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TOTO Launches Wholly Owned Subsidiary In Brazil

March 15, 2011
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TOTO announced the launch of its newest subsidiary, TOTO do Brasil Distribução e Comércio Ltda, which will be overseen by its operations in the Americas, TOTO USA. TOTO’s expansion into the Brazilian market is a part of the company’s “Vision Plan 2017.” The company has set the growth of its international operations as a primary focus for its goal to reach $7.3 billion in annual sales by its 100th anniversary in 2017.

“Brazil is one of the world’s most exciting markets today, with a population approaching 200 million people,” said David Krakoff, senior vice president of TOTO USA’s Sales Division, who has been tapped to serve as president of TOTO Brazil. “We recognize the tremendous growth potential and opportunity that Brazil presents, and we are pleased to bring its consumers the very best luxury plumbing products available.”

The TOTO Global Group, which began in 1917 with the founding of TOTO Ltd., in Kitakyushu, Japan, has produced more than 60 million plumbing fixtures to date. Today, this international company maintains 23,500 employees in 69 offices around the world and owns manufacturing facilities in Japan, Mexico, the United States, China and Europe, with an affiliated network of more than 80 production facilities worldwide. With more than 1,500 engineers on staff and three centers devoted solely to research and development, TOTO is the acknowledged global leader in product innovation, high design, and precision engineering.

Headquartered in São Paulo, TOTO’s newest business venture is just the first step in a significant investment in the Brazilian economy, a strategy that TOTO employs throughout the world.

“Investing in the local economy sets TOTO apart from other manufacturers that simply import their products,” Krakoff said. “In North America, for example, TOTO is owner/operator of three major manufacturing plants and two large assembly and logistics/warehousing facilities, providing employment for more than 1,100 people.”

To gain market share rapidly throughout Brazil, TOTO will introduce its products to consumers by presenting them in the leading bath boutiques and Banho e Cozinha, QuartzoBrás, Vallvé and Metalbagno. TOTO also will work closely with architects, designers, contractors, developers and others who wish to distinguish their projects. The company’s premiere in the local market will be its major presence at Brazil’s leading kitchen and bath industry trade show, the Kitchen & Bath Expo, held in São Paulo from March 22-25, 2011.

“We trust that TOTO will add a new dimension to the luxury plumbing sector and significantly influence bath design in the local market,” Krakoff concluded. “We are confident that we have the global market experience and expertise to make this new subsidiary very profitable for TOTO and its Brazilian partners."

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