BUSAN ― Kohler, a U.S. supplier of high-end plumbing products, is hoping to see a 300 percent sales growth in the South Korean market next year, said Kohler Novita executive Choi Jae-kwan.

“Designers of townhouses and luxury hotels are visiting our Busan showroom to use the premium Kohler products for their interiors,” Choi said during an event celebrating the launch of the company’s new toilet brand Veil.

The Wisconsin-based company, which describes itself as being “dedicated to gracious living,” is said to be in talks with builders of several townhouses and high-end hotels being constructed in Busan and Jejudo Island.

Until recently, the company was making efforts to appeal to the homeowners and businesses in the ever growing Chinese market. But it is now gearing up to raise its brand awareness in Korea and offers an extensive selection of luxurious bath and kitchen products here, Kohler officials said. 

In 2011, Kohler acquired Novita, a former affiliate of Samsung Electronics. In May, it opened a showroom in Busan, seeking to raise brand awareness and better communicate with consumers.

“Our high-end lineups of bath and kitchen fixtures are critical to Kohler’s future success here. More Koreans are looking for ‘customized’ and ‘personalized’ items, even if they come with a high price tag,” Choi said.

The new wall-mount Veil toilet is the latest in the company’s posh lineup. It is sold for 8.03 million won ($7,100), equipped with dual-flush system and automatic lid.

As part of its efforts to improve brand awareness in the country, an exhibition was held on Wednesday in its Busan showroom featuring eight Asian artists sponsored by the company who displayed artworks inspired by the bold looks of Kohler products.

“Whether our main consumers are high-end shoppers or the masses, we’re here for them and we’re here to stay,” Choi said.

By Suk Gee-hyun (monicasuk@heraldcorp.com)