The range was previewed to the national and international trade and media in the stately setting of Brocket Hall marking a move by Bathroom Brands into the grand luxury sector.

Rather than relying on the time honoured Victorian/Edwardian design path, Arcade is Belle Époque in style with a distinctly European air that captures the vibrant, cultured society of pre first world war Paris with its poets, painters and composers. Combining accurate period detail with the latest manufacturing technology, which includes a genuinely incomparable nickel-finish that makes it more hardwearing than chrome, Arcade is a complete collection of sanitary ware, baths, brassware, showering, radiators and accessories allowing high end retailers to create inspiring room set displays that customers will want to copy at home.

The choice of basins in the collection includes pedestal, wall hung and console designs, all teamed with brassware that has smooth, uncluttered lines and the long, gently curved spouts typical of turn of the century design. The freestanding baths feature interesting exterior textures such as a ribbed effect on the natural stone Albany model and the stunning hardwearing nickel-finish on the Albemarle bath. The showering range will include a unique shower-temple as well as a big selection of enclosures and shower fittings.

"We looked very carefully at the market for authentic period bathroom ware before we developed this range, commented Bathroom Brands CEO Patrick Riley. "It is a complete collection that brings something different to the market – and the Belle Époque styling means that it will work well in either a traditional or contemporary interior. Customers at the luxury level demand high standards in design, finish and choice – and this is what Arcade offers them."

Arcade will have a dedicated website, e-brochure and luxury brochure packed with beautifully styled photography. The range will be available to consumers from late summer 2014.