Words: Francesca Seden | Feature Image: Bagnodesign’s Toko Flavours incorporate Armour coating technology

Brassware is no longer taking a back seat in the bathroom as merely a functional necessity. With advances in PVD coatings and a vast array of stylish metallics to choose from, it is, as BC Designs national sales manager, Adam Smith notes, “now playing a central role in shaping the overall mood of the modern bathroom.”

Warm and earthy metallics, such as brushed nickel and brass, as well as bronze and gun metal, maybe in an antique finish, are continuing to have a moment, while polished chrome is a perennial favourite for a selection of homeowners, according to some of our contributors. 

The market for matte black and brushed brass is beginning to “steady”, according to Frontline’s managing director Darren Allison, while there is increasing interest in more expressive colour options that allow homeowners and designers to personalise the bathroom.

“Collections such as Toko Flavours reflect this shift,” says Bagnodesign group merchandising & marketing director, Kerrie Black. “Introducing vibrant accent colours including Sage, Cocoa and Mandarin that add character to contemporary bathroom schemes really caught the attention of retailers at the recent KBB show.”

Yousef Mansuri, director of design at C.P. Hart, comments: “European design fairs this spring highlighted the key brassware trend of matt-look brushed metallic finishes, which are already proving popular in our design projects for 2026. Stand out finishes are Brushed Brass, suiting more traditional styles and muted bathrooms or ensuites, while Brushed Gun Metal complements more contemporary, high colour and industrial looks.

Textures and tactility are also increasingly important to consumers, with some manufacturers responding to demand with fluted brassware finishes and knurled handles.

Overall, the theme still remains on personalisation and a steady appetite for home improvement, with a continued focus on upgrading existing spaces rather than undertaking full renovations. 

“Taps and brassware, in particular,” says BC Designs’ Smith, “have become one of the most accessible ways to refresh a bathroom, offering a relatively simple change that can have a transformative impact on the overall scheme without the disruption or cost of a complete redesign.”

In terms of technology, sustainability continues to be top priority, with ColdStart technology mentioned by a few of our respondents. 

Hangrohe UK’s brand and communications manager, Emma Freeman makes a strong argument for ColdStart tech, noting that “water heating accounts for around 90% of household CO₂ emissions generated in the bathroom, so the impact is measurable: a four-person household using gas-heated water can reduce emissions by approximately 23kg of CO₂ per year by switching to a tap with CoolStart compared to a conventional mixer.”

Freeman focuses here on the emissions but in terms of the savings for the consumer, which is a greater sales tool in the showroom, the company’s website states that a four-person household that heats water with gas can save £52 every year simply by replacing their old tap (non CoolStart Hansgrohe tap) with a CoolStart model.

Knowledge is power

Meanwhile, Aqualisa’s head of commercialisation, Michael Bennett thinks the biggest innovation is the integration of smart functionality into brassware and shower controls. 

“Consumers are increasingly expecting the same level of connectivity in the bathroom as they experience elsewhere in the home,” he asserts. “This includes voice activation via platforms such as Alexa and Google Assistant, app-based control, and personalised user settings.”

Thinking about how brands help their retailers sell in the showroom, the ways in which products are displayed is key, particularly considering that water-using products don’t lend them to demonstration in the same way as others. The story you tell as a retailer has to be stronger as the products often can’t speak for themselves.

In-depth product knowledge, or information readily at hand, will help keep shoppers interested, along with beautifully-designed lifestyle full bathroom displays, display boards, and swatch boards. 

It’s also important to make sure you have all the knowledge to sell the benefits of certain technology, such as the water, and money-saving potential of CoolStart or cold start taps – the benefits of smart tech, such as convenience and greater accessibility, and the benefits of certain finishes such as PVD, which is incredibly hardwearing. 

Bagnodesign offers curated display, Hansgrohe offers an “immersive product experience and in-depth training”, BC Designs supports retailers with swatch boards that showcase the full range of available finishes, while Harrison Bathrooms is heavily invested in brassware sampling, providing display boxes that showcase all of its finishes.

Armera’s says its catalogues are easy to navigate so as to not overwhelm the customer, while a 15-year guarantee assures homeowners that Armera products are designed to last.

hib. has also recently created a display tower, featuring shower components and taps which can be picked up, interacted with and moved around the showroom, helping customers to see and feel the quality but also compare the tap with the furniture or sanitaryware they are interested in.

Obviously, the above is not an exhaustive list, but a flavour of the support on offer.

For Aqualisa, “experiential selling is crucial”, says the company’s head of commercialisation, Michael Bennett. Smart showering and advanced brassware really come to life when customers can see and interact with them. Whether that’s through live displays, working demos or digital interfaces that showcase features like app control, lighting and personalisation.

He sums up: “Strong storytelling around benefits is key – and providing substantial assets including video for this has been an important element. Rather than focusing solely on features, helping retailers communicate the real-life advantages, such as convenience, safety, water savings and a more personalised routine, makes it easier to convert interest into sales.”