Sector: Building Materials – Bathrooms and Interiors (Wall Panelling vs Tiling).
Repositioning Wall Panelling as the Alternative to Tiles in the UK Market
Project Focus Areas
Increase Brand Awareness across multiple panel brands
Increase Market Penetration within the UK bathroom sector traditionally dominated by tiles.
Drive Revenue Growth through specification, retail, and installer programmes.
Build Long-Term Market Share through stronger distribution and retail partnerships.
Project Overview
How Astrava helped a client in the building materials sector develop a targeted growth strategy to build demand for wall panels as a viable alternative to tiling.
Key Strategic Elements:
Market Sizing and Sector Attractiveness Analysis
Gap Analysis and Competitor Benchmarking (tiles vs panels)
Strategic Option Development (A&D, Distribution, Retail/Installer channels)
Target Audience and Persona Profiling
Customer Journey Mapping and Optimisation
Communications Strategy: “Right message, right time, right channel, right audience”
Sustainability and Differentiation Messaging
Partnership Marketing and Demand Creation Initiatives
Most UK bathrooms are fitted with tiles, which remain the default choice for homeowners, contractors, and designers. Despite offering a wide portfolio of wall panel brands with benefits such as faster installation, durability, and low maintenance, the client struggled to break through entrenched consumer and trade perceptions.
Competitors in the tiling sector benefitted from stronger brand awareness, established distribution networks, and deeper relationships with the A&D (Architect and Design) community. Meanwhile, within retail and installer channels, limited product knowledge and a lack of marketing support meant panels were often underrepresented at the point of sale. Without a unified strategy to align brand awareness, demand creation, and customer journey optimisation, the client risked continuing to play second choice to tiles rather than positioning wall panelling as a modern, viable alternative.
The Challenge
Astrava took a structured and evidence-based approach, combining market analysis, demand creation, and channel engagement to reposition wall panelling against tiles.
Market Sizing and Opportunity Analysis: We reviewed construction industry forecasts, housing trends, and Glenigan data to identify the most promising growth segments, from small private housing refits through to larger domestic and commercial projects.
Gap Analysis and Competitor Benchmarking: We evaluated tiling versus wall panelling positioning, highlighting weaknesses in panel awareness and opportunities to differentiate around speed, sustainability, and ease of use.
Strategic Options Development:
Architect & Design Community and Contractors: Raise brand equity, secure specification, and prevent substitution back to tiling through CPDs, sustainability programmes, and events like KBB.
Distributors: Build collaborative programmes with key accounts to strengthen loyalty, co-market, and provide customer excellence.
Retailers and Installers: Position wall panels as the material of choice for homeowners through training, marketing support, point-of-sale displays, and consumer campaigns.
Customer Journey Mapping and Communications Plan: We mapped personas across homeowners, installers, retailers, distributors, and A&D influencers, aligning tailored messages to each decision-making unit. A “right message, right time, right channel, right audience” strategy ensured relevance across awareness, education, and demand creation stages.
This dual focus on market intelligence and customer journey design provided the client with both the insight and tools needed to disrupt the tiling-dominated market.
Our Approach
Astrava’s strategy delivered results that extended beyond the initial brief, creating both short-term wins and a long-term growth framework:
Unified Category Positioning: Brought multiple brands (Nuance, Wetwall, Splashwall, Mermaid) under one cohesive message, clearly positioning wall panelling as the modern alternative to tiling.
Improved Specification Success: Increased opportunities within the A&D community through targeted CPDs, trade events, and sustainability-led communications, reducing the risk of substitution back to tiles during contractor negotiations.
Strengthened Distributor Relationships: Developed collaborative programmes with key distributors, including co-branded campaigns, white-labelled collateral, and training, which boosted loyalty and repeat sales.
Retail and Installer Activation: Implemented retail programmes with engaging point-of-sale displays, training workshops, and marketing support, equipping staff and installers to confidently recommend panels over tiles.
Consumer Awareness and Demand: Raised end-user awareness through targeted campaigns, influencer partnerships, and digital disruption tactics, making panels a more visible and desirable choice for bathroom renovations.
Data-Led Roadmap for Growth: Delivered evidence-based insight into market sizing, sector potential, and channel dynamics, giving leadership clarity and confidence on where to invest for maximum impact.
Revenue and Market Share Growth Potential: Created a scalable growth framework for 2024–2026, enabling the client to expand market penetration and secure a larger share of the bathroom wall coverings market.
Project Outcomes
Why Astrava? Turning Market Gaps into Growth Opportunities
Astrava delivered more than a marketing plan we provided the client with a complete market growth strategy to challenge entrenched perceptions and create demand for wall panelling as a credible alternative to tiles. Our approach combined rigorous market analysis, competitor benchmarking, and persona-driven customer journey design, ensuring the strategy was both evidence-led and practical to implement across multiple channels.
For the client, this work unlocked several critical benefits:
Clarity on Market Opportunity: Market sizing and gap analysis gave leadership a clear picture of where demand could be created and where resources should be focused, reducing wasted spend.
Stronger Category Positioning: By unifying four brands under a clear proposition, wall panelling was reframed as modern, design-led, and practical — directly challenging the dominance of tiles.
Improved Conversion and Retention: Tailored strategies for architects, distributors, and retailers meant more projects were specified with panels and fewer lost to competitor substitution.
Channel Confidence and Engagement: Distributors and retailers were equipped with the right tools, training, and campaigns to actively champion wall panelling, creating loyalty and increasing repeat business.
Increased Consumer Demand: Targeted retail and digital campaigns reached homeowners directly, planting the idea of panels over tiles at the start of the buying journey.
Future-Ready Growth: By embedding sustainability and differentiation messaging, the client was able to align with consumer trends and industry priorities, ensuring relevance in years to come.
Astrava’s value lies in bridging strategy with execution. We not only analysed where the opportunities existed but also designed the campaigns, partnerships, and customer journey touchpoints to make those opportunities real. This holistic approach ensured the client could compete with confidence and build a scalable growth platform.
If your business is facing:
Entrenched customer perceptions that favour traditional products over innovative alternatives
Lack of clarity on which markets, channels, or customer groups offer the best growth potential
Weak penetration across distributors, retailers, or influencers despite strong products
Missed opportunities to retain customers or convert specifications into long-term loyalty
…then Astrava can help.
By combining market intelligence, customer journey design, and channel activation, we deliver strategies that not only clarify where your biggest opportunities lie but also ensure your customers, distributors, and influencers are engaged and confident advocates of your brand.
Just as we did for this client in the building materials sector, we can help you:
Gain clarity on market opportunity
Strengthen your positioning against entrenched competitors
Drive customer engagement and loyalty at every stage of the journey
Create demand that converts into measurable growth
Contact Astrava today to explore how we can help you reposition your brand, outmanoeuvre competitors, and secure long-term growth.