While Flair’s rapid rise in the UK might look like an overnight success, MD Martin Murphy is quick to remind us that the company’s momentum has been more than a decade in the making. “We [Sanbra Group] acquired the business in 2012, so it’s been ten years of building product portfolios,” he explains.

“We formally entered the UK retail market at kbb Birmingham 2022, but we’d already been active in specification. Plus, the heritage of sister brands The Shower Lab and Majestic helped establish familiarity.”

That heritage has been crucial in a challenging climate. “It reminds me of the years after the 2008 crash. Flat is the new up. If you can hold your ground, you’re doing well. Growth only comes through innovation, service, and offering a credible alternative.”

Flair’s UK growth strategy centres on partnerships with independent, design-led showrooms – backed by a strict policy of not undercutting them online. “We’ve promised not to discount our products online,” he says. “That integrity has been really well received, and customers have rewarded us with loyalty.”

From a design perspective, Flair has a dedicated team that is trying to strike a balance between functionality and design. “Are they at odds?” asks divisional lead product designer Ronan O’Grady. “I actually see them as complementary. I lead a team of designers and engineers, and over the years I’ve noticed that the main difference between the two is mindset.

“Both are problem solvers: engineers focus on making something work efficiently, with minimal parts and maximum cost-effectiveness, while designers focus on aesthetics and user experience,” says O’Grady.

“If you left a product entirely to an inexperienced designer, it might look fantastic but fail technically. Conversely, an engineer might produce something highly functional but visually clunky or lacking in user empathy. The real magic happens where those two disciplines meet. When a clear design vision is paired with strong technical execution, that’s when true innovation – and often patentable solutions – emerge. That’s where the best design lives,” he adds.

So, what’s O’Grady’s starting point when curating a product or a new range? Is it trend-driven, customer-led, or something else entirely?

“It always starts with research. We’re very customer-led – and by that, I don’t mean a merchant,” he explains. “I mean like the end user, and what’s their experience when they’re using the product. So it needs to function flawlessly.

“It needs to be a high level of quality, but also it needs to have that aesthetic side of things, where it looks incredibly appealing and we have that emotional connection.”

Looking ahead, managing director Murphy believes the strategy is clear. “You can’t be a one-trick pony,” he says. “We’re building a full product portfolio for all price points, so we’re ready when the upturn comes. The market won’t do us any favours, but it will come back.”

And to echo the comments from O’Grady, Flair is also developing what Murphy calls “user-focused design innovations” for 2026. “We’re always listening to what designers, retailers and installers need. It’s about making life easier for everyone involved.

“Watch this space.”