Frontline Bathrooms has announced that it will once again become the exclusive UK distribution partner for bathroom furniture brand Royo, following a strategic review by Roca. The transition will officially take effect in November 2025 and marks the continuation of a longstanding relationship with the brand.
The move returns the brand to a distributor with extensive experience in handling Royo in the UK market. Frontline previously managed the brand for many years, building familiarity with its product portfolio, operational requirements and showroom support needs.
Under the new arrangement, all Royo stock will be held at Frontline, while ordering will be processed through its sister company, Smiths Briten. With more than 70 vehicles operating nationwide, Frontline will offer improved delivery efficiencies, including next day delivery capabilities across many UK regions.
The company has confirmed that existing commercial terms for current Royo dealers will remain unchanged. Frontline has also signalled its intention to build protected, exclusive retail areas to minimise overlap and strengthen margin security for dealers.
Frontline’s regional sales team is now liaising directly with Roca to coordinate the handover and ensure continuity of service for retailers. Updated regional sales contacts and the latest Royo brochure will be issued to existing partners as part of the transition.
Gareth Sterry, business development manager at Frontline Bathrooms, says: “We are genuinely delighted to be taking Royo back under the Frontline umbrella. This is a brand we know extremely well, having worked closely with it for many years, and that familiarity allows us to step straight back in with the level of insight and operational knowledge that retailers depend on. Our aim is to make this transition seamless, to strengthen availability, and to give partners confidence that the Royo brand will be supported by a distributor with the scale, infrastructure and experience required to grow the brand across the UK.
Having all stock held at Frontline and orders processed through Smiths Briten gives us far greater control of the supply chain, which translates to faster response times, tighter stock management and more predictable service. We also want to reassure existing displaying dealers that their commercial terms will remain exactly as they are. For us, this partnership is about building a stronger long-term platform for Royo, giving showrooms confidence in availability, service, and the stability of the brand. We see genuine potential to elevate the profile of the wider Royo collection and deliver meaningful, sustained value back into the market.”
Jamie Welch, Roca Group UK’s sales director UK & Ireland, adds: “Re-appointing Frontline Bathrooms as our exclusive distribution partner in the UK is a considered step that reflects both our history together and our ambition for the brand. Their infrastructure is already aligned with the requirements of a brand of our scale, and this transition allows us to strengthen the UK market with a distributor who can offer consistency, responsiveness and meaningful on-the-ground support.”