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The 3rd Acquisition Of The UK’s Largest Bathroom E-Commerce Company In 18 Months – With A Partial List Of E-Commerce Companies In Europe

The Third Acquisition Of The UK’s Largest Bathroom E-Commerce Company In 18 Months – With A Partial List Of E-Commerce Companies In Europe

This vertical market for home retail is the next transitional market for e-commerce. More than 50% of consumers in the UK and Germany participate in online shopping for home décor and furniture.

McKinsey, “SME E-Commerce Growth Emerging,” 2022.6

CMO Group PLCI (“CMO”), the UK’s largest online building materials retailer, reported consolidated revenue that soared to £76.3 million in the past year, up 46% year-over-year. Its adjusted EBITDA increased 42% to £3.7 million from £2.6 million in 2020.

During the month, CMO Group Plc executed its third M&A deal within 18 months, acquiring an online basin business, clickbasin.co.uk, for £1.25 million.

Following the acquisition, Clickbasin.co.uk will merge with the previously acquired JTM Plumbing to form a large plumbing e-commerce platform plumbingsuperstore.co.uk. The platform will be launched this summer. The platform will also enable CMO to gain a strong foothold in the UK online plumbing marketplace.


Clickbasin.co.uk was founded in 2010 and has around 320 SKUs, including bathroom cabinets, cupboards, bathroom mirrors and taps. Its product range will complement CMO’s existing product portfolio.

COM was founded in 2008 and is listed on the Alternative Investment Market (AIM) of the London Stock Exchange. It was formerly known as Construction Materials Online and in 2017, private equity firm Key Capital Partners invested £8.65m in it.

Dean Murray, CEO of CMO, said, “Our strategic goal is to provide our customers with a one-stop shop for their homes through an easy and fast shopping experience. We will be customer-focused and expand our market share either through technology development support or through acquisitions in specialist verticals.”

Despite disruptions in the supply chain and price increases in raw materials, CMO’s revenue grew 33% to £38 million in the second half of 2021, benefiting from the recovery boom. Overall online market share grew by 11% year-on-year.

CMO reported that the total number of active users increased. Average order value increased by 10% and the repeat rate increased “significantly”.

CMO’s strategy is to acquire or build new specialist sites and expand its existing range. The company currently operates more than 100,000 SKUs through eight separate vertical HVAC online platforms: Door Superstore, Roofing Superstore, Drainage Superstore, Insulation Superstore and CMO Trade.


The European vertical home e-commerce companies have launched IPOs

In the past three years, Made.com , Victorian Plumbing and other independent professional vertical category bathroom, soft furnishings, carpet and other vertical professional e-commerce platform began to launch IPO. The UK market is the most popular, but the German market is more cautious.

Compared to Amazon, the Wayfair and other mass or home general e-commerce platform are more vertical. They focus on design, niche areas and are mainly independent sites.

Part Of The European Home E-Commerce

CompanyBusiness Van CountryRegionWebsiteValue / Market Value
Made.comDesign category sofa furnitureUnited Kingdomcorporate, made, com200 million pounds
Home24Furniture, lighting, soft furnishingsGermanyhome24. com123 million Euros
WestwingSoft furnishingsGermanywestwing, com152 million Euros
Victor ian PlumbingBathroomUnited Kingdomv ictor i anp1umb i ngp1c. com206 million pounds
CMO Group PLCBathroomUnited KingdomRoof i ngsuperstore. co. uk、
Drainagesuperstore. co. uk、
Insulationsuperstore. co. uk、
Doorsuperstore. co. uk、Tileandfloorsuperstore. co. uk、
cmotrade. co. uk、

Tota11iles. co. uk

84.56 million pounds
Nordic Nest (BHG)Scandinavian FengueSwedenNord i c NestBHG 5.17 billion Swedish kronor
Reuter HoldingDecorationUnited Kingdomreuter.com/
WayfairBathroom e-commerceUnited StatesWayfa i r.com4.8. 4.6 billion USD
Source:Public Information, Kitchen and Bathroom Information

At the same time, the European online purchases show features of cross-border style.

According to Pitney Bowes, one fifth of global e-commerce transactions in the next four years are likely to be cross-border. By 2025, global cross-border sales are expected to reach $1.6 trillion.

A recent study by Pitney Bowes highlights the relationship between U.K. retailers and younger U.S. users. Its survey of 1,254 U.S. cross-border online shoppers found that a quarter of Gen Z consumers and more than a fifth of millennials buy once a month or more from U.K. online retailers that exist                             .

But there is also a need to focus on the supply chain issues associated with the continued growth in product returns.



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