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How Toto toilets will take on the world

President discusses expansion plans and brand building through luxury hotels

Bathroom fittings maker Toto plans to build brand awareness by targeting luxury hotels in Europe.

TOKYO -- Japanese sanitary fittings maker Toto, famous for its trademark Washlet electronic bidet toilets, is pushing deeper into overseas markets with 250 billion yen ($2.21 billion) in capital spending over the next few years.

The company's recently drawn-up five-year management plan, titled "WILL 2022," kicks off in fiscal 2018 and includes production expansion in the U.S. and China, as well as efforts to reinforce the brand through luxury hotels in Europe -- where the company continues to post operating losses.

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