Frontline Bathrooms has removed plastic from the packaging used across its entire Aqua glass collection in a move to accelerate environmental improvements during 2026. It represents the first stage of a broader review of packaging throughout the company’s bathroom portfolio.
The new packaging replacies plastic components across Frontline’s shower enclosures and glass products. The environmentally responsible alternatives are part of Frontline Bathrooms’ sustainability strategy, which is organised around four pillars: People, Planet, Products and Principles. The framework covers company’s operations and products, as well as employee development, responsible sourcing and support for suppliers working to improve their own sustainability credentials.
Alongside the Aqua glass packaging change, Frontline has reported reductions across its wider group operations. Group-wide waste has fallen by 10%, while 98% of all waste generated has been diverted from landfill.
The company has also installed energy-efficient LED lighting throughout its warehouses, which along with better working practices has resulted in annual reductions of 31% in both electricity and heating consumption.
Darren Allison, managing director at Frontline Bathrooms, says: “Packaging may not be the most obvious part of a bathroom product, but it is an area where suppliers can make an immediate difference at scale. Removing plastic from every enclosure pack across the Aqua glass collection gives us a meaningful starting point for a much wider packaging programme.
“We have also seen how relatively straightforward operational changes can deliver substantial results. Installing LED lighting, looking more closely at how our warehouses use energy and involving employees in reducing unnecessary consumption have helped us achieve a 31% reduction in both electricity and heating.
“We are not presenting this as a finished piece of work. It is about making practical improvements now, measuring the results and using what we learn to shape the next stage.”
Frontline Bathrooms is also increasing its focus on products that can help households reduce water or energy use without compromising on bathroom design.
The company expanded its brassware portfolio during 2026, including the introduction of its award-winning Aqua Mineral Flute collection with cold-start technology.
Cold-start brassware helps to prevent a boiler from being activated unnecessarily when only cold water is required. By reducing the unintended use of hot water during everyday tasks, the technology can help households lower energy consumption and associated costs.
Allison continues: “A great deal of household energy can be used through small actions that people barely notice, such as turning on a basin tap and activating the hot-water system even when hot water is not needed. Cold-start technology addresses that without asking the customer to change the way they use their bathroom.
“That is the direction we want future product development to take. Environmental improvements have to work in real homes, remain accessible to customers and make sense for retailers and installers.”
Frontline Bathrooms is now exploring how sustainability can be incorporated into further product categories for 2027.
Projects currently at an early stage of development include more water-efficient shower kits and brassware, electric towel rails with improved energy controls, high-performance flushing technology and toilets designed to reduce water consumption.
The latest developments will form the basis of Frontline Bathrooms’ ongoing sustainability programme, with further packaging, operational and product updates expected as individual projects are completed.
For more information, visit www.frontlinebathrooms.co.uk