American Standard Brands
American Standard Brands is a North American plumbing-fixtures company and bathroom-products brand group owned by LIXIL Corporation.
Last updated August 31, 2026
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Overview
American Standard Brands is a plumbing-fixtures manufacturer and bathroom-products brand group headquartered in Piscataway, New Jersey. It is the North American successor to the kitchen and bath operations formerly held by American Standard Companies, the diversified industrial group that was reorganized and broken up in the late 2000s. The business sells products for residential, commercial, institutional, hospitality, and professional construction applications, with a portfolio centered on toilets, lavatories, bathtubs, showers, faucets, fittings, and related bathroom equipment. The company was created during a period of major corporate restructuring. American Standard Companies announced in 2007 that it would separate its three principal divisions. Its kitchen and bath division was sold to Bain Capital Partners, while the former parent retained its heating, ventilation, and air-conditioning business and separated its vehicle-controls operations. The kitchen and bath transaction closed in October 2007. Bain subsequently established American Standard Americas for the North American portion of the acquired business and sold a majority interest to Sun Capital Partners. In February 2008, American Standard Americas was combined with Crane Plumbing and Eljer, creating American Standard Brands. The resulting company inherited a group of established plumbing names and product lines. In addition to the American Standard brand, its portfolio has included Crane, Eljer, Fiat, Sanymetal, and Showerite. Crane brought with it the Universal-Rundle product line, including continuing support for replacement and repair parts. The combination gave American Standard Brands a broad presence across sanitary ware, commercial plumbing, bathing products, faucets, and institutional washroom equipment. The business encountered financial pressure after its formation. Public accounts describe a decline in revenue in 2011 and a substantial fourth-quarter loss, followed by the appointment of Jay Gould as president and chief executive officer in January 2012. Gould's tenure focused on operational improvement, employee engagement, and strengthening the company's manufacturing base. In June 2013, LIXIL Group agreed to acquire American Standard Brands from Sun Capital Partners. The transaction placed the North American business within LIXIL's global bathroom-products portfolio and was completed for reported consideration of $342 million. Because this is a financial figure, it is presented with its transaction-year context rather than as a current valuation. Under LIXIL ownership, the company expanded investment in Mexican manufacturing facilities and continued developing products for professional and consumer channels. Ferguson Enterprises became an authorized American Standard wholesaler in 2014, supporting distribution through the North American plumbing-supply network. The company also introduced DXV, a luxury bathroom and kitchen line, in 2014. Its VorMax toilet line received a 2015 Good Design recognition, while American Standard was reported by Builder Magazine as leading its bathroom-accessories brand-familiarity category that year. American Standard Brands is distinct from the former European and Latin American operations of American Standard Companies, which became associated with Ideal Standard, and from unrelated businesses using the American Standard name. The brand group has also been marketed internationally through LIXIL's broader sanitary-ware network. Public descriptions associate American Standard products with manufacturing and research and development in Asia, sales in more than twenty countries, and a wider global presence reaching roughly 150 countries, although the exact corporate boundaries between American Standard Brands, LIXIL's international American Standard operations, and individual regional entities vary by source and period.
History
American Standard Brands developed from the North American kitchen and bath operations of American Standard Companies. On February 1, 2007, American Standard Companies announced that it would separate its three divisions. The plan called for the sale of the kitchen and bath division, the separation of the vehicle-controls business into WABCO Holdings, and the retention of Trane, the heating and air-conditioning operation. In July 2007, Bain Capital Partners agreed to acquire the kitchen and bath division. That transaction included the American Standard name for kitchen and bath products, while the former parent retained rights to use the name for its HVAC activities. The deal closed on October 31, 2007, after which American Standard Companies changed its corporate name to Trane. Bain organized the acquired North American operations as American Standard Americas. On November 27, 2007, Bain sold a majority stake in that business to Sun Capital Partners. The acquired global operations were subsequently divided geographically: the Asian business was sold to JS Group, while the European and Latin American activities continued under the Ideal Standard organization. These changes are important because the American Standard name and business were no longer represented by one unified worldwide company. In February 2008, American Standard Americas was combined with Crane Plumbing and Eljer to create American Standard Brands. Crane contributed a substantial plumbing heritage, including the Universal-Rundle product line acquired by Crane in 1995 and continuing replacement-parts support. Crane also operated a Canadian subsidiary. The combination broadened American Standard Brands beyond its namesake sanitary-ware products and gave it brands serving residential, commercial, and institutional applications. The resulting portfolio included American Standard, Crane, Eljer, Fiat, Sanymetal, and Showerite. The newly consolidated business experienced operating and financial difficulties in the years that followed. Publicly reported information describes a 3 percent revenue decline in 2011 and a $20 million fourth-quarter loss. In January 2012, Jay Gould was appointed president and chief executive officer. His period of leadership was associated with efforts to improve performance, employee morale, and the company's manufacturing platform. In June 2013, LIXIL Group agreed to acquire American Standard Brands from Sun Capital Partners for $342 million. The acquisition made the company part of LIXIL's international bathroom-products portfolio. Following the acquisition, American Standard Brands increased investment in Mexican production facilities, where a large share of its workforce was based according to public descriptions. The company also expanded its professional distribution network. Ferguson Enterprises became an authorized wholesaler in January 2014. That year, the company introduced DXV, a luxury bathroom and kitchen line designed to occupy a more premium position. Gould resigned in January 2015 and was replaced by CFO Steven Delarge. The brand continued to receive product and marketing attention in North America. Builder Magazine reported American Standard as holding the leading position for brand familiarity in its bathroom-accessories category in 2015. The VorMax toilet line received a Good Design award from the Chicago Athenaeum in the same year. In 2018, the company created branded bathrooms at SunTrust Park during the Atlanta Braves season, using a high-traffic sports venue to showcase its products. American Standard products have also been sold through LIXIL's international sanitary-ware network. Public descriptions refer to manufacturing and research and development activities in Asia, sales in more than twenty countries, and a wider presence in approximately 150 countries. LIXIL later presented a global American Standard identity using the tagline “life, love, home” at a trade event in Bangkok and promoted the brand across Asia-Pacific. The precise legal and operating relationship between American Standard Brands in North America and regional American Standard entities elsewhere is not always stated consistently, so historical claims about the broader global brand should not automatically be treated as claims about the North American company alone.
- 2018
Branded bathrooms open at SunTrust Park
[1]The company installed branded bathroom spaces at SunTrust Park for the Atlanta Braves season.
- 2015
Leadership changes and product recognition
[1]Jay Gould resigned, Steven Delarge succeeded him, and the VorMax toilet line received Good Design recognition.
- 2014
DXV luxury line launches
[1]American Standard introduced DXV as a premium bathroom and kitchen product line.
- 2013
LIXIL acquires American Standard Brands
[1]LIXIL Group agreed to acquire the company from Sun Capital Partners, making it part of LIXIL's global bathroom business.
- 2012
Jay Gould becomes chief executive
[1]Jay Gould was appointed president and CEO during a period of financial and operational pressure.
- 2008
American Standard Brands is formed
[1]American Standard Americas merged with Crane Plumbing and Eljer, creating the American Standard Brands company.
- 2007
American Standard Companies announces a divisional breakup
[1]The parent company announced plans to sell its kitchen and bath division, separate WABCO, and retain Trane.
- 2007
Bain Capital acquires the kitchen and bath division
[1]Bain Capital Partners acquired the kitchen and bath business, with the transaction closing on October 31.
- 2007
Sun Capital takes a majority stake in American Standard Americas
[1]Bain sold a majority interest in the newly organized North American bathroom business to Sun Capital Partners.
Products and positioning
A broad bathroom and plumbing-fixtures brand group serving residential, commercial, institutional, hospitality, and professional construction markets, with offerings ranging from mainstream sanitary ware to premium design products.
Sanitary ware
Toilets
Toilets are a central American Standard Brands category, spanning residential and commercial applications. The portfolio emphasizes flushing performance, water efficiency, installation compatibility, serviceability, and coordination with other bathroom fixtures. The VorMax line is among the company's specifically recognized toilet offerings.
Sanitary ware
Lavatories and sinks
Lavatories and sinks serve residential bathrooms, commercial washrooms, healthcare facilities, hospitality projects, and institutional installations. They are offered as part of coordinated bathroom systems and are designed to work with faucets, cabinetry, countertops, and related plumbing components.
Bathing products
Bathtubs
The bathtub range supports residential and selected commercial bathroom projects. Products form part of a broader bathing portfolio and can be specified together with shower fittings, faucets, lavatories, toilets, and complementary accessories.
Bathing products
Showers and shower systems
Showers and shower systems include equipment and fittings for residential, hospitality, and other bathroom environments. They are positioned as components of integrated bathing spaces rather than as isolated plumbing products.
Plumbing fixtures
Faucets
American Standard Brands produces faucets for bathroom, kitchen, commercial, and institutional use. The category connects the company's sanitary-ware products with water-delivery, design, installation, and water-management requirements.
Commercial plumbing
Commercial and institutional fixtures
The commercial portfolio includes fixtures and washroom equipment for offices, public buildings, healthcare, education, hospitality, and other high-use environments. The Crane, Sanymetal, Fiat, and Showerite names have been associated with parts of this broader commercial and institutional offering.
Luxury bathroom and kitchen · 2014
DXV
DXV was introduced in 2014 as a luxury bathroom and kitchen line. It was intended to give the company a premium design-oriented proposition distinct from its broader mainstream and professional plumbing portfolio.
Toilets
VorMax
VorMax is a toilet line associated with American Standard's emphasis on flushing performance and bathroom usability. It received Good Design recognition from the Chicago Athenaeum in 2015.
Marketing campaigns
- 2018SunTrust Park branded bathrooms
United States
American Standard opened branded bathroom installations at SunTrust Park during the 2018 Atlanta Braves season. The activation placed the brand and its products in a heavily used sports and entertainment venue.
Outcome. Brand-experience activation at a major sports venue.
- Life, love, home
Asia-Pacific · International
LIXIL presented a global American Standard brand identity under the “life, love, home” tagline at a trade event in Bangkok, combining brand promotion with activities for designers and consumers.
Outcome. International brand-identity and trade-marketing initiative; date not specified in the available reference.
Brand decisions
2014
Launch the DXV premium lineProduct launchBackground
American Standard sought to extend its portfolio into a more design-led luxury segment.
Action taken
The company launched DXV as a luxury bathroom and kitchen line.
Aftermath
DXV provided a premium proposition alongside the company's mainstream, professional, and institutional products.
2013
Sell American Standard Brands to LIXILM&ABackground
Sun Capital Partners sold the North American bathroom-products business after a period of operational restructuring.
Action taken
LIXIL Group agreed to purchase American Standard Brands and integrate it into its global bathroom-products portfolio.
Aftermath
The company received access to LIXIL's international resources and remained a major American Standard-branded business in North America.
Reported acquisition price. $342 million (2013 acquisition)
2008
Combine American Standard Americas with Crane Plumbing and EljerM&ABackground
The newly separated North American bathroom business was consolidated with two other plumbing-fixtures companies.
Action taken
American Standard Americas, Crane Plumbing, and Eljer were merged to form American Standard Brands.
Aftermath
The company gained a wider portfolio spanning residential, commercial, and institutional plumbing products and brands.
2007
Sell the kitchen and bath divisionM&ABackground
American Standard Companies decided to break up its three-division structure and divest the kitchen and bath operation.
Action taken
The division was sold to Bain Capital Partners, with the transaction closing on October 31, 2007.
Aftermath
The North American operation was reorganized as American Standard Americas and later became the foundation of American Standard Brands.
Reported transaction value. $1.76 billion (2007 transaction)
Recent events
- 2018
American Standard opens branded bathrooms at SunTrust Park[1]
Campaign
For the 2018 Atlanta Braves season, the company opened branded bathroom installations at SunTrust Park as a consumer-facing brand activation.
- 2015
Jay Gould leaves American Standard Brands[1]
Leadership change
Jay Gould resigned as chief executive in January 2015 and was succeeded by chief financial officer Steven Delarge.
- 2015
VorMax toilet line receives Good Design recognition[1]
Product launch · Other
American Standard's VorMax toilet line was recognized in the Good Design awards presented by the Chicago Athenaeum.
- 2014
Ferguson becomes an authorized American Standard wholesaler[1]
Other
Ferguson Enterprises became an authorized wholesaler for American Standard products in North America, strengthening the company's professional distribution channel.
- 2014
American Standard introduces the DXV luxury line[1]
Product launch
The company launched DXV as a premium bathroom and kitchen line associated with American Standard's long design and manufacturing heritage.
- 2013
LIXIL agrees to acquire American Standard Brands[1]
M&A
LIXIL Group agreed to purchase American Standard Brands from Sun Capital Partners for reported consideration of $342 million, bringing the business into LIXIL's global bathroom-products operations.
- 2012
Jay Gould appointed to lead American Standard Brands[1]
Leadership change
Jay Gould became president and chief executive officer in January 2012, with a mandate to improve the company's performance.
- 2011
American Standard Brands reports financial pressure[1]
Other
Public reporting cited a 3 percent revenue decline during 2011 and a fourth-quarter loss of $20 million, indicating financial strain before the subsequent management and ownership changes.
- 2008
Crane Plumbing and Eljer join American Standard Americas[1]
M&A
American Standard Americas was merged with Crane Plumbing and Eljer, forming American Standard Brands and consolidating several plumbing-fixtures portfolios.
- 2007
American Standard Companies announces breakup of its three divisions[1]
M&A
The parent company announced a plan to sell its kitchen and bath division, spin off its vehicle-controls business, and retain the Trane heating and air-conditioning business.
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