AS Fenner in Huntingdon, Cambridgeshire, is the first VitrA Experience Centre to open
VitrA, a leading innovator in the bathroom industry, has unveiled the first of five Experience Centres
opening across the UK in 2026, underlining its continued investment in and commitment to its
network of independent retailers. The initiative will strengthen the brand’s showroom presence across
key regions, including the South East, Midlands, North West, and Scotland.
Marking the launch of the initiative, AS Fenner in Huntingdon, Cambridgeshire, became the first to
open its doors on 29 June 2026. It sets the benchmark, demonstrating how VitrA and its retail partners
are working together to showcase the brand’s new ranges alongside long-standing favourites whilst
delivering a consistent brand experience. Each Experience Centre showcases the breadth of the
portfolio, supporting VitrA’s ambition to further strengthen its position as a leading bathroom brand in
the UK market.
Curated bathroom displays inside the new AS Fenner Experience Centre feature the latest VitrA collections
Visitors are guided through the latest collections, including Glora, Sareta and the V-Care smart toilet
collection. By presenting the products within lifestyle bathroom settings, the displays give customers
the opportunity to experience the products first-hand and discover the variety and versatility of all the
design-led bathroom solutions.
Ruth Davies, Marketing Director at VitrA UK, comments: “The launch of the VitrA Experience Centres
marks an important milestone in VitrA’s strategy. By working closely with selected retail partners, we’re
making joint investments in creating showrooms that bring the VitrA portfolio to life. These spaces
allow customers to explore the full VitrA range and discover the products first-hand. We are excited to
complete this initial phase in 2026 and look to add more in 2027.”
Showering solutions and smart bathroom technologies are highlighted in the curated retail space
