UK-based retail technology firm Virtualstock teams with City Plumbing to expand online marketplace
City Plumbing (CP), part of the Highbourne Group, has partnered with Virtualstock to extend its product range and meet growth targets. It says that, within just a few weeks of going live, it will have added thousands of new products to its online range.
CP initially adopted Virtualstock’s order management system to streamline supplier onboarding and extend its range in existing categories. It claims to have significantly expanded the products on offer, while avoiding the inventory risks typically associated with range expansion.
The initiative has prompted CP 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 CP to manage and sell seamlessly across its entire portfolio.
Hemal Morjaria, Managing Director of Heating and Renewables at City Plumbing, pictured below, says: “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, adds: “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.”
2025 RTIH INNOVATION AWARDS
Online marketplaces were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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