Roxor Group

About Roxor Group

Every great business story starts with identifying a gap in the market. For Dave Cullen, a former builder, that gap was a lack of quality and reliable customer service in the bathroom supply industry. This observation led him to acquire an established bathroom company, Ultra Finishing, which he would later rebrand into the powerhouse now known as Roxor Group. Based in Halifax, UK, the company set out with a clear mission: to manufacture and distribute high-quality bathroom products while prioritizing customer relationships. The company's strategy focused on vertical integration and brand diversification. By controlling the manufacturing process in its own factories, Roxor Group could ensure product quality and competitive pricing. The playbook involved creating and acquiring a portfolio of brands, each tailored to a different market segment, from the affordable nuie to the luxurious Hudson Reed and the traditional Old London. This multi-brand approach allowed the company to expand its market reach and cater to a wide array of consumer tastes and needs. A significant chapter in the Roxor story was its aggressive growth-by-acquisition strategy. In 2017, the group acquired a majority share in premium brand BC Designs. A year later, in a move that doubled its size, Roxor acquired the national retailer Better Bathrooms, gaining a substantial brick-and-mortar and e-commerce presence. More recently, in late 2024, the group acquired the Robert Lee Group out of administration, saving 151 jobs and further solidifying its market position. This series of strategic acquisitions demonstrates a clear pattern of calculated expansion, transforming Roxor into one of the UK's fastest-growing suppliers in the bathroom industry.