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By Seth Ellison

VitrA’s, the flagship brand of Eczacibasi (a leading Turkish industrial group), has a long and storied history beginning in a small workshop in 1942. It catapulted to a top international manufacturer and provider of high-quality kitchen and bath components through the postwar economic boom. Now a powerful competitor in foreign markets, it is one of the global brands offering every bath component, supplying millions of pieces of sanitaryware each year to over 75 countries on five continents; maintaining a small but efficient footprint in the United States, with a line of kitchen sinks. With a determined eye set on U.S. markets, the brand will expand its U.S. reach across different channels and product groups, including showrooms, builders, and kitchen and bath dealers.

Elegant Design, Tough Material 

VitrA is now set to make its debut at KBIS 2023, making its grand entrance with an impressive, expanded portfolio of beautifully elegant Declare fireclay kitchen sinks, as well as a luxury bath collection. Their fireclay sink designs are in tune with the workflow needs of the kitchen and will complement any style, displaying a beautiful range of glossy and matte colors, and a wide variety of sizes to suit any layout.

What is unique about VitrA’s kitchen sinks is the material it’s made out of. Fireclay is completely organic and has been used by craftsmen for centuries. The manufacturing of these sinks is also quite a sight, with the kilns firing up to over 2000 degrees fahrenheit – making it one the most durable materials for kitchens and bathrooms on the market. Any extreme heat from pots and pans will not affect the sinks, and due to their special glaze coating, they have a non-porous, uniform surface that is resistant to scratches, chips, stains, and discoloration.   

Fireclay is also 100% recyclable. As a major manufacturer with a global audience, VitrA prides itself on conserving natural resources by embracing a set of ecologically sustaining guidelines they call “Blue Life.” From the extraction of the raw materials to the finished product, sustainability is a top priority. Their goal is to reduce water waste in kitchens and bathrooms through new products, saving over 190 tons of water a year at the end user level, as well as significantly reducing power use and carbon emissions in their factories.

A Plan of Action 

Every foreign brand wants to compete in U.S. markets, and there is no shortage willing to take the plunge despite the difficulty. It’s not too hard to see why: The kitchen and bath industry’s projected revenues are now topping $199 billion, an all time high.1 One of the greatest challenges to gaining a foothold in the United States is the difference in shopping preferences, because Americans have higher than average disposable income than the majority of other countries, allowing its consumers a discerning and sharply-honed eye for products. VitrA’s Director of Americas, Jeremy Cressman, plans to address this challenge through “engineering, innovation, and exacting manufacturing” in equal measure. He says that “Markets here have multiple channels each deserving of a unique approach. Our product development team has considered relevant designs, finishes, and trends, for each channel.”

VitrA’s strategy is to establish logistics and warehouse operations in key U.S. regions. “The American West and Southwest are very attractive.  California is especially similar in climate to regions of Turkey –similar in climate to regions of Turkey – temperature, hours of sunlight, rainfall – very much Mediterranean,” Cressman says.  VitrA’s Turkish homebase boasts four large plants – its main, multipurpose mega-complex, and another factory producing bathroom components. Cressman explains that “Both Turkey and California hold incredibly diverse construction and design styles but embrace light and warm tones, extensive use of natural materials, and have an emphasis on indoor-outdoor living.” Further down the road, the brand ambitiously plans to grow its sink business by $20 million, in addition to further expanding its product portfolio – from there, the sky’s the limit, and it all starts at KBIS 2023.

Contact VitrA

For more information about VitrA, please click here.