Movers & Shakers
Paul Dwyer
The Thomas Crapper Story - Modern Innovation Meets Victorian Heritage
Welcome to another episode of Movers & Shakers
Welcome to a very special edition of Movers & Shakers, recorded at the KBB NEC 2026. Today, we are joined by an industry veteran who has seen it all—from his early days in DIY at age 16 to serving as a Purchasing Director and even founding a successful online retail empire. Our guest is Paul Dwyer, the man currently steering the ship at Thomas Crapper, one of the most iconic and recognisable brands in the bathroom industry. Paul joins us to discuss how he is balancing a 160-year-old heritage with modern innovation, expanding into the North American market, and why he believes doing business the “old-fashioned way” is still the secret to success .
🎧 Listen to the full episode to hear Paul’s most amusing (and slightly chaotic) stories from his years on the road, including pirate-themed sales meetings and “rugby tackling” colleagues at industry dinners!
In this episode of Movers & Shakers, we sit down with Paul Dwyer of Thomas Crapper to explore the evolution of a brand that has been a household name since 1861. Paul shares insights into his diverse career, from “Smith’s Do It All” to leading a brand that once held royal warrants and continues to supply products to palaces under “great secrecy”.
- How do you justify a premium price point in a modern market? Paul believes the secret lies in storytelling and genuine craftsmanship. He notes, “Where we’re expensive, we can explain why we’re expensive”. He shares the story of their waste kits, which are still hand-assembled by a craftsman in a small workshop, wrapped in tissue paper, and boxed with care.
- Is the traditional look still in demand? Interestingly, Paul suggests that traditional styles thrive during economic uncertainty. He observes, “Traditional grows where markets are hard because people look back to a comfortable time”. With many Victorian properties remaining in major cities like London, he sees a permanent “underlying demand” for classical aesthetics.
- How is Thomas Crapper approaching the US market? Expansion requires adaptation. Paul reveals a fascinating pivot for the North American market: while Americans love the brand’s history, the name “Crapper” has a different everyday connotation there. Consequently, they are branding systems in the US as “T.C. & Co.” to better suit local preferences.
- What is the brand’s stance on the industry’s skills gap? Paul is a vocal advocate for apprenticeships, noting that 75% of his general office team is under 30. He shares the success of a former apprentice who now manages all of their US customers.
