A new brand focused on European, family-run design is emerging to champion and uplift the luxury bathroom sector. 34 St John merges over 200 years of family heritage with a modern, design-focused philosophy. This approach offers a degree of personalisation, craftsmanship, and transparency uncommon in the industry, appealing to those who value trusted design and heritage.
Created by the Farmiloe family – whose business spans six generations – 34 St John is the direct-to-consumer evolution of the historic Farmiloe & Farmiloe company. The brand does not follow mass-market sourcing. Every product in the collection is carefully selected for its material quality, design integrity, and long-term performance – ensuring it belongs in a considered, lasting space.
Rooted in Clerkenwell and drawing on the Farmiloe family’s heritage with design-led brands, 34 St John features only carefully selected and finely crafted pieces. In an industry often driven by mass production, they partner only with European specialists known for their expert craftsmanship, strict regulatory standards, and commitment to materials that are made to last. All pieces within the collection are manufactured by European suppliers and most are family run and from the places that know each category the best. From Italian-designed baths and British vanity units to precision-engineered German shower enclosures – ensuring every detail meets the highest standard.
At the heart of the brand is an exceptional level of choice and creative freedom. With a huge selection of vanity units (over 1200) and colour combinations, alongside a pioneering colour-matching service, customers can specify finishes in shades from Farrow & Ball, Lick, Benjamin Moore or entirely bespoke palettes. This level of flexibility allows homeowners and designers to create truly individual spaces without compromise and in their own unique way.
From statement freestanding baths to refined brassware, mirrors and accessories, 34 St John delivers a complete and cohesive bathroom offering. Each piece is designed to work in harmony, supported by a dedicated design consultation service that brings expert guidance to every stage of the process.
The brand’s high level of design is coupled with a seamless customer experience. They use their own specialist team to ensure every item is carefully handled, securely transported, and delivered with the highest level of care. Customers can also order colour swatches, and products are showcased in leading UK showrooms, including flagship retailer West One Bathrooms.
With its blend of heritage, European craftsmanship and industry-leading colour personalisation; the brand reimagines the bathroom as a space for restoration and escape and is delivering an experience that challenges industry norms with this new, luxurious and modern approach.
John Horner, Managing Director of Farmiloe and 34 St John, says: “With over 200 years of experience in the bathroom industry, our roots span six generations of the Farmiloe family — one of the longest-standing names in British bathroom supply. With 34 St John, we’re proud to bring that heritage directly to homeowners, combining time-honoured craftsmanship with a more contemporary, design-led approach. Our focus has always been on quality over volume, offering something truly exceptional and authentically luxurious in a market often driven by mass production. Innovation has always been part of our story, and this marks an exciting new chapter — one that stays true to our values while introducing something fresh and distinctive.”
