Victoria Plum
Victoria Plum is a UK online bathroom retailer, now a sub-brand of publicly-listed Victorian Plumbing, selling 17,000+ products via e-commerce, mobile app and showroom to homeowners and trade professionals, with plans to extend into homewares via the revived MFI brand.
- Company typePublic
- Founded1999
- HeadquartersHessle, United Kingdom
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Victoria Plum does
Victoria Plum operates as a UK-focused online bathroom retailer, now positioned as a sub-brand within the publicly-listed Victorian Plumbing group (LSE: VICT). The business sells more than 17,000 bathroom products — suites, toilets, basins, baths, furniture, showers, enclosures, taps, heating, accessories and tiles — alongside curated ranges from leading manufacturers such as Hansgrohe, Grohe, Burlington, Heritage, Chatsworth and Mira, supplemented by the own-brand Victorian Plumbing range. Customers are served primarily through the victorianplumbing.co.uk e-commerce platform, with a physical showroom, a mobile app, an interactive 3D Bathroom Planner, and dedicated trade accounts for B2B buyers. The offering is supported by next-day UK delivery, free standard delivery over £99, and 0% APR finance on orders over £250 provided through Klarna Financial Services UK Limited.
Revenue is generated mainly through one-time e-commerce product sales to UK homeowners and trade professionals, with an additional stream of bulk-order revenue from the trade account program. Pricing is unit-based and transaction-led, with quote-based pricing on complex suites and a credit overlay that supports higher average order values. The company was originally founded in 1999, grew to £103 million in annual sales by 2021 (up 46% year-on-year), and was acquired by Victorian Plumbing in 2024 as part of a £22.5 million transaction that also brought the MFI homeware brand into the group. Following the acquisition, Victorian Plumbing reported £152.7 million of revenue in the first half of its financial year at 6% year-on-year growth, and has earmarked £3 million to revive the MFI brand and target the estimated £20 billion UK homewares market, signalling an extension beyond pure bathroom retail.
Victoria Plum firmographics
Firmographics- Name
- Victoria Plum
- Legal name
- Victorian Plumbing Ltd
- Website
- https://victoriaplum.com
- Company type
- Public
- Founded year
- 1999
- Operating status
- Acquired
- Headcount range
- 501–1,000 employees
- Short description
- Victoria Plum is a UK online bathroom retailer, now a sub-brand of publicly-listed Victorian Plumbing, selling 17,000+ products via e-commerce, mobile app and showroom to homeowners and trade professionals, with plans to extend into homewares via the revived MFI brand.
- Ownership category
- akta.pro rank
Victoria Plum industry classification
Industry- Product category
- Online Bathroom Retail
- NAICS
- General Merchandise Retailers (455)
- SIC
- Retail-Department Stores (5311)
- akta.pro primary industry
- Plumbing Fixtures & Faucets Showrooms (CRAIAFAC)
Keywords
Where Victoria Plum is headquartered
LocationHeadquarters
- HQ city
- Hessle
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Victoria Plum business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Direct e-commerce sales of bathroom products including suites, toilets, basins, baths, furniture, showers, tiles, and accessories. One-time purchase model with individual product transactions.
- Trade Account Revenue: B2B trade accounts offering large discounts on bulk orders for tradespeople and business customers
- Finance Partnership: Credit products provided through Klarna Financial Services UK Limited, offering 0% APR finance for 6, 9, or 12 months on purchases
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard consumer pricing with free delivery threshold |
| Transaction based/ take rate | Pay-as-you-go | Trade account with bulk order discounts |
| Other | Monthly | Finance options for qualifying purchases |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Victoria Plum product offering
Product offeringCore offering
Victoria Plum is an online direct-to-consumer bathroom retailer selling over 17,000 products (suites, toilets, basins, baths, showers, enclosures, taps, furniture, heating, accessories, tiles) from leading brands plus the Victorian Plumbing own-label range. The platform also serves trade professionals via a dedicated Trade Account program offering bulk-order discounts, and offers 0% APR finance on qualifying purchases through Klarna.
Product overview
Victorian Plumbing operates as the UK's largest online bathroom retailer with a unified e-commerce platform offering over 17,000 products across suites, toilets, basins, baths, furniture, showers, enclosures, taps, heating, accessories, and tiles. The company also owns the acquired Victoria Plum bathroom brand and is reviving the MFI homeware brand. The platform integrates a 3D Bathroom Planner tool for visualization, trade account services with bulk discounts, 0% APR financing via Klarna, and operates a physical showroom alongside its digital presence.
Differentiator
Problem solved
Functional benefit
Products and services
- Bathroom Suites Complete bathroom suite packages combining coordinated traditional or modern fixtures (toilet, basin, bath or shower enclosure) sold as a collection on the company's e-commerce storefront.
- Toilets Range of toilet products including close-coupled, back-to-wall, and traditional designs from leading bathroom brands.
- Basins Bathroom basin collection including countertop, pedestal, and vanity-unit basins in contemporary and traditional styles.
- Baths Bath collection featuring freestanding, shower bath, and single/double ended bath options.
- Bathroom Furniture Storage and styling bathroom furniture including modern and traditional cabinets, vanity units, and storage solutions.
- Showers Shower products including electric showers, mixer showers, and digital shower systems from leading brands.
- Shower Enclosures Glass shower enclosures and cubicles in various styles including sliding, pivot, and bi-fold designs.
- Taps Bathroom tap collection including basin taps, bath taps, and wall-mounted options from leading brands.
- Heating Bathroom heating solutions including radiators, towel radiators, electric heating, underfloor heating, and smart heating systems.
- Bathroom Accessories Bathroom finishing touches including mirrors, cabinets, storage, and decorative accessories.
- Tiles Tile collection including wall tiles, floor tiles, bathroom tiles, kitchen tiles, and outdoor tiles with adhesive and finishing products.
- Trade Account Dedicated trade account service offering large discounts on bulk bathroom product orders for trade professionals (plumbers, installers, bathroom designers) and small businesses.
- Finance Options 0% APR consumer financing on purchases above £250, available for 6, 9, or 12 month terms, provided exclusively through Klarna Financial Services UK Limited (FCA authorised).
- Showroom Physical showroom location where customers can view and experience bathroom products in person before purchasing.
Quantifiable outcome
- 46% revenue growth to £103 million in 2021
- +2 more outcomes
Companies that use Victoria Plum
Customer profileSegments2 records
Ideal customer profiles2 records
Victoria Plum technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Victoria Plum partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MFIflagshipVictorian Plumbing acquired the MFI brand and domain name as part of its £22.5 million acquisition of Victoria Plum in 2024. Plans to invest £3 million in people and property to revive the MFI brand in the UK homewares market, targeting an estimated £20 billion market opportunity.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Victoria Plum competitors and assessment
Company assessmentDirect peers
- B&Q (Kingfisher): UK's largest home improvement retailer, part of Kingfisher plc, selling bathroom, kitchen, and DIY products across hundreds of stores and online. Directly comparable in bathroom category scale, brand assortment, and trade/consumer mix.
- Wickes: UK home improvement retailer with strong bathroom and kitchen ranges plus a trade loyalty program. Comparable in customer overlap (homeowners and trade professionals) and category breadth.
- Screwfix (Kingfisher): UK trade-focused retailer for plumbers, builders and tradespeople. Comparable via the trade account program and plumbing/bathroom product overlap, especially for professional buyers.
- Homebase: UK home and garden improvement retailer offering bathrooms, kitchens, and DIY products. Comparable in target customer and category mix, though currently smaller and restructured under new ownership.
- Bathstore: UK specialist bathroom retailer with showroom-led and online channels. Closest pure-bathroom peer historically, with overlapping product range, customer base, and direct competitor dynamics.
- Plumbworld: UK online-only bathroom and plumbing retailer. Direct competitor on e-commerce channel, product range, and consumer target — essentially a pure-play online mirror of the same proposition.
- Soak.com: UK online bathroom retailer specializing in baths, showers and suites. Comparable niche overlap, e-commerce led, and competitive set in premium and contemporary bathroom segments.
Broad incumbents
- Wayfair: Global online home goods retailer with UK operations spanning furniture, decor, and bathroom accessories. Comparable on e-commerce scale, homeware customer overlap, and SEO-led acquisition model.
- IKEA: Global home furnishings retailer with growing UK bathroom and kitchen ranges. Comparable on broad home improvement category and showroom + online hybrid model, though at far larger scale and lower price points.
Regional players
- Magnet Trade: UK trade-only kitchen and bathroom supplier. Comparable via the trade channel and category overlap, particularly relevant as the trade account program scales within the UK trade segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Victoria Plum social profiles
Digital presenceVictoria Plum financial estimates
Financial estimateRevenue estimate
Valuation estimate
Victoria Plum leadership team
Management profileNumber of profiles
Profiles3 records
Victoria Plum subsidiaries and ownership
Company hierarchySubsidiaries2 records
Victoria Plum funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Victoria Plum M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Victoria Plum
What does Victoria Plum do?
Victoria Plum is an online direct-to-consumer bathroom retailer selling over 17,000 products (suites, toilets, basins, baths, showers, enclosures, taps, furniture, heating, accessories, tiles) from leading brands plus the Victorian Plumbing own-label range. The platform also serves trade professionals via a dedicated Trade Account program offering bulk-order discounts, and offers 0% APR finance on qualifying purchases through Klarna.
Is Victoria Plum a public or private company?
Victoria Plum is a public company. It is classified as public and is currently acquired.
When was Victoria Plum founded?
Victoria Plum was founded in 1999. It employs 501 to 1,000 people.
Where is Victoria Plum based?
Victoria Plum is headquartered in Hessle, United Kingdom, in the Europe region.
How does Victoria Plum make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are trade Account Revenue and finance Partnership.
Who are Victoria Plum's main competitors?
Direct peers on record are B&Q (Kingfisher), Wickes, Screwfix (Kingfisher), Homebase, Bathstore, Plumbworld and Soak.com. Broad incumbents are Wayfair and IKEA. Magnet Trade is listed as a regional player.
Does Victoria Plum have an API?
No public API is recorded for Victoria Plum.
What industry is Victoria Plum in?
Victoria Plum's product category is Online Bathroom Retail. Its primary akta.pro industry code is CRAIAFAC, Plumbing Fixtures & Faucets Showrooms. Its NAICS code is 455 and its SIC code is 5311.