Whilst bathrooms are catching up with kitchens in the desirability stakes, there's a distinct pecking order of priorities. Ceramics get people going first followed by the desire to have a high performance bath or shower. Furnishing the bathroom is often a lower priority, and yet customers should ignore furniture at their peril. Without suitable storage solutions, clutter will rule the bathroom.

When JJO entered the bathroom market in 2008, we talked to dozens of retailers and interviewed end-users to find out what their precise needs were and whether these were being met. We also shopped around various stores and attended international exhibitions to discover three key themes; bathroom furniture was generally too big and too expensive for the majority of British homes and was dominated by continental suppliers.

Most new build houses invariably offer an en-suite, a family bathroom and a cloakroom. This requirement to cram three loos into a house - that a generation ago would have had just one -has resulted in even smaller scale geometrics.

In the replacement market, a desire to add order and the illusion of space scores highly on the public's wish list. Our furniture ranges confront this geometry issue head on to ensure even the smallest cloakroom can benefit from practical storage. Designers and homeowners are now spoilt for choice when it comes to furnishing a bathroom; but if it's to look the part and perform well, choosing the right furniture should be given every bit as much priority as choosing the shower. Failure to do so will only lead to enduring disappointment.

For further information, please contact 01706 877 877 or visit www.jjoplc.com

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