Omigo: On a Mission to Create a Bidet Culture in the United States


This case is about North Carolina-based Omigo, a bidet manufacturing startup co-founded in 2017 by the father–son duo of Tom Lotrecchiano, Sr. and Tom Lotrecchiano, Jr. According to experts, the market size of bidets could grow at a rate of more than 5% between 2020 and 2026 globally. Within the United States, during the COVID-19 pandemic, bidet manufacturing companies reported a significant increase in sales. This exponential growth largely occurred due to the scarcity of toilet paper rolls. Although bidets are culturally unacceptable to U.S. consumers, the co-founders of Omigo believed that they could make this shift to bidets by U.S. consumers a permanent feature. Students are asked to frame strategies to help the co-founders bring this cultural change to the United States. How can they achieve this goal? Going forward, in what directions should they focus their innovation efforts?

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2023 Sage Publications, Inc. All Rights Reserved

You are not authorized to view Teaching Notes. Please contact your librarian for access or sign in to your existing instructor profile.
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles