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Ideal Standard and Graham to unveil revolutionary showroom in Chester

Ideal Standard, the leading designer of innovative and design-driven bathroom solutions, has teamed up with Graham, the plumbers’ merchant to create a new showroom experience.

Located at 10 Hartford Way, Sealand Road Industrial Estate, Chester, Ideal Standard will be the sole supplier to the showroom, exhibiting its range of total bathroom solutions.

Recognising the increasing pressures put upon busy showroom managers, the two prominent players in the bathroom sector have developed a concept that acts as a support solution, by optimising the experience for both trade customers and members of the public, helping them to truly visualise what is possible in the space they have.

The layout will guide visitors through a natural progression of the styles and price bands of Ideal Standard’s innovative collections. They will get to see ‘real’ bathrooms, wet rooms and cloakrooms in place, starting with the more entry-level ranges and ending with the premium collections. Customers will have the opportunity to completely interact with 14 bathroom environments and see the true potential of the suites in situ.

The ranges on display include Ideal Standard’s Alto, Playa, the new Concept Space – designed to transform any space however small or awkward, and Softmood, representing a full spectrum of bathroom options.

Showering displays will include the new low pressure performer, Alto EV and the award-winning Concept Easybox Slim, built in shower solution, set within Concept shower baths, Synergy wet room solutions and the Kubo and Synergy ranges. Additional displays include key tap, mixer and shower ranges with expansive tap and shower displays, which will be showcased in the bathrooms themselves.

A number of complementary products such as radiators and Gemini tiles will be on display and available to purchase.

Stepping away from the traditional showroom setup, the re-designed site will showcase Ideal Standard’s latest innovations to support a range of mobility and access needs, whilst achieving a beautiful use of space. Be it rails for steady access or adjusted height basins for comfort washing, all are discreetly integrated into the layout of a specific bathroom setup. The room has been developed in conjunction with a physiotherapist to ensure the products meet the needs of the less able. The environment will demonstrate how such bathrooms can maintain a relaxed, personal style.

Derek Charge, national showroom manager at Graham, commented: “We are very excited about this new showroom and what it means for our customers. We have been able to enhance the Graham bathroom and tile showrooms current layouts to create an experience that responds to customer’s demands for more interaction and visualisation of products.

“Customers want to experience different styles, realistic price bands and layouts of products in order to determine how these will work in their own homes. This new layout helps them to do this, so that they can be confident in their final purchasing decision. Additionally the Graham and Ideal Standard joint venture enhances Graham Showrooms as ‘Home of the bathroom brands’.”

Gary Matthews, general sales manager for retail at Ideal Standard added: “This new approach in showroom design will really challenge the way we view the selling process. It is an opportunity to showcase our total bathroom solutions, whilst helping trade professionals and consumers to visualise their projects.

“We are always looking for ways to drive value and incremental sales for our customers and have been working on this for a while. Graham was keen to test the theory with us and together we have produced a logical journey for the customer, designed to optimise sales and we look forward to seeing how the industry and customers respond. “

For further information call Graham, Chester on 01244 373886 or visit to find your nearest branch.