City Plumbing Extends Range Without The Risk Thanks To Virtualstock Partnership

• Virtualstock rollout enables rapid supplier onboarding, cross-brand selling and real-time visibility across City Plumbing’s portfolio
• The partnership supports City Plumbing’s growth strategy with an expanded range, greater customer choice and no added inventory risk

City Plumbing (CP), part of the Highbourne Group, has partnered with Virtualstock to significantly extend its product range and meet ambitious growth targets. Within just a few weeks of going live, CP will have added thousands of new products to its online range.

City Plumbing initially adopted Virtualstock’s intuitive order management system to streamline supplier onboarding and extend its range in existing categories. It has significantly expanded the products on offer, while avoiding the inventory risks typically associated with range expansion.

The success of this initiative has prompted City Plumbing to broaden the use of Virtualstock across warehouse operations, new supplier relationships, and even new product categories – appealing to a wider customer base beyond its traditional trade audience.

With minimal integration required, the platform delivers real-time visibility of stock and orders across multiple brands, enabling City Plumbing to manage and sell seamlessly across its entire portfolio. The fast rollout and measurable returns highlight the value of technology-led range expansion.

Hemal Morjaria, Managing Director of Heating and Renewables at City Plumbing, said, “We’re delighted to be working with Virtualstock on this important initiative. The partnership enables us to expand our product range quickly and efficiently for our customers. We’re empowering installers by ensuring they have the right products, when and where they need them, without compromising on their experience. Following on from this success, we've rolled out this initiative across the wider Highbourne Group."

Caroline Boscott, Commercial Director at Virtualstock, added: “It’s been fantastic to work with the City Plumbing team with such pace and ambition. Our platform has allowed them to extend their range rapidly without needing to increase internal resource – proving the power of our technology. We’re proud to help City Plumbing hit their sales targets and deliver greater choice to customers across their portfolio.”

The partnership underscores City Plumbing and the wider Highborne Group’s strategic ambition to scale efficiently, trial new categories, and strengthen supplier relationships – all while delivering greater value to customers and securing a significant return on investment.

Image : Hemal Morjaria, Managing Director of Heating and Renewables at City Plumbing

Source : Virtualstock

Image : City Plumbing 

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