Bristan | Heritage Bathrooms

Heritage Bathrooms built a successful business and reputation on their traditional sanitaryware and brassware range. Selling through independent showrooms, online retailers, and the multiples, they were so successful that Bristan (part of Masco) bought them. But it was clear that pressures from similar competitors were increasing. Many offered strong furniture ranges, which better placed them to deal with shifting consumer tastes. Traditional products account for a significantly smaller percentage of sales than contemporary ones, and Heritage also needed to expand its range aggressively into new styles and furniture.

Challenge
With a brand name rooted in a traditional-looking product, they were in danger of diluting the brand or confusing people. Heritage needed an overhaul to change customer perceptions. Plus, in a large group like Bristan, every brand needs a clear place in the portfolio.

Our extensive discovery process involved national showroom visits, interviews with category experts and consumer research. We identified an opportunity to expand into transitional styles involving a mix of old and new. Creating a more adventurous product mix was exciting, but with consumers already daunted by the practical challenges, this needed to avoid creating confusion.

Design with Heritage
There’s no line drawn in the sand between old and new. Heritage is not history; it is not an enquiry into the past but a celebration of it. This felt less rigid and more encompassing. Our position Design with Heritage captured this. Plus, it was an invitation to consult with Heritage and their network of showroom partners, all with a wealth of knowledge and advice.

Our position framed the brand in an inspirational and practical way. We brought in an interior design journalist to assist with designing hero looks.