Bathroom distributor invests £100,000 in rebrand

Alliance Sanitary Products has invested £100,000 in rebranding as Highlife Bathrooms as it seeks to become a “household name” in the UK.

The East Kilbride-based distributor said the rebrand is the result of a far-reaching development process that has seen it run customer-focus groups around the UK and fill gaps in its product portfolio as it strives to identify and react to current and anticipated market trends.

Charles Kyriacou (pictured above), co-owner of Highlife Bathrooms, said: “During the 15 years since founding Alliance, the market has changed beyond all recognition. Bathrooms are no longer a purely functional element of the home, but instead reflect the tastes and aspirations of homeowners.

“We are already firmly established as one of the most trusted and popular names in the trade market, but strongly believe we have the ideal combination of products – both fresh and modern, and stylishly traditional – and expertise to turn Highlife Bathrooms into a renowned household name.”

Highlife Bathrooms will continue to sell Alliance’s most popular ranges, but has also added more than 100 new products to its offering.

These include stylish full-suite bathrooms, mirror, tap and mixer ranges, and a host of modern showering and wet-room solutions.

Also included are rimless WCs, wall-hung furniture in the latest matt finishes, and an extensive range of towel warmers and radiators – product areas that sales director Michael Jones believes will be key trends in the retail market in 2019 and beyond.

“The average spend on a new bathroom in the UK now tops £4,500, but what people want, whether they spend two or 20 thousand pounds, is an end result that looks a million dollars,” Jones said.

As part of its rebrand, Highlife Bathrooms has published a Lifestyle Companion that is aimed at inspiring design ideas, as well as giving new customers a taste for what can be achieved with the Highlife collection. It can be viewed online at

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