VADO

What VADO does

VADO is a British bathroom brassware manufacturer founded in 1987 and headquartered in Cheddar, Somerset, United Kingdom. It designs, manufactures, and distributes a comprehensive portfolio of bathroom taps, showers, accessories, fittings, furniture, and sanitaryware organised under four sub-brands: the main VADO brand (premium mainstream), Individual by VADO (premium contemporary PVD finishes), Booth & Co. (traditional British craftsmanship), and Axces by VADO (affordable entry-level). The company operates as a division of Norcros Group (Holdings) Limited, a UK-listed parent.

The underlying technology centres on an in-house engineering team executing a documented 14-stage quality control process, water-saving flow technology for low-pressure installations, thermostatic cartridges validated to 50,000 cycles, and PVD finishing across chrome, brushed nickel, brushed gold, brushed bronze, matt black, satin brass, pewter, and other finishes. Products carry independent certifications from WRAS, KIWA, and TMV for water regulation compliance. Made-to-Order services support bespoke finishes, laser etching, and customised spout lengths for specification projects.

VADO operates three go-to-market motions: (1) distribution through a curated network of independent UK bathroom retailers with dedicated Area Sales Manager support and Hydrologics training facilities in Cheddar and Dubai; (2) specification and contract sales targeting architects, developers, and construction professionals for hospitality and residential projects globally, with documented installations in The Shard London, Four Seasons Hong Kong, and JW Marriott Marquis Dubai; and (3) a lead-generation e-commerce website routing consumers to retail partners. Revenue is generated through hardware sales spanning price points from approximately £20 (Axces pillar taps) to £1,979 (premium bath fillers), with most main-brand SKUs priced between £100-£500 and backed by a 15-year guarantee.

Name

VADO

Legal name

Norcros Group (Holdings) Limited

Website

https://vado.com

Company type

Private

Founded year

1987

Operating status

Operating

Short description

VADO is a British bathroom brassware manufacturer, founded 1987, designing and distributing premium taps, showers, accessories, and fittings across four sub-brands (VADO, Individual, Booth & Co., Axces) to UK independent retailers and global specification projects.

Ownership category

akta.pro rank

Headquarters

HQ city

Cheddar

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bathroom Brassware Product Sales: VADO generates revenue through the sale of bathroom taps, showers, accessories, and fittings. Products are sold through independent retailers and directly via the company website. The product range spans multiple price points from entry-level (Axces at ~£20) to premium (£1,979+ for high-end bath fillers).

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

VADO is a British bathroom brassware manufacturer that designs, engineers and produces taps, showers, accessories and fittings sold under four sub-brands (VADO, Individual by VADO, Booth & Co., Axces by VADO). The company also offers bathroom furniture, sanitaryware, designer collections and a Made-to-Order customisation service for specification projects, distributing its products through independent UK bathroom retailers, dedicated contract/specification sales, and an e-commerce website.

Product overview

VADO is a leading British bathroom brassware manufacturer offering a comprehensive portfolio across multiple sub-brands. The main VADO brand provides premium taps, showers, accessories, and fittings, while Individual by VADO offers premium PVD-finished contemporary products. Booth & Co. delivers traditional British brassware craftsmanship, and Axces by VADO provides affordable options. The portfolio includes bathroom furniture, sanitaryware, and innovative 3D vanity design tools. Products span various collections including Safari (award-winning), Cameo, Groove, and feature extensive finish options including Chrome, Brushed Nickel, Brushed Brass, Matt Black, and specialty finishes. The company offers 15-year guarantees on main products and 10-year guarantees on Axces range, with a focus on water-saving technology and British engineering excellence.

Differentiator

Problem solved

Functional benefit

Brands

• Individual: A distinctive collection of taps, showers and accessories celebrating innovation and original design, tailored to inspire individual styling
• Booth & Co.
• Axces

Products and services

• VADO Brand Bathroom Brassware
• Individual by VADO
• Booth & Co.
• Axces by VADO
• Bathroom Taps
• Showers
• Bathroom Accessories
• Bathroom Furniture
• Sanitaryware
• Safari Collection
• Cameo Collection
• Groove Collection
• Made-to-Order Service

Quantifiable outcome

• 15-year guarantee demonstrates confidence in product durability and longevity
• +1 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• Norcros Group (Holdings) LimitedcoreOthersVADO is a division of Norcros group (holdings) limited, a company registered in England and Wales (no. 00566694). This is the parent company relationship providing corporate structure and governance.
• MerlynflagshipStrategic or Co-development PartnerVADO and Merlyn announced an exciting collaboration for the first time at KBB 2026, combining bathroom brassware and shower enclosure expertise for comprehensive bathroom solutions.
• Virtual WorldscoreTechnology or IntegrationPartnership to bring bathroom products to life through 3D digital designs, allowing retailers and customers to visualize VADO products in realistic bathroom environments.
• EQ SoftwarecoreTechnology or IntegrationEQ Software integration allows retailers to manage orders, invoices, and stock management at the push of a button, streamlining business operations.
• BIMstorecoreTechnology or IntegrationCore selection of VADO brassware available on BIMstore for 3D models and detailed product information to support architectural specification requirements.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Grohe: Global German bathroom brassware and showering leader. Competes with VADO in UK and international specification projects at premium and mid-range price points, though Grohe's portfolio extends to ceramics, kitchens, and smart-water systems far beyond VADO's brassware core.
• Ideal Standard: Major European bathroom brand with broad brassware, ceramics, and fittings portfolio sold across UK and international markets. Comparable at the brassware category level but operates at significantly larger scale with a wider product breadth beyond VADO's brassware focus.
• Armitage Shanks: Long-established UK commercial and residential bathroom brand (part of Ideal Standard) offering brassware, sanitaryware, and fittings for healthcare, education, and hospitality. Comparable in specification and commercial-project channels though Armitage Shanks's portfolio is broader and more institutional-skewed.
• Hansgrohe: German premium bathroom brand specializing in showers, taps, and bathroom mixers, with a strong design-led positioning. Directly comparable at the premium brassware and showering level, particularly relevant to VADO's Individual and Safari collections, but with a much larger global footprint.

Direct peers

• Bristan: UK-based bathroom brassware manufacturer offering taps, showers, and accessories through independent retailers and merchants. Directly comparable product range, UK trade-channel model, and target customer segments (homeowners, retailers, specifiers).
• Crosswater: UK bathroom brand offering brassware, showers, furniture, and accessories with strong independent retailer and specifier coverage. Comparable multi-tier brand portfolio, mid-to-premium price positioning, and UK-led distribution model.
• Samuel Heath: British manufacturer of bathroom brassware and bathroom accessories with a strong specification presence in luxury residential and commercial projects. Closely comparable in heritage positioning, premium brassware focus, and architectural specification channel.
• Heritage Bathrooms: UK traditional bathroom brand offering brassware, showers, and sanitaryware with classic styling. Most comparable to VADO's Booth & Co. sub-brand in the traditional British brassware positioning and UK independent-retailer distribution.
• Methven: New Zealand / UK bathroom brassware manufacturer with comparable focus on showers, mixers, and water-saving technology. Comparable in product focus (water-efficient brassware) and mid-to-premium positioning, with overlap in UK specification channels.
• Hudson Reed: UK bathroom retailer and brand offering taps, showers, and furniture at accessible price points with a strong trade and online presence. Comparable in brassware and shower category, and in the Axces / entry-to-mid price tier, though more retail- and online-led than VADO's trade-focused model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@VADOukcom
• Facebookfacebook.com/VADO.UK
• Instagraminstagram.com/vado_uk
• Pinterestpinterest.co.uk/vadouk
• Xx.com/vado_uk

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 VADO