What KBB Birmingham says about the future of the bathroom industry
Industry events often act as a useful barometer for where a sector is heading. This year’s KBB Birmingham saw the event celebrate 40 years as the UK’s leading kitchen, bedroom and bathroom trade show, bringing together more than 320 brands and over 17,000 professionals to explore the latest products, ideas and partnerships shaping the industry.
From a marketing agency perspective at Leopard Co, attending KBB is always a valuable opportunity to step outside day-to-day brand activity and take a broader view of the market. Working closely with bathroom brands, as well as other brands in the Home and Property sector, it’s clear that the conversations happening across the show floor reflect a sector that is having to evolve quickly, building on its strong foundations.
Here are a few of the themes that stood out most from this year’s event.
A shift towards richer, more expressive design
For several years, minimalism has dominated bathroom aesthetics. However, KBB 2026 signalled a noticeable shift towards warmer, more expressive interiors.
Richer colours, natural textures and layered materials were prominent across many stands, reflecting a move towards bathrooms that feel more personal and lived in.
Across the industry there has been a rise in tactile finishes such as natural stone, stained wood and textured surfaces, alongside deeper colour palettes including burgundy, olive and moss tones. This approach moves away from purely clinical bathroom spaces and towards environments that balance functionality and emotional appeal.
For brands, this opens doors to move away from the singular focus on product performance to using storytelling — communicating how materials, finishes and design choices contribute to a broader lifestyle narrative of products and the spaces they fit in.
Sustainability moving from concept to expectation
Sustainability was another consistent theme across the exhibition halls. While environmental messaging has been present in the sector for several years, KBB highlighted how sustainability is now embedded much more directly into product development and design thinking.
From water-efficient fittings to eco-friendly materials and low-impact manufacturing approaches, many exhibitors demonstrated how sustainability is increasingly influencing both specification and purchasing decisions. Brands showcased this on stand, using their stand designs and graphics to tell the sustainability story for them.
For bathroom brands, this shift is significant. Sustainability is becoming to be more of a baseline expectation from retailers, specifiers and increasingly from consumers themselves.
Innovation through materials and technology
KBB has always been a platform for product launches and innovation, and this year was no exception. Across the show, exhibitors showcased developments in materials, installation systems and product design aimed at improving both aesthetics and usability.
Examples ranged from colourful composite basins made from sustainable materials to smart appliances and water-saving technologies that reflect the growing consciousness of homeowners.
A reminder of the power of industry connections
Beyond product launches, KBB remains fundamentally about relationships. Since its launch in 1986, the event has evolved into the industry’s primary meeting point for manufacturers, retailers, designers and installers.
For brands, events like this provide a rare opportunity to connect with the entire supply chain in one place. Conversations on the show floor often extend beyond individual products to broader industry issues — from supply chain challenges to shifting consumer expectations and the role of digital communication.
From an agency perspective, these insights are invaluable. They help inform the way we support clients with messaging, positioning and long-term brand strategy within an increasingly competitive market.
What this means for the bathroom sector
Stepping back from the event, the overall message from KBB is encouraging. The bathroom industry continues to combine heritage with innovation and forward thinking.
The sector is embracing more expressive design, responding to sustainability demands, and investing in product development that reflects the realities of modern homes. At the same time, the collaborative nature of the industry remains one of its greatest strengths.
For those of us working closely with bathroom brands, it reinforces and reassures that the industry is actively shaping and embracing change. We look forward to seeing how this will take shape further at InstallerSHOW in June.