"What mattered to us most was the cultural alignment and reputation of Charms."
With the existing owners approaching retirement, this could have marked the end of an era for family-run Charms. But the deal with fellow family-owned Passmore Group meant that jobs could be saved and 15 years of heritage preserved.
And now £6m turnover Passmore is implementing plans to grow the business to £10m in the next 3-5 years, which will create 20 jobs for local fitters, installers and surveying staff in the process.
Commenting on the move, managing director Tony Passmore said: “We have grown to become the leading bathroom designer and installer in Leeds and the surrounding area, so the acquisition of this well-known and respected Harrogate brand is a logical step in our ongoing expansion. In fact, the Harrogate deal is potentially the first of many.
“What mattered to us most was the cultural alignment and reputation of Charms. This is similarly a family-run brand synonymous with trust, quality and integrity, so the fit into our stable of companies was perfect. We look forward to bringing 50 years of installation expertise to the table – especially for some Charms’ clientele who may have previously used the company for ‘supply only’ bathroom purchases.”
With a 3,000-sqft showroom already in place, there was little fit-out work to do in preparation for this week’s re-opening. In fact, with Charms’ exclusivity rights to supply Laufen Kartell and Roca Inspira products to Harrogate customers, Passmore has already been able to expand its range under the More Bathrooms umbrella. However, a number of additional products will also be added over the coming months, including stylish and accessible shower solutions and easy access bathing equipment.
“The Harrogate expansion signifies our desire to provide a fantastic bathroom experience to as many Yorkshire customers as possible,” adds Tony. “The combining of these two businesses will help us to do just that.”
Passmore is a 50-strong company that services customers within a 60 mile radius of their Wortley, Leeds headquarters. The Group is made up of three core brands – More Bathrooms, More Ability (bathing solutions for people with disabilities) and More Build (turnkey home improvements).