In November 2007, its television advertisements used CGI technology for the first time, incorporating water animation to bring life and movement to the products being showcased.

[4] A period of rapid expansion and brand development under the leadership of executive chairman Nick Nearchou established the business as a speciality bathroom retailer, with more than 150 showrooms in the United Kingdom by the end of 2007.

[citation needed] In 2009, the warehousing and delivery operation was transferred to DHL Supply Chain, at their facility at the Daventry International Railfreight Terminal near Crick.

[citation needed] In May 2012, Wolseley sold Bathstore to the turnaround specialist Endless LLP for £15 million cash, in order to focus on core wholesale businesses.

[5][6] In June 2014, Endless sold Bathstore in a management buyout led by chief executive Gary Favell, backed by American private finance.