Founded in 1999, it has no physical shops or showrooms, as its business is concentrated on online and telephone sales. The company's distribution centre is based in Kingston upon Hull, and its headquarters are located in Hessle, East Riding of Yorkshire.
The company was founded in 1999, as part of the Walker Group, which also owns other popular homeware and furniture stores such as MFI Group. The brand began trading in 2001, and has since seen consistent growth in sales and investment. In November 2013, it was announced that the company was seeking the advice of KPMG, on a proposed sale estimated at £150 million.Victoria Plum won the Retailer of the Year award in the home products section at the Venda ECMOD Direct Commerce Awards in London in May 2013. The company is listed at number six in the SME rankings for Yorkshire.
In April 2014, private equity firm TPG Capital had invested £200 million in Victoria Plum after buying a majority stake. Due to expansion, the company moved its headquarters to Hessle, East Riding of Yorkshire in October 2014.On 12 April 2015, Victoria Plum appeared at number #81 in The Sunday Times Profit Track 100, which ranks the Top 100 private companies in the United Kingdom with the fastest growth in their profits over a three year period.
On 21 July 2015, the company changed its main trading name from Victoria Plumb to VictoriaPlum.com, to emphasise the exclusively online nature of the business. A new logo and strapline – “Your home” – was also introduced, as the brand announced it would be moving into other areas of the home, starting with bedrooms.
VictoriaPlum.com designs, makes and supplies a range of bathroom products from its headquarters in the East Riding of Yorkshire. In September 2013, the company launched a revamped version of its website optimised for mobile browsing, aimed at enabling customers browsing in physical stores to compare products and prices online.
A survey by the retailer also found that builders working on site found the website useful for finding products for custom bathrooms. In December 2013, the brand announced an expansion in its range for the following year, following consultations with its customers. On 2 June 2014, Victoria Plum expanded their range by introducing bathroom tiles to their collection.
Towards the end of 2012, the company launched its first ever television advertising campaign. It employed the help of Leeds based ad agency Principles in creating the advert, with Carat in Manchester recruited to handle media planning and buying. In the end of 2013, the company reported a significant rise in sales, from £19.1 million to £26.2 million.Buoyed by the relative success of the first run of adverts, the company launched a second campaign in 2013, this time working with CheethamBellJWT, with the tagline "Quality bathrooms, not costly showrooms", – the advert won campaign of the week in trade magazine Retail Week. In September 2014, Victoria Plum signed up to sponsor the remakes of popular shows Celebrity Squares hosted by Warwick Davis and Sunday Night at the Palladium, to be hosted by a different comedian every week.
In November 2014, Victoria Plum ran a poll to choose which charity would become its official charity partner for 2015. WellChild – the national charity for sick children – received the most votes and became the official charity partner. The company has since donated £1 to this charity for every customer review it receives on Trustpilot, and its staff have taken part in fundraising events, including running the London Marathon and completing the National Three Peaks Challenge, to raise money.