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Tuesday, Feb 27, 2024

Bidets See Surge in Popularity During Pandemic

Business for Luxe Bidet is booming. The La Jolla-based company which sells toilet bidets, has taken off after seeing growing demand for its products due to the coronavirus pandemic. 

For those unfamiliar, a bidet comes in many forms, it’s traditionally a device that users insert under their toilet seat and connect to the toilet’s clean water supply. When in use, a nozzle lowers and ejects water. 

Users can adjust the water pressure, temperature, and jet stream angle for maximum comfort.

A top-selling product on Amazon, Luxe Bidet’s product is now sold online at retailers including Target, Walmart, and Best Buy. 

“We are the best seller of this product in terms of the number of units sold. We are the market leader in this massively very fast growing market,” said Anjum Gupta, founder and CEO of Luxe Bidet. “When I started the company, there were zero sellers for this product on Amazon. Today there are probably 30 and we have been able to maintain our ranking over the years.”

Founded in 2009, local entrepreneur Gupta got the idea for the company after purchasing a similar product for his parents’ bathroom. 

Confident he could develop a more efficient and better design he launched 2Go Products, a design and manufacturing company to develop top class quality home products.

Over the past decade, the company has marketed and sold over a million innovative consumer products with operations in North America, Europe, and East Asia.

Launched with $10,000 Investment

Launching the brand, Luxe Bidet with a $10,000 investment, it has since grown to profitability for the past several years.

Gupta credits the company’s success to being one of the first mover’s into the space, as well as not over-hiring or over-spending on marketing.

The bidet comes in five different models, with pricing ranging from a $53 unit all the way up to a $350 unit. It’s available in two metallic colors. Gupta said the bidet is for anyone and for everyone, stirring away from just targeting one specific audience.

Since its launch date, Luxe Bidet has sold over a 1 million units in the U.S. alone through its various distribution channels. Products are manufactured at a family-operated factory in China.

Double Digit-Growth

Luxe Bidet is growing its revenue 100% year-over-year, and its annual revenue is around $20 million. 

Prior to the coronavirus pandemic, Luxe Bidet was already seeing double digit growth. Gupta said that’s partly been a result of having customers who evangelize on their behalf. 

In a typical month the company brings in $30,000 in sales but around early March, sales started to double beyond the norm.

“When COVID-19 hit, somehow toilet paper came into the limelight,” said Gupta. “Bidets were being sold just along with the toilet paper, we had astronomical, off-the-chart demand in March and April and May. The craziness has since subsided but we have a guaranteed a growth rate up 100% from last year.” 

Ken Wilbur, associate professor of business analytics and quantitative marketing at UC San Diego’s Rady School of Management, provided his perspective on the toilet bidet’s category and distribution strategy.

“Some consumers had to find new solutions during the recent toilet paper shortage. Interest in bidet products hit an all-time high in March,” Wilbur said. “There has been a strong turn towards e-commerce this year. eMarketer says e-commerce revenues will rise 18% in 2020, even as brick-and-mortar revenues fall 14%.”

Other notable companies that have benefited from the pandemic include video conferencing service Zoom, meal kit service Blue Apron and Facebook, video hardware Portal.

Beyond these uncertain times that led to toilet paper panic-buying and increased sales for Luxe Bidet, Gupta says he’s hopeful that the new level of interest from consumers will persist. They already have a number of repeat customers  —  those who buy another Luxe Bidet for their other bathrooms or purchase additional bidets as gifts.

Over 10,000 Reviews

Over the next couple years, the company projects revenue numbers will reach $40 million to $80 million in sales. Once that milestone is reached, the new aim is to bring in $100 million in annual sales revenue.

Luxe Bidet currently has a 4.5-star rating on Amazon with more than 10,000 reviews. Looking ahead, the company will continue to expand its offerings within the bathroom products category.

A growing competitive industry, the company invests aggressively in patents, holding five in total.

“For the last year, everyone has been jumping on board,” said Gupta. “I don’t foresee this slowing down for another few years and by slowing down, meaning, going below $100 million in the coming years.”


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