What Bathrooms.com does

Bathrooms.com operates as The Bathroom Showroom, a UK omnichannel retailer of bathroom products and supplies serving both consumer and trade customers. The business runs an e-commerce storefront on Shopify alongside a national network of more than 280 physical showrooms across England, Scotland, Wales and the Isle of Wight, supplemented by virtual and home-measure appointments. Its catalogue centres on the proprietary 'iflo' own-brand suite portfolio (Jalon, Rhea, Soleto, Teano, Trapini, Hambleden, Cascada, Aliano, Galene, Serino, Herita, Denia) plus own-brand shower panels and towel radiators, with third-party brands including Atlanta, Britton, Burlington, Geberit, Heritage, Ideal Standard, Roca and VitrA.

Revenue is generated principally through one-time hardware sales of bathroom suites, tiles, baths, showers, enclosures, taps, mirrors, accessories and heating solutions, with ancillary income from £3.95 standard UK mainland delivery and partner-lender 0% interest-free credit (up to two years). Free 3D design and planning, free home measure, and free showroom or virtual consultations are provided as conversion tools rather than direct revenue streams. The primary customer segment is UK homeowners undertaking renovations or refreshes; a secondary trade segment (plumbers, installers, merchants, property developers, public organisations including British Gas energy schemes) is served under separate commercial terms.

The legal entity is City Plumbing Supplies Holdings Limited (registration number 02489546), which also trades as PTS and City Plumbing and is part of the Highbourne Group of companies. Registered office is at Highbourne House, Eldon Way, Crick Industrial Estate, Crick, Northampton, NN6 7SL. Operations are limited to mainland UK with documented delivery exclusions covering Northern Ireland and parts of the Scottish Highlands and Islands. The company has held a charity partnership with Teenage Cancer Trust since 2012.

Name

Bathrooms.com

Legal name

City Plumbing Supplies Holdings Limited

Website

https://bathrooms.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Bathrooms.com (The Bathroom Showroom) is a UK omnichannel retailer of bathroom products operating 280+ showrooms and a Shopify e-commerce site, serving UK homeowners and trade customers with proprietary iflo brands and third-party suites, tiles, showers and accessories.

Ownership category

akta.pro rank

Headquarters

HQ city

Watford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Infrastructure, Personnel, Marketing or Sales, Operations

Revenue model

1. Bathroom Product Sales: The company generates revenue through the sale of bathroom products including suites, tiles, baths, showers, enclosures, taps, mirrors, accessories, and heating solutions. Products are sold as one-time purchases through showrooms and online channels.
2. 0% Finance Options: The company offers up to 2 years interest-free credit for bathroom purchases, generating revenue through financing arrangements with partner lenders.
3. Delivery Charges: Standard delivery charge of £3.95 inc VAT for mainland UK orders, providing additional revenue stream for order fulfilment.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Bathrooms.com operates as The Bathroom Showroom, selling bathroom suites, tiles, baths, showers, enclosures, taps, mirrors, accessories, and heating products through 280+ UK showrooms and an online store. The catalogue combines the own-brand iflo range with third-party branded collections from Atlanta, Britton, Burlington, Geberit, Heritage, Ideal Standard, Roca, and VitrA. Customer purchases are supported by free 3D design and planning, free home measure appointments, showroom and virtual consultations, and 0% interest-free credit for up to two years.

Product overview

Bathrooms.com (The Bathroom Showroom) is a UK-based bathroom products retailer operating over 290 showrooms nationwide. The company offers a comprehensive portfolio of bathroom products organized around its own iflo sub-brand and third-party branded collections. The iflo brand portfolio includes multiple bathroom suite collections (Jalon, Rhea, Soleto, Teano, Trapini, Hambleden, Cascada, Aliano, Galene, Serino, Herita, Denia) along with shower panels and towel radiators. Third-party branded products include Atlanta, Britton, Burlington, Geberit, Heritage, Ideal Standard, Roca, and VitrA collections spanning furniture, ceramics, and accessories. The company complements its product range with design services including free 3D design planning, free home measurement, showroom and virtual appointments, and up to 2 years interest-free financing. The e-commerce platform is powered by Shopify and serves both consumer and trade customers.

Differentiator

Problem solved

Functional benefit

Brands

• iflo: Own-brand bathroom product range including suites, furniture, showers, and accessories.

Products and services

• iflo Jalon Bathroom Suite Contemporary bathroom suite from the iflo own-brand portfolio available in multiple colour finishes.
• iflo Rhea Bathroom Suite Modern bathroom suite collection from the iflo own-brand portfolio with multiple finish options.
• iflo Soleto Bathroom Suite Contemporary bathroom suite from the iflo own-brand portfolio in White Matt and Oak finishes.
• iflo Teano Bathroom Suite Contemporary bathroom suite collection from the iflo own-brand portfolio.
• iflo Trapini Bathroom Suite Bathroom suite from the iflo own-brand portfolio offered in multiple finishes.
• iflo Hambleden Bathroom Suite Iconic, classically nostalgic Art Deco bathroom suite from the iflo own-brand portfolio.
• iflo Cascada Bathroom Suite Modern bathroom suite collection from the iflo own-brand portfolio with cloakroom options.
• iflo Aliano Bathroom Suite Contemporary bathroom suite from the iflo own-brand portfolio offered in five finishes.
• Burlington Chalfont Bathroom Collection Bathroom collection from the third-party Burlington brand.
• Ideal Standard i.Life S Bathroom Furniture Bathroom furniture collection from the third-party Ideal Standard brand.
• Heritage Caversham Bathroom Collection Traditional bathroom collection from the third-party Heritage brand.
• Heritage Dorchester Bathroom Collection Traditional bathroom collection from the third-party Heritage brand.
• Geberit Renova Bathroom Collection Bathroom collection from the third-party Geberit brand.
• Ideal Standard i.Life A Bathroom Furniture Bathroom furniture collection from the third-party Ideal Standard brand.
• iflo Shower Panels Own-brand iflo shower panels designed to fit any bathroom.
• iflo Towel Radiators Own-brand iflo towel radiators designed to complete bathroom designs.
• Ceramic and Porcelain Tiles Wide range of ceramic and porcelain tiles sold for bathroom installations.
• Rigid Luxury Vinyl Flooring Rigid luxury vinyl flooring sold for bathroom installations.
• Airflow Extractor Fans Extractor fan range from third-party Airflow brand for bathroom ventilation.
• HiB Extractor Fans Extractor fan range from third-party HiB brand for bathroom ventilation.
• Free 3D Design and Planning Service Free in-store and virtual 3D design and planning service that helps customers visualise their bathroom before purchase.
• Free Home Measure Service Free in-home appointment (30–45 minutes) where a Bathrooms.com representative measures the space and discusses the project.
• Showroom and Virtual Design Appointments Free no-obligation design consultations delivered in 280+ UK showrooms or virtually by video appointment.
• 0% Interest-Free Finance Interest-free credit up to 2 years on new bathroom purchases, structured as monthly repayments via partner lenders.

Quantifiable outcome

• 4.8/5 Trustpilot rating
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 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.

• Teenage Cancer TrustminorOthers · 1 January 2012Since 2012, The Bathroom Showroom has partnered with Teenage Cancer Trust as its charity partner. The partnership supports young people with cancer across the UK through specialist cancer units and expert nursing staff in NHS hospitals. The company has participated in fundraising activities including events at Royal Albert Hall.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Victorian Plumbing: UK-based online-first bathroom retailer offering a comparable range of suites, showers, tiles, and accessories. Direct competitor on product assortment and customer base, though it operates without a large showroom estate.
• Victoria Plum: Long-standing UK bathroom retailer (online + limited showrooms) selling suites, furniture, and accessories. Closest like-for-like competitor on product range, financing options, and target customer.
• Soak.com: UK online bathroom retailer owned by Victorian Plumbing, specializing in baths, showers, and accessories. Competes on assortment and design-led positioning rather than showroom scale.
• C.P. Hart: UK premium bathroom retailer with a smaller showroom footprint, focused on luxury/designer brands. Comparable on bathroom-specific showroom and design service model but at a higher price tier.

Emerging players

• Tile Mountain: UK tile and bathroom retailer with expanding showroom presence. Overlaps with Bathrooms.com on tile and bathroom product categories but is more recent in physical retail expansion.

Broad incumbents

• Wickes: UK home improvement retailer offering bathrooms as part of a broader kitchen, bathroom, and building materials assortment. Indirect competitor through DIY/trade channels and own-brand suites.
• B&Q: UK's largest home improvement retailer with extensive bathroom ranges across stores and online. Competes for the same DIY homeowners and trade customers, though with broader category mix.
• Homebase: UK home and garden retailer carrying bathroom suites, furniture, and accessories. Overlaps on consumer bathroom segments but competes primarily on convenience and DIY positioning.
• IKEA (UK): Global furniture and home furnishings retailer with growing bathroom storage and fixture offerings. Competes on budget-friendly bathroom furniture and storage rather than full-suite solutions.

Others

• City Plumbing Supplies: Sister trading name under the same Highbourne Group parent (City Plumbing Supplies Holdings Limited). Trade-focused plumbing supplies distributor that shares supply chain and customers with Bathrooms.com but targets installers and merchants rather than end consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Customer concentration

• Xx.com/bathroomsdotcom
• Facebookfacebook.com/bathroomsdotcom

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors3 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 Bathrooms.com