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Where does Showerwall sit in the market?

Showerwall is a specialist wall panelling brand with a strong reputation for stylish design and technical performance. We offer both laminated and acrylic panels, which gives our customers a lot of flexibility.

The acrylic range allows for bespoke printing and more creative surface finishes, which really helps differentiate us. Wall panels are increasingly being recognised as a genuine alternative to tiles – not just because they’re quicker to install, but because the quality and aesthetic are now so high. That’s where Showerwall really excels.

Showerwall was acquired by Bathroom Brands in 2024. What has that meant for the direction of the business?

It’s been transformational. The acquisition from International Decorative Surfaces gave us immediate access to deeper design, marketing, and supply chain resources. We were able to hit the ground running and, within months, we’d launched new product ranges and started repositioning Showerwall for long-term growth.

The team that came over brought brilliant expertise in materials and manufacturing, and we’ve paired that with the wider Bathroom Brands Group’s strengths in product development and strategy. It’s created a real sense of momentum.

There’s a lot of activity in this category lately. How is Showerwall innovating to stay ahead?

We’ve moved fast. Since the acquisition, we’ve launched two major product updates, including a new range that gives us the broadest selection of wall panel cores on the market.

That includes introducing plywood and Hydrocore, a 100% waterproof core board that’s ideal for wet areas like over-bath or in-shower installations. We’ve also added 25 new decors to the range. Our design team has worked hard to bring in more contemporary finishes that reflect the latest consumer trends, and it’s really raised the bar for what wall panels can look like.

Why offer such a broad selection of cores? Doesn’t that create more complexity?

Not at all, it’s about giving installers the freedom to work the way they want to. Different fitters have different preferences when it comes to materials, so rather than try to force everyone into using a single solution, we’re offering options. That flexibility makes us more adaptable across a broader market.

Market penentration is still low compared to tiles, why is that?

There’s definitely still a perception issue. Some people associate wall panels with lower-end applications – things like caravans or basic rental properties. And while there are certainly products that serve those parts of the market, modern decorative panels like ours genuinely rival tiles in design, performance, and longevity. Installation is a huge plus as well.

Fitting panels is faster and cleaner than tiling. Installers can complete jobs more quickly and often don’t need multiple trades. That efficiency makes a big difference in today’s market, where timelines and costs are always under pressure.

What do you see as the biggest opportunity?

Education. Once people see what these panels can do, and how they look in a finished space, their perception changes almost instantly. There’s still a lot of room to grow the category just by helping retailers, installers and consumers better understand what’s possible.

Wall panelling is still a relatively small part of the market, but it’s growing fast. There’s real potential to position it as a premium, design-led solution, not just a practical one.

What’s your focus for the year ahead?

Growth in all directions. We’re focused on expanding our network of retail partners, increasing our market visibility, and continuing to push forward with product and service innovation. The pipeline is full of exciting ideas so it’s really just a case of deciding what to bring to market next and when.

We’re also evolving how we support our customers from logistics and delivery to training and aftersales. We’ve made great progress already, but there’s so much more to come.