American Standard Plumbing Fixtures - Style That Works Better

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American Standard brings new brand - Safety Tubs to IDS 11

Late in 2010, after several years of strategic partnership, American Standard Brands (ASB) acquired Safety Tubs
LLC. The company, which is North America’s second-largest manufacturer and supplier of walk-in bathtubs for aging and disabled users, becomes a founding member of ASB’s newly-formed Assisted Living Division.

“Here in Canada, walk-in bathtubs represent a fast-growing market sector,” says Graeme Lennox, Manager, Advertising and Marketing Services. “Aging baby boomers are preparing for their retirement years by upgrading their existing homes in the light of future needs – or are seeking purpose-designed accommodation. The bathroom is one part of the home that is given special attention.”

Even boomers grow old
Recent surveys reveal a number of approaches that boomers are taking as their golden years approach. One often-quoted figure is that when considering downsizing, two-thirds of boomers set their sights on a smaller version of the detached house they already own. Second choice would be a condo, for the sake of greater security and amenities such as a pool and health centre. Some plan to just stay put.

All hope to keep their independence for as long as they can – and understand that protection against the risks to which older people are exposed will help them do that.

The facts are that among the main causes of serious injury among the elderly are falls in the home – whether on stairs, tripping on room sills, slipping on rugs, or moving around in the bath or shower.

Planning for independence
With the 65+ demographic increasingly steadily – to 1.3 million in 2011, 13 per cent of the population – the demand for assisted living products such as walk-in bathtubs will also increase. American Standard Safety Tubs provide for independent living in many ways. They answer a basic need – for personal cleanliness, without loss of dignity. More than that, Safety Tubs can offer therapies that promote well-being and emotional health. Among them are whirlpool options that include jet and air bubble massage; aromatherapy, and chromatherapy with coloured light; and automatic cleansing of the system by ozone with each use.

See American Standard Safety Tubs at booth 1510
For the brand’s debut in Canada ASB Assisted Living has chosen a clever walk in bath that offers full-body hydrotherapy while fitting into smaller places where most other soaking bathtubs won't. It’s the 51-inch Safety Tub, small and compact while still offering a full sized door for entering and leaving the tub, a built-in chair-height seat for ease of getting up and down, and all of the comfort and therapeutic features available with the larger walk-in tub models.

“Style That Works Better”
Safety Tubs deliver the same promise as all other ASB products – Style that works better. The style of the new Safety Tubs is self-evident. Another ASB contribution to Safety Tubs performance is online heating that maintains water temperature over time – an invitation to linger longer, and enjoy life more.

More ASB at IDS 11
The Safety Tub is not the only bath at booth 1510. You’ll also see a Studio whirlpool bath that brings a multi-level spa experience to condos, renos and other homes where space is in short supply – as well as Lutezia and Tetsu freestanding baths from Porcher. The FloWise success story continues with four distinct styles for a showerhead that will give you the best shower of your life while using 40 per-cent less water. Porcher also shows a water and space saving wall mounted toilet, and contributes to a selection of kitchen and bathroom faucets from Porcher, Jado and American Standard. Drop by, and be inspired!

American Standard Brands is a leading North American manufacturer of a wide range of high-quality building products, including faucets, fixtures, furniture, vitreous china fixtures, cast iron sinks, whirlpool tubs and other wellness products for the bath and kitchen as well as decorative panels. The company currently offers total project solutions for residential and commercial customers; employs more than 5,000 people in the United States, Canada and Mexico; and markets products under well known and respected brands, such as American Standard®, Jado®, Porcher®, Safety Tubs®, Crane®, Eljer®, Fiat® and Decorative Panels International®. American Standard Brands is an affiliated portfolio company of Sun Capital Partners. For more information, visit

For more information contact:
Peggy Sheffield, APR
Peggy Sheffield & Associates Inc.,
On behalf of American Standard Canada
Office phone: 416-246-0474
Cell phone: 416-822-8511

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