Thought Leadership Q&A With Fluidmaster: The Business of Better Repairs

As chief brand officer for Fluidmaster, Corinne AndersonSchoepe sits at the intersection of brand strategy, innovation and one of the most recognizable names in plumbing repair. A member of the founding family behind the company established in 1957 by inventor Adolf Schoepe, AndersonSchoepe has helped guide Fluidmaster’s evolution from a dominant toilet repair brand into a broader global plumbing and water-management company operating in more than 80 countries.

Over the past several years, she has played a visible role in Fluidmaster’s brand growth, global expansion efforts and industry outreach initiatives, including the company’s work supporting trade careers and women in plumbing.

In this exclusive interview with Hardware Connection, AndersonSchoepe discusses why the independent hardware channel remains critical to Fluidmaster’s long-term strategy, how DIY and professional customer expectations are changing, the growing importance of universal repair solutions and where innovation is occurring across plumbing repair categories. She also shares perspectives on trade workforce development, water-efficiency trends and the ways in which the company is positioning itself for an increasingly complex repair marketplace.

Hardware Connection: How would you describe Fluidmaster’s relationship with the independent hardware and home improvement channel, and why does that channel matter to your long-term strategy?
Corinne AndersonSchoepe: Fluidmaster’s relationship with the independent hardware and home improvement channel is critical for the long-term success of the business and the brand. It is characterized by broad distribution, shared customer focus and mutual value. Independent hardware stores are essential to Fluidmaster’s business strategy because they serve our core customer segments—DIY and the pro—and provide stability in a dynamic retail environment. The channel supports product education and innovation adoption and helps reinforce the company’s leadership position across the toilet repair category.

What trends are currently shaping plumbing repair, particularly in the DIY and professional segments? Are you seeing shifts in product expectations, consumer behavior or project complexity?
Today’s customers, whether DIY or pro, are prioritizing easy installation, low-maintenance solutions and minimal household disruption. Products that simplify installation with universal parts, easy-to-follow instructions and minimal tool requirements are more attractive for our end users and pros. Consumers are expecting products they can install for common fixes. They have a higher demand for online support and “how-to” content and a preference for trusted brands like Fluidmaster that offer reliability and ease of installation. The repair side of plumbing often aligns with value and practicality.

How is Fluidmaster positioning itself to serve homeowners who are increasingly cost-conscious but still expect durability and performance?
Fluidmaster recognizes that today’s homeowners are increasingly value driven: They want solutions that are reliable, durable and help them avoid repeat repairs. We know that people’s homes are probably their largest investment, and we design products and packaging to deliver the highest-quality products that are easy to install and will ultimately add value to their home and their lives.

How is Fluidmaster supporting trade careers, and what role do you see manufacturers playing in strengthening the pipeline of plumbers and technicians?
Skilled trades, especially plumbing, remain essential to a healthy home repair ecosystem. Fluidmaster recognizes that plumbers are not just end users but critical partners who influence brands, drive product adoption and enhance customer satisfaction. Supporting this community is fundamental to the company’s culture and our long-term strategy. We’re collaborating with trade organizations to strengthen the workforce pipeline. Fluidmaster helps ensure that new entrants to the trade have the tools, confidence and opportunities they need to succeed. For decades, Fluidmaster has been awarding trade school scholarships to support aspiring plumbers, and we’re involved with trade organizations like the Project Management Institute and the Plumbing-Heating-Cooling Contractors Association. The plumbing trade will be less affected by AI, and we feel there will be a growing interest in the plumbing trade that Fluidmaster will continue to support.

Fluidmaster has been active in conversations around inclusion and supporting women in plumbing. How important is that effort to the company’s culture and to the broader health of the industry?
Fluidmaster champions inclusion and advancing women in plumbing. This reflects a belief that the future of the trades must include, and actively welcome, a broader range of talent. Fluidmaster participates in initiatives and industry groups that promote women in plumbing. We encourage representation across trade events, training programs and leadership conversations. At Fluidmaster, we have women at all levels of the organization: on our leadership team and in engineering, product development, sourcing, sales, marketing, tech services, manufacturing and assembly. Technology continues to influence even traditional repair categories.

Where do you see innovations in plumbing repair—materials, design, water efficiency or digital integration?
Technology is reshaping even the most traditional areas of plumbing repair. Across materials, design and water efficiency, the category is experiencing a wave of innovation driven by changing homeowner expectations and sustainability expectations. Fluidmaster makes more durable, sustainable and easy-to-install components. Design innovation is focused on reducing complexity and improving usability for DIYers and pros. In the area of water efficiency, water saving technologies and regulatory pressures are pushing us to explore and provide more efficient repair solutions.

Looking ahead five years, what’s your bold prediction for the plumbing repair market and Fluidmaster’s role within it?
In the next five years, the plumbing repair market will continue to get increasingly complex. Different shapes and sizes of toilets are introduced, requiring different types of internal components. We will continue to introduce products that take the complexity out of the repair. A great example is the Super Flapper, where we created a flapper that could convert to a 2-inch or 3-inch flapper. This addressed a pain point for consumers that eliminated guesswork and eliminated an extra trip to the store. While the demand for repair parts continues to evolve, the need for universal solutions for a diverse toilet repair market will always exist. Fluidmaster will be at the forefront of the category, whether it’s providing toilet manufacturers with the best components or providing the best products for any toilet repair need.