Fitzroy of London

What Fitzroy of London does

Fitzroy of London is a UK-based specialist in design-led accessible bathroom and washroom products, operating as a corporate partnership of Fitzroy of London Ltd, FA & JF Co Ltd, Amaryllis House Ltd, and Nymack Ltd, with a registered head office in Billingham and a showroom at the Business Design Centre in London. The company manufactures premium accessible bathroom fixtures organized into three ranges — Signature (luxury, including Bolsover, Cavendish, Constable, Gosfield, Hanson, Kirkman, Mortimer, and Portland collections), Style (premium stocked, including Hertford, Marylebone, and Oxford), and Pro (value/regulatory, including Bedford and Cleveland) — covering grab rails, hinged support rails, back rests, shower seats, sanitary ware, Doc M compliant packs, taps and water controls, and accessories. Products are built in Grade 304 stainless steel and solid brass, with proprietary concealed/flangeless fixing systems for infection control, PVD finishing technology offering 28+ finish options, infrared touch-free taps, and an online Doc M pack configurator. The portfolio is fully compliant with Doc M, Part M, BS8300, and DDA, with WRAS, TMV3, and Reg 4 certifications on water fittings.

The company operates a B2B, project-based revenue model combining one-time product sales with design and consultancy services, priced by quotation per project. Go-to-market is a sales-led specification motion supported by dedicated specification managers, in-house design engineers, RIBA-approved CPD seminars on inclusive commercial washrooms, contract merchant partnerships (Tapis and Co, C.P. Hart, Neville Lumb), an NBS Source specification platform integration, and a direct e-commerce quote-request storefront. Customer segments skew enterprise and luxury — primarily premium and luxury hotels (IHG across Canopy London City, voco Fareham, and Holiday Inn properties; SOHO House at The Ned; Park Hyatt London River Thames; The Peninsula London; W Budapest; The Connaught; The Montcalm Mayfair; Grantley Hall; Hard Rock Hotel London; Radisson RED Twickenham; 1 Hotel Mayfair; Hilton Woking), with secondary verticals in healthcare (St Christopher's Hospice, The Bridge Care Home, Memorial Houston Medical) and food service and commercial real estate. The leadership team comprises Managing Director Craig Anderson, Business Development Director Bradley Culmer, Head of Product Mark Shepherd, Senior Procurement & Operations Manager Simon Dolan, and a Senior Leader (Anita), with no disclosed external institutional ownership.

Name

Fitzroy of London

Legal name

Fitzroy of London Ltd

Website

https://fitzroyoflondon.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Fitzroy of London is a UK-based specialist manufacturer and design studio for premium accessible bathroom and washroom products, serving luxury hospitality, healthcare, and commercial clients with Doc M compliant fixtures and bespoke finishes.

Ownership category

akta.pro rank

Product category

Accessible Bathroom Products

NAICS

Furniture and Related Product Manufacturing (337), Interior Design Services (541410)

SIC

Miscellaneous Furniture & Fixtures (2590)

akta.pro primary industry

Bathroom Accessory Mounting (towel bars, mirrors, grab bars) (HSAGAHAF)

akta.pro secondary industry

Residential Interior Fit-Out (Multi-Family & High-End) (IMAFANAE)

Keywords

• Accessible bathroom products
• Doc M compliance solutions
• Premium sanitary ware
• Inclusive washroom design
• Commercial bathroom fittings

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Accessible Bathroom Products: Sale of premium accessible bathroom products including grab rails, hinged support rails, back rests, shower seats, sanitary ware, Doc M packs, taps and water controls, and accessories. Products sold directly to specifiers, contractors, and through merchant partners.
2. Design and Consultancy Services: In-house design and consultancy services for inclusive bathroom design, including specification guidance, compliance documentation, and design scheme development from concept to completion.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Fitzroy of London designs, manufactures, and supplies premium accessible bathroom and washroom products across three collections (Signature luxury, Style contemporary/compliant, Pro value/Doc M compliant). The portfolio spans grab rails, hinged support rails, back rests, shower seats, sanitary ware, Doc M compliant packs, taps and water controls, and accessories, all engineered to meet UK Doc M, Part M, BS8300, and DDA accessibility standards with extensive finish customization (28+ PVD and metal finishes). The company also provides in-house design consultancy and specification services supporting architects, interior designers, and property developers from concept through installation.

Product overview

Fitzroy of London is a design-led specialist for premium accessible bathroom products organized into three core ranges: Signature (luxury/premium), Style (contemporary/compliant), and Pro (value/regulatory-focused). The portfolio includes grab rails, hinged support rails, back rests, showering products, sanitary ware, DOC M compliant packs, taps and water controls, and accessories. The Signature Collections (Bolsover, Cavendish, Constable, Gosfield, Hanson, Kirkman, Mortimer, Portland) offer high-end brass and stainless steel fixtures with extensive finish options. The Style Collections (Hertford, Marylebone, Oxford) provide contemporary accessible solutions with stocked availability. The Pro Collections (Bedford, Cleveland) offer value-oriented products for residential and commercial developments. Products feature concealed fixings for hygiene, multiple finish options including PVD, electroplated, powder coated, and stainless steel, and comply with DOC M and BS8300 standards.

Differentiator

Problem solved

Functional benefit

Products and services

• Signature Range Premium accessible bathroom collection designed for luxury and high-end projects, offering the highest quality fixtures from contemporary to classic styles with extensive PVD and metal finish options. Targeted at architects and specifiers for luxury hospitality, premium residential, and high-end commercial projects requiring accessible design without aesthetic compromise.
• Style Range Contemporary accessible bathroom product range combining premium fixtures with full Doc M and Part M compliance, available as stocked items for faster delivery. Targeted at commercial projects needing compliant accessible bathrooms with reliable, ultra-durable products and contemporary aesthetics (Hertford, Marylebone, Oxford collections).
• Pro Range Value-oriented accessible bathroom product range engineered for ease of installation and user safety while meeting Doc M regulatory requirements. Suited for home adaptations, residential developments, and commercial projects requiring reliable compliance at accessible price points.
• Doc M Compliant Packs Pre-bundled complete accessible bathroom solutions including Doc M toilet packs, shower packs, and changing room packs, designed to meet UK Doc M and Part M building regulation requirements. Includes grab rails, hinged support rails, sanitary ware, taps, and fixings in coordinated specs, available with one-box simplified installation and Reg 4 Certified components.
• Accessible Bathroom Design and Consultancy Services Design and consultancy service delivered by in-house specification managers and design engineers, providing inclusive bathroom specification guidance, compliance documentation (Doc M, Part M, BS8300, LRV contrast), and design scheme development from concept through installation for architects, interior designers, and property developers.
• Portland L-Shape Grab Rail 900 x 600 solid brass concealed-fixing L-shape grab rail in classical and authentic design, manufactured in Great Britain with universal left or right hand setup, Doc M compliance, 175kg max rated load and 10-year warranty. Suited to luxury accessible washroom specifications.
• Gosfield Fold Down Shower Seat 495mm stainless steel frame wall-mounted fold-down shower seat with compact HPL seat for maximum comfort, contemporary design, and 28 finish options. 120kg max rated load; suited to luxury compliant accessible shower installations.
• Infrared Premium Rimless Doc M Toilet Pack Premium rimless back-to-wall Doc M toilet pack with hygienic touch-free infrared sensor operation, concealed fixing stainless steel grab rails, and hinged rail. Part M compliant with Reg 4 Certified tap, flush valve, and inlet valve; delivered as a single-box complete pack.
• Concealed Valve Doc M Shower Pack Doc M shower pack with Reg 4 Certified (WRAS, NSF, Kiwa) and TMV3 approved valve and diverter, concealed valve and diverter with extended levers, extended projection shower seat for wheelchair side transfer, and non-corrosive concealed-fixing stainless steel grab rails and hinged support rails.
• Gosfield Flangeless Grab Rail Stainless steel flangeless fixing grab rail flush to the wall for easily cleanable surfaces and reduced hygiene risk, intended for healthcare and infection control environments. Part of the Gosfield Signature Collection.

Quantifiable outcome

• Over 2 million people in UK live with sight loss requiring accessible design considerations beyond wheelchair accessibility
• +2 more outcomes

Named customers17 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core and minor.

• NBS SourcecoreTechnology or IntegrationStrategic partnership to expand accessibility solutions in the built environment through NBS Source specification platform. Enables architects and specifiers to access Fitzroy of London products and specifications directly within their design workflow.
• Commercial Interiors UKminorOthersTrade association membership providing industry networking, advocacy, and market intelligence. Positions company within UK commercial interiors sector ecosystem.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Kohler: Global bathroom and kitchen fixtures giant with luxury hospitality positioning and a broad accessible product range. Indirect competitor — overlaps at the top of the luxury hotel specification list but operates at much greater scale across all price points.
• Geberit: Swiss sanitary technology leader with strong presence in concealed cisterns, shower toilets, and commercial washroom systems. Adjacent competitor in commercial bathroom specification, with growing accessible and hygiene-focused product lines.
• Hansgrohe: German global premium bathroom fittings manufacturer with strong hospitality specification presence. Overlaps in taps, showers, and design-led fittings used in luxury hotel bathrooms, but does not specialize in accessible compliance.
• Armitage Shanks (Ideal Standard): UK heritage bathroom brand and part of Ideal Standard, offering commercial sanitary ware including Doc M compliant packs. Larger incumbent with broader product portfolio serving commercial, healthcare, and education markets at volume price points.

Direct peers

• Vola: Danish premium bathroom fittings brand (taps, rails, accessories) known for minimalist, architect-specified design. Comparable on premium design-led positioning and specification-driven sales motion in luxury commercial and residential projects.
• Ropox: Danish provider of accessible bathroom and kitchen solutions, including height-adjustable washbasins and shower seats. Direct comparable in accessible bathroom fixtures, particularly in healthcare and aging-in-place segments.
• Pressalit Care: Danish manufacturer of accessible bathroom and changing place equipment, including shower seats, grab rails, and height-adjustable units. Competes in the same accessible bathroom equipment category, with overlapping healthcare and care home customer base.
• Contour Showers: UK specialist in accessible and Level-Access showering solutions, including shower trays, screens, and accessories for Doc M compliance. Direct peer in the accessible shower and bathroom segment, primarily serving residential adaptations and care homes.
• AKW (AKW Holdings): UK-based specialist in accessible bathrooms, showering, and mobility products for elderly and disabled users. Direct competitor in the same accessible bathroom product category, with comparable Doc M compliant offerings but a stronger mass-market and care home orientation rather than luxury hospitality.
• HEWI: German manufacturer of accessible design hardware, including grab rails, hinged support rails, and sanitary accessories with a strong design-led, premium positioning. Closest international direct peer — competes in the same accessible-but-design-conscious segment targeting architects and specifiers.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/Fitzroyoflondon

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Fitzroy of London