Billed as “the stylish alternative to bathroom tiles,” Showerwall was acquired by the Bathroom Brands Group last year and the last 12 months has seen “significant investment made across the board.” PBM puts the questions to Gareth Griffiths, Showerwall Sales Director — Trade.
Q: Tell us how have things changed since the BBG acquisition?
A: It’s been a really exciting and positive time for the business. Showerwall has undergone significant changes to its distribution model, resulting in a centralised operation that’s delivering a simplified and improved customer experience.
We’ve also prioritised stockholding, as we know this is a major focus for merchants. We are now storing significantly more product and point-of-sale (POS) materials at our HQ in Newcastle-Under-Lyme. This means we’re better equipped to meet customer demand, anticipate needs and support merchants effectively.
For example, our laminate panels can be delivered in 72 hours, and we are committed to driving that down as much as possible by continuing to invest in our stockholding data and customer service offering.
On top of this, we’ve invested heavily in our sales team to strengthen our presence in the market. We’ve already hired three new sales managers this year and are recruiting for two more roles, to deliver even better sales manager presence for merchant customers across the Midlands and North of the UK.
We recognise the importance of branch relationships and sales managers who are truly dedicated to the customers in their area.
Q: What has been the industry reception to last year’s developments?
A: We’re starting to overcome one of our biggest challenges, which was combating the perception that Showerwall closed down after the collapse of International Decorative Surfaces (IDS) in 2024. We’ve been focusing on communicating the message that Showerwall is not only here but stronger than ever, thanks to BBG’s support.
Former IDS customers can still do business with Showerwall, and their accounts have simply moved over to BBG. Reconnecting with customers and building excitement around our future plans is a key priority for the whole team.
Q: Have there been any changes to the product offering?
A: Major investment has also been made in Showerwall’s product range. We’ve introduced a whole host of new products in 2025, with more to come next year. All the new additions are very much about customer choice and offering the best range of options in the market.
Showerwall is already well known for its décor range, particularly our bold and more inspiring designs that really capture the imagination of homeowners. This autumn, 26 new Laminate decors are launching in line with the latest interiors trends and we’ve already had some really positive feedback from merchants and installers.
Across our Compact, Laminate and Acrylic collections, there really is a décor to suit all tastes and budgets.
We’ve also introduced more choice when it comes to coreboards this year. Our Laminate Collection is now available on ply, as well as exterior grade MDF, and the Laminate Majestic Collection designs are now offered exclusively on our brand new 100% waterproof Hydrocore. It’s crafted from high-performance polyurethane to resist impact, moisture and mould, and offers the very best waterproof properties.
This is all a direct response to installer feedback, giving them a choice of coreboard material to suit their preferences.
Another good example is the launch of our new integrated shower niches. Installers are giving us great feedback on these, as they make it much simpler to create storage spaces within shower installations.
Q: What do you see as the main drivers within your sector of the industry at the moment?
A: Wall panelling is currently one of the only sectors in the bathroom market experiencing growth. This is being driven by its ease and speed of installation versus tiles. Wall panelling is up to 50% faster to fit which helps keep labour costs down — something that is particularly appealing in this economic climate.
Our wall panels can deliver a premium look but at a competitive price point. They are also low maintenance thanks to the lack of grout, as well as aesthetically appealing.
There is an extensive range of wall panel designs now available and we’re seeing particularly high demand for large format tiles, marble decors and timber-effect designs.
Q: What support tools are available for merchants in terms of merchandising, POS, marketing and technical back-up?
A: We offer a comprehensive suite of resources for merchants. Our website is a hub for installation guides, our free sample service and our ‘find a fitter’ scheme, where homeowners can search for their nearest installer. It’s also going to be home to our new visualiser tool, which is launching this autumn.
We provide a range of merchandising options, both product stands and in-situ displays, which have been shown to significantly boost sales. We have some new POS options coming later this year too.
Additionally, we offer support to merchants through platforms like Virtual Worlds, ensuring branch staff have the tools they need to succeed.
Furthermore, our new sales team can deliver installation demonstrations and training either in-branch or at Showerwall’s head office to help merchants and installers better understand our products and their benefits.
Q: Finally, what is your key message to merchants?
A: As part of BBG, we’re stronger than ever and thanks to their investment, we now offer the best choice of decors and coreboards on the market that will help our merchant customers grow their sales. There’s lots more innovation and customer support to come — it’s only the beginning of this new era for Showerwall so watch this space, as 2026 will be another exciting year.
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