Frontline Bathrooms has once again become the exclusive distribution partner for the Roca-owned bathroom furniture brand Royo.
Following a transition period taking place this month, all Royo stock will now be held at Frontline, with product ordering being processed through its sister company, Smiths Briten. Frontline’s regional sales team is said to be working with Roca to co-ordinate the smooth handover, and to ensure continuity of service for retailers.
It has also been confirmed that the existing commercial terms for Royo dealers will also remain unchanged.
Frontline says it will be able to use its fleet of over 70 vehicles to offer improved delivery efficiencies, including next day delivery capabilities. The company has also said it intends to build protected, exclusive retail areas, to help minimising overlap and strengthen margin security for retailers.
Previously, Frontline had managed the Royo brand in the UK for several years, and Roca purchased a majority stake in Royo back in 2021.
“We are genuinely delighted to be taking Royo back under the Frontline umbrella,” commented Gareth Sterry, Frontline’s business development manager. “This is a brand we know extremely well, having worked closely with it for many years, and that familiarity allows us to step straight back in with the level of insight and operational knowledge that retailers depend on.
“Our aim is to make this transition seamless, to strengthen availability, and to give partners confidence that the Royo brand will be supported by a distributor with the scale, infrastructure and experience required to grow the brand across the UK. Having all stock held at Frontline and orders processed through Smiths Briten gives us far greater control of the supply chain, which translates to faster response times, tighter stock management and more predictable service.
“We also want to reassure existing displaying dealers that their commercial terms will remain exactly as they are. For us, this partnership is about building a stronger long-term platform for Royo, giving showrooms confidence in availability, service, and the stability of the brand. We see genuine potential to elevate the profile of the wider Royo collection and deliver meaningful, sustained value back into the market.”
Meanwhile Roca Group UK’s sales director, Jamie Welch, said the decision to reappoint Frontline as Royo’s distribution partner was a “considered step”, reflecting both brands’ histories together.
He added: “Their infrastructure is already aligned with the requirements of a brand of our scale, and this transition allows us to strengthen the UK market with a distributor who can offer consistency, responsiveness and meaningful on-the-ground support.”