TOTO makes a powerful first impression with its redesigned website

TOTO USA celebrates 25 years of unsurpassed growth and success in North America by announcing the launch of its newly renovated website, which offers improved usability and resources. The clean, modern redesign provides consumers and building industry professionals with an interactive channel to learn about the company and the expertise that led to TOTO USA’s becoming a leader in the industry over the last 25 years. The site also offers easy access to new information and articles about the innovation, technology, and design that make TOTO’s sustainable, high-performance products the market’s leader.

”We wanted to create an online presence that provides each visitor with insight into our company, core values, and the experience of owning TOTO products,” says Daijiro Nogata, CEO of TOTO USA. “We also wanted it to serve as an online learning centre, which rewards visitors for the time they spend with us by providing them with valuable information on a wide array of topics, such as thought leadership articles, trends research, bathroom design advice, smart facts, visual metrics, case studies, CEUs, product information, and technical data.”

With a high-end lifestyle look, intuitive navigation and responsive design, the new site offers accessibility, speed, and consistent functionality to ensure a positive and productive user experience throughout visitors’ digital journey. The streamlined site navigation makes new content and features easy to fnd. Its responsive design in HTML5 allows the website’s content to automatically adapt to any screen size, so visitors can view an optimized display of the entire site on any type of mobile device, such as smartphones and tablets.

The new site harnesses TOTO’s brand promise, People-First Innovation, and its fve key fundamentals –PeoplePlanetWater, People-Centered Design, TOTO Total Design, TOTO Whole Bathroom, and TOTO Everywhere — to engage visitors by providing insight into the company’s products and initiatives in each core area. The “Living TOTO Library” houses a compendium of articles, case studies and other resources – everything from product specifcations and industry certifcations, to features and discontinued product information.

A new section entitled “My TOTO” provides consumers with folders where they may organize their design ideas and easily share them online via social media quick links. Within their “My TOTO” account, consumers may compare product selections and save their information for later use.

For building design professionals, the new “TOTO Pro” section enables them to quickly and easily access product information, download product specifcations and CAD drawings, and view informational videos. As part of TOTO’s dedication to the design and construction community, the company provides members with an opportunity to meet their continuing education requirements with several sponsored courses available in the “TOTO Pro” section.

The site also introduces TOTO’s new lifestyle campaign entitled “Living TOTO.” Placing people squarely at its center, “Living TOTO” depicts the trend toward a more relaxed, informal lifestyle. The new campaign centers on the concept “I want to live the TOTO lifestyle,” and its timing is ideal. Studies show that the bathroom and kitchen remain the two most remodeled rooms in the home. Consumers view the kitchen as a task-oriented space (cooking, dish washing, and meal planning). They feel guilty if they are not at work on household chores. The bathroom, on the other hand, is a place to which they can escape, closing the door on the world – a place where they can spend time relaxing, rejuvenating, and restoring themselves. Capitalizing on these social trends and Americans’ view that cleanliness is a virtue, the “Living TOTO” campaign aligns the company not only with consumers’ daily rhythms and rituals in the bathroom, but also their personal wellbeing. In this way, the new campaign extends the TOTO brand beyond the bathroom’s walls and represents TOTO as a better way to live.


TOTO USA is headquarters for the Americas Division of the TOTO Global Group, which was established in 1917 with the founding of TOTO, Ltd., in Kitakyushu, Japan. TOTO is the world’s largest manufacturer of bathroom fxtures and fttings with $5.1 billion dollars in annual sales. For nearly 100 years, TOTO has been the recognized leader in performance innovation and design with products that enhance the luxury bathroom experience. Today, the company maintains 23,500 employees in 69 offces around the world and owns manufacturing facilities in Japan, Mexico, the U.S,, China and Europe with an affliated network of more than 80 production facilities worldwide.

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