Crosswater
Crosswater is a UK-based designer and manufacturer of premium bathroom products, including brassware, showers, sanitaryware, furniture, and heating, founded in 1998. It serves trade professionals, developers, and consumers through a national showroom and authorized stockist network, with distribution spanning the UK and Europe.
- Company typePrivate
- Founded1998
- HeadquartersKent, United Kingdom
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Crosswater does
Crosswater is a UK-based designer, manufacturer, and distributor of premium bathroom products, founded in 1998 by Dave Hance and headquartered in Dartford, Kent. Its portfolio spans brassware, showers, sanitaryware, furniture, heating, and accessories, offered across six coordinated finishes to enable one-stop bathroom specification for residential and commercial projects. The business sells through a national showroom and authorized stockist network, supported by a logistics operation of 30 vehicles executing over 300 deliveries per day, with WRAS, KIWA, and TMV2 certifications underpinning product compliance.
Crosswater operates as a subsidiary of Bathroom Brands Group following its 2014 acquisition, and has pursued growth through European market expansion (initiated 2015), selective M&A in its earlier years (Simpsons/Classic Showers in 2006, Bauhaus in 2008), and continued product line development including the 3ONE6 stainless steel range (2021) and Limit furniture range (2023). The installed base exceeds 500,000 thermostatic shower valves in UK bathrooms, generating ongoing spare parts, warranty, and replacement demand. The company's customer base spans trade installers, independent retailers, developers, and selective commercial projects such as Goodluck Hope and Greenwich Peninsula, with retail price points ranging from approximately £69 to over £995. Founder Dave Hance returned as Sales Director in 2025, re-engaging original entrepreneurial leadership in a senior commercial role.
Crosswater firmographics
Firmographics- Name
- Crosswater
- Legal name
- Crosswater Limited
- Website
- https://crosswater.co.uk
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Crosswater is a UK-based designer and manufacturer of premium bathroom products, including brassware, showers, sanitaryware, furniture, and heating, founded in 1998. It serves trade professionals, developers, and consumers through a national showroom and authorized stockist network, with distribution spanning the UK and Europe.
- Ownership category
- akta.pro rank
Crosswater industry classification
Industry- Product category
- Premium Bathroom Fixtures & Brassware
- NAICS
- Plumbing Fixture Fitting and Trim Manufacturing (332913), Plastics Plumbing Fixture Manufacturing (326191)
- SIC
- Miscellaneous Furniture & Fixtures (2590), Electric Housewares & Fans (3634)
- akta.pro primary industry
- Plumbing Fixtures (Faucets, Sinks & Bath Fixtures) (IMADALAA)
- akta.pro secondary industries
- Plumbing Fixtures & Faucets Showrooms (CRAIAFAC), Bathroom Vanities & Cabinetry Showrooms (CRAIAFAB), Bath Fixtures & Wellness (Showers, Tubs, Steam, Saunas) Showrooms (CRAIAFAD), Kitchen & Bath Accessories & Hardware (Pulls, Hinges, Organizers) Retail (CRAIAFAI), Sinks & Water Filtration/Dispensers Showrooms (CRAIAFAE)
Keywords
Where Crosswater is headquartered
LocationHeadquarters
- HQ city
- Kent
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Crosswater business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Product Sales (Direct to Consumer & Trade): Crosswater sells premium bathroom products directly to consumers via its e-commerce platform and through a network of retail partners and showrooms. The trade channel serves developers, architects, designers and merchants for specification and project-based purchases. Products are sold at RRP (Recommended Retail Price) with trade discount structures available for trade customers.
- Spare Parts & Aftermarket: Crosswater maintains a dedicated spare parts operation through crosswater-spares.co.uk, supplying replacement parts (cartridges, seals, wastes, hoses) for installed products. Extends the customer lifecycle and provides recurring revenue from the installed base.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium Brassware & Fixtures (RRP) |
| Unit Pricing | Multi-year contract | Trade / Project Pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Crosswater product offering
Product offeringCore offering
Crosswater designs, manufactures and distributes a coordinated range of premium bathroom products under its own brand, including brassware (taps, mixers, shower valves), sanitaryware (basins, toilets, baths), bathroom furniture (vanity units, tower units, mirror cabinets), showers, heating (towel warmers, radiator valves) and accessories. The portfolio is unified across six coordinated finishes (Brushed Brass, Brushed Bronze, Brushed Nickel, Chrome, Matt Black, Slate) and sold directly to consumers via e-commerce, through authorized retail showrooms, and via a specification team to developers, architects and commercial projects in the UK and Europe.
Product overview
Crosswater is a UK-based bathroom products company offering a comprehensive portfolio of luxury bathroom fixtures and furniture. The product range includes brassware (taps for basins, baths, and kitchens), concealed cisterns and toilet systems, bathroom furniture (vanity units, tall cabinets, mirror cabinets), sanitaryware (basins, toilets, baths), showers, heating (towel warmers and radiators), and accessories. Core product lines include the MPRO brassware range (known for its crosshead design and water-saving features), Limit furniture collection (award-winning fluted design), Glide II, Venue cistern systems, and Belgravia traditional brassware. The company operates under the Bathroom Brands Group umbrella and offers products across six coordinated finishes (Brushed Brass, Brushed Bronze, Brushed Nickel, Chrome, Matt Black, Slate) to ensure design consistency throughout bathrooms.
Differentiator
Problem solved
Functional benefit
Products and services
- MPRO Brassware Range Premium bathroom brassware range with clean, timeless designs available in crosshead and lever handle options, PVD coating on premium variants, integrated water-saving flow regulators, and six coordinated finishes.
- MPRO Crosshead Bath Tap Deck-mounted bath tap with distinctive crosshead handle design, pull-out handset, and PVD coating for durability. Priced at £669.00 RRP inc. VAT.
- MPRO Crosshead 3 Hole Wall Basin Tap Wall-mounted 3-hole basin tap with crosshead handles, integrated water-saving flow regulator and space-saving design. Priced at £419.00 RRP inc. VAT.
- MPRO Concealed Cistern Set Concealed cistern set for wall-hung toilets with supporting frame, available in multiple configurations (standard, tall, stainless steel). RRP £229–£399.
- Limit Furniture Range Award-winning bathroom furniture collection featuring fluted design with precision-manufactured 3D slat texture, including vanity units, tower units and drawer units in four finishes.
- 3ONE6 Brassware Collection Premium brassware collection crafted from 316 grade stainless steel, offering cutting-edge design for contemporary bathrooms with enhanced resilience.
- Shower Systems and Valves Complete shower solutions including thermostatic shower valves, shower heads, kits and accessories, with TMV2 compliance and over 500,000 units fitted in UK bathrooms.
- Baths
- Wall Panels Bathroom wall panels offering a sophisticated and contemporary alternative to tiles, available in various designs and patterns.
- Spare Parts Operation Dedicated spare parts service through crosswater-spares.co.uk supplying replacement cartridges, seals, wastes and hoses for installed Crosswater products, extending product lifecycle and providing aftermarket revenue.
Quantifiable outcome
- 500,000+ thermostatic shower valves fitted in UK bathrooms over two decades
- +3 more outcomes
Companies that use Crosswater
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Crosswater technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Crosswater partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Bathroom Brands GroupcoreBathroom Brands Group is the parent company and sole shareholder of Crosswater (since 2014). Crosswater sits under the Bathroom Brands Group umbrella along with three other brands (Burlington, Britton, Showerwall), enabling the Group to provide comprehensive bathroom solutions across a range of interior styles. The Group provides shared services including logistics, warranty administration, and showroom infrastructure.
- Simpsons (formerly Classic Showers Ltd)minorCrosswater acquired Classic Showers Ltd, known as Simpsons, in 2006. Simpsons is now operated as a sister brand within the Crosswater/Bathroom Brands Group portfolio, expanding the shower enclosure and enclosure offering.
- BauhausminorCrosswater acquired Bauhaus in 2008, adding another brand to the portfolio under the Bathroom Brands Group umbrella.
- Fox CollectiveminorFox Collective handles press and media enquiries on behalf of Crosswater. Contact: Nikki Edwards ([email protected]). This is a PR/marketing partnership for media relations.
Scale indicators6 records
Recent moves8 records
Expansion highlights4 records
Crosswater competitors and assessment
Company assessmentDirect peers
- Roper Rhodes: UK bathroom furniture, brassware and accessories manufacturer with strong trade and retail showroom distribution. Closely comparable to Crosswater on bathroom furniture ranges (vanities, cabinets) and coordinated finishes for mid-premium residential customers in the UK market.
- Mira Showers: UK-leading shower brand specialising in electric, mixer and digital showers owned by Kohler. Most directly comparable to Crosswater's shower products and thermostatic valve range with overlapping UK retail and trade channels.
- Bristan: UK-based bathroom brassware and showers manufacturer and supplier offering taps, showers, valves and accessories. Headquartered in the UK with deep trade and specifier relationships, Bristan is the most direct UK competitor to Crosswater across brassware, showers and accessories.
Broad incumbents
- Armitage Shanks: Heritage UK sanitaryware and bathroom brand now part of Ideal Standard, focused on commercial and institutional bathroom specification. Complementary to Crosswater's portfolio in commercial segments, including hospitals, education and washroom specifications.
- Hansgrohe: German manufacturer of premium bathroom brassware, showers and bathroom accessories with strong design-led positioning. Directly comparable to Crosswater's premium MPRO and 3ONE6 ranges, and competes for the same specifier/architect audience in UK hospitality and high-end residential.
- Ideal Standard: Major UK and European bathroom manufacturer with comprehensive brassware, ceramics and bathroom solutions portfolio. Overlaps with Crosswater in the full bathroom category, particularly ceramics and brassware for commercial and residential projects, with established trade and specification channels.
- Grohe: Global market leader in bathroom brassware, showers and kitchen taps, operating across residential and commercial segments. As a premium European incumbent with broader international reach, Grohe overlaps with Crosswater in mid-to-premium UK tap and shower categories but operates at significantly greater scale and global footprint.
- Villeroy & Boch: Premium European manufacturer of ceramics, bathroom furniture and brassware with global brand recognition. Comparable to Crosswater on premium positioning and coordinated full-bathroom collections across basins, toilets, baths and brassware.
- Geberit: Swiss manufacturer of sanitary technology including concealed cisterns, installation systems and bathroom ceramics. Comparable to Crosswater on the support frames/cisterns category and flush plate ranges where Crosswater sells Venue, MPRO and Belgravia cistern sets.
Others
- Burlington Bathrooms: Sister brand under the same Bathroom Brands Group parent company, focused on traditional and heritage-styled bathroom products. Most useful comparable for revenue and margin benchmarks on a sister-brand basis within the Group's portfolio structure.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Crosswater social profiles
Digital presenceCrosswater compliance and trust
Trust signalCompliance4 records
Crosswater financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crosswater leadership team
Management profileNumber of profiles
Profiles2 records
Crosswater subsidiaries and ownership
Company hierarchySubsidiaries2 records
Crosswater funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crosswater 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 Crosswater
What does Crosswater do?
Crosswater designs, manufactures and distributes a coordinated range of premium bathroom products under its own brand, including brassware (taps, mixers, shower valves), sanitaryware (basins, toilets, baths), bathroom furniture (vanity units, tower units, mirror cabinets), showers, heating (towel warmers, radiator valves) and accessories. The portfolio is unified across six coordinated finishes (Brushed Brass, Brushed Bronze, Brushed Nickel, Chrome, Matt Black, Slate) and sold directly to consumers via e-commerce, through authorized retail showrooms, and via a specification team to developers, architects and commercial projects in the UK and Europe.
Is Crosswater a public or private company?
Crosswater is a private company. It is classified as corporate owned and is currently operating.
When was Crosswater founded?
Crosswater was founded in 1998. It employs 51 to 100 people.
Where is Crosswater based?
Crosswater is headquartered in Kent, United Kingdom, in the Europe region.
How does Crosswater make money?
Two revenue lines are on record. Product Sales (Direct to Consumer & Trade) is the primary driver. The others are spare Parts & Aftermarket.
Who are Crosswater's main competitors?
Direct peers on record are Roper Rhodes, Mira Showers and Bristan. Broad incumbents are Armitage Shanks, Hansgrohe, Ideal Standard, Grohe, Villeroy & Boch and Geberit. Burlington Bathrooms is listed as an others.
Does Crosswater have an API?
No public API is recorded for Crosswater.
What industry is Crosswater in?
Crosswater's product category is Premium Bathroom Fixtures & Brassware. Its primary akta.pro industry code is IMADALAA, Plumbing Fixtures (Faucets, Sinks & Bath Fixtures), with a secondary code of CRAIAFAC, Plumbing Fixtures & Faucets Showrooms. Its NAICS code is 332913 and its SIC code is 2590.