The Coastline Bathrooms & Kitchens story

Nestled in the heart of Bognor Regis, Coastline Bathrooms & Kitchens is an independent retailer that specializes in the design and installation of bathrooms, kitchens and bedrooms. The company is owned and run by Shenel Durmush and her husband Chris, who regenerated the business when they took it over in 2011.

Over the last 16 years, Coastline has gone from strength to strength and today the showroom features a stunning selection of kitchen and bathroom displays featuring products from brands such as Symphony, PWS, Clearwater Sinks & Taps, Roper Rhodes, Keuco, Acquabella and Ca’ Pietra.

Coastline is a busy showroom with four designers, including Shenel, who pride themselves on creating free, professional, personalized designs that are tailored around each customers’ budget, style and needs. It also offers a complete installation package with all trades supplied.

As a solo business owner offering a professional and polished design experience, Beth needed a CAD solution that was both comprehensive and easy to use, with realistic visuals, flexible tools and an up-to-date product catalogue.

After researching the market, Virtual Worlds stood out as the right choice.

“Virtual Worlds was hands down the only option to go for when deciding which CAD software to invest in,” says Beth. “They have such a wide range of manufacturers and the images it produces are realistic. That allows me to present beautiful design concepts to my clients and show them exactly what their new bathroom could look like.” 

Beth was looking for a way to streamline her design process without losing the personal detail that clients value. Virtual Worlds offered the perfect balance, giving her access to a wide range of design features while allowing full creative control over every project.

Shenel and Chris visited KBB Birmingham 2026 in March, where the Cyncly team were on hand to provide a demonstration of Virtual Worlds, the innovative industry-leading bathroom CAD software. The couple instantly saw its benefits and made the decision to integrate the software into the business.

“90% of the brands we use are on Virtual Worlds, which was very appealing.” 

Over the following months, Cyncly supported Shenel and the team to make the transition as smooth as possible, and Coastline has now been up and running on Virtual Worlds since May 2026.

“It took the team around a month to get the hang of Virtual Worlds, but they absolutely love it and find it much more user-friendly than our previous software.The renders are so easy to create.”

“I’m now telling everyone to get on Virtual Worlds. I’ve got tile suppliers that come into the showroom telling me their sales have dropped and I say, ‘if your tiles are on Virtual Worlds, it’s much easier for me to sell them’.”

The 3D designs that Shenel and her team produce are much better with Virtual Worlds and enhance the professional service that Coastline can offer.

“It’s definitely increased customer satisfaction as people know what they are going to get and there is no mystery or anxiety about what their finished space will look like. It makes customers appreciate that they are getting a professional company.”

Productivity and efficiency have massively improved since the team started working with Virtual Worlds and the average order value has also increased, which has made the software a sound investment for Coastline.

“Virtual Worlds does cost money, but it can free up half our time and it’s like having another person.”

Now that the team has mastered the design process with Virtual Worlds, Coastline is looking to streamline the business further by optimizing the pricing, quoting and ordering system fully.

“I can’t wait to be fully trained on the software. It’s going to make everyone’s lives a lot easier.”

  • Increased job value: “We’re up about 8% an order since working with Virtual Worlds.” 
  • Higher income: “We expect Virtual Worlds to help us generate 20% more income.” 
  • Increased efficiency: “Previously it might have taken me 4 hours to create a design and another 4 hours to go through that design and itemise every piece on a different costing system and come up with a quote. Virtual Worlds has halved that time.” 
  • Improved productivity: "The time savings that Virtual Worlds provides Coastline is enabling it to take on more jobs. “We have a really high success rate as our conversion rate is 1 in 2.5 so the more quotes we can create, the more we’ll get.”

The Benefits

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Photorealistic visuals

Lifelike renders helps customers to better visualize their new space, which makes it easier to upsell products. “With Virtual Worlds clients can really see the difference that items such as branded accessories can make to the overall design.”

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User-friendly

Photorealistic renders are quick and easy to create, and staff love how intuitive Virtual Worlds is. “Virtual Worlds has been a game changer in terms of saving time and productivity. The integrations between Cyncly’s design package and costing sheets make my life a lot easier.”

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Increased customer confidence

“Virtual Worlds makes us look more professional, which increases customer confidence.”

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Competitive edge

“We’re able to keep a close eye on our margins so Virtual Words allows us to be more competitive.”

Looking ahead

Shenel and Chris have recently purchased a new showroom, which they are aiming to open in early 2027 and Virtual Worlds has been key to helping Coastline take the next step and expand the business.

The software is also going to be utilized to help Shenel bring her vision for the new showroom to life and make the most of every inch of space.

“We didn’t want to have to take on loads more designers. We just needed the staff we’ve got to have the tools to be as efficient as possible so they can work to their full potential.”

“We’re going to use Virtual Words to design the new showroom. It’s going to be more of a lifestyle studio with carefully considered interiors.”

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