At Gerber Plumbing, the company is undergoing significant changes designed to strengthen its position in the competitive plumbing market.
Araceli Lee, the newly appointed director of sales, is a member of the team at forefront of these efforts. With more than 20 years of experience, she is excited to lead Gerber’s continued investments in the wholesale channel, which is driving both growth and innovation.
Gerber is committed to making substantial investments behind the scenes to ensure our products and services meet the evolving needs of our partners and customers,” says Lee.
Gerber’s leadership team has recently seen an influx of fresh talent, bringing renewed energy to the company. Carmen Fiordirosa, who became Gerber’s president in 2023, brings a wealth of experience from her previous work in the automotive aftermarket industry. Known for her leadership and mentorship, Fiordirosa is passionate about empowering employees and ensuring Gerber remains a first choice partner for both employees and customers.
A Revitalized Leadership Team
Gerber’s leadership team has recently seen an influx of fresh talent, bringing renewed energy to the company. Carmen Fiordirosa, who became Gerber’s president in 2023, brings a wealth of experience from her previous work in the automotive aftermarket industry. Known for her leadership and mentorship, Fiordirosa is passionate about empowering employees and ensuring Gerber remains a firstchoice partner for both employees and customers.
Fiordirosa is not alone in leading this charge. Derek Kirkpatrick, Gerber’s new vice president of sales, has been with the company since 2012 and is renowned for his ability to improve profitability and product mix. Lee, who joined Gerber two years ago, brings a strong background in sales, customer experience, and performance management. She credits Gerber’s collaborative and team-oriented culture for its ability to achieve high performance while fostering personal connections among colleagues.
“Despite our global presence, the culture at Gerber remains incredibly personal,” Araceli says. “We genuinely care about one another. Leadership encourages social interaction, making sure we connect beyond just work.”
Commitment to Quality and Value
In a marketplace where freight costs and inflation continue to affect margins, Gerber’s commitment to high-quality, cost-effective products remains unwavering. The company has recently rolled out new product displays that highlight both timeless design and modern relevance. These displays have already been well received by IMARK members, showcasing Gerber’s blend of style, durability, and affordability.
In 2024, Gerber enhanced its display offerings with the introduction of newly designed 4’ x 8’ bathroom product display, complemented by a range of coordinating displays in a warm and inviting “Asian Sand” woodgrain material. These modern displays are designed to elevate Gerber’s brand presence and create a distinctive impact in showrooms, giving customers a visual experience that aligns with Gerber’s commitment to timeless design.
Additionally, Gerber has increased the warranty on its Viper® toilet line and decorative collections of toilets to 15 years. This extended warranty is a testament to the company’s confidence in the longevity and performance of its products, giving IMARK members the peace of mind to sell with assurance.
“It’s not just about offering quality products; it’s about offering our partners and customers consistent value,” says Araceli. “We’re always working to ensure that the products we provide meet the latest design trends but also stay reliable and profitable for our customers in the long term.”
Building Trust Through Education and Training
Gerber understands that strong partnerships require trust. As part of its focus on strengthening its relationships with IMARK and other partners, Gerber is investing more in training materials and resources. In 2025, the company plans to leverage IMARK’s platform more effectively, providing product literature, samples, and training that help customers feel confident in selling Gerber products.
“We want to give our partners the tools they need to succeed,” Araceli explains. “Whether it’s training, product samples, or even a brochure outlining stock levels and cuts, we’re committed to making it easy to work with us.”
Gerber’s Good-to-Go Program supports these efforts by ensuring that most orders ship within two days across the United States. This program features a curated list of in-demand faucet and valve products, backed by Gerber’s dedicated Customer Care team to ensure seamless delivery to customers.
Strategic Investments in Manufacturing
Gerber has also made notable strides in its manufacturing and distribution channels. The company now owns its manufacturing facility in Saltillo, Mexico, as part of its long-term strategy to diversify its manufacturing footprint. This investment supports the company’s “China +1” strategy (an imitative to expand manufacturing capabilities outside of China), ensuring that Gerber can provide its customers with reliable, on-time delivery despite the fluctuating challenges in the global supply chain.
Team-Oriented Culture
Gerber prides itself on its team-oriented culture, where a fun, collaborative work environment ensures that achievements are celebrated, and personal connections are made. Team-building events and philanthropic activities, such as the annual 6K for Water, backpack-packing events for children in need, and volunteering at Feed My Starving Children, are integral to the company’s work ethos.
Employee Development
Employee development is another cornerstone of Gerber’s strategy. The company offers “Lunch and Learns” based on employee interests, covering topics such as Excel or supply chain operations, ensuring that the team continuously evolves and grows. In addition, Women in Gerber (WIG), a group dedicated to supporting women, alternates between networking activities and workplace discussions to empower female employees and promote diversity within the company.
Leadership Vision: From History to the Future
Founded in 1932 by Polish immigrant Max Gerber, the company has more than 90 years of history. Despite changes in ownership and leadership, Gerber continues to maintain strong ties to the Gerber family. In January 2024, Shane Ouyang, the company’s new chairman and CEO, took the helm at Globe Union, Gerber’s parent company. Ouyang, who has spent years preparing for this role, is dedicated to carrying on the legacy of the Gerber brand and further positioning it as the “first choice” for employees, customers, and partners alike.
“We’re focused on consistency, reliability, and value,” says Araceli. “The plumbing industry is constantly evolving, but we remain dedicated to providing products that stand the test of time.”
Notable Changes and Future Goals
Gerber’s strategic positioning in the plumbing market is aimed at combining the awareness and prestige of a Tier 1 brand with the profitability and reliability of a Tier 2 brand. This unique “Tier 1.5” positioning allows Gerber to offer high-quality products, in both the toilet and faucet categories, that deliver both value and exceptional margins for its partners.
Looking ahead, Gerber is doubling down on its mission to be a dependable and profitable partner for its customers. In 2025, Gerber plans to further invest in training and support resources, making it easier for partners to sell and market Gerber’s products while building lasting trust.
As Araceli puts it, “In an industry full of change, it’s refreshing to be part of a company that’s committed to being the first choice—not just for our products, but for the people we do business with.”