Posted 6th February

Alliance Sanitary Products invests £100,000 in rebrand

6th February 2019 - 15:10pm
bathroom, highlife bathrooms, alliance sanitary products, consumer, market, trade, east kilbride, rebrand, kbb, kbbdaily

East Kilbride-based bathroom company Alliance Sanitary Products has invested £100,000 in rebranding to Highlife Bathrooms with the aim of establishing itself as a household brand name in the consumer retail market.

In preparation for the rebrand, the company ran customer focus groups across the UK, filled gaps in its product portfolio, and added to its research and development capacity to enable it to identify and react to market trends.

Highlife Bathrooms will continue to sell Alliance’s most popular ranges alongside more than 100 new products it has added including full-suite bathroom, mirror, tap and mixer ranges as well as showering and wetroom products, rimless WCs, towel warmers and radiators, and wall-hung furniture.

“During the 15-years since founding Alliance, the market has changed beyond all recognition,” said Highlife Bathrooms co-owner Charles Kyriacou. “Bathrooms are no longer a purely functional element of the home, but instead reflect the tastes and aspirations of homeowners.”

“We are already firmly established as one of the most trusted and popular names in the trade market, but strongly believe we have the ideal combination of products – both fresh and modern, and stylishly traditional – and expertise to turn Highlife Bathrooms into a renowned household name.”

The company has published a new Lifestyle Companion brochure as part of the rebrand, which can be viewed online at

Pictured: Highlife Bathrooms sales director Michael Jones, left, with co-owner Charles Kyriacou

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