International bathroom brand VitrA is celebrating 30 years of supplying bathrooms in the UK.
The British bathroom world was very different 30 years ago when Levent Giray and his team brought VitrA to the UK. VitrA was one of the first European manufacturers to be able to break into the market - which at the time was dominated by British names - thanks to its quality manufacturing, strength in domestic market leadership and innovative production capabilities.
When VitrA entered the UK market in the early 1990s, the company already had 30 years’ experience in ceramic manufacturing and 10 years’ experience in brassware manufacturing, as well as an enviable portfolio of products. However, from the very start, VitrA showed commitment to acting as a British manufacturer as opposed to an importer. While VitrA brought new design styles into the UK, products were always produced according to UK plumbing systems. VitrA also designed products suited specifically to the British market, such as the Chelsea and Chartwell ranges. The company was also one of the first non-British manufacturers to become a member of the Bathroom Manufacturers Association, reflecting its sense of duty to the UK industry.
Appearances at shows such as ISH and Interbuild, showing innovative, quality products, won VitrA support early on among independent retailers. Ranges like VitrA's Riva, Pluto, and Berwick are still remembered by retailers who built their business on these and other ranges.
VitrA has been a forerunner of a number of key bathroom design developments, including wall-hung pans, which the brand has manufactured since the late 1980s. VitrA was also one of the first to introduce an affordable, good-looking shower toilet option into the UK market. Not only is the popular V-Care shower toilet priced incredibly competitively, it’s also virtually indistinguishable from a regular wall-hung toilet.
VitrA has always had a strong focus on innovation. In the early days the brand pioneered advanced manufacturing technology, including the integration of CAD software. In 2011, VitrA opened the Innovation Centre. This state-of-the-art research and development centre produces and trials new products and technologies, both for international markets and specifically for the UK market, considering the UK demands of plumbing, water variations and space requirements. Several unique solutions, such as VitrA Rim-ex rimless technology and VitrA Hygiene ceramic glaze, have originated from the Innovation Centre.
Continuous investment over the thirty years allowed VitrA to lead manufacturing processes and remain hugely flexible in logistics and supply. In the UK, this was enhanced by building relationships with some of the strongest British distributors – early on with the likes of Scorpion, and later Barwick and Davroc.
Over the years, VitrA has worked hard to build retailer relationships and introduce the brand to the British public. VitrA started the Showrooms of Excellence programme in the late 1990s and it continues today as an integral part of the sales strategy. These longstanding and effective partnerships form a network of retail experts that keep VitrA close to the marketplace.
Building on the success of the retail market, VitrA started to supply to the commercial market over 20 years ago. Within the first five years, the company won the contract for the new Heathrow T5 terminal and created the K basins specifically for this project. VitrA has also nurtured relationships within the hospitality sector including IHG & Hilton, leveraging the company's global presence.
VitrA has developed a reputation for outstanding design. In the early 2000s, VitrA launched a collaboration with Welsh designer Ross Lovegrove. The range, called 'Istanbul', (freestanding basin pictured below) was and still is unlike anything else on the market. For the UK, this was the start of a long history of designer collaborations, culminating in the launch of Liquid with British designer Tom Dixon last year. (The Liquid collection below at VitrA London, the company’s new flagship showroom in London)
Today, VitrA operates over 2,000 sqm of warehouse space in Oxfordshire and a team of over 60 people. The company continues to grow from strength to strength, addressing the industry's new challenges and changes in buyer behaviour.
Last year VitrA opened a showroom in London for architects, designers, and specifiers, marking a new milestone in the company's journey. VitrA London is not only a space to showcase products, but also to engage with the community through events, workshops, and installations.
Levent Giray, retiring Managing Director (end of July 2022) says, “It is fair to say we have come a long way in three decades. Brands pre-eminent when we arrived have largely disappeared. Internet sales and the IoT is all pervasive with companies interacting directly with consumers in ways unimaginable back then. The future is exciting. Leaving VitrA after 30 years is bittersweet but, in the very capable hands of Steve Breen and the team, I know that VitrA will continue to build on its reputation for good design, high quality products and top customer service."
Managing Director Steve Breen says “I’m delighted to be leading VitrA through this next chapter. VitrA is in fantastic shape with a great team of staff and management. The foundations built over 30 years means we are very well placed for the next 30.”