Alliance Sanitary Products has branded as Highlife Bathrooms as part of its new plan to enter the consumer retail market.

This £100,000 investment followed the bathroom specialist’s customer focus groups across the UK to help it fill gaps in its product portfolio; add to its research and development capacity to enable it to identify and react to both current and anticipated market trends; and develop a new brand identity

Highlife Bathrooms will continue to sell Alliance’s most popular ranges, but has also added over 100 new products to its offering. It has also published a Lifestyle Companion that is aimed at inspiring design ideas.

Charles Kyriacou, Co-owner of Highlife Bathrooms, said: “During the 15 years since founding Alliance, the market has changed beyond all recognition. Bathrooms are no longer a purely functional element of the home, but instead reflect the tastes and aspirations of homeowners.”

“We are already firmly established as one of the most trusted and popular names in the trade market, but strongly believe we have the ideal combination of products – both fresh and modern, and stylishly traditional – and expertise to turn Highlife Bathrooms into a renowned household name.”

Pictured: Sales Director Michael Jones (left) and Co-owner Charles Kyriacou.