Victoria Plum

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.

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

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

• Bathroom fixtures retail
• Online bathroom retailer
• Bathroom suites
• Shower products
• Plumbing supplies ecommerce

Headquarters

HQ city

Hessle

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. 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.
2. Trade Account Revenue: B2B trade accounts offering large discounts on bulk orders for tradespeople and business customers
3. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core 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

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• MFIflagshipStrategic or Co-development PartnerVictorian 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

Direct 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

• Xx.com/VictoriaPlumUK
• YouTubeyoutube.com/user/VictorianPlumbingTV/videos?view=0
• Facebookfacebook.com/VictoriaPlumUK
• Instagraminstagram.com/victorianplumbinguk
• LinkedInlinkedin.com/company/victoriaplumuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Victoria Plum