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According to recent reports from French media, renowned French luxury sanitary ware brand THG-Paris (hereinafter referred to as THG) plans to sell 75% of its shares to a Chinese sanitary ware manufacturer. However, no official announcement has been released by either party.
THG stated that the Chinese market currently accounts for 5%-10% of the brand’s sales. It hopes to complete the share transfer to accelerate its development within the Chinese market.
Negotiations Over the 75% Equity Sale Launched Two Years Ago
As reported by French media Les Echos, the family-run French bathroom enterprise THG is selling 75% of its shares to a Chinese sanitary ware company.
David Bonnelle, Managing Director of THG, mentioned that the Chinese market currently contributes 5% to 10% of brand sales. In recent years, accessing the Chinese market has grown more complicated and costly, especially for high-end brands targeting five-star hotels and affluent consumer groups. THG aims to lift sales in China by leveraging its partner’s thousands of showrooms and retail stores across the country.
David Bonnelle introduced that THG gains its reputation by supplying luxury landmark hotels including Hôtel de Crillon in Paris, Burj Al Arab in Dubai and Trump Taj Mahal in Las Vegas. In recent years, the brand has attempted to launch more accessible product lines.
He also pointed out that such diversified expansion requires the enterprise to transform from manual production mode to larger-scale industrial production. He frankly stated that this transformation would be impractical for a medium-sized company with annual sales of 40 million euros (around 311 million RMB) without external partners. The enterprise has sought relevant solutions for five years and kicked off formal negotiations with Chinese enterprises back in 2019.
The “Chanel of Bathroom Industry” Accelerates Layout in China
According to THG’s official website, the brand was founded in 1956 under the name Robinetterie de la Poste, co-founded by André Tétard, Julien Haudiquez and Alexandre Grisoni. Several years later, the enterprise relocated and renamed itself THG.
Known as the “Chanel in the sanitary ware industry”, THG has been awarded the title of Entreprise du Patrimoine Vivant (EPV) — Living Cultural Heritage Enterprise by the French Ministry of Economy, Finance and Industry. For decades, THG focuses on manufacturing faucets, bathroom hardware and related bathroom products, and its faucets enjoy wide recognition in the industry. In recent years, the brand has also developed ceramic products such as wash basins.
At present, THG’s business covers 65 countries and regions worldwide, and export business accounts for 80% of total sales. Over the past 20 years, it has successively opened flagship showrooms in iconic cities including London, Paris, New York and Dubai. In 2011, THG set up its Asia-Pacific branch in Shanghai and officially entered the Chinese market. Its largest exhibition showroom in China is located at Shanghai Xiyingmen International Building Materials Brand Center.
As a highly reputable enterprise within premium design sectors, THG commented that this equity sale is crucial to corporate development and will bring new market opportunities to THG.
Frequently Asked Questions
Q1: Has THG officially completed the transfer of 75% equity?
A: No. News comes from French media reports. Both sides have not issued any official announcement to confirm the completion of the transaction, and relevant negotiations are still ongoing.
Q2: What is the core purpose for THG to sell its majority shares to a Chinese sanitary ware enterprise?
A: THG intends to rely on its Chinese partner’s offline showroom and store resources across China to expand market share. It also wants to realize industrial transformation and break the limitations of traditional manual production.
Q3: How large is THG’s current business scale in China?
A: The Chinese market contributes 5%–10% of THG’s overall sales. The brand established its Asia-Pacific branch in Shanghai in 2011, and its largest domestic exhibition hall is located in Shanghai.
Q4: What kind of brand positioning does THG own globally?
A: THG is a high-end French luxury bathroom hardware brand, nicknamed the “Chanel of bathroom industry”. Its products are supplied to many well-known five-star luxury hotels around the world, and it holds the French EPV Living Cultural Heritage Enterprise certification.
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