Retail Observer

RETAILOBSERVER.COM OCTOBER 2026 24 T he bath category is evolving as consumers look beyond basic function and consider how products can better support the way they live. Some are looking to create spaces that prioritize relaxation and thoughtful design, while others are exploring at-home recovery or considering how their homes can support changing needs over time. For retailers, these diverse motivations are creating opportunities to reach customers with a wider range of priorities. Recognizing what is driving those purchases can be just as important as understanding the products themselves. As the category becomes more specialized, considering the experience a customer is trying to create can help retailers determine which categories deserve greater attention and how those products are displayed, discussed, and marketed. That range of motivations is influencing how Empava approaches bath innovation. For some consumers, the bath has become as much about the experience and overall design of the space as it is about function. The Sculptura Freestanding Soaking Tub combines the comfort and simplicity of a dedicated soaking experience with an expressive, sculptural presence, offering a way to create a place to unwind while making a distinct design statement. Interest in at-home recovery is also expanding what consumers expect from the bath. Cold-water immersion is moving beyond dedicated fitness and recovery spaces and into residential environments as consumers explore new ways to incorporate recovery into their routines. Empava's Cryo Titan Cold Plunge Tub combines precise temperature control with indoor/outdoor versatility, making hot and cold immersion more adaptable to the home and bringing a different type of experience into the residential bath category. For consumers planning for changing needs, accessibility is shaping another area of bath innovation. Empava's Walk-In Tubs combine safety-focused features with hydrotherapy and contemporary styling to support greater comfort and independence. The category also reflects a broader evolution in aging-in-place design, where products created to support long-term needs can still feel considered and connected to the overall design of the home. For retailers and design professionals, these different purchase motivations create an opportunity to look beyond traditional product specifications. A customer seeking a sculptural soaking tub may have very different priorities from someone exploring cold immersion or planning for aging in place. Understanding what is driving the purchase can help retailers connect customers with products that align with the experiences, functionality, and long-term needs they value most. As these areas of the bath category continue to evolve, KBIS 2027 will give retailers and other industry professionals an opportunity to see emerging products and experiences up close and better understand where consumer demand is heading. Empava will be there, giving attendees an opportunity to experience firsthand how the brand is rethinking design, functionality, and the possibilities of the modern home. Visit www.empava.com for more information. RETHINKING THE BATH: WHERE INNOVATION MEETS CHANGING CONSUMER DEMAND Understanding what's driving today's bath purchases can help retailers navigate an increasingly specialized category M A N U F A C T U R E R [ N O T E S ] RO

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