Hansgrohe North America

What Hansgrohe North America does

Hansgrohe North America, legally Hansgrohe, Inc., is the U.S. operating subsidiary of the German Hansgrohe Group, which is itself a wholly-owned subsidiary of Masco Corporation (NYSE: MAS). The company sells premium bathroom and kitchen fixtures — showers (hand, overhead, body sprays, shower sets, showerpipes), faucets (basin, bidet, tub fillers, kitchen mixers), thermostats, drain systems, and accessories — from its U.S. headquarters at 1490 Bluegrass Lakes Parkway in Alpharetta, Georgia. The product portfolio is organized into roughly two dozen design-oriented lines (Pulsify, Raindance, Raindance Alive, Rainfinity, Finoris, Activera, Tecturis, Vivenis, Rebris, Talis, Metris, Metropol, Logis, Locarno, Crometta, Croma, Vernis, Zesis S, WallStoris, AddStoris, XtraStoris, plus the AXOR premium sub-brand), and the underlying technology stack centers on proprietary spray and water-saving engineering: PowderRain ultra-fine microdroplet spray, EcoSmart / EcoSmart+ flow-limitation (reducing water consumption by up to 40-60% versus conventional products), AirPower air-enrichment, QuickClean silicone nozzles, Select button-mode switching, and FastDrain overhead-shower drainage.

Revenue is generated primarily through one-time hardware sales via a multi-channel go-to-market: a U.S. network of authorized dealers and showrooms, direct-to-consumer e-commerce at hansgrohe-usa.com, wholesale distribution, and a dedicated professional-installer channel (plumbers, specialists) through the hansgrohePRO portal. Customer segments span end-consumer homeowners (residential renovation and new construction), professional installers, planners/designers, and wholesalers. Pricing is unit-based and tiered, ranging from $58 entry-level hand showers (Vernis Blend) up to $1,707+ premium overhead showers (Rainfinity 250), with shower sets priced between $687 and $1,328.

The company positions on German engineering heritage (founded 1901, 120+ years of brand history), more than 700 design and innovation awards, 5-year warranty terms (20 years on ceramics), and a sustainability agenda exemplified by the 2023 German Ecodesign Award-winning Planet Edition product line. Reported headcount is 251-500 employees in the U.S. subsidiary; the company's financial results roll up into Masco Corporation's Plumbing Products segment and are not separately disclosed.

Name

Hansgrohe North America

Legal name

Hansgrohe, Inc.

Website

https://hansgrohe-usa.com

Company type

Private

Founded year

1901

Operating status

Operating

Headcount range

251–500 employees

Short description

Hansgrohe North America, a Masco Corporation subsidiary, sells premium German-engineered bathroom and kitchen fixtures — showers, faucets, thermostats, drains, and accessories — to U.S. homeowners, plumbers, designers, and wholesalers through dealers, showrooms, wholesale, and direct e-commerce channels.

Ownership category

akta.pro rank

Product category

Bathroom and Kitchen Fixtures

NAICS

Refrigeration Equipment and Supplies Merchant Wholesalers (423740)

SIC

Heating Equip, Except Elec & Warm Air; & Plumbing Fixtures (3430), Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Plumbing Fixtures (Faucets, Sinks & Bath Fixtures) (IMADALAA)

akta.pro secondary industries

Plumbing Fixtures & Faucets Showrooms (CRAIAFAC), Faucet, Sink & Shower/Tub Installation & Repair (HSAOAAAE)

Keywords

• Bathroom faucets
• Shower heads
• Kitchen mixers
• Bathroom accessories
• Water-saving fixtures

Headquarters

HQ city

Alpharetta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Hardware Product Sales: One-time sale of premium bathroom and kitchen fixtures including faucets, hand showers, overhead showers, shower systems, thermostats, drain systems, and accessories.
2. Spare Parts: Replacement parts and cartridges sold to existing product owners for maintenance and repair.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Hansgrohe North America manufactures and distributes premium bathroom and kitchen fixtures, including showers (hand, overhead/rain, body sprays, sets, showerpipes), faucets (bathroom basin taps, shower, bidet, tub fillers, kitchen mixers), thermostats, drain systems, and bathroom accessories. The company sells through authorized dealers, showrooms, the hansgrohe-usa.com e-commerce site, wholesalers, and a dedicated professional partner portal (hansgrohePRO) for plumbers and installers.

Product overview

Hansgrohe North America offers a comprehensive portfolio of premium bathroom and kitchen fixtures. The core product categories include Showers (hand showers, overhead/rain showers, body sprays, shower sets, showerpipes, and accessories), Faucets (bathroom basin taps, shower faucets, bidet faucets, tub fillers, and kitchen mixers), Thermostats (thermostatic shower valves and controls), Drain Systems (shower channels and floor drains), and Accessories (bathroom organization and storage solutions). These products are organized under multiple design-oriented product lines including Pulsify (with PowderRain technology), Raindance/Raindance Alive (premium showers), Rainfinity (modern angled showers), Finoris (pull-out faucets), Tecturis (contemporary faucets), and various kitchen-focused lines like Talis and Metris. The portfolio emphasizes German engineering, sustainable water technologies (EcoSmart water-saving up to 60%), and design awards (700+ awards). Products are available through specialist partners, authorized dealers, and directly via the hansgrohe-usa.com e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• AXOR: Premium bathroom fixtures and faucets brand under Hansgrohe Group
• Raindance
• Pulsify
• Rainfinity
• Croma
• Vernis
• Joleena
• Finoris
• Talis
• Metris
• Metropol
• Rebris
• Vivenis
• Crometta
• Activera
• Locarno
• AddStoris
• WallStoris
• XtraStoris
• Unica
• Ecostat
• ShowerSelect
• RainDrain
• Aquademie

Products and services

• Showers Comprehensive shower product category including hand showers, overhead/rain showers, body sprays, shower sets, showerpipes, and accessories for residential bathroom installations.
• Faucets Core product category offering bathroom basin taps, shower faucets, bidet faucets, tub fillers, and kitchen mixers across various designs and finishes for residential bath and kitchen installations.
• Thermostats (Shower Trims) Shower control devices including thermostatic shower valves and temperature control systems marketed as Shower Trims for precise water temperature management in residential bathrooms.
• Drain Systems Shower drainage solutions including drain channels, floor drains, and matching drain accessories for various shower configurations in residential installations.
• Accessories Bathroom accessory products including towel bars, shelves, soap dispensers, and storage solutions matching hansgrohe product lines for coordinated bathroom installations.
• Pulsify shower line

Quantifiable outcome

• EcoSmart shower heads save up to 40% water, EcoSmart+ saves up to 60% compared to conventional showers
• +4 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kohler: Kohler Co. is the largest U.S.-headquartered manufacturer of premium kitchen and bath fixtures, faucets, showers, and accessories, competing head-to-head with Hansgrohe across the dealer, showroom, and pro-installer channels in North America.
• Moen: Moen is a leading North American faucet and shower brand owned by Fortune Brands Innovations, offering comparable bathroom and kitchen fixtures across mass-market and premium tiers and overlapping directly with Hansgrohe's pro-channel and showroom presence.
• Delta Faucet: Delta Faucet Company is a sibling Masco Corporation subsidiary and a major U.S. faucet and shower competitor; it shares the same parent and overlapping wholesale and pro-installer distribution, making it the most directly comparable North American peer from both product and channel standpoints.
• Grohe: Grohe is a German premium faucet and shower brand owned by LIXIL, and Hansgrohe's closest direct German-engineering peer, offering comparable water-saving and design-led fixtures to U.S. dealers, showrooms, and trade buyers.
• American Standard Brands: American Standard is a long-established U.S. manufacturer of bathroom and kitchen fixtures, faucets, and showers serving both consumer and professional channels; it competes with Hansgrohe in the mid-tier and premium showroom space across North America.
• Dornbracht: Dornbracht is a German luxury manufacturer of designer faucets, showers, and accessories targeting the high-end residential and hospitality segment, competing with Hansgrohe's AXOR brand for specification-led projects and premium showroom placements.
• Brizo: Brizo is Delta Faucet's premium/luxury sub-brand and a direct competitor to Hansgrohe in the design-led, showroom-channel segment of the U.S. kitchen and bath market.
• TOTO USA: TOTO USA is the North American arm of the Japanese manufacturer offering premium bathroom fixtures including faucets, showers, and bath fittings; it competes with Hansgrohe in luxury residential and hospitality showroom channels.
• Villeroy & Boch: Villeroy & Boch is a German premium manufacturer of bathroom and kitchen fixtures with established U.S. showroom presence, competing with Hansgrohe across premium faucets, showers, and bath collections.
• Duravit: Duravit is a German designer bathroom fixtures manufacturer offering premium faucets, washbasins, and shower solutions; it overlaps with Hansgrohe in U.S. dealer/showroom distribution and design-led specification projects.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/hansgroheusa
• YouTubeyoutube.com/hansgrohe
• Facebookfacebook.com/hansgroheusa
• LinkedInlinkedin.com/company/hansgrohe-north-america
• Instagraminstagram.com/hansgrohe
• Pinterestpinterest.com/hansgrohe

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hansgrohe North America