Hidealoo utility room toilet

Hidealoo shortlisted for prestigious industry award

UK startup Hidealoo, creator of the world’s first foldaway toilet mechanism, is in the running for a prestigious industry design and innovation award.

Now in their sixth year, the kbb Innovation Awards recognise those who are pushing the boundaries of excellence and design across the kitchen, bedroom, and bathroom sectors.

As one of 10 finalists, Hidealoo will be demonstrating its unique functionality as part of a special display at the kbb trade show, being held at Birmingham NEC from 3-6 March, where the overall winner will also be announced.

The patented Hidealoo frame is designed to support homeowners and developers to maximise the use of the space they have available. It can be used with any standard UK wall hung toilet and allows it to be moved through 90 degrees, meaning it can be hidden inside a cabinet, cupboard, or wall space when not in use.

As well as creating more flexible floor space, the frame provides an opportunity for additional toilets to be installed where adding a new bathroom may not otherwise be possible. For example, by allowing a toilet to be fitted within a utility room cupboard, or in a cabinet underneath loft eaves.

Monty Ravenscroft, inventor and founder of Hidealoo, commented: “Its great to be shortlisted for this award, which is fantastic recognition for the frame and its potential applications. We know from speaking to our customers that it is already helping to open up many new opportunities for adding additional ‘lootilities’. While around 25% of current installations are going in traditional bathrooms, the vast majority of the frames are being used to fit toilets in more unusual locations, particularly within utility rooms.”

He added: “Huge congratulations and good luck to all our fellow finalists and we look forward to meeting with judges and visitors at kbb Birmingham.”

The Hidealoo frame is manufactured in Britain and was designed in collaboration with jaward-winning international designer Sebastian Conran. It can hold up to 400kg in weight and has been tested through 250k uses – the equivalent of being used more than 10 times a day for 65 years.

Since launching in the UK in 2023, Hidealoo has seen interest soar amongst both trade and consumer customers. The frame can now be found in homes across the world including Singapore, Romania, Austria, Germany, Slovenia, Ireland, and the USA.

To find out more, email us using: contact@hidealoo.com