American Standard Plumbing Fixtures - Style That Works Better

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American Standard acquires a new brand - Safety Tubs

After several years of strategic partnership, American Standard Brands (ASB) has acquired Safety Tubs LLC, and integrated its operation within a newly-formed ASB division dedicated to products and technology for Assisted Living.  The company is North America's second-largest manufacturer and supplier of walk-in bathtubs for aging and disabled users. CEO Rob Buete has been appointed VP and general manager of both the Safety Tubs brand and the Assisted Living Division.

"Here in Canada, walk-in bathtubs represent one of the fastest growing segments in this 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 down-sizing, 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 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 meet the need for independent living in many ways. They provide a basic need - for personal cleanliness, without loss of dignity.  More than that, the Safety Tub 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.

The promise of every American Standard product is "Style that works better". The style of the new Safety Tubs is self-evident. Among performance improvements from American Standard are Minute Drain - superfast emptying of the tub so that the user doesn't have to wait to get out; and online heating that maintains water temperature - an invitation to linger longer, and enjoy life more.

For more product information be sure to visit

For further information please contact:
Peggy Sheffield, APR
Peggy Sheffield & Associates Inc.,
Phone: 416-246-0474
Cell: 416-822-8511

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