Japanese toilet manufacturer Toto plans to triple its showrooms in the US to expand its reach to more American customers.

The company had 100 showrooms in 30 cities as of 2023 and intends to increase its footprint to 300 locations in 63 cities over the next three years, Toto president Noriaki Kiyota told Nikkei in an interview.

Aside from the expansion, the firm will also focus on improving store-front displays and product presentation, as well as holding events to resonate with more consumers, Kiyota added.

Toto is targeting a 19 per cent growth in US annual sales, driven by the Washlet line of toilet seats.

According to Kiyota, sales of Washlet products have seen double-digit growth in recent years despite a sluggish real estate market due to high interest rates.

“During the Covid-19 pandemic, word-of-mouth spread through social media that using Washlet seats meant not needing toilet paper. We want to break into the mainstream going forward,” he remarked.

In addition, the company’s three main sales channels – building materials stores, mass retailers, and e-commerce – are also growing.

Regarding the impact of President-elect Donald Trump’s policies, Kiyota said his company will proceed as planned this year as the US economy remains solid.

“We have a sanitaryware factory in Mexico, where our American rivals in the mid-to-high-end product segment also have factories. Even if tariffs increase, the conditions will remain the same,” he explained.