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TOTO USA, V&B USA launch sales alliance

April 24th, 2012

TOTO, one of the largest plumbing manufacturers in the world, and Villeroy & Boch, a leading European bathroom brand, just announced a sales alliance. Under the terms of this alliance, all Villeroy & Boch USA bathroom products available in the North American market will be sold exclusively through the distribution and sales channels of TOTO USA. This will include a complete range of products such as toilets, decorative lavatories and washbasins, tubs, showers, accessories, vanities, and bathroom furniture. By combining TOTO USA’s innovative technology and Villeroy & Boch USA’s sleek European style, this new sales alliance offers North American consumers, architects, designers, distributors, and premium kitchen & bath showrooms an exciting new package of products from which to choose when designing or remodeling high-end bathrooms.

For TOTO USA’s distributors and high-end kitchen and bath showrooms, the new alliance will deliver exceptional value by providing them the opportunity to add the highly desirable Villeroy & Boch USA products to their businesses. With the addition of the Villeroy & Boch brand and its outstanding European design, this sales alliance offers them an even broader range of aspirational, premium products that will improve their competitiveness and lead to increased sales and profits.

As is the case with TOTO USA products, Villeroy & Boch USA products are available only to the trade. The two brands will be positioned to complement each other in showrooms. This will give consumers a broader range of premium options when choosing the products for their bathrooms, and it will add substantial value and strength to the competitiveness and profitability of the distributors and showrooms that feature the two brands together. Distributors and showrooms selling both brands will enjoy economies of scale on freight, service, and support by combining Villeroy & Boch USA orders with their TOTO USA orders.

Villeroy & Boch USA customers can continue to order products through its New Jersey facilities until August 31. Starting July 1, however, its products will also be available through TOTO USA. As of September 1, all Villeroy & Boch USA products will be sold through TOTO USA only, and TOTO USA will handle all sales, logistics, and customer support matters.

“This is likely to be one of the most interesting sales alliances we’ve ever seen in our industry in North America, and I know that both brands as well as our broad network of distributors and showrooms will be eager to get it started with a lot of momentum,” said David Krakoff, senior vice president–Americas, Sales Division, TOTO USA. “Our customers are very tuned-in to how to be successful in the premium segment of the market, and they will see this TOTO USA/Villeroy & Boch USA alliance as an attractive and highly desirable step. It’s a unique offering that no one else can match.”

Michael Swan, president of Americas, Bathroom and Wellness Division, Villeroy & Boch USA, added, “This sales alliance gives Villeroy & Boch USA immediate access to a broad customer base and offers excellent synergies in sales, service, and logistics. I am convinced that it will be very effective for both companies – TOTO USA and Villeroy & Boch USA equally. It’s a win-win situation for everyone.”

In addition to the benefits to TOTO USA’s distribution and showroom customers, the new sales alliance between TOTO USA and Villeroy & Boch USA offers architects and designers an exciting new high-end pallet to pull from when choosing products for their projects. TOTO USA will be offering an exceptional range of Villeroy & Boch USA European-designed products to complement the strong design, technology, and sustainability options available from TOTO USA today. This will include some new product categories for TOTO USA such as Villeroy & Boch USA European-designed bathroom furniture.

Villeroy & Boch USA’s Swan noted that, “In the next several years, via this alliance, we expect to see impressive growth in the showroom presence of Villeroy & Boch USA in North America.” TOTO USA’s Krakoff agreed. He said, “We expect this to be a real game-changer.”

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