The battle between branded versus unbranded goods is taking place in all markets in the UK, and the bathroom industry is certainly no exception. One particular product area that seems to be under siege even more than others at the moment is shower enclosures.
Shower enclosure prices a have tumbled over the last 20 years with the market becoming saturated with cheaper imported and unbranded products. With design trends having also led to the simplification of enclosures, which are now mainly glass with slim profiles there is little to differentiate on style. They have become easier to manufacture resulting in an influx of inexpensive products. The changes in the market have forced some UK shower enclosure brands to alter their business model in order to compete. Some now design the products here in the UK but, to hit a particular price point, source their products or components from countries offering lower production costs. But quality should remain the key factor.
Wherever the product is made it is important to know that the products sold are well designed and made and supported by a good brand which has back up services to help retailers and the consumer.
The shower enclosure market is very competitive at the moment. Consumers are wanting more for their money with increased features and benefits. Manufacturers have to be aware that getting the product right for the consumer is so important. All too often people try to flood the market with unbranded product offerings, and 'buying with confidence' isn't part of their ethos. Branded products allow a continuing supply from a trustworthy source. Providing the brand is strong enough and products are marketed in the correct way, unbranded products shouldn't cause a huge threat. Manufacturers with a diverse portfolio of product should aim to make sure they are never faced with customers migrating from their ranges to cheaper imports with no brand heritage.
The UK consumer is a lot more switched on these days many being on their 2nd, 3rd or 4th showerenclosure purchase and in general their choice is much more informed. Buying an unbranded often lower quality enclosure does however educate the consumer on what to look for next time, so in the long run, branded companies offering added-value features will benefit. Their products are built to last and come with the backup service that only a reputable company can offer which may include service engineers available to make on-site visits and spare parts readily available and stocked in the UK.
When buying a branded shower enclosure the retailer and consumer can have confidence in the reliability and safety of the product. Shower enclosures have functional and safety standards to meet, along with rigorous product introduction requirements to ensure that the glass is to the correct EN standard, and that it's been functionally tested to more than 20, 000 cycles. There is a danger with an unbranded imported product that it has not been designed specifically for the UK market, which has higher water tightness expectations. House construction across Europe is very different, and a small amount of water that has leaked out may evaporate in warmer climates but in the UK will cause a problem. For this reason shower enclosures from UK based manufacturers are often tested in excess of the EN standard to ensure they are suitable with many passing even with the most invigorating of showers.
It's in the retailers best interest to choose reputable brands and to sell the quality and reliability good brands represent. Retailers should continue to supply proven, high quality, branded products and to support brands by stocking in depth and providing an exemplary delivery and customer service.
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