Lyrical Communications announces cross-brand partnership with the Bathroom Manufacturers Association

Lyrical Communications, part of Nineteen Group, has revealed details of an enhanced strategic partnership with the Bathroom Manufacturers Association (BMA) that spans the InstallerSHOW, InstallerDIGITAL, and elementalLONDON brands.

Building on the existing partnership which has seen the BMA play an integral part in the growth of the bathrooms offering at InstallerSHOW and the delivery of the inaugural Installer Kitchens & Bathrooms event in 2024 – including the popular Future of Water theatre – the enhanced offering will include co-location of BMA events at both InstallerSHOW and elementalLONDON in 2025, as well as substantially increased input into mixed media content for the K&B stream of the InstallerDIGITAL platform.

Tom Reynolds, CEO of the Bathroom Manufacturers Association, comments: “Today’s announcement is a natural evolution of the longstanding and fruitful collaboration between BMA and Lyrical Communications. As an industry, bathroom manufacturers and installers are critical in the effort to make the UK’s building stock fit for the 21st century. Lyrical’s full portfolio, including elementalLONDON and the expanded Installer Kitchens & Bathrooms, brings together all the relevant stakeholders. The partnership, therefore, perfectly aligns with our association’s mission.”

Michael Costain, Managing Director of Lyrical Communications, adds: “This is a partnership that has flourished over a number of years, and we’re delighted to be able to expand our collaboration across the entire Lyrical portfolio. Working together in this way ensures we are able to deliver valuable content which benefits the entire kitchens and bathrooms supply chain – whether online or in person.”

Installer Kitchens & Bathrooms at InstallerSHOW 2025 (24-26 June, NEC Birmingham) will bring together manufacturers, retailers, designers, distributors, specifiers and installers to share their views and vision for a collaborative approach to the future of the sector. Its successful debut in 2024 offered a blend of technology, tools, innovation, and inspiration for attendees. Its aim is to bring the supply chain closer through education, knowledge sharing, and networking opportunities. Highlights include a packed content programme across theatres focusing on bathrooms, kitchens and surfaces, covering topics such as water and energy efficiency, design innovation, sustainable and smart technology, best practice, and legislation.

elementalLONDON (19-20 November 2025, ExCeL London) has the ethos of “Advancing the efficiency of buildings” at its core. It will deliver an informative and engaging conference, exhibition and networking programme that combines deep insight with practical understanding of the challenges faced by building owners and operators, and the entire supply chain with whom they work.

InstallerDIGITAL is the UK’s leading online platform for tradespeople in the heating, plumbing, electrical and K&B sectors. It has been at the heart of the industry for more than two decades and is a both a trusted voice and the primary resource for news, opinion, technical information, and advice across the installation community.

BMA is an Industrial Associate of CIPHE, to see the full list of Industrial Associates check out the directory HERE