Ultra Finishing

What Ultra Finishing does

Ultra Finishing Ltd is a UK-based private limited company founded in 1981 and headquartered in Halifax, West Yorkshire. It is a trading division of Roxor Group Ltd, a diversified bathroom products conglomerate that also operates Niko (Int) Ltd and BC Designs (Int) Ltd. The company manufactures, sources, and distributes a wide range of bathroom and kitchen products to both online and high-street retailers, operating across six distinct sub-brands: Bayswater (traditional Victorian and Edwardian collections), Hudson Reed (aspirational collections with a 20-year guarantee), BC Designs (award-winning British craftsmanship), Nuie (complete bathroom offering with 5-year and lifetime guarantees), Old London (heritage-inspired traditional range), and Fireclay Factory (handcrafted fireclay kitchen sinks).

The group's core technology consists of a portfolio of brand-specific e-commerce storefronts supported by an interactive 3D bathroom design tool (create.nuiedesign.com) that allows consumers to visualize products before purchase. Ultra Finishing positions its brands across the full bathroom price spectrum, from luxury (BC Designs, Bayswater) to value (Nuie), with warranty terms ranging from 5 years to lifetime depending on the brand. Distribution combines direct-to-consumer e-commerce via dedicated brand websites with a trade channel supplying retailers and design showrooms.

Ultra Finishing's go-to-market is a multi-brand, multi-channel B2B2C model: the company supports retailers with curated collections targeting commercial success while also selling directly to end consumers through its own brand sites. Customer segmentation spans traditional period-property renovators, modern bathroom consumers, premium/craftsmanship buyers, and kitchen sink purchasers. No specific pricing model, revenue figures, headcount detail beyond the 101-250 range, or named institutional investors beyond Business Growth Fund's 2017 growth-capital investment are disclosed in the available source material.

Name

Ultra Finishing

Legal name

Ultra Finishing Ltd

Website

https://ultra-finishing.co.uk

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

101–250 employees

Short description

Ultra Finishing is a UK-based bathroom and kitchen products manufacturer and distributor, operating as a trading division of Roxor Group Ltd with six sub-brands (Bayswater, Hudson Reed, BC Designs, Nuie, Old London, Fireclay Factory) serving online and high-street retailers across luxury to affordable price tiers.

Ownership category

akta.pro rank

Product category

Bathroom Fixtures and Sanitary Ware

NAICS

Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Plumbing Fixtures & Faucets Showrooms (CRAIAFAC)

akta.pro secondary industries

Bathroom Vanities & Cabinetry Showrooms (CRAIAFAB), Sinks & Water Filtration/Dispensers Showrooms (CRAIAFAE)

Keywords

• Bathroom products
• Bathroom fixtures
• Sanitary ware
• Kitchen sinks
• Bathroom furniture

Headquarters

HQ city

Halifax

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Distribution channels2 records

Marketing channels3 records

Core offering

Ultra Finishing manufactures, sources and distributes a wide range of bathroom products to online and high-street retailers. Through its portfolio of sub-brands, the company offers traditional Victorian/Edwardian bathroom collections, aspirational contemporary bathroom products, award-winning luxury designs, and fine fireclay kitchen sinks, supported by comprehensive warranty offerings and an interactive 3D design tool.

Product overview

Ultra Finishing Ltd is one of three trading divisions of Roxor Group Ltd, which operates a multi-brand bathroom and kitchen product portfolio. The company offers a comprehensive range from luxury to affordable bathroom solutions across six distinct sub-brands: Bayswater (traditional Victorian/Edwardian style), Hudson Reed (aspirational collections with 20-year guarantee), BC Designs (award-winning British craftsmanship), Nuie (complete bathroom offering with 5-year/lifetime guarantee), Old London (traditional heritage-style collection), and Fireclay Factory (fine fireclay kitchen sinks). The group also provides a 3D Design Tool for consumer visualization. Ultra Finishing itself is positioned as part of this unified bathroom and kitchen furnishings platform serving retail and commercial markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Fireclay Factory — Fine Fireclay Kitchen Sinks Handcrafted fine fireclay Butler and Farmhouse kitchen sinks produced by master potters using a specialized production process for high-quality kitchen environments. Targeted at consumers and trade buyers seeking premium fireclay kitchen sinks.
• Bayswater — Traditional Bathroom Collection Traditional bathroom collection featuring Victorian and Edwardian porcelain, brassware, furniture and fittings, specifically curated to support retailers with commercial success in the heritage and period-property renovation market.
• Hudson Reed — Aspirational Bathroom Collections Aspirational bathroom collections offering stylish ceramics and desirable furniture at competitive prices for luxury products, supported by a 20-year market-leading guarantee. Targeted at modern bathroom consumers and trade retailers.
• BC Designs — Award-Winning British Bathroom Design Award-winning British bathroom design company creating bathroom products using finest materials and exceptional British craftsmanship, positioned for luxury and high-end residential projects.
• Nuie — Complete Bathroom Offering Complete bathroom offering with extensive ceramic and bathroom furniture sections designed to inspire renewal, supported by 5-year and lifetime guarantees and complemented by an interactive 3D bathroom design tool for customer visualization.
• Old London — Traditional Heritage Bathroom Collection Traditional bathroom collection blending era-inspired quality, workmanship and heritage with modern craftsmanship and manufacturing techniques to create elegant bathroom spaces.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ideal Standard: Large established European manufacturer of bathroom ceramics, brassware, and showering solutions. Comparable on product categories (sanitaryware, brassware) and UK distribution, though at substantially greater scale and broader portfolio.
• Bristan: UK-based manufacturer and supplier of bathroom brassware, taps, showers, and accessories sold through trade and retail channels. Comparable in product category focus (brassware, showers) and UK trade distribution model.
• Grohe: Global bathroom and kitchen fittings brand with strong UK presence in brassware and showers. Comparable on product overlap (brassware, shower systems) though competes at a broader premium scale across multiple geographies.

Direct peers

• Bathstore: UK bathroom specialist retailer with showroom and online presence selling ceramics, furniture, brassware and showers. Closely comparable product mix and customer base to Ultra Finishing's brand portfolio, particularly Bayswater and Hudson Reed.
• Roper Rhodes: UK bathroom furniture, ceramics, and brassware brand sold through independent retailers. Comparable as a multi-category UK bathroom brand targeting the same independent showroom and trade channels Ultra Finishing serves.
• Victoria Plum: Major UK online bathroom retailer offering a broad multi-brand range of ceramics, furniture, brassware, and showers directly to consumers. Comparable to Ultra Finishing in target customer (UK bathroom renovators), product breadth, and DTC e-commerce motion.
• Frontline Bathrooms: UK distributor of multiple bathroom brands to independent retailers and showrooms. Comparable distribution model and multi-brand portfolio approach serving the UK trade channel that Ultra Finishing targets.
• Better Bathrooms: UK bathroom retailer operating online and through showrooms with a broad product range across price points. Comparable in DTC e-commerce focus, UK customer base, and multi-category bathroom offering.
• Eastbrook Bathrooms: UK bathroom brand and retailer selling sanitaryware, brassware, furniture, and showers via trade and consumer channels. Comparable on multi-category UK bathroom offering and trade-channel distribution.

Regional players

• Triton Showers: UK-focused electric and mixer shower manufacturer with established trade and retail relationships. Comparable in UK market focus and showering product category, though narrower in scope than Ultra Finishing's full-bathroom portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ultra-finishing-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Ultra Finishing