What Bathroom Mountain does

Bathroom Mountain is a UK-based direct-to-consumer bathroom specialist retailer, operating under the legal entity Eurorad Ltd (registered company number 12091868) and trading as part of the Tile Mountain Group. Founded in 2020 and headquartered in Stoke-on-Trent, the company sells a broad assortment across 14 product categories including radiators, bathroom furniture, mirrors and cabinets, shower enclosures, showers, baths, toilets, basins, taps, heated towel rails, accessories, suites, and wall panels. Its go-to-market is a hybrid 'browse in-store, deliver to door' model: customers can inspect and purchase across 18 retail showrooms spread across England and Wales (Basildon, Bristol [coming soon], Cardiff, Cheltenham, Coventry, Hull, Liverpool, Milton Keynes, Nottingham, Orpington, Peterborough, Plymouth, Rayleigh, Southampton, Stockton-on-Tees, Stoke-on-Trent, and Swindon), then receive products via UK-wide delivery. Free delivery is offered on orders over £399, and PayPal Pay in 3 is available at checkout.

The business runs on a one-time purchase model with no subscription component, generating revenue through unit-priced product sales. Price points span entry-level (radiators from £29, mirrors and cabinets from £9) to premium designer items (furniture up to £1,240), supported by an aggressive promotional cadence that includes seasonal sales of up to 50% off and a Price Match Promise. Customer segments are divided between primary UK homeowners undertaking renovations or new builds and secondary trade professionals (plumbers, installers, contractors) sourcing heating and bathroom products. The company markets through content-driven 'Inspiration & Advice' resources, Trustpilot social proof (rated 4.8/5 'Excellent'), email/newsletter promotional campaigns, and showroom footfall.

The underlying technology stack is described as an e-commerce platform integrating showroom and delivery operations, with proprietary feature inventory listed as empty. Payment integration is limited to PayPal alongside standard card processing. The company has no disclosed app, no public API, no AI/ML capability, no patents, no institutional fundraising, and no M&A activity; all visible strategic capability rests on its parent-group affiliation, its showroom footprint, its reputation on Trustpilot, and its product-assortment breadth.

Name

Bathroom Mountain

Legal name

Eurorad Ltd

Website

https://bathroommountain.co.uk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Bathroom Mountain is a UK online bathroom specialist retailer (trading as Eurorad Ltd) under the Tile Mountain Group. It sells radiators, furniture, mirrors, sanitaryware, and accessories across 18 showrooms and an e-commerce platform, serving homeowners and trade professionals.

Ownership category

akta.pro rank

Product category

Bathroom Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

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

akta.pro primary industry

Bath Fixtures & Wellness (Showers, Tubs, Steam, Saunas) Showrooms (CRAIAFAD)

akta.pro secondary industries

Bathroom Vanities & Cabinetry Showrooms (CRAIAFAB), Plumbing Fixtures & Faucets Showrooms (CRAIAFAC), Kitchen & Bath Surfaces (Backsplash, Wall Panels, Specialty Tile) Showrooms (CRAIAFAJ), Bathroom Organization Retail (Shower Caddies, Over-toilet, Vanity organizers) (CRAIAJAM)

Keywords

• Bathroom products retail
• Bathroom furniture fittings
• Radiators and towel rails
• Shower enclosures baths
• Bathroom accessories online

Headquarters

HQ city

Stoke-on-trent

HQ country

United Kingdom

HQ region

Europe

Offices19 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Bathroom Mountain generates revenue through the sale of bathroom products including radiators, furniture, mirrors, shower enclosures, baths, toilets, basins, taps, and accessories. All products are sold as one-time purchases with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Bathroom Mountain sells radiators, bathroom furniture, mirrors and cabinets, shower enclosures, baths, toilets, basins, taps, towel rails, bathroom accessories, suites, and wall panels through a combination of 18 UK retail showrooms and an e-commerce store. Products are sold as one-time purchases direct to consumers and trade buyers, with delivery across the UK and free delivery offered on orders over £399.

Product overview

Bathroom Mountain is an online bathroom specialist retailer operating as part of the Tile Mountain Group, offering a comprehensive portfolio of bathroom products across 14 core categories including radiators (traditional and designer), furniture (vanity units, cabinets, storage), mirrors and cabinets (LED illuminated, Bluetooth-enabled), shower enclosures (frameless, walk-in, quadrant), baths, toilets, basins, taps, towel rails, accessories, suites, and wall panels. The company sells directly to consumers through its e-commerce platform with physical showroom locations across the UK, operating a 'browse in-store, deliver to door' model. Products range from budget-friendly options to premium designer items, with ongoing promotional sales offering up to 50% off.

Differentiator

Problem solved

Functional benefit

Products and services

• Radiators Central heating radiators including traditional column, designer, vertical, horizontal, and heated towel rails in multiple finishes (black, white, chrome, antique gold, anthracite, blue, raw metal). Prices range from £29 to £696. Sold to UK consumers and trade professionals via showroom and online channels.
• Bathroom Furniture Bathroom furniture including wall-hung and floorstanding vanity units, combined vanity and toilet units, cabinets, storage units, and fluted bathroom furniture. Prices range from £45 to £1,240; vanity units start from £79. Sold to UK consumers renovating bathrooms.
• Mirrors & Cabinets Bathroom mirrors and mirror cabinets including LED illuminated, backlit, Bluetooth-enabled, and recessed options, plus tall cabinets and standard mirrors. Prices range from £9 to £600. Sold to UK homeowners for bathroom installations.
• Shower Enclosures Shower enclosures and cubicles including frameless, walk-in, black, quadrant, sliding door, bifold, square, rectangular enclosures, and wet room screens made with 6mm-8mm toughened safety glass. Sold to UK consumers for bathroom installations.
• Showers Shower units and related showering accessories for bathroom installations. Sold to UK consumers as part of a complete bathroom fit-out.
• Baths Baths including freestanding baths and various bathtub options. Sold to UK homeowners undertaking bathroom renovations or new builds.
• Toilets Toilet products including back-to-wall toilets and toilet units. Sold to UK consumers for bathroom installations.
• Basins Basin products including vanity basins, semi-recessed basins, and countertop basins. Sold to UK homeowners for bathroom installations.
• Taps Tap products for bathroom fixtures. Sold to UK consumers completing or renovating bathrooms.
• Heated Towel Rails Heated towel rails and towel warmers for bathroom heating. Sold to UK consumers and trade professionals for bathroom heating installations.
• Bathroom Accessories Bathroom accessories and finishing touches to complete a bathroom installation. Sold to UK consumers alongside larger bathroom products.
• Bathroom Suites Complete bathroom suites offering coordinated bathroom designs combining multiple products (toilets, basins, baths, furniture) into a single purchase. Sold to UK consumers undertaking full bathroom fit-outs.
• Wall Panels Wall panel products for bathroom installations, providing an alternative to traditional tiling. Sold to UK consumers as part of bathroom renovations.

Quantifiable outcome

• Rated Excellent on Trustpilot (4.8/5)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• Tile Mountain GroupcoreOthers · 1 January 2020Bathroom Mountain is part of the Tile Mountain Group. This partnership provides Bathroom Mountain with a trusted reputation and established supply chain in the home improvements sector. The Tile Mountain Group brand association strengthens market positioning.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Wickes: UK home improvement retailer with a bathroom category alongside kitchens, building materials, and trade services. Broader incumbent offering overlapping bathroom ranges with national showroom footprint.
• B&Q: UK's largest home improvement retailer carrying bathroom suites, showers, and accessories as part of a much wider portfolio. Significant incumbent competitor with national reach and strong brand.
• Homebase: UK home and garden retailer with bathroom ranges alongside broader home improvement categories. National showroom incumbent with overlapping consumer DIY and renovation demand.

Direct peers

• Plumbworld: Online UK retailer specialising in bathrooms, plumbing, and heating products. Comparable direct-to-consumer model serving both homeowners and trade professionals.
• soak.com: UK online bathroom specialist selling baths, showers, furniture, taps, and accessories direct to consumer. Highly comparable assortment, target customer (renovating homeowners), and value-led positioning.
• Victorian Plumbing: One of the UK's largest online bathroom retailers offering a comparable range of baths, showers, furniture, and accessories. Direct head-to-head competitor on product breadth, price, and digital-first customer acquisition.
• Better Bathrooms: UK bathroom retailer offering showers, baths, furniture, taps, and accessories online and through showrooms. Direct competitor on product range, customer base, and value pricing.
• Bathstore: Established UK bathroom retailer with showroom network and online store. Competes directly across the same product categories and customer segments as Bathroom Mountain.

Regional players

• Crosswater: UK-based bathroom brand and retailer offering premium showers, brassware, and accessories. Comparable product categories at a more premium price tier, useful for benchmarking positioning and category breadth.

Others

• Tile Mountain: Sister brand under the same Tile Mountain Group parent. While focused on tiles rather than full bathroom suites, the shared group ownership, supply chain, and customer overlap make it a closely related adjacent business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/bathroommuk
• Facebookfacebook.com/bathroommountain
• LinkedInlinkedin.com/company/bathroom-mountain

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 Bathroom Mountain