Dave Mayer, Commercial Director at Reginox, and Nigel Wareing, Cornerstone Design & Marketing, which has been Reginox’s PR and marketing partner for the last 2 years, discuss what it takes to be a leading brand.
Brands with a rich heritage have a common denominator, their manufacturing excellence and innovation. It is why their products capture the imagination of consumers, who know they can trust the products they are getting.
It’s then fitting that the manufacturing excellence and innovation that has made Reginox, one of the world’s leading brands in kitchen sinks and taps, celebrate its 50th anniversary in 2026.
Ever since 1976, Reginox has led the way in quality and innovation in sinks and worktops for the kitchen, project and healthcare markets.
Based in Rijssen, in the Eastern part of the Netherlands, it’s where the Reginox story began. The fledgling company began designing, developing and manufacturing products in-house, eventually creating ranges of numerous styles and bowl configurations.
Reginox has pioneered manufacturing techniques that have since set sink industry standards, paving the way for a revolutionary, market-leading collection of coloured stainless-steel sinks. They then introduced following years of research and development.
The coloured coating is achieved using physical vapour deposition (PVD), a technique used to deposit thin films, one atom or molecule at a time, onto the steel surface to create a hard, durable surface.
Indeed, PVD coloured stainless steel is scratch resistant, ideal for high traffic and heavy-use areas, as the tough finish is about 10 times harder than the stainless steel itself.
Cheshire-based Reginox UK was added to the business’ worldwide portfolio almost 30 years ago. Under the guidance and entrepreneurial spirit of Commercial Director Dave Mayer for over 25 years, this branch has forged its own success story to add to the brand’s heritage.
The current Reginox UK product range extends to 150 sinks in various sizes, 56 taps - including 4-in-1 and 3-in-1 hot water models – waste disposals, accessories, and other peripheral products sold via an extensive network of strong trading partnerships that support a brand-based offering for high quality suppliers and builders.
Stainless steel, the core of the Reginox sink range, accounts for nearly 50% of its UK sales. It is complemented by an array of ceramic sinks and a well-established range of granite composites, Regi-Granite, at a price point aligned with housebuilders and specifiers.
As well as sinks and taps, Reginox has a range of waste disposal units which feature stainless steel grind components with a lifetime corrosion warranty; Bio Shield Antimicrobial coating on all grinding components, and splash guards to combat bacteria.
There is a maintenance-free model to meet every specification from 0.5HP to 0.75HP with a balanced turntable and armature shaft to reduce noise and vibration.
Tell us about brand heritage and why it shouldn’t be underestimated
“Experience matters – it engenders quality,” says Dave Mayer. “The kitchen sink and tap need to be a perfect combination - well made, durable, stylish, practical and, of course, represent excellent value.
“That’s a never-ending challenge for sink and tap manufacturers everywhere. Clever design that blends quality, style and practicality is a challenge. So, for instance, the curves on some of our steel sink designs might look pretty, but they are also there to add rigidity and strength to the product.”
Nigel Wareing explains, “The strength of a brand, and its longevity, signifies enduring quality. It says to the consumer: you can trust in these products – they’ll serve you well.
“Underpinning that is the brand itself, it’s the feature, or set of features, that distinguish one business, product or organisation from another.
“It typically comprises of a name, tagline, logo or symbol, design, brand voice, and more. It also speaks to the overall experience a customer undergoes when interacting with a business — as a shopper, customer, social media follower, or merely as a passer-by.
“With that in mind, we launched a new advertising concept for Reginox in 2026 – ‘Reginox for life, creating memories together’ – to highlight the role of the kitchen sink and tap among some of life’s key milestones, whilst also giving a nod to the fact that Reginox stainless steel sinks come with a lifetime warranty.”
What goes into creating a successful brand like Reginox?
“Strong client relationships and customer service excellence,” replies Mayer. “The old adage ‘people do business with people they know, like, and trust’ is just as significant today as it always was.
“Our service-driven approach means we operate with a ‘complete, on-time, every time’ philosophy’.
“I believe strongly that we have an unparalleled product offering and I strive to ensure that our team offer our customers the best quality products and prices all backed up by what I know is a fearsome reputation for absolute service.”
Wareing adds, “Reputations can be pretty fragile. One of the strongest elements of a good reputation is world class customer service.
“Customer satisfaction is not only key to business growth, but it also directly impacts a brand’s reputation. Satisfied customers share their positive experiences with friends and colleagues, which is a boon for your reputation, especially given the potential impact that social media has these days.
“Although likability is said to foster connection and loyalty, a big caveat here, is that people need to perceive value, competence, and that you understand their needs - and not just want their money!”
How do you build a buzz around your products?
Dave Mayer explains, “Whilst we can be passionate about sinks – and I certainly am – they will always tend to be a necessity rather than an emotionally-driven purchase.
“However, what I will say – and I’ll repeat what I said in an interview with Showhome last year – builders and developers overlooking the importance of kitchen sinks and taps in their developments do so at their peril.
“On average sinks and taps are used far more often than a cooker, hob, fridge, or toaster etc. As a kitchen focal point, whilst not as obviously eye-catching as, say, a fancy hob and cooker hood, or a huge American-style fridge/freezer, the kitchen sink and tap, command a position of high authority, not to mention high usage.”
Wareing adds, “Standing out from the crowd is something all businesses strive for. A brilliant brand strategy makes that possible and builds customer loyalty.
“A brand strategy is a blueprint to help a business connect and win favour within its marketplace, to help customers easily recognise and remember the brand and its products.
“This strategic approach future-proofs your brand and develops it in a way that differentiates you from others. By communicating uniqueness to customers, you strengthen your selling power, brand value, and customer loyalty.”
About the experts
While maintaining his focus on the continuous improvement of his internal and external teams, Dave Mayer has worked tirelessly to elevate the Reginox brand, striving to establish and constantly improve its marketing strategy and building relationships with trade partners.
His partnership building over the years means Reginox products have featured prominently with suppliers such as Screwfix, Costco, Toolstation and many others.
He has also instilled an ethos of strong commercial management, a willingness to be flexible in meeting customers’ needs while building on Reginox Holland’s commitment to ongoing investment in quality and advanced manufacturing techniques that puts its products at the cutting edge of the market.
“We only use only the best quality stainless steel as a raw material - with an eye on eco-friendly supply chain partners - to ensure the end product always meets our customers’ demands,” explains Mayer.
Nigel Wareing, meanwhile, has worked in the media for almost 50 years, spending much of that time on local and regional newspapers, as well as working for a leading high street retailer on internal communications and staff magazines.
He ventured into PR and marketing five years ago and now advises a raft of B2B clients for Cornerstone DM, which is based on the fringes of Saddleworth near Oldham in Greater Manchester.
About Reginox
Reginox is a globally recognised manufacturer of high quality kitchen sinks and worktop solutions, delivering durable and design led products tailored to the needs of modern housebuilding and interior specification. With decades of manufacturing expertise, the company offers an extensive portfolio spanning stainless steel, granite composite, and integrated sink designs, enabling developers and designers to achieve both functional performance and visual cohesion within kitchen spaces.
The company focuses on precision engineering to ensure long lasting reliability, while flexible product ranges support a variety of layouts, from compact urban developments to premium residential schemes.
Beyond product design, Reginox places strong emphasis on efficient installation and practical usability, recognising the importance of streamlined workflows across large scale housing projects. Its solutions are developed to meet the expectations of today’s buyers. Factors such as durability, hygiene, and ease of maintenance are key considerations.
Operating from advanced production facilities and supported by a strong UK presence, Reginox continues to play a significant role in shaping contemporary kitchen environments, aligning manufacturing quality with the evolving demands of the residential construction sector.
