What GRAFF does

GRAFF is a privately held, vertically integrated manufacturer and designer of luxury bathroom and kitchen fixtures, founded in the early 1970s by Ziggy Kulig, who continues to serve as President and CEO. Headquartered in Milwaukee, Wisconsin, with offices throughout Europe and manufacturing facilities in both the United States and Europe, the company employs 501-1,000 staff and operates under ISO 9001 quality and ISO 14001 environmental certifications. GRAFF distributes exclusively through an authorized global network of plumbing showrooms, serving three primary customer segments: luxury residential homeowners (private estates in Maui, a Hamptons retreat, a London penthouse, a 17th-century Paris mansion, One 57 New York), architects and interior designers who specify products into projects, and luxury hospitality operators (Jumeirah Maldives Olhahali Island, Raffles Singapore, Sandals LaSource Grenada, Monte-Carlo Bay Villas Du Sporting, Barthélemy Hotel St. Barths).

GRAFF's product portfolio spans 40+ named designer collections across bathroom (faucets, tub fillers, shower systems, sinks, bathtubs, accessories) and kitchen (pull-down and bridge faucets, pot fillers, water dispensers, bar and prep faucets). Technical differentiation rests on proprietary finishing technologies — Physical Vapor Deposition (PVD) for premium finishes including polished/brushed brass, gold, nickel, onyx, warm bronze, rose gold/copper, Tuscan bronze, and gunmetal; electrodeposition plating for chrome and nickel; electrostatic powder coating for humidity- and UV-resistant finishes; and the Sleek-Stone composite material (75% dolomitic mineral bonded with resin) for tubs and sinks. Product-level innovation includes chromotherapy LED shower heads (Ametis, 6-color temperature-responsive lighting), the MOD+ customization platform offering 63,000+ combinations across 20 finishes and three Tuscan marble inserts, and WaterSense-certified faucets delivering 20% greater water efficiency. Designer collaborations with Davide Oppizzi (Ametis), Stephen Burks, Angeletti Ruzza Design (Sento), Matteo Nespoli, Alberto Novara, and others anchor the design pipeline, extended commercially through the Friends of GRAFF ambassador program.

GRAFF's business model is sales-led and specification-driven. The company generates revenue from three streams — luxury bathroom fixtures, luxury kitchen fixtures, and bespoke/custom products — all priced on a quote basis (no published price list). Go-to-market relies on specifications embedded by architects, interior designers, and design professionals, funneled through authorized trade showrooms worldwide rather than direct e-commerce. Marketing is executed primarily through editorial placements in publications including Architectural Digest, Elle Decor, Domus, AD Italia, Marie Claire Maison, and Women's Wear Daily, alongside recurring presence at Salone del Mobile.Milano and the Friends of GRAFF ambassador program. Recent milestones include the Pantheon Collection launch at Salone del Mobile.Milano 2026 (recognized by WWD), the 2023 SBID Award for the Futurismo Collection, and the 2025 Marie Claire Maison Top of Design Award for the Ametis shower head.

Name

GRAFF

Legal name

GRAFF

Website

https://graff-designs.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

501–1,000 employees

Short description

GRAFF is a privately held, vertically integrated manufacturer of luxury bathroom and kitchen fixtures, founded in the early 1970s in Milwaukee, Wisconsin. It serves luxury residential, hospitality, and design-professional markets globally through authorized showrooms, proprietary finishing technologies, and 40+ designer collections.

Ownership category

akta.pro rank

Product category

Luxury Bathroom and Kitchen Fixtures Manufacturing

NAICS

Plumbing Fixture Fitting and Trim Manufacturing (332913)

SIC

Heating Equip, Except Elec & Warm Air; & Plumbing Fixtures (3430)

akta.pro primary industry

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

akta.pro secondary industry

Luxury / Spa Bathroom Upgrades (Steam Showers, Saunas, Jetted Tubs) (HSAPABAO)

Keywords

• Luxury bathroom fixtures
• Designer kitchen faucets
• Premium shower systems
• PVD finish plumbing
• Custom bath collections

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Luxury Bathroom Fixtures: Sale of high-end bathroom faucets, shower systems, tub fillers, sinks, bathtubs, and accessories through plumbing showrooms and design professionals.
2. Luxury Kitchen Fixtures: Sale of premium kitchen faucets, pot fillers, water dispensers, and bar/prep faucets targeting luxury residential and commercial kitchens.
3. Custom/Bespoke Products: MOD+ and Vignola collections offer extensive customization options, allowing customers to create personalized fixtures with premium materials and finishes.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels10 records

Core offering

GRAFF manufactures and designs luxury bathroom and kitchen fixtures, including faucets, tub fillers, shower systems, sinks, bathtubs, pot fillers, water dispensers, and bath accessories, organized into more than a dozen designer collections and offered in 20+ premium finishes. The company sells exclusively through authorized plumbing showrooms worldwide and serves high-end residential, hospitality, and commercial projects with extensive customization options, particularly through the MOD+ platform that supports over 63,000 finish and marble insert combinations.

Product overview

GRAFF is a luxury bathroom and kitchen fixtures manufacturer offering a comprehensive portfolio of premium faucets, shower systems, and bath accessories. The company's product ecosystem is organized around two primary categories: Bathroom (encompassing faucets, tub fillers, shower systems, sinks, tubs, and accessories) and Kitchen (including kitchen faucets, pot fillers, water dispensers, and bar/prep faucets). GRAFF's offerings are distributed through named collections (such as RIVA, Futurismo, Vignola, Ametis, Harley, Luna, Vintage, MOD+, M.E., Sento, Topaz, Lauren, and Phase) and finish options (24K Gold, PVD coatings, Powder Coated, Marble inserts, Galvanic/Plated, and Living finishes). The company's vertical integration ensures quality control across manufacturing. GRAFF positions its products as luxury wellness-oriented, emphasizing design artistry and multisensory experiences, particularly in shower systems featuring chromotherapy LED lighting.

Differentiator

Problem solved

Functional benefit

Products and services

• RIVA Collection Luxury bathroom collection featuring bespoke designs with controls and components that gleam with artistry and precision, including wall-mounted chandelier shower systems; targeted at luxury residential and hospitality projects.
• Futurismo Collection Futuristic kitchen collection designed with elevated functionality for commercial and residential kitchens; received SBID award recognition in 2023.
• Vignola Collection Bathroom collection inspired by Bologna's iconic porticos, featuring luxurious marble inserts and metallic finishes that recall timeless architecture; designed by Matteo Nespoli and Alberto Novara.
• Ametis Collection Futuristic bathroom collection created by Swiss designer Davide Oppizzi, featuring ring-shaped shower heads with 6-color LED chromotherapy lighting that responds to water temperature; awarded Marie Claire Maison 'Top of Design' 2025 for the Ametis shower head.
• Harley Collection Collection paying homage to iconic American motorcycles with streamlined elegance; available for both kitchen and bathroom applications.
• Luna Collection Bathroom collection featuring a gleaming crescent moon silhouette that evokes the flow of water and the beauty of the cosmos.
• Vintage Collection Industrial-flair bathroom collection drawing inspiration from classic fire hose nozzles of the Chicago Fire Department, infusing an aura of history.
• MOD+ Collection Bespoke bathroom collection offering 63,000+ customization possibilities with 20 luxurious finishes and three Tuscan marble insert variations (Forest Green, Smoky White, Storm Black Marble).
• M.E. Collection Luxury bathroom collection featuring refined elegance and simplicity with 24K Gold and Polished Brass finishes, designed for modern luxury homes.
• Sento Collection Minimalist bathroom collection defined by clean, simple lines and visual impact; designed by Angeletti Ruzza Design with principles of 'lightness and strength.'
• Topaz Collection Art Deco-inspired bathroom collection featuring octagonal bases and jewel-shaped handles with smoothly curved spouts, creating a timeless modern aesthetic.
• Lauren Collection Elegant bathroom collection available in 24K gold-plated or Polished Chrome finish, elevating traditional, transitional, and contemporary styles with Hollywood glamour.
• Phase Collection Contemporary bathroom collection with clean and simple shape, featuring slim lines suited for wall-mounted and deck-mounted applications.
• Desideri Collection Luxury bathroom collection featuring premium sinks and tubs crafted with artisanal expertise, sourced from trusted marble suppliers.
• Pantheon Collection Newly unveiled luxury bathroom and wellness collection framed as an architectural, emotional, and immersive experience; debuted at Salone del Mobile.Milano 2026 and recognized by Women's Wear Daily as a standout bathroom and wellness innovation.
• Shower Systems Complete shower solutions including shower kits, shower heads, handshowers, and thermostatic/pressure balancing shower systems for luxury wellness experiences.
• Kitchen Faucets Premium kitchen faucets featuring pull-down, bridge, and bar/prep configurations designed for luxury residential and commercial kitchens.
• Pot Fillers Specialized kitchen faucets designed for filling pots directly at the stove, available in various finishes.
• Tub Fillers Luxury tub fillers available in floor-mounted, deck-mounted, and wall-mounted configurations for bathroom installations.
• Bathroom Faucets Comprehensive range of bathroom faucets including two-handle, single-handle, and wall-mount configurations for lavatory applications.
• Bath Accessories Complete line of bath accessories including towel rings, bars, robe hooks, tumbler holders, soap dishes, and dispensers to complement bathroom collections.
• Water Dispensers Kitchen water dispensers providing filtered or ambient water delivery for culinary applications.

Quantifiable outcome

• 65,000+ customization combinations available through MOD+ Collection
• +2 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Dornbracht: German premium manufacturer of designer bathroom faucets, shower systems, and accessories, sold through authorized showrooms to architects and luxury hospitality; the closest direct competitor to GRAFF in design-led, specification-grade luxury plumbing fixtures.
• Hansgrohe/Axor: Hansgrohe's premium Axor line collaborates with famous designers (Phoenix, Starck) to produce luxury bathroom faucets and shower systems, overlapping directly with GRAFF's designer-collaboration strategy and global showroom distribution to luxury residential and hospitality.
• Vola: Danish manufacturer of iconic minimalist architect-designed faucets, distributed worldwide through design showrooms to luxury residential and commercial projects; comparable to GRAFF in premium positioning, design heritage, and specification-driven sales motion.
• ROHL: Luxury decorative plumbing fixtures brand offering designer faucets, shower systems, and bath accessories through showroom and designer channels in North America and abroad; directly comparable product mix and channel to GRAFF in the high-end residential and hospitality specification market.
• Brizo (Delta Faucet): Delta Faucet Company's premium Brizo line offers designer kitchen and bath fixtures targeted at luxury residential buyers through showroom and designer channels; competes head-on with GRAFF in style-driven, higher-ASP bath and kitchen fittings.
• WatermarkFixtures: Designer and manufacturer of premium bathroom faucets and fittings emphasizing customization, finishes, and original-design style sold through showroom networks; comparable to GRAFF on premium positioning, finish breadth, and specification-driven distribution.
• Samuel Heath: British manufacturer of luxury bathroom fittings and accessories with a heritage brand and showroom-led distribution focused on designer-grade specification projects; overlaps with GRAFF on craftsmanship, finish variety, and architectural specification channels.
• Newport Brass: Premium decorative plumbing fittings brand owned by Brasstech, offering kitchen and bath fixtures in a wide range of designer finishes via showroom and trade channels; comparable positioning to GRAFF in luxury residential design-led fittings.

Broad incumbents

• Kohler (Luxury Bath): Global incumbent with a deep luxury bath and kitchen portfolio (Kohler, Kallista, KOHLER Luxury), broad manufacturing scale, and global specification teams; overlaps GRAFF in luxury hospitality and high-end residential but competes across many more categories and price points.
• Toto (Luxury Bath & Wellness): Global Japanese bath manufacturer whose luxury bath and wellness lines (including spa-grade shower and chromotherapy features) increasingly compete with GRAFF's Ametis and wellness positioning across high-end hospitality and premium residential specifications.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/graffdesignsofficial
• LinkedInlinkedin.com/company/graff-designs
• Instagraminstagram.com/graff_designs
• Pinterestpinterest.com/graff_designs
• Xx.com/graff_designs

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 GRAFF