Conversation with a plumbing

industry leader in macerating systems

 

Phc News conducts an exclusive interview with Regis Saragosti, ceo of Saniflo, the inventor and leading manufacturer of macerating plumbing systems that allow installation of toilets, tubs, lavatories, washing machines, etc. anywhere without extensive renovation or breaking up of floors, even below the level of the street sewer.

 

Please provide a brief history of Saniflo.

 

Saragosti: Saniflo is a French company, sfa Group, established in 1958. We are the inventor and the worldwide leader of the macerating units. We have two factories in France and more than 20 subsidiaries worldwide. Our products are sold and installed in more than 100 countries.

 

The story starts in 1958 in Paris. At this time, toilets and bathrooms were located in the corridor. Our president thought of a solution to bring the toilet directly into the apartment. This is how this company started 52 years ago. From one idea, to six million units sold and 20 subsidiaries, our wish to provide the market with high quality and innovative products has never stopped.

 

How did you get started in the industry?

 

Saragosti: My start in the industry was a pure accident! After graduating from an elite business school in Paris, I worked for a company selling electronic locks for hotels. Then I was hired by Saniflo in Paris as an export manager. I sold macerators in more than 35 countries. Our operation in the United States required someone from our head office. I accepted this challenge, and today with one of the most professional teams in the business, the best products, and a huge potential, I’m happy to be part of our success in the United States. This is just the beginning.

 

Please describe your job description and your initiatives for the company.

 

Saragosti: As the ceo of the company, you can imagine that I’m working on everything. After improving our marketing dramatically this last two years, introducing new products, and looking for new opportunities for our products, I like to be on the field. I like to understand our customers’ needs and very often, people refer to me as “the guy with the weird accent.”

 

My experiences with more than 35 countries help me to adapt our strategy everyday.

 

As I said very often, if I was able to sell these products in Romania, Russia, Poland, or India, I see no reason to not succeed in the United States. Most important for me is to work hard and get the success that Saniflo deserves in United States. I’m also the link between the market here, and our factory in Paris. This helps our development a lot. Because I live here and understand the market, I can explain our needs in terms of products, advertising, etc. much better to our corporate office.

 

How has the economy affected business?

 

Saragosti: Some people might be jealous. Since the beginning of our subsidiary in the United States, Saniflo has enjoyed a double digit increase in sales every year. 2008 and 2009 are our best year to date. There are several reasons to that. As we continue to grow we can attribute our success to many things. Not the least of which is hard work. We are working very hard to maximize our success in the field.

 

I think you will recognize our efforts with marketing, advertising, quality of products and the ease of doing business with Saniflo. All this combined with first-class representation in the field add up to a winning combination. I would like to thank our national sales manager, Bob Lechner, and all our reps who are working hard every single day to ensure the success of Saniflo in the United States.

 

Also, during this difficult time, people can’t move or sell their homes. But they can improve their home by adding an additional bathroom. So don’t move, improve. Saniflo is the best and cost effective solution to install a complete bathroom anywhere.

 

What is a macerating toilet?

 

Saragosti: To “macerate” is to soften, to break in pieces. Our macerating systems use a rotating cutting blade to liquefy human waste and toilet paper, that when mixed with flushing water is pumped into a sanitary sewer as fine slurry. Our macerating units give the possibility to install a complete bathroom or half bathroom anywhere you want without any major destruction.

 

The above-the-floor installation and pre-assembled unit make it so easy to install, that a plumber won’t use another product after installing a Saniflo macerating unit.

 

When you think that it’s impossible or when you think that you can’t do it, check Saniflo first and your installation is suddenly possible. You will be pleasantly pleased that the job will be below your cost expectations and time effective.

 

What are some misconceptions about this particular toilet?

 

Saragosti: Smell, noise, installation, after-sales support are all misconceptions we deal with frequently. As a new product in United States — only 10 years compared to 52 years in Europe — people are apprehensive about something with which they are not familiar. We know by experience that when a plumber installs our products, he/she will use them again on another job because they are easy to install, reliable, and with six million units sold worldwide, we are doing something right. Very often, people forget that Saniflo is the inventor and worldwide leader in the macerator business.

 

Another misconception is that this is a basement toilet! How many times have I heard that. But I would like people to realize that our products can be used for any situation; basement, garage conversion, attic renovation, master bedroom, office, warehouse, etc. People forget that our macerators can pump 18 ft. vertically, but also 150 ft. horizontally!

 

Any new products, events, news, etc. at Saniflo?

 

Saragosti: We recommend checking www.saniflo.com to discover the Saniflo range. Most people know Saniflo because of our Saniplus, but many people don’t know that we also have a complete range of gray water pumps, self-contained units, and much more to come in 2010. Saniflo will be on tv again in 2010, with two strong tv campaigns.

 

Describe your gray water pumping station.

 

Saragosti: Basically, there are no equivalents to our gray water pumps in United States. We offer a great finished look with three inlets for several hook ups, completely assembled including all necessary check valves built inside with a very attractive design compared to the other bulky relics. Our last gray water pump, The saniswift, just received awards for best 100 products of 2009. This product is the best gray water pump available in its category. Nobody wants to install a huge, ugly bucket with a noisy pump inside, which requires assembly and only has one inlet. It is just so old-fashioned. Our greywater pumps, like our macerators, are revolutionizing the market by their modern design, compact size and high efficiency.

 

How does Saniflo contribute to green building practices?

 

Saragosti: In the Saniflo range, we have two very unique products. The sanicompact and sanistar are two self-contained macerator toilets, which gives you the ability to install a half bathroom anywhere, without any major construction or destruction of your home. Our green toilets only use 1 gpf! With the boom of the green products all around the world, Saniflo has placed itself as one of the most innovative companies, and we know how to speak green!

 

Do you feel it is important to create strong relationships within the wholesale channel? Why?

 

Saragosti: We are the experts in macerating toilets and wholesalers are the experts in distribution. We build it; they sell it. There is a strong relationship between wholesalers and manufacturers. Basically, one without the other won’t exist. According to our distributors, Saniflo is one of their only manufacturers to have an increase in their sales every year for the past five years.

 

Saniflo is one of the only companies to support their wholesalers and distributors with huge advertising campaigns, strong promotions, and one of the most important reasons, a constant innovation of our products. You will see more in 2010.

Installation of Saniflo products seems to be fairly easy; convey the benefits and ease of installation of such products (pumps, toilets, etc.)

 

Saragosti: First and foremost you can have an operational bathroom in less than a day’s labor. All our products use small diameter pipe installed above the floor. This means a big labor savings. Typically, plumbing a water supply to an area where you would like a new bathroom installed is not difficult. Getting rid of the sewage is the challenging part of the job. In some cases it may be impossible. We make that challenge or impossibility a reality without major construction. You can have the toilet, sink and bathtub or shower all tied into our system. With our systems all you need is a water and electrical supply.

 

Do macerating systems need to be winterized?

 

Saragosti: As with any plumbing fixtures, caution has to be used to prevent any freeze damage in cold climates. Winterization is quick, easy and inexpensive.

 

What is the useful life of a macerating system?

 

Saragosti: We periodically pull a unit from our assembly line to test the life expectancy. Our minimum standard is 50,000 cycles. To compute the math, if you use the toilet and sink 12 times per day, every day of the year, you can expect roughly 12 years of use from this pump. Of course, this is minimum standard. I know of units still working flawlessly after 15 or 16 years of use.

 

What is the warranty on these systems and can they be voided somehow?

 

Saragosti: Our warranty is one of the best in the plumbing business. We have a two-year warranty on all of our pumps. Abuse and improper usage will void our warranty.