Kraus, USA
Kraus USA is a Port Washington, NY-based designer and manufacturer of kitchen and bathroom sinks, faucets, and accessories operating as a subsidiary of Masco Corporation. It sells DTC via kraususa.com and through an authorized dealer network to homeowners, builders, contractors, and retailers.
- Company typePrivate
- Founded2007
- HeadquartersPort Washington, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Kraus, USA does
Kraus USA, Inc. is a Port Washington, New York-based designer and manufacturer of kitchen and bathroom fixtures, founded in 2007 by Russell Levi (CEO & President) and operating as a subsidiary of Masco Corporation. The company sells a broad portfolio covering kitchen sinks (Kore, Standart Pro, Fairlane, Bellucci, Quarza, Turino collections across stainless steel, granite, fireclay, and enameled materials), kitchen faucets (Bolden, Oletto, Britt, Allyn, plus new Vetra/Odelia/Savan lines including pull-down, commercial-style, sensor, and 2-in-1 filter configurations), bathroom sinks and faucets (Elavo, Indy, Ramus, Arlo, Waterfall, Premier collections), and complementary accessories including garbage disposals (WasteGuard), water filtration systems (Purita), soap dispensers, and workstation sink accessories. Proprietary technology features include integrated-ledge workstation sink designs with sliding accessories, soft-touch silicone aerators, spot-free finishes, lead-free waterways compliant with AB1953, and WaterSense-rated 1.2 gpm flow rates.
The business model is a hybrid direct-to-consumer and wholesale operation. Kraus sells through its own e-commerce storefront (kraususa.com) directly to homeowners and DIY consumers, while also supporting an authorized dealer network via a partner portal, with pricing on a unit basis ranging from approximately $64 for entry-level bathroom sinks to $499 for premium workstation kitchen sinks. The customer base spans three primary segments: individual homeowners undertaking kitchen/bath remodels, builders and contractors purchasing for new construction, and authorized dealers/retailers reselling through showrooms and home improvement stores. Marketing relies on a multi-channel approach combining the DTC site, social media community programs (#LoveMyKraus, influencer partnerships), customer testimonials, the annual KBIS trade show, and dealer-channel partner support. The company has 101-250 employees, is privately held under Masco Corporation, and most recently announced new product launches and a sustainability partnership with Oceanworks (recycled ocean plastics) at KBIS 2026.
Kraus, USA firmographics
Firmographics- Name
- Kraus, USA
- Legal name
- Kraus USA, Inc.
- Website
- https://kraususa.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Kraus USA is a Port Washington, NY-based designer and manufacturer of kitchen and bathroom sinks, faucets, and accessories operating as a subsidiary of Masco Corporation. It sells DTC via kraususa.com and through an authorized dealer network to homeowners, builders, contractors, and retailers.
- Ownership category
- akta.pro rank
Kraus, USA industry classification
Industry- Product category
- Kitchen and Bathroom Fixtures
- NAICS
- Hardware Merchant Wholesalers (423710), Pottery, Ceramics, and Plumbing Fixture Manufacturing (327110)
- SIC
- Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)
- akta.pro primary industry
- Sinks & Water Filtration/Dispensers Showrooms (CRAIAFAE)
- akta.pro secondary industries
- Kitchen & Bath Accessories & Hardware (Pulls, Hinges, Organizers) Retail (CRAIAFAI), Plumbing Parts & Supplies Retail (Pipes, Valves, Fittings) (CRAIADAD)
Keywords
Where Kraus, USA is headquartered
LocationHeadquarters
- HQ city
- Port Washington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Kraus, USA business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: Kraus generates revenue through direct sales of kitchen and bathroom sinks, faucets, and accessories to consumers through their e-commerce platform. Products are sold at various price points ranging from budget-friendly to premium options.
- Wholesale/Dealer Distribution: Kraus supports a dealer network through their partner portal, providing wholesale pricing and support for authorized dealers who resell Kraus products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Workstation Kitchen Sinks - $374-$499 |
| Unit Pricing | Pay-as-you-go | Kitchen Faucets - $139-$229 |
| Unit Pricing | Pay-as-you-go | Bathroom Faucets - $114-$244 |
| Unit Pricing | Pay-as-you-go | Bathroom Sinks - $64-$259 |
| Unit Pricing | Pay-as-you-go | Garbage Disposals - $199 |
| Unit Pricing | Pay-as-you-go | Water Filtration - $149 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Kraus, USA product offering
Product offeringCore offering
Kraus USA, Inc. manufactures and sells kitchen and bathroom fixtures including sinks (undermount, top mount, farmhouse, workstation, stainless steel, granite, fireclay), faucets (pull-down, commercial style, sensor/touchless, bridge, bar), and accessories (garbage disposals, water filtration systems, soap dispensers, workstation accessories). The company sells primarily through its own direct-to-consumer e-commerce platform (kraususa.com) and an authorized dealer/wholesale network serving both homeowners and builders/contractors in the United States.
Product overview
Kraus, USA offers a comprehensive portfolio of kitchen and bathroom fixtures including sinks, faucets, and accessories. The core product lines include: Kitchen sinks across multiple types (undermount, top mount, dual mount, farmhouse, workstation, stainless steel, granite, fireclay, enameled, ADA compliant) organized into collections such as Kore, Standart Pro, Fairlane, Bellucci, Quarza, Turino; Kitchen faucets including pull down, commercial style, sensor/touchless, 2-in-1 filter, beverage, bridge, bar, touch, pot filler styles in collections like Bolden, Oletto, Britt, Allyn; Bathroom products including vessel, undermount, top mount, glass, ceramic sinks in collections like Elavo, Single-Tone, Natura, and bathroom faucets in Indy, Ramus, Arlo, Waterfall, Premier Bathroom collections; plus accessories including garbage disposals (WasteGuard), water filtration systems (Purita), soap dispensers, workstation accessories, and sink strainers. The company emphasizes integrated solutions like All-In-One sink-and-faucet packages and workstation sinks with sliding accessories.
Differentiator
Problem solved
Functional benefit
Brands
- Kore: Kitchen sink collection featuring high-performance stainless steel sinks
- Standart Pro
- Fairlane
- Bellucci
- Bolden
- Oletto
- Indy
- Ramus
- Arlo
- Waterfall
- Elavo
- Premier Bathroom
- WasteGuard
- Purita
- Turino
- Quarza
Products and services
- Kore Kitchen Sinks Stainless steel kitchen sink collection featuring integrated ledge design for workstation functionality with sliding accessories.
- Standart Pro Kitchen Sinks Professional-grade undermount stainless steel kitchen sink collection designed for durability and performance.
- Bellucci Granite Sinks Granite composite workstation kitchen sink collection featuring integrated ledge and accessories.
- Turino Fireclay Sinks Fireclay farmhouse/apron front kitchen sink collection with reversible design options.
- Quarza Granite Sinks Granite composite kitchen sink collection available in double and single bowl configurations.
- Bolden Kitchen Faucets Commercial style single handle pull-down kitchen faucet collection with dual function sprayhead.
- Oletto Kitchen Faucets Modern single handle pull-down kitchen faucet collection with streamlined design and multiple finish options.
- Indy Bathroom Faucets Modern bathroom sink faucet collection available in vessel, centerset, and widespread configurations with two-tone finish options.
- Ramus Bathroom Faucets Modern bathroom faucet collection with sleek lines, slim lever handles, and versatile design.
- Arlo Bathroom Faucets Timeless bathroom faucet collection featuring elegant curves, arched spouts, and sophisticated design.
- Waterfall Bathroom Faucets Waterfall-style bathroom faucet collection featuring distinctive water flow design.
- Purita Water Filtration System 2-stage under-sink water filtration system with digital display monitor.
- WasteGuard Garbage Disposal Continuous feed garbage disposal with ultra-quiet motor designed for kitchen sinks.
- Elavo Bathroom Sinks Modern ceramic vessel and undermount bathroom sink collection in white porcelain.
- Fairlane Kitchen Sinks Drop-in/top mount stainless steel kitchen sink collection with accessories and modern design.
Companies that use Kraus, USA
Customer profileSegments3 records
Ideal customer profiles3 records
Kraus, USA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Kraus, USA partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- OceanworkscoreKraus announced sustainability initiatives at KBIS 2026 in partnership with Oceanworks, utilizing recycled ocean plastics in product materials. This partnership supports Kraus' commitment to responsible design and eco-friendly materials in their kitchen and bathroom fixtures.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Kraus, USA competitors and assessment
Company assessmentBroad incumbents
- Kohler: Kohler Co. is a global incumbent in kitchen and bath fixtures, including branded sinks, faucets, and accessories across retail, builder, and designer channels. Comparable breadth and category overlap justify incumbency peer status.
- Delta Faucet: Delta Faucet is Masco's flagship plumbing brand and one of the largest U.S. faucet manufacturers. Operates the same broad kitchen/bath fixture categories as Kraus (faucets, sinks, accessories) with stronger trade-channel penetration, making it the most direct comparison point within the same parent.
- Brizo: Brizo is Masco's designer-tier kitchen and bath faucet brand, sold through showrooms and trade channels. Overlaps with Kraus on product category and parent-company backing while operating at the higher-end designer tier.
- American Standard: American Standard manufactures plumbing fixtures including kitchen and bath faucets, sinks, and toilets. Comparable products and channel structure but operates as part of a wider LIXIL portfolio, fitting the broad-incumbent category.
Direct peers
- Pfister: Pfister is a U.S. kitchen and bath faucet brand owned by Spectrum Brands, sold through home improvement and retail channels. Closely comparable on faucet collections and price-point strategy versus Kraus's Bolden and Oletto lines.
- BLANCO: BLANCO is a specialist manufacturer of kitchen sinks (stainless steel, granite composite) and faucets. Highly comparable to Kraus's stainless and granite sink collections plus matching faucet SKU strategy.
- Moen: Moen is a leading U.S. manufacturer of faucets, sinks, and bath fixtures sold through retail, wholesale, and builder channels. Directly comparable to Kraus on kitchen and bath faucets/sinks, plus similar WaterSense and water-efficiency positioning.
- Elkay: Elkay Manufacturing is a U.S. producer of stainless steel sinks, faucets, and water delivery products for residential and commercial use. Comparable product mix (sinks + faucets + filtered water) and similar dealer/wholesale channels make Elkay a strong direct peer.
Emerging players
- Hansgrohe: Hansgrohe is a German premium faucet and shower brand expanding aggressively in the U.S. market. Comparable premium positioning and DTC/dealer mix with growing North American share make it a relevant emerging peer.
- Ruvati: Ruvati is a U.S.-based DTC sink and faucet manufacturer focused on stainless steel and workstation configurations. Directly comparable to Kraus's workstation sink category and DTC e-commerce go-to-market approach.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Kraus, USA social profiles
Digital presenceKraus, USA financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kraus, USA leadership team
Management profileNumber of profiles
Profiles1 record
Kraus, USA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kraus, USA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kraus, USA
What does Kraus, USA do?
Kraus USA, Inc. manufactures and sells kitchen and bathroom fixtures including sinks (undermount, top mount, farmhouse, workstation, stainless steel, granite, fireclay), faucets (pull-down, commercial style, sensor/touchless, bridge, bar), and accessories (garbage disposals, water filtration systems, soap dispensers, workstation accessories). The company sells primarily through its own direct-to-consumer e-commerce platform (kraususa.com) and an authorized dealer/wholesale network serving both homeowners and builders/contractors in the United States.
Is Kraus, USA a public or private company?
Kraus, USA is a private company. It is classified as corporate owned and is currently operating.
When was Kraus, USA founded?
Kraus, USA was founded in 2007. It employs 101 to 250 people.
Where is Kraus, USA based?
Kraus, USA is headquartered in Port Washington, United States, in the North America region.
How does Kraus, USA make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale/Dealer Distribution.
Who are Kraus, USA's main competitors?
Broad incumbents on record are Kohler, Delta Faucet, Brizo and American Standard. Direct peers are Pfister, BLANCO, Moen and Elkay. Emerging players are Hansgrohe and Ruvati.
Does Kraus, USA have an API?
No public API is recorded for Kraus, USA.
What industry is Kraus, USA in?
Kraus, USA's product category is Kitchen and Bathroom Fixtures. Its primary akta.pro industry code is CRAIAFAE, Sinks & Water Filtration/Dispensers Showrooms, with a secondary code of CRAIAFAI, Kitchen & Bath Accessories & Hardware (Pulls, Hinges, Organizers) Retail. Its NAICS code is 423710 and its SIC code is 5070.