In a bid to inject some points of difference to the growing number of businesses now retailing bathroomware products, Mastertrade has introduced recognised and quality European brands to its product portfolio.

The introduction of the brands which are either exclusive or semi-exclusive to MasterTrade is a direct response to the growing volume of "here today gone tomorrow" bathroomware products, says Christine Rivers, the Bathroomware Product Manager for MasterTrade. She says the proliferation of DIY barns could be taking the bathroomware category "down a dangerous path."

"MasterTrade wants to inject some order into the chaos which is prevailing and offer well established brands with quality products and reputations that also are prepared to invest in product research and development," she adds.

Already prominent in many MasterTrade showrooms are products from Villeroy & Boch, Hatria and Paffoni. "We wanted a point of difference for our tradespeople and customers and these brands together with our existing branded ranges such as Ideal Standard, Caroma, Kohler and Methven give us this point of difference."

Hatria sanitaryware and Paffoni tapware are exclusive to Crane Distribution NZ while the Villeroy & Boch sanitaryware is semi exclusive, meaning the product will only be available at plumbing merchants. The German manufactured Villeroy & Boch range is "class from start to end," says Christine. The defining characteristics of the brand are credibility, quality, elegance, design, longevity and lifestyle, innovation, harmony and tradition.

As early as February, Christine was saying the in-store displays of the European-sourced products "were generating quite a reaction in the marketplace." By June 05, 50 outlets will be showcasing the profiled brands and another 20 were expected to have the products on show by July.

"This is a deliberate move to help our tradespeople identify a range of quality brands and specify them with confidence, knowing they are supported by warranty, technical expertise and reputation.

"That's what our business is all about - supporting the trade. It's like a big family…we're all in it together.

"The pressures of mass marketed bathroomware forced us to take some action and start to rationalise the choices. We wanted to reduce our exposure to the possibility of failing products and offer reputable and affordable products on which the trade, customers and our staff could rely."

The new brands complement our existing ranges of quality vitreous china and tapware products sold by Mastertrade. Christine says MasterTrade has taken a responsible approach, rationalised the bathroomware category and "picked a few winners", to help our tradesmen remain competitive.

"We have superb partners in this strategy," she says, adding that Villeroy & Boch has manufactured sanitaryware since 1748. "Everything about their products is world-class. It's classic design with technical perfection."

As more people spend more on customers, Christine warns that often customers show some caution over what they buy, and how much they spend. She recognises some only want to make a limited investment for many good reasons and "we do supply quality products to accommodate them."

But at no stage will they be a poor specification where the quality could be suspect and where no warranty exists.

"We warn our customers away from the 'here today, gone tomorrow' obscure brands often out of Asia where a search for spare parts at a later date often reveals the products are no longer available," Christine says.

The bathroom is the only room in the house where the risk of running water - in the shower, the bath, the basin and the toilet - was high. That often resulted in responsibilities, which usually fell squarely on the tradesperson who did the installation.

"They want to deal with a merchant which sells quality products, provides specialised advice and support and which guarantees its products. Conversely when they specify products, they want to supply well established brands with quality reputations and up to date with trends and technical developments."