Huddersfield-based Thomas Crapper has revealed sales are booming thanks to the change in strategy of its new management team since it was acquired in 2016.
Reporting a year on year sales increase of 50% through retail outlets, the luxury bathroom brand has gone through a period of major change over the past three years.
Bought by Hartford Holdings, who also own Trojan Baths and a portfolio of other bathroom brands, the 158 year old business is famous for its high end, period-style bathroom products. Whilst this remains the cornerstone of the business, the product range has been expanded to include more contemporary design items including sophisticated black cisterns and sleek modern style taps.
Paul Dwyer, managing director, explains: “When we bought Thomas Crapper, we knew we’d hit upon a gem of a business. There is so much affection and loyalty for the brand, but there was huge scope for development. Whilst we want to remain true to the company’s roots and intend to continue providing the classic, heritage pieces the brand is famous for, we have ambitious plans to become a household name that goes far beyond that.
“Ultimately, we see Thomas Crapper becoming a lifestyle brand, and we are beginning to make headway with that. We’ve introduced tiles, bathroom furniture and a candle and fragrance range, which includes handwash, lotions and soaps. We’ve expanded the product range enormously and invested in improved branding and high-quality brochures to showcase the new look Thomas Crapper.”
Since 2016, the range has increased from 50 to more than 250 products and Thomas Crapper is now sold in more than 70 UK retail outlets, up from less than 20. Benefitting from the global interest in high quality traditional British brands, exports are increasing too with dealers now in Germany, Belgium, Hong Kong, USA, The Netherlands, Spain and the Republic of Ireland.
Paul concludes: “Thomas Crapper was a Yorkshireman, originally from Thorne, Doncaster so there’s a real sense of the brand coming home. We’ve got every intention of Thomas Crapper becoming one of the county’s biggest brand success stories over the coming years, known not just for its British heritage but its Yorkshire roots too. It’s an exciting time for Thomas Crapper and its fantastic to start reaping the rewards of all the hard work the team has put in over the last couple of years.”