The bathroom brand Bayswater W2 is already on its way to becoming a phenomenon within the bathroom industry. In just 3 months, it’s taken the industry by storm, becoming one of the most successful brand launches within the bathroom industry in the past 20 years. Propaganda has worked closely with the company developing the brand, helping it to understand how to differentiate in a crowded market place and how to implement the best distribution strategy.

Bayswater W2 is a range of timeless bathroom pieces, carefully curated and beautifully designed. The Victorian and Edwardian collections include brassware, porcelain, furniture, fittings and radiators.

The company, founded by experts with over 50 years’ experience in bathroom design and manufacture approached Propaganda to help them identify how to take the product to market and how to position the brand in order to stand out in the current market place.

Propaganda believed that the brand should be built around the technical expertise and experience of the main directors, combined with an approach which would make it accessible and desired by consumers. Shunning the industry standard of focussing purely on the product, we gave depth to the brand by introducing stunning brand photography and placing the bathroom furniture in a more natural setting.

The brand narrative was created around the Great Exhibition of 1851. At the time, this was considered a triumph of Victorian ingenuity that served to showcase the amazing inventions of the time. From the Christmas card to the flushing toilet, the Victorians were the mothers of invention. Bayswater products are both aesthetically and technically inspired by this historical period of innovation and development.

We worked closely with the brand to find a route to market which would add value to and protect the brand, looking for a distribution partner who shared Bayswater’s core values and aspirations. Within 3 months of agreeing to work exclusively with the largest distributor in the UK, Ideal Bathrooms, we helped launch the brand at Woburn Abbey, oversaw the development of the website and produced a ‘specification catalogue’, a brochure resonating with the brand’s Victorian heritage.

Retailers are really taking to the brand’s aspiration and core values and Propaganda will continue to work closely with Bayswater W2 as it increases its presence in the UK market.