Pete Mills and Max Finaldi, the duo behind Aquaplus Solutions, are marking their 10th year in business with the launch of The Showerlab, its dedicated shower enclosure brand. Rebecca Nottingham went to meet them at their base in Essex to find out more about the reasons why...

Being recognised as an expert is a fantastic achievement but when you're only known for that area of expertise, to the detriment of other sectors of business you specialise in, it becomes a problem.

This was the worry for Pete Mills and Max Finaldi, managing directors of Aquaplus Solutions, the luxury brand distributor. Known for their ability to source new and exciting, luxury bathroom products for the UK market, what's gone under the radar, until now, is the company's knowledge and expertise in shower enclosure manufacturing.

Like many small business owners, Mills and Finaldi faced a difficult couple of years when the recession hit. During the boom period the company had been heavily involved in a number of high-end developments that stopped almost overnight when the economy nosedived.

In order to expand its business on the retail side and to distinguish its enclosure manufacturing from Aquaplus Solutions, its well known distribution arm, the pair have launched The Showerlab, a standalone brand and trademark representing its porfolio of shower enclosures.

The main reason benind The Showerlab is to help raise the company's profile within the retail sector by offering a comprehensive collection of premium-level shower enclosures, backed up by a professional service, technical brochure and dedicated, user-friendly website.

"It became clear to us a couple of years ago that there was some confusion in the market place as to what Aquaplus Solutions was," explains Mills. "It had become confusing to customers exactly what we manufacture and what we distribute so we decided to re-brand the shower enclosure side of the business under The Showerlab.

"This not only allows us to make it clear we are experts in the enclosure market, but also allows us to reinforce our commitment to dealers with dedicated websites and brochures detailing each comprehensive product portfolio."

Both Mills and Finaldi were well aquainted with the bathroom industry, prior to the launch of Aquaplus Solutions in 2002. Mills has 14 years' experience in the shower enclosure market, having previously spent time with Daryl and Majestic.

This experience has played a vital role in honing the company's shower enclosure manufacturing over the years. Finaldi, on the other hand, had specialised in high-end bathroom retail, having worked with prestigious industry names including C.P. Hart, Aston Matthews and Just Add Water, thereby bringing a perfect balance to the partnership.

Q: The enclosure manufacturing side of the business has gone under the radar. Why focus on the enclosure side now?

Pete Mills: The recession brought to light that there was some confusion about us [Aquaplus Solutions] in the market. People thought of us as a distributor but it was clear that we weren't very well known for our shower enclosure manufacturing. By re-branding all of our shower enclosures under The Showerlab brand we're saying to the market 'this is us, we're specialists in this field'. It gives them immediate confidence that we are an enclosure specialist. In the past we've been best known for our luxury bathroom products. The enclosure side of our business has gone under the radar a little because the more opulent products we distribute look more exciting because they're different to what everyone else has. But realistically how many £20,000 gold plated basins are we going to sell? However, the enclosures have very much been a big focus of ours in terms of focus and turnover.

Max Finaldi: We've always specialised in manufacturing enclosures but it hasn't necessarily been what we're known for. We felt we'd been slightly pigeon-holed as a distributor of luxury bathroom products. Launching The Showerlab gives us a stronger focus on what we really specialise in as a manufacturer.

Q: So, the re-branding exercise was a direct result of the downturn?

PM: The recession was tough, but it gave us an opportunity to look closely and carefully at the business and how we were operating. Before the recession the contract side of the business was booming, and we took our eye off the ball on the retail side for a while. Within a week of Lehman Brothers closing prospects on the contract side vanished and of course we'd grown our business infrastructure around that side of the business. We were forced to downsize. Re-branding our manufacturing side as The Showerlab defines that sector of our business and has helped refocus us in the retail market.  

Q: When the recession started to hit home, what would you say was the split between contract and retail?  

PM: I would say it was around 65:35 in favour of contract at that time. So, when the recession hit we had to take a long, hard look at the business, The retail side was, and had been growing very steadily every year but this was definitely a wake-up call for us and we realised we'd taken our eye of the ball.

MF: We hadn't consciously gone after contract business. It just so happened that the kind of advertising we did, and the kind of products we had featured in magazines, caught the eye of developers and architects who respected the products we were offering so it had just naturally progressed during the boom.

Q: Since the launch of The Showerlab and your move to expand the retail side, how is business split now?

MF: Contract is coming back to strength gradually. I would say it's an equal 50:50 split now.

Q: What was the response toThe Showerlab?

PM: The response to The Showerlab has been fantastic. We've relaunched and branded our existing enclosure offering but we've also identified gaps in the market and expanded our range to meet those requirements. What we're trying to do with The Showerlab is to be able to say 'yes' when people ask us for things. Being able to offer a tailor-made service has always been one of our USPs. Our overall intention is to update our product offering every six months. In fact, we're already establishing the next group of products.

Q: Are you looking to increase your independent dealer network through The Showerlab?

PM: We already have around 50 active retail accounts. Of course we want to increase our retailer network, but realistically, we wouldn't want any more than 100 because we want to be able to offer the best service to our customers. I can honestly say that I'd prefer to have a higher level of sales through a smaller number of retailers. We are, and have always been, about quality and service here and we want the same high level to continue through as we grow. We certainly don't want to be mass market.

Q: So, how's business?

PM: We suffered as a result of the downturn just like everyone else, but, I'm pleased to say we're growing again which is a really nice feeling after the cut-backs. 

MF: We've probably doubled our turnover on last year's. By the end of May this year, we'd already done the same in turnover as we'd done last year put together. That's mainly due to our focus on the retail side and the rise in sales off the back of The Showerlab. At the same time we're also seeing the contract side pick up a little.

Q: Do you have an internet policy?

PM: It's a hot potato, that's for sure. You have to look very carefully at it. You have to be careful in terms of the law, in terms of restricting supply and dictating on price. I think people should concentrate on their own business instead of moaning about what's going on elsewhere. It's about service, how do you distinguish yourself from competitors?

Q: What are your future aims?

PM: Our short-term aim is to grow The Showerlab brand, get ourselves recognised as an enclosure manufacturer and to gain more retailers. In the longer term, I think The Showerlab could become a completely standalone operation. The important thing now is to establish it as a brand, something we realise is going to take a while. In terms of Aquaplus Solutions, we're looking to expand the ranges we distribute.