Danze, owned by GLOBE UNION INDUSTRIAL CORP., is one of the award winners of Taiwan Superior Brands. Their main product is bathroom and kitchen equipment.
Founded in 1979, Globe Union Co., Ltd. started its business in hardware trade. After 28 years, the company has evolved itself into a manufacturer of bathroom fixtures, plumbing accessories, and cookware. As the biggest faucet manufacturer in Asia, Globe Union currently has 10 brands sold throughout North America, Europe, and Mainland China.
The company's first brand 'Gobo' was established in 1985 for the Chinese market. In 2000, the company established 'Danze' as a premium, high-margin brand. In 2003, the company purchased the American brand 'Gerber'. Because Gerber has been existing in the global market for 80 years, investments in R&D and marketing did not need to be extensive. After this acquisition, Gerber products have become profitable. Globe Union Chairman Ming Oh-Yang stated that "before the purchase of Gerber, Globe Union tried and failed to sell its products in the US. Our products now move there easily under the Gerber name."
Yang has also added that "to ensure profit margin and growth, a company must establish and maintain its own brand even through wholesale. A fashionable, well-designed product is 10 times or even 100 times more profitable than the one that isn't."
Globe Union now has 10 brands -- four in the US (Gerber, Danze, Fusion, and Aquanar), one in Europe (Lenz), four in Asia (Gobo, Milim, Home Boutique, and Anderson), and one in South America (AEB). Each brand features different products. The company's business strategy is to manage each brand independently but share the same marketing channels.
Danze, Globe Union's high-margin brand, has revenues that have increased six-fold up to US$60 million. This remarkable leap occurred primarily through wholesale.
This article is quoted from Taiwan Superior Brands (see original website)