Feeling flush

Maintaining a low profile has raised the design stakes in shower trays. We look at how flush fitting models have helped shower trays to shed their bulky, boxy image.

No longer a nation wedded solely to the bath, the UK’s love affair with showering shows no sign of slowing down. And while reduced flow shower controls and stunning enclosures seduce consumers with growing awareness of the eco-wisdom of the shower, so too are shower trays – especially the relative newcomer, the low level shower tray. Shower trays have shed the millimetres, and super slimline models are fast replacing their chunkier cousins as the tray of choice.
 Volume supplier JT, which claims to be the UK’s largest single manufacturer of shower trays, says that while standard profile trays still have the majority of market share, low profile trays are hot on their heels. “Standard profile trays are still a top seller, but we predict a huge increase in sales for
the low profile sector,” says John Schofield, JT’s
sales and marketing director. Since it launched the JT40 Fusion, a low profile tray with a double acrylic skin, Schofield says: “We’ve seen sales figures go through the roof.” David Osborne, Roman’s md is in no doubt: “Low level trays are the key trend, and one which is set to continue growing.” 
Another noting the trend is James Morgan, Daryl Showers’ product manager. “Consumers are increasingly choosing low level trays,” he says. “We have seen a significant increase in sales of low profile trays during 2009 and we expect to see further growth during 2010.” 
Heritage Bathrooms, part of the Masco Group,
says the trend isn’t one to ignore. As David Jones, general manager, points out: “Over the last 12 months, we’ve seen a real shift in the shower tray market towards low level models which can be recessed into the floor to provide a seamless transition between the floor and the shower.” 
Top-end Matki, one of the market’s leading shower tray manufacturers, is seeing huge growth in the low profile sector, and says that over two-thirds of its tray sales are now low profile. “70% of Matki’s shower tray sales are low profile,” confirms head of design, Ross Nixon. Heritage Bathrooms also puts sales of its low profile trays at 70%, while Frontline Bathrooms confirms that 61% of its shower tray sales are now low profile.
 Tapping into the trend, last autumn steel enamel specialist Kaldewei launched its Conoflat shower tray, which at just 32mm deep, looks almost flat. With the help of POS material, it has become the company’s most successful shower tray launch to date.
So just what is behind the growth of low level shower trays? One factor driving sales seems to be the wetroom syndrome – consumers who think they want a wetroom but opt for a panel and a tray. “The popularity for wetrooms has been very influential, leading to sleeker and more discreet styles,” confirms Sandra Hyde, marketing manager at Aqualux.
For while the chic and sleek wetroom look may
be coveted by consumers, practical and financial constraints drive them to look towards the low profile tray. “Low level trays mean the wetroom look can be easily created without the expense and time taken to tank a room,” says Daryl Showers’ Morgan.
 “They provide an easy yet stylish design in the contemporary bathroom,” he adds.
Laufen UK’s sales director, Russell Barnes, agrees.
 “Many consumers are realising the benefits of installing a discreet shower tray rather than having the expense of all the special plumbing treatments
a full on wetroom requires,” he says. At last year’s ISH, the company launched its Lb3 shower tray with a slimline 20mm profile.
Those thoughts are echoed by Aqualux’s Hyde.
 “Slim shower trays provide a great middle ground
as they incorporate designer aesthetics with the practicality and reassurance of a shower tray.”
Clearly consumers are waking up to the practical benefits of low profile trays, particularly when installed flush with the floor, as they offer easy access to the shower. “In addition to looking great, they offer the advantage of removing a step up,
which has physical advantages,” says Rob Stewart, Novellini UK’s sales and marketing director.
Daryl Showers’ Morgan agrees, saying that they
are a “more accessible option”.
But does having a flush fitting tray come at
a cost to functionality? Not according to Aqualux’s Hyde, who says they produce the same water-tight performance as standard profile trays. “The latest low level shower trays have no problem with draining water away,” she says.
“Consumers can rest assured that the latest low profile models have been thoroughly tested.”
Or, as Daryl Showers’ Morgan, puts it:   “Advances in technology mean that customers really aren’t sacrificing funtionality or design when opting for a low level tray.”
Roman’s Osborne cautions that low level trays will compromise performance if they are not installed correctly, to manufacturers’ guidelines. However, he says: “The benefits gained from complete level access into the showering area far outweigh minor setbacks that can be avoided if guidelines are met.”