Showerwall’s Bold Move to Redefine Wall Panelling

Showerwall’s Bold Move to Redefine Wall Panelling – Katie Cope Reveals What’s Next

The UK bathroom industry has been buzzing with change, and at the centre of it is Showerwall – a specialist brand determined to challenge the outdated image of wall panels. In an exclusive conversation with kbbreview at the Installer Show 2025, Katie Cope, Head of Showerwall, discusses rapid product innovation, the impact of a major acquisition, and why the future of bathroom design might be more panelled than tiled.

From Specialist Brand to Market Leader in Waiting

Showerwall has long been known for combining stylish design with technical excellence, offering both laminated and acrylic wall panels. This dual offering has given the brand a unique edge – allowing installers and designers greater flexibility when it comes to creativity and performance.

The acrylic range, in particular, opens the door to bespoke printing and innovative surface finishes, setting Showerwall apart from many competitors. Once considered a purely practical alternative to tiles, wall panels are now making their way into high-end bathroom designs, and Cope believes this shift is only just beginning.

“Panels used to be seen as a quicker fix, but today’s designs rival tiles for beauty and durability,” she explains. “That’s where Showerwall really shines.”

The Bathroom Brands Acquisition – A Game Changer

In 2024, Showerwall’s trajectory took a sharp upward turn when Bathroom Brands acquired the business from International Decorative Surfaces.

“The change was transformational,” says Cope. “We immediately gained access to deeper design expertise, stronger marketing, and a more efficient supply chain. That allowed us to hit the ground running.”

Within months, the company had rolled out fresh product ranges, repositioned its brand image, and set ambitious growth plans in motion. By blending the technical know-how of the original team with Bathroom Brands’ product development and strategic muscle, Showerwall has created a momentum Cope describes as “unlike anything we’ve had before.”

Innovation at Speed – New Cores, New Designs

The pace of development has been rapid. Since the takeover, Showerwall has launched two major product updates, including what Cope calls “the broadest selection of wall panel cores on the market.”

The line-up now includes plywood and Hydrocore – a 100% waterproof core board designed for high-moisture areas like showers and over-bath installations. Alongside these technical upgrades, the brand has introduced 25 new décors inspired by modern interior design trends.

“We wanted to raise the bar on aesthetics,” Cope explains. “These aren’t just functional panels – they’re statement pieces for bathrooms.”

Flexibility for Installers – A Strategic Advantage

Offering multiple panel core options might sound like a logistical headache, but Cope insists it’s the opposite.

“Different installers prefer different materials,” she says. “By giving them choice, we make it easier for them to work the way they want to. That adaptability opens us up to a broader market.”

It’s a strategy designed to win over not just homeowners but also trade professionals who value speed, simplicity, and consistent results.

Tackling the Perception Problem

Despite rapid growth, wall panels still represent a smaller share of the bathroom wall covering market compared to tiles. According to Cope, much of this comes down to perception.

“There’s a lingering association with budget applications like caravans or basic rental units,” she explains. “But modern panels are in a completely different league – they look incredible, perform exceptionally well, and last for years.”

One of the strongest selling points is installation speed. Panels are cleaner and faster to fit than tiles, often requiring fewer trades and less disruption for the customer. In an industry where time and cost pressures are constant, that’s a powerful advantage.

The Big Opportunity – Education

When asked about the most promising opportunity for growth, Cope is quick to answer: education.

“Once people see what panels can do, their opinions change almost instantly,” she says. “Retailers, installers, and homeowners just need to experience the quality first-hand.”

By positioning wall panelling as a premium, design-led option rather than a compromise, Showerwall hopes to expand its appeal well beyond its current base.

Looking Ahead – Growth on All Fronts

The year ahead looks busy for Showerwall. Expansion is the watchword – from growing its retail network and increasing brand visibility to pushing forward with more product and service innovations.

“We’ve got a full pipeline of ideas,” Cope says. “The challenge is deciding what to launch first.”

Beyond product development, the company is also investing in improved logistics, enhanced customer training, and a stronger aftersales offering. For Cope, this is all part of creating an end-to-end experience that supports the trade and delights the end user.

“Wall panelling is at a tipping point,” she concludes. “We’re not just selling bathroom surfaces – we’re changing how people think about them.”