Exclusive: Aqualla buys one of oldest bathroom brands in UK

Northern Ireland-based brassware specialist Aqualla has acquired Adamsez – one of the oldest brands in the UK bathroom market.

Aqualla, established in 2011 in Northern Ireland, says it is investing nearly £1m in the development of the historic bath brand over the next 12 months.

The acquisition marks a step forward in Aqualla’s ambitious growth plans, following significant investment in capital and resources during the past 18 months, including the creation of dedicated research and development, marketing and technical support departments.

Aqualla managing director Steven Allaway (pictured left) said: “Aqualla’s success can be attributed to the continual endeavour to provide first-class service and quality products to meet the needs of our customers. We are confident that the Adamsez brand will experience the same benefits from this strategy. This combination of old and new brands coming together has great potential that will improve our offering and service to the bathroom industry.

“We are extremely proud to be able to preserve this historic brand and plan significant investment to develop its quality range, working with its established team to introduce new, innovative products to the market.”

The Adamsez brand dates back to 1880 and has been best known for its high-end bath range. Both Aqualla and Adamsez are now based in Newtownards, Northern Ireland.

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Sales director Noel Daly (pictured right) said: “Adamsez has a great history with a skilled and knowledgeable team. We aim to breathe new life into this historic brand by investing in its products and service in the immediate term while working toward a brand relaunch at the end of the year. It is an exciting and positive time against this post-pandemic backdrop within the industry.

“Adamsez brings a fantastic complementary product offering to the existing Aqualla portfolio, allowing us to expand on current partnerships and welcome new ones – the future is bright.”

The Aqualla announcement comes just two weeks after Irish shower enclosure manufacturer Flair Showers announced its acquisition of Marflow Engineering in Birmingham.

 

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