Frontline Bathrooms has reported a 52% rise in new trade accounts, as investment into its AQUA brand continues to gain traction with retailers, merchants and showroom partners. Sales from those new accounts has also grown by 28%,
The growth follows a significant period of investment into AQUA, Frontline’s own-brand bathroom collection, including a refreshed brand position, updated brochure, new product development, point-of-sale support and a clearer trade proposition for customers looking for quality, value and ease of specification.
The new AQUA brochure has been a key part of this renewed focus, giving merchants and retailers a stronger selling tool at a time when consumers are shopping around for longer and showrooms are under pressure to offer credible alternatives to more expensive bathroom brands.
Frontline has also continued to strengthen the AQUA product offer with new and updated ranges across key bathroom categories, including the development of its Aquakast bath collection. Created in collaboration with bathroom design expert Barrie Cutchie, the range has helped bring a more design-led edge to the AQUA portfolio, while still keeping the practical trade benefits front and centre.
The uplift in new accounts sits alongside wider momentum for the AQUA brand, with Frontline also reporting a nearly a £500,000 year-on-year sales increase in the three months following the launch of the new AQUA brochure, representing a 15% increase.
Darren Allison, Managing Director at Frontline Bathrooms, says: “This growth is a really positive sign for us because it shows that more trade customers are looking again at what Frontline and AQUA can offer. We have put a lot of work into the brand over the last year, not just in terms of how it looks, but in making sure the range, the brochure, the product offer and the support behind it are all much stronger for merchants and retailers.
“The market is not easy at the moment. Customers are still investing in their homes, but they are taking longer to make decisions and are much more aware of value. That is where AQUA is landing well, because it gives our trade customers a range they can sell with confidence, with products that look current, are competitively positioned and are backed by a team that understands the day-to-day pressures of the trade.
“For us, this is not about chasing growth for the sake of it. It is about building a stronger network of customers who see the direction AQUA is going in and want to be part of it. The 52% rise in new accounts tells us that the investment is starting to cut through, and we are very focused on keeping that momentum going through the second half of the year.”
The latest figures also reflect Frontline’s wider focus on strengthening its trade offer across retail, merchant and online channels, with further product activity and customer support planned throughout 2026.
