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Lusso: Transforming bathrooms into personalised havens

British brand Lusso has brought its luxe freestanding marble bathtubs to the UAE market

Lusso

Lusso’s distinctive tubs can be found in bathrooms across the world, whether you are in Claridge’s Hotel in London, Equinox in New York, or Sugar Beach Residences in St Lucia.

The British single-brand retailer was established in 2014 and to date has received $230 million in sales. Founded by Wayne Spriggs, a former property developer, Lusso is not just a luxury line of homeware products, but also a phenomenal success story—and it arrived in the UAE last month.

The right bathtub is arguably one of the most important decisions a homeowner will have to make, transforming what could be a cold and lifeless room into a haven of tranquillity akin to a personalised spa. This is the premise Lusso was built on.

Spriggs, who is from Middlesborough, became a property investor in the UK back in 2000, when a market crash opened doors to new buyers. He renovated a couple of properties, then sold them on, something he has done dozens of times since. During that time, he continually struggled to find high-end bathroom products without a price tag to match. And so, he was inspired by a gap in the market for attainable luxury that does not compromise on quality.

He started out with a range of elegant stone baths and sinks, and Lusso has since become best known for its signature marble freestanding tubs that offer a minimalist aesthetic allowing them to both be the focal point of the room but also blend in with the interiors. The Yorkshire-based brand also differentiates itself by making all its products in-house, driving down the price for Lusso’s loyal clientele.

The styles of tubs vary, with materials ranging from natural stone to Italian Carrera marble and cast iron to light acrylic. Some are oval, while others are round or rectangular; some are curved and others boast straight, sleek lines; some feature fluting influenced by ancient Greek and Roman columns, while others lean on Art Deco stylings.

The Sugar Beach Residences opted for stone baths in a white matte finish, while both The Connaught and Claridge’s in Mayfair feature handcrafted white Picasso baths. The top suites in Hudson Yards’ Equinox Hotel feature black matte Vetrina bathtubs, and in Sri Lanka, the rooms in Colombo’s Galle Face Hotel incorporate Lusso’s black matte fittings.

The brand has since expanded into a whole array of bathroom essentials, from showers to countertops and taps to toilets. It has sleek vanity units, coffee and side tables, marble tiles, four-in-one boiling water taps, and finished hardware.

Unlike many businesses, the global pandemic gave Lusso a major boost, as consumers during lockdown turned their attention to home improvements. This contributed to a 74% annual sales increase in 2021 and led to it being ranked in the top 100 Sunday Times league table of fastest-growing private companies.

In recent years, the pieces have caught the attention of five-star hotels the world over, but also renowned celebrities such as male model David Gandy and they have been featured on the popular interior TV show Grand Designs. Aside from the hotels, other commercial clients have included Tiffany & Co, Facebook, Harrods, and LVMH.

Spriggs, who is adamant about keeping the business 100% within the family, says Lusso now has keen interest from leading luxury hospitality clients in the UAE.

“We set our sights on the UAE owing to it being a market with a high demand yet fewer providers,” he says. “The destination is constantly evolving and developing, particularly across the residential, corporate and tourism sectors, and design plays an integral role here.”

Spriggs says the company has spent considerable time assessing competition and audience demands within the UAE to ensure Lusso can offer what property owners are already looking for.

“Lusso is a British brand with an international presence, and we are extremely excited to expand our offering more globally and elevate our service,” Spriggs adds.

“Our mission is to shake up this design section, provide a unique offering to a highly valued audience and become a leader in this market.”