NEWS & INSIGHTS
The UK’s ageing population is reshaping what bathroom buyers expect. With 11 million people in the UK aged 65 and over, and the number of people aged 80 and over expected to more than double within 40 years, demand for accessible bathing solutions is rising. For bathroom retailers and distributors, this represents a significant and largely underdeveloped commercial opportunity.
Trojan has been manufacturing baths and shower trays in the UK for over 50 years. Our Bathe Easy range, including the Living Showers collection, is the product of that accumulated expertise, and was developed in direct response to what distributors, installers, and end-users actually need: solutions that are safe, practical, and genuinely desirable.
What are Trojan’s Living Showers?
Developed over three years in close collaboration with bathroom specialist Robert Bolton of RBT Bathrooms, the Living Showers collection offers five distinct showering solutions built around flexibility and real-world usability.
Two of those products feature Trojan’s innovative Bath Out Shower In (BOSI®) system, which converts an existing bath space into a fully accessible shower enclosure in a single day, using existing pipework. For installers and their customers alike, that means minimal disruption and maximum return on a straightforward upgrade.
Every product in the Living Showers range combines low-profile anti-slip shower trays, integrated tapered seating, and pre-assembled modular components – making installation straightforward and the end result something that customers will actually want in their home.
Why retailers should be paying attention?
According to the Homes Unhooked 2025–2026 report, one in five UK homeowners would like to move house but find it out of reach financially, which is up from 13% just two years ago.
Instead, they are investing in the homes they already have, and the bathroom is one of the rooms they are prioritising. One in ten consumers are actively planning a new bathroom in the next twelve months, and when they do commit, they are looking for long-term value, functionality, and products that will last. Price matters, but it is not the only driver, as the report found that 36% want to speak to a specialist before buying, and nearly half actively want to support local businesses.
For the ageing demographic in particular, an accessible bathroom upgrade is a practical necessity. Retailers who can confidently and consistently offer solutions to the rise in demand for these products will stand out in the competitive UK bathroom trade market.
Even a single Bathe Easy unit on the showroom floor becomes a conversation starter, drawing in customers who may never have considered accessible bathing. In a market where few showrooms have yet engaged seriously with this demographic, accessible bathing solutions create a genuine point of difference and a reputation that supports longer-term customer relationships.
One of Trojan’s longest-standing distribution partners, Claygate Distribution, has seen this firsthand: “The Bathe Easy bath range stands out as it continues to drive strong sales growth. The extensive product selection allows our customers to meet a wide variety of end-user needs, ensuring the right features are available for most requirements and short lead times support our customer service expectations.”
Short lead times, broad product selection, and a range that spans multiple price points make Bathe Easy a practical portfolio addition, and a worthwhile investment.
A range built around style as much as safety
Accessible design has historically meant compromise on aesthetics, offering designs that homeowners tolerate rather than choose. Trojan’s approach challenges this assumption directly.
The BOSI® Wall2Wall and Side Glass solutions transform existing bathroom spaces with clean, contemporary lines. The Living Showers Wall2Wall and Sliding Door products feature intuitive controls and considered ergonomics, while the Living Showers Quadrant delivers a fully accessible showering experience, with an intelligently angled seat that works equally well for standing or seated use.
By prioritising aesthetics as well as function, retailers can provide accessible bathing solutions to customers who care about how their bathroom looks, not just how it works.
Future-proofing your portfolio with Bathe Easy
As a UK bath manufacturer with over 50 years of innovation behind us, our commitment is simple: to offer products that empower people to live independently, comfortably, and with confidence.
The Living Showers range showcases our commitment with five shower solutions that prioritise accessibility, safety, and style in equal measure, and represent the next step in our mission to remove barriers to bathing for everyone.
To read more about how the range came to life, read our interview with Robert of RBT Bathrooms, the designer who brought Living Showers from concept to reality.
To find out how the Living Showers range could future proof your product portfolio, visit our dedicated Bathe Easy pages or speak to our sales office today.
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