Bemis flush with new products from acquisition, research

Orlando, Fla. — Bemis Manufacturing Co., the world's largest toilet seat maker, has developed new ways to improve the bottom line for its business and customers.

Founded in 1901, the Sheboygan Falls, Wis.-based company introduced several products at the International Builders' Show, held in Orlando Feb. 8-10, that are the result of an acquisition as well as internal research.

The new toilet seats and accessories allow consumers to switch to a bidet at a low price, feel more comfortable and, for seniors and those with physical challenges, use the bathroom with more dignity, according to Bemis officials.

One of the new products has been dubbed "the Maserati of toilet seats" and another is a nonelectric DIY bidet attachment expected to have wide appeal.

While common in Asia and Europe, bidet, bidet seat and bidet attachment sales just started picking up in the United States during toilet paper shortages brought on by panic shopping at the onset of the pandemic in March 2020.

Seventeen percent of home renovators who upgraded their toilet in 2020 added a seat with a bidet — up 4 percentage points from 2019, according to Houzz's 2020 U.S. bathroom trends study.

Bemis' DIY bidet attachment — called Slim Edge — is made from ABS and is slim enough to fit under any toilet seat on any toilet. The device comes with a braided metal hose and brass adapter to tap into the water line. No extra plumbing work is needed.

The nozzle of the attachment then can be adjusted to the front or rear position for a robust or gentle spray of cold water.

At IBS, Bemis paired the Slim Edge with a few products, including a slow-closing polypropylene seat that has a night light.

The bidet attachment, which retails for about $42, is the easiest way to upgrade a toilet at a low price, according to Jonathan Bemis, the company's general manager of bidet, bath safety and general adjacencies.

Family-owned Bemis strengthened its position in the market for smart toilet seats and accessories with the December 2020 acquisition of Crystal Lake, Ill.-based BBC Innovations Corp. The deal brought Bemis the Bio-Bidet brand product line and BBC brand recognition and channels of distribution.

At IBS, Bemis also introduced the Clean Shield-brand elevated toilet seat that has a "reverse funnel" design. The 3-inch elevation of the polypropylene seat is barely noticeable, while the shield prevents urine or other matter from escaping and staining clothes or the bowl.

"We tried to create a more dignified experience," Bemis said.

Clean Shield is part of a suite of products that can be bundled with a nonelectric bidet or hand grips. The product line was designed mainly for the assisted-living and independent living markets, but it also helps people recovering from surgery or dealing with mobility issues. It's affordable, too, Bemis said, noting the full package — gripping arms, toilet seat and bidet attachment — retails for about $270.

The company's staff also considers the comfort level of products. Bemis said their research led to the development of the TruComfort contouring toilet seat, which is sold under its Mayfair brand. The polypropylene seat has elastomer inserts to offer ergonomic support, or "comfort where it counts," as marketing literature says.

"We set out to scientifically design the most comfortable toilet seat you could possibly imagine," Bemis said, explaining that pressure-mapping technology was used to determine where elastomer should be inserted to provide comfort.

The company says TruComfort seats conform to the user's unique pressure points to reduce tension and create a relaxing bathroom visit.

"We had men and women of different ages, heights and body shapes sit on a pressure-mapped toilet seat to see where the hot spots are," Bemis said.

Vlogger Taylor Calmus, aka Dude Dad, said the company got it right. Well, he actually said the days of his legs falling asleep while he scrolls his phone on the john are over. "This is the Maserati of toilet seats. With these inserts, it feels like you're pooping on a cloud," Dude Dad raves.

Bemis also introduced a redesigned line of heated toilet seats called Radiance that plug into a standard electrical outlet and adjust to three warmth settings. The company says Radiance features a slimmer profile while keeping the heating element virtually undetectable.

The seats are made from fire-retardant ABS. The material also offers chemical resistance to bathroom cleaners and stability to hold up the user's weight in a slim design.

"It looks like a regular toilet seat. It's not intimidating to someone who might want something new," Bemis said.

Radiance products are expected to hit the market in July.

At IBS, Bemis said he asked about 100 builders if they are adapting to the trends toward heated toilet seats and electric bidets by putting outlets near toilets in new and remodeled houses. Bemis said half responded yes, 25 percent are thinking about it and 25 percent have questions.

Not a lot of thought has gone into the color of toilet seats, however. Bemis said white seats make up 95 percent of the company's sales, but that could be changing. At IBS, the company showed a blue toilet seat that stood out as part of the bathroom decor.

"We're getting people to think about that while they refresh the colors of their towels," Bemis said. "White, biscuit and bone are by far the most popular, but more interesting colors are coming."

While Bemis is best known for its toilet seats, the company also manufactures plastic furniture for outdoor and indoor uses, medical suction canisters, sharps containers, fluid management systems, gas caps, gauges and other contracted extrusion and injection molded plastic parts for companies like Deere & Co. and Whirlpool Corp.

Bemis has more than 1,600 employees at sites in six countries.

With estimated annual sales of $270 million, Bemis is the 34th-largest injection molding company in North America, according to Plastics News' latest ranking.