Roxor launches luxury brand as Better Bathrooms losses widen

UK bathroom manufacturer Roxor Group, which took over loss-making showroom chain Better Bathrooms last October, has said its latest launch will tap into the growing premium segment of the UK bathroom market.

The group, which also owns distributor Ultra Finishing and manufacturer BC Designs, said Asquiths will sit at the top end of its brand hierarchy and launches with a full brand package, from independent retailer support to marketing collateral and end-user brand communication.

Designed and engineered in the UK, the initial launch product range will focus on brassware, shower accessories and heating categories, with other bathroom product category launches, including furniture and glass, to follow in 2020.

Roxor Group marketing director Adam Chinn said: “We are very excited about the launch of Asquiths and have already partnered with a number of retailers who have visited our new Asquiths showroom at our head office in Halifax, which features displays of the new ranges, branded point-of-sale, brassware display stands and marketing collateral.

“Retailers who take on the new brand can expect to receive a comprehensive support package backed up by a targeted consumer marketing campaign to help raise the brand’s awareness end encourage product pull-through.”

The announcement comes as Better Bathrooms, which trades online and in 13 showrooms, reported that its losses had more than doubled for the year to end of March 2018.

The bathroom retailer reported losses had widened to more than £3.5 million, from £1.5m the year before, on almost flat sales.

The business said investment in people, infrastructure and processes had weighed on earnings.

“The group’s underlying performance is expected to improve throughout the financial period following the sale to Roxor Group,” the business said in its financial accounts.

It said its investors remained supportive “and have indicated a willingness to provide further investment to support our improving performance”.

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