The Bathroom Distribution Group (BDG) has enjoyed an incredibly strong start to the year, with its Frontline Bathrooms and Smiths Briten brands seeing double-digit sales growth in the first quarter of 2026.
This quarter, Frontline saw 22% year-on-year growth, with Smiths Briten also up by a similarly healthy 21%. According to parent company Bathroom Distribution Group, this follows a period of sustained development across the business as a whole, which includes a complete rebrand of Frontline’s Aqua brand back in February.
In addition, the Group has also introduced new fitted bathroom furniture as well as new ranges for sanitaryware, brassware and showering products.
Reflecting its Q1 performance, Bathroom Distribution Group says it is also investing in its infrastructure, with a new website and trade portal for Frontline also in development. Designed to make processes easier for customers, the new website will offer direct access to product information, stock availability, pricing, account details and ordering functionality.
“Q1 has given us a very encouraging start to the year, but what is most pleasing is that the growth is coming from the areas we have been actively investing in,” commented Darren Allison, managing director of Bathroom Distribution Group.
He continued: “We have strengthened the product offer, brought more focus to our own-brand strategy and put real energy behind the service experience, because trade customers need more than a catalogue and a price list. They need availability, reliable delivery, strong product data and sales tools that help them convert business with confidence.
“The bathroom market remains competitive and customers are more selective, so this performance tells us that the changes we are making are landing well. Aqua is gaining traction, Frontline continues to benefit from its depth of stock and delivery capability, and Smiths Briten is seeing the value of introducing new ranges that give retailers more ways to meet demand. Our focus now is on building on that momentum, supporting customers properly and continuing to make BDG easier to do business with.”
“The opportunity for BDG is not just about expanding the range, but about improving how customers work with us day to day. The next phase is about combining strong products with better digital access, faster support and the tools that genuinely help our customers run their businesses more effectively. That is where we see the greatest opportunity as we move through 2026.”
Looking ahead to the rest of the year, Bathroom Distribution Group says it is looking to build on its Q1 performance by rolling out new product launches, brand support initiatives and digital developments throughout the year.