The new alliance with American Standard does not extend to the other members of Supply America Group, of which Coburn is a founding company, said James E. Fuller, director/marketing and sales at Coburn.

"This is an independent decision," he said. "American Standard has a very strong e-commerce initiative, as do we. Also, its offering of the Absolute and Porcher lines is a major plus. We do good high-end trade with builders, who send homeowners to us to select their fixtures."

Coburn is mounting a rollout program with American Standard to celebrate the new relationship.

Contractor customers are being targeted with a series of daylong promotional events at all Coburn locations. An 18-wheel tractor-trailer is visiting each facility, carrying American Standard fixtures and faucets to be presented at a mini-trade show for contractors, builders, architects and engineers. Signage for the show invites customers to "Share the Excitement" of the companies' new relationship. Also, Coburn will launch an ad campaign targeted to consumers during the first half of next year.

E-commerce was one of the key factors that sold Coburn on the partnership, Fuller said. "Early next year we will offer an interactive Web site designed for our contractor customers. They will log in and use a password."

Through the site, contractors will be able to purchase material, check order status, study their purchasing history, review invoices and statements, prepare project submittals, download product specifications or browse Coburn's 121,000-item inventory.