Fresh from a successful exhibit at HIX 2024, the team behind Grant Westfield talk evolving technologies, entering the hotel market, and expansion plans. 

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Tell us about the brands that make up Grant Westfield? 

Grant Westfield is a traditional parent company. Trading under that we have Multipanel, which is the traditional bathroom wall panel selection, that has now also started to expand out of the bathroom. We’ve got five ranges underneath Multipanel, one designed by Linda Barker. 

Then we have NaturePanel, which was launched earlier this year with a view to moving out of the bathroom even more. It covers a whole new design element, aiming at that more Scandi trend, and it speaks to the architecture and design community a little bit more. 

NaturePanel is a little more design-led, while Multipanel is primarily based on functionality. 

Can products from both brands be used together? 

Yes – both brands use the same Hydrolock technology. So clients can place NaturePanel products next to any of the Multipanel boards, and they clip together seamlessly. It’s the exact same manufacturing process for both lines. 

How do the brands’ clients vary? 

Multipanel’s original success was built on a lot of social housing. Sometimes that can have an impact on progress – it doesn’t matter how many ranges you design, it’s still thought of as a social housing product. 

However, there is no one product that will launch a brand into the hotel market – what works for one brand won’t necessarily work for a small boutique hotel. NaturePanel launched in the UK in March, and it’s gone down well so far, in terms of product moved, but also in bringing a whole new clientele that’s more design-focused. 

How can the panels be tailored to suit clients’ needs? 

The material is very easy to cut, so clients can create the shapes that they want to fit various dimensions. 

Previously we used all plywood, but it’s not very affordable anymore. And whilst plywood is great, when you cut it, it splinters. Our material is much easier for installers to work with. 

What are the benefits of using Grant Westfield’s panels in hotels specifically? 

Hotels are switching on quite quickly to the idea that tiles aren’t always needed. Previously, wall panels were seen as something quite functional, with no design element to them at all. But with technology moving on, the design element is expanding. 

Our ranges give the appearance of multiple tiles, but the functionality of just one panel. This can bring added practicality when it comes to, for example, refurbishing. Our panels can work to minimise guest disruption, and keep occupancy high. When hotels are refurbishing, the worst thing to have is rooms out of use. If you’ve not got somebody in the guestroom, you’ve also not got that same person having drinks or dinner in the bar. We have developed an EPD Calculator, which shows how many nights of occupancy are saved when hoteliers use our panels instead of traditional tiles, whilst also calculating the amount of CO² reduction hoteliers could have with our products. 

Cleaning time is also really reduced – there’s the appearance and feel of a real tile, but ridges aren’t deep enough that you’re going to catch any of the mold or mildew. So when cleaners come into a hotel, they can just sweep over it with a cloth. 

What’s next for Grant Westfield? 

We are predominantly UK-based, but NaturePanel has just moved over to a German operation as well. It’s still finding its way, but it’s been a good launch. 

We are also launching a collaboration with designer Laura Ashley, which has been quite a while in the making. It will launch around April 2025, featuring Ashley’s signature style, as well as the same technology used across our whole portfolio.