Frontline Bathrooms says it has completely removed plastic packaging from its entire Aqua glass product range, with MD Darren Allison calling the change “a meaningful starting point for a much wider packaging programme”.
The new plastic-free packaging has been rolled out across the company’s shower enclosure and glass product portfolio, with plastic packaging swapped with more sustainable alternatives.
Frontline relaunched its Aqua brand earlier this year, promising that the reintroduced range is now even more “easy to understand, straightforward to sell and built on substance”.
In addition to its new plastic-free packaging, Frontline also says it has recently seen Group-wide waste numbers fall by 10%, with 98% of the company’s waste now also being diverted from landfill. The installation of energy-efficient LED lighting at Frontline’s warehouses have also helped contribute to a 31% reduction in the company’s electricity and heating consumption.
Frontline also says it has introduced new brassware ranges in 2026 which incorporate cold-start technology, in an attempt to help households lower their energy consumption by reducing the unintended use of hot water.
“Packaging may not be the most obvious part of a bathroom product, but it is an area where suppliers can make an immediate difference at scale,” said Darren Allison, Frontline Bathrooms’ managing director. “Removing plastic from every enclosure pack across the Aqua glass collection gives us a meaningful starting point for a much wider packaging programme.
“We are not presenting this as a finished piece of work. It is about making practical improvements now, measuring the results and using what we learn to shape the next stage. A great deal of household energy can be used through small actions that people barely notice, such as turning on a basin tap and activating the hot-water system even when hot water is not needed. Cold-start technology addresses that without asking the customer to change the way they use their bathroom.
“That is the direction we want future product development to take. Environmental improvements have to work in real homes, remain accessible to customers and make sense for retailers and installers.”
According to Frontline, the business is also exploring how sustainability can be incorporated into its upcoming product categories for 2027. Current projects in development reportedly include more water-efficient shower kits and brassware, electric towel rails with improved energy controls, high-performance flushing technology and toilets designed to reduce water consumption.