Bathroom showroom sales predicted to boom in 2020 and beyond

Bricks-and-clicks strategies are offering new opportunities for the bathroom market, with sales expected to rise by 14% in the next four years.

This is the prediction from the Bathroom Retailers Market Trends for 2020 report from MTW Research, which analysed more than £600 million worth of bathroom suppliers’ product data to compile its research.

The research found that offering convenience and choice online, coupled with personalised showroom-led services, such as coordination of bathroom design, supply and installation, is set to boost bathroom retailers’ sales by £150m from 2020 onwards.

MTW Research found that while the ‘Brexit effect’ has cost bathroom retailers £130m in lost sales, the bathroom market has strong underlying fundamentals for growth in 2020.

Mark Waddy, MTW Research’s director, said: “Housing stock has risen by one million in the past five years and with 241,000 new homes built in 2019. This has generated demand for bathroom products.”

Among the key trends, MTW has highlighted that consumers are less willing to specify particularly bold colours because of lower levels of consumer confidence at present.

Waddy said: “This is set to grow the trend of ‘discreet personalisation’ in 2020, with consumers adding personal touches while not straying too far from mainstream design aesthetics, with pastel shades particularly on-trend at present.

“Discrete personalisation is set to be a key trend for 2020, complemented by the popularity of matt black, brushed brass and chrome finishes as well as timeless, pastel-shaded sanitaryware and furniture.”

Sales of baths and sanitaryware through retailers are set to grow by 17% from 2020 to 2023 according to MTW, with the report identifying more than 40 key trends in this sector alone underpinning growth opportunities.

The research found that just 21% of retailers active in the independent bathroom market reported growth above 10% during 2019, compared with 31% in 2018. In total, some 39% of bathroom retailers reported growth in 2019 according to MTW, which reflects this complex trading environment.

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