Showering you with excellence for 25 years – and counting…

Date Added 10.01.20

New Year, new pricing strategy

After a review of the market, manufacturer April has revealed new products and price points which are going to make waves at Ideal Bathrooms.

Offering an effortless mix of style, quality and value positions, April has started the new year with a realigned price strategy for 2020, and an investment in its wetroom collection.

New Year, new pricing strategy

Leading the way and creating high-performing and affordable showering experiences is at the heart of everything the team at April do. Following a review of the margin opportunities, the market and how they could further support and encourage sales, the company has introduced a new pricing strategy, to bring its price points in line with leading competitors.

When April launched 25 years ago its approach was to offer a range of bathroom products that delivered improved performance, specification and value. However, with an ever-evolving market a new growth strategy was needed. Following the realigned price strategy, which includes reductions of up to 15 per cent, April aims to reclaim its position as one of the top brands for value, specification and performance.

“The new price points are very competitive. When most competitors have increased prices by around 6 per cent, April’s have actually come down by up to 15 per cent.

“At April we have been inspiring bathroom design for over 25 years, and we’re not going to stop. The market is well informed and not only recognises but welcomes great value and performance. April is a leader in understanding and meeting the needs of its customers.” - David Gannon, Strategic Brand Director of April

Ideal Bathrooms’ relationship with April has gone from strength to strength and it’s great to hear about the business’ new strategy for 2020. It’s a very exciting time for April as realigning its price points means the company will become more competitive in the industry.” - Danielle Lillis, Ideal Bathrooms’ Commercial Director

A reinvigorated wetroom offering

April has reinvigorated its wetroom offering for 2020 with a number of exciting product launches. Presenting contemporary slimline profiles, combined with a selection of finishes, the new collection offers greater product versatility.

With wetrooms continuing to be the fastest, and largest growth sector within showering, April is placing itself ahead of the trend with its new products.

8mm Wetrooms

Offering modern, square and thinner wetroom profiles, the new 8mm products are available in a number of glass finishes, including a standard chrome finish, anodised Matt Black and a bold on trend crittall style glass. With a strong retail price point, the clear glass 8mm wetroom is available with Chrome or Black profiles, with the crittall glass 8mm wetroom boasting black profiles.

10mm Wetrooms

Presenting a luxurious 10mm glass thickness, in 2000mm height and 10mm adjustment, the latest addition to April’s portfolio offers even more choices for customers. Available in a range of profile and glass finishes, including anodised Matt Black and smoked glass.

“The introduction of black finishes is an up and coming trend in the market place. Consumers are wanting an alternative to white suites and chrome brassware. Black finishes and the new black matrix wetroom panels, create interesting contrasts and deliver bathroom designs that make an individual statement.” - David Gannon, Strategic Brand Director of April

Additional new products

April’s collection of shower trays has been extended with additional sizes to its standard rectangle trays. Offering a safer, improved showering experience, there are new anti-slip stone trays with 90mm waste, and its Waifer Slate Effect trays are now officially rated anti-slip.

Not stopping there, April has introduced four new bathscreens, including a 1500mm x 900mm, two panel in-fold screen, with 6mm thick glass, available in polished Sliver or Matt Black profiles. The power shower compatible screen comes with clean and clear glass protection, ideal for those customers who like to keep their bathrooms shining brightly.

Key facts about April’s new strategy and products:

  • A new, realigned price strategy for 2020, which includes price reductions of up to 15 per cent
  • New 8mm and 10mm wetrooms
  • Wetrooms available in an array of profile finishes, including Chrome and anodised Matt Black
  • Glass options: clear, smoked and crittall
  • Four new bathscreens
  • Anti-slip stone trays

To find out more about April’s new products, visit or call 0800 634 2600.

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