Ash Plumbing & Bathrooms

What Ash Plumbing & Bathrooms does

Ash Plumbing & Bathrooms is a privately held, family-run bathroom design and installation company founded in 2010 by David Ash and headquartered in Telford, Shropshire, United Kingdom. The company employs a four-person in-house team that manages the full project lifecycle, including plumbing, tiling, electrics, plastering, and carpentry, and serves both residential homeowners and commercial clients (offices, care homes, restaurants, schools, retail) across nine Shropshire towns. Its core technology is the Virtual Worlds 3D bathroom design software, which produces photorealistic visualizations through a five-step process from initial consultation to installation, including three free design amendments.

The business operates a direct-to-consumer, sales-led model with free in-home consultations and online contact forms as the primary lead-generation mechanism. Revenue is project-based, with payment split 40% on deposit, 30% at the halfway point, and 30% on completion, and pricing tiers range from £5,000 (Fit Only) through £8,000 (Supply & Fit), £10,000–£15,000 (Mid-Range), to £15,000+ (Luxury/Bespoke). Service offerings include a standalone Design-Only service and dedicated Accessible Bathroom Packages covering walk-in showers, wet rooms, and mobility adaptations, as well as Commercial Bathroom Projects with Doc M compliance.

The company is accredited by BIFIS, Which? Trusted Trader, and the Shropshire Chamber of Commerce, and won the Theo Paphitis Small Business Sunday Award in January 2025. There is no disclosed external funding; ownership and operations remain entirely within the Ash family, with David Ash as Owner/Founder and Fran Ash as Business Development Manager.

Name

Ash Plumbing & Bathrooms

Legal name

Ash Plumbing & Bathrooms

Website

https://ashbathrooms.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Ash Plumbing & Bathrooms is a family-run, Telford-based bathroom design and installation specialist serving residential and commercial customers across nine Shropshire towns with a four-person in-house team and Virtual Worlds 3D design tooling.

Ownership category

akta.pro rank

Product category

Bathroom Design and Installation Services

NAICS

Plumbing, Heating, and Air-Conditioning Contractors (238220), Plumbing, Heating, and Air-Conditioning Contractors (23822)

akta.pro primary industry

Bathroom Tilework (Floor & Wall Tile Installation) (HSAPABAE)

akta.pro secondary industries

Bathroom Flooring Replacement (LVP, Tile, Heated Floors) (HSAPABAK), Bathroom Storage & Custom Built-Ins (Linen Closets, Niches, Shelving) (HSAPABAM)

Keywords

• Bathroom design services
• Bathroom installation
• Bathroom renovation
• Accessible bathrooms
• Plumbing services

Headquarters

HQ city

Telford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Others

Revenue model

1. Bathroom Design and Installation Services: Full service bathroom renovation including design, supply, and installation. Revenue is project-based with payment split across deposit (40%), halfway point (30%), and completion (30%).
2. Design-Only Service: Standalone 3D bathroom design consultation available for clients across Shropshire who want professional design visualisation before arranging their own installation.
3. Fit-Only Services: Professional installation services for customers supplying their own sanitaryware, tiles, and furniture. Covers plumbing, tiling, and finishing.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Ash Plumbing & Bathrooms is a family-run bathroom design and installation specialist serving residential and commercial properties across Shropshire and Telford. The business delivers a complete design-to-installation service that includes bespoke 3D bathroom design (using Virtual Worlds software), supply of fixtures and fittings, and full installation by an in-house team managing plumbing, tiling, electrics, plastering, and carpentry.

Product overview

Ash Plumbing & Bathrooms is a bathroom design and installation specialist offering a unified service portfolio centred around bespoke 3D bathroom design and complete installation. The core offering comprises a 3D Bathroom Design Service (using Virtual Worlds software) combined with Bathroom Installation Services that manage all trade aspects including plumbing, tiling, electrics, plastering, and carpentry. The company also operates specialised divisions for Accessible Bathroom Packages (six tailored solutions) and Commercial Bathroom Projects. Supporting services include Tiling, Plastering, Electrical Works, Plumbing & Pipework, and Carpentry. Customers can choose between Fit Only (installation of customer-supplied products) or Supply & Fit (full design, supply, and installation) packages. Pricing tiers range from Fit Only starting at £5,000 to Luxury/Bespoke Supply & Fit at £15,000+.

Differentiator

Problem solved

Functional benefit

Products and services

• 3D Bathroom Design Service Professional 3D bathroom design service using Virtual Worlds software that creates photorealistic renderings, allowing clients to visualise layouts, colours, and finishes before installation begins. Includes 2D plans, 3D concept development, and three free design amendments.
• Bathroom Installation Services Complete bathroom installation service managing all aspects of renovation including plumbing, tiling, electrics, plastering, and carpentry. Covers residential renovations, ensuites, wet rooms, and commercial installations.
• Accessible Bathroom Packages Specialised accessible bathroom installations with six tailored packages: Comfort & Confidence, Step Free & Safer, Fully Accessible, Young Independence, Stay at Home, and Extras/Add-ons. Includes walk-in showers, wet rooms, grab rails, comfort-height toilets, and non-slip flooring.
• Commercial Bathroom Projects Commercial bathroom design and installation services for offices, care homes, restaurants, schools, and retail spaces. Includes accessible toilets, IPS panels, vanity units, and Doc M compliant installations.
• Fit Only Service Professional installation service for customers supplying their own sanitaryware, tiles, and furniture. Covers plumbing, tiling, and finishing for like-for-like replacements with minimal layout changes. Pricing starts from £5,000.
• Supply & Fit Service Full bathroom design and installation package including professionally sourced products, standard or upgraded fixtures, and complete project management from concept to completion. Pricing starts from £8,000 with mid-range options at £10,000-£15,000 and luxury/bespoke options at £15,000+.

Quantifiable outcome

• 2-year workmanship warranty on all installations
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Lingen Davies Cancer FundminorGTM or Marketing Partner · 1 January 2025Proud supporters of Lingen Davies Cancer Support. Fran Ash has shared personal experiences with the charity, and the company actively participates in community support initiatives.
• Bathing in BusinessminorStrategic or Co-development Partner · 1 January 2025A networking community for Shropshire small businesses co-founded by Fran Ash. Hosted monthly at Frankly Farm Tours, providing connections, opportunities, and support for local entrepreneurs.
• Frankly Farm ToursminorGTM or Marketing Partner · 1 January 2024Local Shropshire farm attraction. Collaborated on community projects including building a goat pen using upcycled bathroom materials. Co-hosts Bathing in Business networking events.
• BIFIS (British Institute of Kitchen, Bedroom & Bathroom Installation Specialists)coreStrategic or Co-development PartnerBIFIS registration means the company's work meets recognised industry standards and codes of practice. For clients, this provides assurance that every bathroom project is delivered by a competent, accredited professional committed to quality workmanship, transparency and best practice.
• Which?coreStrategic or Co-development PartnerAs a Which? Trusted Trader, the company undergoes assessment for professionalism and high standards. They also use Dispute Resolution Ombudsman for complaint resolution, providing customers with additional protection and recourse.
• Shropshire Chamber of CommerceminorStrategic or Co-development PartnerActive members of the Shropshire Chamber of Commerce, demonstrating commitment to the local business community and maintaining professional standards.
• Bins for Boys CampaignminorGTM or Marketing PartnerProud supporters of the Bins for Boys campaign, a charitable initiative supported through their website and promotional materials.
• Virtual WorldscoreTechnology or IntegrationIndustry-leading 3D bathroom design software used by the company to create photorealistic visualisations. Enables customers to explore layouts, colours and finishes before installation begins.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Victoria Plum: Victoria Plum is one of the UK's largest online bathroom retailers, selling suites, furniture and accessories with optional installation services. It competes on price and convenience in the same supply-and-fit segment Ash serves, but at national scale and without bespoke local design-led service.
• CP Hart: CP Hart is a long-established UK bathroom specialist with showrooms, in-house design services and installation capabilities across London and the South East. It overlaps with Ash on the design-led, premium-tier bathroom installation experience but operates at a much larger, multi-region scale.
• B&Q: B&Q is the UK's largest home improvement retailer, providing DIY bathroom products and a paid installation service. While not a like-for-like specialist, it is a meaningful competitive anchor on price and convenience for Shropshire homeowners comparing options.
• Homebase: Homebase is a UK home improvement retailer with in-store bathroom displays, finance options and installation services. As a broad incumbent, it offers an alternative path to bathroom renovation that Ash must differentiate against on design quality and personal service.
• Better Bathrooms: Better Bathrooms is a UK bathroom retailer operating showrooms and an online catalogue with installation referral services. It competes on product range and price across the same supply-and-fit price bands (£5,000-£15,000+) that anchor Ash's offering.
• Big Bathroom Shop: Big Bathroom Shop is a large UK online bathroom retailer offering trade pricing and installation partner networks. It is an incumbent competitor in the supply-and-fit value chain, particularly for price-sensitive Shropshire customers researching online before engaging a local installer.
• Easy Bathrooms: Easy Bathrooms is a UK bathroom retailer with showrooms and bundled design-and-installation packages. It targets the same mid-market, family-bathroom renovation customer as Ash, with broader geographic coverage and stronger buying power on sanitaryware.

Others

• Local Heroes: Local Heroes (by British Gas) is a UK platform that connects homeowners with vetted local tradespeople, including bathroom fitters. It is an ecosystem/lead-generation channel rather than a direct competitor, but increasingly channels demand away from independent local installers like Ash.
• Rated People: Rated People is a UK tradesperson marketplace where homeowners post jobs and local bathroom installers bid for them. It is an enabling/competing channel for Ash's customer acquisition, as some Shropshire homeowners use the platform to source fitters instead of contacting local specialists directly.

Direct peers

• Ripples Bathrooms: Ripples is a UK bathroom design-and-installation franchise offering free design consultations, 3D visuals and full supply-and-fit packages. It is the closest direct analogue to Ash's end-to-end design-to-installation model, scaled nationally via franchising rather than as a single local team.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights3 records

Customer concentration

• Facebookfacebook.com/ashplumbingandbathrooms
• LinkedInlinkedin.com/company/ash-plumbingbathrooms
• Instagraminstagram.com/ash_bathrooms

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Ash Plumbing & Bathrooms