Movers & Shakers
Ruth Davies and Steve Breen from VitrA
VitrA on Campus: Redefining the Bathroom Industry for Tomorrow
Welcome to another episode of Movers & Shakers
We recently had the pleasure of hosting Ruth Davies and Steve Breen from VitrA during one of the stops on their national roadshow.
As they travel across the UK in their custom-fitted trailer, they are doing far more than showcasing new products. They are actively bringing a broader vision to life—one focused on building a stronger, more connected, and more collaborative bathroom industry.
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Summary of the Conversation
At the heart of our discussion was VitrA’s clear commitment to being “loud and proud” in the market. Rather than relying on traditional showroom visits, they are taking a proactive approach—meeting installers, retailers, and industry professionals where they are, and creating meaningful face-to-face engagement around their latest innovations.
We explored a wide range of topics, including the importance of apprenticeships in addressing the industry’s growing skills gap, the rapid shift toward smart bathroom technologies, and the ongoing challenge—and opportunity—of supporting independent bricks-and-mortar retailers in an increasingly digital marketplace.
Key Questions and Insights
Why take the showroom on the road?
VitrA’s goal is simple but powerful: to make products more accessible and tangible. By bringing their showroom directly to customers, they enable retailers and installers to see, feel, and interact with the latest innovations in a practical setting, while also having direct access to technical expertise from the VitrA team.
How is the industry addressing the skills gap?
With a significant proportion of experienced installers approaching retirement, the conversation around skills has never been more urgent. VitrA is actively working with colleges and training institutions to attract new talent into the trade—positioning it as a future-proof career that now extends beyond traditional plumbing into areas such as smart systems, digital controls, and wellness-focused bathroom design.
What is the Vitality Partner Program?
The Vitality Partner Program is VitrA’s strategic initiative designed to support independent retailers. It includes a curated range of products protected from online price competition, alongside marketing resources and business support tools—helping physical showrooms remain competitive and commercially sustainable.
What advice is there for the future?
One clear message stood out: physical retail must evolve into an experience-led environment. Showrooms are encouraged to become spaces where customers can actively engage with products—such as testing smart toilets and integrated bathroom technologies—rather than simply viewing displays. For installers, the emphasis is on continuous learning and adaptation, ensuring they remain relevant in a market increasingly shaped by innovation and digital integration.
Final Thoughts
The episode closes on a lighter note, with Ruth and Steve sharing stories from their careers—reminding us that even industry leaders have their fair share of unexpected “tartan paint” moments and memorable calendar mishaps.
Listen to the full episode to hear more about VitrA’s vision and roadmap for 2026 and beyond, and how they are helping shape the future of the bathroom industry.
