From Niche Supplier to Premium Bathroom Brand
A specialist bathroom business with a strong niche — and what changed when I helped create a separate brand to target a more design-led, higher-value market.
The problem
The original business, Broken Bog, had built a strong niche helping customers replace parts in coloured and vintage bathrooms. It worked well, but it was a very specific audience.
At the same time, there was a growing demand for retro-style bathrooms — not just repairs, but full suites and design-led spaces. The owner recognised the opportunity to move into a more premium market.
The challenge was that this didn’t sit comfortably within the existing brand. The tone, audience, and offer were completely different. Trying to do both under one name risked confusing customers and limiting the potential of the new direction.
The fix
- Recommended creating a completely separate brand to target a more premium, design-led audience
- Worked as part of the core project team alongside a designer and marketing agency
- Advised on brand positioning, tone, and overall direction
- Contributed to website structure and user experience to support how customers browse and buy
- Built the Shopify website to a designed specification
- Wrote and refined key website copy to clearly communicate the new offer
- Advised on pricing to align with the new premium positioning
- helped set up the ecommerce functionality to support a smooth buying experience
- Contributed to the direction of product photography to ensure it matched the brand and audience
What changed quickly
- Clear distinction between the two brands and their audiences
- A more focused message that aligned with higher-end, design-led buyers
- A website built around how customers explore and purchase full bathroom suites
- A stronger overall brand presence from launch
The result
- Successfully launched The Bold Bathroom Company as a premium, modern-retro brand
- Expanded the business beyond replacement parts into a higher-value market
- Attracted a different type of customer, aligned with the new positioning
- Strong early traction, with the business reporting high levels of demand and activity
What this meant
- Two clearly defined brands serving different audiences
- Growth without diluting the original niche offering
- A brand, pricing, and website aligned with a premium market
- A solid foundation for ongoing expansion
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