The bath balances two identities within the modern home: a hub of practical daily activity, and a quiet retreat.

“Bathrooms are growing in size, trending toward a tranquil spa environment and an ever-expanding variety of uses,” says Jeff Ptacek, CKD, product manager for Sioux Falls, SD-based StarMark Cabinetry. “Add to the mix that customers want something unique – a reflection of their personal style – and the result is the growth of nontraditional storage options.”

Manufacturers recently surveyed by Kitchen & Bath Design News report this multidirectional shift in bath vanity design and storage options is partly due to the changing nature of how the home is viewed as a more permanent asset than it was a few years ago.

“The economy is a factor,” adds Steve Wilcox, director of product development and marketing for Cerritos, CA-based Sagehill Designs. “There’s always going to be a common need for innovative products that will get the attention of our sales force, wholesale buyers, and ultimately, the end consumer. But the x-factor is that these products also need to be considered a value at whatever price-point. This is no easy task, especially when you consider the economic environment. We foresee a more conservative environment for the near future and we see this affecting styling trends, as well.”

A home’s resale value is not the goal as it may have been in previous years; custom solutions rise to fit changing circumstances and the specific tastes of the homeowner, manufacturers note.

“The current trend is toward predominantly furniture-styled pieces in a definitive thematic context. Customers seem to want to achieve specific design themes in their bathrooms, as opposed to previous trends that were a bit more neutral in overall design aesthetic,” says Chris Stookey, director of engineering and product management for Liberty Lake, WA-based Huntwood Industries.

Custom is king, agrees Eric Joseph, marketing manager for Newark, CA-based Ronbow Bath Furnishings. “A customer always wants something that is specifically for their bathroom, and that is a tough requirement to meet. We make sure most of our bath furnishings are modular, meaning you can use multiple pieces to achieve the size and/or style you are looking for. Providing as many options as possible is key.”

Sandra Luttchens-Van Allen, director of training and communication for Jasper, IN-based MasterBrand Cabinets notes, “There has still been a call for personalization and customization this year, however we’re seeing a more ‘back to the basics’ approach – products made to last that blend with existing décor.”