InstallerShow played host to the launch of the Bathroom Association this week. The trade body, which has been known as the Bathroom Manufacturers Association since its establishment in 2001, says it marks a new chapter as the UK’s most influential community dedicated to the bathroom industry.

The announcement was made at the association’s Future of Water stage at the show, where chief executive Tom Reynolds and association president Craig Baker addressed an audience of invited media, members, stakeholders, and Government officials.

The rebrand marks a new era of unity, purpose, and leadership for the entire bathroom industry. Behind every bathroom is a vast and too often disconnected group of passionate professionals. The Bathroom Association intends to end that fragmentation by bringing together every business in the bathroom industry within one powerful community.

Craig Baker said, “The bathroom is a system. To improve it, we need everyone around the table.”

An evolving journey

Trade associations representing different elements of the bathroom industry have existed for over a century. One of the most notable, the Council of British Ceramic Sanitaryware Manufacturers, eventually evolved into the Bathroom Manufacturers Association in 2001.

The association has been the industry’s voice. Beginning with a small group of major manufacturers, it now represents over 60 members from across the bathroom sector.

Over the years, the association has supported its members through the COVID pandemic, launched a support group for MDs, launched the Insights Magazine and podcast to break down complex regulations and economic change, successfully influenced regulations, and engaged in political advocacy.

Internationally, the association convened the world’s largest bathroom brands at Windsor Castle in 2024 to address water scarcity and antimicrobial resistance. That summit produced the Windsor Declaration – the first global commitment for the bathroom industry.

As the Bathroom Association, these efforts will continue and evolve to reflect a growing membership base with a stronger voice to advocate for the sector.

A united industry for a stronger future

Speaking at the launch, Tom Reynolds said:

“Our vision remains unchanged: A world where bathrooms are better for people and planet. Today is a milestone in that journey, and our new manifesto sets the tone.

“Behind every bathroom are thousands of passionate people who make it possible: a complex supply chain of clients, designers, manufacturers, suppliers, merchants, distributors, retailers, plumbers, builders, electricians, and more.”

The Bathroom Association now stands as the unifying voice for them all, with a fresh drive and forum for collaboration. Where silos previously slowed progress, the association is now building bridges between professions, sectors, and perspectives.

In an industry that continually changes, the association has reviewed its strategy to keep pace while maintaining the fundamentals of its direction on sustainability, standards, and market growth. Becoming inclusive of all fundamental players in the industry will “create the world we want to see: one where bathrooms are truly better for people and planet”, said Craig Baker.

“We invite the whole supply chain to join us”, added Craig. “If you contribute to the creation of a public or private bathroom in the UK, there is a place for you in the Bathroom Association.”

Insight. Influence. Impact.

The rebrand comes with a new visual identity and a bold new tagline, Insight. Influence. Impact. These three words define the association’s core purpose:

Insight: Through Insights Data and Insights Magazine, members gain access to market segmentation, investment intelligence, exclusive forecasts, and an understanding of the market that can help their businesses grow.

Influence: From Westminster to Brussels and beyond, the association is a trusted voice shaping standards, informing government, and ensuring the industry is heard where it matters.

Impact: The association delivers real-world change, from advocating for improved water efficiency regulations and higher standards to expanding the market for sustainable bathrooms.

The Bathroom Association invites all contributors who create and care for UK bathrooms to join this evolving, purpose-driven community.

Membership applications can be made via the organisation’s website www.bathroom-association.org.uk

The Bathroom Manufacturers Association (BMA) welcomes Pimberly, a leading UK provider of cloud-based product information management (PIM) and digital asset management (DAM) solutions, as an affiliate member.

Pimberly brings a wealth of experience and cutting-edge technology to the bathroom industry, helping manufacturers streamline product data and drive digital growth. With a passion for product storytelling and a commitment to innovation, Pimberly empowers brands to deliver high-quality, consistent product experiences across all channels – from eCommerce and in-store displays to printed catalogues and digital sales platforms.

Founded in Manchester in 2016, Pimberly has grown rapidly, earning recognition as one of the UK’s fastest-growing tech scale-ups. The company has built strong partnerships with leading bathroom brands, including Abode, VADO, and Aqualisa, cementing its reputation as a trusted digital partner in the sector.

Martin Balaam, Founder and CEO, Pimberly, commented, “The bathroom sector continues to be a strong area of growth for Pimberly, and we’re proud to support industry-leading manufacturers like Abode, VADO, and Aqualisa. As product data becomes central to driving omni-channel success, from digital channels and in-store experiences to printed catalogues and digital sales enablement tools, we’re excited to help more BMA members deliver consistent, high-quality product experiences across every route to market. Our mission is to empower manufacturers with industry leading AI eCommerce tools they need to scale efficiently and stand out in a competitive, design-led industry.”

As digital commerce continues to evolve and the demand for rich, accurate product information intensifies, this partnership empowers association members to stay competitive in a marketplace where aesthetics, innovation, and user experience are key drivers of success.

Tom Reynolds, CE of BMA, said, “It’s great to welcome Pimberly to the association’s affiliate member network. Their understanding of product data and dedication to enhancing digital journeys align with our mission to support innovation and operational excellence in the bathroom sector. Pimberly’s tools will offer valuable resources to our members as they navigate evolving consumer expectations and digital transformation.”

Pimberly joins a community of industry leaders dedicated to collaboration, sustainability, compliance, and best practice. Their involvement enhances the association’s ongoing commitment to providing members access to transformative technologies and forward-thinking partners.