Roxor Group unveils simplified brand structure

Bathroom manufacturer the Roxor Group has introduced a simplified brand structure in a bid to present what it describes as a more logical and intuitive hierarchy to its customer base.

As part of the restructure, under the Roxor Group parent brand, featuring the tag line, “Profitable Partnerships”, its five sub-brands – Asquiths, Bayswater, Hudson Reed, BC Designs and Nuie – will form “part of the Roxor Group” branding.

In a statement about the changes, the company said that, while the Roxor Group – formed in 2017 – was always the parent brand, it hadn’t always been clear to the market.

According to the company, the new structure will highlight where each sub-brand sits in the group, help define the focus of each brand and enable the business to deliver a brand-by-channel solution.

Dave Cullen
Dave Cullen, CEO, Roxor Group

Speaking about the new brand structure, Roxor Group chief executive Dave Cullen said: “We are enjoying significant growth across all of its brands, bucking the trend in what is seen by many as a stagnant period for the economy. The new simplified structure helps give each brand its own identity, with a clearly defined link to the parent group and the resources and values that it represents.

“Roxor Group has decades of manufacturing experience, such that most of its products can boast of being ‘Made in Britain’ or at least in our wholly-owned factories overseas. As a manufacturer and distributor, Roxor Group is also in the enviable position of being in full control of its supply chain, able to react rapidly to market trends as well as bring innovation and creativity more readily to the market. With our brands all now being a part of the Roxor Group, we are better able to communicate all these advantages, which do make a positive difference to both retailers and their customers.

To support the brand restructure, the company has also launched a new website at

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