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Frontline Bathrooms has completed a full rebrand of Aqua, its exclusive product range, signalling a clear shift in how the business defines and delivers a distinctive offer for the KBB trade.
Since joining the business one year ago, Darren Allison has led a comprehensive review of Frontline Bathrooms, drawing on detailed feedback from across the organisation as well as from the wider industry, including retailers, merchants, designers, specifiers, installers and service partners. This combined internal and external insight revealed a clear and consistent message: the trade wants products that stand apart without unnecessary complexity, are grounded in credible design, supported by reliable logistics and priced in a way that reflects today’s more informed and value-conscious market.
The refreshed Aqua range has been shaped directly by this feedback. At its core is a renewed focus on UK-led design, including collaboration with respected industry figures such as Barrie Cutchie, bringing depth of experience and global perspective to a collection defined by restraint, proportion and long-term relevance rather than short-term trends.
Alongside product development, significant work has been undertaken behind the scenes. Supply chains have been reviewed and strengthened, with manufacturing partners across the UK, Europe and internationally, all operating within ISO-certified facilities, providing reassurance on quality and compliance. A next-day service proposition underpins the range, recognising the operational realities of merchants and installers and the importance of reliability at every stage of a project.
Visually, Aqua has been re-introduced with a new logo, updated typography and a contemporary colour palette, supported by a redesigned 404-page A4 brochure format that prioritises clarity, clean imagery and easily navigable product information. Packaging has been rethought to reflect the same principles, while sustainability considerations, including carbon footprint awareness across the supply chain, now sit clearly behind the brand.
Darren Allison, managing drector at Frontline, says: “When I joined Frontline Bathrooms, my priority was to listen to the trade properly. I spent time speaking with retailers, merchants, designers, installers and our own teams to understand what was genuinely missing from the market, and the feedback was very clear. The industry wants products with real differentiation, credible design, transparent value and a supply chain that can be relied upon to deliver.
“Aqua is our response to that. The rebrand goes far beyond aesthetics; it is about strengthening the product offer, benchmarking it rigorously and backing it with ISO-certified manufacturing across the UK, Europe and internationally, alongside a next-day service proposition that reflects how the trade actually operates. Design has played a key role, which is why working with Barrie Cutchie was such a natural fit, bringing experience, restraint and longevity to the range rather than short-term trend chasing.
“We have also been very deliberate in simplifying how Aqua is presented and supported, from the new visual identity and brochure format through to tailored point-of-sale for individual customers. The aim is to deliver a genuinely exclusive trade brand that is easy to understand, straightforward to sell and built on substance rather than inflated claims.”
Nearly all the products under the Aqua brand will be supported by new guarantees including lifetime guarantees.
The rebrand is also supported by renewed PR and social activity, designed to strengthen engagement with the wider market and create a more open dialogue between manufacturer, distributor and customer, addressing what Frontline sees as a longstanding lack of meaningful engagement within the sector.
To support retailers and merchants on the ground, Frontline is introducing a new, flexible approach to point-of-sale materials. Rather than a one-size-fits-all solution, POS will be tailored to individual partners, shaped around their specific requirements, allowing Aqua to retain a sense of exclusivity while maintaining a clean, straightforward presentation that works in real showroom and merchant environments.
