Under the collaboration, the 166-strong chain (https://www.bathstore.com/) will become ELLE Decoration’s exclusive bathroom and tiles partner. The specialist bathroom retailer will also launch a new collection this summer, aimed at ELLE Decoration’s style-conscious readers.
The Transition collection by ELLE Decoration is a co-ordinated range of products designed to be both stand-alone feature pieces and complement one another, ‘allowing customers to create a dream personal space that looks both cohesive and bespoke’.
Bathstore said: ‘The range takes influence from the ‘transitional’ trend: a modern interpretation of traditional styling and period detailing that is subtle, feminine and luxurious. The Transition collection by ELLE Decoration illustrates this through the use of matt finishes, mixed materials and a calm colour palette.’
ELLE Decoration executive editor Ben Spriggs said: “Both ELLE Decoration and bathstore share a passion for innovation, and are constantly looking for new ways to not only shape new trends, but also define them. Working with bathstore, we want to continue to innovate and push the boundaries of interior styling.
“Our magazine talks to design savvy individuals, interiors professionals, discerning consumers and style-focused homeowners that understand the importance of premium, high quality products – the type of inspirational bathroom products and designs that bathstore is renowned for.”
Bathstore ceo Gary Favell added: “The opportunity to work with the distinguished ELLE Decoration brand is an exciting one, and we look forward to engaging their readership with the Transition collection later in the year.”