EXCLUSIVE: Perrin & Rowe acquired by US giant as brand streamlines its hospitality strategy

Kitchen and bathroom manufacturer Perrin & Rowe has opened its first standalone showroom in London as the brand fine tunes its hospitality offering under new ownership.

The company, which was acquired 18 months ago by US giant Fortunes Brands, has unveiled its first dedicated showroom in the Design Centre in Chelsea, as it is looks for growth across a range of sectors and sets its sights on expansion within the boutique and independent hotel industry.

The acquisition, as Phillip Cole, contracts manager explains, allowed Perrin & Rowe to ‘move forward with their dreams’ of which having a branded showroom was one.

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The company acquired the lease for the store six months ago, with the team working to transform the space to showcase the best Perrin & Rowe products.

Known for its hand-crafted bathroom and kitchen accessories, the showroom takes visitors on a journey, with rotating shelves great for presentations and demos, while taps and bathroom fittings are displayed on one side of the room.

Each product is made and manufactured in the company’s factory in the Midlands, which employs over 200 people. Cole also explained that the factory is only at 50% capacity at the moment, leaving space to expand the operation as the company grows.

“There is a real process and craftsmanship that goes into the products that Perrin & Rowe manufacture”, he said yesterday at the showroom launch, “and we are delighted with the opening of our new showroom to be able to explain this story.”

Perrin & Rowe was previously owned by former managing director Steve Cole, who took over the company in 2010 as the business was struggling to stay afloat under its Chinese ownership. He then sold Perrin & Rowe to Fortunes Brands in 2016.

Fortune Brands is an S&P Index 500 company that is headquartered in Deerfield in Illinois, north of Chicago. Its remit consists of security services, doors, plumbing and cabinets and alongside Perrin & Rowe also owns Victoria and Albert bathrooms.

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