The Evolution and Future of Modular Showers w/ Roman Ltd. [podcast transcript]

David Osborne

Well, our design team, are used to working in every way imaginable really, with a huge array of different clients and no two are really the same. Sometimes we send visual concepts for the bathroom, and we literally have to break it down into sections and then redesign it really for manufacturer and installation, really break it down itself into modular pieces. Sometimes we receive drawings for really specific requirements onsite. Other times, I suppose we might require the layout to be redesigned, to see what the what the ultimate design goal is. Working as opposed to make sure we keep all the different stakeholders. So, the designers’ clients, the modular partners involved at every stage of that. I don't have the time now. So, the architects or clients are actually asking us to recommend the modular manufacturer, as a sector might be new to them. This is where the development of strong partnerships comes in. We aren't just on the specification, but we're also bringing in and recommending excellent modular manufacturers as partners.

John McMullen

Gotcha. So, speaking of manufacturers, if I'm a manufacturer looking to include modular showers in my next project, at what point in the process should I be contacting you? What options do I have?

David Osborne

Well, without questions, ideally at the very start. I mean our products and a variety of installation systems are actually a bit more complicated than they might seem. So, we can talk about installation fixing methods, we'd rather the layout be designed right the first time, obviously. In reality, we don't get involved that many times at the initial stage. Most commonly, a lot of the design work is already done and we're suggesting finishes, some specialist insulation sealing systems. Of course, sometimes we're parachuted near the end of the program, due to someone else's failure, rejection by the client, whatever it might be. But the great thing for us by being a fully integrated manufacturer and designer is, that we might be faced with quite a complicated, specialized bespoke sharing system, integrated top space in sink furniture, and that needs to be installed pretty much anywhere in the world in two weeks. And nobody can do that. That's really what sets us apart in terms of capability. A huge choice of solid surface finishes. Now as you've probably gathered from basic solid colors into marble effects, even translucent materials and things, really, it's a huge design choice.

John McMullen

I read on your website that your products are currently in 52 different countries, which is pretty amazing. What differences have you noticed in the various international markets in which you operate?

David Osborne

I think our website needs a big update actually it’s 63 at the moment. I think with some close relationships, and we work very closely with the main international hotel groups. So, the number is growing all the time in terms of where we've been spreading and developing into new markets. I suppose the most fundamental difference we find is a lot of the developing markets have the sharing area which is stills of left on a on a glass contract a specification rather than being bathrooms specification. So that one that always needs to be changed and evolved relatively quickly. Essentially, we're the only party that moves in the bathroom once it's installed if you think about it. We also then have to act as a giant fish tank. So, some clients can be very particular and precious about the sink. But you know, once that’s screwed into the wall that never moves. So, a lot of the time our key products don't get the design airtime they actually deserve in reality. I think once modular partners get to understand the benefits you get from working with it as an international specialist branded product, it becomes a very different story in terms of how you manage that dynamic.

John McMullen

So, what specifically have you noticed about the design trends over the past few years? You mentioned earlier, back in the 80s, it was greens and browns. I think we're all thankful we've left those behind largely, but how have the trends changed in the past few years and how have those trends impacted you?

David Osborne

I think we’re all glad we left those colors behind. I think the major trend is to move away from chrome fittings and clear glass. In the project market, we offer fifteen specialist color finishes for aluminum and brass. Our manufacturing capability really allows us to offer pretty much any specialist finishes beyond these as long as there's a volume to justify it. We've seen things like matte black, bush nickel, matte white really emerging strongly. That’s a metal trend.

Glass has consistently gotten thicker, heavier, which is very much perception driven rather than performance, but you can't change that. Then we've also seen some industrial look, blacks and crittall style finishes coming in and a really big change is now this retro style of fluted glass coming back into a fashion now and integrative anti tops. Really, that's more of an overall design integration trend where integrative anti tops with showers are the biggest evolution for us as a business in hospitality. It's not just for design, it actually eliminates a real problem, which is the gap between the basin and the shower door that you can't see or clean. The studies are made on proper problem for hotels around the world. It also simplifies installation. I mean, you literally can't fit it wrong. It has to go together in a particular way. We see furniture, shelving, drawers all coming and being integrated as well.

One thing we've developed, which is a big factor for modular industry and people having to then give warranties, etc. In the last five years we've developed a silicon free wall fixing system. So, frames and colors become minimal, in fact, a premium, you don't want to install a covering the framing two inches of silicon. So, when we have a type system that's actually between the glass and the profile and the profile and the wall, so it acts as a as a seal from the inside. So, there's nothing visible, completely watertight, but it's maintenance free and that's obviously a big benefit to everyone in the supply chain.

John McMullen

Absolutely. Are there any other different design trends for showers in different parts of the world or are they all fairly similar?

David Osborne

No. I think due to the nature of the international hotel groups, there is a lot of similarity, but I mean, certainly we pick out a few things. I mean, Asia Pacific was always the one driving wet room design and the double AXA showring and that's really become a global trend now. Not just to design but also the aging population, arthritis, etc. an integration of antitoxin, showers, I mean everyone sort of seems to think they will have the same problems with installers it's everywhere. So, what you can control through modular build and the way we do things is really giving that that sort of guarantee. Middle East is always keen on full height, ceiling fixings for like showers and integrating toilet cubicles next to the showers, etc. I'm sure the US has got some different metal finishes to Europe as well, but these are all very easily solvable. Those ones are in a pretty small place now in terms of design.

John McMullen

Can you make any guesses about the next five years? Are there any emerging trends that you're just picking up on?

David Osborne

Well, I think there is one, whether it's some trend, or it's certainly the reaction to the whole COVID thing we've had, but in Europe the vast majority of our competitors are of Chinese oriented or using Chinese origin product. With this supply chain, disruption pops over dependency on Chinese manufacturing. We're seeing that changing quite quickly and, I think we're doing a carbon zero program at the moment here as a cost level business. And sustainability is only getting home. Everyone's agenda and particularly the main international hotel groups are really focused on that now.

So, we have some as a business here at Roman, we have some amazingly high environmental stats and stories and really embracing the circular economy. That’s really the key thing for the future. We think there are key principles in our process, and it's becoming more and more of a differential rather than just being a valid thing to do. This is washing down from hotels and hospitality into major residential, ultimately, of course, retail, but consumers are more and more environmentally aware. I suppose we must make sure we use a significant environmental impact vantage, counter every stage really whether sector that's in.

John McMullen

So, I'll bring us up bring us full circle you started the show telling us about the growth of Roman Showers. What's next? Where are you guys going from here?

David Osborne

Very bluntly: To the USA, if you want a genuine answer. We’ve been doubling for a few years in the USA and Canada, and we want to do it properly. We aim to be working very hard with all the major hotel groups, we are, but really into the USA and design, manufacturing, environmental strengths really come to the fore in that. So, we are going to be building some significant long-term partnerships in the next few years. That's entirely based having looked at what's going on, it's entirely based on hospitality sector. That's our international differential.

So, its capability around hotel hospitality modular design. So, say we're dealing with groups. We've been over to your conference a few years ago in Tucson. We'll be you'll see us at quite a few hotel exhibitions, and we already know quite a lot of people. So yeah, bluntly. That's pretty much our stated aim in the next five years.

John McMullen

Well, very good. I wish you luck. Thank you, David, for your time today. I really appreciate it. My name is John McMullen, and this has been another episode of Inside Modular: The Podcast of Commercial Modular Construction. Until next time.