The Showroom
The Showroom Ltd is a family-run, privately held UK luxury bathroom and kitchen retailer founded in 2007, operating five showroom locations across Notting Hill, Essex, and St Albans to serve affluent residential homeowners seeking premium, bespoke renovations.
- Company typePrivate
- Founded2007
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Showroom does
The Showroom Ltd is a privately held, family-run luxury bathroom and kitchen retailer founded in 2007 and domiciled in the United Kingdom. Operating from its headquarters at 23-31 Bramley Road in London's W10 postal district, the business runs a network of physical showrooms across Notting Hill (three specialized studios covering bathroom and kitchen displays, electrical and lighting plus architectural ironmongery, and a trade-focused plumbing and heating studio), an Essex location, and a St Albans location, with the website additionally referencing up to eight showroom sites in total. Its primary customer segment is affluent residential homeowners seeking premium, bespoke bathroom and kitchen renovations, served through a secondary trade customer segment accessed via a dedicated Contracts service.
The company does not build proprietary technology; instead it curates and retails third-party products from premium manufacturers including Duravit, Villeroy & Boch, Dornbracht, Hansgrohe, Artelinea, Gessi, and John Cullen Lighting, alongside surface brands such as Dekton, Silestone, and Sensa. Its product range spans bathroom fixtures and fittings, kitchens, surfaces, plumbing and heating, electrical and lighting, and architectural ironmongery. Internally it offers a Design Service staffed by experienced designers (with one shortlisted for the Axor & Hansgrohe Bathroom Designer of the Year) that adds professional services revenue and helps attach product sales to bespoke projects.
Revenue is generated through one-time product sales augmented by professional design service fees, with all pricing handled through a custom quotation request workflow rather than published price lists. Sales are conducted via luxury showroom experience complemented by organic social channels (Instagram, Facebook, Pinterest, X) and a website serving as the primary digital touchpoint. The company has no disclosed external funding, no parent company, no M&A history, and operates as a privately held limited company registered in England (company number 05724760).
The Showroom firmographics
Firmographics- Name
- The Showroom
- Legal name
- The Showroom Ltd
- Website
- https://theshowroomltd.co.uk
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Showroom Ltd is a family-run, privately held UK luxury bathroom and kitchen retailer founded in 2007, operating five showroom locations across Notting Hill, Essex, and St Albans to serve affluent residential homeowners seeking premium, bespoke renovations.
- Ownership category
- akta.pro rank
The Showroom industry classification
Industry- Product category
- Luxury Bathroom & Kitchen Retail
- NAICS
- Furniture and Home Furnishings Retailers (4491), Home Furnishings Retailers (44912)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Kitchen & Bath Design-Build & Remodeling Showrooms (CRAIAFAG)
- akta.pro secondary industries
- Plumbing Fixtures & Faucets Showrooms (CRAIAFAC), Bath Fixtures & Wellness (Showers, Tubs, Steam, Saunas) Showrooms (CRAIAFAD), Kitchen & Bath Countertops (Stone/Quartz/Solid Surface) Showrooms (CRAIAFAF), Kitchen & Bath Installation & Project Services (Retail + Install) (CRAIAFAH)
Keywords
Where The Showroom is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices6 records
Markets served
The Showroom business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales
Revenue model
- Product Sales: Revenue generated from the sale of bathroom and kitchen products including fixtures, fittings, surfaces, plumbing, heating, lighting, and architectural ironmongery sourced from premium manufacturers.
- Design Services: Bespoke bathroom and kitchen design consultation services to help customers achieve customized spaces.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom quotation-based pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
The Showroom product offering
Product offeringCore offering
The Showroom Ltd operates five luxury bathroom and kitchen showrooms across London, Essex, and St Albans, selling premium bathroom fixtures, kitchen products, surfaces, plumbing and heating equipment, lighting, and architectural ironmongery from leading manufacturers. The company also provides bespoke bathroom and kitchen design consultation services and contract supply for trade and commercial projects. Customers engage via showroom visits or the website's quotation request system to source and design high-end residential and trade projects.
Product overview
The Showroom Ltd operates as a luxury bathroom and kitchen showroom offering a comprehensive range of products and services. The business is organized around several core product categories: Bathrooms (including vanities, fixtures, tiles, and surfaces), Kitchens (featuring cabinetry, countertops, and appliances), Surfaces (Dekton, Silestone, and Sensa materials), Plumbing and Heating (towel rails and radiators), Electrical & Lighting (John Cullen Lighting products), and Architectural Ironmongery (door and cabinet hardware). The company also provides Design Services for bespoke bathroom and kitchen projects, Contracts services for trade and commercial clients, and a Clearance Store for discounted products. The portfolio is rounded out by offering products from leading manufacturers including Duravit, Villeroy & Boch, Dornbracht, Hansgrohe, Artelinea, Gessi, Dekton, Silestone, and others.
Differentiator
Problem solved
Functional benefit
Products and services
- Bathrooms Luxury bathroom retail offering vanities, fixtures, tiles, and surfaces with bespoke bathroom design consultation for residential and commercial projects.
- Kitchens Luxury kitchen retail featuring premium cabinetry, countertops, and state-of-the-art appliances for kitchen remodelling projects.
- Surfaces Premium surface materials including Dekton, Silestone, and Sensa stone countertops for bathroom and kitchen installations.
- Plumbing and Heating Plumbing and heating products including towel rails, radiators, and heating solutions for residential and commercial properties.
- Electrical & Lighting Electrical and lighting solutions including the full range of John Cullen Lighting products for residential, commercial, and architectural projects.
- Architectural Ironmongery Architectural ironmongery products including door furniture, window furniture, cabinet furniture, handles, and accessories.
- Design Service Professional bespoke bathroom and kitchen design consultation guiding customers through the design process to achieve tailored, premium spaces.
- Contracts Contract supply services for trade professionals, developers, and commercial projects requiring bathroom and kitchen solutions.
- Clearance Store Clearance section featuring discounted bathroom and kitchen products across the showroom's product categories.
Companies that use The Showroom
Customer profileSegments2 records
Ideal customer profiles2 records
The Showroom technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Showroom partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- John Cullen LightingcoreOfficial stockist for John Cullen Lighting, a brand renowned worldwide for innovative and high-quality lighting solutions. This partnership brings together The Showroom Ltd's commitment to excellence with John Cullen Lighting's reputation for design-led, cutting-edge lighting. The company now offers customers access to John Cullen Lighting's full range of products alongside expert guidance.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
The Showroom competitors and assessment
Company assessmentEmerging players
- Victorian Plumbing: Victorian Plumbing is the UK's largest online bathroom retailer with a very broad catalogue spanning premium and mid-market brands. While it sells many of the same manufacturers, it competes at the value end and offers a structural threat to traditional showroom economics for non-bespoke orders.
- Drench: Drench is a UK online-led premium bathroom retailer with an extending showroom presence. It competes for the same premium product range and customer demographic, but via a primarily digital channel that pressures traditional showroom economics.
- Minoli: Minoli is a Thames Valley-based premium tile and surface retailer featured on The Showroom Ltd's website. As a tile-focused emerging player it competes for surface spend within premium renovation projects, but has narrower category scope than The Showroom Ltd.
Direct peers
- Bathrooms International: Luxury bathroom retailer with London-area showrooms supplying premium European brands and bespoke design services. Direct competitor for high-end residential bathroom projects in the South East.
- Porcelanosa: Porcelanosa operates company-owned and franchised showrooms across the UK selling premium tiles, bathrooms and kitchens. Its UK flagship stores compete directly for the same luxury renovation projects and overlap in product categories (ceramics, surfaces, bathroom fittings) supplied by overlapping manufacturer partners.
- CP Hart: CP Hart is a long-established London-based luxury bathroom showroom chain offering premium brands and design services. It is the closest direct competitor to The Showroom Ltd, operating a similar sales-led, design-consultative model with multiple London showrooms and a comparable premium brand portfolio.
- Ripples Bathrooms: Ripples operates a UK-wide network of luxury bathroom showrooms with in-house design services, targeting bespoke bathroom projects. It is a direct peer in product range, customer segment (affluent homeowners), and design-led sales motion, though it is less concentrated in London than The Showroom Ltd.
- Simpsons Bathrooms: Simpsons is a Berkshire-based luxury bathroom retailer with a strong heritage brand portfolio including Villeroy & Boch and Duravit — both also stocked by The Showroom Ltd. They compete for the same premium residential and trade customers via a similar showroom-plus-design service model.
Broad incumbents
- Wickes Kitchens & Bathrooms: Wickes is a UK home improvement retailer with dedicated kitchen and bathroom ranges and in-store design services. It serves a much broader, lower-ticket customer base than The Showroom Ltd but competes for some trade and refurbishment demand.
- Bathstore (Homebase): Bathstore, now part of the Homebase group, is a national mid-market bathroom retailer. It is a broader incumbent that overlaps with The Showroom Ltd's category but serves a more mainstream customer and lacks the design-led, premium-brand positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
The Showroom social profiles
Digital presenceThe Showroom financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Showroom leadership team
Management profileNumber of profiles
The Showroom funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Showroom M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Showroom
What does The Showroom do?
The Showroom Ltd operates five luxury bathroom and kitchen showrooms across London, Essex, and St Albans, selling premium bathroom fixtures, kitchen products, surfaces, plumbing and heating equipment, lighting, and architectural ironmongery from leading manufacturers. The company also provides bespoke bathroom and kitchen design consultation services and contract supply for trade and commercial projects. Customers engage via showroom visits or the website's quotation request system to source and design high-end residential and trade projects.
Is The Showroom a public or private company?
The Showroom is a private company. It is classified as family owned and is currently operating.
When was The Showroom founded?
The Showroom was founded in 2007. It employs 11 to 50 people.
Where is The Showroom based?
The Showroom is headquartered in London, United Kingdom, in the Europe region.
How does The Showroom make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are design Services.
Who are The Showroom's main competitors?
Emerging players on record are Victorian Plumbing, Drench and Minoli. Direct peers are Bathrooms International, Porcelanosa, CP Hart, Ripples Bathrooms and Simpsons Bathrooms. Broad incumbents are Wickes Kitchens & Bathrooms and Bathstore (Homebase).
Does The Showroom have an API?
No public API is recorded for The Showroom.
What industry is The Showroom in?
The Showroom's product category is Luxury Bathroom & Kitchen Retail. Its primary akta.pro industry code is CRAIAFAG, Kitchen & Bath Design-Build & Remodeling Showrooms, with a secondary code of CRAIAFAC, Plumbing Fixtures & Faucets Showrooms. Its NAICS code is 4491 and its SIC code is 5700.