Maxwell Gerber, a Polish immigrant, wanted to make his mark in his new country by manufacturing tried & true plumbing products, and do so with a commitment to partnerships — the backbone of the business. The company would be based on his business philosophy: to have deep and sound relationships with customers and bring high-quality products to the market. 

In 1932, he formed Gerber Plumbing Fixtures Corp. in Kokomo, Ind., making vitreous china products. Gerber traveled to spread the word of his family-owned and -operated company, sealing deals one handshake at a time. 

The business was going strong, and in the late 1930s and early 1940s, the company acquired Globe Valve Corp. and Woodbridge Sanitary Pottery. As the United States entered World War II, Gerber extended credit to his customers whose businesses were struggling during the war effort. It went back to his philosophy of putting people and customers first — knowing that partnerships are not just transactional. 

It worked, and the plumbing manufacturer continued expansion in the 1950s, acquiring several other pottery companies. Gerber realized that the company brand and culture allowed it to break into the commercial side of the market. A post-war Chicago was booming with the resurgence of skyscrapers building up its downtown area. The Chicago Executive House, a 40-story luxury building being constructed to mark the downtown area, had Gerber Plumbing products specified for its luxury brand. 

Growth continued through acquisition and innovation and held Gerber Plumbing at the forefront. Backed by its commitment to craftsmanship, quality and the trade professionals, its product line expanded to fill their needs and those of consumers. 

A Woman-Owned Enterprise

In the 1980s, the new decade began with three generations of the Gerber family contributing to the company’s growth. Watching over it all was Max’s daughter, Harriot Gerber Lewis. In 1983, after 30 years as an officer of the company, she became the first woman to be named president of a major plumbing manufacturer. Lewis doubled down on Gerber Plumbing’s mission and passion — to remain a partner with plumbing professionals. 

And she did not shy away from innovation — holding fast to the company’s cornerstone of innovation and craftsmanship. Harriet Lewis was beloved at the company that bore her family name. According to a memorial written about her legacy in Jewish Chicago magazine to honor her when she passed in 2001, Lewis guided the family company with conviction and compassion — knowing every employee by their first name, as well as their family members.

Never forgetting the commitment to partnerships, Harriett Lewis would be the first woman inducted into the National Plumbing Hall of Fame and a member of the Committee of 200, an esteemed international organization of women CEOs and entrepreneurs. 

Her three children would work for Gerber Plumbing and uphold its traditions and legacies. And even at a young age, daughters Ila and Nancy inspired their grandfather Max. As the company had acquired pottery manufacturing companies, he created the signature “Ila Ware and Nancy China.”  Son Alan Gerber Lewis worked for the company for 30 years — ascending to the helm and retiring as CEO in 1989, before passing away in 2003.  

Ila Lewis joined the plumbing manufacturing firm in 1981. Following her mother’s death, she took over leadership of the company — the third generation of the Gerber family to run the business. She may have followed in her mother’s footsteps, but Ila Lewis blazed her own trail. So beloved in the industry, she would lead Gerber Plumbing Fixtures by driving innovation and continuing the family legacy of partnerships in the trades. Her impact could be felt through all the industry channels, she was bestowed the Association of Industry Manufacturers Representatives Golden Eagle award in 2003. 

Ila Lewis fostered the company legacy, and a marker in the company history repeated itself when in the 1990s, as Las Vegas was surging with the development of high-rise luxury hotels, Gerber’s Ultra Flush toilets were specified for the Luxor, MGM Grand, Bellagio, and other major hotels.

And that is just the first part of the rich heritage.

New Chapter

With a firm hold in the marketplace, in 2003, the family-owned and operated company was acquired by Globe Union Group, a top-tier manufacturer in the global kitchen and bath market, which stands behind the company’s mission — to provide quality products and drive innovation for the trade professional. Ila Lewis retired in 2008. 

The synchronicity between Gerber Plumbing and Globe Union can be seen in Globe Union’s strategic drive to be cutting-edge innovators in the research and development of new products. And, just like Max Gerber, keeping innovation, reliability and the connections and partnerships with the trades at the forefront. Today, overseeing the Gerber brand and its accomplishments and advancements is Keith Yurko, the North American Group CEO.

“Max Gerber’s philosophy of doing business, which relied on deep and sound relationships with customers and providing premiere products to the market, says it all,” Yurko says. “I believe that if Globe Union’s  founder, Scott Ouyoung, and Max Gerber had met, they would have been fast friends. Max was an innovator and brought a genuineness to the business.” 

Both companies — known for quality manufacturing, international presence and strategies of going to market — were so well-matched that it’s easy to see how the Gerber brand thrives under the guidance of its new guardian. And thrive it has. “Our mission is to continue to build on the relationships we have with the trades — plumbers and wholesalers,” Yurko says. 

Innovation 

Product development for the consumer, commercial and professional sides of the industry is at the forefront of Gerber’s commitment to its customer by providing dependable products and support. A benefit of the acquisition was that Globe Union could provide lofty product development to the Gerber Plumbing brand. 

“Within the first five years since the acquisition, we added more than 450 new products to the portfolio,” Yurko notes. “It started with the decorative products and helped us transform the brand.” During that time, the company debuted its Viper and Avalanche toilets, both setting trends for design and aesthetics and the pinnacle of flushing performance,

Gerber Plumbing also relies on feedback it receives from the professional trades installing its products.  Using plumbing contractors’ feedback, they developed the Treysta Tub & Shower Valve, with vertical inlets, allowing maximum flexibility and installation next to a stud in PEX applications.

“We approach innovation differently from our competitors,” explains Kyle Selph, Gerber Plumbing’s vice president of product development. “We are more focused on innovation, staying true to our core customer base that we have earned is something we take very seriously: the plumber, the heart and core of our business. And it is very important to us that we do not approach consumer innovation at the expense of our plumber’s time.”

He adds that “staying true to the plumber” is the first concern when developing new products, ensuring long-term performance and straightforward installation.

Water conservation is another touchpoint that serves as a guiding light for Gerber. 

“We are the first brand that has brought a traditional functioning toilet, adjusted it to an ultra low flow and have the toilet flush well without compromised performance” says Selph. This type of water savings is a significant advantage in spaces such as multi-unit buildings. “This may not be a sexy enough topic for some of our competitors to approach, but it’s an area we’ve put our expertise into that has quite a bit of benefit,” he adds. 

And it doesn’t come at the sacrifice of design. With a promise of “Never compromise style for budget,” Gerber’s refreshed approach to decorative products can be felt and connected with on many levels. Offering several different bathroom and kitchen lines that some may call sexy, allows consumers to mix products, finishes, and styles to fit their own design approach. This benefit allows wholesale distributors to harness the power of the full product offering, all covered with the Gerber philosophy. 

“Our future offerings will marry the higher design that our showrooms expect when it comes to custom bathrooms with our focus on quality,” he says.  And they will live up to the same performance and reliability standards Gerber Plumbing is founded upon, with its mantra of remaining the most consistent supplier in the marketplace.

“We will not enter into a new category and forget what made us successful — reliability and ease of installation. These are our bedrock values — and we are not willing to bend on those,” Selph notes. “But we are finding some smart ways to get there, but not at the expense of our core customer.”

Another area where Gerber is innovating the market is addressing supply chain disruptions and staying connected with its customers. “We strive to be a reliable supplier and have an effortless customer experience,” says Jeff Kessler, vice president of sales. “We want to remove the headaches for our customers so they know it will be a smooth and seamless transaction when they’re dealing with Gerber. That doesn’t happen by accident — it requires the effort of the entire organization.”

When the global supply disruptions started due to the COVID-19 pandemic and inventory was king, Gerber was ahead of the game. Carmen Fiordirosa, vice president of marketing, knows the pain points. 

“We invested in a program called the Gerber Good-to-Go List,” she says. “We have stocked these products that can be ready to ship within two business days; we consider them our core go-to products. “They look good, are competitively priced, and have reliability synonymous with the Gerber name.”

It’s just one of the ways the company is helping alleviate pain points for customers. Yurko adds to the company’s ingenuity and passion for innovation and decorative offerings: “I want Gerber to be known as a product company.”

Working with HEART

At the heart of the company’s passion for its products and customers are its team members and company culture. And while the company is a global organization, Gerber Plumbing is thought of as a national brand with a family feel. This can be felt not only through some of the names of its product lines — giving a homage to its midwestern roots with names after Chicago neighborhoods — but also for its ability to connect on different levels with its customers. 

“People want to be a part of something bigger than themselves, and we say that we do everything with HEART,” Fiordirosa says. It is an acronym for humility, enthusiasm, accountability, resourcefulness and transparency. 

The company provides training on crucial conversations: open, transparent discussions about working towards a resolution. “At the end of the day, everybody wants to win, and we believe in winning together,” she adds. 

Employees can feel the care that has been cultivated into a family-feel tradition. Mario Serna, operations manager, has worked with the company for more than 12 years. “I am fortunate to work with people who treat each other like family — with dignity and respect.  What sets our company apart is the people, who are so caring and willing to help each other,” he says.

Kathy Covello, price administration and quote coordinator, has been with the company for 24 years. Her commitment to the company is due to its family values. “Everyone is treated with respect — no matter the position you hold,” she says. “Gerber’s goals are to succeed, and it wants its employees to succeed with it.” 

Keeping HEART in the culture during the pandemic was challenging yet doable. “We were working remotely in different time zones and at risk of dehumanizing each other through the overuse of Microsoft Teams and Zoom,” Fiordirosa notes. The company adapted by keeping its foundation — its people — together to keep its inclusive community of team members strong. 

“We got together quarterly with virtual events — having food, drinks and activities like our virtual Christmas party,” she adds. “We were and are continuing to bring people together to build and ensure that our core values can carry on for the next 90 years.” 

Yurko notes: “We can’t do this without people, and it’s never any one person who makes a difference. Never! Every person makes the difference.” It’s the pride the company has in its culture that he knows will propel it forward. And it shows.

Anniversary Celebrations 

To celebrate its 90th anniversary, Gerber Plumbing Fixtures is excited to reconnect in person with its customers — building on the foundations that have been set to propel them to the next level. 

Before the COVID-19 pandemic hit our shores, the company used Gerber University to bring in a cross-functional group of wholesalers and their counter and showroom teams for multiday training sessions at its headquarters outside of Chicago. That will start up again in 2023, showcasing the abundance of traditional and new products it has brought to market and the many avenues of support it has for its customers.

Last year, the manufacturer started its roadshows, crisscrossing the country and producing 40 in-person events — while providing safe opportunities for the Gerber team to interact with its customers. “We worked with our wholesaler partners, used space at their branches and invited contractor customers to receive education and training on our products,” Fiordirosa says. The events were anything but ordinary — providing food, training and raffles for Gerber gear. 

“We found that not many others were using this approach,” Kessler explains. “The most important thing about building relationships is the maintenance part – and the roadshow creates a value to our customer. Over time, it extends relationships and keeps them moving forward.” This year, the company is planning more than 60 roadshows and has no plans to slow down.

To see how the roadshows are making an impact, Gerber is strategic to incorporate more “at a generational standpoint — how the wholesalers are engaging in their region or area, and many are sponsoring plumber trade schools,” Fiordirosa states. 

She explains how Gerber assists with helping wholesalers and its trade partners engage within their plumbing community. 

“We want to build that long-standing generational relationship for Gerber’s future, again, looking at the next 90 years,” she says. “We know how Gerber got to its 90th anniversary — because of the seeds it planted along the way. And we’re harvesting the benefit of that now. And we have to continue to plant those seeds so that we’re reaping more benefit and harvest for the brand in the next 90 years.” 

The company extends its support to trade schools via its wholesaler and plumber partners. It’s all about keeping the health of the trades. 

Gerber has a significant social media presence and started a campaign to help further the health of the communities and causes held close to the heart of its customers and followers. It gives its followers a chance to donate $90 to a charity of their choice. 

It has also partnered with a nonprofit called Building Hope in the City, which puts together urbanization plans in underserved areas within the Cleveland area. The company is donating products, and the projects are slated to continue for the next 18 months. 

In addition, the company is going back to its dedication to water conservation and has hosted a Walk for Water, paying the entrance fee for its employees and customers to take part.

Gerber Plumbing will sprinkle celebratory hints of the anniversary all throughout the year during its roadshows and tradeshow events and, in 2023, it will wrap up the 90th year celebrations at the Kitchen and Bath Industry Show in Las Vegas with festivities and exciting new product launches to propel them into the coming years. In addition, a local celebration will be had at headquarters for all employees to celebrate the growth and success they helped create. 

The Next 90 years 

In celebrating its anniversary, Gerber Plumbing is aware that while growth is essential, servicing its customers is critical. 

“We have an overarching strategy — to continue to be the most consistent supplier in the marketplace,” Yurko explains. “Don’t get me wrong; we have a lot of work to do. But what we will never do is open up a new channel, a new customer, unless we have the capacity plan to support that customer without impacting any of our existing customers.” 

Several years ago, Gerber acquired a manufacturing plant in Mexico that has helped the company stay strong in its product lines and assist with supply chain issues. While it manufactures many of its products overseas, the ability to keep up with production and keep inventory within reach, the plant in Mexico will boost its inventory, allowing for continued growth. 

There is so much on the horizon for Gerber: celebrating customers, their customers, employees, community and the company’s family values and traditions.  Just like Max would have wanted.

When I asked Yurko about the next 90 years, he smiled and said: “I really feel like it is our time. It’s Gerber’s time to grow.”