American Standard “In Japan, 75 percent of all households have smart toilets. Today in the United States, it’s only 1 percent,” he said at the company’s DXV showroom in Manhattan. “I can definitely envision that growing to at least 10 to 15 percent over the next three years.” However, Gould faces a challenge in getting consumers to listen to the idea of trading up to what he calls a “Spa-let.” Read More Entrepreneurs’ final frontier: Public restrooms “Americans don’t like to talk about what happens in the bathroom,” he said. “We always say, ‘The kitchen is about ‘we’ and the bathroom is about ‘me,’ and American consumers don’t like to talk about ‘me’ in the bathroom.” He said he hopes the company can persuade more Americans to talk about the “me” and see the bathroom as a luxury experience.
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