JT flying the flag... on its shower trays

One Yorkshire company believes patriotism begins in the bathroom.

Leeds-based JT has announced that its shower trays will carry an image of the Union Flag as it attracts customers in Germany and the Middle East.

JT, which is backed by private equity house Gresham, has already established itself as the largest UK firm in its sector.

Over the last six months, the £10m turnover company has invested around £100,000 in a rebranding programme and the development of a new product range – the JT Naturals Collection.

Paul Crossley, the managing director of JT, said the company was emulating Sir Richard Branson by flying the flag.

“The best way to drive UK manufacturing recovery is to be proud of your heritage,’’ he said.

John Schofield, the company’s sales and marketing director, said the company could add to its 75 staff, if sales volumes increase.

He added: “We secured a distributor in Germany five to six months ago, and that is going very well.

“We have also recruited a distributor based in Dubai...volume in the Middle East will kick in in the next six to nine months.”

Mr Schofield said the company was developing a brand in what had been traditionally regarded as a commodo tised sector.

He added: “It’s really important to customers that we get it right first time, that’s where the investment in manufacturing has paid dividends.”

JT, which was founded in 1988, is owned by Mr Crossley in conjunction with Gresham and a small number of investors.

Gresham Private Equity invested in two companies in Yorkshire last year and is now looking to beef up its operations in the region.

In April 2010, it backed the £32.8m management buyout of the Team Telecom Group from Leeds-based Spice Group.

In the same month it also supported the £12.8m management buyout of Lanes Assistance Services from Leeds-based Lanes Group.