Bathroom Planet

Acquisition Opportunity

Hilco Streambank ("Hilco") is seeking offers to acquire the intellectual property assets of Bathroom Planet Limited ("Bathroom Planet" or the "Company") on behalf of the Provisional Liquidators of the Company, Blair Nimmo and Geoff Jacobs of Interpath Advisory.

DEADLINE PASSED

Bid Deadline: September 21, 2022 at 12pm BST

Background

Founded in 2020, Bathroom Planet was a leading distributor of designer bathroom sanitaryware and brassware, offering its customers high-quality goods from many of the markets leading brands at competitive prices. With over 4,600 products available to shop via the website, the Company presented customers with an array of design options, with delivery across the UK.

Bathroom Planet operated exclusively via its sleek and professionally designed website and e-commerce platform (the "Platform"). Using clever technology, the Company's Platform connects merchants directly to consumers, allowing customers to browse an extensive range of products quickly, easily, and from anywhere, giving customers the best choice at competitive prices.

Operating exclusively via its slick online proprietary platform (the "Platform") and using custom-built and innovative technology, the Company's Platform allows its customers to browse a broad range of products quickly, easily, and from anywhere, affording customers the best choice at competitive prices.

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The Company's vast range of products includes Toilets, Bathroom Furniture, Baths, Basins, Showers and Enclosures, Bathroom Taps, Heating Products and Bathroom Accessories. Bathroom Planet's Platform featured designs from Crosswater, Geberit, Roca, Merlyn, Burlington, Hansgrohe and more, showcasing an extensive collection of stylish bathroom sanitaryware and brassware.

Over £500k was invested in building the Bathroom Planet brand and popular e-commerce Platform. Between 1 Jan 2022 and 16 August 2022, the website attracted over 700k users and facilitated c. 14.7k transactions, converting to revenue of c. £4.6m.

This opportunity presents the chance to acquire a proven and revenue-generating e-commerce Platform, a respected brand and a loyal customer base, facilitating expansion or further growth in this burgeoning sector.

Available Assets

Bathroom Planet Brand

The Bathroom Planet brand is renowned and respected across the UK.

The Bathroom Planet brand represents the Company’s core values, offering excellent quality products from carefully chosen manufacturers, a commitment to customer service and competitive pricing.

In addition to the press coverage, Bathroom Planet is fashionable amongst social media influencers and interior bloggers, further bolstering the brand.

Bathroom Planet is a trusted e-commerce retailer, rated as "Excellent" in over 1,000 reviews on Trust Pilot.

Dedicated to working with the best brands in the industry, Bathroom Planet was founded with a vision to ensure our customers receive only the best quality products in their bathrooms without unnecessary expense, to create the bathroom of their dreams.

The brand and Bathroom Planet website established a loyal customer following, boosted by a solid social media presence.

Trade Marks

The Company is likely to possess rights in unregistered trade marks protecting the “Bathroom Planet” brand name and logo.

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Domain Names

A portfolio of branded domain names is available to acquire, including the high-traffic bathroomplanet.com domain name, which hosts the Company’s intelligent e-commerce Platform.

The Platform

The Company owns the copyright in the content of the thoughtfully designed bathroomplanet.com e-commerce website, which is directly linked to revenues.

Professionally designed by digital marketing and design agency Bronco, bathroomplanet.com is a well-designed, well-optimised e-commerce solution that addresses the unique challenges of selling bathroom products online.e.

The Bathroom Planet Platform was explicitly designed to exclude the time-consuming sections often found in e-commerce websites, such as user accounts and order histories. Intelligently designed, the Platform instead focuses on optimising more integral features such as complex product options and filters.

Exploring enhancements beyond the typical product options dropdown menu used by most e-commerce websites, the Platform was engineered to signal available selections based on a previous choice, allowing users to select the options in any order they please. The options menu is optimised to work on both desktop and mobile, working seamlessly across all platforms.

Another attractive feature of the Platform is the inclusion of a Postcode Checker at the checkout, with a manual alternative. A common theme on many e-commerce websites is the inability to select anything other than the addresses provided by the Postcode Checker, locking users into set choices. Instead, the Platform puts the control back in the hands of the user, allowing them to choose the best input method for them.

Driving by the goal of excellent customer service, the Platform's support measures go beyond the usual FAQs, offering users a unique search function, allowing users to enter a simple query and have matching responses. This simple but effective tool provides a system that can grow without the page becoming crowded with content, ensuring users have quick and easy access to the help they need. The Platform also features a third-party Live Chat widget, ensuring queries are answered quickly and expertly, with a dedicated team on hand to assist.

Between 1 Jan 2022 and 16 August 2022, the website attracted over 700k users, with a high proportion of the website's traffic from organic or direct searches. For the same period, the Company's e-commerce website channel facilitated c. 14.7k transactions and generated revenue of c. £4.6m.

Customer Data

The Company has a significant customer database stored within the Platform, holding c. 30k customer records.

Newsletters with inspiration and special offers were sent to customers, further enhancing engagement.

Supplier Data

The Company holds a well-documented database of its c. 20 key suppliers and the relevant contact details.

Social Media

Popular social media channels support the Bathroom Planet brand and Platform:

Facebook - @bathroomplanet c. 3k followers

Instagram - @bathroomplanet c. 790 followers

Sale Process

Offers for the intellectual property assets are due Wednesday 21 September at 12pm BST.

All expressions of interest and bids are to be directed to Hilco in writing. A Bid Submission Form is available on request. Please contact Hilco to gain access to a virtual data room of further information on signing a confidentiality agreement.

Key Terms & Conditions

The bidder acknowledges that Hilco acts as an agent for the Provisional Liquidators of the Company who offer for sale only what right, title and interest (if any) the Company possesses in the assets. Such sale will be without any warranties, expressed or implied. Hilco nor the Provisional Liquidators have verified the information provided, and bidders are deemed to have carried out their own due diligence.

VAT, if applicable, at 20% will be added to the price. A non-refundable deposit of 20% will be payable by the buyer within 48 hours of bid acceptance. A 10% buyer’s premium is payable by the winning bidder on completion. Legal completion to occur within 5 business days of bid acceptance. Hilco Streambank's full Terms and Conditions apply. 

Contact Us

To register your interest and for further information about the sale process, please contact the following Hilco Streambank representatives:

Interested Parties

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