Bathroom brand VitrA has unveiled the first of five Experience Centres opening across the UK in 2026, which it says underlines 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.
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.”
