Mark Two creates Easy Bathing for high street retail

A collection of inclusive, as well as specialist disability bathrooms, for independent retailers, has been established as the Easy Bathing brand by distributor Mark Two. The collection not only spans wet rooms, comfort level WCs, grab rails and bath replacement showers, but also boasts half-height enclosures and walk-in baths, through to power lift baths.

The launch of the Easy Bathing brand followed two years of research, looking at eliminating the clinical feel of modified bathrooms. It also uses the distributor’s knowledge of former Dolphin sales where 1:4 sales were ‘easy access’ solutions.

The need for a brand, such as Easy Bathing, is backed by a report on the ageing population, by Professor Peter Gore, which revealed 20million 50+ year olds account for 80% of the nation’s wealth and 40% of spending.

The specialist disability bathing products are provided by the likes of Gainsborough, Contour Showers and it is the first time they will be made available to high street bathroom retailers. The inclusion of these products in the Easy Bathing brand has been designed to bring a potential new customer base into independent retailers.

Mark Two has appointed ex-BCG marketing director Julie Butcher to develop and manage the Easy Bathing brand. She said: “Easy Bathing reflects the needs and desires of our ageing population but it works for the entire family, regardless of their age and abilities. Our research proved older people need a little more help in the bathroom, but it’s equally important for them to retain a sense of style – they have the disposable income to achieve this, they’re just looking for the right products in one place.

“We’ve built upon years of experience in the bathroom industry to create a solution that fulfils consumers’ needs in every sense – why should they have to compromise?

“For retailers who previously had to source individual products from multiple suppliers, Easy Bathing is a fantastic solution that offers great margins and really gives the customer what they’re looking for.”

Easy Bathing wants to develop a network of 50 retailers, across the UK, within the next two years. The bathroom retailers will be provided with exclusive sales areas, marketing and merchandising support, backed by consumer magazine advertising and a website to drive traffic into store.

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