Victorian Plumbing Group plc (“Victorian Plumbing”) is the UK market leader in bathroom furniture and accessories with 21.5% market share in 2024. Offering an extensive range of over 150 brands and 36,000 products across all price points, the group sells online to both consumers and trade customers (24% of FY25 revenues). Having successfully extended into the adjacent category of tiles and flooring, the group entered the complementary homewares and furniture category in 2025 under the MFI brand.

23 Oct 2026

Victorian Plumbing CEO Interview: Stephnie Judge on Growth, Trade and MFI

Stephnie Judge, CEO of Victorian Plumbing Group plc, talks to Equity Development's Caroline Gulliver about the UK's leading online bathroom specialist and where growth comes from next. They cover her move from Group MD to CEO, working with founder Mark Radcliffe, the runway in bathrooms, trade customers, tiles and flooring, the MFI homewares relaunch, and priorities for cash.

Watch the full interview (right) or selected parts of the conversation (below).


New CEO, What Stays and What Changes: Stephnie explains why she sees the move as a natural progression rather than a change of direction (1.5mins)	The growth runway: share of the UK bathroom market has grown from 3.3% in 2015 to 21.5% today. There is plenty of headroom in core bathrooms, trade customers, and adjacent categories such as tiles and flooring. (53secs)

Trade Customers: They amount for 25% of VIC business, but around half of the wider market. Stephnie explain how the app, credit and better understanding of their needs will grow this segment. (2mins)	Market Efficiency: Stephnie explains how removing Victoria Plum as a competitor and investing in brand have improved Victorian Plumbing's marketing efficiency. (1min)

Tiles and flooring: Stephnie explores growth in tiles and flooring and how she expects to improve margins that are currently a little lower than in bathrooms. (1.5mins)	MFI, year one and the vision: We explore MFI's first year, how to curate the range, and the aim for it to stand on its own feet within three years. (2.5mins)

Is MFI a distraction: We discuss how the group isn't betting the company on it, and that they are ready to change course if it doesn't work. (3mins)	Cash, capacity and M&A: We cover priorities for cash, spare capacity across the warehouses and a selective approach to M&A after the Sovereign acquisition. (1.5mins)

Why hold for five years? Stephnie Judge gives her case for holding Victorian Plumbing for the next five years: the size of the runway, brand investment, adjacencies and trade. (1mins)

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