Globe Union is one of the largest suppliers of sanitary products in the world. Headquartered in Taichung, Taiwan, the company manages an impressive 5 million square meters of manufacturing, assembly and distribution facilities across three continents and nine countries.
Closer to home, it's easily recognized by Woodridge, Illinois-based Gerber Plumbing Fixtures and the Gerber brand – a stand-alone subsidiary that offers plumbing fixtures, faucets and faucets for the residential, commercial and hospitality construction markets.
Committed to improving its processes and expanding its brands to better serve its customers, Globe Union named Todd Talbot as its new CEO in May 2019. Talbot has been in the PHCP industry for more than 30 years and understands the importance of relationships and branding.
Recently, Namce Mfg. acquired, a manufacturer of vitreous china based in Saltillo, Coahuila, Mexico. The acquisition provides growth opportunities for the Gerber Plumbing Fixtures brand by increasing vitreous china capacity in North America and diversifying the company's supply base. The company continues to keep an eye on expansion opportunities that will help its customers and optimize its production to ensure product availability and ease of distribution.
“The acquisition of Namce reduces lead time by providing an established, successful manufacturing facility closer to its core North American market,” said Tony Favilla, vice president of sales and marketing for Gerber Plumbing Fixtures. “It will support growth into complementary market segments.”
Gerber is known as a brand specialized in the plumbing trade, based on quality and reliability. In order to offer its customers even more added value, the company is expanding its reach to other markets.
“We are making ambitious efforts to diversify our presence in other market verticals – from multifamily and hospitality to further establishing ourselves in the decoration space,” says Favilla. “One of the first things Todd said to us as a group was, 'It's time to grow.' and he gives us the tools and bandwidth to do just that.”
Favilla, who has worked in the plumbing industry for three decades, joined Gerber three years ago and is excited about the increased growth and focus the company is implementing to achieve a stronger, product dominant position in the market.
“It really is an exciting time for the company. There is a clear and shared motivation to improve what we do in all areas. From operations and product development to communications and marketing to customer service, we take every opportunity to reach the next level,” says Favilla.
Gerber-Danze integration
This focused mentality is manifested in the integration of the decorative brass brand Danze into the Gerber family of brands at the end of 2019.
“The Gerber brand has strong market value,” said Keith Yurko, CEO of Gerber Plumbing Fixtures. “The strategic shift to a single brand will align with positioning Gerber as a decorative solution with inspired designs and a reputation for innovative, reliable performance – all at exceptional value.”
With a strong focus on decorative products, Gerber will continue to present sophisticated and inspired designs with vignettes at affordable prices and an expanded range of materials. “As we continue to evolve, we are elevating the Gerber brand and offering products that complement any decor through beauty, engineering for easy installation, and high-quality materials to ensure years of durability,” says Favilla. The brand integration will make dealing with the sanitary manufacturer's entire product range more holistic and easier.
Among the new concepts and products the company will launch is a brushed bronze finish for select collections. It features a physical vapor deposition coating for long-lasting performance, synonymous with the Gerber brand. The new Kinzie™ kitchen collection draws inspiration from the practical shapes of industrial-era plumbing fixtures, modernized with high-quality finishes.
The new Lemora™ bathroom collection is a “soft, contemporary” line designed with dynamic shapes and the inspiration of nature. The first product in the Lemora™ collection to be introduced is an easy-to-install two-piece toilet designed to look like a one-piece toilet. Additionally, a new floor-mounted tub filler is available in three finishes that complement all current collections, as well as four finishes including the new brushed bronze.
The company will unveil a unified Gerber brand showcasing decorative, high-performance, high-efficiency and environmentally friendly plumbing products at the 2020 Kitchen & Bath Industry Show, January 20-23 in Las Vegas.
Partnership with the wholesaler
With a unified brand and a commitment to wholesale distribution, Globe Union and Gerber have implemented and strengthened initiatives for their success. “Our commitment to partnering with the wholesaler is our path to growth, but we can only achieve this by listening to their needs and helping them be more successful,” shares Favilla sincerely.
As an example, he cites the company's commitment to partnering with distributors on their marketing through resource sharing and collaboration. “A crucial component of our success is the joint implementation of marketing activities,” emphasizes Favilla. “We say, 'How can we serve you?' We are excited about the opportunities that come from working with our customers to help them succeed.”
The company draws on dealers' experiences and pain points, which helps the manufacturer implement and optimize its processes and value proposition. “The biggest advantage is leveraging a brand – bidding and specifying a brand enables a complete Gerber package and a simplified customer experience,” he says. By bringing all existing SKUs under the Gerber brand umbrella and making it easy to order a brand, doing business with Gerber becomes more efficient.
In 2017, the company launched Gerber University – a training initiative focused on building customer relationships, brand awareness and advocacy. The program takes place at the company's headquarters and includes a training room surrounded by beautiful Gerber-branded vignettes and displays.
“We offer a comprehensive course based on branding, marketing and training aimed at wholesalers, builders, plumbers and contractors,” explains Favilla. “It is an interactive experience and we welcome feedback to improve our products and services.”
More than 700 industry professionals have participated in the program, reinforcing the company's commitment to being more than just a transactional partner. Instead, the Gerber team focuses on building relationships that translate into strong industry partnerships.
One vision, one family
It was important for the unified Gerber Plumbing Fixtures brand to focus on ease of doing business and bring its renowned customer care team to its Illinois headquarters. This strategic move underscores the commitment of all areas of the company to work together and receive and deliver information faster.
“Gerber is committed to improving our processes and communication. We are committed to this effort to provide all resources to further strengthen our strategic partnership with wholesalers.”
Favilla says. He emphasizes that the renewed cross-functional communication between sales, marketing and customer service facilitates the exchange of information and the consideration of customer needs. A main focus, for example, is marketing. “Gerber Plumbing’s internal team works closely with local channel marketing managers to incorporate customer feedback into our communications and resource creation.”
Favilla continues: “We are seeing collaboration on an unprecedented scale – the results are catapulting us forward.” The company culture, based on respect, integrity and humility, is also evolving and taking the company to the next level. It fits the company motto: “One Vision, One Family”. “We stay true to our roots of humility – but you can be humble and aggressive at the same time,” he says.
The manufacturer is working on launching a revamped website that will offer a more intimate customer experience with a focus on lifestyles. With a unified product line, customers can easily incorporate Gerber's many looks into one visual experience without having to go elsewhere. Enhanced media-rich content and videos will enrich the experience, and bringing product information and technical data together in one place creates a deeper connection with the brand and customer.
With an enthusiastic, fresh approach, the Gerber team comes full circle, building on a foundation of strong customer relationships and a commitment to being a trusted industry partner. They believe that hard work and unparalleled service lead to lasting partnerships – and they have. As we enter a new decade, the Gerber name remains true to these values and more.
“Gerber remains true to our foundation. For us, it was never about price over benefit,” notes Favilla. “We pride ourselves on value being more important than price. Our marketing center, our technology and customer support, and listening to customers and having conversations with them also provide added value. We strive to add value in a variety of ways to help our wholesalers.”
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