Kohler Mira

What Kohler Mira does

Kohler Mira Limited is a UK-based manufacturer of showers and bathroom products, wholly owned by US conglomerate Kohler Co. and operating exclusively in the United Kingdom from its Cheltenham headquarters. The company designs and produces electric showers (Sport, Advance, Vie, Go, Sprint, Jump, Azora, Decor, Elite SE), digital and smart mixer showers (Platinum, Activate with ColdBoost, Mode), conventional mixer showers (Atom, Relate, Honesty, Form, Virtue, Precision), power showers (Vigour, Event XS), and adjacent categories including shower enclosures, trays, taps, and accessories. Proprietary technology platforms — Clearscale (limescale reduction), Airboost (flow enhancement via air induction), ColdBoost (guided cold-water experience), CloudCore (mist spray), Flipstream (multi-spray selector), and BioCote antimicrobial treatment — differentiate the product range. Mira also operates a connected shower ecosystem via the Mira Showers App with Amazon Alexa and Google Home integration, plus usage tracking and per-user presets.

The business operates a hybrid go-to-market model. Direct-to-consumer revenue comes from mirashowers.co.uk with free delivery and returns, phone ordering, in-house installation services (£110 standard rate), and 0% finance via DivideBuy (Zopa Bank) for orders above £160. Distribution also runs through a UK-wide network of independent stockists, the Mira Pro Network and InstallerPRO programs serving professional plumbers and bathroom fitters, and dedicated specifier engagement for social housing providers and new build developers, supported by CPD-accredited training. Manufacturing is vertically integrated across Cheltenham (R&D and main production), Hull (shower trays, zero-waste-to-landfill), and a newly opened carbon-neutral National Distribution Centre in Worcester with automated order processing and 1,820 solar panels supporting a Net Zero 2035 target.

The customer base spans fragmented individual homeowners, professional installers, social housing associations and local authorities, and new build developers — with no single named anchor customer. Pricing is primarily hardware unit-pricing with professional installation services sold as a bundled package, promotional free installation offers, and 0% finance to reduce consumer purchase friction. The company markets through content (DIY guides, buying guides, trend blogs), email, CPD and virtual facility tours for professionals, sustainability and ESG communications, and community partnerships in Cheltenham.

Name

Kohler Mira

Legal name

Kohler Mira Limited

Website

https://www.mirashowers.co.uk/

Company type

Private

Founded year

1921

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Kohler Mira is a UK shower and bathroom products manufacturer, wholly owned by Kohler Co., selling electric, digital, and mixer showers plus enclosures and accessories directly to consumers, through stockists, and via installer and social housing/new build specifier channels in the United Kingdom.

Ownership category

akta.pro rank

Product category

Shower Systems and Bathroom Fixtures

akta.pro primary industry

Showerhead Water Filters (CRAJAJAG)

akta.pro secondary industry

Shower Remodel & Installation (Walk-in, Tile, Glass Enclosures) (HSAPABAB)

Keywords

• Electric showers
• Digital showers
• Shower enclosures
• Bathroom taps
• Shower accessories

Headquarters

HQ city

Cheltenham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Showers: Direct-to-consumer and stockist sales of electric showers, mixer showers, digital/smart showers, and power showers. Products sold with various power ratings (7.5kW to 10.8kW) and configurations including single and dual outlet options.
2. Product Sales - Accessories & Parts: Sales of shower accessories including shower heads, fittings, spare parts, and shower enclosures/trays. Universal compatibility allows non-Mira shower owners to purchase accessories.
3. Installation Services: Expert installation services offered as a package with shower purchases. Standard installation priced at £110, with promotional free installation offers available for qualifying product purchases.
4. Finance Plans: Partnership with DivideBuy (Zopa Bank) providing 0% interest finance on orders £160+, enabling customers to spread purchase costs through monthly instalments.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Kohler Mira manufactures and supplies a comprehensive range of showers — electric, mixer, digital/smart, power, and dual — plus shower enclosures, trays, taps, and accessories under the Mira brand. Products incorporate proprietary technologies (Clearscale, Airboost, ColdBoost, CloudCore, Flipstream) and integrate with the Mira Showers App for smart, voice-controlled operation. The company also offers installation, repair, and replacement services alongside 0% finance options.

Product overview

Kohler Mira is a UK-based bathroom products company offering a comprehensive portfolio of showers and bathroom fixtures under the Mira brand. The product portfolio centers on electric showers (Mira Sport, Advance, Vie, Go, Sprint, Jump, Azora, Decor, Galena, Elite SE ranges), digital/smart mixer showers (Mira Platinum, Activate with ColdBoost, and Mode ranges), conventional mixer showers (Atom, Relate, Honesty, Form, Virtue, Precision ranges), and power showers (Vigour, Event XS). The company also offers dual outlet (double) variants across most ranges, shower enclosures, trays, taps, and accessories including shower heads. Key differentiating technologies include Mira Clearscale (limescale reduction), Mira Airboost (flow enhancement), Mira CloudCore (mist spray), and Mira Flipstream (multi-spray showerheads). The Mira Showers App provides smart connectivity for digital shower control via mobile app and voice assistants (Alexa/Google Home). Products are sold primarily in the UK through direct online sales, with professional installation services offered.

Differentiator

Problem solved

Functional benefit

Brands

• Mira Showers App: Mobile application for controlling digital and smart showers with voice control, preset customization, and water usage tracking.
• Mira Sport
• Mira Sport Max
• Mira Platinum
• Mira Activate
• Mira Mode
• Mira Advance
• Mira Clearscale
• Mira Airboost
• Mira CloudCore

Products and services

• Mira Electric Showers Electric showers that heat cold water on-demand using a built-in heating element, available in 7.5kW to 10.8kW power ratings across single and dual outlet configurations and ranges including Mira Sport, Sport Max, Go, Vie, Sprint, Jump, Azora, Decor, Galena, Elite SE, and Advance. All models feature Mira Clearscale™ limescale reduction with Airboost™ on Sport Max variants.
• Mira Digital and Smart Showers (Platinum, Activate with ColdBoost, Mode) Premium digital mixer showers with precise thermostatic temperature control, wireless LED controllers, Wi-Fi connectivity, and smart features. Mira Platinum includes a 360° Flipstream showerhead; Mira Activate features ColdBoost™ guided cold-water experience; Mira Mode offers LED digital dial with eco-smart water monitoring. Compatible with Mira Showers App and Alexa/Google Home voice control.
• Mira Mixer Showers Mixer showers that blend hot and cold water to deliver desired temperature, available in exposed bar, concealed, dual, and thermostatic variants across design ranges including Atom, Relate (including new Matt Black finish), Honesty, Form, Virtue, and Precision.
• Mira Power Showers High-performance mixer showers with integrated pump for boosted water pressure on gravity-fed hot water systems, including thermostatic dual power shower options Mira Vigour and Mira Event XS.
• Mira Dual and Double Showers Showers with two heads — a fixed overhead deluge and a detachable handheld handset — usable independently or together for a spa-like experience. Available across electric ranges (Mira Decor Dual, Mira Sprint Dual, Mira Jump Dual) and mixer configurations.
• Mira Shower Enclosures and Trays Complete shower enclosure solutions including bi-fold, corner, hinged, pentagon, pivot, quadrant, sliding, and wet room/walk-in doors and screens. Shower trays in square, rectangle, pentagon, and quadrant shapes (25mm–90mm depths) with anti-slip coatings and BioCote® antimicrobial protection on the Mira Flight Safe range.
• Mira Shower Heads, Accessories, and Spare Parts Replacement and upgrade shower heads, fittings, hoses, riser rails, shower seats, and spare parts. Includes single-spray, multi-spray (Mira Switch four-pattern), fixed, deluge/rainfall, and eco-mode heads that reduce water usage by up to 85%. Universal compatibility allows non-Mira shower owners to purchase accessories.
• Mira Bathroom Taps Bathroom taps across multiple design ranges including Virtue (traditional Victorian style), Precision (minimalist contemporary), and Honesty, plus over-bath shower screens for bath-shower combinations.
• Mira Showers App Mobile application for iOS and Android enabling remote control of Mira digital showers, including start/stop, temperature adjustment, custom presets, water-usage tracking with 30-day and two-year history, and voice control integration with Amazon Alexa and Google Home. Available on the App Store and Google Play.
• Mira Shower Replacement Installation Service Company-provided shower replacement installation by certified Mira Field Service Technicians, sold as a package with qualifying shower purchases. Standard installation priced at £110 with periodic free-installation promotional offers on eligible products (e.g., Mira Sport).
• Mira Shower Repair Service Repair service for Mira showers delivered by Mira specialists who diagnose and fix shower problems, with online service booking via mirashowers.co.uk.

Quantifiable outcome

• Limescale build-up reduced by up to 50% with Mira Clearscale™ technology
• +6 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature7 records

Partnerships

One partnership is on record.

• Voucherline (Reward Panda)minorGTM or Marketing PartnerVoucherline manages the Reward Panda platform for Mira's promotional voucher rewards, issuing digital vouchers for qualifying purchases and installations.

Scale indicators13 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Triton Showers: UK-based electric and mixer shower manufacturer with a comparable product range (electric showers, mixer showers, accessories) and similar installer/specifier GTM. Directly competes with Kohler Mira in UK retail, social housing, and new-build channels.
• Aqualisa: UK shower specialist offering electric, mixer, and digital smart showers with their own proprietary smart-controller technology. Closely comparable on product category, target customer (UK consumers, social housing, new build), and digital-shower innovation narrative.
• Bristan: UK bathroom fixtures manufacturer with taps, showers, and accessories across similar price tiers. Competes head-to-head in stockist, installer, and social-housing channels and shares the UK-domestic distribution profile.
• Methven: Shower and tap manufacturer with UK presence and a strong focus on water-efficient shower technology (Satinjet, Aurajet). Comparable on innovation-led product positioning, eco-efficiency messaging, and bathroom-fixer GTM.
• Vado: UK-based bathroom brassware and shower manufacturer serving similar retail, installer, and specification channels. Comparable mid-market positioning with overlapping shower and tap SKUs.
• Gainsborough Showers: UK shower manufacturer focused on electric and mixer showers for trade and retail customers. Direct competitor in the UK mid-market shower segment with overlapping installer relationships.

Broad incumbents

• Ideal Standard: Major European bathroom brand offering a full portfolio of showers, taps, ceramics, and enclosures. Overlaps with Mira in shower and brassware categories and competes for social-housing and new-build specifications at scale.
• Grohe (LIXIL): Global German shower and bathroom fittings brand with strong UK retail and specifier presence. Competes with Mira's premium mixer and digital shower ranges and brings global R&D and marketing scale advantages.
• Hansgrohe: Premium German shower and bathroom brand with a heritage comparable to Mira's. Competes at the premium end of mixer and digital showers and supplies into UK social housing and new-build specifications.
• Kohler Co. US-based global parent of Kohler Mira and a major sanitaryware and bathroom brand worldwide. Comparable as the broader portfolio company into which Kohler Mira's products and IP feed; relevant for benchmarking IP utilization and cross-market distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/mirashowers
• Facebookfacebook.com/mirashowers

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Kohler Mira