Bathroom Brands in the News: Roca, LIXIL, American Standard, Kohler

TL;DR: Roca just hitched its wagon to Spain’s Euro Cup win. LIXIL is betting big on training the next generation of plumbers. American Standard is doubling down on the Chinese market with a new strategic partnership. And Kohler just paid over asking price for a warehouse in Nashville. Here’s what the big bathroom brands are up to right now.

Roca Rides the Spain Victory Wave

Spain won the Euro Cup, and Roca wasted no time tying itself to that win. The Spanish brand—which has been making bathroom fixtures for over a century—positioned itself as part of the national celebration.

But here’s the thing: Roca actually has legit skin in the game. They’re the official bathroom supplier for the Espai Barça renovation project at Barcelona’s iconic stadium. So when they talk about “bringing premium bathroom solutions to Spain’s football landmark,” it’s not just marketing fluff—they’re literally building bathrooms into the country’s most famous sports destination.

The messaging? “Excellence doesn’t have a home field.” Fair enough.

LIXIL Backs the World Skills Competition

LIXIL—the parent company of GROHE and American Standard—just signed on as a sponsor for the 48th World Skills Competition. Specifically, they’re supporting the “Plumbing and Heating” category with tech and products.

Why this matters: the industry has a skilled labor shortage, and LIXIL is putting money where its mouth is. They’re not just writing a check—they’re providing training resources and standardized curricula to help young plumbers get up to speed. Smart long-game stuff.

American Standard Deepens Its China Play

On July 17, American Standard’s China team hosted a strategic meeting with Huanai Home Furnishing in Shanghai. Top executives from both sides were there, including LIXIL’s global SVP and the GM of American Standard China.

The agenda: three core channels—engineering projects, home renovation, and new media operations. They walked away with multiple strategic agreements.

Translation: American Standard is doubling down on China’s residential market, not just commercial projects.

Kohler Pays a Premium for Nashville Real Estate

Kohler just dropped $14.15 million on a warehouse property in Nashville’s Wedgewood-Houston neighborhood. The building is about 31,000 square feet on 1.75 acres.

Here’s the interesting part: the property was listed at around $11 million. Kohler paid over asking. That tells you they really wanted this specific location—probably for logistics or distribution expansion in the Southeast.

Exterior of the warehouse at 520 Merritt Avenue, Nashville.