Roman was set up to manufacture bath screens to match the avocado and pink suits popular in the Eighties. Today, the company is the UK's leading shower maker, with plans to expand. Business Editor Kate Bowman reports.

WHEN it comes to a Roman shower, it's a simple case of don't touch if you can't afford, because once you've seen one, you won't want anything less. With a price tag that can run to more than £8,000, they ooze luxury; but you won't find them on the shelves of your local DIY store - they are sold through hundreds of specialist bathroom centres in the UK and Europe.

The company is one of the region's understated success stories, recording growth throughout its 27-year history, and riding the rather turbulent market of recent years to come out stronger and healthier than before.

The business was set up in 1985 by chairman Gerry Osborne, who saw a gap in the market selling multi-coloured bath screens to co-ordinate with the avocado, pink and beige bath suites that were the height of fashion at the time.

But it was in the Nineties, when showers became more popular and the industry surged as a result, that Roman took a change in direction. In the decade between 1995 and 2005, the company was growing on average 25 per cent a year - some years it was above 30 per cent.

Gerry's son David, now the managing director, says: "Back in the Nineties, we were in the middle market, but since the turn of the millennium, we have been launching more ranges into the high-end of the market. There were two or three competitors operating very comfortably there, then we came in and changed it all."

In June 2001, Roman was the first company to introduce walk-in showers.

But it hasn't always been an easy ride to the top for the manufacturer, which is based in Newton Aycliffe, County Durham. In 2005, the industry slumped by 15 per cent and, while Roman still managed to outperform the market, it was the first year in its history that it recorded single-figure growth. Also at this time, cheaper bathroom products from China started to enter the lower end of the market.

Between 2005 and last year, Roman responded to the challenge by investing in research and development, expanding its nationwide sales force, changing its marketing strategy, broadening its range and making sure each of its showrooms and exhibition stands are second to none. The effort paid off, because while many rivals continued to struggle last year, Roman recovered to take a tighter hold on the top end of the market.

Roman now supplies its products through 750 bathroom retailers nationwide, as well as to number of big housing developers, including Miller and Bryant. It has also established links with distributors in every major European city and supplies small amounts to South America and the Middle East (Abu Dhabi and Dubai).

Exports account for about ten per cent of the business, but David is keen to see that figure grow and, in the long-term, he wants to see the company make a move into the vast, largely untapped North American market.

He says: "It's an under-exploited market and badly serviced at the moment. Bathrooms are pretty appalling - there are a lot of bathrooms bought in America that you just couldn't give away in the UK.

"But it is a vast place and it's difficult to find the right partner, because of the size of the project. We are not rushing into anything, but we are looking at it as a long-term aim."

Roman employs about 230 staff, including 21 in sales, 34 technical representatives, and about 150 on the factory floor. The factory, on the Aycliffe Industrial Estate, has expanded over the years from 27,000sq ft to 110,000sq ft. It trebled its floorspace at the turn of the Millennium and a £1.2m extension was opened by then Prime Minister Tony Blair. The company also operates a depot in Daventry.

Every element of a Roman shower - from the tray and glass doors to the hinges and taps - is designed in-house by a specialist team. Many of the unique individual components are imported from around the world.

In June 2005, the company opened its own tray plant and invested about £300,000 in new machinery. Its low-level shower trays are made of solid surface advanced plastic resin - a breakthrough at the time.

And Roman has continued to invest in the business and its staff. More recently, the company opened a dedicated customer relations centre, combining several departments, including sales support, installation and after-sales service. The new facility represents more than £100,000 of investment.

David says: "Customer satisfaction is extremely important at Roman. We aim to give the customer the best service possible, from initially ordering a product, to quick and accurate deliveries, right through to our after-sales care - we want them to be completely satisfied with their whole Roman brand experience.

"It is essential that they can easily approach us and that the customer relationship team are on hand to help with any questions and solve problems. We are always looking to improve and optimise customer care and this new facility can truly help with that. It is there for all our customers, whether they be the retailer, end user or installer."

Another of David's priorities is the training and development of his workforce. The company has forged strong links with Darlington College and he believes that improving skills has helped retain staff.

He says: "We have a lot of skilled labour around here, it is very much a local workforce working for a family business. Staff turnover is very low and loyalty is very high - we have people working here that have served over 20 years."

Roman is currently undergoing a brand makeover and has refreshed its website to include podcasts and all the latest news. For more information visit www.roman-showers.com

APRIL 1985: Roman is founded in Newton Aycliffe, County Durham, by Gerry Osborne, to manufacture multicolored bath screens matching the bathroom colours of the time.

January 1992: Roman employs its first technical representative to work full-time on display installation and after-sales service. (there are now 34 staff dedicated to this task).

July 1995: The company relocates into a purpose-built factory on a three-acre site on the Aycliffe Industrial Park.

January 1999: Roman purchases the first vehicle for its transport fleet.

June 2001: Introduction of the Colossus bath-sized walk-in shower - the first bath replacement enclosure on the market.

June 2001: A 1.2m extension of the factory by 100,000sq ft, with grants from DTI and Durham County Council, trebles manufacturing space.

September 2001: Initiation of Roman's Scholarship Scheme with Darlington College of Technology.

January 2002: Formal opening of the factory extension by the Prime Minister, Tony Blair.

February 2003: Launch of a national advertising campaign with full-page adverts in leading consumer publications.

June 2004: Establishment of a dedicated export department to develop overseas sales in New Zealand, the Far East and Europe.

July 2004: Roman expands customer service department, increasing the team to ten.

SEPTEMBER 2004: It wins the award for business growth from the County Durham Development Company.

APRIL 2005: Celebrates 20th anniversary. The company now employees 193 people.

June 2005: Roman opens tray plant to cope with demand for low-level trays. It gives the company scope to produce more individual and innovative shaped shower enclosures.

September 2005: The firm forges a partnership with The Yard, one of Ireland's leading bathroom showrooms. It also launches its Bundle Promotion which involves a national advertising campaign designed to reach 7.44 million consumers.

November 2005: Roman re-launches its website -www.roman-showers.com

June 2007: Roman opens customer relations centre, representing a 100,000 investment.

September 2007: Roman begins re-branding.