Alliance Sets Sights On Retail Market With Highlife Bathrooms Rebrand

Alliance Sanitary Products has invested £100,000 in rebranding as Highlife Bathrooms – a development aimed at establishing itself as a household brand name in the consumer retail market.

The rebranding is the result of a far-reaching development process that has seen the East Kilbride-based bathroom specialist run customer focus groups across the UK; fill gaps in its product portfolio; add to its research and development capacity to enable it to identify and react to both current and anticipated market trends; and develop a completely new brand identity.

Charles Kyriacou, co-owner of Highlife Bathrooms, said: “During the 15-years since founding Alliance, the market has changed beyond all recognition. Bathrooms are no longer a purely functional element of the home, but instead reflect the tastes and aspirations of homeowners.”

“We are already firmly established as one of the most trusted and popular names in the trade market, but strongly believe we have the ideal combination of products – both fresh and modern, and stylishly traditional – and expertise to turn Highlife Bathrooms into a renowned household name.”

Highlife Bathrooms will continue to sell Alliance’s most popular ranges, but has also added over 100 new products to its enhanced offering. These include stylish new full-suite bathroom, mirror, tap and mixer ranges, and a host of cutting edge showering and wet room solutions.

Also included are rimless WCs, wall-hung furniture in the latest matt finishes, and an extensive range of towel warmers and radiators – all product areas that sales director, Michael Jones says will be key trends in the retail market in 2019 and beyond.

“The average spend on a new bathroom in the UK now tops £4,500, but what people want, whether they spend two or twenty thousand pounds, is an end result that looks a million dollars,” he said.

“What all of our products have in common is that they deliver exactly that, and do so at a price that allows our customers to make excellent margins, while at the same time delivering excellent value to the homeowner.”

As part of its rebranding, Highlife Bathrooms has published a Lifestyle Companion that is aimed at inspiring design ideas, as well as giving new customers a taste for what can be achieved with the Highlife collection. It can be viewed online at

“We’re currently firmly focussed on the future, and the new direction we’re taking as a company,” added Charles Kyriacou. “But we are doing so with an unflinching commitment to the service and product quality beliefs that have been integral to our success during the last 15-years of continuous growth.”

“Our passion is bathrooms, and we’re dedicated to providing beautiful bathrooms with innovative products and an unrivalled attention to detail.  By keeping our expert eyes on global trends and cutting-edge developments, we feel the offer we have for the consumer retail market is not only one of the very best currently available, but is one that will continue to be so for many years to come.”

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