An Evesham-based retailer is aiming to double its profits as it celebrates its 25th anniversary.

Plumbworld, an online supplier of bathroom and kitchen goods, was set up in 1999 by current CEO James Hickman and has since become one of the leading companies in its industry.

The company employs more than 160 people across its two sites - its headquarters on Enterprise Way and a call centre in Barrowford, Lancashire.

Read more: Almonry almost doubles its normal visitors after free entry

As it enters its 25th year, the company has surpassed the £100 million sales mark.

Mr Hickman, who has sold the company twice, is determined to keep the momentum going.

He said: "It is great to break through the £100m sales level for the first time and enter our 25th year of trading in such a strong position.

"Now £200m has to be the next milestone for us to aim for."

Plumbworld was the first online-only business in the bathroom industry when it was founded by Mr Hickman, well before the advent of social media and smartphones.

The former accountant, who taught himself to code by reading books and built websites for big brands, ventured into the bathroom sector with a clear strategy.

Mr Hickman said: "Our strategy was always to provide attractively-designed products at affordable prices.

"Getting someone to trust you enough to buy a product they have not seen can be tough for some.

"But what you have to do is provide reassurance, present the right information, and then go the extra mile with, for example, a warranty so there is no fear of purchase."

Mr Hickman first sold a 25 per cent stake in the company to fund growth.

He later bought it back for £250, then sold the entire business to Grafton Group for £7.1 million.

After buying it back in 2018, he sold it again in 2022, this time to private equity-owned Highbourne Group.

Mr Hickman said: "There aren’t too many recognised brands in this sector.

"We focus on the lower to middle range of the market and it allows us to get our own house brands in front of the consumer."