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The new business unit is focused on universal design.
Last year, Masco melded American Shower & Bath (ASB) and Aqua Glass into a new entity called Masco Bath. The unit is teaming with other Masco bathroom companies in a commitment to universal design that aims to combine safety, comfort and style in a framework that removes any stigma associated with what used to be called the "handicap" market.
Chris Yankowich was appointed president of Masco Bath to lead this charge. He joined Masco in 1994 and after serving in various roles with the corporation's Baldwin Hardware, Alsons, and Cobra Products units, Yankowich became president of ASB in 2005 and took on the additional role as president of Aqua Glass in 2007.
The following interview took place in mid-January.
Supply House Times: Please tell us about Masco Bath, its goals and thinking behind the new organization.
Yankowich: Masco Bath was formed in 2009 with the integration of American Shower and Bath and Aqua Glass. We're headquartered in Moorestown, NJ, and have manufacturing facilities in Klamath Falls, OR; Lapeer, MI and Adamsville, TN. Masco Bath in essence functions as the operating company for a portfolio of brands. Our Aqua Glass and ASB brands reflect a culture of product innovation and commitment to quality in product categories for the bath and laundry rooms. Our relationship with Masco Corp. has created broader product innovation opportunities for us through collaboration with Delta Faucet Co. We are excited about our new product introductions utilizing the Delta brand that reflect the growing importance of universal design to the trade and homeowner.
The overarching goal in the creation of Masco Bath was to leverage the core manufacturing competencies and commercial initiatives of Aqua Glass and ASB. The alignment has created a much leaner and responsive company that is focused on innovation and profitable growth.
Q: Will there be any change in the way you market Masco Bath?
Yankowich: We plan to continue marketing through retailers and plumbing supply houses, but with more of an emphasis on showrooms for our universal design products. We have a robust marketing plan engineered to create value for our distribution partners and make it easier to do business with Masco Bath.
The main thing we did...