How has 2026 started for Saniflo?

It’s been a solid start despite the wider economic pressures affecting the market as a whole. Our core macerator, pump and lifting station categories are performing well and we remain the market leader across many of those sectors. Product quality, reputation and customer service continue to be key strengths for us.

How would you define Saniflo’s position in the UK market, and where do you think are the biggest opportunities?

In domestic macerators, Saniflo remains the clear market leader in the UK market, and that’s the case both for replacement and new installations. As the inventor of the category, we continue to innovate while still maintaining the build quality and reliability the brand is known for. It’s really not unusual for engineers to still be repairing Saniflo units that are more than 20 years old.

Commercially, we’re seeing strong growth in above-ground lifting stations, particularly the Sanicubic and Sanicom ranges. At the same time, we’re developing newer areas such as Clear Water pumping solutions, where the focus currently is on building awareness and working to establis the category within the market.

How has the economic climate affected demand?

There’s definitely been a major shift towards repair rather than replacement. Spare parts sales have increased as customers and installers look to extend product life rather than have to replace units unnecessarily. That “make do and mend” mindset is very noticeable now.

What benefits will your recent move to a larger premises bring?

The additional 10,000 sq ft of warehouse space will improve stockholding, lead times and product availability. Since our last move five years ago, the business and product portfolio have both grown faster than anticipated, so the relocation comes at the right time.

The new warehouse and inventory management system will help us expand ranges without compromising availability of existing products, while also supporting better stock levels for the trade. The move also allows us to create a dedicated training facility with working displays and demonstration products, supporting more regular sessions for installers, service engineers, merchants and retailers.

What have been your priorities since becoming MD in 2023?

We’re now a couple of years into a five-year growth plan focused on expanding the Clear Water category, developing the Kinedo brand, relocating to larger premises and improving overall customer experience. While pumps remain a significant part of the business, Kinedo offers major growth potential.

The range includes shower cubicles, Kinewall waterproof panels, cuttable trays and accessible bathing products, with a strong focus on installer-friendly design and European manufacturing. A big priority has also been improving customer support and training.

We’ve reviewed the customer journey across retailers, merchants, installers and consumers to ensure we’re providing the right support and technical information in the formats customers need.

How important are logistics and training in your plans to support independent retailers and installers?

They’re critical. Many independents don’t hold large amounts of stock, so fast delivery and product availability are essential. Training is equally important because installers are under increasing time pressure and need products that are reliable and straightforward to fit.

The new training centre will allow us to provide more hands-on support, installer training and CPD sessions, while helping retailers and merchants build confidence across the ranges.