In judicial liquidation, the premium bathroom accessories brand Bath Bazaar is taken over by GMO, the Bathroom & Sanitary division of Aryes.
Designer and distributor of mid/high-end bathroom accessories for nearly 25 years, the company Bath Bazaar has always occupied a special place in the bathroom market. Through a very wide range of products, which range from small furniture (cabinets and storage units, stools, benches...) to wall accessories (hooks, towel holders, shower accessories...), placed (soap dishes, cups, soap dispensers...) or on feet (trash cans, brushes, soap dispensers...) or on feet (trash cans, brushes, bathroom scales...) through bath linen or mirrors (digital even!) , Bath Bazaar has in fact managed to maintain, in a timeless style, a high level of quality and design that perfectly matches the expectations of its customers.
GMO, the Bathroom and Sanitary division in Aryes, which includes brands such as Gelco Design and Olfa, takes over the brand Bath Bazaar in the context of the judicial liquidation of the company. Under the aegis of Stéphane Corazza, CEO of GMO, and his teams, Bath Bazaar will be able to continue to develop in the premium segment of the bathroom universe, currently through two stores in Paris and seven corners within Galeries Lafayette and BHV, and soon via its website and future points of sale.
Stéphane Corazza, CEO of GMO, explains:” Brand integration Bath Bazaar is an opportunity for several reasons. First of all, the brand's reputation on the bathroom market: for many years, the development of private label brands has largely eroded industrial brands, which have difficulty expressing themselves on this micro market for bathroom accessories; Bath Bazaar, through its points of sale and corners in department stores, has been able to maintain and consolidate its reputation among consumers. Second, the positioning of Bath Bazaar in the premium segment: the historical distributors of these products (the GSB) have all oriented their strategies towards a decrease in value which has resulted in a decrease in quality and supply; Bath Bazaar has managed to maintain, in a timeless style, a level of quality and design that corresponds perfectly to its target customers and allows GMO to return to the mid/high-end segment in a sustainable way. Finally, the acquisition of Bath Bazaar allows us to broaden our product strategy towards a more BtoC orientation, offering our customers functional and good quality products, and to move towards development that is less dependent on large distribution groups, thus enhancing our image. ”
