What Better Bathrooms does

Better Bathrooms is a UK online bathroom retailer operating as a trading brand of Buy It Direct Limited (Company Number 04171412), the diversified private retail group whose sister storefronts include Appliances Direct, Laptops Direct, Drones Direct, Furniture 123, Outdoor Living Hottubs and Aircon. Founded in 2011 and headquartered at Trident Business Park, Huddersfield, the company runs a single e-commerce platform (betterbathrooms.com) organised across ten core categories — bathroom furniture, baths, showering, toilets, basins, taps, heating, suites, mirrors and accessories — layered with proprietary coordinated ranges (most prominently Arissa and Helston) in PVD-coated and electroplated finishes, multi-year warranties, and an outlet/graded-stock programme for returned and refurbished inventory (Grade A1 'Only Opened', Grade A2 'Almost Perfect'). The underlying technology is a transactional e-commerce stack rather than a SaaS platform: account login, VAT-inclusive/exclusive toggle, 3D Bathroom Designer (bathroombuilder.betterbathrooms.com), daily competitor price monitoring against AO, Currys, Argos, Very, John Lewis and Marks Electrical, and checkout wired to PayPal (Credit and Pay in 3), Clearpay, V12 Finance, Amazon Pay, Apple Pay, Google Pay and major card networks. No public API or developer portal is offered.

The business model is direct-to-consumer online retail of bathroom products at price points from £9.97 (mirrors) to several hundred pounds, supplemented by B2B Trade accounts (with separate Commercial T&Cs, 30-day invoiced credit, and a 25% re-stocking fee) and a Public Sector Enquiries route for government and institutional buyers. Customer segments include UK domestic homeowners (primary), trade installers and commercial buyers, public-sector procurement, and commercial fit-out customers; delivery covers the UK mainland, Northern Ireland, Channel Islands, Isle of Man, mainland Europe and Ireland (with large 2-man items restricted to UK and Ireland). Buy It Direct Group has raised disclosed funding from Business Growth Fund in 2013 (£14.9M) and 2016 (£5.2M), and Colin Stephens is named as CEO and founder.

Name

Better Bathrooms

Legal name

Buy It Direct Limited

Website

https://betterbathrooms.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

251–500 employees

Short description

Better Bathrooms is a UK online bathroom retailer (trading brand of Buy It Direct Limited) selling furniture, baths, showers, toilets, basins, taps, heating, suites, mirrors and accessories directly to homeowners, trade installers, public-sector and commercial buyers via betterbathrooms.com, with European delivery and BNPL checkout.

Ownership category

akta.pro rank

Product category

Bathroom Retail

NAICS

Toilet Preparation Manufacturing (325620), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Bathroom Surface Cleaners (Sinks, Tubs, Tiles, Grout) (CRAJADAE)

akta.pro secondary industry

Toilet Bowl Cleaners (CRAJADAA)

Keywords

• Bathroom fixtures
• Bathroom furniture
• Sanitaryware retail
• Shower enclosures
• Plumbing accessories

Headquarters

HQ city

Leigh

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Retail of Bathroom Products: Direct e-commerce sales of bathroom furniture, baths, toilets, basins, taps, showers, radiators, suites, mirrors and accessories via betterbathrooms.com. Prices quoted include VAT at applicable rates; inc/ex VAT toggle available. One-time transactional purchases per product with basket/checkout flow.
2. Factory Outlet / Graded Stock Sales: Discounted 'Outlet deals' (e.g., from £57.20, from £49.97, from £44.97) surfaced alongside standard retail SKUs, plus graded items (Only Opened / Almost Perfect) with reduced warranty terms, monetising returned, refurbished or cosmetically imperfect inventory.
3. Trade & Business Accounts: B2B/Trade accounts (with 'My List' trade login and dedicated Trade Enquiries / wholesale-bathroom page) supply installers and trade buyers; commercial sales governed by separate Commercial Terms and Conditions (Buy It Direct Limited).
4. Consumer Credit & Pay-in-3 Financing: Interest-free credit options offered through PayPal Credit (Representative 23.9% APR, purchase rate 23.9% p.a.) and PayPal Pay in 3, plus Clearpay (Buy Now Pay Later) — Buy It Direct acts as a broker offering credit from a panel of lenders.
5. Public Sector Supply: Dedicated Public Sector Enquiries landing page signals a route to supply bathroom products to government/public-sector buyers; commercial-side terms and invoicing on 30-day credit terms apply.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Better Bathrooms is a UK online retailer that sells complete bathroom product ranges, including bathroom furniture, baths, showering enclosures and electric showers, toilets, basins, taps, heating, coordinated suites, mirrors, and accessories, supported by an in-browser 3D Bathroom Designer and daily price matching against major UK retailers. It also operates a Trade/Business channel with dedicated account terms and a Public Sector Enquiries channel for government and institutional buyers, alongside a graded stock programme that resells cosmetic-blemish products at a discount.

Product overview

Better Bathrooms is a UK retail e-commerce platform operated by Buy It Direct Ltd, offering a single unified catalogue of bathroom products organised by category rather than a modular SaaS platform. The site is built around ten core product categories — Bathroom Furniture, Baths, Showering, Toilets, Basins, Taps, Heating, Suites, Mirrors, and Accessories (including Wastes & Plumbing) — with dedicated range/brand collections layered on top, most prominently the Arissa range (chrome, matt black, brushed brass, brushed bronze, satin bronze, gunmetal, rose gold, matt white variants across bath taps, basin taps, wastes, and bathroom accessories) and the Helston traditional range (crosshead bath fillers and bath shower mixers in chrome, matt black, brushed brass, and brushed bronze). Additional named ranges surfaced across the catalogue include Como, Quadra, Cube, Zana, Zanda, Lyla, Wave, Elina, Savannah, Lenton, Falls, Axel, Ashford, and Vapour. Cross-cutting store services — delivery, interest-free credit, an outlet/refurbished tier (Grade A1, Grade A2, "Only Opened"), and a 3D Bathroom Designer planner — tie the categories together into a single shopping experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Bathroom Furniture Vanity units, basin units, wall-hung and floor-standing storage cabinets, and coordinated furniture pieces designed for residential and trade bathroom installations. Sold to UK homeowners, trade installers, and commercial buyers via betterbathrooms.com.
• Baths Bath tubs including straight, freestanding, shower baths, corner baths, and whirlpool models for residential and trade buyers.
• Showering Shower enclosures, shower doors, electric showers, mixer showers, shower heads, and shower trays for residential and commercial bathroom installations.
• Toilets Close-coupled, back-to-wall, wall-hung, and modern rimless toilets including coordinated cistern and seat options.
• Basins Pedestal, countertop, wall-hung, and cloakroom basins sold standalone or as part of coordinated furniture ranges.
• Taps Bath taps, basin mixer taps, kitchen taps, and shower valves with finishes including chrome, brushed brass, matte black, and PVD-coated premium colours backed by a five-year warranty.
• Heating Designer radiators, heated towel rails, and dual-fuel heating solutions for bathrooms and kitchens.
• Bathroom Suites Pre-coordinated bathroom bundles that combine a bath, toilet, basin, and optionally furniture and taps from a matched design family, removing compatibility risk for retail and trade buyers.
• Mirrors LED mirrors, illuminated mirrors, and mirrored cabinets designed to coordinate with vanity units and furniture ranges.
• Accessories Wastes, traps, bottle traps, grab rails, bathroom fittings, and complementary plumbing accessories.
• Arissa Product Range Proprietary Arissa branded range of bathroom furniture, vanity units, basins, and coordinated suites, sold exclusively through Better Bathrooms.
• Helston Product Range Proprietary Helston branded range of bathroom suites and furniture, sold as an own-label alternative to third-party brands on betterbathrooms.com.
• 3D Bathroom Designer In-browser design tool that lets shoppers configure bathroom layouts, place fixtures, and visualise coordinated product selections before completing a purchase.
• Trade and Business Account Service Dedicated B2B account service offering trade pricing, 30-day credit terms, repeat-order tooling via the My List login, and a 25% re-stocking fee regime for installers, contractors, and commercial buyers.
• Public Sector Enquiries Service Dedicated enquiry and procurement support service for UK public sector bodies, including councils, housing associations, schools, and NHS trusts, addressing multi-property refurbishment and framework-friendly ordering requirements.

Quantifiable outcome

• Over 25,000 5-star customer reviews referenced on homepage as social proof
• +4 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• Buy It Direct GroupflagshipStrategic or Co-development PartnerBetter Bathrooms is a trading brand of Buy It Direct Limited (Company Number 04171412, VAT GB 721 3118 80), headquartered at Trident Business Park, Leeds Road, Huddersfield HD2 1UA. The footer shows the BID Group logo and lists sister-brand storefronts (Appliances Direct, Laptops Direct, Drones Direct, Furniture 123, Dehumidifiers, Outdoor Living, Aircon) cross-linked from the Better Bathrooms header.
• TrustpilotcoreGTM or Marketing PartnerTrustpilot powers the 'Our Customers Love us' homepage section and 'Over 25,000 5 star reviews' reassurance badge, linking directly to uk.trustpilot.com/review/www.betterbathrooms.com for verified third-party customer reviews.
• Appliances DirectminorChannel Partner/ Reseller/ DistributorSister-brand storefront cross-linked from Better Bathrooms header to appliancesdirect.co.uk (tracking param tref=bbtabapd), part of the Buy It Direct Group's cross-sell navigation; Appliances Direct likewise links to Better Bathrooms products (e.g., dehumidifiers and air conditioners categories).
• Laptops DirectminorChannel Partner/ Reseller/ DistributorSister-brand storefront cross-linked from Better Bathrooms header to laptopsdirect.co.uk (tref=bbtabld), part of the Buy It Direct Group's cross-sell navigation.
• Drones DirectminorChannel Partner/ Reseller/ DistributorSister-brand storefront cross-linked from Better Bathrooms header to dronesdirect.co.uk (tref=bbtabdrones), part of the Buy It Direct Group's cross-sell navigation.
• Furniture 123minorChannel Partner/ Reseller/ DistributorSister-brand storefront cross-linked from Better Bathrooms header to furniture123.co.uk (tref=bbtabf123), part of the Buy It Direct Group's cross-sell navigation.
• Outdoor Living (outdoorlivinghottubs.co.uk)minorChannel Partner/ Reseller/ DistributorSister-brand storefront cross-linked from Better Bathrooms header to outdoorlivinghottubs.co.uk (tref=bbtabol), part of the Buy It Direct Group's cross-sell navigation.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Victoria Plum: UK-based direct-to-consumer bathroom retailer operating a multi-category e-commerce model with own-brand ranges, trade accounts, finance options and showrooms - the closest head-to-head competitor to Better Bathrooms in online bathroom retail.
• soak.com: UK bathroom D2C retailer offering designer-led baths, showers, taps and furniture with curated ranges and premium positioning; directly comparable SKU mix and online-only fulfilment model.
• Drench: UK online bathroom retailer specialising in showers, enclosures, taps and suites with a curated premium brand portfolio and direct-to-door delivery, overlapping Better Bathrooms' showering and taps categories.
• Bathstore: UK bathroom retailer (historically showroom-led, now online-focused) selling suites, baths, showers, furniture and accessories with design services; comparable core-category breadth and B2C/B2B mix.
• Bathrooms.com: UK online bathroom retailer offering furniture, suites, showers, taps and accessories across multiple in-house ranges, mirroring Better Bathrooms' multi-category e-commerce playbook.
• Tile Mountain: UK e-commerce home-improvement retailer selling tiles, bathroom furniture, showers and accessories with a value/outlet positioning; comparable D2C bathroom assortment and price-led marketing.

Others

• CP Hart: UK premium bathroom retailer offering designer suites, taps and showers with a strong trade/B2B specification motion; adjacent rather than directly competing on price, but comparable in B2B procurement and project-led supply.

Broad incumbents

• Homebase: UK home and garden retailer with bathroom suites, showers and accessories in its assortment; broader category footprint than Better Bathrooms and predominantly store-based with online fulfilment.
• B&Q: UK's largest DIY and home-improvement retailer carrying a wide bathroom assortment (suites, showers, furniture, accessories) alongside thousands of other SKUs; competes on price and breadth rather than bathroom specialism.
• Wickes: UK home-improvement retailer with full bathroom ranges (suites, furniture, showers, tiles) sold alongside kitchens, building materials and trade services; broader portfolio than Better Bathrooms but overlapping in bathroom suites and trade customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/BetterBathrooms
• Facebookfacebook.com/betterbathrooms
• Instagraminstagram.com/betterbathrooms/?hl=en
• Pinterestpinterest.co.uk/BetterBathroomsUK
• Xx.com/BetterBathrooms

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors1 record

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 Better Bathrooms