Our Synergy strategy is helping drive growth with regional housebuilders, as demonstrated by our expanding partnership with Midlands-based developer Levison Rose Homes.
Having worked with Ideal Standard for several years, Levison Rose Homes initially specified i.life ceramics and furniture across a limited number of plots. In 2024, year-to-date transactions with the developer totalled £10,000.
Through closer collaboration and the introduction of a joint Villeroy & Boch and Ideal Standard specification, this grew to £24,000 in 2025, with further growth forecast to reach about £50,000 this year.
The forecast increase has been driven by securing a move from a part specification to a full bathroom solution in a current development, with an expectation this will continue in future projects.
By offering a coordinated Synergy approach, Ideal Standard and Villeroy & Boch have secured not only ceramics and furniture, but also brassware, showering and glass, with both brands now specified across multiple sites.
Residential Specification Manager Tayla Dolman worked closely with Villeroy & Boch merchant partner JA Clarke to present a packaged specification to the developer.
Joint meetings focused on demonstrating how the two brands could be used together to deliver a consistent, high-quality solution across different house types, while responding to varying budget and market requirements.
Ideal Standard i.life sanitaryware and furniture, and shower trays are being specified for mid-range homes, while Villeroy & Boch products have been introduced for higher-end plots, featuring Avento sanitaryware, Skyla brassware and Venticello furniture.
This flexible approach has allowed Levison Rose Homes to differentiate its developments while maintaining a cohesive bathroom offer.
One current site (pictured above) in Aldridge, West Midlands, comprising six plots, has a total specification value of £25,000, equating to more than £4,000 per plot in sanitaryware alone.
Overall, there are now five active Levison Rose Homes sites across the Midlands, with further developments expected.
Tayla said: “Synergy has given us a strong platform to grow the relationship with Levison Rose Homes.
“By combining Ideal Standard and Villeroy & Boch, we were able to offer a complete specification that worked across different property levels, supported by a single, joined-up proposition.
“Working closely with our merchant partner was key to securing the full specification and driving continued growth.”
The Levison Rose Homes partnership illustrates how the Synergy strategy is enabling deeper customer relationships, stronger specifications and sustainable year-on-year growth across the residential development sector.