Imex was a success!

Launch Success

Back in February we announced that Graham Wickens, our CEO, together with Hedley Bennett, our Business Development Coordinator would represent Imex Ceramics UK during the ISH Exhibition. Imex took the opportunity to launch rimless, and it was a great success.

The event took place in Frankfurt from the 14th to the 18th of March. Although we expected to do well, we weren’t expecting it to be the hugely successful week that it was.

We are posting some images in this blog of the Imex stand, designed in a luxurious wood finish while also focusing on the products.

New additions to an already great collection

The Imex team had a chance to unveil a new product line, including rimless and this new range; what do you think? Our CEO helped with the design and we think it looks fantastic!

Imex rimless explained:

Here is another view of the stand;

Here are some interesting facts about this Exhibition, one of the most important of its kind:

*As reported by ISH

The number of visitors was higher compared to last 2015’s at 196,777, showing the size of this event. Out of the 2,482 exhibitors, 61% came from countries other than Germany, vouching for its international influence.

Our team was able to meet and greet with 800 of those visitors and never stopped ‘networking’ until their return on Friday. The Exhibition carried on until Saturday, however this day is reserved to more local businesses and our team had accomplished what they set out to do.

The Imex team is looking forward to another success story for ISH 2018!

Pura Bathrooms Group will also be attending the KBB 2018 Birmingham exhibition and will be keeping you updated on our presence in our monthly blogs.


The Pura Bathrooms group is committed to providing efficient, well designed and eco-friendly products and as part of its continued growth incorporates in all its brands a comprehensive range of durable, high quality bathroom products that perform above the industry standards. Read more on our growth in our November 2016’s blog.

ISH Exhibition, Imex Product Launch

 ISH Exhibition

The 2017 ISH Exhibition in Frankfurt is the world’s biggest showcase for innovation on bathroom design, energy efficient heating and air-conditioning technology, and also renewable energies. We are excited to announce our rimless WCs. The exhibition will take place between the 14th and 18th of March 2017.

Focused on the efficient combination of water and energy, it is the world’s largest exhibition of its kind. The offerings range from sustainable solutions in sanitation to innovation in bathroom design, energy efficient heating technologies, renewable energies and environmentally friendly air-conditioning, cooling and ventilation technology.

ISH trade fair encompasses all areas of the future of building solutions at any level.

With now 50 successful years under its belt, the exhibition attracts more than 2,400 exhibitors and market leaders. During the space of 5 days the exhibition will witness their latest product launches, home solutions and technologies onto the world market.

The exhibition hosts international trade visitors from the installation and retail trades, engineers and architects, housing and property companies, service providers, manufacturers, and even public authorities and universities.

ISH takes place at Messe Frankfurt Exhibition Centre, in a vast area of 250,000 square metre. The largest groups of visitors come from sanitation, heating and air-conditioning trades.

Pura Bathrooms Group will be proud to attend the ISH exhibition with a new line of Imex products; the new Imex rimless and toilet seat. Our MD, Graham Wickens, will be there, if you are also attending don’t forget to stop by and say hello, we will look forward to meeting you.

Show details: ISH Frankfurt – IMEX Stand No. A57 Hall 4.2 14 to 17 March 2017 from 9 a.m. to 6 p.m. 18 March 2017, doors open 9 a.m. to 5 p.m.

New Imex products

The new rimless range

At the ISH exhibition we will be delighted to announce officially our new range of Imex rimless WCs, manufactured using an integrated, anti-bacterial glaze, specially formulated to provide a super smooth finish which repels any deposits. This is to ensure long-lasting hygiene protection.

The range offers a modern, precision engineered solution to the contemporary bathroom that sets it apart. With no internal rim, the innovative flushing system swirls water across the entire WC pan, removing any residue and leaving the WC clean and fresh. Our flushing system achieves this even at volumes of water as low as 4/2.6 litres per minute.

Unlike traditional box rim loos, the open design and clever flushing system delivers a splash free flush and as there is no rim to harbour bacteria or gems. This reduces the need for chemical cleaning products making it an easy to maintain, more hygienic choice.

Being WRAS approved, the precision engineered flush system cleans the entire pan at low water volumes, saving water and removing residue efficiently.

The rimless range will come in different styles to suit all tastes and bathroom schemes, and is available to order right now.

New seat collection

New seat designs featuring soft close seat and cover, quick release function, easy cleaning and Puraplast technology*.

With soft close we aimed at the ultimate in luxury, the seat and cover close gently and whisper quiet with minimal requirement for touching the WC seat. This makes it very convenient for all the family.

Quick release function allows the entire seat to be lifted from the WC by simply pressing the button, allowing a thorough cleaning by gaining access to previously hidden areas of the toilet. This system allows for the seat to be refitted by simply clicking back into position.

The seats will be manufactured thermoplastic anti-bacterial technology providing a durable, robust construction whilst ensuring a super smooth, easy clean consistent finish. The specially formulated material repels the build up of bacteria, offering long lasting hygiene protection.

Read our next blog to find out how it went!

*not including Wyndham oak wooden seats

The Pura Group is committed to providing efficient, well designed and eco-friendly products and as part of its continued growth incorporates in all its brands a comprehensive range of durable, high quality bathroom products that perform above the industry standards. Read more on our growth in our November 2016 blog.

Engaging through the right advice

 ‘Incidental’ Marketing

his is a blog about how we are giving advice on our products to our customers and end users. About YouTube and Digital Marketing.

Consequently, it is also a blog about our experience on how the digital media is changing the advertising landscape with new, creative content designed to promote a product while also engaging with users.

Doing research on how to showcase our products, I often come across with what could probably be one of the new ways that modern companies are employing to advertise their products, and it isn’t through direct advertising. Traditional marketing brings the product forward in the best light, employing imagery and video with new tricks and techniques aiming to wow the viewers.

This new type of marketing, and digital marketing, is based on planning, collaboration and resources, creativity and advanced hardware and software bringing forward the sort of advertising that strives to make a product or brand memorable. Avant-garde car and watch TV adverts come to mind.

Digital Marketing

With the explosion of digital media, however, driven on a massive scale by YouTube reviews, we are seeing first hand the not-so-glamorous side of products, any product, from budget to luxury, and how life revolves around them. How users interact on a daily basis with those products and how they feel about them.

From our own point of view, as a business, we think that is is interesting creating content on how to use, maintain or install those products and finding out how our end users interact with them.

Likes and dislikes, pros and cons, providing instant, rewarding feedback and reviews, on a global scale. All this undoubtedly results in an emotional response to a product, in cases even creating strong emotional attachment to everyday objects. Remember those videos with users purchasing an iPhone on launch day? And the responses from PC users counteracting the hype… All result of an strong emotional response to a product.

From the unboxing of a new gadget to changing the bulb behind the dashboard of a car, painting lead figurines or making healthy smoothies, cooking, mechanics, upholstery. You name it; it’s already there.

The feedback provided for those products by YouTubers, particularly by accounts with large numbers of followers, in several cases reaching millions of subscribers, can influence how a product will be perceived by the public. There are numerous cases of manufacturers sending their samples to YouTube accounts with the aim to receive -hopefully- positive feedback, thus promoting their product indirectly.

Screenshot of a successful ‘how-to’ video in YouTube, with over 1m views.

In only a few years since YouTube was born -just over a decade ago!-,  we are quickly discovering ‘the other side’ of products. The side that makes us shout to the world how we feel about it. I know, I know…, we also have Amazon reviews and Ebay feedback, but I am sure you will agree with me that YouTube is the most powerful and also the most engaging.

Digital DIY

If we focus our attention to the home renovation industry, where our business sits comfortably, marketing relies on traditional advertisement methods by placing ads in magazines, building showroom displays to showcase their products and word to mouth launching well-known brands into the realm of reputation stratosphere. Again, this brings that type of marketing that I described at the beginning of this blog, digital marketing based on planning, collaboration and resources. But how about advertising a product by showing how to service it? how efficient can this be? I am able to answer that question here: very.

Research shows that a basic, helpful video in YouTube on how to install a toilet seat or paint a chair can collect a quarter of a million views in just over a year. As helpful and well received these videos are by the DIY community, judging by the likes given by grateful viewers the collateral result of such quantifiable number of views is, you guessed it, brand awareness, heightened perception of the brand, instant feedback, all incredibly valuable to any business.

And there is no harm done to a manufacturer by showing how to maintain a product, it is natural and expected that nothing performs to its full potential forever. DIY videos, so prominent in YouTube, are incredibly beneficial in the home improvement industry. They show the other side of what using a product is really like and what to expect from it; what you see is what you get.

In our YouTube channel there are two predominant types of video content: product marketing and product servicing. Within a space of 6 months, taking into account that all the videos were uploaded within this time frame, the views gathered on those related to servicing and maintenance have doubled those dedicated to product marketing. This is despite the fact that the quality –up to 4K– and the technical characteristics of the videos dedicated to marketing of our products are clearly superior.

With this in view, the plan of action becomes what has already been discussed: creating content on how to use, maintain and install our products.

Our video on how to install a thermostatic bath & shower mixer


The conclusion is quite straight forward; maintenance and servicing of a product draws more attention than the promotion of the product itself. At least when it comes to YouTube content, and we are pleased to be able to provide a comprehensive video library to cater for all needs.

The Pura Bathrooms group is committed to providing efficient, well designed and eco-friendly products and as part of its continued growth incorporates in all its brands a comprehensive range of durable, high quality bathroom products that perform above the industry standards. Read more on our growth in our November 2016 blog.

Merry Christmas and Happy New Year 2017!

is almost here! 2016 has been full of achievements; we have shared great news and exciting developments with you in our new blog and are now looking ahead to another exciting year. We can’t wait to share more success stories and positive developments in our blog in the coming months, so watch this space!

Christmas Jumper Day

To finish off the year on a high note we were delighted to take part in this year’s Christmas Jumper Day, on the 16th of December, to raise donations for Save the Children. We managed the grand total of £92.78.

At Pura Bathrooms Group we love a good group photo and we took a couple of them with us wearing our Christmas jumpers on Christmas Jumper Day which we hope will put a smile on your face; taking them put a big smile on ours indeed!

Renovation works in our Crowborough HQ

This year saw extensive building works being carried out in our Crowborough HQ and we  are now looking forward to our new showroom/conference room facilities being completed soon. The new conference room will become the focal point for meetings, conferences and presentations in our newly refurbished HQ at Crowborough.

Thank you

Lastly, we would like to send a big thank you to Dave Scrace from CB Services for a fantastic job installing the Air-Conditioning in our new offices in Crowborough, which will keep us toasty in Winter and cool in Summer! And also a big thanks to Graham Cottingham for the electrical work done in our new offices.

We hope 2016 was as successful a year for you as it was for us; we would like to wish you a very Happy Christmas and a Prosperous New Year!

Catch up in 2017,

Pura Bathrooms Group

Click on the image to watch our Chirstmas video! ⬇️

Our offices will close for the seasonal break at 12:oopm on Friday 23rd and will open again for business on Tuesday 3rd January 2017.

The Pura Bathrooms group is committed to providing efficient, well designed and eco-friendly products and as part of its continued growth incorporates in all its brands a comprehensive range of durable, high quality bathroom products that perform above the industry standards. Read more on our growth in our November’s blog.

Commitment to the Environment

… A Growing Trend

Trends come and go

… some become the norm while many are left to one side, forgotten. But one trend that seems to be here to stay; the ability of a business to provide eco products that no only perform well, but do so while having a small impact on the environment.

In the Bathroom industry, a lesser impact on the environment translates into water-savings across taps, WCs and showers, and technologies are being introduced to save water and deliver an experience.

A recent study by MTW Research, which was mentioned in the November issue of Essential Kitchen & Bathroom Business (EKBB) magazine found that, ‘based on data from 130 manufacturers and retailers in the UK bathroom market […] sales of water-saving products are on the rise, boosted by housebuilding, domestic refurbishment and a continued emphasis on water efficiency’.

Marketing departments across the industry have experienced a renewed interest in eco-friendly products, where low impact in the environment becomes a feature of the product advertised, raising its profile. This provides business a new challenge, where they can prove that their products can be more efficient while maintaining or even increasing their performance.

Everyday examples of the rise of eco products can be found in the car industry where big brands like BMW or Tesla are investing large sums in R&D to provide more efficient, eco-friendly engines that out-perform other brands, proving once more that eco-friendly doesn’t necessarily mean a compromise in performance.

The Pura Bathrooms Group launched its own eco marketing campaign featuring the low environmental impact of our products, click here to watch the video

As a business, do we think that there is currently a strong demand for eco-friendly products?

In the November Edition of EKBB magazine our Head of Marketing, Stuart Newbury, explained that demand is definitely rising. Obviously builders and developers have to follow building regulations, so there is a solid demand for eco sanitaryware, brassware and bath products. But, consumers are becoming more savvy about water saving, plus many are becoming quite focused where their water has been metered. From the Pura Bathrooms Group perspective we are expecting an increase demand for eco bathroom products and to deal with this we are bringing more and more ‘eco’ variants into our ranges.

Can products be eco-friendly and still look stylish?

Definitely! Eco-friendly does not have to mean expensive or ugly! We try to minimise the cost of additional eco-technology without compromising the look and feel of a product. Its about good engineering and thoughtful designs. An example of design and efficient engineering is the WRAS approved Imex sanitaryware, featuring a half-flush of only 2.6 litres while also performing above industry standards.

Imex demo video showing its water-saving features, without compromising on performance

Helping retailers sell more eco products

Selling eco is often something that bathroom retailers and showroom staff find more complex to explain than non eco solutions for a couple of reasons. Primarily, because there are so many variations across manufacturers products and getting the specific facts and figures right can be tricky as the last thing they want to do is mislead the customer. And often also because customers associate eco with a less than satisfying user experience, which nowadays is generally untrue if you stock top brands. So, understandably, showroom staff can be unsure how to approach this tricky subject!

Pura Bathrooms Group display in Ware Bathroom Centre, Hertfordshire (UK). We suggest taking a ‘probing’ approach and ask the customer a series of questions which can help lead them confidently into making an eco product choice.

What if the customer is on a water meter?

Customers on water meters may be more water conscious than those customers that aren’t and therefore more receptive to eco solutions. Even if they are not on a water meter, by asking this question you might find out whether they are eco aware or not.

Investigating the size and age of the customer’s family or those that will be using the product would be a good starting point: a family with teenagers may wish to limit the amount of water that can be used. This can be done by using flow regulators within taps and showers or even lowering the depth fill level of the bath (there are many baths on the market, such as the Puracast Wave eco-bath), that allow consumers choose the depth that suits them.

With Wave you can select a fill capacity ranging from 170 litres to an eco-friendly 80 litres.
Not only is this friendlier on the environment by reducing water wastage, but it makes the hot water go further within the household too – so there is the added benefit of saving on the heating and hot water bill.

Also, investigate the customer’s bathing habits and choose products to suit – are they predominantly bathers or showerers – or both? If their preference is showering, plumb for an air mix shower such as Design or Urban dual function heads from the Flova brassware range. These will deliver water saving of around 20% and will ensure the customer has a really enjoyable shower without affecting shower performance or experience.

Finally, we would look to encourage the customer’s understanding of how using less water saves money in their pocket, and if there were products which offered this without compromising performance or experience, who wouldn’t want to save money too?

Look out for the European Water Label

The Bathroom Manufacturers Association (BMA) have developed the European Water Label which will operate as a separate entity, registered in the UK as a limited company by the BMA.

This label has been created with the intention of informing consumers on the consumption of water of their products including showers, taps and toilets with the label showing the maximum volume of water that the product will use.

The Pura Bathrooms group is committed to providing efficient, well designed and eco-friendly products and as part of its continued growth incorporates in all its brands a comprehensive range of durable, high quality bathroom products that perform above the industry standards. Read more on our growth in our November’s blog.

It has been an amazing year for us


Welcome to the 1st edition of the Pura Bathrooms Group blog, with the aim to update you with all the latest news and developments in the past 12 months.

… And what a year 2016 has turned out to be. We have been tirelessly working away and have ploughed significant investment into a number of large projects to help elevate the Pura Bathrooms Group brands and provide much needed support and opportunities to our loyal customers. So, grab a cuppa, sit back and read on… the future is very bright and we look forward to sharing it with you!!!

Yours sincerely

Graham Wickens – MD

Our brands

Following on from the success of our Flova UK luxury brassware and Deuco furniture brands, coupled with feedback from our clients, we have elevated Imex Sanitaryware and Puracast fully reinforced luxury baths to brands within their own right – as well as taking the opportunity to launch new product ranges.

This exciting development allows us to target all market channels, whist still ensuring we provide full support to our loyal customers, regardless of business model.

Pura Bathrooms Group brochures

In support of the brand segmentation, brand new brochures have been designed with a more contemporary, consumer-led feel and packed with inspiring imagery, the brochures are detailed and easy to follow, include a catalogue of product codes, prices and specifications and key technical information, all adding to the premium feel of the brochures.

The brochures were redesigned with the intention of making them more user friendly and easier for trade and showroom customers to navigate, meaning they are more ‘brochulogue’ than ‘catalogue’. Additionally, the Pura Bathrooms brochure has seen significant investment increasing in page number by nearly 30% and including useful information such as quick reference pages and product pack pricing.

New websites and eCommerce

Securing significant investment in both time and resource has seen the relaunch of the new fresh look, easy to use, Pura Bathrooms. Listening to customer feedback and analysing customer usage of our old website, we have developed a dedicated customer login portal where we can post the latest product offers and deals, track orders, plot product trends and build orders to make the most efficient use of carriage, enabling you to shop and build your stock orders as and when best suits you.

This means that our clients are now able register their account details with us and start trading online.

Supporting the brand segmentation saw the launch of the Flova Brassware and Accessories and Deuco Furnitures websites last year and this year the launch of Imex sanitaryware and Puracast bath websites with the same look and feel to complement the new brochures. Don’t just take our word for it, view the new sites at Flova, Deuco, Imex and Puracast.

More online presence

This year, with the introduction of Digital Marketing, we have seen a very positive growth in the online medium as result of creating new social media profiles in Instagram, Pinterest and YouTube, enabling us to showcase our products and showroom designs and drive engagement with clients and customers. Our new profiles compliment our existing profiles in Facebook, Twitter and LinkedIn, which have experienced growth alongside the new profiles. We update our social media profiles regularly to keep our followers informed and to get closer to our clients, participating more actively in the complex network that is the UK bathroom industry.

We are proud of our products and the level of quality and design that can be achieved with them, and this drove us to create a number of lifestyle videos in YouTube which we are confident will both inspire and help delve into our product offerings.

We have also listened to the feedback provided by our Flova clients and have created a number of videos to help install and service our brassware. They can be found in our Flova YouTube library.

New products

Inspired by the elegance of the Edwardian and late Victorian era, but with all the benefits of advanced 21st Century manufacturing and precision engineering the launch of the Imex Wyndham sanitaryware collection was down to market demand. We had a gap in our premium product range for this highly desirable style.

Additionally Imex’s new ‘Liberty Series’ is the perfect blend of contemporary and classic design. Its organic lines and softly rounded edges will tick all the boxes for anyone looking for a sophisticated yet slightly less formally styled bathroom. Independent showroom retailers and their customers love it!

Our gap analysis did not stop there. We identified a need to an entry level reinforced bath range at standard bath price points leading to the Pura Bathrooms Curve and SRQ bath ranges. Incorporating a range of single ended, double ended and showerbaths, we have a number of sizes to choose from – in square and round designs as their names suggest.

KBB Exhibition 2016

A resounding success, KBB 2016 saw the launch of our best stand design yet. Showcasing the new brand segmentation, the new brochures as well as being the launch pad for the new Imex Wyndham and Liberty collections as well as the Deuco Design30 basin range, we featured two fully tiled room sets to much consternation from our installation team.

Receiving comments such as “wow, Pura Bathrooms Group really have arrived”, we’ll take that as a compliment and believe comments like this are a reflection of the recognition of our intention to take the PBG brands onto the next level!

Virtual Worlds and EQ

Following extensive customer feedback, we are delighted to announce that our product ranges are all now live on the Virtual Worlds CAD design and EQ customer quotation software programmes.

We are even able to offer an in house design service for your showroom displays. Just another example of our commitment investing all the tools necessary to support our customers.

This service started with the design of the KBB stands in March, and continued its evolution by incorporating all our products in the software to enable the designer to use them in our client’s showroom designs.

The success of our designs can be appreciated in our client’s showroom, Ware Bathrooms Centre.

New East midlands distribution centre

The recent relocation of our distribution centre to a purpose built 2,800 pallet, 37,000ft2 facility, strategically located in Coalville, Leicestershire, means we can provide a fast, efficient service to our stockists.

We maintain a massive stock holding across all sites, and our fleet of vehicles and chosen courier partners distribute from the far North of Scotland to the tip of Cornwall in the South – covering over 70% of the UK next day.

We are growing!

And finally… In order to deliver the rapidly developing Pura Bathrooms Group business and to ensure we continue to provide you with an outstanding level of service, many new faces have joined the teams in both key internal and field based positions, covering all areas of our business: Operations, Logistics, Marketing, Customer Services and Sales.

With over 100 years combined industry experience joining the teams, we look forward to meeting you soon!