably at the back end of this year, to enhance it further, and to make it even more relevant for our growth plans.”

Strategic brands

So what will be the strategy for the business, in respect to the three individual brands?

Positioned for the premium retail sector, the Villeroy & Boch brand now includes Skyla which features an assymetrical wash place, furniture in eight colours, and Aquasmart brassware

“We haven’t radically changed our strategy”, Lisa Whitfield reassures retailers.

“What we have now is a portfolio of brands and products to enable us to be even more successful than we were before.”

Armitage Shanks will continue to service the non-residential sector, especially healthcare, education and commercial washrooms.

While Ideal Standard brand will operate across our project business, which includes new-build as well as “smart premium” retail.

The premium, aspiration brand Villeroy & Boch brand will be reserved for high-end retail. Lisa Whitfield explains: “There are no big U-turns in our strategy.

“We now have a greater capability to be successful with three brands, multiple product portfolios and expertise.”

However, she explains there is knowledge sharing across the business, which will see brands borrow from each other’s strengths in product development.

The water-saving Twistflush, from Villeroy & Boch, will feature in new Ideal Standard products, including a new product for the iLife range that will hit the market towards the end of the year.

Showroom strategies

With integration now complete, area sales managers will represent all three brands, but Whitfield is quick to comfort customers it’s about creating opportunities.

Part of the Ideal Standard brand, the i.Life 0 shower toilet was unveiled at ISH and features HydroTwist flushing technology, which uses 4.5 litres of water

“We have been on a journey with Ideal Standard to strengthen our position in showrooms, with the Atelier collections and we will continue to build on that.

“What we now have is the ability to do is open up, where appropriate, Villeroy & Boch to other customers that were perhaps customers of ideal Standard and likewise offer Ideal Standard to Villeroy & Boch retailers.”

She says the company has already seen some success with showrooms adding to their portfolio.

“That’s given us even more confidence that our strategy is correct, the positioning of the brands is right, and that they can co-exist in the showroom space together”, Whitfield says.

However, she is adamant customers will not be forced to take either brand and there’s no change in its showroom strategy.

Whitfield also emphasises support for the independent retail sector with a full-time showroom designer to help partners create impactful, stylish and functional retail spaces, and a refurbishment of its Armitage HQ showroom to display all three brands.

Driving industry change

Beyond devising a commercial strategy for the business, Whitfield has joined the board of the Bathroom Association to help guide decisions, such as on sustainability, for the wider industry.

Expanding the Ideal Standard Alu+ Collection of showering, is a square-shaped shower, bronze finish and reportedly the first basin and bidet taps made from 75% recycled aluminium

“As an organisation, we have a responsibility to come together with competitors to collaborate and to drive change”, Whitfield states.

She recently participated in the Windsor Summit, a global gathering of bathroom leaders, where they all signed a pledge to tackle water waste and support, safer more sustainable product design.

“It was so incredibly important to make the time to be there to understand more about the issues, even though it was at the height of our business integration.

“All the bathroom brands present were concerned about the fact there’s 400 million litres of drinking water wasted daily, in the UK, and that’s something that we can’t ignore both as an individual organisation and as a collective.”

Villeroy & Boch Group is already putting that thinking into action.

With a commitment to achieving carbon neutrality by 2045, the business is advancing sustainability from manufacturing through to extended product life cycles.

“Consumers are becoming more eco-conscious. We want to equip our partners to lead the way”, Lisa Whitfield says.

Optimistic view

And all this work is in progress with the backdrop of a turbulent market.

“It’s challenging times right now. I think there is so much uncertainty whether that’s economically or politically.

“The market is struggling to understand what they should do next.

“We’re not ignoring all of that market uncertainty, but we are building a plan that will take us forward.”

Whitfield reports she sees hope on the horizon, citing interest rate cuts and focus on addressing the national housing shortage, which she believes could bring momentum in 2026.

“I’m actually optimistic about the next few years. I think 2025 will continue to be difficult, but we have a significant housing shortage and we need to build houses.

“My hope is the market will see an upturn in 2026.”