November 1, 2022

The National Kitchen & Bath Association (NKBA), representing nearly 50,000 North American kitchen and bath industry professionals and the owners of the Kitchen and Bath Industry Show (KBIS), announces its newest NKBA Global Connect Program member and European brand Roca.

With more than 100 years of history, Roca has remained a family-owned business. Roca started in 1917 as a manufacturer of cast iron radiators for domestic heating in Gavà, near Barcelona. In 1936, Roca started the production of vitreous China bathroom appliances. In the 1990s the Group developed the first step in its international expansion, achieving sector leadership worldwide in 2006. Today, Roca’s headquarters is in Barcelona, Spain with 84 production plants worldwide, and over 24,000 employees.

“When thinking about the North American market, our product development team’s main goal is to bring something different and fresh through Roca’s European design, combined with the most innovative technologies while adapting to the diversity and distinctive characteristics of the North American customers,” said Raquel Puerto, marketing manager, Roca.

Roca is engaged in the design and production of the most cutting-edge technologies and sustainable solutions for the bathroom space. 

“Our knowledge of the industry and the expertise gained over the years allow us to develop more efficient, innovative and sustainable manufacturing processes, continuously incorporating the latest technological innovations and research of new materials,” continued Puerto. 

The reliability and consistency of Roca’s global production model guarantee the quality and excellence of all pieces we manufacture.

Sustainability is present in all of Roca’s factories and manufacturing processes, reutilizing all residue generated in the process and reducing CO2 emissions. Roca has developed products that help reduce water and energy usage, such as the W+W toilet that reuses water from the sink for flushing, new dual flushing mechanisms for water saving, and Roca’s exclusive technologies like the Cold Start for faucets.

One of Roca’s main philosophies is that water is a universal right. The Roca Group created in 2010 the We Are Water Foundation, a nonprofit organization that aims to contribute to the resolution of problems derived from the lack of water and sanitation in the world. By collaborating with NGOs and UN agencies, the foundation develops aid programs in those areas around the world most affected by the lack of water and sanitation. So far, the foundation has developed 82 projects in 30 different countries that have helped more than 3,609,187 people.

Roca’s short-term goal in the North American market is to solidify the brand in the Southeastern market.

“At the moment we are focused on Florida and the southeastern region because of its diversity, which makes this area more open to a European brand,” said Puerto. “The long-term goal is to be a renowned, well-recognized and appreciated brand throughout the US and Canada, just like we are in other parts of the world.”

The NKBA Global Connect Subscription program offers a robust package of resources and connections to help international brands enter the North American kitchen and bath marketplace. Access to industry experts, proprietary NKBA market data, North American design and construction insights, VIP events, and networking programs give NKBA Global Connect Subscribers a unique view into the market before they commit to launching. 

“We are so pleased to welcome Roca into the NKBA Global Connect program,” said Suzie Williford, executive vice president and chief strategy officer of NKBA. “We continue to build an outstanding program designed to help these international brands enter the North American kitchen and bath market, and it’s gratifying to see it embraced.”