Shower Trays UK

What Shower Trays UK does

Shower Trays UK is a UK-based, independent online retailer specialising in bathroom products, headquartered in Rowley Regis, West Midlands, and trading under the domain showertraysuk.co.uk since 1991. The company operates a Magento-based e-commerce storefront offering a broad bathroom assortment including more than 2,790 shower tray SKUs, shower enclosures, taps, showers, bathroom furniture, suites, and heating products, sourced across multiple third-party brands such as MX, Azzio, Serene, Hudson Reed, Eastbrook, and Nuie. Despite its name, the catalog extends well beyond shower trays and is positioned as a multi-brand specialist bathroom e-tailer rather than a single-category reseller.

The business serves two customer segments concurrently: retail consumers purchasing individual units for home renovation, and trade professionals (installers and contractors) placing project or repeat orders. Pricing is transactional and unit-based, with shower tray price points ranging from roughly £15 to £817, and there is no subscription, contract, or enterprise pricing tier evident in the public material. Fulfillment combines an in-house delivery fleet with external pallet couriers to cover mainland England, Wales, and Scotland, and a Click & Collect service was added at the company's Unit 6 Station Road (Cakemore Road) warehouse in September 2024. No AI/ML capabilities, funding rounds, leadership changes, or acquisition activity are disclosed.

Name

Shower Trays UK

Legal name

Shower Trays UK

Website

https://showertraysuk.co.uk

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

Shower Trays UK is an independent UK online bathroom retailer, founded in 1991 and based in Rowley Regis, selling 2,790+ shower trays plus enclosures, taps, and furniture across multiple brands to retail consumers and trade professionals via its own delivery fleet and Click & Collect.

Ownership category

akta.pro rank

Product category

Bathroom Fixtures Retail

SIC

Heating Equip, Except Elec & Warm Air; & Plumbing Fixtures (3430)

akta.pro primary industry

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

Keywords

• Shower trays
• Bathroom fixtures
• Shower enclosures
• Wetroom products
• Bathroom furniture

Headquarters

HQ city

Rowley Regis

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time product sales of bathroom fixtures including shower trays, enclosures, taps, showers, bathroom furniture, and heating products. Revenue generated through direct e-commerce transactions with customers purchasing individual items or bundled packages.
2. Delivery Services: Revenue from delivery charges for orders below threshold amounts, with free standard and express delivery available for orders over £499.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Shower Trays UK is an online retailer of physical bathroom products, primarily shower trays, shower enclosures/cubicles, wetroom panels, taps and showers, bathroom furniture and suites, and heating/towel rails. It operates as a Magento-based e-commerce storefront serving UK trade professionals and retail consumers with 2,790+ shower tray SKUs across multiple brands, supplemented by delivery and click-and-collect services.

Product overview

Shower Trays UK is a UK-based plumbing merchant operating since 1991, specializing in bathroom products with a primary focus on shower trays and enclosures. The product portfolio consists of core product categories (shower trays, shower enclosures, wetroom panels, taps and showers, bathroom furniture, suites, and heating) supported by a comprehensive range of branded offerings. Shower trays are available in multiple variants including low-profile, walk-in with drying areas, slate effect, wetroom formers, anti-slip, durastone, high wall, and level access styles across various shapes (square, rectangle, quadrant, offset quadrant). The company bundles complete shower enclosure and tray packages for easy purchasing, while offering additional services including next-day delivery and click-and-collect. Major brands stocked include MX Elements, Azzio, Serene, Hudson Reed, Nuie, Eastbrook, Merlyn, Kartell UK, and Aqua-I, among others.

Differentiator

Problem solved

Functional benefit

Products and services

• Shower Trays Core product category of physical shower trays in multiple variants, shapes, materials and sizes, supplied to UK trade professionals and retail consumers for bathroom installations.
• Shower Cubicles and Enclosures Shower cubicles/enclosures in multiple styles (pivot, bifold, sliding, hinged, infold, frameless, quadrant, offset quadrant, corner entry, 3-sided) for bathroom installations, supplied to trade and consumer buyers.
• Wetroom Shower Panels Wetroom shower screens and panels in 8mm and 10mm glass, including sliding, modular walk-in, single, walk-through, and screens with end panels and corner configurations for wetroom installations.
• Shower Wall Panels Waterproof wall panel systems (Fibo Wall Panels, Nuance Waterproof Wall Panels, PVC shower wall panels) used to line shower enclosures and bathroom walls.
• Taps and Showers Comprehensive tap and shower range including basin taps, bath taps, mixer showers, electric showers, digital showers, shower pumps, and accessories for bathroom projects.
• Bathroom Furniture Bathroom storage and furniture including floor-standing, wall-hung and cloakroom basin units, storage units, tall and wall cupboards, mirrors, and WC toilet units.
• Bathroom Suites Complete bathroom solutions combining baths (straight, shower, freestanding, steel, corner, walk-in, whirlpool), bath panels, bath shower screens, toilets, and basins.
• Heating and Towel Rails Heated towel rails and radiators in straight, curved, square, electric, flat panel and traditional styles, plus radiator valves and accessories.
• Shower Enclosure and Tray Packages Bundled complete shower enclosure and tray packages combining matching enclosures and trays across pivot, bifold, sliding, quadrant, offset quadrant, corner entry, 3-sided, and walk-in configurations.
• Click and Collect Service In-store collection service from Rowley Regis locations with same-day (orders placed before 12pm, ready from 2pm) and next-day collection available; free of charge.

Quantifiable outcome

• Next day delivery available for orders placed before 1pm on qualifying items
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core.

• MX (Malvern Extrusions)coreTechnology or IntegrationPrimary supplier of shower trays including Elements, Ducostone, and Durastone product ranges. MX provides stone resin low-profile shower trays and related products.
• Azzio BathroomscoreTechnology or IntegrationSupplier of luxury shower enclosures, high wall shower trays, and bathroom products under the Azzio brand.
• Hudson ReedcoreTechnology or IntegrationMajor bathroom brand supplying taps, showers, furniture, and shower trays including rectangular walk-in trays in slate grey finish.
• EastbrookcoreTechnology or IntegrationSupplier of Vantage low profile walk-in shower trays and other bathroom products.
• Nuie BathroomscoreTechnology or IntegrationSupplier of rectangular walk-in shower trays and bathroom furniture products.
• Aqua IcoreTechnology or IntegrationSupplier of wetroom products including tile backer boards, waterproofing systems, and shower trays with installation kits.

Scale indicators4 records

Recent moves4 records

Expansion highlights3 records

Others

• Toolstation: UK trade supplier with click & collect branch network. Comparable only in trade-pro fulfillment convenience; bathroom fixtures are peripheral to its core plumbing/heating/electrical trade catalog.

Broad incumbents

• B&Q: UK's largest DIY and home improvement retailer with a bathroom department covering showers, enclosures, and trays. Comparable in retail consumer segment and click & collect, but offers much shallower specialist depth in shower trays.
• City Plumbing Supplies: Large UK plumbing and heating merchant with branch network plus online ordering across bathrooms, heating, and renewables. Overlaps in plumbing fixtures category but is a broad-line distributor rather than a shower-specialist retailer.
• Wickes: UK home improvement retailer with bathroom installations, products, and trade account services. Comparable in trade-pro targeting and click & collect infrastructure, but bathrooms are one category within a broader portfolio.

Direct peers

• Victorian Plumbing: One of the largest UK online bathroom retailers, selling showers, enclosures, trays, furniture, and suites across hundreds of brands. Closely comparable in customer segments (trade + retail), product mix, and e-commerce-first go-to-market, with a far larger scale.
• Soak.com: UK online bathroom specialist offering showers, enclosures, trays, baths, and furniture. Comparable in product mix and e-commerce-led model, with comparable emphasis on bundle packages and free delivery thresholds.
• Victoria Plum: UK online bathroom retailer offering showers, enclosures, suites, and furniture across multiple brands. Comparable in e-commerce model and product mix, often competing for the same trade and consumer demand.
• Bathshack: Northern Ireland-based online bathroom retailer selling showers, enclosures, trays, suites, and furniture. Comparable assortment and online trade/retail model; notable as a geographic gap that Shower Trays UK currently does not serve.
• Plumbworld: UK online bathroom and plumbing merchant with multi-brand catalog covering showers, enclosures, trays, and heating. Directly comparable in assortment breadth, trade positioning, and nationwide delivery model.
• QS Supplies: UK e-commerce bathroom retailer with deep shower, enclosure, and tray assortment across multiple brands, including walk-in and wetroom categories. Comparable in SKU structure and online-first trade/retail service.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ShowerTrays
• Facebookfacebook.com/showertraysuk

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 Shower Trays UK