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Ground Floor
12 King Street

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    Victoria Plum

    In October 2019 Endless acquired Victoria Plum, the UK’s leading online only bathroom retailer.

    The investment added another leading consumer business to the Endless portfolio, with current and past investments including The Works, American Golf, Wonder, Kiddicare and bathstore.  


    Victoria Plum, which trades exclusively online as VictoriaPlum.com and was founded in 2001, provides a range of predominantly own-branded bathroom products, including bathroom suites, bathroom furniture and accessories. 

    In 2019, Endless supported CEO Paul McClenaghan and the rest of the management team to undertake a management buyout from existing owners TPG Capital. Endless backed the management team’s plan to continue investing in its people, digital and retail experience, as well as expanding its product and services offering.


    Victoria Plum was acquired by Endless in 2019 and has since undertaken a successful business transformation strategy led by the senior management team.

    During our ownership, Victoria Plum has become the UK’s number one online only bathroom installation provider thanks to the introduction and continued success of the design and installation service.

    The business has also significantly expanded the range of products offered to 13,000 products, with the introduction of 4,000 new lines.

    In response to the challenges of the pandemic, the business adopted a hybrid working model and transformed its offices into collaborative hubs where colleagues can meet to work together.

    Further investments made have included the continued development of the website, the recruitment of people with extensive retail and online experience, nurturing and developing staff across the business and strengthening its service and offering to trade customers.

    The Doncaster-headquartered company has also partnered with JUST ONE Tree, a non-profit initiative working to remove CO2 from the atmosphere and reverse biodiversity loss through global reforestation.


    Discover a PE firm that invests more. If you’re a business owner, part of a senior leadership team or investor looking to revitalise a business with fresh opportunities, get in touch.