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Price Pfister’s access consistently has been to accomplish its bath and kitchen accessories assume glitzy. The Pacoima company’s catalogues are abounding with photos of bathtubs adorned with its alien clear knobs, able assumption battery active and aged brownish faucets.

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But the admirers for the Pacoima company’s angle has been limited; the catalogues accept gone mainly to plumbers and genitalia distributors who buy faucets en masse.

Now Price Pfister wants to appearance off its top-of-the-line articles anon to consumers–in home-improvement magazines and through a civic television announcement campaign, already kicked off in eight cities.

‘Biggest Challenge’

The aim is to get greater name acceptance and advance on its about accustomed continuing as the No. 3 home faucet maker in the country. “Becoming No. 1 is our better ambition and our better challenge,” said Peter S. Gold, aggregation president.

The abreast captivated aggregation makes apparent chrome faucets as well. In fact, alone 10% to 15% of faucets awash industrywide are decorative, authoritative up about 30% of absolute revenue.

But, Gold says, Price Pfister abstracts the best way to advertise its faucets is to “put its best bottom forward.” So the mass-market ads appearance its clear knobs photographed with the affectionate of admiration added commonly accustomed to diamonds. The aggregation additionally tries to accomplish faucets adult by bushing its catalogues with photos of towel-clad and blurred naked women.

The aggregation sees itself as the Cadillac of the adorning faucet business, accomplishment accessories that retail for up to $100 (a apparent chrome faucet goes for about $20). The best big-ticket faucets, with their gold-plated and clear handles, are the Rolls Royces of the industry. They amount as abundant as $400 each.

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Competitors Dominate

Gold acknowledges that he has a way to go afore he can be all-powerful baron of the faucet business. The aggregation will accept to accretion arena in area area the top two companies–Delta Faucet of Indianapolis, a accessory of Masco Corp., and Moen of Elyria, Ohio, a analysis of Stanadyne–already dominate, he said.

Price Pfister, whose anniversary sales accept angled back 1983 to added than $100 million, has fared best in the Sun Belt and Western states, according to Larry Dill, editor of Reeves Journal, a Laguna Hills-based plumbers’ barter magazine.

Delta and Moen ascendancy the East and Midwest, he said. Delta appear sales aftermost year of about $225 actor a year; Moen’s were $173 million.

“They’re a ascendant agency in the West, but we don’t anguish too abundant about them elsewhere,” Robert E. Stuart, controlling carnality admiral for Stanadyne, said of Price Pfister.

Because best faucets basically assignment the aforementioned way, Gold said, sales depend on acceptable relationships with the plumbers and accouterments wholesalers who buy the merchandise. Gold frequently invites plumbers from out of boondocks to bout the plant.

New home architecture accounts for 50% of faucet sales, according to the Plumbing Manufacturers Institute, a barter accumulation of 55 plumbing-parts manufacturers based in Glen Ellyn, Ill.

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Line for Do-It-Yourselfers

Other faucets are awash for adjustment and repair. Gold said the top-of-the-line faucets advertise able-bodied to remodelers. Price Pfister additionally sells a band of faucets to accouterments food for do-it-yourselfers.

Price Pfister faucets are fabricated at the company’s 600,000-square-foot Pacoima plant, which employs 1,350 people. The action is adequately simple: Best of the six to eight faucet genitalia are fabricated from metal rods that are broiled in a furnace, again molded and threaded.

Most of the close genitalia are fabricated of brass. The company’s bulb makes added than 90% of the genitalia acclimated in its faucets.

Price Pfister is endemic by three principals: Gold, who abutting Price Pfister as a salesman in 1956, Sydney Irmas, a director, and David Rousso, an controlling carnality president. Gold and Irmas authority according shares of bearding size. Rousso’s pale is smaller.

Acquired Close in 1983

The three admiral bought Price Pfister in 1983 for $35 actor from an advance cyberbanking close that had bought Norris Industries of Long Beach, Price Pfister’s ancestor company, in a leveraged buy-out two years earlier.

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The aggregation had a apprehensive beginning. It was founded by Emil Price and William Pfister in 1910 as a architect of gasoline generators for areas in which electricity was not yet available. Best Price Pfister generators were awash to farmers.

Two years afterwards opening, the aggregation confused into garden valves, the affectionate of faucets acclimated to angle up garden hoses. During the apple wars, Price Pfister, with a bulb in city Los Angeles, fabricated appropriate valves and accessories for the military.

The aggregation grew into a home-faucet aggregation in the post-1945 apartment bang and confused to Pacoima in 1960. Nine years later, Norris purchased Price Pfister and Gold became president.

Paul J. Koenig, Delta Faucet’s carnality admiral for marketing, said he thinks name acceptance is Price Pfister’s better barrier to communicable up to Delta and Moen.

About 75% of those arcade for accessories are acquainted of the Delta Faucet cast name, Koenig said. He said Price Pfister is accepted by alone 15% of the public. Koenig additionally said bodies who accept heard of Delta are acquainted of the product’s appropriate feature: Its faucet has a distinct lever, which rotates on a ball, to ascendancy hot and algid water.

Gold acknowledges that Price Pfister is not well-recognized. Its advertisements are aggravating to action that with the adult pictures and a slogan, “The pfabulous pfaucet with the pfunny name.”

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