Moen has entered the luxury market with a new brand, ShowHouse™, designed for custom builders and high-end remodelers who rely on wholesale showroom consultants. The new brand is exclusively wholesale and within that category has limited distribution.

ShowHouse has been launched with three complete powder room collections: Bamboo™, Sophisticate™, and Casa™; a full kitchen and bath suite: Waterhill™; and the Woodmere™ line of pulldown kitchen and prep faucets. Additional products are planned for 2005.

Powder rooms were targeted for the brand's initial product offering because they are remodeled and upgraded more often than most other rooms in the house. About 84% of homes being built include a powder room, according to Moen's research.

Consumers perceive the powder room as a highly visible part of the home. Its small size enables the homeowner to make a statement in that room with a relatively low budget. The powder room is where homeowners are more likely to experiment with different styles. Nearly 70% of consumers will upgrade their powder room faucets, according to Moen's research.

The Bamboo faucet (pictured) features an open waterway that allows water to spill over the faucet's edge like a waterfall. The base, spout and handles resemble strips of bamboo. Casa's high-arc faucet and ornate S-shaped handles have a stylish European look. The Sophisticate has clean, modern lines for an elegant, urban feel.