Words: Francesca Seden

There’s good news for bathroom retailers – particularly those operating at the more premium end of the market. 

According to the 2025 Houzz UK Emerging Trends study, “there is a growing appetite for indulgent upgrades, multifunctional spaces, and bold, expressive design”. 

In showering specifically, searches for the term “double shower” were up a whopping 172% over the past 12 months from January 2025, and searches for “walk-in shower” were up a healthy 13%.

The trend for luxurious bathroom features has also been identified by our contributors this month, with the term “quiet luxury” being cited by more than a few. Rather than being brash and loud, this trend uses premium materials and products to create an understated, calm, and elegant aesthetic, which promotes feelings of relaxation and serenity.

This sort of design is minimal, with clean lines, and concealed showers, with frameless, or minimally-framed enclosures or shower screens, and low-profile or flush-to-floor shower trays. Tiles are more likely to be large format, and the shower head is likely to be a rainhead, drenching model.

And, as Hansgrohe UK brand and communications manager, Emma Freeman notes, it isn’t only about the aesthetics, “it’s about creating an environment that supports the wellbeing of the user, by utilising softer and more tactile materials. Using thoughtful design techniques means the style is timeless and will remain elegant for years to come”.

Reliability

Creating a feeling of space, and maximising light tends to be one of the key drivers when designing the bathroom and the shower space, so opening it up as much as possible with a single shower screen, a low-profile shower tray and discreet hardware might be preferred for that reason.

Additionally, as Roca brand marketing manager Natalie Bird, and Crosswater’s head of design Jorge Hernandez point out, homeowners are embracing bolder tile colours and shapes or distinctive finishes in a range of metallics and matte options to complement. As such, “minimalist and concealed options help keep the focus on the overall aesthetic, allowing the showering space to feel more open and expansive,” Bird says.

Hernandez adds that “behind these style trends lies a practical reality. Customers expect performance, durability, and efficiency as standard. The best minimalist products not only look beautiful but are engineered to last, easy to clean, and designed to work reliably day after day. That combination of understated style, coordinated design, and robust functionality is what’s truly driving today’s showering market.”

Hernandez mentions efficiency and reliability, which brings us on, briefly, to sustainability. A question was posited as to the importance of sustainability in showering market, and most of our contributors talked about the efficiency of their own manufacturing practices, rather than the water efficiency of the products themselves. 

Most also talk about creating products that are built to last, and that will stand the test of time, so designers can create timeless, elegant bathroom designs that won’t be outlived by the products installed.

Finally, on general trends in showering, we had one contributor point more heavily towards technological advancements. Mark Hill, managing director of Ronal Bathrooms UK, which manufactures Kudos products, says the company is seeing an increase in the use of smart technology in showering with smart controls that can be voice-activated or controlled via a mobile app. Other innovations include the introduction of chromatherapy systems, bringing spa-like experiences into the home.

Thinking about design challenges and considerations, the showering zone is arguably one of the trickier and more fiddly elements to get right. “Water pressure should be carefully considered to ensure optimal performance,” says Roca’s Natalie Bird, and “pipework isn’t always positioned to make the most of the space. So, relocating controls to the entrance of the shower can improve usability, while incorporating niches offers practical storage without interrupting the flow of the design.”

Under pressure

On the point of water pressure, it might be the case that you have to temper the expectation of your client, because, as senior designer from Ripples Harpenden, Dena Kirby notes, without proper planning, even the most beautiful shower can be let down by poor performance due to low pressure and poor drainage. 

“My advice is to involve the installer early in the design process, check technical requirements for every component, and never underestimate the importance of good waterproofing. A flawless finish starts with what’s behind the tiles.”

Accessibility without compromise is another challenge mentioned by Crosswater’s Hernandez – or “creating bathrooms that are inclusive and practical without losing their aesthetic appeal”.

“This means considering level access solutions, low-threshold trays, or even full wetroom designs to ensure ease of use for all. Stability and comfort are vital too, which is why the careful integration of features such as subtly styled grab bars, non-slip tray surfaces, and thermostatic safety controls can make the space both safe and stylish. The best results come when these elements are planned in from the start, so they feel like part of the design rather than an afterthought.

“Ultimately, the advice I would give is to think holistically. The perfect shower isn’t just about beautiful fixtures. By addressing pressure, accessibility, and usability from the outset, designers can create spaces that are both luxurious and long-lasting.”

To finish, with a word on shower trays, Martin Carroll, managing director at Duravit UK says: “The way a shower tray is installed significantly impacts both the look and usability of the space. Floor-mounted trays are ideal for renovations, they are the simplest to install and don’t require floor recessing. However, they create a step-up, which may hinder accessibility and disrupt the seamless look of a modern bathroom.

“Semi-recessed trays offer a lower profile. They strike a balance between ease of installation and visual appeal. Semi-recessed trays require some floor modification but suit most bathroom layouts.

“Finally, for a truly minimalist and accessible design, flush-fitting trays are the gold standard. Sitting level with the floor, they create a walk-in shower look that’s easy to clean and ideal for users with mobility needs.” 

However, he notes: “This installation style demands precision, excellent waterproofing, and a longer installation time—making it the most complex and costly option.” 

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Selling serenity

Where showers are concerned, live demonstrations are not always very practical, so here is a quick round-up of how our contributors support retailers to maximise sales in the showroom:

Kudos has two showrooms available to retailers, which can be used for product training for retailers, or as an extension of their showroom space to bring clients to see specific products.

Lakes supports its retail partners with detailed brochures, clear specification sheets and informative point of sale materials that highlight key features and benefits. 

Flair offers display installations for consumers to help visualise how the shower enclosure could look in their own bathroom. Flair also provides retailers with samples of its handles and hinges, showcasing the design elements and high-quality components that complete a Flair Showers enclosure.

Crosswater gives retailers the tools to help customers visualise and trust the quality of it products. Touchpoint displays are an important part of this, allowing customers to feel the weight of the brassware, and experience the surface finishes up close.

Hansgrohe says that when retailers can’t fully demonstrate showering products in-store, the company is committed to providing them with the tools and information they need to provide their clients with inspiration and information on its full range of Hansgrohe and AXOR products.