sterling products

What sterling products does

Sterling Products, doing business as Sterling Plumbing, manufactures bathroom and kitchen plumbing fixtures including shower stalls and bases, bathtubs, tub-shower combinations, bath and shower doors, toilets, toilet seats, faucets, bathroom and kitchen sinks, bathroom safety products, and kitchen sink accessories. The company is the originator and primary producer of Vikrell, a proprietary solid-composite material with molded-in structural ribbing, used in its bath and shower products and engineered and assembled in the USA for over 50 years. Sterling also holds registered trademarks around installation and surface-treatment technologies including the Pro4 two-piece backwall system, Dry-Block watertight seal, CleanCoat glass surface treatment, Rite-Temp temperature control, MasterShower component systems, and Vibrant Finishes.

Founded in 1907 as Sterling Specialty Company in Crafton, Pennsylvania and acquired by Kohler Co. in 1984 as Kohler's first acquisition, Sterling now operates as a brand within the Kohler family of businesses. Manufacturing is conducted at two US plants in Huntsville, Alabama (expanded in 2019) and Casa Grande, Arizona. Sterling sells mid-priced plumbing products through Kohler's wholesale and distribution network, retail storefronts accessible via a 'Where to Buy' locator, and direct digital channels, targeting trade professionals — wholesalers, contractors, builders, and plumbers — as primary customers, with residential homeowners and ADA-compliance projects as secondary segments. Differentiation rests on contractor-friendly installation features (modular Pro4 design, Dry-Block seal), Vikrell material durability backed by 10-year consumer and 3-year commercial limited warranties, and the brand-equity halo of Kohler's 150-year manufacturing heritage. Revenue mechanics are volume hardware sales through wholesale/retail channels; pricing is not publicly disclosed.

Name

sterling products

Legal name

Sterling

Website

https://sterlingplumbing.com

Company type

Private

Founded year

1907

Operating status

Operating

Short description

Sterling Products is a US manufacturer of mid-priced bathroom and kitchen plumbing fixtures, including Vikrell composite baths and showers, toilets, faucets, and sinks, serving trade professionals — wholesalers, contractors, builders, and plumbers — as a brand within the Kohler Co. portfolio since 1984.

Ownership category

akta.pro rank

Product category

Plumbing Fixtures

SIC

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), Sinks & Water Filtration/Dispensers Showrooms (CRAIAFAE), Plumbing Parts & Supplies Retail (Pipes, Valves, Fittings) (CRAIADAD)

Keywords

• Bathroom plumbing fixtures
• Kitchen sinks faucets
• Vikrell bath shower
• Shower enclosures tubs
• Toilet manufacturing

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Plumbing Fixtures Sales: Sterling generates revenue through the sale of bathroom and kitchen plumbing fixtures including showers, bathtubs, toilets, faucets, and sinks. Products are sold through wholesale distribution and retail channels targeting trade professionals and residential consumers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Sterling Products manufactures and sells bathroom and kitchen plumbing fixtures—including Vikrell shower stalls, bathtubs, tub-shower combos, bath and shower doors, toilets, toilet seats, faucets, sinks, bathroom safety products, and kitchen sink accessories—for residential and commercial projects. Products are sold primarily through the Kohler wholesale distribution network and retail channels targeting trade professionals (contractors, builders, plumbers) and residential homeowners. Sterling's Vikrell composite material platform, Pro4 installation system, and Dry-Block seal technology differentiate the offering at mid-market price points.

Product overview

Sterling is a manufacturer of bathroom and kitchen plumbing products, operating as a brand of Kohler Co. The product portfolio includes shower stalls, shower bases, bathtubs, tub/shower combos, bath and shower doors, toilets, toilet seats, bathroom and kitchen faucets, bathroom and kitchen sinks, bathroom safety products, and sink accessories. Sterling's products are built primarily using Vikrell, a proprietary durable composite material for baths and showers. The offerings include various product collections like Medley, Valton, and Forum, with many products featuring ADA-compliant options. Sterling products are designed for trade professionals with emphasis on easy installation, durability, and contractor-friendly designs at mid-priced points.

Differentiator

Problem solved

Functional benefit

Brands

• Vikrell: A proprietary material used in Sterling baths and showers, known for durability, lightweight construction, and resistance to stains and scratches. Engineered and assembled in the USA for over 50 years.

Products and services

• Shower Stalls Prefabricated Vikrell shower enclosures in various sizes and configurations designed for easy installation in residential bathrooms.
• Shower Bases Base components for shower installations, providing the foundation for shower enclosures.
• Bathtubs Bathing fixtures available in freestanding, alcove, and drop-in configurations for residential bathrooms.
• Tub Showers Combined bathtub and shower units designed for efficient bathroom spaces with versatile installation options, including the Traverse 60x30 bath/shower with Pro4 installation system and Dry-Block seal.
• Bath and Shower Doors Glass and metal enclosure doors for showers and baths, available in framed and frameless styles with CleanCoat glass protection for easier cleaning.
• Toilets Water-saving toilets including two-piece elongated models with chair-height seating and dual-flush options, such as the Windham two-piece elongated 1.28 gpf chair-height toilet.
• Toilet Seats Toilet seats in various styles including the Sentra collection with transitional design and easy installation, designed to fit most toilets and especially Sterling models.
• Faucets Bathroom and kitchen faucets in centerset, single-hole, and pull-down designs with ceramic valves and Rite-Temp temperature control technology.
• Bathroom Sinks Drop-in, undermount, and pedestal bathroom sinks in stainless steel and vitreous china, including the Sacramento pedestal sink and Stinson undermount sink.
• Kitchen Sinks Kitchen sinks including undermount double-bowl models such as the McAllister 32-inch undermount double-bowl sink, plus 2024 Valton Kitchen Sinks in 18-gauge stainless steel.
• Specialty Kitchen Sinks Specialty kitchen sinks including the Springdale 16-1/4 inch undermount single-bowl bar/entertainment sink.
• Kitchen Faucets Kitchen faucets including the Valton pull-down single-handle kitchen faucet.
• Bathroom Safety Products Safety and accessibility products including grab bars, lighted mirrors such as the Sunfield 23-inch round lighted mirror, and ADA-compliant fixtures designed for accessibility and aging in place.
• ADA-Compliant Products Products meeting ADA accessibility guidelines including ADA-compliant sinks, toilets, and grab bars designed for wheelchair access and ease of use.
• Kitchen Sink Accessories Kitchen sink accessories including stainless steel strainers, sink racks, and rinse baskets such as the Stainless Steel Sink Strainer.
• Vikrell Material Product Line Sterling's Vikrell products include baths, showers, and sinks built from a proprietary durable composite material with solid no-layer construction, molded-in structural ribbing, and stain and scratch resistance, backed by 10-year consumer and 3-year commercial limited warranties and made in the USA for over 50 years.
• Valton Faucet Collection Contemporary Valton faucet collection featuring fluid design lines for a clean, updated look adaptable to various bathroom layouts.
• Medley Faucet Collection Medley faucet collection adding a contemporary feel to classic style, working in both modern and transitional spaces.
• Forum Bath Collection Modern alcove baths with subway tile design delivering clean-lined aesthetics and lasting beauty, designed to pair with Traverse, Medley, or STORE+ walls.

Quantifiable outcome

• 10-year consumer warranty and 3-year commercial warranty on Vikrell products
• +1 more outcomes

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

Partnerships

One partnership is on record.

• Kohler Co.coreOthersKohler Co. acquired Sterling in 1984 as its first acquisition. Sterling operates as a brand within the Kohler family of businesses, benefiting from Kohler's 150 years of manufacturing excellence, global distribution network, and quality standards. Every Sterling product must meet or exceed Kohler's high standards.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• American Standard: American Standard manufactures toilets, faucets, sinks, and bath/shower fixtures in a similar mid-tier trade channel. It is the most direct head-to-head competitor to Sterling across faucets, tubs, and kitchen sinks.
• Delta Faucet: Delta Faucet produces faucets, showerheads, and related bath/kitchen plumbing products sold through wholesalers and home centers. Highly comparable to Sterling's faucet and bath lines with overlapping trade and DIY distribution.
• Moen: Moen manufactures faucets, shower systems, and kitchen/bath fixtures with focus on trade professionals and retail channels. Comparable product breadth to Sterling across faucets and bath fixtures, with similar technology differentiation efforts.
• Pfister: Pfister is a mid-tier faucet brand competing directly with Sterling in kitchen and bath faucets. Owned by Spectrum Brands, it shares Sterling's value-tier positioning and trade channel focus.
• Aquatic: Aquatic manufactures acrylic and Vikrell-comparable bath and shower units sold through plumbing wholesalers and dealers. Directly comparable to Sterling's Vikrell tub/shower core product line.
• MAAX: MAAX produces bathtubs, showers, and shower doors primarily in North America. Comparable product mix to Sterling's bath/shower segment, with similar builder and remodeler customer focus.
• Mansfield Plumbing: Mansfield is a mid-tier manufacturer of toilets, faucets, and bath fixtures targeting the trade and wholesale channel. Direct mid-market peer to Sterling across core plumbing categories.
• DreamLine: DreamLine manufactures shower doors, enclosures, and tub/shower solutions sold through wholesalers and home centers. Closely comparable to Sterling's bath and shower door segment, including Clear/Coat-treated glass.

Emerging players

• Glacier Bay (Home Depot private label): Glacier Bay is Home Depot's value-tier private-label brand for faucets, toilets, and bath fixtures. Direct value competitor to Sterling's mid-tier positioning and a primary share threat in home center channels.
• Kingston Brass: Kingston Brass provides kitchen and bath faucets, sinks, and accessories at value price points through online and wholesale channels. Competes with Sterling's lower-priced offerings and kitchen sink accessories line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 sterling products