VitrA has unveiled the first of five Experience Centres opening across the UK in 2026, underlining 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 of the new centres to open its doors. VitrA says the new facility sets a benchmark, demonstrating how it and its retail partners are working together to showcase the brand's new ranges alongside long-standing favourites while 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, the company says.
By presenting the products within lifestyle bathroom settings, the displays is expected to 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, commented: "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."
