Wall panelling in bathrooms is enjoying a revival, and one brand is making big moves to push the sector forward. Showerwall, known for its stylish designs and reliable performance, is taking rapid steps to grow its influence in the market.
Head of Showerwall, Katie Cope, recently shared with kbbreview how the brand is changing perceptions, expanding its product range, and seizing opportunities following a game-changing business acquisition.
A Brand That Balances Style and Substance
Showerwall has carved out a strong position in the bathroom industry by offering both laminated and acrylic wall panels. This flexibility appeals to both homeowners and trade professionals who want design choice without compromising on performance.
Its acrylic products, in particular, offer something special – the ability to create bespoke prints and unique finishes. These options allow bathrooms to be more individual, moving wall panels away from their old image as a purely practical choice and into the territory of high-end design.
“People are starting to see panels as a genuine alternative to tiles,” says Cope. “They’re quicker to fit, look fantastic, and last for years.”
The Power of the Bathroom Brands Takeover
In 2024, Showerwall’s growth potential received a boost when Bathroom Brands acquired the business from International Decorative Surfaces. Cope describes the shift as “transformational”, pointing to the immediate benefits in design capability, marketing reach, and supply chain strength.
Within just a few months, the company launched new ranges, repositioned its brand in the market, and began building for long-term growth. By combining existing expertise with Bathroom Brands’ innovation and strategy, Showerwall has been able to accelerate its development.
A Rapid Rollout of New Ideas
The pace of change has been fast. Since joining Bathroom Brands, Showerwall has introduced two significant product updates, broadening its offering to include more wall panel core options than ever before.
Among the innovations is Hydrocore – a 100% waterproof board ideal for high-moisture spaces like showers – alongside new plywood panels. On top of the technical advances, 25 fresh décors have been added, reflecting the latest design trends and giving customers more choice in both style and finish.
Flexibility Is Key
One of the brand’s strategies is to give installers the freedom to work with the materials they prefer.
“Every fitter has their own way of working,” says Cope. “By offering different core options, we’re making it easier for them to choose the right panel for each job.”
This variety helps Showerwall appeal to a broader audience, from homeowners wanting sleek, modern bathrooms to professionals looking for efficient, high-quality solutions.
Breaking Old Perceptions
Despite their benefits, wall panels still lag behind tiles in terms of market share. Cope admits that there’s a lingering misconception that panels are best suited to low-budget or temporary spaces.
“That’s simply not the case anymore,” she says. “Today’s panels can match tiles for style, strength, and longevity.”
Another plus point is installation speed – panels can be fitted far more quickly and with less disruption than traditional tiling, often without the need for multiple trades.
The Growth Opportunity – Education
Changing perceptions will be a big driver of growth for the sector, Cope believes.
“When people see what’s possible with modern panels, they’re often surprised,” she explains. “We just need to get more of them to experience it first-hand.”
For Showerwall, that means working closely with retailers and installers to showcase how panels can deliver both premium style and practical benefits.
Plans for the Year Ahead
Showerwall’s goals for the coming year are clear – expand its retail network, strengthen brand visibility, and keep innovating with both products and customer service.
There’s a packed development pipeline, covering everything from new designs to enhanced logistics and installer training.
“Wall panelling is growing quickly,” Cope says. “We’re making sure we’re right at the front of that movement.”
Bathrooms - Kitchens 