|Source • Brands||
Price • Origin
Eljer Brand Faucets are No Longer Being Sold
A division of
American Standard Brands
One Centennial Avenue
P.O. Box 6820
Piscataway, NJ 08854
American Standard Brands will continue to honor the warranty on discontinued Eljer faucets.
This Company In Brief
Founded in 1904 to manufacture plumbing products, Eljer was merged into American Standard Brands in 2012 and ceased all manufacturing in the U.S. American Standard no longer sells products under the Eljer name.
Founded in 1904 by Raymond Elmer Crane and his cousin, Oscar Jerome Backus. The name was taken from the middle names of its founders: "El" and "Jer". Eljer Co. had a long and distinguished history as an American sanitary wares manufacturer.
Eljer was a pioneer in the industry.
In 1904 it invented the first vitreous china water "cistern", as toilet tanks were called in those days. Plumbers doubted the strength of the project so acceptance was slow. To prove just how sturdy china really was, Eljer hosted a demonstration at which cistern was laid on its back on a steel rail, a plank was placed on top of it and 27 men stood on it. That ended any doubt about the strength of china cisterns.
In 1908 Eljer replaced the original round cistern with a rectangular model that was cast in a mold. The shape and casting process are still used today, virtually unchanged.
Eljer also created the pastel bathroom.
In the 1930s the company was well known for its suites of colored bath fixtures which it advertised widely. These were a luxury item during the Depression, but caught on and were widely copied during the Post-War housing boom of the 1950s and '60s. The pink, peach, robins egg blue and turquoise colors that dominated mid-20the-century bathrooms were an Eljer innovation.
Eljer also produced on the first sinks designed to be installed under a countertop: the Eljer Hi-Low Undermount cast-iron kitchen sink.
The company's reputation for its heavy duty, exceptional quality toilets, sinks and bathtubs never did translate to its faucets.
Eljer was always the Rodney Dangerfield of the faucet world. It got no respect. The faucets, made by a subsidiary, U.S. Brass, were of exceptional quality, originally designed for commercial use in restrooms, hotels, and factories, and the heavy duty commercial quality crossed over to Eljer's residential offerings, but very few people seemed to notice. While Eljer prospered in the world of commercial faucets, its crossover residential models never gained much market traction.
Eljer was privately held until 1969 when it was acquired by Household International and taken public. In 1996 Eljer merged with Zurn, another plumbing products manufacturer, then in 1998 Zurn was acquired by U.S. Industries, a holding company that also owned the Jacuzzi.
In 2005, the Eljer Plumbingware division, after record losses the prior year, was sold to Sun Capital Partners and merged with American Standard's North American plumbing division and Crane Plumbing to form the new privately owned which immediately closed Eljer's North American factories, and laid off its American and Canadian workers.
There are no more Eljer factories anywhere in the world. Eljer ceased to be an operating company and became just a brand name under which American Standard products were sold.
Then in 2012 American Standard Brands was purchased by the giant Japanese building products conglomerate, LIXIL, itself a very new enterprise. Lixil was formed in 2010 by merging the Japanese toilet and sanitary ware maker Inax, with building materials manufacturers: Tostem Corporation, Shin Nikkei Co , and Toyo Exterior.
LIXIL has continued and even accelerated the long slide of Eljer brand into obscurity. As the new owner of American Standard and (as of 2013) Grohe, LIXIL is rapidly consolidating brands. It discontinued selling faucets in 2013, ending American Standard's long association with these two European luxury brands. It almost immediately began to deemphasize Eljer faucets. By 2013 Eljer had been reduced to a house brand sold only in Menards stores. The faucets were made in China a Mexico, engineered and priced to compete with discount brands like a long step down from Eljer's historic commercial-grade quality.
Finally, in 2016, without fanfare or prior announcement, all products on the Eljer web site were marked as discontinued. Sources within American Standard have confirmed that the Eljer brand will no longer be sold, ending a plumbing tradition that dates back more than a century. The company will sell the items it has in stock, but no more Eljer brand products will be manufactured.
American Standard will continue to honor Eljer warranty claims.