“Understanding the Argentine market is complex. Having local representation allows us to provide real follow-up on the works, guarantee after-sales service, and give certainty to projects that take years to execute,” Iraola stated, reaffirming his confidence in a long-term investment in the country.
Images from the inauguration in Palermo.
The strategy will initially focus on three major segments. The first will be international hospitality, where Kohler is already working with chains like Hilton. They will also seek to enter more strongly into public and corporate spaces, including airports and shopping centers.
The third focus will be on high-end housing and real estate developments, where Grupo Vasser believes that the incorporation of an international brand can become a differentiator for the projects.
Focus on real estate and regional expansion
The company believes that products such as faucets, toilets, and sinks can help elevate the category of real estate ventures aimed at the premium segment. “Projects need very competitive costs, something that Kohler can offer, but we also want to add value through the brand,” the businessman explained.
Juan Manuel Iraola, CEO and president of Grupo Vasser at the opening of a location in Palermo
Grupo Vasser has ten years of experience in the construction sector and seeks to use this investment as a starting point to deepen its expansion in Argentina.
In the future, the company also plans to connect the local operation with the structure that Kohler already has in other Latin American markets, using the Argentine launch as a platform to expand its participation in construction projects, hospitality, corporate spaces, and residential developments.
Grupo Vasser announced a US$4.5 million investment to officially launch Kohler in Argentina, one of the leading American companies in international products and solutions for bathrooms, kitchens, and construction projects.
The funding will allow for the first exclusive Kohler store in the country, while the company seeks to develop its presence in sectors such as hospitality, corporate spaces, real estate developments, and high-end housing.
High-end Kohler products
The project began to take shape more than two and a half years ago. As explained by Juan Manuel Iraola, CEO and president of Grupo Vasser, the decision is part of a long-term business strategy.
“We made this decision because we always look at business in the long term. Our initiatives transcend governments, and the arrival of Kohler is the result of over two and a half years of joint work,” he stated.
The bet on the Argentine market
The local representation will allow Kohler not only to sell its products in Argentina but also to provide follow-up on construction projects that typically require several years to complete. Grupo Vasser pointed out that one of the objectives will be to ensure product availability, after-sales service, and support during the various stages of the works.
