Business is flowing at eFaucets — so much so that the company has relocated to a bigger and better facility in Pleasant Prairie.
Established in Racine in 2003, the business markets plumbing, lighting and door fixtures. eFaucets.com was the first store of parent company eImprovement.
eFaucets relocated to Pleasant Prairie in March and now occupies 20,000 square feet of open space within the former SuperValu location at 8401 102nd St. in the LakeView Corporate Park.
In its new headquarters, eFaucets now is enjoying a rebirth. eFaucets is adjusting its business strategy, focusing more on business it generates from the sales of products to professionals.
While contractors and developers only comprise 20 percent of the company’s current business, general manager Parvez Patel said the strategy is to grow this segment to at least 40 percent. He projects it could reach its goal in less than a year.
Heather Asiyanbi, a marketing official, said the company has already seen a sales shift. It is seeing an increasing number of large-volume purchasers such as restaurants, hotels, contractors, developers and builders of multi-family housing units.
The strategy, she said, is to make multiple sales and become the one-stop retailer for developers who want to buy quality fixtures at volume prices.
eFaucets gives manufacturers a marketing outreach beyond the traditional brick-and-mortar home improvement stores. And because it can offer more different brands it can offer a higher quality fixture at a wider price range than other sources, Patel said.
Want an $8,000 comfort height, dual flush toilet that has a heated seat, plays music, lights up and has an integrated bidet? You can order it through eFaucets.
It also has other high-end kitchen and bathroom fixtures including touch and no-touch faucets. It also offers a range fixtures for budget-conscious shoppers.
Asiyanbi explained that the products eFaucets offers are heavier than those in many stores because they are made from metal, not plastic.
Asiyanbi said its former quarters were cramped and didn’t offer much room for further expansion.
The new headquarters feature open-space, well-lit areas with bathroom and kitchen fixtures that have been set up by manufacturers.
There are several conference rooms and the general meeting area accommodates company “town hall” sessions where all 85 employees can meet.
It also features a stress-free environment where employees can play pingpong or foosball during their breaks.
Part of eImprovement
eFaucets.com is a unit of eImprovement LLC. Also under the eImprovement banner are DoorFixtures.com, eImprovement.com, HomeFixtures.com, LightingCatalog.com, MartzSupply.com, SolutionsBath.com and TooHome.com.
The company operates a call center with customer service, technical support and marketing professionals in Pleasant Prairie. There’s also a warehouse in Denver.