Bathroom Association rebrand signals united future for UK industry
The Bathroom Manufacturers Association, established in 2001, has rebranded itself as the Bathroom Association, signalling a new chapter aimed at uniting the entire UK bathroom industry. The launch took place at InstallerSHOW 2025, held from 24 to 26 June at the NEC Birmingham, where Chief Executive Tom Reynolds and Association President Craig Baker unveiled the refreshed identity and vision to an audience comprising media, industry members, stakeholders, and government officials. This rebrand is presented as a strategic move to foster greater unity and collaboration across a historically fragmented sector made up of manufacturers, designers, installers, merchants, and more.
Craig Baker emphasised the importance of viewing the bathroom as a cohesive system, stating, “To improve it, we need everyone around the table.” The association’s journey traces back to its origins from the Council of British Ceramic Sanitaryware Manufacturers, evolving over decades and expanding its membership to over 60 stakeholders across the bathroom supply chain. Over recent years, the organisation has demonstrated strong advocacy, successfully influencing regulations, supporting members through challenges such as the COVID-19 pandemic, and promoting sustainability initiatives. One landmark moment was the 2024 Windsor Castle summit, which gathered the world’s largest bathroom brands to address pressing issues like water scarcity and antimicrobial resistance, culminating in the Windsor Declaration – the first global commitment made by the bathroom industry.
With the new branding, the association aims to expand its reach and impact, inviting all players involved in creating and maintaining public and private bathrooms to join a single, influential voice. Tom Reynolds expressed the association’s unwavering vision: “A world where bathrooms are better for people and planet.” He described a complex ecosystem of professionals from various trades, whose efforts the association seeks to unify and amplify. Through this collective approach, the association intends to break down longstanding silos that have slowed industry progress.
The association’s renewed strategy is encapsulated in its new tagline: Insight. Influence. Impact. Members will receive valuable market data, forecasts, and investment intelligence to grow their businesses. The association also continues shaping policy from Westminster to Brussels, ensuring industry concerns and needs are heard. Furthermore, it remains committed to driving tangible improvements in water efficiency, sustainability, and product standards, reflecting its mission to create bathrooms that are genuinely better for both people and the environment.
InstallerSHOW 2025, where the rebrand was announced, has itself grown significantly, with a 50% increase in exhibition space and over 600 exhibitors showcasing the latest innovations in heat, water, air, and energy. The event attracted approximately 30,000 installers, specifiers, and decision-makers, providing key networking and learning opportunities. A lively feature at the show was Pitchfest, a competition highlighted by the Bathroom Association as part of its ongoing support for innovation, where startups and product innovators competed for marketing support prizes.
Looking ahead, the association will continue fostering industry collaboration through events like its upcoming Connect Conference in September, themed ‘Connect the Dots.’ This conference will focus on partnerships and innovative strategies to drive sustainable growth and will include notable awards recognising young talent and sustainability achievements.
By broadening its membership and uniting the various trades and sectors, the Bathroom Association aims to be the definitive voice and driving force for the UK bathroom industry, advancing its vision of creating environments that serve people and respect the planet.