VitrA has formed a strategic distribution partnership with Ideal Bathrooms, with the distributor now becoming the largest UK stockholder of VitrA’s Bathroom Collection.
The new agreement includes VitrA ranges such as S20, Zentrum, Milton and Layton, as well as its new V-Fix frames. It also includes VitrA’s brassware ranges: Minimax S and Solid S, in addition to the new Flow Line range.
In addition to the distribution announcement, VitrA announced it was also re-instating its S50 range, following “widespread demand”. As part of the new partnership agreement, Ideal Bathrooms will own the exclusive distribution rights for the entire S50 range.
VitrA and Ideal Bathrooms have enjoyed a long-standing relationship spanning over 15 years, but VitrA has said that this new partnership marks a “significant milestone” in their history.
Ideal Bathrooms says retailers can use its services to place orders 24/7, and it also offers next-day delivery, as well as 99% UK coverage.
Sam Cooke, head of independent retail at VitrA, said: “We are delighted to be entering this new phase of working with Ideal Bathrooms. Ideal Bathrooms have a fantastic service proposition and we are confident that this collaboration will bring significant benefits to our retail customers.”
Will Hickman, sales and marketing director at Ideal Bathrooms was equally pleased with the news, saying: “Realigning our strategic partnership with VitrA on their bathroom collection range marks a significant milestone for Ideal Bathrooms.
“As the exclusive distributor of the S50 range, we are thrilled to offer our loyal customers access to this high-quality and versatile collection. This relationship reinforces our commitment to providing exceptional value and innovation in the bathroom market.”
In March 2023, kbbreview spoke to VitrA’s UK MD, Steve Breen, about the company’s new “retailer first” initiative, which he hoped would double the brand’s size by 2027. In other news, Ideal Bathrooms has entered into several other distribution partnerships over the last 12 months, with companies such as Duravit, Ideal Standard and Harrison Bathrooms.